The bottleneck of SNS Community marketing Promotion: Traffic

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The first big bottleneck: the cost of attracting traffic or new visitors is getting higher:

A few years ago, the use of some network to promote the cost of attracting a new visitor as long as a few cents (with the window of the garbage flow only a few minutes), but now a real healthy visitors need a few dollars or even 10 yuan. Flow is a large funnel, come fast, go quickly. Money to do the promotion, the cost is gone. No money to do promotion, more can only wait, waiting for visitors automatic door. Many owners share a bunch of so-called promotional skills, such as forums, links, blogs, SEO, mass mailing and so on. Last year I tried almost one by one to save money. Most of the sharing experience or outdated has not worked, or the effect is very little, some although it does bring traffic, but unhealthy, there is no shadow.

Combined with my large enterprises and small webmaster to do a comprehensive network of experience, the use of promotional methods to share a list:

1. Quality Content Marketing: Now the Internet is still "content is king", video class site you have the NBA rockets live, music class you have Jay Chou's music (there is a dedicated to do Jay site, rankings and traffic incredibly high), tourism category you have a detailed travel strategy (Hicafe dedicated to spend a few months of time, A few people specially prepared the content of the world, you just do a good job seo or Word-of-mouth marketing, these strong content will bring you a lot of traffic. Unfortunately, the strong content is often to spend money, like the NBA broadcast 05-year price is millions of U.S. dollars guaranteed to split. So many websites rely on copyright infringement.

Hint: SEO is really useful and is free, but the work is arduous, need to persist in doing for a long time. Tip: Those who cheat the search engine's list of keywords, even if the flow of traffic, there is no use. Because, the end user can only be cheated by you once. The text does not mention the webpage, the user will not come again next time.

2. Star User marketing: Star users include 2.0 so-called grassroots stars and real big stars. All walks of life have their own stars, such as 5GME is to rely on it to comment on the number of cattle to attract traffic, blog in the early days of China is the use of wood, Wang Jipeng and other network celebrities. Of course, like Sina is relying on famous Bo to beat blog China. The star itself can produce high quality content. Name Bo can bring traffic, but very little interaction with the user, some even the staff generation. The significance of this famous Bo is not very big.

Tip: Grassroots star (or network Reds) can not be asked, the possibility of hard push is very small. Of course also the successful operation of the site case. Their success is their own web site (such as Tianya) has a certain amount of traffic and influence. It is best to take advantage of the homeopathy, digging their own station and outside the station potential network reds, and then add a fire to make him more prosperous. I used to participate in the "back of the Boys" and Shunyu (remember once popular his first "evening self-study"). Blog China is to do so, in fact, Muzimei and sister Lotus are all other sites out. If you have money, of course you can build stars (like Super Girls), in the existing two or three line new talent to dig the future star, but the success rate is small. Early on, like Sina, there are some real stars to attract traffic. Someone summed up a grass-roots star planning process (pictured below), share, there is no use on the benevolent:

3. Network promotion: There are many network promotion methods, such as the most effective is the bidding rankings, but the price is also getting higher. e-mail, such as happy Net is to rely entirely on e-mail to start (the so-called invitation, the original user is actually false, the essence is e-mail). But as the mail service providers anti-spam technology more and more strong, the threshold is also getting higher. Seo mentioned before, the premise is that you have high-quality content and long-term unremitting efforts to do. Internet advertising, the price is also very expensive, in fact, I think the effect is very little. Don't say anything else, how many of you have to order those banner and button. We all know the unspoken rules here. Formerly the most effective or mandatory installation of rogue software, but now is rat.

Tip: Online Those who buy the address book, or promise to help you mass mail, is often a rip-off (do not rule out a formal service provider).

4. Traditional offline promotion: such as DM, advertising, roadshow activities and so on. These promotional activities have a certain effect, but the cost of promotion is certainly higher than the network to promote several times. If you have money, burn it.

Hint: After I entered the network industry from the traditional industry, to the traditional promotion way almost all abandoned. These means for the long-term brand still has a great effect, but if you want to pursue short-term flow, cost-effective.

5. Viral marketing: This is the hottest term in marketing. I have studied for several years and have written many articles. But the actual operation, still have many problems. Good ideas, costs are also indispensable. For example, a friend to do Baidu most understand Chinese network video, production cost is not small Ah, plus in Baidu Channel resources (these do not translate cost), each click Cost is not particularly low. And Ma Yun invited Chen Kaige and other big director of Yahoo Films is the culmination of production costs. Perhaps some people do not know, nine City invited Ning hand in yellow Bo also took a small film << miracle >> is also considered a typical virus idea recently ... Because of last year's happy fire, the invitation mail also educates the user, therefore, uses the email channel The viral marketing, also becomes more and more difficult to do ... Viral marketing is now not only good ideas, better execution, and technical cooperation is particularly important ...

Hint: the best viral marketing, or to cooperate with good viral products. I have written this article specifically before. Otherwise, only by creative can have a momentary effect, but long-term or not. I began to study in 05, summed up a number of practical procedures, too much content, it is not here to share.

Actual combat is the best marketing teacher. Excerpt CNZZ A recent study on SNS site, which has 2 very useful analyses on website promotion:

1, more than 81.5% of the first customer registration behavior from friends through the "Recommended registration link", SNS class site of this unique feature in various types of sites is unique (as shown below):

(Figure 9)

2, about advertising applications. CNZZ data shows that currently SNS sites do not have a large-scale deployment of similar googleadword, large brand advertising, but in general, more or less have some involvement (the main reason I guess still the problem of efficiency and cost). We can see through the data in the Top50-bit SNS site, where 36 sites deployed page ads.

The chart is as follows (Figure 10):

(Figure 10)

Briefly summarize: To enlarge the traffic of the website, put in a certain cash marketing cost is unavoidable. The promotion needs certain professional and execution ability, must raise the ROI of the marketing mix investment return, cannot blindly burn the money i I suggest to network marketing mainly supplemented by some traditional marketing methods. There is no cash investment, it is best to be on the site with the big guy free to let you take advantage of their traffic (cool 6 seems to have used the flow of so-and-so). If you are a technical cow, the development of the site has a strong viral products, then you wait at home, wine is not afraid of the alley deep. Of course, to learn good viral marketing skills and executive power. What no friends, sorry, only slowly boil it. You may think I'm too judgmental or pessimistic ... Now there are so many successful web sites, they are not also not how to promote this big? Oh, one of you to lift the list. I think I should be able to explain to you how successful they have been. These methods should probably involve the above. But they did it early and the cost of marketing was very low. Therefore, the network economics has a "first hair advantage" of the professional term ... Regret is that we are not too smart, not made first. Oh ... Dear friends, if you find a better way to promote. Please teach me secretly. I'll buy you dinner. If you really do not spend money and promotional results, I ask you oh:

Finally to share the promotion secret is: executive power first. Set up a clear marketing KPI that combines an efficient tactical mix. Moreover, every tactic should be predicted before it is used. During use, regular monitoring of the implementation effect. In addition, any digital new product market, including SNS, needs a process, especially the new Moore's law needs to cross a "digital divide" after an explosive growth (pictured below). So, as long as you market positioning of the user base is sufficient, there is a certain degree of patience, there may be a large flow of the outbreak. Be patient: