Why site positioning is important

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Site positioning is often a word of things, but is a simple word but hard-won. For this simple word, many sites spent a long time, walked a lot of twists and turns road.

Site positioning and the site's target audience, the market potential and competitors are related, so it is not simple.

To do the site, the first to solve two problems: one is the site has no location, the second is the site is not suitable location. If an internet company can not use a word to sum up what the site is, then the site does not have a clear positioning, there is no clear positioning is not to think well, did not think good is to explain to the target user group, the market environment, the competitors do not have a clear understanding.

Site positioning is not necessarily right, positioning in a competitive market or already saturated market, such positioning and no positioning is no difference.

Therefore, a website should not only have positioning, but also to have a differentiated positioning. Not to differentiate and differentiate, but for the target user groups of the needs of the difference, in order to different market space.

There is a clear and appropriate positioning, itself is a competitive advantage, can be less than the opponents detours, with less resources to do more the right thing, so also faster than the competitors to go farther.

From the actual operation, in the process of writing web site planning, first of all to determine and remember the location of the site. Because it is the next step of the Web site architecture design, content planning, Operation planning and market planning of the cornerstone.

First, to determine the location of the site is to not allow the site to run biased

The Master of Management, Drucker, said: People who are mediocre but know where they are are often better off than those who are gifted but who do not know their own direction. The same is true for websites. Do the website must have a goal, and in order to achieve this goal, need a site positioning. The goal determines the location of the site. and the role of site positioning is to help the site to achieve the goal, do not run biased.

For example, the goal of a website is to become China's largest music website, in this way, this goal will give the site a positioning, that is, the location of the site is China's music sector, is to provide Chinese users with music services, such as music information, music audition, music downloads, music, music reviews, music community and so on. Therefore, the website is also cannot provide a game, the movie, the software downloads, the news information and so on service website. If any service is provided, the user will be at a loss, and if anything is provided, their front will be stretched easily. Even if this goal, from the reality of operation, is a relatively broad goal, in different market environment, it may not be a good location, the more positioning, the more difficult to focus, the more difficult to achieve rapid development.

Goals have big goals and small goals. For example, if you feel that being the biggest music website in China is the future, you can focus on your goals in the early stages. For example, the early goal is to become China's largest music web site, the location is to provide Chinese users with online music K-song service, that is, it is located in the music to sing, and not in other areas of music, such as music information, music audition, music downloads, original music and so on.

Second, only to determine the location of the site, the site planning to carry out the next step.

All aspects of planning, architecture, content, design style, operations and marketing planning need to start from the purpose and location of the site. That is to say, planning a website needs to define a strategic goal, all planning must start around this strategic goal. And the strategic goal is based on the location of the site to make.

Part of the planning is the company's internal planning staff to complete, and some of the people outside the company to complete, some planning is the website of the entrepreneur personally planning, and some of the professional product planners to carry out the intention of the boss to complete. In any case, when the decision maker determines the location and purpose of the site, it needs to be done in accordance with the stated purpose and position. In particular, in the case of multiple planners, the planning of various parts must be carried out in accordance with established objectives, and this part needs to be fully communicated. Therefore, in the case of collaboration by many people, in advance, clear the location of the site, conducive to the planning of communication and smooth, in order to maintain consistency, maintain the direction of the site will not go.

For example, the establishment of a comprehensive E-commerce site and positioning in the mother and child products site is different. If the mother and child supplies website, the target user group is pregnant and newborn parents. Then all content, design, operation and market should be around this purpose, not because of the best-selling digital products to sell digital products. and positioning is a comprehensive e-commerce site, it may provide a variety of goods, not only mother and child supplies, and perhaps digital products, books, audio-visual products and so on.