Weibo marketing is imperative. But most companies just open a Weibo and then authenticate. There are still a few people who are actually using Weibo for marketing. This is normal, after all, Weibo marketing is not very mature yet. But there are also some that are well done. For example, Vanke, Durex, etc. A while ago I wrote an article about the problems existing in corporate Weibo marketing. So far, it seems that the text is out of date. Let’s do a brief analysis based on what we’ve seen recently.
Fans are the most important
Fans are the foundation of our marketing efforts, so the quantity and quality of fans are crucial. If the number of fans is less than 5,000, it is basically difficult to achieve obvious results, and the number of retweets and comments is also very few, making it impossible to form fan fission. So our first step is to find ways to get more than 5,000 fans. How to do it? The best thing is to do activities, give some benefits to fans, and let them follow Weibo. I won’t go into details here about how to carry out specific activities. I will analyze them later. After reaching 5,000, interact well with existing fans, etc., and the effects will slowly come out.
High-quality fans can ensure marketing effectiveness
The ultimate target of our marketing is people, the person behind Weibo. The requirement for high-quality fans is that they like to play Weibo and are often online. Nowadays, smart phones are becoming popular, and people with smart phones usually use Weibo. We tend to gain fans by listening to each other. I think corporate Weibo is not suitable for posting mutual information and listening to others in mutual listening groups. You can go to relevant Weibo groups to actively listen to others, or use keywords to search for relevant content and follow the publisher's Weibo. For example, if you search for product keywords, you can find Weibo posts that mention the product, and then you can follow these people.
Play Weibo carefully
Doing corporate Weibo should be like doing personal Weibo. We don’t do corporate Weibo only when we are at work, but we do corporate Weibo every moment, including after get off work. We have to put a playful mentality on it. Most Weibo is very active at night. To play Weibo, Weibo must be interesting, so if we follow people we are interested in, they can be other companies’ Weibos, Weibos from the same industry, colleagues’ Weibos, customers’ Weibos, and loyal fans’ Weibos Weibo. Then keep following and interacting with these people. You can’t follow too many people. You should follow people with high quality on Weibo. If you follow thousands of people but the quality is not high, you will lose interest in Weibo.
Weibo personification
This is what I feel most deeply recently. Most corporate Weibos are too official. Therefore, it does not reflect the characteristics of interaction. We have always emphasized that Weibo should be anthropomorphic, but how to do so is a difficult problem. I also just understood what anthropomorphism is. Let’s take a look at the following two Weibo posts:
Xiangxiangzui Food Weibo
Durex Weibo
See? This is personification. Durex is Xiao Dudu, Xiangxiangzui Food is Xiao Xiangxiang, and Bilang is Sister Bilang. It makes people feel that Weibo is a living person. Or there is really a beauty behind her.
Weibo matrix
The application of Weibo matrix is more suitable for large enterprises, such as Suning Appliance, which has opened a lot of Weibo. Chengdu Suning, Wuhan Suning, Beijing Suning, etc., plus the main account Suning Appliances, and Suning employee Weibo. Its matrix effect is very powerful. It is a bit difficult for small companies to build a Weibo matrix. They have a single product and limited personnel, so they should just make a good Weibo.
Activities are essential
When it comes to marketing, activities are also key. If the activities are done well, the number of fans will increase quickly. The marketing effect is not bad either. But some Weibo has been doing activities. That's a bit much. I think doing it once a month is enough.
Classic content attracts fans more
Weibo content is also a headache for many Weibo operators. They have to publish so much original Weibo content every day, and they also need to satisfy the fans' appetite for the content. Weibo applications such as Pipi Time Machine provide Weibo content, but to be honest, they are basically not suitable for enterprises. So you have to put in the effort to be original. You can imitate some well-done Weibo, and you can also borrow from good Weibo. The key is how to embed our ads in Weibo.
Make good use of Weibo tools
To do Weibo, Weibo tools are indispensable. When working in the company, it is of course best to use a Weibo client, log in like QQ, and keep abreast of Weibo information. Then there are Weibo analysis tools, Weibo timing tools, Weibo content tools, etc. There are many of these, you can choose from the applications on the Weibo platform or search directly on Baidu. Recently, Lu Songsong’s blog also wrote an article specifically about Weibo marketing tools. You can check it out.
I’ll stop here today, and share with you when you have new insights. Weibo marketing changes rapidly and requires continuous learning and summary. It also requires a certain investment of time and money. Finally, I recommend Du Zijian’s special video on Youmi.com. Du Zijian is an expert in Weibo.
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