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So, what are the promotion methods for the WeChat public number of abrasives and abrasives? China Superhard Materials Network Xiaobian has sorted out common publicity promotion methods and techniques, and analyzed the effectiveness of various methods. I hope that the operators of the public number can get some inspiration from them, open up some ideas, and develop a promotion strategy that suits them according to the actual situation.
First, advertising promotion
I believe everyone is familiar with the traditional Internet promotion website model - click on the ad. Whether it's the portal's advertising bar or the "promotional link" in Baidu's search results, users can access the promoted website with one click. However, this advertising model cannot be applied to the promotion of the public number: the WeChat public platform is a closed system, that is, there is no way to jump to the public number by clicking the URL link on a mobile phone. Therefore, most mature advertising platforms are not used. (Recently, the public platform has just opened the APP to the public number, but it is also limited to jumping to the public number, there is no way to promote the general public number.)
But there is a special case, which is Tencent’s own promotion function for the public. It belongs to Tencent's wide-point platform. After the public number is certified, it can apply for opening an advertiser and placing an advertisement. The advertisement is displayed at the bottom of the graphic message of other public number (traffic master) by means of text or image link. When the user clicks on the link, they can jump to a web page or prompt the user to pay attention to the public number.
At present, the effect of this kind of advertising promotion is not very clear. According to the analysis of public opinion on the Internet, most of the traffic owners benefit from Wechat advertising very little, so the enthusiasm for accepting advertising is not high. Here we can do a simple analysis of this (according to the statistics made on the network):
A public number with 100,000 fans (the current threshold for opening traffic is >50,000 fans), an optimistic reading of an image message is estimated to be around 10,000 (generally the first graphic reading is likely to reach 10%) Proportion), this is not every time the reading will show ads, assuming that the ad fill rate is 30% (that is, the number of times the number of ads is displayed), then the number of ad impressions for this article is 3,000 times. The average click rate of an advertisement is about 1%, then the number of clicks is 30 times. According to the one-click gain of 0.5 yuan, the revenue of the traffic owner on this graphic is 15 yuan. If the public number is pushed 3-4 times a day. Graphic, the income is up to 50 yuan. For the subscription number of the article pushed every day, the monthly income is about 1,500 yuan. The "big V" with a lot of fans and the market price of pushing a soft article are all in the thousands or even more than 10,000 yuan, so the income from advertising is almost negligible. The purpose of many public accounts to open traffic masters is to prove that their number of fans has exceeded 50,000 (or 100,000). If the traffic owner has been enthusiasm for opening the advertisement, it will result in insufficient advertising space and the advertiser cannot make enough delivery.
Therefore, we recommend that operators take a wait-and-see attitude towards this form of promotion. We expect Tencent to make quick adjustments and ensure the effectiveness of the launch. It is not too late to consider adopting this form.
Second, two-dimensional code promotion
This is the most important way for users to pay attention to the public number - that is, to follow the public number through the WeChat sweep function. There are many ways to promote QR codes today, and we analyze them one by one:
1. Offline promotion: Organize offline activities or post posters to promote QR codes. In order to ensure the promotion effect, it is often necessary to adopt an incentive mechanism for users. A common incentive is to give small users a gift to scan code users, such as giving drinks, small toys, etc., as well as solutions such as photo printers, but generally only for physical businesses targeting young people, the effect is average.
2. Commodity packaging: Applicable to e-commerce or producers with physical goods. You can print a QR code on the package of the product, and encourage users who purchase the product to scan the code. Be sure to pay attention to the size and clarity of the QR code. If the outer packaging of the product is not flat (such as a cylindrical bottle), you need to test the scanning code at different angles to ensure that the QR code can be easily identified.
3, the official website and the official microblogging: If there is an official website, you can put the QR code in a more prominent position on each page of the website; for the same reason, you can use the official microblog to promote the QR code, because Weibo In the competitive relationship with WeChat, Sina Weibo does not provide space dedicated to promoting WeChat QR code, but can use creativity to embed QR code in background images, photo albums, or embed WeChat in the published Weibo. A picture of the dimension code to increase the chances of fan attention. This way, you can import a part of the original website users and Weibo fans. These users have a certain degree of loyalty to the brand, and often bring some word of mouth to the public number.
4. Navigation website inclusion : similar to the traditional Internet navigation website (such as hao123, etc.), there are also some WeChat public number navigation sites, which display the QR code and basic information of the public number. You can search for "such as WeChat public account" and "WeChat public number navigation" in Baidu to find many such sites, most of which provide free inclusion. You can of course consider submitting the public number to these sites, but don't expect them to make a difference. Most ordinary users do not have actual needs for the navigation function of the public number. Most of the websites that visit these websites are “peersâ€, that is, the operators of the public number. The purpose of coming to this website is to promote your own public. No. The navigational websites with higher rankings: WeChat Daquan, So Weixin, etc.
5, other sites and social networks: First of all, you must identify your target user base, and then find those forums, communities, QQ groups, etc., which are more concentrated, post your own public number, and post the QR code. Pay attention to the advertisement traces not too heavy, try to post some information that is valuable to the user and related to the forum theme, otherwise it is difficult to avoid the bad luck of being deleted/blacked out.
Mutual powder: The operator of the public number is no stranger to the word mutual powder. There are a lot of mutual powder QQ groups on the network, mutual forums, etc., participants pay attention to each other's public number. However, this method simply increases the number of fans. The fans who get it will not continue to pay attention to your public number. The actual effect is minimal and it is not recommended.
Third, the event promotion
The two-dimensional code promotion methods mentioned above are relatively passive, and it is “waiting for fans to pay attention†rather than actively fighting for fans. In the early days of the development of the WeChat public platform, this way can slowly develop a large fan base. But now there are more than 5 million public numbers on the public platform. Everyone is competing for the limited attention of fans. The competition has reached a feverish level, and more active promotion methods must be adopted to obtain fans.
1. Award-winning activities: The above-mentioned offline promotion of QR code activities is to use physical prizes to motivate users to pay attention to the public number. The cost of the prize plus the manpower input may make each fan's acquisition cost more than 10 yuan, which is unbearable for many operators. You can consider adopting more cost-effective solutions. For example, the technical solution of the Yixin WeChat platform can be used to carry out the attention-based rewards activities. In this platform, you can recharge certain promotion funds. As long as fans pay attention to your public number, the platform will automatically issue to the fans. -2 yuan fee red envelope, not only low cost, and no manual intervention, is a good way to get fans quickly.
2, sweepstakes: regular fan sweeps can attract some fans to pay attention, it is also helpful to improve the fan activity. However, the incentive effect generated by the sweepstakes is not as good as before. The reason is that there have been too many false sweepstakes in the past few years (forwarding Weibo to participate in the lucky draws, etc.), which has caused the public's enthusiasm for these activities to gradually cool down. Personally think that the sweepstakes can still be carried out, but we must find ways to prove to the fans that the activities and prizes are true and effective. As for the flashy activities of sending points, sending coupons, etc., it is basically completely ineffective and there is no need to spend energy.
3. Award-winning activities: Through sign-on to cultivate the loyalty of fans, let fans develop the habit of opening the public number every day. The above-mentioned Yidong WeChat platform also supports the launch of the prize-signing event, and the redemption of the call charge when the fans complete a certain number of check-ins.
4, there are awards and praise activities: Although there is a certain role in promoting the public number, but because of the introduction of too much marketing information to the circle of friends, Tencent officially banned, it is recommended that operators do not take risks.
Fourth, graphic message promotion
The graphic message sent to the user group is actually an important way to promote the public number. Its effect comes from the wide spread of graphic messages, so the content of the first graphic must be attractive enough. We continue to pay attention to the readings of many public numbers, and we find that there are some rules to follow:
1. Hot topic related : For example, in the days when the ice bucket challenge is popular, the graphics related to this topic have been widely disseminated. Some public figures with few fans have published such a graphic, and the reading volume can reach the same level. Batch send 5-10 times of other graphics.
2, 3B theme : The so-called 3B is Beauty, Baby and Beast (beauty, baby and small animals). The beauty of the heart, everyone has it, the graphic contains these eye-catching pictures, not only let people have the willing to continue reading, and it is very easy to induce sharing behavior: "This puppy is too cute, send it to friends to see! ".
3. Listed graphic : It is similar to the list of “ten tourist attractions that have to go in a lifetime†and “16 photos make you not believe your eyesâ€. There is a social networking site called Buzzfeed in foreign countries, which is specially included in this list of articles. This form is very easy to get forwarded.
4, "dry goods" article: refers to the in-depth comments and analysis of certain industries, phenomena, reasonable and fluent. This has high requirements for the writing skills of the public version of the graphic editor. Of course, you can also reprint some excellent articles on the website, but be sure to obtain the author's consent and indicate the source, otherwise you may face the risk of infringement being complained.
Therefore, graphic information does not necessarily have to be related to its own brand. The recommended approach is to include only 1-2 graphic messages of the promotional brand in the multi-text message, and the rest will “put it well†to win the fans' reading and sharing.
You can use some techniques in graphic editing to improve the conversion rate of "Read->Follow" and "Read->Forward". More commonly used is to use a bold arrow to point to the name of the public number, or the share button in the upper right corner, to encourage users to complete the attention or forwarding action, I believe everyone has seen. In addition, the layout of the graphic is also very important for the reading experience, because the editor function of the public platform is very "simple", it is recommended to use other editors for typesetting, and then copy to the public platform after completion. For example: Xiu Mi typesetting, or if you like MarkDown, you can.
Finally, talk about the sending time of the graphic. If your public account already has thousands of fans and you send it at a fixed time each day, don't adjust your time easily, as there may be many fans who have developed the habit of viewing your public account at a fixed time. However, if the public number is just getting started, it is recommended to adjust the sending time while developing fans to find the “optimal time pointâ€. For many public numbers, the fan groups have certain commonalities, such as the same industry, the same region or the same age level. They must have similarities in the rules of work and the habits of mobile phones. The operator of the public number should try to find the time point that is most suitable for pushing the text to this group. The method is very simple: select several candidate time points, send 5-7 days at each time point, and carefully record the opening rate and reading number of the graphic; then change the time point, record again, and finally select the highest average opening rate. The time point is fixed to send the graphic. Of course, there are differences between weekdays and weekends, and you can set two different time points.
to sum up
First summarize the various promotion methods mentioned and their recommendations:
WeChat ads: ★★☆☆☆
Offline activities: ★★★☆☆
Official website/official Weibo: ★★★★☆
WeChat navigation website: ★☆☆☆☆
Forum/QQ group, etc.: ★★★☆☆
Award-winning attention: ★★★★☆
Sweepstakes: ★★☆☆☆
Awarded sign in: ★★★☆☆
Photo group: ★★★★☆
Search optimization: ★★★☆☆
The WeChat public account is still a new thing in general, and many operators are advancing in the process of exploration. These ideas that I hope to share can help operators to differentiate their brands in this competition for eyeballs.
Abstract With the development of the Internet, the forms of Internet marketing of enterprises, media and businesses are constantly changing. In the past, companies of all sizes have established an official website for their own brands. When Weibo was the hottest in the past two years, the company’s official Weibo became the premier array of marketing...
With the development of the Internet, the forms of Internet marketing for enterprises, media, and businesses are constantly changing. In the past, companies of all sizes have established an official website for their own brands. When Weibo was the hottest in the past two years, the official microblog of the company became the primary position of marketing. In the era of mobile Internet, WeChat grew into domestic installation. The mobile phone application with the largest amount and the highest frequency of use, the WeChat public number has also become the standard configuration of enterprise network marketing. All operators are trying their best to accumulate fans and win a place for their own brands on this platform.