How should e-commerce promote marketing?

Website optimization and promotion, as the main part of website operation, is also the top priority in the early stage of the website. Doing a good job of optimization and early promotion plays a decisive role in the development of the website. As for how to promote and optimize the current B2C mall, there are the following suggestions:

1.B2C mainly conducts business online, so the foundation of the network is particularly important. The foundation of the network is the survival of the website, starting from the overall construction of the website. The planning and construction of the website should conform to the positioning and market demand of B2C mall, analyze and do a good job in planning and research, and make a construction plan according to the actual situation. Technical optimization points should be reflected in the construction scheme. In the process of website scheme implementation, we should do a good job in art design and layout to achieve a good experience. Due to the particularity of e-commerce B2C website audience, "customer experience" should be put in the first place in website construction, and the degree of customer demand and convenience should be emphatically considered in page layout. In column planning, products and information should also cater to users' preferences. The information that users want to know most, the information that users like most, and the information that is most important to users should be reflected on the page, so that customers will have a desire to buy when they see the goods. This step is equivalent to the storefront construction and decoration of a physical store, and its importance is self-evident.

2.SEo is 2. B2C website: SEO optimization is needed to ensure good results in later promotion. Do a good job of website experience, and then realize good optimization in the website to improve the PR value of website domain name, search engine inclusion, links, keywords and so on.

3. Make a promotion plan according to the customer base. Be sure to investigate deeply and analyze the combination of demand points and promotion points. We should focus on the Internet and adopt precise marketing for those who have online shopping experience. It is best to catch this group of people in the early stage, because they are the most direct potential customers of online shopping.

4. Online promotion can take the form of community promotion, group promotion, forum promotion, email promotion, SNS promotion and real-time chat tool promotion. This method is one of the most economical and traditional promotion methods, and its effect is gradually declining.

5. Online advertising marketing

After locking the customer group, you can choose the websites and communities in this group to advertise according to the characteristics of the customer group. The advantage of online advertising is that it can catch specific groups for direct marketing. At present, there are many Chinese advertising methods, words, pictures, videos and so on.

6. Promotion of shopping guide websites, rebate websites and shopping guide communities.

Select several suitable shopping guide websites, rebate websites and shopping guide communities to publish information about discounts and other activities. These websites are B2C shopping guides, and customers can learn more through them.

7. Website Alliance Promotion

Website alliance is one of the most effective ways to promote websites, such as the well-known Baidu Alliance in China and so on.

8. The promotion of search engine bidding ranking

This is a way of giving, and paying a high price may be very rewarding.

9. Use DM direct investment product classification catalogue for promotion.

The products of B2C Mall are printed in the form of posters and put in the form of direct posters in supermarkets. Posters reflect the advantages and convenience of online shopping, and let customers know about websites and products through posters, thus attracting the Internet.

In terms of search engines, 80% of the traffic of a website comes from search engines. Whether it is conducive to inclusion and website ranking is largely related to website traffic and customer conversion rate, because websites must be optimized for search engines.

First: data collection and statistics.

1. Market demand analysis

2. User structure analysis

3. Market competition analysis

4. Purchase behavior analysis

5. Present situation analysis: competitor analysis, own advantages and disadvantages analysis.

Second: Detailed network promotion scheme.

1. Target setting:

Tasks to be completed, including IP, PV, UV, customer conversion rate, registered users. Increase market share. How is the sales volume? Improve brand awareness. How much to improve customer satisfaction. And the formulation of the completion time.

2. Initial promotion of the website:

Search engine optimization. At present, more than 80% of website visits depend on search engines, so websites must be optimized for search engines. Increase the possibility of customers finding and visiting websites.

A. submit web addresses to major search engines.

B, friendship links, establish links with partners and industry portals.

C cooperate with other departments of the company to promote the website through online media.

D, network resources cooperation, use network resources to promote websites and products, increase visits, enhance customers' understanding of brands, the ranking advantage of search engines and the authority of websites.

E, network hype, due to the limited brand influence in the initial stage of the network, the use of network hype can quickly improve popularity and achieve initial results.

3. Website operation promotion:

A, online advertising, such as Ali Mom, GoogleAdsense, and other PPC online advertisements; Advertise for the target customers.

B, soft text publicity, combining product and industry knowledge with valuable free products such as e-books and free content, spreading word of mouth through viral marketing, enhancing brand awareness and increasing customer recognition.

C. mail promotion: collect the mail of the target customer and send it to the target customer. Including news, information, product introduction, etc.

D, member marketing, member rights marketing for small and medium-sized sites on the network to increase marketing coverage. Offline networks can be extended to all parts of the network.

E, network research, regular health or life promotion network research, accurate research can quickly receive feedback from target customers and strengthen brand guidance.

4. Improve the website maturity:

Public relations promotion, using blogs, community forums and online activities to establish brand authority. In this way, customers' desire to buy can be transformed into buying behavior.

A, promotional activities, in a special period, the use of gifts or discounts to promote products. It can bring traffic and consumption behavior in a short time.

B, special planning, various holidays, anniversaries, special events and large-scale special publicity, such as naming a network event, organizing network activities and integrating product promotion into the network.

C. Online coupons, trial packages, lottery tickets, etc. , retain old customers, increase repeated consumption, and enhance the stickiness of the website.

D. Join C2C platform or B2C platform online shop to form a multi-minute sales model of independent shopping malls, intermediary platforms and offline entities.

5. Websites and products are alive.

Websites and products should be integrated into life in the usual promotion. Add a website or product to any office location. Such as envelopes, business cards, packaging boxes and other places; In-depth website or product promotion of corporate logo, company printed matter and partners.

Fourth: the expected benefit and effect evaluation.

Effective evaluation of network promotion measures. Statistical analysis of traffic, customers, stay, customer conversion rate. Improve or cancel the bad promotion plan. Increase investment in effective promotion projects. Evaluate the return on investment, including input-output ratio, brand value, brand authority, customer satisfaction and other marketing programs. First of all, you should clearly distinguish between plans and schemes. Plan can be said to be a framework, and plan is the specific content in this framework. It is necessary to write clearly the marketing methods, operations, activities, work arrangements and many details of WeChat.

Otherwise, it is unrealistic to make a marketing plan immediately without any foundation. Of course, it doesn't matter if the boss forces you to make a plan. At the end of the article, I will teach you how to make a WeChat marketing plan quickly, but at the beginning, I still want to talk about the detailed steps of making a WeChat marketing plan.

Work that must be paid attention to in the early stage

1, understand the purpose of enterprises to do WeChat marketing.

This is very important. If you don't know the purpose of doing corporate WeChat marketing, you may have made different plans. Some enterprises try to make their services more convenient, such as China Southern Airlines and China Merchants Bank, while others try to better promote their products and get higher sales, such as Starbucks and Durex. When you understand the needs of the enterprise, you can clearly choose whether to use the service number or the subscription number. Before, some of my customers chose the subscription number when registering, but found that what they really needed was the service number. Because the newly registered subscription number cannot be upgraded to the service number, they have to re-register. In case the previous number used its official name, it would be very troublesome to name the newly registered number. Of course, you can also open both accounts, but you need to consider the division of labor between the two accounts, otherwise it will be chaotic.

2. Analyze peers or related accounts.

I found that many operators of WeChat WeChat official account pay little attention to their peers' accounts, and all focus on self-media or some accounts that talk about WeChat marketing, as if they were afraid that their peers would lose if they had one more fan. Usually, your peers are your best teachers. There are many things that don't need to be explored again, and even their successful operation methods or content layout can be directly copied. Before I make solutions for customers, I always add a large number of WeChat accounts related to their industries to see how they use service numbers and subscription numbers and know what types of accounts they use more. The marketing of those accounts is relatively mature, and I pay attention to their dynamics and operation methods, the arrangement of activities and the copy every day. After all, it takes a lot of time to make an industry-specific solution on competitors. If your industry has no decent competitors on WeChat, you can pay attention to you.

3. Operate WeChat account 1-2 months.

This plan is not like a plan. Plans often depend on estimates. Planning is to implement every detail, including work arrangement, division of labor, daily tasks and account operation activities. It takes some time to collect information to make such a detailed plan, and operating WeChat account is the best way to collect information.

Because each marketing channel operates in a different way, you can't do WeChat marketing as before. It's best to run the company WeChat official account 1-2 months first, and have a general understanding of the marketing games and routines in WeChat, so that your plan will basically take shape. If you have no idea about WeChat marketing, you can directly copy the account content that you think is most suitable for your peers to do WeChat marketing, try it yourself for a while, and then fine-tune. In the past, one of our customers had a clothing store called Yushang. Their boss-in-law has no idea about WeChat, and then directly imitates some accounts in the clothing industry. Now, their accounts are working well, which has promoted the business of their store.

During this period, it is best to apply for some resources from the company to do some activities, such as forwarding friends, taking friends to the store to spend rewards, promoting sales at the store, and discounting. As long as it can be used to support WeChat activities, you can try it.

There is also interaction with customers. Many netizens think that customers ask questions and then we answer, which is interactive. Actually, it's called question and answer, not interaction. Interaction requires your official account to actively drive users to communicate, such as an article I wrote before, "What did God take from you? There is our interactive content in it, and interested friends can communicate with me. The purpose of this is to inspire some like-minded people to enhance interaction. Simply put, it is to enhance feelings with customers.

You can try to recommend your complementary industry account in the article, that is, recommend your account at the bottom of the other party's article and their account at the bottom of your article. For example, I sell wall paint and can cooperate with companies that sell floors. Milk powder companies can cooperate with bb car companies. Everyone's customer base is roughly the same, but the products are not competitive, which can quickly expand the number of fans in your account.

4. Analyze data and customers.

1-2 months later, we can make a summary according to the operation during this period, including the analysis of the reading volume and forwarding volume of articles, which types of articles are more attractive to the target population, customer feedback, customer interaction, participation and effect analysis of activities, and the evaluation of the degree of help to the company's business during this period. Make a report on these related data, and then write a few lines of summary for each group of data, such as articles. The reading volume and forwarding degree of a certain type of articles are relatively high, so you can consider increasing the publication of this content appropriately.

5. Assign personnel tasks

According to the previous operation, you will get a general idea of who is responsible for what content, how to arrange work tasks, and how to evaluate performance appraisal. For example, we will evaluate the performance according to the number of articles read and forwarded, the number of users' content information queries, the interaction effect and the activity effect. Of course, it is best not to add the sales performance to the performance appraisal so soon, so that the pressure on employees will be too great, which will affect the operation effect, and some accounts will be done by only one person.

6. Start writing a plan.

After collecting and sorting out the previous information, you can start writing the plan. Many netizens and friends asked me how to make the format and content of the plan. Haha, everyone is blessed. This is the first time that Ivanx Liu has exclusively disclosed the format structure and internal arrangement of the internal WeChat marketing scheme of "WeChat pop".

Content Format of WeChat Marketing Scheme

1, competitor analysis

Many schemes will write a preface at the beginning, telling us about the number of WeChat users, how awesome WeChat is, and some will kiss up, thanks to the guidance of the leaders. In fact, these opening remarks are worthless to the plan, and many times they will be directly skipped by the leaders. If you want to write, you must write valuable information and get the boss's attention immediately. So at the beginning, we will write the analysis of competitors, how they use WeChat accounts to provide services or promote products, so that your plan will make your leaders or bosses pay attention to it and read it carefully.

2. What value does WeChat bring to (abbreviation of enterprise name)?

In the second part, we began to write about what value WeChat can bring to your enterprise. Remember to write your own business name in the middle, and your own business name will appear, so that people who read the plan will feel that the plan is tailor-made. Here we need to analyze which businesses or products can be put on WeChat to provide services or marketing promotion. After comparing the competitor's WeChat account, it is suggested that the company use the service number or subscription number. It would be better if the data analysis of the previous operation were added here. Finally, write down what benefits WeChat marketing can bring to the company, such as more convenient business use, better customer maintenance and improved performance.

3. xxx activity (xxx is the name of the activity)

Here, we can list the effects of previous activities on WeChat, the number of applicants, customer conversion and so on. Then analyze where we are doing well, where we need to improve, and how the company will combine WeChat to do what activities in the future. Note that the content here is the key point, especially for large enterprises, so that you can apply for more company resources to do WeChat activities in the future.

4. What do customers care about most?

Through the communication with customers, we can sum up some topics that customers care about, such as the product functions that customers expect, where the service links are imperfect, the problems with the most complaints, and what can be improved. These are issues that leaders are very concerned about, which is another value that WeChat brings to enterprises.

5. WeChat account operation plan

The internal column design, operation mode and marketing mode of WeChat account are written here, such as what articles are posted every day, what columns are in the custom menu, what contents and functions are in the corresponding columns, how to promote WeChat account, how to do activities and so on. It's best to write down a few plans for activities to be done in the near future. By the way, you can apply for activity support, and whether you need to buy a third-party WeChat system. Here, you can make a list of expenses, let your leader know the approximate expenses and expenses, and it is best to indicate which ones are important and which ones are not, so that when you really want to apply for expenses in the future, it will be smoother. Also, write down which departments need to cooperate, so that your leader or boss can help you communicate well in advance, or let them know first when you have a meeting.

6. Work assignment

If you are a team, be sure to list the work that everyone is responsible for, what is the daily work content, performance appraisal and so on. If your company's WeChat account is only managed by you, you need to write it. Why? You know, many bosses don't know what you are doing every day. If you don't make it clear, the boss will think that you are very idle and keep giving you more extra irrelevant work, so that you can't concentrate on WeChat marketing, so update, customer service and promotion should be made clear. Of course, you can't use this to deceive the boss and write a lot of works, but it is rarely implemented. That won't do. You should know that the boss is smart, otherwise he won't be your boss.

7. WeChat account development plan

The following is an estimate of the future growth of this WeChat account fan, and how helpful it will be to the company's business and products. Generally, a table is made every three months to explain how far the account will develop. In fact, the information here is nonsense, and we are not psychics. Then we will know what the future WeChat account will look like, but the boss likes to watch this.