Part I Website Promotion Program
I. Website Promotion Objectives
*** website is *** after the successful production and launch of the *** website for the *** marketing and promotion strategy, specifically produced for a corporate website. Through the launch of the *** website, it enables ** to seize the Internet as a corporate communication position in order to enhance *** visibility, reputation and loyalty.
The development of the network for the integration of communication opened up a new way. The advantage of network resources is fast, convenient, inexpensive, efficient, and interactive. Nowadays, more and more people are online, the information dissemination is wide and fast - we can make full use of these features for **** service.
*** website mainly has the following roles:
1, the site can enhance, expand and deepen the image, value and outreach.
2, the site can provide interactive, friendly "customer relationship management", whether it is the ordinary visitors, consumers, or production and management activities in all aspects of the value chain.
3, the site is the realization of online promotion and marketing base. On the one hand, in the offline field with advertising, public relations, promotions, etc. to carry out a series of marketing activities; on the other hand, the website itself is an interactive communication platform, the feedback of the two activities can be realized on the website. On the other hand, the website itself is an interactive communication platform, and the feedback and communication of the two activities can be realized on the website. Moreover, these activities should be based on the core value as the reference point, so the durability and consistency of the activities can be ensured.
Through effective online marketing activities, can make the **** site to achieve the above expectations, can be more than the traditional ways and means to achieve the deepening of the purpose of communication more quickly.
Website promotion effect measurements: a steady rise in the number of visitors to the site, the number of registered members, corporate reputation, site loyalty
Second, *** website network marketing overall planning program
1, network advertising:
According to the statistics of the professional network advertising forecasting organization iResearch, in 20xx, China's x network advertising market size has reached 1.08 billion yuan. The market size has reached 1,080 million yuan, up 120% from 490 million yuan in 20xx. In the next three years, China's online advertising market will reach 1.8 billion yuan, 2.7 billion yuan and 4 billion yuan. Experts foresee that the future of online advertising will have the same market share as TV advertising.
Compared to traditional media, online media is characterized by its omnipotence and power in creating and marketing. Network advertising carrier is basically a multimedia, hypertext format files, as long as the audience is interested in a product, a company, just click the mouse to further understand more, more detailed, vivid information, so that consumers can personally "experience" the product, service and, so that the customer is like an immersive experience of goods or services, so that customers feel like goods or services. Therefore, online advertising has the advantage of strong interactivity and sensibility.
Network advertising is one of the most effective ways to promote a website. The selection of advertising objects should be in line with the characteristics of the site visitors, and according to the different stages of the site promotion needs to be adjusted. For the characteristics of the *** website, we have developed a corresponding network advertising plan.
Advertising Objects: *** website is a website that attracts and allows to understand and participate in website activities, in the process of fashion and entertainment interactions *** dissemination of the website, it is facing the audience mainly and allows, they are a group of people who love life, love the Internet, like to accept new things, dare to try the young people. In view of the website's audience characteristics, we will choose the network advertising object for entertainment websites, fashion information websites, navigation websites, local portals and ** industry information websites.
Advertising methods: **** site network advertising in two steps to carry out the entire network advertising to points for prizes as the main line.
The first step is the release of the *** website, in all kinds of target sites to put "to celebrate the launch of the *** website, registered members, for points to win big prizes activities" ads to attract netizens to visit the site, and register to become a member.
The second step is to produce and place advertisements for the three themes of the campaign, which will be placed in the order of the three campaigns and carry out the activities. (Produce the corresponding advertising page, and guide Internet users to visit the relevant sections and content of the **** site).
Placement cycle: The entire website advertising cycle is three months.
Forms of advertising: According to the needs of the network advertising on the *** website, we will design and plan a variety of advertising forms for advertising. The main forms of advertising are floating ads, banner ads, text ads and so on.
*** website network advertising methods.
Effect evaluation: through the first month of the "registered members to win big prizes" campaign advertising, will attract a large number of Internet users to visit the site and register to become a member of the *** site; immediately after the three site activities ads, will further attract Internet users to participate in the site's activities, *** will be rooted in the Internet users' impression, all kinds of activities carried out in the same way as in the case of *** site. In the impression, all kinds of activities carried out in full swing, the site's visibility and access will be further enhanced.
2, fully logged into the search engine:
Statistics show that 60% of visits to the site from various types of search engines, so the "***" website science log the major search engines, is an important part of the site promotion.
Login major portal search engine: portal search engine is an important way for many ordinary Internet users to search and find new sites, the *** site according to scientifically selected keywords for the site login, can effectively enhance the site's exposure, quickly presented in front of ordinary Internet users. Among them, the major portals search engine "recommended login" mode can make the *** site has a better keyword search ranking position, is the more ideal login mode.
Login Google, Baidu and other professional search engines: Google, Baidu and other well-known professional search engine belongs to the automatic inclusion plus keyword advertising mode, every day. Can be automatically included by its, and in the search for relevant keywords with a better search engine natural rankings, which will greatly promote the **** website marketing promotion and self-value-added. We do a good job of search engine optimization of the *** website, prompting the website since the date of release, within three months, can have a more ideal ranking in the professional search engine, search for relevant keywords, *** website can rank in the forefront.
In addition, Google, Baidu and other well-known professional search engine also provides a pay-per-click model of keyword advertising. In the early stage of the launch of the *** website, we will place keyword ads in Google, Baidu and other well-known professional search engines. According to the process of *** website activities to choose the appropriate keywords to place ads, precise locking of the site's target group of visitors, can effectively improve the quality of visits to the *** website. Such as placing in the fashion, sports, leisure, gifts, ** and other keywords, in addition to defining *** advertising slogan, in order to attract interested netizens to visit the *** website, to participate in the various types of activities on the site.
*** website login search engine work.
3, the network real name:
The network real name is in the browser address bar directly enter the website name or keywords for website search and access to a way, mainly divided into enterprise real name, industry real name and network ranking and other ways. Every day, 30 million people use the real name of the network to visit the site, **** the site can be based on the site's own characteristics, choose to suit their own real name of the network, can effectively promote the site visits to enhance and active dissemination, and netizens visit the target is strong, the quality of access to be able to guarantee.
Enterprise real name: choose to register with the **** site relevant or related to the network real name, so that visitors do not need to remember the site domain name, directly enter the Chinese can visit the site.
Industry real names: choose to register the general or industry vocabulary, can bring a huge number of visitors, to guide visitors to enter the relevant general or industry vocabulary can enter the *** site, expanding the site and visibility. Such as cities, sports, prizes, essays, popular, interactive and so on.
Network ranking: choose to register with the *** site closely related to the vocabulary of the network rankings, so that visitors can enter these terms in a prominent position to find the *** site. Web ranking can effectively promote the website and accurately direct Internet users to the *** website. Such as games, gifts, entertainment, etc.
*** website network real name promotion work.
4, email marketing promotion:
Email marketing is a fast and efficient way of marketing, but should avoid becoming a spam advertiser and participate in trusted permission email marketing. Through registered members, past customers, e-magazine subscribers and other ways to obtain customer e-mail addresses, to the target customers to send regular e-mail advertising, is an effective way to promote the site; construction of their own mailing lists, regular production and updating of the "***" website e-magazine, to the "*** "member club members and other subscribers to send, can effectively contact site visitors, improve user loyalty. Prize survey: heuristic questioning to stimulate the interest of mail recipients to participate in the survey, fill out the questionnaire online, the first 1,000 will be sent to the site to get a beautiful gift; *** series of activities to inform: for all the activities and activities interested in the netizens, and timely notification of the activities.
*** Website email marketing promotion.
5, website cooperation promotion:
Planning to carry out website cooperation activities is an effective means of website promotion, and can improve visitor loyalty, sustained and in-depth dissemination of the site and. Widely solicited links, expanding the site's external link vitality, can increase the site's search engine exposure, to obtain the desired ranking effect. Full cooperation with online and offline media, write public relations articles, pay attention to the development of the website, and regularly released in the media with other websites to carry out a variety of cooperation is the obvious effect of the website promotion, you can borrow the power of partners, prompting the "***" website series of activities effectively; 100 various types of website links! The website is widely solicited link exchange, expanding the site's external link dynamics, including entertainment, information, local portals, personal and other sites of the links to cooperate with *** - on an activity or a stage with local portals, ** industry and other sites on the *** website related activities to carry out cooperation, with the help of partners' platforms ****! Website and activities to promote public relations soft promotion - on the *** website on-line, all kinds of activities, website marketing insights and other topics, write public relations articles, with the relevant local portals, ** industry websites, online media and other cooperation, timely release of *** public relations soft.
***Website cooperation and promotion.
*** "website construction and network marketing, is a pioneering move, it opened up the traditional enterprises to use the Internet to communicate the new model. In-depth dissemination is a powerful driving force for enterprises to develop new markets and stabilize market share, which is also a thing that many large domestic enterprises have spared no effort to do in corporate marketing. Networked communication is now finally coming to the surface, "***" and "**" is undoubtedly seizing this opportunity, and will ultimately benefit.
Part II website promotion program
"Wine is also afraid of the deep alley", which is the old marketing topic. Network, is a rapid change of information, and xx group buying network to quickly rise, we must do a good job of information transfer and update, that is, publicity and promotion work. To this end, in the full study of the current network of promotional methods based on the combination of xx group-buying network positioning, consumer groups, product categories, we have developed the following feasibility of promotional programs.
First, the purpose of the promotion
Rapidly enhance the popularity and reputation of the site, promote the site's browsing and registration, short-term rapid increase in the number of members and sales. At the same time, to increase loyalty and trust in xx group-buying network and merchants.
Second, the analysis of xx group-buying network
1, xx group-buying network of consumers
xx group-buying network of consumers mainly for the age of 18-40 years of age of the consumer groups, of which 18-35 years of age for the main body of the online shopping crowd, the age of 25-30 years of age crowd accounted for 33.8%, 18-24 years of age accounted for 30.0%, 31-35 years of age crowd accounted for 26.9%. 26.9%. This is because this group of people is keen on leisure consumption, shopping, gourmet, night life, gathering, playing and surfing the Internet. With stable income and relatively strong consumption ability, women are the active crowd, mostly concentrated in the age of 18-30, mainly private small bosses, enterprise white-collar workers and students. They have online purchasing and online payment habits, price-sensitive but willing to pursue the quality of life of the crowd, it is easier to convert into consumer behavior. The overview can be summarized into the following six categories:
(1) Government and institutional officials.
(2) Large and medium-sized enterprises, office and administrative staff.
(3) private enterprises, individual owners and employees.
(4) Middle school, high school, college and university students.
(5) Middle- and high-income people from all walks of life.
(6) Foreign employment and entrepreneurship.
2, the project's main products
According to the network group-buying trend and online shopping consumer habits of the survey, we believe that the xx group-buying network of products mainly have the following requirements:
(1) belonging to the mass of the popular hot products, is the consumer's life consumption, leisure services necessary.
(2) the consumer price can not be too high, generally between 10-200 yuan (except for bulk group buying activities).
(3) have a certain market awareness, or brand manufacturers new listing of a new product.
(4) Consumer goods or entertainment services that cater to the tastes of young people aged 18-35.
(5) is a specific consumer group, a specific time must buy, and belong to the nature of consumption of goods (services).
(6) It mainly focuses on localized life services, involving catering, entertainment, beauty salon, accommodation, shopping and other aspects.
Part III website promotion program
First, the website promotion program needs to achieve the purpose:
The development of the website promotion program must include the objectives of the website promotion to be achieved. Not only site promotion, we do everything there is a goal, business plans have monthly goals, annual goals, etc., site promotion is the same. For example, the development of website promotion of daily traffic, monthly traffic, annual traffic and clicks, from the website to promote the number of potential users, the number of prospective users, user conversion rate. There is also the effect of website optimization, the number of external chain growth, and so on. No target promotion program is not a good program, the development of website promotion to achieve the goal is indispensable.
Second, the website promotion program should be based on different stages of operation, the development of different means of website promotion:
In the operation of the website, the different stages of the promotion methods taken should be different. For example, in the early stages of website promotion, you can use QQ groups, e-mail, B2B sites and other ways to do some promotion, in the middle of the website promotion can be done in the search engine, high-flow forums to do some promotion, in the website has a certain degree of visibility, we can be in the classifieds, the use of the media, such as newspapers and television, and other means to do some website promotion, not only to enhance the site's brand awareness, but also the introduction of a large number of users to improve user conversion rates. Improve the user conversion rate. For these website promotion programs, are to be reflected in the website promotion program, and also divided into categories, to develop a reasonable and effective promotion program out.
Third, the website promotion program should focus on what aspects of the website promotion to collect and organize data:
The website promotion program must reflect what aspects of the data need to collect and organize. For example, each means of promotion corresponding to the site's PV value and the number of IP growth, the site of the potential growth of registered users, the site's user conversion rate, the site's bounce rate, the user's category and the number of data collection and collation of these data will help us according to the different means of promotion to the rational focus of the use of the site to promote the program needs to be detailed on this point.
Fourth, the effectiveness of the website promotion program evaluation:
In the promotion of the website, the promotion of different stages of the promotion of the effect of the development of evaluation indicators. To promote the site in a timely manner to the timely evaluation of the plan and control, to be able to timely find the site to promote the process of problems, to modify, to ensure that the network promotion tutorials to promote the program to be able to the smooth running of the program. The effect of the main website promotion tasks, tracking and regular statistical analysis of site traffic, if necessary, with a professional network of how to do network promotion consultants to cooperate with the network network promotion training marketing diagnosis, improvement or cancellation of ineffective means of promotion, in the effect of the promotion of the obvious strategy to increase the proportion of investment in the development of the website promotion program to be flexible, to allow the promotion of the implementation of the promoter according to the promotional results Different and flexible, according to the promotion of the effect of reasonable allocation of funds, manpower, material resources, the website promotion effect to achieve. The first thing you need to do is to get your hands on a new pair of shoes or boots, and then you'll be able to get your hands on a new pair of shoes or boots.
Summary
The website promotion program can give the website promoter action to guide and requirements, not only to develop the website promotion means, but also to develop the website promotion to achieve the goal, more need to website promoter to put forward the assessment index. The above four points is the author in doing a few points of experience in website promotion, but in the real development of website promotion program needs to be different according to different industries, different enterprises, but the overall goal should be the same, that is, through the website promotion to improve the visibility of enterprises and products, and continue to introduce the user to improve the efficiency of the enterprise.
Part IV Web site promotion program
1 WeChat status:
According to the Ministry of Industry and Information Technology report, in the first half of the year, China's WeChat users more than 400 million, pulling the mobile Internet traffic revenue growth of 56.8%. Industry insiders pointed out that all the signs indicate that the new version of WeChat has been in the function of the direction of "platform" development, more diversified use of the function of the future will attract more users, which is a huge user group. Here there will be a part of the businessmen first appreciate the benefits and charm of WeChat marketing. Almost all smartphones can now install and use the WeChat function. After WeChat's program continued to improve, the scanning of QR codes was added. Then came the WeChat public platform. That's how people started to warm up to WeChat as a multi-interactive platform. Without many people realizing it, the rapid development of WeChat has allowed people to experience the convenience of mobile connectivity. Whether you are educated or not, it will be easy to operate it. It allows you to also find friends near you through the WeChat system on your cell phone. Gives you the opportunity to make more friends. And this also applies to businessmen from all walks of life, who can use their own exclusive QR codes to allow users to have an experience. You can use QR code scanning to engage in some activities. In this way, without realizing it, you will capture the QR code information of many users. When you are in the next activity, just send a message they will all receive. And go is the traffic is not your phone bill. Very convenient.
5 at noon, WeChat 5, 0 officially online. "Scanning Street View" "Scanning Translation" "Game Center" "Emoji Store" and other new features let many users The new features such as "Scanning Street View", "Scanning Translation", "Game Center", "Emoji Store" and other new features make many users fall in love with them.
Not only the earlier speculation of "payment function", "public platform classification" and other functions have been verified, "Game Center", "Scanning Street View", "Emoji Store" and so on. The "Game Center," "Scanning Street View," "Emoji Store" and other features give WeChat more features than just communication attributes. These are all test waters for the commercialization of WeChat.
2 mobile site construction:
(1) Why do micro-site:
The Ministry of Industry and Information Technology data show that as of the end of July 20xx, China's mobile Internet users amounted to 813 million, the penetration of cell phone users reached 69.9%. China is stepping into the information society, the development of information and communication technology is very fast, mobile e-commerce, intelligent terminal, mobile Internet various applications have begun to start, cell phone because of its mobility and portability has become a platform for all aspects of the application, especially since the launch of the 3G operation, the acceptance of the intelligent terminal and the mobile Internet is getting higher and higher, and the development of the number of 3G cell phones and expansion of the application, also A breakthrough has been made. Through the cell phone website technology, the enterprise, products and related information will be graphically presented to all wireless terminal users of the website, you can let the enterprise and the product to get another window display, so as to open an unprecedented cell phone consumer market.
With the development of the direction of cell phone intelligence, the installation of the operating system and the browser of the phone's function and the computer is very similar to the use of such cell phones can be browsed through the GPRS Internet can be almost all the www site, but no matter how good the cell phone operating system, www site content is much more rich, due to the cell phone's screen size and the limited processing capacity of the CPU, specifically optimized for cell phones. However, no matter how good the mobile operating system is and how rich the content of the WWW website is, due to the limited screen size and CPU processing power of mobile phones, the website optimized for mobile phones is more convenient for users to browse. This also puts forward new requirements for website design: the website should be adapted to cell phone browsing. This led to the birth of the mobile website.
(2) Environmental Analysis:
Technology is becoming more and more developed, communication is increasingly progressive, the cell phone is currently the most popular communication tool, the cell phone industry is becoming increasingly competitive, we need to get their own brand out to occupy the market, increase market share, shape their own brand, so that more people know about our products, so that more people know about our products, so as to reach a transaction to win greater profits.
3 WeChat promotion
(1) What is WeChat
WeChat is a cell phone communication software, support for sending voice messages, video, pictures and text through the cell phone network, you can single chat and group chat, but also according to the geographic location to find the nearby people, to bring a new mobile communication experience to friends. It supports iOS, Android, Symbian and other platforms.
(2) The purpose of WeChat promotion:
Strengthen the dissemination of brand, product, project, company and other information, to attract more consumer users and franchisee users, etc., to become an important part of the enterprise mobile Internet marketing channel. (Let more people know the enterprise brand, content, products).
(3) The importance of WeChat promotion:
a WeChat is the advent of the era of real dialogue marketing after the Internet is the mobile Internet
b WeChat's reach is 100%, the spread of reach is higher than the microblogging
c WeChat marketing is pro-people do not disturb the people, the user can be permitted to choose and accept
d WeChat is a call center with user management than the traditional call center. management of the call center is more strategic than the traditional call center
e Direct and WeChat customers close communication and interaction.
fWeChat's killer app and competitive advantage on the 400 million users
4 micro-page why use WeChat to promote the process
(1), the promotion of low-cost
The traditional marketing and promotion of the high cost of the use of WeChat software itself is free of charge, the use of the various features will not be charged, WeChat, when generated by the network operator to charge the Internet traffic
(2) Precise positioning
The WeChat public account makes the classification of fans more diversified, and the user grouping and geographic control in the background can be used to realize precise message pushing, which means that different fans can be placed under different classifications, and when the message is sent out, the precise message pushing can be realized according to the user's characteristics.
(3), way diversification
Compared to the more single traditional marketing methods, WeChat is more diversified, WeChat not only supports text, more support for voice, and mixed text me, ordinary public accounts, you can send text, pictures, voice three categories of content. And certified accounts, have higher permissions, can push more beautiful graphic information. Especially voice and video, can be closer to the user's distance, so that the marketing activities become more vivid, more interesting, more conducive to the development of marketing activities.
(4), the way humanized
WeChat marketing is pro-people but not disturbing, the user can be permissive choice and acceptance, WeChat public account content can be pushed both the initiative to push, but also the power to receive information to the user, so that the user to choose their own interest in the content, such as replying to a keyword you can see the relevant content, so that the process of marketing is more The user can choose the content they are interested in.
(5) High reach
When you post a message on Weibo, you don't know if your followers are actually seeing your message and understanding what you're trying to say. But WeChat is different, because each message is sent in the form of a push notification, every piece of information you publish will reach the hands of users who subscribe to you, the arrival rate can reach 100%, the spread of the arrival rate is higher than the microblogging.
5 Why a professional team
(1) the benefits of the mobile platform
Ordinary WeChat display products can often only be sent once a kind of product information or several kinds of product information, the display of the amount of information is small, and the mobile platform can be a one-time so the product to show out the product information, product information is large, the brand publicity degree is strong, the user adhesion degree is high. A professional mobile platform can often bring a large number of brand loyalists to the enterprise company, so as to determine the company's enterprise market position.
(2) the importance of professional WeChat promotion team
WeChat promotion is based on the matter of strengthening the relationship network, if the blind increase in fan users, without regard to the user's feelings, forcibly pushed a variety of unattractive advertising information, but will attract the user's disgust. So how to increase the number of fans and users at the same time, push advertising without suffering from the user's boredom? This is a professional problem. In the past, some business enterprises, in order to be able to increase performance and improve brand influence, day and night to push some advertising information. Doing so, the fans and users will only get tired of it, which will lead to a decrease in the number of fans and a worse brand reputation, so you need a professional WeChat team to do it. With a professional point of view to brand positioning, increase fan users, with a very good positive promotion of the enterprise brand, enterprise commodity information, so as to increase the performance of the enterprise.
篇五网站推广方案
The importance of website promotion for the effect of network marketing is the network marketing of the *** knowledge, so the promotion of the website has become the basic, one of the most effective methods of network marketing, why some sites to promote, and even some have gained a relatively substantial number of visits, but still feel that there is no substantial gain?
Competitiveness in-depth study found that the promotion of the site is a systematic project, which not only represents a certain relevance in a variety of means of website promotion, more importantly, the ideal website promotion should be to obtain the overall business results of the enterprise to improve and not only in the increase in the number of visitors to the site.
Based on this understanding, the new competitiveness of the network marketing management consultant according to the characteristics of the enterprise industry and marketing resources and other specific situations to develop effective and powerful website promotion integrated solutions for the development of the website stage characteristics to provide targeted website promotion plan.
The characteristics of the new competitiveness website promotion program:
- systematic analysis of the characteristics of the site itself and the industry situation;
- for the different stages of the development of the site characteristics of the development of targeted promotional plans;
- to provide effective use of a variety of website promotion tools and methods of the specific recommendations;
- through a reasonable planning to make limited funds to play the promotional effect;
- through reasonable planning to make limited funds to play the promotional effect;
- to make limited funds to play the promotional effect of the site.
The new competitiveness website promotion program includes five parts:
(1) data collection and statistics;
(2) network promotion analysis and diagnosis;
(3) targeting to put forward effective solutions and implementation plans;
(4) website promotion effect of the tracking and evaluation methods;
(5) if necessary. If necessary, can further provide website promotion strategy and promotion effect of the analysis of the proposal.