The editor of Soft Article Live Network believes that any form of advertising should and must have a scientific evaluation method. This is not only responsible for the advertisers, but also an affirmation of the media and advertising service providers. So how to evaluate the effect of soft article marketing promotion? Today we will analyze the following directions: First, the goal of soft article marketing. Before soft article marketing, a goal must be determined first, such as directly increasing website traffic, enhancing the awareness of the enterprise brand, or directly promoting the online sales of products, etc. Only in this way can the effect of soft article marketing be evaluated in the next soft article marketing activities, and the strategy of soft article marketing can be adjusted in time according to the effect to achieve maximum efficiency. For example, if the goal of the company's soft article marketing is to attract users to enter the website to subscribe to emails for subsequent sales, then the number of IPs that users access the website through the soft article, and the number of users who leave email addresses and subscribe to electronic magazines, are the goals of the website. Similarly, the website's goal may also be to attract users to fill out contact forms, or call the website operator, or request free samples in some form, or download a file or product catalog.
Second, quantifiable statistical data analysis and conversion rate calculation. In response to these soft article marketing goals, statistics on the number of goals achieved is an effective means of performance evaluation. When the effect of soft article marketing reaches the goal, there should be a clear goal achievement mark on the soft article page or website page. That is to say, once the user reaches a certain page, it means that the website goal has been achieved. The email registration system, the target completion page is the confirmation page seen by the user after filling in the name and email address and submitting the form. If it is filling out an online contact form, similar to subscribing to electronic magazines, the target completion page is also the confirmation page after submitting the form. If it is downloading a product catalog or ****, every time the file is downloaded, it marks the completion of one goal.
The editor of Soft Article Live Network believes that the following marketing goals need to be counted:
l Click-through rate of soft articles: the number of times users click on soft articles on the publishing platform, which reflects the attention received by a soft article;
l Number of comments on soft articles: the number of comments made by users on soft articles, i.e., the number of comments made by users on the publishing platform, which reflects the interactive influence caused by a soft article;
l Reprint volume: the number of reprints of soft articles published on a network platform by other network platforms, which reflects the news value and readability of a soft article;
l Search engine inclusion volume: the number of inclusions of soft articles by Baidu, Google and other search engines after publication, which reflects the quality of a soft article and the preferences of the audience;
l Direct IP quantity: the number of direct visits to the website through the soft article release address, the number of IPs entering the enterprise website by clicking related keywords during the browsing of the soft article;
l Effective IP quantity: among the IPs visiting the website through the soft article, how many have achieved the goal, such as how many have downloaded relevant software? How many left contact information, EMAIL? How many placed orders directly online? How many made online purchases?
The above are several common goal counting methods, making full use of the advantages of Internet technology to accurately count the results; but this is just the visual effect evaluation method of soft article marketing. The role of soft article marketing in enterprise recognition, brand awareness, and offline sales promotion of products cannot be ignored either. Even if the data cannot be counted, the effects are objectively present and very obvious.
3) Calculate the cost of achieving the goal value
Efficiency is the ratio of output to input, and the efficiency of soft article marketing is the ratio of the number of goals achieved to the cost of achieving the goal. Usually, the cost of soft article marketing can be calculated from the following aspects:
1. Cost of developing soft article marketing strategies: Professional soft article creative solutions require professional teams for collective creativity, which is an intellectual labor that requires a certain cost. A four-person team may charge 2000-10000 yuan for developing soft article marketing strategies for clients, depending on the specific situation.
2. Cost of writing soft articles: Writing network soft articles, customers can have their own people write, or find professional teams from Soft Article Live Network to write on their behalf. The difference lies in: the cost of enterprises employing dedicated writers would far exceed hiring professional soft article writers. Alternatively, if an enterprise employs someone internally to save costs, the effect will be predictable. The cost of writing soft articles is uniformly priced at 300 yuan per article, which is a relatively transparent price in the market.
3. Cost of publishing soft articles: Publishing soft articles requires a certain carrier, and any carrier of quality is paid. Of course, some companies with good media resources may have very close cooperation relationships with Sina, Sohu, Tiankong, IT168 and other portals, allowing them to post threads for free and have a lot of flexibility in choosing positions. For this reason, it is recommended that customers try to establish long-term cooperative relationships with certain media when publishing soft articles, which is very helpful for the effect of soft article marketing. If customers do not have soft article publishing resources, they can also find us. With the media resource relations accumulated over the years, we can publish soft articles for customers on various portals nationwide, with prices ranging from 300 to 500 yuan. Soft article follow-up execution costs: Whether soft articles are published on portals, forums, or other network channels, during the publication process and after publication, a dedicated person needs to be arranged to follow up and evaluate the effect of the soft article, and to count the goals achieved, or comment and forward on reposts, portal posts, and forum soft articles, etc., all of which require a certain amount of manpower, involving a cost issue. The salary cost and time cost of this dedicated person will also be included in the cost of this soft article marketing campaign.
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