How to Choose the Communication Mode of Network Marketing
Source: Shangpin China |
Type: website encyclopedia |
Time: January 12, 2016
Most online news readers will mainly focus on vertical content, and have a large amount of information such as portals Website production The number of news updated every day is huge. How to make the enterprise's online news spread effectively needs to do a good job in the way of communication.
1. Choose the right place to place
Different types of news need to be delivered to appropriate locations. If the science and technology digital news is delivered to entertainment channels, it will certainly receive very little attention. If a game company invites a star to speak for it when it introduces a new game, then the news can be delivered on the game channel, and can also get some attention in the entertainment channel.
The first choice for putting online news is naturally the portal, because the media appeal and user groups of the portal determine the degree of attention of the news. You can choose an appropriate news website delivery platform according to the local, industrial, coverage and other characteristics of the website, as well as the type of news. If your news has enough hot spots, the probability of being reprinted will be much higher, so it is the key to fight well in the portal.
2. Select the appropriate launch time
After choosing the right place, it is also necessary to grasp the right time. According to the online time and location of the audience and the timeliness of the news, the news should be delivered at the appropriate time period as far as possible so that the audience can read the news in time. There are three considerations for time selection.
(1) Ordinary news is delivered in the morning. According to netizens' Internet habits, most of them get up in the morning to surf the Internet or browse the Internet O1 when they go to work, and search for interesting news on the websites they often go to. General SMEs do not have news every day like information websites. They can sort out their manuscripts and release them about twice a week. If you choose Monday, there will be a lot of information to be published on the news website. Even if your news is published, it will soon be topped by the updated news; If you wait for a rest day on weekends, the probability of news being viewed will also be reduced. Therefore, it is generally appropriate to launch the news in the middle of Monday to Friday, especially on Friday, because there will be two days off on weekends, so the news may have three days to hang in prominent positions.
For example, in 2007, when selecting the people who won the title of Alibaba Blog, it was normal for Futian to have a cover character who would be recommended on the home page. When the author was elected, it was on Friday, so he stayed on the home page for three days, bringing a lot of traffic to my blog. This method can be called "catch the chance not to catch the early", and it can also be fully used when releasing news.
(2) Timely news is delivered immediately. For emergencies, we should seize the opportunity. Once an emergency becomes a hot topic, the number of relevant news will also be close to saturation, and your news will receive significantly less attention.
(3) Heavy news is released at the first time. For enterprises, major news may be directly related to the company's decisions, the launch of new products, or the latest promotions, etc. They should be launched at the first time, occupy the headlines of similar news, and be simultaneously released on other media 'F' to expand the influence of the news. For example, on the eve of the vote at the Gome Shareholders' Voting Conference, almost every piece of news related to the "Gome Control Dispute" was a blockbuster news. Sina. com made a special topic on this event, doing exclusive interviews, exclusive videos, media observation, event tracking reports, etc., to inform more netizens of the whole process of the "Control Dispute" event.
3. Control the number of news releases
The more news about enterprises, the better. More is not equal to greater communication, but will lead to higher delivery costs. Therefore, there should be certain restrictions on the number of products to be delivered.
The news platform has page restrictions. Although it is not as absolute as newspapers and periodicals, the same enterprise can occupy only one or two positions on the same page. Internet users are happy to browse new, important and dynamic news. Moreover, an enterprise cannot have news every day. Even so, large portal websites will not report the news of the same type and the same enterprise, because this is undoubtedly a waste of space and manpower. More importantly, netizens will lose interest in reading such news. From this perspective, the more news, the better. If there are too many repeated news, the freshness and individuality will be lost, and users will gradually lose their attention to the enterprise.
Don't forget the news search function. Enter keyword information in the search box to query the news related to the keyword and obtain the news link address. Most people like to search and read news through search. Therefore, the quantity of news is important, but we need to grasp the quality and content.
4. Learn to make news
Opportunity also means business opportunities, which is the same reason as TV stations seizing audience ratings. In the entertainment industry, when there is a new movie or TV series to be broadcast, Zhou will always create some topics to improve audience rating through topic hype. Enterprises can also create news through topics.
Title: Yin Liguo's Yogurt Soundset "Jie"
Text: On September 26, the opening ceremony of the trial of Yili Fruit Yogurt "Show Jay Chou" officially sounded the assembly number on the Baolong City Square in the most prosperous area of Fuzhou. Against the bright "grass every red" representing health, the night sky in Baolong Square was particularly beautiful. Hundreds of participants gathered together to show their talents and compete for the winners of the "Show Jay Chou" activity, Try to get on the stage of Jay Chou's Super Era Concert on the evening of October 30 for a smart minute opening performance.
Yili uses Jay Chou's reputation to gather popularity for enterprises. Network media will be the first to report such news. As Yu said, "Pursue fame and fortune", while reporting news events, the network coal body also hopes to win popularity with the help of events, which is a win-win situation and also a driving force for enterprises to constantly create news.
It should be noted that making news is not the same as fabricating news. We advocate topic news that can bring positive impact to enterprises. Making false and exaggerated news will bring negative impact to enterprises with the disclosure of facts.
5. Fight for the permanence of network news
The network news is from point to area, such as the stones placed in the still pool, with ripples. The launch of online news is a one-time event. However, only by forming such a one-time report into a lasting publicity can it really bring traffic to the enterprise's website. The establishment of brand and the spread of business philosophy need series of reports as support.
For example, Yili Group, "the only designated dairy product for the 2010 World Expo", "Yili has been holding hands with the Chinese Olympic Committee for eight consecutive years", "Yili's excellent yoghurt sounded the" outstanding "", "Yili led the low-carbon" green tide "with" green travel "on car free days", "growing with love", Yili joined hands with "porcelain dolls" to make love no longer fragile " Such news has formed a continuous report for Yili Group in the online media. Yili's news is not available every day, but this all-round investment in publicity has brought direct benefits to the enterprise's brand promotion and product sales. The series of reports accompanying each activity can effectively be tracked by the online media. Compared with the dynamic news of the enterprise, such series of reports can expand the promotion scale of the enterprise's online marketing Deepen the impact.
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