Date: 2017-09-15 10:48 Article editor: sjjtq888.com Views: label:
It is not recommended that a company's website be a one-time investment in the process of providing SEM services. We should make full use of the advantages of online marketing to promote corporate brands and final products, so as to maximize corporate benefits.
The top priority is content construction. The main content of a corporate website is products and services. However, how to make a potential customer find you and keep his / her eyes? The market performance of many types of promotion websites is unsatisfactory, and the content provided is relatively single and passive. How to attract more attention, convert potential customers into real customers, how to analyze user needs and characteristics, and improve customer recognition through the website, all of which need to be improved in the construction of content.
Common maintenance mainly refers to the maintenance of corporate website content, including page text revision, page production maintenance, database update, technical background modification, and page aesthetic adjustment.
The focus is to provide a website analysis report. The success of an enterprise website depends on whether the website meets the requirements of the decision maker. Our understanding is that the most important thing for a SME website is to provide publicity for the company's products / services, provide channels for sales promotion, and provide market demand guidance for production.
What exactly is a marketing website?
In short, a website (online store) with a high conversion rate is a marketing website or online store. Marketing websites should at least have a good customer experience, complete functions and security, highly sellable and credible content, and search engine internal optimization features. So marketing websites are definitely not as simple as static URL addresses or pure static page processing, site maps, keyword stuffing, and custom META tags in the background.
Basic characteristics of marketing websites
I have previously shared an article on the seven major elements of marketing website planning and construction. The article summarizes a marketing website as: a clear structured process, a highly visual impact, a highly salesable product display, and a highly productive The credibility and deep value of the content, in line with the rules of search engine optimization, a sound sales and customer service links and secure and convenient hardware support these seven elements. Interested can search for detailed reading.
How to plan a marketing website
The ultimate goal of our online marketing is to make the final sales, and any marketing must be analyzed from the target audience analysis, competitor analysis, own corporate insights, etc., and develop a suitable marketing strategy and plan and gradually implement it to achieve the final sales. purpose. Of course, when planning a marketing website, you must first analyze and then plan. You ca n’t design and develop without any ideas. This can only waste time and resources. Cai Gentan summarized eight steps in practice:
What is the main goal of the website? What makes money? Who is the target audience of the website and what are their characteristics? What is the core advantage of a website? Only by clarifying the purpose, direction, strategy, and style, and then planning the website around the strategy, can we win customers and win business wars!
The website structure planning mainly considers the logical relationship. It must conform to the logical thinking of the user and guide the user. What is the user most concerned about? What does the user know first, and then what? When planning, be aware of guiding users to finally contact customer service or pick up the phone.
First determine the basic and auxiliary colors of the website, and then draw the homepage DEMO frame diagram and all the inner page DEMO frames according to the website structure before you start the design. When planning the website framework, comprehensive consideration should be given to the homepage, internal pages, and website background functions.
The search optimization mentioned here actually includes two parts, one is the keyword strategy planning of search engine optimization; the other is some functions of website SEO. For example, common SEO functions required by websites include:
• Pseudo-staticization of dynamic pages: rapid indexing, rapid optimization
• META tag self-setting: add and modify META tags in the background, dynamic management
• Automatic keyword interlinking: massively increase the number of keyword links on the website, and quickly improve rankings
• Web page structure optimization: Website navigation uses text and static links
• Smart Friendship Links: easily add and manage website friendly links in the background yourself
• Smart site map: The site generates a site map completely automatically
• File directory structure optimization: The website file directory structure and file naming are established based on search engine optimization principles.
• TAG tag self-setting: It is convenient for search engines to crawl the entire site and quickly improve inclusion.
• RSS subscription and sharing functions: Provide convenience for website external link optimization and can quickly increase large-scale external links
Actually, the background also needs to be planned. It needs to be planned from the aspect of operation experience. How to use it conveniently and comfortably and quickly, especially considering the matching of the front and background.
Not only customer service contact information, but also planning customer service links and personnel, such as setting up a dedicated network sales, or by offline business personnel concurrently, and do a good job of training and scheduling.
The website structure is well planned, but it only provides columns or directories, and the real sales force is mainly built by the website content. An enterprise website includes at least: company introduction related, company brand related, company product related, company news related content, etc., must be carefully planned and written. I won't go into details here.
Development control and testing
Generally speaking, the development of the front-end using DIV + CSS is in line with the SEO law. For back-end development, Cai Gentan suggests that it be developed by hand. Do not use open source network systems, because open source network systems generally have many functions and large systems. In fact, enterprise stations use them at all. Not on many features inside.
Jewelry website case:
1. Optimize product display and guide potential consumer consumption
Whether a jewelry website can capture the "heart" of consumers, the first thing to look at is the website's first impression, and the display of jewelry products is the key factor that determines the quality of the impression. The product information content of the jewelry website needs to be classified and sufficient. When conducting product display, the following three points are mainly considered:
1) Prominent visual effects: Consumers cannot experience zero-distance appreciation and trials of jewellery in a physical store. Website design needs to take pictures of jewellery from multiple angles, details, and high-definition displays of the charm of goods, regularly Update new products, you can use dynamic Flash, video and other ways to show the external and internal temptation of the product to attract customers to understand, consult and even purchase the product.
2) Clear product classification: Jewelry websites need to design detailed product catalogs, which can allow consumers to clearly find the products they need, and the classification has diversity and variety, such as: age group, gender, category, etc.
3) Seize the celebrity effect: celebrity endorsements can enhance the brand image, make beautiful products such as jewelry more credible, and have celebrity wear and makeup, not only an appreciation, but also a source of confidence. After all, good things everyone wants to have.
Second, improve the website function, improve the conversion rate of jewelry website
Jewelry consumers on the website are the main actors of jewelry purchase. They always show a certain subjective attitude when they are aware of jewelry, that is, they have a certain reaction to the jewellery website stimulus and produce subjective experiences such as love or disgust, satisfaction or dissatisfaction . Here are a few suggestions:
Add search function
Jewelry websites can set a global search for the website, and expand the guiding role and intimateness of the website for searches such as popular searches, recommended searches, and related searches.
Strengthen interactive communication
When the consumer ’s subjective experience is recognized by the jewelry website for its consumption emotions or necessary guidance to perceive the identity, consumers will respond to the website. This psychological activity process is the purchase decision process, which will take the initiative Contact the website online, including messages, consultations, voting, etc.
Create forum and maintain
The jewelry forum is the best choice for the website. The forum has the theme of a specific group of people. Jewelry in general attracts a lot of attention from women. It can be a beautiful consultant and a beautiful girlfriend for women's wear, beauty, and care, and take advantage of the characteristics of female gossip. Let female friends publish, share, and collect all kinds of beautiful information in papers. It is worth mentioning that website forum administrators do not need to find part-time or unprofessional people to manage. They must hire professional website forum administrators to regularly update the forum with new makeup, beauty tips or new international trends and seasonal trends. I believe that female compatriots will slowly realize the rewards of this forum and recognize it more. Then, will it not be easy for the forum to promote and promote the brand information of jewelry?
Third, pay attention to the practicality of the after-sales evaluation system
Jewelry website can be the process of how consumers feel and evaluate all aspects of the product after they purchase and use it. The author believes that after purchasing a product, jewelry consumers will further compare horizontally with similar products on the market in terms of quality, price, style and after-sales service. Make a satisfactory or unsatisfactory evaluation of the purchase decision. At the same time, how the results of the evaluation will have a very important impact on establishing the credibility of the product, establishing a brand image, facilitating the next purchase and driving the purchase of relevant groups. Therefore, marketing believes that consumers actually paid for the goods they paid for, not the end of the entire marketing process, but the beginning of the next marketing process. From this we can see the importance of a perfect after-sales system.
Regarding after-sale evaluation, you can first add the total score, write the title, write the advantages, write the shortcomings, the general way of the final overall evaluation, or superimpose the evaluation, or use the icon evaluation to increase affinity and fun, which can be designed according to the style of the website. In order to facilitate the management of the website's after-sale evaluation, the website's after-sale evaluation will allow the webmaster to make a public evaluation after the final review, which is more conducive to the promotion of the brand image and publicity of the website.
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