Социальные сети как инфраструктура продаж для МСП: экономическая оценка влияния контент-стратегий и рекламных форматов на конверсию и выручку (Social Networks as Sales Infrastructure for SMEs: An Economic Assessment of the Impact of Content Strategies and Advertising Formats on Conversion and Revenue)

<p>Abstract. The purpose of this study is to comprehensively assess the economic impact of various content strategies and social media advertising formats on conversion rates and revenue for small and medium-sized businesses. Key findings indicate that integrating educational content with direct sales increases conversion rates by 34-47%, while using video formats increases the average order value by 28%. The optimal ratio of organic to paid traffic for SMEs was found to be 60:40. The author's findings confirm the need for a systematic approach to developing a content strategy that takes into account the specifics of the target audience and the characteristics of the product category.Keywords: social media, small and medium businesses, content strategy, conversion, digital marketing, cost-effectiveness, SMM, sales.</p>