Six Principles of Marketing Enterprise Website Construction
Source: Shangpin China |
Type: website encyclopedia |
Time: November 5, 2013
With the development and popularization of the Internet, the pace of SMEs entering the era of online marketing is accelerating. Marketing website construction is the development of websites, integrating various network marketing concepts and website operation management methods, not only focusing on Website construction It is professional, pays more attention to the whole process of website operation and management, and is a whole process network marketing mode integrating enterprise website construction and operation and maintenance. The proportion of SMEs with independent enterprise websites or online stores in e-commerce platforms has reached 43%. On the whole, the operation level of SMEs' websites is low. Most small and medium-sized enterprise websites are updated more frequently than a month, which is just an image project and does not promote enterprise network marketing efficiency. Based on my own work experience, the author summarized the following points about the precautions and basic principles of marketing enterprise website construction, and shared them with you. With the development of the Internet popularization, small and medium-sized enterprises in our country into the network marketing is accelerating the pace of the times. Marketing type website construction is the development of website, integrate various network marketing concept and site operation management method, not only pay attention to professional website construction, pay more attention to the whole process of site operation management, is the enterprise website construction and operation maintenance of the whole network marketing mode of integration. Small and medium-sized enterprises with independent corporate Web site or e-commerce platform of the shop was 43%, on the whole, the small and medium-sized enterprise web site operation level is low. Most of the small and medium-sized enterprise web site update frequency more than a month, is only a image project only, and not a very good promote enterprise network marketing benefits. According to the author's own work experience, summarizes the following about marketing type enterprise website construction attention and basic principle, and to share with you.
1、 User experience is the most important
The most important user experience
The visitors of the website are users. Many websites produced by primary marketing organizations are unattractive, just to show to search engines. This website is not really a marketing enterprise website! In the traditional industry, people with a little experience understand the importance of commodity packaging to sales. Similarly, for online marketing, the beauty and ease of use of enterprise websites will have a great impact on users. Never harm the user experience for any reason, including the ultimate pursuit of search engines is user experience. Enterprise marketing website construction should pursue the best combination of search optimization and user experience! Now the most popular position in the Internet industry is product manager, also because of the importance of user experience. Visitors to the site is the user, many primary marketing agencies make website is not fit to be seen, just to show the search engine, this website is not the true sense of the marketing type enterprise website! In traditional industries, a bit of experience understand, the importance of the outer packing goods on sales. Similarly, for the network marketing, enterprise website appearance, easy to use and so on, can produce very big effect to the user. Do not because of various reasons and harm the user experience, including search engine ultimately seek is the user experience. The enterprise marketing type website construction should be the best combination of search optimization and the user experience! Now the Internet industry's most fire position is the product manager, but also because of the importance of user experience.
2、 Website structure and product display
The website structure and product exhibition
A good website structure is not only convenient for search engines, but also for users. Marketing websites must use breadcrumb navigation design reasonably. Don't let customers get lost in your website. Always tell users where they are and how to return to other channels. The biggest purpose of marketing enterprise website construction is to promote the sales of enterprise products, so enterprise product display has become an important project that cannot be ignored. Small and medium-sized enterprises are advised to take pictures of product related albums by themselves, which should be authentic, otherwise it will be self defeating. Don't be afraid! Self shooting can ensure the picture quality and avoid copyright disputes. Many times, a thousand words are not as persuasive as a picture. Pictures increase trust more than words. In addition, appropriate video content can be inserted into the product introduction, and the multimedia interactive display effect is most likely to impress customers. Good website structure, not only convenient search engine, but also for convenience of customers, marketing type site must reasonable use bread crumbs navigation design, don't let customers lost in on your website, always tell the user location and returns the other channel. The maximum objective marketing type enterprise website construction is to promote the enterprise product sales, so enterprise products show became the important projects should not be neglected. Advice to small and medium-sized enterprises in product photography related picture album, to be real, otherwise they will be self defeating, avoid the loss outweighs the gain.! To take a picture quality is guaranteed, the two is to avoid the copyright disputes. A lot of times, thousands and thousands of words as a picture compelling, pictures than text more increase trust. In addition to insert the appropriate video content in the product introduction, interactive multimedia display effect is most likely to impress clients.
3、 Reasonably release updated information
Reasonable updates released
A considerable number of enterprise websites will have the column of enterprise news. Reasonable use of enterprise information can increase the trust of enterprises, while unreasonable use will have the opposite effect. The content of enterprise news should be updated frequently. The article should cover some of the enterprise's developments. It is better to have pictures in it. The pictures and texts should be accompanied to add vitality to your enterprise website. Don't look at the information of enterprise news that is years ago. Many enterprises do not care about their websites after they have built them, which naturally does not play any role in their business. For enterprise news that has not been updated for a long time, don't use the function of adding dates in the news. Don't let others see it at a glance if you don't update it yourself. The enterprise website should be maintained by professionals to give full play to its value. There is a considerable part of the enterprise website will have the enterprise news this column, the reasonable use of enterprise information can increase the enterprise credibility, and unreasonable use will take to the opposite effect. The enterprise news content to be updated frequently, some of the content of the report of dynamic enterprise, inside the best equipped with pictures, with pictures of your enterprise more site add vigor, don't see enterprise news was a few years ago. Many enterprise website construction well then ask no matter, natural no effect on business. For a long time not update news the news date added don't function, they do not update or don't let the other people see. The enterprise website the best professional maintenance, can play value.
4、 Strengthen user communication
Strengthen the user communication links
Efficient communication is the key to changing traffic into orders. Poor communication with customers is an important reason for the low conversion rate of online marketing. The author found that customer communication is the weakest link in the current network marketing of small and medium-sized enterprises, which seriously restricts the marketing effect and becomes the bottleneck of traffic conversion rate. It is recommended that the enterprise website use QQ, Wangwang and 400 phones to facilitate customer contact; In addition, the 400 phone number is not expensive, so I recommend you go to Super Power to learn about it. In order to ensure safety and stability, you must choose an official authorized agent like the Extreme Speed 400 telephone network. The communication link plays an important role before the transaction is concluded. No matter how well the previous work is done and how much flow is, it is difficult to convert it into a valid order even if communication with customers is not smooth. Flow change orders, effective communication is the key. Communicate with customers is not smooth is an important reason for the network marketing conversion rate is low, there is no one. The author investigates discovery, at present small and medium-sized enterprises to develop the network marketing, customer communication link is one of the most weak, which seriously restrict the marketing effect, become the bottleneck of flow conversion. Suggest enterprise web site use QQ, prosperous and 400 telephones, the convenience of customers; in addition, 400 call is not expensive, we recommend to the extreme power check. For the 400 must choose similar speed 400 telephone network such official authorized agents, to ensure security and stability. The link of communication plays an important role in the deal is agreed upon, the front has done good work, flow more, communication with customers in the case of poor is difficult to translate into effective orders.
5、 Differentiated marketing highlights advantages
Differentiated marketing advantages
The core idea of differentiated marketing is "market segmentation, positioning for target consumer groups, introducing brands and building corporate image", which is also the ultimate goal of marketing websites. With the maturity of the market and the progress of technology, most industries and products are the same. In terms of quality, price and service, there is basically no big difference. So why should customers choose your enterprise products? Quick win Media once again reminded business owners that differentiated marketing is a shortcut for enterprises to enhance their competitive advantage. It is necessary to highlight the differences between their own enterprise products and those of other enterprises, "amplify" the differences on the website, let customers remember you, and tell customers why they choose your products. The difference of marketing is the core idea of the "segments of the market positioning, target consumer groups, brand setting up the enterprise image", which is the ultimate goal of marketing type website. With the maturity of the market and the progress of technology, most of the industry and the products are all follow the same pattern, the same. On quality, price, service theory on basic won't have too big difference, so why should they choose your product? Speed win media again business owners, the difference of marketing is the enterprise is a shortcut to enhance competitive advantage, be sure to highlight their differences of enterprise products and other enterprise products, on the web site "zoom" difference, let customers remember you, tell you the reason customers choose products.
6、 Authoritative websites publish information or links
Authority website release information and links
In order to query enterprise trust, visitors often use search engines to view enterprise related information, such as enterprise reputation, past transactions and customer evaluations. In order to increase the trust of enterprises, you can find local or industry or well-known authoritative websites to publish information or establish links. This will not only increase the trust of customers in enterprises, but also help the search engine ranking of websites. At present, most domestic enterprises are recruiting part-time staff to maintain websites, which can help enterprises deal with information release and establish connections, and the effect will be more ideal and intuitive. In addition, enterprises can also make proper use of upstream and downstream partners to establish more friendship links. Visitors to query the trust enterprise often can use search engine to view information about the enterprise, such as enterprise credit reputation, past transactions and customer evaluation etc.. To increase the enterprise trust, can look for local or industry or people are familiar with the authority of the site information release a link or above, such not only can increase customer loyalty to enterprises, but also on the site's search engine rankings have help. At present, most domestic enterprises are hiring part-time personnel maintenance of website, can help enterprise processing information release and the connection, the effect will be more ideal, intuitive. In addition, enterprises can also be appropriate use of upstream and downstream partners, to build some links.
In a word, it is imperative for enterprises to carry out network marketing, and the construction of marketing enterprise websites is aimed at selling products or providing services. If you do not have a qualified marketing website, then your enterprise network marketing will be difficult to continue. An ideal corporate website, from a credible point of view, the more perfect your corporate image is in the hearts of customers, the higher the trust of customers, the better the effect of online marketing conversion rate will be, which is much better than we do some useless advertising! In short, the enterprise to develop the network marketing, be imperative marketing type enterprise website construction, its purpose is to provide products or services, if you do not have a qualified marketing web site, then your enterprise network marketing road will be very difficult to continue. An ideal enterprise web site, from the trust point, your corporate image in the minds of customers is more perfect and more tall, your trust is high, the effect will be better conversion rate of network marketing, this is more than we do some unnecessary advertising a lot better!
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