Promotion strategy

Welcome to Promotion strategy. The strategy to promote the company.

Professionally developed a strategy to promote the company – the basis for the efficient development of any company. Strategic planning almost always aims to maximize business profits. Finding an to the question. How to raise the gain of the company in the long term and what it needs to do. " may not always be successfully solved by specialists of the company.

The strategy to promote the company in the market

Often the development of strategies within the company ends its representation in the most general terms, without detailed description. Another problem - incorrect statement of goals and objectives. This may be due to objective reasons - lack of the necessary competencies for managers who develop it, and subjective, such as reluctance to provide an objective picture of the current situation, the company's management.

As a result of the strategic planning process is simplified, impoverished, thus, bind a variety of strategies (marketing, communication) cannot be together. This leads to a violation of the principles of integrity, unity, and complexity in planning and management, and the strategy itself become a viable instrument that is general, there is little related to the real conditions of operation of the business in nature. Such a strategy cannot give any results, but only worsen the company's position in the market.
Develop a strategy to promote the company.

In contrast to the manufacturing strategy, growth, sales, investment and finance, promotion strategy is a plan to achieve business objectives and marketing communication tools. In a competitive environment only effective promotion strategy based on the use of a mix of tools able to draw attention to the company and to promote the number of interested customers you contact. Next will be to establish a process for sales and support services.

The conclusion of a new product or service on the market.

Suppose that your company had conducted research and obtained marketing data on the overall situation in the market segment, competitors, their strengths, and weaknesses, based on that, you concluded, what products and services are most in demand by the market and at what price.

Now, based on these data, you must create a strategy to promote the company, which should help to identify an action plan for the strategic development of the brand, including a detailed description:

• perfect positioning, brand communications

• channel

• targeted audiences

• preferred formats and

• forces and means, in particular, communication tools and marketing in which the consumer the most effective way would be communicated perfect positioning (ie, the desired image), the company disclosed the advantages of the products and services that will ultimately form a stable motivation to buy.

Improperly selected positioning objectionable messages or communication channels (unreasonably large advertising budget, not the target audience, the tools do not work for this audience, etc.) Can lead to serious loss of business, have a significant impact on sales. Conversely, correct positioning, which allows you to build a correct perception of the brand, the successful implementation of marketing strategy in the market - the key to success in attracting customers' attention, the formation of their interest and implementation of sales plan.

In the case of the withdrawal of the new product, the above-mentioned components of the promotion strategy studied and formulated into a single action plan, which should be clearly correlated with the business plan of the company.
product promotion strategy to the market

In the case of the promotion of an existing company, product or service is sometimes required correction action. As a general rule, to develop an updated strategy (necessary if you use marketing tools do not bring the desired effect, the company's budget is spent is not effective) promotion of the company, products and services on the market is required to find and eliminate the "weak link", that is, an analysis of the result of the previous action, which may include both the audit of the current brand perception and analysis of selected marketing tools through which the image was formed.

It is also necessary to study marketing costs to use the tools in relation to the results obtained for any period of time.

Depending on the ultimate goals and objectives, to make a decision about the change of the current actions to promote the brand may be needed:

• Assess the level of awareness and knowledge about the company, products, and services.

• Evaluation of the relationship to the company on the part of groups of target audiences.

• Studying the perception of the quality of services provided (in terms of quality characteristics, prices, etc.).

• Study of the degree of customer motivation at the time of purchase (as far as is necessary buy, buy what makes this particular product)

• Evaluation of the level of satisfaction from the cooperation. As a rule, surveys of existing customers that hinders customers from buying more and more often.

• Analysis of competitors' positioning, which allows you to understand whether the correct communication occupied a niche where there are free segments and you need to do to get to "move."

Make sure to distinguish between knowledge and awareness. The first indicator provides an opportunity to assess the general recognition of the company: "I know, I have heard something. Consciousness also shows a more elaborate of the basic characteristics of a brand, for example, the market in which it operates, range, price range, location and other businesses. The strategy to promote the company, product or service on the market requires the participation of a whole group of professionals. It is better than they were independent experts, or the analysis of the results may be biased.

Why do I need to work with the search engines when there are so many other advertising platforms? The number of pages on the Internet more than the inhabitants of the world, and find information without the use of referral services (search engines) is almost impossible. Users understand it, and the role of search engines is growing every year: they are used for the discovery of new sites, to search for products, to establish contacts with partners. Research shows that visitors from search engines in three to four times more likely to become buyers than people who had come for banner advertising. If a website wants to get interested visitors and profits, it should be present in the search results for targeted requests. And not just to be present and to be on the first or second page of search results, because most users do not go further. From this work, you will learn how to achieve it, what methods are considered fair and what is not, how to measure the results achieved.
1. Internet marketing and promotion.

Website promotion in search engines - an integral part of internet marketing. Promotion does not replace other forms of marketing and advertising, it is just a very efficient way for most businesses, which is confirmed by studies and surveys.

Before a user becomes a client, he should know about the site. Your site is new? According to a study Forrester Research, 73,4% of users find new websites through search engines. [1] Your Online Store there is not the first year and consumers are finding it successfully without any search engine? Take a look at Figure 1: ignore the search engines, you lose up to 47% of the visitors who use them to find the products.

Why promote online resource in the search engines?
2.1. Is it possible?

When it becomes clear why you need to use search engines, the question arises whether it is possible to influence them. The reason for its occurrence lies in two common myths about search engines:

    position in the search results are automatically selected and cannot be affected;
    place in the search results is sold.

Consider both myths.

The first myth: the position of the search results cannot be influenced. Indeed, you cannot force the search engine to give your site in the right place. But any search engine - it is, above all, an algorithm that puts the user's request known to him the pages in a specific order based on text pages and features. Although the details of the algorithm are hiding, the general principles of the known and his task is clear - to give the user the result corresponding to the request. For example, a page rank will be higher if the title and the text contain query words if a page indicates a lot of links, etc. Taking into account all these factors, it is possible to achieve good positions on many requests. To the site was in the first place, need a serious study of the search engines, strategy development, planning, and implementation. It may take a lot of time and effort, but to reach the first places even on popular requests is realistic. 

The second myth: a place in the search results is sold. The persistence of this myth lies in the multiple phenomena.

Firstly, the paid directories. Many portals, such as Yandex, Yahoo, include both the directory and search engine. Directories can have several kinds of registration, including paid. Payment guaranteed hit in the directory, but the search results place the website will continue to be determined by the algorithm.

Second, search engines with pay per click (PPC). By and large, this is not the search engines and directories, consisting of a list of advertisers' sites, each of which is the higher in the search results, the more the owner agrees to pay for attracting visitors. The popularity of such "business" directory would be small, not whether they have a plurality of partner sites, including search engines. Partners are placed on each request 2-5 references above regular search results, formed algorithms. And although it looks like the sale of seats - you pay a large sum, and see your website on the first page of major search engine - actually it is advertising, which will be written next to the link to your website.

Third, contextual advertising. It's simple: you pay for impressions or clicks, and in the space provided under the ad on the results page will show your ad. Sami search results are still determined by the algorithm.

Fourth, pay indexation. On the Internet, there is a huge number of pages, and entering them into the search engine database and regular updating requires a lot of resources. It is expensive, and in order to reduce costs, the search engines update the page often as we would like. For those who are important to the latest pages of the site to appear in the database search engine to quickly and regularly updated, there is a paid service indexing that search engine regularly bypasses given page. This does not affect the indexing of pages in the search result, which is determined algorithmically.

Fifth, dissatisfaction with the webmaster. It is the human factor - when someone cannot get to a site worthy position in the search results, it may appear the idea that it is impossible in principle because all the seats have long purchased. Experience shows that most of the charges in the major search engines sell seat search results are not baseless, and the prosecutor is unable to provide evidence of "corruption."
2.2. Do I need is your site?

Consider a few common misconceptions.

"Our company is very well known, and the site invested a lot of money, so he does not need a promotion." Unfortunately, this is not the case: great design and the complex database did not facilitate indexing by search engines. Practice shows that even the site of a large firm cannot always be found by its name. According to research by iProspect, 97 percent of the sites of the Fortune 100 had architectural problems that could result in difficulties in finding their search engines. [6] What can we say about the small websites, often made "on the knee"? Read more See Promotion strategy-part-2.

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