With the advent of the mobile Internet era, the consumer habits of users have undergone tremendous changes. The wave of online marketing is rolling in. The major e-commerce giants are also actively exploring the online and offline boundaries, incubating a new retail model of mutual drainage and omni channel integration. This forces traditional enterprises to either embark on the path of Internet transformation, or be abandoned by users and submerged in the market torrent.
But when small and medium-sized enterprises join the Internet transformation army, they often spend money, build platforms, and promote. Everything is ready, but it doesn't work.
The marketing is not moved, and the brand is first.
Establishing an enterprise's own brand positioning is a very important basic link in brand marketing 。
Huawei has an advertising slogan that reads: "Do not consume strategic competitive power at non strategic opportunity points". That is to say, enterprises should have a target in brand positioning and precise marketing.
1、 Clarify "who I am"
In order to increase sales opportunities, most small and medium-sized enterprises always carry out multi business and multi product simultaneously, and introduce brands to consumers all at once. This is a very fatal practice, which often makes consumers lose track of what the core business of the enterprise is and leave the impression that they have everything and are not good at anything.
2、 Clarify "who is the target customer"
Taking Pinduoduo, whose market value surpassed Baidu and became the fifth largest Internet listed company in China, as an example, the market sank to three or four lines, and accurate user positioning was its most successful judgment.
3、 Find out "my strengths"
With serious brand homogenization and no innovation, it is difficult to stand out from other brands in the industry. When making brand strategy planning, enterprises should find out what customers need and what advantages peers do not have.
After defining the brand positioning of the enterprise, the next step is marketing and promotion.
Now the network marketing is not the case of building a website and everything is fine. If the website has no traffic, it is worthless. When building a platform, should enterprises consider whether users can search the platform? How to search? How to find the pain points of users to promote conversion?
However, in general, small and medium-sized enterprises engaged in Internet transformation can do whatever they want, build websites, build small programs, open public accounts, and play dithering. Exhausted every day, the effect is still unsatisfactory, the platform traffic is small, and the website conversion rate is even less.
In this case, it is generally because SMEs that have just entered the Internet transformation lack certain Internet thinking. On the Internet + In the economy, Internet thinking and product concept are the basic qualities that enterprises should have.
Another factor hindering small and medium-sized traditional enterprises from realizing Internet transformation is the lack of suitable talents in the process of practical operation. Small and medium-sized enterprises want to set up their own online marketing teams, but the labor cost is too high and the time is too long, and the effect can not be guaranteed. If excellent talents cannot be found, it will increase the trial and error and time cost of the enterprise. Instead, find a professional outsourcing team. A strong and professional network marketing team can minimize the cost risk of the enterprise.
Xingtian Technology has a set of perfect "online marketing express" - brand promotion system, which integrates from four levels of market research, brand strategy analysis, brand positioning planning, and brand culture refining to create a brand concept and brand promotion scheme that are easier to be recognized.
At the same time, according to the product characteristics and needs of the enterprise, it is divided into two steps: first, establish a marketing website and improve the online marketing platform; Second pass SEO optimization +SEM Bidding to obtain more network traffic and brand exposure opportunities. Transform the advantages of the enterprise such as "technology, team, products and services" into "brand advantages" and "market advantages". We will help small and medium-sized enterprises seize the flow benefits of the Internet era, obtain more accurate customers, and transform more orders.
