How do small and medium-sized enterprises do soft text marketing promotion

Nowadays, the Internet has entered the era of mobile Internet, and most users surf the Internet through mobile terminals. With the development of mobile Internet, short video platforms such as Tik Tok and A Aauto Quicker have become traffic rookies. Some business managers turn their attention to rookie platforms, but they look at the traditional soft text marketing with cold eyes. Some people think that no one reads soft articles now, and it doesn't matter much whether they do it or not.

Short video promotion &; Which is more valuable in soft text marketing?

According to the analysis of Xiaoma Zhitu Marketing Consultant, the rise of rookie platform in the era of mobile Internet is the general trend, but it is not something that can be ignored by traditional marketing methods.

First of all, the rookie platform may not be suitable for all industries. The short video platform can give priority to mass consumer goods for young people, but enterprises doing 2B business cannot do so.

Secondly, the number of users of short video platform is increasing rapidly, and the focus of users' needs is entertainment, while reading articles is to get the latest news. There is no conflict between them.

Finally, from the analysis of network application behavior, in addition to watching videos and playing games, users' article reading volume is also far ahead in network application.

In a word, Ma Xiao knows that marketing consultants advise enterprises to deploy marketing promotion in combination with their own industries and user groups, and soft text marketing is still one of the core ways of enterprise network marketing. Then, who will read the soft articles published by enterprises? What is the value and function of soft articles published by enterprises? How should enterprises develop soft text marketing? Pony knows the way of marketing consultant, which is further analyzed below.

Who is reading enterprise soft articles?

1, potential customer

If your product has been put on the market, there should be soft-text publicity whenever and wherever, because those potential customers will search your dynamics at any time, and they should be in a state of "everything is positive when searching";

2. Investors and shareholders

If the enterprise is in the process of financing or listing, it must send a soft article, because partners and investors will watch it, and they care more about the positive exposure of the enterprise than you do;

3. Industry professionals and media people

News represents the voice of the media, naturally has the objective position of a third party, and is more reliable than advertisements, so media people must read articles if they want to know the relevant information of enterprises;

4, enterprise employees, job seekers

Enterprises must send out soft messages if they want to keep the team stable or expand the team. Now, the post-90s generation is in no hurry to give me a chance. They rely heavily on online evaluation and will say that I went online to check the company's relevant situation and evaluate the company's development potential. Without news reports all the year round, I may not be able to recruit high-quality talents, and my internal staff will lose confidence and choose to quit.

5. Mass consumers

If enterprises suffer from negative articles, there will be many people who eat melons at the forefront of enterprises. If you don't have positive soft articles, they will think that those negative articles are right.

Therefore, enterprises don't have to worry that no one will read the soft text, because people who are closely related to the enterprise will pay attention to the soft text of the enterprise and search it when they are not busy; On the contrary, the enterprise should be worried that the relevant personnel want to read the soft text of the enterprise but can't see it, which is very unfavorable to the development of the enterprise.

Advantages and Functions of Soft Text Marketing

Some business owners are confused about the value and function of soft text marketing. Soft text is a soft promotion, not a hard advertisement. Therefore, it is impossible to accurately measure traffic and consult such data, but this does not mean that soft text marketing is worthless. Here, Ma Xiao Zhitu Marketing Consultant will take stock of the advantages and values of soft text marketing.

1, high reliability

No matter how well the advertisement is done, consumers will think that Lao Wang is selling melons and bragging, but the high-quality soft text is professional and readable, and can be discussed in many ways from the perspective of a third party to increase credibility.

2. Long-term reservations

Soft articles will not disappear after expiration like advertisements, and they can be accessed continuously. As long as it is searched, it will appear, which is very good for building a brand and building a long-term reputation.

3. Find a good place.

The traffic of media websites is large, and the probability of optimization to the home page is high. If you have a lot of articles, but they are all more than 20 pages, it is useless. Formal media soft articles have great advantages in weight and search space.

Step 4 accumulate word of mouth

If the enterprise publishes soft articles at every important event, major initiative, partnership and other key points, it is equivalent to combing the development timeline for itself. This kind of article information accumulation can show the strength and development track of the enterprise and make followers admire it.

Step 5 hedge against negative effects

In this Internet era, the media platform is open, and it is nothing new for a well-known brand to have some negative information. If the enterprise continues to publish positive soft articles, users can have a more comprehensive understanding of the enterprise and are not easily misled by sporadic negative information.

How should enterprises develop soft text marketing?

Since so many people watch soft news and soft publicity is so important, how should enterprises carry out soft marketing? Pony knows how the marketing consultant shares it below.

First, do a good job in overall planning

In fact, many times, enterprises want to do soft articles, perhaps because of competing products, or because they see that their reputation is too low, there is no information on the Internet, and some are negative about the brand search homepage. These are passive soft text marketing. Ma Xiao knows that it is recommended that enterprises take the initiative to lay out soft-text marketing. As a part of the overall marketing, soft-text marketing is an annual plan, which can perfectly cooperate with marketing activities, advertisements, channel expansion and other marketing work.

Second, choose the right partner.

If 4A company is selected, the first step may be completed by 4A company. If you choose a professional network company, you can fully consider the needs of the first party and achieve coordination. But if it is a soft text platform or a media company, it may not be considered so much. In that case, it is also possible for enterprises to have a strong enough media marketing consultant to coordinate the cooperation of all parties. If there are not so many professionals, or some people don't have so much energy to do so much work, it is more appropriate to choose a company at this level.

Third, review the copy and connect with Party B's company.

For example, Ma Xiao Zhixing Marketing Agency provides the whole network case, and Soft Text Marketing provides a complete set of solutions for copywriting and media co-ordination. However, Party A needs to review and confirm the copy before it is released. Party A needs a slightly experienced docking person to do these docking work, so that the implementation effect is more guaranteed.

Fourth, convey the information and needs of enterprises.

If the enterprise has any marketing activities and marketing arrangements in the next month or two, it should inform the peripheral Ma Xiao Zhitu team in advance, and Ma Xiao Zhitu will cooperate with the activities to publicize, which will be more efficient and effective. If the enterprise has any ideas and suggestions on media and communication, it can communicate with the project manager of Ma Xiao Zhitu in time.

Fifth, stick to it.

Soft text marketing is not an overnight promotion method. In the short term, you may not see much change in sales, but you can see changes in brand image online. The work is slowly accumulating results. Publishing soft articles, staying on the Internet for a long time, is a direct way to build word of mouth and enhance trust, which is irreplaceable by hard advertisements. However, this kind of publicity needs to be accumulated bit by bit, and it needs to be done for a long time to establish a good brand reputation.

How to do specific soft text marketing? Pony Zhihu Marketing Consultant shared so much first. If the specific details are not clear, you can directly search Pony Know-how on our website to communicate. Because the industry and background of each enterprise are different, Xiaoma Knowledge suggests that the soft text marketing scheme is tailor-made. At present, Pony's technical consultation and scheme are free. Welcome to Liao.