How to develop a network marketing team management program

If the manager of an enterprise is called "handsome", then the person in charge of the network marketing department is the enterprise's "vanguard", pointing out what kind of "general" can be The first thing you need to do is to get your hands on a new product, and you'll be able to do it.

The ideal network marketing manager should be familiar with the business knowledge of the enterprise (at least a few years of business work in the industry), but also to understand some of the technical application of network marketing (understanding of optimization and promotion techniques, familiar with bidding ads, published free information and even operated the industry's forums).

But with such conditions of the talent, at present, very little to touch. The more pragmatic way to choose people or to draw business backbone to take charge of the team within the enterprise, which can save outsiders to familiarize themselves with the business time, and facilitate future communication and coordination with other departments. As for charging such a person in terms of technical knowledge of the network, it is necessary to find experienced network marketing consultants for training and long-term guidance, so that he has the ability to network marketing planning and arrangement of day-to-day affairs.

One thing to point out is that do not pull the other departments of the idle with, after all, network marketers are also considered to be the enterprise market developers, to have a strong sense of enterprise, in other departments idle nothing to do, it is difficult to count on him to open up new territory, or should be drawn from the technical department or the business sector of the elite soldiers.

The next step is to pick the soldiers, and the point of view of the same reason, it is best to deploy the appropriate candidates within the enterprise, if no one within the enterprise adjustable, then you need to openly recruit new people to form a team. The basic personnel include:

(1) website designers;

(2) network optimization and promotion personnel;

(3) professional copywriters;

(4) network informants;

(5) network advertising administrators;

(6) network of direct marketing personnel.

When recruiting the above personnel, the following basic conditions should be met:

1

Fast typing speed, skilled computer operation

In the entire process of corporate network marketing, whether it is the collection of information, editing or release of information, you need to enter a large number of words. Typing 30 words per minute is half as efficient as someone who types 60 words per minute. So, when I recruit internet marketers, the first test is typing speed. During the test, I also pay attention to the candidate's movements of moving the mouse and opening pages to determine whether he has the habit of operating the computer quickly.

2

Strong comprehension and writing skills

We've already made it clear that writing original, professional information is important for online marketing efforts. That's why when recruiting, I always ask if the person has the habit of writing diaries and blogs. If you recruit someone who doesn't like to write articles, you force him to hard edit, which is painful for everyone.

Young people nowadays spend a lot of time online, so they should be familiar with the Internet and search tools, right? Not necessarily. Some people are only addicted to the game or will only QQ chat and make friends, other things on the network do not ask, can not be regarded as familiar with the network. Distinguish between them is very simple, as long as the interview, let the applicant to register a B2B website free members, publish a corporate information, search for a simple knowledge of the article, you can see their familiarity with the network.

4

Mastering certain image processing techniques and even video processing techniques (especially for web designers)

As we said in the first condition, typing is for the textual work in Internet marketing, and using image processing software (such as Photoshop) is for publishing image information on the Internet. Especially in some industries, such as the sale of remote-controlled toys, the production of pictures and videos is the basic work of the enterprise network marketing. This type of business to form a network marketing team must have this talent. The standard of the test, is to give candidates some of the original picture, let them produce a beautiful effect.

5

Master certain website production technology (for website production staff and optimization, promotion staff requirements)

Only those who will use HTML website production language or will be proficient in the operation of a certain website production software (eg, dreamweaver) in order to build a corporate website and optimization and promotion. There are also some people who claim to be able to build a corporate website, but just apply the ready-made corporate website program, website design style and layout and optimization of the good and bad, are subject to the limitations of this program, can not be considered a website producer. The real meaning of the enterprise website construction and optimization staff, must be able to independently use dreamweaver to write the website professionals. The test of a candidate's ability in this area is to let them write a simple corporate website independently.

Of course, for small-scale enterprises, it is best to recruit multi-functional talents. For example, copywriters, information officers and network advertising administrators merged into one position (to meet the requirements of points 1 to 3), website design and optimization, promotion staff a position (to meet the requirements of points 4 to 5).

(1) program designers (not only to design website programs to meet the needs of various services; but also to design background programs to meet the needs of data analysis and management);

(2) data analysts (website traffic analysis, advertising investment analysis, sales data analysis, etc.);

(3) customer service (online sales of products and maintenance of old customer relationships);

(4) Distribution channel specialists (responsible for the development and maintenance of distributors);

(5) after-sales service personnel (to solve after-sales problems).

Second, the formation of a large-scale team

To set up a large-scale team to consider the following factors:

The scale of sales and development trends of the industry in which the enterprise is located;

Enterprise expects this team to bring the benefits;

Enterprise's financial investment in network marketing;

Enterprise in the network to set up a marketing platform the type and number of marketing platforms on the web.

But the basic staff should include: a network marketing operations staff, a network information staff (collect, edit and publish information), a website promotion and optimization staff (take care of bidding ads, do natural rankings), and a network of direct sales staff (collect information on potential customers, direct sales).

For smaller or start-up enterprises, you can recruit "multi-faceted" to reduce the number of staff, while for larger enterprises, network information staff can also be divided into: copywriting, artwork, editing, irrigation personnel. Promotion and optimization staff can also be subdivided into: website production staff, backlinks and bidding ads administrator. Network direct sales staff can also be divided into multiple sales representatives according to the different industries and different regions where the customers are located.

In the many enterprises I have seen network marketing team, both the battalion level of hundreds of people, but also a few people of the team level, and even a full-time staff are not set up "latent" team.

Battalion-level team (300-700 people): can pull such a large team of consumer goods manufacturers (such as cosmetics, clothing, home furnishings, etc.), they have to carry out both online B2C work to the direct user, but also to the wholesalers and distributors to carry out the B2B work. Each of the positions we mentioned above becomes each of their departments:

(1) software development department;

(2) advertising design department;

(3) network promotion, operation department;

(4) customer service department;

(5) after-sales service department;

(6) wholesale group buying department;

(7) ) distribution, franchise department;

(8) column editorial department;

(9) warehousing, logistics department; and so on.

Such a marketing team, in addition to managing the company's independent B2C mall, Taobao store, QQ store, it will also establish a number of communities (such as Amoy gangs, QQ groups, etc.), gathering regular customers for some online interactive activities.

Squad level team (10 to 50 people): B2C market consumer goods companies aside (medium-sized online store is generally in the dozens of people), if only B2B market enterprises (such as industrial equipment, packaging materials, chemical raw materials, etc.), to establish a squad level network marketing team size is not small. Can form a real network marketing team, in recruiting, it is necessary to consider the full range of job requirements:

(1) information clerk;

(2) professional and technical copywriters;

(3) Web site optimization, promoter;

(4) network advertising administrators;

(5) Web site designers;

(6) Web direct marketers.

Shift-level team (about 5 people): This is a common network marketing team in most small and medium-sized enterprises, in addition to meeting the basic job requirements, other personnel either outsourced, or by the company's other departments for division of labor. Its basic positions should be at least:

(1) information clerk;

(2) copywriter;

(3) website optimizer and promoter;

(4) network advertising administrator.

Other positions, such as Web site design, can be outsourced to Web companies or advertising agencies. Web direct salesman, can be shared by salesmen in the sales department.

Single-handed team (1 person): a full-time network information officer to take care of all the network marketing matters, the main work is to collect network industry information, internal corporate information, release free information, take care of online advertising (such as Baidu bidding), in addition to work also need to participate in the network of a number of business-related groups, such as forums, QQ groups, etc., to organize and guide potential customers. In addition, the network information officer is also involved in some of the pre-business work, should be with the late business people **** with the sharing of business commission. In addition, with the improvement of the information technician, should also take up the maintenance and modification of the website work. Even practiced to become a professional website promoter.

It should be noted that this staffing, only suitable for the network market for small industries, such as mold processing industry (that is, to exhaust all the functions of network marketing, only dozens of consulting calls per month, turnover of one or two business), and for the network market for large-scale industries, try to avoid the lack of personnel to constrain the development of the network market.

Lurking team (0 people): It is not that the enterprise does not have people to take care of network marketing affairs, but let people in different departments to part-time to share the work. This situation is suitable for individuals who have just started their own business and do not have the ability to configure a full-time network staff, in the case of not too busy business, the boss, clerks or business people can take time to take care of network marketing matters. Website construction, optimization and promotion work and even the management of online advertising can be outsourced to a professional network marketing company. When choosing an outsourcing company, you should pay attention to whether the company's previous cases are similar to your own business. The main work of the in-house staff is to collect network industry information, internal corporate information, publish free information, and take care of online advertising (such as Baidu bidding).

It should be noted that part-time staff also need to be trained in professional network technical knowledge to avoid doing useless work or wasting money because they can't take care of it. In addition non-business personnel involved, should be given the appropriate incentives to mobilize part-time staff motivation. Once the business up, it should be timely to configure a full-time network marketing staff.

Three, how to manage the network marketing team

In the past two years, I continue to receive business owners or network marketing department manager's letter, talking about the gains brought by network marketing, but also talked about a lot of difficulties encountered in the management. The following is a netizen in the management of the company's network marketing team encountered problems to me to send a consultation e-mail:

Now the main problem is network sales. First of all, the initial stage of network sales, in their own fumble, the company's business is okay, in order to greater development, we ad hoc network sales department. But when the salesman to promote the emergence of some problems, some salesmen privately leave their own names, cell phone numbers, QQ number or mailbox, that is more to highlight the fruits of their labor. But from the company's point of view, this is about the company's image, whether it is in the company's own Web site or in other promotional Web site, the company's external are unified to stay in the head office of the phone and fax, because once the staff left or other circumstances, the possibility of a private phone to play a positive effect of the small.

Secondly, how to reasonably allocate the size of the workload and positioning of the pay package, is also a thorny issue, how to customize in order to both stimulate their work initiative, but also for the company to bring benefits?

For this manager's confusion, I gave the following reply:

Network sales are different from traditional sales methods, you are now facing the problem, it is because of you according to the traditional sales management model management network marketing team caused.

The solution is to establish a network sales model, the business staff is divided into two pieces, one is specialized in network promotion and website management of network marketers, one is directly with the customer long-term contact with the salesman. Do not allow network marketers to negotiate directly with customers.

First, the integration of all the means of network promotion, so that specialists (network information officer) to take care of, to avoid allowing each salesman to go to a separate message to cause confusion.

Second, do not allow network promotion and website management workers to stay online in the name of the company's own contact information. Requirements can only stay in the company's unified sales phone, fax, e-mail, QQ and so on. Suggest that you apply for a 400 phone number or a number one service, as the company's sales hotline.

Third, to make the necessary investment in network marketing, increase business: please professional network marketing company to promote the site, in Baidu and Google and other search engines to do bidding ranking ads, arrange for the network information clerk to publish a large number of free product information.

Fourth, the business coming online to implement the distribution system. The business will be received online according to different regions or different industries assigned to different business people.

Fifth, the establishment of a perfect network can mobilize both the informant and the salesman's enthusiasm for the work of the business commission. For example, the traditional way of a salesman's commission of 3%, and the use of network channels commission only 2%, and 1% is commissioned to the network information staff.

Sixth, for the salesman to carry out the necessary network tools training, so that they master how to collect potential customer information, how to chat tools, e-mail these network marketing means of communication with customers, so that they use the network marketing means to carry out the work.

As for the number of network information personnel and the work of this post arrangement, according to the specific work to set, it is recommended that you can use this model: hire a professional part-time network marketing consultant to guide your long-term network marketing work, and then recruit a full-time network information staff to take care of the company's online resources (company website, bidding ads), to collect relevant information on the industry, publish a lot of free Information. If the business expands, you can increase the number of network informants accordingly.

Of course, the above case mainly addresses the working relationship between the network information staff and the network salesperson. Managing the whole team is the need for detailed work arrangements for each position.

1

Team Leader

(1) to formulate the network marketing plan for the company and the completion of the goal;

(2) according to the plan and goals of the budget for a variety of network advertising and technical services costs;

(3) to formulate the subordinate positions of the job responsibilities and content;

(4) to the team to provide training and guidance;

(5) Coordinating work internally and externally;

(6) Monitoring and evaluating the implementation and completion of plans and goals.

2

Network Informant

(1) Gather information.

Depending on the industry in which the company operates, this can be done by one or more people. The standard of workload can be set like this: any network or traditional media have the relevant knowledge and information should be collected and entered into an electronic document for future updating of the website, release information and do the network direct marketing use.

(2) Publishing information.

(3) Manage multiple web platforms.

3

Website promoters and optimizers

(1) Taking care of bidding ads.

Measurement of the work is based on the position of the bidding rankings (whether the desired ad position is achieved), the daily cost of the advertisement (whether it is within the budget), and the number of business inquiries generated by the advertisement (whether there is an increase or decrease and its reasons), and the adjustment of the advertisement words (to be different from the competitors' advertisement words, or even to surpass them).

(2) Do the natural ranking of the site.

Measurement of the work of the standard:

①To see the main keywords in the search engine ranking position;

3 by the natural ranking of the number of customers;

4 website backlinks to the number of new;

5 rivals of the natural rankings of the change in the situation.

(3) Produce a regular keyword report. List new keywords as well as changes in the cost of popular keywords to guide bidding ads and natural rankings.

4

Internet Direct Marketers

(1) Information gathering on potential customers.

Measurement of work: create a table of customer information and constantly expand it, to ensure that any customer information that appears on the Internet is included in it. Count the number of new messages added on a monthly basis.

(2) Direct sales through various channels, and make a good record of direct sales. Statistics on turnover rate by month.

(3) Cooperate with informers and website promoters to follow up on customers who have taken the initiative to contact us to ensure that no orders are lost. The turnover rate by month statistics.

Of course the workload is set, there must be someone to monitor the completion of the situation. Every day, every week or every month to check the completion of the situation. If the network marketing staff can actively do things, there is no need to be so troublesome, so it is necessary to set out a reasonable performance appraisal mechanism and incentive mechanism, the enthusiasm of the staff mobilized.

Four, how to conduct performance appraisal

The performance appraisal standard for network marketers is to see how many customers from the network transactions, how many new orders are negotiated through the network channels each year, and then according to these indicators to give the relevant personnel a certain amount of incentives. However, if a company allows more than one person to take care of network affairs, it will require certain skills to differentiate, and really do more work more pay.

For most companies, the simplest approach is to divide the network marketing work into two parts, part of the preliminary work: website construction, optimization and promotion, network information collection, editing and publishing. This part of the staff is mainly network informants, copywriters, website optimization and promotion staff, they will be in a variety of channels to promote the business, in order to mark which channel led to the business, a good practice is to different channels, with different business contacts: such as different mailboxes, telephone, contact person (such as Mr. Wang, Ms. Li), so that when the customer contacted the business, we will be able to know very clearly, he from where and who it is from.

Once the customer contacts the company, the work of the network marketers in the early stages ends here, it should be more adept at dealing with people in the network businessman (if it is to open an online store is customer service) to receive. These people when not in contact with new business, they are the network direct sales staff, will be constantly online to collect information on potential customers, once there is a real intention of the customer to contact them, they are the standard business people, try to make every piece of business, so that their own and the pre-network promoters can get the appropriate commission.

But for a large network marketing team, such as the battalion level of several hundred people, not only B2B business, there are B2C business enterprises, there is a need for someone to manage software data analysis, according to the data conclusions to determine the performance of the different positions good or bad. We learn the information people often say a sentence is: the figures will speak.

The boss of an online store every day to analyze the dozens of customer service under the sales indicators: sales, the average unit price (per customer spending), inquiry conversion rate (customers from the consultation to the final transaction ratio, such as 20 customers through the Want to consult the last only 10 customers to buy, then the inquiry conversion rate is 50%). These data are then summarized every month and bonuses are paid according to different performance.

As a result, she found that the customer service staff living in the same dormitory (all women), in the same period of time, there will be a decline in the overall sales performance of the phenomenon, and customer complaints are also more, this period of time if you happen to catch up with the peak sales season, it will be the company's impact on the more big, and this period coincides with their physiological cycle. In order to improve this unfavorable situation, she had to interspersed with different dormitory girls on the same shift, and an appropriate increase in male customer service. Seeing this, some of you may say that it is off-topic, it is not. What I want to say is that in today's era of various management software is very perfect, should fully let the data speak for themselves to judge the performance of each position and the benefits it produces.

We build enterprise websites or retail online stores, all contain perfect website statistical analysis functions, through the clicks, the number of visitors, the number of inquiries we can see the website optimizer, information clerk, copywriter and website designer's work performance. According to the information record of the network direct salesman, information turnover conversion rate and other data can be compared with the high and low salesman. According to the clicks, visitors and inquiries of Baidu bidding ads we can evaluate the performance of advertising programs and advertising administrators. According to Taobao's online store scoring function (5-point system, for example, I opened my own toy store requires three dynamic scores are more than 4.8 points), we can evaluate customer service and after-sales staff's ability to work

This let the data to speak of the evaluation system, not only to carry out within the enterprise, but also need to carry out on our network competitors, although we can not know the opponent's visits and sales, but We can know what the opponent's website to do what keyword optimization, how many pages of content, how many backlinks, how much irrigation work done, as a way to guide our corresponding personnel to take the strengths and weaknesses. I am guiding the young people in the network marketing work, often used in the game player's martial arts to the analogy of "Taoist high, the devil is high," our goal is to exceed the opponents in the indicators, the only way to defeat the opponents. Once the young people come up with the spirit of playing the game to do network marketing, their personal skills will improve very quickly, the company's performance will also rise.