Often China’s Weibo social media is compared to Twitter. On many fronts, they two share a host of similarities. But advertising on either of these giant platforms differ. Weibo advertising could be tad complex, given audience respond differently on this platform and also not many helpful resources are available- as comparing to Twitter and Facebook guides- to help the rookies here. This is why thousands of local and international businesses hire professional agencies who offer dedicated Weibo marketing service.
Nonetheless, if you have decided to walk the path alone, here are 5 killer (and professional) practices for successful Weibo marketing-
Customize your page… regularly
Give up the notion that you must always maintain a consistency in the appearance of your Weibo page. This platform offers you a wide customization option to personalize your page for a reason. So bank on it! Run different advertising campaigns and change the look and feel of your page accordingly and regulalry. Here are few things you must consider when personalizing-
Don’t bore the fans with promotions
Of course your ultimate goal is to promote your products and services, and increase your sales. But listening to you brag about what you’re offering (even in modest ways), people are not following you for that. Careful observation shows top brands on Weibo social media do much more than just promote. In fact, most of their posts don’t even talk about their products or services. Fun and entertainment are the big part of their strategy.
So don’t bore your audience with over-promotion. Keep them interested with different types of fun contents.
Make some time and engage with the audience
Engaging with your audience is a very important aspect, even when the conversation has nothing to do with your brand, products or services. It will help you build relationship with them and win them over for a long term. It will also help in shaping your brand image positively. So, even when too many people are trying to communicate, make some time and talk to them. Pick from them the ones who are influential, have large followers and build a repo with them.
Use Hashtags to reach new audience
Much like Twitter, Hashtags are important part of Weibo. (Only here you put your words BETWEEN the hashtag; #Much Like This#) Hashtags can be used to reach to target audience who are likely to be interested in your brand, product, service and share the same interests. So use it effectively, recognize your new potential customers, and engage with them.
Invest in Fen Si Tong
If your niche is too competitive, Fen Si Tong could be a better way to reach your target audience. It is an advertising model, where you pay Weibo to promote your posts in front of selected audience. It follows a CPM (Cost Per Mile) and CPE (Cost Per Engagement) model. Given, people in China respond to paid advertisements well and positively, your ROI and conversion rate is likely to be higher.
These are the 5 killer (and easy, right?) ways to make an impeccable and effective Weibo advertising strategy and reach millions of untapped consumers on this large platform quite easily.
Or, if things look too complex for you to handle and you would rather spend your time focusing on your products or services than on a medium to find, reach and communicate with your target audience, it is advisable you get in touch with a professional agency who offer dedicated Weibo marketing service.
Nonetheless, if you have decided to walk the path alone, here are 5 killer (and professional) practices for successful Weibo marketing-
Customize your page… regularly
Give up the notion that you must always maintain a consistency in the appearance of your Weibo page. This platform offers you a wide customization option to personalize your page for a reason. So bank on it! Run different advertising campaigns and change the look and feel of your page accordingly and regulalry. Here are few things you must consider when personalizing-
- The overall look must complement your business type and brand recognition.
- It must give the visitor an idea about your business.
- It must be attractive, at the same time unique to look different from your competitors.
Don’t bore the fans with promotions
Of course your ultimate goal is to promote your products and services, and increase your sales. But listening to you brag about what you’re offering (even in modest ways), people are not following you for that. Careful observation shows top brands on Weibo social media do much more than just promote. In fact, most of their posts don’t even talk about their products or services. Fun and entertainment are the big part of their strategy.
So don’t bore your audience with over-promotion. Keep them interested with different types of fun contents.
Make some time and engage with the audience
Engaging with your audience is a very important aspect, even when the conversation has nothing to do with your brand, products or services. It will help you build relationship with them and win them over for a long term. It will also help in shaping your brand image positively. So, even when too many people are trying to communicate, make some time and talk to them. Pick from them the ones who are influential, have large followers and build a repo with them.
Use Hashtags to reach new audience
Much like Twitter, Hashtags are important part of Weibo. (Only here you put your words BETWEEN the hashtag; #Much Like This#) Hashtags can be used to reach to target audience who are likely to be interested in your brand, product, service and share the same interests. So use it effectively, recognize your new potential customers, and engage with them.
Invest in Fen Si Tong
If your niche is too competitive, Fen Si Tong could be a better way to reach your target audience. It is an advertising model, where you pay Weibo to promote your posts in front of selected audience. It follows a CPM (Cost Per Mile) and CPE (Cost Per Engagement) model. Given, people in China respond to paid advertisements well and positively, your ROI and conversion rate is likely to be higher.
These are the 5 killer (and easy, right?) ways to make an impeccable and effective Weibo advertising strategy and reach millions of untapped consumers on this large platform quite easily.
Or, if things look too complex for you to handle and you would rather spend your time focusing on your products or services than on a medium to find, reach and communicate with your target audience, it is advisable you get in touch with a professional agency who offer dedicated Weibo marketing service.