How to make the management plan of network marketing team

If the manager of the enterprise is called "handsome", then the person in charge of the network marketing department is the "deep person in charge" of the enterprise. What kind of "general" can be competent for the operation of the network marketing team?

The ideal network marketing manager should not only be familiar with the business knowledge of the enterprise (at least have worked in the industry for several years), but also know some technical applications of network marketing (know how to optimize and popularize technology, be familiar with bidding advertisements, release free information, and even run industry forums).

But at present, it is rare to meet talents with such conditions. A more pragmatic way of selecting candidates is to deploy business backbones within the enterprise to take charge of the team, which can save outsiders time to familiarize themselves with the business and facilitate communication and coordination with other departments in the future. As for charging such a person with knowledge of network technology, it is necessary to find an experienced network marketing consultant for training and long-term guidance, so that he can have the ability of network marketing planning and arranging daily affairs.

It should be pointed out that you should never hire idle people from other departments. After all, network marketers can be regarded as market developers of enterprises, and they should have strong enterprise initiative. People who have nothing to do in other departments can hardly expect them to expand their territory with their heart, or they should be transferred from technical departments or business departments.

The next step is to select soldiers, just like the point. It is best to deploy suitable candidates within the enterprise. If the enterprise is not adjusted, it is necessary to openly recruit new people to form a team. Basic personnel include:

(1) website designer;

(2) network optimization and promotion personnel;

(3) professional copywriting;

(4) network information officer;

(5) network advertising administrator;

(6) Online direct sellers.

When recruiting the above-mentioned personnel, the following basic conditions shall be met:

1

Fast typing speed, skilled computer operation

In the whole process of enterprise network marketing, whether it is information collection, editing or information release, a large number of words need to be input. Typing 30 words per minute is half as efficient as typing 60 words per minute. So when I was recruiting network marketers, the first test was typing speed. During the test, we will also pay attention to the examinee's movements of moving the mouse and opening the page to judge whether he has the habit of operating the computer quickly.

2

Strong understanding and writing skills.

We have made it very clear that writing original professional information is very important for online marketing. So when recruiting, I always ask each other if they have the habit of keeping diaries and blogs. If you recruit someone who doesn't like writing articles and force him to edit them, everyone will be very painful.

Nowadays, young people spend more time online. Should they be familiar with the Internet and search tools? Not necessarily. Some people are only addicted to games or chat and make friends on QQ, and they can't be regarded as familiar with the network if they don't ask anything else on the network. Distinguishing them is very simple. As long as applicants register as a free member of a B2B website, post an enterprise information during the interview and search for a simple knowledge article, they can see their familiarity with the network.

four

Master certain image processing technology and even video processing technology (especially the requirements for website designers)

We said in the first condition that typing is for word work in network marketing, and image processing software (such as photoshop) is used to publish image information on the Internet. Especially in some industries, such as enterprises selling remote control toys, the production of pictures and videos is the basic work of enterprise network marketing. Such enterprises must have talents in this field if they want to form an online marketing team. The standard of the test is to give candidates some original drawings and let them make beautiful renderings.

five

Master certain website production technology (requirements for website producers and optimization and promotion personnel)

Only those who can use HTML website building language or skillfully operate a website building software (such as dreamweaver) can build enterprise websites, optimize and promote them. Others claim that they can set up corporate websites. They just apply the ready-made enterprise website program, and the design style and layout of the website and the optimized quality are all limited by this program, so they can't be regarded as website producers. Real enterprise website construction and optimization personnel must be professionals who can independently write websites with dreamweaver. To test candidates' ability in this respect is to let them write a simple corporate website independently.

Of course, for small-scale enterprises, it is best to recruit all talents. For example, the copywriter, the information officer and the online advertising administrator are merged into one post (meeting the requirements of 1~3), and the website design, optimization and promotion personnel are in one post (meeting the requirements of 4~5).

(1) Programmers (not only design website programs to meet various service needs; Also design background programs to meet the needs of data analysis and management);

(2) Data analysts (website traffic analysis, advertising investment analysis, sales data analysis, etc. );

(3) customer service (selling products online and maintaining the relationship with old customers);

(4) Distribution channel specialist (responsible for developing and maintaining distributors);

(5) after-sales service personnel (to solve after-sales problems).

Second, how big a team will be formed?

How big the team should be, the following factors should be considered:

Sales scale and development trend of the industry where the enterprise is located;

Enterprises expect the benefits brought by this team;

Capital investment of enterprises in network marketing;

Types and quantities of online marketing platforms.

But the basic personnel should include: a network marketing operator, a network information officer (collecting, editing and publishing information), a website promotion and optimization officer (managing bidding advertisements and making natural rankings), and a network direct seller (collecting potential customer information and selling directly).

For small-scale or start-up enterprises, we can recruit "generalists" to reduce the number of personnel, while for large-scale enterprises, network information personnel can also be divided into: copywriters, artists, editors and irrigation personnel. Promotion and optimization personnel can also be subdivided into: website producers, reverse link personnel and bidding advertisement administrators. Online direct sellers can also be divided into several sales representatives according to the different industries and regions of customers.

In many enterprise network marketing teams I have met, there are hundreds of people at the battalion level, several people at the team level, and even a "hidden" team without full-time staff.

Battalion team (300~700 people): Most companies that can pull such a large team are consumer goods manufacturers (such as cosmetics, clothing, household items, etc.). ). They should not only carry out B2C work for direct users, but also carry out B2B work for wholesalers and distributors online. Every post we mentioned above has become every department of them:

(1) Software Development Department;

(2) Advertising Design Department;

(3) Network Promotion and Operation Department;

(4) customer service department;

(5) after-sales service department;

(6) wholesale group purchase department;

(7) Distribution and Licensing Department;

(8) column editorial department;

(9) Warehouse and Logistics Department; Wait a minute.

Such a marketing team will not only manage independent B2C shopping malls, Taobao shops and QQ shops, but also establish multiple communities (such as Taobao Gang and QQ Group) to gather old customers for some online interactive activities.

Class-level team (10~50 people): In addition to consumer goods enterprises in the B2C market (generally there are dozens of medium-sized online stores), if only enterprises in the B2B market (such as industrial equipment, packaging materials, chemical raw materials, etc.). ) can establish a class-level network marketing team, the scale is not small. Whether you can form a real network marketing team, you need to consider the comprehensive job requirements when recruiting:

(1) information officer;

(2) professional and technical copywriting;

(3) website optimization and promotion personnel;

(4) network advertising administrator;

(5) website designer;

(6) network direct seller.

Team-level team (about 5 people): This is a common network marketing team for most small and medium-sized enterprises. In addition to meeting the basic job requirements, other personnel are either outsourced or divided by other departments of the company. Its basic position should at least include:

(1) information officer;

(2) copywriting;

(3) website optimization and promotion personnel;

(4) Network advertising administrator.

Other jobs, such as website design, can be outsourced to internet companies or advertising companies. Network direct sellers can be shared by salesmen in the sales department.

Single-handed team (1 person): a full-time network information officer who takes care of all network marketing matters. The main job is to collect information about the network industry and internal information of enterprises, publish free information, take care of online advertisements (such as Baidu bidding), join some business-related groups on the network after work, such as forums and QQ groups, and organize and guide potential customers. In addition, the network messenger also participates in some preliminary business work, and wants to share the business commission with the later business personnel. In addition, with the improvement of information technology, we should also undertake the maintenance and modification of the website. Even become a professional website promoter.

It should be pointed out that this kind of staffing is only suitable for industries with small network market, such as mold processing industry (that is, all the network marketing functions are exhausted, and only dozens of consultation calls are made every month to make one or two transactions), while for industries with large network market, we should try our best to avoid restricting the development of network market due to lack of personnel.

Latent team (0 people): It doesn't mean that no one in the enterprise is in charge of online marketing affairs, but that people from different departments share the work part-time. This situation is suitable for individuals who have just started a business and cannot be equipped with full-time network personnel. When the business is not too busy, bosses, clerks or business people can take time out to take care of online marketing matters. The construction, optimization and promotion of websites and even the management of online advertisements can be outsourced to professional online marketing companies. When choosing an outsourcing company, we should pay attention to whether the previous case of this company is similar to our own business. The main work of enterprise insiders is to collect information about the network industry and the internal information of the enterprise, release free information and take care of online advertisements (such as Baidu bidding).

It should be noted that part-time workers also need to receive professional network technology knowledge training to avoid doing useless work or wasting money because they can't take care of it. In addition, when non-business personnel participate, they should be given corresponding rewards to arouse the enthusiasm of part-time personnel. Once the business is up, it is necessary to allocate full-time network marketing personnel in time.

Third, how to manage the network marketing team

In the past two years, I have been receiving letters from business owners or network marketing department managers. When talking about the benefits brought by online marketing, we also talked about many management difficulties. The following is a consultation email sent to me by a netizen when he encountered problems in managing the online marketing team of the company:

The main problem now is online sales. First of all, in the initial stage of online sales, under our own exploration, the company's business is OK. For greater development, we set up an online sales department. However, there are also some problems in sales promotion. Some salesmen privately leave their names, mobile phone numbers, QQ numbers or email addresses, thinking that this will better highlight their labor achievements. However, from the company's point of view, it is related to the company's image. No matter on the company's own website or other promotion websites, the company keeps the telephone and fax numbers of the head office, because once employees leave their jobs or have other circumstances, private calls are unlikely to have a positive effect.

Secondly, how to distribute the workload reasonably and locate the salary and treatment is also a thorny issue. How to customize to stimulate their work initiative and bring benefits to the company?

For the manager's confusion, I gave the following reply:

Online sales are different from traditional sales methods. The problem you are facing now is precisely because you manage the online marketing team according to the traditional sales management model.

The solution is to establish an online sales model and divide the business personnel into two parts, one is an online marketer who specializes in network promotion and website management, and the other is a salesman who has been in direct contact with customers for a long time. Internet marketers are not allowed to negotiate directly with customers.

First, integrate all the means of network promotion, and let the special person (network information officer) take care of it, so as to avoid confusion caused by each salesman sending messages separately.

Second, the staff of network promotion and website management are not allowed to leave contact information in the name of the company online. Only the company's unified sales telephone, fax, email, QQ, etc. Is necessary. I suggest you handle a 400-number or one-number service as the company's sales hotline.

Third, make necessary investment, conduct online marketing, and increase business volume: invite professional online marketing companies to promote websites, advertise competitive rankings on search engines such as Baidu and Google, and arrange network information personnel to publish a lot of free product information.

Fourth, implement the online business distribution system. According to different regions or industries, the business received online is distributed to different business personnel.

Fifth, the establishment of a sound business commission method can mobilize the enthusiasm of network information personnel and salesmen at the same time. For example, in the traditional way, the promotion of a salesman becomes 3%, while the commission for using online channels is only 2%, 1% is paid to the network information officer.

Sixth, the sales staff should be trained in the necessary network tools, so that they can master how to collect the information of potential customers, how to communicate with customers through online direct selling means such as chat tools and emails, and let them carry out their work through online direct selling means.

As for the number of network information personnel and the work arrangement of this position, it depends on the specific work. I suggest you adopt this model: hire a professional part-time online marketing consultant to guide your online marketing work for a long time, and then recruit a full-time network information officer to take care of the company's online resources (company website, bidding advertisements), collect relevant industry information, and publish a lot of free information. If the business expands, the number of network information staff can be increased accordingly.

Of course, the above cases mainly solve the working relationship between network information officers and network salesmen. Managing the whole team requires careful work arrangements for each position.

1

captain

(1) Make the network marketing plan for the company and achieve the target;

(2) according to the plan and objectives, budget all kinds of online advertising and technical service fees;

(3) to formulate the job responsibilities and contents of each post at a lower level;

(4) training and guiding the team;

(5) internal and external coordination;

(6) Supervise and evaluate the implementation and completion of plans and objectives.

2

Network information officer

(1) Collect information.

Depending on the industry in which the enterprise is located, one or more people can be arranged to complete it. The standard of workload can be set as: collecting all relevant knowledge and information on the Internet or traditional media, and inputting them into electronic documents for future website update, information release and online direct sales.

(2) release information.

(3) Manage multiple network platforms.

three

Website promotion and optimization personnel

(1) Take care of bidding advertisements.

The criteria for measuring works are: the position of bidding ranking (whether it reaches the expected advertising space), the daily advertising cost (whether it is controlled within the budget), the number of business consultations brought by advertising (whether it is increased or decreased and its reasons), and the adjustment of advertising words (whether it is different from or even exceeds the advertising words of competitors).

(2) Rank websites naturally.

Standards for measurement work:

① It depends on the ranking position of main keywords in search engines;

③ The number of customers brought by natural ranking;

④ The number of new reverse links on the website;

⑤ Changes in the natural ranking of competitors.

(3) Publish keyword reports regularly. List the cost changes of new keywords and popular keywords, and guide bidding advertisements and natural rankings.

four

Network direct seller

(1) Information collection of potential customers.

Standard for measuring work: establish a customer information table and expand it continuously to ensure that all customer information appearing on the Internet is included. Count the amount of new information on a monthly basis.

(2) Direct sales through various channels, and make records of direct sales. Statistical turnover rate by month.

(3) Cooperate with the information officer and website promoter to provide follow-up services to customers who take the initiative to contact, so as to ensure that no bills are lost. Statistical turnover rate by month.

Of course, the workload is set and someone should supervise it. Check the completion status daily, weekly or monthly. If network marketers can do things actively, they don't have to go through so much trouble, so it is necessary to set up a reasonable performance appraisal mechanism and reward mechanism to mobilize the enthusiasm of employees.

Fourth, how to conduct performance appraisal?

The performance appraisal standard of online marketers is to see how many customers are sold online every year, how many new orders are negotiated through online channels, and then give some rewards to relevant personnel according to these indicators. However, if an enterprise puts many people in charge of network affairs, it needs certain skills to distinguish them, so as to really get more for more work.

For most enterprises, the simplest way is to divide the network marketing work into two parts. Part is the preliminary work: website construction, optimization and promotion, network information collection, editing and publishing. This part of the staff is mainly network information officer, copywriter, website optimization and promotion personnel, and they will promote the enterprise through various channels. In order to show which channel the business is attracted to, it is a good practice to use different business contact methods for different channels, such as different mailboxes, telephones and contacts (such as Mr. Wang and Miss Li), so that when a customer contacts the business, we can clearly know where he comes from and who is in charge.

Once the customer comes into contact with the company, the work of the pre-network marketing staff will stop here, and it should be received by the network salesman who is better at dealing with people (if opening an online shop is customer service). These people are online direct sellers when they are not in contact with new business, and they will constantly collect information about potential customers online. Once customers with real intentions contact them, they are standard business personnel, and do their best to make every business, so that they and the previous network promoters can get corresponding commissions.

However, for enterprises with a huge network marketing team, such as hundreds of people at the battalion level, there are not only B2B businesses, but also B2C businesses, so someone needs to analyze the data of management software and judge the performance of different positions according to the data conclusions. We information learners often say that numbers can speak.

A boss who runs an online shop analyzes the sales indicators of his dozens of customers every day: sales volume, average customer unit price (consumption of each customer), and inquiry conversion rate (the ratio of customers from consultation to final transaction, if 20 customers consult through Want Want and only 10 customers finally buy, then the inquiry conversion rate is 50%). After summarizing these data every month, bonuses will be paid according to different performance.

As a result, she found that the customer service (all women) living in the same dormitory would have a decline in overall sales performance at the same time, and there were many complaints from customers. If this period happens to catch up with the peak sales season, it will have a greater impact on the company, and this period coincides with their physiological cycle. In order to improve this unfavorable situation, she had to insert girls from different dormitories into the same class and appropriately increase male customer service. Seeing this, some friends may say that it is beside the point. No, what I want to say is that in today's era when all kinds of management software are very perfect, we should fully let the data speak for themselves to judge the performance of each position and the benefits it produces.

The enterprise website or retail online shop we build contains perfect website statistical analysis function. We can see the achievements of website optimizers, information workers, copywriters and website designers through clicks, visits and inquiries. According to the information records of online direct sellers and the conversion rate of information transactions, the level of salesmen can be compared. According to the click volume, visitor volume and query volume of Baidu's bidding advertisement, we can evaluate the advertising scheme and the performance of the advertising administrator. According to Taobao's online store scoring function (5 points, for example, my own toy store requires 3 dynamic scores above 4.8 points), the working ability of customer service and after-sales personnel can be evaluated.

This evaluation system, which makes the data speak, should be carried out not only within the enterprise, but also with our online competitors. Although we can't know the visits and sales of competitors, we can know what keyword optimization, how many pages, how many reverse links and how much irrigation work competitors have done on their websites, so as to guide our corresponding personnel to learn from each other's strengths. When I instruct young people in online marketing, I often use the martial arts of players in the game as an analogy. "The road is one foot high, and the magic is ten feet high." Our goal is to surpass our opponents in all indicators. Only in this way can we defeat our opponents. Once young people take out the spirit of playing games to do online marketing, their personal skills improve rapidly and the company's performance rises steadily.