Marketing and promotion skills of corporate Weibo

In the turbulent Web 2.0 era, an important means for enterprises to conduct online marketing and promotion is through corporate blogs. With the rapid development of Internet technology, traditional marketing methods often cannot keep up with the development of the times. A new media marketing model based on Web 2.0 has emerged, that is, corporate Weibo. Now I will introduce the skills and methods of how Chinese companies use microblogs for online marketing and promotion.

Weibo marketing is a marketing method that uses Weibo as a marketing platform and every fan as a potential marketing target. Companies use their Weibo accounts to disseminate company and product information to netizens and establish a good corporate and product image. By updating content every day, they can communicate and interact with everyone, or post topics that everyone is interested in, thereby achieving marketing goals.

Weibo marketing focuses on value delivery, content interaction, system layout, and accurate positioning. The scope of Weibo marketing includes certification, effective fans, topics, famous bloggers, open platforms, and overall operations.

Platform selection

First of all, you need to choose a Weibo marketing platform for marketing promotion. Foreign companies will undoubtedly save a lot of trouble. Just choose Twitter or Facebook, target overseas user groups, and publish in English. For domestic enterprises, they can choose a platform with large traffic, high coverage and more attention for promotion and marketing. For example, Sina Weibo is a very popular Weibo platform. Try to avoid choosing niche platforms for marketing, otherwise the marketing promotion based on "communication" will be empty talk.

Positioning and goals

The positioning of corporate Weibo is to be an interactive communication platform for quickly promoting corporate news, products, culture, etc., while providing certain customer service and technical support feedback to the outside world, forming an important channel for companies to release information to the outside world.

The goal of a corporate Weibo is to increase its own visibility and ultimately be able to sell its products. When companies do Weibo marketing, they should establish their own fixed consumer groups, communicate and interact more with fans, do more corporate publicity, gain enough fans, form a good interactive communication platform, and gradually build an online brand with a certain degree of popularity.

Characteristics of Weibo Marketing

1. Low cost

The threshold for posting on Weibo is low, the cost is much lower than advertising, but the effect is not bad. Publishing information in 140 words is much easier than publishing in a blog, and it is more economical for advertising with the same effect. Compared with traditional mass media (newspapers, streaming media, television, etc.), it has a equally wide audience, requires a one-time investment upfront, and has low maintenance costs in the later stages.

2. Wide coverage

Weibo information dissemination is effective, fast and has a wide coverage. Weibo information supports various platforms, including mobile phones, computers and other traditional media. At the same time, there are various ways of dissemination, and forwarding is very convenient. Using the celebrity effect can amplify the spread of an event exponentially.

3. Fast spread

One of the most notable features of Weibo is its rapid spread. After a Weibo post triggers the Weibo detonation point, it can be interactively forwarded and reach every corner of the Weibo world within a short period of time, reaching the maximum number of witnesses in a short period of time.

4. Low threshold

You only need to write a text of no more than 140 words on Weibo, and the Weibo secretary will review it. It can be released immediately, thus saving a lot of time and cost.

Information release is convenient. A microblog post can contain up to 140 characters and can be published with just a simple idea. This is much more convenient than blogging. After all, it takes a lot of time and energy to conceive a good blog post.

5. Strong interaction

Able to communicate with fans instantly and obtain user feedback in a timely manner.

Content Construction

The content maintenance of Weibo is relatively simple, mainly including publishing and communication. Unlike corporate blogs, corporate microblogs have very distinctive features, such as low publishing threshold (only 140 characters), strong real-time performance, strong personalization, convenient interaction, etc. Companies that use microblog marketing must pay attention to these features of microblogs in order to form a good marketing communication model.

For example, control the publishing frequency so that the corporate Weibo can have about ten updates a day. Do not use automatic updates, but manually select some more lively topics for updates. To add personality, you can choose a good avatar.

1. Publishing information refers to the one-way communication of a company’s own content (such as articles on its blog, new product launches, corporate news, etc.) to its followers in order to expand the scope of publicity and increase visibility. Currently, most Chinese companies adopt this method to update.

When publishing this type of content, you need to be careful to ensure that your followers read these updates. Make sure they are worth reading and don't publish boring updates. Posting more interesting and distinctive updates will get more reposts and increase the attention of your corporate blog.

2. Interactive communication refers to achieving the effect of interpersonal communication and promotion through communication with followers, which is neglected by many companies.

In order to form good interactive communication, corporate Weibo should follow more users and actively participate in replying to discussions. For example, a well-known artist on Sina Weibo has millions of followers, but she hardly follows anyone, forming a completely one-way communication channel and completely failing to play the promotional role of Weibo. As a result, her number of fans is lower than that of people like Kai-Fu Lee who are good at communication. If she can make good use of Weibo marketing, hire a few web editors to update Weibo on her behalf, pay more attention to her fans and reply more often, then she may be able to gain greater online influence and become one of the "opinion leaders" in the online world.

Promotion plan

With updated content, better external promotion is needed. If there are no followers, no matter how good the content is, it cannot be effectively disseminated. There are many ways to promote corporate Weibo, and some commonly used techniques are summarized here.

1. Carry out prize-giving activities. Providing free prizes as encouragement is a marketing model, but it is also a means of promotion. Many people like this kind of prize, and this method can attract a certain number of users in a short period of time.

2. Special offer or discount information. Providing limited-time discounts on products is also an effective promotion method. For example, a company Weibo that sells hosting or domain names can regularly publish some limited-time discount codes, which can be purchased at a low discount, which can bring good communication effects.

3. Advertising. Publish corporate Weibo advertisements on some portal websites, Google Adwords, Baidu promotion and other platforms to increase the attention of ordinary netizens.

4. Internal corporate publicity. Some large companies already have a large number of employees, so they can guide their employees to open Weibo accounts and exchange information on them. For large companies, this operation can increase the number of fans of the company's Weibo in a short period of time. When the number of subscribers increases, it is possible to expose them on the homepage of the Weibo platform to attract more users to subscribe and follow.

5. Cooperative publicity. Contact the salesperson of the Weibo platform, add the corporate Weibo account to columns such as "Company Organization", and pass the real-name identity authentication.

6. Send invitations widely. Invite the company's own customers and potential users to register through email or other channels. The registration link used is the designated registration link. In this way, others will automatically follow the company's Weibo after registering.

Operational plan

The operation of corporate Weibo is long-term. You can consider having multiple company employees jointly maintain a main account, and update the content using a combination of manual and automatic methods. In the early stages of promotion, try to use manual updating methods to ensure the quality of each information update. In the later stages, you can use automatic synchronization of corporate blog RSS to facilitate maintenance.

For articles that are being promoted, be sure to fill out a detailed summary and then add the article's short link address.

Inviting the company's customer service staff to perform Weibo maintenance and respond to some product technical issues can achieve rapid response and immediate resolution, thereby improving customer satisfaction.

Inviting the company's consulting and pre-sales consultants to perform Weibo maintenance can solve some potential customers' questions and strive to develop potential customers into paying users.

In addition, a special community can be set up for users to communicate, with dedicated personnel to maintain and answer questions; special pages can be created to introduce key information that users are interested in, etc. These are all communication methods that are more popular with consumers.

When multiple people maintain a corporate Weibo account, it is necessary to formulate standards for updating Weibo to prevent the update of some non-compliant information on Weibo and to better reflect the company's culture to the outside world.

The above is my summary of the plan for corporate Weibo promotion , marketing, and operations. In short, when a company opens a microblog for online marketing, there are both challenges and opportunities.

Author: William Long

Source: Moonlight Blog