[China Glass Network] Compared to the traditional sales model, online marketing is a way to expand into emerging markets. Because of its relatively low cost but no shortage of success stories, it is widely concerned by SMEs. But what is the concept of online marketing? Many people do not know what to expect. Some people think that online marketing is a website; some people think that the essence of online marketing is to sell things on the Internet, or more straightforward is to make money online. Therefore, many companies have rushed to promote the website when the website is still not perfect. The effect is not good and hastily abandoned; and some traditional enterprises have not been successful in transforming e-commerce, but most of them are losers. So it is inevitable to question, can network marketing from the virtual world be untrustworthy?
The answer is undoubted, e-commerce network marketing is an effective complement to the corporate marketing model, and will certainly evolve into the mainstream marketing model. "Now don't conduct e-commerce, you will have no business after five years." Let's not go into the bottom of this article from Bill Gates, or Ma Yun said by name, but online marketing is the general trend. There is an example to prove that we may not know many online shopping four or five years ago, but now? From Taobao to Jingdong, from household appliances to clothing, food and accommodation, online shopping is everywhere. But why do some companies test water network marketing, but they fail frequently? I believe that the lack of details has caused many SMEs to lose to the starting line. Regardless of e-commerce, online marketing is a systematic project. Every detail in the three basic steps is about success or failure.
Back step: website construction is very important, analysis planning is essential
Before the construction of the website, more important than the construction of the website is planning, which is ignored by many SMEs in the construction of the website. What kind of website a company does, what kind of domain name, or how the layout of the website page is laid out, what kind of columns should be set, these nuances can not be ignored. Nowadays, the practice of many companies doing website is to find a set of programs for one or several network companies, and then start the production at a price. What kind of effect will the website with this result have? In fact, as long as you realize that the website is an integral part of online marketing, you may not be so reckless and rough. The author believes that a more reasonable approach should be that the company that needs to do the website together with the company that builds the website, carefully analyzes the website positioning and browsing groups, and defines the website function and page design according to the needs.
Website construction is of course very keyword, because the website is the execution result of the pre-planning of network marketing, and also the carrier of website marketing performance. For example, we put ads on search engines for promotion, and when users click on ads, they naturally lead to conversions on the website. If the website is not designed to be effective, it will not be able to retain users, not to mention the later traffic conversion. Under the guidance of the planning and website construction program, how important is the construction of the website? The author thinks it is the details. What is certain is that the two websites with the same functions and columns are the same. The experience of different website construction companies gives users different experiences. There are many details about the construction of related websites, such as page loading speed, some humanized color matching or text promotion.
Step 2: Optimize the entire site from the perspective of users and search engines
In the mindset of many people, the idea of ​​optimizing the time ahead is the search engine. There is nothing wrong with this, because more and more people are now searching for the information or services they need through search engines. A website that wants to conduct online marketing, but ignores the importance of search engines is absolutely impossible. Almost everyone who works on website construction or online marketing knows that search engines measure website weights through two factors, one is content and the other is links, which is why some people summarize the essence of search engine optimization as "content is Wang, the reason why the link is the emperor. But website optimization is not as simple as writing an original hairline, so if almost every website can get an ideal ranking. Where is the secret of website ranking? I am afraid this is only known to the search engine. Now there are a lot of teams focusing on website optimization diagnosis. With the help of professional team diagnostic guidance, it may be possible to take fewer detours on the website rankings.
In addition to search engine rankings, website optimization has another meaning, the user experience. Moreover, the author believes that the main force of website optimization should be placed on improving the user experience of the website. Because no matter what kind of promotion method, you want users to see the website. If the website design is not effective, all marketing efforts will be zero. There are many ways to improve the user experience, such as improving the speed of website visits, and constantly enriching the website content from the user's point of view. However, improving the user experience should not be too late. For example, some websites expect to impress users, video and animation, and constantly pop up product or service recommendation window, and the result is a lot of trouble to shut down the website.
The third step: choose the appropriate method for promotion from the user
With the in-depth development of the Internet, there are many ways to promote the Internet. But network promotion must choose the way that suits you, and analyzing user behavior is critical. We use the website to build this industry as an example. The promotion method is posted in the forum, Weibo is published, and soft texts can be sent on the major portals. Advertising can also be done on the industry portal. Of course, EDM email marketing can also be carried out. Which of the following promotion methods works better? Search engine promotion is undoubtedly a better way to promote it, because of the industry. For example, companies that sell baby products want to promote online. If they are for end users, search engine marketing may be poor. Taobao or some baby-friendly forums and portals have a lot to promote. There are many similar examples. In short, one core is to carefully analyze the user's consumption habits before the network promotion, otherwise it will cost money and effort.
I believe that many people receive countless advertising short messages every day. In fact, this is also a promotion method. The purpose of advertising text messages mentioned here is to remind network marketers that in the promotion of the network, not only the user's usage habits but also the user experience should be considered. We also use the website constructed by the website as an example, and use EDM mail marketing to promote it. Under the tens of thousands of massive mail-oriented group, it will definitely have a certain effect. But if the control is not good, the more the mail is sent, the worse the effect will be. I often see a lot of blog comments and comments on some website articles. Many of them are naked advertisements. In fact, what is the point of doing this? Not only does website construction require a user experience, website promotion may require a user experience, marketing details are everywhere, and user experience is everywhere.
Every detail of website construction and online marketing is about success or failure, a short and easy to remember domain name, a secure and stable host, a good website, and even a network promotion method that fully considers the user experience. Thirty-seven degrees think that any success is not accidental, and online marketing is the same. Only from the user's point of view, and then integrate the user experience into every detail of online marketing, online marketing can be smooth. Before writing this article, the author is preparing to go online to buy a range hood. I thought that the online shopping sites of traditional home appliance chain companies like Suning and Gome should be more powerful (after all, professional home appliance companies), but they thought of products. The search page did not open the product page after a few minutes of retrieval. And Yixun, Jingdong's website will open a check. If you don't realize the details and don't realize the user experience, the traditional enterprise's e-commerce transformation will become more and more difficult.
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