文/智尊
From the perspective of brand marketing, the architectural ceramics industry is a very interesting industry. There are few industries in China with such short sales links, and there are few industries that value brands so much but cannot fully reach the market and accurately Obtain market research data. All this is "thanks" to the B2B2C model of ceramic tile marketing and the material properties of the product itself.
The so-called B2B2C model means that most of the ceramic industry uses dealer channels to reach consumers through dealers. Material properties mean that ceramic tiles are a kind of decoration material, not finished products. Consumers need to lay them before they can see the effect after purchasing them. This makes online sales of ceramic tiles difficult. Therefore, the main way for consumers to purchase ceramic tiles is online. Go to the dealer store.
So, the ceramic industry is an industry that emphasizes brand marketing. On the one hand, ceramic companies need to invest more energy in building brands, attracting and maintaining business; on the other hand, dealers also want more brand promotion and marketing support from manufacturers.
Today, we will talk about how ceramic companies can do a good job in brand marketing and play the four cards of brand marketing.
1
Make a good brand layout on the search engine side
Many people say that search engines are no longer the main entrance in the mobile Internet era. This is indeed the case. After entering the mobile Internet era, there are many traffic platforms, user reading is more fragmented, and search engines led by Baidu occupy less and less market share and user time. However, since the ceramic industry channels are mainly offline dealers, consumers use search engines to conduct knowledge and word-of-mouth inquiries in a wide range of application scenarios. Search engines are still the main position for ceramic brand marketing.
We can imagine an application scenario. Consumers go to offline stores to buy ceramic tiles and select corresponding ceramic tile products under the recommendation of shopping guides. But at the same time, they want to know whether the ceramic tile brand is a first-line brand and what is its reputation? In this way, most people will take out their mobile phones and search for brand words on Baidu.
Here, we pay attention to several keywords: Mobile phone, Baidu, brand words.
Mobile phone. In the era of mobile Internet, in terms of convenience, speed and usage habits, most consumers use mobile devices such as mobile phones to conduct searches.
Baidu. Baidu occupies a dominant position in domestic search engines. Therefore, ceramic enterprise brand marketing will focus on Baidu.
Brand words. When consumers query a certain brand, the search term is a certain brand word, not keywords such as "top ten ceramic brands" or "top ten ceramic tile brands".
After consumers search for brand words, they will get a search result. The display of this search result on Baidu's homepage will directly affect consumers' understanding and mentality of the brand; and the presentation of this search result is called Brand Layout.
A good brand layout is clean and tidy, with clear information and focused focus, giving the brand a certain degree of authority and credibility.
Generally speaking, the brand layout includes the following aspects from top to bottom: brand area, SEM advertising, corporate official website (including certification), Baidu Encyclopedia, news aggregation, Zhizhi products, 400 phone number, iPurchase, and video aggregation .
Big brands often attach great importance to brand layout. Some big ceramic brands use brand layout to completely display positive and positive brand phenomena, allowing consumers to trust the brand, which in turn affects transactions. And some search results without brand layout are not only messy, but also full of all kinds of negative information, seriously affecting the corporate brand image and credibility.
Brand layout involves a lot of work, mainly including: SEM advertising, official website optimization, environmental optimization (knowledge marketing and word-of-mouth marketing), various certifications, information aggregation, and public opinion monitoring.
Let’s focus on three misunderstandings in the optimization of official websites of ceramic companies.
Myth 1: As long as the website ranking is high, it does not matter whether it is beautiful or not.
This view is extremely wrong. For ceramic companies that focus on brand building, the beauty of the website is directly related to the visual communication, rapid dissemination and user mental occupation of the brand.
Myth 2: Website optimization is about keyword ranking. You only need to do a few keywords to rank high.
First of all, website optimization is not just about keyword ranking. Keyword ranking is just a manifestation of website optimization. The results of website optimization are traffic acquisition, brand promotion and inquiry generation.
Secondly, the ranking of certain keywords does not represent the overall optimization of the website. A benign website optimization process must improve the overall weight and traffic of the website. We often see some Internet companies add certain words, and then they say that the optimization is successful. If you use the webmaster tool to query, it turns out that the website has not been optimized at all, and the overall weight and traffic of the website have not been improved; at the same time, Internet companies In order to improve certain keywords, black hat techniques for rapid ranking are used, which has certain hidden dangers for the website.
Therefore, we must remember that to see whether the optimization of a website is benign, we must look at whether the entire site is optimized, not the optimization of certain keyword rankings.
Misunderstanding 3: Pursue rankings for keywords such as "top ten ceramic brands" and "top ten ceramic tile brands".
In actual operation, we can find that many ceramic company websites are competing for keyword rankings such as "top ten ceramic brands" and "top ten ceramic tile brands". In fact, it is meaningless for ceramic companies to use such keywords on their own websites, because consumers are not fools and have certain judgment capabilities. "Top 10 ceramic brands" and "Top 10 ceramic tile brands" must be published by a credible third party. For platforms (such as China Ceramics Network, etc.), if the corporate website is built by itself and it is said that it is one of the top ten brands, the effect will be almost zero.
When optimizing corporate websites, they should use their own brand words and industry words, such as certain brands, ceramic tiles, ceramic tile franchises, etc.
2
Establish an advertising delivery system with ROI indicators
In the past, most of the advertisements placed by ceramic companies were in paper media, high-speed rail, highways and TV ads; in the mobile Internet era, not only have there been more online advertising channels, but also due to the application and popularization of big data, the number of advertising The effect is also more concrete, and ROI (return on investment) indicators such as delivery cost, number of exposures, conversion rate, etc. can be easily calculated.
At this stage, ceramic companies mainly use online advertising for two purposes: Brand exposure and online investment.
Brand exposure is mainly achieved through Baidu SEM. As mentioned before, the ceramic industry is more suitable for search engine application scenarios. Therefore, it is particularly important to do a good job in Baidu's brand exposure on PC and mobile terminals. The specific methods are: first, to display the brand image through the brand area, such as Big Horn Deer super wear-resistant marble tiles, Jinsi Yuma ceramic tiles, etc. have made such attempts; second, through regular SEM paid promotion, obtain brand word search results At the same time, you can prevent your brand words from being "used" by other brands. For example, if a consumer who plans to buy brand A searches for brand A on Baidu, the display results of brand B will pop up.
Online investment promotion is mainly achieved through information flow. Information flow mainly includes Baidu information flow and huge engines (Toutiao information flow and Douyin advertisements, etc.). In the ceramic industry, the effect of WeChat Moments advertising is slightly less effective. The effectiveness of information flow advertising mainly depends on two indicators: crowd orientation and creativity. Similarly, as an information flow advertisement for online investment, we must also do a good job in analyzing ROI indicators such as exposure, 400 calls, forms, conversions, and costs.
3
Grow brand content well
With the advent of the self-media era, every company and every person can become a publicity node for the media, and at the same time, deliver content through KOL (key opinion leaders). This breaks the traditional model of brand information dissemination.
In the past, ceramic brands used massive advertising in the form of brand promotion, building brands first and then products; but in the era of self-media, various content platforms have sprung up like mushrooms after a rain, targeting users’ pain points, itches and varieties. Caodian, ceramic brands can take the initiative to produce content, guide users to consume, and shape the brand in reverse.
The specific approach is: on the one hand, it is necessary to build a brand self-media matrix and create a self-talk content planting model on the self-media side; on the other hand, it is necessary to use Xiaohongshu, Yidoutang, Douyin, and Bilibili and other platforms as a basis to create a third-party user-based content planting model.
Planting marketing is a new brand marketing model and a new way for ceramic brands to grow. It is a fragmented media high-speed reach model customized according to our new consumer groups born in the 80s and 90s. It is in line with young people. Group usage habits and user needs are worth trying for ceramic brands.
4
Building a new retail system
Speaking of new retail, ceramic companies are both familiar and unfamiliar. Familiar because many ceramic brands such as Dongpeng, Nobel, Jinduo, and Jinsi Yuma have established new retail divisions to enter the new retail field; unfamiliar because many companies are still in the process of exploring and have no practical understanding of new retail. The effect is questionable.
My understanding is that due to material properties, ceramic tiles have not really developed in the e-commerce industry. If ceramic companies want to do new retail, they may have to think outside the field of e-commerce.
First of all, we grasp the essence of new retail, which can be summarized in one sentence: more efficient retail, connecting online and offline, restructuring the "people and goods yard", emphasizing the organic combination of information flow, capital flow and logistics. Pursue maximum efficiency.
Secondly, new retail for ceramic companies must be initiated by the headquarters and use effective tools to connect terminals and service terminals. To put it bluntly, this is a process of empowering terminals with online tools and closing transactions offline. This online tool can be a WeChat applet, live broadcast system, e-commerce platform, etc.
Finally, it is necessary to establish a CRM+ERP system for rapid information transmission and execution, so that the headquarters can quickly dispatch orders, the terminal can respond quickly, after-sales tracking can be done to the person, and logistics can be quickly put in place to truly achieve the integration of information flow, capital flow and logistics. Efficient and unified.
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The above are the four cards for ceramic brand marketing at this stage. Many ceramic companies have not tried online channels when doing brand marketing, or they cannot distinguish the priorities in marketing, resulting in slow brand promotion and insufficient terminal support. You might as well try to play these four cards.
Author: Zhizun
