3. Discussion group BBS publicity skills
The most successful case of publicity on BBS may be the Hang Seng Computer Incident last year. We do not ask which one is right or wrong, but we understand the lethality of BBS.
Discussion groups refer to online communication between people participating in the discussion through email. The administrator has the right to retain and delete any content. Participants can participate in the discussion in different identities to achieve people’s interest in your topic and be affected. If you send a summary of the topic of discussion to all those involved in the discussion every day, it will also attract more people to participate in your discussion. When you have a certain customer base or potential customer base, you can create a discussion group among them.
1. Discussion group usage tips:
Select a discussion group: First classify your website. If it is about medicine, go to the health discussion group; if it is about travel, go to the tourism discussion group. After finding the corresponding topic, you can see what the hot topics you are discussing.
Entering virtual roles: When you enter the discussion group, you should try to avoid advertising. You can use one virtual identity to participate in the discussion and then provide consultation or answers in another virtual identity. Such a question-and-answer method may cause a warm response.
Build trust: Try to be pragmatic when discussing issues and do not exaggerate, as this will easily make people feel trust in your website.
2. Successful cases:
Sitong Cube Forum:
Sitong Cube BBS has been very successful in its operation, from the original software download forum to game forums, sports forums and other forum contents, it has become the dark horse of the year in 1997 that rose by BBS, and has also become the predecessor and foundation of Sina.com.
4. Website cooperation skills
We compare many independent business websites to stars. Are you willing to be a lonely star in the sky or be dazzling among the stars? This is the meaning of cooperating with other websites. The popular friendly links are the easiest way to cooperate now. Are there any better cooperation skills?
1. Column content cooperation: Create some valuable content that many websites need and actively contact websites that may be interested. When some sites have high visits, you may feel a little afraid. In fact, these sites are constantly absorbing some good content to supplement their own sites. If you can get good materials from your site, they won't mind linking your website.
2. Brand websites are large commercial websites under the Ministry of Economic and Trade. This website is classified by product and brings together a large number of domestic websites. The best way to negotiate interconnection with such a branded site is to prepare for a success story. In 1998, the Fuda Tape site in Shanghai persisted in requesting to connect with major websites. In the end, the effort paid off and became a successful case in CHINAMARKET.
3. Multi-type company interconnection: Establish alliances for websites that have similarities to the topic but are not competitors. For example, if we try to carry out a tourism industry customer alliance, we can target Hainan Tianyu Hotel, Singapore Airlines, Yunnan Adventure Tourism, the world's No. 1 City, Beijing Xiangshan Ski Resort, China Travel Overseas, etc. Links in the site alliance are better than promoting individual sites.
5. Online advertising skills
The most common way of online advertising is graphic advertising, such as banner ads on the top of the homepage of each portal site.
Notes on using:
1) Media selection: Choosing an ICP with high access rates is of course the wisest choice, but it also depends on whether your advertising audience is completely consistent with the ICP audience. The world's No. 1 city located in Beijing and Hebei launched temple fair advertising during the Spring Festival. Because tourists are positioned in the surrounding areas of Beijing and are mainly entertainment, among the five ICPs within the selection range (Sohu, Guozhong.com, Searchke, Sina, and NetEase), Sina and Searchke were finally selected based on the visitor's positioning. The ads were broadcast tens of thousands of times in a week, with a click-through rate of 1.5%. Judging from the customer's feedback, advertising investment has received considerable returns.
2) Purchase method: The common advertising charging model in China is to charge unit fees ranging from RMB 120.00/CPM to 320.00/CPM (Cost per one thousand impressions) according to the number of advertisements. In addition, the text advertising space on Sohu’s homepage is charged monthly, with a minimum purchase volume of 3 months/time.
3) CPM—Cost per one thousand impressions: The online advertising charging model based on the advertising graphics (Demographic) being LOAD 1,000 times. If the advertiser purchases 20 CPM, it means that the advertisements placed can be broadcast 20,000 times. Domestic ICP prefer this billing model.
4) CPC—Cost per click through: It is also a cost calculation unit for thousands of times, and the online advertising charging model is based on the 1000 times of the advertisement graph being clicked and connected to the relevant URL or detailed content page. If an advertiser purchases 10 CPCs, it means that the advertisements placed can be clicked 10,000 times. Although the cost of CPC is much higher than that of CPM, advertisers tend to prefer CPC as a payment method.
5) Advertising creativity: Advertising slogan creativity must be able to "catch" the viewer's eyes, to arouse the browser's desire to click, and to give the browser the reason to click on your icon. The overall design of graphics, color and dynamic design of graphics cannot be overwhelming.
6) Advertising monitoring: After the advertisement is placed, the advertising broadcaster is required to provide a report or log in directly to monitor the advertising access. At present, the advertising management software of several major ICPs in China is relatively advanced. CHINABYTE adopts NETGRAVITY, and Sohu's ACCESS WATCH will also be updated to NETGRAVITY, providing the simplest interface for advertising management.
7)The best online advertising sites:
Online advertising first:
This site introduces various online advertisements in a more comprehensive way and is one of the best online advertising sites in China.
6. Techniques for creating events
1. Prize competition: Motorola often conducts prize-win questions and answers such as Huibi; VIAIA has been sponsored by Guozhong.com and 24/7 companies, and holds BANNER design competitions, etc., in order to increase its popularity through activities.
2. Online survey: Several surveys jointly launched by Zero Point Company and Sohu have successfully laid the foundation for the cooperation between professional companies and online media in online surveys. The annual online citizen survey conducted in Australia in China has also made investigators aware of the website.
3. Special events: Many netizens met through the Asian Games site and the China Central Network Annual Meeting; Sohu launched an online complaint on March 15, 1999; Sina launched the Chinese Football League site not long ago, and these events can add icing on the cake to the site's popularity.
7. Traditional promotion techniques
1. Company prints: The company’s letterhead, business card, and gift packaging must be printed with the URL name. Let customers see and remember your website while remembering your name and position.
2. Newspaper: Newspaper is the best way to use traditional methods to promote websites. The "Tiandihuan Network" website uses the promotion of IT newspapers to make a large number of readers know about the Chinese inventory product adjustment website.
3. Outdoor: Many people know that by dialing 263, you can access the Internet, and then know that 263 is the Capital Public Information Network, and the message comes from subway advertisements; some street signs in Zhongguancun can often be seen in INTEL's Chinese website /cn.
4. TV: CCTV and Phoenix TV have both marked the URL name on the screen after the program, and the NBA broadcasts live and scrolls from time to time.
5. Oral communication: Don’t underestimate the ability of oral communication. Good websites can be promoted through colleagues, friends and family.
8. Access traffic analysis skills
1. EMAIL feedback analysis: judge website visits by the increase or decrease of the number of effective EMAILs.
2. LOG analysis: Download LOG access records regularly. LOG is a visitor record in plain text format, including the visitor IP address, country, access time and access page, etc. WebTrends Log Analyzer is a LOG analysis software that can intuitively analyze various LOG records.
The above introduces some experience in promoting websites. Website promotion personnel can follow this idea when performing actual operations, but they can focus on specific techniques based on actual conditions. During the attempt to promote the website, I believe you will soon have your own experience.
Previous page12Read the full text