Whether you are in operation or business, whether you are a worker or a business owner, you must understand one truth. The current market situation is: no one lacks traffic or customer leads. What everyone lacks is the ability to monetize traffic. The ability to close customer leads .
Every time I hear a business complain that there are too few customers and the current traffic is too expensive, I can't help but want to laugh. If others spend the same cost to get customer information, they will make money, but you will lose money. Is it the market problem or your own problem?
Even if many companies have money, they don’t dare to spend one or two million to advertise, because they are worried that they will not be able to make money back. But if you invest one or two million in it, you can indeed get a large number of customers (users).
I have done B-end and C-end operations, and I still have a very deep understanding of the transaction conversion rate. When I was doing B-end business operations before, there was only one job every day, which was to store content and endorse the brand. Customers come in and can’t make a deal. In the final analysis, the brand endorsement is not enough .
For example, you are selling mobile phone batteries, and you need to develop B-end customers. Since the new company is not well-known, no matter how you say it, the customer will not pay. At this time, Musk said something to you: our electric father If you make a mobile phone, you will definitely use his battery.
With this sentence, is it easier to negotiate orders, and this sentence is brand endorsement.
01 The value of brand endorsement
The value of brand endorsement is well understood, which is to increase the customer transaction rate. However, many bosses don’t understand the purpose of our brand promotion. They feel that since we have done brand promotion, if we don’t get customers, the result of brand promotion will be zero. This is a common-sense misunderstanding.
There are two parts to brand promotion, one is effect advertising, which is to acquire customers. One is brand advertising, which will not bring any customers. It is for brand endorsement and let others know your brand. The mission of brand advertising is completed .
Brand endorsement belongs to the category of brand advertising. Without brand endorsement, the effect of effective advertising will be greatly reduced. With brand endorsement, if you go to drive through trains and find channels to discuss business, the transaction conversion rate will be much higher.
This is also the reason why others can play the same way, but you can't. Because others have the Musk platform, but you don't.
02 How to do brand endorsement
When thinking about how to do brand endorsement, you must first know what things can endorse the company's products. I took care of it, and there are probably these: customer testimonials, honors, top cases, celebrity endorsements, expert recommendations, fabricated stories, etc.
Let's start with the simplest honors. Whether it is the B-side or the C-side, you must not hide the honors you can get. You can see that Moutai has been promoting the Panama Gold Award, and the bird's nest brand has been talking about industry standard certificates and so on.
There is a saying on the Internet that we have telemarketing list poisonous chicken soup, isn't that what it says. Third-rate enterprises sell products, second-rate enterprises sell services, and first-rate enterprises sell standards. If the industry standard is designed based on your products, moving out such a certificate is not a very powerful brand endorsement.
When I was doing business at the B-end, the honorary certificates, trophies and certificates that the company won put on a wall. It was the first time I entered such an industry, and I thought how could this company play a fake role? Later, I went to visit other companies doing B-end business, and there were many awards that could be used to build the Great Wall. It turns out that everyone plays like this, not very Strong endorsement, customers ignore you.
Customer testimonials mean that customers slap your rainbow farts. This thing is very, very important. Remember: it is very important for customers to slap your rainbow farts . Because you say that your products are good, users think you are Wang Po selling melons. And customers say your products are good, users think, I want to try it too.
I used to do B-side business. I found four customers to shoot four videos and put them on the company's official website. It's similar to Musk's endorsement of the battery factory mentioned above. Now I'm back to the C-side business, facing individual consumers. I found that customer testimony is also to be done, so it depends on who to do it. product properties.
What I am doing now is maternal and infant products, and I plan to find a white coat to shoot a few videos.
There are also celebrity endorsements, how do you say this, finding the right perso