Full-network marketing, one marketing matrix can do it all!

Concepts in the marketing field are different from academic terms, because inheriting a noun by word of mouth does not allow people to truly understand the information carried by a name. Full-network marketing is not a new concept. Since the emergence of multi-field marketing integration service providers, it has been rampant in the streets and alleys, and it can be found almost everywhere. It is a pity that until now there are still many people who cannot understand where the full network marketing is and what it is marketing.

Is full-network marketing a money-making trick or a real game?

If you have come into contact with many service providers or agents, then you must have heard of the concept of full-network marketing. When introducing you to full-network marketing, most people may also tell you in detail that full-network marketing includes promotion in various channels, SEO, and it is best to have a website that looks good. Of course, in this era, the website must at least be responsive. If responsiveness is not enough, we will also tell you how to make your website more effective on mobile devices through AMP. If we are more ruthless, PWA might even appear.

Understanding full-network marketing as all-online channels and marketing based on a single brand or product is basically the current mainstream basic understanding. There is nothing wrong with this statement. Let’s take a look at the definition in MBA Think Tank Encyclopedia: Full-network marketing is the abbreviation of full-network integrated marketing, which refers to a new marketing model that integrates a series of e-commerce contents such as product planning, product development, website construction, online store operation, brand promotion, product distribution, etc. It is a marketing that integrates traditional networks, mobile Internet, and PC Internet. Simply put, it is the integration of all behaviors across all channels.

Of course, not all the above parts will be covered by all merchants, especially B2B merchants. Some of the parts that may be covered include website construction, online store operation, brand promotion, product distribution, etc. These are basically similar to the scenarios mentioned above.

So, what exactly is the product of these full-network marketing activities? Are those service providers and agents who promote full-network marketing just making money from information asymmetry?

The first and most direct reason for the existence of full-network marketing is that the traditional single channel method of making money until your hands are tired is no longer available. In the B2B field, the original yellow pages model no longer exists. Alibaba and the like have a low entry threshold and a large number of wolves rather than meat. Without official traffic, they will find it difficult to survive. Moreover, as information becomes more transparent and product differentiation weakens, competition becomes more intense, forcing some businesses to seek new blue ocean markets. At this time, two situations arise: one is planned and prepared expansion; the other is blindly relying on platforms and taking chances on whichever one you see. Most people who enter the field of full-network marketing belong to the latter.

Whether full-network marketing is a scam or a game for merchants depends largely on the choice party. If you enter this field without knowing anything about full-network marketing and accidentally get deceived by a fraudulent service provider (which is very likely because many of the terms they say are completely incomprehensible to you), then this is a scam. If you are clear about your path and your goals, you can enter this field better and use the right methods, whether you do marketing yourself or seek marketing from an agent or service provider, which will have better results.

This is not to say that if you are a newbie you deserve to be cheated, that would be unreasonable. You can find ways to increase your knowledge and improve your chances of survival.

For a quick introduction to full-network marketing, full-network marketing can be divided into two basic branches, one is full-network marketing, and the other is full-website marketing.

Let’s talk about full network marketing first. Full network marketing can be simply understood as casting a wide net, and its purpose is to increase the purchase rate and retention rate of new users. Currently, the premise is that your goals are these two. When it comes to Internet marketing, you may hear a lot of Internet marketing platforms, tools, techniques and so on. However, no matter how things change, all operations can be boiled down to one thing: exposing products or brands based on platform characteristics and bringing about conversions.

As for full-site marketing, it can be simply understood as remarketing, and its focus is on increasing user value. A website can be said to be a dead object. Even if you use full-network marketing to attract traffic, what you need to do afterwards is to convert this traffic into user value and how much profit it can ultimately bring you. This is what many people call conversion. Of course, full-network marketing does not just refer to a single site, but also considers how to link all sites together. Some people tend to say, we are now doing the official website, so we will not do Alibaba International. In fact, whether it is the official website, Alibaba International, exhibitions, or even offline stores or exhibition halls, they are all your display websites and the source of your conversions. The so-called Internet thinking is not based on the network, but on relevance and extensibility.

When you really start to engage in full-network marketing, it is not enough to just set up a website and open various marketing platform accounts. A more core key point is that you need to start thinking about how to create a closed loop based on full-network marketing. This closed loop is mainly about traffic and conversion. We can assume a scenario. You place a multimedia ad, and when a user sees your ad on Facebook, he has many choices, one of which is to close it and forget about your existence. When your ad is shown repeatedly, he will gradually remember your brand, and one day he will finally be unable to resist and click in to see your product. You have to know that from here on, you may be able to close the deal, but there are still hundreds of possibilities of failure before the deal is done. And how do you turn the traffic from the Internet into your traffic, and form sustainable conversion traffic through guidance within the site.

A model for marketing conversion driven by full-network marketing

Once you have acquired the above basic knowledge, you can consider how to conduct marketing.

The so-called marketing can be replaced by two other words: growth. If you pay attention to the field of marketing, you must be familiar with this term. You may even feel the current growth trend in the country. Everyone you meet talks about growth and the pirate model.

Let’s look at growth first. First of all, let us ask ourselves, the ultimate goal of doing full-network marketing is to make money, and which is more important in the process of making money: the number of user growth or the number of retention? If you think that user growth is more important, then you may be able to achieve your goal easily, because fans are the cheapest advertising commodity in the world. As long as you have money, you can have fans. The retention number tests the marketing power of a brand and merchant.

As mentioned earlier, everyone is talking about growth now, and they also talk about the pirate model. So when we're going to talk about growth now, we're also going to talk about the Pirate model.

The Pirate Model, or AARRR, includes acquiring users, increasing activity, improving retention, generating revenue, and self-propagation.

As shown in the figure, this is a funnel process. You may have heard many people mention this model and tell you how Dropbox achieved great success with this model. Yes, this model has been used for user acquisition and conversion of a single product for a long time, and the reason why it has been popular in Silicon Valley for many years is mainly because it fits the product type and needs of Silicon Valley. However, when it comes to the B2B field, another review is needed to determine whether these products are consistent with customer acquisition needs.

In this model, the first step is to acquire customers, then activate customers, then convert customers, then generate revenue, and finally spread word of mouth. However, if you are already in an advantageous position when you enter the market, then what you need to do is convert customers quickly. Otherwise, you may miss out on conversions and your competitors may catch up. You have to know that it costs money to acquire every customer. If you spend a lot of money to acquire a customer but fail to convert the customer, it will be a loss-making marketing.

If we were not an Internet service provider but a physical product service provider, we would not have so much time to go through a long cycle. Every time we acquire a customer, we need to convert the customer immediately. Due to the different understandings and perceptions of profits, we need to be extra careful when using models.

But it doesn’t mean that this model is meaningless for B2B, but we need to make some adjustments.

First, we need to avoid some model flaws.

• Gifts/samples are not valid
• The number of fans has skyrocketed, but the conversion rate is pitifully low
• Single product sales limit brand expansion

In the B2B field, people often hope to attract a larger number of customers through samples or free gifts, and then expect to convert these customers. However, this approach can easily lead to customers enjoying the product but buying very little due to improper design. Then the direction of growth must be clear. The growth in the number of users is not a goal, it is a process, and the goal should be focused on buyer retention. Therefore, what we need to do is to control the advertising costs on user acquisition and spend more time on user conversion. Finally, some sellers prefer the single-line conversion of hot products and like to maintain sales sources through one product, but do not introduce more products to test the market, which leads to falling behind in competition with other sellers.

After understanding the need to avoid these misunderstandings, it is necessary to adjust the B2B growth model to form the closed loop that we mentioned at the beginning, integrating full network marketing and full website marketing.

Whether it is B2C or B2B, user acquisition is always the first step. Here, the most core tool for full-network marketing is multimedia advertising. Whether you want to use search ads or display ads, repeated exposure to ads is the fastest and best way to acquire users.

Once you have acquired users, you need to rack your brains to think about how to achieve the user's initial conversion. This conversion depends on your goals. If your goal is to get your first order, then this first conversion is the next order.

After you have completed the initial conversion of a user, you need to consider how to increase the value of this user. Through the conversation and understanding of the initial conversion, you need to tailor a more appropriate and special rule for him to guide him to continue placing orders.

When he returns the order, you should already know that his trust in you has increased. At this time, you can try to ask the other party to introduce certain users to the website for conversion.

As for how to make customers feel that they need to introduce customers to you, you need to ask what you can bring to the customer and what you can bring to his partners.

When is the best time to start full-network marketing?

If you have begun to feel that full-network marketing is a good way to improve efficiency, then you can consider starting full-network marketing.

First of all, let me make it clear that this article will not explain in detail how to do full-network marketing or how to describe each tool, because that will take up more space and time, and I will have the opportunity to explain it in detail later.

Before you start your full-network marketing, you need to answer a few questions.

• How much information do you take in every day, and how much of it is meaningful to you?
• What are your mainstream shopping platforms and business platforms?
• How much do you know about the mainstream platforms and tools for full network marketing?
• Which of the above platforms or tools are compatible with your current products?
• Is your brand well-known?
• Can you really afford the advertising costs?

Once you have answered the above questions, you can start to enter the whole network marketing. As you know, no matter what kind of marketing, it cannot escape some basic process principles, such as: cognition, demand, inquiry, action, and communication. This is in line with a regular shopping cognitive process. He sees, he needs, he asks the price, he buys, and he introduces it to others. No matter who he is or where the transformation occurs, he cannot escape these steps, some of which may be omitted. For example, he saw it, he bought it.

So if you are mentally prepared and have prepared the advertising funds, you are ready to start implementing your full-network marketing plan. Then you can divide the marketing matrix into stages or sections based on the steps mentioned above. Here is a potentially useful full-network marketing matrix:

Whole network marketingPreparation periodInvestment periodPromotion periodFeedback periodBrand marketingOverall brand designBrand and productDetermine brand imageDetermine brand storyPresent competitive product situation and market benefitsContent marketing

Overall planning of content marketing, SEO content placement on the official website, advertising content design, social content and SEO content, follow-up planning of content marketing, matrix establishment of social media brands, SEO marketing

Establishing the official website SEO mechanism Importing advertising traffic SEO effectiveness analysis and optimization Keyword extension and expansion Social marketing

Community marketing planning Mainstream community marketing Create other platform communities Community trend analysis Formulate effective community rules Remarketing

User classification mechanism EDM marketing Customer feedback collection Advertising promotion

Paid advertising Advertising effect analysis and adjustment Word of mouth marketing

KOL introduces public communities to operate user communication and conversion guidance

All network marketing is not started rashly and requires a preparation period. During this preparation period, you need to determine your brand's image in the market and ensure that this image can truly bring about conversions in the future. A market survey is needed here. This article will not involve market research, but I will discuss it in detail later. After all the preparation periods are over, you can start investing in the entire network. Start building a website, prepare content, and then cast a wide net, work on conversions, build communities, and promote.

This table is not complete. You can also refine it based on the content and add a timeline to advance it. But no matter what, first of all, don’t forget why you are doing full-network marketing.