Eight Weapons Help Enterprise Network Marketing

In recent years, the Internet has made great progress in China. According to CNNIC statistics, in 2007, the number of Chinese websites exceeded 1 million 310 thousand, and more and more enterprises began to try to surf the Internet and build stations.

Correspondingly, various types of online advertising and internet promotion services have been generated.

Because of this, in terms of network promotion, different choices make the difference of the results very large.

Next, we will introduce, analyze and compare different kinds of network promotion products one by one, help enterprises to be a staff member and choose the most suitable one for them.

Weapon: e-mail marketing

The so-called e-mail marketing is that the enterprise purchases the mail address database, sends its own enterprise and product information by e-mail.

Some customer websites do not have e-mail addresses, only one feedback form allows you to fill in. You can use the following method to find valid e-mail boxes for your customers. For example, if the client website is www.abcd.com, you can enter "abcd.com mailbox" in Baidu to search, and you can see many email addresses in the result.

Weapon two: word chain advertising

The word chain advertisement is to write a paragraph, and link this paragraph to the corresponding website of the major portals.

If the user sees and clicks on the Internet, he can browse to the website of the company.

Otherwise, I just bought a sentence.

The author has made a statistical analysis of the click rate of this kind of advertisement. Under the premise of China's largest portal home page, known as tens of millions of pageview per day, the clicks are about 1000 times, and then the price is really very expensive.

This method is suitable for large enterprises with huge financial resources. The purpose is not to bring orders through links, but to ensure that their brands are disseminated outside.

Weapon three: search engine results text chain

The reason why we can not evaluate the effect is that the business has just launched, and the popularity index has been awarded two stars because Huicong has launched a so-called "China search alliance" sign.

Huicong started a classified advertisement.

In order to adapt to the development of the Internet, HC has done the previous package business online.

The packet is electronically printed.

The advantage of this method is to focus on the target customers. For example, the user is searching for "chairs", and the result of his search engine is "chair" related enterprises.

Because it is charged according to the length of the storage time, the disadvantage of this weapon is that the user does not know how much his website has been watched and seen.

At the same time, due to just launched, do not know how to survive.

As for the hype of its previous stage, the industry generally thought that HC just wanted to attract eyeballs in the name of anti Google, and the alliance itself could not bring an effective amount of visits to its customers.

Weapon four: Web Photo ads

Network picture ads include "banner advertisement", "button advertisement" and "large format advertisement", because almost all these advertisements appear along with the birth of the Internet, so they are also called "traditional network advertisements".

Online photo ads are very similar to advertisements in traditional media such as newspapers and magazines. It is also easy to understand that when users browse a web page, the advertising banners, buttons and so on will appear and be seen.

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In recent years, the Internet has made great progress in China. According to CNNIC statistics, in 2007, the number of Chinese websites exceeded 1 million 310 thousand, and more and more enterprises began to try to surf the Internet and build stations, hoping to promote advertising through the Internet, promote products and increase sales.

Generally speaking, online picture ads are expensive. They charge according to the number of display and the quality of presentation. The more times they display, the better the location on the webpage is, the more expensive the price is.

This is almost the same as that of newspapers and magazines. The front page advertisement is naturally more expensive than the two edition, and the newspaper advertisement with large circulation will be more expensive than the small circulation advertisement.

Web sites that offer traditional Internet advertising often tell their customers: "this page is visited by many people every day. Your advertisement will appear many times, and the location is very obvious. This will give visitors a deep impression on your product, so it will bring good results."

That sounds reasonable. In fact?

Because of blindness, audiences (that is, people who see advertisements) are too scattered. In most cases, such advertisements will be ignored by visitors. If you have just browsed a web page before you see this article, can you tell me what the advertisements on it are? I am 99.9% sure that you can not tell me.

In the network, "click" is a very unique concept. A viewer will click "what he is interested in" to learn more. If a netizen Notics an advertisement content and is interested in it, he will click on the advertiser's website (for example, the widely advertised enterprise website) to further understand the related products and services, so that he can record the exact number of times the next advertisement is clicked, and it can accurately count its effect.

After a large number of data calculations show that the average click rate of online picture ads is only 0.3%, that is, 1000 times per display, will be clicked 3 times, usually 1000 times, the price of such ads is between 30~90 yuan, that is, get a click, the enterprise has to pay 10~30 yuan.

In a word, online photo advertising is suitable for companies and products with a large number of advertising budgets and a wide range of target customers, such as "mobile phones", "computers", "commonly used drugs", "health products", "cars".

Wait, if your business is not of this kind, you'd better choose this form of online advertising carefully.

Of course, there are almost all the streaming media advertisements.

Weapon five: search engine results login

There are too many websites and information on the Internet. How can Internet users find what they want to know? The answer is: search engines.

Search engine is one of the basic services of the Internet. It is also one of the basic ways of website promotion. If it can be included in a more well-known search engine, it will be accessed by netizens who inquired about relevant information.

The result of search engine login is to pay a certain fee and then be included. At present, Sina, Sohu and so on all provide such services. It usually includes two types of collections, one is the ordinary type of login: "only to ensure that your website is included, no ranking and location is guaranteed", that is to say, you pay the money, he put your website in his database, but at the same time there are thousands of other websites in the database. When the Internet users search, your website will appear very behind. If the netizens have patience and family, they will visit your website.

Obviously, the promotion effect of this kind of collection can't be guaranteed. Of course, the charge will be cheaper. The current price is 300 yuan / year (1 years, you need 300 yuan, if you want to put longer time, you need to pay more money).

If you want to get ahead of the list, you should choose the "promotion login". In the promotion login, your website is guaranteed to be ranked on the first page of the search results, so that the chances of being seen and accessed are greatly increased.

This service usually costs 2500 yuan / year.

"Promotion login" has just been launched, it is indeed an excellent network promotion service. It costs little, and the effect is obvious, but as time goes on, its effect is getting worse and worse.

Why? Because search engines that provide such services ensure that your website is ranked on the first page of search results, but there are no restrictions on how many pages a page will bring.

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As a result, the more websites we serve, the more we have on the first page.

In order to solve the problem of ranking, these search engines came up with a method of "rolling queue", that is, all the websites on the first page are rolling, today you are ranked first, tomorrow is second, and the day after tomorrow is third.

Keep going to the back row until you get to the last place. Then one day, you will become the first.

Search engine results log in is not much, it is a form of network promotion suitable for small and medium enterprises, but due to the defects of service mode, his effect is not stable, and is not the best choice.

Weapon six: search engine auction ranking

Search engine auction ranking is a popular Internet promotion service in recent years. He takes "enhancing sales volume of enterprises" as the direct goal, and has the characteristics of wide coverage, strong pertinence, flexible operation and high return on investment.

Because search competitive ranking has many irreplaceable advantages of other types of services, and thus gradually become the mainstream product of network promotion.

Bids are similar to those of search engine charging, but they are very different in nature.

They are similar, because they all use the search engine platform to promote, saying that the essence is different, because the bidding ranking is not according to the length of time of the rankings, but according to the actual traffic amount paid for the customer website.

As mentioned earlier, "click" is a unique concept in the Internet. If a netizen takes note of an advertisement content and is interested in it, he will click on the website of advertisers (such as advertising website), further understand related products and services, and record how many times the next advertisement is clicked, so that it can accurately count its effect.

The charging way of bidding is to record the number of effective clicks, and use this as the basis for charging. Therefore, he is a network promotion service that really charges according to the effect.

To sum up, competitive ranking has four characteristics:

The first feature is wide.

Bidding is usually combined with many well-known websites to provide services together.

For example, the domestic Baidu search bidding service, the alliance includes all the mainstream portals in China. As long as a small amount of money is invested, the user's website will occupy the gold position in the forefront of search results for all large traffic websites in China.

These websites include not only YAHOO, Sohu, NetEase, Sina, Tencent and so on all the famous websites that people can imagine, including Shanghai hotline, 21cn and other strong local network media.

As long as a small portion of the advance payment is invested in Baidu's competitive bidding, it can rank the top in the search results of the more than 500 websites.

These sites account for 95% of all Internet users' traffic, regardless of where users can easily see the ranking results, and a wide audience ensures the effectiveness of this marketing approach.

The second characteristic is specialization.

The service mode of bidding ranking is to enable users to register their own product keywords (i.e. the specific names of products or services). When users search for corresponding product information through search engines, the website will appear in the eye-catching position of search results and become the first choice for customers.

This is the real point to point advertising, not wasting a penny of advertising fees, so that goods find buyers, so that buyers find products they want to buy, highly targeted.

For example: when people want to buy a cell phone, they will search for relevant brand information through search engines, and the products promoted in front of the website will have a good sales opportunity.

Competitive bidding will solve this problem: what users want to buy is exactly what the advertisement wants to sell, which greatly reduces the cost of promotion and makes it convenient for people to shop.

Third characteristics: the whole.

Many enterprises offer a variety of products or services, even with the same product, they often have many names. Bidding ranking does not limit the number of product keywords registered by users. By registering a large number of product keywords, every product in the enterprise has the opportunity to be found by potential customers, so as to maximize access to potential customers and get the best promotion effect {page_break}

For example: a flower shop, in the past publicity, he can only let people know that he is just a shop selling flowers, but after participating in the competition, people can learn more about their products and services, such as gifts, cakes, flower shop chains, online flower delivery, fruit baskets, etc. at the same time, during holidays, he can also launch some new products and services according to people's needs, and register new keywords in a timely manner, so that potential customers can find him in the first place and bring huge profits in a few days.

The fourth characteristic: live.

Competitive bidding is paid according to the amount of traffic paid to customers. Any competitor who participates in the auction can flexibly control his own cost budget, and adjust the price of bidding products at any time according to his monitoring effect.

Advanced cost control measures make every penny of the user value for money, and really bring good benefits to users.

According to the actual use effect of users, bidding ranking is the most effective network promotion service that can really help enterprises bring new customers and help enterprises increase sales.

It is very suitable for users of small and medium-sized enterprises who want their products to go to a broader market.

This low-cost, effective and flexible marketing method will be applied more and more widely.

Weapon seven: Blog marketing

Blog marketing is not known from the very beginning. People's familiarity with it is after the emergence of simple, free publishing tools and the trend of information openness.

It can be seen as a regularly updated online publication. Web users can publish information on it and contact and interact with audiences from all over the world.

Weapon eight: Internet hype

In general, Internet speculation is the use of Internet media, through pushing hands or behind the scenes people, to initiate Internet commentaries to comment on two aspects of a person or company or organization. One is the positive effect, the other is the negative effect.

This causes netizens' attention to increase popularity. When the popularity is certain, the person or company or institution will be concerned by the Internet, so that the person or company can be fry red.

This is the Internet hype.

summary

The development of the network has provided an excellent supply and demand information exchange platform for the vast number of enterprises. If it can be effectively utilized, the sales volume of enterprises will be greatly improved.

On the network, customer access, that is, "click", can best show the true value of a way of network promotion.

Traditional Internet advertising, search engine charging, search and auction ranking can bring access to the enterprise website, but each has its own characteristics, and the input needed is also very different.

In contrast, search bidding ranking is the most advanced network promotion service at present, with little investment, but the effect is very outstanding. It can be said that it is the best way to price performance.