Joke Collection Website - Public benefit messages - What are the methods of publicity?

What are the methods of publicity?

The promotion of activities also needs to be promoted through these external channels to get exposure and registration, which are generally divided into two types: free and paid.

Free channel

The free channel here refers to the exposure and registration of activities on some free platforms by publishing activity content or embedding activity information. At present, the commonly used channels mainly include the following six types:

First, question and answer marketing

The current Q&A platforms mainly include Zhihu, Baidu Know, 360 Q&A, Zhihu, Wukong Q&A and so on. Set up several groups of questions and answers according to your own activities, and answer or ask questions on the above platform, on the one hand, it can increase the exposure of the activities, on the other hand, it can answer some simple questions of users.

Second, encyclopedia entries

The main encyclopedia platforms are Baidu Encyclopedia, Wikipedia, Sogou Encyclopedia and 360 Encyclopedia. Baidu Encyclopedia has the highest weight among all Baidu products, ranking higher than Baidu Know, Baidu Library and Baidu Experience. If an encyclopedia of event names can be established, the influence of events will be greatly improved. Of course, not all activities are suitable for this way, but generally have certain influence in the industry, or the annual industry conference can try to create encyclopedia entries.

Third, social platform promotion.

Social mainstream platforms mainly include QQ, WeChat, Douban and Post Bar. When publishing information on the above platforms, it is necessary to prepare the copy in advance and publish it on social platforms. If it is QQ and WeChat, it is mainly published in the group. Add some groups related to active users in advance, and publish activity information without violating group rules. If it is Douban and Post Bar, you can post directly with the copy we have prepared.

Fourth, the video platform

Video is also a good publicity channel. At present, the better video platforms are Tencent Video, iQiyi, Youku and so on. Editing or directly publishing the videos of previous activities to the above platforms can make users understand the activities more stereoscopically.

Verb (short for verb) short video

In the past two years, the short video live broadcast has been a mess, and the users of Tik Tok and Aauto Quicker have exceeded 100 million. Of course, you can't miss these two platforms when promoting activities. It is also a good way to promote the activities by embedding them in short videos and uploading them to these platforms.

Activity platform of intransitive verbs

Because the users of the above five platforms are not accurate, it is ok to get event exposure, but if you want to get good registration, you need to publish activities on the event platform, such as "activity line". The users of these platforms are all users who have participated in activities. Compared with other platforms, these users have a certain understanding of the activities and the promotion effect is relatively good.

Payment channel

The payment channel is mainly that the organizers spend part of their budget to advertise on some platforms and pay for the activities to get exposure and registration. At present, the commonly used delivery platforms are as follows:

First, WeChat advertising

WeChat social advertisers are mainly WeChat patch advertisements and friends circle advertisements, and the payment is collected in the form of CPM. The price of thousands of exhibitions varies from 120- 180 yuan. It is delivered in the form of short videos and pictures, and supports the directional delivery of geographical orientation, label orientation and precise orientation. You can add a registration link on the advertisement landing page for users to register, and the exposure effect is good.

Second, Tencent social advertising

Tencent social advertising refers to placing advertisements on all Tencent products except WeChat social advertising, including QQ Space, Tencent News, Tencent Mobile, Tian Tian Express, Tencent Video, Youlianghui (Tencent advertising alliance) and other Tencent products and partners. Due to the different attributes of users and platforms, Tencent social advertising is suitable for advertising in games, education, entertainment and other industries.

Third, today's headline advertisements

Today's headlines support regional orientation and interest orientation for promotion. Today's headlines label every user in the background. Based on these "tags", the advertising effect is relatively good, and it supports CPC, CPA and OCPC3 delivery modes, which is a good channel to obtain active user leads.

Fourth, Baidu bids.

Baidu bidding is relatively expensive, but it is also the most accurate. Users who click are usually interested in this activity, and can get high-quality users, which is suitable for activities with higher tickets.

Verb (abbreviation of verb) Sina Weibo Fan Tong

Sina Weibo is very suitable for entertainment. Weibo can be pushed to fans who follow a certain user, and the price is relatively cheap. By adding an activity registration link to Weibo content, interested users can click to register, and the effect is better.

Sixth, WeChat WeChat official account tweet

Push the activity copy on some relatively vertical WeChat official accounts, and add the registration QR code or registration link in the text. Because the users in the official WeChat account are loyal, if the users are more accurate and have high-quality copywriting, they will get very good conversion results.

Seven. Kol promotion

Looking for some industry-related opinion leaders or big coffees to promote as endorsements is based on the spread of trust, and the effect is quite good.

Eight. Promotion of activity platform

Most users of the activity platform have participated in the activity and have a certain understanding of the form and process of the activity, especially those who have participated in similar activities, and there is a 20% chance that they will sign up for this activity. There are many forms of advertisements, including resource bits, emails and short messages. For example, the resources provided by the activity bank are "banner bit" and "strong recommendation", while "SMS" and "E-mail" support the organizer to provide the user portrait, and then match it with the "user tag" of the activity bank for accurate delivery. The effect is unmatched by the above channels.

The person in charge of the internal channel operates and the person in charge of the external channel promotes. Free channels are suitable for exposure, and paid channels are suitable for acquiring new users or registering. Due to different industries, the effect on different platforms is also different. Organizers need to summarize as much as possible!