How to do the network marketing of Small and medium-sized enterprises (IV.) Target user analysis

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The previous three articles have explained in detail that we do network marketing mainly for the two aspects, one is the transmission channel, the other IS propaganda content. Then what are we to choose the target user is very centralized channel platform, and according to what to make users like the content?

The key is whether you have a deep understanding of your target users and their needs. So before the network marketing to your target audience and their needs to do a deep analysis is very necessary, and this is the majority of small and medium-sized enterprises do not have the network marketing aspects.

Then we analyze our target users from the following aspects:

The basic information of our audience:

Sex: Our target users are mainly men or women.

Age: Our target user is probably the age level.

Education: Our target users are likely to be what degree, because the depth of the degree of educational level directly determines their buying behavior.

Occupation: What kind of career these people are in.

Hobbies: Each group has roughly the same hobby, this is a deep step to understand our target users of the breach.

City Distribution: Our target customers are mainly concentrated in which areas or cities.

Income level: What is the approximate income range of these people?

Consumption habits: Whether the habit of online shopping, like to buy discounted goods or branded goods and so on.

Reason to buy: Why do these people buy our products, for themselves or for a friend company, etc.

Behavioral characteristics: such as whether the Internet likes to read articles, go to the forum, or watch video.

After collecting these basic information will have a very clear concept to our target user group, so this step is must do, absolutely cannot judge the user behavior characteristic according to own experience, because this step goes wrong, directly affects you this plan the direction.

One of the most important questions here is what tools are used to investigate these user base information? So far I haven't found any tools to investigate user behavior directly. My most commonly used survey tool is Baidu Index, Baidu Index can reflect a keyword is searched survey. And now most of the behavior is done through search, accurate is through Baidu search completed, so Baidu Index can completely reflect the user's basic situation.

Second subdivision of the two consumers

The reason why we want to have a clear understanding of consumers, the primary purpose is to give them a detailed classification, that is, the consumer subdivision. In fact, even if we do a vertical area, our target consumers can also be subdivided, such as we do sports products, then products are divided into basketball, football, badminton and so on. And badminton is divided into high-end low-end middle end. High-end products are divided into which several brands, so that can be unlimited subdivision.

Of course, the more subdivided, the smaller the group size, although it can concentrate on the precision of the promotion, but the consumer base is too small, the final gain is relatively few, so a reasonable subdivision is very important. Clear their main target groups, to give up the benefits of small users, so that can concentrate their main strength, will not make their promotional efforts too dispersed, but also to maximize the benefits.

Three simulation purchase process

In the Content section I introduced the data analysis two shortcomings, and our small and medium-sized enterprises have no very good data analysis tools, so we need to use their own or around friends as a reference, to guess how our target consumers shopping.

How to simulate the process of buying your own goods, you can ask yourself a few questions:

1 The target consumer is how to find the right information for themselves or their friends around how to find.

2 target consumers in the comparison of several commodities, the most value which aspects of their own value which aspect.

3 What is the reason for the purchase of these goods by the target consumer, and what is the reason for buying them?

These three questions are just my examples, depending on the industry and the commodity, such questions can ask themselves many, at the same time to classify these answers, and try to quantify. For example, the target consumer how to find our products, through which channels, the distribution ratio of these channels, at least a flow channel source map, even if the flow chart has no data support, but also to do, because such aspects of the specific implementation of the plan after the adjustment.

Four competitor analysis

The so-called known know can win, I often ask the SME owners of their competitors, what their operating characteristics, but not a few business owners can say. To understand the benefits of our competitors is very much, one of the most important aspect is to help us develop differentiated competitive solutions.

Understanding your competitors can begin with the following:

What are your main competitors?

Do you know the top 50 peers in your industry?

What are their characteristics?

What are their resource advantages?

Five consumer needs finishing

The first four points, whether rational data analysis, perceptual speculation, or competitor analysis, is to better understand the needs of consumers. So is there another way?

Now the Internet is a user communication platform, which presents all the needs of users. Quiz platform, forum, microblogging is the best place to search for target users ' problems. For example, we are selling badminton, then we go to Baidu know or forum to see what the consumer to badminton have raised what problems, the most concerned about which aspects, and then sorted out, at least 50. These problems are the focus of consumer demand, but also our product services need to improve the place, but also the content of our marketing base.

Now the network to promote a lot of tutorials, basically are the same. Few people pay special attention to the analysis of the user, basically are in the vicinity. And I think, the user needs analysis is the network marketing core, the channel and the content formulation all is takes the user demand as the foundation, the user needs analysis is wrong, again the good method will not obtain the very good effect.

Really understand the user's various needs, then you have to choose the channel of communication is very clear. Channels and content identified, in the formulation of appropriate goals, with appropriate methods, a complete and practical network integration Marketing plan also came into being, and finally do is determined to implement, and then according to the data feedback constantly adjusted.

This article by the Beijing website Construction http://www.bygw.net contribution, completely by oneself original, reprint please come with the link, welcome everybody to the Network marketing QQ Group 189177399 exchanges, thanks.

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How to do the system of small and medium-sized Network Marketing (i)-Channel chapter (ON)

How to do the system of small and medium-sized Network Marketing (ii)-Channel chapter (NEXT)

SME How to do the Network Marketing System (iii)-contents of the article