Website promotion is a keyword with fierce competition among various Internet companies. Open the major search engines and the bidding for the keyword "website promotion" is extremely hot. At almost 6 o'clock in the afternoon, the first page of Baidu is still the entire bidding website. So what is the purpose of website promotion? What can it bring to us? How to do website promotion in the most effective way?
As we all know, the purpose of website promotion is nothing more than two: one is to increase exposure and thus increase popularity; the other is to increase profits. The first point is easy to understand. The second point may have some questions: What if it is an information website or a public welfare website? Sometimes such websites are not profitable. What do they add? My explanation is: No matter what kind of website it is, it does not matter what kind of website it is. Whether it’s promotion or optimization, whether they want to increase their visibility, increase product sales, increase the number of registered users, etc., the purpose is ultimately to make profit, no matter if you make money or win it, it’s popularity or various honors. Intangible value, or tangible value brought through sales, these are all "profits". Then we can summarize the above two points into one point: the purpose of any form of website promotion is to make profits.
Now that our purpose is clear, we must try our best to achieve this purpose, so let's take a look at the current methods of website promotion. The answer to this question has been introduced in a large number of articles on many websites. In summary, it can be divided into three aspects. First, promotion through other websites, such as bidding advertising, website advertising, website alliances, friendly links, etc.; second, through its own website Promotion, the most commonly used one is SEO; the third is promotion through tools, such as various mass mailing tools, blog mass sending tools, etc., and even cheating tools such as website ranking tools and malicious pop-up codes. Each of these promotion methods has advantages and disadvantages. Shenzhou Panorama (www.szqj.net) believes that the website chooses which promotion method not because the method itself is good, but needs to decide which promotion method to choose based on the website's own needs.
Different websites have different profit points, different positioning, and different target users. Only by analyzing their various "attributes" correctly can we choose a more effective promotion method. Here is an example to illustrate the problem. One of our previous clients was engaged in mining machinery. The company started building a website in 2004, and began to increase investment in 2005. By 2007, it invested an average of nearly 100,000 yuan on the website every year. This investment amount was significant for their company. It is a very small part and can be ignored. However, companies that can invest 100,000 yuan a year in online marketing have not yet formed a large scale in China. The investment of more than 200,000 yuan from 2005 to 2007 failed to bring much benefit to the company. Sales volume and return on investment were around 10%. During this period, the company also tried various promotion methods: Baidu Google bidding, portal advertising, mass mailing, sending links everywhere, etc., but the effect was not obvious. After understanding the situation, we gave them a comprehensive website analysis and diagnosis report and suggested that they do online marketing outsourcing. After analyzing the report, the company agreed to our suggestion. In less than 5 months, the return on investment increased to 500. %, the customer was very happy to see such results and said: "This is the real website promotion."
In fact, our operations are not unfathomable. In the initial analysis and diagnosis report, we mainly conducted in-depth investigation and analysis of their target users and target markets. For this customer, what they need is not a large number of visits. Rather, it is a large number of effective users. Most of the user groups in the machinery industry are in villages and remote mountainous areas. Users in these areas have very low computer operation capabilities. The only way for them to learn about products is through Baidu searches themselves, mainly through relatives and friends. Friends come to find relevant information for them. This information provides us with clues as to which promotion method to choose. The first choice is definitely Baidu bidding, and then advertising on machinery industry websites. Areas that require these devices must be areas with natural resources, that is, areas close to mountains. Another issue that cannot be ignored is the natural trust that users have in big cities when choosing such expensive equipment. Through these, we limited the areas where Baidu bidding is placed and canceled the promotion of affiliate websites. This not only reduced advertising costs by nearly 50%, but also improved the quality of advertising. Choosing the best promotion method is to attract target users to the maximum extent. This is just a general approach. The other half is how to retain users. Some people may say that it is the content of website construction and optimization, and cannot be counted as website promotion. Shenzhou Panorama believes that website construction and optimization are the foundation and extension of website promotion. Promotion without website construction and optimization is blind and fruitless. Only when users can finally generate inquiries or purchases through the website can the promotion be considered complete.
Through this case, we realized a problem, that is, website promotion is not just promotion, nor can it require excessive website traffic, but must identify the target user group. This is the so-called "precision marketing".