How to use Zhihu for marketing promotion? Zhihu marketing promotion methods!

What is it like for a brand to do marketing on Zhihu?

How to use two dollars to achieve sales of tens of millions a year?

Traffic is everything these days, and while all the major platforms are racking their brains to grab traffic and sell goods , Zhihu has taken a different approach, using all kinds of seemingly weird but eye-catching questions to plant seeds .

So, how does Zhihu help brands with marketing through these sales methods that “ salespeople earning millions a year will never tell you ”? What kind of effect can these marketing bring to the brand?

As the largest knowledge social sharing platform in China , Zhihu has more than 69 million registered users, with an average visit time of 40 minutes per person and more than 9 billion cumulative page views per month. It is currently in its traffic dividend period .

Since Zhihu platform has a high-quality user base, more and more brands hope to use Zhihu to use more interesting social forms to directly interact with the platform's high-quality users in a precise, sincere and effective manner, combining the "brand and platform" to create a popular IP.

If you want to create a popular IP on Zhihu, brands must keep the following four points in mind:

Accurate brand positioning and production of valuable content

Many companies and individuals will have the following behaviors:

“Come on, let’s add a new section to the product.”

"By the way, let's discuss the new needs of users again."

"This industry is not easy to do, our company needs to transform!"

"VLOG has become popular recently, so maybe we should consider it as well."

…

I believe that there must be such companies or people around you, who are always changing directions, adding things, and in the end they never figure out what they want to do. So the companies ignore brand characteristics and do whatever is popular in the market. Some people have changed jobs countless times but still cannot find a job they like. In the end, they live a mediocre life and end up in a miserable way.

The result is that there is no accurate positioning for yourself or your brand.

Trout mentioned in his book Positioning: " Human beings are bombarded with massive amounts of information every day, but only a few of them can ultimately capture the hearts of users ."

Just like when we mention cola now, Pepsi and Coca-Cola come to mind, and when we mention herbal tea, Jiaduobao and Wanglaoji come to mind, it is difficult to think of anything else. This scarcity of occupying user cognition is the real battlefield for brand marketing .

Brands are ultimately going to enter the minds of users, whether on Zhihu or other platforms. The most important thing is to have accurate positioning, concentrate all efforts for a long time, focus on one point, deliver valuable content, and seize a piece of the user's mind on the platform, so that he or she will have a "conditioned reflex"-like psychological connection and form word-of-mouth communication.

Platform is king, content is queen

The most important thing for brands to use Zhihu for promotion is to continuously provide users with vertical, high-quality content .

Unlike other platforms, if brands and individuals want to build an IP on Zhihu, they must work hard on content creation. Only high-quality content creation can gain the long-term trust of users , win word of mouth, and enhance brand reputation.

In Zhihu, in addition to the creative forms of asking questions, answering, and publishing articles, there is also a function of publishing ideas, similar to Weibo. When the brand does not have many followers in the early stage, you can first profile your target users, and then choose relevant topic types to answer. Take medical plastic surgery as an example:

First, search for topics related to medical plastic surgery, then search within the topic, and then find questions to answer within the parent topic or sub-topic.

The content of the answer should either be practical or an emotional answer that can hit the user's pain points , with a clear framework and logic. The key parts should be bolded, and there should be no long paragraphs that increase the user's reading fatigue. A paragraph should generally not exceed 4 lines.

The most important thing in promoting on Zhihu is to build a brand. Of course, many big Vs, in addition to outputting professional vertical content, will also appropriately follow hot topics and pay attention to some popular topics, such as life and emotions, to shape their own brand into a big V image with a sense of fireworks.

Long tail effect, creating IP

Currently, the popularity of content posted on public accounts only lasts for two days at most. It will only be spread when seen by followers. After two days, there will be basically no reading or dissemination volume.

Zhihu has a different mechanism. It uses a content-driven communication mechanism. A good answer will be continuously searched and paid attention to by users . High-quality answers with many likes and comments will be placed at the top. The content of the answers has a very long tail effect.

This long-tail effect can help brands accumulate a large number of accurate users and improve brand awareness in the minds of users.

In addition, brands can also take advantage of the long-tail effect to introduce precise users to their own platforms , form seed users, cultivate their own private domain traffic, and thus build brand IP.

Some beauty brands, for example, will provide valuable information in the Q&A section and leave relevant contact information, and then create content that is valuable to users over a long period of time with high reviews, which can easily attract the attention of potential users and lead to brand communication.

Don’t be too self-indulgent, interact with users effectively

When a brand has its own follower group, it must remember to interact more with users, because in addition to outputting high-quality content, interaction is also the only way for a brand to do good marketing on Zhihu.

Many users pay attention to brands because of their needs, and they want brands to solve problems for them. At this time, if the brand can collect users' needs and most concerned issues, and then create answers from a professional perspective and send them to Zhihu or the brand's various marketing platforms, the answers made based on the precise needs of fans will make them actively share. This real promotion also increases the brand's exposure.

In addition, there are many forms of interaction, and it depends more on the preferences of fans, and then combined with the brand itself to carry out related activities to achieve the dual combination of brand reputation and effect.

Today is an era of knowledge sharing. Zhihu has used the business model of knowledge sharing marketing to build a door to the minds of users for many brands and individuals. Only those who master the keys can open the real door and create more in-depth opportunities for their business brands to communicate with users, help their brands establish long-term and far-reaching brand assets in the minds of users.

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