What are the misunderstandings of online marketing
Source: Shangpin China |
Type: website encyclopedia |
Time: 2015-02-24
Online marketing is a hot topic at present and a hot topic in the minds of many promotion personnel. Once it is done well, the traffic of brand building websites is a matter of minutes. However, in the face of the experience and skills shared by everyone on the network, as grassroots webmasters, we are easily misled, Website construction company Shangpin China itself is also a mute who can't tell the bitterness of Huanglian. I can only say that some things can only be written slowly by myself. However, I would like to suggest some common mistakes and misunderstandings.
1. SEO optimization should start with the main keyword, but not end with the main keyword
When it comes to ranking, everyone has the impression that there are just a few main keywords. Indeed, the main keyword will bring more traffic to the website, but it is too one-sided to understand the optimization of the main keyword ranking. At least in my opinion, the ranking effect of several main keywords is not as good as the overall ranking of keywords, and the actual ranking of keywords with high commercial value, In addition, I prefer to pursue accurate traffic introduction compared to obtaining some traffic in general. In fact, factors such as website professionalism, trust, user friendliness and so on all play a role in promoting and influencing the long-term development of the website, and the main keyword ranking is too single.
To be honest, what does an enterprise want to do online marketing? It is important to consider the actual orders, rather than the boring data of daily PV and IP. SEO website optimization Although it starts from keyword ranking, and the main keyword is the core of this business, it does not mean that the ranking of the main keyword is equivalent to SEO optimization itself and online marketing, Marketing website construction Shangpin China's previous examples have proved all this well, and the overall keyword ranking of the website is an indicator that needs attention.
2. Resource integration in online marketing is not all
When it comes to online marketing, what you think of is the integration of resources. The high-frequency words of integration of resources can always be found in some QQ groups, post bar forums and even recruitment. The most nonsense thing in history is easy to say, but I don't think anyone can give an accurate position on how to operate it. Because we are grassroots and not marketing tycoons, we cannot integrate and operate resources to a large level of actual operation. Maybe only technology companies like Xiaomi and Apple can transform resources more for their own use.
In fact, for small enterprises or grassroots teams, because of the different characteristics of the product itself, the promotion methods we ultimately choose are also various, just like the integration resources mentioned at the beginning will inevitably involve microblog marketing, WeChat marketing, and blog promotion. Although they can all be part of marketing, their positioning is different. Weibo is mostly used for brand building, while WeChat is an online real-time communication platform. As for blog marketing, it is more like the consolidation and precipitation process of a user, but the effect is not as good as before. These resources can be used together, but to be fair, we all have time constraints, and business opportunities cannot be left alone. In practical operation, many enterprises will choose the most effective way to promote and promote at a certain stage, rather than using all of them regardless of the number of customers. At least from the perspective of our company, Taobao platform contributes the most, In terms of the order amount, Baidu should also bid.
3. Bidding promotion is not the whole of online marketing
No matter which company is bidding, in my opinion, it is a laborious "hard work". You try your best to think about the launch time period and keyword settings, but the money in your account will still be wiped out recklessly. Even if you are a good optimization worker and a good bidding promoter, you can't guarantee that the money you pay will be in direct proportion to the effect. Sometimes the noise caused by Baidu bidding is nothing.
To give a simple example, I have a friend who does tile wholesale. His company has done Baidu Auction and Alibaba Mom at the same time in the early stage. From the traffic of the visit, Baidu has completely defeated Alibaba. But when we summarized at the end of the month, we found that most of the real orders were from Alibaba. Why? In fact, the reason is very simple. Although there are a lot of traffic coming up from Baidu, they are relatively miscellaneous. They ask more questions but place fewer orders, and they are basically small orders. However, although Alibaba has not introduced much traffic, it has a strong intention to cooperate in the process of inquiry, which is more accurate. This is the gap between the two. Although much effort has been paid to maintain Baidu's account, the return is not as good as Alibaba. Of course, other industries are different, but Baidu bidding should be treated reasonably.
4. Does online marketing need to follow the hot spots?
In fact, online marketing has a great feature, that is, it is easy to follow the hot spots of the times, resulting in the phenomenon of following the trend. Just like the rise of WeChat, when the competitors started to use this platform to do business, they hurried to follow up and opened a public account, totally ignoring their own resources and online service conditions. They just thought they could not make money like this, but what happened later? Not only did they fail to make money, but also they were directly closed and closed down when Tencent rectified the public platform. Therefore, you may not use the strategies adopted by competitors. The other party uses it because he is mature in this respect, but you may not be the same.
In fact, what network marketing needs is the webmaster's own operational thinking. We must not blindly follow the trend. We must position ourselves and find the selling points of our products. On this basis, it is OK to adopt 2-3 main strategies. Small webmasters don't need to tiring themselves under the guise of integrating resources. You should know that in the era of online commerce, you should pay attention to efficiency in everything you do, and can't stretch your front too long.
Network marketing is a long-term process, we should learn from each other. As long as we treat it reasonably, the driving force for the whole brand in the future will be huge.
5. Online marketing is just a game between local tyrants
Sometimes we always exaggerate the difficulties in our imagination. For example, online marketing itself does need financial support to a certain extent, at least the human cost still needs to be paid. But this does not mean that as long as you are willing to spend money, you can make profits in the industry, nor only money can establish advantages.
Take bidding as an example. In such a money burning field, can you say that you have no rivals in any word? If the bid is higher and the coverage is wider than you, then you will give up? Admittedly, it is irrational to face the competition directly, but we can create several long tail keywords in this case to seize the accurate traffic. Even if Baidu resources are all occupied by powerful rivals, we can also focus on 360, Sogou, or Alibaba platform. In short, we always have too many choices on the way of online marketing.
Therefore, without money, it is not impossible to play online marketing. As long as the strategy is appropriate and there is no blind waste, marketing does not need to spend too much. "Speculation" seeks for high return and precise delivery. As I said at the beginning, a friend of mine gave up bidding to become Ali. It is not a local tyrant who can still use online marketing to make achievements.
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