Website promotion is the core content of enterprise network marketing, therefore, the writing of website promotion scheme can be said to be the key to the success or failure of enterprise network marketing. How to write a truly executable website promotion plan?
The author believes that it is necessary to pay attention to the following points before writing the plan:
Before writing a plan, you must think clearly, clear your mind, and it is best to make an outline. We should pay attention to the operability and practicability of the scheme, and we don't need to show off rhetoric, just express our meaning clearly. Pay attention to basic formatting and typesetting skills, avoid basic text errors, and facilitate circulation and discussion.
A complete website promotion plan should include the following contents:
First, clearly set the goals of each stage.
1, access the target.
2. Number of registered users.
3. The influence of the brand.
4. Website ranking, PR, etc.
With clear goal guidance, the goals at different stages can be formulated more clearly.
Second: target population analysis.
1. Positioning of target population.
2. Analyze the characteristics of the target population (including hobbies).
According to the consumption habits of the target population, formulate strategies and methods for website promotion.
Third: Understand and analyze competitors.
1. Keep abreast of competitors' trends (from technology research and development, profit strategy to advertising, etc. ).
2. Analyze the advantages and disadvantages of competitors (technology, marketing, promotion, etc.). ).
Only by knowing ourselves and ourselves can we be created or even surpassed in the fierce market economy.
Fourth, choose promotion strategies and specific methods.
According to the results of market analysis and investigation, the promotion strategy is determined, and the website promotion methods to be used are listed in detail, such as search engine login, blog marketing, email marketing, QQ group marketing, forum posting, soft text promotion, search engine promotion, activity promotion, online advertising, etc. , and analyzes the advantages and disadvantages and effects of each promotion method and how to apply it.
Fifth: time arrangement and personnel arrangement.
A good plan is only half the success of a truly executable plan, so it is necessary to make a detailed plan schedule, control the implementation process of the plan, list everything that needs to be done in the promotion activities, and arrange specific personnel to be responsible for the implementation to ensure the effective implementation of the plan.
Sixth: Budget input
Every promotion plan will definitely have a certain investment budget. Through reasonable planning, we should make the limited funds give full play to the promotion effect, so that every penny can really help enterprises to promote and try to avoid waste. Make the best combination scheme to maximize the promotion effect.
Seventh: effect monitoring.
Do a good job in strict effect monitoring, monitor and track the promotion measures in each time period, and help enterprises adjust their promotion strategies in time.
Eighth: preparation strategy.
Changes in the market will not change because of one of your plans. In addition to seeking the most suitable marketing plan, it is best to have a risk preparation plan. Avoid being in a hurry at a critical moment and being at a loss.
Finally, the truly executable website promotion scheme is not static. As marketing planners, we should always pay attention to the changes in the market. It is just one or more solutions to adjust the scheme in real time according to the changes of the market and industry, so as to keep your website promotion at the best level. Only by adding a good scheme into effective implementation can the expected effect be achieved.
Network promotion plan
First, the advantages of network promotion:
1, quickly promote the brand.
One of the important tasks of network promotion is to establish and promote corporate brands on the Internet. The offline brands of well-known enterprises can be extended on the Internet. The construction of network brand is based on the construction of enterprise website, and through a series of promotion measures, customers and the public can know and recognize the enterprise. To a certain extent, the value of online brands is even higher than the direct benefits obtained through the network. With the advancement of the network process, the speed of brand network promotion is even more amazing!
2. Save all kinds of expenses.
Network promotion saves a lot of advertising expenses in traditional marketing, and the extensive use of search engines will improve the search rate, which is better than advertising effect for small and medium-sized enterprises to some extent.
3. The development of online advertising.
There is no personal promotion or direct contact promotion under the traditional promotion mode. Instead, a large number of online advertisements are used as soft marketing methods to achieve the promotion effect. This practice can save a lot of human and financial expenses for small and medium-sized enterprises. Through the effect of online advertising, more people can go to large places to explore potential consumers, and through the rich resources of the network, they can reach cooperative alliances with non-competitors, thus broadening the consumption level of products. Network promotion can also avoid the uniformity of promotion in reality, and the best promotion effect can be achieved by combining the corporate culture with the corporate culture of the website that helps to promote.
Second, the overall strategy of network promotion:
Take advantage of the advantages of wide network communication range, fast communication speed, strong interaction and diverse audience groups. Through search engine ranking, website advertisement replacement and link exchange, website optimization service, website traffic analysis, active website promotion, watermark promotion and soft text promotion of major portals, etc., blog promotion and topic speculation are carried out in high-profile netizen gathering areas such as blogs, forums and synchronous questioning websites; In addition, a series of network promotion forms, such as a series of network theme activities, are carried out to let the audience know the brand advantages of enterprises to the greatest extent and pay attention to enterprise information, so as to achieve the purpose of brand promotion, popularity promotion and sales promotion.
Third, the details of the network promotion strategy:
(A) SEO optimization
1, reasonably arranging the publishing schedule of website content is one of the important skills of SEO optimization.
Because search engines like regular website content updates.
2. Submit unlisted sites to the login portals of major search engines.
Look at the effect of search engine SEO, and learn about the collection and update of the site through site: your domain name. Through domain: your domain name or link: your domain name, you can know the reverse link of the site and better realize the dialogue with search engines.
3. Use article titles related to keywords.
For example, when writing a soft article on corporate brand promotion, you must set the corporate brand name as a keyword in the title, because the more specific the keyword, the more accurate the search efficiency.
4. Use keywords in the body of the article.
Make sure to use the target keyword at least once at the beginning of the text. This will attract search engine robots who still love the old "description meta-tags".
5. Use keywords in headlines and bold words.
Search engines like your targeted display of keywords very much. Using keywords in the tags of strong or h 1, h2, h3 and H3 can help you get the attention of search engines.
(two) the official website construction and promotion methods:
1, comprehensive landing search engine method
Disseminate enterprise information on a large scale by determining website keywords, logging in search engines of major portals, registering real names of networks, enterprises and industries, etc.
2. Portal promotion methods
Promote the release of soft articles on major portals.
3. Blog promotion methods
Set up multiple blogs on major blog websites to publish the blog posts of official website, a publicity enterprise. (1) release a certain amount, so as to update it in time and raise attention.
4. Forum Promotion Law
Register multiple IDs in major community forums, participate in forum discussions, and skillfully publish website posters to attract attention.
5. Problem network promotion method
By registering multiple IDs in various knowledge search engines to post professional questions and then answering the questions, the click-through rate can be improved. While answering professional questions, it is convenient to spread the publicity information of enterprise official website, so as to achieve the purpose of promotion.
6. Post Bar Promotion Method
Register a large number of IDs in the promotion post bar, and widely disseminate publicity information in the form of a large number of posts and irrigation, so as to promote the formation of qualitative change with quantitative change.
7.QQ group promotion method
By adding related QQ groups, enjoying QQ group resources, sending QQ group emails, establishing QQ group greeting cards, opening QQ group space, releasing relevant information about official website, and expanding information dissemination.
8, website friendship link promotion method
Seek friendship links in various websites and extensively solicit link exchange, but pay attention to the content correlation between the other website and the enterprise official website; Expand the vitality of the external links of the website and increase the exposure of the website search engine.
9. Free Service Promotion Law
Set up online consultation service in official website to answer professional questions for free. Establish a good reputation and enhance the reputation of enterprises.
1 1, watermark promotion mode
Corporate promotional pictures, videos, materials and websites are all corporate watermarks. When pictures and videos are posted to other places or other websites, they are all for corporate websites. Mark the original website on some soft articles and materials of the enterprise, and make some information brochures such as PDF or e-books with the website of the enterprise official website. Make corporate information and culture easier to promote.
12, Free Service Promotion Law
Set up online consultation service in official website to answer professional questions for free. Establish a good reputation and enhance the reputation of corporate brands.
13, net picking, top customer promotion method
For example, there are many web-based websites, such as 365key, Sina Li Meihui and so on. , you can add some related content of enterprise websites. You can also submit some articles related to the enterprise website on the top guest website for promotion.
14, mass promotion mode
Expand the information coverage of enterprise websites through mass mailing, forum mass mailing, blog mass mailing and message board mass mailing.
15, mail promotion method
Get the email address of customers through registered members, past customers and e-magazine subscription users, and send email advertisements to customers regularly. E-mail interest questionnaire, with heuristic questioning and humorous alternative questionnaire form, stimulates the interest of e-mail recipients to participate in the survey, skillfully integrates the information of enterprise websites into it, and allows users to actively receive information during the filling process.
16, website traffic statistics promotion method
Put an iframe page reference code on all pages of the website, put statisticians of other websites on the cited pages, and control the transformation of statistical id with program code. When other webmasters view statistics and browse sources, corporate websites appear. General webmasters will click to view. This kind of propaganda is very effective and belongs to a secret trick. Many people know that the power of Baidu and Google is learned from website visits.
17, website promotion alliance promotion law
To learn how to borrow external forces, several webmasters joined hands to realize publicity. When promoting corporate websites, you can also bring other websites. Get more gains with the same labor.
18, communication channel promotion mode
Exchange channels with other websites. Is to promote each other's websites as their own channels. This is a good way to support and help each other.
19, website content alliance promotion law
This method is suitable for webmasters with server resources. Provide a platform that can bind the domain names of other websites, and give the first and last advertising spaces of the website to other webmasters to attract other websites to join. It seems to be a wedding dress for other websites, but it is actually promoting its own website and expanding its popularity and influence.
20, the client software plug-in promotion method
Technical webmasters can use this method. Develop popular client software commonly used by netizens, such as qq, online game tools and Thunder. , you can pop up a window, play the homepage of the website directly, or play some active pages. The effect is amazing.
2 1, encyclopedia promotion method
Go to the online encyclopedia to add content and increase the publicity of corporate information.
22, map promotion method
Let the company headquarters address appear on the map. Maps are widely spread, received by many people and used frequently. When netizens search for similar addresses, the company name naturally appears on the map, which increases the exposure of the company and achieves the purpose of publicity.
23, calendar wallpaper website promotion method
Make all kinds of beautiful, unique and diverse calendar pictures for people to use as desktop wallpaper of computers. As soon as the netizen turns on the computer, your website will pop up on the pc. More than 300 days a year, remind netizens every day that your website is useful to them.
24, video source flash website promotion method
Nowadays, video websites all provide external access interfaces. Other websites and blogs quoted these videos, which directly promoted the website and expanded its influence.
Fourth, the network promotion strategy analysis:
(A) soft text promotion-intangible marketing sword
Soft writing has the advantages of guiding consumption, brand promotion, long cycle and low price. If advertising is compared to martial arts moves, then soft writing is internal strength.
Soft text can attract the attention of potential consumers with less investment, enhance the sales force of products and improve the reputation of brands. Under the influence of soft text, we can realize the strategic and tactical goals of the brand and guide consumers to pay attention and buy.
Through a series of soft-text publicity methods, such as posting blog posts on major blogs, posting essence posts in various forums, and posting publicity soft-text on influential portals, we will give full play to the advantages of soft-text, attract consumers' attention, and use the clever arrangement of words to promote the brand invisibly and be accepted by the public.
(B) hype topic-to seize the public's curiosity
In the vast market without borders, attractive topics are the key to attracting countless netizens. Therefore, seize the public's curiosity, make full use of the propaganda value of online public opinion, set up a series of hype topics, and stir up the topic by posting in popular forums and posting in various blogs. Let everyone take the initiative to pay attention to Aoyou Park and improve brand awareness.
(3) Promoting online activities-bringing brands closer to consumers.
Take advantage of the advantages of wide publicity scope, unlimited region, flexible extension and diverse audience groups. Taking the portal website with high attention as the activity platform, we will carry out a series of network theme activities to narrow the distance between brands and consumers, enhance the reputation of brands in the eyes of consumers, thus gaining popularity and letting more people remember the brand advantages of enterprises.
(D) search engine ranking-the fastest way to enhance brand awareness.
By determining website keywords, logging into search engines of major portals, registering the real names of networks, enterprises and industries, spreading company information in a wide range, participating in the search rankings of famous search engines such as Baidu, Google and Yahoo, and taking advantage of the powerful search advantages of Baidu and Google, spreading brand information at the fastest speed and enhancing brand awareness.
(e) Website advertisement replacement and link exchange-using other people's fame for promotion.
In view of the brand's low popularity so far, the website's attention is not high, so it is not well-known with the target website and media. Therefore, advertising replacement and link exchange may require a certain amount of funds to achieve the purpose of successfully promoting link exchange with the other party.
(VI) Website optimization service-improving website quality.
Including website code optimization, optimization and adjustment for search engines.
(7) website traffic analysis-always grasp the changes of website popularity.
Buy professional traffic and access analysis software, and make statistics on website traffic, user access area, time period, and columns that the website is intensively visited, so as to adjust the website structure in a targeted manner.
(8) Active website promotion-a large number of rapid publicity.
Short-term promotion methods such as mass SMS, pop-up advertisement and mass email. It is a good strategy for network promotion to spend part of the cost to buy pop-up advertisements, because it can increase the chances of websites being clicked by audiences to a greater extent.
(9) Watermark promotion-win with details, and publicize all the time.
Putting corporate watermarks on corporate publicity pictures, videos, materials and websites, and publishing these pictures and videos to other places or websites, when these watermarked pictures are spread out, is undoubtedly a kind of publicity for corporate brands. At the same time, you can mark the website of official website on some promotional soft articles and materials of the enterprise, make some information brochures such as PDF or e-books, and add the website of official website. Make corporate information and culture easier to promote.
(10) encyclopedia website promotion-knowledge promotion increases the audience's goodwill.
Answer questions on websites such as Know, Love and Knowledge Hall, and answer your doubts about the enterprise by publishing various professional questions. And invisibly leave the website of official website, as well as the relevant information of the enterprise, and use knowledge propaganda to increase the audience's goodwill towards the brand, so as to achieve the purpose of promoting the brand of Beijing shelves.
Verb (abbreviation of verb) matters needing attention in network promotion:
1. If special publicity is carried out, the entrance should be placed in an obvious place on the homepage of the website. The entrance is very important, otherwise it will be like a beautiful room. No matter how well decorated, guests can't visit without looking for a door.
2. The choice of website should be combined with the characteristics of the enterprise itself. Online media, like traditional media, each website and channel has different audiences. Enterprises should combine the characteristics of their own brands and products when choosing websites. For fast-moving consumer goods, the portal website has the best communication effect, but for those products with outstanding characteristics of target consumer groups, it is also a good way to select some professional channels and websites.
3. It is best to combine the theme of online publicity with traditional media, because the audience of Beijing shelf advertisements is still limited compared with mainstream media, and only online and offline publicity can achieve the best publicity effect.
4, effect monitoring, website traffic statistical analysis code, from the background detailed query to the website traffic and source data, to monitor and track the promotion measures in each time period, timely adjust the promotion strategy.
When holding online activities, it is very important to choose the theme and the novelty of the activity form. In the early stage of the activity, do pre-event publicity on major websites and widely spread the information of the activity. You can also publish attractive hype topics in blogs, forums, post bars and other netizen gathering places, publicize the information of activities, and do a good job in the preliminary work.
Effect evaluation of intransitive verbs;
Through network promotion, the coverage is wide, affected by many levels, and the communication speed is timely; In addition, a series of online theme activities are highly interactive and infectious, which narrows the distance between the brand and the audience and promotes the brand advantage to the greatest extent.
Carry out detailed and thorough brand promotion for enterprises in an orderly manner from all aspects, so that the public can quickly obtain detailed information of enterprise brands from multiple effective communication channels. Through careful network promotion, we can get a considerable degree of attention for corporate brands, so that corporate brands can establish an ace position in the hearts of consumers, which will also open up a broader market territory for enterprises.