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.
; Five ways to promote b2b platform?
First, formulate promotion strategies.
Statistics show that more than 50% of spontaneous visits come from search engines; Effective annotation of search engines is one of the necessary means to improve attention, and websites can appear in the search results list through submitted keywords. It often takes a long time to achieve keyword ranking priority through inclusion.
In addition to working hard on search engine inclusion, you can also establish alliances with similar websites and follow me; Establish a website alliance of the same industry (cultural industry) and the same type (interactive community) to promote each other; Join forum alliances, such as network extraction alliance and map extraction alliance.
Establishing a database, including online survey, user data, access statistics and other data collection and objective analysis, not only guides customer behavior, but also provides practical authoritative website construction advice, which is the core of database strategy.
Second, set promotion goals.
The primary goal: to build the website into the most professional, comprehensive and promising website of its kind by using the operability scheme; I realize that the daily traffic is dominant in similar websites, and the number of members is growing steadily.
Mid-term goal: constantly find problems in actual operation, improve user experience, give visitors satisfactory information and services, improve user viscosity, realize monthly turnover of members, and strive to be first-class in similar websites.
The ultimate goal: locate visitors, analyze their situation, provide comprehensive and thoughtful services, turn visitors into members, and finally absorb them as consumers.
Third, word-of-mouth promotion
Word of mouth is particularly important for enterprises. The website can encourage users to help us carry out word-of-mouth promotion according to the usual routine of word-of-mouth promotion through free service or planning new carriers. I especially like the word-of-mouth marketing of b2b Daniel Ma Cloud: "I can't even find my opponent with binoculars", "The most unreliable thing in this world is the relationship", "A man's looks are inversely proportional to his IQ" and "If I can succeed in starting a business, most young people can succeed in starting a business".
Fourth, the promotion of soft texts.
In this internet age where content is king, soft text has become one of the favorite ways for promoters. Soft articles full of interest, knowledge and guidance are often more popular with readers. A high-quality soft article will also be reprinted by major websites, which will increase the exposure of the website to a certain extent. Soft text plays an important role in website promotion.
Verb (abbreviation for verb) social media promotion
With the advent of the social media era, more and more netizens become mini news source, sharing, evaluating, discussing and initiating activities. Now forums, blogs, communities, Weibo, WeChat and other tools have brought great convenience to the promoters. The emergence of social media has narrowed the distance between enterprises and users, making users and enterprises friends, which may be a very high-level promotion.
What are the promotion conditions of b2b platform?
1. Products should be as diverse as possible.
2. The quality of the product should be high, so you can spend some money to ask a professional photographer to shoot it. The picture effect of the product is good, which is very helpful to improve the search rate.
3. The parameters of the product should be detailed and complete. Don't be wrong. Some careless enterprises, product parameters will be inconsistent with product pictures and product names, leaving a bad impression on customers.
4. Update products frequently. If you have a new product and it comes out, you should update it in time. It is very beneficial to update products in time, and it is easy to get a higher ranking in product retrieval.
B2b promotion platform ranking?
1, Alibaba International Station
Alibaba Group is the largest private enterprise in China, headquartered in Hangzhou, mainly engaged in e-commerce industry, including B2B services and retail services. It also provides online payment services and cloud storage services. The products provided by Alibaba Group cover all aspects, and Alibaba International Station is a platform to connect domestic exporters and companies from other countries. It is one of the largest and oldest B2B e-commerce platforms in the world, and currently has more than 35 million users.
2. Dunhuang Net
Dunhuang Network is a B2B platform. Importers from all over the world can buy a small amount of China goods at wholesale prices, including electronic products, clothing, decorations and sports accessories. DHGate sells more than 30 million products in 227 countries around the world. It has more than 5 million customers all over the world and is currently one of the 265,438+000 most visited pages on the Internet.
3. Trademarks
TradeKey is a large B2B platform, focusing on Asian markets, especially Indian, China, Pakistani, Taiwan Province, Malaysian and Bangladeshi. This website mainly provides three services for visitors: First, if users want to buy a specific product, they can send purchase information to tens of millions of suppliers on the website. After seeing the purchase information, the supplier will contact you if interested. Followed by products, there are many categories of products on the website, mainly classified by wholesalers, manufacturers and export factories. The third is the company, where users can find direct suppliers, manufacturers and distributors.
4. China Manufacturing Network
China Manufacturing Network is also very popular, and it is one of the best B2B platforms. Developed and operated by Focus Technology Company in China, it is a leader in the e-commerce industry. All products made in China are made in Chinese mainland, made in taiwan. Now, China Manufacturing Network is still one of the most successful B2B websites in the world.
5. Export Center
ExportHub is an international B2B platform. The purpose of ExportHub is to run continuously and efficiently. The website has been striving to improve its skills, tools and knowledge reserves to provide better services for buyers and suppliers.
6. Europe Square
Founded in 1996, ECPlaza has developed into a B2B leader providing online and offline services, with more than 1000000 website members. ECPlaza is mainly engaged in export marketing, but she not only provides B2B platform, EDI services and trade consulting services, but also provides offline trade-related services for small and medium-sized enterprises.
7. Global resources
Global sources's B2B platform is listed on NASDAQ under the name of GSOL. Global sources is famous for its quality suppliers from different industries. Many China manufacturers will pay high admission fees to become suppliers of this portal. Global sources was founded in Singapore in 2000. It is committed to promoting international trade and bringing traders closer around the world.
8、 ThomasNet.com
ThomasNet.com, formerly known as "Thomas Registrar of American Manufacturers", is the world's leading B2B platform, with more than 654.38+800,000 visits per month.
9、EC2 1
EC2 1 Yu 1997 was established in South Korea and is one of the top ten online B2B platforms in the world. Like Alibaba International Station, this is a global market with 6.5438+0 million buyers and more than 600,000 inquiries every month. Originally it was the online trading committee of Korea International Trade Association (KITA), and in 2000 EC2 1 Company became independent.
10, global specifications
GlobalSpec.com is the mainstream B2B platform in the United States, facing the North American and Asian markets, mainly providing industrial parts, machinery and related services. With the increasing demand for industrial parts all over the world, the company has earned millions of dollars by providing contact between buyers and sellers. Establish contact between the buyer and the seller.