[China Glass Network] With the development of the Internet, more and more companies are doing network marketing. However, many enterprises are eager to do network marketing and appear to be on the market without any plans, and blindly follow the purchase of network marketing products. In fact, these are done. The taboo of online marketing.
In order to succeed in online marketing, the following nine situations must not occur:
1. Internet marketing is not planned.
Many companies did not have a clear understanding of online marketing at first. Most business owners or managers use media, newspapers, television and other media promotions, as well as the introduction of friends, or the salesman's encouragement, to realize that they should conduct online marketing and expand their business and sales through the Internet. So I immediately arranged for the staff to contact the production website, post information, and put it into the network for promotion. The entire network marketing process was launched without planning. Once the network marketing had no effect in three months, it declared a failure and lost confidence and interest in online marketing.
As everyone knows, network marketing is a system engineering, involving many aspects, it is necessary to combine its own actual situation, carry out demand analysis, and formulate a careful scientific plan in order to achieve success. From website construction, enterprise information release, to formulating promotion budget, selecting network marketing methods and products, arranging network marketing full-time sales, customer service, etc., all work arrangements are in place, and perseverance, so that the company's network marketing process can be smooth, so that The ultimate network marketing results.
2, website construction redesign light application
Building a corporate website is a very important part of launching online marketing. However, in fact, most corporate websites have not played their due role in online marketing. This is inseparable from the company's understanding of website construction. Most companies think that the website is the online facade of the company, the more beautiful the better. Artistic design, Flash animation, and corporate image have become the places of concern for enterprises. As to whether the website meets the needs of network marketing, whether it is convenient for future functions to be added or adjusted is not considered. Some website construction service providers have also catered to the preferences of enterprises, and have made great efforts in the form of performance, which has raised the cost of website construction. As for the internal functions and marketing applications, they will not go into depth.
Website construction is needed to serve online marketing, and this must be clear. Website construction should be designed and applied with equal emphasis. It is necessary to pay attention to the image display of the enterprise, and should also clarify the network marketing service functions and processes of the website, pay attention to the construction of product or service display, user interaction, information retrieval, customer experience, etc., so that the website is more practical and effective.
3. Blindly conduct spam marketing and mass information
Many companies are at a loss when it comes to network marketing. Many companies choose to send spam or send messages to various BBS, BLOG and guestbooks. Although in the short term, companies can receive some network marketing effects, such as increased website visits and the ability to deal with some customers, in the long run, the damage suffered by enterprises is far greater than the network marketing results achieved.
The first is the damage to corporate image. Spam is deeply disliked by netizens. Most of the spam is about the image of some leather bags companies, lack of integrity, poor product quality or even malicious fraud and illegal products. Once a company is in contact with spam, its image is greatly reduced in the minds of consumers.
Secondly, once the enterprise is accustomed to this low-cost, self-harmful network marketing method, blindly pursuing a low-paying and high-return malformed network marketing product, and lacking a correct understanding of the return on investment, it will be difficult to accept a truly healthy and beneficial online marketing. Services and products, miss the opportunity of network marketing opportunities and corporate development.
4, network marketing products follow suit
At present, there are many kinds of network marketing products, and the salesman is very clever, and the company has great confusion in product selection. We can often find a phenomenon, that is, once several companies in a certain industry use some kind of network marketing products, other companies in the same industry buy one after another.
Many network marketing service providers have seized the company's follow-up purchase and comparison psychology, and have fully utilized the "customer witness" and "transfer" skills through industry customer meetings, network marketing products, and other industry briefings. Weaken our judgment, follow the choices of others, or climb hard and buy blindly. Practice shows that products that are suitable for them are good products; network marketing products that follow the trend are often not only more suitable, but because of excessive use, the effect of online marketing is getting worse.
5, using search engine bidding products to wait for the rabbit
At present, Google, Yahoo, Baidu and other search engine bidding products are the mainstream products of online marketing, and more and more enterprises choose search engine bidding products. Most companies do not know that there is still maintenance after purchasing the bidding products, just waiting for customers to come to the door. After doing it for a while, I found that there was still some effect at first, and then the effect became worse and worse.
The reason for this is that there is no maintenance for its bidding products. The effect of search engine bidding is composed of many factors. The daily maintenance budget, the number of words on the keyword and the analysis of the report directly affect the performance of the search engine bidding products. For example, GoogleAdwords, many people do not understand why Google authorized agents to sell GoogleAdwords products. On the one hand, this is in line with the current situation of domestic network marketing products channel sales, on the other hand, because Chinese enterprises generally have low level of network application, Google needs to rely on the power of channels to do customer service work and improve sales performance. When using competitive products, our company should not wait for the rabbits, but should choose a strong service provider for product maintenance and improve the effectiveness of network marketing. Like Shanghai Speed, it is a formally authorized service provider of Google. It is experienced and trustworthy in searching for competitive product sales and services.
6. Online marketing and offline marketing are separated
Network marketing is part of the overall marketing strategy and an important means of achieving sales and profitability. It requires online and offline marketing linkages to achieve results. Many companies believe that the Internet is only a medium. Enterprises promote the company and products through the Internet, and improve brand awareness and corporate image even if they achieve network marketing; network marketing is divided into enterprise administrative or customer service departments, marketing departments and network marketing functions. The department is in a state of fragmentation. This is an incomplete network marketing awareness. Internet marketing without offline participation is not a real network marketing, and it is difficult to achieve the end goal of "marketing" and "sales".
In fact, the role of network marketing is far more than this, and the foreign trade production enterprises in Jiangsu and Zhejiang may have a deeper experience. They may use their own websites as a platform, or make full use of industry B2B platforms (such as China Chemical Network, China Garment Network, etc.), comprehensive B2B platforms (such as Alibaba, HC, etc.) to collect sales leads and explore potential customers. Then the offline line is linked, and the transaction is concluded, creating profits for the company.
7, blindly believe in search engine optimization
The performance of search engines directly affects the network marketing effect of enterprises, and more and more companies recognize this. Formal search engine optimization can make corporate websites get better search engine rankings. For search bidding, search engine optimization is undoubtedly cheap and has a high return on investment. This has led some companies to blindly pursue search engine optimization.
The main job of search engine optimization is to ponder the algorithms and ranking rules of various search engines, and to "reform" the website to match the taste of the search engine and obtain better ranking results. As the saying goes, it is too dangerous to blindly believe that search engine optimization is a very dangerous thing. Search engine optimization and cheating often have only one step difference. Once they are judged to be cheating, they will not only get the ideal optimization effect, but also get the punishment of the search engine.
Moderate optimization can make the structure of the website more scientific and efficient. If we can grasp the principle of "user experience as the center" and strive to improve the user's feelings, it is the correct network marketing idea.
8, information collection once and for all
Information collection is now a popular "network marketing method." Many websites use a lot of websites to capture the required web page information from other websites by writing programs or using collection software to enrich their website content. In this way, the content of the website is quickly enriched, and the number of pages included in the search engine can be rapidly increased, so that the visitor can be quickly attracted and the traffic can be done. This is a good way to network marketing once and for all. However, it turns out that no successful website comes from information collection. Successful internet marketing is not that simple.
Although information collection can collect a large amount of information, the quality of the information is mixed, and most of them are highly repetitive content on the Internet, and search engines do not buy it. For the user, there is only one more cloned website, which is not attractive. For the operation of the website, we must be down-to-earth, do fine, original content, accumulate less, and cultivate loyal users with heart, in order to gradually succeed.
9, network marketing, heavy statistics, light analysis
Most of the companies that carry out network marketing pay more attention to the effect of network marketing. However, in the evaluation of the effectiveness of online marketing, most companies have heavy statistics and light analysis, and there is a big misunderstanding in measuring the effectiveness of network marketing.
Website visits and website rankings are generally of concern. The more in-depth analysis of online marketing effects such as user feedback, user source analysis, and keyword analysis has not been taken seriously. A comprehensive evaluation of online marketing effects should include information on the website's access, user's viscosity, source analysis, search engine keyword performance analysis, and application performance analysis of various promotional products. However, according to these analyses, I came up with suggestions and plans for improvement in the next step of network marketing. Network marketing re-statistics, light analysis is not helpful to improve the status quo of online marketing.
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