A good corporate website will become an important channel for enterprise sales

The application and development of E-commerce in small and medium-sized enterprises, there are some quite serious misunderstanding, one of which is the so-called heavy channels, light source. The channel here refers to various types of network promotion channels, such as search engines, business-to-business platform, and the source refers to the company's own web site. This neglect or contempt of the Web site, focus on the channel of thinking is actually wrong, like you built a storefront, fixed the way to the shop, and then suddenly found that the store's goods are not yet, or the decoration is not attractive, or not to find a good salesperson, someone want to buy your goods, but can not find a waiter. This paper, through a case, emphasizes the importance of a website's ability to sell itself.

Planning the site pattern

At the beginning of 2006, our company (Wing-sail enterprise Marketing) accepted a German industrial metal detector manufacturer for the overall network marketing planning and implementation of the task, the project later included a total of enterprise CI system adjustment, unified International Corporate Marketing website construction and for different markets, Multi-language area of multi-channel network promotion and so on three major parts. The construction of its website is the focus of this article.

The German enterprise, hereinafter referred to as S, has the world's leading level in industrial metal detection and separation and recycling and sorting, and has branches in France, the UK, the United States and Singapore respectively. However, before the intention to enable E-commerce as a major new sales channel, the company's products are still mainly through the exhibition publicity, through the traditional agent channels to conduct business around the world.

2006 years ago, s company had 4 completely different domain names (excluding different country domain names), and the company's two different kinds of product technology, that is, sorting system and metal separation system product information, were placed in two completely unrelated domain names. On the website, not only the enterprise product information is not complete, and lacks the management, has not updated, the form is fictitious, whether only as the propaganda channel, or then becomes the enterprise electronic commerce platform, all lacks the necessary function. After the initial contact, we and customers on the site to achieve a two-point consensus.

First, give up the use of 4 different domain names, retain only one as the enterprise fixed domain name, and at the same time buy a branch of the country's domain name, and the main sales generated the country's domain name.

Second, the unification of the network image of the enterprise, the original independent design of the various branches of the website, the use of a unified Web site design, some columns can be based on the actual sales focus of the branch to deal with independently.

After the revision of the website, all the product information by the Head Office website CMS (site Content management system) unified management, each branch has a separate CMS for its own regional sales,

To make appropriate service columns, product promotion and other aspects of the adjustment.

Through the above two unification, mainly to the enterprise Operation website has made the coordination and the stipulation, has defined the style unification, but each has the characteristic enterprise website external overall image. However, the ultimate user of the website is the potential customer of the enterprise, how can make it to use the website with joyful mood without hindrance, and finally send the inquiry to the customer accurately? This is our further problem to be solved for s enterprise.

Customer Segmentation

Industry competition generally divided into two categories: different levels of competition, peer competition. Different levels of competition, if the technical gap between the two sides, the magic weapon is High-tech, the other side of the magic weapon is low prices, and finally in the market, High-tech exclusive high-end market, low prices in the low-end market, but also peaceful. The competition between the same level is often the embodiment of high wisdom, when two enterprises of the same technology, and the target customer base also at the same time, through what way to make themselves better than competitors, by the customer's favor? The answer is only one: better understand the customer!

How to pass the website, reflect the company's understanding of the customer, so that s company more than its competitors to reflect the professional image? This is the task we face. Master, everyone's starting point is quite high, s company can not still attempt to use only high-quality pictures and copywriting to surpass rivals, these are only used to distinguish between you and the low-end competitors tricks.

Since the key is to make the site more reflective of the customer's understanding, more considerate customer needs, first of all must be a comprehensive analysis of customers. To classify the customer according to different criteria, and then guide it to find the product that best suits him by different ways that suit its characteristics.

First, there are two types of customers that need to be differentiated: the old customers who understand S company products and new customers who do not understand S company's products. For old customers, they can even remember exactly what they want to know about the product. So for such customers, they are already satisfied that they have provided them with a model index sheet for all S products. For new customers who have never contacted S company products, the product model Index table will only make him confused and disgusted. This time need to have another way to adapt to this type of customer.

However, this kind of customer can be subdivided according to different natures. There are usually two things that a general enterprise can do for an equipment inquiry: first, the current production encountered problems, hoping to find a solution to the problem of specific equipment; second, there is no specific, urgent need to solve the problem, but heard that there are such equipment, may be used in the future of their production, hope to know more. Both of these situations must be treated separately. Because for the first category of customers, he would like to get the most suitable for him, to help him solve the immediate problems of products, if a pile of products pushed to his eyes, but the chaos. For a second customer, he needs a wide range of options because he doesn't have a very targeted goal for him. A wide range of product groups can even help him decide for himself. In both cases, we made a questionnaire for the first category of new customers, and the customer would jump out of the product data information that best suited him by answering 3 to 4 questions. For the second category of new customers, we take the vertical breakdown by industry, horizontal products are divided into three categories of methods, set up a matrix, from the food, chemical, pharmaceutical and recycling industry customers, can be found suitable for their industry to use the three categories (metal detection, metal separation, sorting separation) of all products.

Through the customer segmentation of s company, we have produced 3 kinds of different product search system, carefully considerate each customer's demand, really for customers to think, before the customer. The production process of the system, at the same time need the internal sales staff and engineering and technical personnel close cooperation, for each product scope of use, data parameters to define, rely on the site production personnel to complete the project alone, is unimaginable. It is also necessary to point out that, because of the different nature of products in each industry, the nature of the object of product services, so the different enterprise target customer classification may be completely different, suitable for their product search methods will be different. If the enterprise really want to make good use of the site for its product sales assistance, we must learn to think independently, and Web site production service providers can never be a corporate search system to B or C enterprises to apply mechanically. With this product search system, we also added product information to each product data page download function, as well as the product function run animation demo. Not only enable customers through the static Web site through the picture data, dynamic through the animation, the product has a comprehensive, rational understanding, but also to meet the customer off the line, continue to further research on product parameters, but also facilitate the customer enterprise different Post staff information transmission (in many countries, Not all workers in an enterprise have access to computers and networks when they work.

Is such a strong marketing ability of the site, and ultimately with many languages, multi-channel network promotion, the final monthly high-quality inquiry number can be hundred, really become the enterprise in addition to the exhibition, agents, but also an efficient sales channels.

Break the price war

A website that can provide high quality service for customers is an important step of enterprise electronic commerce. If there is no unique style, considerate customer site construction, inevitably submerged in the homogeneous ocean. Against the domestic small and medium-sized enterprises, peer competition in the domestic and foreign countries seems to be white-hot, and many companies want to win orders, the first consideration seems to always go to bargain. Everyone together to bargain, resulting in a vicious circle of product prices, profit is often the fisherman. Who caused "Made in" to be synonymous with cheap products? Think back, in fact, we are ourselves. Although many enterprises are in the Internet, but there is no difference in the Internet process, so that enterprises lose their own personality.