How to use the network for "soft marketing"

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How to understand soft wen marketing?

In the boundless sea, looking down from the sky, a round of like cotton jellyfish floating in the blue ocean, they are no spine drifting animals, life only a few weeks, and small pastoral fish to live together, envy others is the jellyfish generally three generations of living together, jokingly drift a clan, They have lived on Earth for about 650 million years, and their vitality is admirable.

Soft wen like jellyfish, floating in the net is the journey of his life, from the day of birth, it is destined to stray, and must take the "small shepherd fish", otherwise stepping to the distance what is the significance of it? The small pastoral fish in soft paper is a kind of motive in the article.

In his book The Interactive study of journalism, public relations and advertising, Dr. Choidogyn that the softer version is more common: a series of promotional and descriptive articles, including specific news reports, in-depth articles, that can enhance the brand image and visibility of the enterprise and promote enterprise marketing through planning, in newspapers, magazines or online media. , paid short advertising, case analysis, and so on, "soft Wen" is called "advertising literature".

ING Network marketing that the so-called soft text is a kind of business motives of the style, and soft marketing is the individual and groups through the writing of soft text, to achieve the motivation, directly or indirectly to achieve the exchange or transaction purposes of the marketing approach. If from the angle of the soft advertisement, can be compared with the hard advertisement.

I think it can be compared with hard advertising, but not with hard advertising.

As we all know, hard advertising is a kind of pure advertising, direct wide and informed. And in the soft text, such as sales letters, advertising copy, investment promotion, etc., they are with "hard advertising" the nature of the soft text.

At present, the individual is mainly represented by the stationmaster, the group includes the enterprise, the workshop, the shop and so on. In fact, professionals such as writers, insurance consultants, lawyers, designers, nutritionists, investment advisers, hair stylist, trainer, etc. can be completely through the (blog) Soft paper form, and constantly promote their professional services.

such as Professor Jianguo before the publication of 1P theory, first published or several articles to explain the essence of the theory; now it's time to publish "culture marketing" and publish a text to describe your point of view. This is not moving, fodder first, in the assurance of "cultural marketing" a book full visibility, and then choose the day to market, in order to sell success. No need for any input, just a small article, right to promote their own new books.

Therefore, because of its low cost, wide spread and fast efficiency, soft marketing is valued by more and more enterprises. From the health care industry to real estate to the IT field, it can be said that soft marketing in the sales and sales to improve enterprise performance, in the fight against opponents, in the rescue and save the enterprise crisis, not built in the establishment of the brand. Haier Group is said to send out 1600 articles a week, Lenovo set 500,000 words per month, Cisco 300 weekly.

Large companies often through the company's public relations department, there is planning to put a piece of soft paper through newspapers and magazines, network media, such as effective platform, there are steps to launch a strategy of soft text. Big companies do so, not to mention our small and medium enterprises?

In addition to the current financial crisis, companies in the reduction of marketing budget, but also means to reduce performance requirements, there is a low-cost marketing strategy, can also achieve high output performance? I think soft marketing is a marketing model worthy of all our enterprises. In addition, the number of Internet users in China has reached 303 million equals an American market, what are you waiting for?

Finally, I think the soft text can be a book such as the Shi Yuzhu's "sweeping the world", it can be an article, can be a paragraph of text, can even be a word.

Traditional soft wen is generally used in newspapers, magazines, books, posters, DM-oriented, while the network soft text is mainly the form of web pages, such as Web pages, blog posts, forum posts, but it is not limited to Web pages; Soft text can also be through QQ or MSN dialog box to spread, through email, comments, messages, signatures, Replies reply replies, cell Phone messages, images in the watermark, E-books, PDFs, PPT and so on to performance.

The traditional soft text is limited to the article or the pictorial form to be static propaganda, but the advent of the Internet has greatly enriched the form of soft paper, the way to spread, improve the use value of soft text to become a low-cost and efficient marketing model.

Then let us look at the details of the traditional soft and network soft text differences.

How to make soft marketing

At present, the general form of network advertising includes: Web advertising (full screen, couplet, floating, banner ads, banner, etc.), e-mail ads, search advertising ads, pop-up ads, rich media ads, and based on user group segmentation of targeted advertising and so on.

These forms of advertising fees are generally used: thousands of exposure costs (CPM), per-click Cost (CPC), per-action cost (CPA), per-response cost (CPR), per-purchase cost (CPP), monthly subscription, pay by performance (PFP), and so on, the most common for CPM and CPC.

We cannot say that the above network advertising form is not good, but some of the problems are to be pointed out. For example, most Chinese netizens are disgusted with the colorful, floating and even forced pop-up ads on the website. China in the late 90, the beginning of the internet era, netizens to the Web ads have reached more than 10% clicks, and today, even the very beautiful flash ads, often hits less than 1/1000. However, many websites are to rely on advertising to eat. And do not say that some portal site often to advertisers false web browsing number or clicks, even Baidu such well-known enterprises, because of mismanagement have appeared click fraud. It can be said that now the investment network advertising customer satisfaction in the gradual decline, they complain on the one hand, the cost of online advertising has not changed the corresponding effect, on the other hand, the number of online advertising is not even credible.

However, the current Internet more and more frequent speculation has caused a lot of advertisers attention. With the recent online word about rogue software, for example, Qihoo company in order to publicize its 360 security software, using a large number of writers on the Internet to carry out a wide range of text hype. Smart Qihoo company Mister Zhou rely on some word games, with very low cost of products in the country do a repeated publicity. Then look at online games, almost every game company will arrange people to the forum post, or contact the relevant website to send articles, to fully introduce the characteristics of the game products, such as the plot. In addition, we are also very aware that many bloggers are not entirely the expression of personal feelings, there is no lack of publicity for the business, the more famous blog more so.

In fact, we see these phenomena, are a new era of network marketing signs. This is the soft Wen marketing era.

The concept of soft marketing is actually not a new word. Traditional media industry such as newspapers, magazines have already. The so-called "soft wen" means to make the consumer walk into the "thinking Circle" of the enterprise set up by the specific concept appeal, to put the facts in a reasonable way, and to quickly realize the text mode of the product sale with the strong targeted psychological attack. In the traditional media industry, soft Wen only so highly praised, the first reason is the effect of hard advertising, the cost of television media rose, the second reason is that the media initially to soft text charges than hard advertising to lower a lot of money is not very strong in the case of soft text input and output more scientific and reasonable. Therefore, enterprises from all angles are willing to use soft wen test water in order to enable the market to start quickly.

Soft Wen Marketing, hundreds of yuan, thousands of yuan can achieve the effect of a surprise surprise! It's more cost-effective and transparent than the average online advertising fee!

The age of post-soft literature and the marketing of health products

China's health products market since 2003 into an unprecedented confusion, the reason for the confusion is the majority of enterprises blind research strategy and concepts, or to attract investment for the purpose of a wide range of bunt, exaggerated publicity, celebrity endorsement, conference flooding used to the end of the world, the health care products marketing where the road?

The first is the soft text, to Beijing, Shanghai, Guangzhou as the center, the country to feed a group of people rely on soft text for the so-called advertisers-most of them are not trained, but in the industry for many years, the health care products industry, know well, see more research, there is a theoretical basis, Soft as the only dagger in the health care industry countless killings, of course, the reason is related to the brain platinum.

1999 Brain Platinum turned out, soft paper, so that affect the development of the entire industry for many years, soft wen only so that the success of the brain platinum, because it has the following conditions:

Knowledge and interest. The initial soft of the brain platinum fused a large number of popular science knowledge and social phenomena-"982 biological atom Bombs", "Glindon space", "Americans sleep incense Chinese do?", "One day does not defecate equals smokes three packs of smoke", such massive information transmission, as well as to the health comprehensive annotation, finally causes the consumer to accept the brain platinum " Platinum Body "education". It can be said that the brain platinum health education way to make all-round, absolutely not only the concept of marketing as simple;

Ii. concealment. Before the brain platinum, the form of advertising is still relatively hard, most consumers can still distinguish what is advertising what is not advertising, because of the emergence of the brain platinum, completely subversion of this law, the form of advertising has become more secretive, but also become more ingenious and tortuous, set off a word not to say well or RU back to say the upsurge;

Third, the concept of the trap. Concept marketing is the common sense of marketing, but in China, the concept is not recognized, in the face of the Chinese public must establish the concept of association, that is, from a popular point of view to tell the problem, the scientific knowledge into a story and the common phenomenon, from the life of small things tell the truth, saying that the Chinese market is not order, Effective is the truth, this is the "gift" the true meaning of success;

Iv. the price is reasonable. The original soft advertising price is very affordable, only hard advertising 1/3 or even lower, so the enterprise has enough input to ensure that the layout of the arrival rate and reading rate, coupled with well-designed concept of the trap than hard advertising more real, so the enterprise ecstatic, also make soft wen become a Chinese market landscape.

After the success of platinum, Soft Wen also immediately like the brain platinum ads swept the country, so that Chinese health products into the "soft wen era." Along with the "free vegetables and Kang", "Aloe Detoxification Nourishing Yan Capsules", "Angel Beauty", "wood exhaust capsules," Ding's Run through tea "," bi-source "," Zhang Daning "," Good star "of the successive, soft wen gradually formed a formalized, professional combat army, and even the birth of the writing of soft text for the individual and the company. But looking at the soft development of the past few years, soft wen, whether in knowledge or interest, did not go beyond the age of the brain platinum, coupled with the rise in media costs, the role of soft paper has been declining, that is why? There are several reasons:

The first is to pay attention to concepts and ignore demand. There are endless ways to create concepts for health products, the concept of the argument is difficult to be sure, but the market capacity, including customer demand is certain, blindly believe that the concept of power itself is a mistake, after all, the concept is only a small part of marketing, enterprises or should be a comprehensive balance of resources and then determine the marketing approach, soft as a marketing tool, Not for all enterprises, all products, all the market is effective, only to the brand development is the only way out;

Secondly, enterprises lack of strategic vision. Because the most important function of the soft text is to educate the customer, make it interested, this is only the initial marketing, to sound development, but also rely on the network, products and other sales tools, but the current number of enterprises and planning companies, the basic lack of integrated marketing framework thinking, so that enterprises start fast, but slow development, and very not stable, It is easy to cause conceptual mistakes to be completely lost.

China's health products market is bound to usher in her brand era, waves scouring the sand, we are honored to experience this era together.

The level of soft paper marketing

Soft text promotion is not equal to soft marketing, I think the soft marketing can include at least three levels, we start from the first layer of soft text promotion talk about.

Soft text promotion, as the name suggests, to "push" mainly.

Push what? It is generally to push enterprises and individuals mainly. Push the enterprise mainly includes the promotion enterprise popularity, pushes the enterprise product, pushes the enterprise website, pushes the enterprise cultural activity and so on, pushes individual words, mainly includes pushes the entrepreneur, pushes the new person (movie star literature and Art), pushes the network reds and so on.

In addition, we can also through the soft text to promote such as local government preferential policies, non-profit organizations, such as public welfare activities. This is the general meaning of soft text promotion.

Soft text promotion, based on the preparation of soft paper before writing, the second is to determine the idea of writing soft text and strategy, again is the grasp of the soft text, and finally the evaluation and adjustment of soft text. If there is another step, that is, the continuous release of soft, long-term work.

Soft writing must be before the company's competitors to enterprises in the business of the industry, to be detailed investigation, the so-called enemy can be victorious. Chairman Mao also said: Without investigation there will be no say. After the whole piece of soft text layout, especially the title of the grasp, because the title is advertising ads, only the attractive click, only the overall effect of soft text. No one to see, again good soft wen is in vain, this is like a good product again low price, but you open in the hinterland, will the business be good? No one comes, you can't send it away. In addition to the soft article on the launch, I think the soft text of the launch has a direct effect on the effects of soft text, you write to what people see, you will be in what place, soft wen is for the customer and life, for customers to die. So we have to be very accurate grasp of the corporate customer groups, they like in what forum? What websites do you often haunt? What time is the most popular forum? Finally, the paper evaluates and adjusts the effect of soft text. This is like a rocket's course, in order to reach the destination accurately, we need to constantly adjust the angle, so as not to deviate from the route and lost direction. Chen Anzhi Teacher once said: Introspection is the mother of success.

Second level: Soft text optimization

On the network to talk about the optimization of soft text is not much, in fact, soft optimization is a part of the site optimization. Website optimization is not equal to the site rankings, site ranking is only the external embodiment of site optimization, site optimization work, Seoer will be through the content of the page to improve the ranking of the site. The content mentioned in this, in fact, we can through the soft text optimization to promote. Here the push is actually not "push", but "suck".

Because it is optimized after the soft Wen, will soon be indexed by search engines, we set the key words to search, a search sure enough: The site ranked very well, click to appear in the soft text of the page.

How to develop soft paper marketing?

has been engaged in the work of soft wen marketing, a year ago many people do not know the concept of soft marketing, even now there are many people do not know;

Today, a Ming to share with you are in the past few years engaged in soft wen marketing experience, I hope to do this marketing friends help!

First, we define a concept:

What is soft wen marketing?

The so-called soft marketing: is the text described and reproduced transmission of a virus-type internet promotion means.

Characteristics：

1. Low cost

2. Spread fast

3, involving a wide

4. High Level

The essence of Soft wen marketing is reproduced!

Most of the information on the Internet is information sharing, every day many large information sites will collect relevant valuable articles to enrich their website content, so only valuable articles will be pro-Lai!

So how to choose the theme of soft paper?

Method One: Imparting empirical soft text promotion; A blog is a good example:

Method Two: Specially interesting soft article promotion; The interesting thing everybody will offer to help you to recommend.

Method Three: For practical soft text promotion; Nowadays, the swine flu, financial crisis, Obama, North Korea nuclear test and so on are once the media has been fried to the days of information, we can put these hot words cleverly into our article.

Method Four: involved in the promotion of celebrity hype, celebrities, has been the media and the object of public concern, so small Shenyang fire, resulting in and small Shenyang related articles into hundreds of thousands of endless.

This four aspects is a method, in fact is usually we love to see, concerned about the topic, so people-oriented, good methods will have more ~ ~

Please remember two words:

Soft Wen marketing purposes: In order to more reprint, so as to achieve the effect of viral transmission!

Software writing tips: New topics, more than anything else!

The content is Wang soft wen for the Emperor Rally Machine marketing Way

For a new rally machine station, will encounter such embarrassment, find someone to do the connection, others do not see. Can not do the connection, how can improve, a very important method is the soft text.

Good soft Wen published, will be reproduced quickly, your reverse link will also quickly increase, so you can play a multiplier effect, then, how to write a soft article?

Title, content to be vulgar

For entertainment stations, or local stations, or friends of the type of site, write soft wen must highlight the characteristics of vulgar, the use of vulgar way is not only the entertainment content station has significance, even the professional website can cause people's concern. Of course, professional stations do not recommend this vulgar model, so as not to arouse the user's aversion.

Typical success stories for vulgar software:

1, Tianya (what wooden son of the United States and so on);

2, blog China (although the current failure due to business reasons, but undeniably have been successful);

3, Mop community (pure is yy out);

Second, the goal should be professional

This is a bit contradictory to the previous model, but this is for some of the more professional sites, such as a test site, trading sites, software and so on.

This element can be divided into the following types of models:

1, play the focus, play the concept, play fresh.

This also has to be divided into three aspects to explain:

(1) Focus: is to take the recent Internet some lively topics for comment, more powerful can make their own to create a hot topic, such as "from soy sauce think of the transformation of the social form", "from soy sauce think of the website to promote means."

(2) Concept: such as China is not innovative, nor suitable for innovative internet environment, the concept is to take foreign new things in the domestic hype, for example: "Dai on SNS in the domestic development prospects", "localized Facebook."

--The network of course, play the concept of this means more suitable for formal and have a certain level of technical site, after all, some things, you do not imitate it.

(3) Freshness: What is this concept, this and focus ratio, pay more attention to a "play" word, if more attention to some geeks of the site, it is easy to get inspiration, for example, said in the first two years, "cottage" the word was just popular, there are smart webmaster know how to use DEDECMS built a cottage machine information network, Although this site to the directory is ten thousand or twenty thousand IP traffic, but its commercial value is not a common webmaster this garbage station can be compared, I remember it was when the promotion of the time to write a special introduction to the website of the Shanzhai machine soft text everywhere reproduced.

2, there are targeted selection of competitors to compare and appraise

This is often the case for a software company or a large web site, which is used in the same way as a traditional product.

3. Publish Professional Articles

This is the most commonly used a way, but this way because too popular, the effect is far less obvious than the previous several ways, of course, as a professional soft writer, it is necessary to write this kind of things, after all, it is one way. For example: you want to promote a female theme of the website, you can write a "woman how to manage your husband?", "When the affair was found by the husband ..." and so on, and then published in more women's activities in the community, this is sure to make a lot of clicks, of course, the latter is a bit "vulgar", But vulgarity is everywhere.

Iii. targeting effective groups

This element is actually specific to the application surface, some people write soft text will often be random reprint, and even the use of mass and other means to engage in, this may be for entertainment or information on the site does not matter, but some slightly more professional, such as the industry site is not suitable, of course, if you do is a comprehensive community, In what way is right, including the evil virus.

Finally, the point to add is that may be some webmaster will think: "Ya, Lao Tze will not write, say so much is not fart words", in fact, we should be correct mentality, soft text is not a man's JJ, it should be short not long, probably 500-2000 words within the most suitable, so short articles, There is a junior high school culture can write, the key point is: Choose a good title, and then take it as a school exam composition as on the line, in the outdated there is a title party, that is to say this reason.

What is soft marketing? Talking about soft marketing

The so-called soft marketing is relative to the traditional strong marketing, its production is based on the characteristics of the Internet itself and the return of personalized needs of netizens and other factors.

Under the condition of traditional strong marketing, there are two kinds of marketing methods, one is the traditional advertisement, the other is the salesman. For traditional advertising, we must be familiar with this, no matter when and where every day will see the overwhelming advertising, it is always in a way of pouring into the hearts of consumers to leave influence, not to consider whether consumers need such information. and personnel promotion is also so, he will not in advance to seek customer's permission and request, but the initiative, to "knock" open the customer's door. And in the network, this enterprise as the active marketing model is also copied over, and with the traditional offline advertising scale compared to the past and no less than, the most obvious example is the rogue software as the carrier of the strong bomb advertising way.

The purpose and reason of Internet development is to share information and reduce the cost of information exchange. People can use the Internet to freely access the information they need, can be said that netizens have an innate aversion to the online business behavior, and enterprises in this way of advertising, not only will not play a good publicity and promotion effect, Instead, consumers will be rebellious, so that the corporate image is also damaged, at the same time with the proliferation of homogeneous information, enterprises will become one of the victims. Therefore, in the new communication channels and media, enterprises should change the role of the active side, the initiative to consumers, and strive to through a certain marketing atmosphere to stimulate consumers, so that it can be personalized in the need to actively seek information about the enterprise. To promote the combination of enterprise and consumer demand point, thus forming a subtle marketing effect. At the same time clear the enterprise's own demand point, turn the strong sales into the demand-oriented advisory services, closer to the distance between customers, so that it becomes a loyal customer.

To sum up, marketing personnel in the enterprise publicity and promotion, should pay attention to the network culture atmosphere of the building, not as strong as advertising sales of products. To meet the needs-oriented, return to the source of marketing, learn to use the network for "soft marketing."