Yesterday, I was chatting in an SEOer group. Xiaomo's comment about wanting to know more about SEM aroused the enthusiasm in the group. All kinds of opinions, all kinds of excitement, all kinds of Internet marketing elite energy. There is a section about how to do a good job in SEM, which is very intense. Here are a few points. These three conceptual things are also commonplace and basic common sense. In fact, it is also the essence of search engine marketing.
① Clarify industry characteristics
To clarify the characteristics of the industry, what specifically do we need to master? I think the first thing that should be put first is the analysis of the target audience of promotional information, such as gender ratio, age distribution, education distribution, and occupation distribution. First, we can position the level of our promotional information, and more directly, we can write promotional slogans that can easily capture the minds of the target audience.
For example, the hospital's obstetrics and gynecology department needs to promote a prenatal mother knowledge training program. Combined with the aforementioned advertising target audience analysis, and another product target audience analysis. Several points that need to be noted in this advertising information can be extracted. First of all, age distribution. Today is 2011.12.06. The expectant mothers at this time were all born in the age group of 1983 to 1988. Advertisers need to understand the typical characteristics of this post-80s generation, including consumption concepts, living standards, psychological state, etc.
Considering the target audience of the product, a natural birth video posted on Weibo two days ago attracted quite a lot of attention. From the comments, the editor can see that many expectant mothers actually don’t know much about the relevant knowledge, so we can refer to this promotion information. Some promotions are for the purpose of popularizing knowledge, and there are also specificities. For example, if you want to say how good it is for you and your children to participate in this training, maybe some expectant mothers born in the 1980s and early 1980s are not so excited, but you can promote it in this way. , what losses will you and your children suffer if you don’t participate in this training, what bad things will happen, etc., then the designation will capture the heartstrings of these people.
②Find the right keywords
Find the right keywords. This must have been the one that received the most attention during yesterday's discussion. In other words, everyone is aware of this. Taking the example above, "prenatal training" and "prenatal precautions" are both flow-type words. And the target groups they attract are indeed different. For another example, you are a training institution in Shenzhen. There is a big gap in the quality of traffic brought to you by the words "Shenzhen Prenatal Training" and "Prenatal Training".
Now, the most important thing for promotion is to have a conversion rate. All cats and dogs have entered your website, so what’s the use if they’re not your target customers? Of course, finding the right keywords isn’t something that can be done so easily. It was also mentioned yesterday. The key is to start from the customer and understand how customers search. Therefore, we need to use relevant tools to check which customers who searched for those words and entered the website have a high order success rate. Which words bring only passing visitors.
③Standard marketing website
For standard marketing websites, based on previous Baidu experience, 80% of Baidu-promoted websites have a lot of problems. The reason why many small and medium-sized enterprises fail to promote Baidu is that they do not have a successful marketing website. This is why Baidu promotion account opening is now very strict in reviewing website quality.
Everyone knows the truth. What Baidu can do is lead your potential customers to your website. Instead of bringing it over to sign an order for you. Some of the most basic ones include website opening speed, website aesthetics, promotion link landing page, Baidu promotion creativity and relevance of page content, and the quality of online consultants (for this point, please refer to the editor’s other article for analysis at http://www.sietoo. com/stnews/161.html ) and so on.
There are countless articles and information in major forums. One truth is that you should talk less empty words and do more practical things. (andy#sietoo.com welcomes bids)
Editor in charge: Chen Long Author andy's personal space