How can new marketers quickly understand the characteristics of online marketing channels?

We have compiled 16 mainstream online promotion channels and also introduced how to use them. They are worth collecting for students with less than 3 years of promotion experience.

There are many different online promotion channels, which are generally divided into two categories: free and paid. We have segmented them according to three dimensions: self-operated channels, social channels, and advertising channels, and briefly introduced the operation methods of each channel.

1. Self-operated channels: official positions that require long-term operation

1. Official statement: WeChat public account/Weibo/Jianshu/official website

The characteristics of channels such as WeChat public accounts and Weibo are that they do not restrict brand implantation, which means that operators can fully introduce their products, brands, founders, company dynamics and other information. The disadvantage is that no one reads such content.

However, platforms such as WeChat public accounts and Weibo can serve as official voice channels, just like official websites, which are passive channels for users to obtain information.

2. Traffic distribution: Toutiao/TikTok/Baijiahao/DaYuhao

The characteristic of this type of platform is that it does not rely on its own fans, but relies on the platform's recommendations to gain exposure and dissemination. It needs to produce content based on user needs and platform rules. There are certain restrictions on brand exposure and product promotion, and the effect of online conversion is limited.

3. Auxiliary SEO: Sohu account/Zhihu/blog/360 library/Baidu matrix

Platforms such as Sohu, Zhihu, and blogs have higher search weights on Baidu. Content published through these self-media is more likely to be included in Baidu, but it also has certain limitations on brand communication and product introduction, requiring targeted content production, but it is helpful for SEO optimization.

4. Self-built KOL: WeChat public account/Xiaohongshu/Zhihu/TikTok

The same platform can achieve different effects through different operating strategies. Official accounts and Zhihu can produce professional content related to users and become industry KOLs. Xiaohongshu, Douyin and other platforms are also holy places for KOL production. The difficulty lies in the continuous production of professional content.

5. Independent marketing: EDM/SMS/telemarketing

Although the conversion rate of EDM, SMS, and telemarketing is low, they are one of the effective and controllable marketing methods for enterprises.

6.SEO promotion: forum posting/official website update

SEO is a traditional but still effective way of promotion, which is achieved through interactive activities such as posting and leaving messages on various small forums and blogs.

2. Social channels: channels developed based on crowd preferences

6. Popular forums: Douban/Tieba/Zhihu

Post in mainstream popular forums to achieve rapid content exposure, and you can achieve good results by posting comments under popular posts.

7. Vertical forum: forum related to the crowd

Mama.com for the maternal and infant industry, Mafengwo for the travel industry, Dianping.com for the catering industry, Taobao Forum for the e-commerce industry, and other vertical forums related to the industry and the crowd are promotion channels that cannot be missed;

8. Vertical community: community related to the group of people

Promote through QQ groups, WeChat groups, Weibo topic groups, Douban stations and other vertical communities related to different groups;

9. Electronic Market Forum

A gathering place for "product experiencers", good products can easily gain attention quickly;

10. Electronic market: ranking/brushing reviews

Through ASO, we can optimize comments, rankings, keywords, etc. in the electronic market.

3. Advertising channels: Paid channels value ROI

11. Search advertising: keyword bidding/brand zone/DSP

Baidu SEM promotion is a time-honored but still effective paid promotion method. Except for keyword bidding and brand zones, the effectiveness of other methods needs to be tested and verified.

12. Alliance advertising: Baidu Alliance/Sogou Alliance/360 Alliance

An advertising format that helps advertisers place advertisements on other websites and media.

13. Open screen hard advertising: open screen advertising/banner advertising

An image of advertising content appears on the opening screen, banner, content page, etc. of the super APP.

14. Information flow advertising: Fanstong/Guangdiantong/Haowai

WeChat, Weibo, Toutiao, Douyin and other platforms have launched information flow ads, which can be placed according to the attributes of the audience, with two payment methods: pay-per-click and pay-per-impression.

15. Media publicity: Publicity of articles in industry media

It is suitable for building a company's brand image and spreading brand awareness through interviews, reports and other articles in industry media.

16. KOL advertising: advertising endorsed by industry KOLs

Accounts with a large number of fans on platforms such as Weibo and WeChat become KOL accounts, and their advertising generally includes soft-text placement and direct hard advertising.

Source: Zhuge io Data Coach