Because I run a second-hand website in Wuhan myself, I have some experience, so I will share it now. Okay, let’s get right to the point without further ado.
1. The homepage must have a "media" awareness. The media is the channel for disseminating information.
2. The columns of local portal websites should first be focused on convenient and effective release and inquiry of information needed by local people. They can do some local news, but don’t place too much emphasis on information networks. If you want to see information and news, go to Sina and NetEase. There is no need to go directly to Went to the local portal to see it. Local portals need to have detailed local information, which is often something that national comprehensive portals cannot do, nor can they do it in such detail. The most frequently queried information on local websites is real estate information, talent information, dating information, second-hand information, telephone information of various local service agencies, promotional information of merchants, etc. As a local portal, we need to increase the intensity and focus on actually collecting and publishing this information.
3. Combine local news activities with website promotion
For example, we cooperate with children's photo studios and kindergartens to organize baby shows, cooperate with newspapers to organize online essay contests, cooperate with the Women's Federation to organize online voting activities for March 8th Red Flag Bearers, cooperate with merchants to organize online product knowledge quiz contests with prizes, and other city miss selections. , city flower selection, calligraphy and painting exhibition, photography exhibition, video show, etc. You can participate in various activities. Participating in an activity can influence a group, bring a group of users, discover a group of customers, and achieve the purpose of publicity.
4. Institutional units such as local governments, local TV stations and broadcasts, local newspapers, local industry associations, and local information intermediary companies have their own information collection channels. You can consider cooperating with these institutions for mutual benefit and help them realize content networking while also It enriches the content of your website, but when cooperating with them, you must consider that if they are suitable for independent operation in the future and have strong intention to operate independently, then let them activate independent domain names, and you can earn their domain name space, system development, and content maintenance. Fee and turn him into your client. If you can formulate a reasonable channel investment, promotion and profit distribution mechanism, allowing them to invest first, develop and then make profits, and become your channel partners, you will gain an advantage in future competition.
5. Common profit models for local portals include merchant franchise fees, page advertising fees, advertising alliance revenue, channel naming revenue, etc. Which profit model should be adopted? The key is to look at your strengths. If you are good at planning and promotion, you can earn channel naming fees; if you have outstanding abilities, you can also earn cooperative promotion sponsorship fees.
If any local portal website can focus on customer experience and continue to develop and summarize suitable and effective promotion methods, it will definitely get a development opportunity.
First of all, webmasters of local portal websites must have a "media" concept.
The media is a tool for communicating and disseminating information, and is an information carrier, such as television, radio, newspapers and magazines, and the Internet network media is called the fourth media. The positioning of local portals is actually very clear: they are local media just like local TV stations, local newspapers, and local radio. You manage local TV stations, local newspapers, and local radios how they are managed. You promote local TV stations, local newspapers, and local radios how you promote them. You make profits how local TV stations, local newspapers, and local radios make money. Of course, you shouldn’t forget the different characteristics of online media from traditional media. You can’t just copy what I said here. What I mean here is that you need to learn and master the way media operates.
Column settings for local portal websites.
First of all, we must focus on the convenient and effective release and query of information needed by various local people. We must not be greedy for big things and seek completeness, let alone build an information network.
Local portals are designed for local people to see. Only when you meet the needs of local people and more local people log in can your website have commercial value. The most common online searches for local people include real estate information, talent information, dating information, second-hand information, telephone information of various local service agencies, promotional information of merchants, etc. Of course local news is also popular, but because the topic is sensitive, it requires pre-approval and is difficult to edit, so it is not recommended if you are not strong enough. Local portals generally have various information channels such as real estate and talent. However, many columns lack convenient and effective classification search functions. Some website information columns are even not focused on information, but on information articles. If you want to read information articles, everyone will go to Sina and Sohu. What are you doing here? If there are too many columns, more energy will be consumed, and the quality of the columns will decrease. This is also the reason why many local portals cannot develop as local industry websites.
The promotion of local portals should pay attention to the integrated promotion of air and land, and be good at operating various activities.
What should I do if the information channel of the local portal network starts to have less information content? It is certainly not advisable to wait for netizens to release it. There is a simple and effective method to introduce to everyone, which is to arrange for people to register all kinds of information for local businesses and people for free, street by street. Post it on the Internet, each person specifies the amount of information to register every day, and then summarizes it and prints it into leaflets and gives them away for free. Of course, the signature must be marked with your own website address and advertising slogans. By registering and promoting at the same time, the other party will naturally log in to your website when they want to know more information. Some uncles and aunts do not have computers at home and do not know how to surf the Internet. They will even go to an Internet cafe with flyers to find someone to help find information. This is a quick and effective method that costs only the salary of 1-2 people plus a few cents per flyer.
Space refers to the website, and ground refers to ground activities. The integration of air and ground refers to the combination of website promotion and real-life activities. The combination of effective websites and ground activities is very beneficial to website promotion, such as cooperating with children's photo studios and kindergartens to organize baby show activities. , cooperate with newspapers to organize an online essay contest, cooperate with the Women's Federation to organize an online voting event for March 8th Red Flag Bearers, cooperate with merchants to organize an online product knowledge quiz with prizes, and other city miss selections, city flower selections, calligraphy and painting exhibitions, photography exhibitions, You can participate in various activities such as video shows and so on. Participating in an event can influence a group, bring in a group of users, and discover a group of customers. Of course, every activity must consider the investment cost, and try to make it as profitable as possible to get partners or sponsors to contribute. If not, we must also achieve our publicity purpose.
Local portals should expand information collection channels and do a good job in content construction.
Institutions such as local governments, local TV stations, local radios, local newspapers, local industry associations, local information intermediary companies, etc. have their own information collection channels. Put the information they collect directly online and it will become your website content. You can consider cooperating with these institutions. Cooperation between units is mutually beneficial. It helps them realize content networking and also enriches the content of your website. However, when cooperating with them, you must consider whether they will operate independently in the future and get rid of you. I think a good way is , if they are suitable for independent operation in the future and have strong intention to operate independently, then let them activate independent domain names, and you can earn their domain name space and system development and content maintenance fees, and turn them into your customers. At the same time, considering that the local portal industry will continue to increase competition in the future, if you can formulate a reasonable channel investment, promotion and profit distribution mechanism, let them invest first, develop and then make profits, and become your channel partners, you will win the future competition. advantages.
Local portal system.
If you don’t have the energy and strength to continue developing and upgrading, it is better to purchase products from professional developers of local portal programs.
The continuous development of local portals is an extremely energy-consuming process. What channels to set up, what functions to add, how to make the operation user-friendly, and how to design a profit model, may be lost by the time you have thought about and developed it. Therefore, it is a better choice to choose a system from a local portal professional program developer that is powerful, dedicated, continuously upgraded, and one of the best in the industry. Of course, the program developer's project planning and promotion capabilities must also be considered. A system conceived and developed purely from a programmer's perspective may not necessarily meet the needs of the market. If there are professional local portal developers who think the system they have developed is good, you can contact me and I will help you choose.
The operation of local portals must consider the return on investment cycle.
There are many local portals with good plans, but profits are slow. If they do not achieve good results after 1-2 years of operation, they will lose interest in business and reduce investment. Especially when an individual webmaster operates a local portal, he must calculate the minimum monthly expenditure for your website, how long it will take to break even, how long it will take to make a profit, how long it will take for the net profit to reach your target income, and whether you have enough When will the funds last until the profit target is reached? You must know that many competitors will be born anytime and anywhere in this industry. If you cannot quickly achieve your profit goals, you will not have enough strength to support your continued development.
The problem of the profit model of local portals.
Common profit models for local portals include merchant franchise fees, merchant joint discount membership card sales revenue, page advertising fees, advertising alliance revenue, VIP membership fees, channel naming revenue, etc. Everyone knows these forms, so which one should we use? What about the profit model? I personally think the key is to see where your advantages lie, whether you have the ability to control merchant resources or ordinary user resources first, and whether you have the ability to control information resources or advertising resources. You must first obtain a resource before you can use this resource to attract demand and then make profits. For example, if you can first develop a large number of website members, you can charge franchise fees and advertising fees from merchants; if you can first unite a large number of merchants to join, you can sell joint discount cards; if you can obtain first-hand accurate information , you can charge VIP membership fees; if you are good at planning and promotion, you can earn channel naming fees; if you have outstanding abilities, you can also earn cooperative promotion sponsorship fees. There is no fixed formula for which profit model to adopt. The key depends on your resource advantages, market development history, and competitors' strategies. There is no fixed method, but suitability comes first.
The development and prospects of local portals.
Local portals are an effective part of local media and have their reasonable existence. As long as they conduct careful research, reasonable planning, careful operation, and sustainable development, they will definitely gain a place in local media. A prefecture-level city can develop in as little as ten years after it is developed. An income of tens of thousands or even hundreds of thousands should be reasonable. However, the competition among local portals in the future will inevitably be extremely fierce. With the chain franchising of major websites, the strong intervention of local media, the continuous entry of new companies and newcomers, and the continuous innovation and changes in the development of the Internet, this industry is not easy to do. But risks and opportunities coexist. If any local portal website can focus on customer experience, continue to develop and explore and summarize effective promotion methods, it will definitely get a development opportunity. Apart from strength, there is no shortcut to development. It just depends on who is more dedicated and focused.
Of course, the development of local portals also needs to be combined with the actual local conditions, continuous attempts and multi-party cooperation, so that the website can be well-known in the local area and the operation of the portal can be greatly developed.