I'll teach you a few things. The key factors of marketing and the way to promote micro-blog

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Today, the rapid growth of Weibo, making it the most influential Internet portal today, Weibo has become a platform for people to express themselves, to develop social relationships, to find solutions to all kinds of puzzles in their lives, to focus on celebrities and celebrities. "Opinion" and "relationship" have become the core elements of micro-blogging, bringing about a change in the way of communication, Weibo makes everyone become information source, not only promote the arrival of the media age, but also change the marketing. However, enterprises should be how to use micro-bleomycin for marketing services, but many enterprises are highly concerned about but did not find a clear direction of the problem, and a lot of micro-Bo marketing company also wind, micro-bo marketing of the lake suddenly become unusually lively, in the lively, for the enterprise, But still need a rational analysis of micro Bo platform can do for enterprises, Hohhot computer training How to use a good microblog? Microblogging marketing This concept is also just hot up, Sina Weibo related to the people exposed some successful microblogging marketing account, alongside a lot are through the process of hype completed, At the same time also has a lot of zombie fans, the advertisement is a lot of micro-BO marketing personnel through the process of a small number of vests to the formation of marketing, it is so, Sina Weibo has begun a round of new micro-BO, this will certainly give all micro-blog marketing has a very complex impact, but how to modify the microblogging, the quality of its marketing is bound to not modify, Just grasp the focus of microblogging marketing elements, it must be possible to achieve success!

So what is the focus of microblogging marketing elements? Today's strong and consistent familiarity is to be able to deeply appreciate the characteristics of micro-blog marketing and to pursue the establishment, because this is to enable micro-Bo to obtain a vast fan and the basic principle of users, but also to allow the form of micro-Bo to adhere to the principle of the user's fundamental, The above author on the focus from these two aspects to talk about Micro Bo marketing focus elements!

One: The characteristics of Weibo marketing

Weibo is the most complex and indirect new collection and utilization of the present interactive programming, and may be involved in the interaction of the terminal variety is also a variety of tablets, PC or smart machine, and so on, it is these multi-platform assimilation, only to cultivate the microblogging has other collection and utilization of the characteristics, just experience the above three aspects!

One is to write the form of complex, up to 140 words, can and pictures, video different, so you may add the form of dynamic demand, can also add interactive interest! Second, micro-Bo platform is very widespread, as mentioned above, all kinds of handheld terminals can share the form of micro-bo, in particular is the wisdom of the machine micro-bo use, Greatly expanded the microblogging platform to use! Three is spread unusually fast, reproduced each other to share become the normal, this is the use of micro-BO marketing The most important features, but also we need to manipulate the micro-Bo play its marketing function of the basic means!

Second: How to digest the development of micro-BO Marketing

The pursuit of micro-blog marketing, the primary dividend text to pursue, video and image adherence, although it may also be the three main elements of the flow of understanding in the way to stop the analysis of the pursuit! The form of micro-Bo looks complex, but Spadger, spite, if you want to empty the form of micro Bo, it must have a very good idea , and do a good job of the establishment, the most fundamental is the form of nurture, in the form of the fundamental, and then stop the targeted marketing!

First of all nature to start a large-scale net, operate a variety of micro-BO platform to receive a small number of users, and then for these users, stop targeting the selection, so as to obtain policy users, so that may be useful to help promote the impact of micro-bo marketing, otherwise large-scale pursuit, not only can not be enough to promote marketing consequences, To the Web site or product to bring more sales, but also will virtually add micro-blog marketing costs, so the first step is to obtain more policy users!

Then there is the cessation of durable and relentless forms of renewal, this can be the principle of the user may be micro-bo absorption of the form, every day in the official microblog announced the form of fun, the demand here is that the need to have continuity and retention, only to do so can perhaps enhance the direction of the user's piety!

First of all, the importance of interaction, micro-BO marketing The most essential thing is the interaction, because of interaction, let the microblog fans stop to discuss with each other, stop sharing, because the interaction of the product and form of advocacy by the vast fans take over, due to the interaction and enhance the microblogging brand, visible interaction is a micro-blog to pursue the most important aspect of the establishment !

Third: the brand and consumer communication platform with personality and emotion

Many enterprises have realized that Weibo as a new digital platform for marketing must have its own unique value, but most companies are puzzled is, in the end how to treat micro-blog? In our survey, Weibo has an obvious personalized label, each user's microblog itself is a person's personality and emotion, The comprehensive embodiment of value orientation and preference. Among the many reasons for using microblogs, the survey found, in turn, was to express self emotion, record life and growth, and release emotions, followed by sharing ideas, learning new things, understanding the status of friends, and focusing on the latest news and information. It is not hard to see from the motives of the users of this microblogging service, if enterprises want to open micro-bo, micro-Bo itself should have a distinctive brand personality characteristics, corporate micro-blog must conform to the brand's tone, and the image of the brand is consistent, so, for Enterprise Micro-blog marketing, the first thing to think about is positioning.

Enterprise microblogging marketing positioning can not be isolated, and the whole marketing system should be combined with the enterprise, no matter how large the impact of Weibo, it must not replace the other marketing tools, but as an important supplement to enterprise marketing, therefore, enterprises can not expect micro Bo can solve a number of marketing problems, It is the role that should be played in the marketing strategy planning of the whole enterprise. Weibo for companies, in fact, the establishment of a direct channel between the brand and consumers, because the brand through the traditional channels is difficult to access to obtain from the consumer the most real, the first time feedback, and Weibo has a large number of real and real-time consumer feelings and evaluation, if these statements and preferences for analysis and use, Will make the brand owners or advertising agencies benefit from infinity, at the same time, micro-blog can help brands promote brand advocacy, strengthen brand personality, through the establishment of micro-bo and consumer interaction, transfer brand core values and culture, so that consumers more closely to perceive the connotation of the brand. In this sense, the Enterprise for micro-blog marketing can not be too quick success, micro-BO marketing is a process of a long, rather than a few events rely on speculation can be completed tasks.

Four: Build relationships and increase participation in the fan marketing

The survey found that 70.6% of people would like to follow a brand on Weibo or add a brand microblog as a concern, and consumers are willing to interact with the brand on Weibo, the brand must have a better brand reputation and loyalty, and secondly, the brand often have to interact with the consumer some content, And these brand-related activities are "fun". This shows that if the brand is able to put its loyal customer base under the line, or the brand of fans to the micro-blog, and to establish a lasting stickiness, then the enterprise can be implemented in micro-BO customer Relationship management, you can directly listen to the voice of customers, to help enterprises whenever and wherever the corresponding customer demand for the customer's voice to respond, It may even give customers one-on-one service. Many brands now have membership mechanisms, in the past, these membership mechanisms have been more established online, and to eliminate the consumer purchase of the link or the company held a number of promotional activities, consumers and business opportunities for interaction is relatively small, and micro-blogging can be achieved for these members or loyal customers real-time interaction, more importantly, This kind of customer relationship is also likely to evolve through the spread of fans among corporate microblog fans, as well as the impact on potential consumers, and possibly into sales. For example, Dell has successfully leveraged Twitter not only to gain brand influence but also to sell products, while the good sales performance on Twitter stems from Dell's success in attracting those who focus on inexpensive items, and Dell outlet often renovate products at attractive low-priced prices, but their inventories are unstable, It is difficult for customers to get to know the status of the supply in time, and with Twitter,dell outlet can provide customers with attention to Twitter discount products, such as clearance sale information, preferential information and new product information, the connection between the two is easy to establish, naturally can get the customer's favor. At present, Dell's official website has 65 Twitter groups, each group by the person responsible for management, like a pair of many online customer service window, so that customers can get rich and real-time messages, but also to see other users of the problem as a reference. #p # Paging Title #e#

On the other hand, enterprises can not simply use the idea of operating the official website to operate micro-blog, consider how to increase value and participation to ensure that the content delivered on Weibo is valuable to its fans: coupons, opinion polls, information, videos, etc., which cannot remain at the official, stereotyped level, but should be vivid , easy to spread, and to the brand's reputation and reputation of the establishment of a contribution. For example, Starbucks launched its own Green Cup on Weibo to get a free cup of coffee interactive activities, the organization is very successful, users have uploaded their free coffee photos, millions of spread for the Starbucks brand image made a big publicity.

Five: Creativity and content is the essence of Weibo marketing

In order to increase the influence of the official Weibo, many companies have contributed to more active communication, often racking their brains to compete for more fans and the number of times they have been forwarded and been @, even if there are many companies under the banner of selling fans, or specialized agencies to help develop fans. The number of fans in a certain sense represents the breadth of the enterprise can affect, but the enterprise Micro Bo really want to catch is the quality of the fans, and the number of fans and the quality of improvement, relying on the enterprise micro-blog operating ideas. Now, on Sina Weibo, some grassroots accounts are more active than the number of followers of corporate Weibo. Analysis of the content of these grassroots micro-blogs will find that these micro-blogs can gain influence because it is really in the operating content, in accordance with its own micro-blog positioning of each micro-blog is a carefully creative statement. For example, in the meager financial brand, China Merchants Bank is a good example, and analysis of China Merchants Bank Weibo will find that the reason why it can attract a large number of fans have two reasons, one is the investment bank micro-blog activity is higher, daily hair micro-blog More average, morning, noon, evening have issued; Second, the content of China Merchants Bank's micro-blog includes policy regulations, marketing activities, industry dynamics, leisure and entertainment and other aspects of content, compared with other banks more rich content, and its content and the brand image of the Bank of China merchants maintain a high degree of unity.

The current domestic micro-blogging marketing as a whole is relatively simple, extensive, mostly direct forwarding ads, or corporate micro-BO Lottery Awards, companies can use micro-blog to release products or services, or to ask fans to pay attention, but such behavior can not be excessive, consumers will feel tired, therefore, Microblogging marketing also requires innovative ideas and solutions. As Coca-Cola's CMO Joe Tripodi has written, "it will be far from enough to buy through the media to cover potential consumers, and creating branded content that triggers user expression and communication will be key to new marketing." ”

Weibo marketing should not only learn to "smooth things silently", to make full use of micro-Bo fans, user relationship structure, interest points and impact mode to find marketing point of entry, so that users automatically to forward and share, but also to learn to operate a long-term micro-blog, and to learn to lower their posture, the use of consumers are willing to accept the way to communicate. Enterprises to correctly look at micro-blog, research on the micro-Bo user deconstruction, relationship and demand, and then work out effective micro-blogging marketing strategy and then put into action is kingly.

This article first A5, by the Inner Mongolia Training School www.boyihudong.com Webmaster Original writing, reprint must retain the author version information, thank you.