Connotation and value of all-network marketing
Network-wide marketing is the abbreviation of network-wide integrated marketing, which refers to a new marketing model that integrates a series of e-commerce contents such as product planning, product development, website construction, website operation, brand promotion and product distribution. It is a marketing model integrating traditional network, mobile Internet and PC Internet. The advantages of integrated marketing of the whole network are: enhancing brand image, standardizing sales market, promoting overall sales, solving offline sales bottleneck, improving customer service system and combing distribution channels.
In fact, the whole network marketing system is not only a website building system, but also its own sales platforms such as B2C and Tmall. , realizing the background access of all websites; It also includes all kinds of PC Internet, mobile Internet marketing methods and new media marketing tools, forming a huge network marketing system, which is the innovation and breakthrough of the whole media industry and an essential weapon for marketing in this era. Its powerful network coverage function and convenient marketing operation mode are quietly triggering a new marketing revolution.
What should the whole network marketing do?
The integrated marketing of the whole network mainly includes: web search, photo search, video sharing, B2B platform, B2C platform (owned and third party), portal media, classified information platform, vertical industry forum, Weibo blog promotion and famous encyclopedia.
1, web search
According to the characteristics of industries, regions and products, we plan keywords as a whole, study the popularity and relevance of keywords, and get a higher ranking order in the results pages of search engines, thus increasing the number of corporate websites collected by seven search engines (Baidu, sogou, Soso, Google, 360 Search, Instant, Youdao) and the number of pages displayed. When customers look for related products or services in search engines, they can find enterprise information conveniently and quickly.
2. Image search
Promote the specific keywords in the search engine in the form of pictures, and push the pictures of goods to users intuitively, so as to cover the users of picture search, enhance the brand image, increase the amount of enterprise information display and bring business opportunities to enterprises.
3. Video sharing
Video is one of the most direct and effective media, because it attracts more attention, and with sound and pictures, it can give people an intuitive and vivid feeling. Video sharing is also interactive with the Internet, which is highly contagious. Make product or related service information videos and share them with major video websites.
4.B2B platform
Publish a large number of enterprise and product information on domestic well-known B2B industry websites. Customers can search for your enterprise and product information by browsing these B2B website platforms, so as to contact you for consultation and finally reach a deal.
5.B2C platform (owned and third party)
Enterprises and products will be displayed on the sales platform, and end customers will consult and place orders by browsing the page, thus placing orders for enterprises to customers. It is divided into self-owned shopping malls and third-party shopping malls based on Tmall.
6. Portal media website
Put the information of enterprise products or services into major media portals (such as Tencent, Sina, Netease, China.com, Sohu Focus, etc.) in the form of soft articles. After the launch, you can watch them directly and permanently, and enhance the brand through the authority of portal websites.
7. Classified information platform
Using classified information as a network application platform, valuable information will be published on various classified information websites in time, so as to achieve the purpose of enhancing brand awareness and corporate image.
8. Vertical Industry Forum
Use the forum, a network communication platform, to publish the information of products and services of enterprises in the form of words, pictures and videos, so that the target customers can have a deeper understanding of the products and services of enterprises. Finally, the purpose of enterprise publicity and deepening market awareness is achieved.
9. Blog promotion
Blog is a network interactive platform, which is used to publish enterprise-related profiles and service information, pay attention to and answer customers' questions and inquiries about the enterprise in time, and achieve the purpose of publicizing enterprise information.
10, a well-known encyclopedia
Creating entries related to enterprises, brands, products and websites in well-known encyclopedias can not only establish the public image of relevant information, but also increase communication opportunities and enhance popularity.
1 1, live short video promotion
Short videos have emerged in recent years and are deeply loved by young people. Its visual experience is unmatched by other promotion platforms, so exposure on major short video platforms is also one of the necessary promotion channels at present.
12, WeChat promotion
Wechat has a strong user base, so it is natural to let go of the WeChat ecosystem in network promotion. Common promotions in this ecology include WeChat official account promotion, WeChat circle of friends promotion, WeChat group promotion and so on.
Practical principles of whole network marketing
The reason why it is network-wide marketing is to consider how to achieve marketing goals from the overall perspective of the network. The specific implementation principle is analyzed as follows:
1, the channel is as wide as possible.
Targeted means that it needs to be related to the target population. As wide as possible means as much as possible. For example, HR human resource management software solutions, people who are generally concerned about are either colleagues in the IT department or managers of the administrative human resources department.
Business channels, such as new business knowledge and LinkedIn. ......
IT channels, such as 36Kr and CSDN. ......
HR channels, such as various HR forums, various HR posts, official accounts of HR WeChat and so on.
2. Effect test
Network promotion can naturally carry out data observation: the number of exposures, the number of clicks, the pages and areas that stay, and the number of conversions.
To open an online promotion channel, we must first make clear the data transformation path it can provide and the data observation nodes in the middle, otherwise its effectiveness cannot be evaluated. For example, in Zhihu, before contacting the target customers, the data that can be observed are probably only indicators such as reading volume and number of followers. After a period of testing, if it is found to be effective, a data transformation model of "reading-attention-interaction-transformation" can be gradually established. At the same time, this model drives our follow-up investment and action adjustment.
Even if some channels can't effectively identify the transformation process, we can at least set up different contact numbers and landing pages, and even add "Where did you learn about us?" Problem setting, determine the source of traffic. On the one hand, we need to constantly adjust and optimize our actions according to the data. On the other hand, due to the limited energy, we must expand the channels as much as possible, and filter and shrink the channels through data feedback.
3, continuous update
There are many content marketing channels, such as Zhihu, LinkedIn and CSDN. It takes time to accumulate to gradually reflect the effect. For example, an IT software provider I helped, it took them nearly a month to reach the target customers after continuous publishing and interaction on Zhihu. However, since then, it has formed a relatively stable consultation volume on Zhihu, and cooperated with several big customers.
Therefore, for different channels, before starting, we need to make corresponding test time plans. Advertising-driven channels such as headlines, Broadlink and Baidu search promotion do not need a long time to test their general conversion effect.
The content-driven channels such as Zhihu, Shangxinzhi and CSDN just mentioned need to wait patiently. If the content quality is guaranteed, it will take some time to see whether there is a conversion effect. Once it breaks through a certain critical point, it is likely to continue to generate high-quality traffic.
4. Improve the quality of content
It is difficult for most content exporters to output high-quality content at the beginning, so we do not advocate good quality before output, but improve quality in output. Therefore, don't fantasize that you can output 90-point articles from the beginning, but keep updating, deliberately practicing and constantly optimizing. Trade time and patience for quality.
5. Take advantage of the situation to amplify the flow.
Although we have repeatedly mentioned Baidu, WeChat official account, Zhihu and other well-known content and traffic channels, even if they are still effective, their dividends are already decreasing. They have become the passing line of the whole network marketing, but enterprises can't stand out from the competition just by passing the exam. Therefore, above the passing line, you need to find a flow channel with dividends, and then amplify the flow.
Although Tik Tok's traffic bonus feast has passed, the traffic it brings obviously exceeds the traditional online channels we mentioned before.
Trying to graft traffic through Tik Tok is a more effective means.
The whole network integrated marketing integrates all available network promotion methods, and the planning and implementation of the system achieves the purpose of transforming customers. For enterprises with different industries and backgrounds, the operation methods are different. Therefore, Ma Xiao Zhixing Marketing Consultant believes that the whole network marketing has no fixed mode and thinking, and needs to be expanded according to the overall direction and principles, and tested and improved in practice. Of course, it is best to have a consultant who is proficient in network marketing to control it as a whole in the early stage, otherwise the integration between the whole network marketing projects is not good enough and the results are not satisfactory.