How to promote b2b platform in the early stage?

20 17B2B Website Promotion Method The target audience of B2B platform is generally global small and medium-sized enterprises and working individuals. In the promotion strategy, we will publicize the potential enterprise users of each promotion channel to guide users to understand and use the B2B platform. Communicate brand culture, products, services and ideas to target users through network means, so that more users can find us through promotion channels and form effective users.

I. Promotion objectives

Through extensive and effective promotion, the influence of B2B platform will be extended to all corners of the Internet, and the world's leading Internet trade distribution center and the most influential and vital B2B e-commerce information interaction platform in China will be established. Building the Yellow Pages of enterprises and institutions nationwide, including industry and regional classification, and building a safe, stable, efficient, fast and practical comprehensive supply and demand platform for small and medium-sized enterprises through professional services and advanced network technology.

Second, the stage planning work arrangement

The first step: build a test optimization period, mainly aiming at the internal optimization of the website and SEO search engine optimization;

Work arrangement: it will be completed within one month after the website construction is completed. For a website, too long adjustment and modification time can only show that the product is immature.

Step 2: Initially, log in to domestic and foreign search engines and navigation stations;

Work arrangement: increase the number of external links and reverse links, improve the effectiveness and ranking of search engines, and complete the promotion work about 20 days after the start.

Step 3: during the development period, integrate the promotion websites (such as blog promotion, BBS promotion, soft news promotion and other channels);

Work arrangement: The promotion of effective content will be a long-term work plan, the most direct means to attract effective users, and an important driving force of B2B platform. When the flow rate is stable, it can be reduced appropriately.

The fourth step: stable period, including friendship link strategy, channel website alliance, brand store alliance and joint promotion of dealers;

Work arrangement: How to quickly integrate and develop existing resources is the key to brand promotion and B2B portal on the Internet, and it is also the most extensive promotion mode for developing offline and joint brands after stability.

Third, the specific work of network promotion

The first step is website structure integration and SEO optimization.

A successful marketing activity must start with attractive marketing products, and then carry out effective marketing promotion to the beginning of comprehensive integration promotion.

1. website frame structure and page content optimization: the content connection between page modules should be reasonable and the layout should be logical. In particular, the external links on the home page must have strong relevance and complementarity, and the links between content pages must have inevitable connections, which plays a vital role for search engines to grab more pages of the website. Please use the forward and backward buttons as little as possible, and reasonably choose whether the linked page opens in a new window. Use fewer pictures as column titles, and let search engines absorb all the contents of the page as much as possible.

2.2 design. Selection of META tag and page title: Close to the content and theme of the page, extract keywords with greater page weight, but the same keyword cannot be repeated n times, and the same keyword should be kept within 3-5 times as far as possible. Select the title related to keywords on the page, which can be some descriptive words on the page.

3. Optimize the keyword density of each page: appropriately increase the keyword density of the home page and the content page, but don't repeat it too much in the page, appear reasonably according to the content of the page, and keep the density within 5%. Reasonable keyword density plays an important role in improving the goodwill of search engines to web pages and enhancing the weight of pages.

4. Validity of page links: Try to avoid wrong links, check the validity and rationality of all links, and ensure the relevance of linked pages.

5. Effective website content introduction: Effective content is the basic factor to attract users to browse the website, and it is also the foundation of the website. Providing rich and effective content is the most effective strategy for website promotion. Introducing the most effective content as much as possible is also an objective factor for the long-term operation of the website. Make full use of high-quality content, let the website provide users with valuable information and promote the website itself. Therefore, before the website is officially put into operation, the effective introduction of information is also very important, and it must be adhered to for a long time. The effective introduction of content includes: 1) filling in enterprise information; 2) Fill in product information and business opportunity information; 3) improvement of information; 4) Fill in the recruitment information; 5) Build an effective member website (reference website);

6. Make a reasonable website map: Make a simple and easy-to-use list of website functions and modules for users, and try to show key modules, such as enterprise channels, help centers, member registration, etc. , so that users can quickly understand the main functions and basic framework of B2B platform and find the content they need in time. At the same time, it provides a fast channel for the search engine spider program, so that the search engine can better understand the architectural layout of the whole website, and it can follow the internal links provided by the website map to search other pages. The contents of website construction include: 1) making website map index related to the importance of website content to navigation, columns, functions and some key contents; 2) Provide some short description statements for each link, and appropriately add keywords of the target link in the description; 3) Because spiders usually only grasp the first three pages, try not to use too deep page links for the content of the website map.

The second step is the promotion of search engines.

After targeted optimization, we can start all-round external promotion, that is, we can start to contribute and include to domestic and foreign search engines and major classified directory websites. At present, more than 80% of the traffic of domestic websites comes from major search engines. While waiting for the inclusion of major search engines, actively submit website search applications to relevant websites to win more search sources, and submit them to search engines in stages according to different development stages. However, we should pay attention to the specification of content, including website address and picture logo.

The third step is to publicize the effective content of the website.

B2B platform is aimed at enterprises or individuals who go to work, but the users brought by search engines are varied and purposeful. What we need is effective acquisition, which will eventually produce a highly loyal user group. Therefore, it is also an important channel for us to publicize the effective content of the website and widely publicize the users of the website, including the establishment of BOLG, BBS, email marketing, viral marketing, soft text promotion, online advertising and some activities.

Word-of-mouth promotion: It is one of the most effective methods to let users actively promote websites and create a wide range of word-of-mouth marketing. Publicity: It is a good way of publicity, but not all activities can be effective. If you want a good result, you must have a good plan. Online advertising: Although online advertising costs money, the traffic it brings to the website is very objective. For commercial websites, high-quality passenger flow is very important, and advertising must be targeted.

The fourth step is the integration of website channels and alliance websites.

Friendship strategy: the relevance of website links is an important index to improve the PR value and international ranking of websites. In addition, it helps the website rank in other search engines. Especially for Google, a large number of effective external links or reverse links will make it easier for spider programs to find our website. Friendship connection does not mean that the more the better, we must grasp a certain scale.

Qianmengwanjia Promotion: As one of the most extensive promotion and marketing models in the long-term planning of B2B platform, Qianmengwanjia Promotion combines friendly links and partnership strategies, relies on accurate understanding of users and industries and grasps advantages, and integrates the content and flow of professional websites of offline channel websites, terminal websites and friendly partner websites equally and effectively, forming a diversified promotion network system with fast brand characteristics and mutual benefit.

implement

The initial purpose of promotion is to analyze the traffic of the website in combination with the customer objectives of their own enterprises. The website traffic statistics analyzer can realize the statistics of visits and views, the statistics of client information, the analysis of pages and portals, the analysis of routes, the analysis of search engines and keywords, and the accurate statistics of online users. , which provides powerful functional support for the information analysis of website promotion.

So that we can make a scientific evaluation of the number of visitors and groups of visitors to this website, so as to clearly understand who visited our website, when, where and through what channels. Through these traffic analysis, we are the first step to increase website traffic, and we must not miss it! Only with clear traffic analysis and statistics can we carry out systematic network promotion. In view of the pertinence of promotion, we should spend our energy and financial resources on the cutting edge.

It is suggested to optimize the site itself before promotion, and the site without optimization lacks the significance of promotion. Optimize the following elements: the positioning group of the website, the information value of the website, the overall structure of the website, the navigation design of the website, the interactive design of the website, the beautiful interface design of the website, the code optimization of the website, the animation picture optimization of the website, etc.

After the overall optimization of the website, it is the beginning of the real website promotion. The promotion of websites is a combination of various means and methods of network promotion. Such as e-mail marketing, online advertising, Chinese websites, search engines, text links and traditional propaganda methods.

If the promotion effect is not evaluated, the significance of investment will be lost, and the application of each promotion strategy will produce certain benefits. For example, through Baidu's bidding ranking, analyze daily hits, access sources, input keywords and so on. After the evaluation and analysis, you can control the application of various means, gain insight into the promotion effect, constantly change the effect, and choose the network promotion mode that suits you.

; What should B2B new media marketing do?

Go straight to the point

I think there are three ways for B2B new media.

1, regular play

Under normal circumstances, when we do new media marketing, we will first analyze the user groups, find out the user needs, find out where they are, and then do targeted marketing promotion, but the B-end users are special, on the one hand, their number is small, on the other hand, the decision makers are not fixed, or there are too many levels. Then the regular play at this time should also be based on the actual situation, such as what industry, what position and what level our KP users are targeting. Let me give you an example. Many B-segment users want to get the personnel administration department, so I personally think this group is not small. In fact, you can operate new media as C. Personnel administration is mostly for women, mostly in CBD or office buildings, and there are also special channels on the Internet, such as recruitment websites and so on.

2. The countryside surrounds the city.

Does the existence of terminal B contain a lot of C? Or for example, the terminal B we are targeting is the education industry, which may be kindergartens, schools and training institutions. At this time, in addition to targeted actions at the B end, we can also directly face the user base at the B end and start with their users. When we have many users of our users, whether it is negotiation, resource replacement or operation ideas, it will broaden a lot. At the same time, when users have recognized us, it is not difficult to form a word-of-mouth effect and let users trust us.

3. Professional route

An industry must have a benchmark and a so-called "industry expert". Of course, we don't want experts, but we want professionals. When we become an influential professional image in an industry, it will be easy to hit the B end we want. This time is not promotion but attraction. For example, for the catering industry, highlight the professionalism of the catering industry, and for the education industry, highlight the professionalism of the education industry.