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线上推广方式可以选择的有哪些?

返回 2021.12.28 1 来源:www.qwjst.com 发布人:全网聚速推
 一、确定目标
1、 Target setting
做任何事情首要任务就是确定目标,一般来说推广方案的目标设定分为两种,分为短期目标和长期目标。短期目标通常比较具体,比如通过网络推广,在一个月内将官网的流量提升到多少,或者能够直接获取多少个客户信息等。而长期目标需要长时间积累来达到的某一个宏观目标,如公司的品牌知名度在N年之内,在全国N个省区N个城市范围内,覆盖度达到95%。无论定义哪种目标,都要遵循SMART原则,这样才能对目标的达成起到积极的促进效果,不合理的目标是会让团队失去动力的哦。
The primary task of doing anything is to determine the goal. Generally speaking, the goal setting of the promotion program is divided into two types: short-term goal and long-term goal. Short term goals are usually more specific, such as how much traffic to the official website can be increased within a month through network promotion, or how many customer information can be obtained directly. The long-term goal requires a long-term accumulation to achieve a macro goal, such as the company's brand awareness within n years and 95% coverage in n provinces and N cities across the country. No matter what kind of goal is defined, we should follow the smart principle, so as to play a positive role in promoting the achievement of the goal. Unreasonable goals will make the team lose motivation.
二、选择推广方式(渠道)
2、 Select promotion methods (channels)
确定方案目标,就需要思考具体通过什么样的推广方式来实现我们制定的推广目标,在此我们总结了目前有效的推广方式,供大家参考。
After determining the objectives of the scheme, we need to think about the specific promotion methods to achieve our promotion objectives. Here, we summarize the current effective promotion methods for your reference.
1、搜索引擎营销(SEM/SEO)
1. Search engine marketing (SEM / SEO)
SEM—大多数家装公司已经并不陌生,搜索家装类的关键词,大多数时间前4-5个检索结果被竞价广告占得满满的。很多公司的日预算并不高,每天2000-3000元左右,点击价格从几块钱-几十块钱不等,尤其只做一个城市的地域性关键词,搜索量虽然不是很大,但签单的成功率相对较高,在一定范围内的ROI也会较为合理。不得不说,SEM对于装企的获客起到了一定的作用。
济南网络公司
SEM - most home decoration companies are no stranger. They search the keywords of home decoration. Most of the time, the first 4-5 search results are full of competitive advertising. The daily budget of many companies is not high, about 2000-3000 yuan per day, and the click price ranges from a few dollars to dozens of dollars, especially for the regional keywords of a city. Although the search volume is not large, the success rate of signing orders is relatively high, and the ROI within a certain range will be more reasonable. It has to be said that SEM has played a certain role in obtaining customers for installation enterprises.
要说深挖和提升效果的方式,有以下三点需要大家注意:首,需要有一个好网站,落地页的质量对转化起到决定性的作用,其次是长尾关键词的优化,虽然很多公司都能梳理出200-1000个长尾词,但是实际上通过百度指数等工具仔细分析,只有10%的长尾关键词对转化效果有直接的作用。比如“设计”“效果图”“样板房”等等。这里建议大家,定期要对长尾关键词进行梳理,把一些貌似“好听”,但实则没有转化率的关键词下架,以免对整体推广效果带来不好的营销。
There are three ways to dig deep and improve the effect: first, there needs to be a good website, and the quality of landing pages plays a decisive role in the transformation. Second, the optimization of long tail keywords. Although many companies can sort out 200-1000 long tail words, they actually analyze them carefully through Baidu Index and other tools, Only 10% of the long tail keywords have a direct effect on the transformation effect. Such as "design", "renderings", "model houses" and so on. Here we suggest that we should regularly sort out the long tail keywords and take some keywords that seem "good" but actually have no conversion rate off the shelf, so as not to bring bad marketing to the overall promotion effect.
装企人必知!详细的网络推广方案都在这里了
Installation enterprise people must know! Detailed network promotion plans are here
第三点,网站良好的打开速度也是转化效果的关键因素,经常发现很多家装公司的推广链接打开速度极慢,甚至30-40秒都无法加载完全,客户在漫长等待的过程中很容易流失。大家应该经常对网站数据进行分析,除了UV、PV以外,打开速度、平均停留时间、跳出率等数据也尤为重要,还要关注网站的访问深度,家装公司的UV/PV于1:10,说明你的网站架构一定存在问题。另外,客户的来源分析、时段分析、地域分析的结果,人群画像决定了高含金量关键词的归属,可以提高出价将这些黄金关键词做到搜索引起的前三位,做好以上三点,一定会对你的推广效果起到较大的改变。
Third, the good opening speed of the website is also a key factor in the transformation effect. It is often found that the opening speed of the promotion links of many home decoration companies is very slow, and they can't be loaded completely even in 30-40 seconds. Customers are easy to lose in the long waiting process. We should often analyze the website data. In addition to UV and PV, the opening speed, average residence time, jump out rate and other data are also particularly important. We should also pay attention to the visit depth of the website. The UV / PV of the home decoration company is less than 1:10, indicating that there must be problems in your website architecture. In addition, based on the results of customer source analysis, time period analysis and regional analysis, the crowd portrait determines the ownership of high gold content keywords, which can improve the bid. Make these gold keywords the top three caused by search. Doing well in the above three points will greatly change your promotion effect.
装企人必知!详细的网络推广方案都在这里了
Installation enterprise people must know! Detailed network promotion plans are here
SEO—可能很多人会说:“SEM已经花钱了,SEO还有必要做吗?”答案是肯定的,SEO可以降客户转化率的成本。我们建议大家SEM和SEO同时做,就像上面所提到的目标问题,SEM是短期目标,而SEO是一个长期的目标。SEO分为站内和站外两种,良好的网站结构,合理规范的TDK,清晰的网站地图,有利于网站的收录。有计划的内容更,并将带有核心关键词的文章发布到站外,也是提升收录量的关键因素之一。SEO贵在坚持,不可以急功近利,S千万不要感觉SEO对获客没有起到直观的效果就停止,现在更多的资深网民能够区分出搜索广告和自然排名的差别,老百姓对于“快照“的认知度逐渐提升,在品牌词、行业词下,良好的自然排名能够增加网站的转化率
SEO - many people may say, "SEM has spent money. Is SEO still necessary?" The answer is yes, SEO can reduce the cost of customer conversion. We suggest that you do SEM and SEO at the same time, just like the goal mentioned above. SEM is a short-term goal, while SEO is a long-term goal. SEO is divided into inside and outside the station. Good website structure, reasonable and standardized TDK and clear website map are conducive to the collection of websites. Planned content update and publishing articles with core keywords outside the station is also one of the key factors to improve the collection. SEO is important to adhere to. You can't be eager for quick success and instant benefit. S don't stop feeling that SEO doesn't have an intuitive effect on getting customers. Now more senior Internet users can distinguish the difference between search advertising and natural ranking. People's awareness of "snapshot" is gradually improving. Under brand words and industry words, good natural ranking can increase the conversion rate of the website
以上就是济南网络公司给大家分享的主要内容,更多的精彩内容请大家继续关注我们:http://www.qwjst.com
These are the main contents shared by Jinan network company. Please continue to pay attention to us for more wonderful contents: http://www.qwjst.com

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