"Dry Goods" Complete Guide to Internet Finance New Media Marketing Plan!

New media is a relative concept. There will always be new media, and there will always be former new media that becomes old media. Sixteen years ago, new media was roughly equivalent to portal websites, more than ten years ago, new media was roughly equivalent to various forums, eight or nine years ago, new media was roughly equivalent to Baidu, seven or eight years ago, new media was roughly equivalent to blogs, and five or six years ago, new media was roughly equivalent to Weibo. Today, new media with social attributes represented by WeChat , new media with live streaming represented by Inke , new media with short videos represented by Meipai, new media with knowledge represented by Zhihu, etc., together constitute China's new media landscape.

Today's new media is so segmented, how should Internet financial companies choose? The answer is: there must be a priority, and a new media matrix with different levels and focuses must be established. This article divides the nine common new media platforms for Internet financial new media operations and promotion into three major camps with different levels and importance, and introduces the application methods of each new media platform.

First Camp

The first camp of new media includes: WeChat platform, Sina Weibo platform, question-and-answer platform, and encyclopedia platform. These four types of platforms are new media platforms that all large, medium and small Internet financial companies need to develop in depth.

1. WeChat Platform

WeChat has 650 million active users. This huge user base is like a huge gold mine, attracting many gold diggers. Specifically, on the WeChat platform, the new media tools and resources commonly used by enterprises include: WeChat public platform , WeChat personal accounts, WeChat groups , and WeChat advertising resources.

1. Functional positioning of WeChat public platform

(1) Mobile terminal entrance

Taking the online lending industry as an example, mobile terminals have surpassed PC terminals in terms of transaction volume and user growth. The WeChat official account mobile terminal entrance function allows users to open the online lending platform ’s corporate WeChat official account to complete login, registration, investment and other operations.

(2) Mobile user service base

Taking the online lending industry as an example, it can provide functions such as: online customer service, WeChat login-free, exclusive financial advisors, one-click account inquiries, investment calculators, etc., to provide Internet financial users with a better service experience.

(3) Attracting new users

By producing high-quality content (such as the creative H5 that goes viral on WeChat Moments), launching WeChat marketing campaigns, and leveraging the self-propagation nature of social media, brand communication and fan acquisition can be achieved through forwarding and sharing by netizens.

(4) User conversion

By carrying out WeChat Internet marketing activities (such as giving red envelopes to WeChat fans for investment), WeChat public account fans can be converted into platform investment users, thereby increasing the investment amount of individual users.

(5) User activity and retention

By building and operating micro-communities and carrying out user operation activities (such as daily WeChat check-ins), we can strengthen user interaction and improve user stickiness.

(6) Information Disclosure

Internet financial platforms’ information disclosure is not only a requirement of laws and regulations, but also an effective way to enhance user trust. WeChat public accounts are an important channel for information disclosure.

2. Functional positioning of WeChat personal accounts

Customer service tools. The opening rate of WeChat subscription accounts is low and the forms of interaction are limited; for WeChat service accounts, the forms of interaction and the frequency of message push are both restricted. Adding users as friends through personal WeChat accounts provides more diverse forms of interaction and can create a better service experience for users.

3. Functional positioning of WeChat groups

The carrier of user community operation and customer service. Compared with QQ groups, WeChat groups as a user community operation platform have the following shortcomings: fewer functions and more difficult community management. The advantages are: users open the app more frequently and the user experience is better.

4. WeChat advertising resources

(1) WeChat Moments Advertising

Pay-per-performance WeChat system advertising can match target groups based on mobile phone type, age, city, and expressions of interest.

(2) Guangdiantong advertising

Pay by performance, WeChat system advertising, which is the banner advertising at the end of the WeChat public account.

(3) WeChat large-scale advertising and soft-text advertising

It is commonly seen in high-quality public accounts such as Gu Ye, Shenwanfawu, and Mi Meng , and its advertising format is easily accepted by fans.

(4) WeChat large-scale advertising articles

The advantage is simplicity and crudeness, while the disadvantage is poor reading experience and forwarding rate, such as the p2p promotion article "Goodbye, Yu'ebao".

(5) Video stickers for large-scale WeChat ads

Because it is word-of-mouth + brand exposure, the effect is better, but the cooperation cycle and price must be taken into consideration.

(6) Other unorthodox methods

Such as: article appreciation, nickname advertising. (Although it is effective, it is likely to be disliked by users and is generally not used.)

2. Sina Weibo Platform

In the past two years, some people believe that the activity on Weibo has declined, and that "many people around me use WeChat and rarely use Weibo." This is just an illusion. On the one hand, Weibo and WeChat are different. Weibo is a social media, and WeChat is a social IM. Therefore, after the Wang Baoqiang incident, the "tourist sightseeing line" appeared on Weibo, but not on WeChat. On the other hand, those who believe that Weibo activity is declining ignore the stratification and penetration speed of China's Internet. According to Weibo’s financial report, the number of active users of Weibo has maintained a growth rate of more than 30% for nine consecutive quarters since its listing. Weibo and WeChat each have their own advantages and disadvantages.

Specifically, on the Weibo platform, the new media tools and resources commonly used by enterprises include: Weibo corporate self-media and Weibo advertising resources.

1. Functional positioning of Weibo corporate self-media

(1) Attracting new users

As a social media, Weibo has an extremely fast transmission speed due to its social self-propagation characteristics. Therefore, Weibo is often an excellent carrier for brand topic marketing and event marketing , quickly increasing brand voice.

(2) User activity and retention

By interacting with the brand and users and providing value-added services through Weibo, we can improve user satisfaction with the Internet financial platform and increase user stickiness.

(3) Information Disclosure

Information disclosure by Internet financial platforms is not only a requirement of laws and regulations, but also an effective way to enhance user trust. Corporate Weibo is an important channel for information disclosure.

2. Weibo advertising resources

(1) Fanstong Advertising

Pay-per-performance advertising on Sina Weibo can match target groups based on mobile phone type, age, city, and expressions of interest.

(2) Soft-text advertising on Weibo

When using big Weibo accounts for promotion, what matters is not only the traffic resources of the big accounts, but also the trust endorsement effect of the big accounts.

(3) Hard advertising on Weibo

Some big Weibo accounts refuse to accept hard advertising for Internet finance.

3. Question and answer platforms (Zhihu, Fenda , Baidu Q&A, 360 Q&A)

The question-and-answer platforms commonly used for new media promotion include Zhihu, Fenda, Baidu Q&A and 360 Q&A. Baidu Q&A and 360 Q&A have been used for online promotion for a long time. Although Zhihu and Fenda appeared later, they have great marketing potential. The functional positioning of the Q&A platform is as follows:

1. Auxiliary SEM

Since question-and-answer platforms usually have a higher weight, it is easier for them to get a better ranking in search engines.

2. Traffic channels

On the one hand, the users attracted through question-and-answer promotion are more accurate. On the other hand, since Q&A is "an exchange of views and experiences between netizens", the information is more credible and easier to form user word of mouth.

4. Encyclopedia Platforms (Baidu Encyclopedia, 360 Encyclopedia, Hudong Encyclopedia)

The encyclopedia platforms commonly used for new media promotion include Baidu Encyclopedia, 360 Encyclopedia, and Hudong Encyclopedia. The encyclopedia platform is the "old media" in the new media, but its status in the industry is still unshakable. The functional positioning of the encyclopedia platform is as follows:

1. Auxiliary SEM

Since encyclopedia platforms have relatively high weights, it is easier to get better rankings in search engines.

2. Provide trust endorsement

The essence of finance is trust and risk. Encyclopedia platforms can provide trust endorsement for Internet financial platforms to a certain extent.

The second camp of new media includes: live broadcast platform , audio platform, and video platform. Entertainment and multimedia are the major trends in marketing and promotion . These three types of new media platforms are the strengthening positions of large and medium-sized Internet financial companies and the positional positions of start-up Internet financial companies.

Second Camp

1. Live streaming platforms (Inke, Huajiao, Yizhibo)

The biggest feature of online live streaming is its intuitiveness, instant interactivity and strong sense of immersion. When live streaming is combined with Internet finance, it can play a big role in information disclosure, user communication, publicity and customer acquisition. The specific gameplay of the live broadcast platform is as follows:

1. Live broadcast of information disclosure

Compared with traditional forms of information disclosure such as company field visits, seminars, and customer appreciation meetings, information disclosure through live webcasts can transcend geographical limitations.

2. Live broadcast of brand promotion

Such as live broadcast of product launch conferences, live broadcast of platform financing launch conferences, live broadcast of company relocation, live broadcast of celebration party for transaction volume exceeding 100 million yuan, live broadcast of the theme of company executives on the interim supervision measures, etc.

3. Live streaming endorsed by internet celebrities

Attract users from the live streaming platform through recommendations from internet celebrities during live streaming, or through financial management content broadcast by popular hosts.

4. Live broadcast by financial experts

Live broadcasts by financial experts can not only increase user activity, but also provide financial users with more accurate and detailed financial services. Secondly, when experts introduce products on live streaming platforms, they are often more easily accepted by users. When users are convinced in their concepts, they will have greater user stickiness and improve brand loyalty.

5. Live broadcast of customer service communication

The biggest feature of online live streaming is its intuitiveness, instant interactivity and strong sense of immersion. Allow enterprises and users to communicate "face to face" in a timely manner.

6. Live streaming of entertainment activities

Internet financial platforms can take advantage of festivals or social hot spots to launch offline activities and online live broadcasts, allowing users to "play" with brands.

7. Offline interaction + online live broadcast integrated communication

Similar to Weibo and WeChat, live streaming is still a new media medium. A good communication campaign needs to give full play to the advantages of various media channels and make comprehensive use of online and offline communication resources.

2. Video platforms ( Miaopai , Meipai, Youku)

Video content is experiencing unprecedented growth in 2016, but so far, the growth of video content has not yet reached its peak. According to relevant data forecasts, by 2017, 69% of Internet traffic will come from video consumption. Nowadays, many brand owners have also begun to strategically plan their video content, which mainly includes: brand introduction, brand publicity, product promotion, increasing user reach, promoting user engagement, and business promotion. As far as the Internet finance industry is concerned, the marketing methods of videos are as follows:

1. Short video large-size patch ads

Usually, patch ads are added before and after the videos produced by short video giants.

2. Content Marketing for Short Videos

Content marketing is obviously not traditional advertising placement. Content marketing is to package Internet financial platforms or products into content. The native advertising form of content as advertising is the trend of the future.

3. Short video event marketing

Marketing activities can be carried out based on short video platforms, such as a video creation competition with prizes, using a 10-second video to explain that XXX financial management platform is the safest financial management platform, and encouraging netizens to create and share original content.

4. Shoot platform videos to answer customer questions

Users' trust in the platform comes from in-depth understanding, and short films are produced to introduce information such as the Internet financial platform's qualifications, risk control measures, and management team.

5. Integrate the financial product production process into a visual display

Taking p2p car loans as an example, short videos can be used to show the business operation process behind the target, such as document acceptance, loan preliminary review, five-level approval, contract signing, mortgage registration at the vehicle management office, GPS installation, insurance, GPS information entry and verification, loan issuance, paper document archiving, post-loan management and other links, making the target more transparent.

6. Show brand culture

Short video platforms provide an opportunity to fully showcase brand culture and characteristics, and can be used to shoot and produce company team-building activity videos, holiday employee interview videos, etc.

3. Audio platform ( Himalaya )

Compared with over-developed splash screen (visual) ads, the closed screen feature of audio allows brand information to reach users more effectively, which is the key point of audio marketing. Another feature of audio is its accompaniment. Compared with other media such as video and text, audio has a unique accompaniment attribute and does not require occupying both eyes, so it can play the greatest role in various life scenarios. Audio platform marketing methods are as follows:

1. Advertisements embedded in audio content

Select audio programs with concentrated target audiences for advertising placement.

2. Build audio self-media

Brands directly enter the audio platform and establish their own audio self-media. The Internet financial brand ppmoney jointly produced "pp Financial Time" with Himalaya.

3. Plan customized special programs

They often cooperate with specific anchors to customize programs based on the characteristics of Internet financial platforms and products, and accelerate marketing conversions by setting fan privileges.

The Third Camp

The third camp of new media includes: self-media platforms (except WeChat public platform) and forum platforms. For these two types of platforms, the marketing/operation input-output ratio is relatively low as far as Internet financial products are concerned. These two types of new media platforms can serve as placeholders for large and medium-sized Internet financial platforms.

1. Self-media platforms (excluding WeChat public platform)

The self-media platforms here include: QQ public platform, UC self-media platform, Jianshu, Toutiao, Penguin media platform, Sohu public platform, Yidian, Baijia, NetEase, Phoenix media platform, etc. The influence and number of users of these platforms are not as good as WeChat public platform, but they are self-media platforms that enterprises cannot ignore. The purposes of entering these self-media platforms are as follows:

1. Increase brand awareness through wider exposure

Many self-media platforms often rely on their own ecological systems such as news clients or portals, and have a huge traffic base; many self-media platforms are also information sources for search engines, which not only allow them to share a share of search traffic, but also serve as new channels for brand public relations; some self-media platforms will also recommend and display high-quality content. Therefore, these self-media platforms can often bring considerable traffic exposure to self-media accounts, and it is easier to cultivate a group of loyal fans on the platform.

2. New positions

The landscape of self-media platforms is changing. Take your place in advance and don’t miss the opportunity.

2. Forum platform (Baidu Tieba, Douban, Finance & Financial Management Forum)

Given the high popularity of Baidu Tieba and the uniqueness of Baidu as the largest search engine in China, Baidu Tieba still has certain marketing value. Douban is a paradise for literary youths, which may differ from the target customers of Internet finance to a certain extent, but its status in the new media world is still undeniable. Their functional positioning is as follows:

1. Auxiliary SEM

Taking Douban as an example, Douban has two applications with good ranking and inclusion, one is Douban Diary and the other is Douban Group Posting. After Douban's content is included in the search engine, as long as the keywords are accurate, the accurate natural traffic will gradually increase.

2. User community operation

Baidu official bar can be used for user community operation. The advantage of Baidu Tieba is that it has a strong sense of "community inclusion". The interaction between users allows users to find a sense of belonging to the community.

3. Cultivate opinion leaders (Internet celebrities)

Cultivating opinion leaders or shaping internet celebrities is a marketing method that has a relatively slow effect.

4. Post promotion

Posting promotion is becoming increasingly difficult, so very high requirements are placed on the selection of posting sections, posting content, and posting methods.