What is the core for enterprises to do well in online marketing? Promotion, website, conversion rate, sales, copywriting, product, SEO…it’s all right! These are all problems in the specific Internet marketing work encountered by specific companies, but they are not fundamental. The fundamental reason is that there is no systematic view of online marketing, no strategy to govern the overall situation, no creative problem solving, and no training into an operating system. To put it simply, there is no online marketing planning when doing online marketing.
Strategy, creativity, and operational systems. These are the three core elements that Cai Gentan has summarized from planning and operating multiple traditional marketing and online marketing projects to do corporate planning, marketing planning, brand planning, and online marketing planning. This is the first element - Internet marketing strategy.
What is a strategy?
There are thousands of roads in Rome, find the one closest to you; there are thousands of roads, find the one that goes to Rome. 1. Strategy is to find the nearest one among millions of roads; 2. Strategy is to find the correct one among complicated roads; 3. Strategy is the most suitable way to solve the problem.
In the Three Kingdoms, fire attacks were used to defeat enemies many times. There are many methods and strategies to fight against the enemy. Under the circumstances, fire attack may be the most suitable or the only winning strategy that can be thought of.
What is the relationship between strategy and strategy?
Many people have never been clear about the relationship between strategy and strategy. In Cai Gentan's view, there is no need to study it in depth and just equate them directly. For example, corporate strategy, marketing strategy, brand strategy, communication strategy, etc., you can directly replace strategy with strategy. It's just that when many of us talk about strategy, we subconsciously add an attributive to the strategy - enterprise, which describes the enterprise strategy. In fact, the enterprise strategy describes the enterprise's development direction, development steps, development measures, and how to compete in the market. Generate and conquer thousands of miles. A certain strategy is a strategy for those at the lower level, but it is an execution level for those at the upper level.
For example, the brand strategy (strategy) we often talk about can be broken down into brand positioning, brand core value, brand visual expression, brand communication, etc. However, the brand strategy (strategy) is one of the implementation measures of the enterprise development strategy (strategy). There are also financial strategies, marketing strategies, talent strategies, etc., which are all implementation measures for enterprises to realize their strategies.
Where does the right strategy come from?
I believe that strategy comes from market analysis. Only by in-depth analysis of the industry, competitors, target consumers and ourselves, and figuring out our own strengths, weaknesses, opportunities and threats, can we leverage our strengths and avoid weaknesses, seize opportunities, eliminate threats, and find the right strategy that suits us. Strategy.
Internet marketing strategies?
Since strategy is the way for an enterprise to survive and win, there are no certain rules or established methods. Different models, different enterprises, and different stages of online marketing have different strategies. Enterprises need to give full play to their own advantages and clarify their own strategies based on their actual resources.
In the early stage of an online marketing project, companies need to determine their own online marketing model after analysis: whether to do online retail or attract investment and franchising, whether to do Taobao or build a self-built B2C mall, whether to use website promotion to place orders online or to do brand communication. Different Companies in different industries are suitable for different models. As for the model of making website traffic based on advertising, Cai Gentan personally believes that it is suitable for industry portals or individual website owners. It does not have any help or reference for traditional enterprises to use the Internet to achieve sales. This is the general strategy for corporate Internet marketing projects.
After determining the model, you must ask yourself a few questions, where are my customers? What do they care about? What are my core strengths? Why should customers choose me instead of my competitors? In fact, companies should be very clear about these issues when doing traditional marketing. The next step is how to find our customers? How do we tell our customers this stuff? Want to build a website? If I build a website, how can I showcase my selling points and core advantages? These are product brand strategy, website planning strategy and online communication and promotion strategy. For the project, these specific strategies are the implementation of the overall project strategy, and for the website, they are the overall strategy for website construction.
As for factors such as website structure, visual performance, experience process, website layout, page planning, and website functional technical specifications, they are only the implementation of the overall project strategy in the specific layout of the website.
When planning online communication strategies, the strategic performance is to "find the right people, have a conversation, and speak in an attractive way." Among the many communication methods, this general provision of communication strategy is inseparable. However, when doing SEO, blog marketing, forum community promotion, or other methods, you need to first find the target audience and then carry out targeted communication. But in reality, many of our companies and many online marketing and communication workers ignore this strategy and fail to clearly find the target audience. However, they have been willing to try various means and do not focus on how to design communication content, but they post junk advertisements everywhere. . Doing it with half the effort will end up in vain.
We should pay more attention to the important role of data analysis in the operation process in verifying strategies and correcting deviations. According to Cai Gentan Internet Marketing Agency, data is the biggest difference between online marketing and traditional marketing.
About strategy matching
Every strategic decision needs to consider whether it matches the overall project. Different online marketing models have different strategies, and different promotion and communication methods are suitable for different projects. For example: during the analysis stage of a project, it is found that target customers mainly look for related services through search engines, then a communication strategy can be formulated - based on search engines, which can be spread from both search bidding and SEO, and SEO first It is necessary to do a good job in keyword analysis, layout and internal optimization of the website during website planning and construction. The recruitment of project personnel also needs to be based on this strategy. This is what Cai Gentan calls strategic matching, where one move affects the whole body. According to analysis, it is found that not paying attention to strategic matching is a common problem of many small and medium-sized enterprises in online marketing.
Benchmark model is harmful
When I was running projects or providing consulting services for enterprises, I found that many small and medium-sized enterprises were at a loss about strategic analysis. They did not analyze specific problems based on the actual situation of the enterprise, and blindly imitated other people's models and experiences. I feel that if others have succeeded in doing this, I will also be successful in doing so. I have never explored the core competitiveness of my own company and determined a suitable online marketing strategy based on myself. Cai Gentan believes that companies are like people. Although they have many commonalities, they also have many personalities. It is impossible to find two identical people among the 6 billion people in the world. Similarly, many experiences of successful companies can be learned and inspired, but it is definitely difficult to copy. What can be copied is definitely not the core competitiveness.
Strategy is the core element of online marketing planning. Cai Gentan will continue to share his views.
The original text was published in: Cai Gen Tan Internet Marketing Agency: http://www.cgt88.com . Cai Gen Tan is the first publication in the world. Reprinting is welcome. Please provide the source for reprinting. Many thanks.
Thank you tanaoe for your contribution