E-commerce website construction and marketing plan
Source: Shangpin China |
Type: website encyclopedia |
Date: August 11, 2012
With the development of network marketing, more and more small and medium-sized enterprises regard e-commerce as a new growth point of enterprise marketing, and invest a lot of money in network promotion. However, it is worth reminding that more than 80% of entrepreneurs and marketing managers are expanding online marketing（ SEO ）In the process, too much attention has been paid to the promotion method itself, but there is a lack of management awareness in the mining of product information and brand building. The network marketing development has been, more and more of the small and medium enterprise to electronic business as a new growth point of enterprise marketing, spend a lot of money on network promotion propaganda. Yet it is alert, with more than eighty percent of the entrepreneurs, marketing management personnel in expanding network marketing (SEO) process, too much focus on promotion way itself, but to their own product information mining and brand construction of a lack of management consciousness.
Under the influence of this marketing idea, it has become an embarrassing situation to ask "what good marketing channels do you have". In this under the influence of marketing ideas, meet a person then asked, "do you have any good marketing promotion channel" is a kind of embarrassing situation.
In fact, any enterprise has unique resource attraction in terms of integrating search engines, third-party B2B platforms, social networks, etc. according to its product/service characteristics, enterprise resource advantages, etc. The resource attraction can often send out a greater market value than the marketing capital budget, and what it needs to play is that enterprises are best at in-depth product analysis. In fact, any enterprises according to their own product/service characteristics, such as enterprise resource advantage, in integrating B2B search engine, the third party platform, social networks are unique resource attraction. Resources attraction often can send out a marketing budget than larger market value, but it is just to play the most good at depth analysis enterprise products.
Most corporate websites have no online ordering function or even message system, which shows our indifference to the value of corporate websites. The enterprise website majority does not have an order function, or leave a message system network, they can see that we value of enterprise web site equanimity.
So how to make an enterprise website that can effectively publicize enterprise and product information and bring about actual transactions? How to promote it? Shangpin China Beijing website construction The service provider helps you solve this problem So how to make a can effective propaganda enterprise and products information and will bring the real deal enterprise website? How to promotion? Shang pin Beijing China website construction service businessman gang you solve the problem
Website functions should not be flashy Site function was of avoid by all means
Nowadays, many enterprises' websites are very large and full of functions. They think that this will attract people. In fact, this will not only cost a lot of money on website construction, but also make visitors dazzled and bewildered by too many functions. Please check your corporate website. Are there many functions that have never been used by visitors? There must be. Therefore, the website is not big, not complete, just the most practical function. Try to make the page clean, simple and easy to operate, which increases the possibility of target visitors using various functions of the website. Otherwise, messy and cumbersome settings will cause negative browsing experience for visitors, and they will soon lose patience and leave. Now many enterprise web site is very great, and the function is all ready, thought that in order to attract popularity, in fact this is not just to spend a lot of money in the website construction, and the function is too much still can make the dazzling visitors sound disorderly, helpless. Please examine your enterprise web site, whether to have many functions by visitors from not used? Sure will be. So, the website not pursuing big, not perfection, but the most practical function. Make the page clean simple, convenient operation, thus increasing the target visitors use website the possibility of all sorts of function, or mixed and disorderly complicated Settings make them produce negative browsing experience, will soon lose patience and left.
Highly interactive Highly interactive
The website must be highly interactive, rather than just an online leaflet, so that visitors can carry out various interactive behaviors through the website, including direct contact with enterprise customer service center, online message or consultation, online ordering goods, posting comments, etc. In short, the website (enterprise) and visitors should interact, Connect visitors and enterprises through websites. The more places you can interact with, the greater the value of this website. Because only by communicating with visitors and helping them solve practical problems, such as answering their questions or purchasing products directly, can your website be alive and valuable to visitors. The website must have a high degree of interactivity, not only is a network flyer, want to let viewers can through the web site for various interactive behavior, including direct contact enterprise service center, online message or consulting, online order goods, comment, etc, in short, to make a web site (enterprise) and your visitors interactive up, through the web site visitors and enterprise joined up. The more interaction can place, the greater the value of the site. For to be only the generation and communication and can help your visitors to solve practical problems, such as can answer his questions or directly to buy the products, to your visitors to your web site is the life, has the value.
Visual unity Visual unity
The visual aspect of the website should be consistent with the VI visual identity system of the enterprise. If the enterprise does not have a VI visual identity system, it should also have a visual connection with the enterprise or goods, which can enhance the visual consistency of the browser's understanding of the enterprise and products and deepen the impression. The website vision and enterprise VI to visual identification system unifies, if the enterprise did not VI visual identity system, so will and enterprise or goods are the visual contact, it will enhance your visitors to enterprise and the product visualization consistency and deepen understanding impression.
Set experience elements Set experience elements
Now is an era that pays attention to personalized experience. Providing consumers with unique experiences related to products and enterprises will play a positive role in promoting sales and improving affinity. Websites can also be an important part of customers' experience. It is necessary to make enterprise websites the experience sites for visitors, and skillfully combine online and offline contacts, Involve visitors. For example, many computer manufacturing enterprises have created 3D product models on their websites, and visitors can click to view any position of the product, or even open the screen or CD-ROM drive of the virtual computer. When the experiencer has any questions, multiple online and offline communication channels can make the viewer contact with the commodity customer service personnel within 5 seconds. If they decide to purchase, the goods will soon be delivered to your home. At this time, you can check the relevant information of your computer and users on the website and participate in various activities of users or members. Is now a notice of personalized experiences era, consumers can provide unique and products and enterprise all kinds of relevant experience to promote and improve sales will have a positive role to help affinity, the website also can serve as an important link of the experience of the customers, and let the enterprise website a visitor experience venues, the ably online and offline contact combined, let your visitors involved. Like many computer manufacturing enterprise website made a 3 d product model, viewers can through the mouse to click the check product any position, can even open the virtual computer screen or cd-rom, etc. When the experience has any questions, online communication channel can be more than line in 5 seconds and commodity make visitor contact customer service personnel, if determine to buy, and soon the goods will be sent to the applicant, at this time will on the web site to check their computer users and the relevant information and may participate in the activities of user or member.
IKEA's website has also launched the experience function of free matching and combination between rooms and furniture. Viewers can "drag" their favorite furniture into a virtual room and place it freely, so that they can see the effect before and after purchase, which has greatly promoted the sales of its products. Online and offline interaction and innovation like this will allow visitors to fully experience the authenticity and practicality of the website, and will naturally take this website as the most convenient way to purchase related goods in the future. Ikea site launched the room with furniture more freedom and tie-in combination between the experience function, viewers can like furniture again "fly" into a virtual room in free put, in order to achieve before purchasing were able to see the effect after the purchase, which greatly promotion its products. Such online offline interaction and innovation, will let your visitors to fully experience the authenticity of the site and practical, after the site as a natural the purchase goods related to buy the most convenient way.
Create sales atmosphere Manufacturing sales atmosphere
In China, online shopping is not popular enough. Viewers often want to buy, but they have a lot of concerns. At this time, they should use human conformity psychology to shape the buying atmosphere to dispel consumers' concerns. For example, the purchase information of a large number of other buyers is displayed on the order page, which will increase the purchase confidence of the visitors, and even the visitors who have no intention of buying will participate in it when they see everyone's actions. Just like the whole point discount promotion in supermarkets, when others rush to buy goods, you will instinctively have a desire to buy and join them, even though you have no purchase plan at all. You can also use some authoritative recommendations and testimonials to dispel consumers' concerns, such as expert recommendation, recommendation and certification by relevant institutions. In China, online purchase goods are not widely available, many visitors when want to buy, but the but again have a lot of concern, would then use the human nature inclines to create atmosphere psychological purchase, tries to dispel the trust their consumers. For instance in order goods page shows a lot of other buyers purchase information, which will increase the visitor's confidence, not even buy going to see all of your viewers the move will also participating in them. The whole point of the supermarket like discounts and promotions, see others crazy snapping up goods, also can produce instincts of their own to buy and join them, even though they didn't purchase plan. Also can use some of the authority recommended and prove to dispel concerns of consumers, such as experts recommend, relevant institutions and recommended authentication and so on.
After the website is completed, it must be promoted. How to make customers stick to your website depends on the optimization and promotion in the later stage. Web site is to be sure do after the promotion, how to let the customer gelling your website, that is about to see later optimization and promotion.
Design Key Design key word
Appropriate keywords will attract visitors who use search engines to your site, but for enterprise websites, the keyword setting method should not be the same as that of the site as the main business. The use principle of corporate website keywords is to focus on the core of the attention of the visitors, that is, the most concerned problems of the visitors. For the corresponding keywords, the website must have corresponding solutions or valuable information for the visitors. Only in this way can the attracted visitors become valuable target consumers. It doesn't make much sense for enterprise websites to attract a large number of visitors simply by keywords. The key words will put right the use of the search engine to attract visitors you stand up, but for enterprise web site for, key words setting method should not and on the website for the business of the main body of the same station. The enterprise website to key words use principle is certain to catch your visitors the core of the attention, that is the biggest concern of the visitor, and corresponding key words, web site must have corresponding solutions to your visitors or valuable information, the only way to attract visitors might into valuable target consumers. Simply by keyword attracted a lot of visitors to the enterprise website for is not much larger significance.
Cultivate high loyalty viewers Foster high loyalty of your visitors
Click through rate is called a measure of network value, which is very important. But this is not the case for enterprise websites. High traffic is important, but traffic that can generate business value is more important, that is, to attract more target customer groups, and then develop registered users. Of course, registered users can enjoy some privileges that they care about, so that they can attract loyal visitors to the network and eventually convert into consumption, Because there are few cases of instant consumption after occasionally browsing to a website, there is a process of understanding and trust among visitors. Click-through rate was called network value measure device, is very important. But for the enterprise website is not such, have high flow is important, but the flow of business value can produce more important, and that attract more target customer groups, and then developing registered users, of course, registered users can enjoy some of the care about privilege to snare loyal viewers, and eventually into consumption, because occasionally go to a web site immediately of consumption, few have a visitor understand and trust in the process.
Exchange valuable links A value of the link exchange
It mainly exchanges links with two types of websites: 1. websites of enterprises in other industries with the same target audience (consumers) but no competitive relationship. 2. Industry related portals with high traffic. Do not exchange other links that are not of great value. That will only make your website very cluttered, reduce the interest of visitors and distract them. The main and two kind website link exchanges: 1, the target visitors (consumer) the same but do not produce competitive relations of the other industry enterprise web site. 2, the flow of a relevant industry portal. Other do not have too great value of the links don't exchange, and that will only make your website become very mixed and disorderly, reduce your visitors browsing interests, distractions.
Search ranking Search rankings
If your industry or enterprise is suitable for online marketing and promotion, you can purchase keyword ranking or advertising space of Baidu, Google and other search engines, which will greatly increase the chances that your enterprise website will be found by target visitors. However, if it is an industry or enterprise whose network cannot play a significant role, such as a gym, beauty salon, restaurant and other enterprises with obvious local consumption characteristics, there is no need to spend too much money and energy on the website. If you own industry or enterprise for network marketing and promotion, then can buy baidu search engine Google, such as the key word ranking or advertising a, it will greatly increase your website visitors find goal by enterprise of chance. But if it is some network do too big effect of industry or enterprise, such as the gym, beauty salon, restaurants etc. Local consumer features obvious enterprise is not necessary in web site spend too much money and energy.
Let visitors gain Let your visitors have gained
A successful website must have this function. Although the visitors may not buy your products immediately, they will also increase their goodwill towards enterprises and products and the possibility of revisiting them if they get something from your website. For example, all kinds of news, common sense and reminders that target customers pay attention to will be consumed sooner or later as long as target viewers (target consumers) are interested and often patronize, which can at least increase brand affinity and user experience（ UEO ）。 A successful website must have this function, although your visitors will not necessarily buy your products immediately, but through the web site you harvest will also increase the words of enterprise and the product likability and the possibility of patronage again. For example, there are all kinds of news of the target customer pay attention, common sense, remind and so on, as long as the target visitors (target consumers are interested and often patronage, will sooner or later for consumption, at least we can increase the affinity of brand, and the user experience degrees (UEO).
Convenient button for setting Setup convenient button
Set some convenient function buttons that can be operated with one click of the viewer, such as "Favorite this site", "Set as home page", "Recommend to friends", etc. These "simple" operations can effectively increase the chances of your website being browsed and promoted again. Set some as long as your visitors click on it can complete the operation and convenient function button, such as "collection site", "set for home page", "to recommend to friends", etc. These "easy" and can finish operation can effectively increase their site was again by the chance to view and promotion.
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