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"Weibo is changing everything", a chance that no business will miss. Enterprise microblogging marketing, is imperative.

Then enterprise Weibo marketing, in the end what is the standard? is the pursuit of a large number of fans, or the pursuit of high-quality Target customers, is the marketing-led, or content-oriented? This is the problem that every enterprise will consider when doing Weibo marketing.

And the author gives the suggestion is: use Marketing to get users! Use content to retain users!

Microblogging marketing, need to think clearly three questions:

First: Who do you want to pay attention to?

Second: What kind of marketing means to get them to focus on you?

Third: What kind of content to let these people stay, become sticky users (fans)?

First, the use of marketing to obtain users!

The wine is not afraid of the depth of the era has been buried in the history of the Chinese market, and the actual situation also tells us: "Immersed in doing products, have a product is not afraid of users", such a concept is not workable. Especially in the Internet industry, can even converse, to a large extent, the Internet industry is the user has everything.

And do microblogging marketing, but also to find ways to get users. So how do you get the user? The answer is to think clearly about the first two questions: one: Who do you want to be concerned about? Second: what kind of marketing means to get them to focus on you?

The first problem, in fact, contains three levels: 1, User classification, 2, user rating, 3, user choice.

1. User classification. There are a lot of users on Weibo, so look at their various labels. And how to classify, really is different from person to person, opinions, the best classification method is, embarks from oneself. For example, the author's classification is:

A, the target customer, this kind of user to my enterprise and the product is very just interested, belongs to the kind of latent customer;

B, active users, such users may not be my target customers, may not buy my products, but they are very active on the microblog, the information has their own preferences, will listen to and broadcast their interest in the broadcast, such users are likely to be I developed into a target customer, etc.

C, all microblogging users, these users are neither my target customers, nor very active users, but because their base is very large, as long as they pay attention to me, do not need them to listen to or broadcast my content, where the number, to strong momentum on it.

2. User Rating. Classification is the first step, then the rating. The goal of grading is to see which of your most important listeners, which are important, which can be the quickest and which need to be developed slowly. Or take the author as an example, the author divides the user into four levels:

First level, active user. The main embodiment is that those who need mutual powder, here I would like to say that the users of each other than the micro-Bo platform recommended better, because the user of the flour, at least in itself he is active, he listens to you may be for the mutual powder, but finally it is possible because of your content and become a loyal listener, the reason for this category in the first level, is because this is best obtained, suitable for just beginning operation;

Second level, relational resources. Which is the kind of network resources that I'm able to mobilize, let them pay attention to me, can constitute my core strength, because they and my target users are inextricably linked, it is likely that their fans are my target customers, let them pay attention to me, let their fans pay attention to me;

Third level, Target customers. This is the part of my audience that I want most, and the subject of my audience, who I care about the most.

Fourth level, all microblogging users. Users at this level, including active and inactive users, have a large proportion of them that can be developed into target customers.

3, User choice. After the user has been graded, the choice is made. Choose which users you want, who you want, and what users you would like to get first.

This choice is very critical, there are many enterprises in the micro-blog, or one-sided pursuit of a large number of fans, so created a lot of zombie powder, not target users; some one-sided emphasis can not mutually powder, forcing micro-blog operators to obtain high-quality users, regardless of their nature of the enterprise, micro-BO marketing goals. In fact, the quality of the inevitable low quantity, high quantity of quality will be discounted, this is inevitable, those fans tens of millions of stars Weibo, not every one can be broadcast tens of thousands of times?

Whether to quality or quantity, this depends on the nature of your business and marketing purposes, if you are a website of information nature, do micro Bo is to promote, of course, the number of the better, if you want to sell products, 100,000 high-quality fans can also let you count money every day. So, think about what you want to achieve through Weibo marketing, and then decide what kind of fans to get.

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