7 essential skills for operations - marketing promotion steps!
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A correct marketing promotion process Marketing promotion is a section that operators will inevitably come into contact with. I believe that many operators now start with a promotion operation, such as posting on Weibo every day, doing Baidu Q&A, Zhihu, Baidu Encyclopedia , and other so-called SEO operations, as well as advertising on alliances such as Baidu and 360. Although these tasks seem small, they account for a large proportion of the entire marketing work of the product. When I first entered the operations industry, I also started with new media operations (biased towards search engine optimization and other work). I was quite confused at that time, and operations were also a wild growth process for us at that time. There was no one to teach me or guide me, so I had to just go ahead and do it. I slowly summarized the tricks and found that some of the insider methods were also achieved step by step. So, as a friend who has just entered the operations industry, how can you carry out these early promotion work in a regular and rhythmic manner through these small things? As someone who has been through this, here are some tips for you so that you won’t be so confused on your current promotion journey! Straight to the point : a correct marketing promotion process Let me try to describe it. Most of the operators now do operations and promotions in this way. The first thing they do when they come to the company every day is to open the computer to create content, and then put it on various channels , including free and paid ones. Although there is nothing wrong with doing things this way, but everyone does not know the content after they put it out, that is, the effect of search engine optimization is unknown, and whether the channels they put it on are suitable for their desired target audience. The direct result is that they don’t know how effective the optimization is and which channel is better? Without intuitive data to show which channel is not good, it is impossible to optimize the delivery channel. The correct operation and promotion process should be like this: clarify goals - identify users - create content - select channels - monitor data - adjust and optimize. 1. Clarify the goals First of all, when we do operations and promotions, we must first be very clear about the stage our product is in. Generally speaking, the stages of a product are nothing more than: product initial stage - product growth stage - product stability stage - product decline stage. The specific operation strategies for each stage are different. In my article "The Macro and Micro World of Operations", I mentioned that the operation methods for each stage are different. Friends who are interested can check it out. For example, when our product is in its early stages, the so-called seed user promotion period, the app has just been launched and the market is basically blank, with no entries, no Weibo posts, no user discussion topics, and no news. As for the app itself, the app has just been developed and has only been simply tested. The quality is not very high. It has not undergone complete testing on a large scale and multiple models. There may still be some quality issues. At the same time, many functions of the app are still relatively basic. It is just a beta version, and the interface is relatively simple and rough. There is no mention of external channels, so there is basically no information on promotion. The promotion period at this time is mainly the seed user period. The promotion target is to have a part of primary users. The target of primary users can be set at 10,000-100,000. When the number of users reaches this scale, it basically takes three months. During these three months, the usability of the software, functional problems, adaptation problems, and user feedback will allow an operator to see which aspects of the app have more problems and need improvement. The main task of the promoters during these three months is to create an encyclopedia entry and an official Weibo account. The official Weibo account must be established first. At the same time, they can go to four or five medium-sized channels to check the download volume and user comments. At the same time, they can cooperate with the product manager to collect various feedback from users, find out the problems with the product, accelerate the update and upgrade of the product, and make the functions and quality more perfect. 2. Identify the users. We all know that the products produced are to solve certain problems of certain users, so your products are for certain groups of people. Therefore, the more thoroughly you analyze this issue before promotion, the more accurate the core objectives of the product will be. The more it helps in promoting your products. When analyzing the target population, we generally locate the target user group based on age, income, education level, and region. For example, we can divide users into: Common user characteristics: age, gender, date of birth, income, occupation, place of residence, interests and hobbies, personality traits, etc. User skills: Proficient in computer work, strong foreign language skills Product-related characteristics: a. E-commerce : shopping habits, annual consumption budget, etc. Dating: Single or not, mate selection criteria Games : Do you like 3D games? Do you have experience with similar games? For example, we know that Jianshu 's target audience is mainly college students and new white-collar workers in the workplace, while Xiaohongshu 's user base is mainly users in first-tier cities, most of whom are students and white-collar workers, and women account for 70% to 80%. In this way, you won’t be blind in choosing channels, but can place them more accurately in some channels and acquire more accurate users. 3. After having clear goals and users, it is natural to move on to content production. However, what needs to be said here is that when we are producing content, we must remember not to fill it in by cramming. Although this can achieve a certain degree of content optimization, it is still a long way from truly bringing about conversions . Many of us compile content by ourselves, which is a reflection of low efficiency. When we produce content, we need a team to summarize information from all aspects when making a product. Each person should be assigned a specific position, and everyone should be able to maximize their potential, and you also need to have strong project management capabilities. Because a person with project management skills at least knows how to control the project progress, who to communicate with and what to communicate about. To be honest, these skills are a powerful weapon in any project-based position. You also need to understand the principles of SEO. Here, the editor does not need to be able to do SEO projects, just understand some of the principles. Because editors have to deal with content, that means they have to be companions with keywords day and night, right? An editor with SEO concepts knows when, where and in what form to reflect this element, so as to find a balance between search engines and readers. Awareness is very important, and the quality of operation is just a matter of the number of projects done. As a social media participant, I feel that a good editor is not someone who is not playful or social . He should be following the trend and know what the virtual world looks like and how to live in it. Because the most feared thing about current content marketing is that the content is stiff and boring. If you understand various social tools and participate in it, then you will not be out of date. What you write can better show interest and be well accepted by people around you. 4. Choose channels. With the development of the Internet, there are countless promotion channels that have emerged. I believe that many friends who are engaged in operation and promotion have also read a lot of Zhihu, Baidu and other channel summaries, so I will not go into too much detail here. What I want to say is: the channel chosen determines the effect of communication. What story to tell and how to present it to achieve the best communication effect are particularly important in terms of channel selection. For example, when it comes to interviews with company founders, we may prefer media with high industry and traditional media weight, which is conducive to promoting widespread dissemination. When it comes to product announcements, we prefer new media related to technology, which can attract more rapid attention within the industry; and when it comes to news related to topical events, we prefer large portal websites, such as Weibo. In the field of self-media , the strengths vary greatly. It is a good choice to choose self-media with neutral views and strong voices. However, the cost is not the most cost-effective for startups . As for television media, choosing the right programs that match your potential users is a way to quickly achieve explosive growth for your product. 5. Data monitoring Before promotion, you need to have detailed records of various user data. You can't be lazy about this. So how do we record these useful data? The key is to be distinguishable, traceable and recordable! What tools are available to us? Tool 1: Channel Package Applicable to Android platform and jailbreak channels. Different channel labels (channel packages) are used according to different promotion channels. Each channel package tracks downloads, activations, conversions, and deep engagement (purchases, recharges, etc.) Tool 2: Links There is no way to differentiate based on channels on the iOS platform. Then set up different links. If the APP itself is embedded with Talkingdata or Umeng SDK, you will have a secret weapon at this time. Umeng Track or TD Ad Tracking short link can help you track the clicks, activations, retention , etc. brought by each channel. Note: The APP needs to be embedded with Umeng and TD SDK in advance. TD's SDK is said to be more accurate. Tool 3: QR Code When placing QR codes in offline advertisements, don’t be stupid and use the App Store link directly as the QR code link. Remember to use a short link. If you don’t have a partner who can generate a short link backend, I recommend two tools: Baidu Statistics. You can see the PV/UV of each short chain every day. 6. Adjustment and optimization After getting the data report, we can see at a glance which channel our users mainly come from and which channel has higher user quality. The next thing we need to do is to optimize these channels. Let’s take a heat map as an example. First of all, it should be made clear that the heat map is not a tool, but a system. It is an organic collection of multiple tools that perform different functions. If you think that heatmaps are just a tool to see where people click more or less, you are underestimating them. Since it is a system, the heat map certainly has its own relevant key indicators. Some you know, some you may not. The first type of key indicators are used to indicate people's click behavior. However, since people's clicking behavior is quite random, clicks can be divided into three categories: link clicks, non-link interaction clicks, and blank clicks. Link click, very simply, is a click on an actual http link. Non-link interactive clicks are those that can also be clicked but are not http links, such as JavaScript interactions and flash interactions. A blank click refers to a click that occurs in a place where there is no link or interaction, that is, a click that "clicks on a white dot". Different from the PV commonly used in our website analysis, the metric of click behavior measured by the heat map is the number of clicks. However, since some tools do not directly monitor mouse click behavior, the number of clicks they indicate in the heat map is not actually the number of clicks, but the number of PVs of new pages opened after clicking the link. Our most commonly used tool, Google Analytics, draws heat maps this way, which is why heat maps using it are quite inaccurate. A good heatmap tool should measure real clicks, that is, not just link clicks, but also non-link interaction clicks and blank clicks. And the number of pageviews of the new page opened after the click cannot be used to replace the number of clicks. The second key metric is how people browse the page. Since a web page usually takes up more than one screen (that is, the entire web page cannot be displayed on one monitor screen), people have to scroll down the web page to view the entire content. Heatmap systems should record how people scroll through the page, which is an important part of browsing behavior. In addition, the heat map system should also show which part of the web page is displayed on the screen longer, thus helping us understand which part of the page is viewed more carefully. What I remember most is that before, the related links of several websites were on the left, but from the users’ clicking behavior, it can be seen that users are more inclined to click on the related links on the right, including the previous 36氪PC terminal and several websites, which were all on the left. Later, they were moved from the left to the right. It can also be clearly seen that data analysis can optimize a website very well. Without data analysis, it is impossible to know the user behavior and it is impossible to optimize a product well. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @艺林小宇is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
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