Medical Network Soft Marketing strategy: How to occupy the customer's mind?

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According to the 2009-year survey, Baidu, Google's two major search engine operators jointly accounted for China's entire network advertising market share of 32.4%, while Sina, Sohu, Tencent, NetEase and MSN, China's five integrated web portal market share amounted to 21.3%. Although the growth rate of search engine advertising is astonishing, the comprehensive portal still occupies a large market share because of its diversified advertising business and huge customer base. The authority of local news portals and the mass of traffic are more likely to enhance the reputation and reputation of the hospital brand, which is another important channel of network marketing.

Soft marketing strategy Recommendations seize the following points:

(a) search for suitable advertising portal station

Each news portal has its own different positioning, attracting different user groups. We choose the portal site ads should first comprehensive analysis of the portal sites, user groups and traffic factors, and then with their own advertising content to match.

For example, some portals focus on finance and politics, users are highly educated, high knowledge of men, then put on the top of women's cosmetics ads appear to be not very suitable, put some cars, real estate advertising is more appropriate.

We recommend the choice of local portal station in the medical advertisement, select some of the stations where the life health information is more concentrated.

(ii) The key to the preparation of the soft text

1. Title

A. The title is like advertising rather than advertising, as far as possible to weaken the advertising intent, enhance public welfare users are some resistance to come straight to the point of advertising, especially when a brand name has been formed Word-of-mouth pollution and then take this kind of advertising intent strong title, only fear effect will backfire. Users seem to prefer articles that are focused on conveying knowledge, fun, and value, rather than explicit soft text.

Therefore, we also need to analyze the user's demand psychology when we create the soft title, and give the title vivid, Commonweal and inducement.

★ such as, Wuxi Jianguo Hospital released a soft text title is "Teachers ' day, male teachers reproductive health do not Class!", whether this is better than the "male disease, Wuxi Jianguo male Hospital"?

A lively and attractive title allows our soft text to stand out in the ocean of advertising, successfully capturing the eye of the user. We are working with thousands of soft articles to rob users of the time, the world's famous Austrian advertising company, the CEO of David Ogilvy said, read the title of the average person reading the text 5 times times. In other words, the title represents 80% of the expenses spent on an advertisement.

Therefore, we do not recommend the use of those too simple title, but also to avoid those with the Internet, most of the same soft text similar to the title, we need to show in the title of our unique side, the first time to stimulate the interest of users.

B. Give the sales promise as much as possible in the title of the advertisement a sincere and brief sales commitment is better than a lot of service details. Therefore, the inclusion of a sales commitment in the title is also a good idea for bloggers.

★ such as a weight loss drug advertising title: "Month minus 20 pounds, never rebound, invalid refund!"

C. The combination of numbers and exclamation mark in the title the number and exclamation mark always in a large pile of text suddenly out, when people's eyes due to the dense text and feel tired suddenly hit some different from the text of the number, a little "freshness" will replace the words caused by the dull tiredness.

"Exclamation mark" always let people associate with exciting, surprised, moving good things are happening, these subtle details of processing seemingly inadvertently, in fact, the most vulnerable to touch the sensitive psychology of potential consumers.

D. The title contains as much as possible price and promotional content as mentioned before, price and promotional information is the most sensitive word of consumers, even if they are not bad money, but who still want to be below the market or lower than the same price of similar consumers to buy high-quality products or services.

When I was in the Alibaba inquiry training course, a lecturer with extensive marketing experience said that in fact, 365 days a year can be a daily promotional activities. As we go shopping, we find that a store is being transferred and cleared for sale for 950 days a year, and it is not transferable for 365 days a year. But consumers have never been bothered by it.

E. In the title, combining other words that will produce good results according to the Ogilvy Advertising survey, other words that will have a good effect are: Sudden, latest arrivals, major developments, improvements, surprises, hit, greatness, Surprises, miracles, magic, cheap, quick, last chance, and so on.

Or "Absolutely, strange, God" and some "wound" meaning of the word.

Although these words are commonplace, they still play a very important role in the advertising soft text.

2. Text

The text is the main part of the soft text advertisement, and also the core part of the "Sales Guide". When we attract potential users through excellent headlines, they probably don't make consumer decisions right away. Modern users have a very sensible idea of consumption, and they usually read the body part to decide whether to buy the text or the value of the service.

The main points of the writing of soft paper are as follows:

A. The text is not easy to be too long

A lot of people are tired of those big pages of advertising soft text, which not only kill their time, an imprudent may also make them unable to find the point. So control the text words, save time for users, but also save energy for ourselves.

According to a user reading habits survey shows that the user's quick browsing habits are generally "F-type", that is, when a user has only a limited amount of time to quickly browse a newspaper, his line of sight tracking is generally "F" type, the most easily seen newspaper at the top of the banner, and then the middle "one" part of the word, Then the left vertical bar.

As a result, we may want to put important sales information into this "F" form when writing soft text, so that users can quickly capture important information while browsing.

B. The text can be combined with the user's experience

Readers seem more likely to believe the consumer's own experiences than the hospital's official recommendations. The official self recommendation and the praise in the user's eyes seems to be always mixed with a "puff" of the show ingredients, and the same medical experience of consumers have more to arouse their resonance, more easily convincing them.

Therefore, in the body of the appropriate combination of some of the experience of patients, combined with some patients with medical experiences and emotional stories can better establish a reputation, better use of "third party" neutral people recommend themselves.

At the beginning of the text can be used in the form of small stories to cause similar experience of the sympathetic chord, but also more attractive to users to continue reading.

Or you can use the perspective of third party patients to write, the personal experience and advertising sales information cleverly combined, and then let users enjoy at the same time happy to accept the soft text transmission marketing information.

We can often see this kind of soft text in the magazine of "bosom Friend".

C. Articles can be inserted in some interesting cartoons

Pictures and video class is undoubtedly more attractive than the pure text ads, we add the hospital website article when we know in the article to insert a variety of handsome beauty and star pictures to enhance the readability and vividness of the article. But the type of picture inserted seems to have been stuck in the real person photo, the handsome girl too many, some thousand people side, see more also unavoidably will feel tired. Why not try inserting some interesting cartoons related to the disease?

Can be interesting comics placed in the text above, users see comics, feel interesting nature will be interested to continue reading.

D. Capturing hot news topics and combining them skillfully with soft text

Zhuge Liang "Grass boat Borrow arrows" skillfully borrowed the east wind, and need to expand the influence of soft wen, we also need to borrow "Dongfeng", This is the "wind of popular"-Hot news and topics.

In the Internet age, the information is assembled in a "box search", the speed with which people know and disseminate news is almost synchronized with the time of news generation. A lot of hot news and topics in a community kicked off, after word of mouth after the netizen is like a prairie fire, quickly swept across the Internet.

Many of the hot topics are entertainment gossip, but savvy marketers can always tap into a variety of business values, and take the Dongfeng to create a lucrative profit.

★ such as the "Best Female Xiao Yue Month" event, the hot question comes out, the merchants will strike the iron, racking their brains to carry out a bundle of hype.

A hospital "Xiao Yue" article:

Also as the former "lobster" and "tick" events, or people concerned about the holiday hot spots, can naturally be combined with our medical information.

★ A plum Soft article recommended:

Of course, the east wind can not casually borrow, master a "degree", the east wind may become the northwest, so that users worry, let their own chilling. So careful planning, a positive combination of value and popularity is crucial.

E. Soft text can be bundled with celebrities

Businessmen like to invite celebrities to speak, one because celebrities are high visibility, can enhance the brand's visibility and influence. Second, because celebrities are mostly opinion leaders in a certain field, their life and consumption patterns affect a large proportion of people's buying behavior. Therefore, if our soft text can also be bundled with celebrities, stained with light, wipe point oil, then our products and services to promote the promotion will be much easier. Standing on the shoulders of giants can see farther.

★ A good case is the face decorate the net, it is a female website about fashion, inside the letter article mostly with the star to bundle, for sale feminine supplies and so on.

Some titles of the decorating Net:

Decorate the net part of the article content: (Box up content is it sells the product)

With the help of celebrity publicity, there is also a point must be noted that a cautious may be involved in tort, it is recommended that soft text information as far as possible dozen "grazing", rather than accurate "substituting."

3. After the release of the soft text should be frequently reproduced

Unless it is a controversial hot soft text, or the general release of soft text often after the report will be other new information flooded, the last. Therefore, we should not ignore this after the release of the soft article, the value of good soft paper and can be stored as a book article can be continued and rich in follow-up influence. This requires us to often remove him from the vast ocean of information, and then fresh to the user's view. Therefore, after the release of soft text, we should often reprint, reprinted to the major forums and blogs.

This article by Suki (www.wxyyzx.com) original release, reprint please specify the source, thank you!