When we marketing and promotion personnel apply for or work in a new company, the company usually requires us to come up with a marketing promotion plan or a diagnostic report. How to write it and where to write it. I believe many students who accept this order for the first time will know. Sorry for the trouble, the following is a website diagnosis report and simple promotion strategy of a certain company written by Changjiang. For some reasons, it is not convenient for Changjiang to reveal the name of the company here. Please bear with me.
1.Homepage
Page art
The logo design is too pictographic. If it is not combined with the domain name, it will be difficult for people to remember it in a short time, which is not conducive to the spread of the brand.
The sidebar design is slightly abrupt, and the dark red border makes the page slightly confusing.
The product image section should be partitioned by borders to enhance its overall feel.
Because there are too many partitions and content at the bottom of the website, it feels visually scattered and lacks a sense of integrity.
The intervals between each section and advertising space are refined to make the page more tidy.
page panel
For the snap-up section below the head carousel advertising space, it is recommended to perform appropriate art processing to form a separate section.
Move the "Service Navigation" below the product classification in the visual hotspot area on the left, move the "Jindian Information" to the left, and move the "Money Made" advertising space downwards (Note: The service navigation section is where the company's sales network can It is a good reflection of the company's strength, so it should be placed in a visual hotspot area. The "Get paid" advertising space is on the same level as the main advertising space, causing the website header to be too heavy. Moving it down can solve this problem. It is recommended to move it down. appropriately reduced)
The layout settings of other sections need to be detailed and designed according to the company's specific conditions after negotiation.
Product details page
Page art
The product thumbnails are enlarged as a whole, and the right side is carefully typed to make the page full and natural.
2.Others
User reviews affect purchasing behavior to a great extent, so this part should be the focus of layout design. If technically possible, it is recommended to imitate the JD.com review section. In addition, the review content should try to imitate the behavior of real buyers, with good and medium reviews. , or even negative reviews.
In order to comply with the Internet habits of some users, it is recommended to add instant messaging tools such as QQ and MSN to the right of the product thumbnail.
It is recommended to remove pop-up real-time chat tools.
As far as the overall aesthetics of the website are concerned, I personally think it is a bit rough and needs major changes.
About Blog Forum
Currently, there is an official forum under the first-level directory of the mall. I personally think it is not very practical. Due to the nature of the product, it is estimated that few people will post on the forum to discuss office supplies. It is recommended to replace it with the company's official blog.
Blog construction: Many well-known company blogs are jointly constructed by company executives and employees. Whether it is the boss's blog or the employee's blog, they are an external display of the company's humanistic environment. The boss builds his personal brand through the company's blog, which is important to the company. Improving the image of a company plays a very important role. Imagine that the well-known entrepreneur Jack Ma continues to show his self-image through television media. While his personal image is improved, the company's visibility has also been greatly improved.
The content of the blog: It does not have to be gorgeous or mixed with soft advertisements. The content of the blog can be all aspects without affecting the company's corporate image. The principle is to be natural and simple, reflecting the company's positive corporate culture.
If fully paid attention to, the effect of blog marketing is long-term and profound.
Blog promotion: Specialized personnel can be arranged to publish the blog to the outside world after it is completed. For example, we often see the blog posts of 360 CEO "Zhou Hongyi" appearing on some well-known websites. Behind this seemingly simple appearance, there is a lot of information behind it. There is an operations team operating.
However, one thing to note is that the number of visits to the official blog is not its ultimate goal. The external display of the company's humanistic environment is its ultimate goal. It can be understood that blogs are used to collect corporate culture, and then publicized and released through professional planning.
There are many companies currently doing blog marketing, but not many are successful. The most fundamental reason is that the company does not pay enough attention to it from a strategic perspective, and the methods during the implementation process are incorrect, such as treating blogs as a company release. As an advertising position, such blog marketing is doomed to fail from the beginning.
Implementation details:
Establish a corporate blog under the first-level directory of the company's official website as the leading position for the company's external publicity. In addition, it is also necessary to register an open blog on some large portal websites. The content can be regularly selected and reprinted from the official blog.
Classic case of corporate independent blog: blog.35.cn
In addition, my previous company used the site group model to promote the company's products ( www.nmxx.net.cn ). The main page of each site group website has blog content. Customers who visit the website can see it in a very obvious position. See the company's official blog and visit it, but this method is not suitable for our mall-type website.
About SEO
In addition to the target keywords in SEO, a large number of long-tail keywords are the source of website traffic. However, due to the nature of the company's products, analyzing related long-tail keywords has certain limitations. You need to be familiar with the company's products and user search habits and combine them. Related tools for analysis and summary. Regarding the specific methods of using SEO to improve keyword rankings, I will not elaborate further.
In addition, long-tail words can be covered with the help of Baidu Zhizhi, Baidu Encyclopedia and related b2b websites. The disadvantage is that the company cannot monitor traffic. A classic case of successful use of SEO long-tail keyword concept: www.liyi99.com
Other promotions
1. Meager promotion
Weibo is not yet a very mature promotion method. Many companies are trying to use it. However, because it is immature, it contains more potential opportunities. Not long ago, CCTV made a special report on Weibo marketing. This shows its importance and huge development potential. At present, forward-looking companies have set up special meager promotion teams and achieved very good marketing results.
I personally haven’t done much research on meager marketing, so I can’t put forward constructive marketing suggestions for the time being. I am currently using my spare time to study and research, but many opportunities are waiting for no one. I suggest that companies should research and enable meager marketing as soon as possible, because it is often a This kind of marketing method has the best effect at the beginning of its birth.
2. Application of Baidu products
Baidu gives a high weight to its own products, so it should be fully utilized.
Baidu Encyclopedia
Establishing encyclopedia entries can help increase the visibility of a company. For example, when a customer searches for Jindian Office through a search engine and sees the company's encyclopedia entry, it will give the customer a potential impression that the company is very powerful and has many The company specially pays people to make encyclopedia entries. In addition to the encyclopedia entries of the company name, you can also edit similar entries such as Jindian shredder. Because it is Baidu's own product, it is easy to edit entries containing keywords. You can achieve a good ranking in Baidu's natural search results, but there are certain skills and difficulties in writing and submitting entries. It is currently recommended that the minimum requirement is to edit an encyclopedia entry about Jindian Company as soon as possible.
Baidu knows
Baidu knows that it is much easier to submit encyclopedia entries than to submit encyclopedia entries. It can simulate users to ask questions and answer them according to users' habits. After this method reaches a certain amount, the word-of-mouth effect will be very obvious.
3.Marketing
The so-called event marketing refers to the enterprise planning, organizing and using people or events with news value, social influence and celebrity effect to attract the interest and attention of the media, social groups and consumers in order to increase the visibility and reputation of the enterprise or product. To establish a good brand image and ultimately promote the sales of products or services. Because this marketing method has a wide audience and strong suddenness, it can achieve the maximum and optimal dissemination effect of information in a short period of time, and save a lot of publicity costs for enterprises. In recent years, it has become more and more popular at home and abroad. A means of public relations communication and marketing.
From the above concept, we can see that event marketing needs to meet two conditions: 1. There are media events that can attract enough attention. No matter how much pure advertising is published, it will not attract attention. 2. Information coverage is wide, and it often needs to be combined with online trolls. If it can trigger public participation, the effect will be more obvious. A relatively well-known classic commercial case is the "Fan Object" incident that caused a huge sensation last year.
In addition, the recent marketing incident of "Kanlu.com" became famous overnight by taking advantage of the promotion loopholes of other websites. It is also worth learning from. However, such opportunities are often rare and require quick response with keen Internet insights.
Paid promotion
In addition to Baidu promotion that the company is currently using, Google's adsense is also a very good promotion channel. Compared with Baidu promotion, adsense is a universal participation advertising method. It will match the corresponding content based on the article content of the ad placement. The advertising content is vertically accurate. In addition, Baidu also has related products, but compared to adsense, Baidu's products are a rising star, and their reputation and influence are far less than Google's adsense.
There are many ways to promote Internet marketing, but not all methods are suitable for the company's products. Only when any Internet marketing method is used to its extreme will it have the greatest effect. This process requires a lot of time and manpower, and many companies will have this problem. In this situation, many promotion methods are used, but in the end it feels that they are ineffective. In fact, in many cases, it is not the problem of the marketing methods themselves, but that too many are done and none of them can be carried out in depth. The marketing effects are also manifested at different speeds. , if quick and immediate results are required, hard online advertising is the fastest and most direct, but it will also greatly increase the company's publicity costs. Soft online promotions take longer to achieve results and have a longer impact.
Therefore, it is not recommended that companies try every method, and make a decision after comprehensively considering the current staffing situation and the nature of the company's products before implementation.
The marketing plan needs to fully understand the company's product attributes and the company's sales network before it can provide specific and targeted opinions. Since I have just come to the company and I am not aware of these objective conditions, there will inevitably be biases in the plan. I hope my leadership will understand.
Author information: Wang Changjiang
This article was published on Wang Changjiang’s online promotion blog www.wangchangjiang.com . Please keep it for reprinting.
Thanks to Wang Changjiang for his contribution