Low cost community to promote business-to-business websites

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This article extracts from the "business-to-business industry portal to promote the actual combat Cheats" 3rd Chapter 4, many business-to-business industry portal to industry information, forums, know, blog, space and other communities are very not attached importance to the site's original article, the user's stickiness, brand awareness and influence to build, Search engines have a big impact on the ratings of websites. In particular, the newly opened Business-to-business subdivision of the site, if the search engine promotion did not do a good job, will result in very low traffic, influence is not enough, naturally no one will pay you. Of course this view on many large industry business-to-business websites, may not bring too good results, because the industry's business-to-business Web site, technology, industry knowledge involved in the scope of too wide, and large industry business-to-business site simply rely on business opportunities column can also allow the site's users to achieve a relatively large order of magnitude, do not attach importance to industry knowledge column, is also possible. The following from the user needs, Network Service mode, search engine marketing, improve the comprehensive impact of the site to explain in detail the advantages of business-to-business industry website value Industry knowledge.

1 industry users have great demand for industry information, technology, market, marketing and management knowledge.

In my first research report, "Business-to-business Research Report", I talked about the user group of Business-to-business portals, and first selected one:

"From another point of view, the Business-to-business Web site is divided into individual users and enterprise users, individual users and enterprise users sometimes there is no obvious interval, but the user's current needs as a criterion." For example: When a member as a company technician to the website to learn industry knowledge, he is only a personal user, through learning knowledge to improve work ability, better work, study; But when the technician was told by the company, we now want to buy a batch of equipment, purchase a software, the technician came to the website, Select the right suppliers, choose better equipment and software, report to his boss, a good software or equipment, recommend the selection of a brand of equipment. This time, even if the person on the platform is registered personal membership, but his needs indicate that he is a corporate user. There is a kind of person, perhaps he is now an employee of a company, in the business-to-business industry website to see Industry dynamics, Learning industry knowledge, is a personal user behavior, but one day when he also opened the company, he will think of this platform can expand his business, this time he may become your billing customers. ”

The above practice shows that: do the industry knowledge column final purpose or for commercial services, the enterprise became a fee member, did the advertisement, nothing but want to get buyers, and provide personal learning, work services, the ultimate goal is to be able to provide customers from all channels of buyers. In an enterprise, everything revolves around the business, but it must be understood that in most enterprises, the people who care about technology, market and management are more than those who only focus on sales. An enterprise to grow and develop, technology, market can be said to be the most crucial two links, the number of practitioners is also the most, the core. Business-to-business websites provide industry knowledge, technology, market, management, market and other knowledge, there are not understand the problem, can go to the industry portal to learn, to ask questions, to make friends, we meet the needs of employees in the enterprise, and this demand is the number of industry enterprises 10 times times more than 50 times times, to address the needs of these users , is also business-to-business industry portal and Alibaba, business-to-business large web site, the biggest difference is also the core competitiveness.

2 Network provides industry knowledge, technology, market, marketing and management knowledge is the most mature mode

According to the relevant data statistics, in the network to learn knowledge, looking for information of people far more than looking for business opportunities, but also the most mature network application mode, the most representative is that Baidu is doing search services, but Baidu Music, stick, know, encyclopedia, space but for its reign in Chinese search market, Market share far ahead of competitors play a very large role, because some people use Baidu to form a habit, that is to find a lot of useful knowledge, other search engines can not meet the needs of a part of the people. Including the portal Sina, Sohu began also from the beginning of the information, these are people on the Internet a great demand.

As a business-to-business industry portal, has done a certain subdivision, industry information, technology, market and so on itself is according to the subject, industry to subdivide, only between peers, can better exchange technology, market, etc., industry portal to do technology community, easier to do, here more industry atmosphere, through the network share properties, Between a technical novice and a technical master, one is a master, the other is a novice peer, they can communicate with each other and learn from each other, as well as the network can be across regions, to better solve the problem of communication costs, to meet this demand at a very low cost, is the information society peer technology, Market information, such as the best mode of communication.

In addition to the information as a website editor/reporter to publish outside, other industry knowledge I strongly suggest that through the community's model to solve, including the Forum (know), encyclopedia, blogs, photo albums, Space, downloads, recruitment and other comprehensive community products to address the needs of users, the advantage of this model is the content by the user to create, We just need to build a platform use a number of patterns to dig out specific people, such as: like the performance of their own industry experts, let them write good blog, like to use the community to promote their products sales staff, let them do knowledge marketing; people who like to make friends and play space, We let them have their own personalized industry space and so on. But must be with a certain number of professional editors, every day in addition to interacting with the user, they have to register a large number of vests, to release quality information to make up for sometimes the community no topic, no hot spots, no high-quality posts to guide users.

3 A large number of original industry knowledge to enable the search engine to improve the rating of the site

Due to the contribution of community users, most of them are original content, and the industry is related, search engine is very like this content, according to the survey, with community function of the site, included are more, because the update faster, general industry website, if no Community function, update speed is much slower, Because community users can publish at will, the community may produce high-quality content regardless of night or holiday.

If only the opportunity column, the update of the information is slow, for example: Enterprise information needs to be audited before release, no matter when you publish, without editing the audit, it is impossible to show. At the same time the information column is also editor to work to publish. So there is a community site information will be released faster, more, as long as the release of the industry-related technology, marketing and management articles, on the Business opportunities column, and will be displayed in time, more popular with the search engine. At the same time because the Community model will mobilize a lot of people to create low-cost original content, and if rely on the site editor to extract information, most of them are reproduced more, if you want to most original, operating costs are too high, and the return is not directly proportional.

A lot of original industry knowledge into search engines, information update is also relatively fast, when the site's information reaches a certain amount of time, the search engine will search tens of thousands of or even hundreds of thousands of information, the weight is very high, many keywords will be ranked very close to the front, not only to reduce human resources, promote funds, and long-term health to the site to bring quality, A steady stream of traffic, thousands of, tens of thousands of or even hundreds of thousands of of traffic per day, or more traffic, this time the site and search engines have reached a winning goal, search engines for their search users to provide quality content, business-to-business industry sites through search engines to obtain a large number of traffic, can be long-term, healthy, The cooperation of the win.

4 Search brings a large number of new users in the industry, increase the volume of business visits, improve sales

Through the search engine has brought a large number of new users, these users have a general manager, some bosses, some marketing managers, as well as the head of the procurement department, sales staff, technical personnel, managers and so on, and these various people, began with the learning industry knowledge of the purpose of the Business-to-business industry website, If they happen to have business needs, or often visit the site to form a habit, after a period of time before the business needs, such as: He is a sales staff, he is marketing manager or he is a small business owner, will go to the Opportunity column to publish the supply of information, promote its products or services, when he learned about this site, When a salesperson calls him, he will consider buying an ad or a member of the site, indirectly boosting the sales, because if a person has not used your site, it is very difficult for him to buy your service.

Especially in the initial stage of website promotion, if the platform and model to establish a good you can use very low cost, the industry community content to do a good job for users to contribute knowledge, at the same time, users through the Web site to learn knowledge and also understand the site's billing services, they believe that the community to do well, knowledge is valuable, so will think the site is very good, Perhaps charge service He is not in fact a special understanding, but still will pay, still with the boss suggested in this site to do promotion, also called Brand effect.

Even if people in the industry community do not buy the services of the website, can also tap the Third-party pay model, is active in the user, may not buy the site's services, but the user here is definitely upstream equipment, raw materials, service agencies, potential customers, when we make the community bigger, certainly can bring many advertisers, And these advertisers must be the industry's big companies, big enterprises. For example: 51.com, happy net, net, Tianya, also rely on advertising to profit.

From another point of view, in fact, to do business-to-business business site is also to solve an import problem, with what users do not have to Alibaba to your site, or to your website and Alibaba, business-to-business major industry sites as a choice? Then you have to have a reason, the user comes, the buyer and the seller are coming, The natural influence also comes, naturally also has the sales. I believe that every day through the search engine search information needs, will be much larger than the purchase of products, looking for services, but Baidu will never say only record business opportunity information, and not collect industry knowledge, because he wants is a user's entrance, a user's habit, with this entrance, he can do anything. Including well-known Taobao, also do video, literature, digital, fashion and other consumer portals, trying to meet the needs of everyone, stick users.

From the perspective of market analysis, there are a large number of users, there must be a market, you can build brand awareness and influence, the profit model can be excavated, with users, you can form a strong brand influence, bring benefits. As well as the business-to-business industry portal to do offline market brings great benefits, such as can be done: industry reference books, industry meetings, trade exhibitions.

Summary: This part of the actual look very wordy, mainly because we do not understand why the business-to-business site to do a good job in the community, that is not going the wrong direction, wasting human and material resources, so I spent a lot of content to explain, I hope the reader can understand my painstaking. Do the community to adhere to, this is the direction, as long as you do a good job, the future will certainly have a lot of revenue, this is a strategic product.

The original author: Xuejiang, has been engaged in program development, website planning, project managers, planning director, Sales Manager, operations director, etc., engaged in the business of Business-to-business portal research for nearly 8 years, is committed to the business of Business-to-business Web site planning, construction, promotion and operation of research and research, with the Business-to-business Industry Portal Planning Combat Research Report, "business-to-business industry portal to promote actual combat cheats", welcome to Exchange guidance advice. Qq:940388220,msn:lxjb2b@hotmail.com.