Understand the consumer's acceptance process of advertising soft text, and make clear the concept theme: only when the theme is clear, can it be targeted and achieve the expected advertising effect.
There must be a novel and creative title and promotional copy.
Select the expression that matches the copy.
Implementation steps
Soft text marketing is one of the most important marketing methods in the network era, and it is also one of the necessary marketing means for enterprises. However, soft text marketing requires the implementers to have comprehensive qualities, and it is difficult for ordinary newcomers to exert the inherent charm of soft text marketing. More than one e-commerce company may be confused on the road of soft text marketing. So how should soft text marketing be implemented?
The first step is market background analysis.
Soft text marketing is a kind of marketing behavior, and it is very necessary to do market analysis. Only by understanding the user characteristics faced by e-commerce enterprises can we accurately plan the topic selection of soft articles and choose appropriate media strategies. As far as e-commerce is concerned, they have their own areas of expertise, such as women of childbearing age facing maternal and child shopping malls, and people who like fitness facing sporting goods shopping malls. Therefore, e-commerce companies are also in different industries, and different companies may have great differences in marketing needs.
The second step is the planning of soft topic selection.
As mentioned above, the planning of soft text topic selection should accurately grasp the characteristics of user groups. In addition, the theme is planned according to the direction of marketing. If it is the initial stage of e-commerce enterprise operation, we should pay attention to the establishment of user trust; If it is a mature e-commerce enterprise, it should focus on the promotion of activities and special products, which will directly drive the sales of shopping malls; If it is brand promotion, the topic of the article focuses on corporate public relations communication and highlights corporate social responsibility. In short, the topics of soft articles can be all-encompassing, and you can plan a good soft article by writing more and thinking more. The mystery is understandable but difficult to express.
Step 3: Soft Media Planning
Soft-text media planning is the media strategy of soft-text communication, and to put it bluntly, it is media choice. However, enterprises tend to reissue rather than plan. Finally, they said that the marketing effect of soft articles is not obvious, and blaming the publishers of soft articles is not the root of the problem. Because of this, many professional service providers came into being. By analyzing the news release needs of enterprises, they tailor the news marketing release plan for enterprises, and provide diversified news release services such as news source package, chain package, news portal package and industry package for enterprises, so that enterprises can target their customers with a clear aim.
The fourth step is soft writing.
Soft writing, according to the soft writing plan, you can make soft writing. Copywriting with industry knowledge background is required. The popular name is writer, which is not difficult for people who have a little experience in soft writing, but it takes a lot of time and brains and needs careful consideration. Specific soft writing methods are not detailed in this article.
Step 5: Publish the soft text.
Soft text publishing is to publish the manuscript edited in the last step to the planned target media. Many companies specialize in this business and solicit business under the banner of portal media. The effect of publishing soft articles is quite different from the actual news media.
Step 6: Evaluation of Soft Text Effect
The effect of soft text marketing is actually the most concerned issue for enterprises, but how to evaluate the effect of soft text marketing? We should comprehensively consider the brand and sales situation, website traffic and telephone consultation. Generally speaking, it is unreasonable to evaluate the sales and traffic improvement of the website a few days after its release. The advantage of soft text itself lies in the continuous effect of online word-of-mouth and promotion.
Generally speaking, enterprises can successfully implement soft-text marketing as long as they grasp these six steps, but enterprises have their own background, and the actual operation needs experienced consultants as project managers to control the implementation of soft-text marketing as a whole, so as to ensure the effect.