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如何进行企业网站的优质宣传推广?

时间:2019.02.18 来源:http://www.weidaoshang.cn

那么该如何制作一个可以有效宣传企业及产品信息并可带来实际交易的企业网站呢?又该如何来进行宣传推广呢。
So how to make an enterprise website which can effectively publicize the information of enterprises and products and bring about actual transactions? And how to carry out propaganda and promotion?
1、网站功能切忌华而不实
1. Don't be flashy about website functions.
现在很多企业的网站做的非常大,且功能齐全,以为这样才能吸引人气,其实这样做不仅要花很多的钱在网站建设上,而且功能过多还会使浏览者眼花缭乱,不知所措。请检视一下你们企业的网站,是否有很多功能从没有浏览者使用过呢?一定会有。所以,网站不求大,不求全,只求最实用的功能。尽量使页面整洁简单,操作便捷,这样便增加了目标浏览者使用网站各种功能的可能性,否则杂乱烦琐的设置会使浏览者产生负面的浏览体验,很快就会失去耐心而离去。
Nowadays, many enterprises'websites are very big and full-featured, so that they can attract popularity. In fact, it not only costs a lot of money to build websites, but also makes the visitors dazzled and bewildered by too many functions. Please check the website of your company. Do you have many functions that have never been used by visitors? There must be. Therefore, the website is not big, not complete, only for the most practical functions. Make the page neat and simple, easy to operate, which increases the possibility of target visitors using various functions of the website, otherwise the messy and cumbersome settings will make the visitors have a negative browsing experience, and will soon lose patience and leave.
2、高度互动
2. Highly interactive
网站必须具有高度的互动性,而非仅是一个网络版的宣传单,要让浏览者可以通过网站进行各种互动行为,包括直接联系企业客服中心、在线留言或咨询、在线订购物品、发表评论等,总之,要让网站(企业)和浏览者互动起来,通过网站把浏览者和企业连接起来。能互动的地方越多,这个网站的价值就越大。因为只有和浏览者产生交流并可帮浏览者解决实际问题,比如可以回答他的提问或直接购买产品,对浏览者来说你的网站才是有生命的,有价值的。
The website must be highly interactive, not just a web version of the leaflet, so that visitors can interact through the website, including direct contact with the enterprise customer service center, online message or consulting, online shopping orders, comments, etc. In short, the website (enterprise) and visitors should interact, through the website to connect visitors and enterprises. The more places you can interact with, the more valuable the site will be. Because only by communicating with the viewer and helping the viewer solve practical problems, such as answering his questions or purchasing products directly, can your website be viable and valuable to the viewer.
3、视觉统一
3. Visual Unification
网站的视觉方面要和企业的VI视觉识别系统相统一,如果企业没有VI视觉识别系统,那么也要和企业或商品有视觉化的联系,这样可以增强浏览者对企业及产品的视觉化一致性认识及加深印象。
The visual aspect of the website should be unified with the VI visual identification system of the enterprise. If the enterprise does not have the VI visual identification system, it should also have a visual connection with the enterprise or the commodity, so as to enhance the visual consistency of the visitor's understanding of the enterprise and the product and deepen the impression.
4、设置体验元素
4. Setting Experience Elements
现在是一个注重个性化体验的时代,能为消费者提供独特的与产品及企业相关的各种体验将对促进销售与提高亲和力有积极的帮助,网站也可以作为顾客进行体验的重要环节,要让企业网站成为浏览者的体验场地,巧妙地把线上与线下接触结合起来,让浏览者参与进来。比如很多电脑制造企业的网站制作了三维产品模型,浏览者可以通过鼠标点击查看产品的任意位置,甚至可以打开虚拟电脑的屏幕或光驱等。当体验者有任何疑问,线上线下多条沟通管道可以在5秒内使浏览者与商品客服人员取得联系,如果确定购买,很快货物便会被送到府上,此时便可以在网站上查到自己电脑和用户的相关信息并可以参加用户或会员的各种活动。

Now is an era that pays attention to personalized experience. Providing consumers with unique experience related to products and enterprises will help to promote sales and improve affinity. Website can also be an important link for customers to experience. Enterprise website should be a place for visitors to experience, skillfully combine online and offline contacts, and allow visitors to participate. Come in. For example, many computer manufacturer websites have made three-dimensional product models. Visitors can click on the mouse to see any position of the product, and even open the virtual computer screen or CD-ROM. When the experiencer has any doubts, online and offline communication channels can make the visitor contact with the merchandise customer service personnel in 5 seconds. If the purchase is confirmed, the merchandise will be sent to the house soon. At this time, you can find the relevant information of your computer and users on the website and participate in various activities of users or members.

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5、制造销售氛围
5. Manufacturing and Sales Atmosphere
在我国在线购买商品很普及了,浏览者很多时候想购买,但却又有很多顾虑,这时就要利用人性的从众心理来塑造购买气氛,以此来打消消费者的顾虑,比如在订购商品页面显示大量其他购买者的购买信息,这会增加浏览者的购买信心,甚至没有购买打算的浏览者看到大家的举动也会参与到其中。就像超市的整点打折促销一样,看到别人疯狂的抢购商品,自己本能的也会产生购买欲并加入其中,虽然自己根本没有购买计划。也可以用一些权威的推荐及证明来打消消费者的顾虑,如专家推荐、相关机构推荐及认证等。

In our country, online shopping is very popular. Browsers often want to buy, but they have a lot of worries. At this time, we need to use the herd psychology of human nature to shape the buying atmosphere, so as to dispel consumers'worries, such as displaying a large number of other buyers' purchase information on the ordering product page, which will increase the purchase confidence of browsers, or even those who have no intention to buy. You will also be involved in seeing what you are doing. Just like the whole-point discount promotion in supermarkets, when people rush to buy goods crazily, their instinct will generate desire to buy and join them, although they have no purchase plan at all. Some authoritative recommendations and certificates can also be used to alleviate consumer concerns, such as expert recommendation, recommendation and certification by relevant agencies.

6、网站域名的选择
6. Selection of Website Domain Name
网站制作好后就要上传到网络上了,这时选择一个容易记忆、与企业或产品相关的域名就很关键。但现在网络域名资源日益紧缺,不一定能选到既容易记忆又符合自身特点的域名,这时就要有一个侧重点,首先网站的域名要容易记忆,但不要陷入容易记忆的域名必须简单,要由尽可能少的字符组成或使用容易记忆的重复符号等误区中。其实在中国使用的网站有时使用中文名的拼音字母同样适合并更容易记忆,比如与“奥运会”相关的网站要选择域名看起来不错,但这样的域名早就被抢占了,此时如果使用中文的拼音虽然看起来长了一点,但对中国人来说更容易记忆,效果会更好,而因为字符增加了很多,被注册的几率就明显会低很多。
After the website is made, it will be uploaded to the network. At this time, it is crucial to choose a domain name which is easy to remember and related to the enterprise or product. But now the network domain name resources are becoming increasingly scarce, not necessarily able to choose a domain name which is easy to remember and conforms to its own characteristics. At this time, there must be a focus. First, the domain name of the website should be easy to remember, but do not fall into the misconception that the domain name that is easy to remember must be simple, consisting of as few characters as possible or using duplicate symbols that are easy to remember. In fact, sometimes the Chinese phonetic alphabet is also suitable and easier to remember for the websites used in China. For example, the websites related to the Olympic Games should choose domain names which look good, but such domain names have long been preempted. At this time, if the Chinese phonetic alphabet seems a little longer, it will be easier for the Chinese to remember, and the effect will be better, because of the increase of characters. With a lot of additions, the chances of being registered are significantly lower.
7、设计关键字
7. Design keywords
恰当的关键字会把使用搜索引擎的浏览者吸引到你的站上来,但对于企业网站来说,关键字的设置方法不应该和以网站为经营主体的站相同。企业网站关键字的使用原则是一定要抓浏览者关注的核心,即浏览者最关心的问题,而对应关键字,网站上必须要有相应的解决方案或对浏览者有价值的信息,只有这样吸引来的浏览者才可能转化为有价值的目标消费者。单纯靠关键字吸引来大量的浏览者对企业网站来说是没有太大意义的。
Proper keywords will attract visitors who use search engines to your site, but for corporate websites, keywords should not be set in the same way as websites that operate as the main body. The use principle of keywords in enterprise websites is the core that must be paid attention to by the visitors, that is, the most concerned problem of the visitors. For keywords, the website must have corresponding solutions or valuable information for the visitors. Only in this way can the visitors attracted be transformed into valuable target consumers. It doesn't make much sense for corporate websites to attract a large number of visitors simply by keywords.
8、培育高忠诚度浏览者
8. Cultivating High-loyalty Visitors
点击率被称作是网络价值衡量器,非常重要。但对于企业网站来说就并非这样,有高的流量固然重要,但可以产生商业价值的流量更重要,即吸引更多目标顾客群体,而后发展注册用户,当然,注册用户可以享受一些其在意的特权,以此网罗忠诚的浏览者,最终转化为消费,因为偶尔浏览到某个网站便马上消费的情况很少,有一个浏览者了解与信任的过程。
Click-through rate is known as the value of the network, it is very important. But this is not the case for corporate websites. High traffic is important, but the traffic that can produce commercial value is more important. That is, to attract more target customers, and then to develop registered users. Of course, registered users can enjoy some privileges they care about, so as to attract loyal visitors and eventually convert them into consumption, because occasional visits to a website will disappear immediately. Fees are rare and there is a process of understanding and trust among visitors.

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9、进行有价值的链接交换
9. Valuable Link Exchange
主要和两类网站交换链接:
Exchange links with two main types of websites:
1、目标浏览者(消费者)相同但不产生竞争关系的其它行业企业网站;
1. Other industry enterprise websites with the same target visitors (consumers) but no competitive relationship;
2、流量很大的行业相关门户网站。其它没有太大价值的链接不要交换,那样只会使你的网站变的很杂乱,降低浏览者的浏览兴趣,分散注意力。
2. Industry-related portals with large traffic. Don't exchange other links that don't have much value. That will only make your website very cluttered, reduce the viewer's interest in browsing and distract them.
10、搜索排名
10. Search Ranking
如果你所在行业或企业适合进行网络营销与推广,那么可以购买百度谷歌等搜索引擎的关键字排名或广告位,这会大大增加你们企业网站被目标浏览者找到的几率。但如果是一些网络发挥不了太大作用的行业或企业,如健身房、美容院、饭店等本地消费特征明显的企业就没必要在网站上花费太多金钱与精力。
If your industry or business is suitable for online marketing and promotion, you can buy keyword rankings or advertising positions of search engines such as Baidu and Google, which will greatly increase the chances that your corporate website will be found by target visitors. But if the network can not play a very important role in some industries or enterprises, such as gyms, beauty salons, restaurants and other enterprises with obvious local consumption characteristics, there is no need to spend too much money and energy on the website.
11、让浏览者有所收获
11. Make Visitors Benefit
一个成功的网站必须要具备这个功能,虽然浏览者不一定会马上购买你们的产品,但通过你们网站有所收获的话也会增加其对企业及产品的好感度与再次光顾的可能。比如有目标顾客关注的各种新闻、常识、提醒等,只要目标浏览者(目标消费者)感兴趣并常光顾,迟早会进行消费,至少可以增加品牌的亲和力。
A successful website must have this function, although visitors may not buy your products immediately, but if you gain from your website, it will also increase their interest in enterprises and products and the possibility of re-patronage. For example, all kinds of news, common sense, reminders that target customers pay attention to, as long as target viewers (target consumers) are interested and often patronize, sooner or later they will consume, at least they can increase brand affinity.
12、设置便捷按纽
12. Setting up convenient buttons
设置一些只要浏览者点击一下就可以完成操作的便捷功能按纽,比如“收藏本站”、“设为首页”、“推荐给朋友”等。这些“举手之劳”便可完成的操作可以有效增加自己网站再次被浏览和被推介的机会。
Set up some convenient function buttons, such as "Collect this site", "Set it as home page", "Recommend it to friends" and so on. These "hands-up" operations can effectively increase the chance for your website to be browsed and promoted again.

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