There are so many online promotion channels, which one is suitable for us?

I still remember when I first entered the industry in 2014 and first came into contact with CPA, the traffic was still relatively concentrated at that time, and the traffic on Tieba was simply unimaginable. After class every day, you would post a few messages and the income would be credited to your account. This is why many people say that that era was the hunting era of the Garden of Eden. Okay, let’s get off topic. Today, let’s mainly analyze how we should choose among the many promotion channels available today.

First, let’s talk about the current situation. There are many channels and they are so diverse. When we first take over a project or go to a company to do operations and promotion, we will be faced with the dilemma of having so many channels and not knowing how to choose.

My advice to everyone is to first check your own pocket or your boss’s pocket to see how much money he is willing to invest. If he wants it for free, OK, don't consider channels that require money. If he wants to see results as quickly as possible, he can then consider which channel to place the product based on his product.

Let’s talk about free channels first

1. Tieba, forums, blogs, Weibo and other high-weighted fish ponds.

Are there still fish in these old fish ponds? Of course there are, but they need high-quality content output. Moreover, due to their high weight, they can be used to build brands. They are more effective for physical or traditional industries. Relatively speaking, older people tend to believe in this thing. For example, Miyin and so on.

2. Distribution platforms such as self-media, public accounts, and news sources.

Since the official account was revised this year, it has gained a second life with the addition of the "look" and "search" functions, giving high-quality content producers greater exposure and display opportunities. This also led to some people starting to engage in WeChat SEO again;

Self-media: Many people know that self-media can generate revenue. In fact, self-media can also be used to attract traffic and build brands. Baidu still gives very high permissions to its own children! I won’t talk about making profits here, and I won’t talk about their underground world such as account-making parties and pseudo-originality. After all, I have soft rules. For traffic generation, I recommend Baijia, Toutiao, Yidian, Sohu, Dayu, and Penguin.

However, it is easy to get blocked if you leave your WeChat account directly on Baijia or Yidian. Here we recommend leaving your official account and divert traffic to it first. The headlines can be directly linked to the official website. Sohu is the most user-friendly and has dedicated advertising space.

For Big Fish, it needs to be activated. One Big Fish account can only be connected to one WeChat public account. Penguins are the hardest to figure out. I haven’t figured out how to keep them. Another way to leave advertisements is to leave guidance messages in the comment section.

News source: It is not easy to attract traffic through news source, but it is quite effective for product promotion. You can think of it this way. For example, if you publish an article about your company on Tencent Dayu.com, and your customer does not trust your strength or product, he searches for it and finds it directly. Do you think he will trust you more?

Of course, self-media can also do product promotion. Here I recommend using Baijia, Sohu, NetEase, Toutiao, and Jianshu. The first three have high weight on Baidu, and the last one has high weight on 360!

3. Question and answer platforms such as Zhihu, Baidu Knows, and Wukong Q&A.

Question and answer platforms were quite popular in the past, but fewer people use them now, and the risk of account blocking is still as severe. You need to maintain an account, and advertisements should be left covertly. It is not recommended that you leave your WeChat ID directly. You can create a search source, and then guide them to search for the word in the search source. This can effectively solve the account blocking problem.

4. Social software such as WeChat, Momo, QQ, etc.

In the past few years, street prostitution was very popular, including people from various medical industries, those who worked with bags, those who did BBQ, those who hired pimps, etc.

Of course, I am not asking you to do these (because of the crackdown, it is not easy to do these now). We can add more groups with more potential customers, be more active and chat more, and then introduce our own business, so that people with needs can add you, or use software such as WeTool to add group friends when there are enough groups. QQ uses the same routine.

If you are a street prostitute, there is nothing wrong with your account. Change your signature and avatar, let your customers see that they need you, then turn on the attachment function and wait for people to add you. If your business is not within your scope, you can also use simulators such as Nox and Raiden. For the mobile version, you can use Tianxiayou (group control is not recommended as it is a bit expensive).

5. Short video platforms such as Douyin, Kuaishou, Xigua, Weishi, Huoshan, and Meipai.

The platform has a large amount of traffic and a large audience, but its monetization capabilities are still average. Unless you are a content creator, it can be used as a place to showcase your brand in an all-round way.

Second payment channel selection

1 SEM bidding

If you want to do paid promotion, you can't skip this model. If funds permit, hire an expert and run it on major search engines.

2. Information flow platform selection.

As far as I know, there are currently as many as 43 information flow platforms, including major search information flows, APP information flows, portal information flows, etc. Of course, due to the different populations of each platform, advertisers also love and hate them. When things are good, the cost of connecting is less than 50, and when things are bad, it may exceed 300.

If you want to do information flow, then I suggest you choose a platform based on your own product, carefully study your product positioning, and then find a platform based on your own product. You can test a small amount in the early stage, and then increase the volume after it stabilizes.

3 SEO, black hat and white hat, attracting traffic is a good hat

When many people want to do SEO, they want to ask, should I outsource or do it myself? This depends on the product you are making and the funds you have. If funds and products allow, and you want to build a big brand, it is recommended to hire an expert to do the white hat work. Of course, if there are not many experts in your area, you can also find an outsourcing company to do it.

If you value short-term results, you can also play the black hat game. There is no good or bad between the white hat and the black hat game. It just depends on which one suits you best. A black cat or a white cat, a good cat is the one that can catch mice, right?

4 b2b platform and Aicaigou

I believe that many friends who do promotion have also discovered that Baidu has integrated the b2b platform and launched Baidu Ai Purchasing, which includes China Business 114, Souhaohuo, etc. There are two main models, one is to become a member and the other is to buy words.

The effect is pretty good. As far as I know, you can buy a big word for about 10,000 yuan and get three long tails for free. You can basically receive calls every day, and sometimes as many as 8 calls a day. It should be noted that you should try to buy words from the headquarters, and avoid looking for an agent if possible!

All of the things in here are things I have done personally. Although some of them are not done well, I hope my experience can help you. Welcome to communicate with me.

Source: Lu Songsong's blog