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Brand Communication Across the Internet
Integrating diverse channels and scenarios with "diverse creative content+mobile digital technology", through viral communication, interest conversion, and integrated marketing communication to user recognition of brands/products/services, achieving precise traffic reach and achieving new growth in enterprise marketing!
important
Brand Communication Across the Internet - The Importance of Enhancing Corporate Efficiency
decision-making
Brand Communication Across the Internet - Consumer Decision Journey
the right time
(Stage)
understand attract
recognize interest
cognition transform
buy Word of mouth
share
The right place
(Contact point)
Speak the right words
(Content)
demand
Solution
PRODUCT INFORMATION
function information
Verification
branded content
Evaluation information
KOL suggestion
verify
Brand strength
Comparative information
Word of mouth content
decision-making
price
Comment
weed
recommend
Grass planting content
Practical sharing
Word of mouth sharing
how to do
Brand Communication Across the Internet - How to Do It?
Solution
Bosheng - Industry Solutions
FMCG Home Retail Enterprise Services Kitchen appliance industry Education industry Automobile industry Decoration industry Beauty and skincare
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01 Strategy 1Ensure the product position of traditional search channels, purify harmful information and malicious competition from competitors
Search advertising space+SEO product space+media coverage+word-of-mouth Q&A output, building a good product image.
Combining user journey, strengthen product reputation and industry reputation at each stage, and establish comparative advantages.
Monitor product public opinion, handle it in real-time, and prevent competitors or users from spreading it in large quantities.
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02 Strategy 2Clever layout of diversified channels and content operations, product seeding on social platforms+word-of-mouth guidance
Mainstream social media official account operation, creating account persona to spread content and attract attention.
Planting grass on the big V account and spreading product reputation through diverse content such as videos, copywriting, and Weibo.
User interaction enhances affinity.
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03 Strategy 3Deep operation of e-commerce platforms, strengthening product advantages and online and offline activities to enhance user decision-making desire
Enhance product advantages and increase product purchasing power.
Combining online and offline activities to empower the effectiveness of the event.
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01 Strategy 1Layout channel matrix, establish online brand manual, and shape brand image
Brand Handbook matrix, bidding promotion+official website SEO+authoritative media coverage, to build brand image.
Optimize the official website, create a high-end brand image, and ensure the ability to attract traffic.
Maintain product reputation and image through public opinion monitoring and search purification.
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02 Strategy 2Refined operation, continuously improving the brand's ability to accurately acquire customers
Adjust optimization strategies based on the target customer's profile and search preferences, expand target user reach, and accurately acquire customers.
Search advertising+SEO linkage effectively controls customer acquisition costs.
Connect the sales funnel data chain from drainage to conversion, and conduct comprehensive data analysis.
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03 Strategy 3Create an online dissemination content matrix to complement offline event exposure
Gain a comprehensive understanding of the brand, build a content matrix, and deeply penetrate the target audience through diverse content output.
Closely cooperate with the brand's offline activities to carry out a full network voice and empower the effectiveness of the activities.
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01 Strategy 1Establish an online brand manual to shape a high-end brand image
Brand Handbook matrix, bidding promotion+official website SEO+authoritative media coverage, to build brand image.
Optimize the official website, create a high-end brand image, and ensure the ability to attract traffic.
Maintain a positive brand image through public opinion monitoring and search purification.
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02 Strategy 2Continuously improving the brand's ability to accurately and efficiently acquire customers
Adjust optimization strategies based on the target customer's profile and search preferences, expand target user reach, and accurately acquire customers.
Search advertising+SEO linkage effectively controls customer acquisition costs.
Connect the sales funnel data chain from drainage to conversion, and conduct comprehensive data analysis.
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03 Strategy 3Cooperate with offline event exposure to enhance brand vitality
Gain a comprehensive understanding of the brand, build a content matrix, and deeply penetrate the target audience through the output of diverse content.
Accurately cooperate with brand offline activities to carry out a full network voice, empowering the effectiveness of the activities.
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01 Strategy 1Establish an online search brand manual to shape the brand image
Brand Handbook matrix, bidding promotion+official website SEO+authoritative media coverage, to build brand image.
Optimize the official website, create a high-end brand image, and ensure the ability to attract traffic.
Maintain a positive brand image through public opinion monitoring and search purification.
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02 Strategy 2Diversified content strengthens word-of-mouth and expands online competitive advantages
Build brand reputation through channels such as Baidu, Zhihu, Xiaohongshu, and Toutiao.
Output high-quality content that is suitable for different channel styles, and leverage the content distribution mechanism of channels to enhance brand exposure.
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03 Strategy 3Seize category recognition of "new products" and "new technologies" through search positioning
Search channel coverage and keyword coverage to comprehensively enhance category display.
Reasonable layout of content, optimized ranking technology, creating a word-of-mouth matrix under the category, diversified content targeting consumer pain points.
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01 Strategy 1Refined operation, continuously improving the brand's ability to accurately and efficiently acquire customers
Official website construction, creating an educational brand image, and ensuring the ability to attract traffic.
Search advertising+SEO linkage effectively controls the cost of acquiring customers on the search end.
Through WeChat, Zhihu, Xiaohongshu, Tiktok and other social media information streams, targeted audiences are exposed.
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02 Strategy 2Create a brand account IP, maintain interaction with users, and enhance word-of-mouth image
Gain a comprehensive understanding of the brand, build a content matrix, and deeply penetrate the target audience through diverse content output.
Monitor online word-of-mouth evaluations, make targeted improvements, and handle them accordingly.
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03 Strategy 3Build a content matrix, output diverse content, and deeply penetrate the target audience
Video course dissemination for users to verify their abilities.
Trial video courses will be released online, using short video content to market and spread the strength of the instructors.
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01 Strategy 1Provide diversified marketing channels and create a brand awareness moat
Fully empower automotive brands through new search channels, achieve full coverage of scenarios, content, social media, and traffic, and establish strong links between brands and consumers.
Realize comprehensive public opinion monitoring and rapid and effective negative suppression to maintain the positive image of the brand.
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02 Strategy 2Building a "drainage+conversion" path to comprehensively enhance brand exposure and user experience
Combining search advertising with SEO to expand industry exposure opportunities.
Centered around the core demands of brand communication, comprehensively enhance brand performance and user experience.
Professional data analysis drives multi job collaboration to achieve simultaneous improvement in quality and efficiency.
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03 Strategy 3Create an online communication content matrix, coordinate with offline event exposure, and enhance brand vitality
Gain a comprehensive understanding of the brand, build a content matrix, and deeply penetrate the target audience through the output of diverse content.
Accurately cooperate with brand offline activities to carry out a full network voice, empowering the effectiveness of the activities.
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01 Strategy 1Layout channel matrix, establish online brand image, and enhance brand conversion capability
Open up new media channels and build brand positions.
Implement comprehensive public opinion monitoring and a fast and effective search purification mechanism to avoid negative brand impact.
Accompanying services empower brands to develop in an orderly and healthy manner.
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02 Strategy 2Refined operation reduces customer acquisition costs and enhances customer conversion capabilities
Search advertising+SEO linkage effectively reduces search customer acquisition costs.
Multidimensional and comprehensive data analysis provides decision-making basis for refined operations.
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03 Strategy 3Strengthen the diversification of content in new search channels, reach more potential customers, and create new growth opportunities that combine product and efficiency.
According to user browsing preferences, increase user reach through various forms such as graphics, videos, etc.
The combination of character design and scene provides brand content quality, deepening the depth of potential customer dialogue.
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01 Strategy 1Creating differentiated brand marketing solutions to meet diverse consumer needs
Continuously innovate around user needs and conduct differentiated marketing based on product characteristics, scenarios, and brands.
Clear thematic cultural positioning, building brand awareness, creating distinctive products, innovating marketing through new media channels, and filling market gaps.
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02 Strategy 2Pay attention to brand marketing to enhance brand awareness and achieve the integration of quality and efficiency
Brand Handbook matrix, bidding promotion+official website SEO+authoritative media coverage, to build brand image.
Explore consumers' inner demands, create brand image, convey brand core values, and establish deep emotional resonance.
Maintain a positive brand image through public opinion monitoring and search purification.
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03 Strategy 3Creating an online content matrix to complement offline event exposure and enhance brand vitality
Gain a comprehensive understanding of the brand, build a content matrix, and deeply penetrate the target audience through diverse content output.
Closely cooperate with the brand's offline activities to carry out a full network voice and empower the effectiveness of the activities.
Bring traffic to the brand through diverse and high-quality content.
service
Brand Communication Across the Internet - Output of Decision Content
Marketing increment
Baidu 
The Little Red Book 
Zhihu 
Headlines 
Tiktok 
BiliBili Baidu · EPR Brand Manual
Baidu · EPR - Authoritative News
Xiaohongshu - Account Operations
Xiaohongshu - Grass Planting Notes
Zhihu Official Account Operation and Maintenance
Zhihu - Popular Follow up
Headlines - Official Account Operations and Maintenance
Headlines - Industry Hotspots
Tiktok - short video drainage
Tiktok - activity promotion
Bilibili - Optimize Exposure
Bilibili - Brand Promotion
Related data shows that 22% of consumers mainly use one platform; 37% of consumers mainly use two content platforms; More than 41% of users frequently use three or more content platforms
challenge
Brand Communication Across the Internet - Marketing Cases
1/14
adore and miss
Background of demand: Breaking through the bottleneck of brand traffic and promoting terminal conversion.
Plant grass on the reputation of the entire network
Laying diverse content through multiple channels, covering the user journey, and directly exposing the brand;
Search industry interception, obtain a large amount of precise traffic, and establish a brand conversion battlefield;
Covering the user decision-making process, providing multi-dimensional output of brand product differentiation advantages, and assisting in online and offline conversion.
Optimization results
① Obtain a large amount of precise traffic through SEO; And the search image is good, successfully establishing a brand conversion battlefield;
② Covering the user decision-making process, providing multi-dimensional output of brand product differentiation advantages, and assisting in online and offline conversion;
③ Closely integrating user needs, laying diverse content through multiple channels, and directly exposing the brand;
④ Multi channel exposure of brands+search industry interception, doubling the brand search index.
2/14
Xingjie International Design
Background of demand: Online expansion demand; Need to enhance brand image; The cost of online traffic is increasing, and conversion costs need to be reduced; The brand's ability to attract traffic is poor.
Plant grass on the reputation of the entire network
Multi channel deployment of diverse content, comprehensive coverage of target audience, achieving all-round positive exposure;
Effectively control the conversion cost of search advertising through SEO+search advertising combined with traffic diversion;
Gain comprehensive insights into the Xingjie brand, product services, and target audience needs, and build a diverse content matrix to influence users in all aspects.
Optimization results
① Gain a comprehensive understanding of the Xingjie brand, product services, and target audience needs, and build a diverse content matrix to influence multiple users in all aspects;
② Multi channel deployment of diverse content, comprehensive coverage of target audience, achieving all-round positive exposure;
③ Effectively control the conversion cost of search advertising through SEO+search advertising combined with traffic diversion;
④ The brand conversion output value exceeds hundreds of millions, accounting for 70% of the total online output value.
3/14
supor
Background of demand: The industry competition is fierce, and there is no brand display when searching for industry keywords. It is necessary to enhance industry awareness.
Plant grass on the reputation of the entire network
Category words occupy a large number of positions; Cut off traffic, output differentiated content, and seize the category recognition of "wall breaking machines";
Open up new search channels to output diverse and high-quality content, collaborate with multiple channels for endorsement, and promote user conversion.
Optimization results
① Comprehensive coverage of search channels, enhancing brand exposure and precise traffic, and promoting e-commerce sales;
② Category words occupy a large number of positions; Cut off traffic, output differentiated content, and seize category recognition;
③ Open up new search channels to output diverse and high-quality content, collaborate with multiple channels for endorsement, and promote user conversion;
④ Baidu brand keyword search accounts for up to 80% of the word-of-mouth, and new media word-of-mouth exposure reaches over 500000.
4/14
giti
Background of demand: Short term: Improving online public opinion;
Long term: In line with the brand positioning of high-end, technological, and youthful.
Plant grass on the reputation of the entire network
Word of mouth marketing+public opinion monitoring to ensure a positive brand image and establish a high-end and technological product image for Jiatong Tire;
Based on the scene design, output diverse content and create a high-end, technological, and youthful brand image from multiple dimensions;
Multidimensional data analysis to promote website redesign and enhance brand image.
Optimization results
① Under the premise of reducing the budget to 1/4, the total exposure is twice the KPI;
② Multidimensional data analysis, outputting diverse content based on scene personas, creating a high-end, technological, and youthful brand image;
③ Successfully established the high-end and technological product image of Jiatong Tire online;
④ Baidu's search image has been upgraded and successfully occupied over 90% of the market share, with a nearly 300% increase in vertical channel exposure.
5/14
kuppersbusch
Background of demand: The search engine channel brand information is cluttered, and the search brand image needs to be improved;
Unable to target precise online users for brand and product promotion, requiring precise traffic acquisition;
Lack of mobile traffic closure and weak drainage ability require the introduction of multi-channel traffic.
Plant grass on the reputation of the entire network
Improve the search brand product manual and maintain brand image; In conjunction with brand product upgrades, the website has undergone multiple revisions to enhance user experience.
Lay out diverse content and establish a high-end brand endorsement.
Connect users' new media search paths, showcase high-end brand image, and cover users' diverse touchpoints.
Traditional search - establishing keyword endorsements and importing precise visitors.
Effectively cooperate with Kubos' expansion needs - establish a private domain for the brand and assist in the conversion of various terminal channels.
Optimization results
① Connect users' new media search paths, lay out diverse content through multiple channels, and establish high-end brand endorsements;
② Cooperate with the brand's high-end image to further enhance user experience;
③ Establish an official self media account matrix for online brands, covering multiple touchpoints of users and expanding the entry of mobile traffic;
④ Accurate drainage+exposure through multiple channels+endorsement of high-end brand content, effectively promoting online and offline conversion.
6/14
FLEXA
Background of demand: Online brands have malicious peer dissemination and need to improve brand reputation;
The B2B2C model requires establishing brand image and reputation to assist dealers in conversion.
Plant grass on the reputation of the entire network
Layout new search: get close to young people+professional content endorsement+word-of-mouth seeding, enhance brand reputation, and assist dealers in conversion;
Diversified channels and content to purify malicious online defamation of competitors;
Upgrading the official website not only meets the local user experience, but also maintains consistency with global companies.
Optimization results
① Effective control of online malicious defamation;
② Diversified channels and diverse content bring a large number of brands and content to Freya; Word of mouth exposure;
③ Effectively assist dealers in conversion;
④ Upgrading the official website not only meets the local user experience, but also maintains consistency with global companies.
7/14
Zhihuiya
Background of demand: With the expansion of business and a significant increase in sales personnel, there is a need to quickly increase online consultation volume; We need an outsourcing party with refined operational capabilities to cooperate with the marketing department's strategy implementation and enhance ROI; Based on the planning of enterprise expansion and listing, it is necessary to cooperate to enhance the online brand influence.
Plant grass on the reputation of the entire network
By combining SEO and search advertising, refining operations, and comprehensively enhancing online marketing capabilities.
User behavior analysis on landing pages - improving website conversion rates.
Comprehensively build a brand stronghold, establish diverse channels and content.
Optimization results
① By combining SEO and search advertising, refining operations, and comprehensively enhancing online marketing capabilities;
② Comprehensively building a brand battlefield, laying out diverse channels and content;
③ Brand traffic has increased by 70%, and brand conversion has nearly doubled;
④ Sales leads generated through new search marketing account for over 95%.
8/14
Johan DJOUROU
Background of demand: Brand strategy needs to be upgraded, and there are stereotypes among users. User perception: 'Jiunuo=integrated board'; Traditional enterprises have no foundation online; The new business of inorganic coatings requires investment and franchise; BTB mode extends to BTOB+BTOC mode.
Plant grass on the reputation of the entire network
Establish a new search image for "Jiunuo Paint", collaborate with multiple channels for endorsement, shape a new brand image, and assist in user conversion;
Channel laying diversified content, seizing the search presentation of new categories of inorganic coatings;
Accurately analyze the needs of the target audience and reshape the high-end image of Jiunuo's online brand by combining brand tone.
Optimization results
① Significant improvement in website conversion ability and user experience;
② Improvement of user brand awareness of home decoration coatings;
③ Establish a new search image for "Jiunuo Paint" and collaborate with multiple channels to support user conversion through endorsement;
④ Multi channel deployment of diverse content, with a significant exposure of inorganic coating categories.
9/14
Youhong Design
Background of demand: Acquiring customers through search advertising is effective but costly, and we hope to reduce costs; The marketing channel is single and needs to expand more effective channels; The offline market competition is fierce, and it is necessary to establish comparative advantages.
Plant grass on the reputation of the entire network
Establishing the image of the "Youhong Design" search brand manual, multi-dimensional joint endorsement, enhancing brand conversion ability, and assisting user conversion;
Combining search advertising with headline information flow, precise advertising budget, and enhancing brand traffic;
Laying diverse content through multiple channels, strengthening brand awareness among users through multiple channels, and creating new growth opportunities that integrate product and efficiency;
By standardizing the SEO optimization of the entire website, the weight and traffic have been significantly increased, promoting cost reduction and incremental growth.
Optimization results
① Refined operation: By standardizing the SEO optimization of the entire website, the weight and traffic are significantly increased, promoting cost reduction and incremental growth;
② Combining search advertising traffic and; Headline information flow, expanding precise traffic entry, and effectively improving conversion efficiency through multiple channels;
③ Establishing the image of the "Youhong Design" search brand manual, multi-dimensional joint endorsement, and assisting user conversion;
④ Accurate budget allocation for promotion, effective consultation volume increased by 30%, and the proportion of online marketing output reached up to 80%.
10/14
Yifang Cloud
Background of demand: Online promotion has encountered bottlenecks, with high customer acquisition costs and a gradual decrease in customer acquisition volume;
Industry competition is becoming increasingly fierce, and it is necessary to further enhance brand influence to assist in conversion.
Plant grass on the reputation of the entire network
Search advertising+SEO account professional operation, reducing costs and increasing efficiency.
Develop a website data IP tracking backend to connect online conversion tracking paths; Improve conversion through data analysis.
Brand marketing, establishing brand exposure and reputation, and assisting conversion.
Optimization results
① By combining SEO and search advertising, the online customer acquisition volume doubled year-on-year in 2020;
② Cost decreased by 30% year-on-year;
③ Significant increase in brand traffic, assisting in improving conversion;
④ Establishing a new media channel for Zhihu, providing professional endorsement for the brand, and effectively assisting in conversion.
11/14
Porsche
Background of demand: The dissemination of brand information is essential for maintaining the brand and increasing product sales.
Plant grass on the reputation of the entire network
Brand Zone Creative Planning and Conversion Effect Monitoring, Evaluation and Monitoring of Display Advertising Effectiveness;
Digital marketing strategy plans for luxury goods and bulk commodities, as well as rationalized digital marketing plans between brand owners and distributors or distributors and distributors;
Enterprise website planning and solutions.
Optimization results
① 160% achieved the annual precise traffic target, solving the unreasonable competition between brand owners and distributors;
② Fully empower automotive brands through new search channels and achieve strong links between brands and consumers;
③ Build a "drainage+conversion" path to comprehensively improve brand performance and user experience;
④ Create an online communication content matrix, coordinate with offline activity exposure, and enhance brand vitality.
12/14
sealy
Background of demand: Promote the search brand, highlight the differentiated advantages of Silian products, and enhance brand awareness; Revise the official website and establish an online promotion page in conjunction with offline activities to assist in event conversion.
Plant grass on the reputation of the entire network
Conduct word-of-mouth exposure around user decision-making logic, establish industry status, and build industry reputation;
Plan the website and create activity pages by delivering content through the Silian brand.
Optimization results
① Layout channel matrix, establish online brand manual, and shape high-end brand image;
② Revise the official website and combine online and offline activities to increase conversion rates;
③ Thoroughly understanding the brand and successfully establishing an online content matrix;
④ The online reputation exposure has rapidly increased, with over 300000 exposures.
13/14
Watermelon New Energy
Background of demand: SEO optimization of official websites to attract keyword traffic and external brand reputation optimization.
Plant grass on the reputation of the entire network
Official website SEO: Brand keywords+industry keywords+original soft article updates, quickly obtaining rankings and organic traffic;
EPR： Authoritative media+industry media+Q&A platform, iteratively updating outdated information on the search page;
Optimization results
① After 4 months of cooperation, the official website's SEO ranking has significantly improved;
② The reputation and exposure of off-site brand words have significantly increased;
③ Realize comprehensive public opinion monitoring and rapid and effective brand exposure to maintain a positive brand image;
④ Multi channel installation of diverse content, occupying a high position in the front.
14/14
WOLL
Background of demand: Woll brand's online positive promotion and timely negative public relations, while also laying out brand reputation from the perspective of user conversion.
Plant grass on the reputation of the entire network
Brand positive word-of-mouth information dissemination, selecting high-quality media news, forums, and libraries to publish and optimize, and enhancing the verified word-of-mouth image;
Brand negative reputation monitoring, through suppression and complaint handling, monitors the first 3 pages of reputation content and provides optimization solutions.
Optimization results
① After 2 months of cooperation, the brand's homepage will display 9 positive reports, conveying brand information positively from the user's perspective;
② Negative through suppression and complaint handling, with no negative information on the first three pages;
③ Establish an online brand matrix and create a high-end brand image;
④ Diversified content enhances word-of-mouth and expands online competitive advantages.
ABOUT
New Search Marketing Expert
Focusing on new search marketing, helping enterprises achieve new marketing growth
- 12year
Focus on new search marketing
- 30＋
Self developed new search system
- 100＋
Professional team foundation
- 1000＋
Brand customer witness
- 8000＋
Deep integration of multiple media
Poor product reputation? Weak product awareness? Low brand stickiness? Lack of popularity? Is the cost of acquiring customers high Bosheng is committed to solving marketing pain points for business owners in various industries.
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