I am a bathroom worker, and now I have done e-commerce, online and offline activities. Do you want to ask for advice?

The first thing is positioning. Nothing can be short of positioning. When we determine the target group, we also determine which people we are serving, and we also find our own positioning. Find our own position, analyze the current market situation, determine which stage we are in at present, such as growth period, development period and maturity period, establish market strategies in different periods, accelerate or slow down, and then do it hard, that is, implement it.

at present, e-commerce network promotion channels can be divided into the following types: database marketing, social media marketing, online advertising, mobile phone client, distribution platform, search engine marketing, resource cooperative marketing, classified information, etc. The model is always ever-changing, but it is always the same, no matter which promotion channels are only for the same goal: sales.

1) Database marketing

Database marketing, including IM promotion, EDM mail sending and SMS short message sending, is a common way to promote online e-commerce. Database marketing usually contributes little to sales and has a low conversion rate, but it plays a relatively good role in tapping potential people and exerting brand power. What is good here is the return on investment.

2) Social media marketing

Social media marketing, since the development of the Internet, has increasingly developed into the relationship between people. People-oriented, user-oriented has become the most prominent symbol of the web2. era, and the user-created content UGC community has also occupied the vast majority of netizens on the Internet. Therefore, the author thinks that it has become an important channel for e-commerce websites to do well in social marketing and deliver value through users. In addition, this can also be observed from data analysis. A large part of the traffic comes from direct input, which usually comes from such word of mouth, IM communication, light blogs, favorites and so on.

Social media marketing covers a wide range, including blogs, forums, SNS, Weibo, light blogs and RSS sharing. Weibo and light blogs can be said to be new media marketing, and such media include many types of people. For example, the target group of Sina Weibo is mainly the elite group aged 2-4, which is also the target group of online shopping. In addition, there will be micro-groups and other users gathered together with the same goal in Weibo. Through sales promotion and activities to drive specific groups, create fission marketing, word of mouth, as long as you have patience and look at new media marketing with a developmental perspective, you will firmly grasp users. Examples of social media marketing include wenqing gathering place like douban, which is a suitable target group for e-commerce websites such as the first engraving of small fresh clothing brands.

3) online advertising

online advertising can only be said that online advertising is becoming more and more expensive now. Whether it is driven by the development of e-commerce, or whether the portal is becoming more and more famous, in short, hard and wide is beyond the reach of ordinary e-commerce companies. It is hard to say how much the conversion rate is, and how much the brand display has received is hard to calculate. It is suggested that e-commerce should do less about burning money, and controlling costs is the cornerstone of the long-term development of the website. But at the same time, with the rise of Taobao Alliance, CPS advertising is more reliable. At least without sales, no one can take out advertising fees from my pocket. There are many CPA advertisements, and no matter what registration requirements, cheating data is inevitable. However, good relations with the alliance and finding good media can also achieve quite good results. From the perspective of direct sales, a better return on investment can still be achieved.

4) Mobile phone client

In the p>3G era, the fragmentation time is getting more and more, and the mobile phone client occupies our spare time. Have you noticed that the subway is full of mobile phone controls, mobile phone reading, mobile phone Weibo, mobile phone Renren, mobile phone LBS and mobile phone Taobao? Mobile client advertising has also earned a lot of click-through rates. APP development has been booming before mobile phones, and mobile clients naturally rely on the wind. With the gradual mainstream of the smart phone market, the mobile phone client is naturally a golden signboard. With determination, just do other things, even if it is outsourcing technology development, the most important thing to do e-commerce is always thinking and making technology work for me.

5) Distribution platform

Distribution platform, I have been engaged in B2C e-commerce, and I don't have a deep understanding of the concept of distribution platform. When group buying took shape in 1 years, I cooperated with group buying websites several times in 11 years. For me, group buying websites can be regarded as a distribution platform for e-commerce. It is important to make good plans and expectations in the early stage, and make statistics and analysis in the later stage.

6) search engine marketing

search engine marketing. I started as a webmaster, and I am more interested in search engines. At present, SPAM on the Internet is flooding the network more and more. How to find the target website quickly and accurately is the reason why the usage rate of search engines is increasing. From the point of data analysis, at least 1%-3% of the traffic is achieved through search engines. From the point of view of the conversion rate of search engine traffic, the conversion rate is relatively high due to accurate orientation. Search engine marketing should be divided into two types, one is SEM and the other is SEO. For SEM, for the enterprises in the early stage of building a website, SEM can solve this problem without keyword ranking, but it is quick and costly. For SEO, the effect is slow and the cycle is long, but the cost is low and the effect is lasting. Of course, it is suggested that the elements of SEO should be integrated in the early stage of website construction, the code should be simplified, the URL address should not exceed four layers as far as possible, the website map should be well made, and the keywords should be set well. SEO is bound to be an increasingly important part of marketing.

7) resource cooperation

resource cooperation. More, vertical forum cooperation; Provide goods as integral gifts for redemption; Try the website cooperation, etc. There are many ways. It is advisable to master it flexibly, so don't say much.

8) classified information website

classified information website, which was mentioned when I was still doing education and training. The classified information website posted at the top, and the price of the right picture advertisement was not high at that time. It was done for a quarter, and the conversion rate was not very high at that time, so it stopped. Of course, the classified website has grown much more than that of that year. It also has different effects for different industries, and it is less involved. Please give us more advice.

No matter what kind of marketing promotion method, it needs the cooperation of all staff, including early planning, landing page design, promotion personnel monitoring, logistics personnel and data analysts. Therefore, as a network promoter, we should cultivate good communication and overall thinking.

offline promotion

first of all, for us, the most accurate target consumer groups are those that are valued by both online promotion and offline activities, including database marketing, which is valued by China e-commerce today, and it is also important data for offline activities.

Secondly, whether your product group is subdivided, whether it is male or female, whether it is 2-3 years old or 3-4 years old, his or her consumption habits, consumption frequency and occupation.

personalized design such as aesthetic consciousness is very important. If we pay attention to these digital data, we will set up a database.

I think there are several ways to layout offline:

1) The places that your consumer groups often go to are your key research objects, and you need to grasp the groups, not the single individuals, because the places are the gathering places for team activities.

Don't think about whether I need to invest more manpower to promote it. What you need to do is to find out the benefits of the place. When you find out, it will be the beginning of your cooperation. There is a need for a bond in the middle. What is this bond? It needs to be studied and developed according to the industry.

2) Power of public welfare activities:

For new e-commerce, public welfare means participation. There are many public welfare activities in various industries in China. Whether you can become not only a participant, but an organizer of e-commerce in your own field is a great knowledge. This is one of the key points that I plan in thinking about offline promotion, because it will attract the attention of your target consumer groups and attract consumers' first feelings for you. What do you think consumers will look like if they come to your website with emotional colors? For example, digital photography equipment can completely promote your popularity according to the theme of environmental protection, in conjunction with public welfare activities such as photography associations, environmental protection departments and environmental protection enterprises. Register your offline members in the form of a form, and promote sales, such as "If you buy a digital camera worth 98 yuan, 18 yuan money will be donated to the Environmental Protection Fund to make our home better" (the above figures are only hypothetical).

3), the power of the community:

We look at the strategy of Focus, which really makes people admire Jiang Nanchun's structure. Today, at the elevator entrance of Block D of Wangjing Commercial Center, I have been pondering a problem. Jiang Nanchun's commercial building media means is not to accurately grasp the entrance and exit of consumer groups, but to grasp the key word community well. When he bought Hezhong, he controlled the focus outside the elevator of the building, and the moment inside the elevator was more important. The boring elevator was really a place where everyone might be embarrassed. The birth and rapid development of frame media proved this. Jiang Nanchun is also aware of the potential market threat from the framework inside the elevator, at least to the community advertising share. He also brought the framework under his command very well. Completed the internal and external empire of his commercial building advertisement. In fact, I'm not thinking about the commercial community, I'm thinking about the residential community. Although he occupied some three-dimensional advertisements, another new darling of print media advertising was born, and its development speed is also very rapid. What we ignore about e-commerce seems to be the influence of the community on us. Community culture and the maturity of community e-commerce awareness are our opportunities. Through precise opportunity cooperation, we can also find our own groups to enhance our strength, and the application of pure bucket advertising has begun to be concerned. How to cooperate with them is not mentioned here, so as not to blind everyone's brighter eyes.

case sharing

Finally, share an offline promotion case:

Offline promotion, especially the office building and school tour, is a common offline promotion method for some slightly powerful e-commerce, but most e-commerce companies use the following methods: posting posters, issuing DM sheets, giving gifts or samples, and issuing vouchers. However, the final effect of these methods is hard to be satisfied, because the distributed materials are exquisite, and the customer's response is usually very cold if the cost is too high and the low-cost materials are selected. What is particularly difficult is that no matter how it is operated, it is difficult to maintain such publicity effect. Generally, it will return to normal after one week.