Thinking about site positioning to do a good job of website marketing promotion

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From the product, dissemination, image, competition in the four major times of change, for the past demand for the phenomenon, the current oversupply of the market situation can be seen everywhere. Then in the homogenization of competition more and more intense today, the product, customer, value of the accurate positioning is particularly important, in the positioning of the topic before the author first cast a question for everyone to think: "What does it mean to you?!"

What's the location?

Positioning is the product in the future, potential, customer mind to determine (or occupy) a reasonable position. The basic principle of positioning is not to create something new or different, but to manipulate the thoughts inherent in people's minds to open their associations. The essence of positioning is "Gongxinweishang".

Through the explanation of the above positioning theory, we divide the positioning into the following three directions:

Competitors (new products) <--> examine themselves (whether they match) <--> Target customers (useful)

The above azimuth structure we refer to it as: "Positioning the Golden Triangle", by repositioning competitors, to create a new category for the target market. The "new category" mentioned here can actually be understood as "a specific area of relevance", for example: a company as XXX's industry leader, then for the same XXX industry B companies, the company also positioned in the industry leader is clearly a mistake.

Because of the differences in composition, background, size and so on, it is for different companies that belong to one industry. Repositioning new categories is especially important. As for the appearance of the new category, it can be based on the existing areas of reinforcement, can also be a single location strategy, such as: SEO services <--> Network Marketing.

Through "specific areas of relevance" to understand, we can be SEO services as a subdivision category, such as: internal page SEO, SEO consultants and so on. The appearance of new category is obtained from the certain related things in specific areas, such as: Network marketing, marketing training, marketing outsourcing, etc. In short, it's like a regional keyword, and all we have to do is target a specific area of the market, and then extend this thinking to the "new category."

As mentioned above, in addition to creating new categories, we still need to look at whether we meet the conditions for creating new categories. Next to the target customers, the only thing they choose is that they can generate value for themselves, or that the product is useful to them. Only this is a complete "positioning Golden Triangle" composition, which means that in the "golden Triangle" must conform to the existence of three, such positioning is accurate and effective positioning.

Based on the relevance development of "The Golden Triangle", the enterprise value of different industries, different backgrounds and different positioning means that it needs a set of "positioning, value and system" to maintain the normal operation of the whole marketing system. So for consumers, is also in what kind of thinking angle?

Analysis of Consumer's thinking mode:

Can only receive limited information

Like simple, hate complex

Lack of security

The impression of the brand will not change easily

It's easy to lose focus

For marketing, in fact, the consumer's mind is the ultimate battlefield. So after mastering these characteristics, it is helpful to help "enterprise positioning" to occupy the position of consumers. And there are many kinds of positioning methods, such as strengthening existing domain positioning, analogy positioning, a single location strategy, the search for Gap strategy, category brand positioning, relocation and so on.

With reference to the above analysis, we divide "positioning, value and system" into:

Enter the website--> value Guide--> effect contrast--> confirm--> deal

From the location of the idea that the establishment of the site for x, then the value of guidance is bound to revolve around the positioning of the functional direction, by the introduction, function, contrast and a series of product value show. Guided work is similar to value presentation to highlight product or service features as an attraction.

Page Design:

As for the confirmation and transaction of the page work, often means a more complicated way of thinking, involving trust, witness, advocacy and so on different links between the same role. One of the most important aspects of trust, the popularization of information age, the face of all kinds of network information, for users they are in a lack of security environment.

In order to build user trust, in the site we have different ways of value to show products, passive guidance environment, establish a reliable way to deal with the risk to the minimum and the user to achieve the transaction target. Roughly a more complete system is thus completed, but there is still a lack of some necessary elements, limited to the length of the article here is not possible to make a one by one explanation. Therefore, in the process of excavation, guidance and creation, a complete thinking dimension is particularly important.

The author PostScript:

In the consideration of the meaning of positioning in conjunction with the interpretation of the Conference, the author tries to think of the dimensions of the way as a basis. From the process, the end, the beginning, and to the different, "process to start, end as middle", "start to end". The way of thinking under different dimensions is not the same, but it is one of the thinking dimensions that the author understands by looking at its essence through phenomena.

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