The essence of topic selection is to reach users and find their customers. For a niche track such as a small language, how to choose a topic? This article analyzes and summarizes from three aspects, hoping to help you.
The most painful thing in the world is not having customers. If there is, it means that the customer is not birding you. Many companies know that Douyin has potential, Xiaohongshu, has potential,
But when I had to do it myself, I found that I had lost a lot. Hundreds of thousands of smashes down, without the slightest splash, dare to contribute to the society.
So how to solve this problem? This article is born for this, although after reading it, you can't solve this problem at once, but it can prevent you from making mistakes at the root, saving a lot of time to step on the pit, trial and error. In the following, I will take the example of an educational institution for language training abroad
1. The essence of topic selection is to reach users efficiently
The most important thing in doing the public domain is to make content, but when it comes to making content, many people's first reaction is to let users know how good, powerful, and amazing I am.
It's a pity that a video is filmed and an article is sent, without exception, the stone sinks into the sea, and I can't get up to pray to God and worship Buddha, and I almost burn the company through with money to promote.
The bottom layer was actually wrong from the beginning, what was wrong?
This step is wrong, now and in the future, all companies that have not done a good job in new media customer acquisition, without exception, there is only one core problem, that is, your content selection topic is not compatible with users.
If you choose a topic that is all about how good your product is, it looks fine, but the user doesn't care at all.
You can ask yourself, when you are free, you can watch Xiaohongshu and Douyin, would you rather watch handsome guys and beauties, funny videos, or watch rigorous product explanations?
The answer is obvious. If the topic is not selected well, no matter how high-quality the content is, it is in vain, I saw that someone spent hundreds of thousands of dollars to shoot a very good-looking promotional video, and the result was sent to Xiaohongshu, Station B, 1000 broadcast, and the boss held back internal injuries in the middle of the night.
The essence of topic selection is to reach users efficiently, if you don't choose well, all you talk about is the content that users are not interested in, users don't like, don't forward, don't comment, your content will sink, and the reach efficiency will naturally pull the crotch.
All topics should be designed around reaching users efficiently, otherwise, either the content will sink and not make a splash, or talk about celebrity hotspots, and those who come are people who don't want to do it, and the conversion will be infinitely close to zero.
Here are two examples:
Objectively speaking, these are very useful, and they are also what French users will definitely encounter in the future, whether it is exams or daily communication. But users come to Xiaohongshu to relax, not to learn deliberately.
Users will hardly click on this kind of content to see it, so the traffic of the account has been very poor, and next, solve this problem.
2. How to choose the topic of study language
I researched the accounts that are currently doing more successfully on Xiaohongshu, and in total, there are only three types of topics that can most effectively reach users.
1. Sharing of insights
Perception sharing is divided into personal perception and other people's perception. A personal perception is a sudden action or thought of oneself. Other people's perception is to take a screenshot of other people's opinions, or borrow celebrity endorsements.
The following three pictures are personal perceptions, other people's perceptions, and borrowing stars.
The perceptual content highlights a shock or conflict.
Shocked: He is the god of the French, and suddenly discovered the strongest plug-in for French learning, and discovered the secret to passing the French exam 99%......
Conflict: Take the pass, I have been following it for a long time.
The advantages are outstanding, this kind of topic is very attractive to click on, can stimulate the user's strong curiosity, to find out, what is the perception inside, what causes you to be so shocked, so contradictory?
One of the things I recommend the most is personal perception, because personal perception can make users have a strong sense of trust in the blogger himself.
If the user agrees with your personal perception, then it will shorten the distance between you and the user, the sense of estrangement will quickly dissipate, the user thinks you understand him very well, and it is also convenient for subsequent conversion.
2. User Interaction
This kind of topic selection is similar to the hot list of Weibo topics, which improves user participation, allows users to participate in the topics you propose, comments, likes, and favorites will be greatly improved, and your content will be spread in a circle.
But the problem is that users are all in the mentality of Tuyile, and they will not have the urge to buy at all, and they will not even become your fans.
This kind of topic can be selected, and the reach rate is very high, but it has no practical significance, and it is difficult to attract and impress intending customers. Unless you brush your face at the top of the comment area to leave a little sense of presence, but this topic is not as good as the third topic below.
3. Data Sharing
This kind of topic, although it looks strange and strange on the cover, is actually exactly the same inside, that is, pure data sharing, used to attract users, and then attract traffic to the private domain.
And this is also the model that most institutions are adopting, packaging a piece of information, making users aware of the importance of this information, and especially helpful, and then guiding users to like and comment, pull up the content data, and let the platform vigorously disseminate.
After that, the traffic is diverted to the private domain for transactions, but there is a problem here, that is, the user enters the private domain without establishing trust, so the number of leads may be a lot, but the conversion must be very poor.
Users are all holding the mentality of prostitution materials, and they don't think about buying courses or services at all, so it will cause a lot of customers in the list, and none of them can succeed. I will give a solution to this problem later.
3. Summary of topic selection
In fact, these three types of topics seem to be scattered, but they actually have internal logic. First of all, the most extensive breakthrough is undoubtedly user interaction. Because user interaction is the interest of the public. The second is the sharing of feelings, your personal learning perceptions, experiences, which belong to the blogger's personal characteristics.
Finally, there is data sharing, that is, products. It's a layered relationship.
Ideally, a language training account should be like this, through the content of public interest to break the circle, let users be familiar with you, and then share their feelings, let users know your characteristics, create trust, and finally through data sharing, stimulate the motivation to enter the private domain.
At this time, the users who enter your private domain not only have the mentality of prostitution, but also trust you, and the conversion rate will instantly increase by a notch.
This article was originally published by @江月营销 on Everyone is a Product Manager. Reproduction without permission is prohibited
The title image is from Unsplash and is licensed under CC0
The views in this article only represent the author's own, everyone is a product manager, and the platform only provides information storage space services.