Release date：2024/6/24
The era of self-media has arrived, and how to use Weibo and WeChat for marketing has gradually attracted the attention and favor of valve marketing planners. This article starts with analyzing the communication characteristics of Weibo and WeChat, and explains why Weibo and WeChat can become a marketing tool for valve business owners.
The so-called Weibo and WeChat marketing is a public relations activity that uses Weibo and WeChat to help valve companies promote their products. Weibo and WeChat marketing is simple to operate, information release is convenient, and the information release and dissemination methods are diverse. Everyone can spread information virally by forwarding it to each other.
The emergence of Weibo and WeChat marketing has changed the high cost of traditional marketing. Whether compared with the cost of tens of thousands of yuan for traditional advertising, or compared with the marketing costs of Baidu, 360 or other portals, the cost of Weibo and WeChat marketing is relatively small. First of all, the cost of publishing information on Weibo is very low. Valve companies publish information through Weibo and WeChat. At present, Weibo and WeChat platforms do not charge fees. If they publish information on mobile phones, they only need to pay a certain amount of MMS or traffic fees to the operator. This is basically negligible. Secondly, the cost of using Weibo for information search is also very low. If you are interested in some information posted by a Weibo user, you can add "Follow" to become a fan of the Weibo user, which is equivalent to subscribing to his Weibo information. After that, the information of this Weibo user will automatically appear on the fan page every time it is updated. At the same time, Weibo also provides information search function, which can facilitate the audience to quickly find relevant information, so that the audience can deeply explore and integrate a large amount of information fragments.
Word-of-mouth communication is a common and highly valued communication method for modern valve companies in the era of integrated marketing communication. Under the communication method of Weibo and WeChat, word-of-mouth communication still works. Weibo users can establish connections through mutual fans, and valve companies can lock in this target user group through search, and then conduct one-to-one communication to the target user group. Individuals can also "follow" the company to quickly learn the information they want and forward it to let more people in the circle know about the company and products. In this way, the company and its products have established an image in the minds of the audience, and marketing is achieved. In the situation where the credibility of mass communication and the influence of media communication are decreasing, Weibo recommendations make word-of-mouth marketing possible. As self-media, Weibo and WeChat are gradually being used as tools for commercial operations, and a new brand communication and marketing model is taking shape.
If valve companies want to use Weibo to successfully conduct marketing and communication, they must first construct a Weibo information dissemination model. The Weibo information dissemination model can be summarized as: Weibo communication = the three-way balance of people + psychology + behavior.
Among them, people = finding opinion leaders and loyal fans. You can use multiple company employees to collectively open Weibo. Each employee has his own fan group. Each employee will interact with the topic, making the topic more personalized. Group Weibo brings the breadth of topics and diversity of thinking.
Psychology = Give users a reason to help you spread. For example, for an integrated marketing communication for a diamond brand, you can post topics about "love" on Weibo. It should have the following characteristics: the most positive information that represents the brand; a lot of topics; related to everyone and barrier-free communication, etc.
Behavior = guide users to create content. For example, through Weibo, a prize-winning event is held. After winning the prize, the netizen will show the prize. The netizen has a different fan group from the corporate Weibo, which invisibly increases the awareness of the event. The netizens' remarks are attractive to other netizens, which is not possible for corporate Weibo. Then forwarding these netizens' winning speeches through corporate Weibo is a secondary dissemination of the event.
In addition, valve enterprises should make more use of Weibo and WeChat platforms to communicate with users, collect user feedback, improve products or provide better after-sales service. Finally, we should strive to get netizens to forward. Forwarding can maximize the effect of information dissemination. To achieve success in forwarding, we can work hard in the following aspects: First, we should put "labels" well. When some topic words appear frequently, the labels and search functions of Weibo can make them hot topics, so that more netizens can browse and pay attention to them. Second, we should choose humorous and interesting content, and pictures can be used, and the content disseminated should make netizens feel valuable. Enterprises use Weibo for marketing, and interest points may attract more fans, because good advertisements usually have interest points. Third, make use of social hot spots. Hot issues that are being watched and spread by the public naturally have a high degree of attention. If social hot spots are combined with corporate marketing, unexpected results will be achieved. With the gradual popularization of Weibo and WeChat applications, the future of valve enterprises using self-media to assist marketing will greatly shorten the growth time of valve brands.
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