How to use new media to achieve low-cost marketing, brand promotion and operations?
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Startups face many problems, such as scarce resources, low community activity, and stagnant or even declining readership of WeChat subscription accounts . In the era of internet celebrities , many people want to become internet celebrities, but they find that they don’t understand what it means to be an internet celebrity, because there were dividends from being an internet celebrity before, but it is difficult to really make it now. (If the influencer you create is a KOL in this field, then there is no problem) Since you are a startup company, when you go looking for partners, they will ask you what resources you have? You may not be able to answer it, and people will not cooperate with you. Anyway, it is very difficult. As a startup company, you have no money, no resources, and maybe no ideas. What should you do? What should we do? We need to use new media to reduce our costs and do more marketing . What is new media? We will find a problem that many people think that new media is equal to WeChat . When I went to give lectures to many traditional enterprises, I found that what they thought of as new media was WeChat. They all created public accounts , but after a long time they could not increase the number of readers and there was no dissemination, so they gave up. Then the conclusion is that new media is useless and a waste of manpower, material resources and financial resources. Why? Because their definition of new media is wrong. The understanding that new media is equal to Weibo or WeChat is very one-sided. New media refers to all media except traditional media. What does traditional media include? Television, newspapers, radio and outdoor advertising. Why are these four items traditional media? Let’s think about how the times have developed. In the beginning, we only had these four channels to spread information to people who we didn’t know if they were our users. In that era, advertising was very simple because we could only spread our advertising through these four major channels. At that time, only large enterprises, large companies or countries could afford these advertisements. Why? First, the amount of money invested in these four channels is huge, generally in the millions or tens of millions. Second, if you don’t have connections, you may not be able to advertise even if you have money. Ordinary people have no voice at all. Today, with the emergence of PCs and mobile Internet , we have truly entered a stage where everyone can have a voice . We no longer need to use the four traditional channels to reach users. Each of us can make our voice heard through emerging channels such as Weibo and WeChat. So we say that the definition of new media is all media except traditional media. It is not only decentralized , but also gives everyone a chance to speak out in this era. Before, how could one person attract the attention of thousands or even tens of thousands of people through live broadcast ? In the past, if you wanted so many people to pay attention to you, you had to at least appear on a local station, such as Tianjin or Beijing Satellite TV. If you want tens of thousands of people to pay attention, you may have to go on CCTV. It’s different now. If you create a big enough self-media , you can easily get around 100,000 readers, which was unimaginable before. What can we do with new media? With traditional media, we can only let everyone know information through a single point, but advertisers cannot know whether the people receiving this information are our target users , what percentage of advertising is ineffective, and we don’t know whether users will give good or bad reviews after receiving these things. At that time, it was very simple for us to make an advertisement. We just had to write a good slogan, send it out through good channels, and that was it. The representative of them was Melatonin, with a slogan like "I won't accept any gifts this holiday, the only gift I will accept is Melatonin". Through various forms, whether it was animation today or real-life people tomorrow, it was fully advertised through various channels, and then it was over. It is different now. We have more ways to reach users through new media, so the question becomes, what can we do with new media? 1. Build a brand. Many heads of startup companies feel that there is no need to build a brand in the early stages of their company’s development. What brand should I build when my company is so small? The first priority is to sell the goods and make money. In fact, this is not the case. The concept of brand has two characteristics: First, improve your bargaining power. Originally, your product sold for one yuan, but with a brand you can sell it for ten yuan. For example, the same washing machine, one is a generic brand and the other is Haier. The generic brand sells for 1,500 yuan, while the Haier sells for 2,000 yuan, but their performance is exactly the same. How is the performance reflected? Through the instructions on the label. But do you really believe it? If you don't believe it, would you find an expert to verify whether the performance of these two washing machines is exactly the same? I trust it because of the trust endorsement of the Haier brand. This is the trust guarantee that the brand brings to users. Even though I am not sure whether the two products are exactly the same, I will believe that Haier is the better one based on my past experience and word of mouth. This is the second characteristic of the brand, providing trust endorsement. When faced with two identical products, we will choose the one we trust more. Everything we do is actually about building the company's brand. Every WeChat and Weibo message the company sends, every article, and every word the CEO speaks represents the company's image. They are all about building your users' first reaction when they perceive your company's brand. For example, we can notice that Baidu, Alibaba , Tencent, and 360 each give you a different feeling. 2. Promote products. We all know this, so I won’t elaborate on it here. 3. Communication CEO. A while ago, Lei Jun and Zhou Hongyi met at the China Internet Conference. They had a particularly funny picture before, in which Lei Jun was looking at Zhou Hongyi sleeping. A year later they met again and sat together, and all kinds of interesting pictures appeared on the Internet, such as the best CP. Lao Zhou also loves to play. He would take a picture by the river with his mobile phone, and then it would be photoshopped by all kinds of people. Internet Matters has a very good relationship with 360, so it said let's hold a competition, and photoshop the picture taken by Lao Zhou into all kinds of things. At that time, my circle of friends was almost flooded with Lao Zhou's pictures. So how was this done? It was definitely not done by netizens themselves. It must have been led by 360’s public relations department. Why? Because it wants to promote its own CEO. When we talk about celebrities, we know that celebrities are those people who always appear in your information flow and you can always see them. Why do celebrities love to engage in scandals and gossip? Because he really had nothing to do, he could only create some scandals and gossip to let people know that there was such a person as him in the world. As more people paid attention to him, he got more film contracts and more pay. So, the world doesn’t look at your skills, but your influence. Between two people with the same skills, the one with higher influence will definitely get a higher bargaining power than the one with lower influence. Visibility is very critical. 4. Establish a public relations position. This is very simple. When something happens to us, we use it to issue announcements to restore our image. How can startups use new media to achieve low-cost marketing, brand promotion and operations ? Three tricks: 1. Distribute high-quality content through multiple channels so that everyone can see you. Many people think that new media is just Weibo and WeChat, and that’s it once you post. In fact, the content we want to produce comes in various forms, and there are also many channel options. This is the focus of today's talk. 2. CEO’s personal branding makes target users like you. This is very important, even more important than building a company brand, so we have to use various means to package our CEO, because the CEO represents the tone of our company's brand. Do you think that the tone of 360 and Zhou Hongyi is completely consistent with your mind? Tencent and Ma Huateng , Alibaba and Jack Ma , are their personal images and company images perfectly aligned? Including why Dong Mingzhu and Lei Jun made that 1 billion bet back then, it was purely for fun. Later, whenever there was a meeting, reporters asked Mr. Dong and Mr. Lei, how is the bet going now? Do you want to continue gambling? There are always topics of this and that that remind people of them. Wang Jianlin also live-streams his daily life so that everyone can get to know the real him. Lao Zhou has also used Huajiao Live , and there are many such examples. Even Ren Zhengfei, who rarely appeared in the past, why in the past two years has suddenly been all over the news about people taking taxis at the airport late at night and queuing up for meals in the cafeteria? It is obvious that it was done by his own public relations department. If these things are really the norm, then why have we never seen them before? These bosses all realized the importance of CEO in brand building, so they all started to do it. 3. Professional community operation is the guarantee of self-propagation and creates new profit points. What is the definition of community operation? In fact, many people still think that the community is the WeChat group , which is a huge misunderstanding. Community is the result of human beings evolving from primitive people to intelligent people. Human beings are social animals. When humans gather together for various purposes to exchange thoughts and information, this channel and tool is called a community. Therefore, forums, blogs, Weibo, WeChat, Moments, QQ Space and other things are all called communities. So why is community operation the guarantee of self-propagation? Because the most important thing we do every day is to acquire our core users . What is a core user? Even if you don't give him money, he will still help those people promote you and will not leave you just because someone scolds you. Why was Xiaomi so successful before? Because it built a community through its own forum, bringing together a group of people and giving them a term called "enthusiasts". You are not loser users, you are a group that loves cost-effective mobile phones. They have the same attributes, they gathered together, and whoever scolds Xiaomi is scolding them as a whole. They spend the whole day thinking about how to scold back, and during this process, Xiaomi officials just watched from the sidelines, which is very good. Therefore, we must also use all methods to find this group of core users, maintain them well, and let them take the initiative to help us promote . The second function of the community is to create new profit points. There are suddenly a lot of paid communities emerging now, mainly because knowledge can be priced. We used to say that the Internet economy is a free economy, but today a group of people who are willing to pay for knowledge have emerged. For example, on Get, many high-quality authors have earned tens of millions of dollars from it. This was unimaginable before. Shouldn't knowledge be free and shareable? Why should we pay for it? People used to think this way, but now it is different. All kinds of courses are sold online. So if you can do a good job in the community, you can not only maintain old customers, but also make them pay for you. Building an online marketing system Practical knowledge and sharing are all fragmented knowledge. If your thinking has not formed a system, you will not be able to absorb these fragmented knowledge well. Marketing today is all about distributing unique, adaptable content across multiple channels at the right time. 1. Timing: (1) Industry opportunities: industry conferences, major industry events, hot topic updates, etc. If you can't follow the hot topics in the industry, don't bother following the big ones. p.s., try not to post negative hot topics. (2) Holiday timing (3) Opportunity of the times: the content scarcity bonus of new channels. When Weibo first emerged, it was an era with huge traffic but very little content. The content producers were all on forums and blogs. There is a group of people who directly copy the content written on forums and blogs to Weibo. After two months, those interesting and eye-catching accounts can have millions of more fans. Similarly, let’s look at WeChat. When subscription accounts first came out, many college students gained millions of followers by copying content from Weibo. At the time, there was no original protection. This was the dividend of the times. After all, subscription accounts had many readers but very little content. Therefore, we must try our best to seize the dividends bestowed by the times, that is, the dividend of content scarcity when new channels emerge. 2. Content: Let’s talk about emoticons : many people born after 1995 rarely send text when chatting. So what do they post? They compete with each other with pictures! There are all kinds of interesting pictures. If a startup company wants to lead a trend in a small channel or gain popularity in a small range, emoticons are a method they can try. For example, your company’s mascot or other image can be used in interesting scenarios, such as when giving out red envelopes or saying OK. The second type is the emoticon package of the company’s founder. For example, many celebrities have cooperated with WeChat very early on, and internet celebrities such as Papi Jiang have also started making emoticon packages. These are more interesting and have the potential to spread. Characteristics of single content: relevant to me, unknown and novel, and emotionally exciting. 1. Relevant to me: Is everything you do relevant to your target users? Do they want to click on it, like it, and whether they can spread it. 2. Unknown and novel: Are you interested in this thing and have never seen it before? 3. Emotional excitement: joy, anger, sorrow, and fear. Overall features: 1. Uniqueness: Differentiation. What makes you different from others? 2. Repeatability: After determining a point, keep targeting it and penetrate it. Once you have made a point, use different pieces of evidence to support it. 3. Relevance: Is what you do related to your industry? 3. Channels: Now that we understand the theory, how do we put it into practice? Let me ask you a question first: How many steps does it take to fall in love with someone? Five steps are required: 1. See. First you have to see me, then you can know that I am a man, I don’t know how old I am, and I look like this. This is the first impression, nothing else is known. 2. Recognition. After a brief introduction, you will have a preliminary understanding of me. 3. Understand. He added me on WeChat, looked at my Moments, and knew what I like to do. 4. Recognition. Have communicated with me, or listened to my lectures and agreed with my views. There are three situations here. The first is recognition, the second is indifference, and the third is disapproval. 5. Deal. The same is true for marketing. A marketing expert must also be an expert in love. Many people do marketing, which means advertising. Create your own group, your own WeChat account, your own Toutiao account , and then do one thing together: post advertisements and put the information you want others to know there. Their vision is that you see it and instantly close the deal. See (channel), the platform of big companies directs traffic. As a startup, we have relatively limited resources and money. It would be very difficult if we only use our own traffic to do marketing. Because our traffic is very small, it is very difficult to do this. So we need to leverage our strengths . We have experienced the content scarcity dividend of many new channels. For example, Himalaya lacks high-quality audio. If you have it, you can get very good results. As a startup company, can we find such channels for publicity? One interesting thing about many startups is that they focus only on content and don’t care about promotion . They think that as long as our content is good enough, someone will definitely share it. In fact, this is totally wrong. We are now in an era where even good wine needs to be hidden if it is not well known. No matter how good your content is, if you only post it on your own WeChat public account , since it is a closed platform, no one will pay attention to you and no one will see your content. Therefore, you must distribute high-quality content through multiple channels and use the power of large platforms to let more people see you. What do I do after seeing you? Introduce a personal WeChat account . At the end of all your content, leave an entrance to your personal WeChat account. Why should you create a personal WeChat account instead of a public account? Because a public account is a cold existence. We want users to interact through Moments, understand our true status, fully understand our true and full personality, and know what kind of person we are. Through articles on the official account and online interactions, let more people know about our official account, let them know what kind of activities we do on it, let them know about your company, and through the interaction between your personal account and WeChat Moments , let users truly understand you. The next step is to make users recognize you through WeChat conversations and communities. The definition of a community is not to create a group and send advertisements to it. We can allow users to exchange resources and old users can bring in new users. All the marketing activities we do are aimed at retaining our core users. Our target users are scattered everywhere in various channels, and it is difficult for us to find all users through one channel. In the past, advertising spots during the Spring Festival Gala were very difficult to get because everyone was watching it. Now, the situation is completely fragmented. Many people don’t watch the Spring Festival Gala anymore. I watch the online Spring Festival Gala, I watch Mango TV, I watch apps, or chat on WeChat. People’s attention is fragmented. Why is it said that the traffic of WeChat public accounts is declining? Because the emergence of various information platforms and live broadcast platforms has distracted people’s attention. After all, there are only so many people in total, and at the same time, there are more and more channels to obtain traffic. Therefore, we must now implement a multi-channel strategy instead of clinging to one channel. Therefore, it is recommended to try each channel, and then choose one channel from different fields. As for live streaming, let’s talk about it briefly. To do live streaming, first of all you have to understand entertainment very well, as the audience attaches great importance to the interaction between both parties. If you just output your own content unilaterally, you are wasting the live broadcast platform. The key to live broadcast is interaction, not just talking about dry goods. If you just talk about dry goods, then watching the video is enough. If you want to do live streaming well, you must understand its characteristics, rather than just saying it and then calling it a day. To do live streaming well, you have to have some little fun. Think about it: After listening to this, what actions do you want to take immediately? Many people take notes when listening to lectures, but they only remember one thing, which is what the teacher said today. However, this kind of note is actually meaningless. What kind of notes do I want you to take? After listening to this class or this case, what are my thoughts and what am I going to do next? Write it down clearly. Instead of just listening and then ending. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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