How to calculate the whole network marketing? Content and form of whole network marketing
Some people may ask, how to calculate the whole network marketing? Network-wide marketing is actually the abbreviation of network-wide integrated marketing. Ma Xiao Zhitu Consultant has learned that the whole network integrated marketing refers to a new marketing model that integrates a series of e-commerce contents such as product development and operation promotion, website construction and operation optimization, online brand promotion, product distribution, etc. It is a marketing model that integrates traditional network, mobile Internet and PC Internet.
The whole network marketing front covers the whole network, and users can receive information in various platform channels. In practice, the scope of integrated marketing of the whole network mainly includes: web search, picture search, video sharing, B2B platform, B2C platform (owned and third party), portal media, classified information platform, vertical industry forum, blog promotion, new media platform, well-known encyclopedia and so on.
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, Google, 360 Search, Bing, Shenma) and the number of displayed pages. 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. Portal media websites
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.
4. Famous 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.
5.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.
6. Video search and short video promotion
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 to major video websites Youku Aiqiyi and small video platform Tik Tok Auto more quickly.
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, 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.
1 1, new media promotion
The whole network marketing appeared earlier than the media. At present, the whole network marketing must consider self-media promotion, such as dual micro, short video platform, mobile client and so on. , thus effectively covering the target population of PC and mobile phone.
How to do the whole network marketing? How to do well the integrated marketing of the whole network?
Nowadays, network marketing promotion can't be done simply by a platform. Then, with network-wide marketing, that is, network-wide integrated marketing, how to do network-wide marketing promotion? See below for details.
1, demand analysis and budget allocation
Any enterprise that plans to do a good job in network promotion must be based on the premise of recognizing its own situation. Enterprises must understand their own situation and current market demand, and plan the whole network integrated marketing accordingly. The person in charge of the enterprise should think about the product positioning and promotion goals. Who is the target group of the product? What is the budget invested? These are the specific needs of marketing.
In addition, the whole network marketing will inevitably need foreign aid, that is, fee-based services. Some bosses think that after recruiting a network promotion, there is no need to outsource. In fact, it is wrong, such as media resources and advertising drainage, which must be purchased. In addition, the more difficult work, such as encyclopedia construction and energy-consuming work, such as seo and content promotion, are mostly outsourced, because our team has so much energy and needs a clear promotion budget, so it is better to weigh the outsourced work.
2. Choose the promotion channel according to the demand.
The whole network marketing that I want to talk about here is actually divided into many kinds, including the marketing forms of platforms such as word of mouth and soft text. Word-of-mouth content promotion focuses on transforming customers and upgrading brands, which is a long-term promotion; Search bidding, short video drainage, double micro-drainage and online advertising are all drainage promotion, and only by combining them can we achieve good marketing results.
For example, people will know more. If you plan to increase the traffic of an e-commerce platform, then you should do natural optimization or accurate advertising. If big brands want to maintain their reputation, it is essential to promote them through video advertisements and other channels. At the same time, soft text and word of mouth are needed to convert customers. When customers pay attention to products and check the word-of-mouth evaluation and brand influence of products, there is enough content promotion to support customers to make up their minds to buy, otherwise the lost customers will be lost and a lot of advertising fees will be wasted.
3. Cooperate with professional marketing agencies
In reality, many enterprises have clear budgets and correct platforms, but the effect is not ideal. It is likely that there are defects in implementation and planning, which leads to poor network promotion effect. If you want to do a good job in the whole network marketing, you must find a professional marketing agency to implement it. Ma Xiao has been focusing on network marketing for more than ten years, providing one-stop network marketing planning and execution, consulting service project management, and its own team has implemented the whole process without outsourcing. Only in this way can enterprises better complete the whole network marketing. I would like to remind enterprises that choosing a third-party marketing agency can't be superficial, but must look at the plan. The specific screening of Beijing whole network marketing companies depends on the planning ability and execution ability of the organization and the reputation of the industry.