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With the rapid development of the Internet and the increasing number of Internet names, buyers and sellers of all sizes are beginning to pay more attention to the rapidly expanding Internet. According to the "27th China Internet Development Statistical Report" released by the China Internet Network Information Center (CNNIC), as of the end of December 2010, the number of Internet users in my country exceeded the 450 million mark, reaching 457 million, an increase of 73.3 million from the end of 2009. people; the Internet penetration rate climbed to 34.3%, an increase of 5.4 percentage points from 2009. The number of mobile Internet users reached 303 million, an increase of 69.3 million from the end of 2009. Facing this attractive and huge market, an Internet jihad is about to break out on a large scale. Are you, small and medium-sized enterprises, ready?
In "How should rapidly developing Internet small and medium-sized enterprises build websites?" "In the article, the author introduced a basic idea for small and medium-sized enterprises to build websites. This article will continue to talk about small and medium-sized enterprises from the previous topic. This time, I will briefly share some common ideas for small and medium-sized enterprises to do online promotion.
1. Search Engine Bidding (PPC)
Search engine bidding is the most common method used by many companies for online promotion. Especially foreign trade companies, due to the lack of advertising channels, have to use search engine bidding to promote products in order to obtain more foreign customers. At present, the more mainstream search engines in China include Baidu and Google. Others include Sosou owned by Tencent, Bing owned by Microsoft (not to mention the cooperation between Yahoo and Microsoft), Sogou owned by Sohu, and Youdao owned by NetEase. Baidu and Google together should account for more than 90% of the search market. Of course, bidding is mainly based on these two. Especially for the Baidu search engine, because most of the popular commercial bidding results are mixed with the natural ranking search results, if you choose SEO, even if you get on the first page, it will be difficult to get effective traffic. In the process of search bidding, the quality score of keywords is the most direct criterion for measuring bidding rankings. Improving quality can be achieved by writing more ad phrases and more attractive ad content. User feedback will also directly affect the quality score, that is, whether users click on your website after the search term. Baidu uses 3 stars to represent the quality. Just after adding the words, the normal ones that can be online are only two stars. If there is only one star, then it cannot be displayed on the left. Google uses a 10-point system, and the mechanism is similar to Baidu. The advantage of search engine bidding is that it has quick results and can quickly occupy the top positions in search results; the disadvantage is that every time a user clicks, you have to spend money. When the bidding stops, the ranking will disappear.
2. Search Engine Ranking Optimization (SEO)
Search engine ranking optimization should be said to be a required course for online promotion. This method is suitable for everyone, but I think it is more suitable for companies with long-term plans for the Internet and some companies and individuals with technology but no economy. There are many ways to do SEO. The main factors to measure rankings are the quality and quantity of external links and the relevance of the content. Enterprises doing SEO should understand the long-tail theory. They should not deliberately strive to rank for very popular keywords, but should do a good job of long-tail keywords and good content. Hot words are highly competitive and require a lot of effort. When doing SEO, you must also know how to use other platforms to rank, rather than just doing it for yourself. Only do it for yourself, if the website is punished, you will lose the opportunity immediately. Personal connections and website resources are the most important things for SEO personnel. If you do well in these two aspects, you can almost dominate the search engines. The advantage of search engine ranking optimization is that there is no cost for any user click. Even if the optimization is stopped, the ranking will continue for a period of time; the disadvantage is that the results are slow. If the weight of the main site is affected, it will affect the ranking of other related words on the site. Ranking, Baidu is particularly obvious.
3. Email Precision Marketing (EDM)
With the popularity of email, email marketing has become a very important means of precision marketing for enterprises. Email marketing can proactively tell your users what your company has and what services it provides. However, with the improvement of network laws and the continuous enhancement of anti-spam capabilities, the success rate of EDM is getting lower and lower, and the requirements are getting higher and higher. Because this is a proactive marketing method, it is still very popular with people. There are currently many mail delivery systems in China, but according to my test, the results are average. There are a few cross-border ones that are okay, but the fees are very high. Mass emailing has a lot to do with the content being sent. Whether it includes pictures, links, and the degree of advertising will directly affect whether this article can go directly to the normal mailbox or the spam mailbox. Of course there are many other factors.
4. Website advertising
Website advertisements include some large portal websites, personal websites, and advertising alliance advertisements. For example, if you make water purifier products, then some water purifier-related portal websites and some small water purifier websites may become your channels for acquiring customers. Under normal circumstances, advertisers can advertise as long as they find the corresponding website owner and negotiate a suitable price. However, it is difficult to evaluate whether advertising in this area is good or bad, because you cannot know the traffic situation and user situation of the website in advance. At this time, advertisers can consider cooperating with advertising alliances and pay corresponding advertising fees based on performance commissions or other means to maximize the interests of both advertisers.
5.Others
Because the company's products are different, many specific promotion methods have emerged. For example, group buying promotion, Weibo promotion, community promotion, mobile phone text message promotion, etc., I will not list them all here. Each small and medium-sized enterprise can make a promotion plan according to the characteristics of its own products.
No matter what promotion method a company adopts, the ultimate goal will be the same, just to make money, and the highest return on investment is the first choice. Therefore, while doing online promotion, it is also very important to analyze the promotion data and provide feedback to the promotion plan and modify the promotion plan.
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