How to cultivate potential customers in network marketing how to use brand strategy?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

In the network marketing, whether need brand strategy?

These years, in the Network marketing promotion, we are emphasizing the accuracy of the network advertising, in the network mass of information, accurate delivery, this is necessary, or you put more ads, can only be like a drop in the drain!

But in the precise delivery of the same time, we must understand that accurate delivery is also divided into two kinds, one is "real-time accurate delivery", that is, put to the immediate purchase of such products potential customers. such as: Baidu Auction is the best representative, such as you put "Shenzhen professional marketing-oriented website construction company", will search engines on the word, basically are immediately need to buy the service potential customers!

There is also a "cultivation of accurate delivery"! In the network marketing, "instantaneous accurate transaction" the promotion we must do! and through the "cultivation of accurate delivery", the cultivation of well-known brands, but also the enterprise want to do stronger through the network must take the method! Because the cultivation of a well-known brand, not only can affect the promotion of instant promotions of the turnover rate, More can be nurtured in the future may become the company's potential customers, and even promote the sale of the enterprise online!

What is "nurturing and accurate delivery"? Market cultivation may be more understanding, "nurturing accurate delivery", that is, nurturing in the future may become your customers potential customers, can also be said to be through the network to cultivate brand!

Brand cultivation, I believe you have heard more or less, but not necessarily understand!

What is brand nurturing?

First of all, we first understand what is the brand strategy!

Many people believe that a brand may be a sign, a symbol, or a culture, or a product. In the brand strategy, in fact, whether it is brand name, brand logo, brand culture, brand positioning, product positioning, target population positioning, business model positioning, etc., are the core of the brand!

But these can only be said to be the core foundation of the brand, you have seen which brand took a very good name, designed a very good logo, with excellent products, with a clear variety of positioning, and even invited a well-known master to plan a catchy slogan, became a brand?

The answer is definitely not! But it is undeniable that many entrepreneurs just do these things, they think they are brand or can become a brand!

Because these can only say is the brand foundation, but lacks becomes the brand most core step, that is the brand cultivation, also can say is the brand promotion and the dissemination!

Like the Wanglaoji we've known, Toyota, Haier, L ' oreal and so on, if he just has a good brand image, brand strategic planning, excellent products, or "Afraid of the fire drink King Old Kat" this slogan, so far did not cast any advertising, did not do brand promotion, it can become a brand?

It is quite certain that all brands are formed by the steps of "give" and "get". No front of the "house", there will be no behind the "get", but at the same time do not know how to "give", that is, do "homes" but can not "get", or "get" the unsatisfactory enterprise we know is also very much.

Want better "get", we first still want to be clear, we most want to get what, is to become a brand to become a brand, or get popularity? sales volume? Enterprises in order to become a brand, put too much, but may not know the brand to help enterprises solve the core problem is what!

What is the core problem that the brand helps the enterprise to solve?

As we all know, the brand can help the product premium, can promote the sales, enhance the market share, attract talents and give the staff a stronger sense of belonging, even attract the venture capital to enhance the enterprise financing ability and so on many benefits!

But I want to tell you today, the brand's core role is what, not brand awareness, nor brand beauty benefits!

The core role of the brand is to help enterprises solve the "trust" problem!

As the trend of commodity homogeneity grows, companies want to differentiate themselves from rivals in goods and services, or in price, becoming more and more difficult for consumers to choose you. When your goods, services, and prices are probably the same, why should I buy yours instead of him? As a consumer, it is only to see who I trust more, Because everyone can only trust you in the case will cooperate or deal with you, although not hundred percent trust, but certainly there will be a relative degree of trust!

So we are in the network to do brand communication, brand cultivation, how to do both accurate and can foster the promotion of the brand, to enhance consumer confidence in the corporate brand? Let's take a look at how branding is done in traditional marketing.

What does brand cultivation do in traditional marketing?

It can be said that every day we are nurtured by a variety of brands, in the traditional marketing, we turn on TV commercials, sitting in elevators elevator ads, walking on the streets of outdoor advertising ... Have you ever seen an ad and bought it right away? This may be, but believe very little, in the traditional marketing, this kind of instant purchase advertising, relatively few, unless limited time limit, and strong promotional ads!

All these ads, in fact, are basically doing one thing, is the brand cultivation, through the promotion, even the endorsement of the promotion, so that potential customers can often see it, know what it is professional, and other people what is different, and so on, when the potential customer has relevant needs, it may be remembered it, may even buy it!

So why do you say that even if you think of you, you are only likely to buy it?

Put aside the price, quality does not talk about, I talk here are in the price, quality equivalence. One of the most important factors influencing consumer decisions is who she believes in more.

The same is the advertisement, is also in the promotion, why the Trust degree will have different?

We analyze the main three dimensions:

First, the selected media different impact of trust, such as your advertising on TV and hanging a banner on the street, it must be on TV to see the advertising brand high degree of trust;

Second, the promotion of strength; If you can hang banners all over the streets of the city, trust will be less than 32 times a day on your TV;

The third is the focus, as in the television carrier to cultivate the brand, you in a small place to vote in the side of all the TV shopping ads, and is in the prime time of CCTV repeat can see ads, consumers will more trust who?

Network, in fact, is also a media carrier, then, we in the network how to cultivate the brand?

How to plan brand strategy in network marketing?

In the network planning brand strategy and traditional brand strategy is absolutely similar! The first thing to do is the market research, with well-known network marketing expert Kun words: To the consumer survey, to see what the target consumer demand, to the network peer competitors to investigate, see they do that state, there are those they did not do well; Then do a survey of their own enterprises to see what they use to meet the needs of these consumers, what advantages can be better than competitors do.

After the investigation and analysis, planning the company's product positioning, market positioning, price positioning, profit model, business model, sales channels, brand image, promotion methods, such as brand strategic planning; But the difference is that in the traditional mode of brand strategic planning, may be through the entity companies, stores, exhibitions, press conferences and other entities to show !

And in the network, understandable, the best place to show is your website, or the cat shop platform;

In the site to the well ordered display of what you are doing, the core product is what, compared with peers have what advantages, buy your products what benefits and so on!

Brand strategy in the Web site planning, in addition to these, the most important, the core is also to solve the problem of trust, because the network is virtual, at present in many large media carriers, can be said to be a low degree of trust is a carrier!

To solve the problem of trust on the website, we can mainly start from three aspects to improve:

First: Detailed packaging! First, you will be in the entity, owned by the factory, team, physical stores, etc., the third party qualifications, awards, etc., have done the case, experience and so on, as far as possible the entity you have to move to the site. The most important thing is to pass a certain planning package, will you in the entity of the original only 1 things, packaged into a seemingly 2, but do not too much, such as your entity has 1000 square factory, in the site described to have 1300 square meters of High-tech production workshop, this is no problem, do not say you have a square factory, Because the consumer is not a good bluff, excessive boast, can only let their own road more and more narrow! must be detailed, but also through the technical packaging, orderly show out, let consumers see the strength of the enterprise directly!

Second: Website Vision! This is very important, the general enterprise to do the site, most of the choice to do 32,000-yuan template site, not enough attention to the site, after the big promotion will only be less than the effort! Template site, not to show the corporate brand strategic planning, even the vision is rough and simple! The site's visual good and bad, Directly let consumers feel this site behind the company's strength, consumer trust level has a decisive role!

The website is the virtual display of the entity enterprise, more is the important sales channel in the network! Many companies are willing to spend tens of millions of million to decorate a physical store, but do not want to spend tens of thousands of of thousands of dollars to the network of enterprises, the network in the store decoration, ask in a shabby decoration shop inside, you will believe that his quality is how good?

Third: Detail experience! Enterprise website, not necessarily say to have how powerful function, and how unconventional user experience! The function of the enterprise website, or do not have, if want to have, as far as possible perfect, for instance the point opens a page to hint the content constructs, has the message function but unmanned management and so on! To have clear website navigation, Do not let users come in looking for half a day can not see what he wants, enhance browsing speed experience, etc. these details are actually simple to do, but if you do not take into account these details are the most likely to reduce consumer trust degree!

If your site, can not let users quickly understand what your major is doing, what is the advantage, can give consumers what benefits? and let consumers believe that you say these are true, not to cultivate into a brand, deal is a problem, in the network now, regardless of all walks of life, competition is also fierce, is not more than 10 years ago, As long as you know what you can do, it is possible to cooperate with you in the era, will become more intense! How do we do a better brand strategy, more marketing power of the site?

In fact, for these problems of the website, as long as you pay enough attention to the value of the site, can participate in the site construction work. As long as you don't just want a cheap template site, like now some can do a good marketing-type web site company These aspects of the problem, can help you solve, small spots for advertising, our cattle potential network is also a professional high-end marketing web site construction service provider, there is a need to understand deeper friends can go to Sina Weibo @ yu Benniu ben, I have a more detailed about how the enterprise to build a good marketing site video can be given to everyone to learn!

We get to the business, when the enterprise on the network to plan the brand strategy platform, in the network marketing promotion, how to do "nurturing accurate delivery", through the network to cultivate enterprise brand?

In the network marketing, what method can let the enterprise better cultivate brand growth?

According to the analysis just now, to cultivate the brand, to build brand awareness, beauty and other work, the most central purpose is to solve the problem of consumer trust!

A person, a business to be believed, if with boasting, oneself around to tell others I deserve you believe, others will believe you? Besides, the enterprise is not more than the individual, you have to face the public rather than the minority! So, who is the quickest, the easiest to get trust?

What is the most believable way to promote traditional brand cultivation? At present, the traditional four media, the credibility of the television is still relatively high, and the confidence of the CCTV is the highest! Many people think that the main reason for advertising in CCTV is that he has a higher rating, can let more people know, in fact, this is only the surface, The core is that consumers see the brand can be promoted in CCTV, may also be repeated to see the words, then, he will be more in-depth thinking that the enterprise has the strength to enhance the brand's trust!

So, on the Internet, what methods should we use to cultivate the brand and enhance the trust of consumers?

I. News PROMOTION

At present, in the network of many promotional methods, the news of the authoritative letter is relatively high! Of course, the news here is not an ordinary press release, because the main role of the general press release is the long tail word rankings and increase the chain!

As a brand strategy of news promotion, more is the enterprise product news, activities, philanthropy, social contributions, such as dynamic information, corporate culture, philosophy, development vision, media interviews and other information. The use of news editing techniques, the tone of the third party carefully compiled, published to the domestic credibility of the most powerful news media, such as Sina, Sohu, NetEase, Tencent four major portals, China network, Xinhua and so on ...

For want to do brand enterprises, no matter you use network channels, even if you do not even site, but this method you must do, and can not do less! It for the enterprise is not only the consumer to your brand trust, but also to other partners, agents believe you do not trust, will not cooperate with you a decisive role!

Because now people if a brand is not very understanding, just in the physical shop, Ultra, website or brand other advertising contact, want to know more about you, often turn on the computer or mobile phone, inquiries and brand-related information to learn more. If your brand information in the network, basically can not find, as a consumer psychology will only have a reflection: "Small business, in the network incredibly even have no information", directly reduce your trust!

And more frightening is, because you do not pave the web on the positive information, the results of the search is negative information, it is conceivable that others will believe you? Further purchase cooperation? On the contrary, the information seized, are Sina, Sohu, NetEase, Tencent, these well-known media reports on the brand, Consumers are bound to deepen further recognition of the brand!

And if you take this approach, a lot of positive information has long been the place to occupy the front of the search results, but also greatly prevent competitors from the negative attacks! Of course, you may also doubt that these large platforms will be willing to report my business information? This I believe you can understand, here I will not say, if you really want to understand, Can go to Sina Weibo @ yu Benniu ben, I'll tell you again!

Second, the Network Alliance advertising

Once, I have heard more than one friend said to me, a certain brand is good, or a certain brand recently very hot, you see, in every website is its advertising, this enterprise has the strength Ah!

This is the power of the Network Alliance advertising!

As the name suggests, the Network Alliance is the Advertising Alliance of multiple websites.

Network Alliance Advertising, in a sense, he is more than bidding ads, SEO, such as snapshot promotion, conversion rate is relatively low! This is also a lot of people do search engine promotion, do not do the reason of the Net Alliance advertisement.

And my years of experience, for small enterprises, or to calculate the network to promote the budget is not much of the enterprise, is the best not to choose the Network Alliance advertising, because its real-time conversion rate is relatively low! But for want to cultivate the brand, to build a well-known brand of enterprises, the Network Alliance advertising, is a must choose method, and when you cultivate to a certain stage, Its conversion rate will definitely be much higher than the bidding!

At present, the large Network Alliance advertising platform is also a lot! But for the domestic general enterprises, as long as do a good job of Baidu Network league ads can be, because he is the largest, the most complete network AU platform, basically have a certain amount of traffic in the portal site have with it Alliance!

Why do you say that network Alliance advertising is to cultivate the brand of the necessary method? First of all, the Network alliance it can be based on your target population areas, gender, interest, often online stations, such as accurate screening of the release! More importantly, the Network Alliance can be based on the user in Baidu has searched the key words, to which sites, points opened which ads and other directional methods, For a period of time for the user-specific recommendations related ads!

If you want to buy a refrigerator, have searched in Baidu "Refrigerator", opened a number of refrigerator-related web pages, may also have opened the refrigerator industry a brand of the Web page or did not open, so long as this a brand launched the Network Alliance advertising, and Strong, in a week or even one months, you open the portal network, information sites, Will often see a brand of advertising, as a general consumer is certainly will not know that this is the network Union's directed recommendation, when you can see a brand of ads everywhere you will be like my friends praise, a brand is good, there is strength, everywhere is his advertising, directly deepen your recognition of a brand, if you did not buy when the search, Or in the future when you buy, you choose a brand will be the chance to improve it?

Therefore, the Network Alliance advertising, is to cultivate the network brand one of the necessary methods!

Iii. Video Promotion

In the network there is such a word "content is king"!

The content of the network can include text, picture, animation, video, etc. With the attention of the network carrier, more and more enterprises publish various content on the network, including the product, the promotion content of the enterprise, the industry dynamics, various knowledge and the so-called Zhe Yan, truth, etc., which can not be counted in mass content!

In these massive content, basically is the text mainly, the picture is supplemented. For those who accept this content, time is actually very precious and limited, even if the daily bubble on the internet to collect news editors, also can not read much information. What's more, how much time can ordinary netizens spend, or how much time would it take to read this mass of information?

Also with the content of the sea quantification, netizens read articles and pictures into a scan, generally only a simple view of the article title and some eye-catching pictures. And as the article and pictures by a large number of plagiarism, imitation and even netizens read articles and pictures of interest is getting lower, such as electronic magazines, in foreign countries is a lot of people download to watch, and the domestic electronic magazine, has always been unable to successfully operate, which depends on the reading habits of netizens!

Video, is the creation of relatively high cost, and plagiarism more difficult content carrier! Of course, the video to promote this, is not what we think of corporate brand promotional films, because this video, only the company's prospective customers will be possible to watch!

I talk about video promotion, generally there are three kinds:

The first kind is like TV commercials, for example, we go to Youku to see the film, in the broadcast before there will be a small piece of advertising, as netizens use the network to watch soap operas, movies, news, micro-movies, funny video, video learning tutorials and so on the habit of promotion, this video advertising effect will be more and more strong, and the This kind of advertising on the brand's trust cultivation is understandable, but because the cost is high, not every enterprise has the ability to do!

The second, is the Public service promotion course, generally this kind of video promotion is suitable for the training class enterprise, or the specialized technology relatively strong some enterprises. This kind of training enterprises want to cultivate a brand to be very important to do a good job, and for other enterprises does not necessarily fit!

And I want to focus on is the third kind, as long as it is to cultivate brand enterprises can do! is to implant ads in micro-movies! Micro-film, the general cost of filming, not very high, from tens of thousands of to hundreds of thousands of can be, and a successful micro-film, can bring millions of, even tens of millions of on demand!

At present, in the domestic, good micro-film, attractive micro-film can be said not much, and netizens watch the trend of micro-film is more and more high! Netizens in a moment of free time can watch, such as after lunch, work gap time, etc., with the popularization of mobile Internet, the demand for micro-movies will be more and more high, Because netizens can take out their mobile phone to watch at any moment.

The most important thing is that micro-movies, can be humorous, emotional and so many other forms of expression, as long as you are attractive enough, as long as your ads implanted enough harmony. And because consumers are active clicks, is relatively easy to leave his memory, a can create a good micro-film business, the consumer to enhance the brand trust, is a great help!

Iv. Joint Sales

Joint sales, can also be called bundled sales. In fact, we can see a lot of people in the online, but also may have many. For example: milk and bread, gift tea and wine, credit card and ultra, clothes and shoes, bicycles and locks ...

There are many ideas for joint sales, even if you are completely different from two industries, as long as you are facing the common customers, you can do joint sales. General joint sales are divided into the same enterprise different brands, merchandise between the joint, or different enterprises between different goods to contact sales, so as to save the promotion costs, improve the value of the goods consumers get.

On Taobao, bundled sales have been a lot of behavior. For example, use their own sales of goods for other goods to lead the flow, or bundled together to drive the sales of other goods.

So, to use joint sales to promote brand cultivation, our thinking can not be limited to the use of joint sales to improve sales and profits. More is to have alongside well-known brand thinking, through the joint with well-known brands, cultivate our brand!

You might ask, how does a well-known brand unite with me? Of course, the company has been able to jointly drive the best brand, if you want to unite with other people's brand? Can you think about why others are willing to join you? The core point is to be good for him!

For example: Put your joint in, can make up for his deficiencies, such as decoration design company and engineering team, in fact, many customers know that the decoration company can only design, will let him go to construction, one-stop service to save the customer's troubles.

Another example: to bring you together, can increase the value of his products! This must give the profit to nurture the brand. such as gift tea and red wine, originally this box of tea price is 200 yuan, added 30 yuan cost of red wine, now as long as 235 yuan, and this wine may be the market price of 100 yuan. Then, consumers only 35 yuan can buy more than 100 yuan value-added services, brand manufacturers because of increased brand value can also promote sales. For the brand, the consumers are good, and for us to directly grafted on the brand's trust, the next time the consumer to buy wine, whether will give priority to us?

V. Encyclopedia

Encyclopedia, in many people's eyes, that is tantamount to authoritative certification! Because the encyclopedia, is a third-party platform, after the approval of the public to see. And most people do not know, these Wikipedia is often the brand's own editors, submitted to audit.

The current mainstream encyclopedia according to the authority to row, the authoritative letter is relatively high: Baidu Encyclopedia and Wikipedia, followed by interactive encyclopedia, Search encyclopedia, there are 36,000 subjects and other platforms. The higher the authority of the platform, the more difficult to audit through, such as Baidu Encyclopedia and Wikipedia are more difficult to audit through, other still want to easy. Of course it's just hard.

Encyclopedia in the search engine rankings are also relatively close to the front, if it is Baidu Encyclopedia, generally can occupy a position in the Baidu home page, when consumers look for corporate information on the network, can see a third-party platform out, the authority of high, but in fact, after we carefully edited authoritative information, Will it deepen the consumer's trust in the brand?

In general, we use a good brand strategy on the network to promote brand trust through the network to cultivate well-known brands, first of all through a variety of positioning to do brand strategic planning, through the visual image of the enterprise packaging more like the brand! More important is good at using the shoulders of giants, good at alongside well-known sites, alongside channels, alongside brands, With a high degree of trust, the authority of the platform, the courage to invest, perseverance, will certainly gain brand trust, improve sales and profits!

about how to use a good brand strategy in network marketing, talk to this today, welcome everyone to add my micro-letter "ylh328" or to my microblog exchange. Author information: Yu Yu ben (three cows), Cattle potential network (www.niushipinpai.com). Copyright, welcome free reprint, reprint, please retain the original author information, thank you for your cooperation.