Is there a winning marketing technique?
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I am often asked the following questions: "Our products are not selling well. Can you introduce us a technique to make them sell well?" "Can you tell me a niche but effective marketing technique?" "What special techniques can be used to increase followers on public accounts ?" Friends who ask similar questions are looking forward to hearing some very specific suggestions from me, such as "Zhihu has a lot of traffic now. You can write soft articles on Zhihu and pay big Vs to like them." "During the Chinese New Year every year, take the time to recharge Weibo red envelopes to increase followers." "Join a live broadcast platform , find a beautiful girl from an art school, and repeatedly introduce products during the live broadcast to divert traffic."
Such answers may sound reasonable, but they often fail to actually help the questioner solve the problem. The reason is simple. Marketing problems are often a series of "surface" problems rather than problems at a certain "point" in a certain marketing channel. What gift can I give to win over my goddess?
This is just like asking "What gift can I give to win over my goddess?" You can of course directly give answers like perfume, lipstick, clothes, bags, etc.
But it is almost impossible to win the heart of the goddess with just this gift. To pursue the goddess who is high above you, you may need to understand her relationship status and interests and hobbies, first get the girlfriends around her to win her over, find ways to please her, and go on multiple dates and flirt with her repeatedly before you can win her over. The same is true in marketing.
The reason why a product cannot be sold is often not because you don’t know a specific marketing method, but because there are problems in many aspects such as market research, market positioning, marketing packaging, pricing, etc.
Single-point thinking vs. system thinking
If you want to do well any slightly complex task in the world, you cannot rely on single-point thinking, but must use three-dimensional system thinking to consider the matter comprehensively. In other words, when there are problems with our marketing, we should not just think of a single point optimization method, but should consider optimization in every link of the entire system while ensuring feasibility. This is just like some people have bad breath. Chewing gum cannot fundamentally solve the problem.
Bad breath is related to abnormal stomach function and stomach problems, stomach problems are related to the overall physical condition of the body, and the overall physical condition is related to diet, physical exercise, and lifestyle habits. Therefore, to eliminate bad breath, in addition to chewing gum, a more fundamental solution is to adjust the diet structure, increase exercise, ensure sleep, and treat stomach problems.
Marketing is "telling stories out loud"
Several years ago, I was playing the "Fruit Cut" game on my mobile phone in the office, and my boss called me to his office. The boss had a calm look on his face, as elegant as a chrysanthemum, and uttered a few words lightly: "Handi, what do you think marketing is?" I looked at the boss's meaningful expression, and knew that he was going to start showing off, so I just perfunctorily answered him. The boss continued: Han Di, you are absolutely right! (I forgot what I said at that time) The boss continued: I think marketing is “telling stories out loud”. "What does 'tell stories out loud' mean? It means that 'marketing' only does two things. The first is to produce 'stories', and the second is to tell the produced stories out loud. The more places you tell them, the better; the louder you tell them, the more people who hear them, the better." To this day, I have long forgotten what my boss at that time looked like (I only remember that he was far less handsome than me). But from an execution perspective, I think the five words "tell stories loudly" are the best definition of marketing. "Story" refers to everything related to "content production", from consumer research, competitive environment scanning, to market positioning, copywriting , and marketing campaign planning , all of which are related to "content production". "Speaking loudly" means that you need to put the stories produced by the above content end into various online and offline channels for distribution. Whether it is an online e-commerce website, forum or social media, or an offline distribution channel, outdoor billboard or elevator advertisement, they all fall into the category of “speaking loudly”, that is, channel delivery. Most of the marketing theories we come into contact with in our daily lives are about studying how to produce beautiful, effective and popular “stories”. Because this area is too complicated, I will not talk about it today (I’m just so willful). If you are interested, you can take a look at all my previous marketing-related articles, which basically revolve around the core theme of “content production”. Today I will talk about the principle of "channel distribution". You may not find such practical skills anywhere else. Channel placement skills
In fact, there is not much skill involved in channel placement. Just like playing mahjong, the playing method is relatively process-oriented. If you get good cards, you can win big, but if you get bad cards, you can only hope for a small win. The strange thing is that people are relatively rational when playing mahjong, but not so rational when doing marketing. When doing marketing, if the "cards" in your hand are very bad (second-rate products, limited budget, and few resources), it is basically impossible to make big news at once. The conditions are so bad, why bother to be picky? Today happens to be the fifth, so I will tell you four rules for channel distribution. The fifth rule is to always be diligent and motivated like my readers, and maintain a thirst for knowledge and a desire to explore.
1. The Law of Appearance
If it is a physical business, distributing flyers, posting posters, and hanging a large display board outside the door are all basic measures; moving the store information to Dianping and Meituan is also a basic measure.
For app promotion, it should at least be available in all major app stores , and the app should at least have a basic "invite friends" function (and provide certain user incentives for the function). If it is new media promotion, at least your content should be published on mainstream platforms (Weibo, WeChat , news clients, self-media platforms , etc.), and leave the name of your product, website, Weibo or public account. Everyone knows that it is becoming increasingly difficult to acquire traffic, but everyone ignores a very simple fact: If you want to get traffic from a certain channel, you should at least "appear" in that channel. Lay out all the channels that can be laid out, and try the channels that require money at a small cost first. It is the most basic and least risky principle, but it is often overlooked. So when everyone complains about the difficulty in attracting traffic, please first check whether you have laid out all the channels you should lay out and whether there is anything missed.
2. “Marking” rule
Channel placement is essentially a management job. Friends who have studied management or done management work know that there is a very important link in management work, which is "monitoring". During the process of channel delivery, it is necessary to "monitor" the amount of traffic brought by each channel. How to "monitor"? The simplest method is a sampling survey. For example, you opened a coffee shop and hundreds of customers came to drink coffee every day. You can randomly select ten people every day and ask: "Excuse me, how did you know about our store?"
If the other party says that they “saw it on Dianping,” it means that the traffic was drawn from the O2O website; if the other party says that they “saw someone posting pictures on WeChat Moments, so they came here because of it,” it means that promotion through social software is effective; if the other party says that they “saw it while passing by,” it means that the natural flow of offline stores is okay. If a channel has a higher traffic ratio, you should spend more money and effort to expand it. In addition to "random sampling", another way is to do channel marking. For example, when my official account "吴手迪可愛多" is attracting traffic from outside the site, I will mark the channels. When friends from some channels see my official account, they will reply with the keyword "growth", while others will reply with " dry goods " or other words. Through these different keywords, I can judge the size of traffic in each channel every day.
3. “Price/performance ratio” priority rule
Let me first introduce a very simple concept in marketing: cost per user. That is, the cost you spend to acquire each user. The algorithm is very simple: cost per user = channel fee/number of users acquired by the channel. For example, if you spend 1,000 yuan this month to hire people to distribute flyers to promote your coffee shop, and 200 people learn about your store through the flyers (you can get this data only if you use the "labeling" principle mentioned earlier) and come into the store to consume, then your cost per user is 5 yuan. Regularly calculating the cost per user of each channel on a weekly or monthly basis can help us clearly understand the cost-effectiveness of each channel. The lower the cost per user of a channel, the higher the cost-effectiveness and should be given priority when placing ads. 4. The “bonus period” rule
Male students all know that the easiest time to pursue a girl is during college. Once the girl graduates, her standards become higher, her material demands become higher, and there are more capable suitors in society, so it becomes harder to pursue her. Therefore, the "college period" can be regarded as the "bonus period" for "chasing girls".
The same is true for advertising . The bonus period of most channels occurs when the channel is on the rise but has not yet received widespread attention. From Weibo, Moments, Zhihu to today's live streaming platforms, the principle is the same. In the early days of the platform, when you bring money to place an ad, there are not many advertisers on the platform and their bargaining power is insufficient, so the cost-effectiveness for you will be higher. Even if you do not cooperate with the official party and go through gray channels, it will be relatively easy to find a big V on the platform to write soft articles or to hire your own water army to hype your own products and founders into celebrities. Because the platform's early regulatory measures were relatively loose, even if they knew you were often shady, they would turn a blind eye considering that you could bring in traffic and help increase their activity. Like most of the readers of this article, I failed to seize the bonus period of various platforms because I was too honest and kind and did not want to play dirty. My goal of becoming an international first-tier company is still a long way off. If the sky has feelings, it will also grow old, so it is better to launch channels as early as possible. Conclusion
The core idea of most articles and books on marketing theory on the market is: how to do marketing easily, simply and quickly without spending money, or spending less money. But in fact, they are not teaching marketing methods, they are just marketing themselves by catering to the mentality of opportunism. Truly effective marketing must be a slow, complex, long-lasting and systematic process. When dealing with such systematic marketing work, you can consider more from the two aspects of "content production" and "channel delivery", that is, "telling stories loudly". When placing ads on channels, pay attention to these four rules: "appearance" rule, "marking" rule, "cost-effectiveness" priority rule, and "bonus period" rule. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @吴寒笛 ( Qinggua Media ). Please indicate the author information and source when reprinting! |
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