Some companies feel that they know a lot about online marketing because they have been exposed to the Internet for a long time, and they even begin to ignore some good suggestions. What's more, some people feel that they are already considered experts. Of course, this is to say that they are not very modest. They may have read a lot of theoretical articles on Internet marketing, but there are not many that are truly practical and can be used by themselves and produce results. , maybe some people really understand some common sense about the Internet. Of course, if you see it more, you will naturally understand it better. But when applying it, they are still in a state of ignorance, because there has been no one to correct it, and they have never known that they are in a misunderstanding. Today I will briefly talk to you about Internet marketing in my understanding, which is also common. Take a closer look at the problems that exist in your company to see if you belong to this team. The following opinions are all summed up by Yu Han’s personal experience in corporate promotion work in the past. They are shared with everyone in the hope that they can contribute a little bit of their own strength to the development of online marketing. State the facts truthfully. If the words are offensive, please do not criticize them. oh.
1. The company is very fashionable. It built its website N years ago and spent tens of thousands of yuan. It is something to be proud of. It thought that it would be able to develop its ambitions in the field of e-commerce from now on. However, after a while, the results were not ideal. In fact, there may be many problems with your website. Let me tell you:
1. The positioning of the website is unclear. Is it for sales or branding? The purpose of building the website is unclear.
2. The website has small information capacity, static pages, and cannot update information independently.
3. The homepage of the website is flashy, and the FLASH entry not only affects the speed but is also unfriendly to search engines.
4. The website column planning is unreasonable, the structure is chaotic and complex, and the website only pursues unique and unique "stimulation".
5. The website does not have much information, but there are clusters of pictures, large and small, colorful and colorful, but they are just “good-looking”!
6. The information on the website has not been updated for N years, and it always looks like an "old face", which makes people not want to look at it again.
7. The function of the website is unclear. It is not clear whether the website serves business leaders or sales.
8. The website lacks interactivity, cannot communicate online, leave messages, and does not even have a corporate email.
9. The website has no central idea, the product has no selling points, customers cannot see the features, and the website content is empty.
10. The website never considers promotion, but just prints it on the business card. Does it look good?
Summary: The website should have a simple page structure, clear organization, easy to browse, comprehensive and rich information, highlighting the company's characteristics and product selling points. The pictures should not be too gorgeous and should be consistent with the real thing. There should be more information and highlight the center. The website should be flexible and reflect the service. Realize that the website is your office. How you usually receive guests is how you should do it online, thoughtfully and meticulously.
2. Lack of understanding of search engine marketing, resulting in insufficient attention to search engines. This problem mainly manifests itself in three aspects:
1. There is a problem with the design of the corporate website, such as FLASH import or too much text on the homepage picture, which is not updated, and the search engine does not log in.
2. Corporate websites do not pay attention to soft promotion in search engines, and only spend money on technical promotion.
3. The corporate website does not take the initiative to disseminate information and cannot effectively promote and publish the information.
Let’s talk about it simple first. For customers who have not done any Baidu and Google promotion after building their website, and companies that have the above situation, then when users log in to the search engine and enter the name of the company or product, you should have very few opportunities to appear in the search engine. If it does appear, it will be a few pages later. Search engines such as Baidu include corporate websites mainly by intelligently capturing website information after updating website information. When users search for information, it is fed back into the search results and displayed in front of users. If users don’t know the name of your company, I think you have no chance of appearing in front of them.
Let's talk about customers who have done Baidu Google promotion. When users search for company names and product names, they can still find you even if they don't know what you do or what you do. As long as you submit relevant keywords and have a wider range, you will be able to find you. You can display your corporate website in front of users, but you must know that the information displayed is a fixed pattern framework extracted by technology. Real customers not only need the information you provide, they also need it to be displayed vividly, not to greet them with lifeless advertisements. Do you understand?
3. Not knowing how to use network resources to disseminate information, attract, guide, and stimulate customer needs
Today's customers pay attention to information life in aspects such as convenience, practicality, health, safety, and affordability. Let me take myself as an example and tell you a marketing story. Liu Yuhan is a beautiful girl, but a little fat. She is 1.68 meters tall and 118 pounds. She has always wanted to lose weight, but she doesn’t know what the best weight loss drugs are. I have read a lot of them online, and they are all colorful advertisements from major companies. I was confused and didn’t know which one to choose, so I started browsing information on the Internet and accidentally saw an article, which was a girl’s weight loss diary written on a Sina blog. The content is: "Recently, I lost 20 pounds of fat. I finally succeeded. I have to thank 'XX Slimming Fruit'. Although taking slimming pills is harmful to the body, it is the only way to look beautiful. Besides, my friend recommended this slimming pill. It is purely plant-based and has minimal side effects. It is formulated with aloe vera. I didn’t feel any side effects at all. Instead, I felt that my skin was whiter, tenderer and firmer. Hey, it’s almost summer and I can wear beautiful skirts. Really Happy!,,,,,," After reading this, I quickly acted and bought this weight loss pill.
Now that the story is over, can you see the implication? What do the few sentences in this girl’s diary tell us, and why did I quickly decide to buy this weight-loss drug? I won’t hold back and tell you directly. Bar.
From the above short story we can analyze two points:
1. A girl wants to lose weight and doesn’t know which medicine to choose. She wants to find the one that suits her best through the Internet. There are many types of medicines and she has no choice. We can understand the previous paragraph as a customer status that may exist in many companies. So when you face such customers, where is your trump card? Will you let customers meet blog diaries by chance? Will it bring you opportunities? Have you prepared such opportunities for yourself?
2. Several key points were mentioned in the blog diary: 20 pounds, taking diet pills is harmful, pure plants, formulated with aloe vera, white, tender and delicate skin, just a few words, but full of temptation. Contains product selling points and sales strategies.
20 pounds is the effect report description of a product. Taking diet pills is harmful. This is called telling the truth, not making things out of thin air, and not exaggerating its ingredients. Not deceiving consumers is fundamental to the survival of the company, because everyone knows that taking diet pills must have side effects and be bad for the body, so he took the initiative to tell customers, lowering his identity first, making it easy for customers to get close to him, and not causing any problems. Hostile, put on the right attitude, and narrowed the distance with customers. Then he mentioned his first trump card, pure plants and aloe vera, and then added the second one: not only did he not feel any side effects, but his skin felt white, tender and firm. , this is to tell everyone that this weight loss drug not only has no obvious side effects, but on the contrary, it has a beautifying effect on the skin because it is made from pure plant aloe vera. These may seem very simple to some companies, and some people may also think that the truth is simple, and they can do very well...,,,,, haha, I won't say more at this point, leaving a little bit for everyone. Space to think.
I personally think this short story is not simple. It contains many aspects such as Internet marketing skills, the principles of corporate survival, sales strategies, and market analysis. Of course, everyone’s understanding is different. Maybe some people will see more Many, maybe some people can’t see anything, what do you think???
Let me introduce to you some of the free resources mentioned above: blogs, podcasts, RSS, forums, web excerpts, etc. are all real-time interactive communication tools. In the eyes of most people, they don’t understand and look down upon it. Alas! I feel really sorry when I think about the problems of these companies. They would rather go to the intersection and buy a billboard at a conspicuous place on the building at a high price, but would not use various "online billboards" that are simpler to make, more convenient to maintain, and have a wider range of information dissemination. There are actually many free online promotion resources now, it just depends on how you apply them appropriately. Can you master these? Can you integrate with netizens? Are you familiar with netizens' search habits? Do you understand their interests? Are you sure you can achieve the most effective communication?
4. Invest blindly without considering cost-effectiveness. You foolishly know how to spend large sums of money on major media. You think that if you spend enough money, it will be effective. You are eager for success and do not know how to slowly establish your own good reputation on the Internet.
1. In fact, if you look at the physical market, it is not difficult to understand this truth. Which well-known brand suddenly appeared in one day or two? Coca-Cola, Adidas, including China's Haier, which one did not gain the reputation after several years of accumulation? Today’s influence? The convenience and speed of information communication on the Internet are indeed unmatched by other channels. Although it can create Sister Furong, Sister Tianxian and many other Internet celebrities almost overnight, for corporate promotion, we There really shouldn't be such illusions. China's business ethics, including a principle recognized by the whole world, is based on integrity. You may get some short-term huge profits by relying on false and exaggerated hype, but it is undoubtedly a good idea for companies that want long-term and stable development. Drinking poison to quench thirst is absolutely undesirable.
2. Many companies are very concerned about traditional media advertising, but everyone has overlooked one point. Nowadays, more people are concentrated on the Internet, and newspapers, TV, magazines and other groups are far inferior to the Internet. Especially the two groups of young people and middle-aged people. These two groups have the highest spending power. More and more people browse, inquire, compare, and refer to Internet search engines to become familiar with a product, a company, a piece of news, an event, etc. A company's online information coverage directly affects them, and whether the company's public opinion is good or bad plays a leading role in their consumption. Because they need a good direction and a good guide. There is no actual commander in the Internet. What is mentioned here is an attractive dissemination of information to drive and guide. It can be understood as word-of-mouth. If done well, it is called word-of-mouth marketing. It is the same as offline salesmen visiting your door to promote your products and establish a corporate image.
3. Internet marketing is important. How to apply it flexibly on the Internet requires careful planning and operation, just like developing customers, following up with customers, and negotiating with customers in the traditional market. Give full play to both online and offline. Tell your customers all your good points and form a customer chain. Then provide good service and let your customers become your communicators. You must know that the reputation of consumers is The most effective advertising!
Having said all this, I don’t know if it will be helpful to everyone. Yu Han has been engaged in online promotion work since 2003. Now he is in the stage of starting his own business. From cultivating other people’s fields to cultivating his own fertile soil, he deeply understands the survival and development of enterprises. According to the principle, one thing Yu Han always does is to serve as a shopping guide for my customers first, then cultivate friendship and finally become a partner. I respect them, and they will respect me and recognize me. Treat your customers the same way you expect them to treat you. People are like mirrors. The attitude you use towards him will be the same attitude he will use towards you. Survival is actually a sales process with skills and strategies. Being recognized, liked, helped, and praised by others is a beautiful success in selling yourself. If you are annoying, scary, strange, and hostile, this is your selling yourself. Failure is because you don’t know how to win the trust and love of others and are not recognized by everyone. The same goes for business. The winners in the market are those who carefully analyze market needs, identify opportunities, and create products for target customers that are more valuable than their competitors. Make your business more humane and your services more customer-friendly. First, let us show the best products and services to customers, sincerely pay attention to the feelings of customers, and do things for customers sincerely. Then customers will definitely buy your products, give you money, and say thank you!
Original article! Reprinters please indicate the source: Yuhan Network Liu Yuhan