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So, after a year of pain dying financing, planning and development, your dazzling beta version of the network application finally TMD almost (resentment AH) ... Now you think it's marketing time. You want to send your product to thousands of users at a fast rate. Aha, you think the cheapest and quickest way is viral marketing – through blogs and social news stations. So you go to your favorite sites, Digg,del.icio.us,techcrunch, needless to say (certainly also must say, Hiahia) read/writeweb. I do not know how, your letter pinned to your infinite good wishes email from thousands of equally pinned to the infinite good wishes of the email was Micheal Arrington and Richard MacManus (don't introduce it) noticed, So your site naturally boarded their page, others like to follow the same bloggers are also to express their views! Wow, that's the name you want (Money Power & respect,yo Yo)! And so on and so on and so on (music stops), you find, wait until these days past, your site fell into complete silence. No one is talking about you, the activity on the site is infinitely close to zero, the new "Bo Body Darling (correspondent Media)" web2.0 program is something else.
all the founders ' nightmares, right? Unfortunately, however, the Chinese men's football team (in fact, what I would say is a menacing, fleeting sight) was normal in the web2.0 era. The following Alexa flow chart can be perfect representative of such a situation, this is a very famous example, to go over the TechCrunch of this article.
the reason for such a widespread situation is easy to guess, the readers interested in web2.0 services have been exposed to so many new sites every day to do a lot of repeatedly, these readers will use many programs, but not necessarily become a long time active users. That is why if you do not provide something very useful and durable, you become vulnerable and quickly forgotten.
The key point is that your program/site to promote the timing is very important. Although popular blogs and news sites are a good way to attract community users and VC attention, you must also know when to show yourself that I am my type. Here are some suggestions for entrepreneurs who need to consider marketing.
Waiting Area:
The
waiting area includes sites that need to be more patient in marketing. This is of course the most widely involved directory, mainly including the two main types of web2.0 Web site:
Social/user-generated content (UGC) site vertical site social sites need to have existing user activities before the promotion. For example, a social network site if the wood has users is not very lame. If you are dugg on Digg, of course there will be thousands of tens of thousands of people to look at your site, touch it here, or even sign up, (and then tell you that the site is not good there, and I've done it evil). But there is a good chance that they will be disappointed with nothing, and then they will come back with a tear on your pain, do you think they'll return?
to take the vertical website to say the matter, the question more concentrates in the competition. Instead of releasing your site as quickly as you could, you might as well spend more time trying to make yourself unique and incrementally increasing the number of users.
also, most of the above two sites (or both) require users to sign in first. But most users don't like to join a dead site.
The best marketing strategy for
's site in the waiting area is to focus on their niche market, spend less, and attract a certain number of users through time accumulation. The company described in an article in Business 2.0 magazine in March 2007 is a good example. The company called Betty Selling "hair to a certain part of the body" use of dye (囧RZ), only spent 2000 of dollars in the Las Vegas beauty products Trade Show brochure put an acre of three points of advertising, which caused enough repercussions and on the Jay Leno's show (NBC's famous talk show host). The company now expects to sell more than 1 million dollars this year! Other successful examples are dogster and Maya's mom– they are both vertical and user-generated content sites and they attract their initial user base from Pet and Mother magazine magazines.
The bottom line of the site in the wait area is to find their niche market, where they can expand their user base, and then to Web2.0 's dedicated user base to show off their strength while also causing VC attention. (Homecoming AH)
impressions-based, the above Alexa map of the site, is a good example of the site to wait.
forward Area
The
front includes sites that need to be promoted in web2.0 blogs and other web2.0 sites at the outset. Most candidates in the forward area come from Network Tools. For example:
Search engines (unless they are vertical) Im mash-up webtop (netvibes,pageflakes, etc.) file Host Agent translator browser add-on module the members in the forward area and the waiting area are very different because these sites do not need to be popular. Whether these sites will attract a large number of users is entirely based on the quality of the services they provide. So they don't need to build a large user base before they promote themselves.
Run Zone
This is the smallest directory, I'm afraid only dozens of sites belong here. The success of these sites depends on the web2.0 media, so they just have to spend their time on how to get onto the media. In fact, most of them and the site in the waiting area is not different, but the difference is that their niche market is web2.0 itself! A good example of them is buzzshout and GO2WEB2. Clearly, web2.0 enthusiasts have established such a service, so there is no better place to advertise themselves than a web2.0 site filled with web2.0 content. The blog widget is another product in a fast-running area.
Conclusion
want to do marketing planning for your new Web App/website, there are three strategies:
1. The bottom line of the site in the waiting area is to find their niche market, where they can expand their user base, and then to Web2.0 's dedicated user base to show off their strength and attract VC attention.
2. Sites in the forward area, such as search engines and browser add-ons, can now find breakthroughs directly on the elusive Digg home page and R/ww and TechCrunch. (preferably two are used!) ）
3. Run Zone (Did you run today, bumpy?) The site should do everything possible to get attention from the web2.0 website.
What do you think of this classification? Agree, or do you have your own strategy?
finished the original
the usual
.
, as usual, will discuss the domestic website marketing.
in the noisy 05-06 years, we also see a lot full of soar fantasy and hope of the site in a variety of places for their own concept of gongs and drums, the original version of the web2.0 based marketing channels mainly established in digg,del.icio.us, professional media blog. Moving to the country. Similar campaigns are likely to focus more on the IT industry practitioners and commentators ' blogs (no more), and on catching shrimp, donews. and news blog Such an aggregation, and then unlimited paste and transfer and turn to paste (stop! ）。 One reason for this is the decline of China's net-picking, the second is the Digg pattern of sighs, three is the historical legacy (I love this reason), of course, in addition to these there are strong television media and paper medium, but there is no discussion, if there is a way also please quietly tell me XD. It doesn't matter, this is the current domestic web2.0 related media propaganda way, the survival of the fittest, is eternal truth, how to use these media? It is better to speak with a case than to analyze it theoretically.
First is the new, sharp shell net: The first one is because this case is very typical of the Emre Analysis. Shell network, market segments: digital products enthusiasts. All forms of expression: Ugc,sns should belong to the waiting area. Initial promotional Strategies: high-profile publicity, the use of the founder of a certain degree of visibility in the blogger circle to create influence, so that the site online early users than other vast sites compared to a higher starting point, but the use of strategy for the forward area strategy, resulting in three minutes of heat and discussion of the quality of the extreme decline, UGC to build an opinion leader, the website worker is not the digital product class expert but only the amateur, the website quickly enters the cooling period, simultaneously has committed the serious error in the release strategy, causes the website to be in after the trial operation long time to be in out of service stagnant state, after two times publishes the website service does not have the essential change, Now the daily average is independent IP900, in the death pool. Said this case is typical because after the shell network released a few months after the Donews issued the same service, although in the Web site strategy and composition of the confusion, but based on the donews of high man traffic and the identity of the crowd and the influence of opinion leaders, easy to make the service accepted by users, Of course, the service is clearly not considered successful, since 1. The user volume is not growing because of this service. 2 has negative effects on the original user. 3 opinion leaders are not receptive to strategic confusion. But the service was successful relative to the shell. (if the words are offended please forgive me: S)
Another example is the board of bricks, slabs of bricks, market segments: it circles and commentators. Manifestation: For web2.0 Digg,sns, theoretically belong to the third category. Publicity is also part of the third category is not wrong: but this kind of website can be popular according to the translation theory one need content good enough, two need the website can retain people. Slabs of bricks apparently in the site construction level was dragged down the hind legs, rough art, Web site program bugs and appear dark theme obviously hit the user's enthusiasm.
of course, many successful examples can also be used to set the formula, there is no need for more nonsense, want to say and watercress is not a good thing.
but it is noteworthy, such as the public comment network, Cool news, and so did not go through the web2.0 crowd hype site has also achieved great success.
In the original sense, the search for viral marketing opportunities and web2.0 media coverage, to a large extent, is used to find the popular tipping point (the word tipping point is always more interesting than its actual meaning). At home, the power of the tipping point whether there are traditional media and traditional media (I said Sina and so on), community forums, malicious hype to the big, still remains to be seen.
in other words, at home, perhaps based on web2.0 marketing may not be as important as you think.
Finally, this article is written to web2.0 enthusiasts to see, so take the forward area strategy, by the way to promote their own \ ^_^/
PS:
If you think the Alexa chart is familiar, then congratulate you correctly, the wheat field once mentioned in this article in the Yu name of the curve, but this same curve represents the Yu of the product itself, and the relevance of website promotion is not very large.
Of course, we also have characteristics of 200,000 people online 5 seconds floating million people services, Alexa cheating and mutual Brush Alliance, there must be a suitable for you.
translation of this article by the translation of the net
