I have written some experience sharing articles on website promotion and online marketing before, but some friends wrote to me via email saying that these methods require long-term maintenance to be effective, and asked if there is a faster and more effective promotion method. After all, the boss cannot do this. of patience. Of course, the fastest way is to bid on Baidu and advertise, but I know what they want is free. So this time I would like to share with you the forum marketing method I used in the past two months. This method was finally recognized by customers in terms of sales volume after actual combat. I hope that after reading my case, you will not directly imitate it 100%, but start from Get new inspiration from my experience. If you have friends who are interested in forum marketing, you can log in to Liu Zijun’s blog to communicate with me.
Since the client's website operates under the o2o model, this promotion method is designed according to the o2o model. What is the o2o model? O2O means Online To Offline, which combines offline business opportunities with the Internet, making the Internet the front desk for offline transactions. In this way, offline services can be used to attract customers online, consumers can use online to filter services, and transactions can be settled online, quickly reaching scale. With the development of localized e-commerce on the Internet, the connection between information and physical objects, and between online and offline, has become closer and closer. O2O brings e-commerce websites to a new stage. Kai-Fu Lee once pointed out: “If you don’t know about O2O, at least you know about group buying, but group buying is just the tip of the iceberg, just the first step.”
During the Dragon Boat Festival, a customer launched a traditional five-color vegetarian snack. He hoped that we would promote it through the Internet so that consumers could buy it through the website or in chain stores. However, since it is a traditional delicacy, and the product does not have any traditional ingredients. It is creative, so it is difficult to find the buying point. The effect of pure promotion is not obvious, so we planned a post to attract customers. Please see the picture. Since there is business information on the picture, in order to avoid the suspicion of advertising , if you want to see the effect pictures, please log in to Liu Zijun's blog to browse.
The content of the post is: I saw the (five-color snacks) on NetEase. My girlfriend wants to eat them, but I don’t know where to buy all five kinds. Please help me and provide some clues. At first I thought it would be easy to get it, but I didn’t expect that I couldn’t find the crystal cakes I used to eat. We are in urgent need, please help~~~(Product pictures are attached below)
Next, let’s talk about the operation process
First, I posted a post introducing five-color dim sum on the NetEase forum. Why did you do this? Because there must be a reason for something, and it cannot be without beginning and end. Otherwise, the credibility of your post will be greatly reduced. At this step, you will have the cause of the matter, so that you can respond to it, and then publish the above post content on major well-known local forums in Guangzhou. Do not add URLs to the post content. Adding URLs will increase the risk of being deleted. I will The website address and phone number are placed on the product picture, so that when everyone sees the product picture, they know where to buy it. Moreover, the content of the post is a help post written from the perspective of an ordinary user. Such posts usually attract a certain group of people to browse.
Forum marketing promotion effect report
The entire promotion plan lasted for 5 days. The total number of views of the posts from all forums was 5152 times, and the total number of replies was 45. At first, I thought it would be ineffective if the number of replies and views was not too many. However, customers reported that there had been a sudden increase in the number of people visiting recently. Come to the store to inquire about buying crystal cakes, especially the crystal cakes at the Longjin Road branch in Guangzhou have been directly changed into promotional items.
Promotion result analysis
1. Although the promotion effect deviated from expectations, after all, we were promoting five-color snacks, not one of them, crystal cakes, but the sudden increase in sales of crystal cakes did give us a lot of inspiration for subsequent promotions.
2. On a Panyu forum post, a girl replied, "It's great to be your girlfriend." In fact, women are all emotional animals. It's easy to see a boyfriend working so hard for his girlfriend to do a small thing. Being touched will also form a kind of psychological contrast. The girl will act coquettishly to her boyfriend and say, "Look how good so-and-so is to his girlfriend." At this time, the boy will know what to do next.
3. Crystal cake is also one of my favorite foods when I was a child. I once searched the streets and alleys, but there is really no place to make it (there may be more, but I can’t find it), so I feel this way. This emotion also evoked the memories of traditional snacks for many people born in the 1970s and 1980s. The effect was the same as the rumor that the Wuyang Ice Cream Factory was about to close down some time ago. It evoked the childhood memories of some classmates who grew up with Wuyang Cones. Wuyang Ice Cream was once snapped up.
In fact, consumers, both men and women, have an emotional side. When something touches their hearts, it can inspire unlimited shopping desires.
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