How to improve the effect of press release?
Even if the content of a soft article is of high quality and the dissemination effect is not good, it is useless. That soft article will not spread by itself, what should we do? Find ways to spread through multiple channels to promote self-propagation.
Are the good articles we usually see just casually posted on Weibo and WeChat and then spread like crazy? Not really. Behind the crazy dissemination of these articles, either the parties involved have a large number of network resources, or they have spent a lot of money to buy a certain number of dissemination sources. Without these foundations, no one has the ability to spread widely.
Don't believe some great people who say that their products basically have no promotion funds and rarely do promotion, relying on your word-of-mouth promotion. They have a lot of network resources, they can publicize them for free, and the big cows are all obligated to help each other (I haven’t seen that celebrities like each other and forward other people’s Weibo and WeChat, a celebrity needs, a hundred Celebrities help for free, if a person with an unknown product wants to get a hundred celebrities to promote himself, it is estimated that millions of dollars cannot be paid).
1. Purchase a certain basic communication point
One pass ten, ten pass one hundred, one hundred talents pass one thousand, in order to reach the spread of one million or tens of millions, there must be one hundred thousand or one million spread points. This is the most basic truth. It's such a simple truth. Many bosses don't understand that their company's Weibo is followed by hundreds of people, and the number of people who are not required to publish Weibo has reached thousands of views. How is it possible?
To reach a certain level of spread, buying spread points is a must. As for which channel to buy and what quality of communication points to buy, the specific operations of different industries are different. Only some general things are mentioned here, and you can use them flexibly according to your own industry characteristics.
2. Purchase a certain amount of paper media
Although it is said that the role of paper media is getting smaller and smaller, so far, it still has a certain influence, especially for some vertical industries, it is more effective to do soft articles on paper media. Secondly, the articles in the paper media will also be used by the online media. Many portals, especially local portals, have signed content use agreements with newspapers. Under normal circumstances, the soft paper of the paper media is charged according to the number of words, the cost is between 1 yuan and 20 yuan per word, and a small part can be charged according to the size of the page.
In terms of specific media selection, there is a huge gap between different industries and different products. In terms of the number of media, the first soft article should not be published too much, about 5, and the effect will be tested, and then the number of subsequent publications will be determined according to the effect.
3. Buying media from online channels
Including portal sites, local sites and vertical sites. Because the population covered by the paper media is limited after all; secondly, the secondary communication ability of the paper media is lacking, especially the local paper media. If the quality of the soft articles published on the portal website is high enough, it will be used by a large number of small and medium websites. In China, valuable news is still very scarce. A large number of small and medium-sized websites cannot find valuable news. Those WTTs are waiting for news on portal websites. There is one point in particular that needs to be emphasized. You must choose a trustworthy third-party platform to buy media. I will not talk about those specific platforms, and there are suspicions of advertising in the province. Also, don't buy the kind of soft paper that is sent to the four major portals for 500 yuan. This kind of press release has no link entry on the homepage and channel page of the website, that is to say, you can't find this article on the Internet except by directly entering the URL of the press release or entering the title of the press release in a search engine. At least you should buy an ad with an entry on the channel page, and it is best to buy an ad on the homepage. Although the price is a bit more expensive, it is effective.
4. Further buy spreads on social media
Mainly Weibo, WeChat can be targeted in a small number of choices. In order to achieve the greatest communication effect, there is still a need for action on social media. Post on social media and there will be plenty of ordinary you helping you spread the word.
According to product features and ad style, select a certain number of suitable big V to forward the article; or ask them to comment on the ad. Note that it is best to set up several versions of the comment, there are positive and negative, and it must be able to cause controversy.
To choose the channel of the big V, you can either use the official channel of Weibo or choose a third-party platform. Both have their advantages and disadvantages, and you can choose according to your circumstances.
5. Further expand dissemination points
The above two steps have been completed, most of them have been basically completed, and the communication effect has been achieved. Not only can the entire network become popular, but at least it can be hot on the Internet for a while. With the help of the booming popularity, through the operation of this step, some communication potentials can be further tapped. If you do it creatively and vigorously, it will even form a second wave of communication boom.
After completing a press release, the release and delivery of the press release is also a more critical step, which is related to whether you can maximize the value of the press release and whether you have done useless work. Well, the above is the introduction to the content of the press release and delivery. Welcome to search for more knowledge of soft post marketing dry goods!