Internet promotion must start with understanding users!
| 2016 was also a year of rapid development of the Internet. In this heyday of Internet promotion, everyone from internationally renowned companies to facial mask micro-businesses are willing to invest in Internet marketing . For grassroots webmasters and small businesses, more people will choose SEO marketing and promotion . Please note that the SEO mentioned here is marketing , not ranking. The editor of Qihui.com will now express my personal views on why I emphasize that the first step of SEO marketing and promotion and even Internet promotion is to start with understanding the users. Marketing planners would like to emphasize here that many people think they understand users very well, especially some business owners who think they understand users very well and interfere with the work of SEO operators , leading to losses in the end. If you really understand users, you would probably go and make a lot of money. Would you have time to read my nonsense here? If you don’t understand users, don’t talk about SEO rankings or Internet promotion. I believe that many companies or individuals have their own websites, but few have good promotion effects. Many companies or individuals are fooled by website construction companies, or spend money on bidding, still dreaming of making a lot of money. A website is at most a store on the Internet. If you don’t understand the users, and you consider what to sell and how to sell it, then most of them will sink into the sea and never return. I wonder if you still remember the advertisement for Melatonin? It seems to be an advertisement from more than ten years ago, but when people mention this thing, they can all remember it. Do you remember what the most important highlight of Melatonin is? "I will not accept any gifts this year, and the only gift I will accept is Melatonin." It is a simple and clear sentence, but it highlights the word "gift". Why don't people introduce the advantages and functions of Melatonin? Are they stupid to just highlight the word "gift"? Of course not, because they know who the consumer group is and what ideas they have. If you think about it a little, who would buy these things? The elderly will definitely not be willing to spend money, and children do not have the economic consumption capacity. Most of them are middle-aged people. Why do middle-aged people buy this thing? They will definitely not buy it for themselves. Therefore, advertisers will choose the word "gift" as a marketing point. Now I will explain in detail how to analyze the user process. Marketing Planning 1. Who are your consumer users? This point needs to be analyzed from several points. I believe that many people cannot analyze in detail because they are lazy, do not use their brains, and do not combine data analysis . For example, if you ask him, you are a loan company, who are your customers? He will say people who are short of money; if you ask someone who sells weight loss products who his customers are, he will answer that they are people who need to lose weight; if you ask the decoration boss who his customers are, he will definitely answer, of course, they are people who need decoration. When I meet such a person, I will slap him in the face and say, "Are you talking nonsense?" 1. Analyze user groups based on usage rate: Can your product be used by users for a long time? In other words, can users use it for a long time and repeatedly? If not, it is difficult to locate the user group and determine the usage rate. For example, sanitary napkins are only suitable for women, so the usage rate is limited to women. For example, diet pills are only used by fat people. Therefore, when analyzing who the consumer users are, it is best to first analyze who uses the product and summarize this group of people. 2. Analyze user groups by economic consumption level: After understanding which groups of users use the product, analyze their economic consumption level. Whether each user group consumes or not depends largely on the consumer's spending power. For example, if I am a student and need a mouse, I will never go after business cards or log on to Taobao to buy something as cheap as possible. If I am a groom-to-be, I will never look for cheap hotels or necklaces. Does your product meet the spending standards of these groups of people? Don't ask me, ask yourself. Marketing planning 3. User psychological and behavioral analysis: Many people know their products very well and can recite them by heart, but they often ignore the psychology and behavior of users. I dare say that out of a hundred users, less than ten will patiently listen to you explain the product. I used to work for a floor heating company, and after communicating with the boss, I found that the content of the communication was inseparable from the brand of his product, such as Viessmann and German imports. I wanted to pick up a bench and smash him. When a user consults you, you should find out what he needs, instead of introducing the product with a lot of knowledge, which will make the user feel disgusted. Users must have a reason to buy products. Many friends are not good at promotion because they have not done a good job in user ideological work. For example: A couple was shopping in a mall. The woman took a fancy to a set of high-end tableware and insisted on buying it, but the husband thought it was too expensive and refused to pay. The salesperson took one look and whispered something to the husband, who immediately took out his money. What made him change his mind immediately? The salesperson said to the husband, "Your wife won't let you wash such expensive dishes." The above story is an example of selling something by taking advantage of the husband's laziness. Of course, it is only practical if there are users. The analysis of user psychological behavior aims to explore users' hidden needs. People mainly buy products for what purposes. If you have time, you might as well analyze what the users' purpose is in buying these products. If you can't give users a reason to buy, then promotion will definitely be difficult, not to mention Internet promotion and SEO marketing. Marketing Planning 2. Why should users choose you? On the premise of understanding who the users are, a new question arises: why would users choose you? Because your product is good? No matter how good it is, only you know it; because you are a manufacturer that guarantees quality? Comparing prices from three different stores is always a truth that users are accustomed to; is your price cheap? Good products are not cheap, and cheap products are not good. Let's analyze from several points why users choose you. 1. Users don't choose you just because your product is good: Many friends think that their product quality is amazing and users will definitely like it. However, they don't know that we have transitioned from the era of quality to the era of demand. No matter what the product is, users will have concerns. Even if you say it to the sky, users will still be worried. Therefore, don't think that users will definitely buy it if your product is good. 2. Users will not choose your product just because your price is low: Low price will also make users worried. For rational shoppers, most users will compare prices from different stores and consider multiple factors. It is recommended that the price should not be too low, and it is best to offer free services to attract customers. 3. If you want users to choose you, you must first act as a consultant for their purchases: If you want users to choose, it is very simple. You need to understand their needs, resolve their inner concerns, and find a way out for them. Before buying a product, customers will have hesitation in choosing and will not know how to choose. At this time, as a salesman, you should not just introduce products, but dig out the inner needs of users. Marketing Planning III. Conditions and Process for Internet Marketing Promotion 1. Website promotion is essential: I believe everyone is aware of the importance of Internet promotion. Whether it is WeChat business or enterprises, they all attach great importance to the power of Internet promotion, but most of them fail because they are unwilling to invest and execute. Many people have consulted Cen Huiyu before. I have taken a look. Most of them don’t have a website. They rely on polluting their circle of friends to post advertisements all day long and don’t know anything else. Or they do ranking, and after a period of time without results, they begin to fall into confusion. Some don’t even have a website. When I suggested that he make a website, some people’s answers were really annoying: It’s unnecessary; it’s very expensive to make a website, and there is no money; all I want is customers to consult me, what do I need a website for. Listening to these irritating answers will really drive you crazy. How can you talk about Internet promotion without a website? What makes you angry is not whether they will do it or not, but that they waste each other's precious time. Until now, anyone who gives them advice will be blocked decisively if they answer like this, because they don't want to waste too much time. 2. SEO ranking or traffic channel expansion: Now many low-cost promoters have chosen SEO ranking promotion, which is also a low-cost investment. If done well, the investment is small and the return is high. If there is no ranking, you can directly spend some money to settle in some media platforms such as Sohu, Toutiao, etc., and the traffic will also be very considerable. 3. Strong execution is essential: Speaking of execution, it is of utmost importance. What is mentioned above is just a method. Even if you get the martial arts secrets, you will fail without execution. If you want to promote on the Internet, you must show unwavering execution. 4. Do the right thing at the right time and in the right place: Internet promotion is not blind, but is based on brain analysis. When is the right time? It is when users are free, or on special holidays, such as Double Eleven , etc. Do the right thing at the right place. Never let users feel disgusted, and keep your advertising low-key. The right thing is to guide users, not to sell to them. |
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