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"Online Marketing Sun Tzu's Art of War" Terrain Chapter, when search becomes the entrance to all promotions, our company's website and brand must occupy a favorable position in search, so that customers who want to find us can find us. I recently read a book called Ge Riffith's American interpretation of "The Art of War" allows the author to understand it from multiple angles.
1. Internet marketing must occupy a favorable position
Search engines have become the entrance to all promotions. Now, whether it is advertisements in print media or online media, consumers will search on search engines. Just like our user source survey, many users come here through a certain search. Yes, in fact, they have already known the name of the company or website on other platforms, and finally found it through search. The brand words of all enterprises should be ranked at the front of the search. In addition, they can also be covered by platforms with high search weights such as encyclopedia or classified information, so that when users search on the search engine, the first few pages will be filled with enterprise-related content. , of course, we must cover the positive information, and we cannot have negative content about the company in the first three pages of the search. We must not allow users to not find the company in the search, or find negative content after completing online marketing. Of course, in the early stage It can be done through bidding advertising, and in the mid-term through natural ranking. The brand words are relatively unique, so it is relatively easy to do optimization. In the later stage, it can be covered by multiple platforms or station groups.
2. Internet marketing must be analyzed and implemented clearly
Whether you are an individual or a company doing online marketing, you all want to see results quickly. Before doing online marketing, you must distinguish the priorities and important things. You can start by doing something that will produce quick results, especially for companies. As the operation of small and medium-sized enterprises, If there is no revenue, it will have an impact on the normal operation of the company. Of course, advertising is the fastest to achieve results at the beginning. The optimization of the website is slower. It can only take a month to see the results at the fastest. Stability is even more important. In three months, when it comes to directly attracting customers, the author Yang Tao feels that the results are relatively faster when doing database marketing. If there are suitable emails or text messages, some of them can be directly converted into users, so before doing online marketing, Analyze as clearly as possible and implement it in this way, so that the company can operate better.
3. Internet marketing is not just about appearance.
Many companies are still stuck in the stage of just looking at the appearance of web pages when building websites. In particular, the homepages of some small and medium-sized enterprise websites are full of large pictures and animations, and there are no nested pages. Although the website looks good, but the Without optimization, if the customer's Internet speed is slow, the website cannot be opened for half a day, which affects the user experience. As a website, it has no marketing function and cannot achieve the purpose of converting customers and selling. Many companies want to use new online marketing methods, but they are not particularly suitable. Some methods are expensive but not practical, or it is relatively difficult to see results. Many companies have used some effective ones or two in just a few years. A variety of promotions can still achieve good results, just like email marketing, which has been used since the birth of the Internet and is now an important means for many companies to conduct online marketing.
4. Internet marketing must understand the general trend of the industry
When conducting online marketing, we must not only understand our own online marketing situation in detail, but also understand the situation of competitors and peers, and do relevant monitoring. In addition to these, we must also understand the general trend of the country and the dynamics of the industry. Go against the three vulgarities. Don’t design some particularly vulgar promotional content. The online marketing you do must comply with the country’s major policies. An in-depth understanding of the industry will allow us to do a better job in online marketing. Every industry has Depending on our situation, we only need to combine online marketing with the industry in which the company is located to do relevant promotions. For example, some friends are better at pure online marketing, but they don’t know much about the related industries, although they do everything. , but the effect is not very great.
In the terrain chapter of "Online Marketing Sun Tzu's Art of War", Internet marketing must fully occupy a favorable position and choose effective Internet marketing methods. Pay attention to the priority and order of priority in promotion. It is not just about the good-looking website or moves on the plane. It’s about seeing the final conversion or sale.
Yang Tao, personal webmaster in 2002, first published at http://blog.putui.com/archives/577
Thanks to Yang Tao for his contribution