什么叫營(yíng)銷推廣型
網(wǎng)站建設(shè)？說(shuō)白了，營(yíng)銷網(wǎng)站是指具有推廣營(yíng)銷作用的網(wǎng)址，例如：
SEO、UEO。即建網(wǎng)站之初，便以今后的推廣營(yíng)銷為目地和立足點(diǎn)，并落實(shí)到網(wǎng)站制作的整個(gè)過(guò)程，務(wù)使每一個(gè)階段，每一流程都充分考慮營(yíng)銷推廣作用的要求，使網(wǎng)址一發(fā)布即具有營(yíng)銷推廣作用或有益于優(yōu)化營(yíng)銷推廣的特點(diǎn)。
What is a marketing type website construction? Just as its name implies, marketing type is refers to have the website marketing promotion function of the site, such as: SEO, UEO. That is at the beginning of the site, and the future marketing promotion for the purpose and the starting point, and carried out through the whole process of production site to ensure that every link, each step considering marketing function demand, the web site is a marketing function have online or help to optimize the characteristics of promotion.
依據(jù)公司傳統(tǒng)式運(yùn)營(yíng)模式及其關(guān)鍵商品在傳統(tǒng)式中的營(yíng)銷渠道，設(shè)置互聯(lián)網(wǎng)目標(biāo)客戶人群，對(duì)于互聯(lián)網(wǎng)潛在性目標(biāo)客戶人群的習(xí)慣性及其要求邏輯思維，立在潛在用戶的視角在首頁(yè)排列潛在用戶很感興趣的內(nèi)容。從而營(yíng)造公司公信度、關(guān)鍵商品展示、顧客印證，為潛在性目標(biāo)客戶答疑解惑等，根據(jù)網(wǎng)絡(luò)營(yíng)銷推廣落實(shí)，得到銷售線索，最后達(dá)到買賣。簡(jiǎn)易的講，公司現(xiàn)況營(yíng)銷網(wǎng)站便是公司的銷售網(wǎng)站，不管網(wǎng)上立即買賣是否，都可以得到銷售線索。營(yíng)銷網(wǎng)站的便是為了更好地得到市場(chǎng)銷售機(jī)遇乃至得到交易量。
The enterprise according to the traditional mode profits and core products in the traditional sales channel, set the target customer network group, a potential target customer groups against the network the habit of thinking and demand, standing in the point of view of potential customers in the home page is the arrangement of the content of the potential customers interested in. And then build the enterprise credibility, core product exhibition, customer witness for potential target customers such as answer, through the website marketing implement, obtain sales leads, finally come to terms. Simple speaking, enterprise status marketing type is enterprise sales platform web site, whether online trade directly or not, can obtain sales leads. Marketing is the site of in order to get the chance to sell or even access to a deal.
在營(yíng)銷網(wǎng)站為流行網(wǎng)址的大情況下，怎樣提高營(yíng)銷網(wǎng)站的轉(zhuǎn)換率，一直變成許多公司老總及其企業(yè)網(wǎng)站運(yùn)營(yíng)工作人員頭疼的難題。
In the marketing type for mainstream web site under the background of, how to improve the marketing type conversion of web site, has become a lot of enterprise boss and company website maintenance personnel headache problem.
1.以客戶為管理中心的網(wǎng)站設(shè)計(jì)(User-centered design)
許多的公司仍停留在“公司簡(jiǎn)介、商品展示、線上訂單信息、在線留言”的老套上。卻不知道以客戶為管理中心的網(wǎng)站設(shè)計(jì)才算是有特點(diǎn)的設(shè)計(jì)方案，才可以得到客戶的親睞。以客戶為管理中心并并不是一個(gè)宣傳口號(hào)，只是應(yīng)以技術(shù)專業(yè)的視覺(jué)效果來(lái)思考，哪些才算是最重要的內(nèi)容，哪些才算是客戶最期待見(jiàn)到的，緊緊圍繞客戶的心理狀態(tài)，根據(jù)最有特色服務(wù)滿足客戶需求的必須，讓顧客喜愛(ài)網(wǎng)址。
A lot of enterprise is still in a "company introduction, product exhibition, the online order, and contact us" the old way. Little imagine user-centered design is the distinctive design, can obtain the customers. It is a center with the user is not a slogan, but should with the specialized vision to look at, what is the most important content, what is the most users want to see, the psychological around users, through the most special services to meet the needs of users, let the customer like web site.
2．出示豐富多彩的商品/服務(wù)流程信息內(nèi)容(Provide rich products/services introduce information)
大部分網(wǎng)址在對(duì)商品/服務(wù)項(xiàng)目的詳細(xì)介紹信息內(nèi)容上沒(méi)有下夠文章內(nèi)容，這導(dǎo)致用戶的興趣愛(ài)好毫無(wú)。就仿佛趕到一個(gè)裝飾設(shè)計(jì)綺麗的演出演出舞臺(tái)，觀眾們最希望的還是演出。演出的不好看，演出舞臺(tái)再好看觀眾們都不買帳。
Many web sites to product/service in the introduction of the information under no full text, this led to the user's interest in nothing all day. As if to a ornate performance stage, the audience most looking forward to or performance. Acting not good-looking, stage again beautiful audience also don't buy the bill.
有調(diào)研說(shuō)明，在網(wǎng)絡(luò)上零售商為提高消費(fèi)者轉(zhuǎn)換率選用的各種各樣對(duì)策中，其出示豐富多彩產(chǎn)品介紹信息內(nèi)容顯著有益于提高網(wǎng)上商城消費(fèi)者轉(zhuǎn)換率。針對(duì)企業(yè)官網(wǎng)也是這般，商品的特性詳細(xì)介紹越詳盡，商品展示照片越清楚，客戶的興趣愛(ài)好越高。伴隨著視頻產(chǎn)品的發(fā)展趨勢(shì)，給你的商品開展視頻展現(xiàn)早已變成一種時(shí)尚潮流。淘寶的一家內(nèi)衣專賣店的女店主現(xiàn)階段早已用自己做女模特來(lái)展現(xiàn)店內(nèi)售賣的內(nèi)衣產(chǎn)品，反應(yīng)非常好――如果再說(shuō)幾個(gè)視頻展現(xiàn)得話，銷量更要飆漲了。
Research has suggested that, in the online retailers to promote the customers conversion of the various measures by the provide rich goods introduces information visible to enhance online store customer conversion rate. For the enterprise website also is so, product features: the more detailed introduction, product display pictures clearer, and the user's intere
st is higher. Along with the development of video technology, for your product video display has become a fashion. The results show a lingerie shop of female the shopkeeper at present already do with their models to display the store of goods sold underwear, echo is very good--if again come a few period of video display of words, sales soared to more.
3．讓客戶對(duì)網(wǎng)址造成信賴感(Let users to trust from web site)
調(diào)研說(shuō)明，域名備案信息內(nèi)容、運(yùn)營(yíng)資質(zhì)證書展現(xiàn)、詳細(xì)的聯(lián)系電話、權(quán)威性的網(wǎng)絡(luò)信息安全認(rèn)證證書、詳盡的詳細(xì)地址等信息內(nèi)容，可以提高客戶的認(rèn)同水平。僅有客戶在覺(jué)得安全性的前提條件下，才會(huì)對(duì)網(wǎng)址造成信賴感，進(jìn)一步造成業(yè)務(wù)洽談、網(wǎng)上購(gòu)買等個(gè)人行為。
Survey shows that, the website information, the management qualification record show, complete contact, authority of network security authentication marks, detailed address and other information, can enhance the user level of agreement. Only the user in feel safe, under the premise of will to trust from web site, further create business contact, online purchase, etc.
4．簡(jiǎn)單化轉(zhuǎn)換步驟(Simplified transformation process)
客戶的轉(zhuǎn)換步驟關(guān)鍵反映在訪問(wèn)全過(guò)程、選購(gòu)步驟、注冊(cè)手續(xù)、互動(dòng)交流步驟等。大家干萬(wàn)不可以去磨練客戶的細(xì)心，而應(yīng)當(dāng)盡可能讓客戶心情愉悅地開展每一步實(shí)際操作，并迅速獲得他要想的結(jié)果。簡(jiǎn)單化步驟是一項(xiàng)慢工，必須不斷地檢測(cè)和揣測(cè)。
Users are mainly embodied in the process of transformation process, purchase process, browse registration process, interactive process, etc. We mustn't go to test the patience of the user, and should try to make the user to a pleasant mood every step operating, and quickly get what he wanted the results. Simplify the process is a do it right, need repeatedly testing and consider.
5．設(shè)計(jì)方案有效的營(yíng)銷與限購(gòu)政策(To design the reasonable promotion and buy)
小區(qū)域內(nèi)有一家新開業(yè)的羊絨衫店，一開業(yè)就說(shuō)明“只賣七天，廉價(jià)營(yíng)銷”。七天后改叫法了，“接生產(chǎn)廠家通告，再賣五天，減價(jià)營(yíng)銷”；五天后的叫法是“最終三天，買一送二”；三天后的叫法是“推遲三天，一件沒(méi)留”；再過(guò)三天的叫法是“明天下午六點(diǎn)走，半賣半送”；2天后的叫法是“廠車未到，見(jiàn)錢就賣，隨到隨走”――以后過(guò)去了幾日，羊絨衫全賣光了，她們確實(shí)離開了，但是并沒(méi)有遠(yuǎn)去，到另一個(gè)住宅小區(qū)再次開演。一個(gè)月的時(shí)間里，這個(gè)羊絨衫店連續(xù)刮起5次市場(chǎng)銷售高潮迭起，在住宅小區(qū)里造就了比商業(yè)步行街上類似店面也要好的銷售額。如今也是有許多網(wǎng)址在效仿這類“營(yíng)銷與限購(gòu)政策”緊密結(jié)合的方法，合理的提升了客戶轉(zhuǎn)換率，獲得了傲人的考試成績(jī)。
Inside the residential area a new open woolen sweater store, opened it shows that "sell only 7 days, low-cost sales". 7 days after that change, "the manufacturer notice, to sell 5 days, depreciate sales promotion"; Five days later is that "the last three days, buy a send two"; Three days later said that are "delayed three days, a leave"; Another three days is that "tomorrow at 6 p.m., half sell half to go"; After two days is that "factory car not to see money, sell, as you go along with the"-a few days later, woolen sweater are all sold out, they have really gone, but didn't go far, to another district on again. A month before this woolen sweater for five times a shop selling climax, in the community created than the streets similar shop even good sales performance. Now there are many web site in the imitation this "promotion and 限購(gòu)政策" the way of the combination of the, effectively improve the user conversion rate, has achieved great success.
6．合理運(yùn)用網(wǎng)上客服專用工具(Effective use of online customer service tool)
網(wǎng)上客服專用工具是提升互聯(lián)網(wǎng)營(yíng)銷轉(zhuǎn)換率的合理專用工具。有數(shù)據(jù)信息說(shuō)明，企業(yè)官網(wǎng)大部分瀏覽量因?yàn)椴豢梢蚤_展立即的互動(dòng)交流溝通交流和網(wǎng)上溝通交流，超出98.5%的潛在客戶可能外流。強(qiáng)烈推薦應(yīng)用QQ、淘寶旺旺等網(wǎng)上客服專用工具，此外400號(hào)碼還可以大幅度提高廣告效應(yīng)，400熱線電話一年只需幾百塊，在急速400號(hào)碼網(wǎng)關(guān)于400業(yè)務(wù)流程的詳細(xì)描述。網(wǎng)上客服專用工具是一個(gè)雙重的溝通交流溝通交流專用工具。客戶能夠 積極同在線客服開展溝通交流，在線客服還可以對(duì)客戶的瀏覽個(gè)人行為開展關(guān)心，并積極傳出溝通交流邀約，協(xié)助客戶處理難點(diǎn)。
Online customer service tool is to improve the network marketing effective tool for conversion. Figures showed that enterprise web site visitors not to because most interacting and online communication, more than 98.5% of the potential users will be lost. Recommend using QQ, online customer service tools such as the prosperous, another 400 phone can also increase the advertisement effect, 400 phone calls a year need hundreds of yuan, in extreme 400 telephone network about 400 business details. Online customer service tool is a two-way communication tools. The user can actively communicate with customer service web site, the site of the customer servi
ce user's access to conduct attention, and actively talking to send invitation, help customers to solve problems.
7．精確的百度搜索引擎搜索引擎廣告(Precise search engine keyword advertising)
百度搜索引擎搜索引擎廣告是提升客戶轉(zhuǎn)換率的一種合理的互聯(lián)網(wǎng)營(yíng)銷方法。在對(duì)客戶查找行為分析并在這個(gè)基礎(chǔ)上挑選最有效的關(guān)鍵詞組合，優(yōu)化廣告宣傳降落網(wǎng)頁(yè)頁(yè)面內(nèi)容的關(guān)聯(lián)性，能合理提升轉(zhuǎn)換率。百度搜索引擎竟價(jià)的實(shí)際效果由各個(gè)方面的要素構(gòu)成，每天的耗費(fèi)費(fèi)用預(yù)算、關(guān)鍵字上詞總數(shù)和匯報(bào)剖析等維護(hù)保養(yǎng)工作中的優(yōu)劣立即危害了百度搜索引擎競(jìng)價(jià)產(chǎn)品的實(shí)際效果。因?yàn)榘俣人阉饕嫠阉饕鎻V告具備一定的專業(yè)能力，根據(jù)挑選有整體實(shí)力的服務(wù)提供商開展廣告宣傳維護(hù)保養(yǎng)，能夠 進(jìn)一步提高互聯(lián)網(wǎng)營(yíng)銷實(shí)際效果。像上海市迅速等在搜索競(jìng)價(jià)商品銷售和服務(wù)項(xiàng)目上閱歷豐富。
Search engine for advertising is to improve the efficiency of the transfer of the user an effective network marketing methods. To users search behavior analysis and based on this, choose the most effective keywords combination, optimization of the page content advertising landing correlation, can effectively enhance the conversion rate. Search engine for effect by many factors composition, daily consumption budget, key words on the quantity and the word and analysis report a direct impact on the search engine for product effect. As search engine keyword advertising has certain professional, through the choice of strength are advertising service maintenance, can further enhance the network marketing effect. Like Shanghai in the search for products such as hotly sales and service experience.
8．具備感染力的顧客印證(Persuasive customer witness)
顧客印證是合理的營(yíng)銷方法，但許多網(wǎng)址并沒(méi)有靈活運(yùn)用顧客印證到互聯(lián)網(wǎng)營(yíng)銷中。在商品/服務(wù)項(xiàng)目展現(xiàn)的另外，展現(xiàn)該商品/服務(wù)客戶的服務(wù)質(zhì)量評(píng)價(jià)、應(yīng)用感受，能提高商品/服務(wù)項(xiàng)目的感染力，提升客戶選購(gòu)的興趣愛(ài)好和自信心。在這些方面，阿里巴巴網(wǎng)做得較為及時(shí)。在對(duì)其誠(chéng)信通商品的推廣營(yíng)銷中，阿里巴巴網(wǎng)很多應(yīng)用了顧客印證方法，不僅有正臉的應(yīng)用感受，也是有背面的沒(méi)有應(yīng)用客戶的上當(dāng)受騙歷經(jīng)展現(xiàn)。二者的極大差距使客戶從心理狀態(tài)上迅速接納了誠(chéng)信通商品。
The customer is an effective marketing skills testimony, but many web site and not make use of the customer to witness the network marketing. In the product/service show at the same time, show the product/service customer service evaluation, use experience, can strengthen the product/service persuasive, increase users buy interest and confidence. In this respect, alibaba is done is in place. In the good faith the product marketing promotion, the use of the customer alibaba witness skills, both the use of positive experience, negative no use of the user experience shows fraud. The great disparity between the user from psychological fast accept the integrity the products.
9．正確引導(dǎo)老顧客開展推薦介紹(Guide old customers turn is introduced)
運(yùn)用互聯(lián)網(wǎng)營(yíng)銷來(lái)正確引導(dǎo)老顧客開展推薦介紹比傳統(tǒng)營(yíng)銷渠道方式還具備優(yōu)點(diǎn)。一般狀況下，針對(duì)已交易量顧客，我們可以根據(jù)積分、折扣優(yōu)惠、禮物等方式來(lái)推動(dòng)老顧客再度消費(fèi)；另外，針對(duì)老顧客詳細(xì)介紹來(lái)的新客戶，除開新客戶可以獲得較為特惠的價(jià)錢，老顧客也將獲得積分或禮物等形式多樣的收益。
Using the network marketing is to guide the old customers than the traditional marketing method to introduce still has the advantage. Usually, clinch a deal for already customers, we can through the integral, discount, gifts and other forms to promote old customer again consumption; Also, the old customer introduced him to new customers, in addition to new customers can get more favorable price, and old customers will also get points or gifts, and other forms of return.
10．高度重視電子郵箱營(yíng)銷推廣的運(yùn)用（潛在用戶的追蹤關(guān)愛(ài)）(Pay attention to the application of E-mail marketing (potential customers tracking care) )
電子郵箱營(yíng)銷推廣并不是指推送垃圾短信廣告宣傳。電子郵箱營(yíng)銷推廣除開在發(fā)展新客戶上面有其功效以外，更大的功效還取決于針對(duì)潛在用戶的追蹤關(guān)愛(ài)上邊。大家根據(jù)本身服務(wù)平臺(tái)的電子器件雜志訂閱客戶、會(huì)員注冊(cè)電子郵箱、有獎(jiǎng)競(jìng)猜參加者電子郵箱及其合作方出示的有關(guān)電子郵件等形式多樣獲得潛在用戶的郵件歸檔，應(yīng)用電子期刊、營(yíng)銷活動(dòng)詳細(xì)介紹、網(wǎng)址精粹內(nèi)容強(qiáng)烈推薦、免費(fèi)資源網(wǎng)站出示等多種多樣電子郵件方式，吸引住潛在用戶再次關(guān)心大家的網(wǎng)上平臺(tái)和商品（服務(wù)項(xiàng)目），最后完成潛在用戶的轉(zhuǎn)換。
E-mail marketing is not refers to send spam advertisements. E-mail marketing in addition to develop new customers have their effect on the outside, a greater role for potential customers also lies in the tracking care it. We through their own platform of electronic journals subscription users, a registered member mailbox, participants mailbox prize and partners to provide the related electronic mailbox, and other forms of potential customers for mailing list, the use of electronic journals, sales promotion activity introduced, website essence, free resources provide recommended content and so on many kinds of E-mail form, and attract potential customers continue to focus on our network platform and pro
duct (service), finally realizes the transformation of potential customers.
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