How to choose event promotion channels and quickly launch events?

New media operation, channel selection, and maximizing resource utilization during promotion are the most important abilities of new media operators.

Event promotion is about the selection and use of channels and resources.

Once you have planned an event, the most important thing to do is to choose the promotion channel.

If you want to quickly launch an event and improve the data on the event page through marketing, don’t forget to choose and use these channels.

8 major paid promotion platforms

1. Tencent Social Advertising

Every day, more than 800 million users use Tencent products and third-party applications such as WeChat, QQ, and QQ Space to share content of interest and browse commercial information.

Tencent social advertising can help you connect with these audiences.

Provides more than 200 features and behavior tags, including geographic location, user status, consumption capacity, etc.

Advertisements can freely select and combine these characteristics and behaviors to accurately portray and target your users for advertising delivery.

1. Toutiao

Toutiao’s native ads in the feed are both ads and content, which is a new trend in advertising mentality.

It analyzes the characteristics of people and content based on a personalized machine recommendation algorithm, and matches the two to achieve personalized and accurate advertising recommendations.

Currently, the main billing methods for this type of channel are CPC (cost per click) and CPM (times per thousand impressions).

It is mainly suitable for the launch of activities for financial, community and gaming products.

If your target users are in third- and fourth-tier cities, you should consider Toutiao.

3. Baidu PPC

Baidu responds to more than 6 billion search requests every day. 610 million netizens are accustomed to "Baidu search" when they have needs. However, when users search for the business keywords you put on Baidu,

You can see the snapshot information of your activity web page on the first screen, helping you to accurately attract users with needs.

4. Sina Fans Pass

Covering hundreds of millions of high-quality Weibo user resources, reaching 261 million monthly active users and 120 million daily active users,

It supports multiple combinations of age, gender, region, interests, and advanced data functions to help you accurately identify target users.

At the same time, Weibo’s powerful social attributes allow good content to be forwarded by the audience to expand the scope of advertising and form secondary native promotion.

5. Online Alliance

Baidu's competitive product ranking promotion covers users who have clear needs and actively come to the door.

The online alliance is proactive door-to-door marketing, actively implementing precise and multi-frequency display and promotion during each netizen’s online time, page time, mobile devices, etc., to build customer awareness and brand influence.

6. New list

Xinbang mainly focuses on self-media advertising, and it can help advertisers get product information into KOL’s WeChat Moments and KOL’s official accounts.

The prices are clearly marked, and there is a lot of voluntary participation. Basically, it can contact all the big names you know.

7. Video Websites

The main video advertising platforms at present include iQiyi, Sohu, Youku, and Bilibili, which are suitable for activities with high average customer spending or brand promotion activities.

There are various advertising spaces on video websites, and this type of advertising channel is charged based on thousand impressions.

8. Navigation website

Unlike what many people think, navigation websites are actually very large traffic entrances.

According to statistics, the daily active users of navigation websites have reached over 100 million. The mainstream navigation websites on the market currently have a wide variety of display formats and main choices.

Their charging methods are mainly based on CPC and CPT (different prices have different principals), which are more suitable for campaigns for products with high brand awareness.

Leverage KOLs to ignite key nodes

KOL, opinion leaders, are people who have the right to speak and influence in a certain field. They have strong personal brand effects and fan recognition.

By using KOLs for promotion, your activities can directly obtain their brand value, and the conversion rate of traffic is very high. It can be said that they are the key nodes for event promotion.

1. Business cooperation

Generally, KOLs who have hospitals as their traffic sources will leave contact information for business cooperation on their personal Weibo and official accounts.

Business cooperation is suitable for most situations. There are two common ways to cooperate with KOL:

Payment

This is the simplest and most direct way. Currently, the entire market is fully competitive and the prices are relatively reasonable.

Resource Replacement

At present, the most common one is the dialogue call promotion position. If both parties get what they need in an event, they can cooperate smoothly.

What is common is the cooperation and mutual promotion between self-media.

2. Daily accumulation

Compared to 3 years ago, everyone is now a KOL in their circle of friends.

Usually, you should make more efforts to accumulate people with influence and expertise, even if they may just be the group owner of a WeChat group, a senior member of a forum, or an enthusiast in a certain field.

But small amounts can add up to a lot and achieve good promotional effects, just like Xiaomi’s earliest “100 Dream Sponsors” became the key to Xiaomi’s word-of-mouth communication.

3. Level up by yourself

If there is enough time in the early stages of event promotion, establishing yourself as a KOL is also a good option.

You can be active in various QQ groups, WeChat groups, BBS, Tieba and Douban groups one month before an event or product launch, and you can serialize high-quality fitness experience posts in these nearly 100 vertical communities for a long time.

Finally, let’s talk about three points to note when promoting KOL:

1. Set clear promotion goals and assessment criteria.

It takes a lot of effort to invite a KOL, so you must make the best use of him/her. What kind of promotion effect do you hope to achieve through KOL?

Data assumptions and considerations must be made.

2. Create user portraits for yourself and your KOL.

Ensure that users’ thoughts match, that the content tone is consistent, and that the promotion is accurate. For example, if you are selling girls, you cannot invite a fitness expert over, because it is not a match.

3. Generally speaking, soft promotion methods are better than hard ones.

Often, the more influential a KOL is, the more resistant his or her fans are to hard advertising.

In terms of promotional form, it is recommended to combine good promotional ideas (such as comics, jokes, magical videos, etc.), so that a self-propagation can be formed, achieving an effect several times that of the channel.

What should I do if the event has 0 budget?

To be honest, free promotion methods are not suitable for short-term activities.

However, some friends may face the embarrassing situation that their leaders do not give them a promotion budget. This will analyze some ways to promote activities at zero cost.

1. In-site channel promotion

Use existing channels, such as advertising, products, social networks, official accounts, Weibo, and Moments, to promote your activities.

2. QQ Group

QQ group is a place where a group of people gather based on common interests, topics and activities. It is a good place to achieve 0-cost promotion.

However, there are a few points to note when promoting in QQ groups:

Frequency and skills of joining the group,

When the QQ system finds that a QQ account is frequently added to QQ groups at an agreed time, it will cancel the user's right to join the group without informing the user. Therefore, it is best for a QQ account to apply to join a group 10 times a day, and the frequency should not be too concentrated.

Post advertisements in the group

When you join a Zhihu group, posting advertisements directly in the dialog box is the practice of QQ promotion novices. You will definitely be greeted by a pop-up box as soon as the group owner appears.

How to push advertisements cleverly?

Warm feelings. Speak more in the group and participate more in group discussions and exchanges. After gaining trust and goodwill, appropriate promotion can be carried out.

Soft promotion. Publish promotional copy in the group in a knowledgeable and enthusiastically recommended manner, rather than spreading it in a hard-ad implanted manner, as this will make people less disgusted.

3. Spread among acquaintances

When the activity is launched, the community can operate a "killing the familiar" strategy. Edit the account copy, operate WeChat group messages and friend circle promotion, explain the two points of your activity, and you can also obtain some assets.

4. Resource replacement

Equivalent traffic exchange with other service providers. It is required that the partners’ fans should be of the same amount and their user characteristics should match the activity positioning.

5. Upload works on tool marketing platform

Upload and create your event page on H5 marketing platforms such as Renrenxiu, IH5, and Yiqixiu, and you may get event traffic and analysis, which is also a promotion method.

This is the only channel for event promotion. The difference lies in whether the bait of the event is attractive enough. If not, don't even think about becoming a fan... Go home and have a rest.

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