How to help enterprises establish marketing websites

It is very important to build a good marketing website. The quality of a website depends on whether you value your website or not. If you don't pay attention to your website, I believe it is definitely not a good marketing website. So what does a good marketing website look like? There are several good reference standards. But to do a good job in a marketing website, the general enterprise only needs to have more than 80% of the following contents, which basically belongs to a perfect marketing website. Of course, if you can do your best, it is definitely good to do your best.

(1) Website Positioning The so-called website positioning refers to what role the website plays on the Internet, what core ideas it wants to convey to the target group (audience), and what role it plays through the website. Therefore, website positioning is quite critical. In other words, website positioning is the strategy of website construction, and the structure, content and performance of the website are all around website positioning.

1 Website Positioning Elements The positioning of an enterprise website should be based on strict market research and repeated consideration, including the following elements:

(1) Enterprise's own analysis. Enterprises should analyze the industry situation and the characteristics of their own products; We should fully consider the length and width of the product line and integrate all the products and services of the enterprise; We should also combine the product brand management of enterprises.

(2) Resource analysis. Enterprises should combine the current resource environment and the positioning of website functions and services, but they cannot be separated from their own manpower, material resources, Internet foundation and the whole external environment.

(3) Target customer analysis. Analyze the age, gender, education, occupation, personality, behavior, income level and geographical distribution of the target customers. Enterprises should strengthen the research on online consumer behavior, which will be the basis for improving customer service.

2 Website Positioning and Operation At present, the network has triggered social changes, and unprecedented changes have taken place in economic structure, business model and technology. Corporate websites not only become a window for enterprises to promote products and services, but also the forefront of displaying corporate image. After doing a good job in the market and the company's own research, the next step is to carry out specific positioning operations.

(1) Website type positioning. Although each enterprise's website has different scales and different forms of expression, from the commercial nature, it is nothing more than information release, online direct selling and e-commerce.

A well-funded enterprise can directly establish a comprehensive website with the function of developing e-commerce. The general enterprise may just use the website as a window to publish enterprise information.

(2) Positioning the target users of the website. The target users of enterprise websites generally include dealers, consumers, employees, salespeople, job seekers and so on. It should also be noted that the target users of the website are the target customers based on product sales, but the two cannot be completely equated.

(3) the location of the website appeal point. Generally speaking, there are three appeal points in corporate websites: rational appeal, perceptual appeal and comprehensive appeal. Rational appeal emphasizes reasoning and logic, takes facts as the basis, focuses on introductory words, and highlights the strength, product quality and excellent service of the company. Perceptual appeal emphasizes intuition, takes value as the basis and pays attention to corporate image construction. As for comprehensive websites, it is a combination of the above connotations. The appeal point of the enterprise website should be consistent with the marketing and publicity concept of the enterprise.

(4) Website CI positioning. CI(CorpouationIdentity) is a marketing concept, which is borrowed as the image design of corporate websites. If a website can carry out successful CI planning and design positioning, it can enhance users' recognition of the website.

(B) Website interface design should follow the following principles

WebsiteUserInterface refers to the appearance, components, programs and so on that a website uses to communicate with users. The design of enterprise website user interface should follow the following basic principles:

1 User-oriented principle First of all, we should make clear who is the user and design the website from the user's point of view and position. To do this, we must communicate with users and understand their needs, goals, expectations and preferences.

2 Kiss (keepetsampledstopid) principle is simple and easy to operate, and it is the most important principle in web design. After all, the establishment of the website is to provide services for ordinary netizens to obtain information and use the network.

3 Layout control Many web designers don't pay enough attention to the layout of web pages, and the layout design of web pages is too rigid, even copying others. The overall layout should follow:

(1) Miller formula. According to the research of psychologist GeorgeAMiller, it is appropriate for people to receive about 7 bits of information at a time. Summarize a formula as follows: The information received by one person at a time is 7 2 bits.

(2) Group processing. For the classification of information, it should not exceed 9 columns. If you have too much content, more than 9, you need to group. If your web page provides links to dozens of articles, add a blank line or parallel line to every seven articles.

4 visual balance when designing a web page, various elements (such as graphics, text, and white space) will have visual effects. According to the visual principle, the visual function of graphics is greater than that of a paragraph of text. Therefore, in order to achieve visual balance, when designing a web page, more words are needed to balance a picture. In addition, China people's reading habits are from left to right and from top to bottom. Therefore, visual balance should also follow this habit.

The collocation of colors and the readability of words are important factors that affect web pages. Different colors have different effects on people's feelings. For example, red and orange are exciting and make people's hearts beat faster. Yellow reminds people of sunshine and is a happy color; Black is more solemn. Consider what influence you want to have on visitors, and choose appropriate colors (including background color, element color, text color, link color, etc. ) for web design.

6 Harmonious and consistent use of certain specifications for various elements of the website (colors, fonts, graphics, blanks, etc.). ), such a well-designed web page should look harmonious. Consistent structural design can make visitors have a deep memory of the image of the website; Consistent navigation design allows visitors to quickly and effectively enter the parts they need in the website; Consistent operation design allows visitors to quickly learn various functional operations of the whole website.

(c) Website navigation design should be convenient for visitors to find the information they want.

1 Purpose of website navigation Many websites lack a targeted and convenient navigation system, which makes it difficult to find the path of related pages and provides no help to help visitors find the information they need. Therefore, it is very important to establish a website navigation system that is easy for visitors to identify and operate. The purpose of designing a website navigation system is:

(1) provides a friendly path for visitors through classification, so that they can find what they need as soon as possible.

(2) Tell visitors their current position on the website.

(3) Tell the viewer what he has browsed.

(4) Provide visitors with the context and links of related resources.

(5) Recommend the latest contents, special topics and key contents of the website for visitors.

2 Types of Website Navigation A good website navigation system will make the website more accessible. The navigation system of a website usually includes the following types:

(1) central navigation. Placed in the center of the page, often used to recommend website information.

(2) Global navigation. Integral navigation is a navigation bar placed on every web page to link some important information. Navigation bars are usually placed in the header or footer of a page.

(3) Functional navigation. Each website will have its own unique information content and network services, and featured navigation is to show these attractive contents to visitors.

(4) Related navigation. When reading articles on the website, links to "related articles" are often provided at the bottom of the page, usually some articles listed in the same column as the articles.

(5) content navigation. Some links to articles in a certain column or category of the website will be placed on a special page for visitors to click and read.

(6) Historical navigation. The purpose of this navigation is to tell visitors exactly where they are in the website and explain the directory classification structure of the website. Usually it starts with the home page link and ends in the current section of the viewer.

(7) navigate down. This kind of navigation usually provides a drop-down menu for the viewer to click on.

(8) Language navigation. International websites will provide visitors from different countries and regions with multiple language choices, and some even have hundreds of languages.

(9) Geographic navigation. The servers of some websites are distributed in different regions, even in different countries, and users generally choose the server closest to them.

(10) Website map navigation (website sings map navigation). In order to facilitate visitors to have an overall understanding of all the resources and services of enterprise websites, a website map should be set up.

3 Principles and Skills of Website Navigation (1) Provide links to related resources as much as possible. There will be a lot of information on an enterprise website, but research shows that visitors are often not sure about the information they need. The website can help users collect some related resources and put them on the page to remind visitors.

(2) the principle of consistency. The navigation elements and design style of the website need to be consistent for easy operation.

(3) The division of website sections and levels is reasonable. Plate division should be well-founded and easy to understand. The contents of different plates should not overlap as much as possible, and the contents of * * * should be divided into the same plate as much as possible.

(4) Overall navigation design skills. When designing the overall navigation of the website, you need to add a "home page" link to each page in order to return to the home page of the website in time. "About us" and "contact information" should also be provided.

(5) Design of auxiliary navigation. If the website provides file download service, you need to indicate the size and format of the downloaded file and provide a download link.

(6) Common navigation skills. If the navigation element of the website is a picture, the corresponding text should be set to the ALT attribute of the picture. The logo of all web pages should establish a link to the home page.

Enterprise websites should have corresponding service modules.

(1) The website construction of information content service enterprises should follow the principle of "content is king first, then e-commerce". In the process of enterprise website construction, respecting users everywhere and designing the whole enterprise website with users as the guide are the most important success factors of website construction.

Generally speaking, website information includes the following contents:

(1) Company Profile. The general situation of the enterprise includes the background and development history of the enterprise, the major and influential events that have occurred since the establishment of the enterprise, and the stories that have occurred in various development stages of the enterprise.

(2) partners. Corporate websites should also introduce corporate partners, including manufacturers of raw materials supply and production equipment in the upstream of the whole industrial chain, as well as downstream distributors and even competitors in the same industry, and can introduce some of their related news reports.

(3) enterprise products (business). Enterprises need to introduce their own businesses, marketing, professional licenses for special businesses, and local agents. The website should provide a catalogue of the products and services of the enterprise, which is convenient for customers to consult online, and decide the details of the materials according to their needs, or provide them with pictures, videos and audio materials.

(4) news center. Enterprises should encourage employees to report major internal events in real time, and try to reprint the information related to enterprises reported by external media to the enterprise website.

(5) recruitment information.

(6) contact information.

(7) Service information. Enterprises should also publish relevant quality assurance clauses and after-sales service measures on the website, and make public the after-sales service hotline of enterprises and the telephone numbers of local marketing companies.

(II) Marketing and Interactive Services 1 The functional services provided by the marketing service website should meet the actual needs of visitors and conform to the characteristics of enterprises.

(1) product sales. Provide a description of product quality assurance, including the validity period, scope of application, scope of non-application and how to guarantee it. Enterprises must announce to customers the various payment methods they can choose.

(2) Confirmation and notification services. After the consumer places an order, the enterprise shall send an order confirmation email to the consumer within 1 working day.

(3) Customer help service. Enterprises should provide channels for consumers to ask questions or complain by e-mail, provide links to obtain customer service terms on the website, and provide consumers with specific operation steps on how to register information, inquire information, purchase products, pay, return goods, complain and other services on the enterprise website.

The interactive level of interactive service websites does have a significant impact on the business performance of the websites. The higher the level of interaction, the better the business performance. The website should not only increase the number of visitors, but also realize the interaction between the website and netizens. Commonly used interactive marketing methods are:

(1) email.

(2) Internet survey and visitor voting. To design an ideal online questionnaire, we should not only follow the design principles of traditional market questionnaires, but also consider the particularity of the Internet. By designing a filter program to standardize the filling of the questionnaire, for example, an IP address can only be filled in once, and a prompt will be given if it fails. In addition, the survey results can be displayed immediately, usually in the form of color pictures, to enhance its interactive effect.

(3) Online promotion. One of the promotion combinations in the marketing 4P theory is sales promotion, and its methods are various. If it is combined with modern internet technology, it will have the effect of "short, flat and fast". For example, online lottery and competition, online product display, registering enterprise websites can get more free resources, and participating in online enterprise surveys can get gifts.

(4) Establish a virtual network community. Community refers to a social group in a certain region formed by units or individuals for a certain purpose and according to certain organizational rules. Online virtual community is usually composed of a group of professionals who share the same interests and experiences or have certain knowledge and skills, with the purpose of mutual exchange and mutual benefit, and by means of online tools such as e-mail, instant messaging software, newsgroups, chat rooms or forums. Establishing a virtual community on an enterprise website can enhance the relationship between the website and customers, cultivate the loyalty of community members to the website, and even directly promote the sales of enterprise products.

(3) Privacy and security services 1 Privacy protection enterprises must provide a link marked as the confidentiality principle of privacy policy on the company website. Privacy is an important right of netizens. Visitors provide their personal information to the company website based on their trust. Therefore, corporate websites should also treat visitors' personal information in a responsible manner.

The safe and open network of the website leads to the complete opening of network technology, so the destruction and attacks faced by the network are also various. How to protect enterprise information from illegal acquisition, misappropriation, tampering and destruction has become an important research topic for e-commerce and network marketers. With the global promotion of e-commerce on the Internet, the importance of security is more prominent. The security strategy of enterprise websites should be improved from three aspects: physical security, network security and information security.

This website should always be maintained and updated.

After the website is completed, it doesn't mean that everything is fine. It is easier to build a website than to maintain one. In fact, the most important thing is to update and maintain it in the future. The maintenance of general enterprise websites should include the following aspects:

1 Daily maintenance of the website often cannot be accessed normally due to equipment failures, program errors and other reasons, and needs daily maintenance and management. The network administrator of the enterprise checks the website log file every day.

2 Maintenance and update of information There is a lot of information on the enterprise website, but this information has its timeliness, especially the information on the home page should be updated in time. There are also some Logo pictures, banner advertisements, Flash animations and so on. The content of the website should also be updated frequently.

Enterprises that regularly revise their websites for the first time do not have a deep understanding of the websites, and generally do not have high requirements for various functions and design creativity of the websites. With the development of enterprise network marketing, and the deepening of understanding of the Internet and website construction, enterprises will have higher requirements for websites and will make revisions. Under normal circumstances, corporate websites should establish a regular revision system. In addition, every year on New Year's Day, Spring Festival, Labor Day, Dragon Boat Festival, Mid-Autumn Festival, National Day and other major holidays, we should temporarily update the visual design of the home page.

4 system maintenance the IT industry is developing with each passing day, and network servers, various network devices and network technologies are constantly upgrading. Enterprise websites also need to be constantly upgraded in hardware facilities and software programs to meet customers' access and needs. System maintenance of the website also includes system security maintenance. Once the website is damaged by hackers, it should be restored in time.

5 Training of personnel At present, the website construction level of most domestic enterprises needs to be improved, and the use of existing websites by enterprises needs to be improved, but all this needs special personnel to complete. The leaders of many enterprises think that the network is naturally completed by computer professionals, and these people often don't understand marketing and market, which leads to the deviation of website construction. Enterprises should strengthen marketing training for technical personnel and technical training for marketing personnel. A good website should pay attention to the communication and cooperation among marketing planners, front-line sales personnel, technicians and artists.