Automotive Network Marketing funnel layer stripping car Network marketing details

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The concept of automotive network marketing is too broad, recently read a lot of related articles are talking about the car brand network marketing and promotion, brand network transmission is indeed worth the vast number of car manufacturers to learn and research, but for 4S stores and distributors, how to use the network directly completed sales task is the most important. We use this article to divest the automobile network sale each link.

As shown in the picture, we divided the car network sales (group purchase) into 6 stages:

1, get the keyword phase: We are selling what products should understand the user's search habits, need to set what kind of keywords, such as regional (Beijing Civic, Beijing think Domain group buying, Beijing Siyuan 4S Shop), question (think domain good?) What about the Civic performance?), price-related (Beijing Civic how much money?) Beijing Civic Quotes, Beijing Civic Price, Beijing civic incentives, etc. The clearer the customer is, the more likely they are to find the search terms they use.

2, Keyword classification: In the acquisition of keywords when we have classified, the keyword classification here is based on different classifications we adopt different marketing methods and measures. For example, price-related keywords, group purchase related to the key words that customers have entered the inquiry process, customer focus on the price, this time it is necessary to buy through the group or preferential activities to squeeze customers. For example, brand and 4S shop related keywords, indicating that the customer is still hesitant to choose the process, this time it is necessary to test drive, car friends will share activities to solve the customer's doubts. Different keywords to explain the different needs of customers, the keyword classification is to classify customers, and take different strategies to deal with.

3, keyword release: At present, there are very few 4S stores have more than 5 Network marketing team, most of them and the manufacturers to publish the form of Baidu bidding, I think the key words should follow the "Bid + Free Promotion" model, effective use of low-cost free promotion, fully enhance the exposure of its own information, And according to the off-season season, brand activities, new car listing and other time to take different strategies.

4, Copywriting Creative and writing: The purpose of the release of keywords is in the search engine has a good ranking, so that there are more effective clicks; The purpose of copywriting is to convert more clicks into consulting volume. Copy writing a lot of types, can be summed up as "comparative type", "Solicitation type", "sharing", "knowledge", and so on, the copy of the creative and writing and keyword publishing is carried out at the same time, only good copy will have more consulting volume.

5, demand analysis and processing: the demand for car customers is broad, such as "selective demand", currently optimistic about the 100,000-yuan model, there are 3 in the comparison, each have advantages and disadvantages, I would like to see; for example, "price demand" I have only 80,000, want to buy now priced at 100,000 yuan models, when there is a substantial price reduction measures ah; "Time requirement", I am prepared to buy the car 4 months later, have related information about the event please contact me, such as "service demand" I bought a car what insurance? Car repair and beauty where better? Different needs to timely analysis and response, and in the organization of car (or group buying) activities to effectively deal with some of the needs, The target is clearer and the turnover rate is higher.

6, on-site transactions and extrusion: This is the last link of sales, is held online. It is noteworthy that the site has not sold customers can be through the network Low-cost communication to understand the depth of demand, in order to be able to invite again, a wider range of online marketing to improve the turnover rate.

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