Lao Zhang's Moving Company (1)

Objective

SEMWATCH5 at the end of the party, punk prepared a very interesting question, but did not have time to start, because the problem is a bit big. The problem is this:

"For the vast number of small and medium-sized enterprises in the country, there is a considerable amount of business in the SEM set up marketing goals do not have any concept, to this part of the enterprise, how to help them to develop a more realistic and they are easy to receive marketing goals?" Without this, a lot of things in the back ”

The problem comes from real life: A friend of Punk opened a moving company, one day asked punk, we know that in Baidu advertising does have an effect, but it is too expensive, what should be done? Similar problems often come from small and medium-sized enterprises, are very interested in network marketing, but relatively limited understanding. If we look at the life around us, we will realize how pervasive the problem is.

For such businesses, search marketing engines and search marketing agents have a sense of entanglement. Small and medium-sized enterprises in the entire search marketing and even the network marketing market to bear most of the advertising expenditure, is the real cow. But decomposition to the individual, unit expenditure is not high, the cost of artificial services is not far from large enterprises, professional agent service is unprofitable. Of course, search engines or agents can not ignore this huge market, and to this end provide self-service tools or services. Google, for example, now offers free tools/self-service that is enough to meet the search marketing needs of most midsize and even some big businesses. But with punk, many such enterprises exist real network marketing needs, but even the most basic concept of network marketing do not know, just plain to feel the existence of the network business opportunities. This kind of enterprise, gives them the platform and the tool also cannot use.

I have always believed that a market can be online under the survival and even prosperity of enterprises, there is no possibility of doing bad online marketing. Because the network marketing market and offline market compared, is simply the difference between the city and the jungle. The rules are the same, but the story is different from the implementation process.

Believe it, punk friend's question I also have no ability to answer. Because each enterprise's situation is not the same, such a concise question, involves the business process is very different, and does not have a standard answer. Students interested in Network marketing should remember: If any one service provider or agent in the absence of in-depth study of your specific needs of the dare to clap their breasts to promise good benefits, you should immediately put them out of the door. There is no immortal Emperor in this world, and in the end you have to rely on yourself. Although not able to answer the punk friend's question, I would like to try to discuss a mock case to provide a little thought, or benefit.

Scene

The friend called the old Zhang Bar, Lao Zhang opened a moving company in Chaoyang District, the business is brilliant, expanding quickly. The wine is not afraid alley deep is the Old life of Almanac, Old Zhang of course know in the information age to grab customers to take the initiative. The advertisement on the city evening paper is very good, but it seems to have a bottleneck in the amount of business it brings. Lao Zhang Shing, finally from the enthusiastic Baidu retailer, opened a Phoenix Nest account. People are not really white retailers, the company's two telephones rang non-stop, and indeed the volume of business increased greatly, but ... Phoenix nest on the silver also in the outflow, and so dark closed the calculator to a press, incredibly is losing money. No wonder old Zhang to lament, Baidu is too expensive!

Disposal

First question: What do you mean by expensive?

One click 3 cents (cpc=￥0.3) is not expensive? 8 woollen? 1 pieces? 7 bucks?

A lot of people look at ads first, see the CPC for total expenditure. 2000 Bucks today? It's too expensive! One click to 1 blocks 8? It's too expensive! Where does this expensive feeling come from?

An Australian flower lobster 100 Yuan Maybe you will be hard boast cheap, a 13 fragrant crayfish dare to buy 10 pieces you should outraged. In daily life, the feeling of inferiority is directly related to the value of our goods or services. In the network marketing is also the same, network marketing we are buying traffic, or show/click. Different sources and points of display/Click the difference between the Australian Falong and the 蝲 Oratoria shrimp, and their value is not the same.

How to determine the value of a show/click depends on the value of the traffic to you first. If 1 clicks bring in 100 dollars, even if the click Price is 50 bucks, you'll still find it worthwhile. If 1 clicks are not related to your business goals, ants are meat, and 1 cents are expensive. This value depends next to the market average price, if a click to bring 100 revenue, from the John there is 50, from Dick there is 20, that Zhang three is still expensive. If I only need one click, then I'm going to dick because it's cheap. Expensive or cheap is a relative concept, the old Zhang is actually concerned to see the frame of reference = whether the profit and profit maximization, so close to the network marketing language ROI.

The second question: How to calculate the profit or not

Beheading the sale of someone to do, lose money in the sale of no one to do, this reason Lao Zhang certainly understand, or his moving company how can grow up. Every single move business, run to fuel consumption depreciation artificial, old Zhang's net is 100 yuan. Fuel consumption manually follow the business, and depreciation is fixed. A lump sum of income is real, and making money is very good. Unless they hit a fire and smash customers ' antiques, the business is a steady earner.

However, the door is the business, customers on the phone again how to say the hype, tomorrow old Zhang suddenly changed his mind before the departure, this money or not to earn. How much do you want to make a phone call? How much does it cost to click on the Internet? This is not a certainty of business, can not calculate the money. Besides, in the evening paper a tofu is 500 pieces a day, this good calculate, this tofu brings a few phone old Zhang can not know. Some of the phone is people search the Yellow Pages dozen, and some people look at the company's Web page dozen, some are recommended by people. What's that supposed to count?

This problem is not simple, in essence, the whole marketing work the most core effect measurement problem. We can introduce a large number of factors to complicate the case, so that the effect of measurement is completely unworkable. But if the accumulation of data is abstracted, still can see the effect. City Evening paper tofu in the end can bring how many single business? But Lao Zhang knows, not to advertise, telephone volume is poor, this is the effect. In Baidu advertising is also the same, whether the telephone volume increased, the final list is the effect of increase. The effect can be seen, the difficulty is the quantitative connection. Baidu Phoenix nest on the 100 clicks in the end to bring how much business? For a small boss such as Lao Zhang, it is difficult to track.

Difficult, does not mean that can not be traced, think of a few ways:

1, a new phone (or mobile phone). This phone is dedicated to Baidu Phoenix Nest, all Phoenix nest ads put this phone number, the city evening paper on the telephone poles do not paste this number. In this way, in principle this phone calls to bring inquiries and deals are Baidu Phoenix Nest effect.

2, to provide a discount code, which is more convenient than to do the phone. Different advertising channels discount code, discounts are not even large, or simply is a small sweetness, such as sending cartons and so on. Users want to enjoy this sweetness, have to provide a discount code. This code is on the list, and the business is clear from where it came from.

3, or simply not even discount the benefits are not to answer the phone when the mouth dessert, directly ask: Where do you know our company's AH? It's on the list.

Digression: These approaches are directly inexpensive, but involve changes in the operating process that add up to one or two recorded content. If the old Zhang is extensive management, too much trouble to do so, can not effectively manage marketing work. Regardless of whether or not to do network marketing, the business process itself on the impact of the results are extremely significant. If you really want to know if these marketing money is worth it, it must be spent.

Well now, with the record you can track the marketing effect. One day came down from Baidu Phoenix Nest channel 20 phone calls, of which 5 customers placed orders. The margin of 100 per order, the language of Internet marketing is profit and loss cpa=100. The expected gross margin of the Phoenix Nest this day is 500 yuan. In other words, Phoenix nest is not expensive? Look at the cost of this day is not more than 500 yuan,

Now we're starting to turn this record into a search marketing metric. To refine a little more, 20 calls brought 5 orders, an average of 4 telephone 1 orders, the conversion rate is 25%. View Phoenix Nest Account, a total of 100 clicks, bringing 20 calls, that is, every 5 clicks bring 1 inquiry calls, the conversion rate is 20%. Get through click = "Phone =" order, click Conversion Rate of 5%, that is, every 20 Baidu Phoenix Nest Click to bring an order. Considering the gross margin of each order is 100 yuan, as long as each click price below 5 yuan, it is still profitable. Not expensive? In principle, it is not expensive as long as it is profitable.

But Lao Zhang still has a problem with this measure:

1, Old Zhang had not thought well how to record the tracking, also did not differentiate the different marketing channel the effect. Suddenly ran out with him to each channel brought the phone and orders, his old teeth have not brush it ...

2, yes, today is a 20 phone call, but tomorrow there will be only 15, the day after may be 38, how to calculate the good?

3, 5 customers under the order, a lovely move is not today, back again have to repent-also many see!

4, today received 20 calls 5 orders, tomorrow 15 telephone are inquiry, not a list. Is that all the money in Phoenix's Nest?

5, someone looked at the city evening paper, and then the Internet, who is this phone order?

These problems are very good, that the old Zhang's business can be done there is a reason, think more carefully.

The lack of initial metrics seems to be a big problem, and subsequent fluctuations are unlikely to be avoided. What needs to be realized is that goal-making is a closed-loop process that is constantly being revised; The goal formulation is also an abstract process, the conversion rate of 20 calls will fluctuate, 200 telephone, 2000 telephone conversion rate fluctuation amplitude is greatly compressed. Old Zhang at the beginning of the time can be based on experience with the impression of casually set an indicator to guide the Phoenix Nest Advertising standards, it is likely not reliable. But as orders increase data accumulation, this indicator can be constantly revised, the guiding significance will be more and more strong.

Do network marketing and offline marketing no difference, all need to learn and accumulate. Small business ability to withstand weak, can slow down the width and depth of learning, 1.1 points. Not necessarily to lose money to learn, but hope to come into the white silver immediately is not realistic. The network marketing work is the steadfast knowledge, the skill is some, but does not have any shortcut to let the person get rich overnight. The less understanding, the more easily superstitious, this is the old Zhang such small and medium-sized enterprises should pay attention to avoid the mentality.

The next article we look at Old Zhang's actual Phoenix Nest account operation can do something.

Original address: Http://semwatch.org/2010/08/movingcompany1