B2B Website Promotion Mode

The target audience of B2B platform is generally small and medium-sized enterprises and working individuals all over the world. In the promotion strategy, we will publicize the potential enterprise users for 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. Build yellow pages for enterprises and institutions across the country, including industries and regions, and build 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: the construction and test optimization period, mainly aimed at the internal optimization of the website and SEO search engine optimization;

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

Step 2: at first, log in to search engines and navigation stations at home and abroad;

Work arrangement: increase the number of external links and reverse links to improve the effectiveness and ranking of search engines, and the promotion work will end about 20 days after it starts.

Step 3: During the development period, integrate and promote the website (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. After the traffic is stable, it can be appropriately reduced.

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 rapid brand promotion, relying on the Internet as the first entry point for B2B, 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 have attractive marketing products at the beginning, then carry out effective marketing promotion and start comprehensive integration promotion.

1, website frame structure, page content optimization: the content connection between page modules should be kept reasonable, and the layout should be logical, especially the external links on the home page should be highly relevant and complementary, and the links between content pages should be inevitably related, which plays a vital role for search engines to grab more pages of the website. Users are required to 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. The design of META tags and the selection of page titles: 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 the keywords on the page, which can be some descriptive words on the page.

3. Optimize the keyword density of each page: appropriately enhance 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 control the density within 5%. Reasonable keyword density plays a great role in enhancing the search engine's favorable impression of web pages and enhancing the page weight.

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 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, and introducing the most effective content as much as possible is also an objective factor for long-term operation of the website. Make full use of high-quality content, so that the website can promote itself while providing users with valuable information. Therefore, before the website is officially put into operation, it is also very important to introduce information effectively, which must be adhered to for a long time. The introduction of effective contents includes: 1) filling in enterprise information; 2) Fill in product information and business opportunity information; 3) Perfection 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 search engine spiders, so that search engines can better understand the architectural layout of the whole website, and it can search other pages along the internal links provided by the website map. The contents of website map 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 descriptive sentences for each link, and add the keywords of the target link appropriately in the description; 3) Because spiders 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 to promote search engines.

After targeted optimization, we can start all-round external promotion, that is, we can start to submit the inclusion 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, we should actively submit website search applications to relevant websites, and strive for more search sources. According to different stages of development, we should submit the inclusion to various search engines in stages, but we should pay attention to the specification of the content submitted, including website address, picture logo and so on.

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

The user groups that B2B platform faces are working enterprises or individuals, but the users brought by search engines are complex and diverse, and the purpose is not strong, but what we need is effective access, which will eventually produce a highly loyal user group. Therefore, the effective content promotion of the website and the targeted and extensive publicity of the website users are also important channels for our publicity, including the establishment of BOLG, BBS, email marketing, viral marketing, soft text promotion, online advertising and some activities promotion.

Word-of-mouth promotion: It is one of the most effective promotion methods to let users actively promote the website and create a wide range of word-of-mouth marketing. Activity publicity: It is a good way of publicity, but not all activities can be effective. If you want to have good results, 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.

Friendly link strategy: the relevance of website links is an important index to improve the PR value and international ranking of websites. In addition, it helps websites 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. Moreover, friendship connection does not mean that the more the better, we must grasp a certain scale.

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

implement

The purpose of the initial 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, client information statistics, page and portal analysis, route analysis, search engine and keyword analysis, and accurate online user statistics, which provides powerful functional support for the information analysis of website promotion.

Let's make a scientific evaluation of the number of visitors and the group of visitors to this website, so that we can clearly understand who visited our website, when, where and how. Through these traffic analysis, it is the first step for us to improve the traffic of the website, and we must not omit it! Only with clear traffic analysis and statistics can we carry out systematic network promotion, pay attention to the pertinence of promotion, and spend energy and financial resources on the cutting edge.

It is suggested to optimize the site 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 publicity 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 and access sources, and enter keywords. After the evaluation and analysis, we can control the use of various means, gain insight into the promotion effect, constantly change the effect, and choose the suitable network promotion method.

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