B2B marketing to acquire customers is inseparable from Douyin.
Today, I will talk about the practice of B2B Douyin SEO from the perspective of account weight.
Where there are people, there is B2B, and where there is search, there is SEO. "Decentralized" Douyin, traffic is very dependent on push, so it is very important to understand how Douyin tags users and **, and we can carry out SEO according to tags.
Advantages of B2B Douyin SEO:
The traffic is large and the existing user stratification has been formed.
The B2B content on Douyin has a certain volume, and the Douyin search habits of B-end users have gradually developed.
The Douyin platform is relatively supportive of 2B content.
With the iteration of big data technology, Douyin's official recommendation mechanism has become more and more accurate.
The direct requirements for traffic are not high (the focus is on precise conversion).
Relative to **SEO, the threshold for operation is low.
The official comes with content data analysis and lead acquisition tools.
The lead form submission process is short, making it easier for customers to submit.
The following is my B2B Douyin practical idea:
First of all, you must pursue to increase the weight of your account, so that there will be more opportunities for Pages**, visits and conversions. Next, the overall account weight-oriented positioning matching and planning, account creation, creation**, content release, review and analysis, and finally bring about a leap in the weight of the entire enterprise account.
1. Account weight
There is no need to raise an account, and the B2B enterprise account really does not have a saying of raising it.
Improve the company's certification to ensure that the homepage description contains relevant keywords and highlights the characteristics of the industry or brand.
Account activity: posting frequency and interaction frequency.
Fan interaction.
The number of active followers of a real person.
Create matrix accounts: IP such as XX enterprise marketing department, XX enterprise assistant, leadership and management figures, industry such as XX industry reports, XX industry experts, etc.
Enterprise account active greeting function, take the initiative to contact customers.
Linkage platform matrix: distributed in Toutiao and Watermelon**, the traffic pools of these three platforms are interconnected, and the content of unpopular or more accurate keyword accounts will be prioritized and recommended.
2. **Weight
1) Keyword thesaurus optimization – bring good hashtags
Organize conversions using high-frequency keywords collected at the time of SEO.
Directly find high-traffic keywords and topics that have been used by peers or other B2B businesses.
Keyword topics with corporate recognition have been formed, such as SenseTime's "original technology", Sangfor's "simple and secure digitalization", and Kaos's "creating the world's leading world-class industrial Internet platform".
2) Ensure the best quality - play with the recommendation mechanism
When B2B is doing SEO, it is different from SEO article display (click-through rate views are mainly related to the title and cover of the article), *weight is related to** content "post-role": ** is continuously displayed, short ** platform user attention is easy to diverge, the copywriting and picture are slightly different, the audience will jump out, and the platform rules will judge that the content is not good, and the follow-up will not be prioritized to the accurate audience.
Novel viewpoints and original content: Bring some content that can inspire users to think and get satisfaction, and you can also directly "do it again" and turn high-traffic articles in **SEO into *.
Consistent content output: If you are in the industrial security industry, keep the content output in the industrial safety industry, and abandon unnecessary forced hot spots.
Enhance the sense of dialogue: understand what user B needs, instead of blindly outputting brand products, most of the target users are here to search for solutions, not products.
Short content: B2B does not need to pursue long ** in Douyin, and the target user will naturally stay when he gets what he wants.
*5 second rule: Set up a precise introduction in the first five seconds to improve the 5s completion rate. Unlike TOC, which amplifies emotions at the beginning, B2B content is best to express the conclusion directly at the beginning, directly telling the user what you do.
Heartbeat 4 Seconds Rule: Attach a hook at the end of the 4 seconds to guide the audience to send a private message or submit a form. At the end of the article, in addition to directly letting the audience receive *** information in private messages, you can also guide the audience to follow the account and wait for the next update, which is easy to form a more benign fan interaction.
3. Weight verification
1) Judged according to the effect
Note that traffic indicators such as a single *** volume and interaction volume are not the weight criteria for judging B2B accounts, but traffic indicators can become our auxiliary data, such as ** If the amount has been below 100, it means that there is a problem with the weight of the account.
Judging our SEO effect according to market indicators (number of forms, private message retention) is a scientific weight measurement standard.
Use amateur A account to manually search for keywords and long-tail association words related to enterprise B account, Douyin content data analysis tools and weight self-check tools, etc
According to the ideas in the figure, the weight of the account is the most important for B2B enterprises and can be placed in the first criterion. Due to the attributes of the target audience, users generally check the homepage of the enterprise account many times for judgment and review; The content weight represents the matching degree of B2B** content and topic, if it is low, it means that the brand positioning and keyword topics are not correct.
Low account weight: Accurately optimize the introduction of the enterprise name, send more **, try to increase the brand matrix account, etc.
Low content weight: Adjust keywords, directly use high-traffic keyword topics from B2B peers, observe the effect, if the effect is still not ideal, it may be a problem with account weight.
High weight and few clues: customers are just "planting grass", but there is less opportunity to "grow grass", so they need to make adjustments in the homepage form and ** guidance method, put the way of guiding and retaining capital in the middle, or simply put the top comment guidance.
2) Judge according to clues**
According to the clues**, the different SEO sections can be considered and the focus of the follow-up SEO work can be adjusted.
Most of them come from industry keywords** content: continue to work industry specialization, continue to increase industry keyword associations, long-tail word topic content, and increase industry dry goods such as in-depth analysis, case studies, and trends**.
Most of them come from the brand product keyword ** content: the customer's cognitive program for brand products is relatively high, continue to increase the brand product keyword association, long-tail word topic content, and send more "hard and hard content" such as the company's product introduction, product policy, product use introduction, etc.
Most of them come from the homepage search or recommendation: optimize the introduction of the account homepage, increase the company introduction**, and increase the frequency of posting to ensure the activity of the account.
Finally
Pay attention to marketp, make every effort to lay out Douyin together, and take off with clues to get customers.