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

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At present, the Word Network marketing is very hot, as long as the enterprise, whether traditional enterprises or Internet enterprises, have launched network marketing, network marketing related books are flying. But most businesses stay on the concept and don't know what's going on.

And now the network marketing methods are diverse, someone summed up 30 kinds, someone summed up 50 kinds, and it is your side to sing my debut. The year before last is SNS marketing, Weibo marketing, this year is a micro-credit marketing, these ways have any relationship, which is effective, which is outdated, these numerous nouns do not say business owners, even the network marketing practitioners are very messy.

Channels and Content

I have been a staunch supporter of the 4P theory, the Internet is still composed of channels and content. At present, all Web sites are an information dissemination channel, is the carrier of information. And the information itself is content. Network Marketing regardless of the ever-changing, is undoubtedly around these two aspects.

Channel (spreading channel)

The type of network information channel is various, I according to the user accepts the information the way to classify, the user Internet is to accept the information simply, then he accepts the information the way has two kinds, one is the active search, another kind is passively accepts.

Active search means that when users have the need to solve the problem through the Internet, they are trying to get information on the Internet. Passive acceptance means that users do not have a clear need to surf the internet, for entertainment, such as learning, socializing, music, video, games, etc., because there is no clear purpose, are pure browsing. Generally speaking, the purpose of the Internet users have these two kinds, one is to find information to solve the demand, the other is online entertainment, get happy.

A proactive search for information (with clear needs and a very strong purpose)

The Internet is a major function to help us solve problems and needs, help us solve problems need our initiative to find, at present, we look for information is the most commonly used is an aggregation platform, that is, all information or a certain type of information together to facilitate users to find and browse. These network platforms aggregate all the information on the Internet, can help us to find the answer to the problem quickly, solve our needs,

These aggregation platforms I do some sorting, the most mainstream are:

1 Search Engine

At present, the largest flow of Internet access is not a search engine, and the ranking of search engines according to the fees or not is divided into natural rankings and bidding rankings, the two methods are basically the most extensive method of promotion.

Search engine Marketing (SEM) is the key words, to see who the keyword ranking better, the number of keywords, so that the greater the flow. Keywords are roughly divided into 3 categories: The main keyword, the second keyword, long tail keyword, the specific strategy according to their own company's situation to decide.

According to consumer behavior, the industry currently has a three-search theory, I think it is very useful for reference: consumers want to completely solve the demand is a need for multiple search completed.

The first search for their own needs, these requirements are extensive, there is no clear goal, including some relevant knowledge, brand evaluation and so on. For example, I want to buy mobile phone, first understand the mobile market, to supplement some mobile knowledge, the most important thing is to understand the advantages and disadvantages of each brand and the popularity of these phones. After the first search, the product has a certain understanding, and has a preliminary choice. On the basis of the first search, there were obvious brand-orientation, such as searching for Nokia handsets, etc. The third search, the need for their own has been very clear, when the search is specific products, more of a certain number of products, and then choose one of their most satisfied with the product to reach a deal.

The three-search theory runs through the whole process of search marketing, and it always affects consumers ' purchasing behavior.

2 Classified Information Network

Classified Information Network, also known as classified advertising, is the user of their corresponding advertising information published to the corresponding promotion directory. This achieves three functions:

The first is to attract the precise flow of the classified information network itself, because these classified information network itself traffic is huge, the purpose of the classification information network is to let the target consumers find the information they need here, so the intention customer is very obvious here.

Second, because the classification information network itself is very high weight, so will get the full trust of search engines, has a very good ranking, is an important part of the SEM, through the search engine to obtain traffic is very considerable, and long time.

Third, now many people in the classified information online publishing information, not to direct access to accurate traffic, to reach a deal, but to obtain a high-quality outside the chain, thus affecting the ranking of our website keywords.

So how to choose the right classification information network?

First of all this should be based on their own business needs, for example, local sites or products, the first choice for the local platform, such as 58 city and so on, if the industry is relatively strong products, the preferred industry platform, such as Alibaba, followed by the time and energy to determine the number of platforms, select the platform, the first Test days, Every day on the platform above the release of information, while concerned about the collection of search engines and rankings, screening some of the collected fast, ranked good sites.

At present, more well-known classified information network has 58 of the same city, now a brief introduction to them.

58 The city is a local integrated classification information Network, 58 with the city before a page and a half are top cognitive merchants, no certification can only be ranked by time, and the time to refresh very quickly, that is, only two out of the way, first, to join 58 of the city's certification system, flow mainly from 58 of the city's own flow. The second by Baidu included, and then occupy a relatively good search rankings, by ranking to attract traffic.

At the same time 58 with the city to provide online chat function, if there is demand can be directly online contact, because I did not do 58 of the city's paid users, so the specific effect how dare not say.

For small and medium-sized enterprises, regardless of what kind of information we publish, we have to consider where our traffic comes from, how our audiences see our information, because the purpose of releasing information is to let others see and get attention. So what are the users of the ad information that we posted on the classified information Web?

Or 58 city As an example: we published a day in the 58 city of information, three channels can be found:

1 of their own categories, such as clicking on the site to build this section, and then find information, said earlier, ordinary free users are ranked on the second page, and by the time ranking, so from this point to get the flow, that is quite low.

2 Site search, each large site has its own search box, users can be the fastest search of the content of this site, and 58 of the city such a large classification site, the use of the search box is quite frequent, so this determines our title to make good keywords, while the title of the writing must also be consistent with the user's search habits.

3 Search engine layout, this specific earlier already said, here not too much narration, just say we released information from the search engine traffic is very large.

This is the classified information network three traffic sources, we publish the purpose of advertising is to attract the target use, the completion of the expected sales purposes, the release of the chain is only auxiliary means, so the content is very important, should not use a duplicate content, at the same time the purpose of the release of the table of contents is

3 Web site Navigation

Web site navigation is the prototype of the search engine, is an excellent web site aggregation, and now many browsers will be the default Web site navigation page, for most of the network rookie speaking this is a very fast entrance.

The General people have the demand, will look for the high quality website here, especially when shopping, this flow is bigger.

According to the 28 rule, 20% of the Web site has a monopoly of 80% of the traffic, so as long as the first few sites to ensure that the site navigation included our web site, and to give a good location, then our traffic will be very significant. Of course, the current traffic is very good site requirements of the site is very high, the general site is difficult to meet the requirements, more money on the line.

400 degrees Encyclopedia (Web Dictionary)

Encyclopedia site is very hot at present, his actual nature is a network dictionary, we have some words, things do not understand, we need such an encyclopedia to tell us. Encyclopedia marketing mainly for the three search theory in terms of the first search, is the important part of brand marketing. Therefore, perfect our company brand name, including some business noun good insert our enterprise or product information, will play very good marketing effect.

5 Quiz Platform

If the search engine is a collection of all pages, classified information is a collection of advertising information, Web site navigation is a collection of excellent sites, then the question and answer platform is a collection of user needs, here brings together all the most direct users of the questions, and the most specific answer, there are questions that everyone like here search answers, Of course there is also a major reason is because he can directly solve the user's problem, so the rankings are very good, easier for people to see.

In the question and answer platform to promote not advertising, but knowledge and brand, specific how to do, I will be detailed analysis.

As a business, we first have to solve the problem is how users can find us, reflected in the site, is the flow from which channels. Now many people scoff at the four words "traffic is king", they are more concerned about conversion rate. But for small and medium-sized enterprises, the flow is the basis, is the premise of conversion rate, with sufficient flow, and then talk about the grasp rate is meaningful.

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