Enterprises can interact with customers at different stages of consumption and gradually establish emotional relationships. In the stage of consumer cognition, we can actively discover the needs of potential customers and help consumers understand the basic functions of brands and products; In the stage of consumers' purchase, customers' inquiries can be answered in a targeted manner to promote the achievement of purchase decisions; In the stage of consumer use, customers have a better experience through intimate interaction; Finally, it is very important to listen to customers' comments on products and experiences, give them attention and rewards, and encourage customers to recommend them to friends around them with more motivation. Stupid method
Whether you listen or not depends on how many people listen, only 10% to 20% of others, that is, fans.
clever method
Broadcast is the network of operators in Weibo, which refers to the method of gaining fans through mutual communication to promote the brand of Weibo. Through communication, of course, if the network is really good, Weibo with 1000 fans can let Weibo with tens of thousands or even millions of fans play their own content, but it's not that easy. First, Weibo's head and information should be as true and detailed as possible.
Real and detailed information makes people trust, and it is also responsible for netizens and attracts more fans' attention.
Second, there is a clear positioning of Weibo.
A well-positioned brand can quickly occupy the mind of the target group, while a Weibo has its own clear positioning, which can restrain the content of Weibo and make it develop in the direction it wants. For example, Weibo, who disseminates beauty information, Weibo, who disseminates classic quotations, and Weibo, who disseminates online activities, all of these Weibo have attracted more fans' attention for their special positioning.
Third, elaborate the content of Weibo.
Try to design the content that users are interested in in Weibo. Of course, the brand Weibo must not cater to the public and get lost because of entertaining gossip all day. You can release new products, disseminate dynamic information of enterprises, carry out promotional activities, communicate with customers in time, solve complaints, collect real-time market information and feedback, and forward more interesting pictures and videos. In short, Weibo is a combination of interest and information related to enterprises and brands, and holds interactive participation activities on special days such as holidays and anniversaries.
Fourth, when Weibo activists.
Get into the habit of writing about Weibo every day, try to create some interesting topics, participate in other Weibo comments and reposts, pay more attention to others and attract more fans. In addition, for others' comments and questions about Weibo, we should respond positively and express our gratitude. At the same time, actively promote Weibo, publicize Weibo in QQ groups, forums or other places, and actively participate in the discussion of hot topics.
Fifth, pay attention to Weibo's grammar application.
Weibo # # is the key word and @ is the nickname of friends. Clever use of these symbols can spread in a faster time, and you can forward more @ friends when sending messages, so that more friends can pay attention to your dynamics.
Sixth, update through various means.
In some Weibo, you can bind MSN and mobile phone to update, so it will be more convenient and quick to carry out related promotion, that is, you don't need to open the Weibo website, and you can update and promote at any time without a computer.
Seventh, the marketing goal of Weibo.
After each Weibo has its own clear positioning, it is necessary to set as many keywords related to brand information as possible in future interactive activities, design more related brand positioning and advertising communication activities, further deepen the brand information in the hearts of the audience, such as DF ice cream, and hold some related brand activities regularly to increase the number of relevant participants. The theme of Weibo should focus on promotion, and it should also be targeted when paying attention to others or attracting fans. How to improve your attention? Users who follow you on Sina are called fans, and those who follow you on Tencent are called listeners, that is, people who listen to you. Weibo without fans is a backwater. From the marketing point of view, this Weibo is meaningless without fans. Fans are recipients, disseminators and potential consumers of information. Obviously, the more fans there are, the greater the effectiveness of communication. Why do celebrities, large well-known enterprises and government agencies have thousands of fans in Weibo? It is because they are a very concerned object with high popularity and influence, and users are interested in them, so they pay attention.
Setting of 1 label
Tags can help you find the person you want, and others can find you according to the tags. You need to use different tags at different times, so that the search results can always be on the first page, so that you have a chance to be noticed by the users you want.
2 Take the initiative to pay attention to others
Pay attention to others, and others will pay attention to you. We can choose people who pay attention to related industries, so that your audience will have a high rate of potential customers.
3 broadcast content is of high quality
Publish something real, fresh, curious, high-quality and interesting to attract the audience.
4 broadcast frequency should be appropriate
Not less, only one or two a day; You can't send dozens of posts a minute, and control them to 5-20 posts a day, which can effectively prevent some fans from canceling listening to you because they don't like screen readers.
5 Participate in hot topics
Hourly hot topic ranking and daily hot topic ranking are both useful. More participation can improve your appearance rate, increase the chances of being searched by users, and thus bring more attention. Of course, you can also initiate some activities or topics. Generally, popular keywords will be added with double well numbers, such as # Mi Ai Mall #.
6 apply for certification
This requires communication with operators. Once passed, the effect is very good. You can apply in the name of an enterprise, and the pass rate will be higher. A, three-dimensional: Weibo marketing can use advanced multimedia technology to describe products in the form of words, pictures and videos, so that potential consumers can receive information more vividly and directly.
B, fast speed: The most striking feature of Weibo is its fast transmission speed. A much-watched Weibo can reach every corner of the Weibo world in a short time after being posted on the Internet and its related WAP platform.
C. Convenience: Weibo marketing is superior to traditional promotion, without strict examination and approval, saving a lot of time and cost.
D universality: viral transmission in the form of fans and celebrity effects can amplify the spread of events geometrically.
4. The purpose (effect) of microblog promotion.
A. effectively realize brand building and communication. & lt official Weibo >
B, establish the influence and appeal of the industry, guide the healthy development of the industry, and spread corporate values.
C. product exposure and marketing.
D. Find target customers, conduct accurate interactive marketing, complete customer conversion and order sales, and comprehensively analyze the marketing effect.
E, take the initiative to customer service everywhere, and serve real customers. & lt customer service >
F, real-time monitoring of corporate reputation, to ensure crisis public relations. 1, add attention: locate Weibo and select relevant users to add attention;
2. Send Weibo: Weibo with high value can attract users;
3, brush hot spots: use hot spots to stimulate user interest and let users take the initiative to pay attention to you.
Operation Weibo
With the development of Weibo in recent years and the increasing number of users, microblog promotion has become a common and necessary promotion method. However, the promotion of Weibo is not as simple as forum promotion. Any post is an external link, and someone will read it after it is sent, just a few. Even if no one looks, it won't do you any harm. Weibo is not. Inappropriate advertising stickers will not only fail to promote, but also hurt the fate of Weibo, and make your Weibo lose popularity and become a dead blog that nobody cares about. So how can we give play to the promotion role of Weibo?
First of all, Weibo needs people's careful care. She should be taken care of like her own children. The so-called caution is what people usually call keeping a blog. How to raise it? People should determine the target group of Weibo according to the category of their websites, add more micro-groups similar to the websites, and make friends with active group friends, which is called idolization in SEO terminology. Of course, idolization is definitely not as good as being chased. When you are chasing others, you should think about how to make others chase you. According to the * * * nature of Weibo Group, you should strive to create your own Weibo style and make it a beautiful, rich and popular exchange base. If you become an influential celebrity in a certain circle, your Weibo will be successful. Only then can you use it to promote your website, and the effect will be obvious.
Secondly, raising Weibo is not a once-and-for-all thing. In the early days, the webmasters knew that Weibo could not advertise, but once Weibo rose to a certain time and gained a certain influence, the webmasters couldn't help it any longer and began to publicize and advertise, but they didn't know that it was a big taboo again. Not only can it not play a propaganda role, but it is also likely to make your previous efforts to raise blogs go down the drain. Why is this happening? All these are determined by the characteristics of Weibo, because Weibo itself is a gathering place for information exchange of a certain kind of people, and there is no interest. If you think your Weibo has lost this role, people will leave you. If you want to keep these people, the information you publish must be measured, restrained and measured. At the same time, you should pay more attention to the activity quality of * * * sex topics, and it is the best policy to let the limited advertisements drown in the infinite * * * sex topics, because only in this way can you really play the role of propaganda and ensure the development of Weibo's conscience that you carefully care for. The data shows that Twitter has 102322 questions every day, of which 66% are related to business. The most common problems are product suggestions, opinions and technical support. Compared with the answers of ordinary fans, 80% of respondents believe in the answers of corporate accounts more; More than 60% of the questioners will pay attention to this enterprise because of the answer of the enterprise account, and even make a purchase.
This is a huge business opportunity given by social media to enterprises, and countless e-commerce companies are struggling to find the user group with the highest conversion rate. Active users on social media are the key groups to help enterprises start word-of-mouth communication. How to find them, and transmit the information related to the enterprise to them in the first time, and establish emotional connection and trust relationship with them in interaction is the next gold mine that social media gives to enterprises.
Enterprise Weibo Marketing
How do enterprises do a good job in Weibo by means of online marketing?
Enterprises are generally profit-oriented. They often use Weibo and Weibo to increase their popularity, and finally they can sell their products. It is often much more difficult for enterprises to market in Weibo, because the popularity is limited, and the brief Weibo can't give consumers an intuitive understanding of the goods. Moreover, Weibo has a fast updating speed and a large amount of information. When marketing in Weibo, enterprises should establish their own fixed consumer groups, communicate with fans and do more corporate publicity.
Pay attention to the transmission of value
Enterprise blog operators should first change their ideas-the distinction between "taking" and "giving" in enterprise Weibo, and enterprise Weibo is a platform for giving. By the year of 20 1 1, the number of Weibo has been calculated in billions, and only those Weibo that can create value for visitors are valuable. At this time, enterprise Weibo can achieve the expected business purpose. Only when enterprises realize this causal relationship can they benefit from enterprise Weibo.
Pay attention to Weibo's personality
Weibo is characterized by "relationship" and "interaction". Therefore, although it is a corporate Weibo, it should not be just a cold mode of official news release. It gives people a feeling of being human, with feelings, thoughts and responses, and has its own characteristics and personality.
A visitor thinks that your Weibo is similar to other Weibo, or that other Weibo can replace you, which is unsuccessful. This is the same as the positioning of brands and commodities, and personality must be shaped. This kind of Weibo is very sticky, and it can continuously accumulate fans and focus, because at this time you have an irreplaceable unique charm.
Pay attention to the continuity of publication
Weibo is like an electronic magazine that is updated at any time. Pay attention to publishing content regularly, quantitatively and directionally, so that everyone can develop the habit of watching. When they land in Weibo, they can think about seeing what's new in your Weibo, which is undoubtedly the highest level of success. Although it is difficult to achieve, we need to appear in front of them as much as possible and become a habit in their minds first.
Attention interaction reinforcement
The charm of Weibo lies in interaction. It is dangerous to have a group of silent fans, because they will gradually become fans who don't read your content and finally leave more easily. Therefore, interactivity is the key to the sustainable development of Weibo. First of all, we should pay attention to the problem that corporate publicity information should not exceed 10% of Weibo information, and the optimal proportion is 3%-5%. More information should be incorporated into the content that fans are interested in.
The activity form of "activity content+prize+attention (forwarding/comment)" has always been the main way of Weibo's interaction, but in essence, prizes attract more attention from fans than what your company wants to promote. Compared with awarding prizes, your Weibo can seriously reply to the news and feel the fans' thoughts with heart, in exchange for emotional recognition. If there are emotions and "benefits" (prizes), it will be more perfect.
Pay attention to the system layout
I have always believed that any marketing activity, if it wants to achieve sustained and great success, can not be separated from the system, and it is difficult to achieve sustained success simply by operating as an idea. Although Weibo marketing looks simple, it has limited effect for most enterprises, so it is regarded as a dispensable online marketing gadget by many enterprises. In fact, how many people can see the potential of Weibo, a new form of interaction, and the reason why he has little effect is because your own energy and attention are not high.
If enterprises want to make Weibo play a greater role, they should bring it into the overall marketing plan and let Weibo play a more important role.
Pay attention to accurate positioning
It is a good thing that Weibo has more fans, but for Weibo, the quality of fans is more important. Because of the ultimate commercial value of enterprise Weibo, these valuable fans may be needed. This involves the positioning of Weibo. Many enterprises complain that there are over 10,000 people in Weibo, and few people can reprint and leave messages, so the publicity effect is not obvious. One of the most important reasons is inaccurate positioning. Suppose you are in the toy industry, then publish the target customer information of your products to attract the attention of the target customers, not just to attract attention, so as to attract potential consumers. At this initial stage, many corporate blogs have fallen into this misunderstanding, aiming at attracting a large number of fans, but ignoring the important issue of whether fans are the target consumer groups.
Enterprise Weibo specialization
Enterprises are very important in Weibo Technical Secondary School, but the major is more important. In the same competition, only majors can surpass their opponents and continue to attract attention. Specialty is an important competitive index of an enterprise in Weibo.
Weibo is not a corporate ornament. If it is not professional but mediocre, it is better not to build enterprise Weibo, because as a "zero distance" communication platform, negative information and bad user experience can easily spread quickly, which will bring adverse effects to enterprises.
8. Pay attention to the effectiveness of control.
Weibo can't fly, but the speed is amazing. When the extremely high transmission speed is combined with the transmission scale, the amazing power created may be positive or negative. Therefore, we must effectively control the double-edged sword of enterprise Weibo. Many people position Weibo as a short message, and then write a composition and chat. That's true, but for an enterprise, Weibo can't. We are not big stars or ordinary people. We didn't set up Weibo for entertainment. It is our duty to create enterprise value. Any enterprise that does not aim at creating enterprise value is a rogue!
If you want Weibo to become a dynamic and sustainable enterprise, it is not enough to deliver value only in content. You must emphasize some skills and methods. For example, it is very important to set and express the topic of Weibo. If your blog post is suspicious or suspenseful, and it causes fans to think and participate, then there will naturally be more people browsing and replying, and it is easy to leave an impression. On the contrary, bringing a blog post similar to a press release will make fans unable to participate. Weibo marketing has become a trend and a hot topic, and the center of Weibo marketing is interactive communication. The connection between content conception and realization means makes interaction have a theme, interaction has a plan, and communication has a certain concealment.
First, you can't update too much every day. Theoretically, you can do one every hour. Don't let others think that your Weibo is OK.
Second, we need to provide valuable things for fans. Do not send or reprint content at will. Every Weibo must have his own purpose.
Third, remember to update in time and not send a message for half a month. You'd better not open it, because you are not a star, and others will powder you if they don't see it;
Fourth, if you engage in activities, you must be honest. If you say it, you can add more activities and fans. Friends with financial strength can try it.
Fifth, fans share their fans. Except for a few celebrities you like, ordinary stars should not listen. They have tens of thousands or millions of fans.
Sixth, collective participation, more than 600 million users have a real relationship chain with their friends, which is conducive to information dissemination. Tencent products are multi-line integration, one-stop service, faster communication and greater strength.
Seventh, celebrity interaction, celebrities focus on sharing life feelings, and active mass users share valuable content. Eighth, apply for opening V Weibo account, participate in micro-questioning in Weibo application, help questioners answer questions, and improve corporate brand awareness.
Ninth, participating in micro-activities in applications will be conducive to active communication and improve the company's exposure.