Now is no longer the era of "the fragrance of wine is not afraid of the depth of the alley". No matter how good the product is, if the marketing promotion is not done well, "ghosts" do not know. More and more business owners are also aware of this, and have switched to online marketing channels where a hundred flowers bloom to open up new traffic battlefields.
However, The marketing method of "spreading nets" is more than that of "precision fishing", A lot of advertising expenses have been wasted, but the sales of products have not increased. Many advertisers are complaining that "I know half of the investment in advertising is useless, but the problem is that I don't know which half."
Faced with a wide range of digital marketing methods and promotion channels, how can we find a suitable and effective marketing method?
The purpose of enterprise marketing is very clear. It is to use the media and technology of the Internet to promote its own products, so that the enterprise can achieve performance growth. Then, the most important thing for enterprises to conduct online marketing is Reasonably choose online marketing tools, Because digitalization serves marketing, rather than "spreading the net" to realize digital marketing.
Now Xingtian Technology will take a look at the online advertising channels commonly used by SMEs, and talk about their respective advantages and disadvantages. Only after comprehensive understanding can we find the most suitable marketing tool for ourselves.
SEO
Let's start with the "entry-level" SEO optimization. SEO can stand out among many marketing tools, and is sought after by users. It must have its inherent charm.
By using search engine ranking to keep the corporate website ranking stable on the home page, you can increase the exposure of corporate websites, so that consumers can see your website at a glance when searching.
advantage
Low risk and cost, and long-term stable effect. The effect of website ranking optimized by formal SEO technology is relatively stable. By optimizing multiple keywords, enterprises can bring a lot of accurate traffic. No pay per click, no matter how competitors click, there will be no deduction. The cost of SEO optimization is basically 1w+/year.
shortcoming
Website ranking cannot be achieved quickly, and it usually takes several months to take effect. The website ranking will be uncertain due to the changes in the ranking rules of each search engine platform. The competitive keywords, such as education and mobile phones, are not suitable for optimization due to the difficulty of optimization.
SEM bidding
After talking about SEO optimization, I have to talk about SEM bidding again. The way for enterprises to launch SEM bidding is simply to exchange money for traffic.
advantage
Quick results, The keyword ranking and traffic of websites for SEM bidding can increase in a few minutes. At the same time, enterprises can set time, region and other launch conditions, Bring more precise and more intentional target users. Through clear data analysis, the enterprise also Corresponding adjustment strategies can be made in time , reducing many invalid costs and traffic.
shortcoming
Unlike SEO, once SEM stops spending, the traffic will stop, and the cost is also high. It needs to pay 10w+every year. The operation background is relatively complex and requires experienced professionals to operate.
Information flow advertisement
Information flow ads are usually mixed with content and appear in WeChat friends circle, Weibo, mobile Baidu, Today Toutiao and other APPs. Users are immersed when reading content in the information flow scenario, which can reduce the sense of jumping out.
advantage
Like SEM, the information flow advertisement can also set its own group, time, region and other placement tags according to the needs of enterprises to achieve personalized placement. Information flow advertising is highly original, which blurs the boundaries between information and advertising, integrates with content, and does not affect user experience. Mobile fragmentation can have a continuous impact on the target population and accelerate the transformation process.
shortcoming
There are some errors in the target audience. For example, if the user is a woman who just likes watching cars or sports, the system is likely to determine that he is a man. Users' frequent browsing of luxury goods does not necessarily mean that they have such consumption ability.
KOL Marketing
KOL marketing can also be called online celebrity marketing, which uses online celebrities and big V in specific fields to "bring goods" for its own products. This is a very good marketing method for C-end products.
advantage
KOL generally has a large number of fan groups. In this fan economy era, it can make brand information penetrate into the fan group and quickly improve the popularity and conversion rate. At the same time, KOL marketing can also improve the brand image and get more attention from consumers. For example, the Perfect Diary recently hired Zhou Xun as the brand spokesperson, and netizens commented that the endorsement photos showed a sense of luxury.
shortcoming
There are many incidents of traffic fraud and buying whitewash broadcast volume. High advertising costs may not bring equivalent marketing effects.
The above are several online marketing promotion methods that are more suitable for small and medium-sized enterprises and are most commonly used. stay Diversified and combined play has become a new trend At present, when choosing marketing promotion, business owners can consider product positioning, target groups, market environment and other factors Select multiple promotion channels, take multiple measures and complement each other's advantages, Play a set of marketing combination boxing with the most powerful effect.
