Boulatruelle: Three key positioning of the portal network to break the curse of industry monopoly

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Why to locate

Many webmaster think SEO is just rank and flow of work, it is no wonder that many peers will feel since a low salary is because the SEO is not valuable. Only do the ranking and flow of seoer in fact, the final analysis is only a technician, you rank and flow to do a good job, lack of macro marketing strategy, you are just a better technician. Selling technology is not worth much, and VCs are willing to pursue a whole set of business models and operational strategies, rather than ranking technology. The core point of the business model is "positioning".

"Positioning" will determine what industry you choose, what profit model to choose, what style of site to build, and even choose what keywords and what content to choose, positioning to understand, some of the later optimization process naturally clear.

Site has no location, it will be like headless flies without direction, how hard, but also just the opposite, will deviate from their goals more and more far.

Ii. mistaken ideas of positioning

1. One of the pitfalls of positioning: doing everything

What happens is nothing. A lot of stationmaster is heart is too big, want to do anything, think what customer group all take into account, such end one is, others think you are very unprofessional, is a hodgepodge. Just like we go to a hospital, like to find a specialist, if a doctor tells you, he is to see gynecology, and see the male, and see the internal medicine, and see surgery, and see pediatrics, and see Chinese Medicine, see Western medicine, still do anatomy test, you dare to find him a doctor. What all do the next two is nothing to do well, because the webmaster's energy is very limited, some even an industry does not do well, and how to take into account so many industries.

To cite a case: now mentions the handset, everybody thought the first brand is what?—— Nokia. Nokia now has all the ability to beat Motorola to become the first brand of mobile phones or depending on his niche.

Do you know what Nokia used to do? Mobile phones, of course, but only one of his 13 diversified industries. Before 1992, Nokia also did everything, paper, property, to rubber, machinery, cable, communications and so on, it will be Finnish people think Nokia only think of childhood plastic lint boots, never thought of mobile phones.

But in 1992, Nokia changed his strategy by removing many diversified industries from the company's business, making only communications equipment, and betting 90% of its money and manpower into communications, which made Nokia a success.

The core of the positioning is "subdivision" and "Focus", and is now the trend of the "vertical strategy."

Location of the misunderstanding of the second: Copy the location of others

China's internet to make a little success is very easy, one of the easiest way is: first is to learn English, and then go to the U.S. Silicon Valley for two years, looking for their new internet model, and then return to copy, and then look for VCs, throwing money to promote, and then packaging listed. (Laughter ~ Certainly some irony) but that's the way the internet is in China.

Copy also no lack of success, Baidu, Tencent, 58 with the city and so on, (of course, these giants have been incorporated into their own micro-innovation), but there are a lot of Shanzhai industry copied the other people's model, but can not copy the idea and value of others. This is why the United States to a Facebook, China's Shanzhai Renren and happy net forever stagnant, why the United States Groupon can be a good wind, China's group buying network is not a very like.

Positioning is not what others do and what you do. Positioning is not deciding which market to make, but deciding which market to give up and what the competitor has not done.

Positioning of the misunderstanding of the third: only select industry segmentation

Some students asked me to say, the teacher my position is very accurate Ah, I did not assorted a lot of, I just do gynecological, or I only do male, also do industry and regional focus.

It is good to focus on this, but before thinking about positioning and profitability of the direction of the first to analyze the market competition, if your industry market competition is very small, also did not appear a first brand, then you can select the industry as a positioning. But some products are hot, even if the single product, the market competition is very fierce. No one will remember you unless you are the first in the industry.

There is a survey, the industry's first product market share of 40%, the second is 20%, the third is 10%, the fourth is 5%, the fifth is how much? is the division of the remaining market 25%.

The average person remembers only the first place in the industry, but not the third, not to mention the third fourth.

The medical website locates the best, personally feels is has the question to answer the net. I do not know if everyone is concerned, his title is also his slogan is "have asked the net, my family doctor." "Have asked the net is founded in 2004, 39 is established in 1999, he in the comprehensive strength of 39, but he went to interactive route, positioning is a question and answer network, the title of the subject is very clear." And his slogan "My family Doctor" is to let people feel that this site is very warm, very convenient consultation interaction, and at home with a doctor as intimate convenience. That's why he's so famous now.

Third, how to locate?

1. Principle of focus

As mentioned before, do not do anything, do everything to show that you are nothing. We also introduce ourselves to others by delivering business cards, for example, if I introduce people like this, "Hello, I do search engine marketing, do Baidu bidding agent, do 3g real name, do group buying, do online business, also do catering, do leisure, do ..." The introduction of a lot of people can remember you? I can't remember what I was doing, You may think at most that you are a three-legged cat with a foot in it. But if you tell someone, "Hello, I do network marketing, in this field for more than six years," then others will feel that you are experts in this field.

This is focus, how to focus? Find a market that no competitor is involved in. For example, the current group buying is very hot, do the country you must do however, then the group buy big guys are not involved in a small market, such as the area you are in, or a product service he has never offered to buy, these are you are worthy to focus and extend the market. Don't worry about the market being too small and not enough customers. The small market you do first, is also very important.

Let's talk about a case that everyone is familiar with, Microsoft and Linux. Microsoft is no doubt a monopoly on operating systems, and until 2002 Microsoft was an absolute monopolist on operating systems, but by the end of 2003 Linux accounted for almost 30% per cent of the market. Linux developed a decade later than Microsoft's operating system, and no matter how much money or talent team lag behind Microsoft, but he can seize so many market share, by what?

Where did he focus? Focus on the "open source and free" point. He can't spell Microsoft anywhere else, but he's the boss of Open source and free. Because he chose a very unpopular market, when Linux began to do open source when the Microsoft did not look at it, think he will fall in a few years, and Microsoft even saw his development momentum is not willing to do open source, because he despised. But for that, Linux wins.

So what do you focus on? It's your chance to focus on small markets that competitors don't involve or even disdain. To do positioning must analyze the competitor's website, see those are his strength, you can not move, to find his weakness you focus on doing.

2. Mental district separation Law

Entering the market has not entered the human mind, creating the flow is not as impressive as creating.

Now many seoer are entering a trap, ranking and traffic traps. Too much research ranking technology and ignore the macro brand strategy. Your traffic is high, what's the use of advertising? You have too many replacements, and if your site doesn't impress your customers, you won't get a repeat customer. and Baidu now fluctuates so big, an adjustment, your hot word one off, customer where will remember to catch you. Only creates the impression, can create the permanent constant flow. Disagree.

Many of our brand sites do not optimize, but the traffic is so high, why, because he has entered the customer's mind, even if not shown on the search engine, customers will automatically find him.

Some people say that even the single-minded industry competition is too big, do not be the first, so can only subdivide subdivided.

Take the now more popular self-service construction station market. Dreams and empires are the authority of this market, so how can other small stations get a slice of soup from their hands? Station star dedicated only to focus on the "corporate website", all the manpower and funds are focused on this piece, so the single focus on this market, he is better than the dream, but also won a lot of corporate users. And after NITC do is also small and medium-sized enterprises to build a station system, he saw the star of the establishment of the station is the only insufficient, for the lack of network based SMEs is still too complex, so NITC flagship brand is "simple and humane", so also won the welcome of many small and medium-sized enterprises.

So this is an isolated concept, and a mental ladder, in the client's mind, you can draw an equal sign with a market to determine whether you can achieve success in that market.

Let's look at the location of the hospital.

The same is the Department of Gynaecology Hospital, Red House of the location is what "European-style gynecological hospital, the introduction of advanced equipment in Europe and the United States," then other people think of European-style gynecological hospital, is not the first to think of the Red House.

What about the Humane maternity Hospital? The emphasis is on the "physiological-psychological-social" health services, which show that women who treat doctors not only can see physical diseases, but also can cure psychological confusion.

Huamei Hospital, is the "modern fashion Hospital", in other people's mind is also the first fashion women's Hospital.

Are these positions separated from each other?

3. The law of slogans

You pile up the site title change into a slogan it, in fact, our homepage title is a very good slogan and publicity for the show, but by a lot of stationmaster became the key words of the stack of children, no nutrition, also can not attract customers. Boulatruelle recommended title, is as concise as possible, it is best to generalize a word website positioning.

Look at the title of the medical station, the title of the answer is "your family doctor" 39 title is "China's first health portal"

My title is "Wuxi Public Welfare Clinic Network"

Where's your headline?

Slogan is a very good way of communication, a good slogan is also the core of positioning, a good slogan can be quickly to create the impression of customers, a good slogan can create a steady stream of repeat business, agree not?

So if you just want to feed the spider and the first page title into a pair of junk keywords, then you will always be the flow of slaves.

Wanglaoji slogan: "Afraid of the fire drink King Old Ji", daughter Red slogan "Buried 18 years only for this day", the slogan of the brain Platinum "this year is not receiving gifts, gifts received only brain platinum."

Where's your slogan?

There is also a point that may be overlooked by many people, the production of ICO tags, and the personalized design of Web pages. These are small details, but they make a deep impression on the client's mind.

This article by Boulatruelle (www.wxyyzx.com) original release, reprint please specify the source, thank you!