What is Weibo marketing (Exploring the thousand-layer routine of Weibo marketing)

Is Ding really popular? Exploring the Thousand Layers of Weibo Marketing

In recent days, Weibo’s hot searches have been dominated by a handsome young man named “Ding Zhen” from Ganzi Prefecture, Sichuan. With his clear eyes and clean temperament, he has become a popular Weibo quickly became popular. Later, he signed a contract with a state-owned enterprise, became the tourism ambassador of Ganzi Prefecture in Sichuan, and got the "iron rice bowl"!

Inadvertently or unconsciously, the world of Weibo has become a world of its own, and Weibo has gradually integrated into our lives. Although Weibo is a social platform, it is also developing in the direction of self-media. There are currently 400 million Weibo users, and where there is traffic, revenue can be generated. Whether it is an individual or a business, “playing Weibo” can make money!

For personal Weibo accounts, as long as Weibo operates a little better, it is no problem to earn tens of thousands a month. The more famous Weibo Vs earn more than 100,000 a month. @Mengqiqi77, who became popular because of her "Versailles Body" a while ago, also posted on Weibo that she shares the income from her single-day blog posts. She can earn 9,000 a day just by being scolded!

Anyone can use Weibo for marketing, but not everyone can succeed in marketing.

So, how to do Weibo marketing?

Let’s take our own brand - Little Tomato - as an example to show you the three major steps of Weibo marketing from scratch.

You must first know what Weibo marketing is

First, let’s explain the concept of Weibo marketing: Weibo marketing refers to the execution of creating value for businesses, individuals, etc. through the Weibo platform. A kind of marketing method, it also refers to the business behavior of merchants or individuals to discover or meet the various needs of users through the Weibo platform. Weibo marketing is mainly about promoting value, conveying information, and attracting more customers. The fundamental thing is to operate the Weibo account well and do a good job in attracting traffic and maintaining it.

Then define your positioning

We need to be clear about what we want to market. We need to have a clear understanding of ourselves, what we want to sell, in what context we want to sell it, and to whom we want to sell it. This time we take the small tomatoes in the poverty alleviation project as an example to conduct Weibo marketing. Our target customers here are young people, who account for the largest proportion of Weibo users, and take the mid-to-high-end route.

After you have a basic idea of ??the road ahead, it’s time to pick up the keyboard and get to work! We explain what we should do from three aspects: start-up, promotion and maintenance.

01 Getting started

Getting started, to put it bluntly, is to determine the basic information such as the nickname, avatar, and introduction of Weibo. It seems simple but in fact there is a lot of knowledge behind it. The first is the nickname. We need to reflect the theme of Little Tomato, and at the same time it should be simple and memorable. 3 to 5 characters are better, so we settled on the name Eggplant Whisper and used Weibo as a personification of Little Tomato to interact with fans. place, and the image of a hand-painted tomato was chosen as the avatar, reflecting the cute and lively attributes. The introduction and personalized background are closely related to Little Tomato, and applying for Weibo certification increases credibility. A good start can attract accurate fans and reflect brand positioning.

02 Promotion

The promotion of Weibo is the top priority. Promotion is divided into two aspects: content push and topic creation to attract traffic and fans.

The first is the push of content. This content cannot be posted casually. Based on the target customers and the information settings in the initial stage, we need to create a personality for Weibo. It needs to be vivid and reflect values. Since Weibo is a weak relationship platform, in order to achieve sales in Weibo marketing of agricultural products, fans must like the agricultural products, and this "like" is emotion. Carry out emotional marketing based on personality to enhance the intimacy between fans and the brand. We set the character of Eggplant Whisper to be an innocent and cute little tomato, but full of complaints in his heart.

Naturally, the content should also be designed based on the personality. For example, we have set the theme of Little Tomato Diary, sharing daily life in the tone of tomatoes; we can also have content such as the evolutionary history of little tomatoes and sharing what delicacies little tomatoes can turn into. It is interesting and can also promote products and rural information. Introduce the use to increase consumers' desire to buy. And you can’t talk to yourself, you need to design copy that can attract fans to engage in interactive behaviors such as re-commenting and likes.

Highlight the key points! Some tips for content push ↓

Choose the three time periods for posting on Weibo: 11~12 o'clock, 17~18 o'clock and 21~22 o'clock. This is the peak time for people to browse Weibo and it is also the best time to push Weibo. The content push frequency should be maintained at a relatively fixed frequency. It should not be too high to make people bored; nor too low to make people forget.

After you can create good content, if no one reads it, all the previous efforts will be in vain. Therefore, we also need to attract topic traffic, attract new fans, and increase fan activity. The specific methods include:

1. Launch topic challenges: guide fans to participate in discussions, thereby increasing activity.

2. Conduct Weibo lottery: attract new fans.

3. Popular searches on Weibo: Broadly expand awareness.

4. Use Weibo’s super chat: Visit various super chat stores to increase your presence and accurately attract followers.

03 Maintenance

Fans in the new circle must be retained to realize their value. So how to keep them?

In addition to positive maintenance, there is also negative maintenance. Negative maintenance means that when fans make complaints, they need to be dealt with in a timely manner. Weibo tools and a professional team are used to monitor online public opinion and find out if there are any bad ones. Treat signs promptly. Because when one-third of the people hold negative influences, it will have an impact on the overall situation, so negative maintenance is also extremely important.

We take Little Tomato as an example to introduce how to create and operate a Weibo account and then carry out Weibo marketing from the three stages of start-up, promotion and maintenance. Next, we raise a question here for everyone to think about. .

Although Weibo has developed relatively maturely,

However, there are many celebrities and big Vs on Weibo.

The operating cost of new accounts is relatively high.

Is there still a market for Weibo?

(The above content related to the eggplant whispers on Weibo is purely fictitious!)

BY Jiang Mengfei, Li Yunfei, Xu Qianwen, Wei Xinyi