How to build your company brand on a light blog?

With dot dot net, Sina light blog, everyone station and so on launched their own light blog, in the micro-broad war after a light blog battle is also quietly staged? From a merchant's point of view, many companies may be thinking about the need to enter a light blog like Weibo. Let's take a look at the first big Tumblr blog in the United States, what kind of business suitable for the light blog, how to build your brand on your light blog, what kind of return you will get.

As the Tumblr continues to grow, many business brands, especially those in the fashion and media sectors, are flocking to light blogs and putting their business plans on a blog in their marketing strategy.

But are you likely to hold a skeptical, lightweight blog that really suits me and suits my business? Who is using this platform? How do I attract those users? How do I predict what I can get in return?

Now let's take a look.

Tumblr really suitable for my business?

Tumblr has two of the biggest advantages over other blogging platforms.

First, it has the function of tagging and sharing to make your article easy to find and spread.
Second, it is very simple and fast at the beginning of the creation does not need to spend a lot of time and energy to decorate, it is easy to use.

At the same time, Tumblr has some drawbacks. Those who are accustomed to WordPress or other portal blog will be disappointed with the light blog because it is less adjustable, the template is more fixed. Unlike WordPress, users can be more free and more willing to adjust to decorate your blog.

Also, you can't have your own host number, and if the Tumblr server stops working, your blog will fall.

For these reasons, many companies have decided to use Tumblr as an additional blog based on existing blogs, because the tumbler itself has the advantage of having a good visual effect on reading and looking at pictures.

Bergdorf Goodman is a good example. As a fashion retailer, it has its own blog on WordPress blog blog.bergdorfgoodman.com 5th/58th, and in Tumblr has also established its own light blog the Bergdorf Goodman swipe. Although there are a lot of pictures on both sides of the blog, but the template on the blog more like a magazine, next to the photo need a long text assisted. But Tumblr, the light blog's visual sense is not so formal, very random filled with a lot of quick inspiration and behind-the-scenes footage of the photos, there are many from Instagram across the posted photos.

Bergdorf Goodman, the social media director, rated his blog and Light blog

"Our blog 5th/58th is more like an edited magazine with a lot of concrete content, about our shops, about the fashion industry, about New York. But the swipe of the light blog is like understanding Bergdorf Goodman from a personal vision to understand many of our visual creative ideas. Through different blogs, we have to feel the different interests of the audience, what they want to get, and then through the different technical support of the two, we can through two platforms to better present to our audience. ”

From the demographic point of view of marketing, Tumblr, like many other fast-growing social networks, uses a relatively young netizen. From the Quantcast data analysis, in the United States, 55% of the Internet users in the 34-year-old, 30% of the internet age is between 35~49岁. And from the rich level of Tumblr users, most of the users are not very rich, one-fourth of the user's annual income of 30,000 U.S. dollars below. But Tumblr is also very popular outside the United States, according to statistics, 9.7 million people each day to visit Tumblr's website, of which 5.4 million people are from outside the United States.

So if your business is offered to people over 50 years of age, it may not be Tumblr for you. But if you are trying to attract young people to care about your goods or services, it may be worth your time and energy to invest in Tumblr.

What kind of information should be posted on a light blog?

Light Blogs support different content information, from text, photos and links.

"In my experience, information with photos is" like "and" forwarded ", according to Tumblr's media disseminator Mark Coatney. These photos can be taken from a camera, or they can be handled by Photoshop, or GIF or an information map. "From the most popular labels, these labels are all about humor, art, photography, fashion, or some popular topics such as food, journalism and sports." "of the 1000 most popular light blogs, 180 are related to fashion," says David Karp, Tumblr's CEO. ”

If you open a vintage clothing store online, you are well suited to display your clothes on a light blog. But if your product or service is not very good, directly through the photo to express, although it will be good, but will have a little challenge.

Raman Kia, director of electronic and social media at Starworks Group, said that "any brand can create interesting, visually-related content on the flat cards of light blogs." We found that compelling images with a bit of textual annotation can play an excellent role on this platform. In addition, if your picture is compatible with your light blog's overall theme of visual sensory coordination if you can do it very well, the impression of your light blog and brand will improve. ”

Even though many of the people who pay attention to your brand on Facebook may complain that if you publish your message too frequently every day, there is no such thing happening on Tumblr. According to our brand research, we publish information on Tumblr about 10 to 15 times a day, but most of the information is hovering between 1 and 5.

How about the return on the light blog?

Whenever you want to open up your business to a new social media, you may be under pressure. You need to know how to allocate your effective resources and set goals. You can have a lot of options, consider the time you spend on FACEBOOK,TUMBLR and Twitter to balance your social media marketing plans.

Looking at Tumblr's return from an ROI perspective, Starworks Group's Kia says you should not consider the marketing plan on Tumblr as a link to your sales, but you can look at the online point-of-sale by looking for traffic on specific URLs. Kia stressed that Tumblr is better suited for people who don't know your brand or are familiar with it, to build brand awareness and interact with customers, where investments can be converted into valuable social ads that attract the attention of the media or more people.

Summary of translators:

Slight bo is characterized by fast, easy to start, and spread widely, this is a combination of micro-blogging features, but it also provides a micro-blog does not, it is a good sense of vision and users better interaction. Microblogging interaction is more mainstream communication, he quickly, spread is very wide. But the light blog is more suitable and the picture unifies, can create the very good user experience and the brand cognition visually.

What kind of product is suitable for a slight bo? Now in Tumblr more successful is the fashion brand and media. They are characterized by the visual, through the picture can be combined with light blog very good, at the same time because the overall user base is younger, this is the young people care about things. But this is not all, China's slight Bo also has many potential to be able to dig, build. The point is how you can set your expectations on a slight blog and position it, and if you do the same thing on Facebook, on Weibo, on a slight blog, it's not not, but it's a waste of resources. Many of China's light blogs look carefully at each feature and their own age group of users, if you can use a slight blog to show your brand characteristics (such as a good picture) to a specific group of users, or a ungrateful side of your brand (such as behind-the-scenes tidbits), you might be able to open a new user base for you.

Original link: http://mashable.com/2011/08/17/tumblr-marketing-guide/

This article link: http://www.socialbeta.cn/articles/tumblr-marketing-guide.html
Compile @ Fan Ryan