No traffic jam? No budget? Quickly Grasp the "0" Cost and Effectively Promote Douban

This is an article I shared a year ago about the promotion of douban soft text. Now Baidu search "Douban promotion" has ranked first, which shows that the method mentioned in the article is quite recognized! (Douban promotion keyword search results) When you see Douban promotion, many people will think of signing a contract with Douban official to buy their homepage advertising space or Douban client push. This way of directly paying a large sum of money to promote watercress with sufficient market budget is really effective for designing creative watercress home page and promoting Banner. (Douban official advertising space) For startups (at least before the A round, game companies are all in line), it is impossible to buy Douban official advertising space only with marketing budget. With the decline of the forum, there are fewer and fewer free customer communities. In the face of such a douban with a huge user base and based on interest development, what other aspects can startups start from to achieve free promotion or the most cost-effective promotion? Douban promotes six posts: 1, Douban mobile application/portal. Let's take an example first: when we search for the keyword "peas" in Douban search, we will find that besides the pea pods group we often play, there are also pea pods software and pea pods mobile phone applications. (Douban Portal) Although the portal of this mobile application cannot directly bring downloads to startups, it can be used as a landing page in the later promotion of Douban soft text to prevent the promotion link from being blocked by Douban team. The following figure shows the specific way to add Douban application, and the marked place is the button of the added application item. (Add application item) Tip: After adding the application item of Douban, please ask your colleagues or yourself to create the 10 trumpet as soon as possible, so that this application will rank high and may even appear in Douban Application Square. In addition, the current scoring rule of Douban application is: user comments above 10 will give the display application a star. 2. Douban group Douban group is a forum that gathers together because of some interest or some purpose. "Cleanliness", "gathering" and "height" are the biggest differences between it and other forums at present. The promotion forms of douban group are post bar (including posting on it) and announcement, and the display forms are as follows. (Douban group) 3. Baidu in Douban Station Douban Station has a high weight. Pre-seo can use the site to add anti-chain and optimize brand keywords. In the WeChat official account product rookie exchange reply keyword "brand optimization", you can read the article "Discount, a search result that quickly occupies brand words in 30 days". Another function of Douban Station-it is a mini-site for companies in Douban Station, and startups can send any information they want, including links, videos and pictures. The bad thing about Douban Station is that the update made above did not remind the followers. My attitude towards Douban Station is to occupy this pit first, and then update the product-related content when I have time. Of course, the bulletin board in the station can still be used, and promotion links can be added so that newcomers who pay attention to the station can see it at first sight, as shown in the following figure (Douban Station). 4. Douban Redskins Douban Redskins are like the big V of Sina Weibo. You search for the target group you want to promote in Douban. The first group with the largest number of people is operated by Douban Redskins. Douban Red Man is a shortcut to quickly achieve the promotion effect in Douban. Red people can post in groups, promote personal accounts, plan online activities and activities in the same city. If the soft text works well, maybe he can go to the homepage of Douban through the red man. The picture below shows the specific promotion service quotation of Douban Redskins. In fact, compared with tens of thousands of tweets from Weibo WeChat, I think the promotion of Douban Red Man is still worth a try for startups. (watercress red quotation) 5. Douban Online Activity When everyone is doing online interactive activities and forwarding them in Weibo, as a smart operation, you can try the online activity function of Douban. At present, the online activities of Douban are mainly related to pictures, such as pictures, guessing movies, a book in your hand and so on. If the startup company also wants to directly drain to the website or product download page through online activities, it is recommended to cooperate with Douban Redskins. Basically, 3-4 Redskins will forward the promotion, so that they can get on the list of popular activities on Douban's homepage and enjoy the effects brought by natural traffic. (Douban Online Activity) 6. Douban City is a localized life service based on location. If you are a startup company of 020, you might as well try to create a Douban city activity, but please think about how to clearly explain the activities organized by you in words (Douban city activities cannot be created with pictures, you can attach a link to your station). In addition, it's still the same suggestion. Choosing the Douban Red Man in this city to launch the same city activities will get twice the result with half the effort. (Douban City) Practice: Effective 0-cost Douban group marketing 1 to find the group where the target users gather. Good products in the initial stage of entrepreneurship are generally concentrated in vertical segmentation industries, such as the product "job resume" promoted by a friend of mine, a vertical resume production website. For Job's resume, its target users mainly include "college students" and "non-college students who are applying for jobs". As a promoter of Jobs' resume, think about what kind of groups you will visit and what Douban station you will pay attention to if you are a job-seeking college student. 1) Search product-related keywords in Douban. Job's resume can be searched by the keywords "job application" and "operation" based on the job standard, so as to find the group where the current user is located, and of course, students can also be found according to the specific university name. (Douban Group "recruitment" keyword search results) (Douban Group "operation" keyword search results) 2) Recommended by relevant groups. In addition to searching, anyone who has run through Douban Group will know that Douban Group has a similar or highly relevant group recommendation option, so I can quickly find the target user's cluster for the product through this recommendation mechanism of Douban. Through the recommendation of "Shanghai Recruitment", we can find the group "Shanghai Part-time Job Search Exchange Group" that the target users of Job's resume may go to. If we can't find 70 groups through the above two methods (it is ok for one person to promote 70 groups in Douban), we can also do a breadcrumb search through the groups concerned by typical target users. For example, through the typical target users "helping our bank", I see that there are also "graduates who can't find jobs for cosmetic surgery". In this way, don't say 70 groups next time, 700 will do. Douban, a product that can gather users, has small stations in addition to groups. We can also quickly find the small station we want to promote by finding a group, but the small station can't promote soft articles, and only the administrator can post articles in the small station. Make a comparison between the station and the group from the perspective of the promoter. 2. Select high-quality groups. Through the first step, we can find many (70) groups with our target users. The second step is to select high-quality groups among these groups with strong product relevance. Here you can measure the quality of a group by the following indicators: 1) group users. The suggestion is above 40 thousand+,and I successfully got a post with more than 400 replies in this group. (The concern of Taiwan Province Free Travel Group) 2) The number of posts updated in the group every day. If the number of updates per day can fill the first page (60 posts), it is an active group, but it does not rule out that some groups have low updates but good activity. One advantage of posting in a group with less updates is that it is not easy to sink posts. In a douban group with a lot of updates, you should always comment on posts, because the ranking algorithm of posts in the group is that comments will make posts top. 3) Maximum number of responses in the group. By looking at the posts with the highest number of replies in the group, we can measure the potential of the group. If the post with the highest number of replies in a group has only 200 replies, then such a group will give up decisively. 3. How to generate hot posts in the group? The number of hot posts is about 10, which can bring 200 independent IP hits to the website almost every day. For content-based websites like Job' s Resume/ Little Red Book, you can spend less time editing posts when promoting, and you can completely edit high-quality posts, because there are a lot of dry goods in such websites, and the copywriting style can be in Chinese and soft. Whether you are a content-based product or not, you may wish to use the following nine posting skills when posting soft articles in Douban: 1) Confirm the posting direction, including the content and language style of the post. The quickest and most effective way is to refer to the fire posts in the group you want to send. For example, the fire post in the Shanghai job recruitment group "Interview with such an offer, you will chase it", and clicking on a completion is an advertising post, and the content is empirical. For Jobs' resume, the experience content type on the product is a highlight on his website. if