Learn to stand in the user's position on the marketing strategy in the search promotion

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In the network marketing practice, I found that a lot of people do SEM, the focus on the account operation, and the search marketing principles do not make in-depth understanding, nor summed up a set of results can finally achieve the marketing ideas. Once they changed the company or the industry, or copy the previous operation of the company mode, using the previous account operation ideas and methods, the result, do not have any effect, or the effect is very poor.

To tell the truth, like a search auction, this promotion method regardless of the level of the line, who can start to operate, because its own account has a keyword tool, you can easily get a bunch of keywords, and no matter what the company has done before, as long as done, will leave data, have account structure, keywords and ideas, People are not good at creating, but very good at imitation, even from the beginning to do bidding, there are peers can refer to. If the company does not know, recruit a Mr. Nanguo, also can only wait for him to get a month or two, eventually no effect, just knew he was impostors.

So I think the account operation is important, but the real decision of the final effect, or from the customer's point of view, analysis of demand, forming a clear network of marketing ideas, that is, planning to determine the results.

Whether it is Baidu moment marketing methodology, or the famous network marketing expert Kun teacher proposed Rssas network consumer behavior model, have put forward a similar point of view: Users in the online search must have his needs, want to find solutions to the problem. Let's play back the user's search process first.

Take the recent hot air purification industry For example, let's say that a company is online to promote automotive air purification products-photocatalyst (all functional products can apply this process).

A, the user bought a new car, the car flavor is very big, feel uncomfortable. At this point, he may search the Internet, "the new car tastes too big", "the new car taste big How to do", "the new car why has the smelly smell" and so on, I call it "the information word", the user at this stage wants to understand the related knowledge, wants to understand the question reason and so on.

Second, understand the reason, the user began to seek solutions, want to know how to solve their problems, may search "How to remove the smell of new cars," "new car in addition to taste", "car pollution control" and other keywords. Users see a lot of solutions in the results, like air purification, the solution is very much, there are plants, orange peel, activated carbon, air purifier, photocatalyst and so many. By taking a closer look at these scenarios and comparing them, users will initially select the solution that they think is most appropriate (for example, Photocatalyst), which I refer to as the "scheme word".

Third, the next user will search for such products online, to see which effect is good, may search "Photocatalyst", "Photocatalyst to Taste", "photocatalyst which brand good" and other words, in the results of detailed understanding, and finally chose the most satisfactory brand and business, this phase of the search term I call it "product words."

Four, it is also possible that users will also search the Internet for the company's "brand Words", a variety of understanding of the company's information and Word-of-mouth. The following things are customer service and sales are done, here is not discussed.

After understanding the user's behavior process, we can make the bidding marketing strategy, according to the user search different keywords, we can judge his demand stage and the understanding of the solution, so as to his needs, to show it the most corresponding promotional content.

OK, we're going to start making marketing strategies now. We should think clearly, the first to grasp what type of user groups, and then catch what kind of user groups, do different key words is actually grasping different customer groups. Who knows the best sales performance, why is it good? Because they always look for the easiest customers to deal with.

The above "product words"-photocatalyst, is not a mature product, many people do not understand this type of products, that is, the need to cultivate consumption habits (melatonin was originally a new product concept, but also do a lot of popular science publicity to make people understand this product). Then we analyze, search this word people, are generally already have a certain understanding of such products customers, he just want to make the best choice in this kind of products, basically do not need you to preach to him what is photocatalyst, why the use of photocatalyst. So, what kind of users should a new company try to get a piece of the market? Obviously this group, because the persuasion of such users is the most labor-saving, you just put your selling point to him to listen to convince him that your product is the best, OK, landing page content around this to do. So this kind of group is our first target customer.

Then the next easy to deal with the customer group?

I think it is the "scheme word", because the users of these words obviously have encountered problems, to solve the problem, to find solutions, indicating that they also have a strong demand, but do not know what kind of scheme to use. For this type of user, you have a few more tasks, to first list the current market on a variety of commonly used solutions, explain their strengths and weaknesses, to help them analyze the contrast, let them understand: Oh, the original photocatalyst is the ultimate solution to the problem of the final solution, and then highlight the selling point of your products, to persuade him to choose your brand and products. Obviously, this marketing difficulty is bigger than "product word". So we set this group as the second most-wanted user group.

See here, some people will say, feel the above "information word" and the second "scheme word" more similar AH. Really is similar, because searches "the information word" the user, certainly also encountered the question, only then in the on-line search, wants to understand the related information. However, there are differences between the two, because many of them want to know the reason, understand knowledge, but after understanding, they may not want to solve or immediately solve their problems, they are still in the information collection phase, the purchase intention is not strong. If the user's perception is at this stage, then you have to provide him with relevant information about the cause and what harm it will cause. And then guide them to understand the seriousness of the problem, must be resolved immediately, and then compare the scheme, and finally promote their own selling points. You see, is Kung fu going to do more?

Good thinking of the "cheese", and found a problem: search "Product word" users, because it is already understood the category of the group, you as a key user crawl. So say, search "brand word" users, is already understand you, pay attention to your people, is not easier to deal with it? If your brand is more well-known, this is true. But if none of your brands knows, that search you "brand words" are basically old customers, and network marketing is usually used to develop new customers, so here "brand words" not as the focus (and it can be used to SEO, Baidu know, soft and other ways to promote).

Here, the marketing strategy of competitive search promotion is basically out, when the above user groups are well after. You can also analogy and crawl other groups, which I call "borrowed words" to capture users who are the same people as your target customers.

"Borrowing words" is divided into two kinds. One is the brand name of the competitor, especially the brand is more famous than you, the person searching for these words is the same group as your target client, but he's focused on your competitor and doesn't care about you, so when you bring him into your web site, try to make him feel that you are better suited to him than your competitors. Of course, this is difficult, because after all, many of these users have been to your competitors have some understanding, or interested, or even old customers. Here to tell you an interesting thing, before I had a search in Baidu, "KFC", the results of the ad bit at the same time "McDonald's", but the search "McDonald's" did not appear "KFC", we can think about what this illustrates.

Another kind of "borrow words", and you are not the same product, but the target customers are the same, you think about your customers in addition to your products will buy, or what services, you know. For example, the person who buys the new car often also buys the vehicle to use the activated carbon, the reversing radar, the explosion-proof membrane and so on. Can do these words, but the difficulty is relatively large, because after all the users search these words do not realize to buy your products, conversion rate is not high.

Finally, I would like to remind you, a qualified SEM personnel, must not only stay in the level of account operation, to actively learn a variety of marketing knowledge, learn to stand on the user's position, research, grasp the needs of customers, form their own marketing methodology, and strive to become a good marketing person.