Local portals How to do a good job of product renewal to accumulate customers

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Operating the portal site, adhere to the necessary conditions. Because the persistence will bring content accumulation, site weight accumulation, user accumulation and customer accumulation. These accumulations, "time" is a necessary condition.

Below we explain the method that the customer accumulates, the other accumulation everybody is more easy to understand.

Customer accumulation, the most important embodiment is "renewal", if there is a renewal, the site's customer base will be more than a year, with the advance of time, Web site traffic and the increase in users, on our profit conversion rate will be increased year by day to achieve stable returns.

We need to understand 4 links for renewal:

1, to confirm the product's basic attributes and selling points, to achieve reasonable value matching

2, the effect of uncertainty and randomness of feedback, to achieve the visualization of the results show

3, the service is the key link of renewal, do the necessary service support

4, accounting costs, appropriate feedback, let, trigger the customer's willingness to renew

1th: To confirm the basic attributes and selling points of the product, to achieve a reasonable value matching.

Usually, when we renew the customer, the most customer feedback is "no effect"-"no use", this time as a marketing staff, the first step to do is to re-establish the basic attributes of the product and selling points. Let the customer return to reasonable expectations.

Give 2 examples:

For example, Yellow Pages products, we sell the Yellow pages, more is the description of the yellow pages of the "release of keywords", "Network business card", "let customers find you more easily and understand you", the basic selling point of this product, this selling points match the price is 100~200 yuan each year. From this angle alone, it can be said that it is fair and reasonable.

Then the customer in the renewal of time, the first feedback is "no effect" "no use", in fact, is a natural customer based on the effect of the understanding of feedback, it is not the customer's fault, everyone is like this, including us.

This time we need to let customers know is: 100~200 yuan products, it is impossible to achieve enough results, so that customers really feel useful (such as customers can directly feel the effect of advertising, is a need for a large effect of feedback, you can ask the customer what your ads have such an effect, and the cost of your investment).

At the same time to the customer to explain the characteristics of the product: (Do not think customers understand the product, customers may have forgotten, or forget why the original sale of this product, because its price is too low, can not cause customer real concern)

A, the yellow pages are mainly service level, the release of key words, do network business cards, are you do now the other powerful advertising, it is very practical, but also very cheap, you can increase the effectiveness of advertising conversion rate, when customers want to find you very convenient.

B, many businesses have been very much agree with this form, because the Internet now more and more people, we are more and more accustomed to looking for information through the network, sometimes you do not feel the full effect, in fact, the reason is also very simple, netizens find your phone number or details through the network, with you, It basically doesn't say it's seen from the web.

In short, it is very cost-effective and real.

(http://www.admin.ccoo.cn/help/bbs/show.asp?id=39126&docsareaid=223 Yellow Pages Sales Skills summary)

such as Shangjiabao products:

When the customer first reaction, this product has no effect, no use, we still need to follow the above ideas to help customers to comb.

A, to achieve the value of the product return. Shangjiabao is a building station, many enterprises will build a website, a year are thousands of yuan, open their website, to tell the truth is not as good as our merchant treasure, but why the enterprise also renew the annual fee? In fact, the enterprise must have a website, so it is helpful to the brand, if a company without a website, To the user's first feeling is that there is no strength. The same reason, a business has a website, can be a brand reputation is very helpful, only hundreds of yuan a year.

B, build a site, you can release keywords, so that users more easily find you, understand you, through the website to do "Business" information package, you can have a good complement to the ads.

http://www.admin.ccoo.cn/help/news/show.asp?id=36774&docsareaid=226&caption= (Business Information Package conference recording, very good description of Shangjiabao information package function)

2nd: The effect of uncertainty and randomness of feedback, to achieve the visualization of the results show

Usually effect feedback is uncertain and random, to put it simply, through our ads, businesses get customers, but it is difficult to confirm that the customer is through our way, or through this way to get the number of customers is less, can not or difficult to make the business feel its intuitive effect. But in terms of cost-effective, we are cost-effective, mainly to achieve the objective return of value.

For an effective feedback ally to have a full understanding, you can respond freely:

The effect feedback of our product can be divided into three aspects roughly

1, the product's basic attribute effect feedback

2, product sensory effect feedback

3, Product application effect feedback

2.1, Product basic property effect feedback, similar to the release of the Yellow pages of keywords, Shangjiabao and business information package, this ally should be able to understand, but also very easy to do. No longer elaborated.

2.2, the product's sensory effect feedback

For the absolute majority of allies, this link is the most important, because the network products in the local application is still in the primary, the use of our products, such as Yellow Pages, Shangjiabao to do the promotion of businesses, will not take these products too seriously, the recognition of the market also requires time to accumulate and cultivate. So this time, we need to create more sensory feedback in order to consolidate the customer's desire to renew.

Sensory feedback can generally be divided into these categories:

2.2.1, the effect of the portal show; our product sales cycle, generally speaking is the cycle of one year, is the product of the year for the unit sales, then we need in a product cycle, quickly improve the visibility of our portal site or the actual effect of feedback, such as open the site, plump, active information. This is very important, because the basic properties of products are often many sites can do, and the site's brand and a large number of content to reflect the activity of the site, is our most important difference in performance. Because our products are cheap, if the customer agrees that we are a more influential or powerful site, then it's other aspects of the product requirements will be reduced.

(for example, the customer agrees with the basic attributes of the website product, such as releasing keywords, information packets, etc., but why do you do it here?)

So do a good job site content and improve visibility, we must do the basic skills.

2.2.2, scale effect and customer effect overlay, simply say, Yellow Pages products have a lot of merchants to buy, we can be catchy, some businesses in the same industry can stimulate the nerves of business. At the same time try to collect customer effect feedback cases. such as through the keyword analysis, to find a few customers through our products to obtain the attention rate of the case, to find ways to let these customers know, and to make an evaluation of us, then these evaluations can be used as a publicity case.

2.2.3, product group, improve product value. For example, Yellow pages, whether you can consider making paper "Yellow Pages Address Book" to enhance product value.

For example, Shangjiabao Industry Street, we hold on the "marriage" "furniture" of various activities, such as network rating, group buying and so on, can enhance the value of the product.

Such as marriage, we in the annual marriage concentration point of time, 51, the spring period, respectively, advertising publicity, activities, organizations, if it can be done, the value of the product will be greatly improved, will eventually make most of the merchants settled in, and become a loyal member. The main is how much influence we have on the industry through our product group.

2.3 Practical Application Effect Feedback

The actual effect of the product feedback is usually two ways:

1, the establishment of channel reading income

2. Promotion and realization of value service

The establishment of 2.3.1 channel reading income

When we run a product, one of the most important goals is to build a channel to read the revenue, for example, Yellow Pages, when we collect the most common phone calls, in fact a simple channel reading proceeds are formed. Because she has the query value, the information is the most complete.

For example, industry street or other channels, the channel reading proceeds, should use the Netizen to browse this channel the information reading profit is good or bad as the standard, for instance marriage Street, the person who usually needs to get married needs to obtain what information, whether this information can obtain on this channel, if can obtain, then the channel's reading income is formed.

The promotion and realization of 2.3.2 value service

When we do the first step of the channel reading proceeds, it is necessary to start to continue to promote, while in line with the user behavior of the industry up and down to expand, continuous impact, and ultimately change the way users access to information.

For example, the phone book and the Yellow pages are the city's most complete, then we will continue to promote, so that the habit of the public from the usual query address book or hit 114, into the website to query.

For example, industry street-marriage Street, when we do a good job on the channel reading proceeds, we are familiar with the characteristics of the industry, do the necessary activities, organize group buying and so on, so that our product value really into the transaction.

In fact, in this, there is a heavy, that is, advertising positioning and advertising planning, different ads with the same platform to show different ways, the effect is different. This is the value of the advertising company. Of course, because we face customers are small businesses, is not likely to invite advertising companies to do planning, then we need to understand some of the advertising planning knowledge. This headquarters is looking for a chance to get another training.

3rd, the service is the key link of renewal, do the necessary service support

Allies must understand that the product is just a tool, we just through the product, let the customer get the desired effect, this process needs our service to convey and support. Products are always products, is always a tool. The main or how to use.

Services for our products can be segmented for product selling points:

3.1, first of all, to achieve the perfect product basic services, such as the release of keywords and information package production, this is the most basic work, if this is not done, is very inappropriate, unwise behavior. There is no point in talking about anything else.

Do a good job of product base service This link, can see operator's professional attitude, we need to do well in this link, to oneself also is responsible for the customer.

(if the customer to provide information is not complete or do not cooperate, we need to actively communicate, if the customer can not get the necessary information, then through the network to obtain, but also to exercise our editorial ability)

3.2, for Shangjiabao such customers, to do a regular return visit to help them through the merchant treasure release information, such as the Spring Festival will come, many businesses will release promotional information, we can guide or help the business release. For example, when the merchant publishes the information through the newspaper or the television, we also need to inform the merchant in time when we see it, and publish the information to the website.

Some allies may find this to be a relatively large amount of work, of course, in the beginning. But if through our efforts, really can be the same city all promotional information and special information collection comprehensive and continuous promotion, this information is valuable to netizens, then the netizen will gradually increase, when the public begin to identify this way, is when the merchant is willing to release the information voluntarily.

At the same time at the beginning of our business treasure sales volume will not be too large, so it is not too difficult to achieve these services.

3.3, use other ways to enhance business services or communication.

For example, the establishment of business QQ Group, regularly organized business gatherings, in the site activities, the initiative to contact the business participation in the title or sponsorship and so on matters. Through a variety of ways to maintain contact with the business and communication, will be for the sale of other products to lay a good foundation, such as advertising, group buying and so on

4th accounting Cost, appropriate feedback, let, trigger the customer's willingness to renew

Product renewal Generally speaking, the conversion rate of profit is much higher than the first effect.

Usually, the cost of our products consists of production cost, promotion cost, service cost and sales commission cost. In the process of renewal, production costs, push advertising costs will decline, and if the site to do better, the value of the product will be improved, our profit margins will gradually increase.

Then when we understand the cost composition. In the advent of renewal, if it is considered difficult, can be through feedback, let the way to trigger the customer's willingness to renew.

There are usually several ways:

4.1, product discounts, such as the establishment of the station generally speaking is the first year higher, thousands of yuan, the second year is hundreds of yuan, for similar merchant treasure we sell the unit price is higher, if the renewal is difficult to consider to the customer discount. The best way to make the hidden way, such as 800 yuan merchant treasure, dozen 60 percent, other let merchants to provide goods to exchange.

4.2, product upgrades, such as Yellow Pages products, renewals more difficult, you can consider the ordinary yellow pages to upgrade to the advanced Yellow Pages, or recommend the new features of the product upgrade.

4.3, the transfer of discount, such as Shangjiabao, we have done marriage Street, will Shangjiabao part of the revenue into the business more recognized and intuitive publicity channels, such as regularly in the industry peak (51, Xi., Spring Festival) advertising publicity. or promise to hold some activities, the relevant businesses will become sponsors and so on.

For example, the Yellow pages, if we do more, you can consider upgrading to the "Paper Yellow Pages Address Book," Free distribution, to pass the discount.

There are many other ways, of course, that need to be gained in market practice.

City China Operations Support Department