Nowadays, various catering websites are springing up at people's attention. Whether it is information or commercial operation; whether it is a personal website or a corporate website, how to promote the website and how to make money need to be considered.
Most of the catering stations are information-based, such as gourmet recipes, etc., without special functions. There is a certain degree of difficulty in the promotion process, and traffic alone cannot bring great benefits. Catering websites should be similar to intermediary service providers. They need abundant merchant resources as backing and a large number of consumers. Therefore, catering websites should adopt a "two-wheel" business model, that is, on the one hand, they develop consumer users and on the other hand, they expand cooperative restaurants. Team. Therefore, when promoting, we must pay attention to simultaneous publicity in both directions of merchants and consumers. Today I will briefly introduce the basic methods of operating a catering website:
1. The positioning of the website directly determines the focus of promotion
Today I saw Kaixin Food Network. It is a commercial website based on the SNS model. It may be related to Kaixin.com. It is between a purely public welfare website and a commercial website. Therefore, the positioning of this website is clear and similar. The difference between the catering network is that it gives users more space for free interaction. When promoting, especially when operating soft articles, in addition to emphasizing the convenience of ordering meals in a popular way, its powerful SNS communication platform is also a powerful tool to attract users.
Tips: [Blue Beacon] member Yuan Chuang has created a new operation/promotion exchange group 85334872, which mainly communicates about catering website promotion. Welcome to join.
2. Study the website’s profit model and develop new promotion methods
There are three general profit models for catering websites:
1. Collect annual fees for restaurant memberships.
2. The commission returned from the food ordering business is part of the handling fee collected from users ordering food through the catering website (paid by the merchant)
3. Website advertising space.
In fact, in addition to this, smart website operators also have a fourth hand - by collecting comments from website members and studying the business models of outstanding merchants, they provide business diagnosis for some cooperative restaurants and conduct integrated marketing communications (such as Dianping.com. com). The advantage of this method is that it eliminates the need for external market research and makes full use of the website's own member reviews and forums to collect information, saving a large amount of money. It only requires the joining of specialized marketing planners to provide the restaurant with a comprehensive and detailed marketing plan. Maybe Kaixin Food Network has also fully considered this profit model. The comment function has been very complete. It provides an information display platform for merchants and consumers while also providing a full range of marketing consulting services, which has obviously attracted the attention of merchants. Easily win a large number of customer resources.
3. Online promotion and offline promotion go hand in hand
In addition to traditional forum postings, friendly links, soft article promotions and mass mailings, the most important method of online promotion is to attract the attention of catering people. For example, you can join some popular local catering blog circles and catering forums. At the beginning of the promotion of Happy Food Network, it was active in several famous blogs such as Catering Black Club, Sage's Blog, and Relative Beauty's Private Kitchen. It actively followed famous bloggers in the industry, commented from a professional perspective and directly attached them. The address of your own website will often win visitors back. In this way, "increasing your own traffic by using your name to gain momentum" can quickly increase the popularity of the website.
Offline promotion methods are much richer. The commonly used promotion methods are not mentioned in detail here. Every website operator knows them.
The author would like to mention two more effective and practical methods of promotion that I have seen. One is plastic bag promotion. If the website can afford it, the website can print the introduction of the catering website on the plastic bag and give it to the fast food restaurant for free. In the future, it can not only establish a good foundation for merchant cooperation, but also use the power of merchants to directly deliver website information to the target audience, attracting users to divert their attention from other websites to this website.
There are many ways to promote catering websites, and I hope to communicate with friends. : [Blue Beacon] member Yuan Chuang has created a new operation/promotion exchange group 85334872. Welcome to join.
Source: http://www.lxysem.cn/post/464/