The shame of network marketing of traditional small and medium-sized enterprises

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Recently there are a lot of things on the internet are very hot, such as the previous period of the East Suning Jingdong War, Baidu and the 360 search war, micro-trust public platform and Sina Weibo pros and cons of the dispute, of course, these fires are more diffuse in the IT people. Sweet potato before some see this article, "Why in marketing micro-letter is more valuable than Weibo?", some people say this article is to promote Tencent, marketing micro-letter, but also some people say this is actually boost micro-letter, some days ago, the sweet potato and see the author wrote another article "Talk about micro-letter: Precision marketing from May become feasible", Feel that many of the ideas or ideas in the author's article are worthy of junior study. But the sweet potato through micro bo and micro-letter analysis, and see another dongdong, very deep feeling is: the current Internet marketing channels do not take care of small and medium-sized enterprises, especially traditional SMEs.

Why so said, because not as a master of the sweet potato maintenance Baidu to promote the account, get the official microblogging company, but also a slight use of micro-trust public platform, they have opened Taobao shops, but also for the traditional industries, these enterprises from the beginning of the establishment to the survival and development of the Internet has no lap. When they start to deliberately try the Internet, search engine marketing (bidding and SEO), social marketing (microblogging and micro-credit), Alibaba platform is a traditional industry, especially small and medium-sized enterprises are more recognized and want to try marketing channels, because relatively effective, and investment does not need too much, This is also a lot of small and medium enterprises can only invest in several channels. But there is a deep problem that these marketing channels do not give traditional enterprises, especially small and medium-sized enterprises to create too much value. This is the real reason they drubbing or become dispensable in the Internet field. Because for traditional enterprises, or small and medium-sized enterprises, means that the lack of awareness of the Internet, the importance of easy to ignore, means that the enterprise is not invested, and can not independently the operation of talent, not to mention the team, more means that they are accustomed to the reliable offline channel, which let them see the real money, The success of offline channels makes them more dismissive of Internet forms, and more importantly for them to live or develop, they are selling products, not selling brands. On the internet, many peers, many products, e-commerce awareness and services to keep up, they entered in fact is a huge red sea. More essentially, the Internet is now a variety of marketing channels or ways, and did not take care of these traditional enterprises, because these platforms are still large and health, small and medium enterprises are actually caught in the gap between survival.

The core characteristics of the traditional small and medium-sized enterprises are: most of them rely on the maintenance of old customers rather than new customer development, without electrical business thinking, weak brands, for long-term survival rather than into the high-risk type of innovation and development.

1, search engine marketing (bidding and SEO) marketing

Search engine marketing (bidding and SEO) This competition is ranked and the site, ranking than the keyword price and creativity or optimization, directly reflects the input, the budget, and the site than the overall image and user experience, more is the price. But search engine similar products numerous, oversupply is not a magnitude, and many Baidu bidding ideas are converging, nothing new, Web server instability, but also to click into the difficult. But can it blame the enterprise itself? No, because they are traditional small and medium-sized enterprises. They do not understand, not only do not understand the domain name and host space basic concept knowledge, but also do not understand Baidu search rankings is how the whole, they can not be their own not much of the core competitiveness of the products to maximize competition on the table than.

2, social marketing (micro-blog and micro-letter)

Sina Weibo or micro-letter is good, a very prominent problem is to open the account after the lack of attention. Why? Because the traditional small and medium-sized enterprises they do not have the original fan accumulation, in the fan pyramid of the three layer inside, they are at the bottom, there is no middle of the bedding, they can not be big. They are traditional small and medium-sized enterprises, they have little brand to say. Weak brands, making it impossible for them to open up the market through the new channels of social networking, to involve, to invest in, put into creative talent, put into better products, input to their unknown marketing costs, their input is often accompanied by high risk, we say that the micro-Bo zombie powder numerous, But what's even more pathetic is that many of the plus v Certified corporate accounts can only breathe in there.

3, Alibaba Platform

The traditional enterprise to involve in the electronic commerce, must consider the Alibaba platform. This is to serve the small and medium-sized enterprises for the purpose of the Business-to-business platform. Of course, including Taobao, Day Cat, Alibaba platform is relatively feasible. But this is also a few years ago, to now more and more difficult, very direct reason is that Alibaba platform traffic to large sellers tilt, whether it is paid or free resources or not, the former "because of small and beautiful" is not, "elephants trample dead ants" is inevitable. Similarly, the weak brand, the competition is intense and the product does not have the obvious difference the traditional small and medium-sized enterprise also slowly can not divide the Internet good situation under a soup.

Not only people now generally believe that the cost of E-commerce platform than the traditional offline store costs higher than the subversive cognition, more inclusive of the current internet marketing channel is scarce, our transition focus on the virtual marketing, emphasis on traffic, emphasis on conversion rate, but neglected a reasonable mechanism. Is there a real marketing channel for traditional small and medium sized enterprises to develop on the Internet? Traditional small and medium-sized enterprises still play in the traditional mud to grow up, looking at the sky Internet dazzling stars, only feel the dazzling, when a meteor across, make a wish! This article is a personal view of the sweet potato, there may be many wrong places , welcome to the Brick! But reprint, please indicate the original address: http://guoxun211.com/the-small-internet-road.html, Original is not easy, thank you!