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How to develop network marketing for small and medium-sized enterprises

One of my clients, who was 100% computer illiterate six months ago, can do online marketing now.

Kan Kan talked for hours. From her talk, I saw some far-sighted managers of small and medium-sized enterprises.

They are marketing online in their own way. It is undoubtedly an encouraging thing for enterprises to approach the network.

But at the same time, I can't turn a blind eye to the setbacks and bitterness in this process. Help managers narrow down

To shorten this painful groping process, we must first eliminate some misunderstandings about online marketing. ...

One, three misunderstandings

With the comprehensive penetration of network into enterprise management and personal life, network marketing has gradually increased.

Understanding and adoption by enterprises. However, because network marketing is a very new marketing method, it is being implemented.

In this process, enterprises will inevitably have many misunderstandings, resulting in the effect of input and output is always not as good as expected, so it is full of

Enterprises with confidence and hope have been hit, which has more or less affected the most developed online marketing in 2 1 century.

The development prospect of marketing means.

The first misunderstanding-"Building a website to help enterprises make money". There is nothing wrong with this sentence itself, but most people are at fault.

Understand this sentence as "with a website, you will definitely make money." In fact, enterprises only build websites on behalf of enterprises.

The first step of developing network marketing is given. With a website, products and services will be displayed through the Internet.

Windows. But how to build your own brand in the vast network ocean and let more people know about your products and services,

This is the core problem that network marketing really needs to solve. China, open the door. Com can help small and medium-sized enterprises to establish their own brands for free.

As long as you log on to this website and set up the company website for free, you can ask Kaimenwang to help it build its brand and promote it to the outside world. )

The second misunderstanding-"Internet advertising is Internet marketing". Advertising on the website is just a kind of on-line marketing.

One way of network promotion is just the tip of the iceberg in on-line marketing. Successful network marketing not only

IT is only one or two times of network promotion, but it integrates brand planning, advertising design, IT technology, sales management and marketing.

Equal to a new sales system. There should be a complete and thorough planning, coupled with accurate and effective implementation, in order to

Get the desired effect.

The third misunderstanding-"SMEs do not have the strength to do online marketing". On the contrary, SMEs have everything.

Strength to do network marketing, what is lacking is only consciousness. Compared with traditional propaganda methods, online marketing is the most expensive.

Low cost and suitable for small and medium-sized enterprises. At the beginning of 2002, an ordinary IC card factory in Shenzhen was built by

Yu added his own website to Yahoo China. ) in the enterprise directory, in the first six months, through

Searching for "PVC card" and "smart card" in Yahoo China, 5 ~ 6 potential customers contact actively every day.

What about the cost? Don't spend money, just log in to the search engine for half an hour and get close to the network actively.

Realize.

Second, the establishment of SME network marketing system

To carry out network marketing, we must first have a smooth network communication channel and maintain it in the marketing process.

Information sources are unobstructed, which can give customers faster feedback and follow-up. This includes two aspects: first,

Establish an online environment, establish an internal network, and realize internal communication with the Internet in an efficient and safe way.

Connection, so that the company's sales staff, customer service personnel, can easily and closely contact with the external network. two

Is to establish a stable and safe information exchange and receiving system, especially the enterprise mail system, so that employees of the company can

Staff can communicate and contact with each other by e-mail, and can also receive customer consultation by e-mail.

, orders and complaints, and make quick and steady response and follow-up.

With the above two preparations, we can start the first phase of network promotion.

1. Search engine promotion

According to the latest research report of CNNIC, 84.6% of Internet users use search engines to find websites.

Promotion through search engines is definitely not just a simple registration. The same industry provides the same products.

And their websites will be registered in search engines, and the keywords used are also very good.

Similar. According to statistics, more than 90% of search engine users only read and click on the first and second pages.

The higher the ranking of website links, the greater the chance of being followed and clicked. The same industry, providing the same products and services.

There are many enterprises. To make your website rank high, you can rank it according to different search engines.

A standard to adapt websites to search engines. In addition, there is a new search engine service-

-"Baidu bidding ranking", which can be obtained in many search engines cooperated by Baidu for a certain fee.

The highest ranking.

China's biggest competitor Baidu's Chinese Google search seems to be more non-commercial. although

However, Google provides advertising information services for search results pages, but from the ranking of search engines,

Google relies entirely on machines and relies on a very detailed and comprehensive ranking evaluation mechanism.

Therefore, Google's search results are more non-commercial, and for netizens, the probability of being misled is much smaller.

2. Website advertising

Joining a search engine is like waiting for a rabbit, which is extremely passive. A more proactive approach is

Advertisements are placed on other websites. By making online banners or text ads on high-traffic websites, enterprises can

Promote the industry website and product service information to more customers. Network media promotion is the top priority of network promotion.

In part, its cost is higher in network promotion, but compared with traditional media advertising, its cost is still higher than that of traditional media advertising.

Cheaper.

In addition to this paid online advertising, you can also participate in some free advertising exchange programs. In short, Hiro

Tell the exchange plan company that your advertisement will be displayed once on its member web page, and you need to let the advertising company's

As compensation, the advertisement will be displayed on your website several times. Because the cost of advertising exchange is low (almost zero), it is

Online is also quite popular.

3. Forums, BBS and newsgroups

Another way to promote the company website for free is to participate in forums, BBS or newsgroups. frequently

Enter the forum related to the company's business or website theme, use your professional knowledge to provide suggestions and share them with netizens.

Experience and problem solving will make your company name leave a good impression on netizens. When speaking at the forum,

Leave the company's name and website in the signature file, and over time, the number of visitors to the website will follow. of course

Participating in the discussion of the forum is a long-term and arduous task, which needs perseverance.

Enterprises with strong industry characteristics may prefer to publish their products and services directly to the appropriate customer base.

. One way is to publish business information through BBS of industry websites. On the Internet, many companies

It is more difficult to find business opportunities through specialized industry websites and publish business opportunities on these websites than aimlessly.

It is much more effective to publish information on the website.

4. Business E-mail

The business email we are talking about here is different from ordinary spam promotion, and its difference lies in: spam.

The sending of articles is sloppy and repetitive, and business emails are targeted; Spam cannot be unsubscribed, business mail

Customers can choose not to continue receiving. China still has no laws related to mail promotion, but for the sake of

For a long-term network marketing strategy, it is very necessary to maintain an appropriate e-mail promotion method.

Business e-mail and website advertising have their own strengths. Website advertising is suitable for promoting corporate brands, while business e-mail becomes

The cost is lower, and the initiative is more suitable for finding target customers.

5. Software with advertisements

The most obvious example is the advertisement on Tencent QQ, whether it is broadcast message, dialogue window or chat.

Advertisements are flying everywhere. More creative, there are some large-scale online games and even belts.

Advertised products and names make you constantly influenced by advertisements in the game. This kind of software

With advertising, the price changes with the popularity of the software.

6. Other forms of promotion

There are other forms of promotion, such as using online real names and using some online promotion software. Erguang

The promotion of righteousness on the Internet also includes the service of sending short messages to mobile phone users by using the Internet. Of course, don't forget this.

Add the company website to the company's business card.

Third, network information collection.

Information collection is a very important step in network marketing, and it is easy to be ignored by everyone. Small and medium-sized enterprises are

Information channels often rely on the long-term experience of traditional marketing. In fact, the Internet is a kind of information.

Treasure house, but this information is scattered. If you master the method, you can use the Internet to find it.

A large number of business intelligence, target customer information, and marketing information such as market reflection and delivery effect. netinfo

The forms of collection mainly include pre-online survey, mid-term feedback follow-up and post-information collation.

Fourth, improve the sales and customer service system on the website.

With the development of online marketing and the increase of customer feedback, sales follow-up and customer service are carried out purely by manpower.

Service can no longer meet the demand, nor can it fully reflect the advantages of online marketing. So, establish a set of network marketing.

Sales and customer service systems have become necessary. After carrying out network information collection, enterprises already have

Sufficient market information to guide this work.

For small and medium-sized enterprises, it may be a simple method to use network system for customer service and sales management.

Customer contact record system or sales record system. Small and medium-sized entrepreneurs should be pragmatic and not spend useless money.

Verb (abbreviation of verb) value-added network marketing

For qualified small and medium-sized enterprises, we can further develop value-added network marketing, such as "one"

One-on-one "network marketing, network conference and online commerce, etc.".

Take "one-to-one" network marketing as an example;

This is a law that everyone may be familiar with. It is better to win a new customer than to maintain the investment of an old customer.

Five times higher. Therefore, in one-to-one network marketing, what matters is not how much you know about all customers, but

It's how much you know about each customer. Traditionally, it costs a lot of money to communicate with customers.

Source, will only use some highly targeted products and services, or some large-scale investment enterprises.

This marketing method. However, with the advent of the Internet, many small and medium-sized enterprises, with the support of advanced IT technology,

All have the conditions to invest at a lower cost and carry out "one-on-one" network marketing.

The concept of "one-to-one" network marketing is very broad, which can cover every mode of network marketing mentioned above.

Fields: "one-to-one" website service, "one-to-one" network promotion, "one-to-one" market research ... now international.

In fact, "one-to-one" network marketing has been quite popular and is in the ascendant in China. If SMEs

If we can properly adopt accurate and efficient network marketing, we will be able to fight for our position in the network society.

Surprise.

Of course, the real network marketing category is far more than these, but for ordinary small and medium-sized enterprises, this is one of them.

Basic steps of establishing on-line marketing. In fact, there should be a professional plan before these steps.

Services, combined with their own industry characteristics and investment, existing resources, to develop an overall plan, in the overall implementation.

In this process, it will get twice the result with half the effort.

In the process of implementing network marketing, I finally give you two suggestions:

1. Looking for a professional planning consulting company, domestic enterprises are generally unwilling to pay attention to planning consulting. In fact, one

Professional consultants can often save you a lot of investment in development planning.

2. Do what you can, step by step. Don't think that online marketing can make you step into the sky, although online marketing

It has the characteristics of fast feedback, but it also needs the cooperation of opportunity and time. Therefore, while investing in network marketing, it also

We should be prepared to do what we can and invest for a long time. Because the domestic companies providing such services are mixed, Xu

Many companies may try their best to persuade you to make the biggest investment for their own benefit, which is actually harmful to the enterprise network.

The establishment and development of network marketing system is unfavorable. The correct development model should be gradual and follow the trend.

Because.

For small and medium-sized enterprises, limited promotion funds can never effectively form a lasso of scale marketing.

Network marketing is bringing a wider range of promotion and more to small and medium-sized enterprises.

Marketing means of quick feedback.

For a long time, many small and medium-sized enterprises will think that the network, a new high-tech thing, can only be done by large enterprises.

Proficient enough, so stay away from the internet. Now, with the gradual popularization of the network, more and more small and medium-sized

Enterprises have begun to feel that the network is not a distant thing, and it is time to try network marketing.

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