How to use Weibo to do social marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The first quarter of 2012 has not finished, once the scenery Unlimited group buying industry suddenly fell into a strange quagmire, began to erupt in various crises. First, a well-known group purchase site was exploded arrears of staff wages up to 3 months, and then a lot of businesses said many local small and medium-sized group buying site suddenly closed, the boss with the money absconded. At the same time, those who have been seen in the life of the group buying site ads also disappeared without a trace. All this is in the invisible message: The winter of group buy website has arrived.

In fact, the service model of group buying site is very simple, whether the business is to provide services or in-kind, group buying site in the discussion of the underlying price plus a certain amount of money sold to consumers, to earn profits. Such a business model fundamentally limits the development of the entire industry, easy program development, routine maintenance simple, such a low threshold led to the emergence of tens of thousands of group buying sites throughout the country. The website is many, the competition starts to be intense, so the marketing expense also naturally grows day by day. According to incomplete statistics, only in the major group buying navigation site to advertise this cost, many group buying site each month to spend tens of thousands of or even hundreds of thousands of yuan. Coupled with search engine marketing, EDM marketing, and other marketing tools, the marketing costs can be high staggering. Group buying industry will face shuffle, adhere to the most brutal nature of the fittest rule. How to reduce the marketing promotion cost? This is a problem that every group buying site must think about. So more and more group buying site began to look at Weibo this piece has not been fully developed, low-cost, but also full of unlimited potential for marketing sites.

In Connaught Culture, I through the Daily project summary and the group buying industry marketing model of long-term analysis, that group purchase site if you want to do a good job of micro-blog marketing that must follow the following rules:

First, micro-Bo marketing, pay attention to is around the finger soft, should be in the full, attractive micro-blog content based on the interactive form of the fans slowly into consumers. Therefore, the Group purchase site micro-blog in the content can not show too strong utilitarian, to do less to do not make life boring rigid advertising, to the target audience demand for direction, to do the real content.

Many group buying site managers in the understanding there is a misunderstanding: that doing micro-blog is to increase the site traffic to upgrade the conversion rate, so as to drive the sales of buy goods. So from the very beginning of the prize with a higher value to do a prize forwarding activities, within a few days the amount of fans can be increased to tens of thousands of or even a hundred thousand of. But after the event, how many of these fans can become the user or potential consumer of the group buying site? The number of fans does not represent the activity of the fans, nor the number of potential consumers. So Groupon should firmly grasp the "content for the King" Micro bo structure to create ideas, through a variety of entry into the life of the outstanding blog posts to attract potential consumers, with voting, forwarding and other prize-winning activities to stimulate the enthusiasm of fans, and finally let micro-blog to become a benign interaction, Word-of-mouth building Platform

In the micro-blog can be published in some of the city's discounted information, lifestyle information, gourmet information, to useful daily information, cut into the daily life of fans. When encountering some major emergencies, we should also actively discuss with the fans and improve the content and sense of existence of Weibo. And the easiest and easiest way to do that is to pay more attention to some of the most popular local news tweets and see what they're all doing. For users, choose to focus on you because your content is interesting and meaningful, not because you are a well-known or not well-known group purchase site!

Second, do a good job of Weibo marketing must have enough good ideas. Although to "content-oriented", but the advertising method of micro-blog will inevitably appear, so sometimes we will be puzzled about a problem: why is also doing micro-blog marketing, is also selling products, and some micro-blog advertising forwarding rate of comments on the amount so high? What exactly is the nerve that stimulates the netizen to let them know is advertisement in the circumstance still willing to forward? The key here is the idea of marketing.

A group buying website will make a package of dozens of kinds of instant coffee with different flavors in dozens of countries around the world. So that consumers can spend less than 100 yuan of instant coffee all over the world to taste, and then published in micro-blog merchandise ads, blog form a series of topics, highlighting the characteristics of national coffee, publicity coffee culture , with award-winning forwarding activities, such product creativity seems to be simple but directly take care of the majority of consumers to buy and read the demand, so achieved great success.

For the microblogging marketing of group buying website, excellent product sales creativity is essential. Marketers must grasp the consumer's psychology from all angles to explore the consumer's subconscious, and then for different consumer groups to develop different marketing ideas and strategies, such micro Bo Weibo marketing can bring good practical results.

Third: To the Weibo reserve fans. This point is not difficult to understand, many times if only rely on group buying website official Weibo fans, in a short time it is difficult to achieve our goal-to cause the virus spread effect. In this case, we need to use marketing resources, such as the project, the activities of the matching red Weibo. Can be transmitted through the Reds microblog, the release of our microblogging information to these red millions of fans, forming a hot topic, and these red Weibo million fans, is our reserve fans.

For example, some time ago, a local group buying site has a roast whole sheep group purchase package, the price is 999 yuan. For such a price, perhaps few people will. So we carried out the creative planning, on Weibo, launched the big stomach king competition in the city of the group purchase: in the stipulated time and the number of people to eat this package of group buying site will give a single reward. Then through Connaught Culture has millions of fans local red account resources for the central forwarding, the fastest speed of this activity spread out. The effect is quite obvious, in less than a day, the package sold more than 20 sets, it can be seen in the microblogging marketing the powerful power forwarding. So in the cooperation with good ideas, we must look for sales of the city's Reds Weibo and other supporting resources to the maximum extent of support, so that in the right place and the circumstances of the sale of products.

Above these three points is I in the Connaught Yi culture work Nearly two years experience summary, welcome everybody to discuss this topic together, waits for you my wisdom collision!

Author: Connaught Yat Wu Zhe Source URL: www.loreasy.com jointly released!