What if the brand awareness of the enterprise is not high?

Under normal circumstances, when the company is just starting, the first task of entrepreneurs is to promote the brand, so that more people pay attention to the enterprise and their own brands is the primary goal of this period. However, compared with the stable enterprises, the start-up companies are still insufficient in basic resources such as capital, manpower and customer sources, and it is also very easy to have a crisis of insufficient stamina in the promotion process. However, if you don't promote it, you will die. If you don't want to waste your previous efforts, you must learn to resist pressure. If you want to promote your brand quickly, we still have a lot to consider.

brainstorming

First, the purpose of brand promotion

Brand promotion includes much more than brand name and Logo, which requires entrepreneurs to have strategic thinking and accurate brand positioning. Successful brand promotion must have an accurate positioning, which is the core factor of marketing and even sales. If properly managed, it can be a "compass" to guide customers' preferences and establish a stable and solid relationship between brands and customers.

The main target of brand promotion is users, and the essential purpose is to fundamentally influence users' consumption behavior and make users' consumption habits change from aimless to exclusive. Brand promotion takes target customers as the core, which requires us to build an insightful brand strategy. This insight is an observation of the consumer demand of the target users.

Through observation, it is not difficult to find that users are easily inspired by content that is close to people's hearts, has emotional commitment and attractive brand characteristics. The current consumption concept is a combination of rationality and sensibility, which not only pursues quality, but also pays more attention to service and feeling, and the proportion of price has dropped a lot.

entrepreneur

Second, views on various driving bosses

(1) technology driven:

The boss of this startup company is the most common in the current entrepreneurial wave. The founder of a technology company may be a good CTO, but it is easy to ignore the link of brand building. The most basic work of brand building is to find the values of the company and products. Many of the early company names and slogans of start-ups come from the brain. With the development of the company, the business direction and products will be constantly adjusted. In the words of technology-driven bosses, we can only occupy the market if we always run at the forefront. As a result, it only takes up various system frameworks and JS codes.

(2) Marketing drive

Marketing-driven bosses rarely come into contact with them in the whole process of starting a business. Down-to-earth here refers to impressing customers with their own products, and what explosions, cp, iP, etc. will always come to mind in customers' minds. They are all used to promote products overnight, paying little attention to brand building and product polishing. According to the jargon, entrepreneurs always want to be opportunistic, but they don't know that marketing drivers need good user experience and good products to support them!

(3) Market drive

This kind of boss is also wonderful, and most of them are from sales. Their sales quality ability is very strong. Maybe starting a business at present is intercepted from your own business ability. When their business ability reaches its peak, they can no longer satisfy their inner pursuit of business projects. So, they registered the company and started their own business. This type of boss has accumulated more than n customer resources, and short-term profit is no problem. However, individuals have never been optimistic about making the company bigger and stronger. Because, after you get in touch with the founders of this type, you will find that their company may not even have a official website or brand information. Maybe just one concept can earn thousands of dollars. Finally, evaluate that market-driven startups are suitable for business! Perhaps, it is too arbitrary, welcome to spit!

Third, how to do brand promotion without money and resources?

To sum up, in this Internet age, there are basically no bad products (except business) that can inspire the courage to start a business. Therefore, whether you are an idea or a product being polished, you have planned its positioning before starting a business. To put it bluntly, when this product goes online, what kind of people's money I want to earn and what kind of people's data I want to collect have been branded at the time of product structure. So ... as for how to make it? How to collect data of the target population? Brand promotion is indispensable.

Here, I think it is very important to say a few more words. In the early years, when Internet companies were operating, they were always passive. As a result, you would spend a lot of time and money to "squeeze out" some similar products to highlight the exposure of your products. Therefore, we can remind some students who are starting businesses to keep in mind the following points.

(1) Brand promotion by naming registered companies.

When naming a registered company, don't think of any auspicious, auspicious, prosperous business or popular words to register. On the one hand, it won't waste time for industrial and commercial nuclear name, on the other hand, even if you are named xxx Leading Co., Ltd., you can't become a leading company in the end. Then, the registered company must be named after the brand and product-driven positioning. The advantages of this are: First, after the product molding and brand molding, you can rely on the trademark direction!

Then, you need to pay attention to a lot of derivation. Before naming, you can check the proportion of this name (brand name) in the search engine on Baidu. Generally speaking, according to SEO, is the coverage of this word very large? Are there any similar companies in the first three pages? If you have any suggestions, you can change your name, because it will be more difficult to build a brand in the future. On the contrary, there is no decisive registration!

(2) Marketing methods

A brief introduction is as follows:

Online promotion

SEMSEO: Search engine promotion is mainly to guide the traffic of major search engines to their own products. The purpose of optimization is to guide traffic as much as possible and guide more accurate and better traffic. (Comment: Why do start-up companies have to spend money on SEM even if they have no money? Maybe many bosses think it's too expensive when they mention SEM. The minimum amount for opening an account is 6000 yuan. In fact, if they can spend money to sell their products in the early stage and have a ROI return ratio, they can invest with confidence. In addition, SEM is of great help to the natural ranking of a new company like official website. This is combined with SEO knowledge. The best thing about SEO is to achieve natural ranking through manual intervention. Not here. However, it is not easy to recruit a competent SEO/SEM employee)

EDM: There are several forms and functions of direct mail, such as the exchange of information and resources, the investigation of customer needs, the reminder of renewal and service expiration, humanistic care (holiday and stop service reminder), and the notification of activities (preferential activities and year-end customer appreciation).

PR: The role of public relations is mainly to expand the brand's popularity and influence. The work involved may include: cooperation: media cooperation and docking, content cooperation, daily maintenance, receiving/reviewing manuscripts, participating in activities/awarding prizes; (Comments: PR public relations is of little use to startups in the Internet industry for the time being, and there is not so much money to recruit a PR! )

Copywriting: Entrepreneurial companies not only have the function of writing their own company news and products, but also focus on external communication;

Community promotion: based on its own industry, with content output as the core, establish a community for people, and organize activities within the community, such as online live sharing or exchange, and hold online live events regularly to produce high-quality content. (Comments: WeChat community and QQ group are the best free drainage methods at present. Wechat group 1-22-4-4 is 8 ... make the quantity and quality of WeChat group to the extreme. As for how to divide the materials and when the drainage effect is good, I won't say them one by one. Wechat group is usually better at night. Promoting drainage for QQ group should be the earliest promotion game, with thousands of QQ groups flashing at the same time.

Media channels: including WeChat official account, headline number, Baijia number, Netease number, etc. , output the content regularly. When using the media channel, you can output high-quality content without using the product name as the media name. Implanting soft media is very effective (comments: self-media for SEO, for example, your brand name is XXX, when writing from the media; The title must be: xxx (brand name) normal title, mainly for other search engines to occupy the commanding heights of the natural ranking relevance of search engines. Netease number and Baijia number play a great role in SEO ranking, and others are basically not included)

Water army: If it is promoted in relevant industry forums, the amount of paid water army will be even greater. However, considering the sensitivity of current forums to advertisements, I suggest that you produce high-quality content and pay appropriately.

Online recruitment

offline promotion

Promotion and hosting of activities: Take products as the core to host activities, invite the media and relevant personnel of enterprises to participate, such as the first anniversary of products or investment promotion activities of products, and carry out corresponding integrated marketing activities for the activities.

Participation: Attend industry-related meetings, enter industry circles through participation, establish media relations, and acquire potential customers.

Attention: sorting and screening of industry conferences, determination of exhibition form and quotation, determination of details, preparation and participation of exhibitions, collection, sorting and distribution of customer information.

Channel cooperation: products can cooperate with corresponding distributors around the country, and distributors often have customers of other types of products on hand. When their customers have corresponding needs, they can give priority to recommendation; This is also to solve the problem that products cannot be promoted because of geographical restrictions.

Friend introduction: Entrepreneurial products often have a long trial period. Inviting customers to try or recommend products for free can also have a good effect, and it is also conducive to winning the product choice of the other company.

The above is the promotion method, and the subject can choose or focus on it according to his own needs. This is also some commonly used means at present, so it seems to deviate from today's theme. How to do brand promotion for free?

When I was working in an Internet company a few years ago, I defined it this way: a new startup needs money, but there is no money, and no one needs it. So, did this enterprise quit? This is by no means the case. So, I told my old boss like this: no one knows your awesome products, and no one found them to be rubbish. I suggest setting up a home in a search engine. Then, it is nothing more than Baidu with a relatively large share. How?

(1)SEO natural ranking

The significance of this is to let Baidu search for your brand name: xxx, and you can find your official website on Baidu's homepage, so that the products formed by official website's "absolutely compelling" ideas will have exposure opportunities, which is also ignored by many startup companies. Some startups don't even have official website. It's amazing! Then there are the external chain, internal chain and other contents in the mate tag of SEO: the title, keywords and description are all to show the soul of official website. As for how to operate, after all, it is an industry job, and those who finish SEO will scold me!

(2) Soft text promotion

Free soft text promotion, suggestion post bar, douban, webmaster forum, local forum, Tianya forum, etc. Many people think that these things are out of date, but when you do, when Baidu's snapshot takes up the first three pages, you will laugh with relief. After all, it is free!

The other is to get large-scale exposure with very little money: this requires a certain amount of money to make commercial soft articles. As long as there is a channel of 3000 yuan, you can send more than 80 soft articles. After the soft text is exposed, it can be reproduced and spread in other small stations. The money spent is worth it! If you need to send a soft article, you can also publish it in Qidiyun Media (www.qidiwang.com). Now the effect is good, and the price is low, and there are many resources on the market!

Soft text publishing

(3) Free news information,

According to my free product report, collect the following summary of new product report channels:

36Kr (bottom), IT Orange (applauding the new products around us today), I Dark Horse, New Bud, Hunting Cloud Network, Entrepreneurship State (demo8 is now closed and Ifanr is renamed as the beginning of the page), tech2ipo Innovation, Tiger Sniffing Network, Titanium Media (I built the community), DoNews, Chopping Wood Network, Geek Park, Pingwest Product Play, New Products, Mindestore.

There are also various free media: Lu Songsong blog, Netease subscription number, uc big fish number, today's headlines, a little information, Beijing time number, Wukong financial media, Oriental headlines, Sohu public platform, Yixin public platform, WeChat public platform, etc.

Finally, don't forget to do the free channel above. The fastest promotion of the company is that startups have hundreds of WeChat groups and Qq groups. The content generated by the above channels should be combined with community marketing and spread more widely!

In fact, to sum up, it is not difficult to do free brand promotion, but it is difficult to implement and plan. But only the combination of dynamic and static can better promote the company's brand, not to mention letting everyone know, at least people in related industries will know your brand! Without money, there will always be a "cool" day by polishing products and simulating and improving process services!