Shen Xiaojin: How to Realize "network marketing" for small and medium-sized enterprises

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Tencent CEO Ma recently spoke at the "Informatization and Urban Development" theme Forum of the Shanghai World Expo to predict the three major trends of internet development. First, the formation of a personal-centric social network, people through social networks to consume digital content, the trend of communication is becoming more and more obvious; second, the Internet applications from the individual began to extend to the enterprise, the entire industrial pattern will occur a great change; third, offline life and online life gradually merged. Indeed, the age of the internet will be the birth of a new era of business civilization. Then the network marketing belongs to the Internet in the small and medium-sized enterprise's application behavior.

According to the July 2009 China Internet Development Statistics report shows that China's existing Internet users 338 million people, of which the user scale of online shopping in the economic crisis in the contrarian rise, to 87.88 million. In addition, the authorities forecast that the 2010 China online shopping transactions will reach more than 500 billion, the growth rate remained at 70%. The internet is being accepted by more and more people because of its advantages such as fast, convenient, no space restriction and so on. "He is more bullish on e-commerce, microblogging and life services," Mr. Ma told the media on the site of Tencent's fourth-quarter 2009 earnings release. Ma Yun also said recently: "In the next 10 years, if the enterprise does not do e-commerce, there will be no business to do." "In the two" big guy "group to the electronic commerce applauded at the same time, March 17, Ministry of Commerce Yao Jian at a regular news conference that the Ministry of Commerce's current focus is to support the traditional commercial enterprises into E-commerce, E-commerce has undoubtedly become the hottest Internet products for 2010 years!

What is Network marketing? Network Marketing is the Internet as the main means of marketing activities. Refers to the use of the Internet to complete a series of marketing links to achieve marketing goals of the process. The network itself has the characteristics of fast, high efficiency and low cost, sharing information resources on the Internet, and entering barriers to zero. As a new form of communication, the network has a one-to-one interaction characteristics, which is a breakthrough to the traditional mode of communication facing a large number of "audience" characteristics. From the marketing point of view, the network producers and consumers one-on-one interactive communication, so that producers faster understanding of consumer demand, desire and improve opinions, the industrial era of large-scale production, large-scale marketing improvement for small groups and even individual marketing, to provide consumers with great satisfaction, catering to the modern marketing concept. At the same time, its revolutionary is to shorten the whole economic activities of the intermediate link, reduce transaction costs, saving social resources. In the marketing mechanism, network technology overcomes the obstacles of time and space between producers and consumers, weakening the various links and channels that exist between them. Technology is changing the Internet, but the Internet is affecting society. A new round of business will be changed by E-commerce!

With the popularization of the concept of network marketing and China's small and medium-sized enterprises on the network marketing theory and methods have a preliminary understanding, there will be more small and medium-sized enterprises to implement the strategy of Network marketing. The aim is to allocate the marketing resources more effectively, improve the marketing efficiency and reduce the cost of enterprise marketing; To lower marketing costs to maximize the impact of marketing, enhance the competitiveness of the enterprise market. Then how can we small and medium-sized enterprises to seize the internet brought about by the development of opportunities? How to be able to through the network marketing to make us stand out in the industry, to achieve speeding development?

Enterprises to achieve network marketing is divided into the following three core steps:

The first step is to move their businesses to the Internet in a comprehensive and fast manner. Enterprises in the establishment of their own network marketing program, the first thing to consider their own site is a marketing-oriented web site.

What is a marketing-type site?

One is to help enterprises achieve business goals for the website construction goals. The Marketing enterprise website must be to satisfy some aspects of the enterprise Network Marketing function, for example, customer service-oriented enterprise website marketing function, sales-oriented corporate website marketing function, to the international market development for the active Enterprise website marketing function, the above simple enumeration are to achieve the business objectives as the core. Through the website tool to realize its network marketing value. Due to the wide use of the Internet, corporate Web sites need to achieve dual-mode access, in the implementation of PC-side and mobile-side access.

The second is to have a good search engine performance. Network marketing in the usual way is through the search to cause the optimization technology (SEO) to achieve. If the site can not be effectively promoted through the search engine, then the enterprise site to a certain extent its marketing will be greatly compromised, so the marketing-oriented enterprise site must solve the corporate site search engine problems, can also be understood as a search engine optimization work, in the Marketing enterprise Web site Solutions, Search engine optimization for the foundation and long-term work, from the corporate site planning stage and even from the Enterprise Network marketing strategy planning stage has been started, and it runs through the corporate web site throughout the operation process. So choose a set of good SEO function of the website system is necessary. In addition, in order to consider the SEO is a professional technology, so if you can choose a built-in SEO function of the network system is very important.

Third, a good customer experience. Usually, we can improve the experience of our website by establishing high quality art design, independent enterprise TV station, corporate website integrity certification and other functions or methods. The enterprise website finally faces is the potential customer and the customer or said with the company business has the association any organization and the individual, how promotes the enterprise website The Customer experience is the marketing enterprise website must consider the important question. Customer experience in our current modern marketing everywhere there is no presence, such as telephone marketing we have to attach importance to customer experience, in face-to-face marketing we have to attach importance to the customer experience, in the design of enterprise business processes have to pay attention to customer experience; Then the enterprise website is a direct face to the market main window more need to pay attention to its customer experience sex. Customer experience is a very quantifiable indicator, more often than not the feeling of different audiences. We generally from these aspects to achieve a good customer experience of marketing-oriented enterprise website: can be used for ease of use (site's basic standards: speed, security, compatibility and navigation, etc.), the site's communication (for special user groups customization, corporate web site should have the interaction and communication functions,), the credibility of the site ( Consistent with the traditional information and the consistency of information in the station, the degree of trust, etc., easy to spread (sharing is the network marketing of the highest value conversion rate of a model) and so on.

The establishment of a marketing-oriented web site, can not calculate the completion of network marketing, which can only calculate the completion of the network marketing of 20%. To change the "Internet marketing is automatic" misconception. Then I need to do the following work.

The second step is through a variety of network marketing tools and methods to promote and maintain their own corporate web site. Any promotional and promotional activities we do on the Internet must be at the core of the corporate web site. Therefore, we can register and publish information about the company through the third party platform (B2b\c2c\ blog website, etc.). The enterprise website needs the artificial timely update website news, the product and so on information, enhances the website in the search engine the importance, the validity! For example, the company's exhibition information, company dynamics, promotional information, new products listing, team activities and other information are uploaded to the website in time, and the supply and demand of business opportunities and related news archive updated to the site. Let their own site every day has the original content to make its snapshots, but also in the corporate web site and corporate links between the link exchange, information aggregation and other ways to improve the number of information on the Internet, increase exposure rate, in order to improve the weight of the site. In addition, we need to constantly upgrade our website according to the innovation of Internet technology, so that our company's website conforms to the trend of development.

The third step is the Web site traffic monitoring and management. Usually we use the flow monitoring and analysis system and online customer service system to achieve. Another factor of marketing web site is the monitoring function and management function of the website itself, in the simplest case, the website always needs to have the website traffic monitoring function, needs a set of functions to gather the on-line customer service system, in order to help us to monitor the website visit situation constantly, through to the flow carries on the monitoring, the analysis and the report, then the initiative will issue to negotiate, Ability to convert effective traffic (potential customers or intended customers) to online sales in a timely manner.

The number of small and medium-sized enterprises in China reaches tens of millions of, the competition is extremely fierce, now the enterprise needs is not a simple website promotion, but need to integrate more comprehensive network marketing means. In product homogeneity and marketing means to imitate each other, the market tends to saturation, consumers difficult to distinguish between the advantages and disadvantages of the background, enterprises need to achieve differentiation and win more customers, it is necessary to "network Marketing" As an important tool for the survival and development of SMEs. Because SMEs in the competition can often through network marketing this way to improve competitiveness, or even hundreds of opponents. Network Marketing has become a new marketing concept and marketing model. Its "central idea" is between enterprises and enterprises, between enterprises and consumers, between consumers and consumers through effective communication, user experience as the center To meet the needs of consumers to determine the value of the enterprise marketing strategy. Using different means of marketing communication, play the advantages of different marketing communication tools. Choosing a suitable network marketing tool can help the enterprise to increase the network marketing channel, expand the commodity market, let the enterprise have more chips in the competition, and improve the core competitiveness through the network marketing. In order to win in the vast ocean of shopping malls.

(The Three Gorges Community bbs.esanxia.com Shen Xiaojin original feeds qq:150552911)

Friendship Tip: Shenzhen South netcom New development of a "G3 Network Marketing System" is for small and medium-sized enterprises to solve the network marketing a complete set of programs. Hope can bring the gospel for small and medium-sized enterprises!