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ToB业务获客方式有哪些?

获客一直是企业的头等大事,目录和陀都有获客的需求,但是他们获客的方式却完全不同,目录的获客方式百花齐放,陀的获客方式十分单一,尽管陀的获客方式只有那么几种,但是能把陀业务获客做好的企业并不多,正应了那句话,知易行难。

这里我根据自己这几年的陀业务推广实战经验,为大家揭秘下陀业务的有效获客方式,希望大家能有所学,在推广中少踩坑,早日走上人生的康庄大道

本篇文章从以下三个方面来讲解:

一,陀业务的客户特性

二,陀业务的基础设施

三,陀业务的有效渠道

一,陀业务的客户特性

集体决策

这是我切入陀业务前就了解到的,直到真正做了陀业务,才发现集体决策真的是一个大坑。

首先是广告投放投不到话事人,很多上门咨询的客户也没有拍板的权利,在跟进陀业务客户时,几乎养成了必找对方老板的习惯,而且不要以为找到老板就万事大吉了,你不知道老板底下哪个人有一票否决权,决定着成交的关键,不小心开罪了他,一个单就黄了。

其次集体决策会拉长谈判时间,遇到那种犹豫不决的客户,在一个客户身上得耗个把月,才拿到最终的结果,还不一定理想。我之前就遇到一个客户,反反复复,犹犹豫豫,到签合同时,又临时增加了需求,导致前面的方案全部打回重做,巨坑无比。

客户量少

这个不是绝对的,但相对的Toc的业务来讲,客户量的确少很多。

XXI am a friend who is a merchant, and their clients can count on their fingers. As long as they get one or two of them, they will not be able to eat or drink for the rest of their lives. This is also the characteristics of the Tob business, the number of customers is small, but the advantage is that the customer unit price is high. One of our customers can also contribute 1.8 million in profits. In the case of a large R, it is a payment unit of 10 million yuan.

Less customers means greater competition, and the way to fight the world is still the mainstream way of many Tob business companies. In the network age, they have been affected by this kind of approach. Inefficient and costly. The efficiency of network promotion is not marginal. After expanding the network promotion channels, our company has turned over several times. If you put it in the traditional business of pulling relationships, you can't think about it.

Second, the infrastructure of the Tob business

The official website is the infrastructure of the Tob business

Since the rise of the Internet in the 1990s, there has been a boom in the construction of official websites. Almost every company has its own official website. Everyone is actually such a mentality. Although they don’t know how big the value of the official website is, they see others building. Then we can't be less, just do one. This kind of thinking is most obvious in the era of the public, think about it, whether your company also has a public number, and the amount of fans is almost no.

After more than ten years, everyone's enthusiasm for building a station has not been as high as it was at the beginning. However, through the time when I am doing Tob business promotion, the official website is still the core channel for getting customers, and there is no one. Even if the mobile end splits half of the PC-side traffic, the value of the official website is still strong. You can see that Baidu is still alive and well enough, so now the official website is not only built, but also built on the high-end atmosphere.

xxWhen customers are looking for services, such as purchasing SAAS systems, large items, large-scale services, etc. the behavior habit is to find the right supplier through search, and the PC-side search is the main habit. The mobile terminal has a natural disadvantage when displaying information. The screen area is small. Before the AI is fully popularized, users searching for computers on the computer are still the mainstream behavioral habits.

Online customer service is a must for Tob business

The ultimate goal of the official website is to get customers, online customer service is the guarantee of the customer conversion rate, the official website without customer service is not qualified. Before I promoted the official online line, I specifically looked for several online customer service systems to compare. There are several other Baidu business bridges. For most companies, Baidu Business Bridge is enough, first of all, free of charge, and secondly, it supports mobile. Every night at 11:00, my mobile phone screen lights up from time to time, and the business bridge prompts that there are visitors entering the official website.

The customer service system has this hardware, but also software, that is, customer service. In order to refine the highest conversion rate, I simulated the client's website to go through the same set of words. At first, I thought that the more and more words were the best. I ran a circle and found that all three or four sentences would connect me. The way to lie, the original customer service is less, the better, based on peers and their own cognition, I also designed a three-word guest, these three sentences, will get the customer contact, greatly reduced The cost of getting customers.

Third, the effective channel of Tob business

Baidu

xx不可否认,百度是陀业务获客的主要方式,线上客户里面70%的线索都来自百度,是不是有种恨它,又离不开它的感觉。做百度获客,只要做好两件事即可,SEO和SEM,关键词排名和关键词竞价。说起来简单,做起来可不容易的.SEO做出效果,至少3个月时间以上,有的小公司SEO还没见到效果,公司可能都倒闭了.SEM简单点,花钱买客户,也是个细致活,我们做的好的,能以低于同行20%的成本获取客户。

在做百度时,切记配备2个专员,SEM和SEO,也可以选择外包,我们在人员没有到位前,没有贸然的开通百度竞价,不像360和搜狗,百度竞价是不包运营的,账户后台的操作,遇到靠谱的人,推广费用能节省好几万,魔鬼的魅力在于细节,在关键词竞价排名上,这一点体现的淋漓尽致,一个细节的设置,也许会节省10%的获客成本。

360

360这个渠道要不要投,答案是要的。这里面有个类似幸存者偏差的认知误区。百度的知名度很高,360的知名度不咋样,多数人理所当然的认为,百度的客户质量比360的高些,论据是大家都用百度,百度上客户的质量肯定很高。我实际跑下来发现,根本不是这回事,而且恰恰相反。

360做SEM即可,他们的关键词排名和百度差不多,百度收录了,360也不远了,如果精力充足,能做360的SEO也是可以的。小团队投放360有个巨大的好处是,他们包运营,我们最开始把日消耗额和广告投放时间告诉了广告代理,剩下的只干两件事,冲钱和数钱了。

搜狗

XX搜狗这个渠道给我的感觉是,让人又爱又恨,爱的是移动端流量是蛮大的,恨的是转化率不太好做起来。因为移动端的落地页比PC端的网站获客难度要大很多,巴掌大的屏幕,不太好展示公司的产品和服务。在PC端,是海阔任鱼跃,我们一个拉风的首页,客户转化率最高能做到5%,在移动端就是另一番景色了。

搜狗和360一样,也是包运营的,建议小团队首投这两家渠道,只要给钱就行,不用一上来就招人,万一做不起来,广告费花出去了不说,还浪费了人力成本。这里补充一下,标准的网络推广至少需要配备4个人,推广,内容,客服和跟单,凑齐四大天王,线上推广将无往而不利。

最后:

以上把陀业务的获客方式简单的做了说明,这里仅抛砖引玉的讲了一些基础的知识,更深入的比如网站的建设,关键词的选择,客户的分类等等,之后会陆陆续续的给大家一点点讲解,希望大家都能玩转陀的推广,多多开单,多多赚钱。

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