Marketing guide | several common micro blog marketing methods

Microblog marketing has become the normal operation of brands and advertisers , Every Weibo has its own official Weibo certified , Planning release marketing , In order to achieve better marketing effect . Today, let's dismantle several common microblog marketing strategies .

Precision marketing

Precision marketing should first accurately target the precise users of brands and products , Then create accurate content for accurate users , Rely on the characteristics of social networking on Weibo , Establish a personalized communication system with users , In order to achieve good marketing results .

According to their own industry and product attributes , Brand advertisers can choose industry-related KOL account number , Blogger search support is based on the number of fans 、 The number of bloggers 、 The average number of comments 、 Average reading number, etc , meanwhile , Search criteria and Weibo authentication 、 Blogger gender 、 The average price of goods 、 Talent level, etc , Advertisers can choose according to their needs , Support multiple conditions to filter at the same time .

▲ Data sources - Fruit collection · Watermelon micro number

There is a fan quality analysis in the blogger's fan portrait clock 、 Basic information of fans 、 Fan preference analysis 、 Fans coincide with the blogger's four pieces of content . Through fan portraits , Advertisers can know the gender distribution of bloggers' fans 、 Age composition 、 Fan tags and concerns 、 Coincidence blogger and other data , These data can preliminarily judge whether the users of the blogger's fan group match the users they want to reach .

▲ Data sources - Fruit collection · Watermelon micro number

After finding bloggers and precise users that match the positioning , You can output targeted content according to the characteristics of bloggers and users .

Word of mouth marketing

Word of mouth is the goal , Marketing is the means , Products are the cornerstone . Do well in word-of-mouth marketing , First of all, the quality of products or services should be guaranteed . The advertising marketing effect is good , It can improve the sales volume and popularity of products for a while , In the long run , Ultimately, it will fall on the product itself . in fact , The popularity of word-of-mouth marketing comes from the Internet , Its background is blog 、 The popularity of interactive web applications such as forums , And gradually become the largest channel of traffic of major websites , Even more traffic than news channels . Weibo is one of the most suitable places for word-of-mouth marketing , The rapid information dissemination and timeliness of microblogging also provide a natural place for word-of-mouth marketing .

Take the summer dark horse movie 《 Life events 》 For example , The film cost is not high , Win the audience's heart with full sincerity , Then rely on the audience's reputation to counter attack , It has been broken at present 15 Billion box office . Use watermelon micro to check its comment hot words , You can see that in addition to the attitude towards the film itself , The film also inspired the audience to think about life , This is a 《 Life events 》 The important reason why we can counter attack by word of mouth .

▲ Data sources - Fruit collection · Watermelon micro number

Emotional marketing

When emotional elements are integrated into marketing skills , It will make the marketing effect show a new look . The diversification of microblog marketing forms and the mass of network information , Both make it more difficult to attract consumers' attention . Emotional marketing can deepen the stability of consumers to a certain extent . Brand building includes not only products , Symbol , Another important point in personality is the image of the brand and the advertiser .

It has been difficult to communicate with consumers with an empty and rigid corporate culture , Weibo on the Internet has incomparable affinity , Make brands and advertisers more humanized , Narrow the distance between users , Achieve two-way communication . Good fan interaction , Play a chain effect , Promoting communication , Build brand image .

On father's Day , Hailan home uses emotional marketing , take # Let's shine together, Dad # As a theme , Heavyweight has produced six series 29 Posters , A comprehensive interpretation of father and son / Interesting things about life in female relationships 、 Education, growth, companionship, care and so on . In the festive atmosphere , Resonate with the audience , Also achieved good traffic .

▲ Data sources - Fruit collection · Watermelon micro number

Brand spokesperson marketing

Brand spokesperson marketing is that brands and advertisers choose celebrities who can represent their own image to endorse their products , So as to obtain a certain advertising marketing effect . At the same time, the spokesperson of the brand can also be an enterprise CEO What he said represents himself , It also represents an image of the enterprise . Zero distance communication between brand spokesmen and fans can increase fans' loyalty , Deepen the sense of belonging of consumers , Improve product sales . This is also the marketing strategy commonly used by brands and advertisers .

Take Wang Junkai's Weibo as an example , forward 、 read 、 All the likes have good results , Brought attention and traffic to the count , And the star effect , It also drives the fan economy , Improve brand consumption .

picture source ： Microblogging

The above kinds of marketing are common marketing modes of Weibo , The marketing mode is not a single one , Every successful marketing is a combination , Master the basic operation rules , Skillfully combine different marketing modes , To compete for a place in the huge traffic field of Weibo .