The rapid development of new media continues to show a "civilian" trend, that is, strong media participation and low media entry requirements. According to a set of statistical data, there are currently 1.8 million websites in my country included in the registration system, and about 2,000 new websites are registered every day. In January 2008 alone, the number of new websites reached 70,000. It can be seen that the Internet era has arrived.
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 biggest task of website promotion is to obtain a relatively stable and sustained click-through rate with low investment. Based on the author’s years of research on new media and some of my own experience in website marketing planning, I simply divide the development stages of a personal website into three steps:
Step One: Attract Popularity and Win Through Channels
Use a combination of online publicity and offline activities to increase the popularity of the website in a short period of time and quickly create visibility and influence among target audiences (such as white-collar workers, students, and owners of small and medium-sized enterprises). 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 by spending money. Therefore, the author recommends using the following promotion methods:
Strategy: Online hype. The specific process is:
Mining news phenomena → forming social topics → pointing to online media → paying attention to traditional media
Goal: Break even.
Specific operation methods: Crazy viral promotion + precise and meticulous soft article writing + marketing planning for online events. That is, use Tieba, blogs, Baidu Zhizhi, and major forums to carry out intensive promotion, make full use of the advantageous platform of A5 Webmaster Network, and write a large number of excellent soft articles to increase visibility. If you have enough energy and opportunities, you can plan some network events and conduct targeted sexual promotion. The task at this stage is to increase the click-through rate and attract maximum popularity. For specific cases, please refer to the reports I planned before. Readers can search on Baidu for the keywords "The Little Prince of Communication, Answers to Graduate Exam Questions" to see them.
Step 2: Gather popularity, content is king
After gathering a large number of clicks and relatively stable registered users, we use the special advantages of SNS, forums, personal blogs, etc. to gather popularity. It has become a channel for target audiences (such as white-collar workers, students, etc.) to obtain information, a platform for leisure and entertainment, and a platform for large and medium-sized enterprises to publish advertising information (take local portals as an example).
Strategy: Offline hype. The specific method is:
Taking advantage of the relatively low operating costs and the website's own publicity platform, we can maximize the audience's attention to our website. For example, distributing foldouts, participating in online feedback on a major government event, etc.
Goal: initial profit.
Specific operation methods: Insist on continuous updating of website content, and pay attention to two major points, one is the originality of information, and the other is the continuity of information release. Don’t spend three days fishing and two days surfing the Internet. Baidu and Google’s inclusion of websites is constantly changing, so only if you publish high-quality products every day, your information may be included in the search engines.
Step Three: Establish Authority, Brand Strategy
Establish a comprehensive portal website that is the most popular, authoritative and influential among the target audience.
Build to become the largest online interactive platform for enterprises, institutions and citizens in the industry, and become an authoritative website that is well-known to those who need it in the website field.
Strategy: Cooperate with companies and enterprises to hold large-scale festivals, commemorations, publicity, and promotion activities, and use the resource advantage of the only online media publicity position in exchange for all their promotional printed matter partners.
The goal: large-scale profitability.
Specific operation method: You can take the author's media online website as an example. After some preliminary work, it has basically become well-known in many schools. Then, I discussed it with several PhD and master's students, and I am currently talking to several schools. The School of Journalism and Communication is engaged in public relations and plans to conduct activities such as essay collection, forums, and famous teacher promotions.
This article is contributed by: http://www.chuanmei168.com Media Online Website Manager: The Little Prince of Communication
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