Speaking of the current Internet media advertising channels, it can be said that there are various and colorful. The video ads of Tiaoyin are interesting and eye-catching, and the information flow ads are launched accurately. The celebrity effect of Weibo TV can call on fans to respond in one call... While eager to try, major business owners can't help but hesitate to "examine themselves three times a day": how much will it cost? How about the effect? Is this kind of advertisement suitable for my enterprise?
These problems are more puzzling for growing SMEs. In the case of extremely limited budget, it is necessary to use good steel on the blade, and select advertising channels with high cost performance according to the development direction and marketing strategy of the enterprise.
The current online media advertising channels can be classified into the following five levels according to the price from high to low: Internet video advertising, microblog advertising, Xiaohongshu/Tiaoyin/WeChat official account, SEM bidding, news source/SEO.
Internet video advertising
Today, the form of video advertising has evolved from the initial tens of seconds of ads at the beginning of the film to the spot ads and pause ads in the video feature film. If the video IP popularity is high enough, we will also see special press screen ads, bullet screen ads, fast forward and fast backward ads, mobile shake interactive patch ads, etc., in various forms and everywhere.
Screenshot advertisement
Interactive patch advertisement
The launch price of video ads is calculated by set. When launching, enterprises can choose advertising form+region, such as pause advertising+Jinan audience visible. Generally speaking, the initial advertising price of popular dramas on video websites such as Tencent and iQIYI can reach 10 million per episode. Small and medium-sized enterprises can basically ignore this kind of launch channel, and only big brand "local tyrant players" can afford it.
Weibo advertising/ Xiaohongshu/Tiaoyin/WeChat official account
The content placement of Weibo ads and Xiaohongshu/Tiaoyin/WeChat public accounts are basically focused on the influence and appeal of KOLs such as big V and online celebrities. By taking advantage of the star effect in the era of fan economy, brand information can penetrate into the "fan" crowd to quickly improve the popularity and conversion rate.
KOL can be basically divided into three levels according to the number of fans and influence:
Photo source: Mr. StarYan
Top KOL: celebrity, star level KOL, large fan base, high public awareness
Subdivide vertical KOL: have deep influence in professional field, more fans and high loyalty
Talented users: have certain communication power, a large base, and can talk with consumers equally
The quotation of KOL is also proportional to its grade, ranging from hundreds of thousands to millions, while the quotation of the head KOL is as high as millions per piece.
This quotation only includes the cost of channel launch, and the copy needs to be provided by the enterprise brand itself. If you want partners to write copybooks, such as enterprises in the technology and finance industries, to invite head media platforms such as Huxiao and 36 Krypton to write in-depth analysis and comment articles to create momentum for brand promotion, you need to pay up to 10000 yuan of additional royalties.
In addition, when placing microblog ads, the direct and forwarding quotes of big V vary from 1000 yuan to 10000 yuan, and the prices of public account headlines are also different from those of the second and third articles.
Business owners with sufficient advertising budget think that although they can't afford to hire stars, they can still afford to hire KOL from Weibo/Tiao Yin/Little Red Book. However, before using KOL, corporate brands should first put down their excessive illusions about KOL traffic.
In recent years, there have been many incidents of traffic fraud and purchase of whitewash. This is because the access threshold of talent and online celebrity is relatively low and the revenue is considerable. As long as the number of fans and interaction rate reach a certain scale, advertising promotion can be contacted, which leads to frequent incidents of buying fake fans. Therefore, when choosing KOL cooperation, enterprise brands must be clear eyed to avoid "stepping on thunder". For the high investment that is not proportional to the effect, it is inevitable that the ordinary brand promotion budget will be a little empty.
Of course, if the enterprise brand is willing to invest millions of cooperation fees, the influence of celebrity and star level KOLs should not be underestimated. After all, the characteristics of this type of KOLs are: except expensive, nothing else is a problem.
SEM bidding
The way for enterprises to launch SEM bidding is simply to exchange money for traffic. For example, if an enterprise is going to do SEM bidding promotion in Baidu, it first needs to open a promotion account, which usually costs 5000-6000 yuan. Next, we need to formulate the launch budget. At present, the thorny problem is that the click cost is getting higher and higher, which leads to the increase of the launch budget. We assume that the daily budget is 300 yuan, the average click is 6 yuan, and the maximum number of clicks per day is 50. After deducting delays and malicious clicks from competitors, the effective click rate is not much, and the conversion rate will only be less ideal. and Enterprises have to pay 10w+every year.
News source
News source advertising is a quick and simple marketing method. After writing the news content, the enterprise will contact the news release company, select the media platform to be released, and pay for publishing.
The enterprise will continue to do news marketing, and the brand and products will gradually form a complete information circle, so that consumers will have more confidence in the strength and products of the enterprise. The long-term accumulation of positive news information helps to establish a good corporate image., But it will not bring direct traffic transformation to enterprises.
It should be noted that it is not the news that can be searched by users after being released. Only the news releases included in the search engine can be searched in the search engine.
The quotation of news sources varies from several yuan to one hundred yuan per article on different media platforms.
SEO
Many enterprises believe that SEO optimization is optional in online marketing, but data shows that search engine optimization still plays an important role in current online marketing. At present, more than 6 billion netizens in China use search engine applications, and search is still the most important way for users to accept and search online information. It can be said that as long as the way to actively obtain information exists, SEO will certainly not decline.
From the perspective of marketing, SEO can intelligently customize marketing plans according to the development needs of enterprises, improve the exposure of enterprise websites through search engine ranking, and let customers understand the products and services of enterprises through websites. As long as formal optimization means are used and operators maintain the website, the website ranking can be ensured to remain stable on the home page, which can directly bring more traffic to enterprises.
For SMEs, in the absence of other network traffic sources, compared with SEM bidding, the risk and cost of SEO is much smaller, and the cost is basically 1w+/year.
Small and medium-sized enterprises rely on the traditional model to develop to a certain stage, and most of them will face the bottleneck period of business growth. At present, it can be said that every enterprise faces a required course to achieve sustainable business growth through online marketing. Through comprehensive consideration of cost, effect, cycle and other factors, SEO optimization is still a cost-effective choice for SMEs with limited resources and limited funds.
