Enterprises to develop soft marketing, how to do a good job of system planning?

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Years ago, I wrote 2 articles on the soft article: "Soft wen, must not be good things?", "soft Wen's four levels", respectively, on the soft text of this form of view, soft text implantation of different types of levels.

Readers do not hate to see soft text, but hate to see useless, whining, no consideration of the user experience soft. The most core user experience of soft text is that it is useful to users. For example: to provide users with useful information, the user is inspired by, or even if the words are beautiful to get the feeling of pleasure. Superb soft marketing must be more win: The media output high-quality articles, users have access to valuable information, enterprises to achieve marketing purposes. It is only the first to create value for others, and then to achieve their goals.

Talk about the soft Wen marketing, will think of the classic brain Platinum case, this article does not talk about the soft article marketing case summary and so on, also does not talk about the soft article marketing advantage is what, the soft article on the net is already everywhere, but many are in a certain detail skill, for example: Writing skill, release skill and so on, Few stations in the enterprise network marketing overall and global perspective to systematic, process planning software marketing. Perhaps we do not attach importance to this, that the soft text is not to find someone to write, finished the hair on it? All only pay attention to the third to fourth two steps. Yao Conggang Special Talk: Soft marketing process-how the enterprise system planning software marketing, only in advance of a correct, complete planning, soft marketing is more effective.

Marketing research of soft paper

Research, simply say is to understand the industry (such as industry development, competitors, including the soft marketing of competitors, enterprises (such as enterprise size, development strategy, business situation, etc.), products (such as product features, advantages, Target customers, etc.), and so on, the information is of course more familiar with the better.

Second, soft Wen marketing planning

A), to determine the purpose of marketing soft wen

Enterprises to develop soft marketing purposes (that is, the role of soft marketing) are mainly several aspects:

1, mold the brand

2. Promote sales

3. Crisis PR

4, with other marketing

1), SEM (SEO/PPC)

The main means is in the soft text:

A, implanted keywords: general 3~5, the title, the first paragraph must have;

B, insert pictures: General 2 or so, graphic-related, picture clear, do not infringe, not too large, the picture below with explanatory text;

C, with the link: if you can not bring hyperlinks (direct click of the URL), it is also best to bring the Web site (can not directly click the URL);

2), advertising

3), Event marketing

Event marketing, a lot of definitions, are obscure, Yao Conggang that event marketing has two main categories:

A, occasion: the use of influential people or events, to promote their own (a bit circumstance, alongside the meaning of brand). For example, when I was in Huawei, the company is mainly through this way to do marketing;

B, build up: grasp the law of news, create news value events, through the operation of the event to be spread. The most typical example is your own event, of course, the more newsworthy the event, the better;

In the event marketing of the former, middle and late, are inseparable from the coordination of soft text.

Enterprises to determine the development of soft marketing purposes need to pay attention to:

Soft Wen Marketing These functions are not completely separate, but one (for example: brand-building will also promote sales, but also with the promotion of SEO or PPC. In the soft text that builds a brand or promotes sales, also need to consider inserting keyword, pictures, links), however, enterprises in the development of soft marketing, we must first determine the first purpose, other purposes can be considered, primary and secondary to distinguish, not all want (for example, to create a brand-oriented, if the promotion of sales, it is earned), Can not feel "since spent money, must spend the value", a soft wen wish to play all the role at the same time. Want to eyebrows, doomed to hold nothing. Moreover, if the early stage is not sure good soft wen marketing primary purpose, late soft writing no direction, can only be a hammer East, the West a club, readers do not know what you want to express, the main theme is not clear, the effect must be discounted.

If there are multiple purposes, then can be phased in, at different stages, for different purposes, the formulation of different soft marketing planning program, but each stage can only have a primary purpose. In this way, it is not only conducive to a better marketing of soft text (a period of time to focus on a goal to avoid dispersion), but also conducive to the specific implementation of soft marketing (especially writing more targeted), but also facilitate the final evaluation of the effect (see whether the primary purpose is achieved).

Second, the determination of soft writing ideas

The idea can be a title form, a general idea, or an angle, form (news type, story type, etc) that you want to write about, and focus on what the target user is focusing on.

III. Formulate specific implementation strategies

1. Selected channels

A, the combination of soft content, style, characteristics, select the appropriate channels

B. Focus on where the target customers are

Common major media include:

A, print media: newspapers, periodicals

B, network media: National portal, local portal, industry website forum

C, from the media: blogs, micro-blog, micro-letter

2, determine the quantity, release time, frequency, cost budget, etc.

Third, the soft paper marketing writing and inspection

i), writing

Second, check: if, whether to meet the main purpose, the title is attractive, typos and so on, we must read the full text several times;

Iv. Marketing release of soft paper

Will check the modified soft text, according to the channels identified in advance, to the corresponding cooperation of the soft agent or cooperative media, or can be released by their own release.

Note: When the soft text is released, it is not to say that it is not entirely in accordance with the writing can not move. The same soft article, if you want to publish to a number of different types of channels, should be published in combination with the characteristics of the channel, the title, the content of appropriate changes to conform to its channel style.

V. Marketing evaluation of soft literature

In the soft marketing planning at the beginning, we have identified the soft text marketing purposes, then the evaluation effect is much more convenient. After a phase, see how the purpose is achieved. This may, of course, require investigation, statistical or indirect evaluation.

Enterprises to develop soft marketing system process is the above five steps, five steps the hardest of course is the second step of soft marketing planning. Only planning to do the right, there will be better results; only the planning is fine, it is easier to walk behind.