In March 2008, Wuhan Jianmin began to launch an online marketing project. Before that, Jianmin, like almost all traditional pharmaceutical companies, relied on TV advertisements for publicity. Jianmin's advertising investment in recent years has remained between about 18 million and 35 million, and the advertising strategy is pulse advertising with cross-coverage from CCTV and satellite TV. But such a small amount of money is too little for TV advertising, and it is less than one-third of that of its competitor Harbin Pharmaceutical. The sound of advertising is getting weaker and weaker, and the market share is getting smaller and smaller. Whether to invest or not, every year tests the business wisdom of Jianmin's decision-makers. If there are too few resources, the opponent will be too strong, and if you are poor, you will want to change. Advertising creativity must break through, and new creative ideas and appeals must be found. Publicity methods must also break through, and new alternative media must be found. In this way, Internet advertising entered the scope of consideration of Jianmin’s senior executives.
As a new advertising carrier, the Internet has developed rapidly. In recent years, it has created many dazzling advertising forms, and even the names are refreshing. It is these types of advertising that are constantly being renovated, which are not only impacting the traditional media market, but also disrupting the thinking of advertisers. Jianmin decided to seek a breakthrough in advertising and found a professional Internet advertising agency and planning company to design an advertising plan for Jianmin, who was new to the Internet. It didn't take long for the advertising company to come up with a delivery plan based on Jianmin's planned cost. The plan includes hard advertising on mainstream portals such as Sina and Sohu, online activities on vertical portals such as Yaya and Cradle, soft article publishing on medical and health websites, etc. Advertising forms also include highlights, banners, and topic hype. There are enough, soft and hard, all covering the target group. The whole case was quoted at over RMB 600,000.
It must be said here that Jianmin’s senior management is quite wise. The plan was put on the desk of Jianmin's senior officials, but was shelved for a long time. Jianmin executives are thinking: Although this online advertising plan looks beautiful, it has fatal flaws.
1. Although advertising coverage is wide, can it be effective? We all have experience of surfing the Internet. Netizens will not waste time looking at those boring ads when surfing the Internet, especially pop-up ads. When they rape netizens' eyeballs, they also Intensify the disgust of potential users.
2. Can the form of advertising attract the attention of target customers? There are many ways to post baby photos online. If there are many target users, they will not bother to participate in corporate activities such as uploading and voting for small souvenirs. If the number is limited, then the user registration How valuable can information be to an enterprise? No matter how innovative the form of online activities is, how many new tricks can be created?
3. Is the advertising effect sustainable? Can the topic be hot during the advertising period? What is considered hot? After the advertising period, what will be left?
4. Although online advertising is cheaper than TV, it still costs 10,000 to 20,000 yuan a day. Apart from getting a piece of data and self-justifying analysis from the advertising company in the end, what else can such an investment get?
How reliable are these so-called exposure rates, display rates, click-through rates, and participation rates? Can the effect of online advertising only be as effective as traditional TV advertising? Just when Jianmin’s senior executives were thinking, Another internet marketing plan caught their attention. This is a set of Internet marketing plans based on corporate website optimization and corporate website promotion model. The core of this plan is to establish a long-term publicity platform for enterprises in the Internet world. The construction of this website must conform to the browsing habits of netizens, so that netizens can find you at any time when they need it, let you interact with netizens, and let you interact with netizens. Netizens should take the initiative to tell you their opinions about your products. You should have the opportunity to answer their questions one-on-one. You should not let netizens think that you are just selling your melons and boasting. You should let netizens need you and be inseparable from you. , let netizens actively spread you, let netizens break the threshold of your website every day.
Isn’t it just about making a website? Every company has a website, and some companies even spend tens or even millions of dollars to build websites, but they obviously cannot meet the requirements we mentioned above. A website without interaction is a "dead" website, just like a luxuriously decorated museum, but the door is closed every day and no one visits, and it cannot have any publicity effect. What we want to do is a "living" website. The first step is to optimize the website.
Resurrection official website won the first battle
Jianmin had websites before, and there were more than one, including an official website and a maternal and child website. However, these websites were just empty shelves with no one to maintain them. The content had not been updated for a long time and there was no interactive design. From the beginning of the website establishment, the needs of netizens were not considered. What, but follow your own ideas and do whatever you want. Once the website is built, it is not promoted, and it does not matter whether Internet users can find it or not. This is a common problem with most corporate websites. Before March 2008, Jianmin’s official website had only about 200 IPs per day and less than 300 PVs. The website had no attention and no stickiness. The top 20 keywords on the website are all related to "Wuhan Jianmin". It can be seen that almost all investors are looking for information about listed companies online. Such a website is a standard dead website. The first step in our online promotion is to resurrect the official website:
1. Optimize the website as a whole, modify the official website structure, and adjust content sections to make the website structure meet the requirements of search engine inclusion technology and make it easier to be found by search engines.
2. Find out more than 50 groups of keywords related to calcium supplementation that netizens are most concerned about and commonly used, and adopt technical means to optimize them so that netizens can enter the official website by searching for these keywords.
3. Implant monitoring code into the website to track website visit information. By monitoring the website, we can analyze a lot of information from it. For example, from what content netizens like to watch on the website and how long they watch it, we can analyze what netizens focus on and what content on the website needs to be improved; from the areas where netizens come from, we can analyze the popularity of netizens and advertising Is there any correlation between the placement area and whether there are certain types of high-risk diseases in the local area? From the keywords frequently used by netizens, we can analyze the appeal points that the advertisement should strengthen.
One month after resurrecting the official website, website traffic has changed dramatically. Among the top 10 keywords entering the website, there are already five newly optimized symptom keywords. The pv has increased from about 270 to about 4700 per day. The amount of information collected by mainstream search engines has greatly increased.
After winning the first battle, the next step is to make the live website "move". The biggest difference between the Internet and TV is that people watching TV can only passively receive, but the Internet can achieve interaction. Although everyone knows that the Internet is interactive, not everyone can explain clearly how to realize the interaction between the website and netizens.
First, an interactive column was designed on the official website and a new Longmu calcium supplement information desk section was added. Visiting netizens can submit any unclear questions related to calcium supplementation through this column. Experts at the backend of the website will respond to questions raised by netizens every day. At first glance, the information desk is not a new thing. Many corporate websites have consultation columns, but the most remarkable thing about the Longmu Calcium Supplement Information Desk is that it has turned this very ordinary column into a great innovation, so that it has achieved success. The biggest highlight of Jianmin model network marketing. How does Jianmin do it? From the beginning, the expert consultation desk has a strict response system. Two experts regularly respond to netizens' questions in three periods every day. And the tone of replying to questions is not cold and perfunctory, but a personalized and caring reply after special training, so that netizens who ask questions can feel that they are being treated by experts as if they are visiting an expert clinic. Not only that, in the subsequent revision of the new website, a text message reply function was added, allowing netizens to ask questions online and receive text message notifications for replies. At the same time, the backend experts responded faster and more timely. Netizens could ask questions within one hour (up to no more than 1 hour). More than 4 hours) you can receive a text message reply, even at night and during holidays, this is a story later.
Next, open a calcium supplement expert blog. The blog can also respond to netizens’ questions about calcium supplement online. Blogs and official websites, one enterprise and one private sector, recommend each other and complement each other when replying to netizens' questions, forming a good interactive effect. After adding the problem consultation function, the official website traffic has reached a new level, with the daily IP and PV increasing to about 1,500 and 3,300 respectively. After three months of operation, the number of questions asked on the website increased from 9 a day to about 30 a day.
Establish a new portal, fight again and win again
The resurrected official website has given Jianmin's senior management hope. Is the overall optimization of the website the future of Jianmin's Internet marketing? Facing the crossroads of decision-making, it once again shows the wisdom of Jianmin's leadership. Jianmin decided to abandon the original official website and build a brand new website, a marketing website focusing on Longmu products. The idea of completely abandoning the original framework, style, and even company information is inconceivable to many people. But behind such a decision, there is the mature thinking of Jianmin’s senior management:
1. What do consumers come to the website to see? Consumers don’t care who the leader of your company is, how many honors you have, or how many products you have. They must be looking for answers because they still have questions about your products. If you don’t clear his doubts, you show him the leader’s speech, and you give him an empty promise of “safe medicine”, will he buy your medicine?
2. The official website is a window for the company to promote its image to the outside world. Sometimes in the minds of consumers, the image of a company's main products represents the image of the company. Using this window to establish and display the image of the main product is to establish and display the main image of the enterprise.
3. People-oriented, we will show consumers what they need to see. Building a website is not about decorating your home, as long as it is comfortable for your own eyes, but it should be like building a park or a museum. Only by making it comfortable for tourists to browse can it play a role in publicity and education.
Based on this thinking, Jianmin's leaders finally decided on the path of Jianmin's online marketing: an online marketing model based on corporate website promotion. In July, the official website was rebuilt, and the new website was launched on August 1. The new website was named Longmu Calcium Supplement Expert Network. In the month when the new website was launched, the website had more than 8,200 daily PVs and 1,552 questions. What kind of website can make such a big change?
Longmu Calcium Supplement Expert Network is a marketing website in a complete sense. Marketing does not refer to selling products, but every column, every article, and every section on the website contains the meaning of marketing, and they are all subtly paving the way for the final realization of product sales. For example, on the Longmu Calcium Supplement Expert website, we have added a new calcium supplement e-book, which netizens can download and read for free. However, this e-book is also the beginning of the viral marketing of the website. Another example is the newly added calcium supplement self-test column. Netizens can check the items to self-test the degree of calcium deficiency, but after self-test, they will 100% go to the information desk to consult experts. In order to facilitate netizens to see experts' replies in a timely manner, a text message reply function has been enabled. Netizens can receive text message notifications by leaving their mobile phone numbers when asking questions. By analyzing netizens' questions, we found out what netizens were paying attention to, and then extracted 500 sets of long-tail keywords based on their focus. By optimizing keywords, you can increase website traffic and influence more netizens.
By October, the cumulative website traffic reached 1 million; in December, the website IP exceeded 45,000, and 1,619 questions were answered, with an average of 60 questions per day; as of December 31, the cumulative number of responses to netizen questions exceeded 10,000, and the website database included potential consumers There are 8,400 messages on mobile phones.
During this period, we also discovered that our competitor Caerqi actually used the same methods as us for online promotion. Even the promotion strategies and website column settings were very similar. However, after all, Jianmin's work was done earlier and more deeply. Calci's keywords for search engine optimization only had more than fifty groups at most, which could not pose a threat to the Longmu Calcium Supplement Expert Network. Obviously, the competition on the Internet , it was Jianmin who won.
Three battles and three victories come naturally
In addition to the role of online promotion in publicity and education for potential consumers, does online promotion have more visible and tangible effects on product sales? Jianmin's senior management continued to put forward deeper thinking. In fact, if you pay attention to the questions asked on the Longmu Calcium Supplement Network, you will find that many potential consumers went to the drug store to buy Longmu and then continued to inquire about usage and dosage after getting answers from experts on their previous questions. It can be seen that online expert consultation can drive offline sales, but we are not yet sure how to directly convert potential consumers into actual sales.
To realize e-commerce, products must have the following attributes:
1. The product is special and not easy to buy among netizens, or netizens have no habit of going to the market to buy such products.
2. The price is cheap, and the online price is lower than the market price.
3. Don’t be in a hurry to use it. There is no strict time or urgency in use. It doesn’t matter if it’s one day earlier or one day later.
Longmu Zhuanggu Granules obviously have none of the three. This thought put forward by Jianmin's senior management has become a difficult problem facing the online promotion project team. To Jianmin’s current level of online promotion, it is already very advanced among its domestic peers. You have to admit that this online promotion model must be helpful in achieving sales, but how big this help is can be directly seen. ?
At first, we thought of doing an online survey. The results showed that 72% of netizens were willing to buy, but some people questioned the authenticity of this data. After all, it was just a survey without real transactions. Later, I thought of cooperating with a catalog direct sales company, but the sales margin rate was less than 5%, and the partner was not interested in playing the role of a free deliveryman. With every road blocked, is there really nothing we can do?
The Internet can do anything you can't imagine, and the Internet Promotion Team firmly believes in this. Just when we were thinking hard, a case in the electronic reading room suddenly inspired us. Why not set up an electronic reading room. There are many books here, including finance, entertainment, political history, education, medicine... divided into categories, including best-selling periodicals and magazines on the market, as well as professional readers. Reading rights are set up in the electronic reading room, which is 15 yuan/month and 180 yuan per year. The reading account becomes the added value of online promotion and is given to customers. In this way, although the price of buying Longmu online is not much better than that in drugstores, the additional gifts are very attractive. As soon as we started, with the help of third-party resources, an electronic reading room with more than 2,000 electronic magazines was quickly established and named Longmu e-book bar. The third party is responsible for the overall maintenance of Longmu eBook Bar. Jianmin only needs to purchase reading permission cards in bulk. Of course, the price of bulk purchase is very low.
After a month of preparation, on March 27, the ordering functions of Longmu e-Book Bar and Longmu Calcium Supplement Network were launched for testing at the same time, and orders were completed on the same day they went online. Next, Jianmin developed an advertising function on Longmu e-book bar, leaving advertising space on the title page of each book, and using online advertising space to exchange advertising space with pharmacies, thus saving money spent every year. The cost of packaging and display in pharmacies can be used for the maintenance and operation of Longmu e-book bar. Longmu e-book bar not only proves the direct driving effect of online promotion on product sales, but also indirectly achieves profitability. The two websites, Longmu Calcium Supplement Network and Longmu E-Book Bar, complement each other. Longmu Calcium Supplement Network provides consulting services to potential consumers, while Longmu E-Book Bar provides value-added services to consumers. The launch of Longmu e-Book Bar has further promoted the traffic of Longmu Calcium Supplement Network. Now the average daily IP address of Longmu Calcium Supplement Network has stabilized at around 6,300, the daily PVs exceed 20,000, and the number of daily questions exceeds 200. Jianmin’s network promotion project Reached a new level.
Independent innovation of Jianmin model
Jianmin model Internet marketing has two unique points in summary: one is the Internet promotion model based on website promotion; the other is the innovation of customer service model.
As a new type of media, the Internet has long been known to everyone. The various forms of publicity and advertising in online media are even more innovative. Whether an enterprise's online marketing should be implemented through its own marketing website or directly choose the appropriate online advertising form for promotion, I think it cannot be generalized. It should start from the actual situation of the enterprise, combined with practical needs, resource allocation, promotion goals and other comprehensive factors. Think about it all.
Enterprises are rich in resources and money, and can try various forms of advertising, including advertising, column cooperation, network activities, etc., to name a few. Anyway, it is just an advertisement, and it seems to have only advantages and no disadvantages other than burning money. But in fact, as for whether to build a self-built website for promotion or invest in the above-mentioned various forms of online advertising promotion, it can be compared to the choice of building a house yourself or renting a house. A house built by yourself, as long as the location is well chosen (proper online promotion methods), will have a long-term appreciation trend (website pv continues to increase, and the influence continues to expand); while a rented house (various forms of online advertising) has a time limit (advertising time ), there is also rent (advertising fee), and the rent (advertising fee) is quite high, sometimes even exceeding the cost of building a house (self-built website and website promotion); as for the form of column cooperation, it is more like decorating and marrying someone. Yi, one day the landlord took back the house, and our work ended up being in vain.
Online promotion also requires figuring out what the core purpose is. The main target of Jianmin's online promotion is Longmu. As an old product with a history of more than 20 years, it does not lack popularity. On the contrary, precisely because of its long history, it has left an old impression in the minds of the younger generation. It lacks It is the reputation in the eyes of the younger generation. To achieve this kind of reputation, we need to communicate with the target group and dispel their concerns due to lack of understanding, thereby winning trust, generating word-of-mouth, and ultimately achieving the spread of reputation. Therefore, using the Internet platform to communicate product value to specific groups of people and improve the reputation of Long Mu is the realistic goal of Jianmin Network Promotion.
Combining the above analysis, it is not difficult to find that to find a specific group of people, it must be precise promotion; to make a specific group of people understand the product better, it must have one-to-one face-to-face communication; self-built website promotion will be more effective than various forms of online advertising. Solve these problems.
Jianmin's online customer service has a strict management system. Such as limited time reply copy, 7*15 duty system, personalized reply copy, etc., and every reply is checked, thus ensuring that every customer's question can receive a satisfactory and timely text message reply. A good customer service experience is the beginning of converting potential customers into actual customers. In Jianmin's view, online customer service personnel are also marketers. When they answer customers' questions, they are also promoting the final sale of products.
Jianmin's Internet marketing is the result of being poor and thinking about changes. From the beginning, due to limited expenses, we did not refer to the so-called successful cases proposed by 4A advertising companies. Instead, we relied entirely on independent innovation and explored as we went. We found a new way of online promotion and created the Jianmin model. Now, well-known companies in the industry have begun to imitate. Although the form can be copied, the core of Jianmin's model cannot be taken away. That is the spirit of independent innovation, which is the driving force for Jianmin's online marketing to move forward.
This article is contributed by the webmaster of www.whjm.com !