New media brand promotion channels and methods, dry goods are full!

In the special epidemic period, the most popular saying is that we can seal the door of our home and the door of our community, but we can never seal the net. Therefore, it is fundamental for enterprises to take advantage of the development of the Internet and actively carry out integrated marketing. Through the Internet, we can not only get traffic, but also get a new channel, so now many traditional brands or traditional enterprises are considering integrating into the Internet. How to do integrated marketing for specific brands? How to get more traffic? Give a brief introduction. In fact, whether it is a new brand or an old brand, when doing integrated marketing or deep cultivation, it is nothing more than starting from the authority, satisfaction, reputation, goodwill and popularity of the brand. For some older enterprises, they have made some efforts in Internet marketing, but now they are caught in a closed-loop consumption of the Internet, or there are marketing barriers, which require continuous innovation. I continue to conduct big data analysis. It is found that in recent years, the concerns of Internet-related customer groups are constantly being dispersed. The first is the little red book: now everyone says: Tik Tok is used for brushing, and the little red book is used for searching. What do you mean by search? Just like Baidu, I wanted to know something before. I just opened Baidu search for the first time and learned more and more comprehensively. If you want to know something now, you may open the little red book and search for it at the first time, so that you can know more and more comprehensively. Because there are many users' careful sharing, I can understand this thing more comprehensively and concretely. Especially female users, now completely regard Little Red Book as Baidu. For example, I want to buy a lipstick, but I don't know what color to buy, so I went to Little Red Book to search for lipstick, see what color lipstick everyone in Amway has, and see how the mouth works and whether it suits me. I'm short of shoes recently. I want to buy a pair of shoes, but I don't want to buy anything too expensive. Go to Xiaohongshu to see if there are any cheap and beautiful shoes to share. Seeing a shoe, the author dressed well, so he planted grass. In other words, users will only search for notes about your product or brand on Little Red Book if they know or have needs and interests. The global epidemic broke out in 2020, which hit the real economy hard, but e-commerce ushered in a historic opportunity of blowout development. When JD.COM Tmall competed for hegemony, a new e-commerce star appeared, that is, Little Red Book. Unlike other e-commerce platforms, Xiaohongshu started from the community. At first, users focused on sharing overseas shopping experiences in the community. Later, in addition to beauty and personal care, information about sports, travel, home, travel, hotels, restaurants and so on was shared. Appeared in Xiaohongshu, making Xiaohongshu a well-deserved platform for planting grass. There are: 1, the information flow advertisement of the official channel Little Red Book, which is the simplest and direct promotion method and the effect is obvious. Just ask an sem to monitor the emission effect and optimize it continuously. But there is a drawback, that is, in the internal search of Little Red Book, there will be a reminder of the word "advertisement" at the lower right of the note. As we all know, Little Red Book is a young social sharing platform, and young people are very disgusted with advertisements. There are advantages and disadvantages, which need to be considered by brand merchants themselves. 2.KOL/KOC is currently the most popular promotion method for brands and businesses. On the one hand, KOL/KOC has a large number of fans; Secondly, KOL/KOC knows better what users need. Therefore, many times when KOL/KOC is launched, brands and businesses take the form of replacement+remuneration. However, the cost of KOL is high, which is difficult for ordinary brands to afford. Will choose KOC over KOL. At the same time, there is no need for a lot of extravagance and waste. A dozen kols a month is enough. 3, many brands don't know what is the use of amateur distribution. In fact, this is the most important promotion channel for Little Red Books, and most brands basically account for 60~80% of their monthly budget. On the one hand, the number of amateur shops can increase the number of brands included in Xiaohongshu, on the other hand, it can occupy the reputation of the market and improve its influence. Therefore, the promotion mode of general brands in Little Red Books will choose 20% KOL/KOC+80% amateurs for marketing. 4, keyword ranking Anyone familiar with network promotion knows that where there is a search engine, keyword ranking is bound to be a battlefield for a hundred schools of thought to contend. For the little red book, it is no exception. The optimization of Xiaohongshu's notes ranking can bring long-term benefits, but the technical requirements are also very high, so few people can rank, or the ranking is unstable. Generally, keywords with a large amount of comments are more difficult to optimize and cost more. 5. There is another promotion channel for the mass promotion of Little Red Books, that is, mass recommendation, but few people can do this well at present, so it is not recommended very much. Then there is Tik Tok: Tik Tok is one of the hottest apps at present, so I don't need to introduce it too much. Now it is a household name, and men, women and children love to play. Any place with traffic is a suitable advertising platform. Tik Tok platform has also brought many online celebrities and delicious food. Many people have seen the growth and tonality of Tik Tok, and the demand for promotion has followed. Today, when the overall traffic dividend is gradually missing, it is particularly important to seize the fleeting traffic dividend. Tik Tok is undoubtedly a good choice. Whoever is fast will have the first-Mover advantage. For merchants, high-flow Tik Tok is also a good product promotion platform. So, how does Tik Tok promote its products? In fact, there are many ways: 1, message streaming advertising, charging according to CPM, if the video quality is good, the promotion cost is ok, and the characteristic of message streaming channel is that the effect is relatively stable; 2. Cooperate with Tik Tok officials to launch an official challenge, favoring brand promotion; 3. Find Tik Tok large soft and wide, get official recommendation through video creativity or cause users to imitate. This is a small and broad gameplay. Promoters put their demands on a large scale, which is responsible for the shooting, production and distribution of videos. Fans can see it in the attention list and works list. If the content is good, it may be recommended by the government. To sum up, Tik Tok channel is essentially a form of creative communication, which promotes product promotion through video communication. The first two are mainly official advertisements, and the last one is to cooperate directly with KOL. The advantage of working directly with KOL is that everything is under control and very flexible. You can find a large size that meets your own user attributes, freely express the selling points of products through creative forms, and get good communication. User attributes: most users of Tik Tok are well-educated young people under 24 living in first-and second-tier cities. The ratio of female users to male users is about 6: 4, which is very healthy. Many of them are music lovers, and the user groups are high-quality and accurate traffic. They not only have a strong sense of consumption, but also have a strong sense of knowledge payment, so they are good at achieving conversion rate in the later stage. And with the middle-aged and elderly people moving in, now my mother often buys some daily necessities and online celebrity snacks in Tik Tok. So what products are suitable for promotion in Tik Tok? Tik Tok's Sologan is to record a beautiful life and create a beautiful feeling, which is suitable for eating, drinking and having fun. You can also look at the same attributes (product type, user attributes, etc. ) a very popular product in Tik Tok. The closer to the tonality of Tik Tok, the easier it is for the product to catch fire. Tik Tok can hang product links. Secondly, after 90-00, users account for as high as 90%, mainly distributed in first-and second-tier cities, with strong willingness to pay, which is the target group in the mass brand promotion strategy, especially for the younger promotion of traditional brands. According to the statistics, college students and middle school students in Beishangguang account for more than half of the users, and each person spends 95 minutes in the company every day. You can find a lot of contents and discussions, whether it is traditional secondary contents such as animation, mainstream contents such as fashion, beauty and film reviews, or very niche contents such as musical instrument teaching, ASMR and quantum physics. The content of Bili Bili is very comprehensive and diverse, and as a content community, Bili Bili has a very stable user group and a very high fan viscosity, which is suitable for marketing young people, easy to promote brand topicality, and has a higher acceptance of high-quality content-based advertisements. So what are the promotion methods? 1, live barrage+live broadcast can form a strong atmosphere and has always been the mainstream way of brand marketing. Durex, Xiaomi, Zhihu and other brands have made live broadcasts, such as Durex's "Three Hundred People for Three Hours" and Lei Jun's conference broadcast live ... 2. Interactive barrage can actually be used as a means of brand exposure. Users usually accept inserting high-quality soft and wide information through barrage messages. Therefore, the brand can actually write interesting barrage messages in advance in the early stage of promotion and put them on the live broadcast. 3.upmaster+ quality content As a content community, the core of the beep is quality content. Because the video of ghost animals is entertaining and viral, many brands will co-produce the video of ghost animals with the UP owner and put it in the mile. Other types of videos, such as show stream, nostalgic stream, emotional stream, literary fan and so on. , both. As long as the content is good enough and attractive enough, there is no need to be obsessed with ghosts and animals. The key is whether you can find a method suitable for your products. Some products are not suitable for ghost video. The above three platforms are the brand promotion channels I shared this time, and platforms such as Weibo, Zhihu, Aauto Quicker, Meitu and Oasis can also be promoted. I can save these for next time ~ I hope this article can help you.