Online promotion channels and methods

Here I will sort out some free channels for online promotion and methods of operation to attract new customers, drive traffic, conversion and monetization.

First of all, there are many channels for promotion on the Internet, but the conversion rate of most channels is not very ideal. As an operator, you need to select platforms that match your user attributes from various channels and then conduct in-depth development. Then I will simply sort out some good channels for your reference:

1. Video self-media platforms: Douyin, Kuaishou, iQiyi, Xiaohongshu, Meipai, Tencent Video, Bilibili, etc.
2. Community forum platforms: Tieba, Zhihu, Mop, Tianya, Douban, etc.
3. Information platforms: Baijiahao, Toutiaohao, Dayuhao, NetEasehao, Sohuhao, etc.

The above channels are all free publishing platforms. Most companies’ online operations rarely have budget support when making operation plans. Most of the time, operations staff are asked to do free expansion first, so we will analyze how to do it with free channels.

First, let me talk about my personal experience. Among the categories listed above, I have chosen four channels to cultivate in depth in each category. Each platform will have a bonus period when a new account is opened, that is, the platform will vigorously push the article information you published, so you must make a good operation plan for this channel at the beginning.

We need to prepare all the authentication and related things for each platform at this stage, and at the same time read the publishing rules of each platform in detail, starting from scratch and try to avoid content that violates platform regulations. This will be conducive to the account upgrade and the activation of other functions.

1. Video Platforms

When publishing the first three videos, try to choose the most attractive content in your video library, which should also be the content you want to promote. For the video requirements, try to use a professional camera to shoot, and do a good job of video post-production. However, do not include a logo or promotional text in the video, and try to control the length to less than 3 minutes. When publishing again, fill in the video title, related hot spots, address or other things that need to be filled in or related as detailed as possible.

The video title can be edited in combination of three aspects: "the company's abbreviation is Shao Nian Qiang + the video is based on children and parent-child relationships + the content is oriented towards quality training". The video introduction can summarize the main meaning of the video in brief words. The content should not be long-winded or deviate from the theme of the video.

When choosing a video cover, try to choose a representative or attractive picture. At the same time, strictly follow the size and pixel requirements of the platform when uploading it. Don't just take a screenshot and be done with it. The first step for the video platform to attract clicks is the first frame of the video and the video title. When you are working on it, you must strive for excellence and be careful and serious.

After the video is released, you must first guide the comments. At this time, use the mobile phone of a colleague or other person to find the released video and throw out a few discussion topics. This topic can be positive or negative. Why can it be negative? We need to understand one thing about the promotion of videos.

Although the ultimate goal is to attract traffic and conversion, these are all follow-up actions. The first step is to hype up this video, attract a lot of attention and comments to increase your followers and fans. Don't think that this video can bring you anything. The early expansion goal should first be placed on the number of your followers. After the base of followers is large, you can change the direction of your content selection. Now is a good time to guide and convert.

2. SNS community platforms

I personally opened a Zhihu account, and this had the highest conversion rate year-on-year after I did the channel analysis and comparison, so I focused my main energy on it. Now let's briefly talk about Zhihu operations; first of all, opening a Zhihu account is the same as the operation of the video platform I mentioned above, do all the things that need to be improved, certified, and modified, don't be bothered by it in the early stage, you may never modify or pay attention to it after you get it done once.

When it comes to content selection on Zhihu, no matter what industry you are in, you must choose content related to your industry, and it must be original articles and videos. The first ten pieces of content must be original. This is very helpful for you to improve your account weight and platform popularity in the early stages.

Try to publish as many types of content as possible at the same time, that is, pictures, videos, and topics. In addition, the article categories selected when publishing should also be selected from multiple angles, but they must be relevant and similar.

The title of a picture or text is the first step to attract readers. Design it based on your main target group and conduct sufficient research on what this group cares about. Make sure the title matches the content and avoid false advertising.

In terms of content design, the editing and design of any article's content are the author's heartfelt expression and understanding. First of all, this person must be familiar with reading. Only those who understand reading will know how to make readers feel comfortable and serious.

Secondly, the use of pictures within the article must understand the reader's rhythm. Everyone may be reading smoothly, but if illustrations are placed in places where they shouldn't be, the reading rhythm will be disrupted and the reader will no longer pay attention to the content below.

In addition, the expression of the image elements within the content must also match the meaning of the text in the previous paragraph. The meaning of the illustration is not to make the overall article look layered, but to allow readers to have a deeper impression through the expression of the picture after reading the text part. Therefore, publishing an article is not something that can be done casually. If you really want to operate this channel well, you can attract more people's attention and browse it.

In addition to having a solid foundation in writing, you must also have the spirit of a reader and devote a huge amount of time and energy to produce good works; at the same time, in daily operations, you must insist on publishing every day. The number of content items can vary from 1 to 2. Publishing every day, the system will automatically increase your exposure.

3. Information Platform

The content selection of the platform may mainly include industry information, industry hot spots, etc., but when I operate it, I may choose more articles on hot topics. Early industry articles can be published but it is difficult to become hot promotion unless they are original or first released information.

The articles I publish on a daily basis are mainly promotional information. Whether it is video or graphic content, they are mainly narrative. This type of content has a good sense of immersion and can easily resonate with readers, and it is easy for the platform to become a hot recommendation.

The overall content is written in a narrative way to form a discussion of opinions. I am engaged in preschool quality education for young children, so it is easy for me to resonate with parents on the topic of children because the core of the article will have commonalities.

What remains is nothing more than insisting on publishing, participating in more activities within the channel, keeping the account active every day, and ultimately guiding the content. However, this is easier said than done, and it requires a lot of time, energy, and effort to operate well.

As the saying goes: You can't have your cake and eat it too. When we give up the way to achieve our goals with money, what we need to pay is a long time. Friends who are in the operation time field should have a deep understanding of this. From the beginning of a new account to forming a certain base of attention and fans, it often takes 1 or 2 years to gradually mature.

Here I would also like to advise my fellow operators that if the company does not have the budget to support paid promotions, you must make it clear to your leader what you need to pay for doing it for free. If you do it, don't give up halfway. Once you have decided, stick to it.

Author: I want to eat something good

Source: I want to eat something good