Weibo Fantong & self-media traffic, how to make 1 million per month?

Preface | As everyone has experienced——

iPhones have changed our behavior; Weibo and WeChat have changed our social interactions ; mobile Internet has changed the entire world; the so-called mobile Internet era can be called the " traffic era"; even SEM bidding, which has been developed for more than a decade, has to move closer to mobile terminals; the explosive growth of information flow advertising is self-evident, and everyone is scrambling for it...

However, today, I want to talk to you about the " micro-marketing " that has been overshadowed by the information flow , that is, the " content marketing " that relies on the two major traffic platforms of Weibo and WeChat. We are honored to have invited Max Dog, a veteran in online marketing , to discuss with us "When the traffic dividend fades, how can the micro -marketing platform be balanced to maximize marketing?"

1. Hello, Brother Gou, as a veteran in Internet marketing, please tell us about your views on the future development trend of the Internet marketing industry. As a practitioner, how should we keep up with the pace and maintain lasting competitiveness?

Max Dog: Let me put it this way, the adjective "veteran" may be a bit of an exaggeration. Although I am not very old, I have been in this industry for quite a long time. As for current online marketing, I currently believe that after the birth of WeChat, it has basically reached the end of Internet technology. WeChat on mobile devices is basically a traffic black hole , but one thing everyone should know is that China’s population and education level are extremely unevenly distributed, which means that other platforms still have opportunities.

I am reluctant to mention this, but I have to say the following fact:

I think if China wants to operate its Internet business well in the future, it will be very difficult to do anything well if it relies purely on "traffic thinking". The content of Aichi Academy (www.27sem.com) in this area is actually quite high-end and tends towards "advertising thinking".

In fact, what is behind actions such as advertising, writing plans, and planning landing pages ? Behind all these is what we call "content output." Let’s put ourselves in their shoes and think about this question - if we need to produce such strong content just for advertising, then we all know what we should do when we actually do business.

I have also mentioned in my own articles that the future will be the "liberal arts era". Partners who are creative and able to create will be able to maintain strong competitiveness in future Internet marketing .

2. Having experienced several "bonuses" from various media platforms, what do you think of the so-called traffic "bonus"? How can we seize the dividends?

Max狗: I think that before WeChat, there has always been a bonus on the PC side. I used to be a webmaster. The main monetization model for webmasters is to rely on traffic or a payment system set up by themselves. Before WeChat, Baidu, as the traffic entrance, basically monopolized all traffic. The threshold for building a website is relatively high, so it can be said that the word "bonus" is more suitable for the mobile era, because no one could compete with truly good webmasters in the past.

To take a step back, being a webmaster at that time meant being a half-human, half-god. Moreover, whether it was then or now, online earning is a relatively niche activity. The reason why there is a bonus on the mobile side is that the WeChat product has greatly lowered the entry threshold for practitioners. As long as you can write articles, you can even make money through the official account . So I think the "threshold" is the biggest factor that determines bonuses.

As for how to seize the dividends, it is difficult to say. I myself have not seized any of the dividends from the many mobile terminals, except for some trivial phenomenal monetization projects that made me earn a little money.

I think the key to seizing the bonus is not to "create your own chain of contempt" . To be honest, when WeChat first started to show some signs of business, my friends asked me to do it. At that time, the micro-business pyramid schemes were just becoming popular. I felt it was very LOW and didn’t want to do it. Later, another friend of mine started a public account called Guangdiantong and bought followers crazily. I also felt it was LOW. I thought to myself, do I need to hire an editor, or create my own works? And then… nothing happened.

Therefore, whether it is an individual or an enterprise, if you want to seize the "bonus", you must not "set up your own contempt chain". Humbly learning and bravely trying are always the most important.

3. Compared with SEM and information flow advertising, what are the advantages and disadvantages of WeChat marketing and Weibo marketing? How can they work together to maximize marketing effects?

Max狗: WeChat marketing is actually more of a "transaction scenario" . You can think about it from another perspective. Why do people nowadays like to direct traffic to WeChat instead of Alipay ?

The answer is simple, the display of WeChat Moments is very "dense". This means that your customers have the opportunity to see the ads you have placed when they open WeChat Moments every day. Therefore, WeChat marketing is currently the mainstream way of closing deals. It is a battlefield, not a tool for diversion.

There is no traffic on WeChat for you to grab... After talking about the advantages, let me talk about the disadvantages.

The disadvantage of WeChat marketing is that its policies are very opaque and unstable. Because in fact, most of those who rely on WeChat marketing (personal accounts) are engaged in product development. Nowadays, personal accounts are strictly limited. Even if someone searches for your WeChat account and adds you, you may not necessarily see the messages. Then, product accounts that are slightly involved in the "five black categories" can easily become abnormal. Although it is not a completely gray or black industry, we still have to fight against account blocking every day. I think this is the voice of many people.

Weibo is actually a very comprehensive platform that has both the features of a search engine and the characteristics of information flow advertising that pushes content based on interests. Weibo marketing should be viewed from two perspectives: one is within Weibo, and the other is outside Weibo.

Weibo itself is a media platform with huge traffic, and it is willing to support traffic and has open policies. If you are an expert in creating content, you can earn very good income within the Weibo system.

Especially this year, with the popularity of short videos , there are many ways to monetize within the Weibo system, including advertising, and direct traffic to Taobao stores. I have heard that many of my friends who used to make short videos have earned seven figures, which is quite impressive.

Outside the Weibo system, Weibo's Fantong also supports various H5 pages. To put it simply, it works with reviewers to help post product advertisements. Weibo is a product that consumes relatively more memory, so the phones that can run Sina Weibo are generally more expensive. In other words, they are generally people with higher incomes. Therefore, the quality of Weibo users is quite high, and the effects are very good whether it is attracting traffic or placing advertisements on it.

4. Recently, WeChat has also opened up search and bidding. What do you think about this? What suggestions do you have for business marketing strategies?

Max狗: WeChat has opened up search, but I’m not sure about the current news on bidding. I think the opening of WeChat search is actually an important milestone in the transformation from a "social product" to a "tool product."

I wonder if you have noticed a problem - although WeChat dominates China's mobile Internet, there are still social products such as Tantan and Momo. So I have told many people that social relationships are actually very superficial relationships.

Apart from the relationship of interests, the other relationship between people is sexual. For example, if I no longer work in the Internet industry today, then I might not want to care about Aiqi and other big Vs. Or maybe I am still in this industry, but they no longer use WeChat, so WeChat is actually of no use to me. So social relationships are a very shallow type of relationship. Since WeChat Pay , WeChat has actually been opening up various tools to connect with offline activities.

I am currently very optimistic about the benefits of mini programs and their connection with offline businesses. Everyone knows that WeChat has never provided any traffic, but now the "Mini Programs Nearby" are really a great blessing for physical businesses.

If WeChat can connect to the "nearby three kilometers" and bring users from online to offline, then its tool attributes will be stronger. So I think WeChat is really good for corporate marketing.

As for online businesses, the landing pages are actually similar. You have to look at the specific delivery background and keyword setting methods to tell whether it is correct.

5. I remember you said before that Sina Weibo is the best platform for operating traffic in the post-WeChat era. Can you talk about it briefly?

Max狗: I think that in the post-WeChat era, WeChat will still dominate. But its own website, Sina Weibo, is still a battleground.

Of course, apart from WeChat, Weibo is currently the only one leading the trend.

First, Weibo has done a great job in expanding its channels to lower-tier cities. In recent years, Weibo has played to its strong media attributes and supported a large number of original video influencers, so Weibo's current user activity is very high.

Second, Weibo itself has very strong tool capabilities, which WeChat currently does not have. Weibo connects with local life services, you can watch celebrities share their daily lives and then guide them to shop on e-commerce platforms, etc. There are many ways to play.

Third, Weibo actually turns a blind eye to the current diversion of traffic to WeChat. Unlike WeChat public accounts , Weibo is very "fast", which means that a message can be published in 30 seconds or 60 seconds. Therefore, even if the traffic goes into the official account and the content has the Weibo watermark, it will ultimately provide traffic to Weibo. Therefore, in the later stage, Weibo and WeChat will become two products that go hand in hand.

As for other products, I think it is more appropriate to describe them as "products of the times." If you look back at history, there were the Five Barbarians and Sixteen Kingdoms, right? You can also understand other products as various small countries or warlords.

The past layout was correct, and the traffic was also correct. But in the end, it is difficult to avoid the path of extinction. After all, the mobile phone screen is so big and people have so much time.

6. The last question is, it is rumored that Gou Ge once successfully used a new media platform to attract traffic and earned 1 million in one month? Can you talk about the secret behind this?

Max Dog: Haha, yes, actually not that much, the profit is hundreds of thousands! I would like to share this content with you during the live broadcast . That’s all I have to say!