Introduction: In December 2009, after I completed the overall strategic planning of the Pengbo Biotechnology Internet Marketing Project and the planning of China’s No. 1 Black Store project, I ended the cooperative relationship with Pengbo Biotechnology Company and officially took over the operation of the Internet marketing project of an investment immigration group in Guangdong. plate.
The group started as a company based on investment immigration, and later gradually developed into a group company with four business modules: investment immigration, overseas real estate, overseas visas, and overseas finance. The entire operation process of the project is now truly demonstrated.
The first strategic layout - "Everything will be successful if it is forewarned, otherwise it will be ruined!"
The ancient Chinese said, "Everything will be done if it is planned, and if it is not planned, it will be ruined!" Before doing anything, we need to ask ourselves a few questions, can the thing be done? Why do it? How to do it? Who should I find to do it? What effect can be achieved? How long will it take?
Background introduction
In 2008, after participating in Shan Ren's online marketing training, the group's senior management spent tens of thousands of yuan to have a website construction company in Shenzhen build the group's website, and sent a dedicated person from Guangzhou to Shenzhen to stay in Shenzhen for a long time to communicate with the website construction company and related website construction personnel. However, the website that spent huge sums of money to build failed due to various factors before it went online. The group company wasted a lot of manpower, material resources, time and other resources and learned a lesson - the more it can be deceived, the less reliable it is.
The main reason is that although almost all website building companies currently use the banner of marketing website construction, they have no website planners or marketing planners at all. They all make a fixed template from the functional program, and then change the logo and company. Name, navigation bar, etc., redesign the interface, the same goes for the website building company. Just think about it, each copy of the website has no personality, unique selling point, let alone core competitiveness. Can you close the deal just by showing a video, customer testimonials, honors and qualifications? Marketing must provide value to customers from the system and supply chain. To be able to close a deal must be better than competitors in a certain important customer concern.
After the group company did not use the website built by the website construction company, it found a website construction company in Dongguan. The company directly applied a set of Imperial program templates. The design was extremely poor, the structure was confusing, the layout was dull, and the browser was incompatible. The group's dedicated personnel Hire an online promoter to promote and operate the website. After a year of operation, you can occasionally make deals with customers from the Internet.
Under this circumstance, the group saw the huge potential and endless business opportunities of online marketing, so it decided to cooperate with a professional online marketing team. At the end of 2009, I contacted Cai Gentan through someone.
overall idea
After preliminary communication with the company, Cai Gentan conducted a preliminary analysis through Baidu backend and Google keyword tools in December 2009 and found that the frequency of words such as "immigration, visa, going abroad" totaled more than 20 million times per month, and China's The wealthy class basically have the desire to go abroad, and they basically have the habit of searching for relevant information through the Internet.
At the same time, Cai Gentan Internet Marketing Agency also preliminarily analyzed the websites of several investment immigration companies and found that the websites all had a fatal problem - unclear structure. Due to the complexity of investment immigration target countries and specific immigration projects, almost all investment immigration websites have unclear structures. Users cannot easily and quickly find the valuable content and services they need, resulting in extremely poor customer experience.
Cai Gentan then conducted a general query and analysis of Baidu's bidding rankings and found that the bids were extremely high, and the word "investment immigration" even cost tens of yuan per click. The competition was very fierce.
Draw several conclusions:
1. The market demand is huge
2. Fierce competition
3. The target audience has the habit of searching for relevant information through the Internet, so the project has great opportunities.
4. The main communication method is based on search, especially Baidu
Therefore, in January 2009, after participating in a preliminary investment immigration training of the group, I made a rough project operation outline, which mainly included basic ideas, development steps, measures and goals, team building ideas, cost investment budget and income analysis, etc. module.
Cai Gentan’s internet marketing suggestions:
"Everything will be successful if it is prepared, otherwise it will be ruined!"
When operating a project, whether it is large or small, it is very important to understand the background of the project. You need to have a basic understanding of the ins and outs of the project, the motivation for starting the project, etc.
After a preliminary understanding of the market, a qualified online marketing/e-commerce project operation professional manager must be able to quickly form the overall strategic ideas, development steps, goals and implementation measures, team formation, cost investment and revenue expectations of the project. There may be some discrepancies during the actual operation of the project, but there must be an overall concept and idea in the early stage. It does not have to be very detailed in the early stage, but it must be there.
Early strategy refining is very important. For example, an important strategy was refined in the early stage of this project: search-based. This requires that website planning and construction, website operation, and network communication all be implemented around this strategy. More importantly, team formation also needs to be based on the requirements of the strategy for the position.
Some projects and some industries cannot focus on search. For example, Cai Gentan has a friend who runs a company that makes customized wine. There are basically no searches for his product. This requires a different strategy, and he must actively find the target audience. Circle, adopt creative topic marketing and other methods.
The original text was published at: http://www.cgt88.com/Study/view/15.html . It is the first publication of Cai Gentan Internet Marketing Agency in the world. Reprinting is welcome. Please be sure to provide the source for reprinting.
Thank you tanaoe for your contribution