When small and medium-sized enterprises carry out Weibo marketing, the quality of fans is the most important, because the ultimate goal of corporate marketing is to achieve sales of products and services. To achieve this goal, our Weibo fans should be precise target customers. Otherwise, no matter how many fans we have, if they are not interested in our product information or service information, it will be difficult to achieve any transaction. Therefore, Yue Hao believes that when companies are doing Weibo marketing, they should not position their Weibo as a mass media platform, but as an interactive platform with precise audiences.
1. Find accurate users on Weibo
1. Find users through tags.
Users on Weibo will put different labels on their Weibo posts based on their own characteristics or preferences. These labels are set by the users themselves and best reflect their personal characteristics. According to the characteristics of these fans, we can classify them in terms of age, identity, occupation, hobbies, etc. If our target users happen to coincide with a certain type of group of people, then this type of Weibo users are our target users and the group of people we need to guide.
2. Find users through topics
Topics on Weibo are realized through #topicname#. The biggest advantage is that we can directly find the people participating in a certain topic discussion through Weibo search. If you find that some users often participate in discussions on topics such as #NBA# and #Football#, and your company happens to sell sneakers, then these Weibo users are your target users.
3. Find users through micro groups
Microgroups, like QQ groups, are places where a group of people come together to communicate and interact because of a common characteristic or topic. If the main topic of the microgroup is closely related to your product, then the users in the microgroup are also your target users. For example, a micro-group mainly talks about the topic of "weight loss". If your company happens to sell weight loss products or provide weight loss services, then these users are perfect.
2. Let accurate target users become fans of our Weibo
1. Weibo must have high-quality content that attracts users
If a Weibo wants to have more fans, the most important thing is to have high-quality content. There is a lot of content that can be written on Weibo: recording your daily thoughts and moods; interesting and new things happening around you; comments on related industries; discussions on hot topics; sharing of valuable experiences, etc. Yue Hao believes that we must let other users feel their true self through our Weibo. Only in this way can we win the trust of users. A platform that is simply a publishing platform for corporate information or marketing information is very unpopular.
If it is a cosmetics company, then the content on Weibo can cover many aspects. First, it should be the display of personal information. Your own beauty tips, new things you encountered today, what you did today, how you feel today, interesting things mentioned in chats with friends, etc. Secondly, discuss some topics about beauty and makeup. For example, a certain star’s beauty secrets, the forwarding and recommendation of some beauty information, and some experience in using cosmetics. Third, Weibo should post more interesting or valuable content to attract users. For example, a little joke you just saw or a piece of valuable news.
2. Actively follow your users
If your Weibo can have some high-quality content, and most of it is content that target users like to see, then the next thing is to attract them to your Weibo. It is a good idea to actively follow your target users. After receiving new attention (that is, gaining new fans), generally users will return to the other party's Weibo to see who the new fans are and what content they have posted. At this time, if your Weibo content can arouse the user's interest, then in most cases he will take the initiative to follow you and become your fans. If your profile is richer and your avatar is more attractive, the possibility of mutual fans will be greater.
3. Forward and comment on users’ information
Not all users will return visits or follow their new fans. In this case, we need to take the initiative. Frequently repost users' Weibo posts, and write some valuable and in-depth comments while reposting, which will attract users' attention in just a few times. Users will feel that they are respected, that someone appreciates what they publish, and that they have found a like-minded friend. At this time, users take the initiative to follow you and become your fans. Although this method seems simple, as long as you persist in doing it and comment on other people's information carefully, you will eventually achieve very good results.
4. Actively interact with micro-groups where target users are concentrated
Microgroups provide a place for everyone to communicate and discuss a certain topic, and the members in the group are often people who pay attention to this topic. If we can often post content that users care about, frequently communicate and discuss with users in the group, help users solve problems, and even become celebrities in the group, then users in the group will slowly turn into our fans.
3. Realize the company’s marketing purposes through Weibo interaction
1. Gaining the trust of fans is fundamental
Weibo marketing is a kind of active communication based on trust. When publishing marketing information, only by gaining the trust of users can users help you forward and comment on it, which can produce greater communication and marketing effects. The most important way to gain trust is to constantly maintain interaction with fans, so that fans feel that you are a sincere and enthusiastic person. We must often forward and comment on fans’ information, and when fans encounter problems, we must help them in a timely manner. In this way, we can form a closer relationship with our fans. When we publish marketing information, they will also actively help us forward it.
2. Posting advertisements requires certain skills
When publishing corporate marketing information, Yue Hao suggests that everyone should not be too direct in wording and embed advertising information into valuable content as skillfully as possible. Because such ads can provide users with valuable things and are concealed to a certain extent, they have higher forwarding rates and better marketing effects. Tips, free resources, and interesting anecdotes can all become embedded advertising content, all of which can provide users with certain value.
3. Marketing through activities
Lottery activities or promotional interactions are very attractive to users and can achieve relatively good marketing effects. The lottery can stipulate that as long as users forward and comment on marketing information according to a certain format, they will have a chance to win. The prizes must be very much needed by users, so as to fully mobilize the enthusiasm of fans. If it is a promotional event, there must be large enough discounts and offers so that it can trigger viral spread among fans. The text of the promotional information should be attractive and should be matched with beautiful promotional pictures. If you can ask a popular blogger with a large number of fans to help you forward it, you can maximize the effect of the event.
Author information: Yue Hao, www.yuehao9.com .
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Thank you Yue Hao for your contribution