How network promotion can effectively push information to users

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December 29, 2010, the Hdwiki Series Construction Station seminar 20th invited the famous marketing website "Push A" founder Kun, he shared with you the experience and views of the network promotion, the following is the highlights of this session.

Moderator: This session we are honored to invite the "push a" founder Kun, we are accustomed to call him the Old river. In the following time, he will share with us "network promotion, how to effectively push the information to the user" such a topic, the following applause Welcome Giang.

Kun: Well, in fact, there is no good introduction of ha. I, the Northeast people, after the Spring Festival, do the internet is just 10 years. In the past 10 years, basically what have done, E-commerce, net earn, Hacker, build station What, all the whole. Anyway, as long as illegal on the internet has not been stained, the others have been stained. Then drove three back to the company, now this is the third time. What is being done is to push one, which I believe we all know. Yes, three back. The first time is 19 years old. The second time seems to be 22 years old. At that time young, do not know bragging, online to make some money, began to blindly toss. Later after two failed to understand the personal webmaster and business gap between, so come to Beijing. Push is November 17, 2008 online, the current forum registered users immediately 90,000. More than 10,000 daily posts. That's probably it:

Moderator: It seems that Mr. Jiang's experience is really very rich, good, the following I gave the time to Mr. Jiang, by him for us to bring "network promotion, how to effectively push the information to users," the keynote speech.

Kun: OK, that I officially started, thank you host.

Actually, it's not a speech, so just share some personal experience. When Yiu Xin gave me this theme--network promotion, how to effectively push the information to the user-also a bit. I personally understand that I should like to share, how to promote more effectively, or how to find a suitable way to promote their own. So today, to share with you, I summed up the network to promote the seven-step guidance method. Through these seven steps, you can find the most suitable promotion method.

In fact, the network promotion method, so much, but should use which method, how should use, this is a lot of people headaches and think not understand the problem. A lot of people do promotion, no effect, not because of his poor ability, or poor execution, often because the method is not selected. Or the method is right, but the execution is not the way. So here's a seven-step guide to share with you.

The first step is why the promotion.

Before the promotion, we must first clear the purpose of promotion. Why to promote, is to pursue the IP? Pursuit of the volume of registration, the pursuit of sales, the pursuit of brand awareness or what? but also to clear quality, for example, if it is to do flow promotion, it is only the amount reached, or have special requirements. A lot of people do promotion, this first step, not clear, the result is blind promotion. For example, for the first two days, one student will find me. He is in a university work, and then said last year did a year of network promotion, but feel no effect, this to the end of next year's promotion plan, let me help him analysis, look for reasons. Then I see him last year's promotion plan, very rich, many methods include: what post promotion, news promotion, Baidu know, QQ promotion, micro-blog promotion, all included. At that time I asked him, I said see you this plan no problem, very internationals. But what is your purpose? What is your principal's goal? Then he said that their school was state-owned, so there was no pressure to recruit. The headmaster asked him to promote one of the colleges, the College, a year of recruitment through its own channels can be completed. So do not ask for online enrollment, is to do the exposure rate, hope that some of their positive information on the Internet OK, simply said, as long as in Baidu search their college, the first five pages are all positive information on the OK. In fact, from the needs of their school, this request is too simple, is very easy to achieve. Do not have to spend money, casually find an experienced part-time, you can meet this demand, but also a year to promote the goal, a year to do this, easy to complete. But why did the student not finish last year, because he did not have a clear goal, not according to the target. Since their goal is to increase exposure, it should not choose QQ Promotion, micro-blog promotion or anything. QQ Group of information, on the network and search. Micro-blog is similar, and micro-blog content is about 100 words, not formal and official. I give them the advice is three, one is news promotion, nothing more create news, second is to stare at Baidu know. Three is appropriate again in the weight of the Forum, classification information stations and so on to send some soft text on the OK.

So. No matter what products to promote, before the promotion, we must clear the goal, very clear know what you want, want to achieve what requirements, this goal to fine the better. Of course, also should pay attention to, the goal if the reliable ha. In fact, to extend a little more, do everything the same, must first clear the goal. Even in our lives and in the workplace. Why some people, working more than 10 20 years or a small staff, or holding thousands of dollars wages, because there is no goal.

The second step is who your users are.

When the goal is clear, start thinking about who your target users are. Because do marketing, do promotion, the end must be inseparable from the user. Whether your goal is IP, traffic, or registration, or sales, the end is to face the user, so this second step is to identify your users. Think of those users who can help you accomplish your goals and tasks. Or what part of the user you want. In fact, this macro-speak, we all understand this, we do promotion, are looking for users, the problem is that many people do not know who to look for. One of my personal little experiences is to classify your users. In general I will be divided into five categories of 1, direct money users. 2, to you with the flow of users. 3, give you the user with content. 4, for you to do word-of-mouth users. 5, to make you a brand, to do authoritative users. Because we may have a lot of goals, but not all users can meet our requirements at the same time. Or, do the promotion, do the website, can not only stare at a category of users. For example, we operate a website, our website has articles, there are forums, there are shopping malls. Our income depends on the mall selling things. In other words, if we want to make money, we need to catch the people who can buy things here. But surely not all the people who come to the site can buy things. If the promotion, only want to promote for the mall users, there are limitations. Just take a push. There are three different groups of users to push. One is a personal webmaster, the second is small and medium-sized enterprises, the third is the industry practitioners. For example, the company's promotion staff. Personal webmaster This group, in fact, is not to make money, but they belong to the most time, the most active group of people, can help increase the popularity of the site. Small and medium-sized Enterprises this group, the time to surf the internet, for the site can not contribute too much traffic and content, but they are the richest group. Finally want to profit, is to pass small and medium-sized enterprises. And industry practitioners, is able to help the site to do the brand and authoritative, if an industry site, not to be recognized in the industry personnel, certainly not what brand. So we are looking for the target user, in locating the target user, do not only stare at a class of users. According to our different needs, to find different suitable people. When you've identified who your target audience is, start the third step.

Step three: Your users are there.

We have just identified the user, but where to find these users, this is the next question to think about. To put it simply, consider it from two aspects. First, your users how to find information, and second, where they communicate, and to the specific Web site, all listed. For example, if your users are looking for content through search engines, or they will go to some fixed information sites to see the content. Your users like to communicate in the Forum, or in the group to communicate, or in SNS, micro-bo Exchange, but also must put these specific channels to write out. For example, your users like to communicate in the forum, it must be those users often go to the forum address, all found out, listing. If your users like to read the articles on some websites, they should also find out these websites. If you like to group communication, what kind of group to enter, but also to think clearly. If you like search engines, search for those words. This step of the thing, decided to use what method behind and what strategy to promote. When you know where your users are focused, consider the fourth step.

Fourth step: what are their characteristics.

The first consideration is the natural characteristics. such as age, occupation, culture, etc. The general age of small people, such as the likes of fashion things, but also more angry green some. They read the article, like that kind of network grass-roots literature. They like the website style, also basically are some fashion, and the old, then like a little connotation, mature and stable something.

In addition to the basic natural features, the second consideration is the factors that affect user decision making. For example, you are selling things, you have to consider, users in the purchase of your product, what factors will be affected. Reputation, reputation, product quality, product price, after-sales service, or whatever.

Third, to understand what users like that content, or information, or resources. For example, users surf the internet to see the news, or to read some experience articles, or to find some related resources, such as software, program or something.

Four, is to find out what users want to help, especially the user most urgent need to solve the problem of those.

These four aspects of things, the more detailed analysis of the better, it is best to take pen and paper down. What I said is just about, just to give you a purpose. When we do this, we must think more and think more carefully and better. This is the fourth step.

Fifth step: Take what impress the user.

With just a few steps, the user should have studied the same. Including users of the Fool Ah, concentrated place ah, user characteristics, and so on, the following is to the right remedy, think about how we go to impress these users, he became our users. Specific how to impress the user, is according to the fourth step of the user characteristics of the decision, is the so-called. This may be more macroscopic, some newcomers may not understand. So the easiest way to tell everyone is to simulate the behavior of the user. Just take a marketing website or a sales category. Let's simulate the behavior of this type of user. If the user wants to find a product on the Internet, the first step, we simulate, the user will find. For example, he may search engines to find, will be on Baidu know. This is the way he looks for things, and when he finds it, he clicks on the relevant website page to see the official introduction. After reading the introduction, there are two choices, one is to feel the introduction is not reliable, leave, the second is to find customer service chat. After chatting with customer service, may be direct purchase, or feel or not trust, and then around. This time maybe he will go to the Internet to check the company's related news, ask a friend or something. Finally decided to buy or not to buy. In this process, we need to think about the factors that affect the user's decision in each key point. In fact, this method is probably out here. If the user is through the search engine to find content, OK, our promotion is seo,sem. If the user is Baidu know to obtain information, the promotion of the method is to know the promotion. Then the key point of promotion is to think about, with those descriptions, can impress the user, click on our website. Users come to the site, start to see the introduction, this time to consider how the page settings, will impress the user. For example, to highlight our background, highlighting our brand, is not to place some customer witness and so on.

There is the style of the page how to set (combined with the previous user characteristics). In fact, many enterprises now do network marketing, is largely a failure here. I have seen many corporate websites, do very rotten, many enterprises do not realize the importance of the page. Website does and a cheater website, how can the user conversion rate is high? This is the second step.

The third step, if the user read the introduction, feel reliable, contact customer service, this time the importance of customer service is reflected. So it's very important to design good words. Like a friend of mine, selling things on the net, one months pure profit is more than 2 million, one of his success factors is the good design of the words. He has three customer service, but the words he designed is very good, up to 10 steps, the customer will basically order. If the user contacted the customer service, also feel not reliable, the Internet search our relevant information, or online consultation with other people, this time means we have to do some brand promotion and word-of-mouth promotion. For example, in Sina and other websites, release some of our news, appropriate to the whole number of honors, awards, send some about our soft wen and so on.

Specifically, it depends on what points the user is concerned about. Simple to say, generally more easily touched the user has these things-content!!!!!!!!!!!!!! If users like to see content, that content should be the biggest selling point. If users value service, that service is the biggest selling point.

This is the fifth step, the sixth step, is to identify specific promotional strategies and methods.

In fact, if the above five steps are considered clear, this method and strategy, has come out, but is to tidy up, clear. In the example just cited, for example, is sales. If the user is through the search engine to find content, the Main method is SEM, this time is to refine the methods and channels, such as the key SEO or focus on bidding; Then it's good to plan the User Guide page and so on.

The above is the six steps, and then the last step, is to make a way to the extreme. In fact, network promotion is not difficult, is a question of executive power. As long as the method is right, and then the direction of the right, the rest of the work is to adhere to the implementation, will eventually succeed.