網路行銷-好流量比高流量和低成本還重要!Mr.Jerry觀點

網路行銷是用來找「好客戶」而不是「陌生人」

常在跟客戶做『網路行銷』諮詢的時候(尤其是第一次),最常聽到的是…

我想要增加流量」、

我的網站沒有人來」或是「怎麼樣讓更多人來我的網站」的問題,其實問題根本不是有沒有「流量」這件事情,而是這個流量為你帶來了什麼!

好流量讓你上天堂

在2080的經營法則裡,你要「照顧」的對象是能為你帶來80%收益的20%客戶,另外80%的客戶是用來「服務」的,也就是說,你也許有擁不錯的「流量」,但實際上你要做的是吸引「好客戶」,所以你的網頁是以「好客戶」的角度來設計。

高流量讓你下地獄

高流量不是不好…只是要擁有一個「高流量網站」可是要「天時、地利、人和」,1還要剛好是適合的產業;不然除非有「財團」當你的靠山(例如:591),不斷的地打廣告,並用廣告預算來成就一個產業或創造一種潮流。或者你是一個有特殊技能的人(例如:彎彎、九把刀…等)、高超技巧的網站(例如:搜尋引擎、youtube)或是創造出未見需求的平台(例如:維基百科或Facebook),否則高流量你連想都不要想……所以當客戶想要很高的流量時,我都會問他:「你有多少錢可以花?1個月1千萬?1年500萬?還是你有什麼特殊能力?」,況且流量這件事情是,當你做好你該做的事情,而且做到非常出眾時,高流量自然會水到渠成!不斷盲目追求「流量」只會危及到你的經營成本,與其花錢找流量,還不如花錢把網站內容做好規劃,並不斷充實,然後再把服務流程跟口碑建立起來,如此自然可以獲得網友的青睞。

低成本讓你變凱子

沒錯~你的確可以用很低的成本來達到你的目的,例如:做一個3000元的網站(還送你免費空間免費網址),然而事實上…你不知道網站的版權是別人的、網域是別人的、空間也是別人的,等到你發現的時候,你想買下來的時候你就不得不變「凱子」了,有的人會說:「那就不要買啦!」這個時候我會問,那你還要網站嗎?重新做一個沒有資歷沒有信任度的網站,還比之前貴10倍,還要另外租用空間與網域…這下你真的變「凱子」了!

老板 談錢很精明 網路低智商

常常成功的將有需求的網友引進客戶網站後,大概兩成的客戶基本上都無法獲得明顯的業績「成長」,這裡的成長指的是,當他投入了SEO的成本(也就是付給我們的SEO服務費),所帶來的成效並沒有讓他滿意(而滿意的門檻因人而異)。而客戶獲得流量的成長時,我最常聽到的是:「都沒有人打電話來…」「都是打來問價錢的…」這樣的答案…這個時候我發現這二成的老板突然間變遲鈍了(正常老板都很精明,尤其是在談服務費的時候),你想想,有流量在實體店面就等於有人來你的店,但是都不問你東西怎麼賣或多少錢,此時你該想的第一個問題是:他沒有問價錢的原因吧!第二個問題是:如果有問價錢那他為什麼不買?

網路行銷-「軟體」比「硬體」重要

然而真相只有一個…就是客戶不喜歡你給他的「東西」,而這個「東西」不只是「硬體」還包含了「軟體」!「硬體」在實體就是店面、裝潢或是擺設…等,而「軟體」像是接待詞、介紹詞或服務態度…等。
換到網路世界上「硬體」就是網站的功能、圖片、文字或影片,「軟體」就是行銷策略、網站流程、產品介紹、服務方式…等,有發現差別嗎?在網路上「硬體」是簡單的東西,很多人都可以很輕易擁有,但是重點是「軟體」它才是「網路行銷」決勝關鍵!


大家都知道85度C成功的建立起咖啡王國,甚至在大陸市場發揚光大,那你知道他是「硬體」成功?還是「軟體」成功呢?身為老板的你應該知道答案,如果你還不清楚歡迎你在下面留言提問,我們可以互相交流一下,Mr.Jerry會「知無不言,言無不盡」。

(如果喜歡Mr.Jerry的文章,您可以加入『愛思科粉絲專頁』追蹤我們喔)


關於Mr.Jerry

1979年出生,處女座~2005年開始從事行銷工作,2009年進入網路行銷的領域,於2010年成立「愛思科網路行銷」,目前主要專鑽研網路行銷Google SEO,並於「弘光科技大學」「建國科大」擔任網路行銷客座講師,人生的座右銘為「不追求成功,只追求卓越」!

演講、教學、顧問諮詢

網路行銷課程:每小時8800元(非台中縣市需另計車馬費)
網路行銷諮詢:每小時6000元

聯絡

Email:[email protected]
(04)2251-9816

覺得文章不錯?幫我們分享一下吧

分享到Facebook或是Line動態按鈕,電腦版在左側←,手機版在下方↓,好的文章值得讓更多人看見,感謝您的閱讀與支持。

♞有(8)個人都在說…

  • 您好,請問如何知道好客戶喜歡什麼樣的網站?

    • icisco愛思科網路行銷 - 2016/05/04

      首先你要先知道你的客戶族群的Face,了解你的客群後(例如:18-28歲的女性),建議您可以先從目前跟你同業或主流的幾個網站中,找出他們的優點並且學習,若有發現缺點就修正。基本上從"人性"的角度來思考,您做網站必須考慮到幾個條件:
      1.易用性:就是容易上手使用的功能,因為現在大部份的使用者會用手機查看資訊,所以你的網站肯定要有RWD(響應式網站功能)。
      2.速度:不管是用電腦或手機來您的網站,如果使用者打開網站的速度很慢,或使用任何網站提供的功能都要等待的話,那使用者會很快的按下✖離開網站。
      3.簡易性:你有遇過某個網站要留言或買個東西,要你填寫的資料感覺就像要查你祖宗十八代一樣…這樣的網站也會造成使用者大量的困擾,最好的做法例如購物:必須提供「非會員or免註冊」購物服務,而完成購物所需的資料填寫後,可以利用必須的資料(例如:email),來當帳號,電話可以預設為密碼,還可以提醒他之後可以使用這個帳密直接用會員身份來購買,如果還可提供優惠會更好。
      以上是我們建議一個好的網站可以著手的部份,當然就算都做到了也不見得生意馬上變好,然而要能夠成功立足在網路上要注意與經歷的事情還有很多,您可以訂閱愛思科的文章或加入粉絲專頁持續追踨我們提供的網路行銷相關資訊喔。

  • so adwords and seo how to use or take,my web site average for month 2000 user,but my in come only 5000 $usd,can you tell me what to do.tks

    • icisco愛思科網路行銷 - 2016/05/04

      Step1 For Keyword Research
      The most valuable use of AdWords for SEO is to research keywords. Keywords are the basis of any SEO campaign and even if you are an expert in your niche, you should always research keywords simply because users frequently search for quite unexpected keywords and keyphrases you as an expert will never think of. Needless to say, what matters most for high rankings is which keywords your target audience is searching for, not which keywords you as an expert think are most popular in a particular niche.

      In order to find what users are searching for, you need a keyword research tool. It is true that there are many special (free and paid) keyword research tools but Google AdWords Keyword Tool is light years ahead of them all.

      It is simple to use AdWords to research keywords. You can either enter the URL of your site or put in some seed keywords, the tool will then automatically generate a whole bunch of suggested keywords. Look at the results and shortlist all the keywords that seem relevent and have a decent global search volume.

      You may want to rank well for ALL the generated keywords, but its best to focus all your efforts on a selected few. The idea now is to find keywords that are relatively easy to optimize and yet have a decent search volume. These would be the keywords with the least compitetion in Google. Go to Google.com and enter each of your short listed keywords (one at a time). It is best if you search for the exact phrase, so surround your keyword with double quotes. Note how many web results there are for each of the phrases. Now that you have collected the ‘Number of web results’ for each keyword, calculate competition ratio by divding it’s ‘Global search volume’ by the ‘Number of web results’. The keywords with the higher ratios are the easier ones to optimize.

      You can now start a SEO campaign for your keywords however you’ll see next, it might be much wiser to start an AdWords campaign instead.

      Step2 To Ensure that the Keywords You Have Picked Convert Well
      After you have picked your keywords, you need to verify if these keywords really work for you – i.e. if they convert properly. No matter how precise you’ve been when picking your keywords, if you don’t test them in practice, you can never know for sure if they work well or don’t. You can pick lucrative keywords with high global search volume and low levels of competition and still end nowhere.
      For instance, for this website – webconfs.com we could try optimizing for the keyword “Search Engine Optimization". It could take a year or so with a LOT of effort to reach the first page on Google for “Search Engine Optimization” and still one can never be sure this will happen.

      However, let’s pretend that this happens – We manage to top Google for “Search Engine Optimization” after a year of hard SEO work. To our greatest disappointment, even the first place for “Search Engine Optimization” on Google did’nt bring the expected results because the bounce rate for this particular keyword turned out to be very high. Since we do not provide SEO Services a lot of people reaching us via “Search Engine Optimization" may NOT be getting what they’re looking for. Instead, lesser popular keywords, such as “SEO Tips” or “SEO Guide” might have lower bounce rates and may actually perform better than “Search Engine Optimization” did for us.

      The result is not surprising but the price paid is. If we had launched an AdWords campaign, it would have saved a lot of trouble. We could have spent $20-50 on AdWords for “Search Engine Optimization” and it would have taken us a week or less to figure that the bounce rate for this keyword is very high and it makes no sense to do organic SEO for it. These $20-50 on AdWords would have spared a year of wasted SEO efforts.

      Step3 For Getting a Better CTR with Your Existing Rankings

      In addition to keyword research, AdWords is a valuable tool for getting a better CTR (Click Thru Rate) with your existing rankings. You might rank well for a given keyword, get a lot of traffic, and still be unable to monetize this traffic because your CTR is low. The reasons for this might be various but inadequate title and description could be a very possible reason.
      AdWords can also help you get better CTR with your existing rankings. For instance, if you run ad AdWords campaign and you are satisfied with the conversion/performance, you might want to keep changing your ad title and description until you feel you have reached the maximum CTR for your keywords.

      Sure, it might take you a couple of tries till you find the winning combination of a title and a description and you might even lower your CTR in the process but once you find this magical combination of a title and description, just copy them as the title and description for your page in order to maximize your organic search CTR as well.

      Step4 For Geographic Targeting
      One more good use of AdWords for SEO is geotargeting. If you bid on traffic from many geographic locations, you can use Google Analytics to compare how different locations convert. It is quite natural to have significant discrepancies in the conversions for the same keyword among the countries.
      When you go to Google Analytics and see which countries are converting best, you can invest more effort in them. For instance, you can create local pages for these countries or target the geo-specific keywords with exceptionally good conversion rates.

      AdWords is a really valuable tool not only for advertisers. It started as a tool for advertisers but its use is not restricted to them alone. For many publishers and SEO experts AdWords is the most valuable tool because even a moderate AdWords campaign can give you valuable insights and save you a lot of time and money to optimize for words, which don’t work for you.

  • 你好,如果我請人架設網站,是需要去登記註冊網域的嗎?那也是需要費用的嗎?

    • icisco愛思科網路行銷 - 2015/11/08

      請人架設網站有幾種模式,一般來說如果你的網站是「客製化」也就是重頭到尾都是請網頁設計公司,根據你的需求來設計網頁畫面與網站功能的話(就是比較貴的那種),通常他們也會幫你申請網址與主機,但是網址與主機的租用者是用誰的名字,也就是說網頁設計公司可以用他的名字來幫你租網址與主機,所以主機網址的所有權都算是他的,這個時候你的網站跟網址等於就是被他控制住了,如果你遇到的是「善良」的業者,那他應該不會怎麼樣,但是你一旦跟他合作不愉快或是出了問題不續約了,還是要繼續使用原本的網址或主機的話,很有可能會被要求買斷,這個時候你要取回這個所有權就要付出一定的代價了。
      再來就是使用套版的網站,這時網址可能是業者送給你的,那你肯定要被他綁住了(除非以後不用他的版型網站後,也不要原本他送給你的網址),因為網站主機跟網址一定是這家版型網站公司所有。
      正所謂「一分錢一分貨」便宜的通常會有隱藏成本,而這個隱藏成本通常未來會造成比較大的影響或傷害,所以在選擇時必須謹慎。
      網址一般申請都用年租的方式價格要看網址的形式,一般台灣常用的.com.tw一年大概800元,.com一年大概500元。提供給您參考~~

  • Vincent - 2015/11/07

    你好:怎麼知道我的網域是不是別人的?可以查嗎?怎麼查?

  • 分享看完文章的感想...

    你的電子郵件位址並不會被公開。 必要欄位標記為 *

    Scroll Up