Brand marketing includes marketing, which includes brand positioning, brand planning, marketing communication, plus trademark registration, product packaging, and channel promotion models. This is a complete set of brand marketing system processes. Marketing is just about promoting the brand and increasing its popularity, including advertising such as TV commercials, online ads, etc., as well as celebrity endorsements and the like.
There are many ways to promote brand marketing, such as Baidu bidding, information flow promotion, advertising, Q&A promotion, soft article promotion, short video promotion, self-media promotion, Internet celebrity promotion, etc.
For a new brand to open the market, it needs sales volume, but sales need to be supported by the brand. Therefore, how to promote new brands is related to the success or failure of a brand. Operating a brand is a long-term process. Only by successfully conveying brand culture and connotation to consumers will they build loyalty and achieve twice the result with half the effort. This is the power of the brand.
A new brand often has difficulty gaining the attention and trust of consumers due to its lack of popularity, and naturally it is difficult to achieve sales breakthroughs. So, how to increase sales and build a brand with one hand? Let’s discuss with you how to carry out online marketing for new brands?
The marketing promotion of a new brand generally goes through three stages, namely the word-of-mouth building stage, the brand promotion stage, and the brand public relations stage. The three stages have different publicity and promotion goals and the promotion methods used are also different. .
1. Word-of-mouth construction stage
Some people think that the brand should be promoted first. Without popularity, no one will check word-of-mouth. However, consultants from Chengming Marketing Agency reminded companies to check word-of-mouth when they have customers. When word of mouth is blank, what kind of experience does it have for customers? As a result, the customers who came will also be lost. Therefore, online promotion must be a reverse thinking, and build reputation before consumers know the brand.
To put it simply, word-of-mouth building means answering the questions that customers care about in advance and feeding them back to consumers when they search, thus building their confidence in consumption. The specific development methods of Dianzhi Chengming have been introduced in detail in other articles. You can search for "How Enterprises Shape Brand Reputation" to read it in detail. You can also directly interact with Dianzhi Chengming consultants to customize a word-of-mouth building plan.
2. Brand communication and marketing stage
In the early stage, the new brand has low visibility, so it needs to spread its official brand website and online mall so that the target consumer groups can see the brand and understand it. brand. The promotion goal at this stage is to increase the brand's visibility and increase the number of visits to its official website and online mall. Mainly adopt the following methods: search engine optimization, search engine marketing, news and public relations communication, soft article release and promotion, etc.
In order to allow highly relevant keywords to be displayed at the front, brands can choose to conduct bidding ranking promotion at home and abroad on popular search engines such as Baidu and 360. New brands can also formulate corresponding strategies to publish soft news on major media platforms such as Sina, NetEase, and Sohu, and conduct large-scale dissemination of new brands from the perspectives of industries, products, brands, consumer groups, etc., and integrate brand characteristics, brand The value and cultural connotation are spread to the target consumer groups, attracting consumers to enter its official website and online mall.
In addition, you can also use forums, communities, Weibo, blogs and other platforms to communicate interactively with online users, guide target consumers to understand the new brand, understand the needs of potential customers in a timely manner, and achieve refined marketing Specialized marketing has continuously increased brand awareness and reputation. In terms of promotion, the brand will continue to optimize the above-mentioned various brand communication methods. It can add promotion methods such as website alliances, lock the target group through a variety of directional methods, and display the brand in rich and vivid forms on the web pages browsed by the target group, thereby increasing the brand exposure and sales performance.
3. Brand public relations and maintenance stage
When the brand grows to a certain extent and becomes a well-known brand in the industry, the communication and promotion of brand awareness will no longer be the core of future publicity. It should be transferred to brand public relations.
What is brand public relations? That is to pay more attention to the brand image in the content and entry points of the promotion, to distance ourselves from competitors by promoting the core advantages, and to establish the image of ourselves as an industry leader. At the same time, we pay attention to the public opinion and public relations of the brand to prevent negative voices from criticizing the company. Future developments pose a threat.
Online marketing should be combined with offline activities
Although this article talks about marketing, corporate brand promotion may not be separated from offline promotion, marketing and online Offline promotion is not separate from each other. The marketing communication activities carried out by enterprises must achieve a combination of online and offline: things done online must be performed offline; activities done offline must be performed online. There is spread. The integrated marketing advocated by Dianzhi Chengming Marketing Agency is to combine online and offline, advertising and public relations, sales and marketing, and unified planning and implementation of coordinated operations.
Brand Marketing