Case study of successful promotion

With the gradual opening of China market and the basic formation of buyer's market, China enterprises gradually realize the importance of understanding consumer demand and mastering market dynamics, and the indispensability of case analysis as a marketing intermediary. I have carefully collected and sorted out successful promotion cases for everyone. Let's have a look.

Successful popularization of case analysis article 1

How will the new media promotion lose Xiaomi's figure? 9: 1 ten thousand? The fan management method of Xiaomi mobile phone is that there are 9 backstage customer service staff of WeChat account, and the biggest job of these 9 employees is to reply to the news of 654.38+0 million fans every day. Every morning, when nine Xiaomi WeChat operators open the background of Xiaomi WeChat account on the computer and see the user's message, their homework for the day begins.

In fact, Xiaomi's own WeChat background can actively grab keyword replies, but the customer service staff of Xiaomi WeChat will still reply one-on-one. In this way, Xiaomi has greatly enhanced the brand loyalty of users. Compared with opening a store on WeChat, for brand WeChat users like Xiaomi, customer service is obviously more exciting than selling one or two mobile phones.

Of course, in addition to enhancing user loyalty, WeChat's customer service has also brought tangible benefits to Xiaomi. Li Wanqiang said that WeChat made Xiaomi's promotion and crm go downhill. In the past, Xiaomi usually sent short messages in groups, with 6,543.8+0,000 short messages, 40,000 yuan. The effect of WeChat in customer service can be seen.

Case analysis of successful promotion Part II: Analysis and summary of Yiyou.com.

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

The characteristics of this issue are: the actual effect of online marketing has been good, but there is still a lot of work to be done. Everyone's analysis reports are all about how the website develops to a higher level. He Tian believes that, compared with the previous issue, the analysis of corporate goals, customers and potential in this report has increased significantly, reflecting the change of analysts' vision.

Part I Background, Opportunities and Growth Points

I. Background and opportunities

The analysis of enterprise resources, core business composition and market opportunities is helpful for us to understand the existing behavior and development expectation of its website.

Lun Jia initially analyzed the profound industry background of the website. Youyi.com was founded by Beijing Foreign Enterprise Aviation Service Company, the largest air transport service organization in China. Foreign airline of Beifei is the largest e-ticket agent in China, and its deep industry background makes e-ticket become the main business of Youyi.com, which is also its main competitive advantage.

Second, the growth point and the direction of development

Although Youyi network marketing has made some achievements, its potential has obviously not been fully tapped. In order to meet the historic opportunity of e-ticket, it is suggested to strengthen the search engine, website performance, public relations soft text and offline promotion at the same time.

1. Strengthen search engine marketing

1) paid search engine advertising (long-term concern)

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 of them have realized the quality scoring model. The engine thinks that if you have high quality, you can do more with less money. On the other hand, there are many ways to choose the best keywords, how to avoid malicious clicks and optimize the conversion rate from the source of clicking advertisements.

How to make limited funds produce greater benefits is something that the person in charge of enterprise network marketing needs to ponder repeatedly, and it is also worth using the outside brain.

2) Search engine optimization (recent focus)

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

Judging from the performance of the website, Yiyou.com made seo optimization specially and achieved quite good results, sharing the sweet free traffic of search engines with other rivals. But from a professional point of view, what can the optimization done in the station be called? Bad optimization? , that is, SEO for SEO, only focuses on the optimization of individual keywords, focusing on simple technical elements such as titles and meta. On the one hand, the friendliness of the whole site search engine is quite insufficient, on the other hand, the long tail accurate traffic, which is very valuable for network marketing, has not been fully developed.

2. Improve website performance (current focus)

It is mainly the problem of flow conversion rate and customer viscosity, and now there are obvious problems. For example, the homepage of the website does not feel the characteristics of real-time booking of air tickets. For another example, the home page above fold can't see the connection of registered members and the login box of members at all, which shows the lack of some concepts of the website.

Feelfox and others put forward some general opinions on the layout design of this website.

3. Public relations soft text

Friendship. Com once launched the first ticket and had the advantages of real-time query system, and once conducted a media promotion. Lun Jia pointed out that e-ticket is the development direction of the airline ticket industry, and there are many hype points in the real-time query and comprehensive e-ticket service of Youyi. You Yi did a good job in promoting soft text in the early days, but unfortunately it didn't persist. It is recommended to pay more attention and stick to it.

E-tickets are just in full bloom, and many consumers are not familiar with them. The media also need this content. If we sort out more words about the skills and guidelines of e-tickets, it will be welcomed by offline and offline media, especially the articles widely reprinted on the Internet, which can affect a large number of consumers for a long time.

4. Offline promotion

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

The second part is traffic source planning

In the following summary, we will talk more about the website performance improvement and search engine optimization of this site. On the one hand, because this is a physical seminar without the participation of the website operator, the experts participating in the seminar lack the necessary data such as bidding advertisement report and visit log, and can't understand the actual operation resources and plans of the website in public relations soft text and offline promotion. On the other hand, because website performance improvement and search engine optimization are concrete and objective, the room for improvement is easy to see. There are indeed many experts in these areas in Hong Qing Internet Marketing Club, and everyone's opinions are fully expressed.

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

1. Main keyword traffic

The paid traffic of key keywords brought by engine bidding advertisements and the free traffic brought by natural top-ranked key keywords. You Yi's main keyword traffic is well done.

2. Second-line keyword traffic

Keywords with high conversion rate, such as air tickets and cities, are scattered and not popular, but the total amount is large and closely related. Beijing air ticket? 、? Air tickets from Beijing to Guangzhou? 、? Beijing and Shanghai air tickets? Waiting is a very valuable second-line keyword. Second-line keywords are very important in search engine marketing because of their high conversion rate and low competition. If you don't know SEO, you have to pay, and the cost is not high anyway. Many reports in this seminar have discussed the second-line traffic, among which pylongzx is the most in-depth, which is inseparable from his experience in developing search engines and also benefited from his paidiji.cn ranking analysis tool.

3. Long tail content traffic

From a large number of related content included in the engine. Searchers may operate in a variety of ways, and the more they include, the more likely they are to get long tail traffic. Compared with other competitors, Youyi's engine set is not optimistic, and it obviously does not pay attention to long-tail traffic.

In your report, you provided quite rich opinions on how to improve the traffic of the above three search engines. For example:

In order to increase the traffic of main keywords, chris.e suggested setting up three independent login pages in the station, corresponding to air ticket inquiry and special air ticket, air ticket reservation and hotel reservation respectively, which not only took into account the needs of the engine to understand the content of the website, but also took into account the needs of visitors. (3) and (4) Summary This issue will mention more suggestions to improve the traffic of main keywords.

In order to get second-line keyword traffic, chris.e advocates? "District" ticket? To build a classified catalogue, pylongzx proposes to organize some static description information and dynamic announcements about flights, and arrange second-level domain names for second-line keyword organizations, with 1~2 second-line keywords in each subdomain. There are many cities, many combinations of starting point/destination, and rich combinations of starting point/destination cities and air tickets; Flights are often searched directly, and so on. These will be rewarded as long as the information is deliberately arranged.

In order to obtain long-tail content traffic, many reports, such as politicians in Sun Jian, pylongzx, chris.e, etc., all mentioned to increase relevant content, especially knowledge-based web pages and information with rich text information.

The third part is search engine friendliness.

Friendship. Com has obvious defects in search engine friendliness, which is manifested in that the search engine can't see clearly, can't see and can't get through. The problems reflected in it can be seen in many websites: only paying attention to the optimization of a single keyword without planning the engine friendliness of the whole website, lacking the correct guidance and training for developers' search engine friendliness, and lacking the common sense of search engine optimization in actual operation (such as friendly links and adding content).

Case study of successful promotion 3

Officer Zhang has always kept a low profile. Wechat official account has worked for one year, and the number of fans is less than 1 10,000. But what is awesome is that he used WeChat to do business from the beginning, and this year's sales have exceeded 35 million.

1, the location of the big officer person

2. Zhang Guanren's experience

3, the method of opening a big official 1, the positioning of the big official Today, the official WeChat official account of the big official has only 9,500 fans. Although there are not many fans, he is already the first in his field. Why? What is the positioning of the official account of Zhang Daguan WeChat WeChat? Domain name investment? In 20xx, this field is experiencing explosive growth, with many opportunities to make money and more and more people participating. But being a media star in this field is a blue ocean market, because:

1, the official accounts of WeChat on major domain name investment websites are not proper.

At present, all major domain name investment websites have official WeChat accounts, but it is not serious. They are simply maintained by the staff. The quality of content is not high, and there is also a lack of communication content. At most, they are just a self-media.

The official Zhang is a self-star. Being a star is different from being a media. Since the media always feel cold, since the star is a living person, you can communicate with him. I saw his official WeChat account at first, and then communicated with him, so I had trust, because I had trust.

That's how I met him, and then I bought many domain names through him.

2. Domain name investors are too rich to be stars.

There are too many big names in the domain name investment circle, especially in recent years, there are fewer and fewer good domain names, the transaction price of domain names keeps breaking records, and the value of countless big names in the domain name investment field has skyrocketed. Therefore, for those domain name investment tycoons, they are too lazy to take the initiative to find customers. Their domain name information is not directly disclosed, and they do not accept quotations from strangers. Even if you contact him, you can communicate with him at most once. If he is not satisfied with the quotation, he will not talk to you again. So arrogant and willful, I am definitely too lazy to be a media star!

3. domain name investment is too lazy, and few people have good content.

There are also many novices in the field of domain name investment doing self-media, but they are not in the core circle of domain name investment and can't interact with the latest information, so the content of their official WeChat account is beyond the reach of big officials.

Officer Zhang has been doing domain name investment in recent years. Although he is not a big shot, he is familiar with the big shots and has been in this circle, so his official WeChat account can always report the latest information in some circles for the first time.

For example, he once reported Xiaomi mei.com, Jingdong mei.com, Vipshop vip.com, Tongcheng mei.com, Wanda wanda.com, game.com, mei.com of Japanese GMO, Next in the UK, Where to Buy mei.com, Vanke Eslite Buy Fanke.com, Charm Huimei.com. The news about Youmi for Youmi, SouFun for Housing and Netease Buy Bobo.com was first broadcast on his WeChat.

Remember: Being a star is the same as being in other industries. Choice is more important than hard work!

A, big officer person's experience

Zhang Daguan, formerly known as Zhang Zhifeng, began to touch the net in 20xx. In the first few years, he played in BBS like everyone else. When he was in BBS, he basically had martial arts plots. When he mixed wine, he began to write martial arts novels to play with, but only for fun and without making money.

In 20xx, I started to contact the webmaster circle before becoming a personal webmaster. im286, a mixed laggard, got to know a large number of old webmasters, and then worked as a movie station and a joke station. At that time, it was very simple to make a website, upload a set of programs, reorganize the content, engage in traffic, and then put in alliance advertisements to earn advertising fees. At most, he only made a monthly income of 1 10,000. Later, in the process of making a personal website, I came into contact with the field of domain name investment. Later, I found it easier and more interesting to buy and sell domain names than to be a personal webmaster. What impressed him most was hrxs.com. The buyer is a stationmaster in Anhui. Because he didn't trust online remittance, he took a 12-hour train with a friend who was a lawyer that day to see him face-to-face for a transaction. Coincidentally, it was the full moon of his eldest daughter. After the transaction, he left them to drink the full moon wine and put them on the train. After finding the feeling of doing domain name investment, he closed his series of websites, delivered goods, and then concentrated on doing domain name investment. During that time, I mainly mixed admin5 chinaz and other webmaster forums, and later I started to mix domain name city forums after I made domain names. By 2009, he began to play domain names full-time, tinkering around, enough to support his family and earn hundreds of thousands a year. Until 20xx, the domain name market had obvious improvement, and the transaction volume in that year was almost 3 million.

He started to operate the domain name investment WeChat account 1 1 on March 20th, 20xx, and basically sent five push messages every week, more than 95% of which were original. Each push message contains headline breaking articles, comprehensive domain name briefings and domain name activity posts.

It has been in operation for more than a year. Although there are more than 9500 fans at present, it basically covers the most active people in the whole domain name investment community, as well as many well-known webmasters and IT practitioners in China. The quality of this crowd is very high, which is one of the important reasons why he can earn 35 million yuan 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 the quantity! -wangtong (QQ/ WeChat: 248834)

Second, the opening method of big officer person

1, better positioning

As mentioned earlier, choice is more important than effort. He chose a field with a good market and little competition from the star field!

Step 2 be a star

What police officer Zhang does is not simply from the media, but a star. Everything is centered on people and trust, and then he played a combination boxing. What did he play? Wechat WeChat official account+Wechat Personal Number+Micro Community+Personal Website? Combination.

Step 3 enjoy execution

Officer Zhang said: Because he often likes to write something himself, he thinks it is good to use WeChat official account as a domain name media, so he started. I never thought about it at that time, and I persisted for nearly two years as soon as I wrote it.

Many people say that persistence can win. I think persistence is hard to win, because when you feel that you are persisting, it means that you are in pain. Since you are in pain, you will give up sooner or later. And only when you feel enjoyable can you do it for a long time.

Step 4 repair trust

There are still many people doing this in the domain name investment circle, but when dealing with it, it feels like naked promotion. When dealing with Zhang Guan, he always puts his attitude very low and takes the initiative to help you, even if he doesn't make your money, he will help, so that trust will be there.