Practical examples of new media traffic acquisition methods!

In 2016, the argument for the second half of the Internet became more popular, in 2018, growth hacker fission became popular, and in 2019, private domain traffic emerged, all of which indicated that the traffic dividend would disappear, and the cost and difficulty of acquiring users would be higher.

The Internet itself is a history of traffic, as well as a history of media and portals. Countless Internet entrepreneurs have created various entrances to meet user needs, from obtaining information through portals to navigation classification, search retrieval, e-commerce retrieval, and even to recommended information acquisition in the mobile Internet era (social recommendation or machine recommendation).

Precisely because the pioneers (or perhaps copied to China) created high-frequency, high-traffic entrances, wherever there are people is a paradise for marketers.

Weibo was born in 2009 and Tongdao Dashu cashed out 300 million in 2016.

In 2012, the official account was launched and Mimi Meng’s headline advertising price was 800,000.

Short videos emerged in 2015, and Papi Jiang’s 22 million RMB patch advertisement appeared in 2016.

In 2016, live streaming became popular, and Li Jiaqi, the lipstick king, sold 15,000 lipsticks in 5 minutes.

Since then, new media self-media started in 2009 and became popular in 2015. However, it was not until 2016, due to the influence of my work in the industry, that I realized that I had to do something. Until now, more than three years have passed, and I have not accomplished anything, but I want to use this as a story about the new media channel traffic.

Purpose:

1. Use new media to build your own IP, establish personal brand awareness, and connect with more talents and resources.

2. Reviewing work experience is conducive to the review and accumulation of knowledge, and also exercises one's ability to summarize.

3. The effectiveness of traditional marketing channels has declined, and we must turn to the field of information flow and new media to improve our ability to survive in the workplace.

4. Create self-media products independently, covering the entire process from product positioning, user acquisition, user retention, user monetization and fission growth.

1. Product positioning

I registered the official account in July 2016, targeting the Internet marketing crowd and using my own work experience as the content entry point. The quickest way is to find an area that you are familiar with and good at. (I have thought about various self-media transfer dogs before, and looked at various fields of Xinbang for inspiration, but this is only for the purpose of monetizing the advertising revenue of self-media, and it only exercises the proficiency of platform skills.)

2. User Acquisition

1. Name

It is very important to choose a name that is nice, easy to remember and in line with your product positioning, especially now that WeChat’s search layout is more detailed, and you can be found whether you search for your name or the content in the text. Therefore, the method of using the names of hot events and celebrities to attract traffic has not changed much. It is like the domain names in the PC era. Changing one letter may cause many people who typed or read it incorrectly to mistakenly believe it to be true. Of course, it is best to use brand + business as the name, and the business words should be arranged according to the ones with high search index. I originally named it Principal Sanyang, and later changed it to Lazy Yangyang Talks Marketing. Many good business words are basically occupied. Moreover, the advanced search weight not only considers the name's hit rate but also whether the account is authenticated, whether it is a company or an individual, user activity, etc. (With limited success)

2. QQ Group

I searched for different industry keywords and joined various QQ groups. I also used some programmed software, such as Haodi group sender, which can automatically add groups, automatically add friends, automatically send mass content, send emails, etc. At that time, I sent out articles and mind maps (with watermarks) that I thought were good to a group of people, and uploaded files and photo albums to QQ groups, etc. (With limited success)

3. WeChat Group

It is divided into active and passive. Actively, you can find the WeChat group navigation website by searching keywords, and search for "join group" or "enter group" on WeChat to view the article QR code to join the group. Passively, there were too many WeChat fission groups in 2017-2018. Later, tools such as wetool were also used to automatically add WeChat group friends. Of course, many free and paid services such as creating groups and changing groups were not implemented in the later period. There are too many irrelevant micro-business and advertising groups. (The effect is too small)

4. Content

To be a self-media person is to create content. Good content is naturally contagious. I thought my first article (which is indeed not as good as that of big Vs) was a hit and helped me increase my monthly income from 3,000 yuan to 150,000 yuan. How did he do it alone? [In-depth Decoding of Baidu's Huge Profits from Online Earning by Bidding] has also been recognized by users and industry media. The surge in fans brought about by user sharing and media reprints made me feel the power of content for the first time. As a result, my articles were reprinted continuously and I was also invited to give lectures in some industry media, which brought in more fans. (Significant results)

5. Fission

2017 can be said to be the year when fission became popular. The phenomenon of screen-sweeping can be seen everywhere in the circle of friends, with hot emotional articles, H5 tests, etc. The screen is full of hot emotional articles, H5 tests, etc. In the education industry, I used three of the four magic weapons of fission, namely materials, courses, and social networks, and the other one is checking in. Following too many fission accounts and reading a lot of content is also an area where you should put some practice into practice. (Significant results)

In terms of information, we collected and organized a large amount of information needed to locate the user group through online disk search, Taobao Xianyu purchase, WeChat search for fission information (free gifts, information), etc., and compiled it into articles by imitating and refining the text, and replied with secret codes to follow the prompts and forward the article screenshots.

In the course area, we spent a lot of money on purchasing fission tools such as Jianqunbao. We paid attention to details such as course topic selection, poster design, copy description, group entry guide, etc., to create a closed loop from attraction to group and then to personal account.

The network community is also a self-built industry community. No matter whether it is an industry fan or a big V with links, new members must forward the message to be eligible to join the group.

After this practice, I deeply realized that the core of WeChat traffic is social recommendations, whether the recommendations come from users, the media, or peer recommendations. Regardless of whether the motivation for this recommendation comes from content, benefits or emotions, good recommendations are definitely word-of-mouth content.

6. We-media channels

As a private domain traffic with strong relationships and strong interactions, WeChat is definitely the best place for user operations. But the disadvantage is that there is no centralized traffic distribution. By using Baijiahao (search + recommendation) to layout keywords and content, you can obtain Baidu traffic. Similar ones include Sohuhao, Jianshu, Zhihu, etc., which make more use of keyword search and distribution. Toutiao's cold start recommendation can gain a large number of fans even if there are no fans, and the layout in the navigation bar can guide the conversion to WeChat. (Average results)

Search focuses on keyword layout and website weight, while for machine recommendation algorithms, the focus is on reading rate and interaction rate. I have not responded to the comments on these articles. In fact, a good title increases click-through rate, a good beginning and content attract reading rate, and at the end of the article, it guides people to like or comment. The more controversial the topic, the higher the recommendation volume, and the more timely hot news is recommended. Seize the time when users are active to publish, interact with fans in the comment area, and so on.

From then on, my entire user acquisition process was declared completed. Of course, there are still some small details and methods that have not been explained. The reason why it was not done very well is mainly due to the instability of the content. Continuously polishing high-quality content does consume too much energy, and it will be exhausted sooner or later. This is why channel dividends are often earned in the early stage, but later it becomes the world of professional self-media journalists and media. After all, it still depends on content and requires teamwork. Another problem is that the control over channel characteristics is not very detailed and comprehensive, such as the control over the interaction rate of headline recommended traffic.

3. User Retention (Content Selection)

In fact, there are many ways to retain users. For example, I often use content retention and community activities.

Good content can spontaneously retain accurate users. Content is king whether it is for SEO in the PC era or in the self-media era. Before we start working on the content, we have to decide on the topic. Our topics usually include regular content, breaking hot topics, and menstrual-like content.

Sudden hot spots: Many channels and tools now have built-in hot spot tools, such as Baidu search rankings, Weibo hot searches, etc. For a self-media, they will check various platform rankings every day to obtain hot spot information, and combine their own brand to see if there are any suitable points. For industry self-media like me, I often pay attention to the WeChat and Weibo of industry media and big Vs. Once there is any development, an article commenting on the current hot topics may come out.

Menstrual-like hot topics: Similar topics appear at every time of the year, such as holiday hot topics, college entrance examinations, escaping from Beijing, Shanghai and Guangzhou, midlife crisis, etc.

Conventional content: Conventional content requires you to identify your own user groups, check competitor data analysis, and determine what users are concerned about by searching for keyword needs.

By viewing the keyword demand map, long-tail demand words, and related words on 5118, you can find the points that users are concerned about. For example, for pure SEM, it can be a technical section: training, practical information, materials, skills, tutorials, test questions, cases, etc.; it can also be a workplace section: recruitment, salary, interviews, career planning, etc.; it can also be an industry section: Baidu company news, search product updates, industry certifications, etc.; it can also be a network section: industry websites, industry groups, industry salon activities, etc.

In addition, you can also observe your own article data to see the types of articles with the most readings, likes, shares, and collections. You can also use Xinbang or WeChat to search for keywords to view your competitors' article data and classify and break it down.

It is organized through component communities, questionnaires, interaction in comment areas, and by checking the topics, questions and comments that users on community websites such as Zhihu are interested in.

After selecting the topic, the next step is to plan the content. Apart from high-quality original articles, the rest are nothing more than reprints, plagiarism, pseudo-originality, copying, etc. To find the source of content, in addition to searching different keywords on Xinbang WeChat, you can follow industry media, KOLs, and large media platforms. Including some video and audio text conversion, or books, etc. But these so-called pseudo-original methods do not bring high-quality fans. A good article focuses on title creation and opening layout. Due to my lack of experience and organizational skills, I will not express too many opinions.

In addition to content retention, the rest is user operation and activities. Adding some interactive activities with prizes, lottery interactions, and fan interactions to the article can increase participation. Sometimes writing some personal insights into life and work can actually make your article more personalized. I have never done too much in-depth research on this.

I just occasionally do some courses and topic interactions within the group, occasionally invite some colleagues to give lectures, occasionally do some offline interactions, etc. A good self-media may be team-based and more professional in these aspects. For example, building a community is like enrolling new students. Select administrators, active community members, and big names to support the group, and organize topics and course interactions regularly. Group rules, identities, self-introductions, group interactions, etc. There is also participation in offline salon gatherings. These aspects have never been fully achieved due to lack of experience and energy.

4. User Monetization

Let’s count down our own monetization methods, including user rewards, advertising, information, Qianliao recorded classes, Knowledge Planet paid membership, lectures, Q&A consultations, and some marketing service orders. Monetization is only a way to prove one's ability to create a closed loop of product. A public account is a closed loop of a product, which can independently position, attract new users, retain users, and monetize. It wasn’t done very well and it wasn’t my focus. Or you can say that your abilities are limited, whether it is business ability or persistence ability, etc.

This is also the journey of independent self-media for more than three years. It can be regarded as an explanation of the new media channel. To say whether it has achieved the goals it wanted to achieve at the beginning or later, yes, some of them, but not really. I met some people and was known by some people. I had some pocket money and paid some expenses. I had some understanding of the whole process but I am not so proficient in it. I seem to be better at reviewing and summarizing, and writing, but I still can't get it right. However, for me, trying new things is always better than standing still.

Author: Lazy Yangyang talks about marketing

Source: Lazy Yangyang Talks Marketing