Some practical skills of efficient classification information popularization

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Classification information platform, the rise in the market, especially in the 58 as a representative of similar platforms, I believe that many people have published classified information as a part of the usual network promotion work, so how efficient classification information promotion? How to publish information to have a good effect? I talk about some of my own actual combat experience.

What is classified information?

Classified information is a derivative of the Web 2.0, is a new generation of Internet application mode, it makes the network with the common people more popular more convenient life. Classified information is also called classified advertising. People often take the initiative to classify and query the information. In contrast to the television and newspaper advertisements, classified advertisements are widely favored by people.

Second, do classified information to promote the purpose of what?

1, can directly help enterprises to bring customers, improve product sales

2, can enhance corporate brand awareness

3, can enhance the coverage of information, assistant SEM promotion.

4, can assist the website outside the chain construction, the classification information website weight is high, collects quickly, the information correlation is strong, is the outside chain construction best choice.

Third, how to do a good job of classified information promotion?

1. Choose a good platform. There are a lot of classified information sites, but the enterprise's promotion staff is very limited, so it is very important to choose a suitable platform. We need to choose the platform with the purpose.

1 if we want to improve product sales, enhance brand awareness. Then, one is to find the relevant strong flow of the platform, education to find an educational platform, plant to find a platform, platform-related, customers are more accurate, natural effects can be protected. The second is to find a brand of the national platform, these platforms daily information published a large number of users, the number of daily search is very large, these classified information sites in the country or local have a certain degree of word-of-mouth, sticky. To the author's experience, the first push 58, Tianya, another net, Bai are still good.

2 If we want to assist website optimization, SEM promotion, then, one is to find the weight of the platform, high weight, included fast, ranked good. The author of the above recommended several sites, the weight is very good. Here we can use their industry's long tail keyword search on Baidu, to see the top ten are what sites, statistics, I believe you have a choice. Second, to find can stay outside the chain, included fast platform, these are to do site optimization resources, need to accumulate slowly. Can be a good auxiliary website optimization.

2. Follow the release rules of the platform. Each platform has its own rules of the game, some sites require information can not add phone number or QQ number, and some sites require a day can only publish a few information, or even to identify how much IP release information, and some Web site requirements similar to the title or content of the information can not be published in the short term. Be sure to understand before you release it, otherwise it will be futile. Many people think it's very simple to publish information, in fact, I see a lot of business friends to set up a team to do classified information promotion, everyone registered a lot of accounts, just started because of a lot of Web site rules are unfamiliar, toss a few months have no effect, scars after summing up the rules of each site issued, If they had known the rules first, that would not have been the case. I believe many friends have met.

3, analysis of fee-based services, free service. Why should we analyze it? Because the purpose of our operation is to let Target customers see our ads, but some companies choose to charge, some only think of free. Obviously, charging service is the quickest to achieve our goal. The author here to 58 plant as an example, to analyze. 1) Baidu bid promotion, 2 5 bidding promotion, 3 senior top; 4) common top; 5 information push port; 6 refresh; 7) intelligent promotion; 8) Ali mother Promotion; 9) carousel Promotion; 10) Baidu Net Alliance; 11 link promotion; Google promotion. After you understand these fees and charges, then you need to analyze which channel has the best effect? What are the best combinations? What is the right brand to promote? With these data, the next round of advertising input, on the play direction. But also through the toll channel to analyze the customer's behavior, preferences, habits, such as we can through the top to test the title of the click Rate and so on. There are many enterprises are very blind to publish information, as to whether there is no effect, the beginning is not clear. For example, just example of the 58 factory channel, we take Guangzhou as an example, free release of information displayed on 34 pages later, I think no customer will have the patience to page to 34 pages later. If you start without analysis, you will do a lot of useless work. Enterprises can be based on their own actual situation to choose the combination of charges and free service.

4. Prepare the content in advance. We need to prepare the content with purpose, different purposes, and the content to be prepared varies. If our goal is to assist SEM promotion, the content will tend to be easy to include, easy to rank the master. If our goal is to increase sales and get customers, what should we prepare? Analyze good users, classify customers, and prepare according to different customer requirements.

1 Prepare the title. The goal is to attract customers to click.

2 Prepare the picture. Stand in the customer's perspective, according to different types of customers, to prepare the corresponding pictures.

3 Prepare the content. The goal is to attract customers to telephone consultation. I think that good content, like good sales, must have 6 elements. Who are you? What do you do for me? How can I prove what you said is true? Why do I have to call you? In contrast to their own products or services to seriously solve the above 6 problems.

4 Prepare other. Prepare accounts, telephone numbers, certified materials for promotion, etc.

5. Publish and Execute. Information release common have their own release, Software Mass, Granville guest release.

1 The Enterprise publishes its own, need to pay attention to each platform's publishing rules. Suitable for small releases. A large number of releases, the need for a professional team to execute or commissioned by the Wei guest release

2) Granville guest release. Commissioned Granville guest release, need to prepare themselves ahead of time, the author mentioned above all the preparation, but also need to express the requirements of the release clearly. can be convenient for the implementation of the Wei guest.

3 The use of mass software release. According to the author's experience, do not recommend the use of mass software, output is too low. Software can only assist in execution.

6, do the data analysis. After publishing the information, you need to collect some data to guide the next phase of work to resolve the issues that arise during the release process. What analysis should we do?

1 exposure analysis, whether the charge or free, first of all to ensure that the information exposure. If the exposure is guaranteed, but no inquiry, we need to analyze the amount of clicks.

2 clicks the quantity analysis, analyzes the title the writing, whether can attract the customer. If the clicks are higher than the peer average, but the inquiry is still too bad, we need to analyze the content

3 content analysis, mainly through five aspects to analyze: one is to see whether the content of the description is different from the title, the second is to see whether there are obvious errors; the third is to see whether the phone has written errors, four is to see whether the content itself is a problem (the truth?) and so on), five is to see the content of the 6 core elements to achieve a bit?

4 Charging service analysis, toll channel effect analysis.

5 What do we want to analyze? The basic includes: Display form, ranking mechanism, display volume, inquiry volume, cost, single display cost, single inquiry cost, conversion rate, ROI.

Contributor: Ru Yonghe (net name Celsius)