Ways and strategies of network marketing for small and medium-sized enterprises

With the network gradually becoming a part of people's lives, network marketing has become an important means of enterprise marketing. For China's small and medium-sized enterprises, there are both strong practical significance and many problems. To this end, I sorted out the ways and strategies of network marketing for SMEs. Please refer to them.

Ways and Strategies of Network Marketing for Small and Medium-sized Enterprises (1)

Accurately locate the network market.

Positioning refers to the process of determining the position of enterprise websites in the network market according to the different needs of customers for network services, which generally includes customer service positioning, website type positioning, service radius positioning and so on. Customers generally surf the Internet based on different needs, such as information inquiry, information release, information exchange, online ordering or purchase, entertainment and so on. The website of small and medium-sized enterprises should make clear its position in meeting customers' needs. Small and medium-sized enterprises should, according to their own marketing situation, the characteristics of online customers, their online consumption behavior and the online marketing situation of their main competitors, adopt methods such as avoiding strong positioning or head-on positioning and repositioning to accurately locate their own online market, reflect their own characteristics and meet customers' needs, so as to attract customers and improve the effect of online marketing.

Second, change the marketing concept and formulate 4PS strategy.

Network marketing is the continuation and development of traditional marketing activities under the new network media. Small and medium-sized enterprises should get out of the misunderstanding that online marketing is online sales. Starting from how to meet the needs of online customers, they should formulate product strategies and implement online customized marketing to meet the individual needs of customers. This needs to meet four requirements, namely, determining product positioning, carefully designing product pricing, establishing smooth network marketing channels and diversified promotion methods. Only in this way can we meet the great innovation of online marketing methods and strategies.

Third, gradually develop network marketing.

Small and medium-sized enterprises should implement network marketing step by step according to the characteristics of their own products or services, production and operation scale, financial strength and talent technical strength. Internet marketing can generally be divided into five levels, namely, online publicity, online market research, customer development, online direct selling and online integrated marketing. These five levels are from simple to complex, from easy to difficult, and gradually deepen. SMEs with different conditions are suitable for different levels. For example, for small and medium-sized enterprises that have just started surfing the Internet, the first thing is to conduct online publicity to improve the visibility of enterprises, and at the same time contact customers conveniently and quickly by e-mail. After this level is achieved, we will conduct market research and develop the market through online resources, and then improve the level. Network integrated marketing is the highest level of network marketing, which relies on the network to establish close contact with suppliers, manufacturers, distributors and consumers, collects and transmits information through the network, and makes full use of the capabilities of network partners according to the needs of consumers to realize the whole process of product design, manufacturing, sales and service. At present, the conditions for small and medium-sized enterprises to carry out network integrated marketing are not yet mature. Small and medium-sized enterprises should be clear about their own stage when carrying out online marketing, and should arrange the next work focus according to their own actual situation when carrying out online marketing plan, and must not rush into it.

Four, formulate feasible website construction, maintenance and promotion plan.

Creating a website is a highly technical job. Due to the lack of talents, small and medium-sized enterprises can outsource specific work such as website construction to professional network companies in order to obtain reliable technical support and establish a simple, convenient, informative and fully functional customer-oriented marketing website. In website design, we should avoid some problems, such as unreasonable website planning and column setting, incomplete information, small amount of information on web pages, and excessive column levels, and also pay attention to the construction of free network service functions, such as free mailbox, forum and membership service. , in order to increase communication opportunities with customers. Small and medium-sized enterprises need to arrange special personnel to be responsible for management and maintenance, and they can formulate a system that combines regular maintenance outsourced to professional network companies with their own daily maintenance to ensure the normal operation and timely update of websites and attract more visitors. At the same time, we should strengthen the promotion of the website and make a feasible website promotion plan.

V. Attention and Traditional Marketing

Although network marketing has many advantages, many small and medium-sized enterprises in China are still learning and improving in the traditional marketing field. China's network distribution is uneven, the integrity environment is lacking, the development of e-commerce logistics is lagging behind, and some products are not suitable for online transactions; On the other hand, small and medium-sized enterprises have accumulated certain experience and formed unique advantages in traditional marketing, and should not give up completely easily. Therefore, small and medium-sized enterprises should foster strengths and avoid weaknesses. When carrying out online marketing, we should combine it with traditional marketing, gradually optimize traditional marketing and play its due role. For example, the promotion of websites needs to use traditional promotion methods, and online ordering and offline transactions suitable for small and medium-sized enterprises are adopted for procurement and sales.

Sixth, cultivate a professional network marketing team

At present, small and medium-sized enterprises are generally short of talents to carry out online marketing, and some small and medium-sized enterprises still don't understand the processing methods of online marketing and how to apply electronic means to improve enterprise operation. Therefore, small and medium-sized enterprises must make full use of various ways and means, invest a certain amount of funds, cultivate, introduce and reasonably use a group of professionals with high quality and reasonable level, who know both computer and network knowledge and marketing and management knowledge, and provide talent guarantee for the development of enterprise network marketing. Talent training is an important and arduous task, which should be carried out in different levels and forms. First, train IT technicians; The second is to train enterprise decision makers and leaders at all levels; The third is to cultivate talents in different fields who participate in online marketing; The fourth is to train ordinary employees.

Seven, strengthen customer service, strengthen communication with customers.

Customer service is an important way for enterprises to communicate with customers, which is of great significance for strengthening contact with customers, promoting customers' trust in enterprises and maintaining customer loyalty. Customer service in network marketing mainly means that enterprises respond and explain customers' requirements and problems in time through network communication. The main tools are e-mail, electronic forums and answers to frequently asked questions. In order to improve the credibility of the enterprise, we can publish the real email address, telephone number and company address on the company homepage, so that customers can feel the real existence in the virtual world, thus shortening the distance between them.

Ways and Strategies of Network Marketing for Small and Medium-sized Enterprises (Part Two)

1. Bidding Promotion

Bidding promotion is one of the most popular online marketing methods at present, which is especially favored by small and medium-sized enterprises and even individual merchants. Bidding promotion can link netizens and enterprises through keyword search, bring potential customers with precise targets to enterprises, and greatly increase the success rate of marketing. Of course, the use of cerebellum intelligent promotion software is even more powerful, and the profit is faster, more convenient and safer.

2. Soft text promotion

This way is mainly that enterprises themselves or hire professional web editors to write high-quality articles, which are mixed with advertisements of enterprises. A high-quality soft article can make enterprises get a lot of traffic, establish a company image and increase their competitiveness. The premise is that this soft article has enough lethality to continuously guide others to read it. Of course, if the soft text is well written, naturally some people will extract and forward it, and some people will change the keywords of the article and turn it into their own things, which is also the deficiency of the soft text.

3. Mail marketing

Although this situation is rare, in some industries, mail marketing still occupies a very large proportion. Because many internet companies believe that as long as you get the user's email, you have a channel to promote products to customers. Because you only need to send the mail, and there is almost no cost, so sending a lot of mail will definitely have some effect. If an enterprise has some email resources, it will definitely choose to send emails, because all the emails are there, so why not? But email marketing should be careful not to send spam advertisements. The content of the post needs to be creative and can arouse the interest of others in order to maximize the effect.

Ways and Strategies of Network Marketing for Small and Medium-sized Enterprises (3)

Where is the way out for small and medium-sized enterprises to carry out network marketing? Bidding is too expensive for online promotion of small and medium-sized enterprises, but ranking is a key step in order to get profits. Therefore, since the bidding is not good, SMEs can achieve the same goal by optimizing seo, which is the most suitable and necessary for online marketing of SMEs! Strong enterprise technology is analyzed from the following aspects:

1. What are the advantages and disadvantages of SMEs?

Compared with large enterprises, small and medium-sized enterprises have less capital and small scale, and their operational capabilities are definitely quite different. To put it bluntly, many times we will encounter the situation that big fish eat small fish and small fish eat shrimp. Small and medium-sized enterprises are small fish. They must have the awareness of small fish and know their own advantages and disadvantages in order to grab something to eat in the mouth of big fish. Although you can't burn money to promote like a big company, you can choose appropriate search engine optimization to compete with big companies. After all, some people are still willing to find natural ranking websites.

2. How should SMEs increase revenue and reduce expenditure?

If small and medium-sized enterprises want to develop themselves well and develop themselves faster, they must open up new sources and reduce expenditure, and the field of network must be grasped. We can do many things with the Internet. If you want to see the effect quickly, you can use baidu promotion to spend some money to guide consumers to buy our products or accept our services. If you want to develop for a long time, the best way is to do SEO, and ask professional optimization companies or personnel to do diagnostic optimization and promotion operation for our website, because SEO is an efficient way with the least investment and the greatest benefit.

Strong enterprise technology: the way out for small and medium-sized enterprises lies in finding a suitable professional seo optimization team

In fact, the way out for small and medium-sized enterprises has been discussed before. Small and medium-sized enterprises not only need to develop some traditional offline businesses, but also need to seize opportunities on the Internet. Compared with weak enterprises, we need to pay more attention to the development of the network. Sometimes there may be no improvement offline, but online is booming. I think the way out for small enterprises lies in the network, and SEO is the best choice.

SEO can bring huge benefit growth to small enterprises.

If you have done the optimization of enterprise sites, you will know that many enterprise sites rely on one or more websites to maintain profitability. If you only rely on advertisements instead of websites, you will spend almost half of the money you earn every year, which is very uneconomical. I know a friend who does decoration. They used to talk about business by business, so they came to some lists, and spent some money on Baidu and classified information stations for promotion. They live well every year, but they don't make much money. He has more contact with the Internet and wants to find someone to optimize the website to see the effect. In the first year, their small team earned twice as much money, and in the second year, they earned more. Now in the third year, they are going to get more websites. In fact, the cost of SEO is not big, especially for some individual webmasters, the requirements are not very high, but the ability is very strong. Through SEO, the income of small enterprises can be doubled.

B, SEO can save more expenses for small businesses.

As a cheap and efficient technology,

It can not only bring high returns to our enterprises, but also help us save money. Take my friend for example. Their decoration team spent 30,000-50,000 yuan on advertising the year before last, but since they hired someone to optimize the website, they only spent thousands of dollars on optimization, which saved them thousands of dollars and increased their income.