Tips for Weibo promotion and traffic generation

Weibo is a platform with huge traffic, with two standard platforms, Weixin and Douyin. Today, let’s talk about how to generate traffic on Weibo and share some knowledge, hoping it can be helpful to everyone.

Weibo marketing is a marketing method that uses Weibo as a marketing platform and every fan as a potential marketing target. Companies use their Weibo accounts to disseminate company and product information to netizens and establish a good corporate and product image. By updating content every day, they can communicate and interact with everyone, or post topics that everyone is interested in, thereby achieving marketing goals.

Weibo marketing focuses on value delivery, content interaction, system layout, and accurate positioning. The scope of Weibo marketing includes certification, effective fans, topics, famous bloggers, open platforms, and overall operations.

Looking at Weibo as a whole: In fact, the focus of the entire Weibo operation is divided into two parts. One is to produce excellent content, and the other is to reasonably plan Weibo activities . Good content + good activities = brand exposure and fan growth. As long as you grasp these two points, the operation of corporate Weibo can basically be done very well.

Looking at the traffic of Weibo, it is not difficult to analyze it. Let’s start from the traffic entrance:

1. Comprehensive search traffic

(1) Top three popular keywords (2) Real-time account exposure.

2. Popular article traffic

(1) Sina News (2) Baidu News Source (3) Headline Articles

3. Traffic from bloggers in vertical fields

(1) Interest verification (enter the search page on Weibo and receive real fans every day)

(2) Self-media certification (signing a self-media official will give you free traffic)

(3) Gold V certification (posts will be instantly featured)

(4) Become a big V and join MCN to get free hot ads

4. Traffic of hot topic list

(1) Used to build momentum for new brands. The threshold is not too high compared to the hot search list.

5. Hot search traffic

(1) Riding on the popularity of others to make your Weibo account popular (2) Paying to be on the hot search list, a place where Weibo traffic gathers

6. Micro-tasks or directly find big V/Internet celebrities to place advertisements

(1) Big Vs have many true fans (2) Internet celebrities have a stronger communication influence

7. Weibo answer traffic

(1) A section that Weibo vigorously promotes (2) Weibo answers will also be included in popular articles and serve as a traffic entry point

8. Hot review interception

(1) Be the first to grab the hot comments from big Vs to gain exposure.

(2) Be the first to grab the hot searches and popular comments to gain exposure.

(3) Simple routines are particularly good, but an interesting soul is essential.

9. Use Weibo drop-down keywords to attract traffic

(1) Natural guidance (2) Unnatural guidance

10. User ranking traffic

(1) The higher the keyword match, the higher the ranking

(2) Comparison of the quality and quantity of Weibo fans

(3) There is no point in ranking if it is not on the homepage

(４) Display the maximum exposure separately

11. Sina Kandian leads traffic

(1) Instant inclusion on the site

(2) Baidu may also include content from outside the site

12. Super topic traffic generation

(1) Seize the topic host

(2) Exposure in multiple topics

13. Weibo Fans Advertisement

(1) Accurately targeting the target audience

(2) Starting from 5,000, charged per thousand impressions

14. Real-time screen promotion

Use real-time accounts to post in batches to gain wide exposure

15. Keyword top ads

The most accurate official delivery model

16. Weibo Fans Headlines

(1) Suitable for Weibo accounts with a certain fan base

(2) Make use of the interconnectivity of Weibo to select fans to target accurately

17. Microblog batch private messages

(1) Volume type

(2) The copy must be attractive

After understanding the traffic entrance, the targeted promotion is organized as shown in the table above. The ultimate goal of Weibo is to attract traffic. Next, let’s break down the traffic-attracting operations.

There are many ways to attract traffic on Weibo, such as:

1.Official advertising channels

2. Fan matrix accounts promote each other

3. Third-party channel resources

1. Official advertising spaces include: (Super Fans, startup headers, full-width ads, blog window ads, hot topic ads, etc.) which are often seen.

Among them, Super Fans Pass has the lowest initial price, starting from 5,000 and 35/cpm. This means that it costs 35 yuan for every 1,000 people who see your ad. Advertisers can then control the outflow of fees at any time. It is considered the best official advertising method for small businesses.

Advantages: low threshold, easy to monitor price data, relatively good effect

Disadvantages: Requires strong copywriting and pictures. And have sufficient understanding of the user positioning of Fanstong. Otherwise, all the money will be wasted.

Not to mention the rest of the opening headlines, full-width ads, and hot topic ads, they basically range from a minimum of tens of thousands to hundreds of thousands. Generally, except for enterprises, institutions and large companies, few people choose it.

2. Mutual promotion within the fan matrix. This is a question of interpersonal resources, and the prerequisite is that you need to know some industry counterparts or big Vs. Of course, these big Vs can also place advertisements in their blog posts. The price is not cheap either.

3. Third-party channel resource advertising space. As we all know, as long as there is a search bar, SEO optimization issues are involved. Early Baidu was deeply rooted in the minds of Internet users. Basically, when you open a web page to search for information, you will use Baidu. There is no doubt about this.

Of course, there are also search positions in Sina. When searching for keywords, users will drop down, and when searching for content, they will drop down. These are all ways to gain exposure and traffic. And this resource position is not restricted by official resources. As long as you understand the mechanism and algorithm, you can easily become popular.

The Weibo information flow is bound to be the user's first experience, but netizens' gossip-seeking blood will naturally also use the search bar. At that time, the target customer group only needs to search, and the text paragraphs that you optimized will naturally appear. And there is no value cost.

Of course, this is also the most difficult point, because it is not so easy to buy with money, so many mechanisms and algorithms still need to be understood by people who are relatively familiar with them.

Finally, I would like to propose four key points for marketing activity control:

Key point 1: Rules should be clear and simple

In previous Weibo activities, most of the rules were relatively complicated. In order to achieve the greatest effect of the activity, we must not make it difficult for users participating in the Weibo activity to read a long introduction text, but describe it as simply as possible. How to attract more users to participate in Weibo activities and maximize brand exposure by keeping the rules simple. Therefore, the text introducing the official rules of the event is controlled within 100 words and is accompanied by illustrations introducing the event. Illustrations must be beautifully designed, clear and of appropriate size.

Key point 2: Grasp and stimulate the desire to participate

Only when you meet a certain need of users and stimulate their deepest desires will users actively participate in your activities. The best way to stimulate desire is the reward mechanism of Weibo activities, which includes one-time rewards and phased rewards. Therefore, the selection of prizes for official Weibo activities is very particular. First, they must be novel; second, they must be attractive; and third, the cost cannot be too high. It would also be interesting if the prizes for Weibo events were souvenirs with the official logo printed on them.

Key point 3: Control and expand communication channels

The initial stage of a Weibo activity is the most critical. Without enough people participating, it is difficult to form a viral marketing effect. This can be solved through both internal and external channels. The internal channel is to require all employees of your company to participate in the event in the initial stage and invite their relatives and friends to participate. The Matthew effect will only be formed when a certain number of participants have accumulated in the initial stage. External channels mean that you must take the initiative to contact influential Weibo accounts and be able to flexibly grasp the forms of cooperation and incentives.

Key point 4: Accumulation of fans and subsequent dissemination

At the initial stage of copywriting planning for Weibo activities, we must consider how to accumulate high-quality fans for dissemination, encourage mutual forwarding and provide external expansion incentives. In addition, by introducing new stimulation points through related topics, users’ own social circles can be mobilized to increase brand exposure and promote subsequent multiple dissemination.

That’s all about Weibo. For more methods and strategies for Weibo, please pay attention to the Q&A section. Through Q&A, you may be able to gain some knowledge.

Question and answer section:

Q: I want to know how to carry out marketing activities well?

A: To run a successful Weibo campaign, you need to master the following three key elements:

First, the rules should be simple and clear. The lower the threshold, the better. Don’t make it complicated. It’s useless to make it complicated. No user will like to participate in an activity with a series of requirements, and the prizes are average and the winning rate is low... Even if the prize is a big prize, it will at least reduce the participation of ordinary users. After all, people are afraid of trouble.

Second: grasp the user's demand psychology . Only by stimulating user desire can users actively participate in your activities. The way to stimulate user desire is prizes. Since you are going to do activities, you generally won't do it every day or every week, so the value of the prizes had better be reflected. If it is too low, users will not want to participate. In addition to the value of the prizes, there is also creativity. Don't be the same, but be different. Simply put, your prizes should be both outstanding and not too cheap.

The third one: event promotion. Since you have decided to hold an event, event promotion is very important . It is not an event simply by posting a Weibo. You must first invite enough people to participate and really spread the news before the event can be considered to have begun. Otherwise, how are you going to give your boss a “tape” if no one is participating? The event promotion channels can be carried out both internally and externally. The internal one is to invite internal employees of the company to actively respond and participate, and the external one is to make promotional posters and copywriting on all channels, including but not limited to official accounts, self-media platforms, and company websites.

– END –

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Author: Wave Studio

Source: Inspur Studio