Four ways to attract traffic to Zhihu in 2019!

Now more and more people trust Zhihu and not Baidu Knows. I am one of them. For many questions, I like to read the answers on Zhihu instead of Baidu Knows. The reason is that the answers on Zhihu are more authoritative and reliable.

Therefore, Zhihu is now almost crushing Baidu. Zhihu's traffic is not only huge, but also of very good quality.

Zhihu has several major advantages that make it an important channel for attracting traffic and fans. First of all, Zhihu's weight is very high. As we all know, Baidu's various star products such as Baidu Knows, Baidu Tieba, Baidu Experience, etc. all have high weight. When users search for relevant information through Baidu, the top few are generally Baidu Knows and other Baidu's star products, but Zhihu's weight is even higher than Baidu. This shows that Zhihu is a traffic-generating venue with super huge traffic and a very important position.

Secondly, Zhihu’s fans are precise, which helps to set high unit prices. The fan composition of Zhihu is: highly educated, middle-class, white-collar workers, programmers and other groups. The fans are of high quality, strong economic strength, strong purchasing power, and are discerning about products, demand quality, and are less sensitive to price.

Zhihu is a piece of fat meat placed here. It is really fat, the kind that makes your mouth full of oil when you take a bite.

However, not everyone can enjoy this piece of fat meat. As far as I know, many people who operate Zhihu traffic diversion always encounter the problem of account blocking/deletion of answers, which is very troublesome. Today, I will share several important factors that cause Zhihu account blocking/deletion of answers:

1. Luring users, such as using nicknames or personal signatures to guide users to add WeChat, or leaving an advertisement at the end of the answer to a question, that is, guiding users to follow the public account to get XXX, but the account will be closed down after being reported by users;

2. Device problem. People who have really practiced Zhihu traffic diversion should have encountered this. Sometimes, the account dies for no reason without doing anything. In this case, it should be that your device has been blocked before. Just change the device to register and operate;

3. Regarding the IP issue, it is strongly recommended that each account has one IP. If several accounts use the same IP and one account is blocked, the other accounts may also be affected. How to change IP? Use 4G network, switch to flight mode twice, and the IP will change;

4. Don’t use hard advertising, unless your field can only use hard advertising, then you can use hard advertising to answer questions around your product. Otherwise, a hard advertising will have no effect on high-end users like Zhihu, and your account will be blocked.

5. Reports from peers. There is nothing much to say about this. Chinese people just like to argue with each other, which results in both sides being hurt. Originally, we could have made money through harmony and eat meat together, but in the end, no one even had soup to drink. What else can I say?

6. The content is sensitive. Remember, don't talk about politically sensitive topics. Even if you become a big V, it won't work if you touch the bottom line. You will have to be blocked. You must have heard about how many big Vs were blocked when Zhihu was being rectified. In fact, no matter where we promote, we must not post content that violates the law. The platform cannot risk being rectified just for you.

7. Inevitable problems, like some accounts with no authority, can delete their answers by simply reporting them. To put it simply, it is very easy for a big V to delete your answer. They just need to call a few friends to get rid of your answer. Another method is to call the Internet water army to mess up your account. All of them are useful (knowing this, don’t use this to do bad things, malicious competition will fall into a vicious circle).

So how to effectively attract traffic to Zhihu in 2019?

Zhihu, like Baidu Knows and Wukong Q&A, is a question-and-answer platform, so our marketing idea is to do marketing through question-and-answer. On Zhihu, it works like this: one person asks a question and then waits for or invites Zhihu users to answer it. If the Zhihu user is interested in the question, he or she can follow it. Once someone answers the question, he or she will receive a notification and can directly read the answer.

Therefore, when promoting on Zhihu, the most important thing is that your answers must be accurate and able to accurately cover your user group. The more people pay attention to your answers, the more traffic you will have.

First: A new account must be registered with a real-name mobile phone number, one card, one device, and one IP. The information must be complete, the name should be normal and should not contain any advertisements, and the avatar should also be the same. Do not use the system default avatar, but be sure to upload an avatar yourself. After finishing all of this, I strongly recommend that you pay for a book, read it quickly, and give it a like and comment.

After testing, it is found that doing so can effectively reduce the chance of your account being blocked. Just like WeChat/QQ, if you buy some financial products on WeChat or buy a membership on QQ, your account will be less likely to be blocked. Don’t believe it? Test it yourself. The first book in the special offer section is only 3.99 yuan. If you really don't want to pay for it, you can read more free books, and the effect should be similar.

Second: Enter the account maintenance stage. Any platform that wants to attract traffic requires account maintenance. Everyone must remember this.

It is relatively easy to maintain an account on Zhihu. If you play it for half an hour every day for a week or two, you can use it to generate traffic. What you need to do during the period of maintaining your account is to log in to Zhihu at different times every day to like, browse, comment and collect, but not too frequently. It is recommended to like 3-5 times a day. In fact, this is not difficult. There are many experts sharing their experiences on Zhihu, and it is not a bad thing for you to take a look.

In addition, you can add your areas of expertise by clicking Mine – Answer Questions – Add Areas of Expertise. You can only add up to 20 areas of expertise. For example, our Maoke CPS sells acne-removing skin care products, so I can add areas related to skin care, such as whitening, acne scar removal, acne removal, skin care, etc.

Third: Start the traffic generation operation. Currently, Zhihu has 4 precise traffic generation paths: ① Answer popular questions. That is: search for keywords such as your own industry, products or needs, and attract the attention of targeted users by answering hot questions. ② Leave advertisements in the comments to answer popular questions to block traffic. ③Directly publish high-quality original articles. ④Ask yourself and answer your own questions.

That is: Account A asks questions, Account B answers, and Account C likes and comments, etc. to attract the attention of users with needs.

Path ①: Answer popular questions to attract traffic

Remember, you must include both pictures and text, and include some before-and-after comparison pictures. The more realistic the better. The text does not need to be long, about 100-400 words will be enough. Don’t know how to write content? For example, for this question [Is it so difficult to remove acne scars?], you can go directly to Xiaohongshu to find the answer, read and learn from other people’s notes, and then rewrite it in your own words to make it original.

Before answering other people's questions, that is, before you do the traffic generation, prepare some Zhihu interactive accounts, at least 30 are recommended.

After answering other people's questions each time, check the interaction within 72 hours: A. If the answer has 0 interaction, continue to use the answer number to answer popular questions; B. If there are user replies, likes and other interactive behaviors, use the 30 pre-prepared interactive numbers to like (20) and comment (5) on the main answer number's comments, so as to help the answer content enter the Zhihu "Wilson Score" algorithm mechanism, and the system will recommend it to more users for browsing.

Where do the 30 Zhihu interactive accounts come from? You can directly register in batches on the code receiving platform. After registration, set a password and save it for reuse every 7 days. The cost is 0.1-0.2 cents per password and it can usually be used twice. It is recommended to use an Android phone, Xiaomi or Huawei, which can open Zhihu twice, one device and two accounts, which can greatly improve work efficiency.

Path ②: Leave ads in comments on answers to popular questions to block traffic

Zhihu is a very high-end platform, so it is particularly important to know how to write high-end answer copy. In other words, the content of your answers requires you to have sufficient professional knowledge in order to win the hearts of Zhihu users.

Therefore, when you choose a question related to a certain field, it is best to check the relevant information before answering the question. The answer should be as professional and targeted as possible, and do not deviate from the topic.

Here I will tell you about the ranking mechanism of Zhihu answers. To put it simply, Zhihu's algorithm is that when you answer a question, Zhihu will push it to some people who are paying attention to the question, such as the person who answered the question, the questioner, and other followers, and let them vote on your answer.

You will be scored based on the number of votes you receive, and then decide whether to push it to others, as well as the ranking of your answers, etc. (Friends who use Toutiao a lot must be familiar with this).

Zhihu marketing should avoid "soft-text replies", because most of Zhihu users have an amazing amount of reading and experience, and they can see through it at a glance. The best strategy to adopt is: directly and unreservedly contribute value, thoroughly solve the problem, attract others to view your personal signature (leave contact information in the personal signature), or send you a private message, and then direct one-to-one traffic to WeChat for transactions.

Path ③: Directly publish high-quality original articles

When writing this, pay attention to three points: one is the title, two is the content, and three is the promotion.

1) Title: Use long-tail word expansion tools, such as Baidu Keyword Planner, 5118, Aizhan, etc. to find out what users are most concerned about the product, and keep it simple without going into details.

2) Content: Just talk about the method (600-1000 words) + multiple before-and-after comparison pictures. Do not advertise. Users who are interested will comment or send private messages for consultation.

3) The principle of boosting is the same as answering popular questions above, encouraging friends to comment and like the article in small amounts and in a rhythmic manner.

Path ④: Ask and answer questions by yourself

Path ② is simple to execute. Even a newly applied account can comment freely, and the threshold is low. However, the answerer can delete the comment directly, and other users can report the comment at any time. The probability of being deleted is high, and the effect is not ideal. The advantage of path ④ is that it will not be reported even if a hard advertisement is posted, and the survival rate is high. The disadvantage is that the exposure is too dependent on system recommendations, and the traffic for non-hot questions is almost 0. Therefore, instead of taking a chance on hot questions, it is better to use the content to answer existing hot questions, which will be more effective.

Batch operation on computer: Be sure to download several browsers, such as the common IE, 360 Security Browser, Firefox, The World, TT, Sogou, Google, Opera, Maxthon, Rainbow Browser, QQ Browser, etc.

Batch operation on mobile phones: One needs to prepare multiple mobile phones to host your account. Each time you change the account, clear the browser cache and switch to flight mode twice, so that the IP address will change.

In conclusion:

Although the effort you put into attracting traffic to Zhihu is twice that of other platforms, the rewards you gain are also twice that of other platforms. Believe me, Zhihu is a very good channel for attracting traffic, and it works very well. If you do it to the extreme, you will definitely succeed!

Source: Lu Songsong's blog