What is the correct enterprise Internet customer acquisition plan?

The following content, a total of 7 steps

Knowledge can help you: save the cost of trial and error ~

— 1 —

Create an effective H5 landing page

Use SEM to push h5 landing pages and gain customers immediately!

What should this landing page look like? What are the elements?

The most representative landing page is: Maotai Ancient Wine

Speaking of this, it is estimated that many people are not unfamiliar~

There are basically several core elements of a landing page :

1. Concise and clear, highlight product or service information

2. Have guiding content that can impress users, such as past positive reviews

3. Mark the customer acquisition method in a prominent position and respond to the customer’s demands as soon as possible

4. Adapt to the opening environment such as Moments, PC, and mobile phone

5. Code for effectively counting traffic sources and user portraits

(Ps H5 landing page for the tourism industry)

The customer acquisition process of the H5 landing page is that the user sees the advertising import image, becomes curious and clicks on the advertising import image to jump to the landing page, develops a favorable impression and takes action, then this is a conversion.

— 2 —

Start accurate SEM customer acquisition delivery

By the way, how much does it cost to hire an SEO per month?

If SEM is not worth it, then: you are in the wrong industry

In an industry where you can’t even recover your investment costs, what can you do?

The right path is to work in an industry that can recover your costs.

There are many channels you can choose to place

Based on your data analysis of previous effective customer acquisition and the launch of similar products in the same industry, you can get a relatively correct method selection, such as the following:

1. Place bids on search engines

2. Launch on various platform websites

3. Post to WeChat Moments

4. Place cards at the bottom of official account articles

5. Launch Guangdiantong (Tencent)

6. Publish on Toutiao

7. Launch a little information

8. Publish on Phoenix News

9. Media placement in other channels

10. Launch various information flows

11. Invest in various social networking circles

— 3 —

The most rational SEM delivery plan suggestion

The first step is to summarize the company’s past Internet customer acquisition data or past customer sources, analyze the common characteristics of customers, and come up with the most original user portrait.

The second step is to analyze the delivery data of peers on different platforms, such as search engines. You can use third-party tools to effectively find the keyword library of peers.

The third step is to dig deep into user demands based on these user data, create an H5 landing page, and open it for testing at various entrances, including opening speed, user experience, etc. The production can be completed through platforms such as Fanfou, Lizi, and Witkey.

The fourth step is to find your landing page and the landing pages of your competitors, and compare them repeatedly. You can also ask your friends and good customers to participate in the suggestions and complete the comparison process that future users may make. This step is very important and will directly affect your customer acquisition cost and determine the real effect of your investment.

The fifth step is to conduct a test launch. Assuming the initial budget is 50,000 yuan, remember not to launch on only one platform. For the first launch, it is best to have several or a dozen separate budgets, find out the customer acquisition costs of each platform, and then compare them. Additional budget will be invested if the customer acquisition effect is accurate and the customer acquisition cost is low. If customer acquisition is not accurate or the cost of customer acquisition is inappropriate, reduce investment or stop investing. The balance in the account can be put aside temporarily. When there is an event, invest once and don't add to it.

The sixth step is to conduct customer surveys. You can send coupons or discounts and let users tell you: why they chose you, what the whole process is like, what they are dissatisfied with, how they feel about the service, and other accurate information. After summarizing a batch of user experiences, upgrade the H5 page again, and then reinvest in effective platforms. This will enter into a leverage principle of input-output ratio, and there is no need to worry about the risk and return rate after investment. Until the investment threshold of the platform is tested, which is also the time when the customer acquisition cost increases significantly, the same budget needs to be used to test other platforms, and ultimately not rely on one platform.

The goal of advertising is to convert users

The key to the effectiveness of the delivery lies in the analysis of target users, the packaging of products or services, and the design and optimization of lead-in images (lead-in titles) and landing pages.

After completing the most original conversion of public domain traffic and finally coming up with a customer acquisition model, you can start the next step, such as community operation, user fission and other models.

— 4 —

Start White Hat SEO for your website

Let’s calculate the cost of official website + SEO

The domain name is 55 yuan, and the server starts at 100 or 200 yuan per month.

The cost of making a website ranges from a few hundred to a few thousand.

Then it is appropriate to prepare one or two hundred pieces of content in the early stage.

After that, it is time to do white hat SEO

Before doing these tasks, you should first confirm the SEO plan

Corporate website building for profit

The purpose of making a site is to obtain traffic and users.

Search engines have the ability to accurately attract new customers

The core value of search engines is:

Let people who didn’t know you before find you and choose you

Customers already know you, so they won’t leave when they come to learn more about you

Optimizing natural traffic is the path that companies must take in the end

White hat SEO does require a process, and the effect is relatively slow

What is the correct Internet customer acquisition process?

If the budget is insufficient , join the WeChat group and post to Moments

You are indeed very energetic. Let's try to run some self-media.

A budget of several thousand yuan to invest in the Internet may not necessarily make it through now.

If you have a budget of tens of thousands , it is recommended in principle:

Create your own WeChat group and invite familiar people to join

Authenticate a WeChat public account and post content that users like

When you have time, forward it to your circle of friends~

Then, create a landing page and analyze the customer acquisition data

Choose a mature platform to start testing

During this period, make a template official website and slowly release content

If you are serious about this and have a little budget :

Ask a professional SEO to give you an industry customer acquisition model

According to this model, test separately: SEO, SEM, etc.

According to the above suggestions, continue to increase investment based on customer acquisition

What work and acceptance criteria does official website white hat SEO include?

The correct SEO idea is : according to the budget situation, quickly establish the right implementation plan, which can enable the company to quickly and accurately acquire customers, then use SEO white hat optimization, slowly see the results, weigh the overall input-output ratio, and then specify the second phase of the Internet customer acquisition implementation plan.

— 5 —

Application of actual cases

PS: Chengdu Lottery Assistant

When I checked the Chengdu lottery assistant, it was all *Fangtong

According to the actual situation, I gave such a plan at that time

1. Two domain names were selected, one of which was the original domain name for SEM

2. Newly registered domain name, yaohaoapp.com, for white hat SEO

3. The platform has sufficient data support and pseudo-original content to synchronize

4. Then, we aggregate the weights by city and platform, which is content aggregation.

5. Provide high-quality content sources for third-party cooperation such as Weibo and obtain IP push

6. Realize the aggregation of all IP resources, and ultimately achieve daily activity and new user acquisition of mini programs

Overall, the test was successful and the effect was very obvious. For example, Baidu:

(P.S. White Hat has stabilized the entrance, so the delivery has stopped)

If you do well, subsequent costs come from initial profits

According to the ideas given by the author in step 2, complete the work of step 3

After the natural traffic entrance was closed, the budget for the corresponding platform was gradually stopped.

Early investment is to gain immediate and effective entry into the ecosystem

When SEO white hat optimization, or the amount of information on each platform is sufficient

The entire customer acquisition model will need to be adjusted accordingly.

— 6 —

How to maintain the public domain traffic pool

First, let’s understand what public domain traffic pools are?

Currently, effective public domain traffic includes but is not limited to: search engines, information streams, short videos, live broadcasts, e-commerce platforms, various self-media, etc. You will acquire customers through the company's H5 landing page, official website, APP, public account, respective media accounts, etc., and finally confirm the intention and complete the transaction process through WeChat, email, online interaction, telephone, etc.

Many people mistakenly think: build a good site first, and then bid?

Once the site is built, launch the campaign and turn the situation around immediately?

The general direction is indeed like this:

The white hat site is gradually rising, and the SEM delivery is stopped

Two-pronged approach: Generally bidding while doing white hat

This routine is indeed effective and has no flaws~

but:

Users have their own usage habits

Companies should choose a platform that suits their user groups

Then follow the process from steps 1 to 4 above

Establish your own customer acquisition traffic pool in the public domain

This model should not be limited to: website ecology

For example, if you are a catering outlet or restaurant

Wouldn’t it be more accurate to establish public domain traffic on Meituan, Ele.me, etc.?

Search for hot pot restaurants on Meituan, and you are ranked first

Search for home appliance repairs on 58.com in your city, and you are ranked first.

Search for accommodation on Ctrip, and you are ranked first

Isn't it great to acquire customers with these difficulties?

Sincere advice: Make public domain traffic based on the actual user portrait of the enterprise

In the era of big data, don’t just act on impulse.

Make decisions based on the actual needs of the enterprise and the orders.

— 7 —

Regularly evaluate and revise content direction

This step is not detailed.

After all, technology in the Internet industry is changing with each passing day, so Wang Hai’s energy is becoming increasingly limited. He has not accepted any training since this year, and the courses have been gradually made public on this official account. There are several core elements of regular evaluation. I will give you some pointers. For others, you can contact Wang Hai and join the WeChat group for discussion:

Key point 1 : Can your site index vocabulary attract customers?

Focus 2 : Does your site traffic have conversion capabilities?

Key point three : What is the current conversion ratio of your traffic IP?

Key point 4 : How to achieve this customer acquisition ratio, this is the key point!

Author: Wang Haiseo

Source: Narhai