Online marketing plan writing process

Internet Marketing Planning Plan Writing Process

1. Website Analysis

1. Website Traffic Analysis

Install a traffic statistics system. You can clearly judge the effectiveness of all current marketing methods on the website, and you can also analyze:

(1) Traffic source statistics

You can clearly count the traffic every year, every month, and every day. What channel does the customer flow come to the website through? The effectiveness of various promotion methods can be clearly judged.

(2) Browse page and entrance analysis

It can determine which page in the website has received more traffic, and can analyze which page the customer flow enters the website from.

(3) Regional distribution of passenger flow

Clearly analyze the regional distribution of website visitors, and graphically display the proportion of homeless people in each region.

(4) Search engine and keyword analysis

Analyze the proportion of traffic brought by each search engine, and analyze the keywords through which the customer traffic comes to the website. .

(5) Client analysis

Information such as the operating system used by the client can be analyzed.

2. Site page analysis

(1) Overall analysis of the main page

(2) Page tag analysis

(3) Super Link check

(4) Browsing speed analysis

(5) Source code design analysis

3. Website application technology and design analysis

(1) Analyze whether the current technology is reasonable

(2) Analyze whether the website structure is reasonable

(3) Analyze whether the website design is friendly and easy to read

4. Basic analysis of Internet marketing

(1) Keyword analysis

(2) Search engine registration status analysis

(3) Search engine ranking status Analysis

　(4) Relevance of exchange links

　(5) Analysis of main methods of Internet marketing

　5. Website operation analysis

( 1) Network investment analysis

(2) Website operation strategy analysis

2. Website optimization

1. Website structure optimization

Website Navigation, page layout optimization

2. Web page tag optimization

Optimization of web page TITIEL keyword tags, web page introduction tags, picture annotations, etc.

3. Web page weight loss compression

Specialized web page weight loss compression software compresses the web page system to increase page traffic speed.

4. Hyperlink optimization

Hyperlink structure, hyperlink annotation, hyperlink path optimization

5. Page content optimization

Adjust the main page content and optimize the layout to make the content easier to read.

3. Website promotion

After comprehensive analysis of the website, choose the online promotion method. Among the many online promotion methods, the most important method is search engine ranking. Because other methods are relatively expensive and have short-term effects, but after the search engine ranking is done well, it can bring you high-quality traffic for a long time. 80% of a website’s traffic is brought by search engines.

1. Search engine ranking

(1) Keyword selection

(2) Search engine login

Including GOOGLE, yahoo, There are hundreds of search engines at home and abroad such as MSN.

　(3) Search engine ranking

Through our expertise in SEO optimization technology, we optimize the entire website to improve the ranking of as many words as possible in various search engines to improve the website of traffic.

2. Relevant link exchange

Exchange friendly links with relevant websites.

3. Online advertising

During the operation of the website, it is recommended to place some effective online advertisements.

Template (1)

Shaanxi Online Human Resources Market Network is the service website of Shaanxi Oriental Talent Exchange Co., Ltd., responsible for the company's job fair publicity and post-event service work. In order to expand the popularity of this website, establish the brand image of this website, create a certain degree of popularity and credibility among job seekers and employers, and let the public understand, recognize and use the various recruitment and job hunting services provided by this website. Therefore, this plan is made. The specific matters are as follows:

1. Publicity theme: Shaanxi Online Human Resources Market Network

2. Publicity objectives:

(1) Improvement "Shaanxi Online Human Resources Market Network" social image, expand visibility

, and promote the characteristics and concepts of this website

(2) Improve the "Shaanxi Online Human Resources Market Network" Various recruitment and job hunting businesses

(3) Shape the brand image of "Shaanxi Online Human Resources Market Network"

(4) Attract more job seekers and employers

3. Current Situation Analysis

The following is only a brief personal understanding and analysis of website operations

The current recruitment model, especially the on-site recruitment model, is increasingly unable to satisfy job seekers. and the needs of employers, online recruitment has now become a new recruitment model. The use of the Internet for job recruitment has gradually been accepted by job seekers and employers. Major recruitment websites such as the well-known 51job, Zhaopin, and China Talent Network have become deeply rooted in the hearts of the people. Shaanxi Online Human Resources Market Network is also a recruitment and job search website that was born subsequently. Now this website has not really been accepted by job seekers and employers. It has not brought considerable benefits to the company since its operation for one year. The main reasons are as follows:

(1) Single propaganda method. It is not enough for us to just distribute leaflets, and the content of the promotional cards we produce is mainly based on on-site job fairs. It has no effect on website promotion. In this regard, I have conducted many consultations and learned that many job seekers cannot understand the true purpose of the cards, and more employers refuse to accept such promotional cards. So far, our company has issued about 20,000 cards at major job fairs, but the results are not satisfactory. According to the background registration statistics, no more than 100 individuals have registered, and only a handful of companies have registered.

(2) The content is not rich enough. The quantity and quality of resumes on this website are far from meeting the needs of employers. Our resume sources are basically resumes collected at conference venues and copied from other websites, which are far from enough. The recruitment companies on the website are all companies that have participated in on-site job fairs. Judging from the number and recruitment positions, they cannot meet the requirements of many job seekers.

(3) The manpower is not sufficient enough. In order to update a sufficient number of individuals and businesses every day, manpower must be added to website maintenance. Only in this way can the needs of job seekers and employers be met.

IV. Publicity Methods

(2) Traditional Publicity

Judging from the current comprehensive situation of our company, it is impossible for us to adopt all-round publicity, but We can choose individual ways to focus on publicity. Gradually expand the publicity to finally achieve our publicity purpose.

7. Activity person in charge and main participants

Person in charge of this publicity activity: Teacher Chen

Organizer of this publicity activity: Gu Xuejie

Participants of this promotional event: All members of Shaanxi Oriental Talent Exchange Co., Ltd. Time: Tuesday, November 2, 20XX

Planner: Gu Xuejie

Template (2)

1. Product Analysis

xx is a new type of clothing industry that brings together classical art and modern trends. Its sales scope includes clothing for women of all ages.

2. Development of women's clothing industry

There is no doubt that women's clothing occupies the majority of the entire clothing market, and the natural sales of women's clothing has become an important selling point for the profitability of the clothing industry.

Generally speaking, the development trends of women's clothing stores can be roughly divided into two directions. One is a comprehensive clothing store for women, which sells all fashions from trousers, socks and other small commodities to dresses, and its customer base is fan-shaped. The other type is a specialty store represented by small commodities and limited to a certain product group of women's clothing. The women's clothing in this kind of store is relatively single, and the customer layer is cross-sectional.

In the past, women’s clothing stores were mainly targeted at professional women and young women, with an age range of about 20 to 30 years old. However, in today’s society, fashion is not only for young women, but also for middle-aged and elderly women. People are eager to use the contemporary sense of fashion to relieve psychological pressure, so there is also a lot of room for development in the clothing market for middle-aged women. Therefore, we position xx as a women's clothing shopping network that can satisfy all age groups as much as possible.

3. Website construction purpose and functional positioning

1. Model positioning: B2C

Based on the actual situation of the website, xx can gain an advantage in price competition. It is because we have adopted a differentiated channel-direct sales strategy. Since we adopt a direct sales strategy, we directly face the vast number of consumers, and our website will not only sell clothing online, but also provide professional clothing knowledge, trends and other information. Therefore, the mode positioning should be consistent with the website positioning, so the mode positioning is B2C.

2. Content positioning: providing online clothing sales and clothing information

To establish an Internet brand, we must first analyze the market demand. At this stage, the purpose of Internet users accessing the Internet is to obtain information (53.1 ) and leisure and entertainment accounted for (24.6). Internet marketing relies on the website as a platform to build an image and a relationship by providing consumers with a service.

(1) Provide online clothing sales with a relatively complete range and try to cater to women of all ages. We also regularly provide the latest clothing, jewelry and other information. We will also set up product rankings, brand promotion and other columns on the website to make the website more informative.

(2)Personalized service. To stand out from the crowd of clothing sales websites, it is necessary to provide customers with personalized services that other websites do not have, because now is an era that emphasizes personalization, and through personalized services, a stable relationship can be established with consumers. , long-term relationship. Moreover, this personalized service is also one of the selling points for promoting our website.

4. Website content planning

Plan website content according to the purpose and function of the website. Generally, corporate websites should include: company profile, product introduction, price information, contact information, online orders, etc. Basic content.

(1) Company profile and product introduction

xx is a private company established in 20xx mainly in the clothing industry. The company's products combine a new type of classical art and modern trends. The clothing industry sells clothing for women of all ages.

(2) Price strategy

In online marketing, price is still a very important factor in impressing consumers. On our website, the main price strategies are:

A. Online collective bargaining: consumers can join "collective bargaining".

When the number of collective purchasers of a certain product reaches 6, a 10% discount can be obtained. When 10 people purchase the same product, the product can be purchased at a discount of as low as 20%. The value of collective bargaining is that it enables merchants to obtain more consumers, and it can also truly provide consumers with tangible benefits, thereby better retaining customers.

B. Member discount strategy: As long as customers purchase a certain amount on our website, our customer system will automatically classify them as VIP members. Once they become our VIP members, they can purchase Enjoy discounts when purchasing.

C. Flexible pricing strategy: Because most of the people our website faces are women, so on some special days, such as Women’s Day, Mother’s Day, Girls’ Day, etc., we can implement certain pricing strategies. Use ultra-low price strategies for some products or give small gifts to attract more customers.