Three key cores of new media marketing promotion plan!

All things are difficult at the beginning. What is the purpose of the promotion plan?

We always have a certain purpose before doing anything, and the same is true when making a plan. So after we know what a product promotion plan is, we need to clarify the core purpose of the promotion plan. Understanding the core purpose can help us avoid going astray when thinking about how to write a promotion plan.

1. In the initial stage of product creation: The purpose is to solve the problems of operational objectives and operational strategy direction, as well as the system preparation, personnel preparation, business model and operation stage discussions required to match the objectives and strategic direction.

2. During the product development stage: The purpose is to determine the operational objectives and necessary operational preparations within a relatively short period of time. At the same time, it is necessary to review the previous business model and verification results, and make subsequent recommendations on how to make adjustments.

3. During the product maturity stage: the purpose is to decompose the operational design and plans at each time point, arrange the research on competing product operational strategies and the management of market dynamics.

4. During the product decline phase: The purpose is to develop operational exit steps, timing, and subsequent placement work.

A good promotion plan requires attention to three key points!

Now we know what a promotion plan is and what the purpose of writing one is, so we should start writing one.

The first key: goal setting! There is no work without goals!

All work needs to start with a goal, and marketing work is no exception. If we don’t have a clear and definite goal, we won’t know whether we have done a good job after the work is completed. Or messed up? Therefore, the first step in the marketing promotion process is to determine a clear and reasonable goal.

So what is clear and reasonable? Let’s take the example of writing content marketing articles on Zhihu. We will start with “clarity” and then talk about the “reasonableness” part.

Clarity: Clarity simply means quantifiable. So for Zhihu's content marketing articles, obtaining stable traffic on Zhihu is not a clear goal, but improving the ranking of a content marketing article to the top 3 within 30 days is.

Reasonable: The second is reasonable. Reasonable means that all existing resources and industry levels are taken into consideration and the proposed goals are achievable but have some challenges. For example, if the number one article you chose has more than 1,000 likes, it is unreasonable for you to surpass it within a week, unless you go to Taobao; if your goal is to rank in the top 30 within a week, and the total number of answers to this question is only 31, this is obviously unreasonable. Specifically for our content marketing articles, we set the goal to achieve the top three comprehensive ranking of articles within 30 days. According to past data, we have reached the top four within a month. So if we choose the right topics and channels, this goal is achievable and slightly challenging, so this goal is reasonable.

The second key: strategy, what is your approach?

Now you are clear about our goals, but when making a promotion and marketing plan, it is not enough to just propose goals. We also need an executable strategy to achieve our goals by formulating reasonable strategies.

So what kind of strategy is reasonable? This requires us to analyze our users, channels, and content topics. We will first talk about users, then channels, and finally content topics.

Users: When we determine the user group, we often need to analyze the product first. The user group of the product to be promoted is the same as the group that our content marketing articles target. Through analyzing the products we want to promote, we found that the users of our products are mainly new media practitioners with 0-3 years of experience. Therefore, in the content marketing part, we also need to position our users as new media practitioners with 0-3 years of experience.

Channels: After talking about users, let’s talk about channels. When we do content marketing on Zhihu, our main channel is Zhihu. The remaining channels are to guide people to Zhihu and give likes to Zhihu’s content marketing articles.

There are three things to keep in mind when choosing a topic:

One is the number of views and people who follow the question, and the other is the number of likes from people who have answered the question. When choosing, you should first choose answers to questions that are viewed by more people, with more than 50,000 people viewing them and more than 1,000 people following them. At the same time, after confirming the topic, you should constantly monitor the number of daily views and choose the one with the largest daily change in the number of views as the topic. When paying attention to the number of likes for answered questions, you can ignore the top two and directly look at the number of likes for 3-5. If they don't have many likes, 100 likes or so, then they can be used as topics.

The third key: execution. No matter how good a plan is, it is useless without execution.

Strategy is just a general direction for us. Once we know our general direction, we need to determine the more detailed parts to facilitate the execution of our plan, and this part is called execution. When it comes to executing this part specifically in content marketing, we will talk about four aspects: topic selection, content creation, channel release, and optimization.

Execution is also a difficult topic. We all have ideas, but we lack execution!

Brother Zhongyuan summarizes: For marketing, the plan is a problem that needs to be thought through, and marketing is something that needs to be done. I hope we can do things right to ultimately achieve our goals!

Author: Tool Community