How to attract traffic and promote on Weibo? You have to learn this trick!

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

So if there are so many methods, why is it so hard for someone to really explain it clearly? Today I will share with you the following in depth:

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.

Three ways to attract traffic from Weibo:

(1) Using Weibo followers to attract fans

What’s the point of adding a large number of zombie fans on Weibo?

Let me give you an analogy: when we go shopping, do we prefer to go to crowded places? If there are two supermarkets, one has more waiters than customers, and the other has waiters who are too busy to handle everything, which one would you choose? You would definitely choose the one with more people.

Subconsciously, we think that things that are more popular are better, otherwise why are they so popular with customers? Similarly, think about it, on Weibo, anyone can see the number of your followers. If you position yourself as a mentor or a founder, but the number of followers is pitifully small, just a few, do you think others will believe you? On the contrary, if you have thousands or more fans, would others be more willing to follow you? Because you have so many fans, others will definitely think you are very capable; there is another reason. The more fans you have, the more Weibo will recommend your Weibo, allowing more people to see you, thereby attracting more fans. In this way, the fans will grow like a snowball and become more and more high-quality.

(2) Post at least 5 blog posts every day, including hot topics and celebrities

(3) Send private messages to each other and follow each other

The kind of people you pay attention to determines the kind of world you will see!

How to find these people? It's very simple, just search for people with relevant keywords on Weibo. So when positioning and determining your Weibo nickname, try to include the core keywords of your products or services, so that there will be a lot of search traffic with relevant keywords to follow you.

Well, the above are the three methods I shared with you to attract traffic and fans on Weibo; the first one is not accurate, but very useful; the second one is of high quality, but requires you to do it with your heart; the third one requires you to have strong execution ability and stick to it. Do simple things repeatedly, and keep doing repetitive things! Over time, you will become different!

Everyone who uses Weibo has his or her own original intention, which can be roughly divided into the following four categories:

1. Find a circle that recognizes you;

2. Promote brands, products and do marketing;

3. Popular scientific knowledge.

4. Celebrity publicity and communication channels.

Except for the fourth category, which is relatively less worried about fans, the other three categories still need some tricks to accumulate their own fans at the beginning. So what is the way to accumulate fans? The details are as follows:

2. Riding on the trend : It is easier to attract fans' attention by speaking on hot topics or saying something that fans like to hear on celebrities' Weibo.

3. Weibo content: High-quality content is expected and liked by people. If your Weibo content is of high quality, it will be easier to retain fans. Moreover, if you keep the Weibo content original, it will be upgraded to a real-time account after a period of time. Real-time accounts have higher exposure. We’ll discuss this separately next time.

4. Weibo officially has a “Fans Channel” which can also be used . This is mainly aimed at corporate users, with a clear target customer group, which facilitates the promotion of products and brands.

5. Buy fans : This is the simplest method. If you don’t have any requirements for your fans and just want to increase the number, this is also an effective method.

In the end, fans are just a feedback, and what really matters is our content. The Weibo platform will give more weight to original high-quality content, which is also a key factor in developing your Weibo account into a real-time account in the future.

Traffic generated from Weibo can be used for marketing on Zhihu. Knowledge provides the impetus and impetus for the commercialization of Zhihu, and also makes the gameplay of knowledge marketing full of changes. Sina can work with Zhihu to create innovative marketing cases based on deep online interaction and the integration of online and offline.

Zhihu’s marketing is a niche business that is gradually heating up, and everything has to start from scratch.

First, account reserves. The current price of a single Zhihu account on Taobao ranges from 6 to 8 points, and the average price is very low. On the other hand, Zhihu's professional internet trolls are also gradually growing in scale. These two channels have met Zhihu’s basic communication needs. "Since its launch in the first half of 2013, Zhihu's registered user base has skyrocketed from 400,000 to 17 million, a 40-fold increase in two years" - now if we read this sentence again, we should have a different feeling.

Then comes content production. The content production of Zhihu has its own unique requirements. Knowledge, experience, writing skills, and practical content are all indispensable. Moreover, due to the limitations of its product form, Zhihu does not have many marketing methods, and its interactivity is almost negligible. It focuses on brand exposure, and the specific implementation method is simply to write, write and write.

In addition to marketing on Zhihu, there are other ways to do it:

Method 2: Collection with prizes. Prize-winning solicitation is to attract participation by soliciting solutions to a certain problem. Common themes of prize-winning solicitation include slogans, jokes, blessings, creative ideas, etc. Mobilize users' interest to participate and attract participation through a series of "inducements" of the possibility of winning prizes.

Method 3: Guessing contest with prizes. A prize-winning guessing contest is one in which the answer to a riddle is revealed and a prize is drawn at the end. This includes guessing pictures, guessing words, guessing results, and guessing prices. It is not used much at present, but if it is well planned, it is still very interactive, and the more interesting the links are designed, the better, which will promote automatic forwarding.

Four key points to control Weibo marketing activities:

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.

Before conducting Weibo activities, companies should pay attention to the following three issues:

First, avoid setting sky-high goals, as if you are putting the entire future of the company on Weibo, setting very large fan growth targets, and blindly setting up a large number of gifts and rewards. The consequence of doing so is that it attracts a large number of fans who follow the company for gifts, but it does not help the company's development at all. We should establish the correct idea of ​​accumulating small victories into big ones.

Second, we have very high sales expectations for every activity on Weibo, hoping that after each activity promotion, our sales will immediately reach a new level. This is actually contrary to Weibo's long link marketing method.

Third, the demands are not clear enough. Whether it is to increase attention or to increase the number and frequency of store visits, clear planning must be done in advance to conduct subsequent scientific effect evaluation and analysis.

Therefore, every time you do a Weibo marketing campaign, you must give yourself a clear goal. Know clearly what effect you want and who your target customers are. Only then can you really get a good return!

Related reading:

1. Research Report on the Marketing Value of Weibo Short Content Videos (Attached with Download)

2. What are the differences between the information flows of Weibo, Tik Tok, and Kuaishou?

3. Weibo operation skills: How to harvest Weibo traffic?

4. Tips for advertising on Weibo, Zhihu and other platforms, with case analysis

5. Case analysis: Detailed explanation of how to attract accurate fans through 0-cost Weibo promotion!

Author: Langge

Source: Marketing Planning Officer