How to achieve the predictability of the effectiveness of the network marketing planning implementation

The author started receiving customer's online marketing integration consultation every month since March of this year, and also created six online marketing planning implementation programs. Unfortunately, only one successful bid was implemented in conjunction with the implementation. The following is the author's practical experience. Leave QQ100315930 hope to communicate with related parties and improve!

I. The relationship between network promotion and online marketing

Enterprise network operators must first understand the concept of network marketing and network marketing when they are doing network marketing and planning:

What is web promotion? As an internet marketing planner, you must be familiar with the various web promotion methods introduced in the Baidu Wikipedia “Web promotion” and have actually applied them. You have tried and analyzed how to use the promotion methods. Otherwise, everything is empty talk. . Internet promotion is the use of the Internet for publicity and promotion activities. From the concept representation, we can find that web promotion is the website traffic, world rankings, visits, registrations, etc. that are brought to the enterprise through the Internet (note that these can be intervened manually). The purpose is to expand the popularity and influence of the objects being promoted (this is the evaluation indicator for web promotion, but it is abstract).

What is Internet Marketing? As the name implies, online marketing is the process of disseminating information through various online marketing platforms to promote sales or enhance the image. It includes: First, the choice of online marketing platforms, such as blogs, forums, third-party e-commerce platforms, etc. Second, the spread of online marketing has a reputation, rather than a simple outsourcing chain; Third, the essence of online marketing is the dissemination of information, these information should contain important business elements; Fourth, the purpose of online marketing is to promote sales or upgrade Image! Special attention should be paid to the fact that online marketing does not only refer to website promotion, but also to online sales. The effect of online marketing is a variety of performances, such as promotion of sales of offline products, support of customer services, Help with company brand development and more.

Summary: Network promotion is the core work of network marketing. The two can not be confused. It is generally believed that network promotion is more likely to gather popularity for word-of-mouth publicity such as webmaster websites or corporate network operators, while online marketing is more inclined to use sales performance as The main enterprise network provider.

II. The purpose of implementing network marketing by corporate network operators

Why do business network operators conduct network marketing? For most of the traditional enterprise network providers, network marketing is only an integral part of corporate marketing and currently does not occupy a dominant position. However, any enterprise can't divorce from network marketing. Network marketing has traditional marketing. Unparalleled advantages:

The role of macro marketing environment: (1) Timeliness: Online marketing goes beyond the limitation of working hours. Whenever relevant information exists on the network, potential customers can know the latest corporate information at the first time, and the company is likely to Establish business contacts with potential customers. (2) Regionality: Internet marketing is free from geographical restrictions. Wherever relevant information exists on the Internet, customers at Tianya Haijiao may establish business contacts with enterprises.

Maintenance of corporate brand image: (3) Communication: Enterprises can disseminate information on the Internet in a timely manner, effectively provide publicity for the brand culture of the company, and enhance the visibility of the company in an imperceptible manner, thereby establishing the corporate network image. (4) Interactive public relations: Internet marketing is an important form of corporate public relations for the feedback from customers after using the product, the sales of dealers, and the appearance of negative information on the market. Note that branding is the basis of online marketing, not an add-on.

Corporate sales performance improvement: (5) Profitability: Compared with traditional promotion costs, network marketing investment is less risky. Developing online sales business is an important form of cooperation in traditional business models. It helps market positioning and sales channel promotion. Product promotions.

Conclusion: The purpose of online marketing is nothing but two to promote sales and enhance corporate brand image. It is a relatively long-term project. It is unrealistic to expect internet marketing to have a tremendous change overnight.

Three. From network marketing to network marketing planning

What is Internet marketing planning? Camp: refers to operations; sales: refers to sales; policy: refers to the plan, strategy; plan: refers to the plan, arrangements. Internet marketing planning can be understood as the use of network platform to use marketing strategies to arrange business network operators' sales, which requires a qualified network marketing planner must have three capabilities: First, have the ability to be familiar with a variety of network marketing tools planning capabilities, The vast majority of Internet marketing planners are focused on this ability, but lack the practical experience of network sales and sales; the second is the ability to sell products on the Internet. This type of personnel exists in a large number of enterprise network providers who establish e-commerce platform websites. The passive implementers of online marketing lack network management qualifications. Third, they have the ability to operate online. These types of personnel are generally stable and stable enterprise network operators or high-level individuals in large-scale commercial websites. They have formed a set of their own networks during years of practice. Management system.

The idea of ​​online marketing planning? The implementation of a successful online marketing program requires careful planning and design: online marketing planning must be based on the collection of comprehensive information, in order to fully use the network promotion method as the yardstick, planning must have uniqueness, creativity should have Feasibility, team awareness and division of labor. From an operational point of view, it is an online marketing method that is based on the current status of the company, the target customer group of the company, and the company's focus on brand and sales.

The point of view of the Internet marketing plan book? The network marketing plan book is a systematic project that incorporates many elements. It usually requires the organizer to integrate various resources to carry out a well-organized and organized activity, which can be interlocked and echoed before and after, and network marketing. The plan book should meet the requirements: the first to look at their own network marketing plan book must be logical and executable, not subjective speech; second to the executive's executives to see the network marketing plan to step and operable, do not There is no targeted talk; once again, the executive's boss must focus on the subject and try to simplify and directly explain the interest points, so that the operators of the site can be arranged, the execution time and the execution cost can be digitized; and finally, the peer reference network. The marketing plan book must have its own point of view, its own unique approach, its own set of network marketing system, and should not be mechanically applied to the network marketing plan book.

Summary: Website marketing planning is the core content of corporate network marketing. The writing of website marketing planning book can be said to be the key to the success of corporate network marketing. A truly executable and effective online marketing plan should be practical, practical, logical, and profitable. It can make your thinking clearer.

Four. Create a well-targeted practical combat network marketing plan book

How to create a good network marketing plan book? A valuable online marketing plan must be targeted, real in the analysis of problems and provide ideas to solve the problem, the author in many years of practice summed up the network marketing plan must The following four parts are included: (1) Define the staged business goals (quantitative) that network marketing wants to achieve (2) Analysis of online marketing environment (3) Website diagnosis analysis (4) Analysis of network marketing strategy:

1. To clearly achieve the business objectives: The following is the author's online marketing performance tracking formula summarized in the process of years of online marketing practice:

Network Marketing Harvest = How much sales is brought by Internet Marketing - How much money is spent on Internet Marketing = How much IP traffic is brought together? How much traffic is converted into pages? How many potential customers are converted? How much is converted into direct Customers → How many repeat purchases → How many customers helped you to promote word of mouth? = Increased brand awareness of companies and websites + Improved performance of products and services. From this process, you can find that companies are expected to achieve two effects when they are doing network marketing. One is to improve sales performance. This can be verified from online order customers. The Other is to enhance the overall corporate image, whether it is the product brand or Corporate reputation, although this is very abstract, but can be initially identified by the number of search engine inclusion, so now the more popular search engine marketing simply through the use of external links to enhance the keyword rankings to help improve performance, but for the overall image of the company But no, a company based on creating a well-known brand in the industry should adopt a full range of multi-angle online marketing strategies.

2. Network Marketing Environment Analysis:

Analysis of the Internet marketing environment in the industry: The author believes that for political, social, social, humanistic policies, and other elements, it is not necessary to talk about the macro point of the content. If you are a company, you cannot change these macro factors, but companies are doing network. When marketing planning, we must comply with the macro factors related to our own operations, measure the relevant online market demand, evaluate the online consumer purchase behavior, and analyze the target population.

Competitors (Comparative) Internet Marketing Survey Analysis: Knowing what to do and what to do with competitors before determining promotion strategies and methods. This point is very important, as long as the enterprise network operators have launched online marketing. As an experienced network marketing planner, this kind of information can be collected from the Internet. Therefore, the relevant network market needs are measured and the online consumer purchase behavior is evaluated. This is combined with the “4P-4R-4C” development theory in traditional marketing studies. Think about your company's internet marketing strategy.

The analysis of the company's online marketing capabilities: The company's bosses' training of website operators, execution time, and implementation costs are very important. As an online marketing planner, they do not know the company's specific situation and the company's network's expected goals. It is impossible to formulate specific plans. Only when we know the specific circumstances can we give a plan schedule, control the implementation process of the plan, list out everything that needs to be done in the promotion activities, and arrange specific personnel to take charge of the implementation. The plan was effectively implemented. Then a reasonable combination plan was formulated to allow limited funds to maximize the effectiveness of the promotion.

3. Website diagnostic analysis strategy:

Website domain name space program strategy: The website's domain name is very important. Once the selected domain name is promoted, it should not be replaced. The selection of the domain name must be easy to remember and relevant to the company; the space is selected according to the actual situation of the company, and it is recommended to use domestic Formal IDC qualified service providers; procedures must be safe, whether outsourced to a third party or self-built by the company, we must back up the data.

Web site-style user body strategy: This seems to be a headache. For start-up business network operators, there is no need to spend a lot of time on research and creation. We can learn from peer success stories. Be a website that can display corporate image, is friendly to search engines, and can induce customer spending.

Web site keyword search engine optimization strategy: Many online marketing planners talk about this issue, the optimization of the site keywords, each SEOER has its own set of theory to complete the optimization work, so do not write optimization strategies Write the process too detailed and target the process: 1. The company brand keywords must be optimized to the first position, 2. Select the core keywords and long tail keywords to optimize the effective location, remember to be a valid location It is not the first place nor the front page. It depends on the number of companies bidding on the home page and the popularity of keywords, and of course, the effectiveness of the top ranked information.

4. I have read many online marketing plan books on the Internet. Basically, all kinds of promotion methods are listed, and there are no systematic ones. Therefore, I think that the network should be promoted in stages with emphasis. The following is based on my years of practice. Network Marketing Platform Portfolio Strategy:

E-commerce coverage strategy: The establishment of B2B platform, B2C platform, C2C platform or independent enterprise e-commerce platform. For most enterprises, online marketing is to do network sales, and e-commerce platform is the main form of online commodity transaction. As long as it can be a profitable enterprise, it is a successful network marketing. Therefore, when conducting online marketing planning for a company, the analysis of the e-commerce platform should be the most important and important. For example, product photographs, ps renderings, detailed quotation list: raw materials, size, price, packaging, environmental protection, etc., and finally to the customer reference, after the details such as counter-offer, confirm the order of the process.

Horizontal information coverage strategy: Wikipedia platform strategy, Q&A platform strategy, blog platform strategy, classified information platform strategy, forum platform strategy, etc. These platforms rely on the huge popularity and professional content division, so for corporate network information dissemination to promote enterprises The improvement of sales and the overall image of the company has a sustained effect, but due to the large span of the platform, it needs sufficient manpower and long-term marketing preparation.

Vertical information coverage strategy: Baidu series strategy, Tencent series strategy, Alibaba series strategy, Google Tianya series strategy, portal industry series strategy. It belongs to the same platform for marketing and integration. Because these platforms have the largest scale of human traffic in China, it is inevitable that they will be able to obtain benefits through intensive cultivation. Based on the strength of each company, they will selectively focus on the integrated marketing of a series of platforms.

Online advertising strategy: bidding strategy, affiliate advertising strategy, website direct investment advertising strategy, which is of great significance to the sales-oriented enterprises, but in the selection of advertising to do a careful investigation, otherwise the benefits have not invested large.

Word-of-mouth continuous communication strategy: instant tool promotion strategy, SNS socialization tool promotion strategy, video promotion strategy, and key forum promotion strategy. Of course, some companies do not rule out the use of forums or e-mail or blog group broadcaster to promote, for such marketing tools, within the budget funds can be purchased and used properly.

Summary: Internet marketing planning can be summarized as a combination of soft paper (soft text marketing and soft paper public relations) and search engine marketing (SEO/SEM and search bidding) combined with the promotion of the network platform.

V. Effect of Internet Marketing Objective Data Analysis

In the background of the website itself can add a webmaster statistics tool, we can from the statistics background query to the site traffic conditions and sources, and other data, you can query the site through the SEO tools, and then develop data analysis strategies to help companies adjust the promotion measures. For the increase of intangible value, the benevolent sees the wise and does not analyze it. The following are the data that can be objectively assessed for reference:

1. How many effective IP visits per day? How much is PV? How many ALEXA rankings? How many outbound links?

2. What is the number of pages indexed by search engines such as Google Baidu?

3. What is the increase in the number of users registered on the website? What is the number of customers directly or indirectly through online marketing?

Summary: These are all specific data performances and of course do not exclude human intervention. Ha ha

Finally, it should be said that the most important aspect of a truly executable online marketing plan is not the accumulation of copying methods for the atmosphere and the network, but targeted selection of network promotion combinations to achieve predictable results. Of course, due to the different conditions of each website in the actual implementation process, it can be flexibly operated.