The Way Of Network Marketing For Small And Medium Sized Enterprises

With the Internet craze sweeping across the globe, large and small businesses and consumers are increasingly accepting the changes brought by the Internet. Online marketing has gradually become the mainstream of modern marketing because of its unique advantages.

As if overnight, many websites of small and medium-sized enterprises have sprung up like mushrooms.

Data show that at present, there are about 700 thousand enterprise domain names in China, most of which are owned by small and medium-sized enterprises.

However, in this network marketing war, the small and medium enterprises with positive performance failed to achieve the expected good results.

Of the more than 2000 SMEs in China, 1 million of them are using the Internet to expand the market, and less than 1/10 of them have achieved certain results.

It can be seen that although the concept of network marketing is very hot, at present, the application ability of small and medium-sized enterprises to network marketing is still relatively weak.

Therefore, how to guide China's small and medium-sized enterprises to develop network marketing is indeed a matter of concern.

Internet marketing is beset with difficulties.

In recent years, with the popularity and development of the Internet, enterprises are developing rapidly with the help of network.

More and more small and medium-sized enterprises have noticed the necessity of network marketing, and have chosen a variety of methods to join in this huge tide of network marketing.

Whether traditional enterprise website construction, search engine marketing, online advertising marketing, network membership marketing, or the recent rise of B2B and C2C marketing, have greatly enriched the choice of marketing means for SMEs.

In addition, advertising alliance marketing, blog marketing, forum marketing, Internet Yellow Pages marketing is also favored by a number of small and medium-sized enterprises.

However, behind the bustle, various misunderstandings arising from online marketing have become unavoidable problems for SMEs.

It is the main means of network marketing for small and medium-sized enterprises in recent years to establish their own portal websites and competitive bidding.

Many companies believe that as long as a website is built and the search engine rankings are grabbed, there will be a large number of customers coming in.

However, according to the survey, the current status of Internet marketing is that more than 95% of visitors do not take the initiative to contact enterprises after browsing the website.

Although enterprises provide these visitors with various ways to make further contacts: telephone numbers, mailing addresses, QQ, MSN, E-mail and so on, but it is often difficult to retain visitors, and can not bring the most realistic marketing objective of enterprises: sales growth.

Although the establishment of an independent website enables the suppliers and the buyers to realize the "existence" on the Internet, they are still isolated from each other, and the buyer is hard to find the seller's information needed, and the online information released by the seller is difficult to really play the role of widespread dissemination.

Then, B2B and B2C e-commerce websites were developed. Such websites assume the role of communication platform between buyers and sellers, and initially establish "correlation" between them.

However, for those companies that have invested money in e-commerce platform, the more feeling is: capital investment has made the third party brilliant.

With a large number of enterprise information injection platform, e-commerce platform began to use popularity to attract more business information and capital injection, and then gain fame and wealth.

The performance of many small and medium-sized enterprises has not improved because of the prosperity of e-commerce platform.

It is pointed out that there are five major misunderstandings in the network marketing of small and medium-sized enterprises: first, the purpose is unclear; some enterprises blindly follow suit, and have no established definite goals and clear strategies, which wastes a lot of manpower and material resources; the two is the pursuit of form, but the website is very lively, but the effective information is very few, and can not effectively attract customers; three, it is not known that some enterprises believe in the "fragrance not afraid of the alley"; four, it is blind choice; some enterprises choose the Internet marketing service without scientific selection method, only blindly according to the reputation of the service providers or only by the surface price selection; five do not know how to evaluate, some enterprises are not clear how to evaluate, no tools to evaluate, no tools to evaluate, or no special person to evaluate. There were experts.

"A lot of money has been spent, but it has not received the expected effect". This is the feeling that many small and medium-sized enterprises have experienced after the boom of Internet marketing.

In the lesson of buying a lot of money, the "network is not everything" is a lesson for SMEs.

However, for small and weak small and medium-sized enterprises, the "low-cost, interactive, wide range, long time effect and strong effect" of the network has become a marketing channel for SMEs to play, and if applied well, it can really get twice the result with half the effort.

Data show that the cost of online promotion is only about 1/ 10 of direct mail advertising, and the average cost of using Internet to advertise is only 3% of traditional media.

So, how should SMEs develop the network marketing Avenue from many aspects after facing many difficulties?

Three aspects of website

At present, there are at least 350 million Web pages, 1 million 500 thousand web sites, and hundreds of millions of information on the Internet.

In such a vast space, an enterprise web page is a drop in the sea.

Therefore, how to publicize the website is the premise of developing online marketing and achieving better benefits.

In the way of publicizing the website, many enterprises will choose search engine to compete for price.

However, enterprises often find that the results are not good, but the reason lies in the enterprise website planning: throughout the whole website, the structure is not uniform; some columns are blank; the content columns have nothing to do with the keywords chosen by the website; the products under the company line do not focus prominently; when the online display is made, they only make a simple list without detailed product descriptions.

These websites that make the audience feel bad can lead to the loss of potential customers.

Therefore, SMEs should pay attention to three aspects: website planning, website optimization and website melting.

Before the enterprise develops network marketing and establishes its own website, it has to plan the website in detail, for example, website positioning, website audience research, online offline industry market prospect research, online website competitor analysis, website overall structure planning, website overall collocation analysis, website main column navigation confirmation, website auxiliary column analysis, company product online display primary and secondary determination, website after-sales service advantage embodiment, around the company product and service keyword planning, keyword related website content viscosity analysis and so on.

When doing a website operation and management from scratch, enterprises do not rush to design websites. Instead, they should make full investigation and Analysis on the basis of the above planning contents, and then draw up documents to make reference for website construction.

Only by considering how these factors need to be infiltrated into the website can enterprise websites become the real foundation of network marketing.

The second is to optimize the formed website.

For example, for website keyword optimization, website links optimization, keyword density optimization in the content of the website.

In order to make the website have a good ranking in search results, search engine optimization (SEO) is generally required.

But search engine optimization is best from the website itself to optimize, so as to ensure the long-term effect of the website.

At the same time, website humanization language optimization is to add some helpful words to the website, which is a way to increase the audience's loyalty to the website.

For example, adding some humanized language navigation to the website can make the audience stay longer on the website, gradually increase the stickiness of some audience to the website and gradually generate loyalty.

This humanized language navigation has been reflected on some websites, especially the Web2.0 community website, but it is rarely applied in small and medium-sized enterprise websites.

The second is to melt the website, that is, the website is built and optimized after the help of the planning documents, such as the replacement of new and old products, the updating of product information every day, and the continuous improvement of services.

However, an important problem is: most of the websites of small and medium-sized enterprises have been "showing people" with their old faces since they were built.

On the contrary, some small and medium enterprises that perform well in network marketing tend to adjust their content and marketing purposes with hot topics.

In the recent Olympic Marketing craze, some small and medium business owners who want to win a bit of Olympic marketing have added Olympic elements to their website timely, making the website closer to visitors, narrowing the distance and increasing the human touch of the corporate website.

We can set up "My Olympic Costume" special activities on its website, attract users to design sports and casual wear, and upload the design plan to make a comparison draft. The winning users can be rewarded by the enterprises in the form of physical objects, and the fast food enterprises such as food and beverage can engage in the "Olympic card scoring bonus" activities. Consumers can get integral points by integrating the Olympic card code to the enterprise website to get the Olympic gifts. The manufacturing enterprises can take the theme of Green Olympics, technology Olympics and other industries together with the characteristics of the industry, adopt online forums, customer meetings and other forms, invite guests to interact, and integrate corporate propaganda into the harmonious theme of the industry and the Olympic Games. For example, clothing enterprises

Networking of 4P

As a new type of media, the application of Internet will inevitably bring impact to the traditional 4P strategy.

Therefore, the 4P strategy should also be changed and combined so as to pave the way for opening the door of network marketing.

In the comprehensive network marketing, product strategy is an important part that can not be ignored.

Just like different products are suitable for different sales channels, network marketing also has its applicable product range and strategy.

Small and medium-sized enterprises to adopt what kind of network marketing method, must first clear their products or service items, clear which is the way of network consumers easy to accept.

The characteristics of Internet marketing are low price and precision. Therefore, whether from the change of some old marketing methods or the creation of some new marketing methods, the trend of network marketing is all in one direction, that is, more subdivision, more precise and cost-effective.

The effect of network marketing depends on the matching degree of products and marketing methods to a certain extent.

For example, consulting and service enterprises are more suitable for blog promotion, and product form enterprises are not suitable for using this method.

Because consulting and service enterprises can write experience into a blog, experience is still very attractive, so that many people will go to see it, and they will be widely reprinted as a good article.

But if a product is written in a blog, others will not like it.

In the most commonly used enterprise website construction, some small and medium-sized enterprises' web pages only have simple enterprise introduction. As for what products, characteristics and price of the products are produced, there is neither text introduction nor picture, and no information feedback column.

In this case, even if there is a visitor purchase, it is not possible to send this information back to the sales department, thus causing the enterprise to lose many market opportunities.

To this end, small and medium-sized enterprises can make some humanized descriptions of products and services on the website, add some detailed descriptions of the products' affectionate characters, kindly guide for shopping guide, customer feedback from others, online product real-time consultation and online product message.

These practices are beneficial to the potential customers' interest in the products of the enterprises, thus slowly turning to the actual purchase.

Price strategy is also an important factor that can not be ignored in network marketing.

Internet marketing price strategy is a direct dialogue between cost and price. Because of the openness of information, consumers can easily grasp the price of competitors in the same industry. If SMEs want to impress consumers on price, they should emphasize the performance price ratio of their products and the characteristics of their own products compared with competitors in the same industry.

In addition, due to the impact of competitors, the price strategy of online marketing should be adjusted timely. The purpose of SME marketing is different, and the price can be set according to the time difference.

Specifically, enterprises can provide inquiry function on the website, fully reveal the price of market related products, and enable consumers to rationally judge the desire to purchase products.