The important part of network marketing

In network marketing, website construction is a very important part of the construction of the website must first clarify the purpose of the website, and a clear site of the target visitor groups, positioning the site's mission, which is website positioning. New competitiveness that, network marketing, the essence of website positioning, is to re-segmentation and positioning of enterprises and websites on the market, users, products, prices, as well as network marketing in the advertising appeal, the pre-determination of the site's future prospects, and the image in the minds of target customers. Positioning the task of the website will play a very important role in the success of the website.

Website positioning first to clarify the purpose

Website positioning is the essence of the re-segmentation and positioning of the enterprise and the site's market, users, products, prices, as well as advertising requirements in network marketing.

Website positioning, the purpose of the station must be very detailed and specific, not just very general want to do a network marketing platform, or to do e-commerce, or a network of direct marketing website. These definitions are very broad, and the real positioning of the site should also include:

● website is to do platform or publicize the product?

● Does it do direct online marketing?

●What is the way of direct online marketing?

●How big is this website planned to be?

●What kind of effect is the goal?

●What is the number of views?

●Who are our main visitors?

●Who is our target audience, consumers, suppliers, or both?

●● How much benefit will these customer segments bring?

● What are the preferences of these customer segments?

● What kind of service are we going to provide?

● Are online sales offered?

● Is there online customer service, and if so, how many channels are available for online communication?

● Is there a customer communication forum?

●How are keywords set?

Enterprise website positioning planning standard content in addition, there are issues containing the type, content, functionality, interface design and so on, are affected by the above website positioning. Therefore, the website positioning complex and clear, is the basis of website marketing.

Positioning the task of a good website requires detailed investigation and analysis

The positioning of the task of the corporate website should be based on a rigorous market research and analysis. This includes:

First, the analysis of the enterprise's own situation.

Including the following:

● The state of the industry in which the enterprise is located and its own situation

①Website positioning how to combine the enterprise's product brand management.

② whether network marketing can reduce the cost of marketing enterprise products, goods transportation, the cost of payment.

③If the enterprise to carry out the construction of distribution channels, can meet the needs of network consumers.

● Characteristics of the products/services offered by the enterprise

① Whether the products are easy for customers to understand on the Internet. If online internet marketing is conducted, is the transaction process convenient and can it be automated.

②Whether website marketing can be combined with the company's traditional marketing, such as promotional activities, advertising and publicity can benefit each other.

③The length and width of the product line to be considered for website positioning.

To be based on these circumstances for the enterprise's own situation to make a specific and clear analysis.

Second, the enterprise's resource analysis.

Positioning of the website task in the process, the enterprise to carry out the positioning of the site functions and services, it is first of all in the current enterprise resource environment can be realized, and can not be detached from the enterprise's own human and material resources, the basis of the Internet and other external environmental factors.

●The financial situation of the enterprise is enough to support the construction of a large-scale Web site, and the successful operation and maintenance of it?

●Whether the enterprise's website builders, marketers, artists, creative planners and other professionals are complete, if not whether to outsource the company to do?

● The products and services offered by the enterprise are suitable for online marketing?

●Enterprise products and services are suitable for the culture of the network on a large scale?

Third, the analysis of the target customers.

Contains the target customer:

1. gender

2. age

3. occupation

4. personal behavior characteristics

5. income and payment level

6. geographic distribution

These are the basis of the analysis of the target customer, which will limit the mode of positioning of the site. Must pay attention to the study of online consumers.

Operation of website positioning

When the analysis of website positioning has reached a certain stage, it is necessary to carry out the confirmation of the website's mission. This is the specific operation of website task positioning. Basically includes the following aspects:

I. Types of websites

Types of websites, including:

Information dissemination type

This is the primary corporate website, running the construction are very simple, does not require a lot of technical and financial investment. Functions and tasks are mainly the release of product and service information, in the enterprise website, most of the small and medium-sized enterprise website are made into this mode.

Online direct sales type

Online direct sales type website is built on the basis of the information release website, online sales, such as online order acceptance, online payment function. Some large enterprises often use this method, such as KFC's Home Delivery, which supports online payment and order placement.

Figure 4-3-5 KFC's Web-based Home Delivery

●E-commerce type

E-commerce type of website has to be built on the basis of a high level of enterprise informatization, with a large scale and high operating costs. E-commerce type website not only has the function of information dissemination and online sales, but also contains the whole enterprise process integration informationization platform, which includes a series of contents such as supply chain management, such as CISCO, General Electric and so on.

Different types of Web sites, its size, functionality, content, building the site, the way to operate the scale of investment are not the same. Large enterprises have strong capital, can build an e-commerce type of comprehensive website, and small businesses just do a corporate information dissemination window and publicity platform, but whether online sales are required to measure according to their own circumstances.

Two. Target user positioning.

Generally can be: the enterprise's dealers, customers, end-consumers, employees within the enterprise sales staff or job seekers and so on. As I said earlier, we need to conduct a comprehensive study of the target users/customers. But users are not the same as customers. For example, Boeing's website has a target audience that includes aerospace enthusiasts from all over the world, or scholars, professors, researchers in military aviation, etc. Although most of them cannot afford to buy Boeing products, it does not prevent them from becoming Boeing's website users. At the same time, the employees of the company can also use the user name login form to log in to the company website, to check the information and so on.

Three. The positioning of the site's appeal point will be clear task.

The first point of appeal is the concept of advertising. Advertising appeal point is a commodity or service in the advertisement to emphasize, attempt to persuade or impress the advertisement object to convey the focus. It can also be used here in website positioning. In searching for or in determining the website appeal point, first clarify:

1. To whom the appeal (appeal object) to convey the commodity which focus?

2. What specialties of the goods are emphasized to the object of appeal? On this basis, consider the expression of advertising, such as emotional appeal, rational appeal, etc..

The emotional appeal is to emphasize the user's feelings when they see the site, with incendiary headlines, supplemented by beautiful pictures and simple words to shape the corporate image, such as IKEA IKEA's website. While the rational appeal point is emphasized to persuade customers, focusing on logic, it is based on facts, supplemented by introductory text, highlighting the company's strengths and product advantages. Such as TCL's website.

Four. Positioning of the site's image design

Figure 4-3-6 Positioning of the site's image design flowchart

Is CI - CorporateIdentity, successful CI planning and design positioning, will strengthen the impression, and the identification of the user's site.

Figure 4-3-7 Sina's big eyes logo

1. LOGO (logo) design.

Such as yahoo's logo is a purple circle within the Y, next to an exclamation point, while the Sina company's LOGO is a big eye plus the letters sina, Baidu company is a blue paw. the purpose of the LOGO is to see the LOGO will be reminiscent of your site.

2. website standard color and standard font selection.

It determines the first impression of the site, determine the main color of the site is quite an important step, different color design will produce very different results. Whether it is the standard color or font settings, need to be consistent with the overall style of the corporate website and image.

3. Website theme tagline:

Can be combined with corporate and product advertising, advertising slogan to determine. Such as the Oriental fashion driving school website advertising slogan is "so that every student is satisfied", Motorola website "we will bring the good things to life".