Website operation refers to all the work related to the post-operation of the website in the network marketing system.
The significance of website operation
Building a website is no stranger to most people. Especially enterprises and institutions that already have their own websites.
But when it comes to website operation, many people may not understand and understand the importance of website operation, which is often ignored. Different from website construction, website operation, no matter how well it is built, can always appear in front of people as long as it is invested once. This is like a company invested by a certain unit. If the leaders, funds and equipment are in place, the company will be established. So, what is the purpose of enterprise establishment? Hope to develop gradually, the market share is getting higher and higher, and realize the return of profits. Of course, no one wants the day when an enterprise is established to be the day when it goes bankrupt. So website operation is very important!
Similarly, no one wants the website to become a dead station after it is built and cannot work for the enterprise. In this sense, if the website wants to get a good return, it should operate, and it is a scientific operation. The management level of the website directly reflects the management level of the enterprise and embodies the whole enterprise culture.
How to operate a website
Website operation refers to all the work related to the post-operation of the website in the network marketing system.
Building a website is no stranger to most people. Especially enterprises and institutions that already have their own websites.
But when it comes to website operation, many people may not understand and understand the importance of website operation, which is often ignored. Different from website construction, website operation, no matter how well it is built, can always appear in front of people as long as it is invested once. This is like a company invested by a certain unit. If the leaders, funds and equipment are in place, the company will be established. So, what is the purpose of enterprise establishment? Hope to develop gradually, the market share is getting higher and higher, and realize the return of profits. Of course, no one wants the day when an enterprise is established to be the day when it goes bankrupt.
Similarly, no one wants the website to become a dead station after it is built and cannot work for the enterprise. In this sense, if the website wants to get a good return, it should operate, and it is a scientific operation. The management level of the website directly reflects the management level of the enterprise and embodies the whole enterprise culture.
As far as the current development trend of the Internet in China is concerned, the operation of the website should be integrated into the overall management system of the enterprise, so as to organically combine the network with the original mechanism and give full play to the commercial potential and network marketing of the website.
The website operation of an enterprise includes many contents, such as website promotion, network marketing management, website improvement and change, website post-update and maintenance, website enterprise operation, etc. , the most important of which is website maintenance and promotion.
These two projects alone are far from easy to implement. Many enterprises make a big fuss when making websites. After the website is completed, everything will be fine. Business owners rarely ask questions, and no one in the department responsible for website management knows basic maintenance knowledge. At best, the website is to build a www "surfing the Internet" sign on the business card, and the customers who meet the business card have the same level and can survive. It's not bad to have such an effect.
However, with the deepening of network application and the popularization of network marketing knowledge, more and more business owners and managers realize that a website that has not been updated for a year or two, as well as a beautifully made website that few people know, is a complete waste of resources. "Informatization" is not as simple as a one-time investment in building a website. What is more important is the long-term updating and promotion process after the website is completed.
Website maintenance involves resources and costs, but as long as the correct efforts are made, the resources and costs required for website maintenance of most small and medium-sized enterprises will not be too high. Corporate websites mainly update products and explanatory texts. Small and medium-sized enterprise websites generally have no background content management system, and web page updating requires people who know how to make web pages, but most enterprises do not have talents in this field (although it is not difficult to learn how to make web pages). One way is to formulate the terms of the web page update service when signing a contract with the network company that makes the website. Don't ignore this problem because of the contract. When the network company needs to update, it is very passive.
Website operation content
The website operation of an enterprise includes the conception and selection of domain name, website promotion, network marketing management, website improvement and change, website post-update and maintenance, website enterprise operation and many other contents. , the most important of which is website maintenance and promotion.
Problems existing in the operation of enterprise websites
These two projects alone are far from easy to implement. Many enterprises make a big fuss when making websites. After the website is completed, everything will be fine. Business owners rarely ask questions, and no one in the department responsible for website management knows basic maintenance knowledge. At most, the website is to build a www "online" sign on the business card, which is similar to the level of customers known on the business card and can survive. It's not bad to have such an effect.
However, with the deepening of network application and the popularization of network marketing knowledge, more and more business owners and managers realize that a website that has not been updated for a year or two, as well as a beautifully made website that few people know, is a complete waste of resources. "Informatization" is not as simple as a one-time investment in building a website. What is more important is the long-term updating and promotion process after the website is completed.
Website operation method
Website maintenance involves resources and costs, but as long as the correct efforts are made, the resources and costs required for website maintenance of most small and medium-sized enterprises will not be too high. Corporate websites mainly update products and explanatory texts. Small and medium-sized enterprise websites generally have no background content management system, and web page updating requires people who know how to make web pages, but most enterprises do not have talents in this field (although it is not difficult to learn how to make web pages). One way is to formulate the terms of the web page update service when signing a contract with the network company that makes the website. Another flexible solution is to train a web editor in the company and learn to use html editing programs such as Frontpage and Dreamweaver. If a person can learn to use word, he should be able to learn how to edit web pages and FTP files. It is not difficult for the network company that makes the website to train, and it is not difficult to buy books for self-study. Learners can master one more knowledge and will not resist. Therefore, this method can also be adopted.
Website promotion is much more complicated and arduous. From link exchange, logging into search engines, information release to mailing list maintenance and sending, all aspects involve professional knowledge, which can not be solved simply by learning some methods such as web page making, but this part is very important. Therefore, SME website promotion has the following suggestions: outsource key projects and undertake other promotion work internally.
Website operation focus
Key projects mainly refer to domain name selection, search engine promotion and online advertising. Choosing a good domain name can play a multiplier role in website operation. At present, top-level domain names of domestic domain name registration agencies need to be charged. In order to reduce the operating cost, we can choose the top-level CN domain name provided by Lunuo Network for enterprises free of charge to reduce the burden on enterprises. Domestic search engines and online advertisers push the agency system, and their authorized agents in various regions can be found on the website. Sometimes the price through the agent is lower than the external quotation of the media website itself. However, if the company doesn't have this budget, it will log in to Baidu and GOOGLE for free, but the general website planners and designers don't consider the optimization of Baidu and GOOGLE rankings alone in website construction, so it is still very difficult to get a good ranking. If search engine optimization is to be carried out, on the one hand, it involves cost, and the most important thing is the quality of optimization. In fact, at present, search engine optimization is usually just some personal behavior rather than company behavior, because "search engine optimization" is not a mature service product, and its effect is often far from subjective efforts. Therefore, it is not easy to find an optimization expert.
Other promotion and maintenance work is mainly to find the target of reciprocal links, release information, email marketing and promotion, reply to customers' emails, interactive reply between websites and users, etc. Most of them need long-term operation. Most of these jobs do not need to involve too complicated professional knowledge, but they need to invest a lot of energy. For website maintainers, it is necessary to be clear about their job responsibilities and contents and learn new knowledge for a long time. These people are loyal users of website marketing. In addition, traditional media can be used to promote websites, such as through various media (such as radio, television, newspaper advertisements, outdoor light boxes and street sign advertisements, etc. ), exhibitions, corporate printed materials (product catalogs, business cards) and other promotion methods.
Some webmasters know a thing or two about online marketing, and they receive some spam to promote "online marketing software", which is not expensive, and it sounds quite helpful for website promotion. In fact, not many people believe in "network marketing software" promoted through spam. The idea that a few cheap emails can dig up a bucket of gold is very harmful to the website operation that needs to be carried out in a down-to-earth manner and has frequent water flow. Learn effective email marketing methods.
It should be said that only by following the commercial principles of network marketing and combining with the actual situation of enterprises can enterprise websites really play a role. Therefore, whether it is an existing website or an enterprise that is building a website, don't ignore the link of website operation! As the saying goes, "It's easy to fight a mountain, but difficult to defend it", and it's even more difficult to create prosperity.
Main projects of website operation
Website planning, website design, webpage production, website editing, online marketing, search engine optimization seo, website statistics, traffic analysis, online advertising.
Problems needing attention in website operation
1, remember that time is money.
What entrepreneurial network enterprises need most is to enter the battlefield in the fastest time and occupy the favorable terrain of the Internet. So website operators must have a strategic vision. They should not be induced by a little profit for a while and lose the overall situation. Moreover, they should not hesitate to delay the opportunity to enter the market and save future funds (which may cost more money at this time), which will delay the opportunity and cause great losses.
2. Keep in mind the positioning of the website and set the long-term and short-term business objectives of the website.
Website positioning is the foundation of website development. The website operation deviates from the positioning or its positioning is unclear, which directly leads to the loss of direction of the whole company internally, discourages potential customers externally, and causes a large loss of existing customers. In the operation of internet websites in China, there are many phenomena of getting lost and deviating from the positioning of websites. Therefore, website operators should keep in mind the positioning of the website. The long-term goal of the website is the vision goal of the future development of the website, guiding the development goal of the website for at least one to two years, and the whole team takes this as the operation policy. The short-term goals of the website are more important. Short-term goals are just around the corner and are likely to be achieved with team efforts. Therefore, the formulation of short-term goals is more critical. The direct effect of achieving short-term goals is to enhance team confidence, reduce the gap with long-term goals, and obtain sales revenue or brand promotion. Short-term goals should be formulated on the principle of "achievable", and don't shrink back, otherwise it will have negative effects such as wasting time, wasting financial resources and manpower, and demoralizing!
3. Establish an orderly and smooth enterprise operation mechanism.
Entrepreneurial network companies do not need to establish a very perfect enterprise system and complex departmental structure. However, it is necessary to establish necessary smooth internal information transmission channels and necessary business contract documents. A. Basic department structure of entrepreneurial network company: customer service promotion department, website technology department and website business department; B, the communication mechanism that entrepreneurial network companies need to establish: standard business processes; Communication process between service department and sales department; C. Core talents that entrepreneurial network companies need to hire: operation director, technical director, sales manager and customer service promotion team leader; D. The communication that entrepreneurial network companies need most: the communication between the operation director and core talents, the daily sales experience exchange of business personnel, the information exchange between core personnel, the summary of customer service promotion knowledge, and the internal communication of technical personnel; E. The most needed training for entrepreneurial network companies: company vision training, website positioning and operation thinking training, website product/service knowledge training, website sales knowledge training, and other temporary training involving specific operations.
4. Pragmatically integrate enterprise resources.
The common problem of entrepreneurial websites is the lack of resources, whether it is funds, talents, relationship resources, etc. Therefore, it is particularly important to integrate resources pragmatically. Operators can take one year as the medium-term operation point and half a year or three months as the short-term operation goal, and make macro planning according to what operations need to be done during this period and what resources are allocated at which stage. For example, the first to second months belong to the platform construction period, during which the least number of developers can be hired, and other talents can be recruited after the development is completed; In the third to seventh months of brand building and internal resource integration, more funds will be invested. At this stage, we should pay attention to recruiting talents in stages, carry out sales business during brand building, and constantly replenish resources! Of course, the actual operation needs specific analysis. If the operator has no experience in the initial stage, he can ask the website operation consultant to give a detailed resource planning scheme to avoid the waste of personnel investment, website promotion investment and time (website operation is the most taboo).
5, website platform construction and website brand promotion intensive cultivation, strengthen process control!
The website is the product of the network company. How to make high-quality products and how to sell good products to customers in need is a busy job for website operators all day long. As we know, website platform construction includes: website column planning, website overall design and packaging, website function development, website information enrichment and website customer service. Many website operators tend to emphasize form over function, function over content, or content over form. The main reason for these prejudices is that the concept of website management is not in place. In fact, the website is an important marketing platform, which is responsible for introducing the services or products of the website to customers, attracting consultants, publicizing the ideas of website operators and promoting people's desire to buy company products/services! Therefore, the construction of website platform is a whole, which requires the efforts of many departments and personnel such as technology development, creative packaging, information integration and customer service. How to build an excellent website marketing platform is the key, which requires process control and intensive cultivation. Process control refers to the quantitative evaluation of each person, the formulation of reasonable reward and punishment measures, and continuous adjustment; Intensive cultivation means that employees themselves achieve the highest efficiency, the best quality and the best reputation. Many people may ask, how to achieve this goal, then ask the human resources department of the company to help them think about it. Doing a good job in brand promotion is still the same. Doing the following three things well in brand promotion will have a great chance of success: a. Always paying attention to promotion methods and websites can help operators master effective promotion channels. B, according to the standard promotion process, control process. (Pre-market research, making achievable goals, analyzing available resources, coming up with specific implementation plans, and putting responsibilities on people, so that project participants can submit progress every week, communicate irregularly to solve problems, and optimize promotion methods) C. Doing a good job in website brand promotion evaluation and summary can help operators improve their ability to control risks and effects.
6. Grasp the core talents above the manager level.
The normal operation of entrepreneurial websites needs these core talents to play an important role, and they will play a decisive role in the implementation of core affairs such as website platform suggestions, website brand promotion and implementation, and website sales. Therefore, how to recruit core talents, how to run in the core talent team and how to manage the risks brought by brain drain are important courses for website operators. The following are some suggestions for reference: a. Look for talents who have confidence in this career. In short, I am very optimistic about the development of this website. B, looking for people who have the same experience as website operators * * *, this is a key reminder that many major contradictions in the process of website management are the result of different environments and experiences. C, it is very important to establish a long-term cooperative relationship with core talents and achieve excellent return on investment! D, entrust with heavy responsibilities, and maintain formal communication and irregular emotional exchange once a week to make everyone more United. E, pay attention to insight into the bottom employees who may become core talents, and do a good job in talent reserve.
7. Website sales are always the most important. Find a sales method suitable for the current situation of the enterprise.
After the initial capital investment, the later resources of entrepreneurial websites mainly come from sales. Only when the sales of websites come up can enterprises survive and develop. It is very important to hire the core talents of sales managers, but it is more important to do the basic work of sales: a. In sales management, we should come up with a reasonable sales incentive system and salary system to make sales staff think they have money; Come up with a suitable post promotion system to make salespeople have a future; B. In sales training: prepare training documents, and the sales staff will start professional skills and sales skills training as soon as they join the job, so that the sales staff can have confidence in the development prospect of the website and have a basic understanding of the products; In the actual sales process, it is very important to do a good job in sales logistics, such as: exchange sales experience every day to keep sales staff passionate; Let the sales staff find the right person to solve the problem effectively, and the sales staff will become emboldened in front of customers; C. In terms of personnel training and mode formation, it is most critical to find and promote a group of competent sales personnel as supervisors and gradually form a sales mode that meets the needs of enterprise development.
The core stage of website operation
The core content of two stages of website operation
The first stage: launching the website brand.
1. overall operation: the website is entering the initial stage of entrepreneurship, with the goal of building brand awareness, with the focus on quickly establishing the basic work to support brand operation.
2. Website platform: An excellent website platform is the foundation of brand building. According to Taiwei's successful experience, an excellent platform can make the whole brand process complete the task 20% ahead of schedule. The website platform includes:
A, the website platform planning conforms to the website positioning;
B, the website is beautifully designed with international characteristics;
C, the website function is convenient and quick to operate, and meets the needs of customers;
The content and information of the website are rich and valuable.
3. Website promotion: Brand goals are mainly short-term goals, so make sure that your goals have an 80% chance of success. Specific precautions include:
A, the goal must be achievable (enhance operational confidence);
B, pragmatic integration of available resources (talents, funds, time ...)
C, system planning (what to do at what stage, clear thinking)
D, take out the evaluation criteria that the team thinks are objective and strive to achieve them. Experienced people can make it quickly, and inexperienced people can negotiate to make it.
Timing and control are the most important. (Time is fame)
4. Human resources: Hire core managers whose experience and talents are the key to the whole plan. In this regard, bold appointment and decentralization, giving long-term personal returns is the most critical. For details, please refer to Practical Operation of Venture Website.
5. Company management: In the early stage, it is only necessary to establish basic communication processes and basic employee industry management systems to avoid the situation that more systems are implemented; Communication is more important than management in the branding period of websites. Please see the actual operation of the startup website.
6. Sales management: A generous sales incentive plan is the foundation, and daily informal communication is the means. It is the key to fully mobilize the enthusiasm of employees and give play to their subjective ability.
The second stage: the achievements of famous websites
1. Overall operation: At this time, the website has entered the second stage of entrepreneurship, and expansion, growth and market occupation are the top priorities. But please keep a cool head, conduct careful research and analysis, learn from the workplace experience of the core members of the company, and avoid wasting time, money and talents due to blind expansion.
2. Website platform: website platform optimization is the key. Systematically optimize the problems found in the first stage of operation, so that the website as a whole looks like a competent business person without a piece of rotten meat, making it a real website marketing platform and making existing customers and potential customers use the platform happily;
3. Website promotion: continue to do the basic promotion work in the first stage, strive for large-scale cooperation with other website resources and other traditional resources, and enhance the brand influence of the website [such as column cooperation and media cooperation]; It is very important to do a good job in market research and data analysis, effectively use technology to monitor the website platform, and transform the data of the platform into valuable decision-making data.
4. Human resources: pay attention to introducing high-quality new blood, expand the team, do a good job in the ideological work of old employees, put the internal promotion and external recruitment of key personnel into the focus of work, and maintain the normal metabolism of the company; Therefore, it is most important to hire an excellent human resource manager at this time.
5. Company management: establish the company's business training system and departmental training system, the company's structural optimization and departmental responsibility system must be established, and the company's system should be improved and put on the right track to avoid the control imbalance caused by team expansion; Corporate culture is the long-term cornerstone of website management. Only by refining the company's past successful experience into a corporate culture that conforms to the company's long-term development can the company truly establish its core competitiveness. The present situation, the future and the introduction of new resources should be based on this culture.
6. Sales management: The whole sales team needs to be promoted from individual combat to overall combat, so it is necessary to hire or promote the sales director internally to adapt to the new competition; After everything is ready, it is very important to quickly turn personal sales experience into an excellent sales model that conforms to this website. After a good copy, a good model can make the website occupy the market quickly.