Grasp the needs of industry blog users to improve the Business-to-business industry website stickiness

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

As I have said, the main service group of the Industry Forum mainly is the technical staff, the same reason, the industry blog is mainly to serve the technical personnel, followed by managers and marketing staff to share and discuss technology applications, management, marketing knowledge, market development prospects, etc. mainly. The most core demand of traditional manufacturing enterprises is sales and technology, Business opportunity column is to serve the sales demand of enterprises, if the latter or serve the sales demand of enterprises, there is no need for existence, because compared with an industry site, only for a small industry, talk about entrepreneurship, sales skills, Management and other knowledge is not enough to support an industry blog should have the amount of information, and Alibaba, Taobao and other integrated Web site due to large traffic, users a lot, it can. In turn, the Industry technology blog, but also to meet the sales staff, business owners, business management, etc. on the technology, new product development direction of demand, the form of complementary columns. Such columns are generally suitable for the manufacturing industry's business-to-business segmentation site Settings, and application-oriented technology needs a large industry is suitable, such a successful case is very much.

To talk about demand analysis, you have to understand the industry blog to face the specific crowd, in the first section, I said, blogging and visiting the blog are business staff, which is divided into two kinds of behavior or demand, part of the behavior is to serve the enterprise, such as: Corporate bosses, senior management and marketing executives, they are active here, is to represent the enterprise to publish articles, through the way of knowledge marketing to promote enterprise products, itself does not get too much benefit from this behavior. Part of the participation behavior is only for individuals, such as enterprise technicians, middle managers and sales staff, technical staff mainly to show their technical level, to obtain more opportunities, such as to find a good job, make good friends, sales people write blog spread knowledge, knowledge through the website platform, Search engines and so on to get more display opportunities to improve product sales. Sometimes this demand is not strictly differentiated, corporate owners blog Sometimes is only personal behavior, and sometimes the technical staff to write a blog, in itself is a personal behavior, but the result has increased the visibility of its company, indirectly promote the company's sales increase.

1 Enterprise technicians and technical management personnel needs

Technical personnel to Business-to-business portal, he can see his most relevant technical knowledge, this is a lot of technical staff willing to segment the industry's Web site is an important reason. Technicians can record some of their ideas, the purpose of writing an article is to demonstrate your mastery of professional knowledge in the hope of gaining opportunities for personal career development, such as finding a good job, or making more professional friends and more opportunities for communication through his blog posts; or through the introduction of products or solutions, to attract potential customers, so as to enhance the company's visibility, build a brand in the peer, or through the industry blog this platform, after becoming famous, publishing industry books, business technology or marketing consultants, invited to speak and so on.

Make friends with people in the industry through blogging, and get opportunities to communicate with more peers, may be able to improve their professional ability, through the blog to record their professional life, so that their own thinking, so that their hearts and feelings rely on, through the blog, someone will recruit him to do technical and marketing staff, pay promotion; , show their technical strength, suitable for the part-time industry, there may be a lot of people looking for him to take a part-time job; Through the blog, the peers not only understand his knowledge of the degree of mastery, but also his character, ideas have a good understanding, perhaps he will find collaborators, find customers, may have the opportunity to start a business.

2 Enterprise top management and sales staff demand

This part of the people in the industry blog post often the purpose is very clear, want to use their blog articles to promote products, or promote the company's culture, enhance product brand. Because with the information more transparent, users accept a product or service will be more rational, users will be through more channels to verify the reliability of a product or service, blog provides such a personalized platform for senior management and marketing staff, to enhance the brand has a certain influence. This is done by adding an accompanying introduction to their products in some readable articles, or link their products or services, so that their potential customers have a channel to understand and recognize their products and services, corporate bosses and other senior management, the company's strategy, entrepreneurial bitterness, the future development planning, As well as the views and evaluation of some major events in the industry, so as to promote the company, so that customers through these articles more in-depth understanding of enterprises, thus recognized enterprises, also called Corporate blog.

The enterprise website browsing quantity is not high and maintains the difficult time, enterprises want to let the blog become the successor of the new marketing era, compared to the relatively serious corporate profile, company news and product information, more easily welcomed by users and acceptance; Enterprise users want to pass the blog article, so that it has a soft nature of the blog article has been recommended by the industry website, Search engines, such as a large number of collection, to obtain orders, through the blog so that corporate image, corporate brand access to a wide range of good communication, increase the integrity of products or services, closer to the distance between the friends, quick to take orders and so on. I am in the "business-to-business industry portal to promote actual combat cheats," chapter Tenth: "The establishment of excellent mechanism for users to actively promote the" said, so that users have their own space or blog, he will feel that this is his own things, they will often visit, but also to his friends recommended to improve the flow of the site. "

But history has proved that a blog column if all is in the name of the enterprise to open the blog, there is no readability, advertising is too strong, more is a corporate news, Enterprise Soft article synthesis, can be enterprises, institutions open Blog in the individual-oriented blog column, only the survival value. Xingdong Business Blog, is a typical failure case.

3 The cultural atmosphere of the industry blog should be based on the professional needs of employees as the main line

Perhaps you will say that employees ' professional needs are also sent by people, they also have a personal romantic and social hot issues of the need to express their views, but this is not the main demand, this demand in the comprehensive blog, such as: QQ space, Sina Blog is the main demand. And because most of the participants are due to professional needs, most are also in the exchange of professional problems, then its professional needs are greater than the needs of social life, but also for the promotion of the later column to consider, to make characteristics, so that users find to business-to-business industry website Industry Blog Reason, we need to control the cultural atmosphere of the industry blog , to let them come to the same as to find their own home, to find browsing, registration, post blog, interactive reasons, columns can have the space to live. In the "Business-to-business Industry portal site Planning Combat Research Report" eighth chapter 10th, I also provide a specific way to guide the design of the Web site, such as: The original blog to be limited to recommend, commented on a number of blog posts to recommend, more controversial posts to be limited to recommend, we want to let users see the most valuable content.

And because the technology, management, marketing personnel generally higher level of information, but also the most need to express their views of the group, through the blog, technicians can display their professional knowledge, but also just make up the last chapter of the technical community to answer questions without the issue of views function defects, This demand is reflected in the form of blog columns. Because posting posts emphasizes the need to show self, and the blog will be the blogger all posted to a separate home page, similar to the form of columns, more conducive to a comprehensive display of a person's knowledge and ability, which is why this research report to publish the function of the blog is the most important reason, Because it is determined by user requirements. The demand decides the pattern, the mode decides the content of the column, the specific content also goes to the specific user group, finally forms a kind of cultural atmosphere, forms a small group that has the common demand, forms certain influence, forms the virtuous circulation, the unceasing development grows, makes the contribution for the website sticky user.

We have mastered the Business-to-business Industry website blog Section user needs, can make a suitable industry users to use the industry blog, users to the site is not just to find customers, but also to do with them to find customers related things, so that users have more reasons to use the site, when the same site want to compete with you, The author of this article Xuejiang that: Users have more reasons not to flee, competitors and you are more difficult to compete. For example: In the site has a large number of, the latest original articles, I would like to visit regularly; This site I opened a blog, where there are a lot of my articles, user comments, I wrote the article immediately someone to interact with me, I have to often to share my experience and ideas. These will greatly improve the user viscosity, to the competitors raised the threshold. Many new industry sites are difficult to compete with the industry boss, because the industry boss of the site of the user stickiness to do very well, but a lot of failure often find no reason.

In Baidu and Google competition, 360 search and Baidu search competition, Baidu's biggest competitive advantage is that he based on user search needs to set up a large community, the same reason, the Business-to-business Web site should also be based on user business needs to build a community, to be with Alibaba, Peer sites to form a differentiated, to compete with them, one of the most effective competitors is to change the way.

This article original author: Xuejiang, welcome the Exchange guidance consultation.