In 2020, this "epidemic" has accelerated the development of online economy, and all walks of life are actively carrying out Internet transformation. For small and medium-sized enterprises, digital transformation and upgrading, and online business layout are no longer "flowers on brocade", but "charcoal in snow".
Home epidemic prevention has interrupted the customer source of offline business enterprises, and has to bear the rent cost, labor cost, tax cost, etc. when there is no revenue. The pressure on SMEs has surged. According to the joint survey data of Tsinghua University and Peking University, affected by the epidemic, 29.58% of SMEs' operating income in 2020 will decline by more than 50%, and 58.05% of SMEs will decline by more than 20%. This has greatly enhanced the urgency and necessity of the transformation of many small, medium-sized and micro enterprises, especially offline enterprises. In particular, the digital transformation of enterprises has become the trend of economic development, and the future development of those who can seize the opportunity to transform as soon as possible will be very good.
So how can small and medium-sized enterprises move their business online to get customers online?
Whether offline or online, Enterprise operation is always inseparable from customers (flow), channels and products, If you want to move to online marketing to increase turnover, you should try to capture more customers (traffic) through available channels, so Enterprises should build a network wide marketing system with diversified channels around users.
Build platform
As the saying goes, it's hard to make bricks without straw. Enterprises need a platform to show users and communicate online when they get customers online. Website construction is the first step of enterprises' digital transformation. The two functions of enterprise websites are online marketing and enterprise informatization.
When setting up a website, enterprises should be clear about which functional modules to design, because the ultimate goal of the website is to enable enterprises to obtain traffic through the Internet. Only by integrating the ideas, methods and skills of marketing into website planning, design and production and making the website an effective link between enterprises and customers can the website truly play its role.
Promotion and drainage
After the platform is built, it needs to be optimized and promoted so that the website can be exposed on the home page of the search engine for more people to see, thus bringing more traffic to the website.
Generally speaking, when searching for something, consumers will first click on the website with the highest ranking to browse information. If you want to make the enterprise's website ranking higher, you need to make the website rank higher in the search engine through search optimization. Moreover, users of this kind of active search have higher and more precise demands. As long as they have demands, they will search for various keywords. If your website ranks low, it is easy to miss the opportunity to lose potential customers.
At the same time, when your website has a large number of accurate keywords with high rankings, it not only improves the company's exposure, but also increases the customer's trust in the company invisibly. thus it can be seen, Enterprises can minimize marketing costs by doing a good job in search optimization.
Settle in B2B and B2C classification information platform
Settling in the classified information platform is also one of the channels for capturing interested customers. For example, if you are a catering enterprise, you can enter Meituan, Lulemao, Dianping and other platforms; If it is a home decoration and building materials enterprise, it will settle in such decoration platforms as Tubatu and Qijia; If it is a life service company, it will settle down on websites such as 58 Home and Public Comments... This way, I believe that many traditional enterprises are familiar with it. If they settle down on the platform to regularly update product information, they will definitely get interested customers.
New media channels
WeChat, Weibo, Tiao Yin, Toutiao and other We Media are channels that Internet enterprises attach great importance to development at present. By producing high-quality content, we can increase fans' attention, while users' forwarding behavior can achieve multi-directional communication, helping to enhance the popularity of enterprises.
social marketing
Different from search marketing, which is a marketing method for users to actively search, community marketing is a way for enterprises to actively use existing customers to expand new customers. Enterprises can organize existing users by establishing QQ groups/WeChat groups, and regularly launch preferential activities to enhance user viscosity. If users get good feedback, they will take the initiative to share and spread. For enterprises, this is a process of innovation and fission, which can actively obtain traffic and accurately transform.
Internet marketing has a variety of ways, and online marketing needs to be multi-dimensional and multi route layout in order to obtain more customers. Of course, for many small and medium-sized enterprises, or those that do not have online operation capability and staffing, it is also a good choice to find a professional and empowered third-party organization to cooperate.
