SME growth Encounter Search Marketing "double-edged sword"

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Search marketing is no doubt the small and medium-sized enterprises to solve marketing difficult medicine, but the current blind pursuit of hide a variety of search marketing errors, small and medium-sized enterprises should be how to eyes, better use of good search marketing?

At present, the general keynote of SME support policy is "to promote the integration of the two, change the mode of growth", information technology, especially the Internet technology in which the role of more and more prominent. Relevant government ministries in a 2009-year research report that: through the Internet to find suppliers of small and medium-sized enterprises accounted for more than 31%, through the Internet to engage in marketing promotion of SMEs accounted for up to 24%, can skillfully use E-commerce for marketing promotion of small and medium-sized enterprises accounted for 13% of all small and medium-sized enterprises, The number of small and medium-sized enterprises that use E-commerce in the marketing segment grows by 15.2% annually.

These data show that the face of "difficult to sell difficult to finance" three mountain Small and medium-sized enterprises, most of them realized that the network marketing for them to solve the difficult marketing, to find business opportunities for the great help. And compared to the network portal expensive ads, small and medium enterprises use the way of online marketing is more biased in accordance with the click of the cost of search marketing. This has led to a three-year search for a higher market.

"Bitter" search marketing

Search marketing, as an emerging area, is destined to go through a spiral of upward oscillation. In search marketing demand exuberant behind, many small and medium-sized enterprises are the price of the hurricane, input-output ratio is increasingly low and headache unceasingly-not to do is to die, did seem to find death suspicion? Nowadays, the SEO service has sprung up a lot of evidence that the medicine of search marketing is becoming more and more bitter.

Recent news from the Internet has confirmed the concerns of small business owners. March 18, Dangdang publicity will stop on April 1, including search keywords in Baidu to launch a variety of advertising. Shortly thereafter, Jingdong Mall also proposed to cut advertising costs, including in the Baidu search ads on the launch.

News released, the industry generally agreed that for two well-known e-commerce companies, this decision is difficult. The reason lies in the huge flow of Baidu search, to be in the fierce competition of E-commerce enterprises can not be ignored; at the same time, Baidu search price increases the extent of the rapid, even if the cost of e-commerce enterprises even burn some overwhelmed.

Have a professional introduction, the previous Baidu search keyword bidding situation is Ming, anyone can query, enter a keyword, the price is how much, which companies in the purchase are clear. But since the implementation of Baidu search "Phoenix Nest" plan, Ming marked as a dark label, customers can not see other than their own information, all belong to the black box bidding, the unit price nature is higher and lower. Fortunately, now in addition to Baidu there are other options, such as NetEase Youdao, he relies on the vast user of NetEase portal and rich resources, and with their own cost-effective advantages, to provide a number of enterprises another choice.

Now many small and medium enterprise owners may feel faced with a similar dilemma between Beijing and east. But small and medium-sized enterprises have one of the biggest difference is that E-commerce enterprises to flow, the flow of the economy for the listing they are not empty talk. and small and medium-sized enterprises as long as the actual business opportunities, or even too large flow will bring the enterprise unnecessary operating cost pressure.

Business opportunities are fundamental

Seizing the effective business opportunities is the essence of the search marketing of SMEs. From this point of view, I believe that small and medium-sized enterprises will realize that there is no need to go to Baidu search hot words of the mixed water, and well-known big brands than burning money. In fact, many search marketing experts are already calling for no matter what search engine a netizen is searching for, as long as the search for the same keyword is a sign of advertisers ' potential customers. Therefore, we should make good use of some non-mainstream search engines, such as NetEase Youdao, Sohu Sogou service, through clever set up key words, buy their special services to achieve low input high return marketing effect.

The example of a network marketing expert is quite illustrative of the problem. When we search "cold bending molding equipment" This keyword, in Baidu shows three companies put ads, and in the Youdao NetEase ads is Alibaba company, why? In the expert analysis, such an obscure keyword, willing to search is certainly the intention of the larger potential customers, Then it would be much more cost-effective to use one-tenth of the money without a good investment, and Alibaba, which is familiar with Internet marketing, is seeing this.

In fact, some other search engine services are also playing their own advantages to provide SMEs with more attentive service. To product integration compared with the characteristics of NetEase Youdao, for example, careful netizens will find that in the well-known NetEase portal, in addition to individual sensitive pages, each page will be embedded directly at the bottom of NetEase search ads. Compared to Baidu pure search positioning, this and News page integrated search ads, one can bring more traffic, the second is more accurate marketing value mining. For small and medium-sized owners, to buy NetEase search engine promotion ads, is actually a pay-per-click model to buy the best text ads portal site, a very cost-effective business!

In addition, like NetEase Youdao search and the integration of dictionaries, as well as Tencent search and QQ integration, these models in the great convenience of Internet users at the same time, I believe that the traditional web search model has a small impact, resulting in search traffic and power of the division.

In the final analysis, small and medium-sized enterprises should grasp the root of search marketing, from the mainstream or non-mainstream search business opportunities brought about by no difference, cost-effective should become the center of enterprises to participate in search marketing should be the primary consideration.

Attached: Compared with the price of the quality click (Data time: March 16, 2011)

Keyword Estimation rankings youdao Baidu Sogou Search

Plastic 第1-3名 0.9 yuan 43.5 yuan 12.02 yuan 21.52 yuan

Training 第1-3名 1.0 Yuan 28.5 yuan 6.76 yuan 14.12 yuan