Forum positioning is to do "addition" or do "subtraction"

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Last Sunday participated in the Ningbo SEO Alliance Party, mainly on the "Ningbo Online" forum for the operation and promotion of the discussion. Ningbo online forum is Ningbo SEO Alliance established so long since the first group to participate in the operation of the promotion of a project, is similar to the Oriental Hotline and day a forum type of Ningbo local Life forum, originally Ningbo GXG E-commerce operations Director Woo's personal website, after five years of operation, also accumulated a lot of resources and popularity, However, due to limited personal time and energy, they have not been able to maximize the use of these resources. Therefore, Ningbo SEO Federation owner Lingbo Proposed resources integration, integration of all the Ningbo Federation Webmaster Amateur Resources and Energy, Ningbo online as the league's first collective project to promote, then the implementation of income sharing. Ningbo's webmaster are very supportive of this activity, because they know, now is no longer the era of singles alone, a person's ability to be strong, the implementation of the high, can only be small achievements, and a group of people, a team can create a greater cause.

But these two discussion meetings have not been big progress, still stay in the "site positioning" of the discussion. The dispute divides into two factions, to Shanshan Group's electronic Commerce Department main head Wu Yu the support to do "subtraction", namely carries on the fine differentiation strategy, first to find a subdivision point to cut, again this subdivides the market to make the addition after the foothold, to other broad domain development. That is, the forum can open a single plate, such as the first only to open the plate or pet plate, or the whole forum is only a single segment of the industry, and so on in this segment of the industry to do Ningbo first, we go to other life plate to extend. and to GXG E-commerce operations director Woo led by another faction but support to do "addition", both advanced line "face" coverage, with a large number of popular information to attract traffic, such as traffic is big enough to push or focus on a certain field. Sheng always believes that in the beginning of the forum must first attract popularity, and popularity needs a broad face to drive, with a large number of different sectors of the long tail words to drive, with the popularity of the user in accordance with the preferences from the existing plate to choose the popular suitable for the main section to push. These two views have their own rhetoric and have been favoured.

Here, Boulatruelle based on the Ningbo online case, also to talk about the forum positioning some views. In the Ningbo online positioning of the controversy, I basically support the Shanshan group electric operator operations director. Now the rookie forum is suitable to do subtraction, go subdivision, not to do addition, go broad. The reasons are as follows:

First, "subtraction strategy" to help the rookie forum to avoid the local forum big Guy's direct competition, in the subdivision area to find their foothold

In fact, now the Internet is so developed, social elements have permeated all aspects of life and entertainment, basically each of the one or two-line cities have their own authoritative local forum, some three-tier cities and county-level cities have their own forum, such as Ningbo Local, Ningbo Hot Forum has oriental homes, days a forum, and then a small area, Ningbo Beilun region has a new Beilun forum, Ningbo Ninghai Region has ninghai online forum, etc., these forums are covered to all aspects of local life, eat and drink, are the hand of local businesses, consumption and entertainment information. So "Ningbo online" as a rookie forum, if also with them to follow the same quality of the route, blindly add raiders, what aspects are covered, then certainly is the competition but their. Because the same forum, only need one or two is enough.

Well-known webmaster Tao said, brand positioning in a very important point, is to avoid the direct confrontation with competitors, pick his weak points as their own strengths to promote, this is the weakness of the foothold. In the view of these forums, although the comprehensive information is very rich, but because too comprehensive, the content is too broad, so there is no particularly prominent section, each plate is the same chattering flat. Therefore, it is recommended that Ningbo online so you can pick a development potential of a plate, an industry as the site's main positioning, focusing on the subdivision of development, this subdivision of the field to do Ningbo first, then undoubtedly naturally from these forum big guy's bag to grab a large part of the popularity of the field. Now it seems that there is still no industry in Ningbo, the first subdivision of the forum, so this is an empty file, but also a good prospect and direction.

Second, the subdivision can reflect the culture and characteristics of the forum, occupy the user's mind

At that time we also discussed a question, the forum is equal to the user what? The forum equals a sense of belonging, equal to the online social home. Why people are willing to go to the forum, willing to stay there for a long time because the forum can give a sense of belonging, willing to let people stay there for entertainment, and with the same forum friends communication. And looking at so many forums on the internet, found that the different positioning of the forum to gather the crowd is also widely divergent. So the forum to retain people, you must have their own characteristics, create a culture, occupy the user's mental ladder. Although the Internet industry differs from the traditional commodity trade, the truly mature Internet industry also needs to take the "brand Route". What is brand, brand is what you equal? When the user first sees your forum, can clearly distinguish your characteristic and the culture, then although is the rookie, but the Forum brand concept has already seen the embryonic form, this is the successful network marketing most basic also is the most crucial step.

Admittedly, there are many excellent webmaster in the Ningbo union, there is a very high SEO technology, we can collect through the content, do a lot of long tail, and even promote the popular forum keyword in the way from the search engine interception of traffic, but this part of the flow will certainly be able to settle into the forum forever residents, the answer is no. Most users search for information on search engines to find the forum, after entering the forum is only click to see the information they need to know after leaving, unless the forum has a very strong cultural atmosphere, so that he has a refreshing special feeling. Ningbo Online If the comprehensive broad route, it will also become a hodgepodge, become the east and the day of the followers, but not self and personality.

Third, the No.1 in the subdivision area is better than the broad field of no.x

Forum to go subdivision, there are many people will worry about a problem, that is, if the segment is too unpopular, even if the first and no commercial value how to do? In his book Long Tail, Anderson, the editor of Wired magazine, mentioned that the long tail curve in the subdivision area is endless, and that the demand for the market will never be zero. Any area that looks almost unpopular, as long as the industry first, commercial value is very considerable. On the contrary, go broad, even if the total market share looks very large, very tempting, but has long been the previous step of the big guys for the light, want to get a cup of soup, it is really difficult. There is a survey, the industry's first product market share of 40%, the second is 20%, the third is 10%, the fourth is 5%, the fifth is how much? is the division of the remaining market 25%. The average person remembers only the first place in the industry, but not the third, not to mention the third fourth. So would rather do the No.1 in the market segments do not do a broad field of no.x. We think about it, if Dangdang began to sell department stores, Beijing East began to be a grocery store, we can have so many excellent electrical business. If NITC start up just follow weaving dream go, WP started up is the whole field to build station King, we still have so many excellent build station software? Many internet companies do the first because they subdivide and focus, and they are the experts in this field, not the hundred in all areas.

Iv. Subtraction after addition

Recently visited when and Jing Dong when found, to home appliances known as the Beijing East began to sell books, to book famous when the beginning to sell department stores, to build stations known as small and medium enterprises NITC began to do the portal, to fashion fashionable style famous Amoy brand seven to start brand differentiation strategy, they began to add to subtraction. When you gain a foothold in one of your own segments, you can extend it entirely to other areas of integration, because the pattern can be copied, when a field you can do a first, then the same model to replicate, other areas can also be done in the region, the first "minus" after the "plus" process, and ultimately can achieve a large synthesis.

The above is the Ningbo state-run SEO Association of some of the experience and feelings, I hope to give you also in the Forum friends some inspiration and help.

This article originates from the Ningbo SEO Alliance, reprint please indicate the source (www.seolm.org), thanks!