Coating knowledge: content marketing: how can coating enterprises do online drainage of o2o e-commerce?

Core tip: first, why do I mention to specialize in specific groups? Theoretically, the audience in any business can be very broad, but your resources and audience understanding are different So first, you must define your key value customer base Maybe your products can be sold to a, B and C, but the most suitable one is d group For abcd4 people, it's D people that you really need to explore or delineate, rather than 4 people, because the core audience has the greatest sales value 1 Reduce the scope of investment as much as possible As mentioned just now, the same promotion funds and manpower Shenyang steel structure fireproof coating construction expert punde Building Fire Engineering Co., Ltd Recommended introduction: since its establishment, Shenyang punde Construction Fire Engineering Co., Ltd has cultivated a group of professional construction teams with excellent equipment, rich experience and serious responsibility with advanced and scientific management methods and strict engineering quality assurance and after-sales service system It has undertaken a number of fire system installation projects, which has been praised by customers Every idea and special requirement of you will be fully considered by us and fully realized in the construction technology, which will become the cornerstone of our successful long-term development We are looking forward to your invitation, to provide you with quality services and high-quality technical support! All construction coatings have passed ISO9001 Home of coatings news: first, why do I mention to specialize in specific groups? Theoretically, the audience in any business can be very broad, but your resources and audience understanding are different So first, you must define your key value customer base Maybe your products can be sold to a, B and C, but the most suitable one is d group For abcd4 people, it's D people that you really need to explore or delineate, rather than 4 people, because the core audience has the greatest sales value 1 Reduce the scope of investment as much as possible As mentioned just now, the same funds and manpower for promotion work are limited When you select the D group, you need to deploy your promotion strategy according to the characteristics of the D group For example, the D group is the elderly, and they don't need search engines or Pinyin They may just watch TV purchasing programs and order by phone At that time, you will know that they are using this information access channel You need to reduce the channel investment in addition to this, so that you can focus on this channel, so that your promotion efforts and accuracy will be better 2 Know their shopping path Different people's shopping paths will change Generally speaking, they have different ways of obtaining information, processing information and feedback information in some paths For example, first, people who don't know your brand; next, people who know you through your advertising know that brand x is selling such a thing; if the product or service meets his needs at that time, they may have corresponding interests; if interested representatives are interested, they will have the motivation to compare prices and see if your reputation is good; In the end, it will be a sales opportunity This is our traditional shopping behavior path, so what are the differences between the characteristics of your ABCD people in different paths? You must know them thoroughly before you can know what their original needs, pain points and what they care about Second, when using professional editors, we can find that the content writing partners around us are not professional They may be in charge of other things at ordinary times When the content is to be updated, we take turns to update It can be imagined that such content marketing is cramming, which is impossible to improve the efficiency of the enterprise in this way Therefore, if the enterprise needs to really carry out content marketing, it must use professional editors These people should have the following characteristics: first-class collaboration and editing ability, because Internet content is not novel writing It's better to make it up by one person, but it needs a team to summarize all aspects of information when making products Collaboration ability is very important Editing ability generally depends on his working and learning background A good friend who writes a composition usually has potential He has the gene and feel to write things We always say that there is a specialty in the art industry Although many people who are looking at my content don't have so much extra budget to do this, the fact is in front of them No one is a hooligan Strong project management ability, which has been emphasized by the teacher in the past courseware Because a person with project management ability can't say that he must be an expert, but at least he knows how to grasp the project process, who to communicate with and how to communicate with These abilities are really a sharp weapon in any project system post and can be enjoyed To understand the principle of SEO, there is no need for editors to do SEO projects here, as long as they understand some of the principles Because editors have to deal with content and text, that means to be partners with keywords sooner or later, right? And an editor with SEO concept knows when, where and in what form to embody this element, so as to find a balance between search engines and readers Awareness is very important, the quality of operation is only the number of projects Social media participants, I feel that a good editor is not a person who doesn't like playing or socializing He should catch up with the trend and know the virtual world's appearance and living method Because the current content marketing is most afraid of the content is stiff and uninteresting If you know that various social tools are also involved in it, then it will not be out The written things can better show interest and be accepted by people around us So when you hire a professional editor, you might as well add his social account to see what it is Data analysis control, just write no result analysis is not good We can't do the job of bombarding flies, so professional editors need to have the idea of self correction and promotion, which needs to be seen from the published content data He needs to know the spread, response and even conversion rate of his writing Although these data are not his strong points, he is definitely a good editor if he looks at his works with such a perspective He understands that the core of marketing is positioning, and the source of positioning is the interpretation of data Third, if you have done the above two steps, congratulations on your efforts Next is how to layout the content channels In principle, good content doesn't mean good communication The truth is very simple No one knows you, no one propagandizes you, and it's useless to think of good things again So content marketing has meat and also needs meat selling You need to find your source before the project planning This includes Freelander (Freelancer), various promotion channels of partners, industry opinion leaders who sign up or cooperate, your loyal fans and subscribers If you find that you don't have these media to help you in the beginning, content marketing is hard to do in a certain sense, and it's not easy to produce results Fourth, it sounds a little difficult to make the finishing touches, but isn't this the core of content marketing? Every content should have a certain sales value (or brand) regardless of its form The content is originally to simulate the dialogue with customers, and to close the shopping behavior with them So in this step, you should pay attention to several aspects: 1 Optimize keywords, good-looking and visible are two concepts Therefore, the content that can be searched has the opportunity to play its marketing value The highlight of keywords in the article is conscious, not to let you stack them up, but to use several keywords to describe after a reader has read your content, then you will succeed 2 To show your value, there may be a lot of things you need to pass on, but one thing can't be ignored That's what your (company) value is No surprise, most of the small companies are not monopolistic in China Everyone sells the same quality products, similar prices, and the same channels Therefore, since content marketing should show your value clearly at this time 3 Reflect the brand spirit, as a founder my own style will affect the brand style So if you are a company with personality and your own style, it should be highlighted in the content In this era, woodlouse will become the brand of the golden mean, and the customers will not buy it after the next 90-00 Especially understand the pain of customers, sometimes say 100 words of their own good, rather than say one sentence of customer's troubles As for the people, they will know each other, who knows what the customers think can get the trust of the customers So in the content, it's better to write content from the perspective of customers and care about them better than their own singing platform Fifthly, I don't believe that there are many marketing cases that have become famous with one stroke, which are all packaging or follow-up Many times, good content also needs opportunities If you can properly reuse, minimally invasive and package your content at different times, it is necessary Because your readers are not ready to wait 24 hours for your content to arrive Maybe when your content is released, they can't see it on the plane in time, and this person will really buy your things So you need to type a return message so that he can see it in time next time What's the name? Good content comes at a bad time Therefore, it is possible to reuse content when appropriate Sixthly, the transformation entrance needs to call and every high-quality content needs to have an entrance for users to act, which includes one click plus friends, wechat scan, direct purchase button, learn more buttons, collection and forwarding, etc As we all know, the conversion rate is the best when we make a decision Time is a cup of water for forgetting love It's not so easy for readers to go away and come back Every action indicates that the user is a little bit fond of the content, so an action button is needed to undertake the user's action There are many content marketing release channels Each channel needs to check whether it can have these entrances or functions If not, the simplest way is to make QR code or guide links Seventh, the seventh step of multichannel power amplifier is the promotion part Just now, I talked about the importance of media (people who help you) The communication channels must be diverse Information fragmentation can't make you succeed in one channel It's almost impossible (small enterprise), so it can only blossom and produce more results You need to devote yourself to channel communication planning, which includes: industry KOL, synchronous marketing of partners, short-term activity implantation, pay channel insertion, relationship marketing intervention, SMS email, monthly, social media activities, etc I feel that if you don't have at least 3 items of content that can be amplified, your marketing will be relatively weak Eighth, before cultivating the habit of content marketing, we talked about how to do content marketing step by step, but does this really mean that your company has the gene of content marketing? I guess not, because the mature company process system must be precipitated rather than emerging, so you have the habit