Mobile Internet marketing channels +How to play on WeChat
Mobile Internet marketing channels +WeChat gameplay - website construction.
In the mobile Internet era, most of the public's attention, time, and consumption have been shifted to mobile terminals such as mobile phones and tablets. In response to the public's consumption and the shift in attention, many businesses have also developed a large number of APP， This includes using public accounts and other forms to attract everyone's attention, which has led to a lot of information in our mobile phones, including news, advertising, entertainment, social networking, etc. In this era of information explosion, what should our marketing be done?
First of all, I think everyone should think about a question with me, that is, now everyone has heard a lot of training and sharing, including reading a lot of original articles. I wonder if you have felt that now is an era of advocating and promoting new media. But have you ever felt that while advocating, everyone's attention has shifted? A large number of training and articles talk about how to build a good official account, quickly increase fans, quickly acquire users, and write 100,000 yuan. +Articles and more.
The question we need to think about is that the purpose of a company's survival is to make money better. One of the things you need to do to make money is to market your own things and how to do marketing. It does not mean that we should make a company's official account perfect and has a lot of users. There are essential differences. So, how do we think about the problem from a marketing perspective?
There are three issues that need to be considered:
The first question is who we market to, which is user-oriented.
The second question is what do we market? This is product-oriented.
Third, what marketing do we use? This is channel-oriented.
First of all, let’s talk about the first question, who do we market to. When we talk about marketing, we must first determine who our users are, what users we do and what we do. Finding our target users is one of the key steps in marketing. The choice of user groups is to directly market consumption capacity, including customer unit price, market size, etc. After we have selected the user group, we have to analyze the difference between users, which is to layer them. Some users are more appealing and active, so we call them KOL； Some are good at some aspects, so we call accurate users； Some users may be more willing to interact, or are better at asking some questions or suggestions, so we call them angel users.
After finding our target users, the second thing we think about is what we market, which is our product thinking. What kind of products do we create to meet the needs of these users? Whether it is to meet the needs of love beauty, virtual products like Meitu Xiuxiu, or physical products such as mobile phones or food. We all need to achieve a product that can generate value to users and meet their needs. For virtual products, we must obtain users through precise services, very simplified processes, and a very perfect experience. Physical products attract users with excellent quality, ultimate service and reasonable prices.
In addition, our products have been developed, so we need to analyze the advantages and disadvantages of our existing products. Each product has very prominent features and is not perfect. So based on our previous understanding of users, what should we first introduce to accept our users? It is to package them A Face or B In terms of this analysis, it is our product thinking.
The third question is, what is used to market? This is channel thinking. In the mobile Internet environment, everyone thinks of new media at the first time. When talking about new media, they will think of Weibo and WeChat. WeChat and Weibo have now basically become the standard configurations for marketing and promotion by merchants and enterprises. However, in the mobile Internet environment, the channels for new marketing are not necessarily WeChat and Weibo. So, next we will extend it to you based on marketing channels, and then the next part will be based on the operation and promotion of WeChat official accounts to share it with you.
Interpretation of new marketing channels
First of all, in the era of mobile Internet, what marketing do we use? I think I have summarized several channels for you here. I call the first channel. PC channel. Although it is the era of mobile Internet, everyone is using some mobile marketing methods and methods to do marketing. But I think PC For example, when we work, we may use it in some other ways. PC end. Then, we are PC Some of the valuable marketing channels on the end can still become a very important weapon for us.
When I was sharing offline, I conducted a survey on the spot, which was about a topic like email marketing. At that time, some friends at the scene reported that EDM It is their company's largest source of traffic besides search bidding. Actually, this EDM Email marketing is a very good way for us to accurately reach our target population. Except here EDM In addition, there is also search engine optimization, including PC Some forums and other entrances on the terminal can become a channel for us to do marketing.
I hope everyone can pay attention PC When everyone is doing some articles on the mobile Internet and on mobile phones, our PC The end has become a blue ocean instead. Including some offline activities, ground promotions, etc. In the era of mobile Internet, they are all very valuable methods and methods. So I will put this channel first, hoping to attract everyone's attention.
The second category, which we call social APP， Social APP The first thing to bear is WeChat and Weibo. I won’t talk about the value of WeChat, but it is not necessary to be marketed through WeChat official account operation, but it is not necessarily true. I have a Shanghai friend who is making seafood O2O， Instead of building their own official account, they can basically generate hundreds of orders every day through their personal WeChat and more than ten WeChat groups, and make profits in the first month of online launch. Because WeChat’s personal account is a social tool, it has very strong interactive communication characteristics.
WeChat groups can be one-to-many, and different communities and different groups of people are classified, and then provide targeted services for their seafood. Therefore, through their personal WeChat and WeChat groups, they can cover a certain range of user groups and provide corresponding services. Therefore, it does not mean that you must build a WeChat official account for in-depth development to make social networking. APP to do marketing. Of course, there are other things like Momo, which may be called a hookup tool by everyone, but in fact the functions of the Momo group are very practical, including Maimai, a workplace social networking. Accurate seed users can be found on Maimai, as well as some industry users.
Next, let’s talk about community channels. The main representatives of community channels are Zhihu, Douban and Baidu Tieba, such platforms with relatively concentrated populations.
Almost every channel of these platforms has a very distinctive feature, such as either the population will be more segmented, the functional positioning will be clearer, or there will be certain preferences for the content, such as Douban, the content on it is more literary, whether it is books, films, TV, etc., will become their very mainstream content. Let’s mainly talk about Zhihu here. Zhihu’s slogan is “Serious Q&A Community.” We can learn a lot of knowledge in Zhihu. In addition, Zhihu has a very high tolerance for soft implantation, and we can openly leave our official account. ID Or QQ、 WeChat and so on. Of course, you can advertise openly. If we often go to Zhihu, we will find that their names are all experts, what is WeChat, and the same is true for me. In terms of Zhihu's attitude, as long as you can provide very serious answers, answer questions seriously, and ask questions seriously, you will be allowed to have some elements of your own promotion. And in Zhihu's Q&A records, Baidu search engine has very high input capabilities. Especially recently, I have cooperated with Sogou, sogou will add some search engine technologies to him. So his input ability is very high. Website constructionSuyou Network.
For my personal test, my activity rate on Zhihu is not too high, but occasionally answering one or two questions, basically one or two partners will add my WeChat after seeing the answer from Zhihu every day. When doing this Zhihu marketing, we need to pay attention to that we need to continue to be active on Zhihu and to keenly grasp some hot issues. Because the more popular the problem, the more people will pay attention to it. At the same time, you must also have certain professional knowledge, whether it is medical care, education, etc. In addition, there is a very stylized expression of views and written expressions.
Also, let’s mention Baidu Tieba. The advantage of Baidu Tieba is that it has a very large traffic, a relatively small population, and the user population will be younger. In addition to being able to irrigate, implant brands, and do some traffic diversion actions, it is actually the best place to guide topics and public opinion. When planning some events or creating momentum, you can go to Baidu Tieba or other industry forums to express some introductory comments on it, or guide some relevant public opinion through streamlined methods.
The third category is information channels. The representatives of information channels are "Today's Headlines" and "One Information" and other platforms, and I have basically settled in them. This type of channel can be marketed through the production and release of content. Previously, everyone thought that articles appeared on "Toutiao" very high-end. As long as you apply for a Toutiao account, you can have at least 5 articles of content that can be published every day. Its advantages are like "Toutiao" and "One Information", which are recommended to users based on the algorithm.
Mobile Internet marketing channels +WeChat gameplay-website construction。
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