Marketing should guide consumption rather than promotion

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Site every day so much traffic is not transformed, bidding every day so many clicks is in the burning of money, promote every day to invest so much is wasting time. Do you face this problem as a website operator? Why is our promotion ineffective? Why our marketing is not the result. The Guardian believes that most friends are simply promoting consumption rather than directing consumption.

At present, most of the website operators, website marketing promotion staff to do the most is to promote consumption. What is the promotion of consumption? Most novice webmaster use is the SEO passive marketing mode. Some friends on the basis of SEO will carry out a push operation, such as forum promotion, blog promotion, micro-blog promotion, QQ group promotion, etc., but these promotional methods most people still in close to hard wide. Now in the Internet environment, the user has learned fine, published A and you are not related to the business content, the user first thought is advertising. This is a promotional type of consumption.

What is the guide to consumption? Some people say that soft wen is a very good way to promote, unknowingly put their own ads presented to consumers. Guardian Kun that soft wen is a good way to guide consumption, you put your own official information out, let users to judge their own good. This is like Jiang fishing, the willing to take the bait.

As a webmaster, we all have dealings with Baidu, we know that the adjustment of Baidu just to better the quality of the content presented to the user. Baidu has been cracking down on the chain, because it opposes this kind of promotional consumption, this kind of junk advertising will only guide the user's judgment. Baidu more hope is to guide user consumption, like outside the chain, word-of-mouth spread, let users help you hair outside the chain. Pay more attention to the standard of fair judgement, such as common reference. Does our website need to guide consumption or promote consumption?

Guide consumption: First of all, to create their own brand, so that users of word-of-mouth communication between, which formed a trust agent, relatively speaking, users more trust users, users more believe that everyone's evaluation. When new users click on our site, found that have their own content of interest, have their own satisfaction with the product. If you see the introduction of the product at this time, see consumer's positive appraisal, then nature has a consciousness: this product is good. This is why Taobao sellers see a bad comment on the fire is a big reason. As for how to guide users to consume, how to entice users to click. As a user, why I want to spend, this problem webmaster friends to think for themselves.

Promotion of consumption: to promote the consumption of more attention to the way the wide net, playing is the probability. This is why we have done too much but there is no effect, because this approach to hard and wide-spread to make too many users disgusted. The user's eyes are sharp, more users do not like forced consumption. Just like when you visit a website, do you have a window to play (like a medical station), and your mood will be good?

We should guide the consumption or promote consumption, to mention this problem has to say passive marketing and active marketing. Before 2012, most of the friends insist on SEO website optimization and other passive marketing methods, let users to find us. Later, Baidu's adjustment let many friends feel should be aware of the needs of users, and slowly high-quality content, excellent products through QQ, microblogging and other ways to actively push to the user. And now on the basis of active marketing, we should pay more attention to whether the user has this need, users are willing to accept their products, at this time we play should not be the probability, but strong relationship, how to let users to trust us, how to let users willing to use our products, how to make users willing to recommend our products.

Why own website conversion rate is low, why own product did not buy, why own promotion has no effect. If you are a user, why do you buy your own products? or why do you buy products on the web as a user? Consider these issues and believe that your marketing will do better.

This article Guardian Kun writes, originates from http://blog.sina.com.cn/yuankun0105. Public number: shyuankun0105.