Baidu promotion has always been a controversial topic. On the one hand, Baidu has affected the objectivity and fairness of search results to a certain extent through this paid ranking service. While causing controversy about the ethics of search engines, it has also gained huge promotional income from it, making Baidu a It is a "model" for the profitability of Internet companies in China and even around the world; on the other hand, Baidu promotion has indeed benefited many companies. They have paid to obtain top rankings for some popular keywords and obtained real orders, thus gaining a foothold in the industry. gained an advantage in the competition.
But this also makes enterprises gradually adapt to the "Baidu model" when engaging in online promotion and marketing, and fall into a cycle of burning money, causing online marketing to gradually evolve into a marketing model that relies on burning money to compete, which means that Whoever has more money will be more able to withstand this kind of competition, and they can get more potential customers and orders by burning more money to surpass their opponents' rankings. This is undoubtedly a huge pressure for many small businesses. I don’t think so, but small businesses that don’t have so much money to spend are engaged in online marketing. Faced with the layers of Baidu promoting money-burning ranking ads, how can they cleverly break through and achieve success in online marketing? Undoubtedly, since there is no If you take the road of burning money for promotion, you need to do low-cost promotion from the following aspects to obtain promotion effects with high returns and high conversion rates:
1. Clever use of Baidu product lines
As we all know, the so-called Baidu algorithm adjustment has been ongoing. During this process, many of Baidu's products, from Baidu Encyclopedia, Baidu Zhizhi, Baidu Tieba to other Baidu products, have strongly benefited from it, and their rankings in search results have continued. Boost and even occupy a few spots on the first page of search results. Since you don’t want to spend money on promotion, you can’t ignore these “treasure-level” high-quality promotion platforms. For example, if you search for the popular commercial keyword "injection molding processing" on Baidu, you can see that Baidu promotion alone on the first page of the search results has reached the upper limit of 10, and there are also 8 advertisements in the right advertising space, and related search results Reaching 4,130,000! Searching for the related "injection molding processing factory", Baidu's promotion efforts are even more intense, which shows the huge business opportunities hidden behind this keyword.
Faced with this fierce competition, clever use of Baidu's product lines is undoubtedly a low-cost, high-return, and effective means of competition. For example, when facing the "surroundings" of promotional advertisements, using the main Baidu products such as Baidu Encyclopedia, Baidu Zhizhi, and Baidu Wenku for promotion, and taking advantage of corners that others have not paid attention to and explored, can save a lot of money. Promotion costs are reduced, and you can also get a good ranking in the search results. It is undoubtedly an excellent way to compete for small businesses that do not have much money to spend on promotion. As far as the term "injection molding processing" is concerned, there is very little relevant content in Baidu Encyclopedia, Zhizhi, and Wenku, and it has not been fully utilized by merchants. Therefore, it has considerable potential to be explored.
2. Make good use of high-weighted business information platforms
As long as we analyze the search results of some commercial keywords, we can see that there are often as many as 10 promotional advertisements for popular commercial keywords, followed closely by 10 unpaid search results. Among them, Baidu's own products often occupy 1 to 2 positions, with Baidu Encyclopedia and Baidu Knows being the most popular. The rest of the normal results are dominated by powerful large-scale commercial information platforms, such as Huicong.com and Alibaba. B2B platforms, and they are important promotion platforms that small businesses cannot ignore. Enterprises need to carefully study the search result ranking rules of commercial keywords that are closely related to themselves, actively use B2B platforms with high weight and good rankings, and obtain good rankings by publishing enterprise and product information on them and using high-quality text content. , thereby achieving low-cost, high-return search engine promotion effects.
3. A high-weight information exchange platform in this industry
Some forum platforms with the theme of intra-industry communication are another "important town" for small businesses to carry out low-cost online promotion and marketing. The promotion model here is different from that on the Baidu platform and B2B business information platform. We should focus on using the strategies of "taking a long-term view to catch big fish" and "releasing water to cultivate fish". Forums with the theme of communication and relaxation within the industry. The users on it are all "understanding people" in the industry. ADs that are too obvious here can easily be deleted or ignored. Therefore, this kind of unlevel and overly simple advertising method It's impossible to get good results. In view of the user characteristics of these forum platforms, corporate promoters need to use sincere, active, and practical communication to make friends in the forum, establish good prestige in the circle, and establish their own circle of friends, thereby gradually increasing their influence. In such a development With this strategy, subsequent soft recommendations can become more natural and persuasive, and can attract more attention and achieve a good conversion rate. Due to the influence of the promoter itself in the forum, as long as it is not too direct advertising, All of them can "survive" well, so that they can continuously exert their effectiveness and continuously bring more customers to the enterprise. This promotion model allows small businesses to obtain good online marketing benefits at a lower cost. In the current Internet environment where money-burning promotions are everywhere, we don’t have to follow the trend and follow the trend of money-burning promotions. Instead, we should be good at discovering and finding the above-mentioned and more low-cost and high-return promotions. Platform and method, "Really smart promotion does not lie in how much money is spent to achieve results, but in doing more things with less money!"
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Editor-in-Chief: Chen Long The author’s personal space is full of flowers