How to persuade enterprises to communicate with customers online

Network Marketing: Network marketing refers to enterprises or organizations using modern Internet technology and resources, the enterprise products and services publicity and sales services and other business activities of the marketing methods and means.
　　 First, "The website useless" The reason analysis
The website for the domestic small and medium-sized enterprises, already is not what new things. Now many companies have their own websites, but what can the site bring to the enterprise? I believe that the bosses of enterprises will have a lot to say, and, I believe most bosses will think: "The site only brought me the cost and a lot of junk mail, it is useless!" ”
Does the website have any use for SMEs?
It should be seen that the Web site is to some small and medium-sized enterprises to bring irreplaceable role, bring great benefits, especially the outward-looking enterprises, is enjoying the new channel to bring benefits to enterprises.
Why are some websites useless? How can we make the website play its due role?
1, did not carry out publicity and promotion
Corporate website is a huge information carrier, from the marketing point of view, it is a super brochure. To make a metaphor, do a website, it is equivalent to print a brochure, no effective promotion of the site, it is equivalent to do a brochure did not distribute mail. Brochures that are not given to others are of course not good for the business. In fact, the domestic small and medium-sized enterprises only to build a station this step, to realize the importance of website promotion and the promotion of the site is very few enterprises.
　　 2, wrong positioning, not from the marketing point of view to design
What any enterprise needs is not a website, but a website that promotes sales, opens up new markets and enhances the exchange of information.
However, web companies that design websites often have a technical perspective, advocating "function", "style", and often because these "functions" affect the site's marketing effect, resulting in "higher input, less return" phenomenon, or even some trivial details of the problem affect the value of network marketing. For example, some Web sites because of excessive begging effect and lead to low website speed, so that visitors do not wait patiently, the loss of business opportunities.
If you start with a Web site, you should take these questions into account when it comes to product marketing:
Who do you want to see the site?
How can you allow potential customers to find their sites in many of their peers?
What are their habits? What are their requirements for the speed, convenience, etc. of the website?
How can you get the trust of your visitors?
How can you make them interested in the product and actively contact the company?
......
If you can pay attention to the marketing concept, standing on the customer's point of view, the construction of the site is half the success.
　　 3, the website does not maintain
On the internet to look carefully, many seemingly exquisite site there are many errors, the Web page can not find, link errors, looking for half a day also can't find the phone address and other contact methods, see half a day do not know what product ... Wait a minute. What's more, the information above is still half a year old; if you press the email address above to inquire about the product, very few timely responses, most of them are gone. Can such a website play a role? Not only play a role, but also have a negative effect! Because it makes the guest feel that the company is inefficient and even thinks the business is no longer operational. Surprisingly, such sites are not a few.
In short, the site itself does not matter whether it is used, the key is how to use it. Careful analysis of the investigation, serious treatment, will bring benefits to the enterprise, without serious treatment, it will not have any effect.
　　 Second, network marketing is an effective weapon to develop domestic and foreign markets
　　 1, the huge consumer group and the change of the enterprise habit
First, look at the results of the survey: "The global economy is declining, but the internet population is growing steadily," according to a survey of global internet penetration released February 12 by IDC, US time. At the end of 2002, the global Internet population will be over 600 million people. The number of people who surf the internet every day is nearly 200 million, and the number is growing at 30% a year.
The huge number of Internet access has brought huge business opportunities. In Europe and the United States, more than 90% of enterprises have established their own web site, through the network to find their own customers, looking for the products needed, this has become a habit. If an enterprise wants to buy something, especially for the first time, it will first make a preliminary search and selection on the Internet, and then contact the supplier further. Now, including IBM, Samsung, Sony and other multinational companies, are online procurement.
Online huge consumer groups, especially the business habits of enterprises change, to provide a wide range of network marketing space.
　　 2, Breakthrough geographical constraints to the global
Traditional newspapers, television, magazines and so on, will be subject to regional constraints, the impact of the largest number of countries within the scope of the network can reach any corner of the world, it needs just a computer to access the Internet. Through the traditional media to promote the product, can only be a small scope of publicity, through the Internet product promotion, is facing the world's marketing publicity.
　　 3, break the time zone limit daily service 24 hours
Foreign trade people know that the other side of the ocean agreed to call, not too early is too late, because there is a time lag between countries. When we sleep, it's the client's time to work. This brings inconvenience and high cost to communication.
Building a good website can provide customers with 7 days a week, 24 hours a day uninterrupted contact, no matter when, always grab the competitor to provide customers with the information they need.
　　 4. Low-Cost promotional methods
The establishment of an effective web site, equivalent to a permanent product booth, every day to thousands or even tens of thousands of visitors to the website to provide detailed information on the company's products and products; Send ads to potential customers via email, faster, and send a larger amount. The most important thing is to save the cost of printing and mailing. Especially in the development of foreign business, through the Internet to expand the cost advantage is more obvious.
If the target customer arrival rate (Cost/thousands of people) is targeted, the cost of advertising through the Internet is lower than in any media.
5, the timeliness is good, simplifies the transaction process。
Information products have special requirements for timeliness. In the foreign business, may be the location of the customer is very dispersed, but look at samples, communication, and finally the product delivered to customers and other business activities, need the least time. Combined with the characteristics of information products, through the online way to do, can fully meet the requirements of time, but also reduce the cost of mailing.
The combination of the above points, combined with the application of foreign websites is very popular, the domestic network is relatively small status quo, through the network as a foreign market, there are many advantages. Now the domestic foreign trade companies, almost all more or less use the Internet this cheap and efficient means.
methods and skills of network marketing
At present, through the network for product marketing promotion mainly has the following several forms:
Search Engine Promotion
e-mail Promotion
Publish information in newsgroups
Exchange links/advertising swaps
Other network promotion methods
Each of these methods has its own characteristics, and we introduce and evaluate it each.
　　 1, search engine promotion
1) The importance of search engines
Search Engine is a place where you can search any information on the web, and in search engines, you can almost find anything you want to look for and answer any questions. Figuratively speaking, search engines are the Super "Yellow Pages" of the Internet, the Super encyclopedia.
A recent survey by Cyberatlas, the world's largest network research firm, found that 75% of the site's visits were based on recommendations from search engines; another US authoritative consultancy, IMT Strategies, the latest survey of "finding effective ways to find new sites," shows that search engines account for 85%. Search engine as the preferred medium of website promotion, has the function that can not be neglected. In addition to email, information search has become the second largest Internet application. And with the technical progress, search efficiency is increasing, users are not only more and more dependent on search engine, but also on the search engine trust is increasing. With such a strong user base, we use search engines to promote corporate image and product services, of course, can achieve excellent results. So for information providers, especially for small and medium sized websites, are now largely dependent on search engines to expand their visibility, expand their product sales channels.
The advent of search engines is a great convenience for us to find information, but also to promote our products and services to create an excellent opportunity.
People through search engines and other web links to find your site, access to your products or services information, this is the passive way of online marketing. It is clear that only people who are interested in a product or service will type in the keywords associated with the product or service to find such a product or a merchant that provides such a service. Thanks to the Internet's worldwide reach (over 400 million), as long as you have the chance of a lottery (one out of 10,000), you have 200 potential customers, and you will be able to reap the benefits of developing these 200 potential customers. In fact, the odds are much greater, and the biggest reason why so many businesses around the world are building up on the Internet is that their investments on the web have made a huge payoff.
In the effect of marketing publicity, newspapers, television, radio, magazines and other traditional media marketing ads used in the broadcast mode, these ads are not all of the audience is your product target customers. In contrast, the most wonderful thing about internet marketing is:
A The information on search engines is highly targeted. People who use search engines to find information are those who are interested in a particular field, so they are willing to spend energy to find you, and are often likely to be the customers you long for. And you don't have to force someone to accept your message, but instead, if the customer does have a certain demand, he will come to the door on his own initiative.
B. A potential customer may have never heard of a business before, but when searching through a search engine, it is easy to find an enterprise website that can provide services and then contact the company.
C. The biggest advantage of landing a search engine is that it has a very high price/performance ratio. Most search engines are free to accept the site registration, even now some search engines began to charge a commercial web site 300 yuan-1500 yuan, but relative to its propaganda effect, this cost is negligible. (Note: For foreign engines about $599 registration fees, at present I have to avoid the charging method, do not need to pay the money can be registered.) For the domestic, there is no way to find out. ）
　　 2) The key points of success of search engine promotion
Now, many companies also recognize the importance of registering on the search engine, the site to register. But the effect is still bad, you know, it's not so easy to do well online marketing. In order to make a good marketing step, we should study the search engine, especially the behavior habits of the information searchers who seek service.
　　 A. Choose the most popular search engine
There are many search engines at home and abroad, but the main, most influential but more than 10:
Overseas (English): Google, Yahoo, Excite, AOL and so on.
Domestic (Chinese): Chinese Google, Yahoo Chinese, Baidu, Sina, Sohu and so on.
　　 B. Selection of the most appropriate keywords (KeyWords)
Search on the internet, like books and literature search, need to determine the most appropriate keywords. Only the correct keywords are selected to make the Finder easy to find. For example, a company that produces food machinery, choosing the key words "food", "machinery", will cause many people looking for food or other machinery to come to the site, thus promoting the effectiveness of the poor. such as "food machinery" as the key words, pertinence and practicality is much stronger.
In the selection, should be from the product name, characteristics, academic standards, visitor habits and other aspects of the consideration. In particular, it is necessary to pay attention to English keywords, due to the level of translation, often with foreign behavior habits have deviations, to be particularly careful when determined.
　　 C. Ensure rank (rank) is on the front
When an information finder uses a keyword to find information on a search engine, the search results are a list of related corporate sites that include all the relevant company websites (pictured below) that have been registered. Generally speaking, the number of sites on this list is hundreds of, tens of thousands of or more. According to the survey, almost all of the Seekers are listed in the top ten or the top 20 of the corporate web site, and these rows in front of the site accounted for more than 90% of the traffic.
It can be said that in the search engine with the most relevant keywords, the company's website is ranked in the forefront of many competitors, is the search engine to promote the success of the direct standard.
Because of this, the search engine rankings became the focus of the company's network marketing, who want to row in front, to seize business opportunities.
As a result of the provision of similar products of many sites, some first, some in the latter is inevitable, and who before who in the post? How to decide?
For this problem, the search engine that provides search services has a set of evaluation methods, and has grading rules. The more you conform to the rules of the site, the more you will be in the front. Moreover, this rule is not public.
According to my experience, almost all the search engine ranking rules include the following points:
The relevant degree of website content and keywords;
Website is perfect, the website structure is complete, whether no error (link, text, display ...) ）；
The popularity of the website;
Maintenance of the website
......
The task of the search engine is to provide the most accurate information to the finder. Different search engines, also have their own preferences, ranking ratings of the details are also different. 　　All sorts of top-ranked techniques are available as long as the rules are carefully studied. Only familiar with this kind of game rules, can make good search engine promotion work. If you want to build the corporate web site in a marketing perspective, a large part of it is to follow these rules when designing a Web site. At present, most of the websites of domestic enterprises have not noticed this, the effect of course is not good where-especially when competing with foreign websites. (Based on my previous practical experience, the site can be ranked in the main search engine 10 digits ago.) ）
2. e-mail Promotion
If the search engine promotion is one kind of passive network marketing, then the e-mail promotion is one kind of initiative promotion, is similar to according to the enterprise directory sends the order the propaganda promotion way.
e-mail promotion is the use of e-mail address list (customer directory), the information sent by email to the other side of the mailbox, in order to achieve publicity and promotion purposes. E-mail is currently the most widely used Internet application. It is convenient and cheap, it is an effective contact tool. e-mail marketing similar to the traditional way of direct marketing, is active information release, with a certain degree of compulsion.
To promote products through e-mail, you must be cautious and respectful to customers. If regardless of the customer's feelings, spam, easy to cause customer aversion, but negatively affected. Now both at home and abroad have set up laws to prohibit e-mail spamming.
e-mail promotion, pay attention to the following points:
A. The object to be sent must be an interested (industry-related) company or person;
B. Grasp the frequency of transmission;
C. Careful and careful preparation of the content of the message, to be short and persuasive;
D. It is necessary to bring the object of publicity to the Web site, because the site can provide detailed information to be more convincing.
3. Post information in newsgroups
There are a lot of newsgroups and forums on the Internet, and people often discuss and post messages on a specific topic, including business information, of course. In fact, there are a number of specialized business newsgroups and forums, and many people use them to promote their products. However, since most newsgroups and forums are open, and almost anyone can post messages at random, the quality of their information is less than that of search engines. And when submitting information to these sites, they are generally asked to provide e-mail addresses, which often provide an opportunity to spam. Of course, enterprises may wish to consider using newsgroups and forums to expand their outreach in the context of determining the effective control of spam.
In foreign countries, a professional news group often has more than tens of thousands of people, some even hundreds of thousands of people.
For the following example, the News group promotion is explained.
In a professional newsgroup, an enterprise is doing this to advertise the product:
First, make a false post with a name:
From: John
To: a newsgroup
Who knows a new type of heating bag, electricity heating, do not change water, the effect is very good. I've seen it here a few weeks ago, but I can't find the post now. That brand seems to be called warm brand heating bag, or similar name, who knows please tell me, thank you. Tom
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Send a second post from Dick:
From: Dick
To: a newsgroup
Tom
I think you said that kind of heating bag, I saw their ads in Xinmin Evening news, but I can not find it now. If you know where to buy, please tell me. My child is not feeling well these two days, I want to buy one. It was time to keep the newspaper and buy one. Does anyone know? John doe
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Send a third post from Harry:
From: Harry
To: a newsgroup
That kind of heating bag is called Shuxin brand Heating bag. I bought it 3 days ago and it works pretty well. 6 minutes Electric heating, with a night no problem, water also need not change. They have a free order hotline, 800-123-456789. I bought it in the shop and it cost 30 yuan. I think, go to their website to order one, may be cheaper, 25 yuan almost. The URL is http://www.xxx..cn/. Good luck. Harry
The use of such a promotional approach, the need for advanced planning capabilities, the promotion of products to do more covert, and the effect is amazing. In addition, this promotion method is also helpful to search engine rankings (according to Rule 3).
4. Exchange links/advertising swaps
The exchange of links and banner ads between Web sites can help increase the amount of traffic on both sides, but this is a personal homepage or a non-commercial Web site that provides information. Corporate web sites such as the use of this way may be moved to stone their own feet, do not make it easy to attract customers to surrender to others!
Companies must weigh their pros and cons carefully before linking their competitors ' websites. However, if the site is to provide a service, and the content of other sites just form a complementary, then you may wish to consider the establishment of links or exchange of advertising, to increase the number of visits to both sides can provide customers with more comprehensive services, but also to avoid direct competition. You can also consider establishing links with portals or professional sites, but this is a heavy burden. First of all to determine the impact of the linked object, the second to seek the consent of the other party. 　　The reality is that small web sites are eager to make links, and big sites are often reluctant to do so unless they are economically or informative. As with the release of information, if a site gets more links to other sites, the search engine rankings are also helpful (according to Rule 3).
5, other website promotion way
Other promotional methods include the posting of information on business-to-business websites, corporate registration, online advertising, etc., and other promotional tools such as manufacturing events (for example, carrying out award-winning activities) and providing free resources. However, these promotional means are generally not expensive, is limited influence, especially in the way of manufacturing events, more suitable for the financial and technical strength of large enterprises, for export-oriented and small and medium enterprises are not much to use value.
Through the above several major network marketing methods, we can see that, regardless of cost, ease of use and effectiveness of the consideration, login search engines are enterprises to expand visibility, promote their products and services ideal choice. If the enterprise can make full use of this advantageous condition, combine the product characteristic of enterprise itself, actively carry on the on-line marketing, will certainly obtain the bigger development.
Four, the network marketing effect evaluation and follow-up work
Through a variety of ways of marketing, the effectiveness of the publicity achieved in the following areas:
1) Email Feedback
2) Telephone Consultation
3) Fax Consultation
These are very valuable information, the initiative to ask the product situation is often the future of customers. As to which is the network marketing promotion brings, may in the contact to carry on the understanding. At certain times, access to statistical systems can be used to monitor the practices of various network marketing campaigns and to improve deficiencies.
Product promotion is only the first step, it brings business opportunities to enterprises, we must do a good job of follow-up, to the business opportunities into business, to bring real benefits to enterprises. The processing of these feedback information, in fact, is the sales work, in addition to pay attention to sales skills, must pay attention to the following four points:
1) The person is responsible;
2 quickly judge the potential customer needs, intentions, and as far as possible through a variety of ways to understand the customer profile;
3 reply must be quick, timely, generally in the same day reply;
4 can not only use email and other online mode of contact, adhere to the "E-commerce" May missed opportunity;