Database marketing based on search

When we explore the database marketing, will be concerned about the source of customers, customer source of a lot of ways, such as: User contributions, day-to-day marketing, partners, etc., with the development of the Internet, search engine contribution is becoming more and more obvious, especially for small and medium-sized enterprises, may become a day-to-day marketing the best way However, search engine marketing is not only Google, Baidu and other bidding ads, will involve the construction from the site to the internal business process of the overall change, so the establishment and implementation of search engine marketing will have the following work to do:

Marketing website Construction

Most of the current Web site is based on the immediacy of information release as the goal, we call "profile site", it is difficult to achieve marketing goals. What is a marketing website? Through years of experience in search marketing, we are marketing site should have two major characteristics: one is to protect the readability of the site through differentiated content, that is, site visitors have different types, such as the general visitors, interested visitors, the need for visitors, their content requirements of the site is completely different, even the same content Therefore, when doing web page design, especially when the content page design, the starting point is not only the content presentation, more important is the page function design, the design principle is "The marketing project" the guidance, thus the customer according to its demand obtains the relevant information and participates in the marketing project; the second is that the website is highly interactive, except the telephone, can also have message, especially interactive registration, interactive registration is based on the content of the visitors to the status of the design of the interaction, because customers are more willing to get information to help their own decision-making, which will become the main customer access to the way, just in line with the concept of self-service marketing.

Search engine launch and marketing evaluation

Search Engine Optimization has a lot of methods, no longer wordy, just to share some actual combat experience, one is the launch and promotion of keywords, the keyword is to reflect customer demand, so the planning keyword from the customer point of view, must use the search engine media function, not self-righteous, and then is the keyword promotion, Keyword Promotion Theme and topic description, can not be false, large and empty, at the same time the key words to the page planning is also very important; the second is the keyword bidding, the first is not necessarily the best position, when the enterprise is put, it is best to use the "try", that is, through the changes in prices to observe the changes in The change in the amount of clicks caused by price changes is not the position of the "inflection point", this is the best place; the third is the evaluation of search marketing, search engine media provides the number of keywords, the use of Third-party platform to monitor the length of time and access to the page to visit the depth, if you can record effective contacts and opportunities, Can evaluate search engine media, keywords, website pages, related links, customer interaction issues and values, thus adjusting their marketing strategy.

Customer interaction

Good management of customer information is the key to search marketing, it is recommended that enterprises must use a set of CRM to manage customer information, on the one hand, due to more and more interactive means, on the other hand, direct marketing business support, but also the basis for marketing evaluation.