Internet marketing? The one who praises you and scolds you is your good man

Can you do good Internet marketing at 0 cost? certainly! All marketing techniques and strategies are supported by classical theories. Do you understand these marketing theories and do you understand three simple questions - who am I? Who do I serve? What kind of service do I provide to him? Not all complexity can make things clear, and not all simplicity cannot solve problems.

Guest Introduction

The guest we interviewed today is the co-founder and marketing director of Luobo Education Network. He has 8 years of experience in Internet e-commerce. He has been the head of e-commerce business at Suning Redbaby, Japanese-funded enterprises and listed groups. He has rich experience in brand promotion and transformation of traditional e-commerce companies. He is Li Shengbo.

Analysis

How to do good marketing without spending money

1. Your own reputation

2. Don’t get tired of the old and love the new

3. Don’t seek immediate results, but seek long-term accumulation

4. Share more and communicate more

All marketing techniques and strategies are supported by classical theories. Do you understand these marketing theories and do you understand three simple questions - who am I? Who do I serve? What kind of service do I provide for him? Not all complexity can make things clear, and not all simplicity cannot solve problems.

1 Before the big course of marketing, have two plates of appetizers

A. Who am I? Draw a circle and find your position

As a startup company, first think clearly about what you want to do. No matter what kind of marketing promotion you do, isn’t the goal to find target users? I am engaged in Internet vocational skills education, so OK, I am not teaching people how to cook. Those of you who work in the Internet are our target users. In this way, we have drawn a circle, a range. Then this can be further divided into many job categories and different job levels. Through such horizontal and vertical segmentation, we are targeting people aged 20 to 30 who need professional skills. This process is two-way, because based on my positioning I determine my target users, and based on my target users I correct my positioning.

B. Not much money? Be careful when advertising!

The simplest difference between a startup company and some large companies is that they have no money... You don’t have many bullets or resources, so you can’t afford to invest in advertising! Well, first of all, with more and more companies now, and resources being limited, resources become more expensive. The second thing is that your advertising must produce something, it must make a sound. If you throw a small stone into a pond and it sinks without even making a splash, the money is wasted. The third reason is related to the stage of your company - your products are not mature enough, your overall service to users is not perfect, and various systems have not yet been established.

Placing a wave of advertisements at this time may lead to several results: one is that customers will simply ignore you, saying who are you? Another is that you will expose your company's affairs too early and draw people's attention to you. Many companies that are better than you or are in the same industry as you will copy you and study you. Third, it will affect your own cash flow. It would be fine to survive like this - of course, many companies do this after thinking it through, but it is not uncommon for companies to be dragged down by these expenses. To put it bluntly, they focus more on marketing and less on products.

2 The real thing is here: Free marketing is not necessarily bad marketing

Since we are talking about entrepreneurial companies today, we are talking about things that don’t cost money. You have to do a good job in your own service and user retention. Because your company is still small. Don't always think about expanding your user base, think more about how to retain the one or two users you currently have. Because your early seed users are basically recruited by calling them out. Tell your old boss, old colleagues, and old friends to come and take a look at my products, help me promote them, and help me attract some people who need them. In the first one or two months after going online, your website will definitely have nothing. Real marketing is only done at a certain stage, such as product development and launch.

Too early marketing promotion will incur expenses and lead to fierce competition. You are still very weak now. Some start-ups will say: "The core competitiveness is what cannot be taken away." Then, what can't be taken away? So there is a difference between speaking and actually working. It is a big proposition for startups to protect themselves in the early stages and concentrate on making their own products. But in the process of making a product, it’s not like you don’t do any marketing at all, and then one day you start doing it, and then, boom, you have one million users all of a sudden. That's not the case.

A. Word of mouth: It’s time to test your character

First of all, it’s about your own reputation. Tell your friends, brothers and sisters what you have done. When they pass by, take a look, complain and give some suggestions. Now is also a good time to start a business. You can always find many offline salons, new media, including personal connections and knowledge acquisition, to help you. You can get their comments and suggestions on your products for free, which will help you improve your products. In this process, you must have harvested your first batch of users. They are not called seed users, but can only be called 'dust' users, that is, users as small as dust, but these users need you to serve well. In the process of accumulating users, you do some basic things. For example, after your product is launched, some search engines will include it.

We now like to talk about natural traffic, which involves SEO . The best time to plant trees is ten years ago and now. Why? If you planted ten years ago, you can harvest now; if you don’t plant now, it means you won’t harvest yet. So, you either have to be foresighted and act in advance, or you have to act now. So it doesn’t matter if you don’t understand SEO during the search engine inclusion process. The most basic thing is to ask a few people who understand SEO to ensure that your website is not too bad. For work like SEO that requires long-term accumulation, the sooner you start, the better!

B. Don’t seek immediate results but seek long-term accumulation

The second is some things that can be done in daily life, which are relatively not very complicated, such as adding an entry for yourself on Baidu Encyclopedia or asking yourself a question in Baidu Knows. In fact, when the company becomes bigger, these things will be done by specialized companies. But you are a startup, who would come up with tens of thousands of dollars to do this all at once? Frankly speaking, compared with the future marketing and advertising investment of hundreds of thousands or even hundreds of thousands, this price is not expensive. But there are two points here. The first is that the money is continuous. The second is that for start-up companies, this money is also money. Every little bit is still meat! Also, Zhihu is quite popular now. Many p2p websites are also working very hard on Zhihu. You can contact and cooperate with some new media and self-media that focus on entrepreneurship, as well as 36Kr and Huxiu. Also, in some meetings, people meet each other and hand out business cards. There is a small exchange of resources between us. So can you use these free platforms to market and promote yourself? These things are very detailed and may not produce immediate results. This is a long-term accumulation process, similar to planting a tree, you just water it when you have nothing to do.

C. Don’t get tired of the old and love the new—the one who praises you and scolds you is your good friend.

After the product has been established, we will start to work on marketing and promotion - just like planting a tree, it is time to make every effort to take root. At this time, a larger number of users is needed. Early users are mainly accumulated through word of mouth. Now you need to increase your reputation. Simply put, it is "old people bring in new people" - what kind of incentive mechanism do you use to let your "old people" help you attract some new people. For example, Didi red envelope, after you take a taxi, you share a red envelope in the group. This is actually a marketing process, where old users attract new users. Startups need role model users, fan users, and super mid-level users. They are like half of your employees, and such users must be well maintained. 'Your product is really easy to use, but there are still some problems...' The person who praises you and scolds you at the same time is the one who truly loves you. "Li Shengbo told LuTou.com.

"Didi Taxi" Red Packet

D. Entrepreneurship should not be lonely - share more and communicate more

Startups should share more and talk more with peers. When the poor help the poor, there will always be some sparks. What resources does your company have, what resources does my company have, and the two companies can jointly organize an event and share the manpower and other costs equally. So after doing a lot of things, now we rarely do things alone. For example, we have two offline activities every month, and we will bring together many people to do this. We even had four or five companies jointly organize this event, including large enterprises such as NetEase, Sohu, and Sina. Because large enterprises also have small needs. For example, my products use some tools , and the big companies mentioned earlier also have small tools such as sticky notes and notes, and they also have these marketing needs. So as long as our target users match in a certain area and there is no competition between us, we can play together. Some people provide big prizes, some provide small prizes, some provide venues, and some provide services, and we all do this together. Starting a business shouldn’t be a lonely process. Sometimes you need to look up and see what everyone else is doing.

3 Classic dishes: "Didi Taxi" preferential subsidies

In recent years, "subsidy economy" has become common. : : : : : : : : : : : : : : :

"Ele.me" and other companies' preferential subsidies war

4 It’s a snack. Why wouldn’t I tell you about such a good thing? ! Marketing should be moderate, the three views should be correct, and integrity should not be lost

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"We" in Li Chen's Weibo

at last,

The essence of marketing lies in the classic theory of marketing. It’s like the same teacher teaches the same theory, but you did very well in the exam and got a certificate, but I did very poorly in the exam and got a beating. The same is true for the classic marketing theories, but everyone’s understanding and specific methods are different. Do you understand these marketing theories and do you understand three questions - who am I? Who do I serve? What kind of service do I provide to him? Translated into plain language, it means what I want to do, what is my value to him, and what is the basis for him to establish a connection with me. It will be easy if you think about these three questions clearly.

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