1. Enterprises seem to just have their own websites, but not necessarily a website that is truly suitable for them.
According to the "Survey Report on the Quantity of Internet Information Resources" released in 2006, the total number of corporate websites in my country exceeds 400,000, but the information services and information quality of the websites are not high. More than 50% of corporate websites have less than 50 page views per day. The corporate website and corporate business are not closely integrated. In the era of popular Internet culture, building your own corporate website has become inevitable. However, as Li Angeng, a member of the State Council Information Industry Expert Group, pointed out: "Just treating the website as a simple advertising platform will not have good results. Only by integrating corporate business, customer maintenance, product release, etc. with the website Only through close integration can the corporate website play its role.” In other words, the website is not a corporate blackboard, it should be integrated into the overall business process of the enterprise.
As we know, the Internet does bring many opportunities to enterprises. But do we really seize these opportunities? Maybe you want to say: I have built my own corporate website, I have purchased Baidu’s search engine advertising, and I have also introduced Alibaba to cooperate. I have even purchased year-round advertising from many corporate yellow pages and industry enterprise yellow pages—— I have done enough, so I should try my best to seize opportunities. Unfortunately, I can only tell you responsibly, no, all you do is "vanilla ice cream", and you haven't even started to make anything. Let us briefly discuss: There are now nearly one million corporate websites across the country. Why do we think customers will find our site? Even if a considerable amount of advertising is purchased, as I said in the article "The Crisis of the Long Tail" in the fourth issue of the Strategy Edition of "Sales and Marketing" in 2007, these are all battlefields where there are many opponents. Why should we win that war? The real victory? We casually browse various corporate websites, almost like a child born from the same mother. Looking at them, they are all somewhat similar - it seems that companies just have their own websites, but not necessarily a website that is truly suitable for them. And this is why I say that what we should really do is that we haven’t started yet. We should reconsider, why do we need a website, and what kind of website do we need?
2. Small businesses need big money
The book "The World is Flat" points out that in the current environment, if small businesses want to grow rapidly, they need to be generous. I understand that the generosity mentioned here does not simply mean large advertising investment and publicity efforts. It should be an in-depth combination of the advantages brought by new technologies and new environments (especially the network environment) to build their own platforms, explore cooperation, and expand business. Here, some information that business owners need to pay attention to is:
1. The number of Internet users in China has reached 167 million. Moreover, the Internet penetration rate among those with college degree or above has reached over 93% - How many of the people your company faces are already online?
2. The number of Chinese blogs will exceed 60 million in 2006 and is expected to exceed 100 million in 2007 - our users are no longer willing to passively receive information, more and more people will upload and share information.
3. QQ has almost become an essential tool for people to use the Internet - people's communication will be so simple and casual.
4. Baidu has become the first stop for Chinese-many people are now accustomed to actively collecting relevant information through searches. Moreover, we will value third-party information from the community and netizens.
Although this is very basic information, when our company builds its website. Maybe it really wasn't used. Making your own website can have different purposes for different companies (not just product display, new product release, etc.). We position and plan our sites according to our own purposes. ——It’s not just big companies that have the ability to plan their own websites. In fact, it doesn’t cost a lot of money to plan a professional website for your own business and outsource website construction to technicians who can independently develop it from scratch.
Overall, corporate websites can have different functions, and different functions will have different effects and precautions:
1. Product display and display: This function is suitable for providing timely and comprehensive product information display to distant partners, and of course, it is also suitable for displaying to individual customers. However, we should pay attention to the convenience of product selection and search when planning. And it is convenient for users to collect and save.
2. Recruit new customers: For any website placed on the Internet, everyone hopes that it can actively recruit new customers. In fact, there are hundreds or even thousands of sites in the same industry, so it is difficult for our customers to find them. This is why some companies are keen on SEO (search engine optimization) in the hope of being ranked higher by search engines. SEO is certainly important, but the most important thing is that the style of our website and the focus of the homepage display must be different from peers and attractive to customers. You can compare this with peer sites. You must be more attractive to consumers than they are, so you have a better chance of actually attracting new customers. Otherwise, just clicks and visits without preferences are meaningless.
3. Promotion platform: I have a friend who is an air ticket company and built a website. After buying Baidu, he never got satisfactory results. I went to check it out. I said, if you give points, others will give them to you. Is it still worth bragging like this? It is better to send other attractive gifts: replace it with a batch of fashionable gifts and magazines as gifts, and the purchasing power will be significantly increased with the same click. Here, we first need an area to publish promotional information. Depending on the industry, the form can be different. Don’t stick to text. If necessary, it is completely worthwhile to make a large version of the picture.
4. Build trust: To succeed on the Baidu battlefield, it is important for the website itself to build trust. People who land on your site trust you. This can give people a feeling from the basic style. Many websites do this poorly, because the websites are outsourced to batch printing companies. The design power is relatively low. It is recommended that enterprises still need to hire separate design and technology to do it if necessary. You can even go to some communities or sites to find suitable and outstanding part-time workers to complete the job.
5. Customer service: It is necessary to establish a Q&A center on the website and arrange for dedicated personnel to answer questions on time. This firstly improves the interactivity of the service, and secondly indirectly solves similar problems of other users. At the same time, a self-service system such as online payment is established online. It also allows companies to serve familiar customers more smoothly. Even, it is necessary to establish a business-related question and answer system. Allow users to ask and answer questions and help each other solve problems.
6. Detailed demands: The Internet can carry more information. We need to be clear about what we and consumers cannot explain clearly, and use words, charts, cases, and even stories to express and describe them more clearly. Reasonable settings are provided in the website service.
7. Role model: Some companies simply place customer messages on their website as a role model. This is indeed possible. But the best thing is to combine the forum function to highlight this part. In some industries, special sections can also be organized to design certain topics and subjects. Invite industry insiders, experts, enthusiasts, and ordinary users to discuss. This will even have a certain public relations effect.
8. Recommender system: This system is suitable for many enterprises. Especially valuable consumer goods for individual customers. Let customers recommend customers and get relevant rewards. Of course, we need to design a reasonable and convenient recommendation process for customers.
9. Community function: Many sites are suitable for developing communities. But the function of the community needs to be carefully planned. We want to establish the community as a platform for enterprises to interact with customers and customers to communicate with customers, and to guide and develop the second force of customers. Some corporate communities are well established, and the customers themselves become the company's customer service, salesmen, etc. Such as the online community of Lego toys.
How to operate it specifically? Not every company needs to be a community or is suitable for a certain function. We have to define it according to our own needs. Let’s think about a question: Who should our website be shown to? What's the purpose? Let me give you an example here. Once, Mr. Shen from Rencaotang (Beijing) asked me what kind of website they should build. It is a health care service company in Beijing that integrates medicine and massage, providing a series of services such as foot massage, cervical massage, scraping, kidney warming, bone setting, etc. The place also provides regular cervical massage services to comrades from a traffic police detachment in Beijing. It can be seen that the effect is very good. I said that your advantages and corporate connotation cannot be explained in one sentence, and even people don’t know the difference between getting cervical massage here and elsewhere. These can all be solved through the Internet. The following suggestions are highlighted:
First, there is an area to announce and describe the company's services very well. As well as the company’s team of expert technicians and descriptions of some of their professional skills.
Second, create an information channel to collect and publish some health knowledge related to services. and daily health care knowledge that everyone is concerned about.
Third, videos can be produced to show our service processes and levels. We should also put our service to certain groups as role models. Let the company's old Chinese medicine practitioner (who was the doctor of a certain deceased leader) give a health lecture, which can also be disseminated on the website and other sites.
Fourth, provide a question and answer system and create a health community so that users can discuss and ask each other about health issues. You can also let users who have been here take photos (if they are willing).
Due to business relationships, this site is relatively complicated. In fact, it was based on a website construction suggestion from another friend of the airline company. I only mentioned 4 points: the style is simple and elegant, easy to search, reflect discounts, focus on amplifying and organizing your own special gift services, and provide good after-sales service to retain customers. So our focus is different on different sites.
In addition, the overall site style is also very important for corporate websites. A business cannot say that having a website is enough. You must be clear about the group of people you want to target and what problems you want to solve. For example, a website for large partners should look grand, and a website for individual users should allow customers to understand what your services are and what your advantages are upon entering. Building a website is simple, but how to build a website that suits you is indeed worthy of our company's real effort and money to explore.