One, the step is too big, drop dead
Some prescient high-flying type of enterprise, the transformation of the determination of the particularly large, the strength of the particularly large, the inputs are also particularly large. But sometimes the action is too good is not necessarily good, the more investment, may instead die faster, such as by the Internet community as a classic antithesis of Li-Ning, a few years ago, the full transformation of the Internet, the results of the defeat of the miserable. Another example is that I once lectured at Peking University, the scene of a student L invested hundreds of millions of dollars to do an Internet project, the results of more than a year in the past, the site has not yet been online, the team has not been built, and even the team's responsible person has not yet been in place, not to mention the team's workflow, systems and KPIs, and other operational systems to improve the system. Why? The reason is very simple, too big a step is easy to pull the egg, the egg is broken, the dream is also broken.
If traditional enterprises are fishing in the lake, the transition to the Internet is to the sea fishing: Although some companies in the traditional field has been very successful, in the lake boat level and fishing technology has been very high, but the success of the lake is not necessarily copied to the sea. Large investment, it means that the first to build a very large sea boat, shipbuilding itself is a difficult job, which is why the L total more than a year, the site is not online, the team is not built; and will be built only the beginning of the boat, and then have to master how to drive this behemoth, how to safely navigate the sea, how to successfully catch fish, every job, the difficulty is not to be underestimated. In fact, the biggest risk isn't even that: if you invest too much at once, you may not even have a chance to turn it around if it fails.
So the traditional enterprises for the first time touch the network, avoid the step do not take too big, Jiang Likun suggested first small steps: small investment, fast action, trial and error, and then adjust.
Two, confidence is not strong, scared to death.
If the first death because of the initial confidence is too firm, so the big investment leads to rip dead, then the second death is the opposite, because the confidence is not firm, hesitant, and finally scared themselves to death. For example, I encountered another production of machinery and equipment business boss F total, try to put Baidu bidding, invested a small hundreds of thousands, the effect is not ideal, so he came to the conclusion that: network marketing is not reliable, not suitable for his industry and business, and from then on to talk about the net color change. In fact, network marketing is very suitable for his industry and business, Baidu bidding is also very reliable, some of his peers in the network is also doing well. F is always typical of a little bit of a small failure to scare to death, followed by the loss of will to lose, missed the opportunity to fight.
Traditional enterprises to transform the Internet is equivalent to the second business, entrepreneurial road almost no smooth, the initial sufferings, fell a little heel is normal, not because of a little difficulty to give up. Of course, this pain can not be in vain, heel can not blindly fall, fall is for trial and error, traditional enterprises to transform the Internet encountered difficulties is almost inevitable, so in the case of risk-controllable trial and error is a very good strategy. Do not say that there is no Internet gene of traditional enterprises, even Baidu, Tencent, such as Internet giants to try new projects, will first trial and error. Trial and error is in order to summarize the experience from it, amend the strategy and tactics, in order to seek the ultimate success.
Three, the goal is not reliable, looking for death
There are also enterprises in the rhythm of a good grasp of the Internet, but the Internet is not clear, that the Internet is a panacea, there is the effect of the gods to rise from the dead, and then produce a rush to the heart of the profit, set an unreliable target, which is clearly looking for death. For example, once, a business owner consulting colleagues of the author's company, his business wants to carry out business through the Internet, the goal is set quite high, the requirements are also quite high, the results of the last budget, 200 per month, and still RMB. when colleagues told him that this budget is not reliable, the other party was surprised to say: "Not that network marketing than traditional marketing costs are low? Can achieve free marketing?"
On another occasion, a reader approached me for advice: he was working in a newly established beverage company and was responsible for online marketing. The boss gave him the task index is: with a year's time, their new brand of beverage through the Internet sales to X ten million, because the network marketing department is only one person, so the boss is very generous, approved the marketing budget up to more than 100,000 yuan. He asked me what he should do and what advice I had, and I gave him two words of advice at the time: "Jump ship."
There are always some whimsical people in this world, registering a new brand (which may also have an unknown product), casually recruiting a network marketing expert, and then casually giving a little bit of money to sell through the Internet explosion. If business is so good, why do people work for you? Your value there? Is it that people are missing a leader of their own, directing their own, and then and their own share of the profits of the boss? If there really is such a person, either pianzi, either stupid, or masochist, of course, may also be secretly in love with you.
Four, the method is too single, fight to the death
Often companies and the author complained that now the network marketing is too difficult to do, the competition is too fierce. In fact, in the author's eyes, the traditional enterprises now transition to the Internet, network marketing, competition is far from fierce. Why do many companies feel that the competition is extremely fierce? The reason is that they have too few methods of network marketing, are competing in a limited number of channels. Jiang Likun summarized, traditional enterprises to carry out network marketing, most will only three strokes: bidding, SEO, hair small ads (mail, forums, classified information, B2B, news, QQ, microblogging, microblogging, microblogging, and so on, everywhere to send small ads), such as bidding, as we all know, the first page of the left part of the paid rankings, at most, only show 10 results. If an industry in the country has 100 similar enterprises not much, right? These 100 companies do not have to do bidding, of which as long as there are 20 companies to do bidding, and all go to grab the first place in the same word, the competition will be fierce, SEO is also so. So it is not network marketing bidding is intense, is now the traditional business methods to master too little, too single channel, these companies are focused on a limited number of channels to compete, of course, intense, and finally in the fierce competition was spelled dead.
Fifth, the method is not used right, grudges death
In fact, even if the traditional enterprises commonly used in these three strokes, with a good effect can be, but the problem is that many traditional enterprises are not used to these three strokes, resulting in spending a lot of time and money, the effect is not ideal, dead do not know why, grudges death for nothing. Like the previous said hundreds of thousands of bidding did not have the effect of the F total, when I asked him to recognize the operation, specifically how to operate the F total said that his company does not understand the network marketing, so he personally on the specific operation is to set up the account structure, word selection, bidding, etc. I heard that the effect is not on. I heard, no effect on the right. From the tactical level, the total F to do this work, are based on the Baidu bidding account itself, we call him account optimization. Many companies believe that bidding to do a good job, the core is to do a good job of account optimization, this is wrong. Account optimization of this link, only 30% of the overall effect of bidding.
Again a common example: many enterprises have established a website, here I tell you a data, now more than 90% of the Internet business website is a garbage website (I give the definition of a garbage website: if a business website can not be very good to the enterprise to bring orders and profits, then the garbage website). Why is this? The reason is that many companies do not correctly understand the role of the site, most of them believe that the site is a promotional tool, display tools, build a station to run in the direction of high-end atmosphere to build, the result is to build out a garbage site.