How to develop network marketing in the early days of traditional enterprises

Nowadays, how do traditional enterprises conduct online marketing? And how online marketing and offline marketing are perfectly combined.

How to do network marketing?

1, build a network platform

The network platform here mainly refers to websites, including applets and WeChat official accounts. Establish your own website according to different businesses. A website is like a storefront you open online, which is used to show your products and services and let customers know more about the products! It is necessary to build a website if you want to do a good job in online marketing.

2. Shaping brand reputation

3. Continuous network promotion

If you don't do the first two steps well, you will not be satisfied with any amount of investment if you directly promote or even advertise online, because consumers can't fully understand the enterprise and can't get effective transformation. With the above foundation, continuous network promotion and user drainage will form a simple network marketing closed loop. Of course, each step has different methods and strategies, and different enterprises adopt different methods, which requires Pony's professional marketing consultants to tailor the online marketing plan.

Ways and channels of network marketing

In a popular sense, network marketing is a promotion activity based on Internet online, and any rendering method used for the purpose of this promotion activity belongs to network marketing. This way is gradually becoming an indispensable way of communication and the only way for every brand. Its main features are low cost, high efficiency, wide spread, good effect and strong timeliness.

Content is the foundation of network marketing. Traffic has come in, visitors have come in, and it is futile for the brand content not to impress people. Nowadays, there are endless media platforms, and excellent creative content can also bring some traffic to the brand. Nowadays, online marketing of brands will have relevant platforms suitable for brand positioning and release brand-related content. According to the positioning and usage of all platforms in the market, these platforms can be roughly divided into four camps.

The first camp brand image category

Any product, without the support of credibility, is futile, and the construction of credibility must be completed by authoritative media reports, which is one of the reasons why news marketing can last for so many years.

1, news media

The news media of online marketing here mainly refers to the online media such as Xinhua, People's Daily, Netease, Phoenix, Sina, China, China and Yang Guang, as well as the vertical media of major stations in various industries and regions. This is a very powerful media camp and the most fundamental position for online propaganda. This part can't be done well, and neither can the other parts.

2. Encyclopedia platform

Commonly used encyclopedia platforms include Baidu Encyclopedia, Sogou Encyclopedia, Haosou Encyclopedia and Interactive Encyclopedia. Baidu Encyclopedia is the most authoritative and difficult encyclopedia platform, which needs very strict examination. It is suggested to ask the encyclopedia consultant in Ma Xiao for help.

The second camp brand word-of-mouth category

The second camp mainly refers to the position of building brand reputation, the most important of which is the question and answer platform, followed by the forum platform and new media platform.

1, Q&A platform (Q&A, Baidu Q&A, 360 Q&A)

The commonly used Q&A platforms for word-of-mouth promotion include sogou, Baidu Q&A, 360 Q&A, etc .. Baidu Q&A and 360 Q&A have been used in network promotion for a long time, although they appeared late, but they have full marketing potential.

2. Forum platform (Baidu Post Bar, Douban)

In view of the high popularity of Baidu Post Bar and the particularity of Baidu as the largest search engine in China, Baidu Post Bar still has certain use value. Douban is a paradise of Wen Qing and one of the main platforms of forum marketing.

3. Self-media platform

The self-media platforms here include: Sohu WeChat official account, No.1, Baijia, Netease, Phoenix gale, Tencent Daily Express, UC self-media platform, short book, headline number and so on. This platform gathers a large number of users, and it is also reflected in different search engines, which is indispensable for enterprises to establish word of mouth.

The third camp customer drainage category

The new media of the third camp include: WeChat platform, Sina Weibo platform and search category. This is a key platform that enterprises need to pay attention to when developing online marketing, which can bring customers to enterprises efficiently.

1, WeChat platform

Wechat has 650 million active users and a huge user group, which is like a huge rich mine, attracting many gold diggers. Specifically, on the WeChat platform, new media tools and resources commonly used by enterprises include: WeChat public platform, WeChat personal number, WeChat group and WeChat advertising resources.

2. Sina Weibo Platform

As the most active social media in China, Weibo is very important for online marketing.

3. Search engine platform

Baidu, 360 and sogou are commonly used search engine platforms, which used to be the core of online marketing. Although its status has been reduced, it is still the core channel of online marketing.

The fourth camp: brand strengthening category

The entertainment platform of the fourth camp has strong brand exposure ability and good drainage effect. It mainly includes: live broadcast platform, video platform and audio platform. Entertainment and multimedia are the general trends of promotion now. These three types of entertainment platforms are the brand strengthening positions of large and medium-sized enterprises and the occupying positions of start-up Internet finance enterprises.

1, short video platform (Tik Tok, Aauto faster, volcano video)

In 20 16 years, video content is experiencing unprecedented growth, but so far, the growth of video content has not reached its peak. According to relevant data, by 20 17, 69% of Internet traffic will come from video consumption.

Nowadays, many brands have also begun to strategically lay out their own video content, including brand introduction, brand promotion, product promotion, increasing user visits, promoting user participation and business promotion.

2, live broadcast platform (Yingke, Zanthoxylum bungeanum, a live broadcast)

The biggest feature of webcasting is intuition, instant interaction and strong sense of substitution. When webcasting is combined with online marketing on the Internet, it will play a great role in information disclosure, user communication, publicity and customer acquisition.

3. Audio platform (Himalayan)

Compared with over-developed open-screen (visual) advertisements, the closed-screen feature of audio makes brand information reach users more effectively, which is the key point of audio marketing. Another feature of audio is accompaniment. Compared with other media, such as video and text, audio has a unique accompaniment attribute and does not need to occupy both eyes, so it can play the greatest role in various life scenes.

Four misunderstandings of enterprise network marketing

The platform and mode of network marketing determine its complexity and diversity. Creating a successful online promotion is not easy. What misunderstandings should we pay attention to?

First, online marketing is difficult to achieve immediate results and needs continuous investment.

Internet marketing is not done well, mainly because of insufficient investment. Especially if it doesn't work in a short time, you don't want to do it. If you can't, you will never know why, or you can't find the reason. After all, network marketing is a project that needs long-term investment, continuous operation and strategic layout.

Many enterprises do not even want to continue to invest in internet promotion, and some enterprises do not trust the operation team and always feel that the operation team is incompetent. In the end, network marketing will come to an end, let alone have any effect.

Second, don't chase hot platforms all the time, especially hot spots.

It is common for friends who play internet promotion to do what they do on the platform. Although the platform is very popular, there are a lot of users on the platform, but those users are not necessarily your target group. It is very important to choose a platform suitable for your own enterprise. Do a good job of customer orientation, test and analyze for a period of time to see which platform is the most suitable.

Third, don't think that one person can fix everything.

Network marketing is also a complex operation project, and teamwork is very important. What kind of content do you do? What channel should I choose? How to plan the scheme? How to allocate the plan specifically? Few people make it clear. In a successful online promotion activity, the scheme accounts for 20% and the implementation accounts for 80%, and teamwork plays a vital role in it.

Fourth, don't be obsessed with "the whole network", it is important to find the shortcomings in closed-loop marketing.

Speaking of this marketing method, everyone feels very tall, and many companies want to do network-wide marketing. Because the cost involved in this operation is very large, there is no standard concept or practice for the whole network marketing. Pony's knowledgeable marketing consultant suggested that the first thing is to make marketing a closed loop, and every link should be there, like every board in a barrel. In the end, it depends on the height of the short board to determine how much water the barrel can hold.

Although many times we are talking about the whole network marketing, it is also based on industry attributes, and we can choose suitable platforms instead of all the mainstream platforms on the Internet. Don't be too attached to this way. The products and services of enterprises are different, the user groups are different, and the platforms and methods used are different. If the direction is wrong, no matter how hard you try, you will not have a good result. Therefore, the whole network marketing does not do everything, but is tailored according to the business characteristics of the self. This is the main point suggested by Ma Xiao Zhitu Consultant.

How to perfectly integrate online marketing and offline marketing?

Marketing has always been a big problem faced by major enterprises. It is difficult to build trust and brand simply by online marketing, and it is also difficult to do traditional offline, so many enterprises want to combine online and offline. How should it be combined?

Online marketing and offline marketing have their own advantages and disadvantages. Many times, enterprises often only focus on one marketing method and give up another marketing method. In fact, the combination of online and offline marketing can make marketing achieve better results. Network marketing and traditional marketing are not antagonistic, but complementary. Online potential customers and offline potential customers are equally important to the company.

Consistency between online and offline; Online below-the-line should be unified. If the offline marketing slogan is different from the online one, consumers will have doubts when they understand it, and their credibility will be greatly reduced. Of course, in addition to propaganda slogans, the quality of products and services should also be consistent, forming a good reputation among consumer groups, and can also play a role in mutual publicity.