As a system of online marketing, copywriting is an extremely important part. People's conventional thinking seems to be that they can basically succeed just by relying on some technical promotion methods. What's more, they spend more than 80% of their energy on sending external links outside the site, doing word-of-mouth, doing Q&A, etc.
Can the website be promoted with crazy promotion alone? Is it okay without copywriting? Maybe you can give an example and say that my copywriting can't do anything, but the results we make are not bad. This makes sense, but I believe you have gone down a metaphysical alley. The success or failure of a website and its physical enterprise is often a combination of multiple reasons. It cannot be either one or the other, and the success of a lucky individual cannot represent everything. My point of view is that no matter how good the website is, there will be cases where the physical enterprise cannot keep up and cannot produce benefits. But if your website is not good, the corporate entity will definitely not be able to do so. Internet promoters who are successful in building websites are often people who combine well with copywriting. Copywriting can be used freely in the hands of promoters to achieve maximum depth and achieve twice the result with half the effort.
Methods emerge from ideas, the network changes, ideas change, and methods change. Ideas are alive, but methods can only survive for a certain period of time. Take 360, for example. When people thought that making money by doing anti-virus, Zhou Hongyi seemed to be completely in the interests of users, choosing to keep it free forever, using the brand to accumulate popularity and serve as an extension of anti-virus products. This is the idea, and it is an incredible innovation.
I didn’t want to talk about the methods, but for everyone’s reading interest, otherwise this article would be empty. Here are some simple methods:
1. Conventional off-site publicity: Off-site copywriting is relatively loose compared to on-site copywriting. You can only create one or two soft articles every day, and then let the promoters post them on blogs and good forums and classified information websites they have collected. It can be spoken or not. For example, my current article can also be posted on the SEO forum. Those that are not relevant can at least play a role in ranking and expanding links. According to the habits of search engines and forum blogs, you can add a URL or not. I've seen some people post and just add the URL, but it's not necessary. Because people don’t like you adding URLs, they will be killed quickly even if you add them. However, those that are not added, especially soft articles, are highly readable and can allow users to remember their own promotional entities. Sometimes, letting users click on your website is worse than letting them remember you and your products. This seems to work better. The principle is, if you can add the URL, add it. If you can't, don't force it. Just send it as it is.
2. Be original from beginning to end: We can learn slowly about industries that we are not familiar with. As long as we are interested, we can learn anything. When we understand a certain industry, we are no longer separated from each other, and our interest becomes stronger, and our unique insights will naturally emerge. Don't be timid, don't think that I can't write something because I'm an amateur. Let me tell you, I can! We don’t rely on others to write an article from beginning to end, we just write it honestly ourselves! We don’t want every article to be published in a magazine. We are doing marketing. As long as people like to read our stuff, that’s fine. Therefore, the text at this time needs to be popularized, such as the words of Baijia Forum, such as Zhao Benshan, people like to listen and understand them. The benefits of writing original articles have been mentioned thousands of times, so I will add something to it. A good original article, even if you don’t add any optimization thinking, search engines will like it. In other words, most visitors like things that they find useful, and search engines are also interested in it. This is the general direction of the future. Search engines are increasingly reflecting people's analytical capabilities. In addition, I also found that original and pseudo-original articles that inject optimization thinking and methods are also very helpful in promoting snapshots. With the right method, it will be effective within half a month. According to my personal experience, from the entire site to a single article within the site, setting the title keyword description is very skillful.
If you say that I really can’t write something original, then there are other original ways. Let me list a few by the way: structuring the special column of the website, which is a model between the inner pages of the column and the special topic. Another example is making the special page. , another example is self-questioning and self-answering, that is, you set the questions for yourself, then refer to the information on the Internet, and finally say it in your own way of expression, etc.
3. Do not publish a large amount of spam information or make meaningless off-site links. If you hold your head and only seek quantity without analyzing the utility, that is optimizing the machine. When optimizing, consider the audience first, and spiders second. Of course, there are some things that we cannot fully control. For example, if the server is not good or something goes wrong, the website often cannot be opened. If adjustments are not made, it will be difficult to save the website no matter how good it is. Regarding snapshots, I would also like to share my understanding. The impact of the snapshot itself is not great. It reflects the spider's attention and friendliness to your website, as well as the frequency of updating your website data. The greater the frequency of updates, the faster your investment of energy and material on the website will be effective. Generally, when a website is first built, the snapshots are relatively new. During this period, how to improve the quality of the website and maintain better snapshots is something that website developers should consider.
4. Topic marketing. For example, many hot topics appear on the website every day. Things are generally related. These topics can definitely be related to our products. Well, let’s think about how to connect and how to design such a copy. At present, more and more people are doing topic marketing, such as Sina's various promotions, recommended articles, etc., which also rely on topics to attract visitors, increase traffic, and generate advertising revenue.
5. Event marketing. Whether it is a company or a hospital, they often organize large and small activities. These activities can be published directly, compressed and changed, attached to some of our copywriting, and presented together. Activities that are very attractive to users are best published in forums, information ports and other places with good credibility. Choose to pay if necessary. Activities must be guaranteed and cannot be broken. If you are facing a website in one city or one place, or an official website with a large local traffic, as long as it can advertise, you can try it.
5. Cultivate reverse thinking. When everyone is doing this, I prefer to do it this way and find out the basis for doing so. For example, when it comes to external publicity and word-of-mouth, others write about how good this hospital is for prostate treatment. I start with the symptoms, such as frequent urination and urgency. We come up with a novel topic, such as why do I always urinate frequently and urgently? Why do I have frequent and urgent urination when I don’t drink enough water? Wait, post it in a place with a higher weight, and try to get a good ranking, so as to introduce the audience to our website and generate traffic and purchases. If your website's weight and snapshots are good, fine, you can also post a large number of them on the site. At this time, the requirements for the title and content of the article must be higher, and the long tail of the same or the same type of disease must also produce an aggregation effect.
6. Innovation in marketing models, such as aesthetic marketing, picture marketing, story marketing, sincerity marketing, etc. Aesthetic marketing is when you read a certain copy in a foreign place and feel happy, which produces a different psychological effect from ordinary advertising. What is picture marketing? Don’t we want to give full play to the role of artists? He can draw the best, but he can't draw, design drawings, post the drawings on the blog, and design his own logo as a registered user in the forum. These are all watermarked. You seem to know all these, so let me tell you something you don’t know, such as comics, to connect interesting comics with our marketing. Remember, things are universally connected. If you really don’t have this ability, fine, you can write in the copyright statement what company, which hospital, which doctor wrote the article, etc. Needless to say, story marketing is about telling stories. Statistics show that people like to read articles with pictures and stories, and articles with strong storytelling. Remember again, you must learn to tell stories, create suspense, and be logical. Don't tell stories and forget what we do. Another thing is, don’t just tell stories about people. It’s also fun to make up fables.
The above explanation seems to be about copywriting, but in fact it also runs through the optimization and promotion ideas. In fact, I really don’t want to talk about the three separately, but for everyone’s normal understanding, I still use the narrow concept to infiltrate the broad idea. The methods are unlimited, but the ideas are limited. The more open your ideas are, the deeper your understanding of website promotion will be. While the ideas are still alive, many methods are already dying, so many promotion masters have slowly turned into bad masters.
An article can change according to different promotion methods. For example, for forums, we try to write as implicitly as possible. For example, for activities, we compile them so that viewers are interested. They are not difficult to read and can see benefits. For example, Weibo marketing requires Only with an interesting summary, great suspense, and singing and harmony can the play go on. For an article, we can write a good title and description body, which will not only be included in Baidu but also get a good ranking. Not only can visitors come in, but also let them stay longer. For this same article, we can also write great articles on blogs, classified information, etc. We can create topics on major portal forums and write great articles. Of course, we can also post them on Weibo and aggregation websites. Use a few numbers to add one. Link a group of shots, bounce them around like a ball, and try to hit the target with one shot.
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