Aigou 365 Website Promotion Scheme
(Be the boss of e-commerce convenience store)
Promotion target:
Through the advantages of internet communication, we will publicize the products of Aibu 365, convey the service concept and corporate values of Aibu 365, maintain the brand loyalty of old customers and develop more new customers.
After the promotion in the first three months, the access IP must be upgraded to 2000, and it will reach 6000 after half a year.
Promotion concept:
Combining the 4CS theory of network marketing, taking "accuracy" and "speed" as the promotion concepts, we should seize all available and feasible ways to promote it.
1, looking for accurate visitors, everything starts from visitors and is committed to turning every visitor into a customer and consumer;
2. The promotion should not be urgent or fast, and it needs to be promoted on time, and it cannot be completed as quickly as the task is completed;
3. How to facilitate users to come to our online platform? All network maintenance work is centered on user experience;
4. In the process of website promotion, we should not only pay attention to passing our brand, image, services and commodities to visitors, but also pay attention to collecting feedback information;
Summary analysis:
1. Analysis of enterprise advantages and website status;
Www.igo36524.com, the website of Aigou 365, is an e-commerce platform operated by Wang Yun Electronic Technology Co., Ltd., a subsidiary of Hebei Guo Da Commercial Chain, relying on the logistics distribution of more than 300 convenience stores.
At present, the company relies on more than 300 36524 convenience stores, Super League and Tiankelong to network the logistics distribution in Shijiazhuang, which brings people a different new feeling of air shopping. It is the fastest e-commerce platform for free delivery in Shijiazhuang. At the same time, a new generation of concept shopping card-love shopping card is launched.
Analysis of the current situation of Aigou 365 website;
User route analysis
Search engine keyword analysis
Traffic analysis
Analyze the popularity of visited pages and products.
2. Simply analyze the current situation of competitors:
At present, no one in domestic e-commerce websites gives exact figures, because e-commerce websites live and die every day, but there are not many e-commerce websites with Aibu 365 characteristics. At present, there are 2688 and Lianhua ok online shopping, but there are differences. Aibu 365 is a combination of e-commerce and convenience stores, and they can't compare.
Three. Customer base analysis:
Customer group age:
Purchasing decision maker:
Characteristics and online habits of buyers;
Fourth, according to the analysis of customer groups, formulate website promotion strategies.
Matters needing attention in the promotion process:
1. No matter what kind of marketing method is used for promotion, we need to pay attention to the brand and image of the enterprise, not just to release "viral" advertisements, but to reflect a corporate image with a strong sense of social responsibility;
Make full use of other traditional marketing methods of enterprises to form complementarity;
2. Low cost considerations: In the promotion process, we should not only achieve certain effects, but also maintain the characteristics of low cost, so as to better experience the advantages of online marketing and save more costs for enterprises;
3. Collection of information feedback: instead of completing task-based work, we focus on collecting user information feedback, which fully embodies the excellent service concept of Aibu 365 (making customers feel not only professional, but also warm and caring).
Specific marketing means and strategies:
1. Community BBS promotion
The biggest target group of Aibu 365 is those who are not online. We should guide them to shop online and communicate in the community through the platform of Aigou 365, and become loyal customers of Aigou 365.
2. Email promotion
E-mail is one of the most effective ways of network permission marketing. Divided into: advertising mail, electronic magazines. The former gets the first attention by widely publishing email information; The latter obtains regular and targeted publicity effects through user permissions, which is twice the result with half the effort.
3. Search engine comments
Statistics show that more than 60% of spontaneous visits come from search engines; Filling search engines effectively is one of the necessary means to improve attention; Tagging search engine should not only pay attention to the choice of this good engine, but also pay attention to tracking the tagging effect regularly and making reasonable corrections or supplements; This is mainly keywords and UE.
4. Information platform release
Directly logging the commercial and commodity information of Aibu 365 into major information publishing platforms can not only improve the cognitive level of Aibu 365, but also directly find business opportunities or traditional business customers and cooperation opportunities; Give play to attention marketing and actual marketing in the process of website promotion; In order to achieve the purpose of promotion.
5. Establish cooperation between websites.
Establish friendly relations with local vertical forums and websites to promote each other, and establish cooperation such as advertising exchange and friendship links;
6. Traditional marketing mix
There are various ways to promote offline, including: determining the image of website CI, promoting logo, word-of-mouth communication, participating in public welfare activities, sponsoring activities, distributing small gifts and leaflets, conducting small-scale market research, and cooperating with relevant units and institutions.
7. Guo Yan Liu Sheng method
Give full play to the team strength of Aibu 365, visit similar websites or popular network platforms, publish news and forum information (which can be realized by technical means) and instant chat tools such as QQ, such as personalized signature of links, to attract fans to visit; Many people have made great efforts to increase the number of visits and the weight of external networks.
8. Alliance strategy
First of all, realize the exchange of needed goods between similar websites, establish alliances and follow me; Secondly, establish website alliances of the same industry (cultural industry) and the same type (interactive community) to promote each other. Strategic alliance is an important means to realize horizontal cooperation, mutual benefit, resource development, market construction and common development among networks. Its purpose lies in mutual benefit of resources, formulation of rules and regulations, and monopoly of profits. It is cooperation in competition and competition in cooperation.
9. Carry out prize-winning activities
Sticking to long-term, effective and diverse prize-winning activities, and earnestly fulfilling promises, enhancing the image of the website and the company during the activities and gaining the reputation of loyal visitors and peers are the ways for the stable and effective growth of the website and the direct way to gather popularity online;
10. Develop theme strategy
The website must pay attention to the reality, and do a good job of "using emergencies, grasping major events, and organizing activities" as an extra or supplement to the website, in order to pursue timeliness, comprehensiveness, authority, and strive for a sensational effect.
1 1. media policy
Make use of online media to create news effects (including all kinds of gunman articles, paid news, etc.). ); Initiate a media discussion and focus on a certain topic and type, so that you can become a model for discussion.
12. Community strategy
Efforts to do a good job in the service we launched is the best promotion. Community is the core of the website, and we are fully committed to Aibu 365.
Community, bringing forth the old and bringing forth the new, advocating culture and communication, and being recognized by users are the signs of success, such as the 16 building in Shijiazhuang, the new city network and so on.
13. Website maintenance strategy
The website is not "dead" after promotion, but is appropriately changed according to the user's experience, and everything is user-centered. Maintenance should focus on network security and website optimization, because this has a great impact on the promotion of the website. For example, the Aibu card of Aibu 365 cannot be set with a password.
4. Database strategy
Paying attention to the collection and arrangement of online surveys, user data, access statistics and other data, and making objective analysis, not only guide customer behavior, but also provide realistic and authoritative opinions for website construction and maintenance, which is the core of database strategy.
marketing management
One: Determine the responsible departments, personnel and functions.
Website promotion is also a marketing job. Because it is different from traditional marketing, it is necessary to arrange a special department or working group, whose members are composed of marketers and technicians. Even if you consider streamlining at the beginning of your work, make sure that someone is in charge. At the beginning of the work, the investigation, planning, coordination, organization and tasks are heavy, so it is difficult to ensure the completion of the work by taking part-time jobs.
Two: the responsibilities of full-time staff
Daily maintenance, supervision and management of 1. website
2. Formulation and implementation of website promotion plan
3. Management of online feedback information
4. Independent online marketing activities
5. Implement online marketing support for other departments of the company.
6. Collect and manage online information resources to provide guidance for the application of the company's network resources.
Three. Specific arrangement of time:
Website promotion is a continuous and persistent process. Different time periods have different promotion methods and corresponding effects. The promotion process should be divided into three stages, namely, early stage, middle stage and late stage.
1. Pre-period (1-March): During this period, we should focus on the website, focusing on the beauty, user experience and running speed of the website, because the first impression given by the website is very important; Second, we should do a good job in the allocation of personnel in the early stage.
2. Mid-term (April-June): This period is centered on promotion. In the process of promotion, we need to pay attention to related matters, and constantly summarize and collect relevant feedback information according to the work progress. In terms of personnel arrangement, we should pay attention to coordinating and organizing the work of relevant personnel and achieve corresponding results within the specified time.
3. Late stage (26 months later): No matter how well the website is promoted, it does not mean that it is still there. The information update cycle on the Internet is 0.000000 1 second. We should not only keep abreast of the progress of our competitors, but also keep in the forefront, seek better development and sincerely bring more benefits to our customers.
Four: determine the promotion budget
We will make sure to save the website promotion expenses as much as possible, but we still need to estimate the possible investment. Our marketing budget mainly comes from:
1. Personnel salary
2. Hardware cost, computer addition
3. Online advertising related expenses
Evaluation and improvement of promotion effect
In the process of website promotion, we will get a lot of network feedback, so we should make a preliminary evaluation of the effect of network marketing to make our work go to a new level.
1. Evaluation content
1. Is the website promotion effective?
2. What is the participation of online customer service? Analyze the reasons
3. How do potential customers and existing customer service accept my online marketing?
4. Does the company actively and effectively handle online feedback information?
5. Is the cooperation of all departments of the company the network marketing of colleges and universities?
Second, evaluation indicators: analysis and comparison of website visits, sources of visits, frequency of visits and duration of stay; The amount of feedback information, the content of feedback, suggestions, etc.
Three: improvement.
According to all kinds of problems in the process of work progress and the evaluated indicators, we should make a comprehensive analysis, select the best and discard the worst, constantly improve and improve marketing efficiency, and explore new models.