Strategies for developing a brand marketing plan!

As the year draws to a close, major brands have just concluded their Double 12 promotions and have turned around to continue preparing for marketing activities such as the "Double Holidays" and "New Year's Goods Festival". "Festival" is a super IP that carries huge traffic in itself, and festival marketing has become a necessary promotional strategy for major brands.

In fact, event operations run through the entire operational workflow of merchants. Whether it is to attract user attention, enhance user stickiness, or improve conversion and repurchase, marketing activities are one of the very common operational methods.

The big promotion event is a huge systematic project that requires the full mobilization of company resources and the integration of operations and marketing. From preparation, accumulation of water, building momentum, to warm-up, special events, climax, and then to return to the event for review, each link requires close cooperation among all departments.

With the help of the festival's "east wind", creating a successful marketing campaign can efficiently link "people, goods, and places", which can not only effectively help merchants achieve new user acquisition, retention and conversion, and continuous repurchase, but also convey the brand's core value and enhance brand influence. This article will rely on the brand merchants' private domain promotion carrier to explain the operation of the promotion activities:

• How to build a global traffic matrix
• How to formulate a marketing blasting plan
• How to build personalized content to accurately reach consumers
• How to use private domain fission gameplay to achieve user growth

In this way, we can help merchants quickly master practical experience in community operations for holiday promotions and achieve further improvement in year-end performance.

1. How to build a global traffic diversion system

During every holiday promotion, brands will prepare abundant marketing resources in the hope of generating buzz and attracting consumers. But this will also bring many problems: first, marketing resources are numerous and complex, and it is difficult to allocate them reasonably and efficiently to multiple communication touchpoints, resulting in waste of resources; second, when facing public domain traffic, there is a lack of personalized content customization, resulting in poor activity drainage effect.

So, how can brand merchants make good use of global resources and marketing scenarios to accumulate momentum before big sales? How to clearly understand consumers’ needs and pain points? How to build personalized content to accurately reach consumers?

Usually, the customer acquisition methods commonly used by brand merchants may tend to be simple content delivery or paid advertising. This type of delivery is slow and the results are unlikely to satisfy the merchants. Therefore, how to conduct low-cost, high-efficiency and high-profit traffic diversion across the entire network has become a difficult problem that merchants urgently need to solve.

Therefore, building a global traffic system becomes a key step in attracting traffic and acquiring customers. Before building an omni-media traffic system, merchants need to be familiar with the common traffic matrices in the current market, which mainly include the following categories:

1. Self-media section: including Tencent, Baidu, Alibaba, Byte, forum, script, fission, blog, etc.
2. Other sections: including document library traffic, site group traffic and question-and-answer traffic, such as Baidu Wenku, Zhihu and other platforms.
3. Business section: includes IP traffic, as well as KOL and KOC traffic.

So, how should businesses build an omni-media traffic matrix? How can we build personalized content to accurately reach consumers?

1. Clarify the three key points of all-media operations

Based on the commonly used traffic matrix, brand merchants need to clarify three key points when building an all-media traffic matrix:

(1) Clarify operational objectives

For example: a brand requires no less than 1 million exposures per day and guarantees PV value, etc.

(2) Planning content selection

First, the main body of the content needs to revolve around customer needs. Secondly, the content composition can be a combination of product or brand content and hot content. Finally, the content format can be enriched, not only based on text, but also in the form of video, audio, picture and other forms.

(3) Implement standardized SOPs

Businesses need to ensure clear division of labor and assign responsibilities to individuals. Based on effective topics, content is produced rhythmically and replicable batch operations are formed.

2. Learn how to discover user needs

When building an omni-media traffic matrix, brands need to explore user needs in advance to help produce personalized content. Here, we summarize 3 methods that can help merchants tap into user needs:

(1) Industry data analysis

Traders need to understand the entire industry data and complete segmented industry data analysis. By using third-party marketing data tools and entering relevant industry terms, you can view the current basic situation of the industry and quickly understand consumer pain points and needs.

(2) Establish a long-tail vocabulary

Traders need to combine industry data analysis results, sort out data, and establish a brand long-tail vocabulary library. Disassemble and analyze long-tail keywords, understand consumer demand, and clarify the direction of content creation.

(3) Mining and outputting content

Produce content in a targeted manner based on industry needs and pain points. Explore customer needs based on long-tail keywords, organize the needs, and then produce content in a targeted manner.

3. Build by platform

In the above, we have introduced and listed the common traffic matrices in the current market. Therefore, when building a traffic generation system, merchants also need to focus on the self-media section, other sections and business section.

(1) Construction of self-media section

First, merchants can select platforms where brand target users gather more on common self-media platforms to complete account creation and configuration. Use the tool vocabulary to find user needs and produce content based on those needs.

The core data that need to be focused on here mainly include: number of account followers, content reading volume, etc.

(2) Construction of other sections

①Library flow

When registering an account on a library platform, there is a restriction that “you cannot leave WeChat and other information.” Therefore, to ensure exposure, the account name must be consistent with the brand; secondly, in terms of content, the pictures and texts that have been published on the brand’s official account can be converted into PDF, WORD, PPT and other formats for upload; finally, the frequency and frequency of publication must be guaranteed. According to practical operational experience, keyword search traffic will generally increase significantly after 7 consecutive days of release.

②Site group traffic

Site group traffic diversion refers to obtaining search traffic from platforms such as Baidu. Merchants can use the three elements of third-party tools, servers, and domain names to generate a large number of blog-type websites in a short period of time, and update the websites with a large number of long-tail words, pictures and texts related to brand products, thereby obtaining free SEO search traffic from the search platform.

③ Question and answer traffic

Question and answer traffic actually utilizes the long-tail effect to help brands obtain long-term accurate traffic, increase brand exposure, and ultimately direct traffic to the private domain pool to complete conversion. Merchants create accounts on question-and-answer platforms, which can be roughly divided into three categories:

• Institutional Q&A number, mainly in video format
• Personal account, mainly in the form of picture and text sharing
• Expert number, mainly in the form of expert Q&A

The weight of operational work allocation for the three types of accounts increases gradually, and requires continuous iteration without interruption. Based on practical operation experience, in order to ensure content quality, two operators can operate up to six groups of accounts.

(3) Construction of business section

Business traffic mainly refers to the brand’s own IP traffic, KOL and KOC traffic. First of all, merchants need to clarify the purpose of this business cooperation, whether it is to attract traffic, bring goods, or promote products; then, merchants can look for KOC and KOL data on third-party data platforms, screen suitable KOL and KOC according to their own brand positioning, make a list of potential partners, complete business docking one by one, and finally reach a cooperation.

2. How to formulate a private domain marketing blasting plan

From traffic to retention, from attracting new customers to promoting activation, when facing holiday promotions, various brands and merchants have also turned their attention to existing users. User retention and conversion promotion after acquiring new customers has become another topic that brands need to think about.

In the era of the "decentralized" big business concept, private domain has become a consensus among more and more brand merchants to achieve new growth when the traffic dividend has peaked. How can we take advantage of the holiday promotion to create a precise and efficient "explosive" marketing campaign targeting users in the private domain?

1. Planning: Design a combination strategy based on the "traffic formula"

The foundation of marketing activities is users (traffic), and the planning of marketing activities also needs to be designed in a refined manner based on the "traffic formula".

The traffic in promotional activities mainly comes from public domain traffic and private domain traffic. Merchants with stores should regard their stores as an important part of holiday promotions and traffic generation during big sales events. The brand’s private traffic comes from the brand’s own membership system, shopping guide friends and numerous communities.

After sorting out the traffic of all scenarios in the private domain, you can design advanced combination strategies according to the "traffic formula" and the rhythm of the big promotion:

2. Preheating: Group buying preheating link process

First of all, at the launch stage of the event, brand merchants not only need to synchronize the event content and time with all operating personnel, and mobilize the shopping guide and promotion atmosphere through publicity, but also need to clarify the purpose of group buying preheating: to expand the user base, lay the foundation for event links, and stimulate customer participation.

Secondly, the "bait" design in group buying will also affect the final effect of fission. Merchants can consider it from two dimensions: designing group buying combination gift packages and increasing the added value of activities.

Finally, the event poster is the "bait", which is one of the main ways to present the key benefits of the event. The poster should present all the contents including the main title, subtitle, trust endorsement, content outline, user guide and conversion entrance. After the operation team prepares the materials, they are distributed to corresponding shopping guides according to different customer types, and the shopping guides then distribute them to various channels and scenarios, so as to display "exclusive" event content to users. The operations team can also monitor whether the promotion and distribution of shopping guide materials are in place based on post-data feedback.

In addition, for different customer types and different communication scenarios, shopping guides should use targeted communication language. For example: scripts for regular customers/ordinary customers/new customers, scripts for unresponsive customers, scripts for guiding forwarding, scripts for post-group buying, etc. The operation team needs to formulate a unified script and then distribute it to each shopping guide.

3. Promoting activation: activity communities and secondary fission

Brands can set up a new batch of flash mob groups exclusively for big promotional activities, and use the flash mob format to carry out the next round of big promotional marketing. One of the important indicators for establishing such flash mobs is community stratification. Establishing exclusive communities based on different types of customers will help businesses implement operational methods in a targeted manner.

In an established activity community, merchants can set up marketing methods such as red envelopes, raffles, points and support to create activities, so as to achieve secondary fission of users within the community.

(1) Activity examples

Suppose a merchant sets up a "activity password" marketing campaign in the community

(2) Fission path design

User completes the activity - Contact the administrator to receive the activity password - Enter the password on the mini program lottery page - Complete the activity

(3) Fission Execution Planning

1. Invite three friends to join the group and get an "activity password"
2. Share the message to your friends and take a screenshot every day to get an "activity password"
3. After completing the group purchase activity, group members and group leaders will each receive an "activity password"
4. One "activity password" can participate in one lucky draw

(4) Event Highlights

1. By receiving "activity codes" multiple times, the connection with customers will gradually change from merchant-initiated to consumer-initiated, thereby achieving a continuous deepening of the relationship.
2. You only need a "password" to participate in the lottery, and the threshold for participation in the event is low. At the same time, the lottery prizes are used to attract consumers to participate, and ultimately complete the fission action.

4. Trigger: Design a live broadcast event atmosphere to increase product sales

Once a brand has accumulated a certain amount of users in the private domain, it can choose to ignite the holiday promotion atmosphere through private domain live broadcast. In a high-conversion live broadcast, we should pay attention to the three core nodes of live broadcast preparation, formal broadcast and live broadcast ending, and adopt corresponding execution strategies.

The preparation work before live broadcast includes live broadcast planning and target analysis. After determining the anchor and selecting products, the brand should break down the live broadcast goals in detail and transform them into quantifiable indicators, such as: live broadcast duration, number of viewers, ordering users, average customer unit and total volume. Then, the brand can design focus points based on the indicators, such as guiding users in the community to make live broadcast appointments and invite friends to join the community to receive benefits, thereby creating a live broadcast atmosphere. Finally, we should also focus on bringing shopping guides and store traffic into the live broadcast room.

During the official live broadcast, the anchor must present the product in a three-dimensional manner through important steps such as "building trust, describing pain points, explaining selling points, and describing the user experience", and use combination sales and other methods to improve conversions and profits. At the same time, the live broadcast team provides background support such as product settings, coupon push, live broadcast lottery and comment replies. It is also necessary to simultaneously mobilize the live broadcast atmosphere within the community, and regularly send group messages with exciting content from the live broadcast room to attract more users to join the group.

After the live broadcast, the team should promptly extend the content of the live broadcast room and provide welfare guidance within the community to prepare for the big promotion return event. At the same time, live broadcast data is collected and analyzed. If offline stores are involved in traffic diversion, it is also necessary to collect the sales contribution of each store, dig deep into the data of each shopping guide and set up a reasonable reward and punishment mechanism.

3. All marketing activities need to be carefully designed

Attracting new customers is the top priority for all brand merchants to achieve sustainable performance growth. In the era of omni-channel marketing, it is imperative to build an omni-media traffic pool based on the overall perspective of public and private domains.

By building an omni-media traffic system, utilizing an omni-channel, all-touchpoint layout, integrating online and offline consumer assets, and establishing an efficient and accurate full-link, we can continuously enhance brand exposure and direct traffic to the brand's private domain.

Then, we can create a precise and efficient "explosive" marketing campaign for users in the private domain, and greatly improve the performance of the private domain through refined operations, and ultimately help merchants perfectly build the "last mile" of private domain marketing!

Author: Xiao Y's Operation Notes

Source: Xiao Y's Operation Notes