How to do the system of small and Medium-sized Network Marketing (iii)-content

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Content refers to all the information published on the Internet, content is for users to see, to meet the needs of users. Internet marketing is about all the information that can help us achieve our marketing goals. The forms of content are varied. Our most common is articles, videos, music, maps, games, and so on. And the article is divided into forum posts, blog posts, press releases, e-books, electronic magazines, greeting cards and so on.

Good marketing content must meet two aspects:

First demand

Whether we carry out microblogging marketing, blog marketing, or BBS SNS marketing, the most important is always our publicity content, each type of Web site is their own characteristics, but there is a common, that is, we formulated the promotional content must meet user needs.

In writing promotional articles, you must think of what the user Read me this article got what, meet their needs, what kind of help they have, in short, we have to make the content of the time to remember, whether it can produce real value for users.

The user needs many, divides into the main demand, the secondary demand, may also divide into the appearance demand and the latent demand. Only when we have a deep understanding of the needs of our target audience can we effectively differentiate between their different needs and then find the selling points of their products according to their needs.

So how do we know exactly what the user wants?

Getting accurate user requirements is a very difficult thing, both large and small businesses are difficult to do, there are two common ways:

The first is data analysis, which is a special focus of all large companies, the analysis of the user's purchase behavior by statistical data, which is the most rational way of analysis. But there are two shortcomings, one is the data response is the user's overall purchase behavior, the personality analysis is not in place. The second is to get a lot of data, the need to rely on powerful tools and huge statistics, so the cost is very large. Few companies have been asked to start professional statistics companies and data mining companies. Our small and medium-sized enterprises do not have so much cost, so can only be based on simple tools, concrete analysis methods will be detailed in the user analysis of the chapter.

The second way is to use their own and friends around as a reference, to guess the real needs of users, ask what they really need, then the needs of other consumers and our own needs of the difference is not too big. The most successful example of this is jobs, who don't have to do user surveys, just ask themselves. Of course, there are few examples of such success, we can find more people to refer to, it turns out that this method is very useful, most people day-to-day decision-making is this method, after all, it is very boring to study data all day.

Second propagation

Good content not only to meet the needs of users, to create value for users, more importantly, the content itself must have the ability to spread, to enable ordinary users to actively spread, with the fastest speed so that more people know, forming a good reputation.

Again speak the network dissemination channel that one, I always stressed the comprehensive coverage of the channel, the traditional marketing has a saying: you are to put a dog on TV for 3 months, he can be famous. This sentence on the Internet marketing is also set up. But the traditional media has a small number of influential media, so full coverage is still possible. The number of websites on the internet is very large, their influence is very dispersed, the enterprise itself is very limited human and material resources, they want to fully cover very difficult, so we need the vast number of users to help actively spread.

So what kind of content is conducive to Internet users to actively spread it?

1 Informative content

Pure knowledge to share the content of the class is the most easily recognized by others, but also the most easily let others actively reproduced, at the same time to establish their own authority of the impression of trust after the establishment of a great help.

2 Novelty Content

It is human nature to chase new things, to see what you can't understand, and to share it with friends.

3 Funny Content

The pursuit of happiness, sharing happiness is everyone willing to do, so your content is very funny, it is easy to get the favor of others.

4 Emotional Dramatic contents

People's emotions are very complex, when a person's emotional changes, it is easy to spread their feelings to others. I divide the emotion into two kinds, the positive emotion has the compassion, the care, the happy and so on. Negative emotional feelings have anger, show off, greed, etc. Reasonable use of human emotions, will be our marketing to play an unexpected effect. A few days ago, online boycotts of Japanese goods were flying, using a feeling of anger in Japan.

5 content that brings real benefits to you

The above four classes more is to make the user spirit aspect obtains some kind of satisfaction, this fifth kind is makes the user material to be satisfied, because we pay the cost, therefore uses very low frequency. At this time the content itself is not important, and reproduced content can get some kind of reward, the most common is reproduced after can get points, or reprint micro Bo can get merchandise (Micro Bo marketing The most commonly used means).

The above five types of content are very easy to let netizens actively spread, but not all. We also have to study what kind of mentality will enable netizens to actively spread, as long as hit the human nature, can let them actively spread, these years the hottest events are not so.

We have formulated the marketing content must have the dissemination, because we can cover the dissemination channel is very limited, once your content by the Netizen widespread dissemination, then the coverage area will be surprisingly good.

We do marketing for three purposes only: more people know (popularity), more people say we good (reputation), more people continue to buy. So we have to take into account the three aspects of the content. In any case, let other people actively spread to give him a reason, the reason to think clearly you will succeed.

Content-led marketing approach

At present, the content-oriented marketing methods have three kinds, respectively, Word-of-mouth marketing, event marketing, viral marketing. Word-of-mouth Marketing is the pursuit of product service information reputation, event marketing is through the hype event to promote product service information. Virus marketing is more concerned about the rapid spread of information within a short time, specific how the operation is not introduced in detail.

Word-of-mouth Marketing, Event marketing, viral marketing, the first thing to do is to catch the first batch of users, we call the seed users. These users are more active, like to visit the QQ group, blogs, forums, like to make comments, express their views, like to influence others, to show that they are excellent in one aspect, or want to make friends in this regard. Because of active, so influential, and then to the seed users for the outbreak point, the rapid dissemination of information.

Very powerful content can ignore all channels of communication, even if the channel blocked him, his vitality is still not reduced (such as various micro-blog rumors). Of course, like this wonderful content is very small, most of the content or need to use a certain channel of communication, we do the first to make marketing to ensure that content is not only to meet user needs, while allowing users to actively spread. Then in their own financial and material resources are satisfied with the pursuit of the spread of the full coverage of channels, so that we can maximize the value of marketing.

Pragmatic Network marketing or down to the user demand-oriented, human nature as the entry point to the pursuit of long-term profit maximization as the goal, step by step slowly.

This article by the Beijing website Construction http://www.bygw.net submission, completely by oneself original, reprint please attach link, thank.

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