How to improve ROI? Internet marketing combination methodology!

This article will focus on the general Internet marketing channel combination , and provide phased goals and precautions, as well as the author's experience on how to improve the ROI of the investment . The prerequisite is still to do a good job in market positioning and clarify your target users and advertising creativity.

The article directory is as follows:

• Six phased goals of marketing promotion
• Five Methodologies for Marketing Promotion Mix
• Two core factors to improve ROI

Phase 1: Online advertising trial

Promotion channels: online advertising (search, information flow, alliance, navigation...)

Promotion strategy: Precision marketing, through timely performance advertising, calculate whether the cost of acquiring a single user is within the target range, and continuously increase the scale to find out which channel has the largest and best target user group.

Optimization strategies: negotiate with channels to get the lowest price; reduce CPC; optimize time periods; optimize materials; eliminate channels with the worst results.

Note: The most taboo thing about online advertising is to just place an order and then do it. The key point is neither the brand nor the content. The key is to find core target users and maximize the volume by understanding the traffic distribution mechanism of each channel. By maximizing the scale, we can cover enough target users, note, enough users. Therefore, you must find a professional team to operate this area, otherwise it is easy to have poor results due to improper operation, and finally think that it is due to bad channels, which will lead to failure.

Phase 2: Focus on word of mouth

Promotion channels: social advertising (WeChat, Weibo, forums)

Promotion strategy: share and spread, and produce high-quality content. By cooperating with various KOLs, we can attract widespread attention and sharing from users.

Optimization strategy: matching of product tone and KOL; improvement of social content and copywriting; optimization of forwarding and comments of each copy; elimination of KOL with the worst effect.

Note: KOL cooperation is more troublesome, and not all KOLs can cooperate. In addition, the creation of copywriting is also very demanding, requiring testing to find out what users care about and then implement it in depth.

Promotion strategy: Plan events and attract media coverage. Further enhance user attention.

Optimization strategies: execution frequency; execution effect; event control.

Note: Online activities and event marketing are difficult to operate. If you want to improve the efficiency of execution and the frequency of activities, it is best to cooperate with a third-party company. Cross-industry cooperation should try to gain some brand benefits.

Promotion strategy: Official content output, media and journalists reporting, see series 3 for details.

Optimization strategies: optimization of media relations; good cooperation with independent journalists; attractive content.

Note: To build credibility, we need to leverage the power of self-media, especially content marketing. Companies need to continuously output valuable stories, using videos, texts, and pictures to explain corporate philosophy, user stories, and product innovations.

Stage 5: Visibility

Promotion strategy: Use celebrity endorsements, broadcast the top programs of CCTV and satellite TV during prime time, cooperate with Focus Media, and use outdoor advertising in buses, subways, cinemas, airports, etc. to quickly increase brand awareness.

Optimization strategy: advertising creativity; broadcast time; broadcast frequency.

Note: Grasp the repetitiveness of the advertisement, repeat it again and again so that people will remember you.

Stage 6: Maturity

Promotion strategy: The official website, APP, and WAP should be used to collect brand traffic. At the same time, proactively purchase T-type and navigation advertisements for holidays to improve ROI.

Optimization strategy: brand traffic protection; CPC minimization.

Note: After the brand is established, the brand traffic must be protected. For details, please see the previous article of this official account: "You work hard to build the brand, while I secretly grab traffic."

1. Build reputation first, then gain popularity

Test the waters through online advertising, verify the rationality of the market, find target users, and further clarify the direction of marketing.

Then, through social channels combined with events, we aroused the general interest of users, especially KOLs, which greatly accelerated the introduction period of the product, allowing the product to quickly gain the general attention of users. The combination of online and offline channels increased user stickiness and reduced user churn rate.

Then, we rely on media channels for public relations and gain users’ trust through independent third-party observations and comments to build credibility for the product.

Then, they utilized mass media, with celebrity endorsements, top TV commercials, and outdoor media, to completely detonate the market.

Finally, digital advertising is used to firmly lock in target users to maximize ROI, and marketing is carried out in conjunction with festivals to further amplify the benefits.

2. Copy

At each stage, such as online advertising, after we find the operating methods of the channels, we will uniformly copy them to other channels to maximize the benefits of the entire online advertising system; the same is true for other stages, we will continue to copy the best methods to maximize the effects.

3. Online advertising is the most important

At the same time, online advertising is of paramount importance throughout the entire stage. Since most of the final purchasing effects will be achieved through online advertising, such as search and app stores, the proportion of online advertising is large.

4. Refined data operations

Since the effects produced at each stage will eventually be reflected in the actual effects of online advertising, the entire process needs to be analyzed in detail to provide optimization references for the execution of each stage:

• Analyze and optimize key channels at each stage;
• Differentiate the effects of online advertising, such as the proportion of brand traffic, the proportion of users brought by spontaneous sharing invitations, the proportion of users brought by direct promotion, including the retention of users of each category, etc.

5. Creativity is king

Throughout the entire process, traditional user insights are still very important. It is crucial to find the connection between product benefits and user concerns and to generate creativity.

How to improve ROI?

Perhaps you have seen many optimization techniques in many articles, such as getting high discounts through negotiation to reduce costs, or avoiding invalid clicks on ads by optimizing materials and ad targeting.

In reality, discounts are transparent and difficult to optimize. Maybe you worked hard to attract a lot of registered users, but when you visited them again, you found that many of them had no intention, so you wondered, is it possible to avoid bringing in users who don’t purchase?

In other words, only a supercomputer can meet your requirements.

In fact, it is difficult to locate users. Even if DSP achieves the desired effect, it cannot be absolutely accurate, and advertising waste is inevitable! What’s more, even if the advertisement reaches only users with high purchasing intention, those users may not necessarily buy. We should know that user purchasing decisions are very complex behaviors. What we need to do is to capture the real purchasing users by covering enough target users.

I believe that to improve ROI, the key lies in two aspects: the first is to find target users; the second is to increase conversion rate.

1. How to find target users?

1) How do users come in?

Study user purchasing behavior and find the key points that influence users. Find out the user's search decision-making behavior, fan decision-making behavior, scenario decision-making behavior, and brand decision-making behavior, and lay out the core channels based on different user behaviors.

2) Which channels can comprehensively influence users?

For example, when a user reads news on Sina and sees an advertisement and becomes interested, the user will not make a rash decision. Next, they will start searching, or check encyclopedias, Zhidao, etc., and finally make a purchasing decision. From this we can combine channels and lock in target users.

3) User situation of a single channel.

For large channels, we need to conduct in-depth research on the characteristics of the channels to find out where the users are and how many users there are. If this channel distributes 1 billion times of traffic in this industry every day, how much share can I get? I locked it

How many target users?

4) Channel complementarity.

This can be summarized as the complementarity of advertising, and try to avoid duplication. Since our goal is to maximize ROI rather than brand, and brand has lag, the assessment will not pass. Therefore, it is required that each channel form user complementarity.

2. How to improve conversion rate

1) Self-media strategy: Establish the credibility of the company through self-media.

2) Content strategy : packaging, packaging, packaging. It can be a big brand packaging strategy or a differentiated packaging strategy. Package some celebrity figures and celebrity events, such as CCTV endorsement and full network coverage. The story must be interesting, profound, and truth comes first.

3) Design strategy: The visual design should be impactful, not look copycat, and have a stronger brand sense.

4) Button strategy: registration button, purchase button, should be user-friendly, users are lazy, you know.

5) Guidance strategies: content guidance, link guidance, and technical guidance.

Author: Zeng Yang

Source: Lazy Yangyang Talks Marketing