I recently planned a network for an Internet company. Let’s not talk about Internet promotion. Let’s just talk about the company’s management. Because the company has not been in development for a long time, the boss has not been engaged in Internet before, so he has relatively little experience. After the company was established, he gradually discovered a lot. The boss is also aware of these problems and has now taken measures to improve them. Through these phenomena, we can discover how important an effective management mechanism is to a company.
At present, in Shanghai, many small and medium-sized enterprises have come to us. They want to do the Internet, and they come with the decision to do a good job in the Internet. From their conversations, it can be seen that they have realized the importance of the Internet. I think that whether it is company management or network management, good standards are needed. Only by standards can we achieve efficiency and implement them in a step-by-step manner. For example, many companies in SouFun cooperate with SouFun, and they definitely need someone to do the network work. These companies specialize in managing the network through introductions or directly recruiting people from the company, but there is still some ambiguity in the company, such as , can the people they recruit drive the company's network? Do they really know how to operate it? In response to this situation, Red Stone shares the following points based on experience, hoping to bring benefits to companies that are not yet clear about it. supply. Before promoting the Internet, companies must first formulate Internet brand promotion specifications, such as website construction, website maintenance, network planning, Internet marketing, network control management, etc.
1. Website construction
1 Preliminary planning for website construction: customer characteristics analysis, website positioning analysis, peer website analysis, website architecture analysis, website design analysis, website function analysis, and online marketing analysis.
2 Website planning and design: website image planning, website content planning, website function development.
2. Website maintenance
1. Daily updates of the website: timely updates of all columns of the website such as company news, industry trends, new product releases, corporate forums, talent recruitment, contact information, etc.
2. Website modification: According to the company's development requirements, appropriately add or delete columns to the website, and modify related program loopholes and redundant codes. At the same time, we use new technologies and new functions to launch new versions of the website in a timely manner.
3. Website security: timely changes of domain name, virtual space, website background and other related account passwords to ensure network security.
3. Network planning
1. Online brand planning: Develop an online brand promotion plan, integrate multiple marketing resources, enhance the consistency and integrity of brand appeals, and establish a unified brand image externally.
1.1. Analyze online brand positioning, current situation and future development trends;
1.2. The status, characteristics and future trends of the industry;
1.3. Analysis of network structure: refinement of netizens’ age, gender, income, education, habits, etc. of potential customers;
1.4. Develop an online brand promotion plan;
1.5. Implement online brand promotion plan;
1.6. Evaluate the effect of online promotion;
2. Online advertising planning
2.1. A little creativity: Online advertising must be humane, visual, and innovative;
2.2. Establish specific target groups;
2.3. Production points: online advertising title, background, content, and interaction;
2.4. Reasonably control costs
2.5. Analysis and evaluation: delivery time, delivery location, evaluation, and summary of effectiveness;
4. Internet marketing
1. Soft article marketing
1.1. Plan and write various styles of soft articles: industrial, knowledge-based, practical, common sense, professional, dynamic, hype, word-of-mouth and other readable articles;
1.2. Integrate various media resources and strive to publish each article to the top 10 related well-known industry websites, so that the soft article can be widely disseminated and reprinted to increase the brand's online visibility;
1.3. Conduct search engine optimization rankings for keywords and other articles published in soft articles and communities, and monitor and eliminate negative information;
2. Search engine promotion
2.1. Keyword bidding advertising: Implement search engine keyword bidding advertising;
1. Analysis and selection of keywords;
2. Write the title and content;
3. Adjustments to region, price, ranking, etc.;
4. Monitoring and evaluation;
2.2. Search engine optimization (SEO): By adjusting the company's website structure, pages, content, navigation design, tags, internal and external links, etc., we can obtain a more search engine-friendly interface and improve website ranking;
2.3. Search engine alliance website advertising: various forms of advertising by the search engine industry website alliance;
2.4. Other forms of search engine advertising: Baidu Hot Zone, Tieba, Zhiba, HI; Sina iAsk, etc.
3. Investment promotion and portal marketing
3.1. Website advertising analysis: selection of BANNER ads, full-screen ads, button ads, special-shaped ads, interstitial ads, text link ads, etc.;
3.2. Advertising content review
3.3. Data monitoring and effect evaluation;
4. Forum and community promotion
4.1. Find and screen out valuable forums and communities;
4.2. Grasp the title: continue to seduce, continue to surprise, continue to be surprising, continue to be strange;
4.3. Content control: relatively objective, highly readable, and unobvious advertisements;
4.4. Identity requirements: Appear in multiple identities;
5. Blog promotion
5.1. Form a blog group;
5.2. Title and content control: mainly focus on keywords such as products and brands;
6. Word-of-mouth promotion
6.1. Deepen customers’ brand impressions through brand stories, user experiences, customer reviews, media reports, etc.;
7. B2B business website marketing
7.1. Advertising membership services, supply and demand, dynamic updates;
7.2. Free registered users can complete their corporate information;
8. Email marketing
8.1. Establish an accurate customer email database;
8.2. Keep the content concise, highlight the theme, and pay attention to the email title;
9. Industry website marketing
9.1. Control of advertising forms: payment, friendly cooperation;
9.2. Establish a brand portal and update corporate products, news, contact information, etc.;
9.3. Effect evaluation;
10. Other marketing: software mass distribution, RSS, Aliwangwang, QQ group...
5. Network control
1 Online communication
1.1 Login time: Stay online during working hours;
1.2 Conversation requirements: Be civil, polite, and proactive in communicating with customers who enter the company's website, and provide good customer service
1.3 Information collection: Record the number of customers communicated with every day, enter customer information such as intention to join and purchase into documents and save them, and provide timely feedback to relevant departments for follow-up processing;
1.4 Weekly summary: communicate with various departments and register the amount of effective information each week;
1.5 Backend information management: log in regularly every day, collect and save information, and provide feedback to relevant personnel;
2 Website promotion cooperation customer management
2.1 Create documents: save contact details of new and old customers
2.2 Customer maintenance: maintain communication by phone or online tools (QQ, email, MSN, Aliwangwang, etc.), keep in touch emotionally, know the latest trends in the Internet, and provide convenience for long-term free friendly cooperation;
3 Account and password management
3.1 Create documents: Archives of website FTP, virtual space, domain name, website backend, QQ membership, online window, Aliwangwang, email, and backend accounts and passwords of other cooperative websites;
3.2 Security management: Modify and adjust passwords regularly.
The writing is relatively simple, and you don’t need to remember everything. As long as you can get some inspiration from it, it is the best gain. Before the end of the article, I again invite friends who are concerned about Internet marketing to communicate more. Follow Red Stone’s blog, www.qiuyanbin.cn communication group :34056219. The weather in Shanghai has dropped rapidly recently. I would like to remind everyone to keep warm^_^