Small and Medium Web site: Online promotion and offline promotion who is the main and who auxiliary?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

A website wants to be bigger and stronger inseparable from promotion, big website so, small and medium-sized website is also so. Deviation from the promotion is tantamount to abandoning the market, and then a good product will hit the wall. Because I have been working in a recruitment site, recruitment site also need to do promotion, so the promotion of more familiar, so today to recruit sites as an example, talk about the small and medium Web site to promote the way of view.

The promotion of recruitment site, Zhaopin, such as the three major sites can be considered a typical example. They have been advertising for years, desperately burning money, in the market to invest a high amount of capital. Let's not talk about its profitability and loss, but its powerful offline promotion is indeed bringing them higher visibility and traffic. Because most of the recruitment web site can not be compared with the three major recruitment sites, so I would like to focus on small and medium-sized recruitment website to talk about online promotion and online promotion comparison. Online promotion and offline promotion is the difference between the promotion and promotion in the life, because the promotion surface is different, so the two kinds of promotion methods.

Online promotion needs to be talked about strategy

I think that for small and medium-sized sites, because the capital is not strong enough, the development of strength and large site difference, so, online promotion is a good way to promote. Can save most of the advertising costs, if done, can even be a small price to achieve unintended consequences. General online promotion including QQ group promotion, forums, questions and answers, soft, micro blog, blog and other ways. Here, the author for soft and micro-bo two ways to promote the way to express their views.

Soft text promotion. As the name suggests, soft text is relative and hard advertising, the existence of the soft ads in the article. Advertising in the article like petitions, the reader can easily fall into the text of the advertising trap. If the soft text is written well, its promotion function is also unimaginable. The author thinks, to the recruiting website, the general soft article should take the profession analysis class, the employment guidance class, the occupation education class and so on with the recruitment website has the relation content primarily. Do not talk about what content, the site will be hard to advertise the ads, so that people seem to feel reluctantly.

In the 360 just listed, the author has read a Woo Jun recruitment network of "360 Listed:" "Full view of" under how to continue to create rich mythology, the article became A5 's recommendation news. The author analyzes this article, there are two reasons for the high quality: one is because the author through the interview with his boss, his boss's point of view into the article, causing the reader's trust; the second is that the author of the 360 listed on the comparative professional analysis to make readers feel high readability, and can learn knowledge. Of course, in the process, the author has cleverly put his listing plan into the article, and the article merged together. Readers in the unaware of the fall into the "trap" of advertising, "Woo Jun recruitment network," The word was also memorized by the reader. This is the soft text promotion, if the written good will increase the quality of the chain, the role of nature do not mention.

Weibo promotion. Weibo since 2009, after 2010 years of rapid development, now has become the most popular social networking products, many people have exclaimed now into the "micro-bo era." Weibo relies on its powerful influence, more and more by the public concern and recognition of enterprises, micro-blog marketing budding. I believe that the use of micro-blog marketing is free online promotion methods. If you want to successfully carry on your own business marketing on Weibo, you need to find a set of marketing methods that suit your own characteristics. Not just to publish their own ads and their own relationship with the content. If the success of the micro-blog on the promotion of their own, not only to achieve the desired effect, only a faster death.

Or to Woo Jun talent Recruitment Network For example, I think its micro-blog marketing has been good, content to cater to the fans of the appetite, the promotion of the effect reached. Because the author also maintains the microblog, so according to the author's statistics, among the fans, the expectation from the microblog of the recruiting website is information about job guidance, recruitment information, workplace news, etc., which requires micro-bloggers to select content carefully and pay attention to fans ' satisfaction when releasing content. For recruiting websites, fans are interested in you and expect to get what they want from your microblog. If the blindly advertising or blindly release and irrelevant content, it will lose his own propaganda role. Therefore, micro-BO marketing to a certain extent represents the image of their own enterprises, master the marketing means, will naturally achieve a multiplier effect.

Of course, online promotion of QQ group promotion, question and answer, blog, etc. is also very important, if you do will save most of the promotional costs, in order to do publicity for the enterprise also omitted the promotion cost, in order to improve product quality and service quality to provide more development funds.

Offline promotion should be prudent

Under the line promotion mainly includes the road billboard, the television plane media and so on the big promotion and some brochure release, the promotion gift's release and so on small promotion.

Because this author mainly wants to say is aimed at the medium and small-sized website promotion Way, therefore to the television plane media and so on big promotion way does not advocate. Unless the site gets a VC or has already been financed, there is ample capital for large-scale promotion. or the recruitment site as an example, the three major sites have now changed the promotion model, the excessive burning of money to more focused on the business, then, the small and medium-sized recruitment site more need to be cautious.

The author believes that if there is no sufficient strength to expand the line, small offline promotion can be tried. Direct and mass docking, through the distribution of promotional materials, gifts, sponsorship enterprises, groups and other activities to expand the impact of the surface, the effect is very obvious. The author has followed the company's promotion team into the university has done a survey, students generally agree to such a promotional approach. This kind of promotion can directly benefit students, on the other hand, can deepen the impression of students and lay a foundation for them to use their own websites when they are employed. But this kind of promotion involves a very wide range, the promotion is slow, this need to do sufficient preparation to complete this very heavy task.

As with the recruitment site, if you want to promote small and medium-sized sites, it must be based on their actual situation. To focus on online promotion to obtain higher flow, under the line to promote to assist. The author believes that when the strength of enterprises and capital accumulation is large enough, it is not too late to rely on large-scale offline promotion.