How to promote the online channels of Internet finance? Which channels are more effective?

For online loan products, the promotion channels are mainly divided into the following categories:

The first category: online advertising.

1 search channel:

Take Baidu as an example, and so on. Baidu Pinzhuan, Baidu Huabiao, Baidu Intimate, Baidu Aladdin, Baidu Keyword, Baidu Net Alliance, Baidu DSP, Baidu Window, etc.

Note: The quantity is extremely large, and the keyword bidding operation is extremely difficult. If there is a professional team, the effect is very good.

2 Alliance advertising:

Baidu, sogou, 360, Google and so on.

Note: large quantity, cheap network alliance, average effect, three elements: material, orientation and bid.

3 navigation advertisement:

Hao123,360 navigation, sogou navigation, 2345 navigation, UC navigation, etc.

Note: the navigation effect is ok, because it is large, but a good location is more expensive.

4 Super advertising platform:

Guangdiantong, Sina Fuyi, Today's Headlines, Momo, Netease Youdao, etc.

Note: large quantity, especially wide point connection, has moderate effect, which is also three factors.

5T display advertisement:

Tencent, Sina, Netease, Phoenix, etc.

Note: large quantity is expensive, and the effect depends on the specific situation.

The second category: media advertising.

1 TV commercial:

CCTV and Satellite TV can be broadcast hard, interviewed, sponsored exclusively or implanted for public welfare.

Note: according to different types, it has certain brand endorsement and word-of-mouth shaping effects. The more expensive the price, the greater the traffic; Cheap is often for content endorsement. The effect is either in the sky or underground.

2 newspaper advertisements:

People's Daily, Southern Weekend, Southern Metropolis Daily.

Note: It can cover the mainstream population and has certain brand benefits.

Three magazine advertisements:

Journal of automobile, finance and tourism.

Note: Same as newspaper advertisement.

4 radio advertisements:

City FM/Music FM.

The third category: outdoor advertising

1 Focus ads:

Focus Media, bus online.

Note: Focus Media is highly exposed, so burning money is necessary.

2 subway advertisement:

Brand train, brand direct number, all kinds of exhibition space.

Note: Strong exposure, wide coverage, indiscriminate promotion, strong panoramic view of the carriage and excellent display effect.

3 bus advertisements:

Bus body advertisement, bus stop sign.

Note: The exposure is good.

4 Others:

Railway stations, airports, cinemas, highway signs, square LCD screens, etc.

Note: All of them have strong exposure and good focusing effect. For example, the airport is the best choice to cover high-end people.

The fourth category: social advertising.

1 wechat:

Public size, circle of friends, and deep cooperation on WeChat.

Note: Recently, there will be an advertisement for Lending Bao after WeChat payment. I believe that after the circle of friends, other functions of WeChat will try advertising cooperation one after another.

2 Weibo:

Weibo tuba, fans, topic list.

Note: Creativity is very important.

3 community:

Various community organizations.

Note: Water depth.

The fifth category: APP advertising

1 application market:

360, Baidu, Xiaomi, Huawei, Application Bao, VIVO, OPPO, Gionee, Lenovo, Samsung, etc.

Note: An important channel to promote APP.

2 Alliance advertising:

Integral wall, rebate alliance, mobile advertising platform, such as: adwords, Mi You, Meng Duo, Yima, Aichi, etc.

Note: ASO is necessary, inaccurate and invalid.

3 Pre-installed:

Mobile phone manufacturers, distributors, chip manufacturers, etc.

Note: large quantity and deep water.

4 super APP:

Didi, Uber, Meituan, WIFI Universal, Meitu Xiu Xiu, Lock Screen.

Note: most of them are locked screens, and the effect is average.

Category VI: Official channels

Function: 1, cold start; 2, content marketing, from multiple angles, through video, pictures, text to explain the enterprise concept, product characteristics, link users; 3. Market communication, using WeChat, Weibo and official channels to maintain the right to speak in the market, and planning various activities to create a flashpoint.

At 1 station:

Have website and APP advertising space, short message channel, website letter, pop-up window, etc.

Note: official internal channels are also good promotion positions, which should be used reasonably.

2SEO:

Official website ranking, encyclopedia, know, post it, news source.

Note: this piece is very suitable for cold start. If you have the ability, set up a professional team to rank the stations and rank news source, which is known to all enterprises. Post it, cultivate in the early stage, and harvest in the later stage.

Key point: Understand the rules of search system.

Three official media:

Service number, subscription number, Weibo official number, official blog and official community.

Note: the service number should be used as a product to grasp the product needs of users; It is necessary to spread the subscription number and grasp the information needs of users. WeChat and Weibo can make matrices; Blogs have fallen; The community is extremely difficult and has achieved good results.

4 news from the media:

Tiger sniffing, 36Kr, Baidu Baijia, today's headlines, Sohu, Netease, Tencent, Sina from the media.

Note: Cold start is required.

5 video from the media:

Youku, Tudou, Iqiyi, Sohu, Sina Video.

Note: Same as above.

6 others:

Such as customer service, sales, stores, agents, etc.

The seventh category: community channels

Function: soft marketing. This area is a treasure land, a soft and wide core battlefield. Apple, Samsung and Uber all like to do this. Before the product goes online, various preheating activities and content marketing. When you see a lot of people discussing Apple's new products in the forum, please don't believe it's all spontaneous. There are many water army and bloggers in it. In fact, Uber has maintained deep cooperation with bloggers in various comprehensive and vertical fields in China. It is a common phenomenon to carry out community marketing of automobiles, beauty cosmetics, maternal and child products and electronic products.

1 synthesis:

QQ Space, Renren.com, Douban, Zhihu and Tianya.

Note: Zhihu has a high weight and many QQ space users.

2 vertical:

Ctrip travel and cellular travel; Car home, Easy Car Network; SouFun and Anjuke; Hot mom gang, baby tree.

Note: Vertical communities often have extremely high user quality and great marketing value, but communities have dealt a serious blow to marketing. A better way is to find KOL for implantable marketing, or you can find a writer to shoot original videos and pictures, and then do high-quality content marketing after writing a copy.

3 social:

Wechat group, QQ group, Douban group.

Note: the labels of social groups are very clear, and it is easy to find the target users, but they also have strong resistance to advertisements. You can have a good relationship with group owners and carry out marketing; If the government wants to set up a group matrix, it is suggested to guide activists to set up groups spontaneously. For example, most travel websites have user-built exchange groups all over the country.

For enterprise marketing, self-media channels can be attacked and defended. Official channels can help enterprises establish a good image and maintain a reasonable right to speak in the market; Community channels can help enterprise clusters bomb core target users, create hot spots and form phenomenal events.