In recent years, a large number of B2C websites have emerged in China. When the economic crisis hit in 2008, not only did they have no impact on B2C websites, but they brought new hope to B2C websites. When the economic crisis continues to increase their influence, Merchants have also realized the role of the Internet and have joined the ranks of e-commerce. However, many merchants are not very familiar with the promotion of B2C websites. It is difficult to do it when building a B2C website. I now also work for Woye Electrical Appliance Mall www.woye.com. Based on my own promotion experience and research in this area Some promotion methods of B2C websites that have been relatively successful at present have been summarized as follows. I will list them below to show my shame.
1. Preliminary SEO optimization
In the early stage of website construction, it is necessary to make some arrangements for the SEO of the entire website. Technical personnel are familiar with the technical implementation. Then, all we have to do is to make some understanding and guesses about the search habits of netizens. As for electrical appliance websites, I suggest you refer to Paopao.com and Zhongguancun Online. They set the web page title on the product list page, such as Juicer:, the quotation, price, brand, model, ranking, and recommendation of the juicer. On the product details page, there are Midea and JE701AB juicer quotations, prices, pictures, parameters and performance. These keywords will be included in the introduction of the product. Appear repeatedly without making search engines feel like you are deliberately trying to please them.
2. Increase PR value
The PR value is very important for an e-commerce website. The PR value indicates the weight of the search engine on the website. At the same time, the PR value also indirectly brings traffic to the website. The method for the PR value is to find websites with high PR values to make friendly links. The most direct way and the fastest way is to use the method of purchasing links to search for links on Google. The PR value will be increased during the update period. Then use the increased PR value to exchange links with websites that are equal to or higher than yourself, and finally slowly remove the websites from which you purchased links before.
3. Q&A community
Leverage a question-and-answer community. It mainly uses the effect of long-tail keywords to bring traffic. Currently, the best platforms for question-and-answer communities are: Baidu Knows, Tianya Questions and Answers, Sina iAsk, and Soso Questions. Among them, Baidu Knows and Tianya Questions and Answers can directly bring traffic. As for Sina iAsk and Soso's Q&A, they are more suitable for promoting brand awareness. Baidu knows that it is necessary to pay attention to skills and understand their rules when doing so. However, for Tianya Q&A, these Q&A rules are more relaxed.
4. Paid search engines
Paid search engines are unavoidable for any e-commerce company, because there are currently too many people using search engines to search for information. Even JD.com and Joyo, which have done relatively well, are still using paid search engines. Search engines, and the investment is not small, the investment in this area can only be to minimize the cost of each order, and the usage technique in this area is to increase the use of general keywords and long-tail keywords as much as possible Quantity, try to compete for popular keywords.
5.cps alliance
CPS alliances include third-party CPS alliances and self-built CPS alliances. Using third-party CPS alliances, you can quickly build a relatively large advertising alliance. However, these alliance members will not take the initiative to place your real-time advertisements or promotional activities, which will affect the effectiveness of publicity and promotion. However, using a self-built CPS alliance can control and quickly respond to promotional activities. The whole site is very helpful. At the same time, because the self-built CPS alliance is easier to communicate with these members, they also take the initiative to grab some promotional information from the mall to maximize the effect of these promotional activities.
6. Compare shopping websites, shopping guides, and discount websites.
The difference between the three is that comparison shopping websites provide cash back to members, while shopping guide websites publish more merchant information and express members’ reflections after shopping; discount websites publish merchant promotional information. and coupons, and what they have in common is that they all gather a group of people with shopping needs; and they are relatively recognized for the consumption model of online shopping. By cooperating with comparison shopping websites, benefiting some members can increase the popularity of the website. The role of marketing and increasing sales. And then use some more mature customers to post their shopping experiences to some shopping guide websites to achieve the effect of word-of-mouth communication. At the same time, you can also conduct promotional activities jointly with these comparison shopping websites, shopping guides and discount websites. And attract more customers to shop on the website by issuing coupons.
7. News and soft article promotion
The principle of news placement is to make your promotional activities and image have a sensational effect, so when writing news, insist on grasping the key points of events and promotional activities, and at the same time, you must also use the differentiation of your website to attract netizens. Understand the differences between your brand and services and those of your peers, so that netizens will accept you in their hearts. You must adhere to long-term principles for news delivery, because news promotion is a long-term task, and the effect is cacheable, so you can only rely on it once Two placements will not have a very good effect, and the promotion of soft articles is mainly through the release of soft articles in some forums, which mainly involves product promotion, sharing of promotion experience, event hype, etc., and for various types of Soft articles should choose different publishing platforms, because good soft articles also need to meet the platform to be published well and spread better. If possible, you can use some better platforms to do some promotional topics, then The effect can be magnified several times.
8. Forum promotion
In addition to soft articles for forum promotion, you can also contact the persons in charge of these forums to jointly organize some activities, or issue coupons through their activities, or sponsor some prizes to them for on-site activities, if possible. You can set up a dedicated section of your own mall. At the same time, some text link advertisements can be added to the forum promotion. For example, each floor should put its own advertisements and try to cover these popular posts. Finally, if funds permit, hard advertising can be placed.
9. Cooperation with different industries
Cooperation with other industries can expand one's own promotion channels, because when cooperating with other industries, our customers overlap, so the exchange and cooperation between the two can connect these common consumers together. At the same time, you can also increase your influence, and sometimes you can bring some better resources to your promotional activities. For example, there are a few examples done by our electrical appliance mall.
First. The cooperation with Taisheng Mipu. The form of cooperation with Taisheng Mipu is to distribute Taisheng Mipu’s rice and brochures to customers during our activities. On the other hand, my brochures are also added to the rice they sell, so that kills two birds with one stone.
Second. In addition, online, we have united with several merchants during important festivals, such as "3.15". Several merchants jointly come up with some preferential activities for consumers, and then use the promotion resources of several parties. Promote this joint event.
Third. Cooperate with the web game Wan Yi Yi. Wan Yi Yi is one of the better web games in China. Our cooperation with them is to sponsor their local activities. The main form is to use coupons to participate in the activities. After the end, after the member's points reach a certain level, he can go to the Myeye Electrical Appliance Mall to redeem designated products.
10. Website navigation station promotion
At present, the influence of website navigation stations is still quite large. Using these navigation stations to hang your own website name can bring a certain amount of traffic to the website, and some smaller website navigation stations can exchange links through To carry out exchanges, so many free website navigation sites are integrated. In the end, the scale effect of promotion is reflected in the scale effect that a single website navigation cannot bring.
11. Email marketing
Email marketing includes on-site email marketing and off-site email marketing. On-site email is a method adopted when the membership base reaches a certain level. The main purpose is to allow these members to make repeated purchases and prevent these members from sinking. If it can be done If you let them make repeated purchases, it will reduce the cost of bringing in a consumer and reduce the cost of promotion.
Off-site email marketing is mainly to bring in new customers. This may require a larger amount of manpower. You can use some free email grabbing software to capture the source of email addresses. Then send advertisements or promotional information to these accounts through the email backend of your website or fixed accounts. Of course, the effect will not be very significant, but as long as a certain base is reached, the effect will be very pleasant. .
12. Offline promotion and regional strategy
In addition to sending leaflets for offline promotion, you can also use your products to enter some communities or buildings for on-site promotions. For example, the building where we are located has many B2C websites promoting it. A few days ago, there was a clothing B2C website that put some clothes there and distributed some flyers on site. Let’s not talk about how popular their on-site sales are, but when I returned to the company, I went up to look at their website, but in fact the website was not completely done. For example, their website construction was not done yet. If we promote it in this way, it goes without saying that we have already completed the website and operated the online mall!
Every online mall cannot escape the fact that it is difficult to cover the whole country at the beginning. For example, JD.com and Redbaby, which are currently doing well, have chosen some cities to start, and then use them to do a good job. If the experience of some cities is copied to other cities, regional strategies will inevitably emerge, such as JD.com’s distribution and warehouses in three places.
Therefore, in terms of regional strategy, we can achieve limited-time or same-day logistics and delivery, professional services, free shipping, etc. At the same time, you can also carry out promotional activities targeted at this area and serve a certain group of people well. Then you can spread the word of mouth and it will not be difficult to copy it.
13. Seize important holidays to carry out promotional activities
In China, every major holiday will bring about a shopping boom. Therefore, in the e-commerce area, we must also have this awareness, seize important holidays, determine the theme of activities suitable for the holiday, and come up with ingenious promotions. Activities will definitely bring good results. The above is some experience I have summed up in my work and study. If there is anything bad, please comment, I will be grateful!