Industrial Product Online Marketing Promotion Plan Worth Over One Hundred Thousand Yuan

Every day, we persist in visiting 120 B2B websites and re-post 20 to 30 pieces of information on each site. This action is exactly what Mr. Zac emphasized: "Study this technique thoroughly and leverage it to the fullest." Although I have personally concluded that 60 B2B websites would suffice, Jinyi's online marketing clerk still insisted on registering as a free member on 120 B2B websites to ensure the effectiveness of the promotion, and persisted in re-posting every day for three years (except on holidays).

Starting from the second half of 2007, Jinyi Environmental Protection abolished its sales department, meaning the company had no salespeople going out to solicit business (which is somewhat unbelievable). All sales staff were automatically converted into order followers, because all project and equipment information came from the internet, not from salespeople leveraging their own initiative to drum up business. This is likely a pioneering move among domestic environmental protection companies. Whether you believe it or not, this is how things actually were. Since the elimination of the sales force, Jinyi Environmental Protection's output value has more than tripled, from just over 2 million yuan in 2007 to nearly 20 million yuan in 2009, which is also quite remarkable. From New Year's Day 2010 to before the Spring Festival, Jinyi Environmental Protection had already signed contracts worth over 20 million yuan.

Specific Operational Steps for the Three-Sword BBS Online Marketing Integrated Promotion

The above case is a pure B2B free membership online promotion operation. Let's take a look at its usage details:

1. First Sword: [B2B Website Free Membership] Let Your Supply Information Bloom Across the Six Major Search Engines

Why is B2B free membership so effective? The key lies in:

1. How many B2B website free memberships have you registered for? (Answer: More than 60)

2. How many supply information postings have you published on each B2B free membership? (Answer: More than 30)

3. Do you update and re-post on every B2B website every day? (Answer: At least once daily)

4. When do you schedule your daily updates and re-posts? (Answer: Recommended time slots are 10:00–10:30 AM, 1:00–1:30 PM, 3:00–3:30 PM, 7:00–7:30 PM, and 10:00–10:00 PM; choose any one of these five time slots)

5. How do you write the title of each supply information posting? (Answer: Keywords should be placed at the front, and it is best to repeat the keywords once or multiple times)

6. How do you write the text of each supply information posting? (Answer: Specifications and parameters are essential, but corporate culture and brand concept are even more important)

7. How do you fill in the company information during registration? (Answer: Fill in as much as possible, leaving nothing blank, including QQ, MSN, Email,友情链接, company official website, etc.)

8. Among the 60 B2B free memberships, do you selectively create a few blogs and communities? (Answer: Alibaba, HC360, QijiaYuan)

9. How do you handle the images in your supply information? (Answer: High-quality photos with consistent sizes)

10. Do you include hyperlinks in the text of your supply information? (Answer: Optional; if hyperlinks can be posted, do so)

If you carefully complete the above 10 points and persist in updating daily, taking B2B free membership to the extreme and utilizing it to the fullest, I believe that within 3 to 6 months, your information will bloom across the six major search engines!

2. Second Sword: [BLOG Corporate Blog Marketing] Selling Products Is Not as Good as Selling Yourself—Shaping Your Product Brand and Corporate Culture on the Internet

Many people may feel a narrow interpretation when seeing blog marketing defined this way. Can we associate "yourself" with broader concepts such as "product brand" or "corporate culture," making the shaping of product brand and corporate culture the focus of blog marketing, while leveraging the organic interaction between the two to create a vivid and lifelike image, allowing a product that is not physically present or in hand to be felt through words? This may be the success of blog marketing.

1. What does it take to shape a product brand?

According to American scholar David Roberts' definition of a brand: Your brand exists in the hearts (feelings) and minds (perceptions) of your customers and potential customers. The key to brand strategy success lies in whether it can influence the feelings and perceptions of customers and potential customers. Generally speaking, the role of a brand becomes prominent only when product differences in the market are very small. Therefore, the role of a brand increases as product differences in the market diminish.

In today's highly homogenized market, the role of a brand is self-evident. An imported LV leather bag can be sold in China for the price of 20 cows—what kind of concept is that? It is the most typical myth of making money through branding. Hence, in internet marketing, using corporate blogs to shape brand image has become extremely important. What exactly supports a brand behind the scenes?

a. Stories of all employees: From the boss to the staff, the deeds of everyone, from the very beginning of entrepreneurship, showing spirit in the details and reflecting the brilliance of human hearts;

b. Stories of R&D: Focusing on the trajectory of technological innovation and product development, not centered on technical elaboration, but only recording the arduous climbing footprints;

c. Stories of production: The on-site operational scenes by work teams, highlighting the remarkable achievements of frontline production workers and team leaders in completing orders, working overtime continuously to meet delivery deadlines, and overcoming various difficult conditions through collective wisdom and effort to ensure output and progress.

d. Stories of quality: Reflecting the conflicts between quality inspection staff, supervisors, and production workshop managers over output and progress, showcasing the company's efforts for quality through vivid and highly controversial storylines, even escalating fierce disputes, evoking scenes that move customers.

e. Stories of marketing: Without orders, how can the above four parts be discussed? Therefore, it is necessary to tell numerous touching stories of salespeople, where neither wind nor rain, ice and snow, nor scorching sun can stop the driving force generated by the strong sense of mission and responsibility of frontline salespeople.

f. Stories of service: In today's highly homogenized market, competition is all about service, and service is the longest process. Throughout the entire pre-sales, in-sales, and after-sales service process, there are countless arduous and tortuous stories. Vividly presenting these stories in the blog will be the best and most powerful weapon for shaping brand image.

g. Stories of management: Any great enterprise, if you break down every detail of its management, consists of unremarkable small matters, and countless unremarkable small matters combined together constitute a great enterprise. Therefore, there are no trivial matters in management; every day of an enterprise is inseparable from countless management details. Writing out these typical management anecdotes constitutes the astonishing discovery and brand secrets of why a brand becomes a brand.

h. Stories of the market: The market-oriented business philosophy of occupying and expanding the market will further manifest in product positioning and market segmentation. There has never been a business model that relies on a single trick to succeed forever. Without product upgrades and innovation, there can be no long-term market or enterprise growth. The story of the market is the process of customer feedback, handling, re-feedback, and re-handling, through which a virtuous cycle of market share and rapid growth is achieved. With the continuous expansion of visibility, reputation also grows healthily. There are more stories to write here than one can count.

In summary, a brand is supported by countless stories, and these countless stories shape the image of a product brand. Many small and medium-sized enterprises, in the process of building their own brands, do not know how to shape them, seem to have nothing good to say or write, and even feel that blog marketing is as difficult as climbing to the sky. In reality, brand building is gradually established through these endless small stories. It is a gradual process, especially in internet marketing, where transforming an originally unknown SME into a golden phoenix—blog marketing is the best and most effective method. The author's own enterprise relies on blogs to shape and disseminate its image of internet integrity and brand credibility.

2. What does it take to shape corporate culture?

Corporate culture is an extremely complex and subtle ecosystem, with countless academic definitions that cannot be exhausted. It is determined by the region and customs of each nation. Even within the same enterprise, the essential core of corporate culture varies greatly among branches in different countries, with so-called localization being the best example. When foreign enterprises enter China, their top priority is to establish a localized operational team; otherwise, disaster awaits.

a. Business philosophy: The author's own enterprise's business philosophy is: "Integrity as the soul, heaven rewards the diligent." It is a methodological principle for production, operation, and management activities, unrelated to the industry the enterprise engages in, much like a person telling others what kind of person they are.

b. Core values: They determine the behavioral orientation of all employees and are crucial to the survival of the enterprise. Although the vast majority of SMEs can currently only focus on their own economic benefits and immediate interests, especially in the aftermath of the financial crisis, "survive first, then make money" remains the mainstream core value and the only strategic choice. Money is not omnipotent, but without money, nothing can be accomplished.

c. Corporate spirit: Corporate spirit is usually expressed in language that is both philosophical and concise, making it easy for employees to remember and constantly motivate themselves; it is also convenient for external publicity, easily forming an impression in people's minds, thereby creating a distinctive corporate image in society. The spiritual essence of online marketing for SMEs in the author's enterprise is: "Even without money, we can still do online marketing!"

d. Corporate ethics: It is the sum of behavioral norms governing relationships between enterprises, between enterprises and customers, and among internal employees. There is a grasp of degree and bottom line here—for individuals, it is professional ethics; for enterprises, it is the rules of the game, extended to the scope of agents and distributors.

e. Team awareness: It makes every employee view their work and behavior as part of achieving corporate goals, making them proud to be members of the enterprise, generating a sense of honor for corporate achievements, and thus viewing the enterprise as a community of shared interests and belonging. Team awareness in SMEs is better reflected as the team spirit of "all for one, one for all," which is the "stick together to conquer the world" advocated by Xerox sales teams.

f. Corporate image: The overall impression of the enterprise expressed through external characteristics and operational strength, recognized by consumers and the public. The external image is called the surface image, such as signage, storefronts, logos, advertisements, trademarks, attire, and business environment, all of which provide intuitive feelings and easily form impressions; the image expressed through operational strength is called the deep image, which is the concentrated embodiment of internal elements, such as personnel quality, production and operation capability, management level, capital strength, and product quality.

g. Corporate systems: Various regulations formed during production and operation practices that are mandatory for human behavior and guarantee certain rights. From the perspective of the hierarchical structure of corporate culture, corporate systems belong to the middle level; they are the manifestation of spiritual culture and the guarantee for the realization of material culture. As a model for employee behavioral norms, corporate systems enable individual activities to proceed reasonably, coordinate internal and external interpersonal relationships, protect the common interests of employees, and thus enable the enterprise to be organized orderly to strive for corporate goals.

Blog marketing, especially corporate blog marketing, through the shaping of both "product brand" and "corporate culture," continuously deepens and consolidates customers' awareness and trust in the enterprise until the day when everything falls into place naturally. This is the true essence of blog marketing: "Selling products is not as good as selling yourself."

Many SMEs, when conducting blog marketing, often feel they have nothing good to write about—just trivial daily matters not worth mentioning. Yet it is precisely these small matters that constitute the grandeur and dominance of large enterprises. The above content, from the perspectives of "brand" and "culture," provides 15 major categories of themes and leads for SME blog marketing. I believe you will no longer worry about having nothing to write.

3. Third Sword: [SNS Social Networking Sites] Expand Your Network, Refine Your Customer Groups, and Keep Your Business Busy

The new trend of internet marketing supplemented by social networking sites is poised to become the mainstream new darling of online marketing. Foreign social networking sites such as Facebook and Twitter are not only used by enterprises as social tools but also as effective marketing platforms. Just as domestic sites like Kaixin.com are enthusiastically embraced, they have ignited the next hotspot in internet marketing. However, domestic applications on SNS social networking sites are still in the experimental stage and have not yet become mainstream like blog marketing. It is certain that the next hotspot in internet marketing, barring unexpected events, will be social networking sites. In the strict sense of Web 2.0, blogs also belong to the category of social networking sites, except that blog marketing has taken the lead and is considered one of the mature online marketing methods.

Approximately, social networking sites can be categorized into: comprehensive social networking (Kaixin.com), communities (Tianya Community), podcasts (Youku), blogs (Sina Blog), literature (Qidian Chinese Literature), dating (Jiayuan.com), wikis (Hudong Baike), business networking (Wealink), alumni networks (ChinaRen), and video communities (Woyou.com)—10 major categories in total.

Currently, no small or medium-sized enterprise is able to invest comprehensively in community- and social-networking-based marketing platforms. Only a small number of SMEs with strong online marketing awareness and proven practical experience and results in Internet marketing have begun to tentatively explore certain areas within this field. However, given the scarcity of composite online marketing talent with both comprehensive capabilities and technical proficiency, and given that domestic university e-commerce departments have yet to develop a relatively complete theoretical framework for Internet marketing, such talent cannot be cultivated at present. Internet marketing itself is an intensely practice-oriented discipline; without several years of hands-on, real-world engagement, it is simply impossible to accumulate the fundamental strategic and tactical competence required. Moreover, the rapid evolution of Internet marketing necessitates the coordinated use of multiple methods and approaches — a single tactic belongs to the early stage of Internet marketing, and since 2010, multi-method, multi-channel coordinated operations have become an inevitable requirement.

Only by gradually moving beyond business-to-business transactions in online marketing and continuously penetrating into the business-to-individual and individual-to-individual dimensions of network expansion can the highest level of Internet marketing be achieved. Only then can your business truly thrive. If any product brand can penetrate the consumer's mind to such a degree, what concern remains about sales volume or sustainable corporate development? Therefore, in a certain sense, achieving refined, precision-oriented Internet marketing is the ultimate goal of an enterprise's online marketing efforts.

Brief Summary

The above essentially constitutes my overall approach to Internet marketing for non-consumer SMEs — a methodology I have personally practiced for over six years. It has been distilled into the "Three Musketeers BBS Network Marketing Promotion Self-Service System," which represents the three best combined methods for achieving effective online marketing without spending money. There is no exaggeration or empty rhetoric in this approach, and I hope it can provide practical inspiration for non-consumer SMEs in their Internet marketing operations.

Additionally, let me summarize two ways of thinking about Internet marketing: one is a money-based way of thinking, and the other is a method-based way of thinking.

1. Money-Based Thinking

There are only two methods in Internet marketing: the first is the [spending money] method, and the second is the [not spending money] method. If a third method must be mentioned, it would be combining the [spending money] and [not spending money] approaches. In all of my articles on Internet marketing, I only discuss methods that do not require spending money, and I only research such methods. If the reader is not concerned about money and does not care about the cost factor, then this discussion may end here.

2. Method-Based Thinking

I myself am not entirely certain how many methods exist in Internet marketing. Based on online research, the number ranges from approximately 26 to 108 — this figure is my own estimate and carries no authoritative weight whatsoever. It is likely that no one in the world has personally practiced all of these methods, and fundamentally, there is no need to do so. I am a thoroughgoing practitioner; any method I have not personally executed with my own hands is generally not something I bring up for discussion. This may be related to the teachings of Chairman Mao that I absorbed from an early age: "If you want to know the taste of a pear, you must change the pear by eating it yourself." These words were spoken by Chairman Mao himself in his work On Practice.