5 basic steps for online operation and promotion!

Whether it is online operation and promotion or offline operation and promotion, it is very important for a company. At the same time, the pressure of operation and promotion is also very high. There are only data and KPIs surrounding promoters.

If you want to become an excellent operation and promotion personnel, you must have strong communication skills, stress resistance, execution ability and data analysis ability.

As an excellent online operation and promotion personnel, when conceiving the promotion, you should do the following steps:

The first step is market research and analysis

What is something you can’t live without when working on a project? Of course it is the market and consumers.

When we evaluate each market, we must conduct a thorough investigation of that market.

The survey includes: competitor analysis, competitive product analysis, market share analysis, pricing analysis, peak and off-season analysis, target customer group analysis, traffic source analysis, etc.

For example: Xiao Wang took on a beverage wholesale operation project. Before him, many people did not do a good job of market research and analysis in the early stages of this operation project. Therefore, during the operation of this beverage wholesale project, they could only rely on phone calls, text messages and their own connections to maintain the operation of the company.

So Xiao Wang suggested that we should do a good job of online market evaluation first.

First determine the company's positioning, is it to enter the regional market? Or do you want to enter the national market? According to the company's current planning, Xiao Wang suggested giving priority to the regional market.

Based on the regional market, we select cities with large populations to carry out market promotion and offline negotiations with wholesalers. At the same time, we investigate the local competitors' agents, market share, pricing and activity content, and then go back to make adjustments to the marketing direction. Assess the off-season and peak season of the beverage wholesale market by checking real-time data online.

The second step is to analyze the marketing channels

In addition to e-commerce platforms such as JD.com and Taobao, marketing platforms in other industries are:

1. SEO channel (similar to Baidu search engine). The current cycle of SEO channel is generally about 5 months. Although the cost is low, if you are pursuing large order quantities, this can only serve as a supplement.

2. Bidding channel. The bidding channel has the fastest effect and the largest order volume, but it is also the platform that burns the most money. When pursuing short-term conversions and profits, bidding channels are a better choice.

3. New media channels (the mainstream ones are Toutiao, Penguin and Baijiahao). The main purpose of self-media channels is to promote brands and divert traffic.

Taking beverage wholesale as an example, when we make channel selection and target the objects of our service and when looking for precise target customers, we mainly use bidding channels and SEO as a supplement. Self-media channels are used as an aid to brand promotion.

The bidding channel can relieve enough pressure on the entire network operation in the short term. The rest of the brand building and promotion cycles are relatively long and require a certain foundation to support them.

Step 3: Data Analysis

The most important evaluation link in operation and promotion is data analysis, because many big CEOs only look at the results, so a good data report can give you enough say in the company and at the same time will greatly improve the development of your next project.

1. Data analysis of traffic operations

Traffic operation refers to improving the website's traffic indicators through various promotions, diffusion, marketing, and activities. These are usually the PV, UV, registration conversion, and SEO traffic operations that need to be paid attention to.

2. Data analysis of user operations

After having traffic and users, most of the operations work is to continuously and effectively promote user activity and retention, and to discover valuable and even high-value users, because these users will continue to bring value to the product and generate revenue.

User operation is to formulate operation plans or operation mechanisms based on user needs to improve user activity, retention and payment. User operation has now developed to the stage of implementing targeted operation strategies for different types of users.

Specifically, it is to introduce new users, retain old users, keep users active, encourage users to pay, and recover lost or silent users.

Author: Minghang Talks about Operations

Source: Minghang Operations