How do small companies do brand marketing? Contains detailed steps and operation methods!

The purpose of this paper is to recommend the most effective marketing channels for small companies, as well as the pits and problems that may be encountered, so as to avoid taking more detours and obtain the maximum promotion effect at the lowest cost. Applicable object: used to be a foreign trade company, with quite mature accumulation and experience in the same industry, and the product quality is absolutely up to standard. At the same time, consider turning to China for brand promotion. Product quality is very important. The role of marketing is to make the brand familiar to more people, which can quickly build a brand or destroy a brand (if the quality problem is serious). Note: brand promotion is not a day's work, it needs long-term accumulation, and it has no obvious effect for at least two years, and it is only a simple preparation, otherwise it will not be done. Why brand marketing? There are many foreign trade companies in Shenzhen. Their unified feature is that foreign trade is the mainstay, and the product quality is absolutely good enough. However, domestic sales have not been carried out on a large scale, and brand awareness is relatively low. With the gradual maturity of online shopping in China, how to build your own brand and be recognized by more consumers has become a very important issue. Brand marketing is very important, but it is not urgent, and it doesn't matter in the short term, but with the expansion of the company's scale, it will become more and more a shortcoming of the company. Therefore, the most effective way is to establish its own brand marketing channels, which are gradually recognized by more consumers. The advantage of small company brand marketing: 1, which is well known by more people, allows users to remember the brand in their hearts while feeling "good quality", and form a preliminary impression on the brand and get repeat customers. 2. When new products go on the market, it is easier to go on the market with brand protection. 2. Users can easily find the brand when searching for product-related knowledge automatically, and the evaluation is mostly positive, which further deepens their impression of the brand. Problems in brand marketing of small companies: 1. I don't know enough about new media, and I don't know what channels are more effective and how to develop them. 2, the product awareness is poor, the promotion is likely to be considered as a water army, and it is counterproductive to encounter serious deletion. 3, high initial investment, easy to take detours, which will be hit and give up brand promotion. Recruitment: What kind of people do small companies need for brand marketing? Yi: 1, with experience in new media industry, including Weibo, WeChat official account, today's headlines, Zhihu, what is worth buying, etc. , and familiar with the marketing platform. 2, have the experience and ability to write soft articles, be familiar with product promotion, and can ask the other party to provide works here. 3. Experience in dealing with various media and platforms (such as evaluation platforms, evaluators and evaluation institutions). 4. Have relevant industry experience. Bogey: 1, background of big companies: The marketing of big brands and small brands is completely different, so it is impossible for small brands to sponsor more activities or put on TV advertisements, and they do not have such a large fan base. What works in big brands may not be suitable for small brands. 2, only new media experience, no advertising basis: new media editors are everywhere, and everyone can typeset. But advertisers may not have the required title party/sensitivity/brand sales ability. Suitable candidate: Experience in evaluation, or the background of advertisers is more important. Promotion: advantages and disadvantages of various platforms. At present, the promotion mainly includes the following platforms: WeChat official account, Weibo, Today's headlines, Taobao Daren, what is worth buying and other online shopping suggestion websites, as well as evaluation platforms and institutions such as fan demo/ Intelligent Hardware Network. The official account of WeChat WeChat is closed and difficult to do, but it represents the company image, so it must be available, but it can be based on service and supplemented by promotion, which will be discussed in detail later. Weibo is open and easy to spread. Enterprises are advised not to give up Weibo. After applying for the Enterprise, you can do some lottery activities and so on, which is well known by more people. Today's headlines are a new force, which is completely different from the recommendation mechanism of other platforms. Valuation tends to surpass that of Weibo, so it must be done. You can apply for a headline number (based on WeChat official account), and then promote headline articles/videos/headline questions and answers/micro headlines. It will be quite easy in the early stage. Basically, the more dry content, the more vertical and accurate content, the easier it is to promote. It's hard for Taobao experts to do it themselves. It is suggested to cooperate directly with the big V Taobao people and let them promote it. In the short term, the effect will be better. What is worth buying and other online shopping platforms are suitable for sending evaluation articles. As a real user, avoid content that is too hard and naked. Demo and other evaluation platforms should cooperate, provide them with products and find special people to do the evaluation, which is more labor-saving than doing it yourself. The disadvantage is that they may not be professional enough. Promotion: what can be done. Science popularization of industry knowledge: product knowledge, use skills, purchase methods and precautions of digital accessories analogy; Home life analogy storage method, life tips, advantages and disadvantages of different furniture materials. Users will see you when searching for knowledge, thus creating the impression of "professionalism/seriousness". Product demo experience: What about this thing and its appearance? What about the size? What about the color? Where are the materials? Is it useful? Single product promotion soft article: tell customers the most concerned issues and directly guide the purchase. Brand stories/demonstrations/employee stories/company benefits, etc. Predict the marketing nodes in Weibo, plan activities in advance, and forward the lottery. Interesting Taobao buyer show, promoting the company's products on the side. Specific implementation: 1, apply for the official account (service number) of enterprise WeChat and enterprise Weibo, sort out the existing products and start updating the contents. 2. Starting from the official account of WeChat WeChat, the headline number of the application enterprise and a series of platform accounts such as Baidu Baijia /UC/ Netease are updated synchronously from the media (it requires a lot of manpower, and some need to work day after day). 3. Open the enterprise WeChat mall and community, synchronize the mall products with the flagship store, post in the community, irrigate, etc. Make sure there is content in the community. 4. Add a thank-you letter to the package sent to the user, with the QR code of the official WeChat account on it, and use the scan code as a gift to attract users to the official WeChat account, while emphasizing the positioning of the official WeChat account: service, exclusive manual customer service. After preliminary drainage, the price of the mall can be slightly lower in the early stage, suggesting the benefits of shopping in WeChat Mall: coupons and exclusive services. 5. Carry out free trial activities in WeChat community, screen reliable applicants and request to submit trial reports. Excellent content can be long-term cooperation, and so on, to accumulate more professional players. 6. Seek a professional demo platform, send products to them, and seek appraisers through the platform to get more relevant product evaluations. Content can be promoted, moved to WeChat community, or enriched in official website. At the same time, the enterprise micro-amoy was opened to communicate with users through content, from simple transactions to temperature and personality. 7, the number of fans has accumulated to a certain extent, forming a fan base, with regular red envelopes as the initial attraction, getting more user feedback, and launching company-related activities and products to guide the exchange and discussion of product-related content. In the early stage, it is also possible for us to irrigate ourselves to guide the discussion. If there is black powder entering, it is better for us to refute it privately than for the official to come forward. You can also guide more users to make suggestions in the community, or launch a series of activities to make the community more fun and retain users. 8. Copywriters set up other private accounts, go to various platforms to write product soft articles, and Amway their own products as ordinary players. Be careful not to have too many IPS, otherwise the post will be deleted. 9. Develop marketing nodes in advance, and choose hot spots linked to the industry to take some activities, such as Amway mosquito repellent in Changsha, giving Banlangen as a package for World Health Day, and leaving work one hour early for employees on International Family Day. If you are lucky, it will become an event and employees will like it more. 10, pursuing the most popular promotion methods: live broadcast and video. Everything can be displayed in the form of video, which is more popular than text because it has a platform. The final conclusion: All the above contents can be summed up in two kinds of promotion: brand building and sales volume. Among them, forwarding is to increase powder/exposure, free trial is to accumulate professional fans/get product improvement opinions/get more literary praise, marketing node prediction is to prepare more professional/possible viral marketing in advance, brand story/employee story is to communicate directly with employees/let employees become their own tap water, and industry knowledge popularization is to create a professional/reliable image, but the ultimate goal is simple: either increase sales or promote brands. In the final analysis, small brand marketing is not impossible, and it can be done in a low-cost and efficient way, with little effect in the short term. But if you choose the right person and method, you can quickly get familiar with and trust users, making online/offline promotion easier, which is still very cost-effective. Of course, if the product quality is not up to standard, it is recommended not to do brand promotion, which will soon destroy the brand and even the enterprise. To sum up, the author has just worked for less than two years, and there must be many limitations and incomplete understanding. Welcome to discuss and suggest, thank you! I wish you all a good time!