A Case Study on the Construction of Marketing Website
Source: Shangpin China |
Type: website encyclopedia |
Time: October 28, 2013
After analyzing the company's business, multiple competitors in the same industry, industry platform and user search behavior, the author takes the marketing concept as the core, good structure, good quotation and good layout as Website construction Development basis, and build a profitable website worth long-term operation, so that every page in the enterprise website has its practical significance!
Building corporate websites from the perspective of search engine friendliness and user experience can improve the ranking of corporate websites in search engines, attract potential customers to find corporate websites through keywords, facilitate instant communication, consultation and feedback with target customers through high-quality and valuable information and online customer service systems, and significantly increase the proportion of visitors into purchasing customers, Really bring orders and customers to enterprises, and better play the role of enterprise websites. So, what kind of marketing website is qualified and scientific? The author analyzes the case of marketing websites for you.
I Marketing website construction Project Background
The client company Shenzhen XXX Commerce and Trade is a company that provides high-end customized wine services for enterprises, organizations and individuals. The company originally had a website, but the marketing effect of the website has been unsatisfactory. Although several employees of the company have been doing a lot of network promotion work, the website has no traffic, no consultation, no orders. XXX has also found several online marketing companies to try to solve the problem, but with little success.
We have cooperated with them many times before, and highly recognized our professionalism in the process of cooperation. So we finally decided to hand over the revision of our product website and investment attraction website to our company.
2、 Strategic Analysis of Marketing Website Construction
After the formal determination of cooperation, Caigen Tan carefully drew the following conclusions from the perspectives of target customers, the company's business model, the company's core advantages, the network marketing model and purpose, and the original website diagnosis (the specific analysis process will be omitted):
XXX is a company that provides customized wine services for enterprises, organizations and individuals. Its core is personalized services, and the core of services is to provide personalized solutions. Therefore, it is not just selling standardized products, but selling customized services. This must be clear.
The original website directly designed several product packages and hung them on the website. Obviously, this is just to sell standardized products, not to provide personalized customized solutions, and has not fully exploited the depth value of customized services. Therefore, Shangpin China has formulated ten basic strategies for website planning:
1. The main purposes of the new website are: first, to spread and promote the private home brand; 2、 Spread and promote customized liquor business; 3、 Conduct preliminary communication with target consumers, and gradually deepen from the first impression of the website, communication of website business content to online customer service;
2. The website needs to further strengthen the overall service solution of customized liquor, and make it clear that the company is providing services, not just selling products;
3. Due to the diversity of business targeting people, the website must clearly distinguish the people for customized services and reflect them on the navigation (enterprises, governments, individuals, social groups, etc.);
4. It is necessary to focus on various detailed descriptions of real customization cases, specific benefits brought to customers by customization services, and customer empirical evaluations to drive visitors into specific hypothetical thinking environments - do I need this service? If I buy this service, what benefits will it bring to me?, Realize the first link of marketing - know and like, and then take action;
5. The website must fully display the core advantages of the company in a prominent position;
6. The website must clearly and prominently display the customized service process, so that visitors can quickly understand the form of business process and guide customers to enter the service link;
7. The website must have media reports, honorary qualifications and other third-party certification content to increase credibility;
8. The website must have brand endorsement content, add brand culture, brand stories and other module content to add value to the brand;
9. Although the custom wine business is a new thing and there are relatively few people searching, the website still needs to meet the preferences of search engines and develop basic SEO functions;
10. The online communication, telephone communication and information update modules of the website are indispensable.
Ten basic strategies derived from the analysis of the company's business and needs with * time. The following is to implement these conclusions in the website planning.
The author suggests:
Before website construction, website planning needs to be carried out, and website planning must be a comprehensive qualitative and quantitative analysis from consumer analysis, competitive analysis, insight into their own strengths and weaknesses, the purpose of online marketing needs and other aspects. Basic strategies should be formulated first, and then the website can be planned. In the process of website planning, these basic strategies should be closely followed.
3、 Website planning of marketing website construction
After determining the basic strategy of website planning, we will carry out specific website planning, and implement the basic measurement obtained from website analysis in the specific planning. The overall planning of the website is divided into:
4、 SEO Planning of Marketing Website Construction
First of all, the website SEO planning is actually integrated with the website planning, which is broken down here to facilitate understanding. Website SEO planning is divided into two parts: SEO keyword strategy planning and SEO function planning.
SEO keyword strategy planning
SEO planning is very important for most enterprise stations, because search engines have long become the largest traffic portal of the Internet. It is often seen that the keywords of many websites are imaginary, and the keywords and META tags are written with subjective will. The author believes that one of the biggest differences between online marketing and traditional marketing is accurate data. The specific performance of the keyword strategy is that the search volume of each keyword of the search engine can obtain relatively accurate numbers through tools. At the same time, keyword planning must take competitive factors into consideration.
SEO function planning
This is relatively simple, mainly the specific SEO function development of the website. For example: pseudo static processing of dynamic pages (or automatic generation of static pages), background self setting of META tags, automatic keyword interlinkage, intelligent friendship links, intelligent website maps, self setting of TAG tags, RSS subscription sharing and other functions.
What we need to know is that SEO is based on strategy, but it is not to select keywords and write META tags, and then the website can be optimized with several SEO functions. SEO is a project that runs through all the work of website planning and operation. Website content and external links are the other two important modules of SEO. At the same time, the code optimization and structure optimization of the website can be reflected in the specific development of the website.
5、 Design and Development of Marketing Website Construction
I don't have much to say about that. The design of the website is designed by the company according to our page planning. I think there is still room for improvement in some details. The front-end layout of the website adopts the layout mode of DIV+CSS, which seems to have the advantages of fast website access, low scrap rate, and is preferred by search engines. At the same time, H1 tags, ALT attributes of images, especially LOGO attributes, have been optimized during typesetting.
All functions of the website are in accordance with the website planning and SEO website optimization Plan to develop. The website background program is written in. net language and SQL database. The. net program language is a relatively safe language program. The program is compiled and processed, difficult to copy and crack, which is our preference. At the same time, in order to facilitate the background operation of customers, we also do art processing for the background
6、 Network Promotion and Operation Planning of Marketing Website Construction
When planning the website, we should make clear the specific promotion and operation direction of the website. If we don't know how to operate and promote the website after the construction is completed, it can only show that the website is useless. Therefore, Shangpin China provides various additional services for customers of marketing websites to help customers quickly use the website to make profits.
Specifically, on the product website of XXX customized wine, we have provided promotion solutions such as SEO, forum promotion, Baidu Tieba Knowledgeable Encyclopedia, B2B platform, and a full set of data analysis templates and training. In addition, we have provided additional services such as website content editing skills training, editing operation manuals, and operational development step planning.
7、 Other related work of marketing website construction
The selection and purchase of website space, domain name resolution, multiple rounds of test and modification of the website, the perfection of website details, the backstage addition function of online customer service, the backstage operation training of the website, the website filing and many other works have been solved one by one.
At the same time, as a service company providing overall solutions for online marketing, we regard customer satisfaction as our own life. In order to solve some detailed problems, we will test and feedback to customers after two rounds of tests.
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