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What is marketing website and what aspects should be paid attention to in the construction of marketing website (example)

Date of publication: 10:48, September 15, 2017 edited by: www.51serve.com Label:

Marketing website construction It's a very popular hot topic at present. It's even out of date. The reason for this is that there are a lot of them now Website construction company Not to mention the concept of marketing website, they have been upgraded to "profit-making website", "automatic transaction website", "100% automatic transaction website" and so on. From the marketing point of view, most of the enterprise website belongs to the facade project, which has no help on the actual sales and market analysis. A valuable website should provide some basic information, such as how many people have seen your website, whether they are interested or passing by, which content is the most concerned, what content they want more...

In the process of providing SEM service, it is not recommended that the enterprise's website is a one-time investment. We should make full use of the advantages of network marketing, promote the enterprise brand and final products, so as to maximize the interests of enterprises.

Website construction:

The most important thing is content construction. The main content of enterprise website is products and services. However, how to let potential customers find you and keep his / her eyes? The market performance of many publicity websites is not satisfactory, and the content provided is relatively single and passive. How to attract more attention, turn potential customers into real customers, how to analyze the needs and characteristics of users, and improve customer recognition through the website, all these need to be improved in the construction of content.

Website maintenance:

Common maintenance mainly refers to the maintenance of enterprise website content, including page text revision, page production and maintenance, database update, technical background modification, page aesthetic adjustment.

The key point is to provide the operation analysis report of the website. The success of an enterprise website operation depends on whether the website meets the requirements put forward by decision makers. Our understanding is that the most important website of small and medium-sized enterprises is to provide publicity for the company's products / services, provide channels for sales promotion, and provide market demand guidance for production.

What is marketing website?

In short, the website with high conversion rate (online store) is marketing website or online store. The marketing website should at least have a good customer experience, complete functions and security, highly selling and credible content, and search engine internal optimization features. Therefore, marketing website is definitely not a static URL address or pure static page processing, get some site map, keyword stacking, background custom meta tag so simple.

Basic characteristics of Marketing Websites

I have previously shared an article on the seven elements of marketing website planning and construction. The article summarizes a marketing website as follows: it has clear structural process, strong visual performance, powerful commodity display, highly credible and deep value content, in line with the law of search engine optimization, with sound sales and customer service links and safe and convenient hardware support Support these seven elements. Interested can search for detailed reading.

How to plan a marketing website

The ultimate purpose of our network marketing is to achieve the final sales, and any marketing should be analyzed from the target audience analysis, competitor analysis, enterprise insight and other aspects, formulate suitable marketing strategies and planning and gradually implement them to achieve the final sales goal. Planning a marketing website, of course, must first analyze and then plan, can not have any ideas on the design and development, so only a waste of time and resources. Caigentan summed up eight steps in practice

Overall positioning

What is the main purpose of the website? What makes money? Who is the target audience of the website and what are their characteristics? What are the core strengths of the website? Only first clear purpose, direction, strategy, style, and then around the strategic planning website, we can win customers, win business war!

Structural planning

The main consideration of website structure planning is logical relationship, which must conform to users' logical thinking and guide users. What is the most concerned about by users? What do you want users to know first, and then what? When planning, we should guide users to contact customer service or pick up the phone.

Visual layout

First determine the basic color and auxiliary color of the website, and then draw the demo frame diagram of the home page and all the inner pages according to the structure of the website, and then start the design. When planning the framework of the website, we should consider the home page, inner page and background function of the website.

Search optimization

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, the SEO functions of common websites include:

Dynamic page pseudo static: rapid collection, rapid optimization

Self setting of meta label: add and modify meta tag in background, and manage dynamically

Keywords automatic interlinkage: greatly increase the number of keyword links in the website, and quickly improve the ranking

Web page structure optimization: website navigation adopts text and static links

Intelligent friendship link: add and manage the friendly links of the website conveniently in the background

Intelligent website map: the website generates the website map automatically

File directory structure optimization: website file directory structure and file naming are established according to search engine optimization principles.

Tag tag self setting: it is convenient for the search engine to crawl the whole station and quickly improve the collection.

RSS subscription and sharing function: it provides convenience for website external link optimization, and can rapidly increase large-scale external chain

Backstage planning

In fact, the background also needs to be planned. It needs to be planned from the aspect of operation experience. How to make it convenient to use, comfortable and fast to use, especially the matching of the front and background should be considered.

Sales Communication

For example, it's not only the off-line training but also the off-line training.

Content planning

The website structure is well planned, only provides columns or directory, and the real sales force mainly depends on the website content to create. An enterprise website at least includes: company introduction related, company brand related, company product related, company news related content, must be carefully planned and written. I will not elaborate here.

Development control and testing

Generally speaking, using div + CSS to develop the front-end conforms to the law of SEO, while the background development, Caigentan suggests handwritten development instead of using network open-source system, because the network open-source system has many functions, and the system is huge, but in fact, the enterprise station can not use many functions inside.

Jewelry website case:

1、 Optimize product display and guide potential consumers to consume

Whether a jewelry website can grasp the consumers' heart or not, the first thing to see is the first impression the website gives people, and the jewelry product display is the key factor to determine the impression. The product information content of jewelry website needs to be classified and sufficient. The following three points should be considered in product display:

1) Highlight the visual effect: consumers can't experience the zero distance appreciation and trial of jewelry as in the physical store. The website design needs to take pictures of jewelry from multiple angles, details and high definition to show the charm of the products, regularly update new products, and use dynamic flash, video and other ways to show the external and internal temptation of the products to attract customers to understand and consult Ask or even buy goods.

2) Clear product classification: jewelry websites need to design a detailed catalogue of goods, which can make consumers clearly find the goods they need. The classification has diversity and variety, such as age, gender, category, etc.

3) Grasp the celebrity effect: celebrity endorsement can enhance the brand image, and make the beautiful products such as jewelry more credible. Having the wearing and makeup of celebrities is not only an appreciation, but also a source of self-confidence. After all, we all want to have good things.

2、 Improve the transformation rate of jewelry website

Website jewelry consumers are the main body of jewelry purchase. They always show a certain subjective attitude when they recognize jewelry, that is, they react to the stimulation of jewelry website, and produce subjective experiences such as love or disgust, satisfaction or dissatisfaction. Here are a few suggestions:

Add search function

Jewelry website can set up global search on the website, aiming at popular search, recommended search, related search and other search to expand the guiding role and intimacy of the website.

Strengthen interaction and communication

The process of consumers' perception and response to the website's purchase and purchase includes the process of consumers' subjective perception and decision-making, that is to say, consumers will make a decision-making process of online shopping, that is to say, consumers will make a decision-making process of online shopping.

Create and maintain Forums

Jewelry forum is the best choice for the website. The forum has the theme of specific groups. The jewelry women generally pay high attention to jewelry. They can be beautiful consultants and girlfriends for women's wear, beauty and nursing. With the characteristics of female gossip, female friends can publish, share and collect all kinds of beautiful information in their papers. It is worth mentioning that website forum administrators should not find part-time or unprofessional people to manage. They must hire professional website forum administrators to regularly update new makeup, beauty knowledge or new international trends and seasonal trends in the forum. I believe that women compatriots will gradually realize the harvest of this forum and recognize this forum more. Then the forum will want to push it Isn't it easy to publicize the brand information of jewelry?

3、 Pay attention to the practicability of after sale evaluation system

Jewelry website can be in the consumer's purchase and use of goods, the feelings and evaluation process of all aspects of the goods. The author believes that jewelry consumers will make a horizontal comparison with similar products in the market in terms of quality, price, style and after-sales service after purchasing the goods, and will also make a satisfactory or dissatisfied evaluation on their purchase decisions through the attitude of relevant groups to the commodities. At the same time, how the evaluation results will have a very important impact on the establishment of commodity reputation, brand image, promoting the next purchase and driving the purchase of related groups. Therefore, marketing believes that consumers actually buy goods by paying for goods, not the end of the whole marketing process, but the beginning of the next marketing process. From this we can find the importance of a perfect after-sales system.

As for the after-sales evaluation, you can first give the total score, write the title, write the advantages and disadvantages, and finally make the general evaluation, or add the evaluation. You can also use the icon evaluation to increase the affinity and interest. The specific design can be based on the website style. In order to facilitate the after-sales evaluation management of the website, the after-sales evaluation of the website will let the website administrator make public evaluation after the final audit, which is more conducive to the promotion of the brand image and publicity of the website.



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