How to seek the development of the local forum of online marketing in the Internet
In recent years, the rise of microblog has greatly influenced the Internet（ Beijing website production ）The industry has had a huge impact. The immediacy of microblog topics and the influence of microblog celebrities make traditional BBS such as Tianya and Maopu（ High end website construction ）The influence of Weibo has gradually been replaced by Weibo. However, local communities are relatively less affected. A considerable number of local communities have grown up in the cracks between microblog, SNS, major portals and national communities. Local communities are more localized, closer to users, more integrated, more clearly classified, and retain a large number of users with grassroots content and specific services, so they still occupy a great advantage.
The position of local communities in the Internet industry has become increasingly clear, and more and more people have begun to operate local communities to serve one user. At present, many local community websites have developed to a certain scale, with stable user groups and advertisers. What should local communities and emerging local communities do to consolidate their current position and gain a foothold in the highly competitive and rapidly changing Internet market?
First, there should be a clear positioning.
At the beginning of the establishment of local communities, the first thing to do is to find their own positions. Is it an information community that releases local news and discusses local trends, or an interactive community where netizens share experiences and discuss experiences, or a new type of e-commerce community (local C2C, local group buying, etc.)? At the beginning of website creation, only one focus can be selected for development. If the stall is too large, the result will be that every part cannot achieve sound development, and it is likely to give up halfway.
It is particularly worth mentioning that many local community webmasters adopted the development method of killing the goose that lays the golden egg because of their eagerness for quick success in the initial stage of the website. They blindly imitated some successful websites when they did not find the right positioning in the early stage, and piled up various contents in the website following the trend. Great efforts have been made in ranking and advertising. After attracting a group of users and advertisers, they may gain some profits in a short period of time, but cannot maintain the sustainable development in the future. Because the website does not have an accurate positioning, the larger the stall, the more difficult it is to focus on managing and retaining a fixed user group, and the inability to continuously let users get the information they want on the site will only lead to the loss of development goals, and the road will become narrower and narrower until there is no way to go.
Secondly, content operation should be well done.
The traditional BBS pays little attention to the content on the site, and the operation on the site is almost limited to deleting illegal information and recommending hot posts. However, with the development of the Internet, users are increasingly demanding for the immediacy and accuracy of information and the readability of content, which requires website operators to work hard on content. In addition to selecting valuable boutique content for recommendation in community hot posts, community administrators should also select some local hot topics to initiate discussions, or more directly launch a series of original content with unique perspectives and fresh topics, gradually becoming the featured part of the site. From the current development, local websites are the history of the transformation of official media (especially paper media) and the history of individual webmasters. The local websites that eventually become the city's leading portals may be the result of the transformation and elimination of the official media, or may be the result of hundreds of local community websites. Only with content can we retain more core users, only with users can we interact, and only with interaction can we survive.
Third, we should make good use of local resources such as QQ groups.
QQ group is currently the most active and interactive online gathering place for local people. There are quite a few local communities that will be pulled away by QQ groups, and many communities even block keywords such as QQ groups. But with the integration of discuz and QQ, QQ groups can be an important means for local communities to find target users. Collect local QQ groups by category (such as photography, karaoke, food groups) and region (such as a city or a district group), participate in intra group discussions, organize intra group activities, and give some funds to support the offline communication of group members, which will bring a large number of loyal users to your community. Especially after discuz is bound to QQ groups, the push function will make your posts become the focus of discussion in each QQ group at the first time.
Fourth, we should make use of microblog, SNS and other platforms to do a good job of off-site promotion.
At present, Sina Weibo, Tencent Weibo, Renren and other platforms have gathered a large number of young active users. Local communities should set up their own public home pages on these platforms as early as possible, select some fresh topics, cute or warm pictures, hold some small activities every day, and draw small prizes to attract users' attention and participation, which can not only attract more users to the website, It can also gain great advantages in the following e-commerce promotion activities. The process of accumulating fans in the early stage may require a certain amount of money. The content published every day must also be carefully selected to be as beautiful as possible, which may consume considerable time and energy. However, the following benefits are also considerable. When appropriate, you can launch your own APP in combination with Weibo or SNS, which is simple and interesting. If it is also highly practical, it will be even better. As a traditional platform, only by constantly combining with new platforms can the community radiate more vitality and ensure to constantly attract younger user groups.
In a word, local communities should find a good position at the beginning of their establishment, do a good job in ranking optimization and advertising, and at the same time, they should be more active in finding young and active users, combine more with emerging Internet platforms, and work more on content, so that they can easily gain a foothold in the highly competitive Internet industry.
