Strategies to solve the problems in enterprise Weibo marketing

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I have previously shared a "Business micro-blog Marketing process There are problems", we can go to see, this article I mainly share with you is aimed at these existing problems, enterprises should take to solve the problem of systematic solution, better Enterprise Micro-bo marketing. Micro-era, we accelerate the pace, an inattentive will be opponents beyond hundred steps!

First, establish the right micro-Bo marketing concept marketing methods are subject to the marketing concept, marketing results depends on marketing methods. For the development of micro-blog marketing Enterprises, what kind of concept is very important, this concept determines whether the enterprise can achieve long-term expected effect. The development of marketing concept has experienced the production-oriented, product-oriented, sales-oriented, marketing-oriented and social marketing-oriented and other stages, of which the first three are traditional marketing concepts, marketing-oriented and social marketing guidance for the modern marketing concept.

In the internet age, consumers have more advantages in information acquisition than in any other era. The dissemination of information from the previous one-way transmission in the Web2.0 era into two-way transmission, or even network transmission. In such an environment, micro-BO marketing Enterprises must change the concept, work hard to discover the needs of potential users, research and development to meet customer demand for products and services, the initiative through interaction with customers to understand them, change the old one-way dissemination of information marketing concepts. Taking a look at the current enterprise micro-bo Status quo, product information release, prize forwarding, joke blasting material, seemingly lively, but actually deviate from the original intention of marketing, still remain in the hope that the information one-way transmission of low level, can not bring about the essence of corporate marketing changes.

Second, the system design microblogging function positioning market positioning, also known as "Marketing positioning field marketing workers in the target market (the market, customers and potential customers) in the eyes of the product, brand or organization of the image or personality of marketing technology." The position of an enterprise in the market according to the competitor's existing product to the consumer or user to the product of a certain characteristics or attributes of the importance of a strong model of the enterprise products unique, impressive personality or image, and the image of the vivid transmission to the customer, so that the product in the market to determine the appropriate position.

Microblogging marketing also faces the problem of positioning, mainly including such a few issues. The first is who you are, the identity of Weibo. Mainly includes the enterprise's product and the development vision, this localization goal mainly lets other micro-blogging users be able to quickly clear the micro-blogging enterprise's identity and leaves the deep impression. The second is what you want to do, achieve what effect, that is, the function of micro bo positioning. This positioning limits the content of the microblogging enterprise, that is, the content of the microblog should be functional positioning decisions. The third is the image of micro-bo positioning, that is, what the micro-blogging enterprise Image identity Display, some experts to the brand micro-blog personified to describe this positioning, that is, through micro-blog easily let other visitors form the enterprise Micro-Bo portrait. Many enterprises micro-blog In the personification of the release of micro-blog, that is a kind of image positioning of a specific application.

Third, detailed planning of micro-blogging operations strategy Weibo's operation strategy mainly includes platform establishment, content operation, activity planning and promotion four parts.

1, Enterprise Micro-BO platform selection, the first choice to high visibility, popularity, the application of relatively sound micro-Bo platform, at the same time to organize identity certification, so that in the visual and image more in line with the company's microblog positioning.

2, the Enterprise Micro-blog content operation is a key part of micro-blogging operations, including the theme of the division and content strategy, as well as the release strategy link.

3, activities planning. Activity planning is an important part of marketing, the purpose of activity may be to promote new products or enhance the brand awareness. Specific to micro-BO marketing, activity planning effect of direct reflection is to increase the exposure of micro-bo Enterprise, increase the number of forwarding and fans. Therefore, the micro-blog marketing activities planning needs to establish the purpose and principles of activities, as well as the choice of activities platform: for example, the choice of public activities in the platform or enterprises to promote their own micro-bo, or with other media integration and dissemination. Generally speaking, the public activity platform is more credible, the forwarding quantity and effect of activities will be better, but the controllability of the enterprise and the choice of target customers is relatively poor. After the micro-blogging activities, we should evaluate the effect of activities, sum up experience and gain and loss.

4, publicity and promotion. Enterprise microblogging needs to be vigorously promoted, this truth and the promotion of the website is the same. Micro-BO Promotion, the main consideration of the platform to promote and promote outside the station. The promotion of the platform is mainly to actively participate in a variety of related micro-groups or with the topic of micro-blog topics, or even paid microblogging promotion. Outside the promotion in addition to a variety of traditional promotional methods (such as business cards, etc.), but also in the company's Web site and other micro-BO platform outside the network space to promote, so that enterprises microblogging more exposure and dissemination. Enterprise microblogging content quality, and publicity and promotion of quality and strength is the decision enterprise microblogging marketing quality and effectiveness of the important factors.

5, pay attention to user interaction details management. The development of micro-BO marketing, has been blindly chasing the number of fans and the number of the extensive development into a new stage, the characteristics of this stage is to pay more attention to the quality of enterprise micro-Bo fans. Mainly through the establishment of relationships, to achieve group management, through continuous and effective interaction, and gradually build trust, the final implementation of the process of converting potential users to customers. This is the micro-bo Enterprise and micro-BO user rational return, is the micro-bo marketing mature development of the embodiment. This process requires enterprise micro-blogging operators to fully understand the characteristics of network interaction, establish interactive strategy methods, and actively through the microblogging search function, with the potential user thread or letters interaction, for active participants should be appropriate incentives, especially should be handled and some active opinion leader microblogging user relationship, To create a healthy, active, information release unobstructed, timely feedback of the real micro-blog marketing environment.

6. Innovation and team building. Innovation is the vitality of microblogging marketing, it and any kind of network marketing, like the need for a continuous process of innovation, microblogging users want to continue to see new valuable content, if the constant will lose freshness. And the principle of innovation is to be able to continuously provide users with valuable content, pay attention to their feelings team building is a strong guarantee of innovation. At present, the micro-blogging operations of some large enterprises have implemented a team operation, team members work together, from the micro-Bo information collection and release, to the activities of planning and implementation, fan interaction and promotion, as well as data analysis and mining have a professional staff to take care of the most simple division of labor also has operations Manager, copy editor, Activities such as planning and other aspects. Obviously, in such a highly competitive market environment, the single person at will not be able to fight to ensure the expected marketing effect.

Weibo marketing is a modern enterprise network marketing must be contacted and adopted one of the ways, if the enterprise has not fully utilized this platform, then you can say that you have not to keep up with the times!

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