From a communication perspective, interpersonally communicated information has a great influence on the recipient of the information. In the Web 2.0 era, a large part of the success of community marketing, blog marketing, and Taobao is the dissemination of information among users. The real experience of people around them or their opinions have a great influence on the judgment and decision-making of those around them. Influence. Some netizens put it well, "Good things don't go out, but bad things spread thousands of miles. This is the Chinese people's word-of-mouth learning."
Analysis of the current situation of industry website construction:
1. Industry websites have a single audience.
2. The number of industry websites is increasing.
3. The number of users of a single industry website is limited.
If some representative companies in a certain industry deny the industry website, they will soon have a good relationship with these industries, or companies in related industries will refuse to use this platform, forming a vicious circle.
Many industries have the characteristics of industrial clusters, especially in coastal areas, such as printing industry cluster and electronic product industry cluster. If the website has a good reputation in the Pearl River Delta, then fellow merchants in the Yangtze River Delta and even the Bohai Rim will come to you and take the initiative to become users of this website. This is the power of the industry. One link is linked to the other, and the links are linked to each other.
The limitations of industry websites themselves make it difficult for industry websites to have more accurate and effective promotion methods. Therefore, word-of-mouth marketing is even more important in the operation of industry websites.
How do industry websites carry out word-of-mouth marketing?
1. Cultivate loyal users
For a new website, the biggest problem is how to increase the number of visits and user registrations. From a marketing perspective, after acquiring initial user resources, the biggest task is to cultivate loyal users. Take Zhujiang Printing Network (www.sinicprint.com) as an example. Assume that the website initially has 800 basic members. If each member can introduce Zhujiang Printing Network to two people, then 1,600 people will know Zhujiang Printing Network. The next 1,600 people will know about Zhujiang Printing Network. The individual continues to promote Zhujiang Printing Network, and so on, with more and more members, there will also be more and more loyal members, and the effect is like a snowball.
On the contrary, if there are no loyal users, based on the 800 original users, there are no loyal users to promote the website positively, and there are 80 users who complain and constantly report to the surrounding people that the website's services and functions are very poor, then this reaction will not be possible. It is estimated that even the future development of the website will be a considerable obstacle.
2. Website comments and forums
Why are forums popular? Because there are different opinions on one thing from different voices, allowing us to understand the truth or essence of the thing from different angles. Website comments and forums, that is, website interaction. When more people use a platform or tool, what they want to know most is how to use it? Is it easy to use? How do users evaluate it? All this information has a key impact on users' decisions to use or purchase website services.
As a website builder, we hope to hear the true voice of users and spread the website services, functions, image, brand, etc. through the user’s voice.
3. Website service attitude
More and more industry website platforms are being built, and website technology and functions are constantly improving, but industry website models are easily copied. In the era of fierce homogeneous competition, how to occupy more shares in the niche market?
Service attitude is the magic weapon and key to victory. This includes whether you can provide customers with convenient consultation and communication? Respond to customer questions in a timely manner and proactively obtain customer needs? Provide a high-quality service attitude and impress users with sincerity. Users will naturally promote your website in the industry and even related industries.
4. Organize activities
Organize activities to allow users to have a deeper understanding of the website and leave a deep impression. For example, the printing supply and demand meeting held by Zhujiang Printing Network, the printing factory exchange meeting, and the e-commerce training meeting are all held for printing companies. By holding events, topics are formed, and users and peers can communicate and negotiate. The website and users achieve a win-win situation. Through successful event marketing, word-of-mouth marketing is ultimately formed.
5. Give back to users
During the operation process of many websites, the most considered issue is how to attract more paid members, but little consideration is given to how to give back to users. There are many ways to give back to users, such as value-added services, sending gifts, calling back, and solving customer problems. The purpose of giving back user behavior is to cultivate loyal users and ultimately achieve the effect of word-of-mouth marketing.
Summary: Take a long-term view to catch the big fish, take immediate interests into consideration, but also consider long-term development.
6. Continuously improve services and functions
There are too many evaluation criteria for whether a website is good or not, but I think the market and users have the final say. Continuously improving services and functions and improving user experience are things that the website must insist on for a long time, so that users know that the website is serving them and making continuous progress. If users are satisfied, they will naturally promote your website to others.
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