The following is the original content:
preface
Why write this online promotion plan?
Maybe I like your glass so much.
Then I want to understand the story of glass.
But you can't ask rashly.
So I wrote this plan in exchange.
Of course, it is also a reward.
After all, I ate a few bags of shredded konjac.
1. How can companies do a good job in online promotion?
Before talking about this issue, let's think about why companies need to promote online. I think every company boss, CEO, department head, employee, etc. has the answer in mind. Otherwise, we will not tremble, send video numbers, circle of friends, and public accounts, and tell others over and over again what products we make and what business we do. We hope to have more deals, better benefits, and stand out among our peers!
But what bothers us is how do companies promote online?
My main business was website construction and web design. I helped people build websites for 9 years, but I didn't directly help others with online promotion, but I had tens of thousands of website cases and they used the web works I designed. I saw how these webmasters do online promotion? How do you increase traffic? How to do SEO? How to monetize traffic? How to "rob" across industries and other methods. I have also seen too many failure cases, too many bubbles, and too many cunning, so that people ask me, why don't I do online promotion business? My answer is I don't want to lie! Yes, online promotion is very deep, and 90% of them fail. They either cannot find the right method, lack execution, or cannot persist all the time. Those bosses who are eager to see results spend money to find others to do promotion. In the end, 90% of them will feel cheated, and they will no longer trust any Internet company that does online promotion on behalf of them.
Why did my current boss find me?
First, I canceled the Internet company I had been running for 9 years this year, and I faced the dilemma of looking for a job. Second, my current boss has been deceived three times, but she still refuses to give up and insists on doing online promotion. We hit it off!
The employee in front of me who was in charge of online promotion, the boss gave him a high salary of 15k, but it turned out that he was a fake because he had just graduated and joined the job "Hungry?" when he was spending the most money on promotion. A person is responsible for maintaining thousands of stores offline, but he mistook the platform for his own ability and even drifted away... My current boss is hungry for money. Without seeing this clearly, he offered a salary of 15K to hire him. What happened? His salary in the company has been reduced again and again, and he has even been reduced to working as a packer in the workshop. After all, he is self-aware and knows that he is not worthy of a salary of 15K, so he has no objection to reducing his salary. Finally, after I came to the company, the boss immediately let him leave.
In the blink of an eye, I have been in this company for more than half a year. Currently, he is the director of the company's publicity department. He is also responsible for website development, APP development, and occasionally does graphic design, 3D model design, video editing, etc. for the boss. I once boasted to my boss that I could do things that others in the company couldn't solve (when I was a network company, I took all strange orders, so I wasn't afraid that I couldn't handle her). In fact, it was a bit too big, which led to the fact that I have to be responsible for so much work now. But I can do it all. But I'm also tired!
Back to the topic, how can companies do a good job in online promotion?
To the big extent, there is a universal formula for how to promote the Internet well. To the small extent, it must be deeply customized according to the different circumstances of each enterprise. However, most companies do not incorporate the actual situation. The reality is that employees will do whatever the boss thinks of. There is no plan, no goal, and you will do as much as you think of. There is no project cycle, no update rules, and no review. Some bosses don't even require their employees to have the ability to do professional online promotion. I have a friend who drives a forklift. He only built a website four or five years ago and has a little experience in building a website (in fact, I helped him do all his website and promotion back then. Later, that industry was depressed, and he switched to driving a forklift). His boss thought that he could do the company's online promotion, so he wanted to give him the company's Douyin. He was confused and asked me where I could find a tutorial on how to promote Douyin. Look! If you don't know how to learn, how can you do a good job in online promotion?
So, let us keep this in mind-how to judge whether a person has the ability to do online promotion? A person who can do a good job in online promotion must have the ability to learn independently. He knows how to learn and how to find learning materials. He is familiar with search engines and knows which platforms he can find the content he wants. On the other hand, people who can find content will also push content. Online promotion is about pushing the information customers want.
Now, we know the first point: companies must find the right person to do a good job in online promotion, and I have given a judgment method.
I don't know when you learned about AI or ChatGPT. I learned about and started using ChatGPT in January 2023, two months after ChatGPT was first released. I am also the first user in China to use Baidu Wenxinyiyan. From then on, I knew that if you make good use of online promotion,artificial intelligence, can already achieve twice the result with half the effort, but later facts proved to be the case. Some people used artificial intelligence on websites, some used artificial intelligence on e-commerce, and some used artificial intelligence on Short Video. People have since broken through the limitations of lack of inspiration. Artificial intelligence can always guide people to inspiration. It is not only people who command artificial intelligence to do it, but also artificial intelligence inspires people to do it. Under the tacit cooperation between people and artificial intelligence, it is simply "invincible"!
Later, I came to this company and even regarded the ability to use artificial intelligence skillfully as the criterion for recruiting new media editors.
Therefore, the second point I want to talk about is that companies must make good use of artificial intelligence if they want to promote the Internet. Moreover, the work originally done by two people can be done by one person, which can not only reduce costs, but also increase efficiency.
So, what is the third point? As I said before, most companies do online promotion depends on the boss doing whatever he wants. The boss is really not professional in doing online promotion. The boss just envies other people's promotion results and wants you to imitate it. At the same time! I didn't choose a professional person to do it, and in the end it was completely confused! The publicity of most companies is a running ledger. Employees only deal with the boss to complete the work. When the boss sees the results, he will only lament that new media is not easy to do, talents are not easy to find, and the effectiveness of online promotion is poor. Let's just do it! Have bosses ever thought that as long as you stop, your peers will catch up with you, and the customers that should belong to you will be taken away by others? You think the market is quite big and you have a share of the cake anyway, but when you lack crisis awareness, you are already counting down to bankruptcy. Moreover, the most terrifying thing in this era is not colleagues, but cross-border robbery.
I have always felt that my current company is quite dangerous. The products are expensive and have no technological content. The competitors on the market are just hardware factories. In terms of factory size, they are not as big as ours. They seem to pose no threat, but the biggest danger is, When we popularize our products and popularize fireplace culture in China, what should we do if we encounter cross-bank robberies? They are those big companies that come out halfway to pick peaches, such as companies like Xiaomi. When Xiaomi produced an electrical plugboard, it directly caught Bull, the leader in the electrical socket industry, by surprise, breaking Bull's monopoly position.
Therefore, my third point is: Enterprises do online promotion not only for the present, but also for the future. If you want to maintain your position in the industry, at least your share of the cake will not be taken away by others, you must keep promoting it.
Through the first three points, we think we can start doing online promotion. I can't wait to get started. But don't ignore the fourth point.
Do you know? Currently is the information age and the era of big data. No matter how big data belongs to all walks of life, we make glass, and we have big data for making glass. Through big data analysis, we can know customers 'preferences and know what customers will search for to find us, know what keywords are with the most traffic in our industry, and we can also know who our industry's biggest competitors are and what their promotion strategies are? This is the charm of big data.
Therefore, the fourth point that we cannot ignore is to do big data analysis in advance and not blindly. Currently, many platforms on the Internet can do big data analysis. We only need to enter our keywords to know the current situation of competition in this industry.
Finally, let's summarize how companies can promote online?
1. Find someone who can do online promotion;
2. Human and artificial intelligence cooperate with each other;
3. Enterprise decision makers must make up their minds to do online promotion;
4. Do big data analysis in advance, then formulate strategies to avoid detours.
Of course, we must persist in doing it and not give up easily. We can't just think that we won't see results for a while and never see results. How did those big Internet celebrities achieve millions or even tens of millions of fans from the beginning? In addition to the operation of capital, in the early stage, there must be a process of quantitative change leading to qualitative change. Simply put, if you do enough, you will find the right path. If everyone is feeling the stones and crossing the river, you'd better walk faster than others. Capital investment has always only played against the wind, not against the wind. Only when you are on the right path will capital help you.
2. How to promote Colorful Glass online?
If the above-mentioned method of how to promote the Internet is a universal formula, now it is a customized solution for our Colorful Glass based on the universal formula.
Let's first see what we have shortcomings!
1. We don't seem to have an official website.
Although many companies now do not have company official websites, they are only for small-scale companies because they have been "deceived" by Internet companies and think that building websites is useless. However, companies with a little ambition will not give up their corporate official websites. Moreover, this official website cannot just spend hundreds of yuan to find someone to do it, so it will only become a "zombie website" that no one cares about, and we will think that making a website will have no effect. We need to be clear that there are two purposes for building a website. One is to compete with our peers for keyword rankings. We hope that customers or designers find us first when searching for keywords such as stained glass, art glass, glass customization, Hangzhou glass, glass factory, colorful glass, etc., and be careful to find us first. The second is to make the website a tool for customers and designers, making it easier for them to select materials from it. What do designers like most? What designers like most are convenient and practical online tools. If you send him a thick electronic album, does he have the time to read it? However, if he can quickly screen out the products he wants through our website and get the desired effects, will our products not be popular?
Regarding this point, Ouyang from your company told me that your company has Mini programs that can realize material selection and matching, but I didn't search for it. It's just that I'm sure if I see Mini programs, I'll have better optimization suggestions. At the same time, I hope it can be achieved not only through Mini programs, but also through websites. Mini programs are, after all, closed products that rely on the platform to survive. If no one forwards and promotes them, the natural traffic will definitely not be as good as the website.
Think about it on the other hand. When you are responsible for hundreds of thousands or even millions of business decisions, will you go online to verify it? Will you find out about his strength and background through your partner's official website?
Unless some boss relationships are very strong and someone is chasing after him to place orders and sign contracts for his company, then his company can completely give up promotion. But in the long run, do you want to become the industry leader in a city? Or is it the industry leader in the entire China? Even the world's leading industry leader? Your relationship can't work everywhere! Is Ma Yunli powerful? Isn't it also possible to be punished?
2. Our Short Video operations are too unprofessional.
I watched our Douyin and video accounts, and we created them completely randomly, without planning or professional shooting (of course, some of the works are also quite good).
Is our glass beautiful?
Why am I surprised?
Because it is beauty!
It is often difficult to capture the beauty of something that is beautiful in itself.
I encountered this problem before when I helped people shoot Ru porcelain. Ru porcelain is also very beautiful."The sky is blue and rainy, and I am waiting for you", which means Ru porcelain. "A family with rich wealth is not as good as a piece of Ru porcelain." It is still talking about Ru porcelain. The world's famous porcelain, and Ru kiln is the most famous.
The first time I saw Ru porcelain, I was also amazed. Later, the boss asked me to help him take pictures. I was full of confidence. I had a professional SLR camera, a professional studio, and a fill light. How could I not take pictures well? In the end, facts proved that it was not easy to shoot, and in the end, they just barely met the other party's requirements. The surface of porcelain is smooth and reflects light. We definitely need to replenish the light when shooting, so the reflected light becomes a big problem, because the surface of Ru porcelain is smooth, and it is difficult to achieve balance no matter how it is adjusted. And! Objects that can reflect brightness will also have color differences when taken... Finally, in a word, you cannot take photos more beautiful than the real thing. And I think the same goes for shooting glass. Its beauty is also more difficult to restore by photography.
I don't know where our glass is used, that is, where there are cases, but these cases cannot be places we go to at any time, so we must take pictures of the beauty after decoration and show it to our customers. Look, show it to our designers. Just like the fireplaces our company sells now, we cannot have specialty stores and exhibition halls across the country. We must try our best to collect customer cases and collect good photos or videos to promote them. And it is much better for a customer to buy through photos or videos than for us to pay a lot of money to let him see the real thing before placing an order.
Therefore, the first thing I say about our unprofessional operation of Short Video is that they are unprofessional.
The second is that you are not familiar with platform rules.
I saw that our promotion of Guangzhou Design Week and the promotion of Shanghai International Hotel and Commercial Space Expo on Douyin both have QR codes and advertising attributes. This will obviously restrict our accounts and be locked into "small black houses". What is not professional is that the QR code used on the cover of the Shanghai International Hotel and Commercial Space Expo is the QR code of the 2024 Shenzhen International Hotel and Commercial Space Expo, which makes people messy.
The third thing is that too few works have been published. Overall, it seems to be quite a lot, but when you look at the release time, you can see that the interval is too long. Cannot continuously obtain traffic recommendations from the platform. It feels like fishing for three days and drying the net for two days. In other words, there is also a lack of planning.
At the same time, I also know that you have been looking for professional network promotion and operation talents. You seem to be waiting for professional network promotion and operation talents to change this situation. But I really can't wait. Non-majors can also become professional through study. We can give some time to the colleagues currently responsible for the operation of Short Video accounts to master some basic knowledge of Short Video operations, learn photography knowledge and video editing knowledge through online open courses, and the most important thing is to familiarize themselves with the rules of each platform. If we publish works on these platforms with the purpose of promoting products, there is a high probability that there will be no traffic. Please change your mind. If we publish works on these platforms with the mentality of sharing design and aesthetics, there is a high probability that we will attract the attention of a large group of designers.
The following are supplementary suggestions for online promotion plans based on our company's existing conditions.
1. Make a simple brand official website first. It can enable customers to find us through search engines such as Baidu and Bing, increasing the credibility of the brand/enterprise. Because we still lack professional website operation talents, we shouldn't make the stall too big at the beginning, just make a simple brand official website, which is very low in cost and simple to maintain. But remember, once you build a website, you must always update it. If you don't have new media editors to write articles, it's the same for AI to write it. Don't turn it into a zombie website.
2. Collect our customer cases, visit them at home and re-take Short Video and photos.
Short Video and photos are divided into two parts at the same time, one part is to only shoot areas where our glass is used. The other part is to shoot as complete a scene as possible. Designers cannot just focus on the glass. Designers must also know what scene the glass is used in and how the scene was designed. Only by doing this can we attract designers to choose our products.
3. Design a complete set of Short Video templates, or Short Video editing and release specifications. One of my requirements for my team is to set up templates for lack of creativity. There is always nothing wrong with setting up templates. The template is the best solution we have selected, especially the covers of Short Video. If we set up templates, it will make the video list look more tidy.
4. Explore the top 20 hot keywords in our industry. Whether it is our website promotion, friend circle promotion, or Short Video promotion, we must choose a few keywords among them. You have to know that customers and designers can only search this way. The keywords in the works you have worked so hard to create are not set correctly, others cannot search it, and it has no meaning at all.
5. Promote our Mini programs as soon as possible. Ouyang told me that our company has Mini programs, but I didn't find them, which was terrible. It felt like it was done, but it didn't work. The most direct way is to let customers and designers search for "colorful glass". Our company also often participates in various exhibitions, where we introduce our Mini programs to designers. It is also a brand highlight to introduce how to select materials and match them through Mini programs. Just like Guangzhou Design Week "Zhongshitong" uses VR glasses to introduce brands and products, which can impress designers deeply and stand out in the industry.
6. Carefully formulate a close set of network promotion plans and implement them for a long time.
After all, I wrote the plan as an outsider. It is probably like a panacea who will ignore the most real situation of the company, but still hope to enlighten and help your company.
Finally, thanks for seeing here!
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