Analysis of successful promotion cases

With the increasing opening of my country’s market and the basic formation of the buyer’s market, Chinese companies have gradually realized the importance of understanding consumer needs and mastering market dynamics in the competition, and have realized that case analysis can serve as a marketing intermediary. indispensability. I have carefully collected and compiled successful promotion case analyzes for everyone. Let’s take a look.

Successful promotion case analysis part 1

How can Xiaomi be missing from new media promotion? 9: The fan management method of 1 million? refers to the backend customer service of Xiaomi mobile phone’s WeChat account There are 9 employees, and the biggest task of these 9 employees is to reply to 1 million fans' messages every day. Every morning, when the nine Xiaomi WeChat operations staff open the WeChat account background of Xiaomi mobile phones on their computers and see users’ messages, their day’s work begins.

In fact, the WeChat background developed by Xiaomi can actively capture keyword replies, but Xiaomi WeChat customer service staff will still respond one-on-one. Xiaomi has also greatly improved users' brand loyalty through this method. Spend. Compared with opening a store on WeChat, for WeChat users of brands like Xiaomi, doing customer service is obviously more exciting than selling one or two mobile phones.

Of course, in addition to improving user loyalty, WeChat customer service also brings tangible benefits to Xiaomi. Li Wanqiang said that WeChat has caused Xiaomi's promotion and CRM to start to decline. In the past, Xiaomi usually sent mass text messages when doing events. It cost 40,000 yuan to send out 1 million text messages. The effectiveness of WeChat in customer service can be seen.

Successful promotion case analysis part 2: Analysis of Yiyou.com Summary

The object of analysis is Yiyou.com, an established company in air ticket booking.

The characteristics of this issue are: the actual effect of online marketing is already good, but there is still a lot of work that has not been done. Our analysis report revolves around how the website can take it to the next level. He Tian feels that compared with the previous issue, this report contains significantly more analysis focusing on corporate goals, customers, and potential, reflecting the changes in analysts' vision.

Part 1 Background, Opportunities and Growth Points

1. Background and Opportunities

The analysis of corporate resources, core business components and market opportunities will help We understand the existing behavior and development expectations for their website.

Jialun made a preliminary analysis of the website’s profound industry background. Youyi.com is invested and founded by China's largest air transport service agency, Beijing Foreign Aviation Service Company. Beijing Foreign Airlines is the largest e-ticket agent in China. Its profound industry background makes e-tickets the main business of Youyi.com and its main business. competitive advantage.

2. Growth points and direction of efforts

Although Youyi Internet Marketing has achieved certain results, its potential has obviously not been fully exploited. In order to cope with the historic opportunity of electronic air tickets, it is recommended to simultaneously strengthen four aspects: search engines, website performance, public relations soft articles, and offline promotion.

1. Strengthen search engine marketing

1) Paid search engine advertising (long-term focus)

The focus is on the optimization of advertising. On the one hand, bidding advertising is no longer a simple price competition. Google, Baidu, etc. all implement quality score models. If the engine thinks that you are of high quality, you can do more with less money; on the other hand, choosing the best keywords and how to avoid There is a lot that can be done by turning on malicious clicks and optimizing the conversion rate from the source of clicked ads.

How to generate greater benefits from limited funds is something that the person in charge of corporate online marketing needs to think over and over again, and it is also worth relying on external brains.

2) Search engine optimization (recent focus)

Healthy and harmonious website search engine optimization can significantly reduce the effective unit traffic and the average cost of each transaction under the premise of safety, so that Enterprises gain greater competitive advantages and profit gains.

Judging from the website performance, Yiyou.com once specialized in SEO optimization and achieved very good results. It shared the sweet free search engine traffic with other competitors. But from a professional perspective, the optimization done by this site can be called "inferior optimization", that is, SEO for SEO's sake, focusing only on the optimization of individual keywords and focusing on simple technical elements such as title and meta. On the one hand, the search engine friendliness of the entire site is quite insufficient. On the other hand, the long-tail precise traffic, which is very valuable for online marketing, has not been fully developed.

2. Improve website performance (recent focus)

The main problems are traffic conversion rate and customer stickiness. There are obvious problems now. For example, the homepage of the website does not feature the real-time booking of air tickets. For another example, on the first screen of the homepage, there is no link to register a member or a member login box at all, which shows that some concepts of the website are missing.

feelfox and others provided general opinions on the layout design of this site.

3. Public relations soft article

Youyi.com once launched the first passenger ticket and had the advantage of having a real-time query system, and it once conducted a period of media promotion. Jialun pointed out that electronic tickets are the development direction of the air ticket industry. There are many hype points to be mined for Youyi’s real-time query and comprehensive electronic ticket services. Youyi did a good job in the initial soft article promotion, but unfortunately it did not stick to it. It is recommended to pay attention and persist again.

Electronic tickets have just entered a state of full bloom. Many consumers are not familiar with or accustomed to it. The media also needs this content. If more texts on electronic ticket tips and guidelines are organized, it will definitely be popular offline. The popularity of online media, especially articles that are widely reproduced online, can influence a large number of consumers in the long term.

4. Offline promotion

Moderate offline promotion, like search engine optimization, can bring additional competitiveness at a low cost. Jialun suggested doing some cleaning work and sending e-ticket experience cards and promotional brochures directly to the office.

Part 2: Traffic source planning

In the following summary, we will talk more about the website performance improvement and search engine optimization issues of this site. On the one hand, this is an objective seminar without the participation of the website operator. The experts participating in the seminar lack necessary data such as bidding advertising reports and access logs, and they are unable to understand the actual operating resources and resources of the website in terms of public relations soft articles, offline promotion, etc. plan; on the other hand, because website performance improvement and search engine optimization are relatively specific and objective, the room for improvement is easy to see, and Hongqing Internet Marketing Club does have many experts in these areas, and everyone's opinions are fully expressed.

Search engine marketing is the main marketing channel of Youyi, and its engine traffic sources can be divided into three parts:

1. Mainly promoted keyword traffic

From the engine The paid traffic of key keywords brought by bidding ads, and the free traffic brought by key keywords with high natural rankings. Youyi's main keyword traffic is relatively well done.

2. Second-tier keyword traffic

They are relatively scattered and have low search volume but high conversion rate keywords with a large total volume. For example, air tickets and cities are closely related. ?Beijing air tickets?, ?Beijing to Guangzhou air tickets?, ?Beijing Shanghai air tickets?, etc. are very valuable second-tier keywords. Second-tier keywords have high conversion rates and low competition, which are very important in search engine marketing. If they cannot be SEOed, they should be paid to obtain them. The cost is not high anyway. Many reports in this seminar discussed second-tier traffic, among which pylongzx’s was the most in-depth. This is inseparable from his experience in hosting the development of search engines, and also benefited from the paidiji.cn ranking analysis tool he developed.

3. Long-tail content traffic

Comes from a large amount of related content collected by the engine.

The searcher's operations may be diverse. The more included, the more opportunities there are to obtain long-tail traffic. Compared with other competitors, Youyi's engine inclusion is not optimistic, and it obviously does not pay attention to long-tail traffic.

In our report, we provided quite a lot of opinions on how to improve the traffic of the above three search engines. For example:

In order to increase the traffic of the main keywords, chris.e proposed that the website should set up three independent login pages, corresponding to air ticket inquiries and special air tickets, air ticket reservations and hotel reservations. This takes into account both When it comes to the engine's need to understand the website content, it also takes into account the needs of visitors. (3) and (4) summarized in this issue will mention more suggestions for increasing the traffic of the main keywords.

In order to obtain second-tier keyword traffic, chris.e proposed building a classified directory for "region" air tickets, and pylongzx proposed organizing some static description information and dynamic announcement web pages about flights, as well as organizing arrangements for second-tier keywords. Second-level domain names, each sub-domain focuses on 1 to 2 second-tier keywords. There are many cities, and there are more combinations of start/end points. The combinations of start/end cities and air tickets are rich in content; flight schedules are often directly searched by people, etc. These will pay off as long as there is intentional organization of information.

In order to obtain long-tail content traffic, many reports such as Sun Jian, pylongzx, chris.e and others have mentioned the need to increase a large amount of relevant content, especially informative web pages and information rich in text information.

Part Three: Search Engine Friendliness

Youyi.com has obvious flaws in search engine friendliness, which manifests as search engines being unable to see clearly, unable to see, and unable to navigate. The problems it embodies can be seen on many websites: they only pay attention to the optimization of individual keywords and lack the planning of the engine friendliness of the entire site. Developers lack correct search engine friendliness guidance and training. In actual operations (such as friendship Links and added content) lack of common sense in search engine optimization.

Successful promotion case analysis part 3

Zhang Daguan has always been very low-key. He has been running a WeChat official account for a year and has less than 10,000 fans, but he is awesome. , he has been using WeChat to do business from the beginning, and his sales this year have exceeded 35 million.

1. Zhang Daguanren’s positioning

2. Zhang Daguanren’s experience

3. Zhang Daguanren’s method 1. Zhang Daguanren’s positioning as of Today, Zhang Daguanren's WeChat official account has only 9,500 fans. Although he only has so few fans, he is already the number one in his field. Why? Zhang Daguanren’s WeChat public account is positioned as “domain name investment”. This field has experienced explosive growth in 20xx, with many opportunities to make money and more and more people participating. However, being a self-media star in this field is a blue ocean. market, because:

1. The public accounts of major domain name investment websites are not serious.

At present, all major domain name investment websites also have public accounts, but they are not very serious. Not serious, they are just simple maintenance by the staff. The quality of the content is not high, and there is a lack of communication content. At most, it is just a self-media.

What Zhang Daguan is doing is self-celebrity. Self-celebrity and self-media are different. We-media always feels cold, but self-celebrity is a living person who can communicate with him instantly. I first saw his WeChat official account and then communicated with him, so I developed trust because of trust.

That’s how I got to know him, and then I bought a lot of domain names through his help.

2. Domain name investment tycoons are all too rich and too lazy to be celebrities.

There are too many tycoons in the domain name investment circle, especially as the number of good domain names has increased in recent years. Few, domain name transaction prices have been breaking records, and countless big names in the domain name investment field have experienced sharp increases in value.

Therefore, for those domain name investment giants, they are too lazy to proactively find customers. Their domain name information is not disclosed directly/, and they do not accept quotes from strangers. Even if you contact them, you can communicate with them once at most and quote them. If you are not satisfied, I will ignore you again. If you are so willful, you must be too lazy to be a self-media star!

3. Domain name investment novices are too lazy, few of them have good content

There are also many domain name investments Newcomers in the field are engaged in self-media, but they are not in the core circle of domain name investment and cannot interact with the latest information, so the content of their public accounts cannot compete with Zhang Daguanren.

Zhang Daguan has been engaged in domain name investment in the past few years. Although he is not a big shot, he is familiar with the big shots and has always been in this circle, so his official account is always Able to report the latest news in some circles as soon as possible.

For example, he once reported Xiaomi mi.com, JD.com jd.com, Vipshop vip.com, Tongcheng ly.com, Wanda wanda.com, game.com, Japan GMO's z.com, British Next's next, Qunar acquired qua.com, Eslite acquired fanke.com, Meihuai acquired mei.com, Youmi replaced youmi, SouFun replaced fang.com, NetEase acquired bobo.com Waiting for the transaction, these news were first relayed from his WeChat.

Remember: being a self-made celebrity is the same as being in other industries, choice is more important than hard work!

1. Zhang Daguanren’s experience

Zhang Daguanren’s original name is Zhang Zhifeng , started to connect to the Internet in 20xx. In the first few years, he was like everyone else, hanging out on BBS. Back then, people who were on BBS basically had martial arts plots. When he got drunk, he started writing martial arts novels for fun, but this was just for fun, not for fun. make money.

In 20xx, he came into contact with the webmaster circle and started to be a personal webmaster. He was a laggard im286 and met a large number of old webmasters. Then he worked as a movie website and a joke website. Back then, it was very simple to build a website. You uploaded a set of programs, edited the content, generated traffic, and then placed affiliate ads to earn advertising fees. At most, he could only earn 10,000 yuan a month. Later, in the process of building a personal website, I came into contact with the field of domain name investment. Later I found that it was easier and more interesting to make money by buying and selling domain names than being a personal webmaster. The one that impressed him most was hrxs.com. The buyer was a webmaster from Anhui Province. Because he was worried about online remittances, he took a 12-hour train ride with a lawyer friend of his that day to find him for a face-to-face transaction. Coincidentally, it was his eldest daughter's full moon that day. After the transaction, he left them with a full moon meal and sent them to the train. After he found out what he felt like doing domain name investment, he closed his series of websites and gave them away, and then concentrated on domain name investment. During that time, he mainly stayed behind admin5 chinaz and other webmaster forums. Later, after making domain names, he started messing around with domain name city forums. In 2009, he started to play with domain names full-time. He was able to support his family and earn hundreds of thousands a year. Until 20xx, the domain name market improved significantly, with a transaction volume of almost 3 million that year.

He started operating the domain name investment WeChat official account on March 11, 20xx. He basically sends 5 push messages every week, and more than 95% of them are original. Each push message contains a headline breaking article, a comprehensive domain name briefing, and a domain name activity post.

It has been in operation for more than a year. Although it currently has more than 9,500 fans, it basically covers the most active group of people in the entire domain name investment community, as well as many well-known domestic Internet webmasters and IT practitioners. The quality of this group of people is very high, which is one of the important reasons why he can make 35 million a year.

The PC era is an eyeball economy, and the mobile era is a trust economy. In the era of trust economy, the quality of fans is more important than quantity! --- Wang Tong (QQ/WeChat: 248834)

2. Zhang Daguanren’s method

1. Positioning is better

As mentioned before, choice is more important than hard work. He chose a market that is good and has little competition in the star field!

2. Become a self-star

What Zhang Daguan does is not simply self-media, but self-celebrity. Everything is centered on people and trust, and then he plays combo boxing. The combination is: "WeChat public account, WeChat personal account, micro community personal website".

3. Enjoy execution

Zhang Daguan said: Because he often likes to write something, he thought it would be good to use an official account to create a domain name media, so he started doing it. At that time, I never expected that I would continue writing it for nearly two years.

Many people say that persistence is the only way to win. I think persistence is difficult to win, because when you feel that you are persisting, it means you are in pain. Since it is painful, sooner or later you will give up. And only if you feel that you enjoy it can you continue doing it for a long time.

4. Establish trust

There are many people in the domain name investment circle who are doing this, but when dealing with them, I feel that they are just naked promotion, and Zhang Daguan When interacting with people, he always puts his attitude very low and takes the initiative to help you. Even if he doesn't make any money from you, he will help, so that trust is built.