The role of the forum

(1) Share personal opinions

(2) Publish information

(3) Discuss and interact

(4) Publish information< /p>

(5) Improve members’ sense of belonging

Marketing purposes

As networking sweeps the world, the market itself, merchants and consumers are increasingly accepting the benefits of the Internet With the recent changes, online forum marketing has emerged as the times require, and because of its unique characteristics, it is becoming the mainstream of the modern marketing market. Both the marketing environment and marketing methods are a transformation process.

Enterprises carrying out forum marketing should follow strategies such as web page strategy, product strategy, price strategy, promotion strategy, channel strategy, customer service of online marketing, etc.

The application of forum marketing in Chinese enterprises is gradually becoming more and more in-depth. However, compared with excellent international enterprises, the domestic Internet marketing application has just started. As the Internet economy continues to penetrate into the traditional economy, domestic enterprises will face great competitive disadvantages if they cannot effectively utilize low-cost and high-efficiency Internet marketing methods.

First of all, enterprises can choose a more advantageous company to build their own website. After establishment, they should have dedicated personnel to maintain it and pay attention to publicity. This saves a lot of advertising costs in traditional marketing, and search Extensive use of engines will enhance search rates, which to a certain extent is better than advertising for entrepreneurs.

Secondly, use product strategy. If an enterprise wants to use forum marketing methods, it must clearly define its own products or services, identify which products are chosen by online consumers, and set them as the target group. Because the cost of online product sales is much lower than the cost of selling products through other sales channels, so if an enterprise Proper product selection can lead to greater profits through forum marketing.

What cannot be ignored in forum marketing is price strategy, which is also one of the most complex issues. Forum marketing price strategy is a direct dialogue between cost and price. Due to the openness of information, consumers can easily grasp the prices of competitors in the same industry. How to guide consumers to make purchasing decisions is the key. If entrepreneurs want to succeed in forum marketing on price, they should focus on emphasizing the performance-price ratio of their products and the characteristics of their products compared with competitors in the same industry.

In addition, due to the impact of competitors, the price strategy of forum marketing should be adjusted in a timely manner. The purpose of corporate marketing is different, and prices can be set according to different times. For example, in the stage of self-brand promotion, you can attract consumers with low prices, and reduce profits to occupy the market based on calculated costs. After the brand has accumulated to a certain stage, an automatic price adjustment system will be developed to reduce costs and make timely adjustments based on the variable cost market supply and demand conditions and competitors' quotations.

Forum marketing also has its own promotional strategies, represented by online advertising. Online promotion does not include personal promotion or direct contact promotion under the traditional marketing model. Instead, it uses a large number of soft marketing models such as online advertising to achieve promotional effects. This approach can save a lot of human and financial expenditures for enterprises. Through the effect of online advertising, we can work with more people to tap potential consumers in big places, and we can use the rich resources of the Internet to establish cooperative alliances with non-competitors, thereby broadening the consumption level of products. Forum promotions can also avoid the sameness of promotions in reality, and can achieve the best promotional effect based on the company's culture and the corporate culture of the website that helps promote it.

Channel strategy cannot be ignored. Forum marketing channels should be designed based on the principle of making consumers convenient. In order to attract consumers to pay attention to the company's products on the Internet, you can combine the company's products with related products of other companies to extend your own company's products. The simultaneous appearance of related products will attract more attention from consumers. In order to promote consumer purchases, promotional information, new product information, and company news should be posted on the website in a timely manner. In order to facilitate purchases, multiple payment modes should be provided so that consumers have more choices. When building the company website, a network should be set up. store, increasing the possibility of sales.

Forum marketing is different from the traditional marketing model in its unique interactive method. In the traditional marketing model, communication between people is very important and the marketing method is relatively simple. Forum marketing can be based on the characteristics of the company's products. , based on specific target customer groups and unique corporate culture to strengthen interaction, save expenses, use novel and diverse forms, and avoid the old-fashioned simplification of the original marketing model.

To sum up, the emergence of forum marketing has injected fresh blood into the traditional marketing model, especially for corporate marketers, which has opened up a new marketing idea. A model of how to occupy the market, promote the brand, market products and obtain profits in the initial stage of starting a business. The rise of online marketing has enabled more companies to market themselves in a novel way without being knocked down while saving money, avoiding the shortcomings of insufficient funds and weak brands, allowing the company to continue to grow and succeed in marketing.

Establishment of forum database

After positioning your own marketing direction, you must choose the forum where you want to publish information. The establishment of forum database is the foundation and premise of forum marketing. Database establishment The quality of forum marketing is directly related to whether forum marketing can be carried out smoothly.

If you are doing professional forum promotion, you cannot register a forum and post a post. On the one hand, this will reduce the efficiency of the work. On the other hand, many forums have set heavy restrictions on forum registration and posting in order to prevent flooding and advertising, such as It says that users who have registered for less than 1 hour, 2 hours or 24 hours are not allowed to post, registered users who have accumulated less than 100 points are not allowed to post, registration requires email verification, etc.

So it is necessary to establish a forum database. Generally speaking, the username, password and email used for registration in the forums in the database need to be consistent. This is also to facilitate later marketing and promotion. The information required for forum data includes the name of the forum, the address of the forum, the classification of the forum, the core section list of the forum, and the activity index of the forum (also known as the forum star rating). This information is all sorted together for marketing promotion. Only when you can do it smoothly.

The top ten forums 1. Maopu Community 2. Tianya Community 3. Sohu Forum 4. Phoenix Forum 5. NetEase Forum 6. Sina Forum 7. Qiangguo Forum 8. Baidu Tieba Forum Marketing Soft Articles

The most important method in forum marketing is the promotion of soft marketing articles. As the name suggests, compared to rigid advertising, it uses beautiful language to visualize the product, stimulate the reader's interest, and then generate the desire to consume. The purpose of soft article writing is to package the company's products and image through beautiful words to achieve the effect of publicity. The highest state of soft article writing is to say that there is nothing but actually to have something.

Soft articles have become a very practical way to promote corporate or product marketing. Through marketing soft articles, you can achieve the effect of advertising and improve the visibility and reputation of the company. The hard effect of soft articles is to be able to sell goods, that is, to sell the company's products and services through soft articles. There is a lot of knowledge about soft articles and it is very complicated, so I will just briefly mention it here.

When writing soft articles, you must first choose the entry point, that is, how to perfectly embed the product, service or brand information that needs to be promoted into the content of the article. Secondly, you need to design the structure of the article, grasp the overall direction, control the trend of the article, and choose a powerful title. It is also necessary to improve the overall text, enrich the content according to the framework, and polish the specific content. Finally, repeated communication and improvement are required.

Promotion of forum soft articles

About the promotion of forum soft articles is the key to the success or failure of forum marketing. Now that we have forum data and marketing soft articles, how do we spread this information? Everyone should remember that no matter how beautiful the soft article is, it is still an advertisement. With the development of the marketing field, people's immunity to soft articles has become stronger and stronger, forum managers have become more and more capable of judging soft advertisements, and penalties have become stronger and stronger. Then, what is placed in front of every forum marketer The problem is how to release information.

Most forums will have sections such as irrigation areas and miscellaneous talks. If you really can’t find a section that is completely consistent with the information you publish, it is recommended that you post in such a section. Furthermore, if If your content is highly advertising and this forum does not have an advertising column, it is recommended that you post it in such a section to increase the chance of post survival. Of course, if this forum has an advertising column, it is recommended that you post soft articles that are too advertising in the advertising area.

In addition, many people are not willing to post in small forums or local forums when promoting, but this is not the case. Forums are composed of netizens, and netizens have great interoperability. Netizens in local forums are also very likely to become your potential customers. Not missing a promotion opportunity is the key to winning online promotion. At the same time, local forums and small forums generally have fewer restrictions, and forums like Qingzhou Dating Community generally will not delete your posts.

After publishing soft articles, you must also learn to use these soft articles. If the activity of this forum is still good, you can register a few more accounts, and then reply after your posts. Every time you reply to this The post will be flipped to the top of the article list in this section. Replying to posts also requires skills. You can boldly and strongly disagree with the content of the post you posted to attract the attention of netizens. This is what we call a forum shooter.

In addition, for soft articles or advertisements, you can also post replies in the form of replies after popular posts, but the chances of such replies surviving are generally low. The use of soft articles for marketing promotion should be carried out in stages and levels. Different soft articles should be arranged according to different periods during the entire promotion cycle. The advertising nature of soft articles should also be focused. Generally speaking, the advertising nature should become stronger and stronger.

Forum marketing mix strategy

Forum marketing mix strategy has two meanings: on the one hand, it refers to the scientific combination of portals, communities and websites that consumer groups often visit. Choose a combination according to popularity, traffic, priority and batch in the promotion, so that the promotion can achieve the best effect. On the other hand, it means that forum marketing should be combined with other marketing methods. We should seize the potential users obtained through forum marketing, get as much information about them as possible, and then communicate with them directly or indirectly through other marketing methods. Finally achieve your own marketing purpose.

For example, someone responded to the information you posted, but did not express his clear intention. In this case, you should try your best to find the other party's information and then market to these users through QQ, MSN, and email.

Secondly, conducting forum activities is also an important part of the forum marketing mix strategy. The requirements for this are relatively high and require the cooperation of the forum officials. Of course, the effect of marketing and promotion through forum activities is 100%. Forum activities can very well mobilize the enthusiasm of netizens. Even if you make a purely commercial advertisement, it can make netizens participate well and improve interactivity. At the same time, the forum’s online marketing should be combined with offline marketing and promotion, and holding seminars, job fairs, etc. can promote marketing and promotion.

Maintenance of forum account information

Just because you have registered as a member of this forum does not mean that you will never come again after posting advertisements. This will cause a huge waste of resources. You should maintain your forum account regularly. In addition to posting advertisements, you should try your best to be active in the forum. Become a core member of the forum or apply to become a forum leader if possible. Only by infiltrating the enemy and knowing yourself and the enemy can you This is extremely convenient for your forum promotion, because you can post boldly, and you can refine and pin your posts to the top. But it is difficult to do this. In addition to being active in the forum, you can also communicate with other forum members and join the official QQ group of the forum to strengthen communication and cooperation.

One thing to note is that for the forum account you register, you must complete your personal information, such as age, nickname, personalized avatar, personalized signature, etc. Because complete personal information makes people feel close to you, the forum management will think that you are a loyal member and will tolerate you even if you occasionally publish a soft advertisement. At the same time, in the personalized signature, you can publish your own product or company information in short text. This is absolutely guaranteed not to be deleted, and it is also a good way to publish advertisements. It is worth mentioning that you can put the URL of your website or forum in your personalized signature, so that search engines will search for the URL in your personalized signature when searching for this forum or this post you posted. SEO optimization of your website can be very helpful.