A complete App operation and promotion plan

1. Concept of App operation and promotion

Quoting the concept from Baidu Encyclopedia: The planning, organization, implementation and control of the operation process is the general term for all management tasks closely related to product production and service creation. From another perspective, operations management can also refer to the management work of designing, operating, evaluating and improving the systems that produce and provide the company's main products and services. If you think about it carefully, in fact, APP operation and promotion is nothing more than the product wanting a profit model, and the operation practicing the profit model.

Any operation revolves around "users", including "attracting users" and "retaining users". To put it bluntly, it means: let users come and stay.

Three stages of operation: attract users, retain users, and make users spend money.

The three core objectives of the operation are to expand the user base, find a suitable profit model to increase revenue, and improve user activity.

We subdivide the division of labor and types of operations, and operations can be divided into:

1. Basic operations: The most daily and common work to maintain the normal operation of the product.

2. User operation: Responsible for user maintenance, expanding the number of users and improving user activity. Communication and operations with some core users are beneficial for pre-promotion of activities through them, and first-hand research data and user feedback can also be obtained from them.

3. Content operation: guide, recommend, integrate and promote product content. Provide materials to other colleagues such as event operations, etc.

4. Event operation: Plan activities according to needs and goals, monitor the effectiveness of activities through data analysis and adjust activities appropriately to improve KPI and achieve promotion and operation of products.

5. Channel operation: Promote and export products through business cooperation, product cooperation, channel cooperation, etc. Promote and disseminate products through marketing activities, media promotion, social media marketing, etc.

2. What needs to be done to operate and promote App products?

Preliminary preparations:

1. Ensure the normal operation of the product.

2. Clarify product positioning and goals.

3. Select appropriate promotion channels and methods, coordinate internal and external resources and make detailed plans.

4. Determine team division of labor and execute it.

Initial work on the line:

1. Ensure the normal use of the product

2. According to the operation status, phased jump optimization products

3. Promotion strategy in the initial stage of launch (please see CP dry goods: how to choose promotion channels and promotion skills)

Daily work in the later period:

1. Product Updates

2. Content Operation

3. Event Planning

4. User Operation

5. Data Analysis

6. Feedback

How to customize appropriate promotion channels and methods for your App?

First consideration: product positioning Second consideration: habits and attributes of target groups Third consideration: company resources

3. What data indicators should be focused on during the operation and promotion process?

Which data indicators can better guide our work during the APP operation and promotion process? Download volume, number of users, retention rate, conversion rate, number of active users, active time, and payment rate are data indicators used by many companies as well as a basis for improving and optimizing work.

Of course, the data indicators we focus on are definitely different at different product stages. For example, in the early days of the APP, we paid more attention to the number of downloads and users. After that, we will pay more attention to data such as active users, retention rate, conversion rate, etc. Therefore, the focus of our data attention will vary depending on the operation stage.

At present, there are many APP data statistics and analysis tools on the market, the more famous ones are: Umeng, Baidu Statistics, Google Statistics, talkingdata, etc.

Analysis of relevant data indicators:

1. Retained users and retention rate:

Retained users and retention rates usually reflect the loss of users acquired in different periods. Analyzing this result is often to find the specific reasons for user loss.

After an APP gains a certain number of users, there will be more users at the beginning. As time goes by, there will be a continuous loss of users. The retention rate will gradually decrease over time and generally reach a stable level after 3 to 5 months. Among them, reading information, social communication, and system tools are the three types of applications with the highest retention rate, and the retention rate stabilizes at around 10% after 4 months. Only when the retention rate is improved will more users stay and more and more users will actually use the APP.

Next-day retention: Since they are all new users, we analyze the reasons for user loss based on the product’s novice guide design and new user conversion path. Through continuous modification and adjustment, we can reduce user loss and improve the next-day retention rate. Usually, if this number reaches 40%, it means that the product is excellent.

Weekly retention: During this period of time, users usually go through a complete usage and experience cycle. If users can stay at this stage, they are likely to become more loyal users.

Channel retention: Because channels come from different sources, the quality of users will also vary, so it is necessary to conduct a retention rate analysis for channel users. Moreover, after eliminating the factors of user differences, comparing the next-day and weekly retention rates can help us more accurately identify product problems.

2. Active Users

Users are constantly added and lost every day. If you only look at the number of daily active users, it is difficult to find the essence of the problem, so it is usually combined with the activity rate and the entire APP life cycle. The activity rate refers to the ratio of active users to total users. This ratio can help you understand the overall activity of your users. However, as time goes by, the user activity rate will gradually decrease. Therefore, if after a long life cycle (3 months or half a year), the user activity rate can still be maintained at 5%-10%, it is a very good performance of user activity. Of course, it cannot be fully applied and depends on the product characteristics.

3. Payment rate

Refers to the ratio of an app’s paying users to its total users. That is, the number of people who deposited / the number of people who registered * 100%

Registered user payment rate = Total registrations / APA

Average online paid rate = ACU / APA

Active user paying rate = UV / APA

Summarize:

A good operation must first start from the product and clarify the positioning of the product, and secondly clarify the positioning of the user group. The next step is to carry out promotion, and through reasonable promotion operations, the goal of retaining users can be achieved. Finally, use data statistics to prove that your promotion is effective. As mentioned above, any operation revolves around "users", and the ultimate goal is to keep users;

Things to do from the beginning to the end of an App operation:

1. APP operation stage

2. APP positioning

2.1 Define the keywords of the APP

2.2 Organize content or services that are valuable to members (manufacturers and enterprises)

2.3 APP Member (Manufacturer) Selling Points

3. APP launch (October 2014 - November 2014)

3.1 Staffing

3.2 Collect information on potential members and manufacturers

3.3 Carry out offline promotion and marketing

3.4 Work of APP Editor

4. Team building (1-2 months)

5. App promotion (starting from the official version of the product, large-scale promotion starts from the A round of financing)

5.1 Industry APP Advertising Exchange

5.3 Product keyword bidding ranking

5.4 Direct advertising on industry websites

5.5 Soft Article Promotion

5.6 Long-tail keyword optimization

5.7 Effect Analysis and Experience Summary

5.8 Traffic Analysis

6. APP profitability (start considering profitability from round A to round B)

6.1 Notify organizations of activities to increase popularity

6.2 Through membership fees or value-added services

6.3 Exhibition services, advertising agency

6.4 B2B

6.5 APP Advertising

1. Execution schedule

2. Soft article promotion instructions

8.1 The role of soft article promotion

8.2 Reference Standards for Writing Soft Articles

1) Title

II) Theme

3) Content

1. Forum Promotion Instructions

9.1 What is Forum Promotion?

9.2 The effectiveness of forum promotion

9.3 Four steps of forum marketing promotion

10. Online Advertising Instructions

10.1 Overview of Online Advertising

10.2 Online Advertising Media Selection Strategy

10.3 Media Selection Range

10.4 Advertising format determination strategy

1. EDM Marketing Promotion Instructions

11.1 Analysis of the Advantages of Email Marketing

11.2 Notes on APP Emails

12. APP charging standards

General Principles: Combining our own advantageous resources, everything is aimed at attracting industry-related enterprises as members of the network.

APP operation stage

APP positioning -> APP launch –> APP promotion -> APP construction -> APP profit

APP Positioning

1. Define the keywords of the APP

Write more than 10 industry- and product-related keywords (for example, upstream industries, downstream industries, etc.). Long-tail keywords are closely related to future article editing, SEO optimization, ASO optimization, and online advertising promotion. At the same time, you need to consider the main business, APP content, audience, and search volume. The key is to write as much as possible so that you can do some screening when the time comes.

2. Organize content or services that are valuable to members (manufacturers and enterprises)

Select the direction and selling points: Every APP has a main operating direction and positioning. It is not recommended to set too many directions and services in the early stage, in case your energy is limited and you cannot do it well, which is equivalent to not doing it at all. Therefore, it is recommended to choose one or two service providers in the early stage. As for the content, if you have the energy and resources, you can put some of them into it. If you don’t have the energy, you can also choose to break through one or two directions. You can also do some understanding in the early stage to find out what information and content the target members or customers want to get, so that it will be better to do it in a targeted manner.

3 APP Member (Manufacturer) Selling Points

This is the core issue. After completing the previous tasks, you need to understand the specialty industry and put those advantages and selling points into written materials, advertising materials or telephone scripts. This way you can proceed to the next step.

APP Startup

1. Staffing

(An editor) Editing requirements: Frequently use APP, be able to use Office, be able to format and edit HTML, have certain Internet experience, and have certain writing skills.

Editor: Mainly responsible for APP content maintenance and online promotion;

2. Collect information on potential members and manufacturers

Collect information about industry-related enterprises (supporting industries, industries, etc.):

1. (Customer information, including but not limited to email, phone, fax, specific location)

2. Collect through offline relationships

3. Through Alibaba Enterprise Database

4. Through search engines

5. There is a special function for collecting emails, which can be used to continuously search online and then collect them.

6. Collect data through Tencent QQ space, WeChat, Weibo, clients and other social networking sites with large traffic.

3. Carry out offline promotion and marketing

In the early stage, the main focus is to attract manufacturers to join. At this time, you need to list all the selling points for manufacturers to join, and then sell membership advertising! It would be best to write a telemarketing script or a flyer.

a) First bring in manufacturers or dealers with certain relationships, and then use customer service personnel to conduct online or offline marketing to bring in a large number of related manufacturers. Because manufacturers can join for free, we can attract as many as possible, and give some portal advertising space to key manufacturers.

b) The main purpose is to attract members to join. It can be free in the early stage. The main purpose is to increase the selling value of some website members and promote to potential customers. The methods can be: telephone, fax, email, paper flyers and letters. At the same time, statistics are made on the effect of each promotion, and the most effective promotion method is selected. Then, this method can be used in large quantities to make quantitative assessments for customer service personnel every day. Evaluate work efficiency.

4. Work of APP Editor

1) Collect relevant information around APP keywords, or collect information from offline channels and publish it on industry websites, paying attention to highlighting keywords and products.

2) Content has always been king on the Internet. How to attract users is still mainly based on excellent content, so try to publish some practical and valuable industry articles as much as possible. Stay updated and get newly published articles in each column every day.

3) Keyword optimization, try to highlight the keywords in the text and make good anchor points

Team Building

Add a customer service representative and project manager to the existing ones;

Clear division of labor and implementation of responsibilities and powers

Personnel evaluation should be as scientific, fair and reasonable as possible

Add staff according to business needs, and add staff in time when the workload increases

Improve the professional knowledge, business capabilities and personnel quality of relevant personnel

Have long-term personnel planning and incentive programs

APP promotion

1. Industry website advertising exchange

When your APP has a certain amount of traffic, you can find some peer APPs of the same size to exchange advertisements, that is, put their advertisements on your APP and put your advertisements on their APP. In this way, you can get a certain advertising effect without spending any money.

2. Product keyword bidding ranking (SEM)

You can effectively control the budget for advertising.

3. Direct advertising on industry APPs

Find some relevant industry networks or websites with high traffic and influence, and place advertisements directly on their websites.

4. Soft article promotion

Let professional writers write one to three professional soft articles for the APP and publish them on the professional APP at the same time.

5. Long-tail keyword optimization (website SEO)

According to the positioning of the APP, list as many long-tail keywords as possible. These keywords must be related to the direction, products or services of the APP, and then we can do some SEO optimization for these keywords.

Directly or indirectly promote industry portals through network

Mass mailing, subscription, newspapers, etc.

Professional magazine and newspaper advertising

6. Effect analysis and experience summary

Track the effectiveness of the activities, make some statistical analysis, and summarize some experience.

Analyze and count the promotional effects of the event (mainly relying on traffic statistics)

Conduct return visits to participating manufacturers to understand the situation

For any deficiencies, please discuss and check for improvements

7. Traffic Analysis

Traffic analysis can let you know where your customers come from, what content they care about, etc. It is a good data reference for APP operations. We can mainly analyze the following data:

a. Daily attention data, which represents the number of independent users and clicks on your APP. The attention data can be understood as the number of views of the APP by each user. The greater the number of views, the more attractive the APP is, which means it has strong stickiness. If this value is less than 4, you need to pay attention to content construction.

b. Incoming traffic: You can see which platforms customers click from and which platforms’ links are more effective. This is also often used for advertising effectiveness analysis to see which type of advertising is more effective. For those ads that have not received much traffic, you can consider canceling them.

c. Search engine: You can see which search engines have the best optimization effects.

d. Keywords: See what users care about and which keywords are well optimized.

e. View/browse pages: See which page users view the most? Is there some useful value that can be mined here? Because some page traffic is time-sensitive, when time passes, the traffic will drop, allowing you to seize business opportunities when the traffic is high.

f. Entry pages: These pages are often directly linked or optimized. You can learn or do some marketing on these entry pages.

g. Based on the traffic data, we can make certain adjustments to the promotion methods and APP content.

Once the APP becomes more popular and well-known, we can try to provide some paid services.

8. Information flow advertising

The first is the social information flow, which includes Tencent Guangdiantong; some advertisements displayed in Tencent's QQ space and WeChat, but those at the bottom of WeChat public account articles are not considered information flow. The ads you see in QQ Space are information flow ads. The location and friendliness of the information flow in QQ Space are very good, so the quality of an ad depends on the way it is displayed. There is also Sina Fans Tong, which is similar to QQ Space in Sina Weibo. Momo also launched its own information platform, Momo Information Flow. There is also the more traditional Tianya. Many people born in the 1990s may not know Tianya. In the traditional PC era, Tianya was basically synonymous with social networking for a period of time, equivalent to the current Weibo and WeChat, and the age of Tianya's group is basically between 30 and 50 years old.

Second, in the news information flow, there are Tencent Smart Push, Sina Fuyi, Toutiao, and UC. What makes a deep impression on people is the browser of UC. After the recent revision, it has become a browser + news headline product. UC has a large number of mobile users, and the first four are currently the largest in the market.

Website Profitability

There are many ways and methods for an APP to make profits, but you need to find the one that suits you. When the popularity of the APP increases, the profit of the APP will be a natural thing. Here are a few aspects to consider.

1. Notify and organize activities to increase popularity

The activity itself is a profitable project. If it is handled well, the activity can become a signature dish of the APP and flourish across the country. It is estimated that a lot of money can be made from these alone. Moreover, the APP branches can be continuously extended and the company's influence can be continuously enhanced. And in this way, the popularity of the APP can be effectively improved.

2 Through membership fees or value-added services

Membership itself is also a money-making project. As long as you can provide members with content or services that interest them and allow them to profit from them, it is very easy to charge them a small service fee. When the membership data grows to a certain level, profit becomes a natural and stable thing. In the future, we can also come up with some personalized value-added services to further enhance the profitability of the APP.

3. Exhibition services, advertising agency

Since APP’s own activities are well organized, it can use this project alone to organize various activities for offline companies, such as exhibitions, or set up booths and publicity in the name of APP. I believe it can help offline member companies. At the same time, advertising agencies can also be used. In the early stage, advertisements can be placed on some professional websites or media. After accumulating certain operating experience, they can help offline member companies to carry out some advertising projects in the name of the website.

4 B2B

Selling products directly through the APP, no matter whose products you sell, is a direct way to make money. The key is that the APP needs to have a certain popularity and reputation.

5. APP Advertising

If the APP can achieve a certain level of popularity and credibility, APP advertising should be the easiest profitable project to operate. At this time, the APP advertising space should be standardized and laid out. Conduct some tests on the advertising effectiveness of each ad space, and then determine the price for each ad. When there is free advertising space, try to put some of your own advertisements or public service advertisements, and don’t leave it empty. However, an advertising quotation page is still needed, as well as instructions on which ad spaces can be placed. In the early stage, advertising space can be put up by means of giving away or distribution, and later on, you can try some attempts at a low price. If the popularity and awareness of the APP increases, the advertising on the APP will be more of a promotion of fame, strength, and image, and the price can be raised at this time.

Soft article promotion instructions

Soft article marketing promotion is the best choice for small and medium-sized enterprises to develop and promote themselves externally at this stage. Soft article promotion can drive rapid growth in corporate sales. What is created through soft-text marketing promotion is the corporate brand value, and the customers brought in by this way are more sticky than those brought in by general promotion methods. If your product or service is good, it will bring more sales through word-of-mouth spread by customers.

A. The role of soft article promotion

Soft article promotion is an effective supplement to hard advertising

Soft articles convey guiding ideas and silently instill product information into consumers' minds. A kind of "soft" marketing that reaches into the hearts of consumers in a way that is easily accepted by the target audience, conducts soft-text education in places where consumers often gather, impresses consumers, and ultimately promotes consumer behavior. The cost of soft-text marketing is much lower than that of hard advertising, but its overall effect and cost-effectiveness are much higher than that of hard advertising. When conducting corporate publicity and promotion, if soft-text promotion and hard-text advertising can effectively complement each other, it can often achieve better publicity effects. Wanglaoji, Pizza Hut, etc. are very good examples.

Soft article promotion has unique advantages in seizing consumers' hearts

Soft articles are the best way to capture the hearts of consumers. The reason is that before a soft article is formed, it must undergo continuous analysis, investigation, and research on consumer demand characteristics, extract the core value and selling points of the product or service based on the demand, seek entry points, and more cleverly embed product and service information into the article. Only in this way can soft articles better play a sales advantage and drive consumer consumption behavior.

Create reputation and build brand

In the Internet age, the role of word of mouth is becoming more and more obvious. When people become accustomed to and aesthetically fatigued by the overwhelming number of APP ads, word-of-mouth communication can to a certain extent reduce consumers' discomfort with the ubiquitous ads. Good soft articles not only attract consumers to browse and read, but can even be widely spread without their knowledge, thus forming a huge word-of-mouth effect. With the evolution of digital technology and network communication, emails, chat rooms, forums, websites, blogs, etc. on the Internet have accelerated the speed of word-of-mouth communication on the one hand, and on the other hand, consumers' purposeful searches are highly targeted, which not only avoids unexpected time barriers, but also makes word-of-mouth communication a qualitative leap.

Soft articles can drive group effects and facilitate market expansion

If an APP user sees relevant reports about a company in one place, he or she will unknowingly see the same relevant reports in many places, including reports on services, products, corporate culture, market trends and other aspects. It is difficult for consumers not to believe something because of word of mouth. Naturally, they are left with a deep impression. This creates a group effect, which not only accumulates a large number of consumer groups, but also opens up a large sales market.

B. Reference Standards for Soft Article Writing

1) Title

The title of a soft article should be closely related to the theme, highlight the core content and express the intention. It should be specific rather than abstract, and concise rather than complicated. Here are some of the more eye-catching headline formats:

1. Popular keyword titles

Use popular keywords to create momentum in the soft article title, directly pointing out the core of the article content. For example: "Alibaba Group announced that it will inject Koubei.com assets into Taobao.com", "Baidu's new statistics system Sherlock Holmes is officially launched", etc.

2. Digital Title

Adding some incredible numbers in the title can easily attract people's attention. For example: "100 most popular soft article templates in 2014", "Revealing the top 10 reasons why you can't make money online", etc.

3. Experience Sharing Title

Other people's successful experiences can easily attract people's attention and learning. Articles that usually start or end with words such as how, how, superficial, revealing, secret, experience, advice, or certain method or technique. For example: "Teach you how to choose high-quality and low-priced **** products."

4. Use the influence of celebrities and famous websites

For example, "Obama's dress is skillful during his visit to China." Industry elites, politicians, wealthy businessmen, sports stars, and popular Internet figures are all important targets of hype.

5. Question-type title

By asking questions, we can attract consumers' attention, stimulate their interest, inspire them to think, resonate with them, and leave an impression. For example: "Why is JD.com less afraid of losses?"

II) Theme

When writing an article, it must have a center and a theme. Choose a good entry point and embed information about the website, products, services, corporate image, etc. that needs to be promoted into the article content. Only a good entry point can make the entire soft article look seamless, and only when the soft advertisement is brought to its extreme can the publicity effect be achieved.

3) Content

Strong logic

The content of the article is clear and easy to understand, and is closely linked to the title. The levels should be clear, the paragraphs should be clear, and the key points should be highlighted. The main body of the article should reflect the theme from different aspects. You can add subheadings and narrate in paragraphs. This way, the article will be organized and clear.

Authenticity

The worst thing about soft articles is aimless and chaotic writing. The tone and wording of an appealing soft article must be polite, making people feel friendly and catering to the psychology of consumers. Advertisements with a calm tone are often easier for consumers to accept.

Don’t force-feed ads

The best way to write a soft article is to naturally integrate the promotional content into the article. Hardly embedding URLs and links will only make consumers more disgusted. When inserting a link in an article, be sure to choose a transitional sentence to coordinate it, and don't insert the website link too directly.

Forum Promotion Instructions

1. What is forum promotion?

Forum promotion is when companies use forums, a network of online communication, to publish information about their products and services through text, pictures, videos, etc., so that target customers can have a deeper understanding of the company's products and services. The ultimate goal of this online marketing activity is to promote the corporate brand and deepen market awareness.

Successful forum promotion is like the source of nuclear fission. Hundreds of millions of netizens freely express their personal views and opinions on the forum, and the wave of public opinion can often produce effects similar to viral transmission or even mountain torrents through the Internet. Therefore, the forum is considered to be a "new marketing media" with extremely strong marketing advantages of low input and high output.

2 The effectiveness of forum promotion

lThe forum is used to promote products, which can lead to sales. When promoting on forums, you should choose forums based on the characteristics of the product, so that the target group will be much more accurate and sales will be increased;

If the post is attractive enough, it can quickly bring a large amount of traffic and visits to the website;

The forum is highly interactive and can increase the exposure of enterprises and improve netizens' awareness of products and enterprises through the dissemination of information on the forum;

Forums are classified by topic, and product and user positioning are clear. Therefore, promoting in corresponding forums can improve marketing efficiency and conversion rate.

3. Four steps of forum marketing promotion

Step 1: Customer Analysis

How to capture the hearts of mobile phone users without leaving any trace is the key to forum marketing. Before conducting forum promotion, companies must first conduct target customer analysis, study customer attributes, and understand which forums target customers frequent and which topics they are interested in. Only when enterprises plan themes and select forums from the perspective of customers and interact with customers through forums can they achieve their goals effectively.

Step 2: Extract the communication points

Selling points are not equal to effective communication points. The advantages or selling points of a product may not be well conveyed through forums. For example, the selling point of a certain notebook is its fashionable appearance, but if you only use "fashionable appearance" as the dissemination topic to organize forum soft articles, I am afraid that it will not attract much attention. The effective communication point is actually the gimmick of the forum. After the posts with gimmicks are included in the search engine, the number of clicks will be very large. Any post with words like "live", "shocking", "the coolest", "explosive" in the title will first attract the attention of netizens, while "grassroots", "original (YC)", and "real record" are their favorite types of posts.

Step 3: Create a topic

For popular topics in the current society or APP, organize special discussions in the forum, and organize human and material resources to organize and publish articles, forming a key discussion place for a hot topic. Then the search engine may think that your web page is very valuable, and the search ranking will naturally be higher.

1. Use life as the theme, such as anecdotes and family relationships;

Second, use celebrities and key figures as the subject matter, and the entry point can be big or small;

3. Use news and social hot topics as topics. Such as housing price fluctuations, financial crises, and business wintering, etc. You can also use new product trials or gift giving to encourage APP users to participate.

Step 4: Choose a location

When choosing a forum, you should pay attention to the popularity and traffic of the forum, that is, the weight of the forum. For example, Tianya Forum and Baidu Tieba are both very good posting sites. Different forums have their own characteristics, and you need to understand their rules and marketing bottom line. Quanying selects precise target forums and sections for promotion based on the characteristics of the client's website and promotion needs. For a specific list of resources, please see "Appendix 5: Forum Network List".

Online Advertising

1. Overview of online advertising

Online advertising is a method of advertising that uses advertising banners, text links, and multimedia on websites to post or publish advertisements on the Internet and deliver them to Internet users through the network. With its low price, accurate statistics, interactive communication, transcendence of time and space, and vivid graphics, online advertising is rapidly penetrating into every aspect of modern life, showing endless attractive online business opportunities.

Currently, the market for online advertising is growing at an alarming rate. The effectiveness of online advertising is becoming more and more important, and it has become the fifth largest media after the four traditional media (television, radio, newspapers, and magazines).

2. Online advertising media selection strategy

The so-called online advertising media selection is to determine the site where you want to publish information, and even includes the determination of the specific page location. Different sites have different audiences, so the choice of media has a great impact on the final effect of online advertising.

Advertising media selection strategy:

ØHas a higher proportion of target audience;

ØHave high brand awareness and form brand complementarity;

ØAdvertising performance bearability;

ØMonitorability of advertising effectiveness;

3. Media selection range

a. Relevant channels of comprehensive portal websites, taking advantage of the large traffic of comprehensive websites, can increase brand awareness and product awareness in a short period of time;

b. Community websites, which take advantage of the concentrated audience of these SNS websites that are popular among community members, and with high-frequency advertising, deliver advertising information to precise target audiences in a highly targeted manner, effectively improving the advertising reach;

c. Major forums: These are the main channels for netizens to express their opinions. It is easy to form a strong "voice" for commenting on a certain product or company in the community, thus guiding consumers' consumption choices.

4. Advertisement format determination strategy

The specific forms of online advertising include newsgroup ads, banner ads, game ads, background brand ads, communication ads, pop-up ads, banner ads, etc. There are many forms of online advertising, each with its own characteristics and advantages. Therefore, choosing the right form of advertising plays an important role in attracting online visitors, increasing browsing rates, establishing the image of the company and its products, building reputation, and encouraging potential customers to buy.

lChoose the form of online advertising based on your advertising goals. If the company's advertising goal is brand promotion, you can choose banner ads, button ads, etc.; if the company's advertising goal is to establish a corporate image and product reputation, you should choose microsite ads and homepage ads; if the company's advertising goal is to promote product sales, choose mobile ads.

lChoose the form of online advertising based on the target audience. If the advertising target is mainly young people, you can choose interactive game advertising with strong interactivity; if they are loyal customers of the company, you can choose to make screen saver ads or wallpaper ads.

lChoose the form of online advertising based on your advertising budget. If you have enough budget, you can choose rich media ads. If you have a tight budget, you can choose text link ads.

lChoose the form of online advertising based on the situation of competitors. Generally speaking, companies should adopt the same form of online advertising as their competitors, and it is best to be innovative so that it is new and attractive.

EDM Marketing Promotion Instructions

1. Analysis of the advantages of email marketing

The email marketing (EDM) market has experienced an explosion in recent years. The popularity of email and EDM’s inherent advantages have become the main reasons why the EDM market is favored. Data from a third-party research agency shows that the number of personal mailboxes reached 500 million in 2010, while the number of corporate mailboxes worldwide also reached 570 million. The advantages of wide range, low cost, high efficiency and high accuracy make email marketing the most commonly used and practical method of online marketing.

Bulk emails can deliver your product information to a large number of customer email addresses in a short period of time. Let your corporate brand become famous both at home and abroad, double your orders with zero cost and high efficiency, and give your company an advantage in the fiercely competitive market!

1. Cost advantages of email marketing

The most important feature of Email marketing is that it is low-cost and effective.

2. Email marketing provides continuous promotion opportunities

Email marketing allows companies to maintain regular contact with customers. Once a company has a new product, it can promote it via email. Moreover, emails are directly targeted. Different marketing emails are sent to different consumer groups. The more targeted they are, the better the effect! This is easier and more cost-effective than either method. If a user comes to your website because of a keyword, he or she may leave after browsing a few times and will never come back, nor will he or she remember what your URL is, thus losing a potential user in vain. If a user comes to your website and you give him a gift like a gift certificate or a book, provided that he registers for your email, he will be very willing to do so.

3. Establish stable customer relationships

Different from general product (or service) promotion methods, email marketing can significantly enhance the relationship with customers while achieving the promotion function. Taking commonly used publications as an example, studies have shown that the publications provided on the website have better marketing effects than the website itself. An important reason for this is that the information transmission between the publications and users is not just a one-way process, but also a channel for mutual communication is established between the website and the users. Sending information directly to users' mailboxes through publications will create a long-term interactive relationship between users and websites.

4. Meet users’ personalized needs

Email marketing can provide users with personalized service information. Users can pre-select useful information according to their interests. When they do not need this information, they can exit at any time and stop receiving it. Therefore, in email marketing, users have the active right to choose. It is precisely because the information selected by users themselves is related to their own interests and needs that they pay more attention to the information they receive. This is the basic reason why email marketing achieves better results. It is precisely because of these advantages that Email has not only become an important online marketing tool, helping to promote brands and boost sales, but also an important tool for maintaining and improving customer relationships and providing customer services.

5. Targeted customer groups

The customers of email marketing are generally a more precise group of people, and they come to your website usually because they have a direct or indirect relationship with this industry. Furthermore, people who fill in their email addresses and allow companies to send emails are generally more concerned about product trends or news in the industry. They are potential consumers, and all we have to do is choose the right time to convey the right information to them. Once this type of customer successfully makes their first purchase, they will often become your loyal user, and they will also influence the people around them to promote you for free.

To sum up, email marketing has become one of the most effective marketing methods due to its advantages such as low cost, fast delivery speed, accuracy, personalization and easy operation. In the current economic downturn and tight marketing budgets, email marketing has become more attractive to many companies, and corporate email has naturally become one of the most commonly used channels for companies to communicate with existing customers.

2. Things to note about website emails

A. Email subject

1. The subject of the email should reflect the essence of the email content, brand or product information;

2. The email subject should contain rich keywords;

3. Generally speaking, it is more appropriate to keep the email subject within 8-20 Chinese characters.

B. Email Content

1. Keep your company logo in the same place, which can be a prominent place at the top of the email (but not too big to take up the entire screen);

2. Try to use a unified font;

3. Be concise and clear, highlight the key points, and be careful not to force too much text information on customers;

4. Make good use of pictures to supplement the content. When choosing pictures, pick those that are simple, easy to understand, and directly related to the content of the text;

5. The content of email information should be targeted and should be what customers care about and are interested in.

App Profit Model

1. Advertising fee: Home page advertising (20,000-30,000/year), channel advertising (10,000-20,000/year), top bid advertising (10,000/year), inner page advertising (less than 5,000/year), etc. (Mature platforms: tens of thousands/day, just a few hundred per day/position at the beginning)

2. Membership Fees: Senior VIP Membership (2,000 yuan/year), VIP Membership (1,580 yuan/year), Procurement Pass Membership (580 yuan/year), Ordinary Membership (free) (Alibaba membership fees, Chengxintong: 1,688 yuan/year, 3,688 yuan/year, international membership fees range from tens of thousands to hundreds of thousands, other platforms range from thousands to tens of thousands)

3. Bidding search: When searching by keyword, you pay by bidding per click; how much you pay for the first place, how much you pay for the second place, etc. (such as: Baidu, Google, etc.)

4. Keyword connection: Keywords directly connect to member stores or member website services

5. Interviews with famous people: Publicity and reports on well-known enterprises and entrepreneurs (ranging from several thousand to tens of thousands)

6. Trade: Industry websites appear as third parties, and the first company to know all the supply and demand information on the platform is the company itself; it can bring customers to the company.

7. License Fee: Individual licenses will be issued to members of the mobile portal website to enhance members’ sense of honor.

8. Post-magazine: magazine advertising fees, article reporting fees, etc.

9. Attract venture capital: When the number of members reaches a certain level, venture capitalists can be sought to join.

10. Listing or overall transfer (cash out and leave)

Author: Jianshu

Source: Jianshu