Today, Yang Fan will talk about the three core elements that enterprises must grasp if they want to do a good job in network planning - city, event, and trend!
1. Market
No matter what kind of website you want to build, market analysis is a must.
The reason why Shi Yuzhu failed miserably in the early stages of his business was because he did not do a careful market analysis.
Market analysis includes the following 4 points:
1. User Audience
What type of people does the website target? What are the age, gender, geographical location, Internet habits, etc. of these people?
Whether it can ultimately be consistent with what the website initially expected to bring to users.
2. Competitor analysis
Competitors are generally divided into two categories, one is the current direct competitors, and the second category is the competitors that may become in the future.
Analyze competitors' business, promotion methods, user loyalty, background, establishment time, market share, etc.
3. Own positioning and core competitiveness
After analyzing competitors, find out the development trends of the industry and the weaknesses of competitors.
Use this breakthrough point to explore your own advantages and find out the differences between you and your competitors.
(Such as: brand advantage, price advantage, service advantage, innovation advantage, quality advantage, etc.)
4.Market opportunities
After the users, opponents and yourself are identified, the last important point is to analyze whether the market really needs your product or service.
Maybe users of the products you sell don’t have the habit of buying online, and it’s even more likely that your user base doesn’t know how to go online.
Of course, opportunities should not be missed; once a mistake is made, it is not a miss but a fault.
2. Do things
Chuangyi will adopt 10 major strategies when it comes to the second step of network planning for clients.
1. Website theme
(1) Website name
(2)Domain name
(3)Advertising slogan
(4)Website description
(5) Website keywords
2. Website columns
(1) Each column is oriented to user groups
(2) What role does each column play for the website?
(3) Who is the person in charge of each column?
(4) How long is the content update rate under each column?
(5) Where is the source of the content under each column. Original? Reprinted? Or provided by users?
3. Website content
(1)Layout
(2)Browsing method
(3) Website functions
(4) Website pictures
(5)Web page text
4. Website style
(1) Color system: the background color of the web page, the text font, the color system and color of the picture.
(2) Typesetting: application of tables, frames, text indentation, and paragraphs.
(3) Window: Window effect, such as full-screen window, special effects window.
(4) Program: Web page interactive program, such as: ASP. PHP. XML. CGI.
(5) Special effects: Various applications that make web pages look lively, such as: Flash, Java script, Java, applets, DHTML, etc.
(6) Architecture: directory planning, easy-to-understand hierarchy, menu applications, etc.
5.User experience
(1) Human-computer interaction
(2) Graphic design
(3)Interface design
6.Software/Hardware
(1) Is the website language asp, php or .net? etc.
(2) Should I rent a virtual machine or buy a server?
7. Website profit
(1)Whose money is mainly earned?
(2) What is the process of making money?
(3) Why does the other party want to give you money?
(4) How competitive is it compared with peers?
8. Available resources
(1)Human resources
(2) Channel resources
(3)Material resources
(4)Financial resources
9.Team division of labor
(1) Everyone’s responsibility
(2) Everyone’s rights
(3) Everyone’s interests
10. Progress planning
(1) Set overall time goals
(2) Set periodic time goals
(3) Review and monitor at each stage
3. Build momentum
Strictly speaking, building momentum belongs to the category of marketing promotion, but it does not mean spending money on advertising. According to the summary of many years of practical experience of Chuangyi website planning agency,
The most effective method of marketing promotion is news marketing, which requires less investment, has great influence, and can form a long-term word-of-mouth effect, which can greatly improve the corporate brand.
Building momentum can be divided into four steps:
1.Plan events
·Plan news topics based on the target customers and needs determined by the previous market analysis. The news must be discussable, promote and relevant to the website or product itself.
2.Copywriting planning
After the event is confirmed, you can find professional writers to edit the news. Usually, 30 days are used as a unit, and 1 to 2 news events are produced every 30 days. One event requires at least 50 new articles.
3. Media reports
The third step is to release the early press releases to a large number of media. This is the most difficult step for companies to operate because they cannot contact China's major media portals for news reports. Many companies know that Yang Fan www.ccyyw.com has accumulated many years of experience. We have access to the resources of more than 900 portal media websites in China, so we specially invited Yang Fan to mobilize the resources of major media for reporting.
4. Monitor PR
If nothing else, the event itself is cleverly planned and simultaneously reported by major media portals in China, and your company will have a certain influence both among its peers and among its target customers. At this time, peers or other people will focus on your company and create some public opinions and scandals. At this time, you need to monitor website comments. If the news is malicious, make timely remediation and public relations treatment.