Positioning and Analysis of Online Marketing

When we embark on our own path of online marketing, as a company, how should we position and analyze ourselves? What aspects should be analyzed from?

1、 Company positioning and analysis

Many companies in the market, if their online marketing positioning is not accurate, will make very blind choices at every step. First of all, do not blindly follow peers and friends. Do not go online on any platform based on what peers do, and follow whichever online product my friends use; Suddenly hearing that a new trend has emerged, I am afraid of missing out on the so-called trend, and if I am not careful, I may end up jumping into a pit.

(1) Company maturity analysis and positioning

A newly established company is different from a company that has been in operation for a period of time. The company has been exposed to network products and has not been exposed to them. I once saw a company that wanted to do a WeChat business, but I don't know if it was because they attended any courses or lectures, or because someone analyzed their product for them. All they talked about was doing a WeChat business; Some basic network products, including corporate websites, are not even taken seriously, as he puts it, 'which things are already outdated'. Then I spent tens of thousands of yuan to build a official account and a distribution mall, waiting to place an order from WeChat. Later, I found that the order could not come, and I spent tens of thousands of yuan to buy WeChat powder sucking software. From beginning to end, what is the operation mode of WeChat and what is the purpose of WeChat official account, I have never seen it, and blindly pursued it. When the company is just starting out and has not operated any online channels, there is no need to be too anxious. If your company has suitable personnel who understand network operations and sufficient funds, then you can give it a try. I believe that as long as the positioning is correct, everything in today's society is never too late.

(2) Market analysis and positioning

Is the current market and future market that the enterprise will face located in the company's location or mainly radiating to the surrounding areas. The places where the demand for the product is hot, and the places where there will be demand in the future. Because different markets have different requirements for network products, when your product operates locally, make the products that operate in the local market the main focus, with others as auxiliary. For example, in search engine bidding services, you can set the promotion area for targeted advertising, which can reduce costs. There is also optimization promotion. When you first set it in the region, your keywords will go online faster.

(3) Product Analysis

Different products also have different requirements for online platforms. Although there is currently no precise distinction between online platforms, the most suitable platform for products is where we invest more as a key focus. Unsuitable platforms can be used as auxiliary or even without investment.

(4) Peer analysis

As a company that specializes in website design, we have heard many companies say that their industry should be blue and their website pages should be red. This is a fixed mindset. Your consideration is similar to that of most companies in the same industry, which results in similar websites being promoted. When companies see you on the page, there is basically no significant difference, so it cannot bring attractiveness.

2、 Product analysis and selection

There are many kinds of Internet products and many marketing channels. However, for the products that small and medium-sized enterprises often come into contact with, there are often salesmen talking with you about, make a classification. This way, you won't feel that the product will be so messy, and you will realize that the direction you choose is actually that simple.

(1) Search engine bidding

This belongs to a category that many companies are very familiar with, such as Baidu, 360, and Sogou. These three platforms are now the mainstream of search engines. As for other search engines, it was okay a few days ago, but as an entrepreneur, you probably don't believe it anymore. Here, let's talk more about mobile bidding. Personally, I think there is no objection to mobile bidding now. Although it is a trend, the current trend is in e-commerce app、 Even on future mini programs, and with numerous browsers on mobile devices, their basic functions are not significant

(2) Search engine optimization

This will be designed in our training course. Currently, optimization has entered a stable period, and there are indeed many techniques and methods for optimization. However, the optimization methods of most internet companies are to send messages, update content, edit original content, and add some external links. All of these will be introduced in our course. Don't blindly invest thousands or tens of thousands of dollars to optimize keywords. The results of your own operations may not be worse than those of internet companies, and they are stable and efficient.

(3) E-commerce platform

Traditionally, e-commerce platforms mainly refer to B2B platforms, but from the current development perspective, B2B, B2C, C2C, O2O, etc. all belong to e-commerce platforms without clear boundaries. Alibaba itself has many platforms under its umbrella, such as Alibaba, Taobao, Tmall, Juhuasuan, etc. Other platforms such as JD.com, Meituan, and Ele.me all belong to the e-commerce category. This needs to be determined based on the company's own analysis and positioning, understanding the operating methods and required qualifications of each platform. As for other e-commerce platforms, I personally think their role is not very significant anymore. After several years of accumulation, most of them rely on external forces to operate, and their impact is diminishing

(4) Industry platform

If you are still exposed to some industry platforms such as Chemical Industry Network, Machinery Network, Elevator Network, Wood Industry Network, etc., what you hope more is that you will obtain some latest information and data from these platforms. If the investment and cost of these platforms are too high, it will be meaningless because their promotion and popularity have begun to fade.

(5) Classification information platform

The current classification information platforms are mainly 58.com and Ganji.com, which have also become one company. The promotion methods of these platforms mainly target local businesses, which is still effective because their reputation is high. If you use these platforms to promote in multiple regions or even nationwide, if you are not shaping your brand, you should not promote too widely because the cost is expensive.

(6) WeChat official account, applet platform

WeChat official account and applet are very popular words now, so I think their promotion methods have little effect on the direct promotion and display of many traditional industries. For example, our company will build official account and applet platforms, which are mainly used for the display of company image and follow-up of customer after-sales service.

(7) The use of free resources

The methods of online promotion are not limited to paid promotion methods, mainly because many entrepreneurs are not familiar with online promotion and marketing, and do not know about some free promotion forms. Every online platform has free resources, whether it is search engines, e-commerce platforms, or even WeChat and mini programs. Enterprises can choose to use them according to their own needs, and making good use of numerous free resources will also bring great benefits to their information display on the internet.

3、 Network Operations and Services

The remaining two knowledge points, regarding network operations and services, need to be specific to the product. Different products will require different methods of operation and management. Nowadays, many companies have their own network marketing and operation departments. The establishment of these departments is not traditionally for maintaining network products, but for exploring markets and laying out sales networks through network channels. This is also an inevitable part of many future enterprises. Therefore, starting to operate and manage on your own as early as possible is the top priority, rather than blindly believing that investing in a network operator costs tens of thousands of yuan per year, and entrusting such investment to a network company will save half of the costs.