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How to establish the company's online sales platform?

First, in general, online marketing includes the following parts:

1. Enhance the visibility and influence of enterprises/brands.

2. Get potential customers.

3. Realize online transactions on the Internet.

4. Better serve existing customers through the Internet (faster, more efficient and more convenient).

Two, enterprises in the development of network marketing, usually need the support of the following aspects:

1. Professionals are needed, such as copywriting, art design, promotion, customer service and operation.

2. Need some professional online marketing tools.

3. Make full use of mainstream e-commerce platforms (Alibaba, Tmall, etc.). ) and establish online sales channels.

4. Need some capital investment, such as website construction fee, advertising fee, platform service fee, etc.

Third, if you evaluate the effect of online marketing?

1, check the traffic of the website, and the number of pages of your enterprise or brand keywords included in the search engine. Generally speaking, the higher the network traffic, the more web pages collected by search engines, indicating that your company and brand are more well-known on the network.

2. Count the traffic, number of potential customers, consulting volume and turnover brought by different network channels and promotion methods, and obtain the cost of a customer in different ways.

Four, some misunderstandings of traditional enterprises to carry out online marketing:

1. E-commerce is to go to Taobao or open a shop in Alibaba.

Often ask some bosses; Excuse me, are you in e-commerce?

His words are: Yes, I have a store in Taobao, and I have a store in Alibaba.

In fact, Taobao and Ali are just an online sales channel. Besides, there are many channels, such as JD.COM, Vipshop, Amazon, Dangdang ... You can even make your own independent website.

2, network promotion is to do Baidu bidding.

Many bosses think that promotion is Baidu bidding. In fact, there are many ways to promote online, such as distribution, group buying, forums, communities, Weibo, WeChat and so on.

3, network marketing is to build a website, and then do Baidu bidding.

In fact, there is no website, and enterprises can do online marketing without Baidu bidding. You can open stores in Alibaba and Taobao for online marketing channel distribution, and you can also sell them in JD.COM, Amazon and group buying websites. You don't need to have your own website, and some don't even need you to pay advertising fees. .......

Ask one person to do network promotion, and you can do network marketing well.

In fact, hiring network promoters is only the beginning of promotion. If you want to promote it, you need to prepare copywriting, materials, words, pictures and even video content, all of which require the assistance and cooperation of people. Even preparing these requires input costs (such as taking videos and taking photos of goods). Besides, you need a certain fee to promote it, not that you invite individuals to post and write blogs to promote it. People are the beginning, materials and contents are preparatory work, and money is also necessary. .......

5. Just find an Internet company to make a website and arrange individuals to do e-commerce.

Many bosses are looking for Internet companies to build websites (website-building companies basically use templates), but the website function is not enough. The person who arranges them is someone he knows very well, a trusted relative or an old employee, but this person knows nothing about e-commerce and online marketing ..... After doing it for a year, there is no improvement. Then these bosses say that e-commerce is not easy to do and it is difficult to do it. As a result, I spent money on a website and arranged people.

.......

In fact, there are still many misunderstandings like the above. What I mentioned above are just some basic and common misunderstandings. More misunderstandings, interested friends can trust me privately and discuss together.

Fifth, how to improve the effect of network marketing.

1. How to enhance the popularity and influence of enterprises and brands on the Internet?

In this regard, I suggest using a combination of soft advertising and hard advertising to promote.

The most commonly used way is: community+soft text +SEM marketing.

Specific practices: you can set up relevant encyclopedias and questions and answers for your own enterprises, publish some soft articles related to enterprises in forums, publish some video introductions of enterprises and products on video websites, and go to some e-commerce platforms (Alibaba, HC, etc. Open corporate yellow pages and release products, and put keyword advertisements directly on Baidu /Google ... as long as your information often appears in places where some potential customers appear.

2. How to increase the number of potential customers and consultation?

The most direct way to increase the number of potential customers is to buy effective traffic with money.

The most effective way to increase the amount of consultation is to design a bait that excites potential customers, so that potential customers can consult you directly and actively.

For example, you sell brand liquor in Shenzhen. You can directly put keywords in Baidu and Google, such as Shenzhen Wuliangye, Shenzhen Wuliangye Cash on Delivery, Shenzhen Wuliangye Group Purchase, and Shenzhen Maotai Home Delivery. Let these people who have direct demand for your products find you directly. Remember, search engines are an important entry point for target customers. When the other party enters your website, you need to design an effective bait. Or take selling liquor as an example, you can design a report (e-book) entitled "Knowledge of Buying Liquor and Giving Gifts-What You Must Read for Buying Liquor and Giving Gifts", and then put it in a prominent position on your website to remind customers to contact customer service and get it directly for free. In this way, you can easily get the customer's information, and at the same time, you can understand the customer's real purchase motives and real needs, laying the foundation for the next transaction.

Of course, you can also go to more target customers to buy more effective traffic. You can also design more effective decoys, effective traffic and effective decoys, which is the only way to improve effective customer data and consultation.

3. How to improve the turnover rate and turnover amount?

To improve the transaction rate and transaction amount, we can start from the following aspects:

1) Solve the trust problem first, in other words, let customers buy with confidence. If you can't make your customers trust you, your transaction will be almost impossible. Remember, the higher the trust, the higher the transaction rate and the higher the transaction amount.

Or take selling wine as an example. If you want to reassure customers, you must prove that your wine is trustworthy and you can buy it with confidence. This evidence can be the agreement and authorization between you and the manufacturer. It can also be a customer witness of your old customers. You can present these through words, pictures and videos to increase your credibility in front of potential customers. I once saw a website selling stomach medicines, and the annual sales volume of single products was hundreds of millions. The reason why this website has a high transaction rate is that there are hundreds of successful cases of rehabilitation patients on its website, and these cases include the names, addresses and telephone numbers of customers. This information gives people a strong sense of trust and great strength. If you can also put a lot of customer witnesses on your website, your transaction rate will be very good, just as the highest transaction rate on Taobao is those shops with high sales volume and high praise.

2) Solve the shopping risks and convenience of potential customers.

For example, we can provide unconditional return, door-to-door delivery, cash on delivery and other services to dispel the concerns of potential customers when buying.

3) By designing sales packages (packages) and product mix marketing, sales can be increased.

If you buy product A+XX, you can buy product B at the original price of XX, and so on.

4) Make a deal by designing super gifts.

You can set up some products/services that are more valuable to potential customers as gifts, and use limited time, limited quantity and limited quantity to create rarity and urgency.

For example, if you buy xxx products during 8:00- 12:00, you can get gifts worth XXX yuan.

New customers can get xxx worth xxx yuan when they shop in 300 yuan for the first time.

How to establish an effective community marketing method?

A community is a group of people with the same interests and needs, with content and interaction, and is composed of various forms. Community has realized the connection between people and things, enhanced the depth of marketing and service, established an efficient membership system, enhanced brand influence and users' sense of belonging, and given new impetus to the development of enterprises.

Examples are as follows:

A. Sharing community: A community that comes together because of a certain hobby, based on knowledge and experience sharing and industry exchanges and discussions, derives corresponding products or services, which can be mild, such as sharing a shopping link, or deep, such as online guidance for offline courses.

B. Sales-oriented community: Community operators need to do user conversion and sales themselves, which may be fan users or loyal users. Use your own sales routines and words, according to the user's life cycle, label attributes, habits and hobbies. , to tap your personal number or people in the community who can be transformed.

C. Empowering the community: Community operators are needed to empower Xiao B and the shopping guide, provide tools and courses, or material activities to help them sell goods better.

Simply put, private communities are used to keep, maintain and split users (for loyal users), and what community operators need to do is to continuously output content and operate SOPs. Maintain a good relationship with users and let these old users continue to buy again. Without too much marketing content, old users will feel your service, be willing to make recommendations for you, or place orders silently. (Suitable for big brands to protect their old customers and members, and also for those knowledge-paying companies that rely on the circle community)

Moving model

At present, the common growth fission modes of community marketing mainly include "fight, help, send, cut, coupon and compare". Recently, we have seen a new understanding of the game: change.

Spell: spell a single, spell a group. Everyone Qi Xin works together to accomplish one thing, and both sides win.

Help: help a friend grab a train ticket, help a friend speed up the game, help a friend water the farm, and help a friend speed up the completion of a task.

Send: buy one get one free. For example, Luckin Coffee puts this model in place, and friends get coffee for free.

Vouchers: For example, if a friend reads a book on WeChat, both parties can get vouchers.

Chopper: The most common thing is bargaining. Copywriting that my friends used to brush: my friends cut me, and so on. The form of chopping is relatively simple, mainly based on bargaining.

Contrast: similar to many leaderboard functions, it guides users to PK and drives users to participate in enthusiasm. Games often use this trick.

Exchange: the rise of the second-hand market, the exchange of all kinds of old things, and the use of social relations to strengthen communication and publicity.

All the above models have ready-made tools, and ready-made creative designs can be found on WeChat, search and various design websites. It is also an option to make good use of the existing models on the market, so you don't have to rack your brains to design innovative new ways of playing. Unless the team is strong, the cost of time and capital is sufficient.

Page planning

H5 page planning focuses on whether the structure and logic are clear. Some landing pages are long and rich in content, which can be disassembled into three sections. Some landing pages are simple, showing only one screen.

Upper paragraph:

Generally, highlight the theme of the activity and the bait of interest, and the more you can catch the users, the better. Of course, these bait conspirators must be useful to users, and there can be some routines, such as collecting them for free but forwarding them to friends, but not deceiving users. The folding shown above should also be guided by the user as soon as possible. The earlier the user information is obtained, the better the later transformation and follow-up. If the call to action is displayed at the end, the user may have left the page, wasting the opportunity to establish contact with the user.

Middle part:

If the first paragraph is to put forward our views and show a link of the theme, then the middle paragraph should be proved by arguments. Common authoritative organization certification, industry qualification materials, well-known experts' explanations, customer comments, etc. Mainly to dispel users' concerns and enhance users' trust in the brand. Combine the resources owned by the enterprise to strengthen and highlight this piece.

Next paragraph:

Recall and call for action again. Many landing pages have prompts to guide users to enter their mobile phone numbers in the first link of page design, and there are also prompts in the second half of page design. You don't need to re-enter your mobile phone number, but let users pay attention to the traffic pool flowing from the official WeChat account to the enterprise. In short, it is to constantly strengthen the door, let users act or leave contact information.

Whether it is a long picture or a short picture, the theme of the activity and the call to action are essential, and the structural order can be repeated many times, which is actually unconscious by the user. Seeing is the best expectation.

Gift selection

What kind of gift or temptation can you imagine?

It can be roughly divided into two categories: physical and virtual, which give people different perceptions and make choices according to the characteristics of activities and user needs.

Physics class:

In fact, this kind of products is not easy to choose, but also involves logistics and transportation, and the cost is high. Recently, I participated in a physical activity, and it was a book named Thinking about Growing up that Chaos University helped to send. Sending autographed books can still give people a lot of expectations. Other small items, such as giving creative weekly and customizing notebooks, are all low-cost ways to play, which can achieve the effect of brand communication to a certain extent. 2

Virtual class:

Video members, phone coupons, red envelopes, consumption vouchers ... virtual items are relatively simple and direct, and can be used immediately after receipt, with no intermediate cost.

Conversion path

What is the key link of the full link growth path? The pirate ship model said by the growth hacker: AARRR, what did you see after deep thinking and processing?

Acquisition (acquisition)

Improve activity (activation)

Improve the retention rate.

Revenue

Self-propagation (reference)

Users can obtain traffic through internal channels, external channels, recommendations and other forms to complete user conversion;

The common methods to improve the activity and retention rate are to develop small games, large-scale activities and membership systems, change users from new customers to old customers, slowly cultivate feelings and establish relationships;

Getting more income still depends on the quality of the product itself, and whether the product can satisfy users is the most critical. For users, the product is useful, and users do have a strong demand motivation;

Self-communication depends more on whether the interest bait of the activity itself is enough and the fluency of the activity experience. If an activity itself can attract few people, it is naturally difficult to spread it on a large scale.

How long will the growth cycle of an activity itself last?

User perspective:

When the event designer suspends the start of an event, the event must be stopped. Aside from this, when will the event itself spread to annoy users? Or will this activity continue in theory as long as it is profitable? For participants, in addition to gaining benefits, how much consideration will there be for their own brand image? If an activity can last indefinitely, if it were you, how long would you stick to a profitable activity? We once participated in a check-in activity for more than 200 days, and it was finally interrupted. Thinking about these problems may make the operator have a different understanding of an activity.

Design perspective:

As an event designer, it is simple and direct to consider the effect of an event. What are the benefits of the user's life cycle and customer acquisition cost, which can bring practical benefits, is a good event. Single event and short period activities can be calculated intuitively from the perspective of ROI. However, in activities like Double Eleven, users are more and more likely to produce aprons. How long can it last and let users actively participate? What we can think of at present is the branding of activities and becoming the industry benchmark. Does this also mean that the brand is still the most lasting and stable source of traffic?

Finally, an important question. If you want to be a good community, don't think too complicated.

First of all, there is nothing wrong with the community being human. If you can thoroughly understand "people", your community can do well.

Before building a group, you should be clear about the purpose of building a group. Only by being clear about your purpose can you know what to do next. The purpose of most people is very simple, that is, to sell goods, that is, to flow. The premise of selling goods is trust. What you have to do is to cultivate trust in the group. If you want to use customers to help you divert more traffic, you have to meet their needs and even give them some temptations, so that customers will help you divert traffic.

Otherwise, there is no benefit at all. Who will help you fission? It's impossible.

There are two ways to build community trust.

Customer witness. This is the quickest and most direct way to build trust. For example, if you are a slimming product, there are customers in your group who have already bought the product and those who have not. You set up the community play method and mechanism, so that customers who buy products can send out product punch cards every day, and you give corresponding rewards, which can not only activate the community, but also let people who have not bought products witness the effect. If the effect is remarkable, people who haven't bought the product will take the initiative to buy it, because they see it, which is the best way to build trust.

Community activities. You can often organize preferential activities such as team battles or spikes in the group, so that users can feel that they can get benefits and benefits from you, which can also increase trust. User fission is a way to acquire new users. If you want your customers to help you split up more customers, you should give corresponding incentives. For example, if several friends join a group, they will give some gifts. You can use the wetool tool to query friends, and you can accurately find out how many friends a user has joined, which is convenient for data statistics.

When you build trust with users and users help you introduce new users, what you have to do is to provide follow-up services in the group and answer users' doubts. And it is necessary to maintain community order in time and avoid negative factors such as advertisements within the group.

Value attraction is also an important part of the community. Take the weight loss community as an example. Group owners often export professional knowledge related to health, diet or weight loss in the group, so that users can feel that they can get corresponding value in this community and help themselves. Users who survive in this way are also accurate and of high quality.

At this time, if you sell similar products in the group, the conversion rate of group members will naturally be high.

Passive trading attracts value, and only by truly exporting value with your heart can you get better returns in the community.

Sometimes, a good community can really help businesses successfully resolve the difficulties they encounter and let them survive in the fierce market competition.

Pay attention to me and disassemble classic operation marketing cases, each of which is dry goods.