Talking about the contents and methods of network promotion and new media operation-my own experience

Operation is actually a very complicated matter. According to my understanding, operation is actually equivalent to the decision-making responsibilities of the ancient "shopkeeper" and the current "manager". In the final analysis, it is to improve the performance of the store. Of course, operations are also subdivided into many different types. According to the popular sub-method, there are mainly two kinds, one is online operation and the other is offline operation. The two complement each other and are indispensable. At present, online operation is relatively more popular. Taobao store, JD.COM store, WeChat merchant store, etc. These are all needed, and even many physical stores have begun to enter the Internet, making online operators more and more hot. Below, let's analyze the content of operation and the way of promotion. First of all, operating it is mainly divided into three aspects, that is, what is the operating subject, that is, what you want to operate and suck powder, such as WeChat official account, official website, app, Weibo and so on. , also known as the login page. The second is the content of operation, that is, what is used to attract people? Look at the theme of your operation, such as soft text, video, conference, lecture hall, games, mall marketing, offline code scanning and so on. The third is the promotion method, that is, where to promote it, so that your operators can be known, such as new media release, self-media platforms such as Tik Tok, search engines such as Baidu, video website advertisements, micro-group Q groups and other communities, large-scale mutual powder, payment platforms, intelligent outbound robots, telephone purchase, data purchase, push sales and so on. First, the promotion carrier (landing page) At present, the online promotion carrier is generally divided into the following types: (1) WeChat official account and micro mall. (2) Customer's self-operated website. (3) WeChat applet (4) Tmall, JD.COM, Meituan and other centralized platforms have joined (5) Mobile APP (2) The content currently promoted is mainly to attract people's attention to your carrier, and finally realize the change from attention to purchase. At present, the general contents mainly include the following points: (1) soft text marketing: writing soft text includes writing soft text of products and other articles. At present, all kinds of platforms are more and more strict in reviewing articles for publicity and promotion, mainly focusing on content and putting an end to advertising forms. Therefore, the form of soft text has become a way for enterprises to publicize, enrich carrier content, or increase exposure and traffic introduction. (2) Video marketing: Compared with pictures and texts, video is more subjective and readable, and its propagation speed is easier to attract people's attention than a single picture and text. Video website promotion skills: 1. Multiple video websites are published; 2. Clarify the purpose, brand, website and official WeChat account of video promotion; 3. The QR code should be added at the beginning and end of the video, and the time should not be too long. Try not to insert in the middle of the video, let alone insert too long advertisements; 4. The video is creative, which can poke the pain points of users and let users forward their own resources; 5. Make original video, without high-end equipment, 10 minutes, with emotional people; (3) Holding meetings or training marketing: using YY and WeChat voice. At a fixed time, do a good job of preheating the week before the meeting, and start counting down, and establish relevant WeChat groups, so that group members can pull in new lectures and trainings during this time. (4) The mode of joining and recruiting agents: the fastest fission mode: the merchants make a good operation plan and explain the operation mode, profit mode and joining policy to customers in detail. To recruit agents or franchisees, merchants only need to manage franchisees, and the main functions of WeChat official account and website become the window for external publicity. (5) Carry out micro-mall activities (such as team battles and lottery). ) and do small games to attract: you can get gifts at the same time by playing games, giving gifts by lottery, and sending lottery tickets by lottery. This is definitely a good marketer, but the premise is that customers must have fan resources or large agency resources to form a diffusion. (Grouping, bargaining, giving gifts, killing seconds, etc. Third, online promotion online promotion is mainly divided into PC and mobile. At present, PC is very mature. The so-called maturity means that there are not many opportunities, so the focus of our promotion is still tilted. The mobile Internet has been widely promoted. Both PC and mobile will have something in common, but the difference is that the way is more inclined to the mobile platform, and the content is mainly fast-food short articles and videos. Promotion is mainly divided into several categories: (1) promotion based on occupation: 1. Baidu knows, 360 Q&A, sogou asks: (1) Address:; (2) Skills: A. Question and answer: Prepare the answer in advance; B. guess how consumers will search and answer; C. Find friends or join an "acquaintance group" and answer each other; D. Pay attention to the keyword "micro-signal" and change it to "v". E. Take the initiative to answer questions and leave a micro-signal. 2. Zhihu: Zhihu is a gathering place for experts and professionals, with very high-quality questions and answers and professional knowledge. Most people who use this community are elites with high knowledge. Someone once joked that there are many elites in Zhihu! As a knowledge community, Zhihu must answer professionally and deeply, otherwise it will be difficult to drain! In addition, Zhihu's weight in Baidu search is extremely high, which brings huge traffic. This is a treasure that marketers can't miss, but knowing that the community is very strict with marketing, it is easy to block content and block accounts! Therefore, marketing methods must be clever and secret. (b) Community promotion: 1. Sina blog: Sina blog can be said to be an old blog platform. Compared with the new media platform, it has a high weight, but the collection speed is not as fast as the new media platform (personal test). In addition, the positioning of Sina blog itself is very grand, and the traffic of the platform is relatively scattered. Only those blogs with V certification have a large traffic, and most of them may blog. There is no denying that the high weight of Sina blog can still get a lot of search traffic from Baidu, but objectively it needs long-term operation to receive the goods! There is no limit to the number of articles published on this platform, and there are few comments! 2. Sina Weibo: Sina fan service platform is a platform for Weibo to authenticate users and provide exciting content and interactive services for fans who subscribe to him actively. At present, the development mode interface is mainly divided into four main interface functions: user-defined reply interface, private message reminder interface, subscription sending interface and application message service. Remember that you need to be a V-certified user in Weibo to enter the platform. If you just use an ordinary trumpet, it is basically impossible to play this platform! 3. Baidu Post Bar: Post Bar is an established online community platform. By setting up a post bar, you can just change your avatar and name to the company's relevant information, and then send all kinds of relevant news information, enterprise introduction and even some gift-giving activities, such as free gift-giving, adding WeChat and so on. After adding WeChat, you can drain it ~ Skills: A. Join the active post bar of the target customer. B. QR code pictures are more transformed than words. C. post by yourself, D. reply by yourself. Leave more signals (note: give others one more reason to add you). E. the avatar uses a QR code. 4. Baidu Baijia (BaijiaNo. ): E-commerce, Internet, science and technology articles are popular, and the traffic source is recommended by Baidu. Baidu Baijia is a product of Baidu, which was fully launched at the end of 20 16. Baidu is the largest Chinese search engine, seo optimization artifact, huge traffic, ranking effect nothing to say. At present, Baijiahao can also create advertising revenue by reading! But there is no commodity function! Advantages: the article search record is fast (almost every second) and the weight is high! Disadvantages: the content quality is not very high, there are many advertisements, and the layout and user experience are still a little behind the headlines! Perhaps Baidu relies too much on technology and ignores the continuous upgrading of experience! Skills: a. Apply for registration as needed; B. The first step is micro-signal, and the two-dimensional code picture is better, giving people a reason to scan you and then pay attention to you; C. More articles and comments; (The quantity is critical, and the effect of sticking to several articles, dozens of articles and hundreds of articles is completely different) D. Write more originality; (3) Social promotion based on Tencent: 1. Tencent, WeChat and QQ chat tools: (1) Send QR code pictures directly and recommend them to friends; (2) Add the QQ group of the target customer and send the QR code to the group. (Note that not all groups can advertise. Of course, you can advertise and run. ) Use the group sending tool for QQ group sending operation, or express more opinions in the group at ordinary times, guide others to add you, build a group when a certain number of friends reach, and send product information in a unified way, which will also have immediate effects; (3)QQ signature and QQ personal data; (4) People nearby: People nearby are really amazing things. Basically, many people will add you as soon as they open it, because you are a beautiful woman, but people nearby should not always use it in one place. You can use people nearby everywhere, so that you can have a wider range of users. (5) Magic personal WeChat powder absorption: This method is very practical. We can create many personal WeChat trumpets, preferably female trumpets, with all kinds of beautiful photos, and synchronize the pictures and texts of friends circle for each number. When the content is enough, we can promote it. A trumpet can add about 5000 friends, and a few more trumpets will be tens of thousands. Personal micro-signal is a wonderful thing. I say magic because the number you make may be more powerful than the marketing ability of your official WeChat account, especially the WeChat business. If you have 10 micro-signals, each filled with 5,000 people, then your promotion information can be seen by 50,000 people at the same time, and both the subscription volume of WeChat official account and the graphic forwarding volume can be greatly improved and exposed. 2. Promotion based on other social networking sites: (1) Drift bottle: It is also a magical thing. Basically, everything that floats out should be added. Don't say something rude in the bottle, such as adding WeChat official account. It is best to make friends sincerely or say something interesting and profound. Adding people first is the most important thing. Promoting the official WeChat account can be done in the circle of friends. (2) Making friends in Momo: The software is also amazing, and everyone who knows it understands it. In fact, many beautiful women in Momo don't talk much, but also write their own micro-signals, all of which are marketing numbers. So we can also apply for Momo and do the same micro-signal marketing. (4) Promotion based on video websites: 1. Centralized platform skills such as Tencent Video, Youku Re-employment, and Iqiyi Video: a. Published by many video websites; B. Clarify the purpose, brand, website and official WeChat account of video promotion; C. The QR code should be added to the head and tail of the video, and the time should not be too long. Try not to insert in the middle of the video, let alone insert too long advertisements; D. The video should be creative, which can poke the user's boot and let the user's resources move forward; E. You don't need high-end equipment to make original videos, and move people with emotion within 10 minutes; 2.Tik Tok: It has its own recommendation mechanism. Only by understanding the rules of the game can you become a senior player. His recommendation mechanism is decentralized, just like the headline. After all, it is a family. Simply put, after the video review, the official will give you a certain amount of exposure and push it to the user. If the user has the behavior of approving your work (forwarding it like a collection comment) and reaches a certain amount, the system will further push more exposure to more users. Until your work is not up to standard at a certain stage, the system will reduce the recommendation, and then when you don't recommend it at all, the work will come to an end. (5) Promotion based on new media: industry media websites: industry information websites. Anyone engaged in operations or products can contribute to websites such as Everyone is a Product Manager, Love Operations, Products 100, Internet Analysis Salon, etc. 1. Today's headline: It is undoubtedly a leader and pioneer in the media industry, with 600 million registered users and1.400 million active users. The product is fully functional, and the system robot recommends reading, without manual review; Can open product functions, self-operated advertising, considerable income! As long as videos and articles can remain original for a long time, the income will definitely be guaranteed! But nowadays, there are too many headline porters, and there are many repetitive contents in the information release. After all, the machine also has shortcomings, and the cost of manual audit is too high! The length of the content should be controlled at 1000 words+three to four pictures. The article should be published before 1 1: 30, and the title should not be too headline-oriented. Social hotspots and entertainment manuscripts are more popular. 2.UC big fish number: UC big fish number was renamed when it was the best, and it was previously called UC subscription number. UC Big Fish is a product of Alibaba. 20 16, 12, released the "W+" quantum scheme, with an investment of1000 million yuan, and supported the creation of high-quality content through the combination of "quantum bonus+advertising share", which attracted the active participation of many media creators! The platform attaches importance to supporting and encouraging high-quality original accounts, and the upgraded big fish plan will double the original content revenue! The big fish is really a big fish. Everybody prepare knives and forks and share the fish! 3. Penguin self-media platform: suitable for cultural and entertainment articles, but the review is strict. If it fails to pass the audit, it will be sealed. Penguin media platform is a product of Tencent, so it is called Penguin, but there is no special reading website. It only publishes articles on daily express, Tencent news client, WeChat news plug-in, QQ news plug-in, QQ WeChat official account, Tencent.com and other channel platforms, which is different from other platforms. 4. A little information: A little information is a highly intelligent news information application, through which you can search and subscribe to any keyword, it will automatically help you aggregate and update relevant information in real time, and at the same time, it will intelligently analyze your hobbies and recommend interesting content for you! A little information is actually very similar to today's headlines. The disadvantage is that the audit is slow and very strict. Ordinary articles can easily be judged as marketing soft articles or vulgar, interactive and inflammatory promotion, leaving you speechless! The overall information flow is not as good as today's headlines. At present, there are also original and revenue functions, but if you want to get the above benefits very easily, it seems that you have to wait until the great cause of the reunification of the motherland is completed! 5. Sohu media platform: Sohu has a high weight and a high ranking, which is easily included by Baidu 360. Sohu is the news source of Baidu. As long as you choose the right keywords, the traffic is very large, which is an artifact to dominate the screen and ranking. This platform is especially suitable for corporate brand promotion or personal brand promotion. Among many self-media platforms, Sohu's background is very simple and information release is very convenient. Sohu can open its own private letter advertisement, but it needs to be reviewed! 6. Sina: It is an original content production platform provided by Sina. This is a website for media lovers, aiming at opening up Sina's high exposure media position. Com and Sina Weibo in all directions. It is a comprehensive platform for super traffic output and deep brand cooperation created by media people. Because the author tried to apply twice and failed, I stopped playing! You can play if you are interested. Weibo related platforms should have some traffic! 7. Phoenix from the media: I occasionally go to Phoenix.com to watch the news. It seems difficult to apply for this from the media. I need a lot of supporting materials, and the review is very strict, and the published content is also very strict. This is in line with the consistent style of Phoenix.com as a media person. Corporate genes determine that it must be strict with itself, and it is impossible to smash its future signboard in order to make money! 8. Simple books: chicken soup, emotional essays and self-growth articles are more suitable for the simple book platform, and the traffic mainly depends on the platform recommendation. From its name, we know that pursuit is a simple concept. Simple books don't have many complicated background functions, and they look clean! The platform is mainly for young people, and writing articles can be rewarded! Jane's book is an online writing and editing tool that integrates writing, editing and publishing, with fresh style and simple design. However, the realization is slow, which requires patient maintenance, strict advertising control, and Baidu's collection speed is not very fast! 9. The rest: Himalayan FM, Renren.com, Aauto Hurry, Daily Express, public comment, pulse, hornet's nest, Jiji.com, parenting treasure, mile mile, Tik Tok,19th floor, 58 city, Mama.com, hot mom gang, detective, stranger, idle fish and other industries must also have corresponding communities, so choose a good one. Articles can be submitted on all self-media platforms that can be included, and all of them are the best. Don't be discouraged if you can't. Keep voting next time. (6) Use our own channels: official website, QQ group, blogs, forums, acquaintances, etc. to put our WeChat QR code in, but not too simple and rude. With soft text support, we can implant our micro signal and QR code in appropriate places for readers to accept. This kind of promotion method is suggested to be promoted in a planned way, and cannot be forcibly promoted, so as not to hurt the loyalty of fans in their own channels. Other reasons for adding QR codes; 1. Brand official website, self-built marketing website, self-help information search website: When the brand is famous, the website is famous, or a product is famous, or an article is famous, fans will naturally come; Make full use of the controllability of the website, in conspicuous places or invisible places. 2. Speech/open class promotion: QQ group, WeChat group, online live broadcast. Voice of YY 3. Submit navigation websites for inclusion: In the computer age, there are navigation websites such as HAO 123 and 360, and the traffic is huge. Wechat also has its own WeChat navigation website. Not only can you submit your own official WeChat account, but you can also include your own original articles. Searching for "WeChat Navigation" in Baidu will lead to many similar websites, such as "Gathering WeChat", "Wechat Lala" and "etc. (VII) Payment Channels The promotion of Internet products is basically inseparable from various advertisements. There are advertisements in search, advertisements in products, advertisements in videos and advertisements in WeChat. Generally, advertisements are promoted in graphic information through different WeChat official accounts, and the price varies according to the number of fans. I will list the following paid promotion methods. 1. Advertisers can be opened in the backstage of WeChat Broadcom on the official account of WeChat, where you can get greater display opportunities. Advertisements are displayed at the bottom of graphic messages of other official WeChat accounts in the form of text or picture links. When the user clicks this link, he can jump to a web page or prompt the user at the same time.