Business plan is the soul of business theme in business process, which embodies a business process and a general process plan.
The online shop promotion plan should include at least three basic contents: the stage goal of online shop promotion; The online shop publishes the online shop promotion methods adopted in different stages of operation; Control and effect evaluation of store promotion strategy.
Making an online shop promotion plan is also an online shop promotion strategy. The promotion plan is not only a guide to promotion, but also a measure to test whether the promotion effect reaches the expected goal. Online shop promotion plan is an indispensable part of network marketing plan. Making an online shop promotion plan is also an online shop promotion strategy. The promotion plan is not only a guide to promotion, but also a measure to test whether the promotion effect reaches the expected goal. Therefore, a reasonable online shop promotion plan has become an indispensable part of online shop promotion strategy. Network marketing planning includes the function, content, business model, operation strategy and many other contents of online stores. A good network marketing plan should be completed before the formal construction of the online store, and provide overall guidance for the actual operation. The promotion plan of online stores is usually completed in the stage of store strategy, and even in the stage of online store construction, you can start to do online stores? A promotion? Work. Compared with the complete network marketing plan, the online shop promotion plan is simpler, but more specific.
Generally speaking, the online shop promotion plan should at least include the following main contents: determine the stage goal of online shop promotion. For example, the number of daily independent visitors within 1 year after publication, the relative ranking compared with competitors, the performance in major search engines, the number of linked online stores and the number of registered users. Online shop promotion methods adopted in different stages of store release operation. If possible, it is best to list in detail the specific store 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. Control and effect evaluation of online shop promotion strategy. Such as the control of stage promotion objectives and the evaluation index of promotion effect. The control and evaluation of store 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. The following is a case to illustrate the main contents of the store promotion plan. In practical work, because the situation of each store is different, it is not necessary to copy these steps and methods, just as a reference.
Let's explain the promotion plan of a shop step by step through a case. Here, the first promotion year of an online store is divided into four stages, each lasting about 3 months: the stage of store planning and construction, the initial stage of online store release, the growth stage of online store and the stable stage of online store. A company produces and sells tourist souvenirs, so an online shop is established to promote the company's products, which has the function of placing orders. The promotion plan formulated by the online shop mainly includes the following contents:
Online store promotion goal: It is planned that after the online store is released 1 year, it will reach 2000 independent visitors every day, and 10000 registered users; Promotion in the planning and construction stage of online stores: that is, preparations for promotion began before the online store was officially released, and google and Baidu search engines were optimized from the aspects of online store structure and content in the process of online store construction;
The basic promotion methods of online stores in the initial stage: log in to 10 major search engines and classified directories (list the plans to log in to online stores), purchase 2-3 online real names/general addresses, and establish online store links with some partners. In addition, cooperate with other marketing activities of the company to release corporate news in some media and industry stores.
Online shop promotion in the growth period: after the online shop has a certain amount of visits, in order to continue to maintain the growth of online shop visits and brand promotion, online advertisements will be placed on some related professional electronic publications (including the selection of online shops and columns that plan to place advertisements, as well as advertising forms); Exchange capital with some partners;
Online shop promotion in stable period: combining with the company's new product promotion, online coupons are sent irregularly; Participate in ranking appraisal activities in the industry to obtain news value; When the conditions are ripe, build an industry information neutral online shop related to the core products of the enterprise for auxiliary promotion.
Evaluation of promotion effect: track the effect of promotion measures in major stores, make statistical analysis of online store traffic on a regular basis, cooperate with professional online consulting institutions when necessary, diagnose online marketing, improve or cancel the promotion methods with poor results, and increase the proportion of investment in promotion strategies with obvious effects. The above case is not a complete store promotion plan, but only lists some important promotion contents in general. However, from this simple store promotion plan, we can still draw several basic conclusions:
First, making the online shop promotion plan will help the shop promotion work to have a clear goal, carry out the work step by step and purposefully, and avoid important omissions.
Second, the online store began to promote the store before it was officially released, especially the optimization of search engines. In the design stage of online shop, we should consider the promotion demand and make necessary optimization design.
Third, the basic method of store promotion is applicable to most online stores, which is the so-called universal store promotion method. An online shop usually needs to carry out these regular promotional activities in the construction stage and the initial stage of release.
Fourth, different stages of online shop promotion need different methods, that is to say, the shop promotion method has the characteristics of stages. Some online shop promotion methods may be effective for a long time, while others are only suitable for a certain stage or temporary adoption. Various store promotion methods are often used in combination.
5. Online shop promotion is one of the contents of online marketing, but it is not the whole of online marketing. At the same time, online shop promotion is not isolated and needs to be combined with other online marketing activities.
Sixth, after the online store enters a stable period, the promotion work should not stop, but because it is difficult to further increase the number of visitors, it is necessary to adopt some unconventional promotion strategies, such as the plan to build an industry information store in the above case. Seventh, store promotion should not be carried out blindly, and the effect should be tracked and controlled. In the evaluation method of store promotion, the most important index is the number of online stores, and the change of the number of visits basically reflects the effect of online store promotion, so the statistical analysis report of online store visits plays a vital role in the success of store promotion. The overall scheme of online shop promotion is given in the case. In addition, it is necessary to make detailed plans for each specific store promotion measure, such as search engine promotion plan, capital cooperation plan, online advertising plan, etc., which can be more specific and prepare more questions in advance, so as to facilitate the control of store promotion effect. This article briefly asks these details.
Publicity methods to help Taobao users improve their popularity;
First, we must understand the core idea of store promotion, how to let customers know about us, and how to let customers who know about us buy our treasures!
Second, understand the pyramid model of network marketing: fix the emotional marketing of customers and old customers, strive to get buyers into the store to place orders, let buyers enter our store to choose treasures, and let buyers know about our store and our treasures in the vast sea of people.
Third: classify customers: 1. Customers who have bought their own treasures II. Customers who have bought competitors' treasures; 3. Customers who haven't bought this kind of treasure.
Fourth, the design promotion mode: in-store+outside 1. In-store promotion mainly includes: store name, baby logo, picture, description, friendly link and window recommendation (90% of the goods in the store are the main business, and 10% are the auxiliary business). 2. Out-of-store promotion mainly includes: Taobao Forum (posting and replying), space construction (registering members at various free stations, building your own space, building beautiful scenic spots, and adding external links), and paid promotion (Wangpu, through train, advertising at other stations if you have money). 3. Promotion tools: Wangpu, taobao guest, joint promotion, through train, merchant alliance, in-store promotion activities, forum posting reply, one-dollar auction, and community recommendation advertisements.