500,000-dollar promotional budget what can you do?

In the background of the industry recession, many electric companies can only lay off the job, marketing costs have not been reduced, if a power provider only 500,000 yuan to promote the budget, then we have to consider if the control of marketing costs to improve the return on investment (ROI).

Advertising is obviously not how much money to hit, but does not mean that there is no way to go, the effect of marketing is also a way out, and in effect marketing at the same time establish a good reputation, let users remember this brand.

Search, alliances, media and other web site promotion, navigation, EDM and SMS are the promotion of the effect of the marketing of the five major categories. Compared to the offline promotion, these effects marketing methods have the lowest marketing cost, and can directly assess the return on investment (ROI)

These marketing methods are meticulous and accurate, I will own personal experience, summed up a number of each promotion channel parameters. The following can be called technical know-how, but these parameters are based on the experience of the cosmetics website, not necessarily for everyone, but certainly valuable.

SEM (search Marketing)

SEM revenue currently accounts for about 20% to 30% of the total revenue of a website, and the average ROI can be 1:5.

And each site is bound to do search marketing, and refined keywords, such as: brand words, competitive words, commodity words, product words, product brand words, interrogative words, purchase words, activity words, season words, coupons related words and so on. But search marketing is a technical job, not too much to talk about.

Union

At present, the alliance is the most ROI of a promotion channel, the early investment is relatively small, the league accounts for about 30% of the total revenue, the general ROI in more than 1:6. At present, the alliance has more than 3 platforms: billion start, lead Kurt, the net results.

1. The main factors that affect the alliance order are the following: brand awareness, category, Commission ratio, customer list, activities.

2. Ways to promote alliance increments:

Brand Promotion: This influence factor is very big. Do not have money to do offline brand promotion, online branding can still do, such as occasional in the industry information site to send some PR, regular announcements and activities.

Activities: Good activities will attract the attention of consumers, reduce the rate of jump out of the site. Now the general activities of the electric trader may have a few: buy send, full reduction, seconds kill, 0 yuan lottery, 0 yuan purchase, package mail, holiday promotions, combination promotions and so on.

Stationmaster Rewards, Commission proportion: the Commission proportion can according to own category gross margin to decide. Early in order to stimulate the webmaster, you can set a higher proportion of the Commission, about 50% of gross margin. With a certain webmaster base, you can properly cut the proportion. Webmaster Rewards can be formulated by the month, the initial strategy is to reward the new webmaster out of the single mainly, there are some foundation can be set multiple rewards and ladder reward.

Coupons issued: Regular online users, the coupons are still very love, and regularly send some coupons on the increase also has a lot of help.

3. How does a new electric dealer start from the alliance?

First of all, we have to calculate a sum, how much is our gross profit, what is the number of the customer? Can you give the league a few points? Make sure it's all right.

At present, the number of big stations have: 51 Rebate, a Amoy, QQ color shell, easy to buy, 51 ratio, coupons mom, coupons eldest brother, 139 rebate and so on. These sites are the single fastest, the largest number of stations, they will not regularly to the business planning some activities, businesses as long as the coordination of their activities, to some product support on the OK. These sites have a lot of resources that can be dug in depth, such as forum area, we can get some activities such as drying list, building and so on.

4. Products for special categories: for example, where to beat Nets, Ke Lan, this is relatively high, the category is a little special, the method can not be the same as the regular, because the audience's special and two purchase rate relatively few circumstances, to consider how to use the Alliance for special categories of resources.

5. The key to the rebate site: In fact, there is a large number of online users of the rebate site viscosity is relatively deep, I was one of them. Like 51 rebate and a Amoy. Incremental approach, in addition to doing more activities, is to do more activities. Do not love the prizes, do not love the Commission, the vision put a little farther, through such a method to pull the new user cost is the lowest.

Last year we had an initiative with a rebate website to pull new users, when an effective new user cost is 2 yuan, 3 months later to observe those who previously registered new users, about 30% of users in 3 months have two or even three times the consumption. You can calculate an account, in fact, such a method is to make no compensation, so very value.

Alliances are the best medium for investment returns, but don't focus on the alliance. The amount of union is a long process of natural growth, do not expect the alliance to pull big flow, unrealistic. Do your best and use all the resources you can.

Media Promotion

Promotion managers often snoop on each other: Is there any good media to recommend?

The question is, what is good media?

No best, only suitable.

How will the ROI of the media be evaluated more rationally?

First, the idea of advertising is critical to CTR (click Conversion Rate). At present, the CTR in the industry around 5 per thousand is normal, if your advertising can not achieve this standard, you find ways to work on the creative.

Second, a short period of time, a simple assessment of the ROI of a media, how to calculate is to lose money. So how do we evaluate it more reasonably?

We stretched the time to 3 months to calculate: Calculate the cost of a new user of a media, and then calculate the cost of each user is how much, and then calculate the second purchase rate and customer unit price.

At present, a purchase of the user's registration costs about 20 yuan, if the customer orders in 150 yuan, and then calculate the second purchase rate, if the initial stage of the media roi in 1:1, the second purchase ROI in more than 1:6, that is good media.

No matter which channel to push, it is important to do the data mining. Not only to calculate the ROI of single media, but also to calculate the ROI of the whole station, and the influence of the single media on other promotion channels.

Again, if you don't have more money to buy a place, can find some powerful advertising companies, buy some C or M (CPC is Pay-per-click, CPM is thousands of charges), but for the electric business, the CPC and CPM is too fake, from the advertising company to Know ( PS: Not for the purpose of the effect of marketing are bullying), you have to learn to select.

Marketing this thing only you try, just know this thing is not suitable for you, if you come up with 50,000 yuan or 100,000 yuan per month to buy CPC or CPM, you have no depth to dig your data, there is no to see the user's two or three or even more ... There is no observation of your Baidu index and SEM brand Word search volume is promoted, have you ever observed the number and quality of the league webmaster upgrade?

Navigation

Although the electricity business industry is now depressed, but the price of navigation is not a significant downward trend. For brand-type electric dealers, money can consider to do top of the first few navigation, the general ROI in more than 1:10; but for the less well-known electric dealers, top of the first few famous stations and cool station do not, the page is a hundred thousand of Yuan, ROI even 1 can not do, too bitter force.

In fact, for small and medium-sized electric dealers, a little money, you can do Baidu and regiment, ROI can be more than 1:5, the effect is OK.

Some navigation resources are available, that is, the affiliate Web site. There are also large rebate site, there are group buying navigation channel.

Therefore, do not be afraid of small resources, and do not be afraid of miscellaneous resources. To be a electric dealer, not to burn money, you have to use resources rationally, all the channels used.

EDM, SMS

EDM or SMS marketing is currently divided into two categories, one is the member EDM, the other is to buy information.

One is for members of the EDM, can be issued periodically. According to its own category and the user's two purchase rate, to determine the EDM sent time. General fast extinction class, is a week 1~2 times, ROI can to more than 1:10.

The other is buying data. Now there are a lot of third parties to sell membership data, find the right channel is not easy, the effectiveness of the data is not controlled (open rate is not good control), there will be a certain degree of risk. But there are also a number of third-party companies that will invest in the ROI, so be cautious about buying the data.

The promotion of this thing seems very simple, but how many people can study the data thin and transparent? How many enterprises are reasonably in control of their own budgets, the rational use of promotional resources?

In fact, marketing methods are similar, channels are these channels. There is a saying good, win in the pattern, lose in the detail. If your user experience and existing resources are not well utilized, start from now on.