Enterprises should follow the web page strategy, product strategy, price strategy, promotion strategy, channel strategy, customer service and so on.
The application of BBS marketing in China enterprises is gradually deepening, but compared with international excellent enterprises, the application of network marketing in China has just started. With the continuous penetration of network economy into traditional economy, domestic enterprises will face great competitive disadvantage if they cannot effectively use low-cost and high-efficiency network marketing means.
First of all, enterprises can choose companies with advantages to build their own websites, which will be maintained and publicized by special personnel, thus saving a lot of advertising expenses in traditional marketing, and the extensive use of search engines will improve the search rate, which is better than the advertising effect for enterprises to some extent.
Second, use product strategy. Using BBS marketing method, enterprises must make clear that their products or services are products selected by online consumers and set them as target groups. Because the online sales cost of products is much lower than other sales channels, enterprises can make greater profits through BBS marketing if their products are properly selected.
What can't be ignored in BBS marketing is price strategy, which is also one of the most complicated problems. The price strategy of forum marketing is a direct dialogue between cost and price. Because of the openness of information, consumers can easily grasp the prices of competitors in the same industry. How to guide consumers to make a purchase decision is the key. If enterprises want to succeed in price forum marketing, they should pay attention to the cost performance of their products and the characteristics of their products compared with competitors in the same industry.
In addition, due to the impact of competitors, the price strategy of forum marketing should also be adjusted in time. The purpose of enterprise marketing is different, and the price can be set according to different time. For example, in the stage of private brand promotion, consumers can be attracted at low prices, and profits can be reduced to occupy the market on the basis of calculating costs. After the brand has accumulated to a certain stage, an automatic price adjustment system will be established to reduce costs, and timely adjustments will be made according to the supply and demand situation in the variable cost market and the quotations of competitors.
BBS marketing also has its own promotion strategy, represented by online advertising. Online promotion has no personal promotion or direct contact promotion under the traditional marketing mode. Instead, a large number of online advertisements are used as soft marketing methods to achieve the promotion effect. This practice can save a lot of human and financial expenses for enterprises. Through the effect of online advertising, more people can go to large places to explore potential consumers, and through the rich resources of the network, they can reach cooperative alliances with non-competitors, thus broadening the consumption level of products. Forum promotion can also avoid the uniformity of promotion in reality, and can achieve the best promotion effect according to the company culture and the corporate culture of the websites that help promote it.
Channel strategy can not be ignored, and the channel of forum marketing should be based on the principle of convenience for consumers. In order to attract consumers' attention to our products in the network, we can combine our products with related products of other enterprises as an extension of our products, and the simultaneous appearance of related products will attract consumers' attention. In order to promote consumers to buy, promotional information, new product information and company dynamics should be published on the website in time. In order to facilitate the purchase, we should provide a variety of payment methods to give consumers more choices. When building the company's website, we should set up an online shop to increase the possibility of sales.
The difference between BBS marketing and traditional marketing mode lies in its unique interactive mode. The traditional marketing model is very important in interpersonal communication, and the marketing method is relatively simple. Forum marketing can strengthen interaction according to the characteristics of its own products, specific target customers and unique corporate culture, save expenses, have novel and diverse forms, and avoid the old-fashioned simplification of the original marketing model.
To sum up, the appearance of forum marketing has injected a fresh blood into the traditional marketing model, especially opened up a new marketing idea for enterprise marketers. How to occupy the market, promote brands, market products and gain profits in the early stage of entrepreneurship. The rise of network marketing enables more enterprises to market themselves in a novel way without being knocked down, avoiding the disadvantages of insufficient funds and weak brands, and making the company grow and succeed in marketing.
Establishment of BBS database
After positioning your own marketing direction, you should choose a forum to publish information. The establishment of forum database is the basis and premise of forum marketing, and the quality of database establishment is directly related to the smooth development of forum marketing. If you do professional forum promotion, it is impossible for you to register a forum to post. On the one hand, it will reduce work efficiency. On the other hand, in order to prevent flooding and advertising, many forums set many restrictions on forum registration and posting, such as posting when the registration time is insufficient 1 hour, 2 hours or 24 hours, posting when registered users have insufficient accumulated points 100, and registration must be verified by email.
Therefore, it is necessary to establish a forum database. Generally speaking, the user name, password and email address used for the forum in the database need to be consistent, which is also for the convenience of later marketing promotion. The information required for forum data includes forum name, forum address, forum classification, forum core section list and forum activity index (i.e. forum star rating). Only by sorting out all this information can the marketing promotion be smooth.
BBS marketing soft text
The most important way of forum marketing is the promotion of marketing soft articles. As the name implies, it is relative to hard advertising, visualizing products with beautiful language, stimulating readers' interest, and then generating the desire for consumption. The purpose of soft text is to package the products and image of enterprises through beautiful words, so as to achieve the effect of publicity. The highest realm of soft writing is that there is nothing in the text, but in fact there is.
Soft writing has become a very practical way in enterprise or product marketing promotion. Through the marketing of soft articles, we can achieve the effect of advertising and improve the visibility and reputation of enterprises. The hard effect of soft writing is to sell goods, that is, to sell the products and services of enterprises through soft writing. There is a lot of complicated knowledge about soft writing, so I will briefly mention it here.
To write a soft article, we must first choose a good starting point, that is, how to perfectly embed the information of products, services or brands that need to be promoted into the content of the article. Secondly, we should design the structure of the article, grasp the overall direction, control the trend of the article, and choose the title with strong impact. It is also necessary to improve the overall text, enrich the content according to the framework and polish the specific content. Finally, we must communicate and improve repeatedly.
Promotion of BBS soft text
The promotion of forum soft text is the key to the success or failure of forum marketing. With forum data and marketing soft articles, how can we spread this information? Everyone should remember that soft texts, no matter how beautiful, are also advertisements. With the development of marketing field, people's immunity to soft articles is getting stronger and stronger, and forum managers' judgment ability to soft articles is getting higher and higher, and the punishment is getting stronger and stronger, so the problem before every forum marketer is how to publish information.
Most forums will have irrigation areas, gossip and other sections. If you really can't find a section that is exactly the same as the information you posted, I suggest you post it in such a section. Moreover, if your content is highly advertising, and there is no advertising column in this forum, I suggest you post it in such a section to improve the chances of survival and hunger. Of course, if there is an advertising column in this forum, I suggest you post the soft articles that are too advertising in the advertising area.
In addition, many people are reluctant to post in small forums and local forums when doing promotion, but it is not. The forums are all made up of netizens, who have great interoperability. Netizens in local forums are also likely to become your potential customers, and not letting go of a promotion opportunity is the key to the success of network promotion. At the same time, local forums and small forums are generally less restrictive, and forums like Qingzhou dating community generally don't delete your posts.
After the soft articles are published, you should also learn to use them. If the activity of this forum is ok, you can register more accounts and reply at the back of your post. Every time you reply, your post will be transferred to the front of the list of articles in this section. Pay attention to the reply skills. You can boldly and strongly oppose the content of this post you posted to attract the attention of netizens. This is the forum shooter.
In addition, soft articles or advertisements can also be posted in the form of replies after those popular posts, but the probability of such replies is generally small. Marketing promotion with soft articles should be carried out in stages and at different levels. In the whole promotion cycle, different soft articles should be arranged according to different periods, and the advertising nature of soft articles should also be emphasized. Generally speaking, advertising is getting stronger and stronger.
BBS marketing mix strategy
Forum marketing mix strategy has two meanings: on the one hand, it refers to the scientific combination of portals, communities and websites frequented by consumer groups, and the selection of combinations in promotion according to factors such as popularity, traffic and batches to achieve the best promotion effect. On the other hand, it means that forum marketing should be combined with other marketing methods, seize the potential users obtained through forum marketing, get as much information as possible, and then communicate with them directly or indirectly through other marketing methods, and finally achieve their own marketing goals. For example, someone replied to your post, but didn't express his intention clearly. In this case, you should try your best to find each other's information, and then market these users through QQ, MSN and email.
Secondly, forum activities are also an important part of forum marketing mix strategy. The requirements in this regard are relatively high, and the official cooperation of the forum is needed. Of course, the effect of marketing promotion through forum activities is 100%. Forum activities can well mobilize the enthusiasm of netizens, even if you make a pure commercial advertisement, it can also make netizens participate well and improve interactivity. At the same time, the online marketing of the forum should be combined with offline marketing promotion, and holding seminars and job fairs can promote marketing promotion.
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