How do exhibition enterprises do network marketing? What advertisement is on?

First, the basic model When it comes to the basic ideas of online marketing, the first thing to say is the online marketing model. The online marketing organization of Caigentan has a paper called "Four Models of Traditional Enterprises' Online Marketing", which focuses on the mainstream models of traditional enterprises' online marketing.

Obviously, because of its professionalism, the exhibition enterprise industry needs a lot of communication with related companies and offline interviews with professional consultants to gain enough trust.

Therefore, the basic mode of network marketing is determined as: establishing initial contact with target customers through the network, obtaining customer contact information, and then reaching a deal with target customers offline by professional immigration consultants.

This is the project mode of "online communication+offline transaction" mentioned by Cai Gentan.

Second, marketing analysis After determining the basic mode of network marketing, marketing analysis is necessary.

Marketing analysis should start with target customers, competitors and self-insight.

The first thing to determine is: Do the target customers have online habits? What are their behavioral characteristics on the Internet? Knowing these two problems clearly, we can determine whether the industry can do it through online marketing. What should I do? First, use Baidu search, the largest information portal in the network, to see that there are a large number of competitors bidding, and then further query the search volume of related business keywords through Baidu keyword query tool, then you will not only strengthen your confidence, but also be shocked.

Then we can determine a basic idea, based on search engines (mainly Baidu) to do network marketing, we must first build a website, and then seize the forefront of Baidu keyword ranking, so that we can establish contact with target customers.

Further analysis of the network behavior of target customers shows that news portal is also an important information channel, and other vertical portals of investment immigration industry are also channels for target customers to obtain information.

At the same time, we should analyze the competitors who invest in the immigration industry.

How did they do it? How does their network promotion work? How effective are they? These, Cai Gentan network marketing organization made a preliminary analysis in the last article. Everyone in this industry is contending, and network promotion is relatively simple.

Third, insight into the enterprise itself, where are our core strengths? How to show it through the network? How to surpass the main competitors? Why do customers choose us? When we analyze from the above three aspects, of course, we can draw many conclusions, and our specific ideas, methods and means of network marketing must also come out accordingly, right? Cai Gentan's network marketing organization has always believed that why do traditional enterprises win in the network? Everything starts with marketing analysis, inspection and diagnosis.

Third, after the project planning mode and ideas are determined, the project planning will be carried out, and the online marketing ideas will be transformed into an overall project planning scheme with goals, directions, steps, plans, organizations, control, division of labor, budget and resources, and finally a Gantt chart of project progress will be made.

The Gantt chart of the project comprehensively shows the project task decomposition, schedule control and division of labor and cooperation.

For exhibition enterprises, Cai Gentan suggested that online marketing should be upgraded to a strategic level, and cooperate with offline marketing to form a business chain.

Therefore, the project investment can be relatively large, and the establishment of a professional network marketing team and the original professional exhibition consultants can complement each other.

If all the details of the project are put in place, it is not a problem for customers who come through the network to finalize hundreds of orders a year.

Fourth, the website strategy From the analysis of the previous project ideas, we can know that the online marketing of investment immigration industry will focus on websites and Baidu.

Website is particularly important because it determines the core issues such as customer experience and conversion rate.

If the website is not well done, the network marketing of this industry will basically start again.

The website must highlight the core advantages of the company, and at the same time, it needs to comprehensively consider visual performance, content value, network technology, SEO strategy and function planning to create a marketing website with sales power, communication power and credibility.

On this issue, Cai Gentan has eight steps of marketing website planning and construction, seven elements of marketing website planning and construction, and the template of website diagnosis scheme format: how to diagnose and analyze the website? "there are other articles, you can refer to.

If you are interested, you can go to Caigentan Network Marketing Research Institute.

Verb (abbreviation of verb) promotion strategy As mentioned above, the network promotion of this industry is based on search engines and industry websites.

The search engine is definitely Baidu. In order to seize the forefront of target customers' search keywords, Baidu bidding and SEO are needed.

It should be noted that it will take some time for SEO ranking to see the effect, so we must stick to it. At the same time, many core keywords are fiercely competitive, which requires a large number of long-tail keywords to optimize and bring more accurate target traffic. Long-tail keywords need to be updated regularly to achieve.

Therefore, the internal information update and external link construction of the website need to be synchronized.

At the same time, in the early stage of website optimization, you can use Baidu related products, such as: know, post bar, encyclopedia, library and other tools to optimize off-site information to Baidu's home page first.

In addition, the information release and news release of industry websites need to be adhered to simultaneously.

Press releases can also quickly seize Baidu's home page position.

Sixth, team operation All strategic planning must have a strong executive team to implement the landing, which is meaningful.

To form a team of exhibition enterprises, I personally think that an online marketing supervisor, two editors, an SEO outsourcing specialist, an online promotion and at least an artist are needed. If possible, it will be better to be equipped with online marketing data analysis.

(Note: Online customer service is handled directly by the immigration consultant) And the team members must understand the relevant knowledge of the investment immigration industry before they can start related work.

Team members make plans at the beginning of the month and summarize them at the end of the month to form management control.

At the same time, team members need to simplify, list and standardize their own work.

In this way, a virtuous circle of planning, organization, leadership and control promotion has been completed.