Rigid indicators such as Internet user registration rate, website traffic, sales revenue, and member activity have become a nightmare that all e-commerce websites will never get rid of. When the cost of hard advertising is increasing day by day and marketing expenses are "stretched", development-oriented e-commerce companies have noticed the importance of brand marketing and understand that only improving their own brand influence and reputation is the foundation for becoming bigger and bigger. Therefore, the brand marketing market of e-commerce websites was also extremely hot in 2010. Hundreds of thousands of e-commerce websites are studying the "peerless martial arts" that became famous overnight.
But the fly in the ointment is the lack of industry accumulation, market experience and professional talents. Many developmental e-commerce websites always only think of hard methods such as search bidding, SEO optimization, EDM mass distribution, and advertising interlinking when it comes to brand online marketing. In a highly competitive e-commerce market environment, if you simply use these methods to achieve rapid brand exposure, the results can be imagined.
Recently, many e-commerce websites that have approached the author's country for brand marketing have raised the question: "Can they quickly increase their brand influence at a low cost and drive more website registrations and traffic?" The author's answer is "You can't have your cake and eat it too." There are "absolute skills" but no "absolute shortcuts" in brand marketing. In this article, the author Suo Zhiguo shares his seven years of online brand marketing experience with everyone. And combine the market effect with the "seven weapons" mentioned in Mr. Ancient's novel to make an analogy to make the explanation clearer.
The First Weapon, the Eternal Sword - Features of a Famous Blog: Sharp
Famous blogs have widespread netizen focus and communication effects. The bloggers themselves are living advertisements and propaganda positions. The launch of each new article in a famous blog will directly attract a lot of attention and eyeballs without any annotation or explanation. Spreading brand elements through famous blogs is as sharp as the "Sword of Eternal Life" and can quickly and directly cut into the market.
The famous blogs here do not refer to the blogs of "Internet giants", "Internet celebrities", and "celebrities", because their blogs no longer have the characteristics of serving other brands, and the price is definitely not half a cent cheaper than portal hard advertising. Rather, it refers to famous blogs that have professional influence and industry communication rate in a certain industry or aspect. Providing targeted industry communication will be more accurate and effective.
The second weapon, Peacock Feather - Characteristics of the soft copy: must-kill
Distribute various brand drafts and event drafts of the brand on various well-known websites. Well-known websites have huge coverage and loyal users. With the influence of other websites, relevant content is spread to potential customers of e-commerce, giving netizens a unified brand image and market information. The dissemination of soft articles is like a "peacock feather" with wide coverage and fast dissemination speed, and can kill with one hit.
When publishing articles, we do not choose the publishing order based on website rankings. Instead, we must comprehensively select cooperative websites based on factors such as search engine crawling, the active scope of target customers, and the business content of e-commerce websites.
The third weapon, Jasper Knife - Brand Weibo Features: Intelligence
Although Weibo has just emerged, its concise, interactive and convenient features have already attracted hundreds of millions of Chinese netizens to use it. E-commerce websites have dedicated personnel plan and regularly update brand Weibo, and attract many netizens through various focus topics, personalized articles, and special activities. Weibo is like a "jasper sword" that needs to be controlled with wisdom and feeling.
In particular, we must increase as many fans as possible through invitations, visits, interactions, etc. The increase of old fans will also attract new fans to join. The Chinese people's "herd" mentality is still quite serious.
The Fourth Weapon Amorous Ring - Online Question and Answer Features: Graceful
On various question and answer platforms, we plan some questions that are close to netizens’ consumption and psychology, and guide netizens to answer them. This can increase netizens’ understanding of the brand and promote brand elements more objectively. Online Q&A is like a "passionate ring" that gracefully retains the other person.
Choosing an accurate interactive platform will directly help search engines to crawl it. It is much cheaper, more direct and easier than SEO optimization of the website.
The Fifth Weapon Parting Hook—Interactive Forum Features: Courage
Forums have always had a special influence and role on the Chinese Internet. Its business model is not strong, but its information dissemination efficiency and exposure index are second to none. Netizens can give full play to their initiative in the forum, so the level of activity is also high. Hyping up a series of content on the forum with brand elements as the theme will effectively stimulate netizens' attention and active dissemination. The interactive forum is like a "parting hook", a decisive move to win.
Large forums and professional forums all "block" commercial and advertising posts, so professional planners need to carefully plan the topics and not use text advertisements that are too straightforward.
The Sixth Weapon: Overlord Gun - Official Blog Features: Domineering
Establish an official blog for the e-commerce brand or platform on a portal website or professional blog website. With the help of the website's inherent blog mode, the brand's various elements, information, activities, dynamics, and even the fate of senior executives can be fully displayed to netizens. Just like the "Overlord Gun", it is full of strength and domineering, unabashedly establishing a tall and glorious brand image.
Explain the brand culture and brand value, as well as the significance of the brand to society. With the most intuitive and straightforward perfect image, it arouses netizens' trust in the brand.
The Seventh Weapon Fist——SNS Community Characteristics: Perseverance
As a human network platform, SNS takes human relationships as its goal and foundation, and extends the tree-like relationship diagram infinitely. Its functional novelty and resource interactivity have a unique promotional effect on brand promotion. Just like a "fist", with perseverance and unremitting efforts, you will eventually achieve the desired results.
You can directly register as a member with your brand name, publish relevant brand articles and plan prize-winning activities to attract and stimulate netizens to automatically spread the word through personal connections when reading brand articles.
The above is an introduction to seven online brand marketing methods, based on the author’s practical experience. The combined use of more than 3 methods will provide better results. The author Zhiguo will elaborate on the precautions and application techniques of using these seven marketing weapons in the next article "Secret Guide to Using Seven Weapons of E-commerce Brand Marketing".
Author's blog: http://rnfn1234.blog.techweb.com.cn/archives/81.html