How to carry out network marketing in machinery manufacturing industry

Nowadays, online marketing is in full swing. There is no lack of avant-garde marketing concepts in the field of machinery manufacturing. However, what is the status of their online marketing and what has been achieved? These are questions that are worth thinking about in the machinery industry.

According to related surveys, online marketing has become the most popular marketing method, but machinery companies have not given sufficient attention to the network as an effective communication channel. According to Xinhuanet, a Heilongjiang merchant searched the Internet for the homepage of an electrical machinery factory in Wenzhou, and sent an ordering e-mail to the factory according to the instructions on the website. This is not a small amount of "e-commerce", but two weeks later, e-mail sinking, the machinery factory did not respond. The maintenance of website content and the inaccurate information processing make the corporate website basically become a decoration. The function of corporate propaganda has not been completed and the contribution to the sales task of the enterprise is minimal.

Most of the companies in the e-commerce activities will have this idea: our company has the awareness of network marketing, the first to establish a website; website content both corporate image promotion and product display, allowing visitors to obtain a full range of information; Once again participating in the bidding rankings, netizens can find company homepages from search engines. With the help of the company's website, this all-round salesman, I can wait for the order to come.

Is this really the case? Like the Wenzhou sellers in the above news, although the website was established, there are potential customers who have found the company's website and expressed their intention to purchase, but due to the weak seller's network marketing awareness, the lack of network channels The maintenance and management ultimately did not receive orders.

As the market competition becomes more and more fierce, to stand out among many manufacturers and win the favor of buyers, to better use search engines to achieve marketing purposes, we must first give network marketing enough attention, as a direct communication with potential customers. The important way. At the same time, it also needs to understand the buyer's search psychology and master the buyer's search behavior, so that they can know what to do and what they can do.

Machinery Industry Online Marketing Promotion Suggestions

As the largest Chinese search engine, Baidu has a large number of potential consumer search data. Based on these data, we have studied consumer search behavior and habits. The combination of netizens' search habits and bid rankings can provide bid users with professional advice on keyword selection, title description writing, website construction, and promotion opportunities.

Key words

Focusing on the characteristics that the consumers in the industry are relatively concentrated and highly professional, when selecting the keywords for promotion, the company must first clearly position itself, and according to its own product characteristics, select highly targeted keywords and involve industry buyers. Key words are the only way for potential buyers to find corporate websites. They are related to the success or failure of search engine marketing. If the keywords are not selected properly, it is difficult for target customers to find the corresponding websites. In the selection of keywords, various factors such as the company name, product, potential consumer search habits, competitor's website content, user's use of keyword frequency and other factors should be taken into consideration.

The key word is like a salesman with no basic salary, who can help the company to find potential customers with different needs at the same time. Therefore, sufficient keywords are the first step in ensuring that corporate websites are concerned. In addition, the rich combination of keywords is also the key to improving the "hit rate." When combining keywords, it is necessary to pay attention to the relevance of their own products, but also to fully consider the search needs of consumers

Below, we will list the structure of some key words in the machinery industry for your reference.

Combination Category Keyword Structure Example

Basic combination of core words + machine machinery \ equipment packaging machine, crusher, crushing machinery, mining equipment, assembly lines, shaker

Basic combination products abbreviation (other name), different words to replace counterattack broken (impact crusher), Hubei (颚) crusher

Expand the combination of basic combination + company factory \ factory extruder factory, packaging equipment company, ball mill manufacturers

Expanding combination place name + (space) + basic combination + company factory \ manufacturer Guangzhou labeling machine manufacturer, Beijing Packaging Machinery Factory, Jiangsu drying box company

Expand the working principle of the combination of processing + basic combination vacuum dryer, impact crusher, coarse crusher, hand-held aluminum foil sealing machine

Expand the combination of applications + basic combination food packaging machines, grinding equipment, pharmaceutical dryers, laboratory instruments

Expand portfolio buying intent + basic combination purchase ordering\purchase/purchase purchase injection molding machine, packaging machine ordering

Expand Portfolio Base Combination + (Space) + Quote Price\Price Crusher Quotation, Ball Mill Price, Shaker Machine Price

Expand portfolio name + (space) + basic combination Beijing packaging machine, Guangdong dryer, dryer Shandong

Title Description

The description of the title is like the decoration of a company's storefronts. Exquisite and distinctive facades often make visitors brighten up. Similarly, among the many merchants who purchase the same keyword, the keyword description is appropriate, the product features are prominent, the service is unique, professional and pertinent. The title description is bound to be more attractive to potential buyers. According to the characteristics of the classification, the description of the title description can highlight the product features from the following points

Feature classification highlights product features

Production distribution center, producing areas (drying machine), Henan (mining machinery), etc., highlighting the advantages of producing areas

Applications: Chemicals, mining, food, packaging, light industry, construction, etc.

Product features and advantages of automation; work speed; high purity of finished products; high quality;import origin; energy saving and environmental protection

Technical principles Advanced, unique technologies such as coulter, rake, impact, vacuum, vibration, etc.

The service can be based on the design and manufacturing machinery provided by the buyer; after-sales and maintenance services

Website optimization

The website is a 24-hour shop opened by the company on the Internet. In addition to being beautifully decorated, the product description is clear. Finding convenience is also a great magic weapon for retaining buyers. The longer the buyer stays, the greater the odds are, and the most important thing is not to forget the contact information, otherwise the buyer at home will also be lost.

What information on the website is a potential buyer’s concern? Baidu discovered from the search preferences and website experience of potential Internet users in a large number of machinery industry that the following content and rules will bring better experience for users and bring better results. Marketing effectiveness:

product information

The "gold medal" product introduction of the homepage of the website: The introduction should include the product name, product model, and the reduced image, application scope, etc. In addition to giving the user a clear and concise impression, he can also access the product details page through links, allowing users to quickly and easily find the required information.

Product detailed information page: The detailed introduction of the product is different from the “Gold” product introduction of the homepage. In addition to the product name and product model, the product physical map, product function, parameter description, detailed description of features, application fields, etc. must be added. information. To do illustrations.

The layout of the page should be clear and reasonable and clearly structured: the general title is placed at the top of the page, followed by the product image, product features, product model, etc. This page layout is most consistent with the browsing habits of Internet users.

Branding

To provide a brief description of the manufacturer on the home page, to provide true and clear information on the manufacturer's details page.

Maintain the update frequency of the website, provide the company's latest developments, and display a good corporate outlook.

If it is authoritatively certified, patented, etc., it is recommended that it be posted on the website in order to enhance corporate credibility.

The website is best to join industry news, exhibition information, etc. Through industry news, combined with the introduction of products, increase customer interest in the product.

User interaction

The top page should highlight the contact details. The company's contact information is set at the bottom of the page to ensure that there are eye-catching contact details on each page to facilitate the user's contact with the company. In addition, different contact methods can be set according to product classification, which is not only clear and intuitive, but also reflects the professionalism of the company and makes it easier to capture potential customers.

The website should be equipped with instant messaging tools or online communication tools, such as Baidu message board or online QQ, and it is best to have someone to handle it and respond to the customer's inquiry at the first time.

If there is a dedicated person to maintain, user forums can also be established. The positive evaluation of users is the greatest motivation and attraction for other Internet users.