ePR is a powerful marketing tool in brand communication. ePR requires preliminary research, campaign planning, media selection and executive operation.
If you are not yet familiar with the rules, techniques and publishing platform of Chinese ePR, here are the specific details for you.
1. Research competitors through market surveys
Study the opponent first, including the publishing channel, the content and quality of the ad, and the keywords included. According to the research situation, plan your own media communication strategy.
2. Choice of press release platform
Good advertising platforms are divided into the following types.
Portal website: A portal website means that a website has a certain comprehensive nature and can provide related information services. This type of website is highly professional and has a very high reputation in various fields. It is undoubtedly the first choice for promotion.
Self-media platforms: self-media sites such as Baidu Baijiahao, Toutiaohao, Sohu, Netease self-media, Tencent’s Penguin, etc. These self-media platforms are currently the more popular to the choices of ePR. It has the advantages of high traffic and high attention. From the media, it is better to have some big fans of Internet celebrities, which can easily reach more target audiences and be trusted more likely by users.
Social media platforms: Weibo, Xiaohongshu, WeChat official accounts, etc. are all top social media in China. This type of social media platform gathers more than half of the current Internet active users and is a rare ePR publishing platform.
Forum promotion: Although the users of the forum are not as good as before, the forums that can survive are relatively good platforms. It is the simplest promotion channel. There are not many good forums, such as Tianya Forum.
In addition to the above several channels, including Q&A platforms, blogs, etc., can also be used as platforms for promotion of soft articles.
Through ePR, companies can quickly and effectively enhance brand awareness. This is undoubtedly attractive and highly maneuverable for the vast number of small and medium-sized enterprises who want to enter the Chinese market.