How to achieve the predictability of the effect of network marketing plan implementation

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The author from March this year began every month to receive the customer's network marketing integration Consulting, also created six Network marketing plan implementation plan, regret is only a bid and cooperate with the implementation of the following is the author's practice of experience, leaving QQ100315930 hope to communicate with the relevant people progress!

The relationship between network promotion and network Marketing

Enterprise network business in doing network marketing and planning, the first to understand a group of concepts that network marketing and the distinction:

What is network promotion? As a network marketing planners must be familiar with Baidu encyclopedia "network Promotion" introduced a variety of network promotion methods and have been applied, to promote the specific application of the method has tried and analyzed, otherwise everything is empty talk. Network promotion is the use of the Internet to carry out promotional activities, from the concept of the expression we can find that the network is promoted through the network to bring the Web site traffic, the world rankings, traffic, registration, etc. (note that these can be manually intervened), the purpose is to expand the popularity of the object and influence This is the network to promote the evaluation index, but very abstract.

What is Network marketing? Network Marketing as its name implies is the use of various network marketing platform to disseminate information to promote sales or enhance the image of the process, it includes: first, to Network marketing platform selection, such as blogs, forums, Third-party E-commerce platform, etc., the second is the spread of network marketing has a reputation, rather than a simple hair outside the chain; Third, the essence of network marketing is the dissemination of information, this information should contain important business elements; Four is the purpose of network marketing is to promote sales or enhance the image! Special attention is that the network marketing is not a single site promotion, and not just online sales, network marketing work brings the effect of a variety of performance, For example, the promotion of product sales under the line, customer service support, the company's brand development help and so on.

Summary: Network promotion is the core work of network marketing, the two can not be confused, generally believe that the network promotion is more inclined to converge on the popularity of such as webmaster sites or corporate network Word-of-mouth propaganda, and network marketing is more inclined to sales performance-oriented enterprise network.

Two. Enterprise network business Implementation of the purpose of Internet marketing

Why do enterprise network marketing? For the vast majority of traditional enterprise network marketing is only an integral part of enterprise marketing and currently does not dominate, but any one enterprise can not be separated from network marketing, network Marketing has the advantages of traditional marketing incomparable:

The role of macro-marketing environment: (1) Time: Network marketing beyond the limit of working hours, whenever the relevant information on the network, potential customers in the first time to know the latest corporate information, enterprises may be with potential customers to establish business contacts. (2) Regional: Network Marketing free from the restrictions of the region, no matter where the information on the network exists, the ends of the Earth's customers may establish business contacts with enterprises.

Corporate brand Image maintenance: (3) Communication: Enterprises can timely information dissemination to the network, effectively provide corporate brand culture of word-of-mouth propaganda, imperceptibly improve the visibility of enterprises, thereby establishing a corporate network image. (4) Interactive PR: For customer feedback after the use of products, distributors of sales, the emergence of negative information on the market statement, Network Marketing is an important form of corporate public relations. Note that branding is the foundation of online marketing, not add-ons.

The promotion of enterprise Sales performance: (5) Efficiency: Compared with the traditional promotion costs, network marketing investment less risk is small, the development of online sales business is the traditional mode of cooperation, it is conducive to market positioning, sales channel promotion, product promotion and so on.

Summary: The purpose of network marketing is nothing more than two to promote sales and enhance corporate brand image, it is a relatively long-term project, expect network marketing can be a huge change overnight is not realistic.

Three. From Network Marketing to network marketing planning

What is Network Marketing planning camp: Refers to the operation of sales: refers to the plan, strategy; Network Marketing planning can be understood as the use of Network Platform marketing strategy to arrange a good business network business sales, this requires a qualified network marketing planners must have three kinds of capabilities: one is familiar with a variety of network marketing tool planning ability, the vast majority of network marketing planners are focused on this ability, But lack of network management experience in sales; the other is the ability to sell products, such a large number of people in the establishment of E-commerce Platform Web site Business Network, is generally a passive network marketing operators, lack of network management qualifications; This kind of personnel is generally the entrepreneurial stable enterprise network or large-scale business website high-level personage, in many years of practice has formed a set of own network management system.

Network Marketing planning ideas? The implementation of a successful network marketing plan requires careful planning and design: Network Marketing planning must be based on the collection of comprehensive information, in order to fully use the network promotion method as the criterion, planning to have a unique, creative to be feasible, team consciousness and division of cooperation. From the operational point of view, that is, according to the status of the enterprise, the target customer groups, enterprises on the brand and sales focus on carefully selected network marketing methods of the combination of a network marketing approach.

Network Marketing planning book? Network marketing planning book is a combination of a number of elements of systems engineering, usually need organizers to integrate a variety of resources for a well-organized activities, can be linked, back and forth, Network Marketing planning book should meet the requirements: the first to look at the network Marketing planning book must have logical and executable type , not subjective remarks; second to the Executive Unit supervisor to see the Network Marketing planning book to step and operable, avoid the lack of specificity of the talk; again to the Executive Unit boss to focus on the theme and as far as possible concise direct point of interest, so that the site operators, execution time and the implementation of cost data; Finally give peer reference to the network marketing planning book to have their own views, their own unique approach, since becoming a set of network marketing system, should not be mechanically applied to the network marketing planning books.

Summary: Website marketing planning is the core content of enterprise network Marketing, web marketing planning book writing can be said to be the key to success or failure of enterprise network marketing. A truly executable effective network marketing planning book should be operational, practical, logical, cost-effective, it can give you more clarity of thinking.

Four. The creation of a targeted guidance of the actual combat Network Marketing planning Book

How to create a good network marketing planning book? A valuable Network marketing planning book must be targeted, real in the analysis of problems and provide solutions to the problem of ideas, the author in many years of practice summed up the network marketing planning must include four parts: (1) Clear Network Marketing to achieve the stage of business Goals (quantification) ( 2 Network Marketing Environment Analysis (3) Website Diagnostic analysis (4) Network Marketing strategy Analysis:

1. Clearly want to achieve the business objectives: The following is the author of many years of network marketing practice in the process of summary of the implementation of network marketing performance tracking formula:

NET Marketing Harvest = How much sales are brought about by network marketing-how much money has been spent on network Marketing = How much IP traffic has been brought to the total number of visitors → how many potential customers have been transformed into how many direct customers → how many repeat purchases → how many customers to help you carry out the word of mouth promotion = enterprise and website Promotion of brand awareness + product and service performance. From this process can be found, enterprises in the network marketing, the expected to reach two results, one is to improve sales performance, this can be verified from the network order customers, another is to enhance the overall image of the enterprise, whether it is product brand or corporate reputation, although this is very abstract, But can be identified by the number of search engines, so now more popular simply through the chain to improve the ranking of keyword search engine marketing to improve performance, but for the overall image of the enterprise is not, a foothold in a well-known brand enterprises should adopt all-round multi-angle of the network marketing strategy.

2. Network Marketing Environment Analysis:

The Industry Network Marketing environment analysis: The author thinks that the Political economy social humanities policy law and so on elements, to these content point to the point, no need to talk about macro, as a business is unable to change these macro factors, but enterprises in the network marketing planning to comply with their own business related to the macro elements, Measure the relevant network market demand, evaluate the online consumers ' purchasing behavior and analyze the target population.

Competitor (contrast) Network Marketing survey Analysis: The enemy can be victorious, in the determination of promotional strategies and methods before the analysis of competitors to do. This is very important, enterprise network business as long as there is to carry out network marketing. As an experienced Network marketing planner can collect this kind of information from the network, so weigh the related network market demand, evaluate the network consumer's purchase behavior, combine the traditional marketing theory of "4p-4r-4c" development to think about the enterprise's network marketing strategy.

The Enterprise Network Marketing ability Analysis: The Enterprise boss to the website operator's training, the execution time and the execution expense, the execution effect is very important, as the network marketing planners, does not know the enterprise specific situation and the enterprise carries out the network the anticipated goal the condition cannot formulate the concrete plan at all, Only when we know the specific circumstances can we give a plan schedule, control the process of implementation, list everything that needs to be done in the promotional activities, arrange specific personnel to be responsible for implementation, and ensure the effective implementation of the program, And then through rational planning to develop a best combination of plans to allow limited funds to maximize the promotion effect.

3. Website Diagnostic Analysis Strategy:

The Domain name space program strategy of the website: the site's domain name is very important, once the selected domain name promotion should not be in the replacement, and the choice of domain name must be easy to remember and related to the enterprise; Space according to the actual situation of the enterprise selection, recommended the use of domestic formal IDC qualified service providers; procedures must be safe, Whether it is outsourced to a third party or the enterprise built, be sure to back up the data.

Web-style user-body strategy: This seems to be a very troubling question, for entrepreneurial enterprise network operators, in this issue does not need to send a lot of time to study the creation, we can learn from peer success cases, do a can show corporate image, and search engine friendly, but also to induce customers to consume the site.

Website keyword search Engine optimization strategy: A lot of network marketing planners in this issue on the talk, Site keyword optimization, each seoer have their own set of theory to complete the optimization work, so in the writing optimization strategy when not to write the process too detailed, To target the process: I. Corporate brand keywords must be optimized to the first position, two. Select the core keywords and long tail keyword optimization to the effective location, remember is the effective location, not the first and not the home page, this depends on the home page of the bidding keywords of the number of enterprises and keywords, of course, but also include the ranking of the former information effectiveness.

4. I refer to the network of many network marketing planning book, the basic list of various promotional methods, not systematic, so I think the network should be a focus on the promotion of the stage, the following is based on my years of practice summed up the Network marketing platform Portfolio strategy:

E-commerce coverage strategy: business-to-business platform, business platform, Consumer-to-consumer platform or Enterprise independent E-commerce platform, for the vast majority of enterprises, the development of network marketing is doing online trading, and E-commerce platform is the main form of network commodity transactions, as long as the company's profits is a successful network marketing, Therefore, in the Enterprise Network Marketing planning, E-commerce platform analysis should be the primary and focus. For example, product photo, PS effect chart, detailed quotation table: raw materials, size, price, packaging, environmental protection, etc., finally sent to the customer for reference, after the details of the order to confirm the flow of orders.

Horizontal Information Coverage policy: Encyclopedia platform Strategy, question and answer platform strategy, blog Platform Strategy, classification information platform strategy, forum platform strategy, etc., these platforms rely on a huge popularity and professional content division, so for corporate network information dissemination to promote enterprise sales and corporate image promotion has a lasting effect, But because the platform span is big, need sufficient manpower and completes the long time marketing preparation.

Vertical information coverage strategy: Baidu series strategy, Tencent series strategy, Alibaba series strategy, Google Tianya series strategy, the portal industry series of strategies. belong to the same platform marketing integration, because these platforms have the largest flow of people in China, plowing must be able to achieve efficiency, according to the strength of each enterprise selective focus on a platform series of integrated marketing.

Network advertising strategy: Bidding strategy, Alliance advertising strategy, website direct advertising strategy, which for the sales-oriented enterprises have important significance, but in the choice of advertising to do careful research, otherwise the benefits have not been invested.

Word of mouth continuous communication strategy: Instant tool Promotion strategy, SNS social chemical tool promotion strategy, video promotion strategy, key Forum promotion strategy. Of course, some enterprises use the forum or mail or blog mass device publicity, for such marketing tools, in the budget funds can be appropriate to purchase use.

Summary: Network marketing planning can be summarized as soft wen (soft wen marketing and soft Wen PR) and search engine marketing (SEO and search bidding) combined with the network platform to promote the combination of strategy.

Five. NET marketing effect objective data analysis

In the background of the website can add a webmaster statistics tools, we can query from the statistical background to the site traffic situation and source data, and so on, you can search the Web site through SEO tools, and then formulate data analysis strategies to help enterprises adjust the promotion measures in a timely manner. For the added intangible value of the beholder is not to do analysis, the following can be objectively evaluated data for reference:

1. Effective IP traffic per day? How much is PV? Alexa rankings how many?

2. Google Baidu and other search engines included in the number of pages?

3. What is the increase in the number of user registrations on the website? How many customers are brought directly or indirectly through Network marketing?

Summary: These are specific data performance, of course, not excluding human intervention. Oh

Finally, to say, a truly executable network marketing planning case the most important is not the copy of the Atmosphere and network promotion methods of piling up, but targeted selection of network promotion combination to achieve the predictability of the effect. Of course, the actual implementation process due to the different circumstances of each site, you can operate flexibly. "Smart Network Marketing and planning" starting A5 Webmaster network.