How can enterprises promote themselves well?

How can enterprises do a good job of promoting themselves, is it through self-media? Or is it advertising space or ground promotion? Or internet marketing? This has become a headache for companies. Often the most worrying problem is that a lot of money has been spent but the effect is not very ideal. Today, from the perspective of operation, I will share an article about how companies can do their own promotion.

Many times people think that brand promotion is something that a large enterprise should do. In fact, the reason why small and medium-sized enterprises are small is because they have no brand. If they have strong brand support, they may gradually develop into a large enterprise.

From the perspective of the enterprise, what the enterprise wants is profit, and the source of profit is the most important. The boss's idea is to focus on sales, and if the sales problem can be solved, everything will not be a problem. Of course, this idea is correct. But thinking about this problem from the perspective of a consumer, if I don’t know a small brand or its products are not even a brand, why should I buy from you?

1. Why do companies do brand promotion?

The purpose of a brand is to convey the concept of the brand to consumers, reflect the tone of the brand, allow consumers to resonate, identify and accept the meaning of the brand, and ultimately generate loyalty to the brand. Corporate brand is an additional effect. Brand is traffic, that is, users. A good corporate brand image can generate a higher premium and attract more users to purchase the company's products and services.

No matter how small a business is, it has its own brand value. Some people may think that only large enterprises need to do brand promotion, and small and medium-sized enterprises do not need to spend energy and financial resources on brand promotion in the early stages. This is actually a misunderstanding, because early small and medium-sized enterprises are not well known, and most users do not know that there are such companies, do not know you, are not familiar with you, and lack user awareness, so the conversion rate is very low.

To sell a product or service, branding comes first.

An outstanding brand can quietly create the following three benefits, thereby driving the company's turnover growth. 1. Let consumers remember that you squeezed shampoo into an empty bottle without a LOGO. Can you tell what kind of shampoo it is? Can you feel the effect? The answer is of course no.

But if you are shown a shampoo logo, you will quickly associate it with several images of the product .

If you put a bottle of Head & Shoulders, you will think of anti-dandruff and freshness.

Put a bottle of Pantene and you will think of moisturizing and nutrition.

In an era when product homogeneity is becoming increasingly serious, the role of a brand is to give products differentiated characteristics so that consumers can remember you better.

2. Make consumers believe in you. Imagine that you go to a convenience store to buy a drink. There are two drinks in front of you. One is the one you often see in advertisements, and the other is the one you have never heard of. I guess you will choose the familiar one.

Why is this? Because of the familiarity, you develop a sense of trust. This is also the reason why many companies spend a lot of money on advertising and marketing, so that consumers can have a sense of trust when they see their products: "I have seen this product, they have the ability to advertise, and the quality should be reliable", "This company is very famous, if there is a problem with the product, I also know how to find them"... Another function of the brand is to dispel users' doubts, so that they can trust you and choose you.

3. Increase product premium space. Have you ever paid attention to the prices of drinking water bought in supermarkets?

A bottle of Master Kong costs 1 yuan, a bottle of Evergrande Ice Spring costs 5 yuan, and a bottle of Evian mineral water costs 7 yuan...The amazing thing is that these drinking waters have very different prices, but it is hard to tell the difference in taste.

Why is the price so different? Is it because of the quality of the water? Possibly, but not enough to justify such a huge price difference. More importantly, it is the added value of the product that plays a role. If you drink Master Kong, you will feel ashamed, but if you drink Evian, you will feel that you are following the fashionable trend of healthism.

This is one of the main functions of a brand: to create premium space for products, thereby increasing corporate profits. Let consumers remember you, let consumers trust you, and make your products more profitable.

2. How to promote the brand?

In the Internet age, if a new enterprise wants to quickly increase your exposure and enhance your brand image, the Internet is undoubtedly the best choice. The era of handing out advertising leaflets on the street to promote your corporate image is over. If you want to quickly make your brand have a wider audience, the Internet is definitely the first choice!

It can be analyzed from two aspects, product type and service type:

If it is a product type, you can start from the product quality and market reputation. Through detailed product information, let users repeatedly see high-quality product information, so that they will automatically associate it with brand image such as "reliable" and "trustworthy".

If it is a service-oriented enterprise, it starts with high-quality service information, service cases, word-of-mouth publicity, etc., and publishes a large amount of information on the company's platform and the Internet. This can also allow users to feel the corporate culture behind it and gradually build up an understanding of the corporate brand.

1. Build a network platform

In the process of brand promotion, building your own company’s official website is actually a preparatory step, and official WeChat, Weibo and mini-programs also belong to the same category. During the promotion process, we will continue to increase brand exposure in order to let more people know about our brand. In the "Internet +" era, users who want to learn more about a product or even a brand can no longer be satisfied by traditional paper advertisements. At this time, more channels for obtaining information are on the Internet, and our website provides users with a way to obtain information. It is also an online brand image that the company builds for itself.

2. Introduce traffic with the help of search platforms

Currently, the mainstream domestic Internet search engine platforms include Baidu, 360, Sogou, etc. Therefore, you can use search platforms such as Baidu, 360, and Sogou to conduct online bidding or publish professional knowledge. Whether it is SEM bidding or SEO promotion, it can increase the exposure of corporate brands, and readers will think that your company is more authoritative. On these platforms with large search volumes, we can use large amounts of traffic and big data to effectively increase brand exposure.

3. Use online media and self-media to enhance brand image

We can use online media and self-media platforms to publish areas where the company is good at, and spread articles and materials on self-media platforms to quickly accumulate a large number of fan resources for our brand. In the process of ensuring brand quality, the use of self-media communication not only increases brand awareness, but also greatly enhances the brand image. I will explain in detail how to do regular promotion in the following articles, so please record this first.

For general enterprises, the choice of brand promotion method should be based on the needs analysis of the enterprise itself. Usually, online promotion can be divided into three categories: word-of-mouth promotion, fan promotion and entertainment promotion methods.

Word of mouth: Based on good product experience, tap into the product's own communication attributes, let users educate and develop users. The key to achieving this is products or services that are half a step ahead. Toutiao, with its thousands of faces, understands you better, which is the main reason why Toutiao is so popular nowadays. Disruptive innovation is only applicable to a few industries. Companies that focus on micro-innovation in mass products will last longer. The second is to give consumers a gradual adaptation process.

Fans: From fan economy to fan promotion, for example, the fan attention of a certain WeChat subscription account, the interaction between fans of a certain live broadcast are all very popular methods nowadays, the number of views of a certain official website or the number of member registrations. How to do the most important "promotion" link? Establish a community (in simple terms, establish a fan group) or a membership system.

Entertainment: Let consumers have a favorable impression or association with the company and its products or services through the entertainment experience. This can influence consumers' emotions and touch their hearts to achieve a soft-sale promotion strategy for products or services.

3. How do enterprises conduct traffic promotion?

All brand marketing and promotion are for sales. Brands sell products and products support companies. With the development of the Internet, the cost is getting higher and higher.

The gradual increase in costs has led many companies to believe that online promotion is a tool that burns money. There are many factors that lead to this "high input, low output" situation, and it is even very likely due to the lack of systematic and professional understanding and operation of corporate promotion executives.

Too many operators do not understand accounts, let alone how to save costs. They often consider issues from the perspective of the boss: if the return on investment is high, then continue next year; if the income is not enough to cover the expenses, then do not invest or invest less.

1. Keyword Analysis

Many corporate clients lack keyword analysis. This step is often completed directly by the promotion customer service and then imported into the promotion account. The promotion customer service staff cannot fully understand the company's products like you do. Their method of selecting keywords is single, and they basically focus on the keywords recommended by the system.

The keywords recommended by the system based on large industry data may not necessarily be suitable for specific companies. This will cause many keywords in your account to be invalid, and there may not be a single click in a year.

You need to analyze based on your company's own products and services, and use brainstorming + keyword analysis tools to thoroughly measure whether each keyword added to the account will bring benefits to the company's performance. The choice of keywords should be precise rather than quantitative. Make sure that the keywords left in the account have clicks and conversions. Then build your own vocabulary library. The vocabulary library is changeable and can be added and deleted in real time.

2. Creative and description writing

When marketing customer service is coming up with keyword ideas, they usually use a template, which can indeed save a lot of time. It is more efficient to create creative ideas through templates, but the results are not satisfactory. Since it is called creativity, it must have a certain degree of novelty. Only by attracting users' attention can you increase your click-through rate.

Even if you are not ranked first, good creative may encourage users to click on your ad, thereby reducing costs. The correct approach is to carefully write creative ideas for each keyword. When writing each creative idea, you should check the writing methods of your competitors to find out how to make your ad stand out. This is a question worth thinking about and a very critical issue.

For the description, this short summary sentence must accurately describe the advantages of your product, appropriately highlight the advantages, and pay attention to how your competitors reasonably highlight the advantages. No matter which display method is used, it is necessary to ensure that it is a complete sentence when displayed. It is better to add some words that stimulate clicks.

3. Analyze data and make timely adjustments

After the promotion goes online, do daily monitoring, such as consumption, clicks, bounce rate and other data. The more detailed the statistical analysis, the more thorough and quicker you can find the factors affecting the analysis results. Data analysis is the most easily overlooked link and also the most difficult link for novices. Many executives only focus on changes in keyword bids and visitor numbers (increase or decrease), and rarely analyze the factors that cause visitor changes.

The three important indicators for promotion are: display volume, click-through rate and conversion rate. The combination of display volume and click-through rate can improve the conversion rate, so let’s analyze the display volume and click-through rate below.

If the display volume of a word is too low, how should we find out the reason?

First, we need to look at the popularity of keywords. You can easily obtain keyword popularity or search volume data in Baidu Index and Sales Tips. Take "website construction" as an example. After checking, it was found that this word is indeed very popular. If we place an ad for this word and the impressions are small, there can only be one reason: our bid is too low and the ranking is too low to get impressions.

At this time, we'd better search the word ourselves to see where our promotion ranks. If we are not on the first three pages, we'd better increase the bid significantly. After modifying the bid, it is best to look at our ranking again to ensure that we appear in a position with a greater chance of being displayed.

What if the keyword itself is not very popular or is an unpopular word? Generally speaking, the competition for unpopular words is not high, which means that unpopular words can get a very high position with a relatively low bid. For such words, if we are not in the top three, we will not be displayed at all. Therefore, when we encounter such words, we should not think too much. We should either increase the price to move forward or delete the word directly.

After we solve the problem of low keyword display volume, we may encounter a situation like this: the display volume of a certain word is quite large, but the click-through rate is too low. How to analyze and solve this situation?

First, we need to look at the promotion ranking. Maybe our bid is already high and the ranking has reached the first page, but we also have to consider the issue of visual hotspots. Generally speaking, the click-through rate of hot spots is indeed higher than that of non-hot spots.

Second, if we cannot seize the hot area, what we can do is to optimize the creativity, that is, our slogan. The promotional title is those 20 or so words. You should integrate keywords into the title and make it appealing to customers.

4. Establish a full network marketing system

1) Paid promotion

The paid promotion mentioned here is mainly aimed at search engines, generally including SEM bidding, information flow, alliance promotion, brand promotion, etc. In the early days of online advertising, paid promotion was one of the fastest and most effective ways to get targeted people to know about your company.

Of course, due to limited budget, small and medium-sized enterprises can first do paid promotion on Baidu, 360, Sogou, Toutiao, UC and other paid promotions, and wait until there are certain results before doing so, so as to reduce waste.

2) Baidu system

These include Baidu Bear, Enterprise Encyclopedia, Baidu Tieba, Baidu Knows, Baidu Wenku, and Baidu Experience. These are all Baidu's mainstream products, which can generate good rankings and have priority display rights. If you want to promote these products in the country, then these products will make your promotion more effective.

Of course, 360 series products such as 360 Encyclopedia, 360 Q&A, and 360 Library can also be made.

3) We-media

Since 2015, a large number of self-media platforms, led by WeChat official accounts and Toutiao, have sprung up like mushrooms after a rain. So far, there are hundreds of self-media platforms.

At the same time, due to the popularity of smartphones, almost everyone has 2-3 news and information apps on their phones. Among them, WeChat public accounts and Toutiao users are far ahead.

Like other platforms such as Sohu, Yidian Zixun, Sina Kandian, NetEase, Dayuhao, Beijing Time, etc., they can selectively develop products and services based on the actual situation of the company.

It is best to use one or two platforms as the main platforms, supplemented by other platforms, to establish a self-media matrix and promote the company brand.

4) Video

With the rise of self-media, video content has also seen explosive growth. For example, there is no need to say much about short video platforms such as Douyin and Kuaishou.

Because video has natural advantages that text does not have, it is more vivid and specific. Corporate promotional videos, whether for products or services, can be processed and sent to video platforms, which is definitely more convincing and more effective than simple text.

5) Industry vertical website

Many industries have large industry vertical websites that have accurate users and are more likely to have purchasing needs or potential purchasing needs.

Becoming a member of the website and placing advertisements in specific sections of the website can convey accurate information to specific groups of people and even directly facilitate transactions.

6) E-commerce platforms

Although not every industry needs to have e-commerce promotional channels, most industries should have this need. Because it directly connects with end customers, the purchasing intention is stronger.

At present, the more popular platforms in China are Tmall, Taobao, JD.com, etc., but since small and medium-sized enterprises have limited budgets, they can choose one of the platforms and then have the ability to open other channels later.

7) Others

Community forums, such as Zhihu, Tianya, Douban, etc. These channels are quickly included and have good rankings. In the library category, in addition to Baidu Library, there are also 360 Library, Docin Library, Doc88, etc.

5. Final Thoughts

In general, online promotion is not something that can be done overnight, nor is it something that can be accomplished by simply posting some content on the platform. It requires us to do a lot of preliminary preparation and planning, develop a detailed online marketing plan, and try to build and incubate our own brand before we can sell our products. Of course, you can also leave it to professional marketing agencies like us to tailor a suitable Internet marketing plan for your company.

Author: Qinghao

Source: Kuoyi Culture Media