How Do I Choose the Best Small Business Marketing Strategies?

Based on in-depth research on various Internet media resources (such as portal websites, e-commerce platforms, industry websites, search engines, classified information platforms, forum communities, video websites, virtual communities, etc.), the precise analysis of the positioning of various online media resources , User behavior and input costs, according to the actual situation of the enterprise (such as enterprise size, development strategy, advertising budget, etc.) to provide the most cost-effective one or more personalized network marketing solutions for enterprises is called integrated network Marketing is to effectively match the objective needs of customers and provide customers with the best one or more online marketing methods.

Network Marketing Strategies for Small and Medium Enterprises

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In-depth research on various Internet media resources (such as portals, e-commerce platforms, industry websites,

development of

In terms of several popular online marketing platforms, the hottest e-commerce platform is Alibaba. Alibaba's status is already a status where a seller is larger than a buyer, and there are N more than one buyer. Sellers come to grab, if there is no absolute price advantage, it can only be squeezed out. This is a malicious competition for us SMEs. Popular search engines in China are Baidu and Google, both of which are CPC (click) and CPM (show) promotion, which is a bidding ranking. For small and medium enterprises, the risks are greater and the cost performance is low.

The most suitable for small and medium-sized enterprises are industry websites, because their cost performance is relatively high, and the risks are relatively small, such as Tencent.com, Netease, Sohu. The following highlights the promotion of Netease Youdao.

Netease's products include web search, blog search, picture search, hot news, music search, blog search, map search, video search, shopping search, mass dictionary, desktop dictionary, toolbar, youdao reading, video news, toolbox, translation , Bookmarks, common searches, and mobile services.

· Youdao massive dictionary desktop version In less than 3 months, the official website downloads have exceeded 1.1 million, and the user s viscosity has also grown exponentially.

· Youdao shopping search includes more than ten million products, creating a benign shopping platform, while attracting more merchants to cooperate, it also quickly cultivates loyal users and continues to grow

Targeted promotion:

Youdao search promotion uses keyword related technology to locate accurately, so that your promotion information only appears on relevant content pages.

Promotional clicks of high quality:

Youdao has sophisticated detection and filtering technology. The system will check each click of promotional information and monitor many data points for each click, including IP address, click time, whether there are repeated clicks, and various other click modes. These factors are then analyzed by the system to isolate and filter them. All the impressions and clicks are from netizens on the NetEase site.

"Youdao Quality Score":

Youdao Search Promotion adopts the "Youdao Quality Score" evaluation system to determine your promotion ranking and price. It is truly responsible to you from the user perspective.

Youdao search promotion is easy to use and powerful.

Problems that enterprises need to solve urgently

The most common mistakes and problems encountered in the normal network marketing process of general enterprises are summarized as follows:

1. Choice of marketing platform

Online marketing and offline advertising are actually the same. They also need a good media and a good platform to promote, shape and market products and services. The reason why many customers encounter problems in the marketing process is that they have not chosen the right marketing platform for them.

2, the scalability of advertising time

A good brand effect is a gradual and gradual growth process. It is impossible to achieve the brand advantages accumulated by others for several years or even decades. The deposition and redundancy of network information makes us often need to persist and respond for a long time. , So the grasp of advertising time should be divided step by step, so as to slowly reflect the brand's due advantage.

3. Crude websites can't meet marketing needs

Websites of several hundred yuan can be seen everywhere, but the website is the most important part of the marketing process. Frequent downtime, page errors, unreasonable experiences, etc. will have a negative impact on companies and even products and services. Choose a website package At the same time, it is necessary to make a forward-looking plan for long-term marketing, which cannot make the website itself a stumbling block in the entire marketing process.

4.Learn and understand emerging things

The development of the network is super rapid. No one dares to say that it is at the front end of the Internet, so many times our companies need to find some emerging media and projects in time and apply the appropriate ones to our publicity in order to gain in the marketing process. Better and faster brand building.

5. Network and offline marketing are disconnected

The correct marketing link is to guide users through the network and broaden the needs of users offline, so as to truly convert potential users into actual customers. Many problem companies are improperly handled in these two links, failing to make a good connection, a dual battlefield of network customers and offline customers has appeared, making the cost and human resources of enterprises doubled.

6. Insufficient means of online marketing

Internet marketing contains a lot of things, and there are many methods and means used, including QQ, Weibo, blogs, forums, corporate websites, etc., all need to be connected in series, not to say that only a website is created, Internet marketing begins In fact, it is just the tip of the iceberg.

common problem

1 Why choose the right way?

A: A dime starts at 2600, and accounts + 2600, portal + search are two promotion methods, which not only can be displayed in search but also can be used as an image in the channel. If there is a customer consultation, it will bring effects, if there is no customer, it will also give The company makes an image in the NetEase channel. In addition, NetEase mailboxes have an 80% share of Chinese Internet users. Do you know the NetEase 163 mailbox? At the end of the year, NetEase's mailbox system can display your ads, and 450 million registered customers will have the opportunity to see your ads. You can't miss such a large potential customer group.

2. Q: People search using Google and Baidu, so I place ads on Google and Baidu.

Answer: Baidu and Google are the two most commonly used searches, but their market share cannot reach 100%, and Baidu and Google have their own customer groups. NetEase also has its own customer groups. There is no conflict between platforms and platforms. Yes, making one more platform can not only bring more customers, but also allow customers to see our company's ads on multiple platforms to prove that our company is large and powerful.

4. Q: When NetEase's traffic is heavy, I won't be too late

Answer: When the traffic is large, you will do it. Then your peers will do it. Not only is the market divided by your peers, but the price is higher when you go in. How big is your profit? If you do it early, this market is all yours, and the cost is still small. Why not ask your customers to come to you earlier and occupy this market! Besides, NetEase s traffic is not small at all. NetEase is the world s largest comprehensive Chinese information portal and is the favorite website for Chinese netizens. It also has 80% of the country s mailbox users and has 800 million people per day. Has a fixed group of 450 million mailboxes.

5. Q: I have never heard of the product

A: You haven't heard of NetEase, have you? NetEase is the earliest successful Internet company in China with a glorious history of more than ten years. It is now the world's largest comprehensive Chinese information portal and a well-known online game service provider in China. Maybe not used? Youdao this product was just launched by Netease, but the traffic has jumped to the top three for more than a year, surpassing similar products such as Soso, which have been developed for many years. With Netease's advertising and the use of the mailbox system at the end of the year, the market share will be This great improvement will soon become another distinctive Chinese search engine in China.

6. Q: Everyone is more accustomed to look at the left side.

A: The left side is to ensure the click effect, and the right side is the advertising effect. You must know that a search cannot only be an advertising effect. In that case, the platform itself will lose customer groups, and the advertising effect will not be reflected and realized. We The right side is done to better ensure the effect, and we also display three places on the left side, so if you care about the ranking on the left side, it is recommended that you submit keyword promotion as soon as possible, because then you will use the least price The sponsor display that appears on the left.

7. Q: Can you guarantee the traffic?

A: The purpose of our display in the channel is to guarantee our traffic, because the market share of Youdao Search only accounts for 10%. Only by using our best resource channel and email, can we make our customers better. Show, to ensure the effectiveness of customers, Netease's ten-year strong portal is a guarantee for your visits.

8. Q: Is there any malicious click on NetEase?

A: When it comes to malicious clicks, it is not difficult for us to think of Baidu s malicious clicks and Baidu s artificial blocking phenomenon. Therefore, as a proper search under NetEase, we are very concerned about the customer experience in this area, so there are many questions about malicious clicks. Parameters and policies to prevent completely, if the system judges as the same user through parameters such as IP address, cookies and other data, then repeated visits within 24 hours will be charged once.

9. Q: Netizens watch news on NetEase 163. Who cares about advertising?

A: The NetEase channel is used to show our company's image, and the second is to make an effect; the advertisement is not an effect that can be done immediately, and some may have an immediate effect, and some may take some time. Advertising is to let others know that when you need it, you can immediately think of you, even if you advertise on the CCTV, it will not be effective immediately. In addition, we must consider the nature of one thing. Today's Internet 163 people who watch the news often tend to have more spending power. Compared to the user base of some websites, most of them are more entertainment-oriented, such as Some music websites, video websites, and Baidu also have a large amount of traffic from music search and image search. We regard these as groups that the platform pays attention to. However, according to authoritative agencies 'evaluation of news followers' advertising on Spending power will be greater.

10. Q: My company's snapshots in Youdao are already in the top few, there is no need to do promotion.

A: The snapshots are updated from time to time. Today you may be in this position and tomorrow you will not be there. This customer searches for you in this position, and another customer searches for you in this position.

The captured snapshot does not guarantee accuracy and timeliness. For example, the captured pages are different. It may also be a website that you have expired.

Customers will search using a wide variety of words, and this word will find you, but another word will not find you.

You can't write the title description yourself, and you can't change it. For promotion, you can write the title description according to the situation.

(1) Web marketing-oriented corporate website construction and maintenance. The construction of corporate website is directly related to the methods and effects of network marketing. Without a professional corporate website as the basis, the methods and effects of network marketing will be greatly restricted. Therefore, one of the basic means of network marketing strategies is to establish a network marketing orientation. Corporate website. That is, it is guided by the internet marketing strategy, and provides support for the effective development of internet marketing from the overall site planning, content, service and functional design.

(2) Website promotion strategy. The basic purpose of website promotion is to let more users understand the corporate website, and to increase the website traffic, enhance the brand image, promote sales, enhance customer relationships, and reduce customer service costs by visiting corporate website content and using website services. . Common methods include search engine marketing, online advertising, resource cooperation, information release, viral marketing, etc.

(3) Network brand strategy. The content related to the construction of online brands includes professional corporate websites, domain names, search engine rankings, online advertising, etc., emails, member communities, and so on.

(4) Information release strategy. Information release requires certain information channel resources. These resources can be divided into internal resources and external resources. Internal resources include corporate websites, registered users' email addresses, etc. External resources include search engines, supply and demand information release platforms, online advertising service resources, and cooperation. Partners' online marketing resources, etc. Mastering as many online marketing resources as possible, and fully understanding the characteristics of various online marketing resources, and transmitting as much valuable information as possible to potential users are the basis for good results in online marketing.

(5) Online promotion strategy. Before e-commerce, which is marked by online sales, has not been popularized, online promotion, that is, providing support for overall sales, is one of the main functions of online marketing. Online promotion effect is the comprehensive application of various online marketing methods. Online promotion effect is the combined effect of various online marketing activities, including website promotion, information release, internal website advertisements, mailing lists, online advertisements for large websites and professional websites, Email marketing, search engine marketing, etc.

(6) Online sales strategy. The realization of online sales includes the establishment of a complete online sales management system corporate website, and online sales through professional e-commerce platforms.

(7) Customer service strategy. The main means of online services include FAQs, e-mails, online forms, instant messages, forums, etc .; among them, there are both information sorted out in advance for users to browse by themselves, and users ask questions for corporate answers.

(8) Customer relationship strategy. Customer relationship is a result that is accompanied by customer service. Good customer service can bring stable customer relationship, so customer service strategy and customer relationship strategy are consistent.

(9) Online market research strategies. The main implementation methods include online questionnaires established through corporate websites, questionnaires sent via email, and special surveys conducted in cooperation with large websites or professional market research institutions.

(10) Statistical analysis of website traffic. The tracking and analysis of corporate website traffic not only helps to understand and evaluate the effectiveness of online marketing, but also provides a basis for finding problems. Website traffic statistics can be achieved by installing statistical software on the website itself, or commissioning Tripartite professional traffic statistics agency to complete.