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营销型企业网站建设的六大原则

来源:尚品中国| 类型:网站百科| 时间:2013-11-05
随着互联网的发展普及,我国广大中小企业步入网络营销时代的步伐正在加快。营销型网站建设是对网站的发展,整合了各种网络营销理念和网站运营管理方法,不仅注重网站建设的专业性,更加注重网站运营管理的整个过程,是企业网站建设与运营维护一体化的全程网络营销模式。中小企业拥有独立企业网站或电子商务平台中的网店的比例达到了43%,整体上看,中小企业网站的运营水平偏低。绝大部分中小企业网站更新频率超过一个月,仅仅是一个形象工程而已,并没有很好的促进企业网络营销效益。笔者根据自己的工作经验,总结了以下几点关于营销型企业网站建设注意事项和基本原则,和大家分享。
With the development of the Internet popularization, small and medium-sized enterprises in our country into the network marketing is accelerating the pace of the times. Marketing type website construction is the development of website, integrate various network marketing concept and site operation management method, not only pay attention to professional website construction, pay more attention to the whole process of site operation management, is the enterprise website construction and operation maintenance of the whole network marketing mode of integration. Small and medium-sized enterprises with independent corporate Web site or e-commerce platform of the shop was 43%, on the whole, the small and medium-sized enterprise web site operation level is low. Most of the small and medium-sized enterprise web site update frequency more than a month, is only a image project only, and not a very good promote enterprise network marketing benefits. According to the author's own work experience, summarizes the following about marketing type enterprise website construction attention and basic principle, and to share with you.

一、用户体验最重要
The most important user experience


网站的访问者是用户,不少初级营销机构制作的网站不堪入目,仅仅是为了展示给搜索引擎,这种网站根本不是真正意义上的营销型企业网站!在传统行业中,稍有经验的人都明白,商品外包装对销量的重要性。同理,对于网络营销来说,企业网站的美观、易用等方面,都会对用户产生很大的影响。千万不可因为各种原因而伤害用户体验,包括搜索引擎最终追求的也是用户体验。企业营销型网站建设应该追求搜索优化和用户体验的最佳结合点!现在互联网行业最火的职位是产品经理,也是因为用户体验的重要性。
Visitors to the site is the user, many primary marketing agencies make website is not fit to be seen, just to show the search engine, this website is not the true sense of the marketing type enterprise website! In traditional industries, a bit of experience understand, the importance of the outer packing goods on sales. Similarly, for the network marketing, enterprise website appearance, easy to use and so on, can produce very big effect to the user. Do not because of various reasons and harm the user experience, including search engine ultimately seek is the user experience. The enterprise marketing type website construction should be the best combination of search optimization and the user experience! Now the Internet industry's most fire position is the product manager, but also because of the importance of user experience.

二、网站结构和产品展示
The website structure and product exhibition


良好的网站结构,不但方便搜索引擎,更是为了方便用户,营销型网站一定要合理使用面包屑导航设计,不要让客户在你的网站里迷路,时刻告诉用户所在位置和返回其他频道的方法。营销型企业网站建设的最大目的在于促进企业产品销售,所以企业产品展示成了不可忽略的重要项目。建议中小企业自行拍摄产品相关画册图片,要具有真实性,否则会弄巧成拙,得不偿失,切忌!自行拍摄一是能保证图片质量,二是避免版权纠纷。不少时候,千言万语不如一张图有说服力,图片比文字更增加信任度。另外可以在产品介绍中插入适当的视频内容,多媒体互动展示效果最容易打动客户。
Good website structure, not only convenient search engine, but also for convenience of customers, marketing type site must reasonable use bread crumbs navigation design, don't let customers lost in on your website, always tell the user location and returns the other channel. The maximum objective marketing type enterprise website construction is to promote the enterprise product sales, so enterprise products show became the important projects should not be neglected. Advice to small and medium-sized enterprises in product photography related picture album, to be real, otherwise they will be self defeating, avoid the loss outweighs the gain.! To take a picture quality is guaranteed, the two is to avoid the copyright disputes. A lot of times, thousands and thousands of words as a picture compelling, pictures than text more increase trust. In addition to insert the appropriate video content in the product introduction, interactive multimedia display effect is most likely to impress clients.

三、合理发布更新资讯  
Reasonable updates released


有相当一部分的企业网站都会有企业新闻这个栏目,合理的运用企业信息能够增加企业信任度,而不合理运用会取到相反的效果。企业新闻的内容要经常更新,文章内容报道企业的一些动态,里面最好配备图片,图文并茂更为您企业网站增添活力,不要一看企业新闻竟是几年前的信息了。不少企业网站建设好以后就不管不问,自然对业务起不到任何作用。对于长期不更新的企业新闻不要采用新闻中添加日期的功能,自己不更新也罢不要让别人一眼看出来。企业网站最好有专业人员维护,才能发挥价值。
There is a considerable part of the enterprise website will have the enterprise news this column, the reasonable use of enterprise information can increase the enterprise credibility, and unreasonable use will take to the opposite effect. The enterprise news content to be updated frequently, some of the content of the report of dynamic enterprise, inside the best equipped with pictures, with pictures of your enterprise more site add vigor, don't see enterprise news was a few years ago. Many enterprise website construction well then ask no matter, natural no effect on business. For a long time not update news the news date added don't function, they do not update or don't let the other people see. The enterprise website the best professional maintenance, can play value.

四、加强用户沟通环节
Strengthen the user communication links


流量变订单,高效沟通是关键。与客户沟通不畅是网络营销转化率偏低的重要原因,没有之一。笔者调查发现,目前中小企业开展网络营销,客户沟通环节是最为薄弱的一项,严重制约了营销效果,成为流量转化率的瓶颈。建议企业网站使用QQ、旺旺和400电话等,方便客户联系;另外,400电话并不贵,推荐大家到极速动力了解一下。办理400一定要选择类似极速400电话网这样的官方授权代理商,才能保证安全性和稳定性。沟通环节在交易达成之前发挥着重要的作用,前面的工作做得再好、流量再多,在与客户沟通不畅的情况下也很难转化为有效订单。
Flow change orders, effective communication is the key. Communicate with customers is not smooth is an important reason for the network marketing conversion rate is low, there is no one. The author investigates discovery, at present small and medium-sized enterprises to develop the network marketing, customer communication link is one of the most weak, which seriously restrict the marketing effect, become the bottleneck of flow conversion. Suggest enterprise web site use QQ, prosperous and 400 telephones, the convenience of customers; in addition, 400 call is not expensive, we recommend to the extreme power check. For the 400 must choose similar speed 400 telephone network such official authorized agents, to ensure security and stability. The link of communication plays an important role in the deal is agreed upon, the front has done good work, flow more, communication with customers in the case of poor is difficult to translate into effective orders.

五、差异化营销突出优势
Differentiated marketing advantages


差异化营销核心思想是“细分市场,针对目标消费群进行定位,导入品牌树立企业形象”,这也是营销型网站的最终目标。随着市场的成熟和技术的进步,大部分行业和产品都是千篇一律,大同小异。论质量、论价格、论服务基本都不会有太大区别,那么客户为什么要选择你的企业产品呢?速赢传媒再次提醒企业主,差异化营销是企业提升竞争优势的一种捷径,务必要突出自己的企业产品和其他企业产品的差异,在网站上“放大”差异,让客户记住你,告诉客户选择您产品的原因。
The difference of marketing is the core idea of the "segments of the market positioning, target consumer groups, brand setting up the enterprise image", which is the ultimate goal of marketing type website. With the maturity of the market and the progress of technology, most of the industry and the products are all follow the same pattern, the same. On quality, price, service theory on basic won't have too big difference, so why should they choose your product? Speed win media again business owners, the difference of marketing is the enterprise is a shortcut to enhance competitive advantage, be sure to highlight their differences of enterprise products and other enterprise products, on the web site "zoom" difference, let customers remember you, tell you the reason customers choose products.

六、权威网站发布信息或链接
Authority website release information and links


访问者为查询企业信任度经常会利用搜索引擎查看企业相关信息,比如企业的信誉口碑,以往交易情况和客户评价等。为增加企业信任度,可以寻找本地或者行业或大家都熟悉的权威网站上面发布信息或者建立链接,这样不但可以增加客户对企业的信任度,还能对网站的搜索引擎排名有帮助。目前国内大部分企业都是招聘兼职人员维护网站,可以帮企业处理信息发布和建立连接工作,效果会更加理想、直观。另外,企业也可以适当利用上下游合作伙伴,多建立一些友情链接。
Visitors to query the trust enterprise often can use search engine to view information about the enterprise, such as enterprise credit reputation, past transactions and customer evaluation etc.. To increase the enterprise trust, can look for local or industry or people are familiar with the authority of the site information release a link or above, such not only can increase customer loyalty to enterprises, but also on the site's search engine rankings have help. At present, most domestic enterprises are hiring part-time personnel maintenance of website, can help enterprise processing information release and the connection, the effect will be more ideal, intuitive. In addition, enterprises can also be appropriate use of upstream and downstream partners, to build some links.

总之,企业开展网络营销,营销型企业网站建设势在必行,其目的在于销售产品或者提供服务,如果你没有一个合格的营销网站,那么你的企业网络营销之路将很难进行下去。一个理想的企业网站,从可信的角度来说,您的企业形象在客户心中就越完善越高大,客户对你的信任度越高,网络营销转化率效果会更好,这比我们做一些无谓的广告要好很多!
In short, the enterprise to develop the network marketing, be imperative marketing type enterprise website construction, its purpose is to provide products or services, if you do not have a qualified marketing web site, then your enterprise network marketing road will be very difficult to continue. An ideal enterprise web site, from the trust point, your corporate image in the minds of customers is more perfect and more tall, your trust is high, the effect will be better conversion rate of network marketing, this is more than we do some unnecessary advertising a lot better!
来源声明:本文章系尚品中国编辑原创或采编整理,如需转载请注明来自尚品中国。以上内容部分(包含图片、文字)来源于网络,如有侵权,请及时与本站联系(010-60259772)。
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