How to write a promotional plan and how to package it

1. What is a promotion plan?

Before we know how to write a promotion plan, we must first understand what a promotion plan is and what the main components of a promotion plan are. After we have a more systematic understanding of the promotion plan, let's learn how to write an excellent promotion plan.

Marketing plan.

What we usually call a promotion planning plan is a product promotion planning plan, which is a specific implementation plan for the product to enter the market , and can also be called a product operation plan. It generally consists of four parts: goals (including evaluation goals), strategies (population, channels, creativity), execution (standard workflow/monitoring), and optimization.

2. 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.

In short, the core purpose of the promotion planning program is to make our products sell better.

However, the purpose of the promotion plan will change to a certain extent during different time periods of product promotion.

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.

During the product development phase : The goal is to identify 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.

During the product maturity stage : the purpose is to break down the operational design and plans at each time point, arrange research on competing product operational strategies and manage market dynamics.

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

3. How to write a good promotion plan

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

3.1 Objectives

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.

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.

3.2 Strategy

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.

Content selection : Finally, let’s talk about content selection. When selecting a topic, you should pay attention to three points: one is the number of views and the number of 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.

3.3 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. First of all, we have to talk about the topic selection.

Topic selection : Finding a good topic is the prerequisite for successfully achieving your goal, so what kind of topic is a good topic? Based on my experience in topic selection over the past few days, I have summarized a set of topic selection criteria. Let's take this answer as an example to tell you how I choose topics:

Search keywords in the Zhihu search bar (such as new media, marketing, operations, etc.)

Select questions that have more than 1,000 followers and more than 50,000 viewers;

Use Distill for all appropriate questions;

On the second day, sort the number of visitors from most to least based on the change in the number of visitors over the two days;

Click on the question starting from the first one to see how many likes the highest overall ranking has.

There are several answers with more than 100 likes;

What is the number of likes for the top five in the overall ranking?

Finally, we select the questions with the highest ranking in terms of change in the number of viewers (at least the top 6), with less than 5 answers with more than 100 likes, or the questions with less than 100 likes among the top 5 in the overall ranking as the topics.

Content production : The logical outline of an article we create is as follows:

What: Define the nouns in the topic;

Why: explain why you are doing this;

What to do: Propose specific solutions;

For example: find cases to explain solutions;

Conclusion: Draw a conclusion.

After making a good creative outline, we need to find appropriate materials based on the creative outline to complete the content.

Publish to channels : After the content is produced, we need to publish the article to various channels. We just said that our main channel for content marketing is Zhihu, and secondary channels include Jianshu, Weibo, QQ groups, WeChat groups, and Renrenshidui.com. The secondary channel uses introductory words to encourage likes of Zhihu articles. Taking Zhihu and Jianshu as examples, we will mainly share with you the channels where we will publish articles:

Zhihu channel:

The questions and columns corresponding to each article;

Zhihu Collection: New media answers with over 1K likes, Zhihu high-rated answers that new media novices must read

Jianshu Channel

Jianshu Column:

Own topics:

New Media Marketing Weekly Selection: Where to place weekly content marketing articles.

New Media Toolbox: If you have any output tool/resource articles, place them here.

He has topics:

Disruptors of traditional media

New Media & Social Marketing Tips

Operation headlines

Advertising Circle

Social Media Marketing

WeChat Marketing

Internet copywriting

Make certain adjustments based on the rankings : The article has been published, and the next step is to make certain adjustments to the direction based on the rankings every day. The focus of the first three days after an article is published is to guide the likes on Zhihu. What should you do if you find that the number of likes has exceeded that of the person in front of you, but your overall ranking is behind him after three days? This requires us to make some adjustments. In this case, we will adjust from guiding everyone to like to guiding everyone to make positive comments, and at the same time guide them to thank and collect. For example, our article has 32 likes, but the previous likes was 25, then at this time we need to guide everyone to make positive comments, thank and collect.

3.4 Optimization

Now that the execution work has been planned, our entire planning plan has been almost written, and the only thing left is the last step, which is to optimize our work.

Author: Eggs that broke out of their cocoons

Source: Eggs that have broken out of their cocoons