What are the techniques for promoting soft articles on Weibo?

Nowadays, the Internet industry is developing rapidly, and many companies will use the Internet to carry out marketing and promotion. Weibo is also an important channel. Weibo has a large number of users and high activity, and the cost of acquiring customers is acceptable.

Weibo is a place for people to share and communicate, where new events and topics happen every day. Enterprises and businesses can use the characteristics of Weibo to conduct soft-text marketing. Let’s take a look at the techniques of Weibo soft-text marketing.

The influence of corporate Weibo is mainly determined by the following three factors:

• Activity: the number of valid microblogs published, forwarded, and commented on by the enterprise;
• Communication power: the number and intensity of reposts and comments on corporate microblogs;
• Coverage: The number of active fans on Weibo.

When companies conduct Weibo marketing , they should focus on the above three factors and combine them with the following techniques to create an all-round marketing campaign.

1. Take advantage of current hot topics

The most commonly used method is to take advantage of the situation. Companies can find content such as popular Weibo, hot topics, and comprehensive hot searches in hot topics on Weibo. Therefore, companies can use current hot topics to attract people's attention. Combining soft articles with hot topics can effectively increase user attention.

Durex’s Weibo is very good at leveraging marketing. You can go and have a look and analyze their logic of leveraging marketing. It is actually quite interesting and you can also learn some tricks. But don’t overdo it, otherwise you may fail.

Another way to leverage momentum is to use the hands of well-known bloggers with a large number of fans to help companies with marketing to achieve better marketing results. Marketing with the help of well-known bloggers has two major advantages:

• Well-known bloggers have a large number of fans, which can allow more potential users to be exposed to the brand and achieve better advertising effects.
• Well-known bloggers are more proficient in certain professional fields and have the ability to guide consumers.

Second, we must be good at digging into history

The history mentioned here not only refers to historical stories, but also refers to the historical culture of the company's location, the company's history of development and entrepreneurship, and even the historical origins of the company's business projects.

For example, tea companies can combine local cultural history for cultural packaging, technology brands can combine entrepreneurial history and technology history for brand marketing, and animation brands can explore the history of related IPs. As long as they are created with enough content, they can attract a stable group of fans.

3. Take the initiative to create news

Faced with Weibo, an instant platform with huge traffic, companies must learn to proactively create news. Although there are not many ways to publish news, the content of the news can be very rich.

like:

• The company's mid-year and year-end dealer seminars;
• Financing for merchants;
• Social welfare practice;
• Enterprises participate in well-known events, etc.

This will ensure that the company's news will never stop, so that consumers can see the company's news at any time. Of course, there are certain principles to follow when making news, such as:

• News must have a basis, be true, and cannot be fabricated;
• Write your copy using news writing standards.

4. Learn to compare with your opponents

Companies should be good at learning from their competitors. For the same product or service, companies should carefully study the characteristics of their competitors' soft articles, then learn from their strengths and overcome their weaknesses, find out their own advantages, and present the advantages that they have but their competitors do not have in the soft articles.

However, when comparing with competitors, you should be careful not to deliberately discredit your competitors. You should create from an objective perspective and not deliberately discredit your competitors' weaknesses in order to achieve your own marketing goals, as this can easily establish a bad corporate image in the minds of consumers.

5. 140 words to create essence

When conducting soft-text marketing on Weibo, it is best to complete it within 140 words. Although you can post long Weibo posts, users will not spend too much time reading them, and concise soft-text posts are easier to understand.

When posting a 140-character soft article on Weibo, please pay attention to the following points:

1. Attract attention within 40 words

For soft content marketing on Weibo, it is necessary to attract the attention of netizens within the first 40 words to achieve better results.

2. Use a question to end your sentence

Ending with a question is equivalent to throwing out a topic for consumers to discuss and attract more people to interact.

3. List useful information

When releasing multiple pieces of useful information, you can clearly list the useful information in points such as 1, 2, and 3. Don't express all the information in one paragraph.

6. Use the @ function

In Weibo soft-text marketing, the @ function is very important. Sometimes you need to @celebrity Weibo, well-known blogger’s Weibo, media Weibo or corporate Weibo in a blog post.

If these media or celebrities reply to your content, it is very likely to gain more fans' attention, thereby expanding the marketing effect of the soft article; others can @ the company itself through the Weibo of well-known bloggers, which means directly using well-known bloggers to advertise themselves.

7. Notes on Weibo + Soft Article Marketing

When using Weibo for soft-text marketing, there are some things you need to pay attention to.

1. Pay attention to the time of posting

The fragmented reading characteristics of Weibo users are very obvious. Therefore, when companies use Weibo for soft-text marketing, they should pay attention to the time period when the Weibo soft-text is sent to gain more attention.

Generally, it is between 8 and 9 am during working hours and between 18 and 22 pm after get off work. The main reasons are as follows:

• 8-9 a.m.: People are on their way to work or just after work, and will take a break from their busy schedule to check Weibo.
• 18:00-22:00: Users interact more frequently during this time period.

2. Get rid of the misunderstanding of forwarding

Many companies believe that if a Weibo post receives a large number of comments or reposts, it is likely to be effective. In fact, this is not the case. Judging the effectiveness of soft-text marketing solely by the number of comments and reposts is not very accurate, because some reposts are actually worthless.

Therefore, when companies conduct soft-text marketing on Weibo, they need to judge the marketing effect from the following two aspects:

1) Navy

Some companies outsource their Weibo soft-text marketing to intermediary companies. Sometimes, in order to make the marketing effect appear particularly good, these intermediary advertising companies hire a large number of "telecoms" to forward and comment. However, these "telecoms" are not real fans, so companies need to identify and distinguish them.

2) Quality

Companies need to pay attention to the quality of soft articles on Weibo. The so-called quality means that in the process of running soft article marketing, companies need to consider how many valuable comments there are in the comments, whether there are high-quality accounts in the reposts, and how many high-quality accounts there are; if these data are very low, then the overall soft article effect cannot be considered very good.

3. Pay attention to the precise user group

When companies conduct soft-text marketing on Weibo, they should look for potential user groups and conduct targeted marketing. So how can they accurately find user groups on Weibo? There are three main methods:

1) Topic

Various topics often appear on Weibo. Companies can combine their own positioning and participate in the topics through these topic searches, so that they can enter the target user group; if they find that some users often participate in topics related to their company's products, then these users are the most accurate users.

2) Micro Group

WeChat group is a platform for people with similar interests to communicate and interact with each other. Enterprises can create topics related to their own products and services in WeChat groups, and then users who enter the WeChat groups are target users.

3) Tags

We can analyze the tags of Weibo users and then classify them according to age, gender, etc. If the target customers of an enterprise happen to overlap with a certain group of people, then this type of Weibo users will be the target users or potential users of the enterprise.

4. Focus on cultivating a fan base

After a company finds its target users, it needs to find ways to turn them into its fans. There are mainly the following ways to turn target users into fans:

1) Interactive attention

You can’t just wait for others to follow you. Sometimes you need to take the initiative and follow target users. After gaining new fans, Weibo users will generally revisit the Weibo of those they follow, which is also a marketing interaction.

2) Comment and forward

You can write valuable and in-depth comments under some Weibo users, which can attract the attention of Weibo users. In addition to commenting, you can also forward it, which will make users feel flattered and increase their attention to the company.

Commenting and forwarding can build a bridge for mutual followers with users, and then it will not be difficult for users to become fans of the company. This method requires perseverance and careful comments to achieve good results.

5. Don’t just publish soft copy

When operating Weibo, some companies, due to lack of manpower, often just post information perfunctorily every day and regard it as completing the Weibo marketing task. The consequence of this is likely to be no effect.

The key to Weibo soft-text marketing is to continuously interact with users after the Weibo soft-text is released to maintain user activity and attention; therefore, Weibo soft-text marketing is not limited to just releasing soft-text, but is composed of many small links that are linked together, and it is not just about releasing soft-text information every day.

8. Conclusion

Nowadays, there are many media platforms of various types, but marketing on the Weibo platform is still a very important thing, and the threshold and investment are relatively low. As long as brands grasp the key points and techniques and persevere, they can achieve good marketing results on the Weibo platform.

Author: Village Chief Liang

Source: Village Head Teacher Liang