How to promote word of mouth?

Hello, I'm Benny, the founder of Wings Class.

1. Promotion method

1, question and answer marketing

Question-and-answer marketing is a relatively dynamic marketing method, and consumers prefer the help and guidance of similar people to rigid advertisements. Question-and-answer marketing generally refers to Baidu Know, Wukong Ask-and-Answer, Zhihu Ask-and-Answer, Tianya Ask-and-Answer, People Know, and Sina Ask-and-Answer, which mainly helps enterprises and brands gain praise and reputation in search engines, improves the visibility and credibility of enterprises, and some can also guide brands. These products have a high weight in search engines and can be ranked very high. It is recommended to choose one or two products to promote users' understanding of brands and products, which is more suitable for brand recommendation, product instructions and product experience. With Baidu Know, 360 Q&A, Sina Love Q&A and Wukong Q&A as the mainstream platforms, you can not only find out the problems that users in the industry care about, but also write answers, which embed your product information. The user search volume is quite large, and the product can be exposed quickly.

2, from the media marketing

In this era when everyone is self-media, the promotion effect of self-media platform drainage is quite good, but the most important thing is to continuously output high-quality content, be good at capturing hot news events, cater to news headlines, read users' tastes, and write review articles. At the same time, some self-media platforms can also leave promotional links (most of them can't). For brands, Baijiahao, WeChat official account, Sohu, headlines, Tencent's one-stop information, etc. All belong to the category of self-media marketing. For brands, they can directly operate their own corporate brand self-media numbers, or directly contribute some high-profile self-media numbers in related fields. Exposing brands appropriately in soft articles is also a very good way to enhance brand awareness.

3. News media marketing

News marketing is one of the online marketing methods that every enterprise must adopt every year. Whenever an enterprise carries out product promotion activities, new product launches and brand promotion activities, it will think of news marketing promotion, which shows that news marketing promotion plays an extremely important role in enterprise brand promotion. It would be great if your corporate brand can be promoted by big website media such as Sohu and Sina! If the articles they publicize and report can be actively searched and read for a long time, it is equivalent to advertising for you for a long time, and there is no advertising click fee. News media marketing plays a very important role in improving the visibility and exposure of enterprises and enhancing their image and reputation.

4. Baidu Experience Library

Search for some keywords, and you will find that Baidu Library ranks very high on Baidu. This is because the PR weight of Baidu Library is relatively high, and it is Baidu's own product. Many users have contributed a lot of high-quality content on these two platforms. For brand owners, I hope to share dry goods with users while integrating brand marketing. Integrating brand marketing information into Baidu Experience Library has become one of the online marketing channels for many companies. Of course, Baidu's experience library is not so easy to pass the audit now, which requires certain professional skills.

5. Promotion in Zhihu

Brush Zhihu has been the normal life of most people, so the drainage and promotion of Zhihu has gradually been analyzed by the public. Even if we have a free and open online Q&A community, there will be social elites from all walks of life in Zhihu. As long as you ask a question, someone will help you answer it. You can also share good answers and experiences for secondary dissemination. Zhihu has a homepage, a topic page, a notice page, a personal homepage and a question page. Accurately speaking, Zhihu is more like a forum: users can discuss a topic of interest and pay attention to people with the same interests. Based on the above conditions, it is a very good choice to promote the brand in Zhihu.

6. Promote Little Red Books

A popular stem before is: a start-up brand, if it wants to explode popularity on the Internet, its first choice is to write amateur notes of 1000 in Little Red Book, and then find dozens of little red book experts with hundreds of thousands of powders to promote the brand, and then find Li Jiaqi and Viya to bring goods. Basically, this brand will become famous online. The promotion method is simple and rude, but sometimes it is really practical and effective. To some extent, this stalk reveals the value of Xiaohongshu's grass planting promotion in brand marketing, starting from social attributes, enhancing brand awareness and reaching target users. But this stalk only stays in the early marketing stage of the extensive operation of Xiaohongshu in the past. Now the operation and promotion of Xiaohongshu has already entered the stage of refined operation, and the acquisition of accurate traffic has increasingly become the main goal of our operation of Xiaohongshu (of course, the premise is to have a certain brand awareness and quality product base).

7. Encyclopedia marketing

Encyclopedia is a good platform to show yourself. With the rise of online marketing in recent years, many enterprises also use their related online marketing methods to expand their business or improve their performance. Baidu Encyclopedia is a magic weapon in the hands of many online marketers. Senior network marketers all know how to effectively use Baidu Encyclopedia to enhance the visibility of enterprises, so that prospective or potential customers of enterprises can trust the authority and formality of enterprises in the industry. An enterprise can have a Baidu Encyclopedia entry and its own enterprise name, which is equivalent to the enterprise having a formal enterprise certificate online, which is one of the important tools to enhance the visibility of the enterprise. For an individual, it is equivalent to having a highly recognizable online business card, which will let more people know about you and enhance their popularity.

Second, soft writing skills

Network word-of-mouth marketing, the most basic is soft text, the following simple sharing of some soft text skills.

1, copywriting oriented

First, clear the purpose and method of writing

There are two main purposes of article writing: one is to do marketing for products, the other is to build brands, and the third is to do publicity for promotion. These two aspects must be done at least in the article. If they can't, it will be a failed copy. Routine needs routine. In marketing, the high realm is invisible, soft and changeable, so that readers will not find the essence of advertising after reading the whole article, but this realm is difficult to achieve. Therefore, when you don't fully understand, you need to learn one routine after another. For example, in the layout of the article, we can use the hanging layout, or the layout from shallow to deep, and the writing method of inverted triangle.

B, analyzing data

We need to know what kind of articles are right and what kind of articles are right after analyzing the data. What we need to do is to avoid going ordinary, writing articles or introducing products, but it is more important to grasp the degree. As for how to grasp the discretion, it is necessary to make a good analysis in advance and see what the needs of the target population are before deciding how to write. It's easy to get data online, and it doesn't take much time. If we search on the Internet, we can find some data we need. A relatively simple method is to use these index methods, such as Baidu index and Tencent browsing index, and then make a scientific analysis of the data.

When writing logic, be clear and logical. At present, the number of words in general articles is about 800 to 1000 words. If the logic is chaotic and there is nothing attractive, then few users will be willing to read it, let alone comment and share it.

C, column box, writing points.

Therefore, when writing an article, you should be clear-headed, and it is best to explain it through subtitles or dots, so that users will know the content of the article after a cursory glance, and they don't have to know what to write after reading it. After that, I suggest you think more when writing soft articles, analyze them from different angles and put forward new ideas, so as to attract users better. If all the ideas can be found online, users don't need to read your articles.

2. Writing principles of copywriting titles

A good title is an important part of writing a good marketing copy. Good headlines often affect whether your marketing copy is attractive, whether your marketing copy can be remembered and whether your soft text can be widely spread. Headlines play a big role here. So how can I write a good title? There are three principles for writing the title of online marketing copy:

First, the theme is clear

A headline with a distinctive theme is a high summary of the content of the copy, and people can understand the specific content of the copy when they see the headline. Therefore, the title must be combined with the theme of the copy, must be distinct, and must not be irrelevant to the content, or the target audience does not know the theme of the content for a long time, so they are not interested in reading the content. No matter the title or the beginning of the article, it can only take 30 seconds to retain readers.

B, concise and to the point

Concise and to the point, from the memory law of scientists' research, the title of the article is preferably 7- 15 words. Although it can't be hard and fast, we must adhere to the principle of simplicity.

C, stay away from the title party

The content of the title of the copy far away from the title party is concrete, not vague or too abstract, nor is it weird because of the pursuit of eyeballs. This is the behavior of the title party, and the customer experience is very poor. Even if it attracts a lot of eyeballs, it is not the target audience, it is invalid traffic, and the title party is an act that netizens hate.

3, soft writing skills

First, tap the advantages of selling points

First of all, we should have a deep understanding of our products, understand their characteristics, advantages and disadvantages, list their selling points, sort out and summarize them, and dig out one or two core selling points of implantable soft articles. This selling point must be the most distinctive and impressive point of your product. The more unique and specific, the better. To tap the selling point, you must stand from the user's point of view, and never think it is good. What attracts users most is the "material" that users are interested in; Generally speaking, the products we want to promote are not interesting, and no one will be interested, so we should try our best to reduce the product information in the soft text, so as not to affect the user's reading experience and lead to poor communication effect. In order to balance this contradiction, we must make a "single breakthrough" and seize the 1-2 core selling point of the product for packaging. For example, XX soap has many selling points, such as good smell, high cleanliness and beautiful packaging. But in the end, soft articles including advertisements are promoted, and the core selling point passed to customers is only one: sterilization!

B, find the pain points of users

Secondly, soft topics are channels to connect users and product information. When choosing a theme, you need to find the target group corresponding to the product first. Then understand what common "pain points" or "high points" such people have. Choose a soft topic that can quickly hit their "pain point" or "high point" When choosing a theme, we should consider whether the theme can be well packaged around the core selling points. It is best to write the cohesive part before writing soft articles, and then collect other materials. Just like the XX soap mentioned above, in their promotional copy, the target group they set is the mothers of their children. According to the caring psychology of young mothers for their children, they are worried that their children will be infected by bacteria during playing. Washing hands with XX soap can remove bacteria. This theme immediately caught the common "pain point" of mothers, aroused their voices and laid the foundation for the best-selling products.

C, matching the appropriate content material

Thirdly, find matching and eye-catching content materials. After determining the selling point of the product and the theme of the soft article, you need to collect good content to enhance the reading pleasure of users and support your point of view with strong arguments. The theme of soft writing can be eclectic, but when it comes to specific writing, it is necessary to justify itself and collect relevant materials around the theme for demonstration. Let's take the soap mentioned above as an example. Its advertising copy material, children playing happily (this content picture is loved by all mothers), the microscope shows that children's hands are full of bacteria (causing anxiety, and when mothers see this picture, I will try to solve it quickly), washing their hands and bathing with their soap can effectively sterilize (the solution is coming), and the sterilization effect of their home is compared with that of ordinary soap (the reason for choosing me), recommended by XXXX Medical Association (endorsed by the authority to mom). Through these vivid and interlocking material contents, mothers finally chose this soap with confidence and happiness, and it is not surprising that the product sells well.

D, original writing

Core selling point, soft theme and material content. After these three elements are determined, you can write an impressive promotion soft text by carving the details carefully and get good transformation effect. For example, the core selling point of writing notebook soft articles is "the thinnest and most beautiful in history". In order to reflect this selling point, the author uses the history of notebook appearance development to package. In the soft article, the author first introduces the earliest bulky and ugly notebook. Through continuous improvement from generation to generation, notebooks have become lighter and more beautiful. Finally, I put my notebook at the end of the article to tell readers that this notebook is the thinnest and most beautiful generation in the evolution process.

Third, question and answer promotion skills

1, question-and-answer marketing type

The significance of question-and-answer marketing mainly lies in improving brand exposure; Enhance the good image of the brand; Enhance brand awareness; Improve the familiarity of products; Improve brand recognition; Enhance customer brand stickiness; Guide new users to use; Suitable for brand public relations reports; Common Q&A platforms include Baidu Know, Zhihu Q&A, Sina Aiwen, Weibo Q&A, sogou Q&A, 360 Q&A and so on. The common forms of answers mainly include self-questioning, self-answering, strong preparation and targeted questions and answers;

Frequently asked questions include

Recommendation category: in a certain field or industry, users want the public to recommend a certain brand;

Evaluation category: for a certain brand, users want the public to answer their doubts;

Comparative category: for two or more brands or products, let the public give suggestions;

Popular science: aiming at a certain field or knowledge point, I want to get an accurate answer;

Consultation: I have doubts about a product or function and want to get a specific solution;

When answering questions, you must pay attention to:

Targeted answer, in line with user questions;

Try not to be too official from the user's point of view;

Answer questions as detailed and diverse as possible, reflecting professionalism;

Don't answer too directly, don't have obvious bias, and give more examples of key tendencies;

If it is more professional, it is necessary to quote more professional terms and related website book information;

Baidu knows the manifestation of promotion.

2. Baidu knows the promotion skills.

Baidu knows that the purpose of promotion is to enhance the image, increase exposure and diversify the forms of expression. Baidu web search keywords can be regarded as the best form of expression. Baidu knows that in addition to Baidu web search, there are Baidu know page search and Baidu know APP search query results display forms. Account number is something that Baidu must consider when it knows how to promote it. The level, time and frequency of the account are all part of determining the credibility. Baidu knows that accounts are divided into ordinary accounts and certified accounts, and certified accounts are divided into personal authentication and enterprise authentication. There are two kinds of career keywords, one is to optimize your career, and the other is to use existing related content. It is easy to understand how to optimize your career, that is, to show what you want to show to searchers through your own efforts. Advantages: high controllability, and the content to be displayed can be displayed to the front; Disadvantages: Use the existing content to answer directly for a long time, and improve the exposure rate. Generally speaking, you can directly find the existing questions and answers by searching the keywords you need. Advantages: simple and fast; Disadvantages: there are few controllable factors, and what you want to show may not be shown in front of you as you wish.

Baidu knows that the difficulty of promotion mainly lies in the huge user group that Baidu knows. There will be multiple answers to the same question, and a lot of content will be folded, which means it will not be displayed. Baidu knows that there is no specific rule in the ranking of the following answers, and the probability of being displayed in the front is higher than that in the back. Baidu knows that the platform has made new regulations, and the adoption of answers will easily lead to links not being included and answers being deleted. These new rules make it more difficult for Baidu to know how to promote it, so it must be "soft" in copywriting.

Fourth, Baidu experience library promotion skills

1, Baidu Library Promotion

A, know how to collect and sort out relevant value documents according to the customer's brand product positioning and the characteristics of target users, write documents that can really help target users solve the types of demand problems, cater to the public's tastes and attract everyone's attention, and naturally implant brand information in the copy, so as to achieve the purpose of drainage and brand exposure.

B, can change the layout of the document content, make it more neat and unified, and the number of words is preferably around 1000- 1500. On the premise of clarifying the theme of the article clearly and completely, it is necessary to match the corresponding pictures and texts to make it clear to users at a glance and make them feel that the document is valuable before reading, downloading and giving favorable comments.

C, be able to find high-value keywords according to the purpose of corporate brand promotion, and at the same time properly integrate keywords into the copy to increase the exposure of the article under the target keywords. Generally speaking, it is best to include keywords in the title of a document, and the farther left, the better. It is best to draw up the title after thoroughly studying the user's search behavior. At the same time, the titles should not be duplicated with the titles of existing documents on the Internet, so as to avoid too many articles with similar titles when users search, thus reducing the probability that their documents will be opened by users in search engines, and the titles should not contain certain advertising attributes.

D, we should know how to guide natural users to read and give favorable comments to copywriters. We know that the ranking of Baidu Library is influenced by evaluation. The better the evaluation, the higher the ranking of its documents, so it is very important to guide users to give favorable comments to articles.

E, prepare more original vouchers. No matter what platform it is, it is actually more like an original article. We can prepare more copies of Baidu library, so that even if the first one fails, the second one may pass, which can speed up the publishing process of Baidu library. Moreover, after the original articles are published in Baidu Library, the collection and ranking will be better, which can better play the role of marketing and promotion, and this is what we are most concerned about.

2. Baidu Experience Promotion

A brand should not implant too much information.

Baidu's experience clearly stipulates that it is not allowed to publish advertising information in violation of regulations, so it is not possible to blatantly explain the brand. We can popularize some common sense of life or experience skills while implanting brand products or experiences as examples, which can not only make users have a preliminary impression on the brand, but also make users trust the brand from the perspective of user use.

B language specification, not exaggerated publicity.

For some brands, they like to declare to users that their products are "the best" and "the first" in the industry. Remember that these terms are prohibited not only in the advertising law, but also in Baidu's empirical terms, exaggerating publicity.

C has rich experience and practical significance.

The original intention of experience is to provide users with a platform for knowledge sharing and mutual assistance. Users who search for information on Baidu's experience mostly want to search for some practical skills to share, which is practical, so we should also focus on this when planning the theme of the article.

D the title of experience should be set well.

As the saying goes, a good title can make the finishing touch, and in the publishing process of Baidu experience, the title not only plays a role in attracting users, but also relates to whether the experience can pass the audit and be successfully published. The title of experience is mostly interrogative, which can start with "how", "why" and "how". Or abstract title, such as "… share", "abstract" and so on.

Pay attention to brand positioning.

Brand advertising should be placed in the middle or at the end of the article, and brand implantation should not appear at the beginning of the article. Of course, if you don't know how to write about Baidu experience at all, you can also find Luoxi Network Technology to write and publish articles about Baidu experience, which is more efficient and worry-free.

V news media marketing promotion

1, a common channel for news resources publishing.

News resource marketing and promotion companies can directly choose formal and authoritative news resource marketing and promotion companies, and it is more convenient and effective to publish news resources. For example, Luoxi Network Technology has many years of experience in news resource marketing and promotion, and has accumulated a lot of resources in its operation for many years, which can help enterprises quickly send their marketing information to the whole network. Only in this way can we achieve efficient promotion, and news source released by the platform can be included in mainstream search engines such as Baidu and Google in a short time, ranking high, thus greatly improving the credibility and authority of corporate news. Generally speaking, a company has its own news marketing and promotion department, whose main job is to establish good internal cooperation with various news media platforms. When enterprises want to promote their products and services, they can directly publish news media with cooperative media.

Although this news source publishing platform is ostensibly free, it needs a lot of investment, and because the cooperative media are often limited, it cannot cover all the mainstream media, so it is not very comprehensive. Editors of major news websites and network editors with poor agents at all levels will privately expand their own resource channels and acquire customers through some agents in news source, thus earning the intermediate price difference. People in charge of these news source websites usually cooperate through business models, while Luoxi Network Technology has deep cooperation with many news websites, so it can contact these news media for publishing.

2. How to choose a news release platform?

First, understand the related service content of the platform. Different news release platforms have different service contents. If there is better service, the convenience of the whole platform will be improved. Therefore, when we choose a platform, we must fully consider the service content provided by the platform. Then choose according to your actual situation, so as to ensure that the input content is correct.

Second, the audience number of the platform is the starting point. Different news release platforms have different internal audience groups due to different audience emphases. Therefore, when we choose a platform, it is very important to see the target audience of our articles clearly, and then choose a news release platform according to the audience groups we want to expand. At the same time, we must understand the audience number and audience groups of the platform, and make choices according to the characteristics of the audience groups, so as to meet the needs of the audience better.

Generalization of intransitive verbs in Zhihu

1, common promotion services in Zhihu

First, Zhihu's copywriting.

To manage Zhihu's brand image well, we need support from all sides. Early need to write an original article every day, published in the Zhihu. Paper copies need different accounts to be published. At this time, you need professional people to help you plan. Then post the written articles to accounts with many fans to attract others to read, thus improving brand awareness.

B, keyword search ranking

Anyone who knows something about online marketing knows that the traffic a brand or product can bring when searching for keywords is amazing, and Zhihu is no exception. On the Zhihu platform, you can also optimize the copywriting or account number to search for keywords in Zhihu, and the information of brands or products is at the forefront.

C. Optimize the answers to questions in Zhihu.

Thousands of questions in Zhihu. If there is no purposeful reply to the question, it will be of little significance to the brand or enterprise, and it will not bring a lot of traffic. So at this time, for some targeted questions, we can optimize the Q&A reply. In fact, replying at the top of the question will bring a lot of accurate traffic and increase brand exposure.

D, ordinary likes, thanks, comments, objections, account attention, etc.

If you want the quality of the organization number or personal number to be higher, it is necessary to maintain the account in the early stage, and you can answer other people's questions and improve the face value of the account. At this time, make some compliments, thanks, comments, etc. Explaining questions and answers is conducive to improving the quality of explanation. You can also find others to praise each other, thank you, comment on the collection and so on to improve the ranking of answers.

2. Improve core skills

Enterprises can set interesting keywords according to their product attributes or brand positioning. Zhihu will push relevant topics to you. You can choose the appropriate one to answer, or you can directly search for topics in Zhihu search box to answer. Remember that the content of the answer must be targeted, but the language should also be skillful, not long-winded technical terms, and the language should conform to the user's reading habits.

Need to be reminded that when choosing questions to answer, give priority to those related questions with a small number of answers, because if there are already a large number of answers, your answers will be easily overwhelmed and not exposed, and naturally they will not play a role in brand promotion. Also, Zhihu's answer is ranked by the number of likes by default. After answering the questions, please like them more from friends and colleagues around you. The more you like, the higher your answer will be.

In addition, in order to promote the brand in Zhihu, enterprises can also set up Zhihu column, upload soft articles on corporate brand marketing, and use high-quality soft articles as brand circle powder. At the same time, corporate Zhihu accounts should pay more attention to corporate target group users, interact with them more, and try to turn target users into real users.

In addition, we should do a good job in cold start promotion in Zhihu. We will find a problem. It is difficult for any promotion to land in a cold start, and Zhihu promotion is no exception. Most enterprises will do a lot of copywriting in the cold start stage. They will write Zhihu soft articles through professional planning and editing such as Luoxi Network Technology, and implant corporate brands in Zhihu Q&A and column soft articles. At the same time, they will publicize Zhihu's cold start through thousands of praises, maintain Zhihu's comments and enhance the popularity.