It is very popular nowadays for individuals to create websites, and I have also dabbled in it after work. Since I have a long experience in website promotion and have many small experiences in news planning and promotion, I am willing to use A5 as a good Platform, share it with all webmasters and website marketing enthusiasts.
1. Background analysis of news hype and website promotion:
We know that the Internet is the most representative and development potential media in the continuous emergence of modern media under the wave of marketization. For mass media, the most important task when we establish a website is to attract the attention of the most public and win them of joy.
First of all, the increasing diversity of values has become the most obvious feature of our website. According to rough estimates, tens of thousands of personal websites are born in China every day. The diversity of values is the soft environment for the birth of these websites. This is also an important prerequisite for the media to be willing to participate in publicity. In this situation, business behavior and audience attention become the most important valuable resources. Providing personalized services and meeting personalized needs is our greatest strength and what we should do most.
At the same time, the news and entertainment functions have been unprecedentedly strengthened. The media's drive to increase attention largely depends on how well the message itself responds to the audience's interests. As the means and channels of information dissemination become increasingly abundant, it is difficult for ordinary information to stand out among the massive information. Events such as Zipper Gate and Bronze Beard Gate tell us that event marketing has become the best way to promote and publicize the Internet.
Third, businesses attach extreme importance to attention. Audience attention is the prerequisite for expanding product sales, winning market recognition and establishing a corporate brand. Attention has become the most scarce resource today. The biggest winning point for our website is to win attention resources - the most popular way to measure it is click-through rate.
2. Survey on Audience Information Obtaining Behavior
In the early stages of building a website, before starting large-scale marketing, it is crucial to improve the content. This is also the most direct way to practice the content-is-king strategy we have always advocated. According to my content analysis of dozens of traditional media and new media in Shanghai, combined with my study of previous research results, I found that the factors that attract attention to information mainly include the following:
Demonstration, influence, close-up quality, stimulation of imagination, novelty
Entertainment Sexy Food Humor Suspense Leadership Consulting
Authoritative privacy prestige exaggerates the impact of news events
You can compare the above elements with your own website, and at the same time compare with some currently popular websites and web pages to see if you are lingering among the above elements. According to the traditional uses and gratification theory, and based on related theories such as selective attention, selective acceptance, and selective understanding, whether your website content has these "suitable" elements determines the future quality of your website's life.
3. From yellow kid to the “pervert catching” forum
Media guru Murdoch told us: The way to increase the circulation of a newspaper is to make its taste lower, and then lower. In today's world where the amount of information is huge and attention resources are scarce, this is true for newspapers and even more so for websites. The Internet is developing so fast that traditional marketing methods pale in comparison. Unless there is great economic support, it is difficult to achieve sustained rapid growth and relatively stable user attention in a short period of time through the above methods. The birth of pornographic tabloids is based on the full satisfaction and catering to the audience's tastes, so that the media slides into vulgarity and kitsch.
The "Catch Perverts" forum was very popular for a while and became the focus of many media reports. This is a forum built by ordinary Internet enthusiasts without any business background. The main content is the spontaneous exposure of "perverts" captured by netizens in their lives. Because it involves topics related to "privacy rights", it has been included in the forums including CCTV. Traditional media focused on reporting. The website was finally closed because it could not tolerate its huge traffic and had no subsequent commercial operations.
What the "Catch Perverts" forum brings us is that it takes advantage of "privacy rights" and people's hatred and curiosity about "perverts" to make the topic itself very controversial. The intervention of traditional media and the comments of experts raised the event itself to the height of social ethics and morals, strengthening the publicity effect of the forum. At the same time, we concluded that network events are a winning formula for creating click-through rates.
But the "Catch Perverts" forum also taught us a lot of lessons. The main reasons are: the lack of a more objective and forward-looking estimate of the possible consequences of the incident, the failure to expand the server capacity in a timely manner after the click-through rate soared, and the failure to take the opportunity to introduce related business operations, resulting in missed opportunities.
4. A short story about website marketing
The author once had a friend who built a highly targeted website—directly targeting college students as the main audience. The content of the website is very rich and detailed, and it is also very good at finding blank spots in the market. But it has been unable to be promoted - of course, some traditional promotion methods, such as posting posts and interpersonal promotion methods, have been used, but the results have been very slow. When he complained to me once, I gave him a small example:
In a village, there was a family who was playing a movie at home. The movie was very good. He hoped that many people would come to watch it, but there were very few people. What should he do? Improve the quality of the movie? Obviously not. The quality of the movie is very good. If it can be better, it will not have obvious effect on attracting more people. What should I do? There are three ways: First, when you meet people on the street, shout, "I am playing a movie at home, and everyone should come and watch it." In this case, what will be the result? Everyone will think you are crazy, and there may be a few people watching, but you will be exhausted. Second, you ask your relatives, friends, and classmates to come to your home to watch. What is the effect of this? It will definitely be obvious, but after all, the circle is limited and the circle of friends is not large. After a long time, one's own resources are used up, and the effect will not be obvious. The third way is to buy a pack of cigarettes, find the village chief, and ask him to play it for you using the public loudspeaker in the village. The effect will definitely be obvious, but there is one problem - you have to spend the price of a pack of cigarettes. So is there anything more effective, more obvious, more direct, and more cost-effective than the above three methods? Yes!
You go buy a bomb. Set off fireworks at home. Then, people are attracted, and people who come in see the movie playing in your home... Of course, this is just a short story, just laugh it off. Speaking of my friend's website, I helped him plan a topic. I made several contrasting small topics on the topic that is required for graduate students to publish academic papers, and then "find and drag" a few pictures on the website. advertise. We gathered a few internal people and kept the post up for two days, and then contacted reporters from traditional media. The website became an instant success, with a high reprint rate.
5. Event Marketing—The Magic Weapon to Promote Online Marketing
Many websites can grow by leaps and bounds from zero click-through rates. A sufficient and necessary condition is to use event promotion. Judging from the click-through rates of websites such as the Pervert Catching Forum and the You Can Throw Shoe to Bush Game, the biggest winning point lies in the use of events or topic-generating promotion methods. Taking the "Renhu Pharmaceutical" website that the author previously managed as a reference, before the Gothenburg's visit to China in 2006, the website's click rate was almost zero and its PR value was zero. During the Gothenburg's visit to China, due to its role as Shanghai's information release The website and the website of the event organizer are linked by a large number of media. On the one hand, the emergence of high-quality external links increased the PR value of Renhu website from 0 to 3 in two months. On the other hand, the click-through rate soared, from zero to nearly 10,000 people.
At the same time, the author also recommends using the following traditional promotion methods:
1. Internet media promotion: Sohu Forum + Sina Forum + NetEase Forum + Grassroots Network + Webmaster Network + Local Real Estate Forum + Maopu + Tianya Forum + Baidu Knows + Baidu Tieba and other places with intensive coverage to rapidly expand influence and popularity.
2. Interpersonal network marketing: Through the personal relationships of the project team members, each person assigned the task of registering 50 white-collar members. Through interpersonal communication, preliminary promotion was carried out to enhance the image and influence.
3. Traditional media promotion: enhance visibility and influence by creating and planning news events. We will separately attract the attention of traditional media through the planning of specific news events and news topic planning. After traditional media reports, we can cooperate with large portal websites to produce special topics, using the method of exchanging resources for resources, almost zero Low cost, high reprint rate and good effect. For other forums, we can mass-produce a large number of "interesting" and "fun" web articles ourselves to attract attention.
Source of this article: http://www.chuanmei168.com Webmaster: The Little Prince of Communication
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