The actual operation of enterprise network Marketing Project

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Guide: December 2009 I completed the project of the overall strategic planning of Peng-Bai bio-Network marketing and the first shops project planning in China and Peng-Bai Bio-technology company ended the cooperative relationship, but also formally took over the Guangdong Investment and Migration Group Network Marketing project. The group is a company that started by investing in immigrants, and then gradually developed into a group of four business modules for investment immigrants, overseas real estate, visas for overseas countries, and offshore finance. Now the whole process of the project operation is displayed.

The ancients of China said that "all things are in advance, but not in advance." Before doing anything, we all need to ask ourselves a few questions, can we do it? Why do we do it? What can be done? How long will it take?

Background information

2008, the group's senior in the Tan Ren to participate in the network marketing training after spending tens of thousands of yuan to allow a construction site in Shenzhen, a company to build the group website, and sent a special person from Guangzhou to Shenzhen for a long time in the construction station company and related building station personnel communication. But spend a lot of money to build the site due to a variety of factors in the middle of the premature death, the group waste a large number of human, material and time resources to buy a lesson-the more can be fooled more unreliable.

The main reason is that at present, almost all the establishment of the company while playing a marketing-oriented web site construction of the banner, but there is no web site planners, marketing planners, are from the functional program to get a fixed template, and then change the logo, company name, navigation, and so on, redesign the next interface, the construction station company is also so. Imagine, a website replica which has what personality, which has what unique selling point, not to mention the core competitiveness, light to put a video, put some customer witness, honor qualification can deal? Marketing must be from the system, from the supply chain to provide customers with value, can deal must be in a certain customer important attention than competitors do better.

The group did not use the site built by the company's website and then looked for a website construction company in Dongguan, the company directly applied a set of Imperial program template, the design is very poor, structural chaos, rigid layout, browser incompatible, the group hired a network extension staff to promote the operation of the site, after a year of operation, Occasionally you can have customers from the Internet to deal.

In this case, the group saw the great potential of network marketing and endless business opportunities, so decided to work with professional network marketing team. At the end of 2009, someone contacted the vegetable root tan.

Overall thinking

After initial communication with the company, vegetable root tan in December 09 through the Baidu backstage and Google keyword Tool analysis found that: "Immigration, visas, go abroad" and other words of the frequency of the total of more than 20 million times a month, China's rich class basically have the desire to go abroad, And basically have to search through the network to understand the relevant information habits.

At the same time, vegetable root Tan also preliminary analysis of several investment immigration company's website, found that the site has a fatal problem-structure is not clear. Because of the complexity of the target countries and the specific immigrant projects, almost all the structure of the investment immigrant website is not clear, and the users can't easily and quickly find the valuable content and service that they need, which results in a very poor customer experience.

The root of the food analysis of Baidu bid rankings, found that the bid is very high, "investment immigration" is up to dozens of yuan a click, the competition is very fierce.

Several conclusions are drawn:

One, the market demand is very big

II. Intense Competition

Third, the target audience has the habit of finding relevant information through the network, the project has the opportunity

Four, the main means of communication based on search, especially Baidu

So in January 09 after participating in the group a preliminary investment immigration training to do a general outline of the project operations, mainly including basic ideas, development steps, measures and goals, team formation ideas, cost investment budget and income analysis, and several modules.

Vegetable Root Tan Network Marketing organizations recommend:

"Everything is a stand, not a waste!"

The operation of a project, whether large or small projects, the background of the project is very important to understand the context of the project, the start-up of the project motivation and so on need to have a basic understanding. A qualified network Marketing/e-commerce project Operation Professional managers in the initial understanding of the market, must be able to quickly form the overall strategic thinking of the project, development steps, objectives and implementation measures, team formation and cost input and income expectations. May be in the actual operation of the project has a certain access, but the early stage must have a whole concept and ideas, early also not necessarily very detailed, but must have. Early-stage strategy refinement is very important, such as the project before the extraction of an important strategy: based on search. This needs to be in the website planning Construction, the website operation, the network spreads all around this strategy to carry out, more importantly is the team organization also needs to revolve around the strategy to the position request.

And some projects, some industries, and can not be based on search, such as vegetable root tan has a friend to do the custom wine company, he this product basic no one search, this needs to change a strategy, to actively find the target audience circle, to take creative topic marketing and other means.

Improve the overall planning of the website plan

For many network marketing projects, the quality of the site can basically lay the foundation for the success of the project. A good site is simply a high rate of conversion, strong communication site. Specific subdivision, can be decomposed into: platform structure and experience flow is concise, convenient, whether the site vision to make the target users comfortable, Web services or product pages have sales force, the site's information content is depth, has value, the website background function is convenient system, the site's SEO related optimization is in place. Of course, in fact, a Web site as a whole is a comprehensive balance of factors in all aspects of the decision. It is related to the user's thinking habits, behavior habits, products, information, vision, SEO, background procedures, etc., so the site planning is to be considered, need to weigh repeatedly. The investment migration site planning will spend a lot of energy and time, first of all to study the company's business, specific service products, service advantages, but also to study the pros and cons of major competitors, we should fully consider the user groups, combined with some of the site technology, function to determine.

First, according to the company's business form and customer characteristics, adopted in accordance with the business form to build a station, set up a business site group, and then use the group station to do the brand endorsement and navigation.

Then determine the sequencing, first planning the investment immigration station. Determine the overall positioning and model of the Investment immigration station, clear target audience and make behavioral trajectory analysis, refine the Investment Immigration Service USP (usp--unique sales proposition, if not understand, please Baidu), determine the domain name and defensive registration protection, to determine the overall tone style of the site, planning the overall logical structure of the site and navigation structure, Draw a demo of the frame layout for all front-end pages, plan the background structure and each feature detail and use the layout diagram to express the server and technology development plan. Finally began to design and development, at the same time the various content copy directory ready to start writing a variety of copy, and start SEO related work. After the start of the group station planning and construction. (Due to confidentiality, this site does not disclose the website URL)

Design development of those pain

At the beginning of the project, I plan to recruit artists and programmers to design their own development, but has not been recruited to the appropriate. So the design and development outsourcing to the establishment of the company, looking for a few are not satisfied, and finally find a friend company to help.

Objectively speaking, a friend's design skills are very good. Website design I am very satisfied with the atmosphere, clear, introverted, eye-catching and not publicity. But there are major problems in program development, I am very harsh on the details of the site, requiring a variety of functions must reach my plan to start planning, so that friends have changed three programmers, day and night overtime, the Web site program rewrite three times.

In the end I was not satisfied with the program, coupled with time delay too long, low prices for various reasons, I have a very good relationship with friends have fallen out, and friends and his company's partners because of this single and parted. Finally, I have a friend to do a programmer to rewrite the background again, just basically meet the requirements, but there are some problems, until the recruitment to a programmer, then do the final perfect. So the site also after a fake online. In early June, outsiders look at the site online, actually see only the surface. For the next one months, we replaced the backend, replaced the database, and uploaded all the information back until July.

Now this immigration station backstage, I was this definition: all sorts of details can and the current various popular blog background ratio high and low, but the function completely satisfies me the first plan idea, and the operation is convenient, fast, the database security, the stability. Perfect.

500,000 words of information

If you have seen the investment immigration station, I believe we all have an impression that there is too much information, a bit like the industry portal. I can tell you that the site on the line when the initial row of information content has more than 600, according to an average of 800 words a, about 500,000 words.

Some people do not understand why so much information? In fact, it is very simple, our strategy is based on search, SEO is our core means of communication, and the face has been operating 10 years of competition sites, to be more than rivals in SEO, you must be in the site SEO planning and information content to overwhelm opponents, to obtain sufficient flow. And, a lot of valuable information updates, can also improve the Web site viscosity and trust degree. This 500,000 word information about half is false original, and half is original. are two editors in 2 months time to complete, and then in June due to all the site back to replace, they have to upload again, plus to be responsible for the group station editing work, during which the hard to imagine.

In this heartfelt thanks to both of us editors of the hard work, although not everyone understands agree with you two jobs, but vegetable root tan know this one of the pay. At the same time also apologized to you, I did not resist the pressure to let you two pass two times backstage data.

19 Investment Immigrant Products page

A website's product page is a website sales force embodies the main aspect, the product page's copy, the structure, the art arrangement, the font and so on the synthesis factor to a large extent decides the website conversion rate, may say is the website core.

The company invests in immigration mainly for eight countries, but Australia and Canada are divided into several different projects, and the United States has a large number of EB5 projects, so there are actually 16 projects, plus the U.S. investment immigrants have different investment products page. So from the product classification is a very troublesome work, which need to be in the site planning time to fully consider the different countries, different projects, different investment products of the comprehensive factors. And these 19 pages spent a lot of time and energy, after many adjustments and changes in the Web site at the beginning of the line, due to time pressure, is the first finishing the content, in the course of operation and then gradually rewrite the copy, design page. The design of the module has been unsatisfactory, especially with the overall style of the site is not very consistent, which I think the site's biggest flaw.

Brand Endorsement Copy

Before the website is online, according to the planning requirements, "on the group" plate needs a lot about the company's basic situation, brand culture, stories and immigration services related content, and because the group development has not formed a complete system of data collation, only a few scattered information, the relevant pictures are also need to communicate around to find. This adds a lot of difficulty to our work.

In the early stage of the project because the staff is not in place, the editor has a large number of information copy, and this part of the writing and the content of the written text is not quite the same, so this part of the copy by myself to write the completion. Company introduction, Business introduction, Brand culture, brand story, development mileage, President column and so on, I based on their own years of planning experience, this kind of copywriting collectively known as the brand endorsement copy. The content must be based on the size of the company, the nature of the business, customer level and so on to determine the style of copywriting. For example: The group of these copywriting content to the atmosphere, there is a high, tasteful, imposing, thickness, and vegetable root tan 08 years of planning a case-China's first shops, it is necessary to publicize the personality, grassroots, in line with the characteristics of network culture. What people say, the same, what brands also say what words.

Optimization of station construction

SEO is the core strategy of this project.

SEO must be from the site planning and construction began. In particular, the keyword analysis, layout, the site's structure diagram, the keyword analysis began. Through Google keyword tools and Baidu bidding backstage collated a list of thousands of keywords, through the number of search volume combined with competition analysis, and then refined a core list of keywords and a list of secondary core keywords. Then the core keywords and secondary core keywords in the home page, national channel pages, column aggregation page, three-level column page for title, keywords layout, and description writing to consider the sales force, but also a thought.　The end of the keyword, on the Information page optimization, the list of keywords to the editor, editing in accordance with the relevant requirements optimization. Website development, there are a lot of SEO-related problems to solve, such as: hierarchy, static processing, H1 tags, keywords within the chain, the background edit the title tag add, related tag Add, site overall settings, code optimization and so on.

The site in the search engine rankings depends on a number of factors, is the combination of these factors to determine, so need to be integrated optimization of these factors. When the site is online, many keywords are ranked very well, some are even very competitive core keywords rankings are very good, and some even ranked first, such as: Malaysian immigrants, Malaysia investment immigrants, New Zealand immigrants, New Zealand investment immigrants and other keywords, investment immigrants, immigrants, these two keywords are also in the top three pages. But then encountered the "sandbox effect" ranking overall decline, see the operation of the sand box crisis.

Team formation-Don't be the best, just find the right one

Operation of a project, at the beginning of the project will be planning a good team of departmental functions, the needs of the establishment, specific positions, job descriptions for each post (position relationship, job responsibilities, related requirements), the position of the remuneration plan.

Then, according to the different stages of the project to gradually recruit the appropriate personnel, and according to the adjustment of the project to gradually adjust the staff. The project's departmental functions, job descriptions, are not disclosed here.

Generally speaking, I mainly according to three aspects to find relevant personnel, professional skills, teamwork, work attitude, but in fact, many things are in dynamic change to achieve. Personnel recruitment, team formation is the most important factor in the operation of the project, and many factors need to be considered synthetically.

Plan assessment-----------------matter management, pipe efficiency, pipe progress,

In the team management, I personally always work as the core management. At the beginning of the month, the first to complete the department's work plan, and then guide the staff to complete their work plan, after the specific work to guide, track and coordinate the work of staff implementation; Finally, at the end of the month to request staff to submit work results and summary.

Do network work is mostly young people, are very personality, especially are authentic netizens, they are at work when the occasional internet chatting, surfing the internet, watching news, in fact, are very normal. And, I have always believed that only the understanding of the network, familiar with the network culture, tracking network hotspot people can do a good job in network marketing. So, generally speaking, I don't care what the employee does at a certain time period, but only if you have finished the work and how the quality is done.

Of course, according to the different stages of the project, the management is different. For example, before the project, the need for more stringent, more closely tracked, and in the normal operation phase, step-by-step completion of the relevant tasks on the line.

PS:

When I was communicating with some business managers, I found that a lot of people were asking employees to work 8 hours a time, not doing anything unrelated to the job, and monitoring with some software. I always think that we can't treat people as machines, we focus on how we work, how we do it, not how we work.

In fact, this kind of pipe machine to manage the staff engaged in network work is not workable, directly resulting in the resistance of the staff is very heavy, work to cope with the matter, more appear "busy family", in fact, inefficient, poor quality of work, as well as employees happy to work, improve efficiency.

Negative challenges

In today's internet age, freedom of speech. Therefore, for many enterprises, the Internet always has a lot of negative information. Because the immigration industry is very complex and competitive, there are also a lot of negative information about the group, especially the negative information about the investment immigration business module. These, vegetable root tan at the end of 09 found.

In the past, the group was largely powerless to resolve the negative news. Vegetable root tan Through analysis found that these negative news basically in the Baidu Bar and Tianya, because the weight of the two communities is very high, so in Baidu and Google's ranking is very close to the top, customers a search company name immediately see these bad information, the impact is very bad.

Eventually, vegetable Root tan and his team used some resources in the Internet industry to clean up the negative news, while strengthening SEO optimization, more positive information to optimize rankings, defensive pr.

Behind the data

Data monitoring and analysis is an important link of network marketing.

Check the previous strategy is correct, adjust and improve operational efficiency by data statistical analysis to find the problem. When I run a network marketing project, I have to personally view the site data, consulting data, sales data, etc., and analyze the data. And every month must have detailed data statistical analysis report, if do retail, is weekly or each special transmission must be detailed data statistic analysis report to the dissemination effect or the activity effect does the appraisal.

Here do not disclose specific data on the project investment immigration station, only to tell you that the investment immigration station conversion rate of more than 5%, I personally think it is not generally high, is very very high. Of course, the transformation of investment immigration project is to leave the relevant information of the potential customers, because customers need to invest nearly tens of millions of funds, the final transaction will require the line of senior consultants for many times the communication and a few months of tracking service.

NET marketing effect can be measured by the number of 100%, of course, the following indicators are not absolute, need to be considered according to specific industries.

1. Visit page: Network promotion visitors Visit 5 pages above is the effective traffic. Access to 10 pages above is high quality traffic, access to 2 pages below is garbage flow.

2. Residence time: More than 3 minutes is the effective flow, more than 6 minutes is high quality flow, less than 1 minutes of garbage flow.

3. Two jump rate data: the promotion to the homepage two jumps the rate 70% above is the high quality flow.

4. Conversion rate data: Promotion purchase conversion rate of more than 1% for high quality flow.

Network marketing needs to argue not good: real flow and flow, effective flow and flow, natural flow and purchase flow, PV high flow and PV low flow, commercial flow and entertainment flow.

How to use numbers to judge a website:

1. Visit Quantity: Webmaster Query tool.

2. Network popularity: Search the site name, the more search results are relatively more popular.

3. Industry rankings: Search Eric's rankings.

4. Network News exposure Rate: Baidu news search.

5.SEO performance: Included with PR, ranking.

6. Baidu Index: Baidu index is used to reflect the key words in the past 30 days of network exposure rate and user attention.

7. Number of new registered users per day =uv*1%=80000*1%=80

8. Active user = Registered user/10=100000*10%=10000

9. Highest simultaneous online = Active user *20%=10000*20%=2000

10. Number of Customer transactions = Active user *5%=10000*5%=500

11. Sales: Number of customers in charge trading * Average price 200=10000

According to the above method can not see the other party's internal data will be able to roughly determine the site a lot of data.

Sandbox crisis

Do SEO are aware of Google's "sandbox", a lot of new Web sites, especially the new domain name, the new server plus targeted optimization is too serious, will fall into the "sandbox." Although Baidu has not explicitly said that there is a "sandbox effect", but according to experienced SEO personnel's actual operation found that there is.

The investment immigration station, in early July, after the real on-line, most of the keywords, and even some core keywords are very good rankings, and some settings ranked first, such as: Malaysian immigrants, Malaysian investment immigrants, New Zealand immigrants, New Zealand investment immigrants, investment immigrants, immigrants, these two keywords are also in the top three pages At that time I was very excited, and some worry, I do not feel normal. Sure enough, in August, almost all the keywords fell, the first 10 pages of basic no traces, but the situation has not changed a little, I think fall into the sand box.

In general, the site fell into the search engine sandbox, do not care too much, follow the established steps to continue optimization is, because a period of time after the site will slowly come out from the sandbox. But for a project, we need a backup plan. Therefore, in order to deal with the sandbox crisis, in September I plan to take two kinds of auxiliary means of communication, one is the topic of Community forum dissemination, and the second is spam marketing. Oh, because of these two spreads, I did not carry on to leave, therefore, wants to understand these two kinds of promotion means, everybody sees me 08 to run the project--pushes the guest NET project operation documentary. A group of Network Marketing project Operation Record here is over. The full text is mainly from the business discussion aspect to elaborate, introduced is also i the Operation project some process and the experience experience, because the project carries on the reason, some concrete data inconvenient to disclose, also hope to understand.

Chongrubujing, look at the court before Flowers blossom fall, or do not intend to, look at the sky Clouds Cirrus Shu. September 2010, I formally and the company to end the relationship between the beginning of their new journey. Thanks to my team members and thanks for helping my friends in this project!

Original published in: http://www.cgt88.com, vegetable root Tan Network Marketing organization of the global starting, welcome reprint, Reprint please be sure to provide the source.