Are you still spending money to buy traffic? Which of the five major traffic channels do you choose?

When we do marketing promotion, we can choose channels such as bidding, SEO, Baidu information flow, Toutiao, etc. Everyone wants to try some new media but doesn’t know how to start.

Nowadays, most corporate promotions are based on paid traffic, and they are also trying to open new media, self-media, communities, question-and-answer and other channels.

So what are the characteristics of these common traffic channels ? How should we choose the traffic channel that suits us?

Traffic Classification Features

We understand channels in order to understand their commonalities, because there are too many channels on the market and we cannot conduct in-depth analysis and testing on each one.

We need to analyze the underlying logic of each channel. The core of channel insight is demand insight. Think about whether your audience is in this channel and what content they like to watch. What method should be used to transform?

Portal

When we talk about portal websites, we immediately think of some big ones like Sina, Sohu and NetEase.

Advantages: high platform trust, high SEO weight

Disadvantages : Inaccurate audience, low traffic

Channels : ① Large portals: brand activities, new product launches, task interviews ② Vertical portals: publish some experience sharing, practical tutorials and other content to increase product awareness.

Social

Some communities, societies, and forums that are social and interactive in nature belong to the social category.

Advantages : High user stickiness and clear intention

Disadvantages : small audience, uncontrollable topics

Purpose : ① Increase product awareness ② Guide attention ③ Spread word of mouth

In social channels, grasp a few key words: help, resonance, case

The community here is highly interactive but time-sensitive, and every high-quality answer in the community can be seen when it is searched.

Search Class

In a narrow sense, you may think of search as Baidu search and Baidu engine. In fact, search in a broad sense includes SEO, ASO (mobile app search ranking), question and answer, e-commerce, life services, WeChat search, etc.

Advantages : Accurate traffic and controllable conversion

Disadvantages : slow effect, difficult to operate

Purpose : Product sales, user acquisition

When writing search articles, you must choose the right keywords. ASO also recommends that you give it a try. It is possible to turn your website into an app, and the effect may be beyond your imagination.

Now, Douyin, Toutiao and others are strengthening their search functions.

Video

Videos are divided into two categories: long videos and short videos:

①Short videos

Advantages : high credibility and strong monetization capability

Disadvantages : low retention, high technical threshold

②Long videos

Advantages : high credibility and strong monetization capability

Disadvantages : low traffic, high technical threshold

We need to make both long and short videos. For example, long videos are generally suitable for education, while short videos can directly sell things with a shopping cart.

③ Live broadcast

There are many channels for live streaming, and some video websites have opened the live streaming function, typical ones are Douyin, Kuaishou, Bilibili, etc.

We Media

General channels: WeChat official account, Weibo, Toutiao

(The complete channel analysis mind map can be obtained from the assistant)

We have learned so many channels, and we need to learn how to summarize them. It is impossible for you to practice all the channels, but if you master the methods, you can apply them to other situations.

We have to consider two issues:

1. What marketing objectives can the channel achieve?

Some channels can achieve multiple marketing objectives at the same time, and people with the same marketing objectives often have overlapping attributes.

2. What kind of content can achieve marketing goals?

You will find that as long as the marketing purpose is clear, even if the channels are different, the content is similar, only the form of presentation changes.

Our marketing objectives determine the form in which the content is presented.

Author: Liu Jin

Source: Houchang College