In fact, the marketing promotion of a company can not be done, depending on each dimension, simple, such as:
Coordination of channels
Continuous tracking and improvement of data
In the past few years, especially I have come to Shenzhen for more than a year, I contact a lot of sellers, the factory owners, when they send me the website, I am particularly confused, why so good products, the website is so low? Why some corporate websites outsourcing, but even the most basic picture optimization and the pseudo static link did not do well?
The two points that need to be clarified are that I think it is also a misunderstanding of the whole market.
First: all people in the market believe that the product is the core, the core of the core!
The product is of course the core, but I want to ask you, picture shooting, product description, what you do video output these things is not the core mody?
I wrote an article 《an in-depth analysis of anker's independent station | Amazon external drainage》. when we analyze anker this independent station, it is absolutely feasible for anker's product quality first. Then I analyzed his website pictures, the bottom of the reader message said that anker pictures may not be through shooting, but through 3d modeling rendering.
You see, no matter how anker's pictures are made, it's obvious that when he's making sure that his product is okay, he makes his picture, and visually makes people feel very, textured, and, in a word of my classmates, " just like watching science fiction. ".
So the big companies are not simply rely on products to drive, today you try to make anker pictures casual, Copywriting write, will he have today's achievements?
A company as long as you want to sell a thing out, so in the whole process of its operation, each part you can regard it as the core. Speaking of white, you are reading this article, I also try to want to write good, so my article is my core product.
Please don't simply understand the product as a tangible sales, in fact your picture is a product, your copy is also a product, I now write this article is more product.
Second: not good products can be best seller
After you have a good product, you put it there waiting for the list? In fact, in the past few years, especially the Amazon bonus period, this situation does exist, but there is no discovery that this is the flow of Amazon to you, not because your own promotional ability is strong, found these users.
But Amazon's a9 algorithm allows customers to find your product, and then because your product is good, the user gives you good comments, customer comments in a disguised form tell Amazon that your product users are very fond of, thus forming a virtuous circle. or vice versa, Dallas to the auditorium
Even with the traffic on your platform, you'll find that the traffic you get is getting harder ( Amazon traffic is limited, the display area is just a few, but the influx of vendors, more and more, is getting richer, it's bound to be Squeeze ), so he's really not out there, at least you're going to spend more time and energy to run your products.
But you for the independent station, usually because of your product good, and put on that side do not do the promotion, then this station is basically scrapped!
Therefore, after having a good product, must cooperate with the marketing method to expose, this 2 points need to have a clear understanding.
Okay, let's go back to the previous topic, why do these companies do marketing so low?
The following points are considered by myself:
One, the vast majority of companies do not have marketing planning, and a set of marketing play, the strategic play is very vague.
Now marketing is about full – net marketing, not before you are responsible for a channel, he is responsible for a channel. In short, it is to do a thing to cooperate with the air, sea and air.
There are two problems in it:
The first: a and b two people their respective channels of responsibility do, is not good to do?
Second: can we achieve the goal of 1 + 1 > 2 on the basis of excellent integration
Visible, you even want to integrate, then you also want to train all the people of all channels well. This is like you on the left is a cripple, right is a bolt, all in a team, you say how to integrate?
So the key is to first, your every channel is ripe, said, then you have this person?
Second, the attitude of the individual to do things
Boss has the pressure of boss, employees have the pressure of KPI assessment. All people are required to work fast, quasi – ruthless effect, there are achievements immediately.
The problem is to eat, eat, like a person wants to make a fortune, but you have no ability, no experience, no network, no money, you will be honest work, do your job well. Work is a thick product, is to learn more, more in-depth research, not every day to look at the 36kr, entrepreneurship, more learn to learn the actual, such as writing code, design, drawing line diagram, learn SEO well, learn SNS well, don't boss want to make a big news.
You can't live it yourself, it's too slow, it's not effective, how do you accumulate it? You don't see me writing articles every day, easy to see, but it is difficult to write, can you do it?
So don't envy others, do the basic things well, you have the things on hand to do the best, this is your ability. Think more, but in the end nothing, so do a matter of mind is very important, remember to do the best in their own field and excellent!
The same topics can spread to some people's ability to practice and learn. I find that people ask a question the cost is too low, to throw a problem, in fact, a lot of problems, there is no technical content, Baidu will know, Baidu did not you Google. This is a problem for many people.
Third, there is no user thinking
Over the years, I have been stressing that the point is user thinking.
Many companies do not have the user's thinking, do not think of the precipitation of users, so the thought of marketing, the first reaction in the head is to hit PPC.
Ppc is not a bit of problem, in fact, in my contacts with some companies, many of the cattle are relying on PPC to get a huge profit ( although most of the grey area, made authentic also after a lot of cash, forming data, and then in profitability ).
But many small and medium-sized companies think of only advertising, okay, your advertising has been burning, but if one day advertising policy changes, suddenly the ROI is a great decline, then your company's performance is not immediately down?
Today a friend sent me a website, asking me to see why PPC ads, but no inquiry conversion, I analyzed his website, even the ga analysis is not installed, web master is not. Advertise, the user on your website browse which pages, through which keywords to enter, in your page how long, in that page jump out, these data can not be traced, this is not like the blind?
So many companies, every day is a constant waste of money.
Companies without user thinking have been busy, but with user thinking, even the internet thinking people are different, because users are in their hands! This I don't say much, and in my past articles I have mentioned many times that interested readers can go through it.
4. follow suit
There are a lot of these companies. One mentality is that " everyone says Facebook is good, and I'll try it," " the same person who recently seemed to have gained a lot of traffic on YouTube, or we'll do it. ".
Without their own thinking, blindly following the trend, this is a lot of companies existing problems.
I would like to say by the way, I think the company and the management of a project should study with the staff, do not think these things are just let employees think, in fact, for example, in doing an activity, we gather together, each point to consider, for example, the activities of the prize, how to write, how to make the text tunnel, how to maximize the transfer of activities to achieve the secondary dissemination?
These people get together to think, it will be very meaningful, more than a few more of this discussion, more than do a few data comparison, the company or this project will certainly have effect. Instead of throwing it over there, let the staff go and wait to see the results of the report.
The future company team will be smaller and smaller, more and more strong, the gap between the team less and less, everyone is a special force, polymerization is a small and beautiful company.