From news hype to website promotion

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Nowadays very popular Personal founder Web site, the author also in the work after the addition, because I have a long time to promote the site has been the experience, and in the news planning and promotion have a lot of small experience, is willing to pass A5 this good platform, with you webmaster and website marketing enthusiasts to share.

First, the News hype and website promotion background analysis:

We know that the Internet is a market-oriented wave, the emergence of modern media in the process of the most representative and development potential of the media, for the mass media, our most important task is to attract the most public attention to win their favor.

First of all, the increasingly diversified values become the most obvious features of our website. According to a rough estimate, every day in China to the birth of tens of thousands of personal websites, the diversity of values is the soft environment of the birth of these sites, which is the media is willing to participate in the promotion of the important premise, in this context business behavior and audience attention to become the most valuable resources. To provide personalized service, to meet personalized needs, is our biggest specialty and the most should do things.

At the same time, the news entertainment function has been strengthened unprecedentedly. The motivation of the media to improve its attention depends largely on the degree to which the information itself is to the audiences ' taste. Along with the information dissemination means and the way is increasingly rich, the ordinary information is very difficult to stand out in the massive information, the zipper door, the copper must gate and so on events tells us the event marketing has become the Internet present best promotion and the promotion way.

Third, the business of attention to the extreme attention. Audience attention is to expand the sales of goods, to win market recognition and establish a corporate brand of the invited premise, attention to become today's most scarce resources. The biggest winning point on our site is the ability to win attention-the most popular way to do this is through clicks.

Investigation on the information acquisition behavior of the audience

The initial site, in the beginning of large-scale marketing, improve the content is essential, this is what we have always advocated the content of the king's most direct way of practice. According to the content analysis of dozens of traditional media and new media in Shanghai, we found that the main elements of the information receiving attention are the following:

Demonstration influence close-up quality stimulate imagination novelty

Entertainment Food Humor Suspense Leadership Advisory

Authoritative privacy Prestige exaggerates News Incident Impact

We can compare the above elements with their own website, at the same time with the current very hot sites, Web pages to do a comparison, to see whether all of the above elements wandering. According to the traditional use and satisfaction theory, then according to the selective attention, selective acceptance, selective understanding and other related theories, your website content whether to have these "give off" element, decide the quality of life after your website.

Third, from the product yellow Kid to "catch the Pervert" forum

Media master Rupert Murdoch told us: the way to increase the circulation of newspapers is to reduce their taste, and a little lower. In the vast amount of information, attention resources scarce today, for newspapers so, the site is even more so. The rapid development of the Internet, so that traditional marketing means to dwarf. Unless there is a great economic support, it is difficult to achieve in a short period of time sustained faster growth and relatively stable user attention. The birth of the yellow tabloid was based on the full satisfaction and pandering to the audience's tastes, so that the media slipped into vulgarity and kitsch.

"Catch the Pervert" forum, once in a while very fire, become the focus of many media competition reports. This is a common without any commercial background of the network enthusiasts to build the forum, with netizens spontaneous exposure to capture the "sex-killer" as the main content, due to the "privacy" related topics are included CCTV, including the traditional media focus on the report. The site ended up being overwhelmed by its huge traffic and shutting down without subsequent commercial operations.

The revelation of "catching the Pervert" forum is that it utilizes the "right of privacy" and people's dislike and curiosity to "the sex-pervert", so that the topic itself is very controversial. The intervention of traditional media and the comment of experts, let the event itself rise to the social ethics and morals height, strengthened the propaganda effect of the forum. At the same time, we conclude that network events are the key to the success of the click-through.

But the "Catch the Pervert" forum also brings us a lot of lessons. The main is: the possible consequences of the event lack of more objective and forward-looking estimates, the click-through explosion did not timely expansion of the capacity of the server, did not have the opportunity to introduce relevant business operations, resulting in missed opportunities.

四、一个 's little story about website marketing

I once had a friend, did a very strong targeted site-directly to the university students as the main audience groups. The content of the site is very rich and detailed, the market blank looking for a good. But has been promoted not to go out-of course, some traditional ways of promotion, such as posting, interpersonal promotion methods have been used, but the results are very slow. When he complained to me once, I gave him a small example:

In a village, there is a family, home in the film, the film is very good, he hoped that a lot of people to see, but few people. What should he do? Improve the quality of the film? Obviously, the quality of the film is very good, if it can be better, to attract more people effect is not obvious. What to do? There are three ways: first, the street to touch people shout, said my home to put the film, everyone to see AH. In that case, what would be the result? People will think you are crazy, there may be a few people to see, but you have to be exhausted. Second, you find your relatives, friends, classmates come home to see. This effect is certainly obvious, but the circle is limited, friends Circle is not big, time is long, own resources are exhausted, the effect is not obvious. The third way, you buy a cigarette, find the village head, let him for you to use the village public horn broadcast, this effect is certainly obvious, but there is a problem-you have to spend a cigarette price. So is there more effective, more obvious, more direct, and more economical than the above three methods?

You go buy a bomb. Fireworks at home. Then, people are attracted to the door, the person who saw your home movie ... Of course it's just a little story, a laugh and then even. Again to my friend's website, I helped him to plan a topic for graduate students to publish the topic of academic papers, did a few contrast obvious small topic, and then "find drag" on the site put a few ads. Centralized a few internal people, will post for two days, and then contacted the traditional media reporter, this site hit, reprint rate is very high.

V. Event Marketing--a magic weapon to promote network marketing

Many websites are able to leap from zero clicks, the full and necessary condition is to use the promotion of events. To catch the Pervert forum, you can also to the bush throw shoe games and other sites of the click Rate, the biggest win point is the use of the event or the promotion of the topic of the way. To the author of the former management of "Ren Tiger Pharmaceutical" website as a reference, prior to the 06 Gothenburg visit to China, the site has almost zero hits, PR value of zero, Gothenburg during the visit, due to its as Shanghai's information publishing site and event organizers of the site, by a large number of media links. On the one hand, the emergence of high-quality outside the chain of benevolence and Tiger website PR value in two months from 0 to 3, on the other hand, the click rate soared from zero clicks up to nearly million people.

At the same time, the author also recommended the following traditional ways to promote:

1, the Internet Media Promotion: Sohu Forum + Sina Forum + NetEase Forum + grassroots Network + webmaster Net + Local real Estate Forum + MOP + Tianya Forum + Baidu know + Baidu Bar and so on densely covered, rapid expansion of influence and visibility.

2, Interpersonal Network Marketing: Through the project team members of the personal relationship, each person issued 50 white-collar member registration task, through interpersonal communication, the initial promotion, enhance the image and influence.

3, traditional media promotion: through the production and planning of news events, enhance visibility and influence. We will separately through the specific news event planning, news topic Planning way, to attract the attention of traditional media, the traditional media reports, can be with the large-scale portal site cooperation, the production of special topics, the use of resources to Exchange resources, almost zero cost, high reprint rate, good effect. Other forums, we can produce a large number of "interesting", "fun" web-text, to attract attention.

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