The thousand-person webmaster lecture (http://www.53w.net) sponsored by Anhui Internet Alliance has reached its 26th issue. This issue invites Wang Si, a well-known domestic BD expert. In this issue, we invite you to Wang Si. Wang Si, founder of BD House (www.54bd.com), senior Internet person, iResearch column expert, has many years of practical Internet experience. Focusing on Internet business cooperation, the main online lecture group, live broadcast group, and rebroadcast group (1,500 people) are full. New webmasters can add 500 people to the four lecture groups: 27915544. It is free to participate, but please respect the learning environment. We will never speak at any time. of webmasters invite more webmasters who want to learn to come in
The main lecture group, live broadcast group, and broadcast group (a total of 1,500 people) are full. New webmasters can add 500 people. Four new groups have been opened for the lecture: 27915544. It is free to participate, but please respect the learning environment. We will contact webmasters who never speak at any time. Let more webmasters who want to learn come in.
The following is the transcript of this lecture:
Wang Si: Well, good afternoon everyone. The topic of communication with you today is the key points and precautions for BD cooperation and promotion. First of all, thank you for giving me such an opportunity to communicate with you. Thank you to Lao K, Lao Mao and all the friends who support me. .
Wang Si: I didn’t prepare a speech. It’s not that I don’t pay attention to this exchange, but I feel that the problems everyone encounters in cooperation and promotion are diverse, or there is no template that can be copied, so I explain too many stereotypes. Routines are not actually of much help to you, so what I will mainly talk about today are some key points and precautions in my opinion
Wang Si: The focus will be on leaving time for everyone’s QA links, including e-commerce, online marketing, market negotiations, business cooperation, and website promotion. You can ask questions. It can be anything from finding people to strategies, everyone can communicate.
What is BD
Wang Si: Let me first explain to you what BD is, because as far as I know, not many webmasters know about BD. BD, translated into Chinese, means business development. The actual functions of BD in various industries are different. So in the Internet industry, BD’s responsibilities are mainly in the field of website promotion and business cooperation.
Many webmaster friends have asked me before: As individual webmasters, will we have very few opportunities to do BD?
In fact, I personally think that this is a misunderstanding. I think personal webmasters are a very great profession. They can handle technology, operations, and marketing. They are very talented. At the same time, many websites have grown from personal websites to powerful commercial websites. There are many examples of this. There is no need to belittle oneself.
Talk about BD cooperation
Wang Si: This brings us to the first key point of BD cooperation: having confidence in yourself.
Negotiations are inevitable when talking about cooperation, and lack of confidence is a taboo in negotiations. If the webmaster feels that he is a personal website and cannot cooperate with a website operated by a company, and he has no confidence, how can he talk about cooperation?
In the traditional consciousness of the Chinese people, there is the concept of Party A and Party B. The weak ones always refer to themselves as Party B, and they all refer to the awesome website as Party A. Then Party B’s inherent fear of Party A directly affects the effect of the negotiation.
What I need to tell webmasters here is that there is nothing mysterious about commercially operated websites, and there is nothing to be proud of. As long as both parties have common interests, cooperation can be negotiated, and it can be done well.
The most direct or simple example. I have worked in many entrepreneurial companies. What is the difference between entrepreneurial companies and webmasters? The only difference may be more money and more people, but webmasters can achieve profitability. Entrepreneurial companies Many companies are not profitable, so sites with these two attributes are actually the same. So when I stay in a startup company, I still have no money and zero cost. I can do a lot of cooperation with many websites.
Then the next point comes out, how should cooperation be done?
There are many types of webmasters, some do it to make money, some do it for development, some do it for fun, etc.
No matter what the purpose of each webmaster is to build a website, real webmasters are people who love and cherish their websites very much, so what I am talking about today is more aimed at these real webmasters, because Only such webmasters can develop the websites they produce.
The first point of cooperation requires that you know your website very well. If you regard your website as a product, then you must know your product well and understand the audience of your website and what you can provide to the partner. What do you need from your partner?
At present, no website dares to say that it is all-inclusive and develops well without the support of any other media, including portal websites.
With this point, it means that there are opportunities for you to cooperate with commercial websites.
After you think clearly about what you need and what you can provide, you need to screen for websites that meet your requirements.
For another example, SNS websites are so popular now. How many plug-ins have they developed themselves? Many of them are developed by individual webmasters or individual teams. This is considered a successful cooperation case.
Talking about the importance of connections
Wang Si: When discussing cooperation, you must first find the people on the website. Here is another key point: connections
When doing BD, or doing business, or market cooperation, to paraphrase a famous saying: connections are not everything, but without connections nothing is possible.
Many webmasters I know are very low-key. They either specialize in website technology or work hard to make money. They basically communicate with the webmaster circle. They chat with each other about technology and the latest interesting things in the Internet circle. They are really willing to communicate with the BD circle of commercial websites. , very few people deal with the market circle.
This is also something that I am very confused about. I hope that the webmasters can give me some answers during the interaction.
Webmasters who want to become big and develop must embark on the road of website commercialization. Why not start communicating with commercial website owners from now on? In terms of the current domestic Internet environment, there are truly technical The website has no barriers and is more market-oriented.
When you mingle with everyone, your network expands. No matter whether there are opportunities for cooperation or not, first you make your website name known to everyone, and secondly you make friends. When they have related cooperation or projects , he will be able to think of you. Why not?
Let me give you another example. I once worked at Letao, a toy vertical B2C website.
Startup website, very entrepreneurial. I remember I joined the company on May 19th last year. The website was officially launched in October. Even the program and design were all done from scratch.
In December, I took the lead in a strategic cooperation between Tencent Paipai’s toy channel and Letao, and the entire channel was handed over to Letao.
It is not convenient to reveal the specific details of the cooperation. At the time, it seemed that Letao and Tencent Paipai were seriously unequal in terms of brand and traffic. So how did this cooperation come about?
It’s actually very simple. I met a friend from Paipai through a friend. We helped each other and became very good friends. He often told me what kind of cooperation Paipai can do, as long as it is various activities with Paipai. , he will tell me, so that he can get support and sponsorship for Paipai’s activities, and I can use the power of Tencent to get the visibility and traffic I want.
This channel cooperation was mentioned when we were chatting. He said that Paipai has done this kind of channel cooperation before and you can try it. Moreover, toys are also a weak point of Paipai. In addition, Paipai and Taobao are like this. The cooperation was so successful under our leadership and after the negotiation between the two company CEOs.
This is the benefit that connections bring to you. The more friends you meet, the more surprises you will get.
So webmasters, expand your network, believe me, it will definitely bring benefits to you.
Negotiation methods for BD cooperation
Wang Si: In addition, when you find a cooperative website, you should pay attention to your negotiation method. An idiom can summarize it: neither humble nor arrogant.
When a webmaster negotiates with a commercial website, he must be at a disadvantage in terms of strength, so a relaxed and humorous language environment is necessary for communication. When you are too formal, others will answer you in official language; when you are too frivolous, others will ignore you at all.
The tone of your negotiation needs to be tailored to your level of familiarity with the person you're negotiating with.
Webmasters rarely cooperate. Another misunderstanding is: cooperation requires a lot of money, but there is no money!
In fact, the biggest difference between BD and the market is. BD is more about the mutual replacement of resources, while the market is more about direct spending.
Things that can be used for replacement include: advertising, traffic, soft articles, links, activities, services, etc.
Dear webmasters, don’t be too arrogant about commercial websites. Now more than 80% of the advertising space on commercial websites cannot be sold.
From friendly links to service cooperation, they are also doing it
As long as you have common interests, they don't care whether you are a personal webmaster or a commercial webmaster.
Nowadays, the traffic of many personal websites is greater than that of commercial websites, and they also have basic PR values. The SEO skills of webmasters are also what they want to learn, so everyone can communicate together.
Of course, it is undeniable that the BDs or marketing people in charge of cooperation at many commercial sites are very arrogant and arrogant. As the saying goes: The forest is big, and there are all kinds of birds. I often tell everyone who works in BD that everyone's fortunes are changing. Just because you are on a good website does not completely mean that you are great. Many times it is a matter of opportunity. Others rely on your company's golden name to please you and flatter you. , being friendly to others is the most basic principle of life. You are arrogant now. When you leave this company, you will sadly find that you don’t have a real friend.
I wrote an article called What is BD and How to Make a Good BD. I guess many friends have not read it, so I will send you some key points and precautions for your reference.
1. A business cooperation or a project cannot be accepted immediately. When you receive this project, the first thing you need to consider is what are the advantages of this project. This is the entry point for selection.
2. When analyzing advantages, please use perspective thinking. If I were my target customer or target partner, would it be necessary for me to join this project? What benefits would this project bring me? On the contrary, if I join this project Will it have a negative impact on me? If you find that you can't convince yourself, how can you convince your target partners?
3. After you choose your target partner, you must check what your target partner is doing at this time and whether he still has the time and energy to participate in your project. For example: The current hot topic on the Internet is to eliminate vulgar culture from the Internet. If you organize a sexy beauty competition at this time, then your cooperation will be killed.
This is a matter of timing
4. Choose the appropriate target partners, what kind of cooperation, and what kind of target website. This seems very simple, but when you actually do it, you need to be very clear about the current mainstream websites and the subtle differences between each type of website. What is it? What kind of cooperation can they do? This will test the qualifications and experience of the person.
5. BD’s work is similar to online marketing. I have made a summary of the online marketing I am currently doing, which is based on the different marketing appeals of the product, using different marketing methods, combining different marketing platforms and different Presentation form, orderly marketing communication in stages, four different aspects complement each other and support each other, which is the real network marketing. Then apply it to BD, replace the customer with your own website, replace the Internet marketing with business cooperation, these are still the four differences, think about it carefully, I believe you will understand
Let’s stop talking about some theoretical things. Thank you for listening to my ramblings. Haha, let’s go to QA. I hope I can solve some practical problems for you.
Interactive session:
Question: Brother Wang Si! Is BD cooperation considered a resource exchange? Is it offline or offline? Do I need to pay the other party anything?
Answer: This question is actually what I mentioned when I talked about it just now. The essence of BD lies in the exchange of resources, both online and offline. As for payment, it depends on the parity of resources between the two parties.
Question: Thank you for sharing! I have an exam website, just for one exam. The traffic is good and it has a certain reputation. I would like to find several training institutions to cooperate with. Are there any that I can cooperate with like this? My initial idea is to provide advertising space and training. The institution provides study materials (can include contact information), and in addition pays a certain monthly fee or orders exam teaching materials from me, and I assist the training institution in finding candidates for training, etc.
Answer: It is quite difficult for individual webmasters to cooperate with offline physical training stations. Because each training institution is exclusive, they don’t want students who want to train to see more other training institutions, because this will increase competition, and then your resources will be less attractive to training institutions. Here, I think You can adopt the strategy of casting a comprehensive net and focusing on training, and comprehensively contact various training institutions. As I mentioned just now, not every training institution can think of providing advertising space. You can replace more resources, such as learning materials. With your website address printed inside, you can help create an online introduction for the training institution you cooperate with. This is another resource for you.
One thing to note in cooperation is that you cannot just provide students to training institutions. You also need to use the power of training institutions to expand your users. The people covered by training institutions’ publicity and promotion are also the effective users of your website. , this must be a very considerable resource. At the same time, let the training institution give you exclusive preferential policies, which can attract users to sign up with the training institution through you. The monthly fee system is not suitable for training institutions, because they doubt whether your website is effective and pay you every month. Money, he felt was not worthwhile and unreliable at the same time. Then if you cooperate in the form of CPS and get a commission for each sign-up, their acceptance will be higher. The materials, posters, roll-ups, and banners at the training site of the training institution are all resources you can use, and you can discuss these. In this way, the website is a virtuous cycle. While adding content and users to your website, it will also monetize website users.
Question: Hello Brother Wang Si: I have a question here, please help me: I am from Zhili, Zhejiang Province. Zhili is the largest children's clothing market in China. Recently we established a company and plan to open a store on the Internet (Taobao) first. Specializing in selling children's clothing, we will build our own website in the middle and later stages, but I don't know how to promote this Taobao store? We have a lot of resources and our own factory. There are many sources of goods and product types, but there are no specific details. Knowing how to promote it, Taobao now sells a lot of children's clothing.
Answer: In fact, many traditional websites are now converting to B2C, and they all want to build brands from Taobao. I think this is a good thing, but it is also easy to cause problems. First of all, the structure of a B2C website is not simply to put products on the shelves. Then start pricing and selling. First identify your advantages and conduct market research. I’m glad you found the problem: Taobao sells too many children’s clothes.
At the same time, you have also seen your advantages: Does the manufacturer have certain advantages in terms of price, quality, and reputation? Check your own pricing, do you have any advantages?
After you determine the advantages of your operation, Taobao actually comes with many methods for promotion.
Taobao, Taobao website’s own promotion method. I still remember that Taobao Mall can sign a gambling agreement, and the sales volume will be as much as the wallet is spent. There are also more commonly used forum promotions. Show off your clothes. In maternal and infant forums, you can also cooperate with maternal and infant websites. You can provide prizes and do activities together to increase your traffic and popularity.
Question: When your website traffic and popularity are not very good, how can you find a good entry point to avoid your competitors and negotiate?
Answer: Regarding this problem, the first thing that needs to be solved is actually the operational problem.
Traffic and visibility have a lot to do with website positioning and operation. First check if there are any problems in this aspect. If there are no problems, then consider marketing issues.
Finding the entry point is actually one of the manifestations of your familiarity with your own product and your familiarity with competing products.
There is no shortcut to this. You can only rely on your own control of the industry to find your own advantages. Even if similar websites are similar, they must be different, because it is the current trend to rely on differentiation to compete, such as Video websites, Youku, Ku6, and Tudou are actually all different. When you find out the advantages of your website, use your own advantages to find partners, and amplify your advantages in negotiations, you should be able to avoid them. Competitors so that partners choose you
Question: Let me ask you another question! I often see the download section of download websites, and one of them recommends using Thunder or Tornado Download! Should I guess that there is a reciprocal exchange of resources between them? In addition, for a company engaged in software development, Is there a future for cooperation with download sites?
Answer: This kind of download cooperation may be resource cooperation, such as the exchange of advertisements on software, but most of them are direct cash purchases or CPS sharing. The equality we mentioned means that everyone gets what they need, and it's OK if both parties are satisfied.
The future of cooperation with download sites is still great. In fact, download sites are a channel for you and a terminal. They are a platform for your software to directly face customers. So maintaining a good relationship with download sites is actually equivalent to your We have maintained a good relationship with supermarket promoters. When consumers purchase similar products, the role of promoters is self-evident.
Question: Let me ask you a question: What details should be paid attention to when discussing cooperation? There is also the so-called reciprocity. For example, when cooperating with Tencent, what is considered reciprocity? That is how to evaluate your own resources (website), for example: I If I want to exchange advertising with Tencent, what standards must my website meet before Tencent can possibly cooperate with me?
A: I just went into a lot of details, so I won’t repeat them again.
Regarding reciprocity, the above question is also answered: each gets what he needs.
If TaoTao exchanges ads with Tencent, you need to consider: With Tencent's current strength, does it need to exchange ads with you? Will it be for your membership? Or will it be for your brand to enhance its brand? If you yourself If you can’t find anything about Tencent, then you won’t be able to discuss this cooperation.
Question: How should I promote a local website like www.bz730.cc? The local people thought of putting some color pages in newspapers. Is this okay?
Answer: For local websites, I just looked at your website and I guess your art needs to be improved so that you can bluff people in future cooperation negotiations. To be honest, for local websites, the most effective ones are offline. Because your geographical limitations are too strong, the newspaper color pages you mentioned just now have a certain effect, but they are not very effective. Think about the audience of newspapers. Do older people read them more? Of course, if you have local entertainment newspapers suitable for young people, you can use them. You have to expand your network.
Final summary: In this lecture, Wang Si used his rich experience to show webmasters how to become a BD, how to cooperate with BD and the key points to pay attention to, so that the participating webmasters understood that they can regard themselves as a BD without commercial operations and get close to them. It has met the needs of grassroots webmasters and has been widely praised by webmasters. The next issue will be the twenty-seventh since the launch of our webmaster lectures. We have invited Yue Gui, a well-known Internet personality in China, to talk to webmasters about how webmasters can establish their own beliefs. Therefore, the next lecture is definitely a classic and should not be missed. Interested webmasters can participate in the interaction, but if you are sending AD, this is not required. Thank you for your support. See you next time. The main lecture group and the live broadcast group are full. New webmasters can add 500 people to the lecture broadcast group: 27915544. We will provide free public welfare services forever, but members who do not speak for a long time will be punished.
Special reminder: The 2009 China Internet Alliance (Chongqing) Summit Forum organized by GJJ will open in Chongqing on 7.11. The current hot registration address is: http://ajj.cc/hd/?128.
Special thanks: This lecture was supported by China Webmaster Network, admin5 Webmaster Network, Laggard, Grassroots Network, China Webmaster, China Website Construction, Webmaster China, Web Development Network, Aiju, Wola.net, "Webmaster" Magazine, The website is fully supported by many well-known webmaster-related media such as Z Weekly, Mi Software, and Portal Communication, as well as the technical support of Yanhuang Network, a well-known domestic IDC service provider. This lecture will be released on the above-mentioned webmaster media at the same time, and I would like to express my special thanks.
Thousands of webmaster lectures No. 27: Webmaster Yue Gui fights with faith