-
In recent times, Lin Lixiang's online marketing team has received a surge in customer orders. I have never been able to write a blog properly to share my experience. Many business owners come to us for online marketing, always thinking of ranking high and then receiving orders. I can also understand this. A company can only make money by selling its products. Because many companies are now doing search engine rankings, even if the rankings go up and the traffic is there, the sales volume is limited. Many business owners ask me why they are ranked high but the transaction rate never goes up!
This question will be answered later, let me tell you a little story first. Last time, a friend's company sent a bunch of orders to my team because they couldn't rank high. When the order is given to us, I arrange for manpower to analyze the website.
Generally speaking, there are the following questions:
1. The server is unstable and the opening speed is slow (basically these are websites built by companies trying to get hundreds of dollars for cheap)
2. Wrong keyword selection (not capturing the search habits of target customers very well)
3. The website itself does not perform on-site optimization (the user experience of the website is poor, product descriptions are as simple as a few words, pictures are of different sizes, etc.)
4. There is very little external link building (basically no external link building is done)
In the process of communicating with friends, we found that their salesmen are really good at deceiving customers. Many of them ask customers to write words with low traffic. Because many corporate customers don't understand this, they are easily fooled. It's a pity that their SEO engineers simply change friendly links and make external links, and do nothing else. As a result, a lot of orders were cancelled. The boss couldn't sit still and the losses were too great, so he tried to outsource the order to us. At that time, I wondered why they couldn't operate it if it was easy for us to operate. Later I found out that their SEO engineer just signed up for a so-called SEO training class and then came to work. I have no practical experience at all, and I don’t even bother to communicate with customers to formulate plans. No wonder customers are complaining.
Now let’s talk about why many companies’ keyword rankings have gone up, but their transaction rates are still not high. Mainly due to two aspects. On the one hand, it is because there is a problem with the selected keywords and the traffic is inaccurate, just like the salesmen from my friend's company above who used some words to fool customers. On the other hand, the topic I want to talk about today is that when your ranking goes up, but customers have many choices, customers may not necessarily buy your product. This is a conversion rate issue. Just like before, a salesperson at a sales office called me and asked me to invest in a shop in a certain place. I said many real estate companies have called me. Why should I go to the place you mentioned to buy it? You give me a reason. If the reason is sufficient and I can't refute it, I will buy it tomorrow. The salesperson said a lot at that time, but there was no sufficient reason to convince me. Because many real estate companies use the same marketing methods. It’s just telemarketing without understanding the real needs of customers, without classifying customers, and blindly looking for a needle in a haystack. This is not to say that telemarketing is ineffective, but that this marketing method is too inefficient and more disgusting to customers.
There are too many companies doing online promotion now, no matter what method they use. There is only one purpose, and that is to sell products. Then many SEOs simply help clients with rankings, without taking into account the exponential increase in clients' competitors. When there are many competitors, ranking becomes a game. It cannot continue to help companies obtain orders. Many corporate CEOs came to us to complain, and I listened to what they had to say. I laughed for a long time. I guess many bosses wanted to slap me twice, haha! I carefully analyzed some of the reasons for them, and they suddenly realized it. Because there are no restrictions on the Internet, if your competitors see you ranking, they will do it too. When there are more and more opponents. Potential consumers have more choices, leading to price wars and slow growth or even decline in order volume.
My advice to them is that the company's online marketing and promotion should gradually keep up with or anticipate changes in the online situation in advance, and cannot stand still. Don’t be reluctant to spend money on online marketing. The cost of online marketing is much lower than the cost of advertising in print media. There is a huge difference between spending tens of thousands more and spending tens of thousands less! Enterprises not only need to rank, but also need to build corporate image and shape product brands. Products with brand recognition are products that consumers can trust. This is also the reason why many large companies are desperately advertising and bombarding with soft articles. When your product brand has a certain degree of popularity, will you still worry about product sales? What I was worried about at that time was how to improve service. Some industries are just now gradually entering the stage of SEO online promotion and the competition is not very big, while some industries have entered the stage of fierce competition. Enterprises must begin to transition to the era of integrated marketing, otherwise they will fall behind your opponents. If your company is still at the stage of ranking and seeking orders. Then you are already getting further and further away from your competitors. Because your competitors have begun to deploy integrated marketing, start to shape the corporate image and build product brands.
Many companies can produce products, but there are only a few products with real brand awareness. Many people often find that many brand products do not have their own factories and are all manufactured by OEM factories. Items produced by the same factory have the same quality. But products with a brand can be sold at a very high price and have good sales. However, the products of the manufacturers are sold as street stall goods. The key is that the fish must believe in the power of the brand. Here is a living example. I believe that no one knew about HTC (mobile phone brand) before! But his factory does OEM work for many big mobile phone brands. When he noticed the importance of the brand and launched the HTC brand, his customer base quickly increased due to cost-effective products.
Enterprise online marketing should focus on building brands and keep pace with the times! We welcome more business owners to communicate with us. Lin Lixiang’s Internet marketing team is willing to share Internet marketing with you and escort your enterprise’s Internet marketing.
This article comes from Lin Lixiang’s Internet marketing blog. The original address is retained for reprinting: http://www.linlixiang.com/post/81.html
Thanks to Lin Lixiang for his contribution