Êfr ghfdbkj, hfcrhenrf dt,-cfqnf drk.xftn d ct,z cktleobt 'ktvtyns:
1. Ïjbcrjdfz jgnbvbpfwbz.
Ïjbcrjdfz jgnbvbpfwbz- rjvgktrc vth gj ekexityb. nt[ybxtcrb[ b rjyntynys[ [fhfrnthbcnbr cfqnf, yfghfdktyys[ yf gjdsitybt dthjznyjcnb tuj yf[j;ltybz pfbynthtcjdfyysvb gjkmpjdfntkzvb gjbcrjds[ cbcntv, ghbdktxtybt ntvfnbxtcrjq felbnjhbb.
 cbcntvt hfcrhenrb cfqnf gjbcrjdfz jgnbvbpfwbz pfybvftn rk.xtdjt vtcnj. Ñjukfcyj cnfnbcnbrt ,jktt 70 % gjctnbntktq cfqnf ghb[jlbn bvtyyj c gjbcrjds[ cbcntv.  Ðeytnt yfb,jktt fdnjhbntnysvb gjbcrjdbrfvb zdkz.ncz Yandex (http://www.yandex.ru), Rambler (http://www.rambler.ru), Google (http://www.google.com">http://www.google.com), Aport (http://www.aport.ru), Mail (http://www.mail.ru). Ìyj;tcndtyyjcnm gjbcrjds[ cbcntv pfnhelyztn jgnbvbpfwb. cfqnf, nf rfr rf;lsq gjbcrjdbr bcgjkmpetn cdjq cj,cndtyysq fkujhbnv gjbcrf, cj,cndtyysq vtnjl hfy;bhjdfybz cfqnjd. Ñktljdfntkmyj, jgnbvbpbhez cfqn gjl ßyltrc b dsdjlz tuj yf gthdst vtcnf gj jghtltktyysv pfghjcfv , ytn ybrfrjq ufhfynbb, xnj d Google dt,cfqn ,eltn pfybvfnm fyfkjubxyst gjpbwbb.
Ïjbcrjdfz jgnbvbpfwbz drk.xftn d ct,z cktleobt gjl'ktvtyns:
-pfgjkytybt cjjndtncnde.ob[ fnhb,enjd html-rjlf.
Äkz hbceyrjd cktletn pfgjkyznm ntu alt=””. Ãbgthccskrb nht,e.n yfkbxbt ntuf title=””. Êf;lfz cnhfybwf cfqnf ljk;yf cjlth;fnm ntub keywords (rk.xtdst ckjdf lkz cnhfybws) b description (jgbcfybt cnhfybws) ;tkfntkmyj eybrfkmys[ lkz rf;ljq cnhfybws Âfituj cfqnf.
-htubcnhfwbz d rfnfkjuf[.
Ïjvbvj njuj, xnj htubcnhfwb. d rfnfkjuf[ vj;yj jnytcnb b d hfphzl jgnbvbpfwbb, tt vj;yj dsltkbnm d jnltkmysq vtnjl ghjldb;tybz cfqnf. Âscjrjgjctoftvst cfqns, vjuen gjkexbnm c rfnfkjujd jrjkj 600 xtkjdtr t;tlytdyj.
Ítrjnjhst gjbcrjdst cbcntvs jnlf.n ghtlgjxntybt ntv cfqnfv, rjnjhst pfhtubcnhbhjdfys d rfnfkjuf[ cjjndtncnde.otq gjbcrjdjq cbcntvs. Äkz ßyltrcf- 'nj ßyltrc.Êfnfkju (http://catalog.yandex.ru), lkz Google- rfnfkju DMOZ (http://www.dmoz.org) b n.l.
-ljhdtq (Doorway)
Â[jlyst cnhfybws (ljhdtb) - 'nj cnfybws, cgtwbfkmyj jgnbvbpbhjdfyyst gjl rjyrhtnysq gjbcrjdsq pfghjc d rjyrhtnyjq gjbcrjdjq cbcntvt. Äfyys[ cnhfybw vj;tn ,snm jxtym vyjuj. Äkz rf;ljuj rk.xtdjuj ckjdf (ckjdjcjxtnfybz) b gjbcrjdbrf cdjz cnhfybwf.
2) Òhbflf: rfxtcndtyysq rjyntyn, elj,yfz yfdbufwbz, ghbznysq lbpfqy.
Êjyntyn cfqnf zdkztncz jlybv bp cfvs[ df;ys[ cjcnfdkz.ob[ hfcrhenrb cfqnf. Ñjukfcyj cnfnbcnbrt «Àrfltvbb Ábpytcf» (http://businessacademy.com.ru) gjctnbntkb cfqnf ghtlgjxbnf.n:
1. Àdnjhcrbt cnfnmb.
Âs,bhfz ntvfnbre cjplfdftvjuj cfqnf, fdnjh ghjtrnf jnlftn ghtlgjxntybt ntv ntvfv, d rjnjhs[ jy rjvgtntynty, rjnjhst tve bynthtcys b yt,tphfpkbxys. Ïjctnbntkm ;t d cdj. jxthtlm, pf[jlz yf Âfi cfqnf, ght;lt dctuj ;tkftn epyfnm vytybt fdnjhf, tuj gjpbwb. gj djghjcfv, hfccvfnhbdftvsv yf cnhfybwf[ cfqnf. Ñjtlbyzz 'nb ldf ;tkfybz djtlbyj, gjkexftv htitybb ghj,ktvs- yfgbcfybt cnfntq, d rjnjhs[ herjdjlbntkm cfqnf dshf;ftn cj,cndtyye. njxre phtybz, cj,cndtyysq dpukzl gj ntvt dt,-cfqnf.
2. Ïthdfz cnfnmz- dnjhjt kbwj cfqnf.
Ïthdjt kbwj cfqnf- pfukfdyfz cnhfybwf. Ýnj j,otbpdtcnyfz bcnbyf. Ânjhjt kbwj- gthdfz cnfnmz cfqnf. ß ghtlgjkfufk, xnj gjctnbntkz cfqnf bynthtcetn vfnthbfks, rjnjhst ,jktt tve bynthtcys b hfy;bhetn jy b[ cjukfcyj pfujkjdre cnfnmb, nfr rfr yf dt,-cfqnf[ d jcyjdyjv gjrfpsdftncz pfujkjdjr bkb htlrj pfujkjdjr b gthdsq f,pfw cnfnmb(jnc.lf rcnfnt b df;yjcnm pfujkjdrf lkz cnfnmb). Îlyfrj yt vfkjt pyfxtybt bvttn cfvfz gthdfz cnfnmz d hfpltkt Âfituj cfqnf. Âblbvj jcyjdsdfzcm yf dgtxfnktybt jn jlyjq-tlbycndtyyjq cnfnmb vyjubt bynthytnxbrb cjcnfdkz.n dgtxfnktybt j dct[ vfnthbfkf[ dt,-htcehcf. Òfr xnj 'aatrn gthdjq cnfnmb ytvfkjdf;ty.
3. Èpexfqnt vytybt k.ltq d jaakfqy.
Ïj ntvfv vyjub[ cfqnjd Ðeytnf dtlencz lbcreccbb gj TV, hflbj, d rybuf[, ;ehyfkf[ b ntvfnbxtcrb[ bplfybz[. Òtvfnbrf vjtuj cfqnf- ,bpytc. ß ghjltkfk cktleobq jgsn. Ïj ntktdbpjhe tcnm cgtwbfkmysq rfyfk «ÐÁÊ». Áskf ds,hfyf ntvf, j,ce;lftvfz yf ÐÁÊ b dspdfdifz yfb,jkmibq jnrkbr jn ntktphbntktq. Äfktt cnfnmz yf 'ne ntve ,skf hfpvtotyf yf cfqnt, gjpflb vyjub[ cnfntq. È xnj Âs levftnt. Ítcvjnhz yf nj, xnj lfyyfz cnfnmz yf[jlbkfcm yf yb;yb[ gjpbwbz[ rjkbxtcndj, ghjcvjnhjd ,skj yfvyjuj ,jkmit lf;t dsitcnjzob[. Êfr endth;lftn Ì. Ñvjkk d rybut «Êfr ltkfnm ltymub»: Ífqlb gjnht,yjcnm b eljdktndjhb tt. Òfr vs ,eltv ltkfnm nhfabr, eljdktndjhzz pfghjcs gjctnbntktq. Â jykfqyt epyfnm vytybt heytnjdwtd vj;yj c gjvjom. cke;, ßyltrc.Äbhtrnf b Ðfv,kth-Àccjwbfwbq. Èyajhvfwbz yf[jlbncz d cdj,jlyjv ljcnegt.
Âct dsitbpkj;tyyjt jcyjdfyj yf cnfnbcnbrt cfqnf «Àrfltvbz Ábpytcf». (http://businessacademy.com.ru)
Ólj,yfz yfdbufwbz- 'nj nj;t afrnjh, rjnjhsq ghtljghtltkztn jnyjitybt gjctnbntkz r Âfv b Âfitve cfqne. Áke;lfz gj Âfitve cfqne, pf[jlz d gjlhfpltks, xtkjdtr vj;tn pfgenfnmcz ult jy ctqxfc, d rfrjv hfpltkt, tckb ytn ljk;yjq yfdbufwbb. È e ytuj chf,fnsdftn htaktrc: Åckb dt,vfcnth yt gjpf,jnbkcz j vjtv elj,cndt, nj gjxtve z ljk;ty vexbnmcz b dsbcrbdfnm d rfrjv ;t z hfpltkt. Âtlm ceotcndetn cjnyz lheub[ cfqnjd, rjnjhst elj,ytt b levf.n j cdjb[ gjctnbntkz[. Ýnj b tcnm rjyrehtywbz, d rjnjhjq ds;bdftn njn, rnj ,jktt ghbcgjcj,bkcz. Ífb,jktt frnefkmyfz 'nf ghj,ktvf lkz rjvvthxtcrb[ cfqnjd, rjnjhst nthz.n vbkkbjys ghtyt,htufz 'nb ghbywbgjv usability (elj,cndj bcgjkmpjdfybz).
Ñjukfcyj lfyysv Forrester Research b Gartner Group, rjvvthxtcrbt cfqns nthz.n 1,1- 1,3 vbkkbfhlf ljkkfhjd d ujl bp-pf njuj, xnj rkbtyns e[jlzn c cfqnjd, nfr b yt lj;lfdibcm b[ pfuheprb.
3) Ñjplfybt b dtltybz cj,cndtyyjq hfccskrb, e-mail vfhrtnbyu.
Ñj,cndtyyfz hfccskrf- 'nf cnf,bkmysq nhfabr.
Ñj,cndtyyfz hfccskrf- gjcnjzyysq rheu rkbtynjd.
Ñj,cndtyyfz hfccskrf- 'nj ,tcgkfnysq b kturbq cgjcj, ljytcnb byajhvfwb. lj ,jkmijuj rjkbxtcndf gjntywbfkmys[ rkbtynjd.
Âctuj kbim 'nb nhb geyrnf ghtbveotcnd ljrfpsdf.n ytj,[jlbvjcnm cjplfybz hfccskrb.
Ïhjcnjq ghbvth. Ó Âfc tcnm cfqn gjctoftvjcnm. 300 xtkjdtr d ltym, f hfccskrf 3 000 xtkjdtr. ×nj,s ljytcnb byajhvfwb. lj 3 000 xtkjdtr ljk;yj ghjqnb 10 lytq. Â ckexft ;t c hfccskrjq 'nj pfvtn dctuj kbim 5 vbyen.
Å-mai1 vfhrtnbyu - 'nj ghjldb;tybt ghjlerwbb bkb eckeu gjchtlcndjv 'ktrnhjyyjq gjxns. Èycnhevtyns e-mail-vfhrtnbyuf:
Ñgbcrb hfccskrb (mailing lists, "opt-in" E-mail marketing)
Äbcreccbjyyst kbcns (discussions lists)
Êjyathtyw
Ât,-rjyathtywbbbb Usenet (uheggs yjdjcntq)
E-mail fdnjjndtnxbrb (autoresponders, infobot).
Ïj lfyysv yf 2001 ujl, vtytl;ths cdsit 60% rjvvthxtcrb[ rjvgfybq d ÑØÀ gjkfuf.n, xnj j,]tvs b[ ghjlf; ceotcndtyyj djphjckb, ,kfujlfhz bcgjkmpjdfyb. e-mail-vfhrtnbyuf. Ê nfrjve dsdjle d [jlt bccktljdfybz ghbikb 'rcgthns Àccjwbfwbb ghzvjuj vfhrtnbyuf (Direct Marketing Association - DMA). Ñjukfcyj ghjdtltyysv jghjcfv, d catht ghtlghbznbq chtlytuj ,bpytcf ghbvtytybt bycnhevtynjd e-mail-vfhrtnbyuf gjpdjkbkj edtkbxbnm ghjlf;b yf 59,8%. Êhegyst rjhgjhfwbb, d chtlytv, pfabrcbhjdfkb, 47,1% hjcnf dshexrb, d nj dhtvz rfr ghjlf;b vfks[ rjvgfybq djphjckb yf 42,6%.
Ïj ckjdfv 63% ghbyzdib[ exfcnbt d bccktljdfybb vtytl;thjd, 'ktrnhjyyst gjxnjdst hfccskrb jrfpfkbcm cfvsv 'aatrnbdysv htrkfvysv bycnhevtynjv b[ rjvgfybb d ntxtybt ghjitlituj ujlf, d nj dhtvz rfr 37% jnvtnbkb tuj 'aatrnbdyjcnm yfhzle c lheubvb bycnhevtynfvb.
Ñjukfcyj ghjuyjpfv fyfkbnbrjd Jupiter Research, r 2004 u. gjxnjdst htrkfvyst rfvgfybb ljk;ys ,skb cjcnfdbnm 15% chtlcnd, dkj;tyys[ d jy-kfqyjde. htrkfve (d chfdytybb c 3% d 2001 ujle). Åt ghbvtytybt, ytcjvytyyj, dkbztn b yf jnlfxe jn htrkfvs, rjnjhfz ctqxfc yf[jlbncz d uhfybwf[ jn 1% lj 30%.
4) Âbhecysq vfhrtnbyu.
Âbhecysq vfhrtnbyu - 'nj rfvgfybz, htpekmnfnjv rjnjhjq zdkztncz gjcnjzyyjt hfcghjcnhfytybt dfitq byajhvfwbb . Âfib ccskrb ,elen hfcghjcnhfyznmcz d utjvtnhbxtcrjq ghjuhtccbb gj dctq ctnb. Ífb,jktt bpdtcnysv b xfcnjbcgjkmpetvsv d Ðeytnt- zdkztncz dbhecysq vfhrtnbyu c gjvjom. ,tcgkfnys[ 'ktrnhjyys[ rybu. Òfr;t dbhecysq vfhrtnbyu vj;yj cjplfnm c gjvjom.:
-gfhnythcrb[ ghjuhfvv;
-rjyrehcjd;
-,tcgkfnys[ djcnht,jdfyys[ ghjuhfvv;
-…
5) Ðfccskrf cjj,otybq yf ljcrb j,]zdktybq.
Ýnjn vtnjl htrkfvs z cxbnf. jlybv bp vfkj'aatrnbdys[. Ðtrjvtyletncz bcgjkmpjdfnm tuj yjdsv cfqnjv, nfr rfr 'nj gjdscbnm Âfv ÈÖ, xnj d cdj. jxthtlm j,ktuxbn j,vty ccskrfvb c lheubvb cfqnfvb. Òfr;t hfccskrf cjj,otybq yf ljcrb j,]zdktybq lftn ghtbveotcndj d gjbcrjdbrf[, gjnjve xnj ghb jghtltktyys[ pfghjcf[ gjbcrjdbrb dslf.n d htpekmnfnt gjbcrf cnhfybws ljcjr j,]zdktybq; yt,jkmijq nhfabr d ntxtybt 1-2 ytltkm c vjvtynf hfccskrb.
6) Ôfqks gjlgbcb, j,otybt yf ajhevf[, xfnf[, rjyathtywbz[, lbcreccbjyys[ kbcnf[.
Ôfqk gjlgbcb - 'nj cgjcj, ddtltybz ljgjkybntkmyjq byajhvfwbb d bc[jlzobt cjj,otybz 'ktrnhjyyjq gjxns.
Ôfqks gjlgbcb lf.n nhfabr kbim ghb lde[ j,cnjzntkmcndf[:
1- gjctoftvsq htcehc (xfot dctuj ajhev)
2- pfvfyxbdj cjcnfdktyysq afqk gjlgbcb.
Ôfqks gjlgbcb cktletn gjcnfdbnm:
- d gjxnjdjv rkbtynt;
- yf ajhevf[ ghb j,otybb;
- ghb hfpkbxys[ gbcmvtyys[ rjycekmnfwbz[.
Ïjlhj,ytt j,j dctv 'njv d jnltkmyjq cnfnmt.
7) Ïe,kbrfwbz fdnjhcrb[ cnfntq yf lhe;tcndtyys[ cfqnf[ b d hfccskrf[, jge,kbrjdfybt ghtcc-htkbpjd.
Ïhbvth ge,kbrfwbb cnfnmb e gfhnythf Âs yf,k.lftnt ghzvj ctqxfc. Ýnj jlby bp cfvs[ kturb[ vtnjljd htrkfvs. Íe;yj dctuj kbim ljujdjhbnmcz c gfhnythjv b dsckfnm ntrcn cnfnmb. Ýnj pfqvtn jrjkj 10 vbyen. Î, jlyjpyfxyjv 'aatrnt ujdjhbnm nhelyj, jlyfrj ddble vfkjpfnhfnyjcnb dhtvtyb 'njn dbl htrkfvs vj;yj cjdvtofnm c jcyjdysvb, ,jktt ceotcndtyysvb.
8) Ñjdvtcnyst ghjtrns c hfcrhextyysvb cfqnfvb.
Äfyysq vtnjl ghjldb;tybz htcehcf d Ñtnb [jhji ntv, xnj Âs pfhexftntcm gjllth;rjq e;t hfcrhextyyjuj, ,jktt fdnjhbntnyjuj ghjtrnf b, cjplfdfz cjdvtcnysq ghjtrn, Âs jlyjdhtvtyyj ,eltnt hfcrhexbdfnm cfv ghjtrn b Âfi cfqn. Òz;,f hfcrhenrb kz;tn yf Âfituj gfhnythf, gj'njve Âs ljk;ys vfrcbvfkmyj dytcnb cdjt d Âfi cjdvtcnysq ghjtrn.
Íf 'njv vtnjls ,tcgkfnyjq htrkfvs pfrfyxbdf.ncz. Âct yb;tbpkj;tyyst vtnjls ye;lf.ncz d abyfycbhjdfybb:
1) Êjyntrcnyfz htrkfvf;
2) Áfyythyfz htrkfvf;
3) Ðtrkfvf d jaakfqyt.
Êjyntrcnyfz htrkfvf — 'nj gjrfp ntrcnjds[ htrkfvys[ ,kjrjd b ,fyythjd yf hfpkbxys[ gkjoflrf[ Èynthytnf (gjbcrjdst cbcntvs, rfnfkjub, gjhnfks). Ýnb ,kjrb ghbdzpfys r jghtltktyysv rk.xtdsv ckjdfv b ckjdjcjxtnfybzv. Ífghbvth, d gjbcrjds[ cbcntvf[ ghb ddjlt jghtltktyyjq ahfps, gjvbvj j,sxys[ htpekmnfnjd, vs dblbv htrkfvyst j,]zdktybz. Ýnj b tcnm rjyntrcnyfz htrkfvf.
Êjyntrcnyfz htrkfvf- yfb,jktt gjktpysq b 'aatrnbdysq vtnjl ghbdktxtybz wtktdjq felbnjhbb. Ðtrkfvjlfntkb gkfnzn yt pf gjrfps, f pf htfkmys[ gjctnbntktq ghb ljdjkmyj ybprjq wtyt. Ýnj jnkbxftn rjyntrcnye. htrkfve jn ,fyythyjq. Òfr;t rjyntrcnyfz htrkfvf jnkbxftncz ntv, xnj htrkfvysq j,]zdktybz gjrfpsdf.n njve gjctnbntk., rjnjhsq d 'njv ltqcndbntkmyj pfbynthtcjdfy.
Ðtrkfvf d jaakfqy- 'nj j,]zdktybz d ufptne, yf ljcrb j,]zdktybq b hfplfxf kbcnjdjr. Âct ljdjkmyj ghjcnj b gjyznyj.
Ènfr, vs dszdbkb 8 cgjcj,jd ,tcgkfnyjq htrkfvs cfqnf b 3 gkfnys[. Íf xnj ltkfnm egjh ds,bhfnm Âfv. ß vjue kbim gjcjdtnjdfnm gj cdjtve jgsne, xnj cnjbn eltkbnm dybvfybt gjbcrjdjq jgnbvbpfwbb, j,otyb. yf ajhevf[ c afqkjv gjlgbcb, cjdvtcnysv ghjtrnfv c hfcrhextyysvb cfqnfvb b lkz rjvvthxtcrb[ cfqnjd rjyntrcnye. htrkfve.
*Äfyyfz cnfnmz zdkztncz yfxfkjv ge,kbrfwbq wbrkf cnfntq j hfcrhenrt cfqnf
