How to quickly promote products

I divide promotion channels into paid channels, self-media channels, and word-of-mouth channels.

Paid channels are further divided into: online advertising, media advertising, outdoor advertising, social advertising, App advertising, and BD alliance.

We-media is divided into: official channels, forum channels, and community channels.

Word-of-mouth channels are further divided into: celebrity channels, media channels, and fan channels.

Module 1 Paid Channels

1. Online Advertising

1. Search channels: Take Baidu as an example, and so on. Baidu Pinzhuan, Baidu Huabiao, Baidu Zhixin, Baidu Aladdin, Baidu Keywords, Baidu Network Alliance, Baidu DSP, Baidu Showcase, etc.

Note: The volume is huge and the keyword bidding operation is extremely difficult. If there is a professional team, the effect will be very good.

2. Alliance advertising: Baidu Network Alliance, Sogou Network Alliance, 360 Network Alliance, Google Network Alliance, etc.

Note: large quantity, cheap network alliance, average effect, three elements : Materials, targeting, bidding

3. Navigation ads: hao123, 360 navigation, Sogou navigation, 2345 navigation, UC navigation, etc.

Note: Large quantity, navigation effect is okay, But good locations are more expensive.

4. Super advertising platforms: Guangdiantong, Sina Fuyi, Toutiao, Momo, NetEase Youdao, etc.

Note: The volume is large, especially Guangdiantong, the effect is Medium, the same three elements

5. T-category display ads: Tencent, Sina, NetEase, Phoenix, etc.

Note: large quantity, expensive price, the effect depends on the specific situation.

2. Media advertising

1. TV advertising: CCTV, satellite TV, it can be hard advertising, interviews, exclusive sponsorship, or public welfare placement

Please indicate : Depending on the type, it has a certain effect of brand endorsement and reputation building. The more expensive the price, the greater the traffic; the cheaper one is often for content endorsement. The effect is either heavenly or underground.

2. Newspaper advertisements: People’s Daily, Southern Weekend, Southern Metropolis Daily

Note: It can cover the mainstream population and has certain brand benefits

3 , Magazine advertising: automobile, financial, travel magazines

Note: same as newspaper advertising

4. Radio advertising: City FM/Music FM

3. Outdoor Advertising

1. Focus advertising: Focus Media, Bus Online

Note: Focus media has strong exposure and must be used to burn money

2. Subway advertising: Brand trains, brand-named direct numbers, various display spaces

Note: strong exposure, some places have LCD screens in the subway, and the display effect is excellent

3. Bus advertising : Bus body advertisements, bus stop signs

Note: good exposure

4. Others: train stations, airports, cinemas, highway signs, square LCD screens, etc.

Note: They all have strong exposure and good focus effect. For example, airports are the best choice to cover high-end people.

4. Social Advertising

1. WeChat: Public Accounts, Moments, and WeChat Deep Cooperation

Note: Loans will appear after WeChat payment recently Bao’s advertising, I believe that after Moments, other functions of WeChat will also try advertising cooperation

2. Weibo: Weibo Big Account, Fans Link, Topic Ranking

Indicate ：Creativity is very important

3. Community: various community organizations

Note: water depth

5. APP advertising

1. App Market: 360, Baidu, Xiaomi, Huawei, Yongyongbao, VIVO, OPPO, Gionee, Lenovo, Samsung, etc.

Indicate: Important channels for promoting APP

2. Alliance advertising: points wall, rebate alliance, mobile advertising platform, such as: adwords, Youmi, Domob, Yima, iZhuan, etc.

Note: ASO is necessary, not accurate, and the effect is not good< /p>

3. Pre-installed: mobile phone manufacturers, distribution manufacturers, chip manufacturers, etc.

Note: large quantity, deep water

4. Super APP: Didi , uber, Meituan, WIFI Universal, Meitu Xiuxiu, lock screen

Note: Most of them are lock screen, the effect is average

6. BD Alliance

< p>1. Association alliances: various associations

Note: It is best to have official relationships

2. Campus alliances: student unions, various associations

Note: Local recommendation must be used

3. Industry alliance

4. Different industry alliance

5. Media alliance

6. Community Alliance

Module 2 Self-Media Platform

1. Official Channel

Function: 1. Cold start; 2. Content marketing, from multiple angles. Use videos, pictures, and text to explain corporate concepts, product features, and link users; 3. Market communication, use WeChat, Weibo, and official channels to maintain the company's voice in the market, and plan various events to create hot spots.

1. Within the site: own website and APP advertising space, SMS channels, site messages, pop-up windows, etc.

Note: Official internal channels are also good promotion spaces and should be used rationally .

2. SEO: official website ranking, encyclopedia, know, post bar, news source

Note: This area is very suitable for cold start. If you have the ability, form a professional team and build a website group Ranking, news source ranking, companies know, post bar, early hard work, later harvest. Key point: Understand the rules of the search system.

3. Official media: service account, subscription account, official Weibo account, official blog, official community

Note: Service accounts are used as products to capture users’ product needs; Subscription accounts should be disseminated to capture users’ information needs. WeChat and Weibo can be used as matrix; blogs have declined; communities are extremely difficult, but the results are very good.

4. News self-media: Huxiu, 36Kr, Baidu Baijia, Toutiao, Sohu, NetEase, Tencent, Sina self-media, GushiSEO (quick results)

Indicate : Cold start must do

5. Video self-media: Youku, Tudou, iQiyi, Sohu, Sina Video

Note: Same as above

6. Others: such as customer service, sales, stores, agents, etc.

Note: It is very important to reasonably integrate official internal resources. A salesperson visited 100 users and did not close the deal, but it produced substantial publicity benefits for the company. Nowadays, it is good to use offline resources to obtain APP downloads and real users. Store promotion effects can also be integrated.

2. Social channels

Function: soft marketing. This is a treasure land, the core battlefield of Ruangguang. Apple, Samsung, and UBER all like to do this, conducting various warm-up activities and content marketing before the product is launched. When you see many people discussing Apple’s new products on forums, please don’t believe that they are all spontaneous. There are a large number of trolls and bloggers. In fact, UBER has maintained in-depth cooperative relationships with bloggers in various comprehensive and vertical fields in China. It is a common phenomenon to carry out social marketing for automobiles, beauty products, maternal and infant products, and electronic products.

1. Comprehensive: QQ Space, Renren, Douban, Zhihu, Tianya

Note: Zhihu has a high weight and QQ Space has many users

2. Vertical: Ctrip Travel, Mafengwo Travel; Autohome, Bitauto; Soufang, Anjuke; Lamabang, Babytree

Note: The quality of users in vertical communities is often extremely high High, the marketing value is great, but the community cracks down on marketing very harshly. A better way is to find KOLs for product placement marketing. You can also find writers to shoot original videos and pictures, write copy, and then carry out high-quality content marketing.

3. Social networking: WeChat group, QQ group, Douban group

Note: The labels of social groups are very clear and it is easy to find target users, but the resistance to advertising is also very strong. You can build a good relationship with the group owners and carry out marketing; if the government wants to form a group matrix, it is recommended to guide active people to form groups spontaneously. For example, most travel websites have user-created communication groups across the country.

For corporate marketing, self-media channels can be used to attack when advancing and defensive when retreating. Official channels can help companies establish a good image and maintain a reasonable voice in the market; social channels can help companies carry out cluster bombings on core target user groups, create hot spots, and form phenomenal events.

I prefer to use self-media to continuously output content, combine the relationship between enterprises, products, and users, use videos, pictures, and text to elaborate from different angles, stimulate the relationship between enterprises and users, and shape the enterprise image and reputation.

Paid channels increase visibility, while self-media and word-of-mouth channels build reputation. Enterprises have different promotion strategy combinations in different regions, times, competitive positioning, etc. CCTV advertising, subway advertising, theater advertising, video advertising, bus advertising, Baidu advertising, online alliances, celebrity endorsements, press conferences, large-scale road shows, theme promotions, etc., do not exist independently. They are all a combination of corporate marketing strategies. one of. Only by formulating a reasonable combination of promotion channels can the eye-catching, repetitive and complementary effects of advertising communication be maximized.

Module 3 word-of-mouth channels

Celebrities, opinion leaders, independent observers, and independent users mention products on social platforms, blogs, forums, and news websites and give positive reviews, which can quickly gain Massive exposure and greatly improve product conversion rate. The key points that affect word-of-mouth channels are content and gatekeepers. On the one hand, people only like to share interesting and fun content. On the other hand, gatekeepers determine the scope of information dissemination and the final content.

1. Celebrity Channels

1. Celebrity endorsement: TYBOYS, AB. . . (I don’t chase stars, I’ll make up my own mind for the rest)

Note: A must-have for local tycoon players. Celebrity endorsements have strong credibility, and can also take the opportunity to convert the star’s huge fan base. So the key point is whether the brand tone is consistent with the celebrity's brand image. In addition, if you invite a celebrity to endorse you, you must go to the big media, otherwise it will be like writing an anecdote without publishing it.

2. Celebrities: successful or professional people in the public and vertical fields, such as Jack Ma, such as Tu Youyou

Note: rare to meet, can be praised by celebrities, and the product strength is very good important.

3. Opinion leaders: Internet celebrities, grassroots bloggers, writers, lawyers, scholars, etc.

Note: This area is relatively easy to operate. The most typical ones are WeChat large accounts and Among the large-scale product placement ads on Weibo, the more famous one is the Death of Van Gogh - Alipay joke. Nowadays, the reason why WeChat big accounts have high promotion costs and good conversion rates is mainly because they rely on the influence of bloggers' opinions on fans. If conditions permit, you can find a few bloggers for in-depth cooperation.

2. Media channels

1. Independent reporters: well-known reporters from major media outlets

Note: Invite reporters to write a report about the company, excellent Journalists can write articles with a unique perspective and fair language, and what is finally presented to readers is like a piece of news, with strong credibility and word-of-mouth effects. Of course, if the content launched by the company's self-media is more interesting and arouses their interest, and it is published in the media after being checked by them, the effect will be better.

2. Well-known media: People’s Daily, Southern Weekend, Southern Metropolis Daily

Note: It is difficult for companies to obtain media coverage, and the general operation method is to plan market activities, such as a tourism company He once planned to “invite people across the country to travel” and received unanimous coverage from mainstream media. The core of event marketing is to attract media attention and report, which is relatively difficult. Some companies use the public welfare aspect of charity marketing to gain more media attention and reports.

3. Fan channels

1. Official: official post bar, community, blog, public account, official WeChat account

Note: Maintain fan channels and improve Fan activity. Fan meetings and theme activities are held from time to time.

2. Communities: Douban Group, QQ Group, WeChat Group, Comprehensive Forum, Vertical Forum

Note: The community must be well maintained, find some key figures, and form a good partnership.

3. Personal: Moments, WeChat, Weibo

Note: In the era of mobile Internet, everyone is a word-of-mouth media, such as real-person Moments

The above is the way to promote on the Internet. I hope it can help you. I am happy to continue to answer your questions. If you don’t understand, you can continue to ask or send a private message