Article 1 Website Promotion Plan
1. Website Promotion Goals
The *** website is *** After the successful production and launch of the *** website, A corporate website specially produced for the latest marketing promotion strategy. Through the launch of the website, the brand can seize the Internet as a corporate communication position to enhance the brand's visibility, reputation and loyalty.
The development of the Internet has opened up a new way for integrated communication. The advantages of online resources are that they are fast, convenient, cheap, efficient, and interactive. Nowadays, more and more people are surfing the Internet, information spreads widely and quickly - we can make full use of these characteristics to serve the Internet.
***The website mainly has the following functions:
1. The website can enhance, expand, and deepen the image, value, and extension.
2. The website can provide interactive and friendly "customer relationship management", whether it is ordinary visitors, consumers, or all links in the value chain of production and operation activities.
3. The website is the base for online promotion and marketing. On the one hand, in the offline field, a series of marketing activities can be carried out in conjunction with advertising, public relations, promotions, etc.; on the other hand, the website itself is an interactive communication platform, and feedback and communication on both activities can be realized on the website. Moreover, these activities should be based on core values, thus ensuring the persistence and consistency of the activities.
Through effective online marketing activities, *** websites can realize the above expectations and achieve the purpose of deepening communication more quickly than traditional channels and methods.
Measurement criteria for website promotion effect: Steady increase in website visits, number of member registrations, corporate reputation, website loyalty
2. ***Overall website network marketing planning plan /p>
1. Online advertising:
According to statistics from iResearch, a professional online advertising forecasting agency, the scale of China’s online advertising market in 20xx has reached 1.08 billion yuan, which is 4% higher than that in 20xx. , 900 million yuan, an increase of 120%. In the next three years, the online advertising market size will reach 1.8 billion yuan, 2.7 billion yuan and 4 billion yuan. Experts predict that in the future online advertising will have the same market share as TV advertising.
Compared with traditional media, the characteristics of online media lie in its versatility and its power in creation and marketing. The carrier of online advertising is basically multimedia and hypertext format files. As long as the audience is interested in a certain product or a certain enterprise, they can learn more, more detailed and vivid information with just a click of the mouse, thus making consumers Consumers can "experience" products, services and products in person, allowing customers to feel the goods or services as if they were there. Therefore, online advertising has the advantage of strong interactivity and sensory properties.
Online advertising is one of the most investment-intensive and effective methods of website promotion. The selection of advertising objects should conform to the characteristics of the website's visitor group and be adjusted according to the needs of the different promotion stages of the website. In view of the characteristics of *** website, we have formulated a corresponding online advertising plan.
Advertising target: *** website is a website that attracts and accurately understands and participates in website activities, and carries out *** communication in the process of fashion and entertainment interaction. The audience it faces is mainly and Yes, they are a group of young people who love life, love the Internet, like to accept new things, and dare to try. In view of the audience characteristics of the website, we select online advertising targets as entertainment websites, fashion information websites, navigation websites, local portal websites and top industry information websites.
Advertising method: The online advertising on the *** website is carried out in two steps. The entire online advertising is based on points exchange for prizes.
The first step is to place advertisements on various target websites on the occasion of the launch of the *** website, "celebrate the launch of the *** website, register as a member, exchange points and win prizes" to attract netizens to visit the website. and register as a member.
The second step is to create and place advertisements based on three activity themes. The three activities will place advertisements and carry out activities in sequence. (Create corresponding advertising pages and guide netizens to visit the relevant columns and content of the *** website).
Delivery cycle: The entire website advertising cycle is three months.
Advertising forms: According to the online advertising needs of *** website, we will design and plan a variety of advertising forms for advertising. The main advertising forms include floating ads, banner ads, text ads, etc.
*** Website online advertising delivery method.
Effectiveness evaluation: Through the first month of advertising for the "Register as a member and win big prizes" campaign, a large number of netizens will be attracted to visit the website and register as members of *** website; the following three website activities will be launched Advertising will further attract netizens to participate in website activities. *** will be deeply rooted in netizens' impressions. Various activities will be carried out in full swing, and the website's popularity and visits will be further increased.
2. Comprehensive login to search engines:
Statistics show that 60% of website visits come from various search engines, so the "***" website scientifically logs into all major search engines. It is an important content for website promotion.
Log in to major portal search engines: Portal search engines are an important way for many ordinary netizens to search and discover new websites. Login *** websites based on scientifically selected keywords, which can effectively Maximize the exposure of the website and quickly appear in front of ordinary netizens. Among them, the "recommended login" method of major portal search engines can give *** websites a better keyword search ranking position, which is an ideal login method.
Log in to Google, Baidu and other professional search engines: Google, Baidu and other well-known professional search engines are automatically included and keyword advertising mode, every day. It can be automatically included and have better natural search engine rankings when searching for relevant keywords, which will greatly promote the marketing promotion and self-improvement of *** websites. By doing a good job in search engine optimization of the *** website, we will enable the website to have a relatively ideal ranking in professional search engines within three months from the date of release. When searching for relevant keywords, *** website can rank at the top. .
In addition, well-known professional search engines such as Google and Baidu also provide keyword advertising in the pay-per-click model. In the initial stage of *** website launch, we will place keyword advertisements on well-known professional search engines such as Google and Baidu. Select corresponding keywords to place advertisements according to the activity development process of *** website, and accurately lock the target visitor group of the website, which can effectively improve the access quality of *** website. For example, put it in keywords such as fashion, sports, leisure, gifts, and ***, and also define *** advertising slogans to attract interested netizens to visit *** website and participate in various activities on the website.
*** Website login search engine works.
3. Online real-name:
Online real-name is a way to directly enter the website name or keywords in the browser address bar to search and access the website. It is mainly divided into enterprise real-name, industry Real-name and online ranking methods. 30 million people use online real names to visit websites every day. *** websites can choose their own online real names according to the characteristics of the website itself, which can effectively promote the increase in website visits and active dissemination, and the visits of netizens are highly targeted and the visits Quality can be guaranteed.
Corporate real name: Choose to register a network real name that is appropriate or related to the *** website, so that visitors can access the website by directly entering Chinese without having to remember the website domain name.
Industry real-name: Choosing to register general or industry vocabulary can bring huge traffic, guide visitors to enter the *** website after entering relevant general or industry vocabulary, and expand the website and popularity. Such as cities, sports, prizes, essays, fashion, interaction, etc.
Network ranking: Choose to register network rankings for words closely related to the *** website, so that visitors can find the *** website in a prominent position after entering these words. Network ranking can effectively promote website and accurately guide netizens to the best websites. Such as games, gifts, entertainment, etc.
***Website network real-name promotion work.
4. Email marketing promotion:
Email marketing is a fast and efficient marketing method, but you should avoid becoming a spam email advertisement sender and participate in trusted permission email marketing. Obtain customer email addresses through registered members, past customers, e-magazine subscribers, etc., and regularly send email advertisements to target customers, which is an effective way to promote the website; build your own mailing list, and regularly produce and update the "***" website e-magazine , sent to "***" member club members and other subscribers, which can effectively contact website visitors and improve user loyalty. Prize-winning survey: Heuristic questions are designed to stimulate the email recipients' interest in participating in the survey. They fill out the questionnaire online, and the first 1,000 people will receive exquisite gifts from the website; *** series of activity announcements: open to all netizens who participate in the activities and are interested in the activities. Provide timely notification of activities.
***Website email marketing promotion.
5. Website cooperation promotion:
Planning and carrying out website cooperation activities is an effective means of website promotion, and can improve visitor loyalty and continue to spread the website and its content. Extensively solicit friendly links and expand the vitality of external links on the website, which can increase the website's search engine exposure and achieve ideal ranking results.
Fully cooperate with online and offline media, write public relations documents, pay attention to website development trends, and regularly publish in various media. Cooperating with other websites is an effective way to promote the website. You can use the power of partners to promote "** *"A series of activities on the website are effectively carried out; 100 friendly links of various websites are widely solicited for link exchanges to expand the vitality of external links to the website, including cooperation in friendly links for entertainment, information, local portals, personal and other websites*** - - Cooperate with local portals, ** industry and other websites on *** website-related activities for a certain event or stage, and use the partners' platforms to promote *** websites and activities, public relations soft articles promotion - on *** Write public relations documents on topics such as website launch, various activities, website marketing experiences, etc., and cooperate with relevant local portals, top industry websites, online media, etc. to publish top public relations soft articles in a timely manner.
***Website cooperation and promotion work.
***”The construction of website and online marketing is a pioneering work, which reveals a new model for traditional enterprises to use the Internet for communication. In-depth communication is a powerful tool for enterprises to explore new markets and stabilize market share. Motivation, this is also something that many large domestic companies are sparing no effort in corporate marketing. Network communication is finally coming to the surface, and "***" and "**" are undoubtedly seizing this opportunity. And will benefit in the end.
Part 2 Website Promotion Plan
"The fragrance of wine is also afraid of the depth of the alley", this is an old marketing topic, the Internet is a place where information changes rapidly. If xx Group Buying Network wants to rise rapidly, it must do a good job in transmitting and updating information, that is, publicity and promotion work. To this end, on the basis of fully studying the current online promotion methods, combined with the positioning, consumer groups, and products of xx Group Buying Network. Types, etc., we have specially formulated the following feasible promotion plans
1. Promotion purpose
Rapidly increase the popularity and reputation of the website, and promote the number of website views and registrations in a short period of time. Increase the number of members and sales. At the same time, improve loyalty and trust in xx Group Buying Network and merchants
2. Analysis of xx Group Buying Network
1. xx Group Buying Network. Consumers
The consumers of xx group buying website are mainly consumer groups aged 18-40 years old. Among them, 18-35 years old are the main part of the online shopping crowd, 25-30 year olds account for 33.8%, and 18 -The 24-year-old group accounts for 30.0%, and the 31-35-year-old group accounts for 26.9%. This is because this group of people is keen on leisure consumption, shopping, food, nightlife, dining, playing, and surfing the Internet. Women have stable income and relatively strong spending power. , most of them are between the ages of 18 and 30, mainly small business owners, corporate white-collar workers, and students. They are people who have online purchasing and payment habits, are price-sensitive but are willing to pursue quality of life, and are more likely to be converted into consumption behavior. It can be summarized into the following six categories:
(1) Government and public servants
(2) Office and administrative personnel of large and medium-sized enterprises.
(3) Private enterprises, individual bosses and employees.
(4) Middle school, high school, and college students.
(5) Middle- and high-income people from all walks of life.
(6) Non-local employment and entrepreneurial personnel
2. Main products of the project
Based on the survey of online group buying trends and online shopping consumer habits, we believe that xx group buying. The products operated by the website mainly have the following requirements:
(1) They are hot-selling products and are necessary for consumers’ daily consumption and leisure services.
(2) The consumer price cannot be excessive. High, usually between 10 and 200 yuan (except for bulk group buying activities).
(3) It has a certain market reputation, or it is a new product launched by a brand manufacturer.
(4) Consumer goods or entertainment services that must cater to the tastes of young people aged 18-35.
(5) It is a consumable commodity (service) that must be purchased by a specific consumer group within a specific time.
(6) Mainly focus on localized life services, involving catering, entertainment, beauty salons, accommodation, shopping and other aspects.
Part 3 Website Promotion Plan
First, the purpose that the website promotion plan needs to achieve:
The formulation of the website promotion plan must include the goals to be achieved by website promotion . Not only website promotion, everything we do has a goal. Enterprises have monthly goals, annual goals, etc. in their plans. The same is true for website promotion. For example, set the daily traffic, monthly traffic, annual traffic and clicks for website promotion, the number of potential users, the number of quasi-users, and the user conversion rate from website promotion. There are also the effects of website optimization, the number of external links increased, etc. A promotion plan without goals is not a good plan. It is indispensable to formulate the goals to be achieved by website promotion.
Second, the website promotion plan should formulate different website promotion methods according to different operation stages:
In website operation, the promotion methods adopted at different stages should also be There is a difference.
For example, in the early stage of website promotion, you can use QQ groups, emails, B2B websites, etc. to do some promotion. In the middle stage of website promotion, you can do some promotion on search engines and high-traffic forums. After the website has gained a certain popularity, we can do some promotion in categories. Information and the use of media such as newspapers and television to promote some websites not only increase the visibility of the website brand, but also attract a large number of users and increase user conversion rates. These website promotion plans must be reflected in the website promotion plan, and they must also be classified into categories to formulate reasonable and effective promotion plans.
Third, the website promotion plan must focus on what aspects of data need to be collected and organized during website promotion:
The website promotion plan must reflect what aspects of data need to be collected. and finishing. For example, the growth of the PV value and IP number of the website corresponding to each promotion method, the growth of potential registered users of the website, the user conversion rate of the website, the website bounce rate, the category and number of users, etc., the collection and number of these data Organizing helps us to use different promotion methods in a reasonable and focused manner. This point needs to be introduced in detail in the website promotion plan.
Fourth, evaluation of the effectiveness of website promotion plans:
In website promotion, evaluation indicators must be developed for the promotion effects of different promotion stages. It is necessary to promptly evaluate and control the website promotion plan, be able to promptly discover problems that arise during the website promotion process, and make modifications to ensure that the network promotion plan can proceed smoothly. Track and regularly conduct statistical analysis of website traffic on the effectiveness of major website promotion tasks. If necessary, cooperate with professional network promotion consulting agencies to conduct network promotion training and marketing diagnosis, improve or cancel ineffective promotion methods, and improve the effectiveness of the website. In terms of obvious promotion strategies, the proportion of investment should be increased. The formulation of website promotion plans should be flexible, allowing promotion executors to flexibly adapt to different promotion effects, and rationally allocate funds, manpower, and material resources according to the promotion effects to maximize the website promotion effect. Online Promotion Tutorial Video In short, when engaging in website promotion work, you must formulate a reasonable and effective website promotion plan.
Summary
The website promotion plan can provide guidance and requirements for the actions of website promoters. Not only must they formulate the means of website promotion, but they must also formulate the goals to be achieved by website promotion. , and it is even more necessary to put forward assessment indicators for website promotion personnel. The above four points are the author’s summary of experience in website promotion. However, when formulating a website promotion plan, it needs to be different according to different industries and companies, but the overall goal should be the same, that is, to improve website promotion through website promotion. The popularity of enterprises and products continuously introduces users and improves the efficiency of enterprises.
Part 4 Website Promotion Plan
1 Current Situation of WeChat:
According to the report of the Ministry of Industry and Information Technology, my country’s WeChat users exceeded 400 million in the first half of the year, driving mobile Internet traffic revenue to grow by 56.8% %. Industry insiders pointed out that there are various signs that the new version of WeChat has developed in the direction of "platformization" in terms of functions, and more diversified functions will attract more users in the future, which is a huge user group. There will be some merchants here who have first appreciated the benefits and charm of WeChat marketing. Almost all smartphones can now install and use WeChat functions. After the WeChat program was continuously improved, QR code scanning was added. Then the WeChat public platform appeared. In this way, people became keen on WeChat, a multi-interaction platform. Inadvertently by many people, the rapid development of WeChat has made people realize the convenience of mobile Internet. Whether you are knowledgeable or not, you will be able to operate it easily. You can also find friends nearby through the WeChat system on your mobile phone. Gives you the opportunity to make more friends. This also applies to merchants from all walks of life, who can use their own exclusive QR codes to allow users to experience it. You can use QR code scanning to engage in some activities. In this way, you will collect the QR code information of many users without knowing it. When you hold an event next time, just send a message and they will receive it all. And it’s the traffic that’s used, not your phone bill. Very convenient.
At noon on the 5th, WeChat 5.0 was officially launched. New functions such as “Scan Street View”, “Scan Translation”, “Game Center” and “Emoji Store” have attracted many users.
Not only have the functions such as “payment function” and “public platform classification” previously speculated by the outside world been verified, but functions such as “game center”, “scanning street view” and “emoticon store” have given WeChat more than just communication attributes. feature. All of these are tests of WeChat’s commercialization.
2 Mobile website construction:
(1) Why to build a microsite:
Data from the Ministry of Industry and Information Technology show that as of the end of July 20xx, my country’s mobile Internet users reached 813 million households, with penetration of mobile phone users reaching 69.9%. , the number of smart terminals and mobile phones surfing the Internet has surpassed the number of laptops and fixed PCs surfing the Internet.
Our country is entering an information society. Information and communication technology is developing rapidly. Various applications such as mobile e-commerce, smart terminals, and mobile Internet have begun to launch. Due to its mobility and portability, mobile phones have become a platform for various applications, especially Since the launch of 3G operations, people have become more and more accepting of smart terminals and mobile Internet, and breakthroughs have been made in the number of 3G mobile phones and the expansion of their applications. Through mobile website technology, companies, products and related information are presented to all wireless end users with pictures and text, allowing companies and products to be displayed in another window, thereby opening up an unprecedented mobile phone consumer market.
With the development of smart phones, the functions of mobile phones with operating systems and browsers installed are very similar to computers. Using such mobile phones, you can access the Internet through GPRS and browse almost all www websites. However, No matter how good the mobile operating system is or how rich the content of the www website is, due to the limited screen size and CPU processing power of mobile phones, websites specially optimized for mobile phones are more convenient for users to browse. This also puts forward new requirements for website design: the website must be suitable for mobile browsing. This led to the birth of mobile websites.
(2) Environmental analysis:
Technology is becoming more and more developed, communications are improving day by day, mobile phones are currently the most popular communication tools, and competition in the mobile phone industry is becoming increasingly fierce. We must make our own To build a brand, we must occupy the market, increase market share, shape our own brand, let more people know about our products, and let more people understand our products, so as to achieve transactions and win greater profits.
3 WeChat Promotion
(1) What is WeChat
WeChat is a mobile communication software that supports sending voice messages, videos, pictures and Text can be used for individual chats and group chats, and you can also find nearby people based on their geographical location, bringing friends a new mobile communication experience. Supports ios, Android, Symbian and other platform mobile phones.
(2) The purpose of WeChat promotion:
Strengthen the dissemination of brand, product, project, company and other information, attract more consumer users and franchisee users, etc., and become an enterprise mobile An important part of the Internet marketing channel. (Let more people know about the company's brand, content, and products).
(3) The importance of WeChat promotion:
a WeChat is the advent of the era of real dialogue marketing. The Internet will be mobile Internet after the era.
b The arrival of WeChat The rate is 100%, and the communication reach rate is higher than that of Weibo
c WeChat marketing is close to the people without disturbing the people, and users can choose and accept it with permission
d WeChat has user management Call centers are more strategic than traditional call centers
e communicate and interact directly with WeChat customers at close range.
WeChat’s trump card and competitive advantage is the number of 400 million users
4. Why should micro-webpages use WeChat promotion process
(1) Low promotion costs
Traditional marketing and promotion costs are high, but the use of WeChat software itself is free, and there are no fees for using various functions. The Internet traffic generated by WeChat is charged by network operators at relatively low traffic fees. , that is to say, WeChat is almost free from registration, activation, and use. Therefore, the cost of WeChat marketing activities carried out through WeChat is naturally very low.
(2) Accurate positioning
WeChat public accounts make the classification of fans more diversified, and precise message push can be achieved through user grouping and geographical control in the background, that is to say Different fans can be placed under different categories. When sending information, accurate message push can be achieved based on the characteristics of the user.
(3) Diversified methods
Compared with the single traditional marketing method, WeChat is more diversified. WeChat not only supports text, but also supports voice and mixed text. Ordinary public accounts can send content in three categories: text, pictures, and voice. A certified account has higher permissions and can push more beautiful graphic information. In particular, voice and video can shorten the distance with users, making marketing activities more vivid and interesting, and more conducive to the development of marketing activities.
(4) Humanized approach
WeChat marketing is close to the people without disturbing them. Users can choose and accept with permission. The content push of WeChat public accounts can be pushed either proactively or Give users the power to receive information and let them choose the content they are interested in. For example, they can see related content by replying to a certain keyword, making the marketing process more humane.
(5) High information arrival rate
When you publish information on Weibo, you don’t know whether your fans have actually seen your message and understood what you want to express. . But WeChat is different. Since every message is sent in the form of a push notification, every message you publish will be delivered to the users who subscribe to you. The reach rate can reach 100%, and the spread reach rate is higher than that of Weibo. .
5 Why a professional team is needed
(1) Benefits of mobile platform
Ordinary WeChat display products can often only send one or several product information at a time. The amount of information is small, but the mobile platform can display all products at once. The amount of product information is large, the brand promotion is strong, and the user adhesion is high. Professional mobile phone platforms can often bring a large number of brand loyalists to the company, thereby determining the company's market position.
(2) The importance of a professional WeChat promotion team
WeChat promotion is based on strengthening the relationship network. If you blindly increase fans and users, regardless of user feelings, you will forcefully push various unattractive messages. People's advertising information will instead arouse users' disgust. So how to increase the number of fans and users while pushing advertisements without suffering from user boredom? This is a professional question. In the past, some merchants and enterprises pushed some advertising information day and night in order to increase their performance and enhance their brand influence. If you do this, fans will only get bored, which will lead to a reduction in the number of fans and a deterioration in brand reputation, so a professional WeChat team is needed. Use a professional perspective to position the brand, increase fan users, and promote the corporate brand and corporate product information in a very positive way, thereby increasing the company's performance.
Part 5 Website Promotion Plan
The importance of website promotion to the effect of online marketing is the most common knowledge of online marketing. Therefore, website promotion has become the basic and most important part of online marketing. One of the effective methods, why do some websites need to be promoted, and some even get a considerable amount of visits, but still feel that they have not achieved substantial benefits?
An in-depth study of competitiveness found that website promotion is a systematic project, which not only means that there is a certain correlation among various website promotion methods, but more importantly, ideal website promotion should obtain The improvement of the overall business performance of the enterprise is not only reflected in the increase in website visits.
Based on this understanding, the new competitive Internet marketing management consultants develop effective and powerful comprehensive website promotion solutions based on the specific circumstances of the company's industry characteristics and marketing resources, and provide solutions based on the characteristics of the website's development stage. Targeted website promotion plan.
Features of the new competitive website promotion plan:
· Systematic analysis based on the characteristics of the website itself and industry conditions;
· Targeted at the characteristics of the different development stages of the website Develop targeted promotion plans;
·Provide specific suggestions on the effective use of various website promotion tools and methods;
·Maximize the promotion effect of limited funds through reasonable planning;
·Can further combine website promotion effect analysis with website visit statistical analysis to provide comparative and in-depth analysis reports.
The new competitive website promotion plan includes five parts:
(1) Data collection and statistics;
(2) Network promotion analysis and diagnosis;
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(3) Propose effective solutions and implementation plans;
(4) Tracking and evaluation methods for website promotion effects;
(5) If necessary , which can further provide analysis and suggestions on website promotion strategies and promotion effects.