Last class, we talked about the writing topic of Wukong's question and answer. Today I want to talk about marketing, because there are still many doorways in marketing. So I personally think it is necessary to spend a whole class to tell you how to use Wukong question and answer to do marketing. No matter whether we do brand marketing or product marketing, no matter which one we do, the routine is actually similar. When everyone is marketing from the media platform, everyone basically has a consciousness, that is, multi-platform synchronization content. In other words, the accounts are registered on all major platforms, and the accounts use the same name, and then the avatars are unified on all platforms. However, when you operate an account, you must have a focus, that is, which platform has a large traffic, you should focus on which platform to operate, and the rest of the platforms only send long articles or short articles, and run away when you lose one. If we pay attention to Zhihu a few years ago, we will find that the traffic in Zhihu is very huge from 20 16 to 20 18, so the brand accounts were particularly active in Zhihu in the past few years, whether it was Station A or Miley Miley, or Tianyueqi, which is used to query enterprise information, and Little Red Book APP. These platforms have opened official agency numbers on Zhihu. This organization number will pay some certification fees to Zhihu every year, and then they can bring the blue label certified by the company. This is actually a method of brand marketing. Which platform has large traffic is more active on which platform. To put it bluntly, show your face However, Zhihu has one shortcoming. Their push mechanism is relatively simple. Originally a timeline push, it has now become a hot list. If you have been with the big V group in Zhihu, you all know that everyone is playing hard to get the C position on the hot list. Moreover, in this brand of Zhihu, only big brands can suck powder. If the brand is very small, it is simply too difficult to become famous in Zhihu. Compared with Zhihu, Wukong has a great advantage in question and answer. Even if you don't have enough fans, after you answer a question, as long as the quality of the answer is good enough and the question is chosen properly, you can get systematic recommendation and be pushed to the front page of today's headlines. We have talked about the criteria for judging the quality of Wukong's question and answer, and I will repeat it here. Don't make those low-level mistakes. Don't choose overdue questions, write 500 words and three pictures. I said it last time, so I won't repeat it this time. As long as this is done, even a zero-fan account can get a good exposure opportunity and get the desired traffic. Once users are attracted by the product advantages revealed in your content, they will take the initiative to come to us. People who don't need it can't come to us. We just need accurate and effective traffic, and we want fans who are willing to buy our products. In other words, at this time, we only need to pay attention to quality, not quantity. Since we are all old salesmen, we might as well recall the customers you once knew before answering questions, and then think about what kind of people they are. Why do they buy your product instead of other products? What selling point do your users see in your product? When you sum up this key factor, you are not far from learning to use Wukong question and answer and successfully completing a precise marketing. Then let's think deeply from the perspective of users. What value do they hope this product can bring to them? For example, if Japanese teachers want to drain, they naturally need to choose those questions related to Japanese. Don't worry about less traffic, so even if only ten people come in and click, it is much more precious than the millions of traffic of ordinary problems. Of course, choosing to answer Japanese-related questions is only a major premise, and there are many skills in subtleties. The deeper we know about the target customers, the more we can find the problems that hit their pain points. Everyone has problems that need to be solved urgently. If they find that someone can really help them solve it, they are willing to spend some money. We must seize this opportunity and give a serious answer. Don't be reluctant to give dry goods. Only if you are willing to bring out a bowl of water will others believe that you have a bucket of water. Only by conquering each other with something really useful will they be willing to pay for you. We must remember this. To put it bluntly, your customer base must have the same pain point. What are our principles for selecting topics? Just choose the right topic according to your pain points, and then work hard on the map. In theory, the three pictures of Wukong's question and answer can be found on Baidu, but in fact there are still some doorways here. When we are doing marketing, if necessary, we can put pictures of our products on it, and then use pictures to tell each other what problems my products have successfully solved. As the saying goes, a picture is worth a thousand words. The convenience of media communication is always that video is bigger than pictures, and pictures are bigger than words. In the past, TV advertisements looked more intuitive than picture advertisements in magazines. Picture advertisements in magazines look more intuitive than text advertisements in newspapers, telling us that pictures can convince others more than words, and moving pictures are better than still pictures. If you want to show your products better, just upload a video. Five-grid question and answer allows uploading a video, which is more intuitive. In short, as long as you can show the value of your product, you can use any convenient method. As long as the target users think that this product can meet their needs, they will naturally take the initiative to buy it. If we see their messages, we should encourage them to consult us through the private messages in the headlines, or directly tell them the private messages and add our WeChat consultation. This is a good method. We will eventually introduce them into the private domain traffic pool, that is, store them in our own WeChat personal account. It is difficult to form a transaction by the open flow of a Wukong question and answer. If we operate this account purely for business and marketing, there is no need to pursue traffic excessively, just pay attention to the actual conversion rate. Those accounts that pursue traffic are either big brands and not bad money. The purpose is to empower their products. To put it bluntly, it means getting familiar with each other and adding some influence to yourself. In other words, Party B fooled Party A and Party A fooled investors. This has been the case in recent years, but now this routine is not very good, so not many people use it. Of course, some people want to get a big number to satisfy their vanity. How to sell the product is actually secondary. Besides, traffic is meaningless. For business people, the routine of fission and powder explosion like in previous years is no longer good. You can't blindly pursue it, you must choose a precise transformation. Lead people who really want to spend to our WeChat. In fact, when we talk about business, we should put it on WeChat. Of course, we still have to remember the most basic principles, whether we use micro-headlines, Wukong questions and answers, or long articles to be written in the future, no matter which one we use, we must remember that personal micro-signals should never be sent out publicly, otherwise it will be dangerous for the headlines to catch your number. We either leave an official WeChat account occasionally, or encourage others to consult privately and disclose personal WeChat to each other to protect our accounts. Customer drainage is a long-term job, not a one-off event. You must protect your account and try not to let others catch you. Ok, finally, let me summarize the main points of today. If we want to do business and sell our own products, we must accurately transform them, divert people who really want to buy products to your personal WeChat, and then properly maintain them, just like the old customers in the old sales and maintenance phone book in the past. Now the phone book has been changed to WeChat, and people have given it a new name, called private domain traffic. To put it bluntly, it is core customers and long-term customers. The answer should fully reflect what kind of value you can bring, and fully display your value under the bonus of traffic, in order to completely conquer users. Ok, our two lessons about Wukong's question and answer are over. You can insist on writing Wukong's Q&A for a while, and gradually learn to sum up opinions on the basis of micro-headline writing, which will definitely come in handy when we write long articles in the future. If you want to read more long articles, you must have a good title. That's right. Next class we will discuss how to give a title to a long article.