For example, the number of independent users visited every day within 65,438+0 years after publication, the relative ranking compared with competitors, the performance in major search engines, the number of linked websites, the number of registered users, etc.
2. Website promotion methods adopted at different stages of website release and operation.
If possible, it is best to list in detail the specific website promotion methods at each stage, such as the name of the login search engine, the main forms of online advertising and media selection, and the cost to be invested.
3. Control and effect evaluation of website promotion strategy.
Such as the control of stage promotion objectives and the evaluation index of promotion effect. The purpose of controlling and evaluating the website promotion plan is to find out the problems in the process of online marketing in time and ensure the smooth progress of online marketing activities.
Case: the promotion plan of a website (simplified version) here divides the first promotion year of a website into four stages, each of which lasts for about 3 months: the website planning and construction stage, the initial stage of website release, the website growth stage and the website stability stage. A company produces and sells tourist souvenirs. To this end, a website is established to promote the company's products, which has the function of placing orders online. The promotion plan made by this website mainly includes the following contents:
1 website promotion goal: after the website is released 1 year, it is planned to reach 2000 independent visitors every day, 10000 registered users;
2. Promotion in the planning and construction stage of the website: that is, preparations for promotion began before the website was officially released, and search engines such as google and Baidu were optimized in the website structure and content during the website construction process;
3. Basic promotion methods of websites at the initial stage of publication: log in to 10 major search engines and classified directories (list planned websites), purchase 2-3 real-name/general websites, and establish website links with some partners. In addition, cooperate with other marketing activities of the company to publish corporate news in some media and industry websites.
4. Website promotion: After the website has a certain number of visits, in order to continue to maintain the growth of website visits and brand promotion, online advertising (including the selection of websites and columns planning to place advertisements, advertising forms, etc.). ) will be placed on the websites of related industries and advertisements will be placed on some related professional electronic publications; Exchange resources with some partners;
5. Website promotion in stable period: combining with the company's new product promotion, online coupons are sent irregularly; Participate in activities such as ranking appraisal in the industry, with a view to obtaining news value and mail group software; When the conditions are ripe, build a neutral industry information website related to the core products of the enterprise for auxiliary promotion.
6. Evaluation of promotion effect: Track the effect of promotion measures of major websites, make statistical analysis of website traffic on a regular basis, market software, cooperate with professional network consulting institutions for online marketing diagnosis when necessary, improve or cancel the promotion methods with poor results, and increase the investment ratio of promotion strategies with obvious effects. Adopt Shang Yun technology.