Two Factors Are "Dragging The Legs" For Exhibition Marketing.

Compared with the traditional media communication rate is difficult to statistics, the Internet era of new media is obviously more anxious.

Whether in PC or mobile terminals, when PV and UV become the hard targets to measure the marketing results, the exhibition companies are also breaking the heart of the "fight traffic": to do everything possible to drain, to guide visitors to participate in exhibitions, to facilitate the flow of "cash flow", but find that the flow of various marketing means is still scarce.

Brand development in traditional sense will experience brand cycle from incubation period, infancy stage, growth stage to maturity stage, and the development of exhibition brand is no exception.

Combined with the brand development cycle, making the appropriate marketing strategy is the premise of exhibition marketing.

However, many exhibition companies fail to realize that in the new media age of the Internet, the life cycle of the exhibition brand reaction on search engines has long been in the wrong position with the traditional brand development cycle.

If we want to improve the exhibition traffic through Internet marketing channels and means, we must adapt to the rules of search engines, re analyze and clearly locate the development cycle of exhibition brands in the "online" period.

SEO promotion example: many organizers will promote product words as the primary SEO promotion strategy, but because they do not combine the actual situation of the exhibition brand in search engines, they often spend money, but the flow does not go up.

After many years of development, many exhibitions already have a certain brand awareness in the industry.

However, because the pre marketing investment is biased towards traditional media, the lack of online marketing input makes the exposure of the exhibition brand network insufficient, not being recognized by the search engine, ranking behind, and showing a lagging life cycle on the search engine.

At this time, the promotion of SEO should be based on the promotion of brand words, increase the exposure of exhibition brands, enhance the ranking of the exhibition brands in search engines, and make more active search exhibitions or expand business through exhibitions.

It can find official website through search - click official website - visit the official website in depth.

On the basis of the large exposure of the exhibition brand and the better reputation and ranking of search engines, the SEO promotion strategy of "brand words + product words" is changed.

At this time, it is more appropriate to maintain the exhibition brand exposure, with more professional and rich and accurate product word content, to meet users' more information search needs, enhance the exhibition brand image, and better traffic marketing effect.

Two, is your website architecture fuelling traffic marketing or dragging your feet?

If the exhibition traffic marketing compares to the user's "show love", then the exhibition website building structure is good or bad in the test of your "love" to the heart of the degree.

Testing the quality of exhibition website operation is also a prerequisite for custom marketing promotion strategy and plan.

To see which website problems may be "dragging your legs" to your exhibition traffic marketing.

1. Does your exhibition website support SEO tags?

Many exhibition companies ignore the influence of a website's small functions on traffic marketing.

If the web site does not add SEO

The function of tags is that all page pages will be called on the same page tag on the search engine.

(1) you spend all your time trying to arrange the highlights of different exhibitions.

(2) search engines do not distinguish the contents of each page, resulting in slow search engines.

(3) it is difficult for users to distinguish whether they are the information they need. Even if they do search engine ranking, the click rate will be very low.

2, does your exhibition website URL (that is, web address) do static optimization?

The unfavourable effects of static optimization of exhibition website URL include: dynamic URL is not only too long, but often contains special features.

Special symbols are not easy to be included in search engines; dynamic URL is more difficult to get search engine ranking than static URL; dynamic URL may even lead to dead cycle and unfriendly search engines.

3, did your exhibition website do 404 jump pages?

Whether the exhibition website has optimized 404 pages is also an important criterion for evaluating the quality of search engine evaluation websites.

For example,

You have deleted an article that has been searched by the search engine on the web site. If the website is not optimized by 404, users will be wrong when they click on the web page, which is bad for search engine and user experience.

The 404 page will explicitly tell users and search engines that this page does not exist and guide users to access other pages.

Pan Tao, director of marketing at micro exhibition, concluded: "when people get the exhibition information, they are used to the problem of" finding Baidu ". Today, they want to maximize the effect of the exhibition traffic marketing, relocate the online promotion cycle characteristics of the exhibition brand, choose the most suitable promotion strategy, adapt to the rules of search engine, and exclude the defects of the website structure first, which should be placed before the exhibition marketing.