How to prepare website construction materials for enterprises
The establishment of an effective marketing website must not be sloppy. It is absolutely wrong to prepare some information, find some symbolic pictures and put them in a package to professional companies. After a short time, the website will be OK! Perhaps you know that peer enterprises have established networks and achieved certain results; Perhaps you were advised repeatedly by the salesperson of the Internet company to invest in the establishment of the website. Please note that you must be clear at the beginning: what can you do with the website? Through the website, what can you provide for visitors or customers, or what benefits do you bring to consumers? Then ask yourself what benefits you can get from it?
Here, you should pay attention to that it is better to find someone who is familiar with marketing and has a certain ability to organize words. They can consider the organization of words from the perspective of enterprises, markets and consumers. My working experience is that enterprises often provide materials based on enterprise brochures, color pages, various reports, and technical materials. I want to say that these materials are often too technical or blindly stand in the perspective of enterprises: how long I have a history, advanced technology, and honorary titles, but lack of consideration from the perspective of customers. Of course, these are all good materials, but I suggest you find someone to sort them out.
The common functions of the website are shown below. You can choose your own way to organize materials according to your needs.
1. Publish information
The establishment of enterprise marketing website can push enterprise information and product information online to obtain more trade opportunities and market competitiveness, which is the first step for enterprises to approach e-commerce. You should pay attention to raising materials and future maintenance. This is a way to increase the marketing channels of enterprises. You can use the Internet to provide information about the enterprise to the outside world in the most cost-effective and efficient way to serve customers. Through the Internet, timely provide the latest information of the enterprise, such as new product development, stock price, business situation, etc. You can also use the Internet as a sales assistant tool to provide a variety of real-time enterprise information to front-line sales personnel at any time and anywhere to support sales activities and keep in touch with sales personnel at any time to reduce market errors and avoid market losses. In addition, when collecting enterprise information, you should identify your target visitors, and understand the reasons why others visit your site. That is, you should consider the needs of these target visitors. Only by providing targeted website information content can you better attract visitors. If visitors care more about after-sales service than product prices, the website should focus more on after-sales service.
2. Establish the corporate image, show or improve the competitiveness of the enterprise
The initial role of the Internet is to display the corporate image, just like the corporate image advertising published by various traditional media. The difference is that the cost is low, the effective time is long, the speed is fast, and the update is convenient. Carefully consider where your competitive advantages are, such as whether the enterprise has received any rewards, the outstanding advantages of the product, the advantages of customer service, etc, Take this work seriously, prepare more relevant materials, and understand why visitors will come to your site rather than to your competitor's site. At this time, you should conduct a more detailed analysis of the competitor's site to see what kind of content they have provided, what is the difference between the target audience and us, etc. Through such analysis, Can be more clear about their own strengths and weaknesses, so as to avoid weaknesses. In fact, the analysis of competitor sites should run through the construction process of the entire enterprise site, so as to absorb their advantages and avoid their shortcomings through comprehensive analysis. Therefore, it is no longer enough to only consider the "differences between my brand and competitors". You must also ask yourself: "What are the differences between my website and competitors.
3. Strengthen customer service
The importance of customer service has been recognized by many enterprises. At present, the fierce market competition has led to the rapid narrowing of product differences. However, the personalization of pre-sales and after-sales services has become increasingly prominent. All major enterprises are trying to strengthen publicity in this regard. The website is a highly interactive and responsive media, which collects consumer information and feedback through the website, It helps to strengthen the quality of customer service, so as to win more customers and create more benefits for enterprises. If your enterprise focuses on services, perhaps you should define an online marketing style for your services according to the characteristics of your enterprise, and strive to create such a style in the construction of your website. Moreover, if you can really protect the interests of customers, you should sort out the information in this regard and show various measures, It will leave a good impression on customers in the virtual space of the Internet.
4. Demonstrate product or technical advantages
In the current competitive market, unless a large company has the advantage of technology monopoly or product production, it may be difficult for ordinary small and medium-sized companies to tap this advantage. Never mind, the biggest feature of the Internet is its openness and cross regional, which determines the sharing of Internet information, This feature makes it possible for small and medium-sized enterprises to compete with large enterprises: through the sharing of information resources on the Internet, small and medium-sized enterprises can obtain market information that is crucial to modern enterprises but cannot be collected in conventional ways; Cross regional marketing enables enterprises to break through the geographical restrictions of the traditional market, the development direction and market scale of enterprises. Therefore, "the Internet enables small and medium-sized enterprises to compete with large enterprises on the same line".
5. Promote new products
Internet is an important tool to communicate with customers, and also an important channel to promote new products. New products to be promoted can be introduced from all aspects through the Internet. Test the market reaction of new products and get immediate feedback. In business activities, a photo can be more than a thousand words, and customers can be served by providing multimedia information such as corporate photos, voice and picture files.
6. Improve work and efficiency
The biggest advantage of the Internet is that it can serve you and your customers 24 hours a day. In the process of work, we often encounter various questions raised by customers, many of which are repetitive. Therefore, you can summarize the most frequently concerned questions of customers on the website and give answers, which is often called FAQ, You don't have to worry about replying to these questions repeatedly, so that you can work more efficiently.
7. Improve communication with customers
Customers' opinions on the company's products and suggestions can be immediately obtained and quickly responded to, and then fed back to customers through the website. This is the bridge between the company and customers. Prepare some forms that need customers to fill in information on a daily basis, turn them into electronic forms and publish them online, collect a large amount of customer information through a series of promotional activities, build their own potential customer information database, and track them online or offline, which will certainly lead to many new customers.
8. Serving consumers
"Give before you take" is a very practical method of online marketing. In the face of countless corporate websites, if you do not provide any benefits for consumers, consumers will not think of you. This is why I begin to emphasize "what benefits will be brought to customers" in this article. I prepare all materials that are beneficial to consumers, plan various activities that are beneficial to consumers, publicize through the website, and cooperate with offline operations. For example, after the website is released, I can cooperate with offline promotions, or provide gifts to registered users. In short, remember, Provide more benefits for your customers or consumers.
9. Stimulating demand
What is "stimulating demand"? To put it simply, in the face of today's society, which is extremely rich in social wealth, there is a huge potential demand, but customers often do not realize what their needs are. Instead, in the process of browsing various commodity information, potential demand is stimulated in some form and then forms consumption. A major topic of modern advertising and marketing is how to stimulate and release this potential demand. In terms of website marketing, we can also take advantage of the network. The key is to make more efforts in the materials of relevant information resources, give visitors a space to improve relevant knowledge in all aspects, and reasonably combine product information with other information, so as to skillfully stimulate the potential needs of visitors. ( Beijing website production )
