Brand communication strategy of industrial enterprises

Brand communication strategy of industrial enterprises

The main goal of brand communication of industrial enterprises is to win the trust of customers, so it is very important to show their own strength. Most of them often choose one-on-one physical communication means such as factory visits, exhibitions and large-scale promotion meetings at the industry level, with the intention of eliminating the doubts and hesitation of strange customers through field experience and interpersonal interaction. I have compiled the following brand communication strategies of industrial enterprises, hoping to help you!

1. Make good use of network communication to show brand charm.

Mingyue made the sitcom version of Ming history, and Sina blog made Mingyue. Blog, originally just drying your personal diary, has suddenly become a terminal media sought after by many fans. Blog marketing from Xu and Han Han has shaped the younger generation of internet stars, while Sister Furong and Sister Feng? Notorious It is also inseparable from the amazing effect of network communication.

The network is called the fifth media, which is different from traditional media such as TV, radio, newspapers and outdoor, because it has the arrival rate that can be considered, and to some extent, it solves the problem of effective ratings that traditional media have been troubled for a long time. The number of netizens exceeded 400 million, and the per capita browsing time and concentration surpassed traditional media. Online media has become an important part of the communication mix of many companies.

Industrial enterprises have also begun to attach importance to online marketing, and the industry websites established one after another have become the first choice media for many unpopular enterprises. Their thinking logic is this: customers will first choose related industries, and then enter the industry website to find their favorite enterprises. In fact, many industry websites do poorly, with little information, slow content update and low click-through rate, which is simply a cosmetic effort, which is the result of paying too much attention to the media and ignoring the content itself.

Many small and medium-sized industrial enterprises, which mainly produce standard products, choose HC and Alibaba as information publishing platforms, which improves sales efficiency. But this kind of website is not suitable for non-standard, high unit price and complex technology industrial products.

It can be seen that although the network is good, if it is not used properly, it will not only help the brand promotion of the enterprise, but even hurt the enterprise itself. If you want to show your skills before the network tide, industrial enterprises need to make more efforts, and viral marketing is one of the best strategies.

Viral marketing, before the popularity of the Internet, mainly relied on the word-of-mouth effect of opinion leaders, which spread rapidly in a large interpersonal circle and reached a high exposure rate in a short time. After the popularity of the Internet, opinion leaders are not limited to well-known celebrities, but also an artificial hero. Although some of them are short-lived, they can really generate the explosive power of brand recognition in a short time.

In the industrial products industry, some previously low-key business leaders have also begun to enter the public eye, attracting the attention of the industry and society. In 2006, with the help of personal blog, Sany Heavy Industry received dozens of blog posts about the planned acquisition by Carlyle, which clearly opposed the acquisition by foreign capital and unexpectedly declared that Sany Heavy Industry was willing to acquire with small shares and big debts. The number of hits of this blog post is no less than 3 million, which has set off a wave of debates between government departments and the public on the acquisition of Xugong. As a result, Sany Heavy Industry quickly changed from a second-line brand to a well-known brand recognized by the public, and was crowned as a national enterprise with social responsibility. Sany Heavy Industry, with the help of its development, has achieved great success, and within a few years, it has become one of the 10 billion enterprises. In this process, viral network communication is indispensable.

Look at Chen cursor, winning the championship for two consecutive years? Shoushan, China? Headlines, like the favorite of industrial entrepreneurs, make the public pay attention to those behind-the-scenes heroes who silently support the country's economic development. Jiangsu Huangpu Renewable Resources Company behind Chen cursor is gradually known to the public and recognized by the government, and its core business has developed infinitely. It can be seen that industrial enterprises have begun to take off the thick veil and are willing to show it to the public, no longer sticking to the circle of the industry.

Industrial enterprises are mainly business-to-business B2B communication, and buyers and sellers need interactive media channels. The network coincides with the right time, which greatly makes up for the shortcomings of the mass media, and finds a suitable brand communication path for small and medium-sized industrial enterprises. Besides Baidu's bidding ranking, B2B trading platform website, celebrity blog and the appeal of public figures, it can create hot topics in society and promote the spread of interest, which can also greatly promote industrial enterprises to jump out of the small circle of the industry, integrate into the mainstream of society and pay attention to territory, and enhance brand awareness.

Like Uni-President Lubricants, Xugong, Siemens, GE, ABB and Philips, they are all industrial brands with high social concern in the domestic market. With the help of the Internet, they continue to discuss social topics such as environmental protection and energy conservation, and gently publicize their leading technologies and corporate ideas, without the drastic way of some powerful companies, with some local development and good neighborhood affinity, which greatly improves the public's awareness and recognition.

2, enterprise website construction, avoid flashy.

Enterprises with a certain scale have their own websites, which are an important platform for enterprises to introduce enterprises, display products and publicize their images on the Internet. Website construction has become a common practice in industrial products industry. It is online 24 hours a day, customers browse actively, and the content is convenient to update, which makes up for the shortcomings of traditional enterprise picture books and exhibitions that are passive or spread in a short time.

The websites of industrial enterprises can be generally divided into four types: basic information type, e-commerce type, multimedia advertising type and product display type according to the different website construction objectives and the choice of communication host groups. At present, there are few enterprise websites with e-commerce function, and the core value of most enterprise websites lies in attracting attention, spreading deeply and leaving a basic impression on brands. A good industrial enterprise website is usually a mixture of basic information, product display and multimedia advertising. As long as the content is rich and ornamental, the click rate and stickiness will naturally be greatly improved.

Many industrial enterprises are still in the stage of website construction. Get a beautiful template, the planning department will move the contents of the album to the website, then sort out some corporate news and extract some industry trends, and the website construction will be completed. Such a corporate website is basically an electronic version of a corporate photo album, which does not have much substantive effect on brand communication.

The websites of industrial enterprises must be rich in content and readable, otherwise even if there is a certain click rate, the stay time will be short, the impression will be superficial and the communication effect will be poor. The richness of website content requires enterprises to show the panorama of the industry from the perspective of industry development, especially for some enterprises with advanced products and great technical differences, which need a considerable degree of knowledge popularization. As a pioneer in the industry, we should certainly do some pioneering services. The technical introduction should be simple and illustrated, so that the non-technical personnel of customers can master the essentials. The display of enterprise strength should be conceived from the customer's point of view. In addition to the display of corporate patents, equipment, scientific research and other hard power, we should also display the humanization and soft power of humanized enterprises from internal management, personnel style, corporate stories, social activities and other aspects.

In addition to words and pictures, it is best to upload some video content on the corporate website, mainly including corporate image, production process, construction process, technical principle explanation and so on. , so that visitors can get more opportunities to get in-depth contact with the enterprise outside the regular information, and video can release greater corporate capabilities in a short time and win a focused and undisturbed communication opportunity for the brand image.

Here, I want to mention the promotion of the website a little. After industrial enterprises have their own websites, they will try to use Baidu's bidding ranking to promote themselves. Hot industries such as building materials have high click-through rate and high cost per click, so it is not easy to get a favorable position on the home page. The unpopular industries such as vacuum cleaners and air compressors have low click-through rates, but they can easily rank in a favorable position. No matter what industry, it is very important to set appropriate search keywords, and we can get some inspiration from Baidu Index. It is best to consult a certain number of target customers to understand their search habits.

In any case, I think the design level and content richness of the website are the most important, otherwise, even if customers click in, the adhesion is low, the customer's stay time is short, it is difficult to leave any impression, and the promotion cost is wasted. Enterprise website is essentially a content carrier, which allows target customers to conduct a comprehensive and in-depth online virtual inspection of the enterprise before actually contacting the enterprise and experiencing the products. The impression of the inspection is the preliminary judgment of the brand. Enterprise website is the information terminal of enterprise brand network communication, and the quantity and quality of information determine the communication effect. Therefore, industrial enterprises must take their website construction seriously, instead of holding a negative attitude.

For companies like Huawei and Sany, their websites are beautiful, almost the same as international brands. Among these excellent industry websites, there is an alternative, that is, the website of Chen cursor of Jiangsu Huangpu Renewable Resources Company. As soon as I entered the homepage, the title of the website was impressive? Chen cursor: China is the first good? In the website columns, most of them are Chen cursor's charity, while the core of the company's business, such as the utilization of renewable resources, construction machinery, engineering cases, etc., is just an understatement. It is easy to mistake this website for Chen cursor's personal website. In fact, it is a typical example of taking the personal influence of business leaders as a breakthrough and then driving enterprises to the front desk? Entrepreneur brand? Mode. This kind of website construction is not a temporary craze. We can see from a little analysis that it can be said that the brand marketing model of the company itself is in the same strain? Strive to build the brand image of entrepreneurs.

3. Interaction between online media and traditional media.

Having said that, some people will ask: Has the Internet become the only choice for brand communication of industrial enterprises? Not exactly.

Media is a huge catalyst for the development of enterprises, which has created the brilliance and myths of many consumer goods brands. However, industrial enterprises have just tasted the sweetness of the media and know little about the characteristics and complementary relationship of the media. From the beginning of politicization to the present commercialization, the development of media has become more and more related to industries and enterprises. At the same time, the media complement each other, not replace each other, just like the nutrition package for modern children: diversification, emphasis on collocation, and the brand communication package of enterprises must also pursue the fusion effect of traditional and modern media.

Many years ago, when television first became popular, many experts asserted that radio and newspapers were about to bid farewell to the historical stage. This has become a classic joke in media history. In the Internet age, there are such extreme views, but historical experience tells us that the Internet cannot replace other traditional media. Therefore, from the perspective of customer's media contact, if a brand wants to fully impress potential customers, it must not put all its eggs in one basket. It must choose an effective combination of media communication and actively grasp the key moments of customers in the procurement decision-making process.

Like Xugong Group, it is an outstanding representative of the combination of online media and traditional media. You can hear it repeatedly in The Voice of China every day? Xugong Xugong, I wish you success? Advertising language. In the Carlyle acquisition case, in addition to Wang Min's verbal battle with Sany Heavy Industry on online media such as blogs, he also made great efforts to skillfully use the social influence of traditional media such as newspapers and television to carry out round after round of focus reports, which made many ordinary people know the national industrial ambition: Xugong, which lifted the new height of China manufacturing. The once-fiery case of Tengzhong's acquisition of Hummer was a double champion in the case of viral network communication of unpopular enterprises and entertainment mass communication.

Today, with the network wave sweeping the world, the online marketing of consumer brands has been at the forefront, but we believe that the spring of brand online communication of industrial enterprises has also arrived. Of course, if industrial enterprises can combine traditional media with online media and consciously use the cross-influence of focus and mass communication to shape their brand image from a broader level, they will certainly achieve the effect of 1+ 1. Moreover, we believe that in this kind of media interaction, the influence of online communication will be greatly enhanced, which will help industrial enterprises to create a new situation of online brand marketing.

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