Search engine keyword Promotion: The battlefield of hand-to-hand combat

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Big middle and small for the current network promotion activities, there is a fundamental thing to be aware of. Media is just an advertising carrier, and the Internet is actually different from the media, he is a more convenient marketing tool, he needs us to rely more on their own strength and thinking to develop the use of him, Rather than choose to buy and put on the harvest. This is the equivalent of buying a billboard, and we're going to spend more time thinking about what's on the ad, and we've chosen an online ad where we can easily update the content of the ad itself, and more, We have to consider how to use our own website platform to do more to match and take advantage of the traffic generated by this advertisement into a lucrative profit.

If you say, enterprise in the network media work to do a time classification, I think is 20% Select Media, and we have to invest 80% of the energy to do our internal work. Let our network behavior get more benefits. How to improve the internal work after choosing network media? Here we from the current hottest medium and small-sized Enterprises Network Marketing approach keyword search For example, in-depth discussion under how to understand the use of such keyword ads and how to cooperate with online advertising to carry out internal work.

One, keyword promotion of advertising media: hand-to-hand combat battlefield

We have to say that the keywords and search engine advertising method itself is very scientific and effective. He is sure to bring potential users to the business. Pay by effect mechanism is also very reasonable, give the enterprise a good evaluation of their investment, income ratio platform. Companies can adjust prices at any time. But there are some things we must understand, in recent years, flowers, air tickets are the most crazy to buy the industry, especially air tickets, performances, etc. (05 has a key word agent Www.guanjianzi.com said: This year the key word on the ticketing industry). Of course, buying madness is not necessarily bad, as long as the value of the purchase. But, in fact, many companies buy seemingly very cheap keywords, in fact, the cost of paying is very large. Here are the problems in the following areas:

1, Price: We set up a single click price over the bottom of the line is not superior. So many people can not find me. Not reconciled to the psychological, let me have to raise prices, because there is no detection of the relative blindly increase the cost of a single click, and this price increases, let us kill 10,000, cut 8,000.

2, the same competitive features: keyword search engine advertising media has a more significant characteristics: He is a lot of similar enterprises of the same kind of service is absolutely concentrated display, hand-to-hand combat place. Therefore, we must be a little separate clicks and sales to consider, imagine, a user intends to buy tickets, he entered the "ticket" after the search, will certainly open more than one ticket website, and, he will be a simple comparison. Finally, either choose a cheapest place to call to buy tickets, either, if the price service is similar, will randomly select a company contact, this random, let us browse to the conversion rate of sales has become lower-do not take for granted how many clicks on how many sales, I suggest everyone to do the survey and statistical analysis And get the ratio of clicks to sales. Of course, we also have to adjust our prices, especially for competitors to adjust the content of our linked pages, so that open a few pages of customers can increase the chance to choose us.

3, detection and evaluation: if we through statistics, 50 clicks only once to buy the ticket behavior, and 1 clicks 1 yuan, then we sell a piece of cost is 50 yuan. And if we only have 30 yuan for a single ticket. Are we putting in more expensive? This needs to look at the type of user we bring. Through the search engine and keyword users, there is a class of low quality user group "multivariable users", such users do not have brand loyalty, at any time to inquire the lowest price and best service. Enterprise Services are the highest cost for such users. And it's hard to turn them into highly loyal users. If you click for this type of user, there is no possibility of automatic return, then we must think about whether the cost of such advertising is too high.

Of course, users who search through search engines also have a very valuable user base: The first user to enjoy a certain type of service, he is the easiest to convert into a loyal user of a business. It would be great if we could get a lot of these users and lure them into loyal users through our service.

"Hand-to-hand combat", this is from the media position, and from the time of customer purchase, here is a purchase after the preparation period of the decision period; in such advertising media

In addition to the launch, due to similar competitors are concentrated in the embodiment of the customer purchase behavior is urgent, to compete for the success of the need to spend the strength of the inevitable is also very large. So we need business owners.

Work to set up with the competition to establish the difference between the greater Kung fu; that is, in how to display from the Web to the actual service to make their own characteristics, complete the following three jobs:

1, potential customers in the open N sites, 15-30 seconds to choose to call your phone instead of contacting your competitors-mainly to see your Web form and information content how to impress him

2, as well as potential customers to contact you how to promote sales-telephone service personnel quality

3, if the potential customers to sign a loyalty customer--enterprise service quality and characteristics

How to do it. The simple description is as follows:

Performance: It is best for Baidu such a production of a portal page, the page to the atmosphere, affinity, professional, let people feel a look on the trustworthy, a look to understand, the focus embodies the company's most moving customers that point, do not look at a pile of text, no one to see.

Content: Content is to reflect the company's advantages and service differentiation. It needs to be developed by the company against the user or competitor.

Services: Recommend the introduction of interactive marketing, such as Beijing Le Yi Tong Technology Development Co., Ltd. after the personal communication Entertainment terminal Sayhi, recently launched a business services for the interactive voice Network marketing clothing

Baical, the product by providing a small button for the enterprise, so that enterprises can be convenient to their own design or byte placed in the home page, Activity promotion page,

BAIDU, Google and other key words on the page, online advertising pictures, corporate e-mail messages, so that the enterprise Information Network Browser, through the Click button, can establish voice interaction with the enterprise sales, detailed consultation of relevant product information, while allowing enterprise professionals to dig in-depth consumer information, Realize one-to-one service marketing.

Through the establishment of a new customer service image and convenient customer interaction tools, so that the site into an interactive booth, so that customers more trust and convenient access to services, greatly improve the chance of turnover. key.admin5.com keyword query tool, query each keyword daily search effect

I write this purpose is to arouse everyone to do the internal work consciousness, do not think that put the key word to close the door and so on the result or directly said that the advertisement effect is good or bad. With consciousness, will go to do something, as long as there is harvest!

Second, the site content planning: Small capital of loyal user base accumulation

Large enterprises enhance their user loyalty by improving their image, improving their brand, perfecting their service and perfecting their membership system, etc. In fact, before doing offline business people are very clear, loyal user library accumulation is a very important job. And, loyalty is not a big brand to do things, a friend of mine and I said that ten years ago when he was in the air ticket business, sometimes, the cost of 10 yuan of oil plus half a day of time, to give people a ticket to earn only 5 yuan, but in the end they have become loyal users of their company, 10 years to choose their services. And the user base is relatively stable. These loyal users have been able to support a ticketing company.

And, perhaps precisely because of this, SMEs have been relying on face-to-face sales or door-to-door service to establish their loyal users, never considered through advertising, publicity to build brand loyalty, after all, this aspect of the budget is very large. So in the internet age, small and medium-sized enterprises are rarely in this regard to work hard. Just feel like bringing a single is a single.

It's necessary to bring in potential users on the web, but bring a single one, can you buy it next time? This idea needs to be completely changed. Now that we have our own website, we have our own Network Service platform. It must be subconsciously to transfer over the network of new users into our high loyalty customers and strive: on the basis of product display and service display, the company's service content, the content of the site needs to be planned for this purpose.

The key to planning should be: more creative services, the establishment of interaction-creative services, interaction with customers, but also to increase the number of clicks to the sale of conversion, increase does not need to search through the keyword and direct access to the site of such a return loyal customer numbers.

Third, more detailed internal and external work: the network traffic into sales

1, Competitive bidding science control: At any time through the key words and other various promotional methods to come over the proportion of unit costs, as well as the purchase of customer loyalty attributes, accounting cost is reasonable, if unreasonable, willing to reduce the number of clicks, loss of some "variable loyalty" user. At the same time, the text description of the 100 words in the advertising description page is also important. Need to be replaced often according to the circumstances of the opponent.

2, the entrance information upgrade: By entering the keyword to determine what type of customer, and then to this type of users to create a special portal page, the designation of more specialized access information, compared with competitors, formulate, display our advantage services and product information, the flow into sales. I have in some concert sales of the keyword ads, encountered similar enterprises have put similar ads, and a single keyword Click price reached more than 5 yuan, for this kind of situation, our company reduced the click price of the keyword. Let our ads ranked in the 5th Baidu, at the same time, we put the entrance information page, the concert page to do more professional, more fashionable, looks more powerful, highlighting the "General Agent", at the same time, highlighting the purchase of tickets to add small gifts. As a result, clicking on the sales ratio is well controlled.

3, increase interactivity: To enhance access to the site, browse our advertising customers and our pre-sales contact possibilities, through one-on-one service, increase the small conversion rate. such as the new Baicall (www.baicall.com) and other similar WEB800 products (baicall by providing enterprises with a small telephone button, so that enterprises can easily be placed in the button on their home page, activities

Promotions on the page, BAIDU, Google and other key words on the page, online advertising pictures, corporate e-mail messages, so that enterprise Information Network Browser, through the Click button can be established with the enterprise sales real-time voice interaction, detailed consultation related product information, At the same time let enterprise professionals dig into consumer information, to achieve one-on-one service marketing. )。

4, for customer loyalty and combat: To improve customer loyalty, so that the first to enjoy the services of the customer back to the design of the company's new services and site services and technology. Accumulate our loyalty user base through the network.

5, expand cooperation: Since the network, it is necessary to open up low-cost or efficient cooperation environment, with our enterprise market segments for the same group of enterprises to establish cooperation, cross marketing and publicity, expand the site traffic. It takes a specialist to be responsible. Requirements on the Internet relative understanding, but also need to have a certain pioneering thinking (cooperation mode of development), through the sales results to approve the work results. such as the current large-scale tourism enterprises and civil aviation, the bank to cooperate to provide their members with promotions to improve their sales results.

6, the new advertising approach: The advantage of the Internet is to allow errors, because we can see through the day a movement, a partnership is cost-effective (except for special occasions). Therefore, we can often go to statistical analysis of how our actions should be improved, but also to try some new advertising channels, through the results of the evaluation of the result of a gradual recommendation of our own promotion methods.

7, the new market model: The Internet is a good tool, he let information transmission and communication become convenient, at the same time, we can also use the network technology to open some new marketing model for our own, the simplest is the integration of statistics and online gift exchange, of course, there are other no stock sales, profit distribution and other distribution patterns. We can boldly open this door. If we call

The promotion of software Sayhi, the website to set up a referral activities, so that users through the referral of our phone software to get some free call time, through some technology to the link between the restrictions and grasp (repeated recommendations of the restrictions and the user effective control), Through this activity our software achieves 1500-2000 active users every day.

8, pay attention to the internal: The network is just an information transmission and enterprise and Internet users to establish a link tool. The key is our internal products, services, market can be more competitive. Then tell our customers more quickly through the Internet. In short, the current internet advertising and traditional advertising, is more and more conducive to enterprise development. But, like traditional advertising, he needs our professional, at least a serious eye to look at and judge their effects. We can't put it blindly. And, the current Internet advertising environment can only say "net", still can not say on the "interconnection", because he is simply to the enterprise a product display position, we more to use the convenience of the network, interactivity, to do more work for the enterprise to build a real "

Mutual, joint, net "platform, namely" interaction, contact, network "platform.