在濟(jì)南做網(wǎng)絡(luò)推廣，單靠一個(gè)渠道就像只靠趵突泉撐起大明湖——不夠看。這座城市既有老城的煙火氣，又有新區(qū)的科技感，網(wǎng)絡(luò)推廣也得是“混合雙打”：抖音快手抓眼球，微信微博沉淀用戶，再配上本地生活的“精準(zhǔn)狙擊”。

　　Relying solely on one channel for online promotion in Jinan is like relying solely on Baotu Spring to support Daming Lake - it's not enough. This city has both the pyrotechnic atmosphere of the old city and the sense of science and technology of the new area. The network promotion must also be "mixed doubles": Tiktok Kwai catches the eye, WeChat microblog precipitates users, coupled with the "precision sniping" of local life.

　　一、短視頻平臺(tái)：用“魯味”內(nèi)容撬動(dòng)流量

　　1、 Short video platform: leveraging traffic with "Lu Wei" content

　　抖音快手“雙管齊下”：

　　Tiktok Kwai:

　　抖音發(fā)“精致短劇”，比如復(fù)刻《闖關(guān)東》片段帶貨煎餅；快手做“土味測(cè)評(píng)”，用大蔥蘸醬試吃網(wǎng)紅零食，接地氣才能漲粉。

　　Tiktok delivers "exquisite short plays", for example, reprinting the fragments of "Breaking through Guandong" with pancakes; Kwai do the "unfashionable evaluation", and try the online red snacks with scallions dipped in soy sauce. Only when you touch the air can you increase the powder.

　　案例：某濟(jì)南餐飲店拍“把子肉100種吃法”，播放量破千萬，到店排隊(duì)2小時(shí)起。

　　Case: A restaurant in Jinan filmed "100 ways to eat pork belly" with over 10 million views, and customers had to queue up for 2 hours at the restaurant.

　　本地達(dá)人“借力打力”：

　　Local influencers' leveraging their strengths':

　　找粉絲5萬-50萬的“腰部達(dá)人”，他們更懂濟(jì)南話、更熟悉經(jīng)十路堵點(diǎn)。某請(qǐng)達(dá)人拍“停車攻略”，引流效果比廣告好3倍。

　　Find a "waist expert" with 50000 to 500000 fans who understand Jinan dialect better and are more familiar with the traffic congestion points along the way. A shopping mall invited influencers to shoot a "parking guide", which generated three times better traffic than advertisements.

　　避坑提示：別找粉絲過百萬的大V，他們粉絲全國(guó)飛，轉(zhuǎn)化率不如本地小V。

　　Tip for avoiding pitfalls: Don't look for big Vs with over a million followers, as their fans fly across the country and their conversion rate is not as good as local small Vs.

　　二、微信生態(tài)：用“私域”圈住用戶

　　2、 WeChat ecosystem: using "private domain" to circle users

　　公眾號(hào)+小程序“黃金搭檔”：

　　Official account+applet "golden partner":

　　公眾號(hào)發(fā)“干貨內(nèi)容”，比如《濟(jì)南購(gòu)房政策全解析》；小程序做“服務(wù)入口”，比如在線預(yù)約、優(yōu)惠券領(lǐng)取。某房產(chǎn)公眾號(hào)靠這招，年轉(zhuǎn)化客戶超2000組。

　　The official account sends "dry goods content", such as "Full Analysis of Jinan Housing Purchase Policy"; Mini programs serve as service entry points, such as online booking and coupon redemption. A real estate official account relies on this trick to transform more than 2000 groups of customers every year.

　　創(chuàng)新玩法：用“服務(wù)通知”推送限時(shí)福利，打開率比模板消息高5倍。

　　Innovative gameplay: Use "service notifications" to push limited time benefits, with an open rate 5 times higher than template messages.

　　企業(yè)微信“精準(zhǔn)養(yǎng)魚”：

　　Enterprise WeChat "Precise Fish Farming":

　　把客戶分門別類：意向購(gòu)房者、寶媽群體、老客戶復(fù)購(gòu)。某醫(yī)美機(jī)構(gòu)用企業(yè)微信發(fā)“護(hù)膚日歷”，復(fù)購(gòu)率提升40%。

　　Classify customers into three groups: potential homebuyers, mothers, and repeat customers. A medical beauty institution used enterprise WeChat to send a "skincare calendar", which increased the repurchase rate by 40%.

　　秘密武器：用“標(biāo)簽功能”記錄客戶喜好，比如“李姐怕疼”“王哥預(yù)算5萬”。

　　Secret weapon: Use the "tag function" to record customer preferences, such as "Li Jie is afraid of pain" and "Wang Ge has a budget of 50000 yuan".

　　三、本地生活平臺(tái)：用“精準(zhǔn)”狙擊需求

　　3、 Local lifestyle platform: using "precision" to target demand

　　美團(tuán)/大眾點(diǎn)評(píng)“必爭(zhēng)之地”：

　　Meituan/Dianping's' Must Fight Place ':

　　餐飲店必須搶“熱門榜”前3，方法很簡(jiǎn)單：連續(xù)7天5星好評(píng)+團(tuán)購(gòu)套餐。某川菜館靠這招，月訂單量從300單飆到2000單。

　　Catering establishments must compete for the top 3 on the "hot list". The method is simple: receive 5-star reviews for 7 consecutive days and group purchase packages. A certain Sichuan restaurant used this trick to skyrocket its monthly order volume from 300 to 2000.

　　避坑提示：別刷單，算法能檢測(cè)異常，輕則降權(quán)重則封店。

　　Avoiding pitfalls: Do not brush orders, the algorithm can detect anomalies, and if the weight is reduced, the store will be closed.

　　58同城“下沉市場(chǎng)”：

　　58.com's "sinking market":

　　濟(jì)南周邊縣城用戶更信58，發(fā)“本地服務(wù)”信息時(shí)，標(biāo)題加【長(zhǎng)清】【章丘】區(qū)域詞，咨詢量翻倍。某家政公司靠這招，縣域訂單占比超40%。

　　Users in the surrounding counties of Jinan are more trusting of 58. When sending "local service" information, adding "Changqing" and "Zhangqiu" regional keywords to the title doubled the number of inquiries. A certain domestic service company relied on this trick, and the proportion of county-level orders exceeded 40%.

　　四、SEO+SEM：用“關(guān)鍵詞”截胡流量

　　4、 SEO+SEM: Intercepting traffic with "keywords"

　　SEO“長(zhǎng)期主義”：

　　SEO 'Longtermism':

　　優(yōu)化“濟(jì)南+行業(yè)詞”，比如“濟(jì)南裝修公司哪家好”。某教育機(jī)構(gòu)用3個(gè)月做到百度首頁，自然流量占比超60%。

　　Optimize "Jinan+industry keywords", such as "Which Jinan decoration company is good. A certain educational institution achieved a Baidu homepage in 3 months, with natural traffic accounting for over 60%.

　　秘密：多發(fā)“泉城故事”類內(nèi)容，比如《我在濟(jì)南教書法10年》，用戶更有共鳴。

　　Secret: Share more content related to "Spring City Stories", such as "I've been teaching in Jinan for 10 years", which resonates more with users.

　　SEM“閃電戰(zhàn)”：

　　SEM "Blitzkrieg":

　　競(jìng)價(jià)詞選“精準(zhǔn)長(zhǎng)尾”，比如“濟(jì)南歷下區(qū)少兒舞蹈班”，比“舞蹈培訓(xùn)”便宜一半，轉(zhuǎn)化率高3倍。

　　Choose "precise long tail" bidding keywords, such as "Jinan Lixia District Children's Dance Class", which is half cheaper than "dance training" and has a conversion rate three times higher.

　　案例：某口腔診所投“濟(jì)南種植牙”，到診成本比同行低40%。

　　Case: A dental clinic invested in the "Jinan Dental Implant Price", and the cost of visiting was 40% lower than that of peers.

　　五、信息流廣告：用“創(chuàng)意”攔截用戶

　　5、 Information flow advertising: intercepting users with "creativity"

　　今日頭條“中年戰(zhàn)場(chǎng)”：

　　Today's headline "Middle aged Battlefield":

　　35歲以上用戶占比超60%，廣告素材用“實(shí)拍圖+大字幕”，比如“濟(jì)南老板都在用的財(cái)務(wù)軟件”。某軟件公司靠這招，獲客成本比抖音低30%。

　　More than 60% of users are over 35 years old, and the advertising materials use "real photos+big subtitles", such as "financial software that Jinan bosses are using". A software company relies on this strategy, and the cost of getting customers is 30% lower than Tiktok.

　　避坑提示：別用網(wǎng)紅臉，中年用戶更信“老板形象”。

　　Tip for avoiding pitfalls: Do not use internet celebrity faces, middle-aged users trust the "boss image" more.

　　朋友圈廣告“場(chǎng)景化”：

　　Moments advertising "scenarized":

　　早上發(fā)“早餐券”，晚上推“夜宵套餐”，上“親子活動(dòng)”。某健身房在朋友圈發(fā)“游泳課限時(shí)5折”，當(dāng)天核銷率超20%。

　　Distribute "breakfast coupons" in the morning, promote "late night snack packages" in the evening, and have "parent-child activities" on weekends. A certain gym posted on their social media account that swimming classes are limited to 50% off, with a redemption rate of over 20% on the same day.

　　六、線下聯(lián)動(dòng)：用“實(shí)體”反哺線上

　　6、 Offline linkage: using "entities" to feed back online

　　門店“二維碼矩陣”：

　　Store QR code matrix:

　　收銀臺(tái)放“關(guān)注送雞蛋”海報(bào)，試衣間貼“掃碼領(lǐng)穿搭攻略”。某服裝店靠這招，公眾號(hào)月增粉5000+。

　　Place a "Follow to get eggs" poster at the checkout counter and post a "Scan code to get dressing tips" in the fitting room. A clothing store relies on this move, and the official account adds 5000+fans every month.

　　創(chuàng)新玩法：用“一物一碼”，每件衣服吊牌印不同二維碼，追蹤各渠道效果。

　　Innovative gameplay: Use "one item, one code", print different QR codes on each clothing tag, and track the effects of various channels.

　　活動(dòng)“線上裂變”：

　　Activity "Online Fission":

　　辦“濟(jì)南美老板娘”評(píng)選，投票需關(guān)注公眾號(hào)。某美容院靠這招，3天增粉2萬，成本不到1萬。

　　In the selection of "the most beautiful proprietress in Jinan", please pay attention to the official account. A certain beauty salon used this trick to gain 20000 followers in 3 days at a cost of less than 10000.

　　結(jié)語：在濟(jì)南，推廣是門“混搭藝術(shù)”

　　Conclusion: In Jinan, promotion is a "mixed art"

　　網(wǎng)絡(luò)推廣不是“單選題”，而是“排列組合題”。短視頻抓注意力，微信圈住用戶，本地平臺(tái)截胡需求，再配上SEO和信息流的“精準(zhǔn)打擊”，才能在濟(jì)南的流量江湖里殺出重圍。畢竟，在這座城市，能同時(shí)玩轉(zhuǎn)泉水叮咚和數(shù)字洪流的，才是真正的“推廣高手”。

　　Network promotion is not "Single choice question", but "permutation and combination question". Short videos capture attention, WeChat circles users, local platforms intercept demand, and coupled with SEO and information flow "precision strikes", can break through the encirclement of traffic in Jinan. After all, in this city, those who can simultaneously play with the sound of spring water and the digital torrent are the true "promotion masters".

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