E-commerce marketing method

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 of 2.B2C websites: Good SEO optimization is needed to ensure good results in the 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.