How to make a good positioning of Weibo marketing?

Weibo has strong communication characteristics, and various marketing companies, institutions and individuals from Weibo have also begun to study how to make Weibo produce the greatest benefits. Various marketing methods and techniques in Huainan and Weibo are all over the Internet, and the marketing in Huainan and Weibo has become the focus of discussion and research in various industry meetings, parties and seminars. There are many factors and variable parameters involved in the marketing process of Huainan Weibo, mainly including content, planning, team, analysis and tools. The study of Weibo marketing in Huainan needs to be elaborated from many aspects. Firstly, this paper pays attention to the content value and practical operation of Weibo marketing in Huainan. 1. The content positioning principle of Huainan Weibo in the marketing process is similar to the development of the Internet. The mainstream way that Weibo relies on is still written expression. No matter whether you position Weibo as brand communication or joint sales, all your intentions are expressed through words. The difference between Internet word-of-mouth marketing is that it is not sound but text communication. Although there are other forms of expression, such as pictures and videos, as far as its mainstream mode is concerned, how to express it in 140 is the key, and the quantity and quality of onlookers and listeners with powder largely depend on the quality of the content. To some extent, content is king. Because Weibo is still in the process of development and change, the "water army" and "five hairs" are everywhere, and even many public relations companies develop online marketing and "negative deletion" into the main profit sources, which even becomes the "hidden rules" of the industry, which is the deterioration of the marketing environment in Huainan and Weibo. Regarding the positioning of Weibo content, it mainly depends on whether the enterprise displays products or services, but no matter which form, it is inseparable from the important link of experience. If advertisements are incorporated into Weibo's content, we should also pay attention to the real emotional experience and sharing characteristics. People are the primary consideration. Therefore, content positioning should pay attention to the value mining of products or services to people's use value, emotional value and fashion value. Second, the content sharing of Weibo marketing in Huainan is the most important and difficult part of Weibo marketing in Huainan. The audience likes valuable information, no one likes advertisements, and no one likes personal trivia, and celebrities are no exception. When enterprises carry out brand marketing activities, it is not technology or financial resources that determine the marketing effect. It is the most precious thing to respect users' habits and not to interfere with the content attributes of the audience with too much enterprise information or product information. Weibo marketing in Huainan is still an effect-oriented marketing method, and the essence of pursuing effect marketing has not changed. Weibo's content should first recognize its main sharing features and characteristics. The sharing characteristics of "fresh, interesting and useful" are the key considerations of the audience. "Fresh" means that the content should be timely and real-time. Weibo is a kind of written communication with partial differentiation of time and space, and the fragmented circulation form inevitably requires higher timeliness. "Interesting" needs something to watch, that is, the interest of onlookers, plus the embodiment of the "useful" value of segmented audiences, in order to see, listen and add powder. This is also the importance of content editing and planning. Sharing should be valuable, forwarding should be justified, adding powder should be expected, and content closely related to the characteristics of mainstream active fans can be continuously released to enhance user stickiness. Iii. Selection and Release of Content In the marketing process of Huainan, Weibo and Weibo, the value of the word 140 is more reflected in the introduction and interaction of a topic. Content selection involves audience segmentation and positioning. First of all, we can use some existing Weibo analysis tools to analyze and sort the quantity and quality of fans and find out the distribution of high-activity groups. At the same time, combined with the concerns of existing import topics, we can see the crowd characteristics of these fans through simple comparison. Secondly, we should grasp the real life characteristics of these people. Although Weibo is an interactive way of the Internet, in the final analysis, it is a virtual representation of people's life scenes in reality. Weibo login time should be clear. Reading the rush hour in Weibo, it is generally believed that the rush hour in Weibo is 2 hours after work in the morning and 2 hours after work in the afternoon. Weibo users are also active during lunch break and perfect leisure time, so users should choose active time when publishing Weibo. But it is also necessary to distinguish the time active intervals of different products. Others, such as age groups and hot areas of concern, need to be detailed, which will be introduced in detail in the planning article. According to the content released by Weibo, the content can be roughly divided into four categories: experience sharing, promotion activities, hot topics, product information and so on. As an enterprise, the main demands are product promotion and brand communication, so sharing the experience of products or services and refining the content combined with promotional activities are ideal ways to introduce topics. Links between the most critical topics are integrated into the topics. To improve the forwarding rate through promotion activities, we should pay attention to continuity and integrity. We can't expect to write everything at once, just one point at a time. We can use the introduction of open topics to reduce closed topics, promote interaction and form a topic cycle. Especially when your potential customers are already interested in your products or services, or your existing customers put forward suggestions related to your products through Weibo, you must give timely feedback. If the other party wins the prize, it can be forwarded to Weibo for indirect publicity. If the other party is an opinion or suggestion, you must reply in a short time, solve the problem quickly, let the onlookers see sincerity and accumulate the audience's reputation. Weibo marketing in Huainan is not only the display and promotion of content, but also the emotional experience and continuous interaction. Both products and services need to be integrated into the life of real fans. To make Weibo's content alive and entertaining, we should subtly infect fans through the edited details of Weibo's content, so as to establish emotional ties with fans and make them feel that you are beneficial to them. They are willing to listen to you and accept your brand. But in any case, honestly do the content, attach importance to the value of the content, and guide the marketing work of Huainan Weibo through the indicators reflected by the content. After all, without content, fans can't be attracted and retained, and without fans, there is no marketing. Therefore, taking care of your fans should start with the content.