dkrc Chapter 112 Website Promotion
Chapter 112 Website Promotion
The silence that followed the website's launch cast an invisible shadow of pressure over office 306 in the Innovation Building.
Everyone knows what the problem is, but nobody knows about the website.
Zhou Zhongcheng's recruitment has yielded results. After several rounds of screening, two new supervisors have taken up their posts.
Wei Zejun, the operations and promotion manager, is 35 years old. He previously worked as a market development manager for five years at a medium-sized chain real estate agency in Shenzhen. He has a thorough understanding of the business ecosystem in various areas of Shenzhen, especially the mentality of small and medium-sized businesses.
He speaks quickly and has sharp eyes. The most striking thing on his resume is that he spent half a year developing hundreds of cooperative stores for his former employer.
Lin Feng valued his mature channel development capabilities and deep understanding of the local B2B market.
Li Ying, the online promotion manager, is 28 years old and has four years of experience in online community operations. She started as a moderator on Tianya Community and later did content planning for the forum channel of a local portal website.
She brought a detailed report to the interview, analyzing the traffic distribution, user profiles, and content dissemination patterns of several mainstream forums in Shenzhen, and even proposing several feasible solutions for subtly embedding information.
Lin Feng needs online promoters who are experienced, resourceful, and capable of operating independently.
On their second day in office, Lin Feng convened a brief business division meeting with Lin Xiaoqiang, Zhou Bin, Zhou Zhongcheng, Wei Zejun, and Li Ying.
Without any lengthy explanation, he simply drew three circles on the whiteboard.
"For a website to survive and grow, it needs to walk on two legs. Today, we need to clearly define the division of labor, with everyone performing their duties to avoid internal friction."
Lin Feng wrote "Personal User Information Collection and Content Development" in the first circle with a marker, pointing to Lin Xiaoqiang.
"Xiaoqiang's team responsibilities remain unchanged, and they need to be even more focused. You are the 'content source' of the website, and your core task is only one: to cultivate the individual landlord (C-end) market using our proven 'service for authorization' model."
Street canvassing, communication, designing and posting GG logos, obtaining authorization, verifying information, and accurate data entry.
Every property listing you produce must be authentic, valid, and formatted correctly.
This is the cornerstone and foundation of our website's reputation.
The evaluation criteria are the quantity of valid housing listings, the quality of the listings, and the depth of coverage of the affected areas.
Lin Xiaoqiang nodded emphatically: "Understood, boss."
Then, Lin Feng wrote "B-end user growth" in the second circle and looked at Wei Zejun.
"Wei Zejun, your task is to open up a second front: you will be responsible for leading the operations and promotion department, focusing on B-end users."
Your target customers include various service providers: real estate agencies, housekeeping companies, employers, moving companies, computer repair shops, secondhand goods recycling shops, etc.
All B-end clients who need to publish information. Your job is to visit them, persuade them, and get them to use our website as a new channel.
Let them register their own accounts and post and manage their service information.
Your performance will be evaluated based on the number of merchants you expand your network, the total amount of information posted by these merchants, and the potential user traffic generated through these merchant channels.
Wei Zejun immediately understood: "Got it, President Lin. We're here to set up the stage and attract performers. We want those opera troupes and businesses to come and perform on our stage."
"Yes," Lin Feng agreed.
Finally, Lin Feng wrote "online promotion" in the third circle.
He then looked at Li Ying: "Li Ying, you're in charge of the online promotion department. Your battlefield is the internet. The goal is to get more people to know about, use, and even rely on our platform."
He elaborated: "Forums, QQ groups... use methods that conform to the online ecosystem to let the name 'Tongcheng Life Network' and related valuable information reach potential users. Your core work is content guidance and brand penetration, not hard advertising."
"Your performance will be evaluated based on the growth in traffic to specific online channels and your online reputation."
Li Ying replied, "Understood. I will focus on information aggregation and contextualized recommendations, naturally embedding website information by combining trending topics and user requests for help."
"Okay." Lin Feng concluded, "Three lines, different goals, different methods, and different assessments. Lin Xiaoqiang's team provides high-quality individual housing information, Wei Zejun's team focuses on businesses, and Li Ying's team focuses on online promotion."
The goal is to reach a wider audience and encourage more users to adopt the service. Information sharing and case studies are essential. Specific collaboration methods will be discussed in weekly meetings. The Human Resources department will be responsible for recruiting relevant personnel, with the hiring department participating in the interviews. Candidates should be experienced and possess a pioneering spirit.
With clear division of labor, each person acted independently.
Wei Zejun didn't rush to hire anyone. He first spent three days thoroughly familiarizing Zhou Bin with the website's backend merchant registration and information posting process, and then carefully studied the hundreds of property listings that Lin Xiaoqiang's team had already verified and entered, including the information entry standards and characteristics of high-quality properties.
He used these as "ammunition" and "case studies".
Then, he submitted the recruitment request to the human resources department: a promotion specialist with local merchant sales or field promotion experience is needed.
Requires familiarity with street-level businesses in at least two administrative districts of Shenzhen, strong face-to-face communication and negotiation skills, and the ability to handle frequent outings.
Zhou Zhongcheng quickly identified two candidates. One was named Zhang Hai, 28 years old, who had previously worked for an office supplies company, handling client acquisition.
Another one is named Chen Xiaotao, 26 years old, who has worked as a regional market inspector for a chain fast food restaurant.
Wei Zejun participated in the interview, focusing on assessing their conversation skills with unfamiliar merchants and their ability to withstand pressure.
Both men had practical experience and were very familiar with the business environment inside and outside Shenzhen, which was exactly what Wei Zejun needed.
After a brief internal training session, Wei Zejun developed a clear strategy. He printed out a more formal letter of intent for cooperation, highlighting the core selling points of "precise local traffic" and "increased exposure."
Shenzhen is a large city, so Wei Zejun first targeted small and medium-sized real estate agencies around white-collar gathering areas such as the Science Park and Chegongmiao.
These stores have a strong need for information dissemination and are more sensitive to "channels".
"Hello boss, we're from Tongcheng Life Network, a local life information service platform. We've noticed your store's business is doing well, and we'd like to talk to you about potential collaborations to help your listings gain more exposure..."
Wei Zejun, along with Zhang Hai and Chen Xiaotao, began making targeted visits to clients.
Meanwhile, Li Ying's online campaign also quietly began.
She applied for funding to purchase several stable proxy IP services so that she could use different online identities to operate on different platforms.
She registered multiple seemingly ordinary forum accounts, each with a subtly different "persona":
Recent college graduates, white-collar workers who have been working for a few years, and housewives who are interested in local deals.
Her strategy is very focused: instead of spreading information indiscriminately, she focuses on "precise information delivery" and "demand response".
She spends a lot of time every day browsing the rental section of "Under the Eaves of Shenzhen", the second-hand market section of "Pengcheng Tea House", and several active local QQ groups, observing without actively speaking.
When she sees a post asking for help, such as "Urgently looking for a two-bedroom apartment near Nantou, budget 3000, preferably near the subway", she will quickly search for matching listings in the backend of her website.
Once she finds the information, she won't reply directly with a website link. Instead, she'll reorganize the key information (location, apartment type, price, key features) in her own words and post it in the tone of a "helpful netizen":
"Hi, last week I accompanied a friend to look at apartments in Nantou Ancient Town. I think we saw a two-bedroom apartment for rent in XX residential area, priced at around 2800 yuan. It's quite close to Taoyuan subway station. I wrote down the landlord's phone number, it's 13xxxxxxxx."
You can also check out "Shenzhen Local Life Network - Shenzhen Channel". There's a lot of information about individual landlords there, and it's updated quickly.
Such replies provide immediate value, subtly embed the website name, and because the information is authentic and specific, they are rarely deleted by moderators, and may even occasionally earn the original poster's thanks.
Li Ying would silently record which forum sections and which types of posts had the best response results, and continuously optimize her strategies.
Wei Zejun took the lead. He successfully persuaded the manager of a real estate agency called "Guangsha Real Estate" in Chegongmiao to try posting the agency's available rental listings.
The following afternoon, Wei Zejun personally visited the real estate agency. The agency said that they had received four or five inquiries about one of the properties. Although no sale was made, it made him feel that "this website seems to be quite useful."
Wei Zejun's continued follow-up not only solidified the cooperation with this store, but also, through the store manager's introduction, brought him into contact with two other branches under the same brand.
Through repeated visits, Chen Xiaotao established contact with a real estate agency specializing in corporate dormitory rentals in the southern part of the science park. The agency was interested in the free promotion channels of Tongcheng Life Network and agreed to import a batch of listings to try it out.
The information posted by these merchants and the information of individual landlords obtained by Lin Xiaoqiang's team were clearly distinguished in the backend.
Although the number of merchant listings is growing slowly, each listing represents a continuous content provider.
Li Ying's online penetration was proceeding quietly. The website's early traffic was still very low, but the traffic curve began to rise slowly.
Access from local Shenzhen IP addresses tends to increase slightly during weekday evenings and weekend days.
In the background search keywords, in addition to "renting a house", some terms derived from forum and QQ group discussions, such as "part-time jobs in Shenzhen" and "second-hand computers", have started to appear sporadically.
It was a Friday afternoon. The backend showed that a merchant account named "Shunfa Moving" had been accessed more than ten times by different IPs within three days.
This account was one of the earliest small businesses that Wei Zejun's team developed.
Mr. Liu, the owner of "Shunfa Moving," left a message for the website's customer service after receiving the tenth moving consultation call through the website:
"The local life website is really useful! Thank you."