Network Marketing for Industrial Products Lecture Series Lesson 11:
Let’s say there is a buyer in Suzhou who tries to find a factory producing release paper in Suzhou. When he searches the word “Suzhou release paper factory: in Baidu, the results are as follows:
As can be seen in the search results, all the 5 information comes from a company called JXB, dealing with release paper. The first one is the free online information on www.china.cn, followed by the enterprise website, and the rest are free information posted on Marco Polo, 168 platform and Hc360, The information is so overwhelming that the customer has little choice, at least as a reference.
mass posting, Like the natural ranking we mentioned last time,is not limited by region or time.
Here I would like to share with you a story about a champion car seller.
In 2012, I was invited by a BYD 4S store in Shanghai to provide online marketing training about mass posting for dozens of its salesmen. Soon, a salesman stood out and became the sales champion for several months. During the peak, he sold 24 cars a month, 18 of which came from the free information he posted on the Internet, and what’s more amazing is that they all came from the same free information platform: Baixing.com. It turns out that several well-known classified information platforms in China mainly promote different services, 58.com for leasing, Ganji.com for recruitment, and Baixing.com for used car market. This salesman posted free advertising information on Baixing.com thanks to the low price of BYD. Tens of thousands of yuan on a used car or a new BYD. He updated the advertising on a daily basis, so he got a very good sales performance on this platform.
Advantages of mass posting:
1. Low cost.
Mass posting cost nothing except labor costs. Some enterprises can even do mass posting without their own official websites. Some enterprises can even do mass posting without their own official websites.
If there is no official website, it is not suitable for network marketing in the form of Baidu bidding, natural ranking.
But mass posting is different, you can do it without an official website. Just go find some B2B enterprise platforms, and then release free information.
2. 24-hour visibility across the country.
Like the natural ranking we mentioned last time, mass posting is not limited by region or time.
3. Fast ranking of long tail words.
The long tail words can be understood as some keywords in detailed industry segmentation, for instance, “Shanghai paper factory” we mentioned before. If search terms are long and refined enough, then it will get faster ranking than the natural ranking of our enterprise website. Why? Because all the free information platforms are important platforms with high-profile, such as Alibaba, Hc360, Made-in-China.com, and some industry site like Chemnet in Chemistry industry. They have high weight value, so Baidu pays great attention and captures their information quickly. If we publish information on these platforms, it is possible to get collected by Baidu the next day In contrast, our own enterprise’s website may collected many days later.
Disadvantages of mass posting:
1. It takes up more manpower.
Given that this work takes a lot of manpower, how can we make use of it fully? For example, some enterprises dominated by sales can achieve a certain amount of coverage through internal training of their salesmen in their leisure time or after work so as to achieve more business volume.
2. Long and unstable ranking process.。
Like natural ranking, the core word ranking process of mass posting is also long and unstable.
3. The ranking is mostly long tail words.
Don’t expect to put the core words ahead of all mass posting. For example, the core words of the production of release paper enterprises are release paper and release film.
We do not expect to be able to put such a short core word in front of a large number of flooded information, we can try to search our own industry core words to see if there are any free information published in the standard B2B platform search results?
Functions of mass posting:
1. It protects the brand and the company.
For example, the gearbox maintenance company we mentioned in the previous class was once attacked by hackers. At that time, we could also see its negative information in the search results. Later, this enterprise outsourced the network marketing to us, in which we did a lot of mass posting. Then all the negative information disappeared, and it was difficult for competitors to post any new negative information. Because your page is full of positive information, and it’s going to cost a lot of money to get negative information to the top of the list.
2. The external links of mass posting improves the natural ranking of enterprise websites.
Anyone who is familiar with mass posting knows that we need to register before releasing enterprise information on B2B platforms, such as Alibaba, www.china.cn, Hc360. And we need to fill in our website, which is conducive to our natural ranking. The more we fill in our website, the better the natural ranking is.
3. The mass posting of long tail words monopolized the search results.
If our home page is filled with a large amount of information, even in several pages of search results, it can monopolize the market, so many enterprises rely on a large number of mass posting information to monopolize the search results of certain words.
Key points of mass posting:
1. Specially-assigned people responsible for a long-term operation, which is a bit similar to the natural ranking we just said.
2. Choose the right platform and keywords.
ome companies may be asking why they cannot get the same results when they are also doing mass posting.
Because they choose the wrong platform and keywords.
3. Correspond to the website page optimization.
The network marketing we refer to is a whole system engineering, so it has to be consistent with Baidu bidding, natural ranking, and mass posting. Each post should correspond to a page of content on your site and be consistent with its promotion strategy.
4. Important mass posting platforms can be upgraded to paid membership platforms.
What is the important mass posting platform? When you often obtain and develop new customers on this platform, you should consider upgrade it to a paid member so that you can get more resources on this platform to improve your business volume.
The Preview of Lesson 12: Paid B2B Information Platforms
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