How To Use Blogs To Ignite The Fire Of Brand Communication

The pformation and application of network technology is bringing new changes to brand awareness. Since 2005, blog, which has been paid close attention to as a new type of Internet application, is entering thousands of households, and has become a sharp weapon of network marketing.

There are three key factors for a thing to form strength, and to get people to recognize it. First, there are many users, many audiences, these audiences and users can form enough influence; two, there are already applied cases, if it is a successful application case, it will generate greater power; three, there are organizations or individuals who are pushing this thing to maturity and popularization.

And from 2005 to today, blog has these three conditions. It is precisely because of the "three big parts" that blog has officially started to spread the brand influence and shape the stage of popularity.

Fang Xingdong, who was the first to hold high the banner of bloggers in China, was also the most powerful force in this blog's application and promotion. Although Sina, Tencent, Baidu, NetEase, Sohu and other major portals have joined the blogger camp, they have taken away most of the scenery.

But since 2005, with the power of blog, Mu Zimei and Zhu Ying Qing have entered the public view from the blog. IBM, GOOGLE, Nike, Coca-Cola, Visa USA, Oracle and other enterprises have offered the public relations edge of blogs; some agencies engaged in online marketing services have incorporated blog marketing into the whole service range.

According to the "twenty-second China Internet development statistics report" released by China Internet Network Information Center (CNNIC) in July, the number of Internet users in China is over 250 million. The proportion of Internet users with personal blog / personal space is 42.3%, and the user scale has broken through 100 million passes, reaching 107 million.

The proportion of Internet users who have updated blogs / personal space in half a year is 28%, that is, the number of users who have updated blogs in over half a year is over 70 million.

The percentage of Korean blogs is 40.7%, and the proportion of Internet users who update at least once a week is 27.6%.

Similar to China's development.

American blogs / personal space development is also relatively rapid.

As early as 2005, the BLOG application survey report released by Pew Internet American Life Project, the US internet survey agency, showed that by March 2005, Internet users from the US 1/4 read BLOG (blog) articles, and 9% of Internet users created their own BLOG (blog).

According to the Pew Internet Center survey, 12% of American teenagers build personal blogs.

Teenagers are more bloggers than adults.

Among teenagers, 19% of them create their own blogs, and 28% of them often read other people's blog web pages.

In adults, the corresponding index is only 7% and 27%.

Like other developed countries in the world, China's blogs / personal space development continues to boom.

At present, the major portals and instant messenger providers provide blog / personal space services, and the Chinese Internet is entering an era of universal writing.

Universal writing means the era of universal communication is opening.

Not only more and more enterprises are using blogs to expand marketing and brand communication, but more and more individuals will also write blogs, spread ideas or create personal brands through blogs.

Who is holding high the banner of bloggers?

Whether in the business world or in the political arena, whether in entertainment or in academia, whether in business or in individuals, whether in market organizations or public institutions, you can see that blog is busy and brilliant, and it can feel the influence of blogs.

As a long-term sponsor of the Olympic Games, Coca-Cola released an interactive marketing website during the Winter Olympics in Turin.

The website has podcasts, photo releases, reviews and other functions. It also recruits 6 university students from China, Germany, Italy, Canada, Australia and the United States, and reports the Winter Olympic Games in real time in the form of blogs.

This practice has attracted the attention of many people, and has been widely quoted as a case of blog marketing.

(chinese.direct2dell.com), it is divided into IT technology, Linux, Vista, small and medium enterprises, cloud computing, corporate social responsibility, corporate strategy, large scale enterprises, university campus, customer experience, family users, family users and small and medium enterprises, DELL products, DELL life, DELL Learning Center, DELL culture, new selection of fashion, new business, games, environmental protection, social media, simplified IT, video, retail strategy, earthquake disaster and so on. Apart from the Chinese version, there are also English, Japanese, Spanish, Norwegian, and investor relations blogs, cloud computing blogs, InsideIT blogs, small business blogs, digital life - your blog, green innovation blog, etc. DELL, a well-known computer maker, has launched multilingual official blogs, such as the Chinese blog "DELL through train".

In recent two years, Google is also a keen enthusiast of blog marketing. The Google blackboard newspaper, which is well known in the industry, is its outstanding performance. Its launch has triggered widespread discussions in the industry, and many companies follow it up. The blog public relations surrounding Mr. Li Kaifu's departure from Microsoft's joining GOOGLE is also worth learning. Before Li Kaifu arrived, GOOGLE has opened the blog of GOOGLE and Dr. Li Kaifu as a public relations window for GOOGLE facing the Chinese market.

Some enterprises that are still in the start-up period, especially the new economic enterprises, such as Internet, e-commerce, software and so on, mostly set up their own official blogs, and some enterprises have already invested in the trend of blog marketing. The purpose is very simple. Undoubtedly, they hope to use this free tool to achieve low cost product promotion, such as BLOG of the Douban net and BLOG of win road.

It is also these small and medium-sized enterprises that are still in a pioneering stage. Under the condition of limited marketing resources, they need the marketing tool of blog.

Personally, there are few cases of popularity through blogs, but there are many examples of gaining popularity through blogs and attracting potential customers to negotiate business.

Whether in Sina, Sohu, NetEase and other comprehensive portal blog channels, or blog network, China blog network and other blog sites, we can see a lot of celebrity blogs or visit a considerable amount of grassroots blog.

Among them, celebrity bloggers such as Pan Shiyi, Wang Shi, Ren Zhiqiang and Shi Yongqing in the real estate industry, such as Ye Maozhong, Wang Zhigang and so on, are the stars in the entertainment industry, such as Zhang Ziyi, Zhang Ziyi, IT, and so on.

And there are many famous blogs on the grass roots, such as February girl, sister Furong, Shenyang, and so on.

How to ignite popularity torch

For different industries, especially small and medium-sized enterprises, when deciding to implement internet marketing through blog, it is better to form a complete plan and process in advance.

For most SMEs, there are three ways to choose from:

The first strategy is to incorporate it into the responsibilities of marketing, marketing or brand communication departments. The Department is responsible for the design, creativity, formulation and implementation of strategies, which requires special planning and execution teams, such as planners, contributors, planners, programmers, media, network promotors, post poster, etc.

The second strategy is to entrust an outside professional network marketing service provider, so that enterprises can not save people and save long-term manpower costs. The third party blog marketing professional service mode is actually outsourced by blog marketing to professional companies.

From the blog marketing strategy of large enterprises such as Coca-Cola and other related enterprise blog marketing practice application mode, we can see that blog marketing service market opportunity is beginning to appear. Blog marketing as an independent third party professional service has proved to be feasible.

The third strategy is that an enterprise can set up a micro team of 1 to 2 people, who is responsible for marketing planning and organization and implementation. The specific work is to organize some bloggers and part-time posters, network promotions and freelance writers.

However, in any case, it is impossible to leave the blog marketing plan, select blog service platform, design blog topics, persist in original blog writing, borrow other blog resources, join blog circles, get blog channel editing recommendation, etc.

In order to ignite the torch of brand awareness, the most important thing is to increase the volume of blog visits, and enhance the amount of blog visits.

There are several key points in the operation of blog promotion. These key points are in place. Generally speaking, blog traffic is increased by thousands of units per day, and there is no problem.

For example, a few blog promotion cases recently undertaken by the team led by the author, it is also very easy to achieve 200 thousand visits in one month.

Through this promotion, many people not only know the bloggers, but also know the bloggers' companies, and also know the bloggers' projects, thus achieving the "three win" pattern in the visibility.

The first is the choice of blog platform. In general, the role of "face" is greater than that of "brand communication".

If you want to disseminate brand awareness as widely as possible through blogs, you still need to use other websites with large visits, such as Sina blogs, Sohu blogs, NetEase blogs, QQZone, etc.

But it is also best not to build a blog on a blog platform.

Secondly, design topics, create a dialogue environment, attract audience clicks, and stimulate readers' comments after reading.

If we can spread it autonomously, the effect will be better.

This link has several key components, one is the design of the topic, that is, what information we plan to provide through the blog, what views to share, what ideas to propagate, what comments to publish, and the other is to get a good headline, and the title is appealing to attract more users to click.

Third, stick to original writing for a long time, preferably one article per day, or every two days. It will be able to comment on popular events at any time. It can also explain its own theories and viewpoints. It can also give some opinions to some famous enterprises, well-known people and famous brands, and of course, it can also reveal some exclusive news, and the direction of creation can be varied.

The information of enterprises or products can be implanted in the article, but it is best to maintain a certain limit so as not to affect the readability of the article.

The fourth key point is to use other blog resources, including other blogs, blog circles, blog links, etc., which requires our own blog to have a certain amount of visits, and the next work will be much better.

The principle is simple, that is, adding more blog circles as possible, exchanging links with as many bloggers with a certain amount of visits as possible, logging in and visiting other blogs.

The fifth key point is to attract the attention of blog editors through the novelty of the topic, the quality of the article, the uniqueness of the viewpoint, the exclusive information and so on, so as to get the recommendation of the dominant position of the website or blog channel. This effect is quite obvious.

For example, the first screen of Sina blog channel is recommended. If the title is new and popular, it is relatively simple to get more than 10 thousand visits in 24 hours.

Blog service providers also need good content and good material to attract more readers to read and enhance their stickiness.

If you do not use this method to promote the use of blogs, you can also organize a number of personal blogs with a certain amount of access, and put in a series of articles, pictures, videos or animations on these personal blogs. Through these words or pictures, the information of products, enterprises and brands will be implanted into each corner of the world by a large number of personal blogs.

Theories, methods, and cases have all taken shape. The next step is the most urgent and most important thing to do is to let more small and medium-sized enterprises enjoy the benefits brought by Blog Tools, and use blogs to ignite another torch to spread the brand awareness of enterprises, so as to push the marketing pformation of enterprises to a new path.