Ten tips on Weibo marketing

Weibo is not only a media, but also a entertainment tool, it has a huge potential to wait for us to discover.

The role and commercial value of Weibo is based on the success of a microblogging operation, just imagine, if your microblog fans are few, the attention is very few, how can achieve effect. In view of how to manage the Enterprise Micro-blog, the author summed up 10 points of Enterprise Micro-blog operation skills and need to pay attention to the taboo, to help enterprises correct and rapid control of this wonderful network marketing tools.

1, transfer value

Enterprise Blog operators must first change the concept-Enterprise micro-BO is not a "request" tool, but a "give" platform. With hundreds of millions of microblogs, only the microblogs that can create value to the viewers themselves are valuable, and corporate microblogs are likely to achieve the desired business goals. Only by recognizing this causal relationship can companies benefit from corporate microblogs.

First of all, to shape a microblogging that you like to browse and continue to patronize, you need the blog operators to continuously provide interesting and valuable information to the target visitors. Now the company Weibo often gives viewers some limited-time snapping, coupons, gifts, etc. as a means of publicity and attract visitors, but we can not have prizes every day, even if every day gifts, and ultimately left is only to collect prizes, even professional recipients. To the corporate brand and sales are no practical promotion. Wasted both human and financial resources.

Enterprises to change the understanding of value, not only the material rewards are valuable, for example, to provide the target customers interested in information, common sense, tips. You can also use their own micro-blog as the media platform, links to a number of target customers, such as clubs, the city will, at the same time, will be online and offline, so that Weibo has more functions and practical role, so as to build a high degree of loyalty and active Enterprise blog.

The more valuable your microblog is to the target group, the more control you will have over it, while the value is more than just offers and giveaways. In fact, the essence of the operation of Micro-BO is a value of mutual exchange, the process of each and each other, mutual benefit, only such a model can be long.

2, micro-blog Personalized

Weibo is characterized by "relationship" and "interaction", so, although it is a corporate microblog, it should not be an icy model of the official message window. To give a person feel like a person, have feelings, have thinking, have a response, have their own characteristics and personality.

A visitor who thinks that your microblog is about the same as any other microblog or that other tweets can replace you is unsuccessful. This is the same as the positioning of the brand and merchandise, from the functional level will be differentiated, in the perceptual level also shape personality. This microblogging has a high viscosity, can continue to accumulate fans and focus, because at this time you have irreplaceable and unique charm.

3, Continuous release

Weibo is like an updated electronic magazine, to allow everyone to develop the habit of watching, that is, the timing, quantitative, directional publishing content. When it comes to Weibo, it's a great way to think about what's new about your microblog, which is certainly the most successful, though it's hard to achieve, but at least we have to be in front of them and be a habit in their minds over time.

Timing, a large number of publishing enterprise micro-bo nature is the most advantageous, a large number of release can occupy a period of time the focus of the microblog home, at least not be quickly submerged. However, we must ensure that the quality of micro-bo, quality and quantity of choice must be quality first. Because a lot of low quality blog posts will let viewers down. A business microblogging that lacks valuable information and is spam is not just for communication purposes, but is likely to be removed by annoying fans or no one will be watching you at all.

4, enhance the interactive nature

The appeal of Weibo is interaction, and it is dangerous to have a group of fans who are not talking, as they slowly become fans who don't see your content and are more likely to leave. Therefore, interactivity is the key to the sustainable development of micro-blogging. The first problem that should be noted is that corporate propaganda should not exceed 10% of Weibo information, the best proportion is 3%. 5%. More information should be incorporated into the content that fans are interested in.

"Activities + prizes + attention + comments + Forwarding" is the main way of micro-blogging interaction, but in essence, more people are concerned about prizes, the actual propaganda content of the enterprise does not care. Compared to giving prizes, microblogging operators seriously reply to the message, the hearts of the fans feel the idea, more can arouse the emotional identity of fans. This is like communication between friends, and time will produce a subtle emotional connection, rather than an interest link, which is lasting and solid. Of course, the fans will be more loyal when they combine some benefits as a reward.

5. Systematic layout

I have always thought that any marketing activities, want to achieve sustained and great success, can not be separated from the system, simply as an idea to operate, it is difficult to continue to achieve success. Micro-Blog Marketing Although it seems very simple, for most enterprises, the effect is also very limited, micro-bo marketing by many enterprises as a dispensable network marketing gadgets. In fact, Micro Bo as a new form of interactive form, the potential is very large, the role played a small reason is that you invest in the energy and attention of the level is not high.

Once people feel that the network sales is very unreliable, then the actual effect is not ideal, and Dell computer companies believe that the Internet can create higher sales, the future is optimistic. So it put internet marketing into the business model, to the strategic height to excavate the potential of network sales, so, to create the network of today's annual sales of tens of billions of of the miracle. The success of network marketing is entirely because they believe that the network will create such performance, and at the same time to operate at a strategic level.

Companies that want to play a bigger role in micro-blogging will need to incorporate them into their overall marketing plan, so that Weibo has a chance to play more.

6, accurate positioning

It's good to have a lot of Twitter followers, but for corporate microblogs, the quality of "fans" is more important. Because companies are ultimately going to convert their business value from Twitter followers, this requires valuable fans. This involves micro-bo positioning of the problem, a lot of enterprises complain: Weibo number of people are over million, can be reproduced, messages are few, propaganda effect is not obvious. One of the most important reasons is that the position is inaccurate. If you are in the apparel industry, then you can focus on some of the information that your target customers are interested in, to attract the attention of your target customers, rather than just grabbing attention, leading to the attraction of not being a potential consumer group. Now many corporate blogs into this misunderstanding, completely to attract a large number of fans for the purpose, but ignore whether the fans are targeted consumer groups this important issue.

7, improve the Professional level of enterprise blog

It's important to have a single-minded positioning, but it's more important to be professional. As with market competition, only professional can surpass rivals, continue to attract attention, professional is an important enterprise micro-blog competitiveness Indicators.

Many companies ignore Internet marketing and are dismissive of blogs and microblogs. Although now many large enterprises have to see the importance of micro-Bo marketing, set up a special person to carry out corporate websites, blogs and micro-blog update maintenance. But more companies don't have that kind of awareness. Therefore, for the larger enterprises should set up a person responsible for network marketing, or by the Planning Department copy, planning staff responsible for the publication of the Enterprise by the editorial responsible for the magazine. If the small size or do not have the ability to operate enterprises can entrust professional firms agent.

Weibo is not a business ornament, if you can not do professional, but flow in mediocrity, it is better not to build enterprise Micro-blog, because, as a "0 distance" contact platform, negative information and bad user experience is easy to spread quickly, and to bring adverse impact on the enterprise.

8. Effective control

Weibo has no legs, but the speed is amazing, when the very high speed of transmission combined with the transfer of scale, will create an amazing power, this force may be positive, may also be negative. Therefore, it is necessary to effectively control the enterprise Micro Bo this double-edged sword.

In order to effectively control the enterprise Weibo, need to pay attention to a lot of problems-a micro-Bo looks short Baixin word, but the actual writing difficulty and importance is very high, need to carefully scrutinize the posts to be published, so as to avoid inadvertently leaving negative issues; if there is a negative problem, we should follow up and control the situation, rather than drift What is more frightening is that when the problem is serious, it is not known at all. Micro-blogging activities to start all over, the process of positive and benign guidance. Because the degree of freedom of the network participation is very high, let the Netizen's subjective will, often leads to the situation to the difficult control direction development, to the interaction object's action and the information feedback, also cannot be taken lightly, must be active and cautious treatment, otherwise very likely produces "The butterfly Effect" the consequence. In short, Micro Bo is a double-edged sword, enterprises since the decision to pick up the sword, we must carefully and carefully to operate.

9, focus on methods and skills

Many people think that micro-Bo is a text message, is an essay, even chit chat when. It is true, but for an enterprise Weibo, this is not the case, because, we are not a star, nor the General people, we do not open the microblogging for entertainment, we are to create value of the enterprise, any business action must have a corresponding return, It is also more difficult and more complicated to operate the enterprise Weibo which is responsible for such a mission.

Want to Enterprise micro-blogging business has a vivid, sustainable development, simple content on the transfer of value is not enough, we must stress some skills and methods. For example, how to set the topic of Weibo, how to express it is very important. If your blog is a question, or a suspense, to guide the fans to think and participate in, then the people who browse and reply naturally more, also easy to impress people. Conversely, if it's just a newsletter-like blog post, it's not even a fan who wants to be involved.

Again, everyone is interested in things that are not known, so adding some privacy topics will also add to the micro-Bo stickiness. Of course, the privacy of the topic here is not personal privacy, but the story behind the product, the production of unknown crafts, employees or leaders of the small story, which will give fans a fresh and informed desire.

Microblogging users are using the mentality of leisure to use micro-blog, so the content of the easy humor, give people a very interesting feeling, such as the language as far as possible humorous, lively and interesting reply. It is also important to increase the affinity of your brand so that fans are instinctively willing to focus on your microblog. In short, grasping the characteristics of human nature and communication skills, you can make your microblog more popular.

Weibo Although the limit is more than 100 words, but the less boring content the better, 10 words can be clear about the problem should not be dragged up to 11 words. At the same time, with pictures and video is also a good way to resolve the boring, human instincts are interested in visual images, so each post with a corresponding picture or video to improve the quality of the blog is helpful.

As mentioned above, the blog post of Enterprise Weibo should be of high quality and valuable, and this kind of blog will not produce very high natural output. Sometimes can be combined to forward micro-blog, do not worry about not original, visitors only pay attention to the value of the article. However, the forwarded microblog must be consistent with its own micro-blogging overall positioning, while the quality is very high. This will not only save a lot of energy, but also improve the quality of Weibo. Therefore, you may wish to pay more attention to some of the professional micro-blog.

Enterprises can be in a number of popular microblogging site at the same time open Bo, such as Sina, Sohu, NetEase, Tencent, and so on, and then a copy of the manuscript can be issued on each micro-blog, which can greatly improve the efficiency of communication, diluted management costs.

10. Mode Innovation

Micro Bo This new thing in the global scope is just a commercial application soon, coupled with its own very high scalability, so that the micro-BO marketing model has a lot of exploration space. Seize the opportunity, effective innovation, you can easily benefit from it. Although micro-blog marketing was born soon, but some enterprises have been in the front, especially some American enterprises have achieved more significant results, we should refer to these successful cases, and then combine the characteristics of the enterprise and the objective environment for innovation.

Where the official microblogging #vancl fan group in early November 2009 released by Xu Lei Design, and VANCL cooperation produced accessories. At the same time, Vancl to Chen Yao two scarf. Soon, Chen Yao in his microblog posted scarf photos, there are more than 500 comments, that night, VANCL Assistant President # Xu Xiaohui then forwarded and commented: "Want to get free and Yao Chen the same scarf?" Thread 190th Floor, 290 floor and Chen Yao scarf the same scarf each one, 24 hours to get comments over 300.

On Twitter, Dell's #delloutlet, a company that specializes in clearing inventories at discounted prices, now has nearly 1.5 million followers, while PCs, computer accessories and software sold through the channel to promote sales have made Dell pay more than 6.5 million dollars.

Starbucks on Weibo launched its own green Cup can be free to get a cup of coffee interactive activities, the organization is very successful, users have uploaded their free coffee photos, millions of spread for the brand image of Starbucks did a big publicity. These enterprises are actively exploring the micro-blog marketing Road, but also made a good profit.

In addition, Micro Bo other aspects of the role is also waiting for our excavation, for example, as pre-sales Consulting, after-sales service window; in the enterprise internal management, managers can also through micro-blog to understand the voice of employees, and staff, colleagues closer distance and so on. U.S. President Barack Obama has applied Weibo to the political arena, and has pulled a lot of votes for himself when he ran for president. It can be seen that Weibo is not only a media, more than a recreational tool, it has great potential to wait for us to discover.

Author: Eric