Lao Zhang's Moving Company (2)

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Methodology

Punk in the reply to Lao Zhang's moving company to provide more detailed information:

"For PPC, the data they do is not as meticulous as @gaoge said, because one of the reasons is limited staff, the owner of the wife of a person at home to listen to business phone calls, and act as a dispatch, using a tool is a pen and a tattered exercise book." ”

And then put forward:

"The tools and methods of data statistics are too complex for them, you can't change their intrinsic process, this is the crux of the problem, how to let the old Zhang spontaneous improvement, I think still need to innovate a simpler product ...

I am in complete agreement with punk on the core points, but I am very different from punk about the solution. My view is: Network marketing is based on data statistical analysis of a science, products and tools for specific business ideas to serve. And each enterprise specific business ideas must be generated spontaneously, can not expect products and tools to help you operate. Simpler products already exist, of course, for the time being I do not know there is a free product for domestic customers. But we can look at whether such products can solve the problem of old Zhang.

To an integrated program-controlled switchboard, customer service, billing system CRM products to do the example bar! Startup settings We can enter all the relevant information: phone number, discount, source, caller information. This can be used to maximize the ease of input, so that the mouse point two to complete the operation. The actual process is this:

Telephone ringing = "switch interpretation call number =" switch interpretation trunk number = "Pass to crm=" CRM confirms the call according to different relay dialing numbers promotion Channel Source = "CRM recording automatically prompts caller that the call will be recorded =" Aunt Zhang answer the phone = "CRM start recording =" Wangxiao consultation Move date, content, Price = "order" (or No), no, no, no, no. Duplicate confirmation = "CRM speech recognition date, address, price, discount information, contact telephone =" Complete the order, provide the confirmation number = "The day before Moving (2nd), CRM automatically dial Wangxiao phone to confirm the prompt =" Moving on the day, CRM for the driver to provide orders and invoices, car = "Driver completed work, contributions =" Aunt Zhang Scan orders, into the cashier = "Cashier system notifies CRM to end the order processing.

In this process, the aunt will only answer the phone, Mouse point two confirm, collect the money on it. Theoretically easier than a broken notebook, is it enough to guide online marketing? In the CRM system report, we can see that the revenue information of each promotion channel has been automatically sorted and summarized. We can even go further, assuming that the CRM system can be used to connect the Phoenix Nest, Sina, connect happy, then the network marketing channels of consumer information is also included in the platform, you can directly in the report to see the marketing effect of each channel.

Even to this step, the dishes are in front of, and finally to the old Zhang himself to eat. The goal of optimization is still need old Zhang to develop to implement. If can not change old Zhang's work flow, can't let them care about the relationship between input and output, no product can help old Zhang to implement effective network marketing.

The CRM system described above is not science fiction, and our company uses a similar platform (speech recognition is also relatively limited, only when reading data such as discount code to ensure high accuracy), and the scope of the platform is much larger, is directly connected to all network marketing channels. But in essence, the platform is no different from the old one. If you keep a record like this:

Or a notebook, but is divided into a few columns, more than a few dozen to make a phone call, get the useful information is no more than the automatic record of the CRM system, is enough to tell the old Zhang each marketing channel of the approximate effect. Add a few more columns, write down a few lines of words, not only can guide the next step in the delivery of the channels, can also guide the old Zhang in the price or service to make adjustments to obtain more business, this is white silver.

On my own blog, Suneiong commented: "I have operated in a small business Baidu PPC, with the author considered almost, but we are in the industry is difficult to determine the price of the 0 boundary value, the other different keywords to bear the price is also different!" I was recording the same way as this, a separate phone number, Manual Inquiry! "

The critical value of the price is really a big problem, but I tend to think that the relationship with the industry itself is not as good as the technology platform and tracking means. Lao Zhang's moving company is easy to measure, because the business is quite simple and the profit margin is clear. Do not know suneiong is that industry? If it is a business or a consumer-to-consumer, many varieties of merchandise sales are a huge challenge to profitability. In principle, if the tracking is properly deployed, the ERP process is unblocked, and the gross margin of each item is still available.

For example, Amazon has a barcode for each item in storage, which can track information such as storage batches, prices, inventory times (inventory costs), and so on. When a product is sold, the barcode continues to track sales revenue, freight cost, sales time, and even courier tracking, insurance coverage and other information. That is, all the cost revenue information can be connected through this barcode. If the network marketing channel can connect Amazon's ERP system, then the critical price of the product (profit and loss CPA) can not only be obtained, but also can be dynamically revised. Of course, getting access is a problem, and whether it needs to be acquired is another issue. Amazon's Hydra system can automatically implement product keywords and advertising and pricing, but I suspect the pricing will be dynamically revised.

The same goods, similar goods, the same type of goods, trans-type goods, the abstract of the CPA and put the price favorable, or the dynamic price of each commodity favorable? In principle, the price of each item is the most authentic, but at the same time consider the cost of obtaining this price (possibly massive) and the price mechanism of the channel ( ECPM) will make the profit advantage of this price itself lost. So in practice, directing marketing is likely to be an abstracted average. This mean is not necessarily local optimal, but it should be balanced optimally.

Consumer-to-consumer Small Business If the lack of meticulous tracking means, at least can get the product type of gross profit. Then it is feasible to make a simple CPA on this basis and keep revising it according to the actual data. Does not necessarily need to obtain a break-even CPA for each commodity.

As for the key words bear the price is different, it is pure SEM management principle, or put in Phoenix Nest to say it, this relatively easy some.

Said old Zhang think data analysis trouble me letter, said old Zhang I don't believe money trouble. The key here is the combination of marketing analysis work and actual benefits. Whether the old Zhang is using the network to carry on the marketing, the input-output basic analysis has the positive significance to the business benefit promotion. The initial marginal benefits of this work may not be significant, and for many small clients it may not be directly meaningful-if the analysis of a half-day paid search is not to earn money to do it? Even if paid search does not earn money, it is still valuable to confirm this, at least for the time being do not need to continue to tangle on paid search, waste of money.

The need to continue to emphasize cost concepts. Paid search is only a channel of network marketing, but also a broad masses of people have a certain understanding of the bias of a channel. Before the article, not unexpectedly, there are "moving companies also want to play advertising, it is too expensive?" Such a reply. Send this reply students should not see the original post, the concept of input and output is still vague. Paid searches like Phoenix's Nest or AdWords are often considered expensive because each click is a pocket money. In contrast, SEO or social media marketing seems to be much cheaper. Do the website, send posts, engage in activities, this does not have to pay out, spend a little time on it.

This view is wrong. The direct cost is the cost, the indirect cost is also the cost, not because does not happen immediately is free. Do the website, do SEO, do virus marketing need relevant knowledge, and these knowledge quite a lot of small and medium-sized enterprises do not have, specifically to find someone to do or specifically to mobilize manpower to learn is also cost, and in many cases, this learning curve can be quite steep, the effect is not ideal. For example, even if you're an SEO whiz, it's very difficult to get a new station to climb up a natural search in the short term, but it can be achieved immediately in a paid search. "Friends help me do, do not have to spend money." Yes, you owe a favor, and that's the cost. "I learn it by myself!" Good, self-reliance is a necessary spirit of small business marketing, but it is not without cost. Do a half-day if no effect, energy investment is the cost, web hosting costs are costs, but also consider opportunity costs-there is this time to run to the community post "old medic" advertising may also produce some benefits!

Originally intended to write the second section of the Phoenix Nest implementation, but look at the feeling of replies to the methodology is worth a separate discussion. To have the input-output point of view, we must learn to measure the input-output ratio, to establish goals and effects of the measurement of ideas, according to this idea to implement business operations and marketing implementation.

Semer said:

"Old Zhang are often: either hands in the sleeves squatting in the corner to sit on the sidelines, or Le le pants belt out pinch of sweaty of a few pieces of money rushed to (also may be pulled over) LUN axes, there is effect and then whirl no effect immediately withdraw. ”

This is a very realistic picture. We can't let the old Zhang all accept "elegant standard" network marketing ideas. Head axes is vital if you can get on track. The initial goal of the formulation may contain the luck factor, once achieves, then the old Zhang's confidence will increase greatly. But this initiative in the hands of small and medium-sized enterprises, we can hardly have the effect of efficiency. If axes down no effect, the old Zhang retreat is also can not stop, this time reason to do education is late.

My personal idea is: axes can not effect, do not negative effect. In other words, you can devote your time and energy to not spending too much money and not using too much money to learn. Even if you do it very small, progress is slow. As many readers feedback, domestic enterprises, especially small and medium-sized enterprises, for direct cost sensitivity is much higher than the indirect cost. Does not let the employer or the customer lose money, this also is the search marketing Manager's basic duty?

Of course, agents and sales bear the burden of indicators, a cheat into a count, a cheat into a hard to spend the customer's money, at least axes first earned, this is the normal state of the domestic market. This contradiction has been, and not to repeat.

Original address: Http://semwatch.org/2010/08/movingcompany