Machinery Industry E-Commerce Times Marketing Skill Sharing

The selection of website promotion for machinery and equipment enterprises should be evaluated from the following three aspects of ABC:

As a traditional industry, the machinery industry was once seen as a sunset industry. But now, companies in the industry have used "search marketing" to seize business opportunities and rejuvenate new opportunities. Liming Luqiao Heavy Industry Co., Ltd. is such a company that masters the search engine marketing tool.

In 2004, Liming Company began to contact search engine marketing and decided to try Baidu promotion. After receiving the results, Liming Heavy Industries strengthened the team building of network marketing. The company currently has a special network promotion department. There are more than 60 people engaged in network marketing. Now, Baidu promotion has become the main tool for the company to launch online marketing. The proportion of the business brought by online marketing to the total business of Dawning Heavy Industries is nearly 20%.

According to the survey, only 30% of China's machinery company websites have done optimization and promotion of network marketing, which has increased the company's sales by 40%. About 40% of the websites are basically not doing network marketing promotion, and there is basically no space in online marketing. However, in foreign countries, the use of the Internet to sell goods and increase sales has been very common, and about 85.4% of foreign machinery manufacturing industry through the network to achieve total sales growth.

In 2009, the economic environment at home and abroad has undergone major changes, and the growth rate of the machinery and equipment industry will inevitably be adjusted. However, the adjustment of the domestic economic structure is increasingly deepened, the demand for upgrading industrial technology is increasing, the process of urbanization is accelerating, and the country is expanding domestic demand. The increase in policy will be a long-term factor in promoting the development of the machinery and equipment industry. For a long period of time in the future, the demand for machinery and equipment will grow steadily, but the demand structure will continue to adjust and change. Demand for general products will decline, excess capacity will become more serious, and demand for high-precision products, modern technology products and new areas will continue to rise.

Therefore, in the current situation of high homogeneity of competition in the domestic market, online marketing can win a clear "plus point effect" for the company. For SMEs, they should invest more in the Internet and use the Internet to arm themselves.

The selection of website promotion for machinery companies should be evaluated from the following aspects:

A effect

The effectiveness is mainly evaluated from two aspects—the scale of the audience and the quality of the audience.

1. Audience size

a. The results of the 13th CNNIC survey show that search engine is the main way for 83.4% of users to learn about new websites, that is, more than 14.97 million business decision-making stakeholders will use search engines as the main way to find new websites.

b. The audience size of the search engine market is about 8 times that of Sina and Sohu.

c. The average number of registered members of the industry B2B e-commerce website is no more than 10,000, and most of them are only a few thousand.

However, at present, when the machinery companies choose the method of network marketing, they appear heavy industry B2B mode e-commerce websites and light search engines. This has seriously deviated from the actual needs of corporate network marketing.

2. Audience quality

a. The audience of the industry B2B model e-commerce website has a strong purpose, and the audience quality is better.

b. The search engine has a strong target of information, so the quality of the audience can meet the needs of the mechanical enterprise.

Benefit-based industry B2B-mode e-commerce websites have different fee standards depending on their influence. The delivery of Baidu search engine is based on pay-per-click, which can save the investment cost to the greatest extent and control the marketing effect.

B Convenience

The industry e-commerce website ranks by its landing time because of its product and enterprise information, which requires the company to send someone to carry out the maintenance. This violates the convenience of e-commerce to some extent. The search engine is relatively easy to manage, and it is promoted according to the needs of business promotion.

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Keyword selection

In the search engine marketing of the machinery and equipment industry, various combinations of key words should be used to combine generalized and professional vocabularies to avoid the simple use of product vocabulary. The core words expand accordingly from the following aspects, as follows:

Keywords architecture combination lifting

Examples

Core words + machine \ machinery \ equipment

Packaging machines, crushers, construction machinery, mining equipment, loaders...

Core words + company \ factory \ manufacturers

Excavator factory, packaging equipment company, ball mill manufacturer...

Place name + (space) + core word

Beijing Sealing Machine, Guangdong Dryer, Dryer Shandong...

Place name + (space) + core word + company \ factory \ manufacturer

Guangzhou inkjet printer manufacturers, Beijing Mining Machinery Factory, Shanghai Mould Company...

Core word+(space)+quotation\price\price

Crusher quotes, ball mill prices, machine prices.