Clear objectives
First, smes need to identify their marketing objectives. These objectives could include raising brand visibility, increasing the number of clients, increasing sales, etc. Clear targets help to develop targeted marketing strategies. For example, if the goal is to increase brand visibility, brand exposure, social media fan growth, etc., can be set as specific indicators; if the goal is to increase the number of clients, attention can be given to the number of users registered on the website, the number of potential clients consulted, etc.; and if the sales target is to increase, emphasis will be placed on analysing data such as the number of electrical platform orders, the number of customers per unit price, etc。
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Ii. Analysis of markets
Understanding the needs of targeted markets and the situation of competitors is key to developing marketing outreach programmes. Through market research, smes can develop more targeted marketing strategies by obtaining information about consumer preferences and competitive advantages and disadvantages。
Consumer research: questionnaires are designed using tools such as questionnaires, question sheets, collection of samples through micro-trust communities, old customer friend circles, etc., to understand how consumers buy similar products, factors that value products when selecting them, concerns that are not purchased, etc. Some of the older clients or potential users may also be selected for telephone or offline interviews to deepen their unmet needs。
Competition analysis: select 3-5 homogenous, homogenous competitions, search for information on the sources of the traffic of the competition network / public sign using tools such as the web of love, 5118, measure its content themes on platforms such as public signs, shivering, and experience the process of transformation of the competition (e. G. The availability of new people, time-limited killing, etc.). The analysis will identify the strengths and weaknesses of the competition and find a breakthrough in differentiated competition for its own brand。
Iii. Developing marketing strategies
(i) content marketing
To attract target clients through quality content and to enhance brand image. There is a wealth of content, including blogs, short videos, social media posts, etc。
Short video tape: make short video that captures the attention of the user in 3 seconds, highlighting the selling point where the product best solves the user pain. For example, for home cleaning products, you can make, "30 seconds to get the floor oil out of the house, and you have to have a god! This kind of video, which puts mom in pain, shows directly the link to the purchase of the product。
Emotional resonance: avoid mere marketing of products, but rather share real cases and trigger a consumer resonance. For example, the sharing by an educational and training institution of “three months of counter-attack stories, ranging from flat to the top,” has enabled consumers to feel the value and trust of the brand。
Hf output: maintain a certain frequency of content updates to keep clients focused on the brand. For example, three or four articles are published weekly (texts 1-2, short video 2-3) to ensure that the target client is active during a period of time to increase the visibility of the content。
(ii) social media marketing
Social media platforms, such as microblogging, micro-clinics, shivering, etc., are used to interact with clients and increase brand impact。
Platform selection: select the platform based on the social media habits of the target audience. Many young people are concentrated on platforms such as shivering, microblogging and so forth, where interesting, trendy content can be produced in response to their preferences; the medium- and old-age audience may prefer micro-intelligence, today's headlines, with a focus on practical information, in-depth reading, etc。
Content planning: publishing interesting and interactive content in social media. For example, interesting topic discussions have been launched in weibo, the sharing of life tips and the integration of products into the use of scenes, online activities (e. G., voting, prizes, etc.) in weibo, and resonating and sharing desires among users。
Interactive management: timely responses to users ' comments and personal letters on social media, answers questions, collect feedback and suggestions. Building trust relationships with users and upgrading brand reputations and loyalty through active interaction。
(iii) search engine optimization (seo)
Optimizing the content and structure of the website, increasing its ranking in the search engine and attracting more potential clients。
Keyword layout: focus on “long end words + user pains”, for example, enterprises that make diet products can optimize long end words such as “what is the most effective method of post-partum weight loss” and “fast weight loss techniques” to avoid fierce competition of hot keywords and increase natural search flows。
Technology optimization: use cdn to speed up the website to ensure that the moving end loads less than 2 seconds; add schema tags to the commodities page to allow search results to display more rich text information (e. G. Rating, price, etc.); exchange friendship links with industry vertical websites, but avoid out-linking。
(iv) search engine marketing (sem)
:: increase brand exposure by advertising in search engines by paying advertising. Sets keyword ads on search engine platforms at 100 degrees, 360, etc. For precise placement according to target customer search habits, geography, time, etc. At the same time, advertising programmes and delivery strategies are being optimized to increase the number of hits and conversions。
(v) logic marketing (geo)
Clients are encouraged to share their product experiences and to expand brand visibility through branding. A customer referral incentive mechanism could be established, such as a credit or credit for the successful submission of new customers for the purchase of products. Good client assessments and cases can also be collected and displayed on platforms such as official networks, social media and so forth, enhancing the trust of potential clients in the brand。
Implementation and monitoring
In implementing marketing promotion programmes, smes need to continuously monitor their effectiveness and adapt their strategies to the actual situation。
Web traffic: analysis of web traffic sources, using tools such as google analytics, understanding of customer access channels, determining which channels are more effective and which need to be optimized。
Conversion rate: focus on website conversion rate and assess marketing outreach. For example, the rate of conversion of the electrical platform, the rate of conversion of the registration, etc., analyses the low conversion rate, optimizes the page design, product presentation, purchase process, etc。
:: social media interaction: indicators such as monitoring the growth of social media platforms ' fans, the volume of interactions (shows, comments, shares) and understanding the user's preference for content and adapting content strategies accordingly。
Advertising effects: analysis of the impact of advertising, such as the rate of hits, conversion rates, cost of winning clients, etc., optimized placement of advertisements on platforms, keywords, advertising ideas, etc。
Through continuous monitoring and analysis of the above indicators, problems are identified in a timely manner and marketing strategies are adjusted to ensure that the marketing outreach programmes on the internet achieve the desired objectives and help small and medium-sized enterprises improve their brand impact and market competitiveness. In the course of implementation, emphasis is placed on teamwork to enhance the delivery of marketing outreach, while keeping abreast of market changes and user needs and continuously optimizing strategies to adapt to changing market environments。
