Website brand communication and website "soft Marketing Strength" build

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Do SEO a few years time, do the most is the foreign trade website, some time ago a lot of friends asked me how to do a portal, or the portal community publicity and promotion programs. To tell the truth, but there is no practice case, just some theoretical things, so do not dare to add pointers, one months ago a portal, now my program and everyone to share, I hope to help.

Project Summary:

As a news service living class portal, can be from a variety of channels to promote and marketing, such as search engine marketing, e-mail marketing, instant Messaging marketing, viral marketing, BBS marketing, blog marketing, podcast marketing, SN marketing, creative advertising marketing, knowledge marketing, event marketing, word of mouth marketing, Activity marketing, Brand marketing, soft marketing, QQ group marketing, and so on, and through a large number of media publicity, combined with the activities of the site to enhance the site traffic, increase the number of registered users, access to online sales profits.

Second, the project cycle:

June 1, 2010-December 1, 2010, six months as the deadline, through the six-year implementation, to continuously revise the project's specific implementation details, for 2011 years after the promotion to do more preparation.

Third, the project core:

Soft Wen Marketing + activities Marketing + Event marketing, supplemented by other marketing methods.

Iv. Project Objectives:

1, to enhance the site's traffic, the number of visits to enhance the site in the Alexa and Chinarank rankings;

2, increase the number of registered members of the website;

3, enhance the website brand value and use value.

V. Mode of implementation:

1, the soft text propaganda:

Different stages to adopt different promotional and promotional platforms, each month from different news perspective to tap the hot news points and promotional points.

Promotional Frequency: 2 soft articles can be selected each month to promote, and preferably in the first week and third week release.

Publicity direction:

(1): Combined with the website. Combining hot events, hot news, and looking forward to the development and prospect of similar vertical portals in the industry;

(2): Combined with service. The development trend and market prospect of the portal community, the dynamic of the target population and the demand change analysis, and need the company to provide some website daily traffic analysis, the user registers the quantity data analysis;

(3): combining activities. Combine current activities to include the activities of the site, as well as other business activities.

(4): Combine event: Combine hot event, look for gimmick as tipping Point, plan executable creative event marketing plan.

(5): Use opponents. From a similar site to their own nature, such as the Shenzhen window, the Austrian network, the West Shrine Hutong, and so on, the opponents of the site of some policies and activities, analysis of the development of vertical portals, draw conclusions for my use.

(6): Use of experts. Use expert analysis to elicit the site's views and publish the views of the site leader as an expert perspective.

Propaganda Media:

(1): Priority publicity network media (lower cost, faster dissemination), including Sina Technology, Tencent Network, NetEase, Xinhua, China Network, xinmin Network, bit network, Pacific computer, Ocean Network, China Network Library, Sohu it, NetEase technology, Eric, Pconline, IT168, Cbinews, Admin5, Chinaz, Donews, Cubs online, it.com.cn, Phoenix, Tenkine, China Economic News Network, bubble and other major portal sites;

(2): The Forum published in major websites, Tianya, West Shrine Hutong, Shenzhen window, 21CN, MOP, etc.

(3): Published in the mainstream network media all over the world. such as Sichuan Online, the Northeast News Network;

(4): Published on the corporate website as far as possible, through various blogs to publish

(5): In the mainstream of the website to establish corporate blogs, such as Tenkine corporate blog, Iris blog, etc.

2, the website activity: carries on each kind of cooperation and the event activity to stimulate everybody more attention.

For the activities of the old members: the old member stage of the promotion policy, the old members introduce new members of the incentive policy;

Activities for other consumption: registered members can discount and other concessions, and other sites jointly promote the policy;

Other effective activities.

VI. Effectiveness Assessment:

Monthly production of a promotional evaluation report, which contains the following content:

1, website PV growth number, independent IP number growth;

2, the growth of the number of members, ordinary members to upgrade the number of VIP members;

3, the site ranking changes, including in the Alexa rankings and Chinarank ranking changes;

4, the number of words published by the media (reflected in the Media Public Relations statistics report).