Planning of marketing website promotion

Most enterprises have realized the importance of marketing websites. Successful network promotion can bring great profits to enterprises. Network promotion is based on the organized and planned promotion of marketing websites, so the promotion plan is particularly important.

1. Determine the periodic objectives of the website. For example, the number of independent IP users per day, ranking comparison with competitors, search engine performance, and number of registered users should be achieved within six months.

2. Study and determine the website promotion methods adopted in different periods. List the specific website promotion methods at various stages, such as the main form of online advertising, media selection, and budget.

3. Control and effect evaluation of website promotion policies. Such as the control of stage Promotion objectives and promotion effect evaluation indicators. The purpose of controlling and evaluating the website promotion plan is to promptly discover problems in the network marketing process and ensure the smooth development of network marketing activities.

The following cases describe the main content of the website promotion plan. In actual work, because of the different situations of each website, it is not necessary to copy these steps and methods, but as a reference.

The first promotion year is divided into four stages, each of which is about three months: Website planning and construction phase, initial website release phase, website growth period, and website stability period. A company produces and sells tourist souvenirs. Therefore, it establishes a website to promote the company's products and has the function of placing orders online.

The promotion plan developed by the website mainly includes the following content:

1. website promotion goals: for example, enterprise websites generally plan to have 300 independent users each day after the website is published;

2. Website planning and construction phase promotion: Preparations for promotion started before the official launch of the website, optimize the design of search engines such as Google and Baidu in terms of website structure and content during website construction;

3. Basic promotion methods at the early stage of website release: log on to 10 major search engines and category directories (list the list of websites to be logged on: Baidu and Google) purchase 2-3 real-name/general-purpose Web sites and establish website links with some partners. In addition, in concert with other marketing activities of the company, enterprise news is published on some media and industry websites.

4. Website growth promotion: When a website has a certain amount of traffic, in order to continue to increase the website traffic and improve the brand, serve online advertisements (including the website and topic selection of planned advertisements and the form of advertisements) on the relevant portal Industry websites, serve advertisements in a number of related professional electronic publications, and exchange resources with some partners;

5. Promotion of stable websites: in combination with the company's new product promotions, online discount coupons are occasionally sent; Participation in ranking and evaluation activities in the industry in order to obtain news value; when conditions are ripe, build a neutral industry information website related to enterprise core products for secondary promotion.

6. Evaluation of promotion effect: track the effectiveness of promotion measures for major websites, conduct regular website traffic statistics and analysis, and cooperate with professional network advisory institutions to conduct online marketing diagnosis if necessary, improve or remove ineffective promotion methods, and increase the proportion of investment in effective promotion strategies.

This case is not a complete website promotion plan. It only lists some important promotion content in general. However, from this simple website promotion plan, we can still draw several basic conclusions:

1. Developing a website promotion plan will help to make targeted work in the website promotion work and carry out the work in a step-by-step manner to avoid important omissions.

2. website promotion started before the official launch of the website, especially for the optimization of search engines. In the website design stage, the promotion needs should be taken into account, and make necessary optimization designs.

Third, the basic method of website promotion is applicable to most websites, that is, the so-called general website promotion method. A website usually needs to be promoted in the construction phase and early stage of its release.

4. Different methods are required at different stages of website promotion, that is, the website promotion method has the characteristics of stages. Some website promotion methods may be valid for a long time, and some may only apply to a certain stage or be used temporarily. Various website promotion methods are often used in combination.

Fifth, website promotion is one of the content of network marketing, but it is not all about network marketing. At the same time, website promotion is not isolated and should be combined with other online marketing activities.

Sixth, after the website enters the stable period, the promotion should not be stopped. However, because it is difficult to further increase the access volume, some promotion strategies should be adopted to go beyond the regular ones, for example, the plan for building an industry information website in the above case.

7. website promotion cannot be conducted blindly, and results must be tracked and controlled. In the website promotion evaluation method, the most important indicator is the website access volume. The changes in access volume basically reflect the effectiveness of website promotion, therefore, the Website access statistical analysis report plays a vital role in the success of website promotion.

The case shows the overall website promotion plan. In addition, it is also necessary to develop a detailed plan for each specific website promotion measure, for example, the search engine Promotion Plan, resource cooperation plan, and online advertisement plan can be more specific and more problems can be prepared in advance to facilitate the control of the website promotion effect.