營銷型企業(yè)網站建設的六大基本原則

隨著互聯網的發(fā)展普及，我國廣大中小企業(yè)步入網絡營銷時代的步伐正在加快。營銷型網站是對網站的發(fā)展，整合了各種網絡營銷理念和網站運營管理方法，不僅注重網站建設的專業(yè)性，更加注重網站運營管理的整個過程，是企業(yè)網站建設與運營維護一體化的全程網絡營銷模式。中小企業(yè)擁有獨立企業(yè)網站或電子商務平臺中的網店的比例達到了43%，整體上看，中小企業(yè)網站的運營水平偏低。絕大部分中小企業(yè)網站更新頻率超過一個月，僅僅是一個形象工程而已，并沒有很好的促進企業(yè)網絡營銷效益。筆者根據自己的工作經驗，總結了以下幾點關于營銷型企業(yè)網站建設注意事項和基本原則，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 of the site's web site is development, integrate various network marketing concept and website operation management method, not only pay attention to the website of the professional, paying more attention to the website operation management the entire process, is the enterprise website construction and operation maintenance integration in the whole process of the network marketing model. Small and medium-sized enterprise have independent enterprise web site or e-commerce platform of the shop was 43%, the overall look, 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 just, and not a very good promote enterprise network marketing benefits. According to the level of work experience, and summarizes the following about marketing type enterprise website construction attention and basic principle, and to share with you.

一、網站結構和產品展示(Website structure and the product show)

良好的網站結構，不但方便SEO搜索引擎優(yōu)化，更是為了方便用戶，營銷型網站一定要合理使用面包屑導航設計，不要讓客戶在你的網站里迷路，時刻告訴用戶所在位置和返回其他頻道的方法。營銷型企業(yè)網站建設的最大目的在于促進企業(yè)產品銷售，所以企業(yè)產品展示成了不可忽略的重要項目。建議中小企業(yè)自行拍攝產品相關畫冊圖片，要具有真實性，否則會弄巧成拙，得不償失，切忌!自行拍攝一是能保證圖片質量，二是避免版權糾紛。不少時候，千言萬語不如一張圖有說服力，圖片比文字更增加信任度。另外可以在產品介紹中插入適當的視頻內容，多媒體互動展示效果最容易打動客戶。
Good website structure, not only convenient SEO search engine optimization, but also for convenience of customers, marketing type website should reasonably using the breadcrumb navigation design, don't let customers lost in on your website, tell the user and the position of the moment to return to other channel method. Marketing type enterprise website construction for the purpose of promoting the biggest enterprise product sales, so enterprise products show became the important projects should not be neglected. Advice to small and medium-sized enterprises shooting product related picture album, to be real, or could make matters worse, the loss outweights the gain, avoid by all means is! To take a picture quality is guaranteed, the second is to avoid copyright disputes. Many time, thousands of words as a picture compelling pictures than text more increase trust. In addition to the product introduction to insert the appropriate video content, multimedia interactive displays the most easy to meet customer effect.

二、用戶體驗最重要(The user experience is the most important)

網站的訪問者是用戶，不少初級營銷機構制作的網站不堪入目，僅僅是為了展示給搜索引擎，這種網站根本不是真正意義上的營銷型企業(yè)網站!在傳統(tǒng)行業(yè)中，稍有經驗的人都明白，商品外包裝對銷量的重要性。同理，對于網絡營銷來說，企業(yè)網站的美觀、易用等方面，都會對用戶產生很大的影響。千萬不可因為各種原因而傷害用戶體驗，包括搜索引擎最終追求的也是用戶體驗。企業(yè)營銷型網站建設應該追求搜索優(yōu)化和用戶體驗的最佳結合點!現在互聯網行業(yè)最火的職位是產品經理，也是因為用戶體驗的重要性。
Visitors to the site is the user, many primary marketing agencies make web site to enter, just to show the search engine, this website is not the real marketing type enterprise website! In the traditional industry, a bit of experience understand, the importance of the outer packing goods on sales. Similarly, for the network marketing for, corporate site of the beautiful and easy to use and so on, will produce very big effect to the user. Do not because of all sorts of reasons damage user experience, including search engine ultimately seek is the user experience. The enterprise marketing type website construction should pursue search optimization and the user experience of the best combining site! Now the Internet industry's most fire position is the product manager, but also because of the importance of the user experience.

三、加強用戶溝通環(huán)節(jié)(Strengthen the user communication links)

流量變訂單，高效溝通是關鍵。與客戶溝通不暢是網絡營銷轉化率偏低的重要原因，沒有之一。筆者調查發(fā)現，目前中小企業(yè)開展網絡營銷，客戶溝通環(huán)節(jié)是最為薄弱的一項，嚴重制約了營銷效果，成為流量轉化率的瓶頸。建議企業(yè)網站使用QQ、旺旺和400電話等，方便客戶聯系;另外，400電話并不貴，推薦大家到“極速動力”了解一下。辦理400一定要選擇類似極速400電話網這樣的官方授權代理商，才能保證安全性和穩(wěn)定性。溝通環(huán)節(jié)在交易達成之前發(fā)揮著重要的作用，前面的工作做得再好、流量再多，在與客戶溝通不暢的情況下也很難轉化為有效訂單。
Flow change orders, efficient communication is the key. With the customer communication network marketing is the important reason for the low conversion, not one. The survey found that the small and medium-sized enterprises at present developing network marketing, customer communication links is the most weak a seriously restricted the marketing effect, become the bottleneck of flow conversion. Suggest enterprise web site use QQ, prosperous and 400 telephone calls and such, convenient customer contact; In addition, 400 call is not expensive, recommend you to "extreme power" about. Deal with 400 must choose similar speed 400 telephone network such official authorized agents, to ensure security and stability. Communication link at before deal plays an important role, and the work ahead do better, flow more, with customers in the communication situation is difficult to into effective order.

四、合理發(fā)布更新資訊(Reasonable release update information)

有相當一部分的企業(yè)網站都會有企業(yè)新聞這個欄目，合理的運用企業(yè)信息能夠增加企業(yè)信任度，而不合理運用會取到相反的效果。企業(yè)新聞的內容要經常更新，文章內容報道企業(yè)的一些動態(tài)，里面最好配備圖片，圖文并茂更為您企業(yè)網站增添活力，不要一看企業(yè)新聞竟是幾年前的信息了。不少企業(yè)網站建設好以后就不管不問，自然對業(yè)務起不到任何作用。對于長期不更新的企業(yè)新聞不要采用新聞中添加日期的功能，自己不更新也罷不要讓別人一眼看出來。企業(yè)網站最好有專業(yè)人員維護，才能發(fā)揮價值。
A number of enterprise website will have the enterprise news this column, the reasonable use of enterprise information can increase the enterprise credibility, and not reasonable use will take to the opposite effect. The enterprise news content often should update, the content of the report some of the enterprise dynamic, inside the best equipped with pictures, with pictures of your enterprise more web site add vigor, don't see the enterprise news was a few years ago of information. Many enterprise website construction well then ask no matter, not a natural for business any role. For a long time not update the news of the enterprise in the news date added don't function, oneself not update or don't let others a see come out. The enterprise website had better have professional maintenance, can play value.

五、權威網站發(fā)布信息或鏈接(Authority on its web site or link information)

訪問者為查詢企業(yè)信任度經常會利用搜索引擎查看企業(yè)相關信息，比如企業(yè)的信譽口碑，以往交易情況和客戶評價等。為增加企業(yè)信任度，可以尋找本地或者行業(yè)或大家都熟悉的權威網站上面發(fā)布信息或者建立鏈接，這樣不但可以增加客戶對企業(yè)的信任度，還能對網站的搜索引擎排名有幫助。目前國內大部分企業(yè)都是招聘兼職人員維護網站，可以幫企業(yè)處理信息發(fā)布和建立連接工作，效果會更加理想、直觀。另外，企業(yè)也可以適當利用上下游合作伙伴，多建立一些友情鏈接。
Visitors for inquires trust enterprise often can use search engine check enterprise information, 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 website information release a link or above, such not only can increase customer to enterprise's trust, still can of the site's search engine rankings have help. Most of the current domestic enterprise are hiring part-time personnel maintenance of website, can help enterprise processing information release and the connection work, the effect will be more ideal, intuitive. In addition, the enterprise can also appropriate use of upstream and downstream partners, to build some links.

六、差異化營銷突出優(yōu)勢(The differential marketing outstanding advantages)

差異化營銷核心思想是“細分市場，針對目標消費群進行定位，導入品牌樹立企業(yè)形象”，這也是營銷型網站的最終目標。隨著市場的成熟和技術的進步，大部分行業(yè)和產品都是千篇一律，大同小異。論質量、論價格、論服務基本都不會有太大區(qū)別，那么客戶為什么要選擇你的企業(yè)產品呢?速贏傳媒再次提醒企業(yè)主，差異化營銷是企業(yè)提升競爭優(yōu)勢的一種捷徑，務必要突出自己的企業(yè)產品和其他企業(yè)產品的差異，在網站上“放大”差異，讓客戶記住你，告訴客戶選擇您產品的原因。
The differential marketing is the core idea of the "segments of the market, in view of the target consumers for position, import brand setting up the enterprise image", this is the ultimate goal of marketing type website. As markets mature and progress of technology, most of the industry and the products are machine-made, very much the same. Concerning quality, price, the basic theory of service there won't be much difference, so why did you choose your customer enterprise product? Speed win media again business owners, differential marketing is enterprise to promote the competitive advantage is a shortcut to, be sure to highlight its enterprise products and other enterprise product difference, on the web site "zoom in" difference, let customers remember you, tell you the reason customers choose products.

總之，企業(yè)開展網絡營銷，營銷型企業(yè)網站建設勢在必行，其目的在于銷售產品或者提供服務，如果你沒有一個合格的營銷網站，那么你的企業(yè)網絡營銷之路將很難進行下去。一個理想的企業(yè)網站，從可信的角度來說，您的企業(yè)形象在客戶心中就越完善越高大，客戶對你的信任度越高，網絡營銷轉化率效果會更好，這比我們做一些無謂的廣告要好很多!
In short, the enterprise developing network marketing, marketing type enterprise website construction is imperative, the goal is to provide products or services, if you don't have a qualified marketing web site, then your enterprise network marketing is the way will be difficult to carry on. An ideal enterprise web site, from credible Angle for, your enterprise image in the customers' mind the perfect bigger, customers to your credibility is higher, the network marketing conversion rate the effect will be better, than we do of unnecessary advertising better!

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