What is full-net marketing and how should full-net marketing be done?

At the beginning of 2020, the new coronavirus has caused great harm to our country, and many companies have postponed the resumption of work. In this context, Internet marketing plan planning should be based on your own company's market status, financial resources, manpower, time, etc. and your own situation.

1. Analyze the current situation of online marketing between yourself and your competitors

As an online marketing planner, you must always pay attention to market changes and respond to market changes, industry changes, and enterprise changes. Adjust and optimize the plan in real time to maximize the effect of online promotion. Only a good online promotion plan and an effective execution team can achieve the expected results of the enterprise. Before making any online promotion plan, you must have a detailed understanding of yourself and your competitors. What are your company's advantages? In what ways are you inferior to your competitors? What did competitors do? What are competitors doing? What do they want to do next? Who are our potential customer groups? Further refine the relevant groups, such as age, gender, quantity, education, income, hobbies, Internet habits, etc., and formulate an online promotion plan based on the habits of the target group.

2. Select online promotion methods and strategies

Determine online promotion methods and strategies based on collected data analysis, and list in detail which online promotion methods will be used, such as search engine promotion, short Video promotion, Weibo promotion, WeChat marketing, forum community posting, soft article promotion, event promotion, online advertising, etc. Analyze the advantages, disadvantages and effects of each online promotion method and how to implement it. A plan with good work progress and personnel arrangements must also have a good execution team, make a detailed schedule according to the plan, control the progress of the plan execution, list the promotion activities in detail, and arrange specific personnel to be responsible for implementation to ensure that the plan is effective execution.

What does the Internet marketing plan include?

1. What is the problem to be solved by the plan, what goals are to be achieved after executing the plan, and how much value can be created?

2. Who is responsible for creativity and preparation, who is the general executor, and who is responsible for each implementation part?

3. What is the problem with promotion? What should be involved when executing the marketing plan? , unit?

4. Why should such a planning plan be proposed, why should it be implemented in this way, etc.?

5. How is the time arranged? How much does it cost to implement the marketing plan? How long?

6. How to operate each series of activities, and how to solve new problems encountered during the operation in a timely manner?

7. How much money and manpower does this plan require? This is like fighting a war, you have to be careful and careful.

3. Work involved in the Internet marketing plan

In general, the Internet marketing plan involves: website technology, marketing, network applications, marketing planning, etc. Its main work There are:

1. Analyze and summarize the current situation of corporate online marketing to determine the problems existing in the corporate online marketing process.

2. Understand the company’s investment and expected returns, and confirm the goals of online marketing.

3. Analyze the company’s competitors to implement effective competitive strategies, analyze competitors’ websites, including website functions, website interfaces, website content, user experience, business processes, etc., and draw conclusions about their Competitive advantages and their shortcomings, enterprises should use their strengths and avoid weaknesses in the process of implementing online marketing.

4. Analyze the company's website and summarize the advantages and disadvantages of the website. The analysis of the company's website mainly includes website functions, website interface, website content, user experience, business processes, etc.

5. Develop online marketing strategic steps, implementation processes, and specific operations to ensure orderly implementation of online marketing.

6. Optimize the deficiencies of the website, including user interface optimization, business process optimization, function optimization, and search engine optimization. The purpose of user interface optimization and function optimization is to have better results. The purpose of user experience and business process optimization is to simplify user operations, and the purpose of search engine optimization is to allow companies to obtain good rankings in search engines.

7. A reasonable website operation can allow the website to develop healthily. The main tasks of website operation include daily maintenance of the website, website traffic analysis, website fault elimination, etc. The goal of website operation is to provide corporate online marketing. A safe, stable and convenient platform.

8. Website promotion, allowing more potential customers to visit the website. The main work of website promotion includes the implementation of search engine bidding rankings, online advertising, website SEO optimization, corporate yellow pages promotion, and portal websites. Promotion, soft article promotion, etc.

9. Track the implementation of online marketing and evaluate the marketing effect, analyze the company's advertising effect, website promotion effect, analyze website customers, and explore new needs.

4. Execute online promotion

The scope of online marketing work is very wide. For ordinary companies, in addition to their own teams, there will also be several groups of outsourced teams, making it impossible for the company's own teams to complete the work efficiently. outsource some of it. For example, many companies have copywriters and public relations managers, but they do not require a public relations manager to contact dozens or hundreds of media outlets a day to issue press releases. These tasks are often completed by professional marketing agencies like Xiaoma Shitu. .

For another example, a company in a traditional industry will not have an online team. Work related to website SEO, new media operations, and online word-of-mouth communication will be entirely handled by a marketing manager. , so the marketing manager personally definitely does not have so much energy to complete so much work, but chooses one or several Internet marketing companies to serve him. Some people may ask whether outsourcing will waste a lot of money? In fact, outsourcing Internet marketing to professional companies is very efficient, and the cost is still very cost-effective compared to companies recruiting talents to do these tasks themselves. The salary of four people is 300,000-500,000 yuan a year, and some online advertising and media communication direct costs are also incurred by your own team. Xiaoma Shitu Marketing Consultant visually inspected and outsourced at least half of the cost.

If an enterprise is not spread, it is not enough to become a brand; if a brand is not spread well, it is not enough to become a famous brand. In today's society, there is an endless stream of products and brands are uneven, but the only certainty in the market is that these products and brands want to be the first among the stars. After the COVID-19 epidemic, there will inevitably be a surge in market demand. It is not too late to plan online promotions in advance. If you are slow to act, you can only watch your competitors enjoy the market cake after the epidemic.

Whole network marketing, so what is whole network marketing?

Whole-network marketing is publicity and promotion that uses various channels on the Internet, covering all Internet media, making marketing ubiquitous on the Internet.

The abbreviation of whole-network integrated marketing. The advantages of integrated marketing across the entire network are: enhancing brand image, standardizing the sales market, promoting overall sales, solving offline sales bottlenecks, improving customer service systems, and sorting out distribution channels. Expanded information The scope of network-wide integrated marketing mainly includes: web search, image search, video sharing, B2B platform, B2C platform (self-owned and third-party), portal media, classified information platform, vertical industry forum, blog promotion, well-known encyclopedia .

1. Web search plans overall keywords based on industry, region and product characteristics, studies the popularity and relevance of keywords, obtains a higher ranking on the search engine results page, and increases the visibility of corporate websites. With the collection volume and webpage display volume of major major search engines, when customers search for related products or services in search engines, they can easily and quickly find corporate information.

2. Image search promotes specific keywords in the form of pictures in search engines, and intuitively pushes pictures of products to users to cover image search users, enhance brand image, and improve corporate information display. quantity, bringing business opportunities to enterprises. 3. Video communication is the most direct and effective medium because it receives relatively widespread attention. Together with sound and images, it can give people an intuitive and vivid feeling. Video communication is also interactive on the Internet and is highly disseminable. Make product or related service information videos and share them on major video websites (such as Douyin, Xigua, etc.).

4. The B2B platform publishes a large number of enterprise and product information on well-known domestic B2B industry websites. Customers can search for your enterprise and product information by browsing these B2B website platforms, and then contact you for consultation, and finally reach a conclusion. trade.

5. B2C platforms (self-owned and third-party) display enterprises and products on the sales platform, and end customers browse the page to consult and place orders, forming orders from customers to the enterprise. It is divided into self-owned malls and third-party malls mainly based on Tmall.

6. Portal media websites place corporate product or service information in the form of soft articles on major media portal websites (such as Toutiao, Tencent, Sina, NetEase, Sohu, etc.). After being placed, you can directly browse it on major portal websites for a long time, and enhance the brand through the authority of the portal website.

7. Classified information platform uses classified information, a network application platform, to publish valuable information on various classified information websites in a timely manner, thereby achieving the purpose of enhancing brand awareness and corporate image.

8. Vertical industry forums use the online communication platform of forum interaction to publish the company's product and service information through text, pictures, videos, etc., so that target customers can have a deeper understanding of the company's products and services. . Ultimately, the purpose of corporate promotion and deepening market awareness is achieved.

9. Blog promotion uses a network interactive platform such as blogs to publish company-related profiles and service information, and pay close attention to and promptly respond to customers' questions and inquiries about the company on the platform to achieve the purpose of publicizing company information. Purpose.

10. Well-known encyclopedias Create entries related to companies, brands, products, and websites in major well-known encyclopedias, which can not only establish a public image of their own relevant information, but also increase communication opportunities and enhance visibility. .

Marketing advantages 1. Precision marketing reduces publicity costs; 2. Enhances stickiness with customers; 3. Conducive to brand promotion; 4. Increases visibility; 5. Conducive to occupying more market resources; 6. Creates new customers Group 7. Strengthen customer consumption stickiness 8. Break through operational obstacles in the value chain

Why do we need full network marketing?

Because now is the era of mobile Internet, a very big feature of mobile Internet is fragmentation. Users’ time is fragmented, and they don’t have much time on each channel.

In this context, if you want to accurately find your target customers, you must adopt a multi-channel communication strategy to spread your brand to all places where your customers may be.

So the reason for doing network-wide marketing is to deal with the fragmentation of user time.

How to do network-wide marketing?

To do a good job in network marketing, the most important thing is to make a comprehensive plan.

First of all, you have to analyze who your target customers are? Is the target customer a business, a dealer, or a consumer?

Secondly, you need to analyze where your target customers are? They may look for the services they need through some method, they may read public account articles on WeChat, they may read articles and information on Toutiao, and they may read various information on Weibo.

Next, we need to analyze how to expose ourselves in front of target customers? For example, if the customer is on a search engine such as Baidu, then what we have to do is to find us as soon as the customer searches for keywords, and then a contact will be achieved; for example, if the customer reads an article on Toutiao, then we will You can publish corporate marketing articles and recommend them directly to users through machine recommendations on the platform, thus achieving one contact.

Finally, how to achieve marketing purposes? At this time, the touch point is the key. It can be a web page, an article, a video, or a Weibo post. These contents must be carefully planned and laid out to achieve the purpose of promotion. Through step-by-step analysis, we can make a comprehensive plan and then gradually implement it to achieve the purpose of network-wide marketing.

The concept of full-network marketing is to open up all media and all channels, and analyze and optimize through the monitoring of delivery effects to achieve better publicity and promotion effects.

If you choose a single medium or a single media, it may cause a waste of media resources, and the promotion effect will not be good if the money is spent. Because a single media has different effects in a single delivery, and the crowds are also different, it may lead to inaccurate delivery. Network-wide marketing can solve this problem. Through network-wide marketing statistical analysis, media tilt optimization is done based on actual results, and Internet data is relied upon to optimize delivery and improve advertising effects. Whole-network marketing mainly includes the following points:

1. Multi-screen integrated interaction

Whole-network marketing can integrate PC screens, mobile phone screens, tablet screens and other multi-screen interactions to carry out Omni-channel coverage;

2. Multimedia channel integration

Whole-network marketing can integrate multimedia delivery, portal websites, vertical websites, APPs, etc.;

3 , Integration of multiple types of media

Network-wide marketing can integrate multiple types of media, such as tools, news and information, games, videos, etc.