Blogs have flexible applications, low or no fees, and are easy to be indexed by search engines. They are a convenient and efficient marketing tool. Moreover, the huge user groups of authoritative blog hosting websites (Sina, Hexun, Sohu, etc.) can bring us huge attention, and our corporate culture and brand image can also be spread quickly and efficiently with the help of these huge user groups. ——Of course, this is achieved on the basis of excellent content. Only truly valuable content can be trusted and recommended by users.
The key points of blog marketing include the following aspects:
(1) Choose a suitable blogging platform
1. Understand the focus and user groups of each blogging platform
Like portals, each blogging platform also has its own focus. Therefore, it is not recommended to carry out blog marketing like casting a net. First, it will distract people's energy and time, making it impossible to guarantee the quality of each blog. Second, because some blogs have different content focus, the marketing effect is unsatisfactory. When choosing a blog, you should also analyze the main user groups of the blog and make focused choices considering the hospital's marketing positioning.
After analyzing the relatively well-known blogging platforms in China, we learned that the focus of these blogging platforms is as follows:
Sina: Mainly entertainment, finance, and current affairs
Baidu Space: mainly about emotion and entertainment
Blog Network: Mainly entertainment and life
DoNews: IT industry mainly
Hexun: focusing on society, humanities and life
Sohu: More comprehensive, but the women’s column is recommended more
Tianya: mainly gossip and gossip
NetEase: Mainly social and humanities areas can be roughly judged in the navigation classification display and recommended articles on the homepage.
We should analyze the segmented user markets of these blogging platforms, and then make targeted choices based on the group positioning of our products and services.
I believe that blogging platforms with huge traffic such as Sina, Sohu, and Baidu Space are the first choice for blog marketing for many medical websites. However, blogging platforms with relatively small traffic but strong industry focus such as "Sanjiu Health Blog" are always easily ignored. .
I personally believe that industry-specific medical blog platforms are more effective than comprehensive blog platforms. Although the total traffic is relatively small, their positioning is more focused and professional, and it is easier to attract potential target users. Therefore, when formulating a blog marketing plan, we might as well consider the blog platform of large medical portals such as Sanjiu as a key marketing application.
2. Understand the permission restrictions of each blogging platform
With the explosive growth of blog users, businesses and businesses have gradually discovered the commercial value of blogs. The blog platform has been commercially abused by more and more people, seriously disrupting the order of the platform. Therefore, the rights officially granted by the blog platform to registered users are no longer unrestricted, and users will be restricted by more and more permissions.
Therefore, when we choose blogs, it is also necessary to understand the permission systems of these blogs and filter them.
At present: Sina blog and Sanjiu blog have fewer restrictions, Baidu has good ranking and inclusion, but it is easy to be blocked, and Sohu blog prohibits external links. Although some blogs can implement external links, the external links are attached with the "nofollow" attribute, making them unable to be retrieved by search engines, and the weight of the external links is equivalent to zero. Of course, although these blog platforms that prohibit external links or have the "nofollow" attribute cannot directly affect SEO, they can still be used as a word-of-mouth marketing platform for brand promotion, packaging and sales induction.
(2) Blog content construction
When building blog content, we have different starting points. We can use blogs only as a platform for publishing high-quality external links, or as another channel for online marketing.
When using a blog as a dedicated external link publishing platform, there are not many requirements for content construction. Article editing should follow SEO requirements, pay attention to pseudo-originality, interspersed link text, and friendly links to hospital websites.
When building an online marketing channel, you need to pay attention to the following aspects:
1. The blog topic is clear
As a marketing blog, it is not recommended to use a hodgepodge of content. Professional blogs with clear themes are more likely to win the favor of users. Users tend to prefer knowledge disseminators in professional fields rather than three-legged cats who know a little bit about everything.
When building a marketing blog, we might as well build it from the perspective of a professional physician who is well versed in a certain medical field. A blog topic only disseminates knowledge in one professional field. When I read the blogs of Sanjiu Health Network, I found that the blogs of doctors who are specialists or those who cover a smaller range of diseases are much more popular than the blogs of experts in comprehensive medicine.
★ Sanjiu Blog’s top ten rankings:
When registering a blog, it is also recommended to use the identity of a professional doctor, register with a real name, and use real photos. Names and photos of experts within the hospital can be borrowed. Opening a blog as a real expert will appear more authoritative and professional, and will also make users more convinced.
2. For blog article writing, please refer to the writing method of marketing soft articles.
Since blogs are an important online marketing platform, they need to be considered in many aspects such as user experience and inductive marketing. This requires us to be more careful and painstaking in building blog content. Therefore, if the blog article is just a simple pseudo-original work, it may not achieve the marketing effect.
Therefore, it is recommended that the writing method of blog articles refer to the writing method of marketing soft articles.
3. You can put more pictures and videos of classic cases in your blog
Pictures and videos always have a greater visual impact on users than text. Frequent use of pictures and videos to decorate a blog not only makes the blog real and rich, but also makes it easier to get recommended on the homepage of the blog platform.
I believe that hospitals will have a lot of surgery pictures. I suggest you use them and put them in blog posts. Such case pictures are more likely to win the trust of users than long articles. Just like when many companies expand new customers, most customers don't like to read long-form plan planning, but only want simple case presentations.
Moreover, netizens now prefer "yellow" and "bloody" content, and bloody surgery pictures are very visually impactful.
Most of the blogs recommended on the homepage of Sanjiu Health Network contain bloody pictures.
4. You can use some popular and controversial content to attract popularity
The interactive nature of the Internet platform has given many new people and new things an excellent platform to display. However, the endless stream of beauties and beautiful scenery have made netizens feel aesthetic fatigue. Therefore, in recent years, the alternative aesthetic style has gone against the trend and has been overwhelmed. . Netizens prefer shocking stories such as "Sister Feng" and "Sister Furong", as well as pornographic news such as "Pornographic Photos". "Bloody violence" is also an eternal hot topic that has never declined.
Serious academic papers may not gain the attention of netizens, especially in the early stages of establishing a blog, when the traffic is low and the weight is low. You need to climb up step by step like a snail, which is a waste of time and energy, and the effect may not be satisfactory. Therefore, you can combine these popular and controversial contents to attract popularity, and then make waves to retain that part of potential target users from this large amount of popularity.
Of course, this does not mean adding some irrelevant hot gossip news to medical blogs. It is necessary to cleverly connect and integrate these gossip hot spots with medical care. Everything always has a common ground that can be integrated.
★ Take a look at a case. The red box is an article recommended on the homepage of Sanjiu Blog. This is a psychiatrist’s blog. Although the Xiao Yueyue incident seems to have nothing to do with the medical field, if we can carefully find the connection point, it can still be tied up naturally. Moreover, it is easier for such hot articles to be recommended on the home page of the blog platform.
Furthermore, blog recommendations on the homepage of general blogging platforms are ranked based on blog points and traffic. A newly established blog has few points and little traffic and it is difficult to get ranked. However, if you can first use some hot and controversial articles to attract traffic and increase your points, it will be much easier to get recommendations.
5. Highlight your personality and reflect your differences from similar blogs
When I browse forums, I often see many netizens commenting on the photo of a certain beautiful woman, saying that this face is beautiful, but it is hard to remember. Beauty is beautiful, but it lacks soul. This "soul" represents something personalized. Nowadays, many people are pursuing "individuality" and using novel and unique ways to win people's attention, thereby deeply implanting their image into the hearts of netizens. Why do so many beauties fail to become famous on the Internet, but ugly people like Sister Feng and Sister Furong become famous instantly and become household names? It's also because they have that "personality" that stands out from everyone else.
One memorable highlight can replace ten hard-to-remember strengths. Personalization lays the core of the brand, while differentiation makes blog marketing more effective with half the effort.
Therefore we need to consider when planning blog marketing:
What do we have that others don’t?
What is it that others have that we can do better?
6. Reprint the blog post to the forum community
Don’t just ignore a blog post after it’s published. The value of many articles grows from public opinion and controversy. Therefore, you might as well forward those blog posts that are valuable for further debate and discussion to popular forums, and use the power of public opinion from netizens to spread word-of-mouth.
(3) Recruiting opinion leaders
Opinion leaders refer to "activists" who have the power to lead public opinion in a certain field and can often convey information to others and exert influence on others. For example, some well-known bloggers such as Han Han. Their words and actions influence a large portion of their followers. If funds allow, we can hire "opinion leaders" in the industry so that they can recommend our products and services when writing blog posts, then our brand's influence and conversion rate will also be immediate.
★ The following blog is the second-ranked blog on 39. It is a blog of a urologist. The red box is suspected to be an advertisement for others. Of course, when selecting opinion leaders, we should still choose relevant industries.
Opinion leaders do not necessarily need to be famous celebrities or celebrities. There are many unknown grassroots blogs on the Internet, and their blogs are also very well built. Moreover, contacting these opinion leaders may not require as much effort as contacting celebrities, and the hiring cost is much lower.
This article was originally published by suki ( www.wxyyzx.com ). Please indicate the source for reprinting, thank you!
Thanks to suki1987 for his contribution