Five goals must be achieved to promote business-to-business websites

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There is a goal to do everything, only the goal is determined, in order to do things around the goal, to make decisions, business-to-business industry portal to promote the goal: to find the site's target users, so that the target users can know the site, so that the target users to the site after the recognition of the site, so that some of the target users to become a Establish a brand in the target audience. Only the completion of this series of processes, is a successful website promotion.

1, to find the site's target users

Any website, has its target users, we must analyze the characteristics of users, such as: according to age division, according to job classification, according to the high and low end of the user division, according to user preferences, according to the different needs of the division and so on. At the same time try to find out where they often appear, such as: mailboxes, search engines, peer sites, instant messaging, industry community, Offline wholesale market, professional journals and newspapers, only to find the majority of the target users, analysis of their characteristics, to target users to take effective promotion methods.

Before the establishment of promotion, with a document, listed industry users often used on the network Network Tools, in the network often focused on the site, we must ask more colleagues, more understanding, more investigation, write down the purpose is to facilitate the implementation, and this will not be missed.

2, so that the target users can know the site

Let all target users know the site, this is the promotion of the most ideal situation. Because the business of business-to-business portals is smaller, if you can not cover most of the industry's users, the number of visitors to this site will be very small, will not be conducive to the growth of the site, in order to achieve this goal, it is necessary to do costing, according to investment, to achieve the goal after how much return, decided to adopt those promotional methods. At the same time let users know the site, you must want to visit, need packaging, advertising creativity and certain skills.

3, let the target users to use the site after the recognition site

Find the target user, try to get all the target users to visit the site, at the same time, the ultimate goal of website promotion is to let users become loyal users, such as through various channels, or even spend a lot of money to promote, back to the user, the return rate is only 5% or lower, then the site's traffic is always on the go, because there is no accumulation. At the same time will only make the site become worse, because the number of users in the industry in a certain time change will not be too big, the more promotion, the more their reputation to do bad, brand influence worse.

In order for the target to use the site, become a loyal user of the probability of becoming larger, it is necessary to plan, design a good site, so that the site to meet the needs of users; make the site easy to use, so that users like the site style, so that the site has more content, more to solve the user's actual problems, such as: not only can also solve the user's learning, work needs. To meet a full range of users in the study, work, business needs, in order to make users really like this site, recognized the site, the user loss rate greatly reduced.

4, so that more free users into a billing customer

Business-to-business Industry Portal Profit model is not only a use of B-paid mode, more is a use, a part of the situation of paying customers, then the promotion of the goal is to let more free customers become paid customers, although this with the site model, product is excellent has a great relationship, But it also has a lot to do with internal promotion, for example: internal promotion did not do well, did not let all free members from a number of angles to understand the charging service items, such as the promotion of the search for customers, most of them are impossible to pay, or become a toll user's chances are very low, because the promotion did not fully consider paid users; Or because of "the promotion of customer fees" did not do a good job, pay customers pay no great effect, the continuation rate is very low, resulting in new free users to understand that the payment is not too big effect, also do not pay.

So in the promotion, we must understand that, according to a certain pattern to divide, business-to-business website promotion is divided into the promotion and promotion of the site outside the site, the promotion is to allow more users to understand this site, the site promotion, is to let the site users more convenient, more channels to understand the useful information of the site, new features, New models, new services, and fee-based service advantages. At the same time let buyers more opportunities to look for customer fees, more willing to look for customers, and less to find or not to find free users.

At the same time also pay attention to the classification of promotional types, some promotion mainly in order to attract users to learn knowledge, make friends, and some promotion is to increase the site's buyers, and some of the promotion is mainly to increase the number of users of the site, we have to promote the goal of each user can not let go, but must pay attention to the promotion of spending, focus To target the site's buyers and sellers, so as to allow more free users to convert into a billing customer to become a reality.

5, establish the website brand in the target user

Whether it is a person, or do business, to the end is to do the brand. Do a website, is to do a brand, CCTV ads say very good: believe the power of the brand. As people know Alibaba knows, Alibaba is let you do business, in Alibaba as a member, can let the company's business to do better, a little understanding of friends say he is good, whether he really used, this is the power of the brand. There will be a lot of people do not understand the situation, to buy Alibaba's billing services, and then a part of the use will tell me, in fact, Alibaba is not everyone has effect, he did in Alibaba after the effect is not good, but this let Alibaba get customers.

To establish a brand, it is necessary to make the end of the site really to the user effect, whether it is for free users to earn money, or to allow customers to earn more money, whether it is to allow individual users to use the site to learn better, better work, or to enable enterprise users to use the site better business, are brought value. To constantly investigate user needs, understand the new features of the Internet, new models, continuous innovation, so that users can see a continuous progress of the site, even if there is no effect, there will be effects, even if the effect is not very good, the effect will continue to increase, only in this way, the site can be truly in the hearts of users to

On the contrary, although through a variety of ways to allow users to become a billing customer, but the last 80% of customers think that there is no effect, most of the next year does not renew the fee, in the industry will gradually spread, forming a vicious circle, getting worse, there are no more users to visit also no use, because the site will not have too many customers. At the same time, individual users came to the website, found that can not learn valuable knowledge, can not make him a better job, and will soon get through the fresh period, constantly lost. Brand building is not overnight, do not expect this year's site just set up next year, brand awareness is very high, this is unrealistic.

In short, the promotion of the goal of understanding and establishment of the next step to promote the development of the plan, in favor of the overall consideration, decision-making, mobilize the resources of all aspects of the team to promote business-to-business industry portal. The following is a detailed explanation of what the Business-to-business portal should focus on at different stages, and the various promotional programs that have been developed.

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