Real Estate needs deeper network marketing

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The new era of internet marketing, real estate enterprises choose to carry out network marketing, has become an irreversible trend. China's real estate network marketing than many other industries go ahead, but so far the real estate network marketing still stay in the building, advertising and soft text driven by the primary level, has not progressed, has always been no bright spots, but also always and the rapid development of network marketing departure. Why China's real estate network marketing has not been able to go out of the primary stage of development, the existing network marketing to real estate enterprises can bring what?

Project construction station → Not optimized, do not maintain, do not interact, do not conform to the network browsing habits, Network Marketing Foundation is not in prison

At present, whether the real estate enterprises or real estate projects, network construction stations have been widely recognized by developers. Through the enterprise or Project site, on the one hand, the enterprise of the "E", on the other hand, also more or less through the site to harvest some customer information. At present, for most real estate enterprises, the network Marketing awareness level is limited to this, and further improve the level of network marketing, and even improve the network marketing to the marketing strategy level of things, it is a small number of brand enterprises.

Even if the network construction station, according to our long-term real estate enterprise observation, but also how much is some flat web site, basically no information update, not to mention interactive marketing, such as a little deep-seated network marketing.

In fact, the network construction station itself is not the same, but not according to the interests of developers to build, but with strong regularity.

First, from the customer's point of view, network Construction station is a business or project in the Network window, is the customer in the network form of the beginning of cognitive enterprises, and network customers are diffuse without boundaries, habits vary, so, to understand their network habits demand is the first, but also the fundamental site of network construction.

From the corporate brand and strategic height, the site is the performance of enterprises on the network, on the surface of the rigorous enterprise does not have to be in the site is also very rigorous, corporate web site to meet the strategic brand needs, but also service network browsing and consumption habits. The website is the Enterprise brand network extension important channel, therefore, how constructs a good website, is the enterprise Network brand Strategy first step.

Secondly, network construction stations need to consider the landing habits of netizens. According to our long-term monitoring of the customer site, more than 50% of the current traffic is through the search engine into the enterprise or project site, through advertising into the project site less than 20%. As a result, the search Engine optimization processing of the Enterprise or project website is unavoidable. However, from the current situation, most of the site in the construction did not consider the optimization problem, so the performance of the search engine is flat, or even can not find its site. So, that is to say, although companies want to attract customers through the web, nearly 50% of customers miss out on the sites they can't find.

Again, the network construction site needs to be in line with network habits, most real estate project sites in the construction of the insertion of a large number of flash works, aesthetic more than, but the customer browsing is very inconvenient, and customers in the process of browsing and trade-offs, often only a few seconds of time, The practice of letting customers spend a minute waiting to browse is apparently wishful thinking by real estate developers. Not only that, insert a large number of pictures or flash or rich media, will make the Web site is very heavy, and not easy to monitor the background of the network, so the network construction is a reasonable site optimization processing important aspects.

Finally, the website stickiness processing has the vital function to the Enterprise brand and the project sale. For most developers, the network customer stickiness is a fresh word, but in other industries, network stickiness is a good quality site is an important standard. The so-called network stickiness, is refers to the website attracts the customer the intensity as well as the customer browsing frequency. At present, most real estate enterprise website and project website have no stickiness, mainly because the website customer value driving is poor, no customer is worth the long-term attention of information or activities. As a result, most customers are only required to enter the corporate Web site or project site. How to create a Web site stickiness, according to our customer service experience, we believe that whether it is a corporate website or project site, interactive activities, interest-driven and RSS customization, as well as e-mail marketing and other means more effective.

NET advertisement → copy plane media, do not interact, do not monitor, do not analyze, what is the meaning of network advertisement?

Network construction station in the Network Marketing link, acts as the network store the function, is the Network Marketing Foundation. and network marketing is the most attractive, the most creative is the network marketing, as the network marketing promotion in the most basic part of the network advertising promotion at present in the real estate industry has been fully used. However, the network advertising is still not out of the shadow of the plane media ads, most of the network advertising works are copied or traditional media advertising extension. Is online advertising really the same as traditional media advertising? Does the Internet advertisement have any special features? What is the difference between Internet advertising and traditional media advertising? At present, most real estate enterprises have mistaken ideas about this. To this end, we combine our recent years to serve the business of some ideas, for the network marketing industry to make a difference in the enterprise to provide some reference material.

First, the network advertisement ≠ traditional media advertisement, the network advertisement ≈ traditional Media advertisement

Can understand these two inequalities, also basically can understand the real Estate network advertisement's basic connotation. The first inequality, network advertising is not equal to traditional media advertising, this is because of the characteristics of the network media itself and the characteristics of the network media audience. Compared to traditional advertising, internet advertising with more interactive, participatory, entertaining, but also has more methods of expression, network audiences and traditional media audiences compared to their access to information more time-sensitive, generally speaking, if the information is not impressed, it will be around, and, at the same time, Network audiences emphasize their own participation in the acquisition of information, the majority of the audience on the internet is no more than two purposes, one is entertainment, one is to obtain information, at present, can provide both information + entertainment network advertising is respected by the network, therefore, in addition to the Internet advertising in the information performance, but also need to enhance the guidance in entertainment, This is also we see many netizens in peacetime performance unusually silent, but in the network world can be unusually active, or even dominate a field, these are the network audience and other audiences psychological differences. Therefore, the network advertisement nature also cannot equate with the traditional media advertisement.

The second inequality, network advertising is about equal to traditional media advertising. Network media advertising is about equal to the print media advertising, mainly because the network advertising in real estate brand and product selling point should be consistent, vi design is basically similar, such as a project is high-end projects, in the network advertising performance should be able to show the high-end image of the VI design, and can not blindly entertainment. In this sense, network advertising is the traditional media advertising, is rooted in traditional media advertising, that is, online advertising basically needs to comply with the traditional marketing method (network marketing is not so).

On the basis of understanding the above two inequalities, it is also worth noting that the network advertising creative performance than traditional media more colorful, more focus on the use of new technologies, more interactive features, but also need to focus attention, the network does not feature products or information will soon be submerged in the network, such as the sea information. On this point, we will combine real estate network advertising one by one critical analysis.

News soft Wen → network era, soft Wen still have power?

Real estate into the network marketing era, still slow to forget the role of the news soft, and in the field of real Estate Network marketing interpretation of another scene, once the uproar, this is the Shenzhen real estate industry representative of the swordsman marketing. Shenzhen Real Estate Swordsman is a very unique phenomenon in network culture, a group of part-time or full-time professionals and professionals for the real estate phenomenon of the text, formed a network of commentary reporter This private identity, and thus, the real estate developers see the value of this group of people, have been invited to the project on the network drum cheer, According to their own professional writing different soft Wen, on the one hand for the project, the formation of a certain influence on the network, on the other hand, is to let the people concerned about the project from different perspectives to understand the project, so as to achieve the purchase purpose. On the surface, this is the network blog marketing model, but in essence, still not divorced from the traditional advertising, writing soft text category.

The network has developed to today, network soft text and newspaper soft Wen, in the eyes of the customer's credibility will be more and more bad, will eventually be abandoned by the times and customers, therefore, the network era, swordsman soft marketing can not be the whole network marketing, how to reasonably use, real estate developers need to think!