What are the website marketing strategies?
Source: Shangpin China |
Type: website encyclopedia |
Time: August 10, 2015
What are the website marketing strategies? enterprise Marketing website construction After completion, the next step is marketing, and Shangpin China Website construction The company will share with you several methods of online marketing:
1、 Search engine
① Definition. Search Engines (SE) is a system that collects and sorts information resources on the Internet and then provides users with queries. It includes three parts: information collection, information sorting and user queries.
② The type of search engine. According to the working principle of search engines, there are two basic types of search engines: one is purely technical full-text search engines, such as Google, A1taVista, Inktomi, etc. Its principle is to collect and store information from various websites through robots (i.e. Spider programs), and establish index databases for users to query; The other is called classified directory, such as Yahoo! This kind of search engine does not collect any information of the website, but uses the keywords and website descriptions filled in by each website when submitting website information to the search engine. After manual review and editing, if it meets the conditions for website login, it will be input into the database for query.
③ How search engines work. Full text search engine automatic information collection function is divided into two types. One is regular search, that is, every other period of time (generally 28 days for Google, for example), search engines actively send "spider" programs to search Internet websites within a certain IP address range, and once new websites are found. It will automatically extract the information and URL of the website and add them to its own database. The other is to submit the website search, that is, the website owner actively submits the website to the search engine. It sends a "spider" program to the website within a certain period of time (from 2 days to several months), scans the website, and stores the relevant information in the database for users to query. Due to the great changes in search engine indexing rules in recent years, the active submission of web addresses does not guarantee that websites can enter the search engine database. Therefore, the best way is to obtain more external links so that search engines have more opportunities to find and automatically include websites.
Compared with full-text search engines, catalog indexing has many differences. First of all, the directory index depends entirely on manual operation. After the user submits the website, the editors of the two directories will visit the website in person, and then decide whether to accept the website according to a set of self determined criteria or the subjective impression of the editors. Secondly, the requirements of the directory index on the website are much higher. Sometimes, even if you log in many times, you may not succeed. Especially like Yahoo! With such a super index, it is more difficult to log in. In addition, the website must be placed in the most appropriate directory when logging in the directory index. Finally, the relevant information of each website in the search engine is automatically extracted from the user's webpage, so users have more autonomy; The directory index requires that the website information must be filled in manually, and there are various restrictions. What's more, if the staff members think that the daily records and website information of the submitted website are inappropriate, they can adjust them at any time. And we don't discuss with anyone in advance.
At present, there is a trend of integration and penetration between search engines and directory indexes. Some original pure full-text search engines now also provide directory search. For example, Google borrows the Open Directory directory to provide classified queries. Like Yahoo! These old directory indexes expand the search scope through cooperation with Google and other search engines. In the default search mode, some directory search engines first return the matching websites in their own directories, such as Sohu, Sina, NetEase, etc; Others default to web search, such as Yahoo!.
Features of search engine marketing:
Compared with other online marketing methods, search engine marketing has its own characteristics, which can be summarized as follows.
1. Relevance
Through the process of search engine marketing, we can know that users still need to visit user related websites to decide their purchase behavior. Therefore, the success of search engine marketing is closely related to the enterprise website. In addition, the network environment is constantly changing. When the network environment changes, search engine technology and service mode may also change, and search engine marketing will also change.
2. Systematicity
Search engine marketing is a kind of marketing method. In order to have a better conversion rate and transaction volume, we should not only do a good job in search engine optimization, but also do a good job in user optimization and website maintenance optimization; It also needs the cooperation of enterprises in service, management and product quality. So it is a systematic work.
3. Difficulty to control
Whether the website is included, whether it is full-text search or catalog search, the decision is in the search engine system. The ranking position of the website/page is not controlled by the enterprise, and whether the website is visited is also determined by the visitors.
4. Indirectness
What the search engine lists is only the index of web page information, which is generally a brief introduction to a website/web page. It can only serve as a "primer". From the key words on the search engine to the final decision of the visitors, everything is judged and selected by the users themselves. The website and search engine marketing can only play a side effect. In addition, the direct effect of search engine marketing is to increase the number of website visits. How much can be converted into product sales is not determined by search engine marketing.
2、 Licensing E-mail Marketing
E-mail marketing strategy:
The functions and operations of internal list e-mail marketing and external list e-mail marketing are different. The main function of the internal list is to enhance customer relations, provide customer service, enhance the corporate brand image, etc. The task of internal list marketing is to focus on the mailing list system, e-mail content construction and user resource accumulation; The purpose of external list e-mail marketing is mainly product promotion and market research, focusing on the selection of lists, e-mail content design, marketing effect tracking analysis and improvement.
1. Internal list E-mail marketing strategy
(1) Steps of internal list e-mail marketing
No matter what form of internal list is used, it must go through the process of email content design, testing, sending, effect tracking, etc., which generally includes the following five steps.
① Establish guiding ideology. When the internal mailing list marketing strategy is formulated, a clear guiding ideology should be established as far as possible, and the internal mailing list resources should be regarded as the valuable resources of the enterprise and carried out as a long-term and continuous marketing strategy.
② Determine the marketing purpose. The marketing purpose determines the content of the mailing list. For example, for a professional enterprise with a small number of customers, the main role of member communication is customer service, and such email content is not suitable for sending a large amount of product information.
③ Develop content strategies. When the overall idea is determined, it is also necessary to carefully plan the email content. Although the content of each email is different, it is still necessary to plan the content under a unified guiding ideology, so that the content is coherent and targeted, rather than the content of each email is completely independent of each other, or even has no relevance. More importantly, the email content should be closely combined with the overall marketing strategy of the enterprise to play its due role. Email content design is a long-term work and one of the bases of mailing list marketing.
④ Mail sending. Set a time for sending emails, and send emails on time. On the one hand, it reflects the professionalism of the company and increases the confidence of users; On the other hand, it is also helpful to standardize the work of marketing personnel and lay a foundation for effective evaluation of the effect of mailing lists.
⑤ Track marketing results. The internal marketing resources of enterprises generally do not need the tracking report provided by a third party. It is relatively difficult to evaluate the marketing effect of Na Bu mailing list. Marketing personnel need to judge according to various signals, record and accumulate relevant data, and then analyze according to certain indicators.
(2) Operation decision of internal list E-mail marketing
In practice, when it comes to the establishment of mailing lists, some enterprises are easy to fall into two misunderstandings: first, they have developed a fully functional mailing list system, but are unable to operate and maintain their own mailing lists, which not only does not pay off the investment, but also makes some functions of the website become furnishings, affecting the corporate image to a certain extent; Another common mistake is that when we have business resources, we have not established our own mailing list, leaving a large number of marketing resources to waste, and even being contested by competitors for a large number of potential user resources. So, what are the main issues that should be considered in the management decision of E-mail marketing?
① Evaluation of business resources. If an enterprise website has been established, is it possible to obtain enough users through the recommendation of website visitors, existing users and partners according to the current status of the website? If the enterprise website is in the planning stage, do you think it is necessary to establish your own mailing list through the functional positioning and potential user analysis of the website? Is there the ability to develop or rent a mailing list distribution system? Is it able to provide stable mailing list content? If the answer to the above question is yes or basically yes, you should establish your own mailing list.
② The expected function of the mailing list. According to the characteristics of enterprises, their expectations for mailing lists are different. When they decide to establish their own lists, they should further consider what role they expect mailing lists to play. Is it used for customer service, new product promotion, or multiple aspects?
③ The type and content of the mailing list. The function of the mailing list directly affects the content of the mailing list. In turn, the content and form also affect the function of the mailing list. The two are complementary. If the website has rich industry information, product knowledge, professional articles, research reports and other relatively objective and neutral content, then it is a good choice to establish an industry e-journal that is issued regularly. If the future mailing list is mainly about the company's new product information and product incentives, then it may be a wiser decision to establish a customer relationship mailing list with irregular new product introductions or online coupons as the main content.
④ When to set up the mailing list. Accumulating user resources is a hard and long-term work. If conditions permit, the earlier you start building a mailing list, the better. According to some enterprise websites that pay more attention to online marketing, most of them have different types of mailing lists, but generally speaking, there are few enterprises that can effectively use internal lists to carry out e-mail marketing. If they take the lead, they will not only create a marketing tool for themselves, but also add a powerful chip to create competitive advantages for enterprises.
2. External list E-mail marketing strategy
Due to restrictions on user resources and management, the internal list may not fully meet the needs of e-mail marketing. Especially for many small and medium-sized websites, the accumulation of enterprise user resources is relatively long and the number of potential users is relatively small, which is not conducive to rapid expansion of publicity. At the same time, due to the lack of professionals and the limitation of investment resources, even if the list warehouse is established, the efficiency of using the list is relatively low. Therefore, for some specific marketing purposes, the services of professional service providers are usually required. For enterprises without an internal list, cooperation with professional service providers is the best choice.
Professional e-mail marketing service providers have the user resources of Big Squid. They can select user groups with a high degree of positioning according to requirements, have professional sending and tracking technologies, have rich operating experience and high credibility, and thus have unique marketing effects. These service providers and their E-mail marketing forms have their own characteristics and can be selected according to specific needs.
(1) Basic Reference Factors for Choosing E-mail Marketing Service Providers
Since most of the external list e-mail marketing resources are in the hands of various websites or professional service providers, to use the external list resources to carry out e-mail marketing, it is necessary to select the appropriate service provider first. When choosing an e-mail marketing service provider, in addition to comparing the price level, you should also carefully examine the credit standing and professional level of the service provider to ensure that your investors can get satisfactory returns.
To select an e-mail marketing service provider, it is necessary to focus on the following aspects: the trustworthiness of the service provider, the number and quality of users, the degree of user positioning, the professionalism of the service, reasonable fees and charging modes. Whether the service provider is trustworthy is one of the most basic conditions, which can be evaluated by understanding its brand image, user reputation and other external standards. At the same time, at least two basic elements need to be confirmed.
① The source of the user's e-mail address must be legal, that is, it has been approved by the user (for example, the registered user's e-mail address and the user who joined the company in the Double Opt In way). Companies that collect, purchase, and rent the user's e-mail address by themselves cannot be trusted.
② The service provider consciously maintains the industry guidelines for licensing e-mail marketing, and never sends spam. Formal e-mail marketing service providers are distinguished from those informal or spam sending companies by complying with basic industry norms. Therefore, an enterprise that pays attention to the company's brand image should not be greedy for cheap and let spammers damage their reputation. In fact, e-mail marketing messages sent by reputable service providers can attract more users' attention and trust. In addition, it has been proved that sending spam is invalid. Although the cost of direct investment may not be high, the use of spam for publicity can sometimes cause unexpected losses.
(2) External list E-mail marketing content
After selecting an appropriate e-mail service provider, the main task is to design the e-mail content. Unlike the internal list e-mail marketing, the use of external lists to carry out e-mail marketing activities is usually temporary or one-time, so there is no need for long-term planning of e-mail content, and generally only need to design content for the marketing purpose of the activity at the time.
Like the content of general mailing lists, the e-mail advertisements launched by professional service providers also need to have the basic elements of e-mail, namely, the sender, the subject, the body, and additional information. The subject and body content of e-mail are the core of e-mail marketing, but the sender and additional information play an important auxiliary role in whether users trust the advertising content, Because it is through this information that the recipient knows where the advertising email comes from, whether it is spam or regular e-mail marketing.
E-mail advertisement has no fixed form. It can be a recommendation letter from sponsors, experts or other users in an electronic publication, or it can be a special advertisement content. In terms of the form of expression, there are also a variety of alternative ways, such as text format, picture format, HTML format, Banner or other specifications of online advertising, streaming media advertising, etc, As long as the email content is properly designed, users can receive it normally. It can be used as an e-mail advertisement.
Advantages of E-mail marketing:
1. Low transmission cost
Whether it is e-mail marketing based on the user's permission, or collecting spam sent by e-mail address without the user's permission, it has the advantage of relatively low average cost. Moreover, the more mails are sent at one time, the more obvious this advantage is. The second reason is that no matter what the e-mail address is, the time and energy invested by sending itself are similar. This is also the reason why E-mail marketing is adopted by a large number of small and medium-sized enterprises.
2. Efficient and fast
One of the most popular advantages of E-mail marketing is its efficient delivery speed. As long as the e-mail content is edited, tens of thousands of e-mails can be delivered to potential customers' mailboxes within seconds to hours, which is conducive to market promoters to flexibly grasp the promotion time and shorten the marketing promotion cycle.
3. Maintain long-term customer relationship
E-mail marketing is different from general product promotion means. It can promote customer relations while promoting sales. Because E-mail is essentially a communication tool with two-way nature. It is a channel for mutual communication between websites and users, especially suitable for maintaining long-term close relations with overseas customers.
4. Meet the personalized needs of customers
E-mail marketing can meet personalized needs in many ways. For example, e-mail subscribers can choose the subject of the mailing list they are interested in to add an e-mail address, and they can unsubscribe at any time when they do not need this information. Technically, the personalized address in the email is realized by judging the recipient's user name. It is this personalized feature that enables E-mail to give full play to its role as a tool to maintain customer relations.
5. Strong pertinence and accurate positioning
Because potential customers are interested in the content of the mailing list provided by the website, they voluntarily join the mailing list, so the positioning is relatively accurate. If the content of the message is consistent with the content described, the message recipient has a potential demand for the information provided by the message.
6. Convenient for monitoring marketing effect
E-mail marketing, like keyword advertising in search engines, has great advantages in monitoring the marketing effect. You can know the mail delivery rate, click rate, response rate, etc., but the specific monitoring project depends on the support conditions of the mail sending technology platform. The more detailed the effect monitoring, the higher the cost.
7. Relative confidentiality of information
Compared with other online promotion methods, such as 13213 platform information release, search engine advertising and other marketing methods, e-mail marketing only sends information directly to the target customer's e-mail, which is not easy to attract the attention and imitation of competitors (unless the competitor's e-mail address is also in the mailing list), especially suitable for enterprises to send new product information to potential customers, with strong confidentiality.
3、 Blog Marketing
Blog marketing is to use blog to carry out network marketing, which is a form of network information transmission based on personal knowledge resources (including ideas, experience and other forms of expression). The basic problem of blog marketing is to master, learn and effectively use the knowledge in a certain field, and achieve the purpose of marketing information transmission through the dissemination of knowledge.
Features of blog marketing:
As a network marketing tool, blog marketing has its own obvious characteristics.
1. Blog is a tool for information release and transmission.
Commonly used online marketing information release media include: portal advertising, news; Industry website, professional website supply and demand information platform; Online community forum and second-hand market; Enterprise website, personal website, etc. In terms of information release, blog has some similarities with other tools, that is, blog also plays the role of transmitting online marketing information, which is the basis for understanding blog marketing. In fact, the transmission of network marketing information is also the basis of the entire network marketing activities. The basic characteristics of blog, such as knowledge, autonomy and sharing, determine that blog marketing is a form of network information transmission based on personal knowledge resources (including ideas, experience and other forms of expression). Therefore, the basic problem of blog marketing is to master, learn and effectively use the knowledge in a certain field, and achieve the purpose of marketing information transmission through the dissemination of knowledge.
2. Compared with enterprise websites, blogs are more flexible in content, subject matter and publishing methods
The enterprise website is a comprehensive tool to carry out online marketing, and is also the most complete source of online marketing information. The company's product information and promotion information are often first published on its own enterprise website. However, as an official website of an enterprise, the content and form of expression of the enterprise website are usually more serious product materials, while the content and form of blog articles are diverse, Therefore, it is more likely to be welcomed by users. In addition, professional blog websites have a large number of users, and valuable articles are usually easier to get the attention of large and young users quickly, so they are more efficient than general corporate websites in pushing "1". The convenience and flexibility of blog application make it different from enterprise website, which can be an effective supplement to enterprise website content, and also a transformation of enterprise website content, making it more suitable for users to read and accept. Similarly, if a blog has a personal website, it can also publish any information it wants to publish. However, compared with a blog website, the influence of a personal website is usually weak, and it is difficult to create content and brand credibility. Rational use of bloggers is conducive to making up for the lack of publicity functions of personal websites.
3. Compared with publishing advertisements and news on portal websites, blog communication has greater autonomy and no direct costs
It is also a common online marketing method to promote through online advertising or news on portal websites and other professional websites. However, as a marketer, he cannot actively grasp these resources and can only submit articles or advertisements to the website or its agency for operation, which has greater restrictions on the content and methods of information dissemination, And they often have to pay high fees. In this regard, blog information transmission does not require direct costs, and is the lowest cost promotion method.
4. Compared with the information release mode of the supply and demand information platform, the blog has a larger amount of information, flexible forms of expression, and can fully promote its own enterprises and products with a "neutral" perspective
Publishing information on some supply and demand information publishing platforms, professional portals and other websites is the most basic online marketing method. It has played an active role in early online marketing and achieved remarkable results. However, with the growth of the number of various information platforms and the growth of the number of information in the main information platforms, a large amount of information has been submerged, It is not easy for users to obtain valuable business information, thus reducing the effect of this primary promotion means. The information release of blog posts is totally different from the information release of supply and demand. The information address of blog posts can be large or small. The perfection depends on the need to describe a problem. Blog posts are not simple advertising information. In fact, simple advertising information published on blog websites can not play a propaganda role, Therefore, blog post writing is different from general commodity information publishing. In a certain sense, it can be said that it is a kind of public relations method, but this kind of public relations method is completely operated by enterprises without the help of public relations companies and other media.
5. Compared with the information release method of forum marketing, blog posts are more formal and credible
Publishing information in online communities (such as forums) is also one of the common ways of early online marketing, but this form has been difficult to play a role now, so it is gradually excluded from the mainstream online marketing methods. Now it is usually used by novice users who have just come into contact with the Internet. If some formal companies use the way of advertising in the forum for publicity, it will also appear very shameless and will not play a role at all. In addition, the biggest advantage of blog posts over general forum information publishing lies in that each blog post is an independent web page, and blog posts are easy to be included and retrieved by search engines, which makes blog posts have the opportunity to be discovered and read by users for a long time. The number of readers of general forum posts is usually small, and it is difficult to last, It may have been forgotten in a few days. Therefore, the advantages of blog marketing compared with forum marketing are very obvious.
4、 Online advertising
The manifestation of online advertising is rich and colorful, and it is also developing constantly. At present, the common forms of online advertising on websites at home and abroad are as follows.
1. Banner
The online media divides a certain size screen (depending on the layout of each media) in the page of their own website to publish advertisements. Because it looks like a flag, it is called banner advertisement. It is also called banner advertisement or web advertisement, which is the most common form of advertisement at present. Banner advertisements usually have four forms: full width, 468 x 60 pixels; Full width plus straight navigation bar, 392 x 72 pixels; Half width, 234 x 60 pixels; Straight, 120 x 240 pixels. Banner advertising allows customers to introduce the enterprise's products or corporate image in very concise language and pictures. Ecoway banner advertising is shown in Figure 8-1.
2. Button
This kind of advertisement is an icon that appears anywhere on the Web page. This icon can be an enterprise logo or a pictogram. Some of them are in the shape of a button, so it is called a button advertisement. They all interact with relevant information by means of hyperlink. When you click it with the mouse, you can link to the advertiser's site or relevant information page.
According to the IAB (Internet Adv. Bureau) standard, the size of icon ads is generally 120 x 90 pixels, 120 x 60 pixels, 125 x 125 pixels and 88 x 3l pixels. They are generally static, but they can also be dynamic. Button ads are also called logo ads.
3. Text
Text advertising is to carry out relevant publicity and introduction in the form of text, so as to expand the popularity of enterprises or products. It is usually the name of the enterprise. Click it to link to the advertiser's homepage. Advertisements in the form of text links usually appear in some classified columns of the web page, and can also be sent to customers regularly through e-mail. If new products are promoted, they can also be published on newsgroups or bulletin boards. Sohu text ads, as shown in Figure 8-2.
4. Pop up ads
Pop up advertising is a form of online advertising that automatically opens a new browser window when the user enters the web page, so as to attract readers to browse the relevant website directly, so as to achieve the purpose of publicity. This kind of advertisement is usually started through the JavaScript instruction of the web page, but it can also be started in other forms. Sina pop-up ads are shown in Figure 8-3.
5. E-mail advertisement
E-mail advertisement is a form of online advertisement with e-mail as the transmission carrier. E-mail advertisements may be all advertising information, or they may be interspersed with some practical relevant information. These advertisements may be one-time, repeated or regular. In general, in the mailing list, you agree to receive this kind of advertising information, which is a licensed marketing mode.
6. Sponsorship advertisement
Internet users need to agree in advance to join the e-mail advertisement before they can receive the e-mail advertisement. This is a kind of licensed marketing sponsorship advertisement, which is exactly a way of advertising, rather than just a form of online advertising. It may be one of the forms of banner ads and pop-up ads, or it may be a package plan containing many forms of advertising, or even an advertising form in the form of title. Common sponsorship advertisements include content sponsorship advertisement, program/column sponsorship advertisement, event sponsorship advertisement, festival sponsorship advertisement, etc.
7. Keyword advertising
Keyword advertising is closely related to the use of search engines, and its value is relatively high. It refers to the use price of users on search engine websites after they key in specific keywords. In addition to the search results, the preset banner ads will appear in the advertising position above. This form of advertising makes full use of the interactive characteristics of the network, so it is also known as co related advertising.
8. Email list advertisement
Mailing List advertisement, also known as DM advertisement, uses the e-mail list in the website e-publication service to add advertisements to the publications subscribed by readers and send them to the corresponding email owners.
9. Interactive game advertising
Wallpaper advertising is a form of advertising based on client software, which can appear at the beginning, middle or end of a page game, and can be customized according to the product requirements of advertisers. Lianzhong Online Game, the largest online game website in China, has developed an advertising form based on a certain area of the client software operation interface, which is much more attractive than advertisements on pages of the same size.
10. Wallpaper advertisement
Reflect the advertising content that the advertiser wants to show on the wallpaper, and arrange to put it on the website with wallpaper content for interested people to download.
11. Banner advertising
It appears in the form of cross page, which has large size and strong visual impact, and can leave a deep impression on network visitors. It is characterized by stronger attraction and more outstanding performance, which attracts the attention of visitors.
12. Couplet advertisement
The advertising form designed by using the vertical advertising positions on the left and right sides of the website page. This form of advertising can directly describe the customers' products and product features in detail, and can carry out specific data surveys and award-winning activities.
13. Floating advertisement
It is an advertising form that floats along a certain track on the page. Compared with the traditional form, its special form of expression can better attract the eyes of network visitors, making advertising more influential. This kind of advertisement has many manifestations:
① Float along a fixed curve;
② As the netizen drags the scroll bar of the browser, it floats up and down in a straight line. This type of advertisement breaks through the traditional pattern of advertisement and is no longer fixed at a specific position, but moves with the mouse. The clever design will meet the demand of increasing the exposure rate of advertisement while not impeding netizens' browsing.
14. Streaming Media Advertising
It refers to media advertisements played on the Internet/intranet by streaming, such as audio, video or multimedia files. The data stream of streaming media plays while transmitting, instead of waiting to download the entire file, just store the beginning part of the content in memory, cache the data package in the computer, and output the media data correctly. Compared with the simple download mode, it not only greatly reduces the startup delay, but also greatly reduces the demand for system cache capacity, which greatly reduces the waiting time of users.
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