Network brand promotion method

[China Glass Network] Online brand promotion is often the result of a variety of network marketing activities. The four online brand promotion methods described below are actually included in the common website website promotion strategy. That is to say, when the website promotion is carried out, as long as the characteristics of the network brand promotion are taken into consideration, there is no need to add additional marketing resources. The effect of online brand promotion can be obtained, which is one of the basic ideas to enhance the overall effect of network marketing. It can also be considered as an extension and concrete manifestation of cross-network marketing ideas.
(1) The online brand promotion search engine in search engine marketing is one of the main ways for users to discover new websites. The information seen by users in the results of a certain keyword search is a front impression of a corporate/web network brand. The quality of this impression determines whether the brand has the opportunity to be further recognized. It can be seen that the website is indexed by the search engine and ranked high in the search results, which is the basis for using the search engine marketing method to promote the network brand. This also shows that the brand marketing of search engines is based on the marketing method of corporate websites.
Branding in search engine marketing is the second and third goal level in the hierarchy of search engine marketing, namely obtaining good rankings in major search engines and increasing user click-through rates on search results. In the level of the network brand, it belongs to the second level - the information transmission of the network brand. The level of search engine marketing and the level of the network brand are different, so the expressions are different, but the two are essentially the same. Search engine marketing studies user behavior in the general process of information delivery, while network brands in search engine marketing only consider the relationship between search engine search and network brand.
The main ways to use the search engine for online branding include common search engine marketing methods such as login to websites, search engine optimization, and keyword advertisements in major search engines. This kind of brand promotion means usually does not need to be carried out exclusively. In the development of the search engine strategy of website promotion and product promotion, taking into account the demand characteristics of online brand promotion, the purpose of “free-riding” can be achieved. This puts higher demands on search engine marketing and also improves the overall effect of search engine marketing.
(2) Promoting online brand viral marketing with viral marketing methods is equally effective for online branding. For example, Flash humor is one of the favorite content of many online users. One of the works often spreads among many colleagues and netizens. In this process of communication, the viewer not only appreciates the content in the picture, but also The information on the website where the work is located and the personal information of the creator will be noticed, thus achieving the purpose of brand communication. In addition, common viral marketing information carriers include free e-mail, e-books, holiday e-cards, online coupons, free software, and online chat tools.
(3) Providing e-newsletters and member newsletters E-newsletters and member newsletters are specific manifestations of the internal list of e-mail marketing. This means of transmitting information based on registered users' e-mail addresses has a significant effect on customer relationships and online brands. In early October 2002, a consulting firm in the United States, Nielsen NormanGroup (NNG), published a survey report on the effectiveness of electronic publications. The survey showed that the online marketing value of electronic publications is very significant, even more than the website itself, users who subscribe to electronic publications. You don't need to browse the website every day, you can learn about the company's information, and it is of great value to the corporate brand image and customer relationship. However, even a mailing list that users voluntarily subscribe to can't reach 100% reading rate. Some users are still on the list, and they may not read the received mail. According to the survey, about 27% of emails have never been opened by users, and only 23% of emails are completely read. The other 50% of emails are only partially read, or simply browse.
In the principle and method of licensing email marketing, we have introduced the general method of internal list email marketing. Research shows that many SMEs do not have the ability to apply this method. Only some e-commerce companies and large enterprises can list internal The value is fully tapped.
(4) Establishing network marketing-oriented network community network Community marketing has gradually become an outdated website promotion method, but the network marketing value of the online community has not disappeared, especially the establishment of the company's own online community, such as forums, chat rooms, and so on. The establishment of an online community on corporate websites is controversial for the direct effect of online marketing, because most corporate websites are small in terms of visits, participating in the community and having fewer visitors, so the value of the online community is not reflected. However, for large enterprises, especially those with high brand awareness and users with similar hobbies, such as large cosmetics companies, real estate companies and automobile companies, there are a large number of users who need to obtain them on the corporate website. Product knowledge and exchange experience with consumers of the same brand. At this time, the value of the online community to the network brand is manifested.
It should be pointed out here that the construction of online communities is not just a technical issue. That is to say, the guiding ideology for establishing an online community should be clear, in order to establish a network brand, provide customer service, and enhance customer relationships, and more importantly, For the network community to have a reasonable management method, an online community that attracts users' attention and participation has network marketing value.