Soft Wen's home on the evaluation of the effect of soft paper marketing

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According to Soft Wen home in the 2009 full year of soft text services to understand, most of the small and medium-sized enterprises have been aware of the Internet era of the importance of network marketing, as an important tool for network marketing-soft marketing, they in the product/service promotion, but also more or less to use, Many enterprises also through the soft Wen marketing did create their own successful brand. However, even if SMEs have recognized the importance of Internet marketing, for the low cost effect of the obvious soft marketing is also very preference, but when they choose the soft marketing services, will still hesitate repeatedly, a great deal in the choice of traditional marketing channels "down the drain" of concern, this is why?

After deep communication, entrepreneurs have been difficult to eliminate the reason for soft marketing, mainly because of the lack of comprehensive understanding of the effectiveness of soft marketing evaluation. In many times the impact of the traditional advertising investment has been very little, the entrepreneur for the network media, "virtual media", "New media" awareness of the lack of understanding of soft marketing evaluation, can not do the effect of input and output evaluation, naturally difficult to set hammer. As a pioneer of Chinese soft marketing, the first generation of Chinese soft wen marketing team, Soft Wen home combined with years of soft marketing experience, this is discussed below, I hope that the soft wen enthusiasts and entrepreneurs help.

Soft Wen's home believes that any form of advertising should and must have a scientific assessment of the way, this is not only for advertisers negative, but also for the media, advertising service providers affirmation. Network Marketing as a new media advertising model, has been no authority for it to define a practical evaluation method. As the most popular network marketing mode, soft marketing has the same problem. But in fact, based on the internet technology of soft marketing, in effect evaluation and traditional marketing, has a unique advantage, such as statistical accuracy and convenience, the effect of visualization and so on.

Soft Wen's home advocates that the effectiveness of soft marketing evaluation can be carried out from the following aspects:

1 Lock the target of soft text marketing

Soft marketing is a targeted, planned, and step marketing activities, enterprises in the development of soft marketing must first determine a goal, that is, through the soft marketing to achieve what the purpose is to directly improve the site traffic, improve the visibility of corporate brand, or directly promote product online sales, must have a clear goal positioning. Only in this way, in the next soft marketing activities, can the soft Wen marketing effect evaluation, and according to the effect of soft marketing strategy to adjust timely to achieve maximum efficiency.

For example, enterprises to develop soft marketing goal is to attract users to subscribe to the website email, and then follow-up sales, then the user through the soft text access to the site's IP number, which left an email address, subscribe to the number of users of Electronic magazine, is the goal of the site. Similarly, the website goal may be to attract users to fill out contact forms, or to call the site operators, may be some form of request for free samples, or download a file or product catalog.

2 count the number of goals achieved

When there is a soft marketing target, in the next soft marketing will have a reference to the evaluation criteria. For these soft marketing goals, the number of targets to achieve the statistics, is an effective means of effectiveness evaluation.

When the effect of soft text marketing to achieve the goal, it should be in the soft text page or website page has a clear goal to achieve the logo. That is to say, once a user has reached a page, the site has been targeted. e-Mail registration system, the target completion page is the user fill in the name and email, submit the form and see the confirmation page. If you are filling out the online contact form, and a subscription to an electronic magazine similar to the completion of the target page is also the confirmation page after submitting the form. If you are downloading a product catalog or a Hu Jintao, the file is downloaded every time, marking the completion of a goal.

Soft Wen's home that in the internet era of soft marketing, usually need to the following several marketing goals to statistics:

L Soft Text hits: Soft text in the release of the carrier on the number of users click, which can reflect a soft article by the degree of concern;

L Soft Article comments: Soft text by the number of users, that is, the release of soft text in the user comments on the number of users, this can reflect a soft article caused by the user's interactive influence;

L Reprint Quantity: Soft article is published in a network carrier, by other network carrier reprint quantity, this can reflect a soft article news value, namely readability;

L Search Engine Collection amount: Soft Wen published, respectively by Baidu, Google and other search engines included in the number, which can reflect a soft article quality and audience preferences;

Direct IP number: Through the soft text address the number of direct access to the Web site, users browse the soft text process, click on the relevant keywords into the Enterprise site IP number;

L Effective IP number: The number of IP access to the site through the soft text, how many reached the target, such as how much download the relevant software? How many left contact, EMAIL? How many direct online orders?

These are several common target statistical methods, making full use of the advantages of Internet technology, can be accurate statistics of the results; but this is only the soft text marketing visualization effect evaluation method, soft marketing for corporate awareness, brand awareness, product line sales promotion and other functions, is not to be overlooked, even if the data can not be counted, But the effect is objective and very obvious.

3 Calculate the cost of achieving the target value

Efficiency is the ratio of output to investment, and the cost of reaching target is the efficiency of soft marketing. Usually the cost of soft marketing can be calculated from the following aspects:

1, the establishment of soft marketing strategy costs: Professional soft Creative program needs to find a professional team for collective creativity, this is an intellectual collision of mental work, the need to pay a certain cost, soft Wen house four people in the soft Wen marketing strategy for customers, will also charge a fee of 2000-10000 yuan, Depending on the circumstances.

2, soft writing costs: The network of soft writing, customers can find their own people to write, can also find such as Soft Wen's home such a professional team to write, the difference is: the company hired someone to write the cost of input far more than please professional writing software, or enterprises to save costs to the enterprise internal one to write, the effect is conceivable, Input is not the effect of waste costs, soft paper home soft writing costs at 300 yuan/article, is the market more transparent prices.

3, the soft article release fee: The soft article release need certain carrier, and any quality of the carrier is paid, of course, do not rule out some corporate media resources, with Sina, Sohu, Sky, IT168 and other portals have very iron cooperative relations, post can be free, location also has a lot of choice, also because of this, Soft Wen's home in the recommendation of the customer in the soft text release, as far as possible with some media to establish long-term cooperative relations, so the effect of soft marketing is very helpful. If the customer does not have soft text release resources, it can also find soft wen home, soft home with many years of accumulation of media resources to the relationship, can be soft for customers to publish all kinds of portals, the specific price between 300-500 yuan.

4, soft article follow-up implementation costs: whether the soft text is published in the portal, or the forum, or other network channels, the release of the process, after the release of the need to arrange a special person, the effect of soft text follow-up assessment, and to achieve the goal of statistics, or to reprint, the portal issued comments forwarded, The Forum Soft article carries on the post hype and so on, all need to invest certain manpower, this also involves a cost question, this person's salary cost and the time cost also enters this soft wen marketing cost the ranks.