How to do word of mouth marketing? What is the help of word of mouth marketing for enterprise expans

Network marketing can provide a more effective means of building and stabilizing customer relationships and increasing customer satisfaction and loyalty.

Establish a correct concept of network marketing.

With the continuous progress of society and the acceleration of technological development, the world has officially entered the digital age. In the increasingly fierce market competition, the traditional enterprise marketing model has obviously been unable to adapt to the impact of this new business model. Therefore, when faced with this situation, enterprises need to actively absorb the new business model of e-commerce and adjust their network marketing strategies.

In the context of e-commerce model, this paper analyzes the current situation of e-commerce network marketing in China and puts forward some feasible measures to solve its existing problems.

In the fierce market competition, the continuous development and application promotion of Internet technology have made fundamental changes in the marketing form of enterprises. In order to quickly adapt to this situation, Chinese enterprises have introduced e-commerce into network marketing to continuously adjust the marketing model and allow enterprises to obtain greater profits.

1. Definition of e-commerce and network marketing.

1.Definition of e-commerce.

According to the induction of experts and scholars, e-commerce refers to the global Internet environment, business activities around the world can be carried out in the form of the network without face-to-face transactions, such as the application of network media such as browser servers. The exchange of ownership of goods between merchants and consumers can be realized in the form of online transactions and online electronic payments. This new business model includes financial activities, electronic trading and a range of related ancillary facilities.

With the continuous acceleration of the speed of scientific and technological renewal in today's world, the supporting technology of e-commerce is also constantly upgrading, and the supporting technology of e-commerce is mainly composed of advanced wireless network communication technology and microcomputer control technology.

2.Definition of network marketing.

Network marketing is essentially electronic marketing and online marketing (on the Internet), this marketing model refers to the full use of the Internet as an emerging media for the majority of network users of a marketing strategy, as far as possible to achieve the smooth completion of the product sales process. The author has read a lot of domestic and foreign characteristics of network marketing, mainly due to its small loss, strong effect, low cost and large marketing volume. Network marketing is based on the Internet, using multi-** and digital information technology to achieve the established marketing goals.

In short, network marketing is to rely on the Internet technology to achieve its own set marketing goals, to obtain the maximum economic benefits at the minimum cost and to ensure the stable and sustainable development of the enterprise.

The first choice is to understand word-of-mouth marketing, word-of-mouth marketing is not simply to send a press release, to do an activity, word-of-mouth marketing is to provide consumers with the products and services they need in the case of investigating market demand, and at the same time through a certain channel of publicity, so that consumers can automatically spread the company's products and services good evaluation, so that people can understand the product through word-of-mouth, establish a brand, and ultimately achieve the purpose of enterprise sales.

In order to achieve the purpose of word-of-mouth marketing, it is necessary to prepare from the way of product positioning, communication factors, and communication channels.

1. Product positioning: If consumers don't like the marketing product, it is easy to have a negative word-of-mouth effect, which not only does not play a role in promoting, but even leads to the early withdrawal of the product from the market.

2. Communication factor: The communication factor has a strong continuity and story, which can attract consumers' continuous attention and is easy to extend and spread.

3. Communication channels: Determined by the characteristics of the target user group of the product, the channels suitable for word-of-mouth marketing are blogs, forums and interpersonal interactions, portal news, and Q&A knowledge marketing.

Here we mainly introduce Q&A marketing and news advertorials, which are highly operable and low-cost.

Q&A marketing: It is a new type of interactive marketing method, which is one of the network marketing methods created by interactive marketing between third-party word-of-mouth, which can not only interact with potential consumers, but also implant business advertisements, which is one of the good marketing methods for brand word-of-mouth and interactive marketing.

Advertorial promotion: The purpose of advertorial promotion is to pave the way and endorse the brand. Publishing advertorials on self-publishing can only play a part of the role of the company's brand.

Yun Qibang is divided into two lines in the daily advertorial promotion, one is self-** (free), the other is paid**, the same news, two lines are put at the same time, a bit of double insurance. Because there is also the possibility of being included in the self**, and the paid** choice is high inclusion**.

Word-of-mouth marketing requires enterprises to intentionally or unintentionally generate, produce, publish, and disseminate word-of-mouth themes, and carry out word-of-mouth communication through corresponding marketing means to meet the needs of consumers, so as to prompt them to make purchases. In short, it is to spread their products through the mouth of the masses.

We have been rooted in the network marketing industry for many years, with excellent qualifications and many partners, you can learn about it.

If you are interested in online marketing, you can also participate in the "2020 Enterprise Integrated Marketing CEO High-end Workshop" jointly organized by the Global Economic Development Forum & Eagle Education on August 29, which will be held at Chengdu Tianyi International Hotel. At that time, Internet companies will gather, and we sincerely invite you to create a new marketing model in the 5G+ era with senior marketing experts.

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1. Product positioning.

If the brand marketing products are not recognized and trusted by consumers, it is easy to produce a negative brand reputation effect, which will either not promote the product to enter the market or lead to the early withdrawal of the product from the market.

2. Combination of online and offline brand word-of-mouth marketing.

What consumers really care about is what problems the product can solve for themselves and what kind of value they can provide to themselves. This is also the reason why enterprises should do some publicity and display, because only in this way can they convey the brand concept of the enterprise to consumers, find consumer identity, and occupy the minds of consumers.

3. Communication channels.

No matter how good your article is, if you choose the wrong communication channel platform, the effect is not satisfactory. The communication channel of brand word-of-mouth marketing should be selected according to the attributes of the product, but no matter how you choose, the core is to choose the connection between the target user groups as the communication channel. For example, blogs, Q&A, post bars, etc., as long as the topic is good enough and the tipping point is strong enough, they are all good communication channels that can form a corporate word-of-mouth effect.

4. Data monitoring.

Any brand marketing campaign needs to be analyzed, and the same is true for brand word-of-mouth marketing, where data is used to measure and analyze its results. However, because word-of-mouth marketing often requires the use of other marketing tools, the data to be monitored should be specified according to the channel chosen.

When word-of-mouth marketing meets the Internet era, online word-of-mouth marketing came into being. Online word-of-mouth marketing, abbreviated as IWOM. Online word-of-mouth marketing is an organic combination of word-of-mouth marketing and network marketing.

All the operations of online word-of-mouth marketing are actually network marketing, and the implementation of Internet marketing with the concept of word-of-mouth marketing to achieve the purpose and effect of word-of-mouth marketing, that is, online word-of-mouth marketing. So how does the company use the Internet to do online word-of-mouth marketing?

1.Enterprises make their own products and services.

Businesses need to understand which marketing terms are most likely to get consumers to use keywords and use those marketing terms to spread the word about their products. Only after spreading your own product can you generate feedback on the product**. Without feedback, you won't understand the user experience of the products you're managing.

2.Choose the right internet word-of-mouth marketing channel.

After consumers reach a consensus on the experience effect of the product, word of mouth is formed through mutual communication. The formation of word-of-mouth is conscious. Therefore, it is very important for businesses to choose the right online channel for word-of-mouth communication.

In general, online channels with strong interactivity are suitable for Internet word-of-mouth marketing.

3.Word-of-mouth content.

When conducting word-of-mouth marketing, more attention should be paid to the elements of word-of-mouth optimized content, such as keyword matching, keyword density, text placement of keywords and brand terms, structure and size of the entire content, originality and readability of the content. The selection and removal of keywords should be combined with consumer concerns.

Fourth, pay attention to the voice of users.

The user's voice is hard to come by. Usually, bad handling or any problems occur during use. Perhaps this negative information will be shared with his friends.

Companies learn too late, so companies should pay attention to the voice of their users and can encourage them to contact the business directly to solve the problem.

Fifth, plan the brand story.

For a product to be liked by users, it needs a story that conveys the spirit of the brand and can show users the effort and intent behind the brand so that users can see our product and understand our concept and spirit.

Sixth, users take the initiative to share.

Encourage users to share their opinions through ****. As long as they have a positive attitude towards the brand, we should encourage and praise them. At the same time, we should encourage them to submit their opinions on products and services.

Only when the company is aware of these problems can we improve the problems and improve the products and services.

Pony Zhitu marketing consultant believes that online word-of-mouth marketing is content marketing, is a complement to advertising promotion, good operation of word-of-mouth marketing, can effectively improve the advertising conversion rate, poor online word-of-mouth advertising will be wasted a little more. To put it simply, it is the information that users can find when they learn about a brand through the Internet, which is rich in information and positive, giving consumers confidence in consumption, which can be regarded as successful word-of-mouth marketing.

In the Internet era, corporate word-of-mouth is a key point that affects the corporate image, and the establishment of corporate image is inseparable from word-of-mouth, and the foundation of corporate promotion is also inseparable from word-of-mouth, so word-of-mouth marketing is also the most critical point of network marketing! Any enterprise, as long as it has a good reputation on the Internet, netizens will spontaneously spread and spread the word-of-mouth, and the marketing effect will also increase geometrically, which invisibly expands the influence of the enterprise. So, how can companies do a good job of word-of-mouth marketing?

First of all, the important thing of Yiren network marketing is to do a good job in their own products and services, which is a key point related to the quality of word of mouth. If your product is excellent and the service is considerate, users will naturally pay willingly, which is a matter of course in itself. Secondly, we should listen to the voice of users and produce products and provide services according to the needs of users.

Finally, choose the right channels and methods for word-of-mouth marketing. For example, experiential marketing, allowing users to take the initiative to try products and experience services, can invisibly form a word-of-mouth and shorten the distance between enterprises and users. In order to achieve a good effect, in the process of word-of-mouth marketing, enterprises should also pay attention to the sharing and evaluation of users, and urge users to spread and share spontaneously, and these real sharing will achieve a good word-of-mouth marketing effect through various forms.

It is the best publicity for enterprises to do more public welfare undertakings.

Word-of-mouth marketing is to provide consumers with the products and services they need in the case of investigating market demand, and at the same time formulate a certain word-of-mouth promotion plan, so that consumers can automatically spread the good evaluation of the company's products and services, so that people can understand products and establish brands through word-of-mouth, and finally achieve the purpose of selling products and providing services.

Methods for businesses to carry out word-of-mouth marketing.

1. Precise positioning of the product.

No matter what kind of business it is, the attributes it has are also limited, and it is difficult to ensure that everyone likes it. Therefore, it is necessary to have a precise positioning of the product and target the right people.

2. Learn to convey brand connotation.

For example, attending events hosted by the company and participating in the shooting of the company's brand culture videos; Appear on the company's official website, the company's official Weibo and other ** sharing pages operated by the company. They do not charge any remuneration and participate in various promotional activities on a voluntary basis, and Yijin provides them with free shooting of personal image topics and the latest product experience.

3. Abundant e-commerce promotion channels.

Although the strategy of multi-platform entry will increase the input cost to a certain extent, it can play a positive role in the promotion of the brand. Open a *** on each e-commerce platform, which not only expands sales channels, but also increases the opportunity of brand **.

A good reputation is worth millions of advertising dollars. But not just a product can have a good reputation, this is the value of word of mouth, not by throwing money can do it. As we all know, when there are many praises about the company's products on the Internet, the company can more easily obtain the further recognition and favor of many customers, and then generate greater sales, and in order to achieve that effect, how should the company carry out Internet word-of-mouth optimization?

Pony Marketing Consultant: Do you think you should have the following points first:

1. Commodities that can be handled.

The products released by the company have shortcomings, the market acceptance is not very good, and it is very easy to have a negative reputation for the brand, and even cause the goods to withdraw from the sales market early.

2. Propagation factors.

The communication factor is the "genetic" that gives the product easy to spread, such as a brand name that is easy to remember, a gripping brand culture, which can attract customers' continuous attention and is very easy to spread outward.

3. Disseminate materials.

Communication factors are the key elements of efficient communication, but the most basic for Internet word-of-mouth optimization is the communication materials, that is, brand profile, product advantages, commodity ** and other basic materials, which are the content of the planning level and the basis of Internet promotion. Generally, Internet marketing companies such as Pony Zhitu will come up with optimized content and planning plans for word-of-mouth optimization based on this kind of communication material.

4. Clear product positioning.

Pony suggested that the company should have a clear product positioning of the product before carrying out word-of-mouth optimization, even if it is not written on paper, the company's helmsman should also figure out who his own customer group is, so that word-of-mouth can be targeted.

5. Sound consulting and after-sales service system.

Internet word-of-mouth optimization can be carried out in the early stage of brand establishment, Internet word-of-mouth optimization focuses on the creation of brand reputation, but it will also attract some consulting customers, and it is recommended that the company configure online consulting and after-sales service staff before carrying out large-scale Internet promotion, so as to prevent the loss of customers and waste the cost of word-of-mouth optimization.

Online word-of-mouth optimization is related to the success or failure of the company, but the company's Internet word-of-mouth promotion should not be quick success. The key to online word-of-mouth optimization lies in internal strength, and without the prerequisite for successful online word-of-mouth optimization, the development of online word-of-mouth optimization will be half the effort. Some companies have succeeded through online word-of-mouth optimization, and some companies have learned from Handan in Internet word-of-mouth optimization, but in the end there is no result.