A complete operation and promotion plan planning idea!

First of all, we must understand that any plan must be implementable. A plan that cannot be implemented is meaningless and is just empty talk. Only plans that can be executed, can improve conversions, and bring more benefits to the company are valuable.

Secondly, our proposal is written for leaders and bosses, so it needs to be clear and not confusing. It is recommended to use more charts or tables, which are intuitive and easy to understand.

Thirdly, when making a plan, the leader or boss will look at whether the plan is feasible, how much investment is required, and how much profit it can bring, that is, the input-output ratio. This effect estimate needs to be clearly shown to the boss, as well as the execution time and what goals can be achieved at what stage. The boss must have a clear idea of ​​this.

Let’s talk about the ideas behind operation plan planning in detail.

1. Analyze the current operating status and existing problems

Only by understanding the current situation can we know what problems exist in the current operation and promotion, and then we can prescribe the right remedy. In fact, the ultimate goal of operation is conversion, so how is the conversion at this stage? What are the factors that influence conversion? If there are multiple promotion channels, which channel has a good conversion rate and which channel has a poor conversion rate? We first understand these data.

2. Analysis of bidding opponents

As for our competitors, we need to learn from their strengths and analyze their operation and promotion strategies. See what kind of promotion they do (SEO, SEM, new media, information flow), how they do it in each channel, and what the effect is. Some core data may not be available, but a general understanding can be achieved. Another thing is to analyze the quality of their website (or app), whether it is marketable, and what the user experience is like. Compared with them, what are our advantages and disadvantages and what opportunities can we seize.

3. Specific Operational Strategies

We formulate specific operational strategies based on our analysis of our own problems and our competitors. The main work of operations is to attract traffic, retain, convert and optimize. First, drainage. Our homepage needs to know who our target users are, what their online behaviors are, where they often go, and where we direct users (website, app, public account, or group). Second, retention. We have attracted users, so how do we keep them? In general, it is to meet their needs and give them what they want and want to see. Third, transformation. Users staying is not the ultimate goal. Our ultimate goal is conversion. How do we stimulate conversion? Whether a user buys your product or uses your service is influenced by basic factors such as price and the quality of the product or service. Sometimes the user's herd mentality, desire for bargains, and vanity can all serve as points to stimulate conversion. The conversion aspect requires more attention to the analysis of user psychology. Fourth, optimization. After the operation strategy has been implemented for a period of time, we need to analyze and summarize the relevant data, constantly look for problems, and adjust the operation strategy in a timely manner when problems are discovered, repeating this cycle.

Next, we will use the website operation of a software development company as an example to develop an operation strategy.

1. Traffic diversion strategy

Target users: Mostly male, aged between 25 and 39, and the main way to solve problems is through search engines.

(1) Traffic quality control: Whether it is SEO or SEM, keyword analysis (mainly intention analysis)

(2) Increase in traffic volume: First, add more keywords, long-tail keywords with higher intentionality. Second, increase the channels for promotion. It is recommended to start bidding on mainstream search engines (Baidu, 360, Sogou). Currently, popular information flow ads include Baidu Information Flow, Toutiao, etc. It is recommended to choose Baidu Information Flow Ads with higher accuracy. In terms of SEO, we focus on optimizing keywords that have a certain amount of search volume and improve the ranking of these keywords in various search engines. External promotion: brand exposure (Baidu Knows, Wenku, Experience, Tieba), classified information advertising, industry-related communities to conduct brand exposure, guide users to search for brand words to enter the website, focus on self-media promotion (Sohu self-media, Baijiahao, Toutiao).

2. Retention strategy

For corporate websites, retention is mainly about allowing visitors to visit more of our pages and stay on the website longer.

(1) Selection of bidding landing page: It should be highly relevant to the searched keywords. For example, if a visitor searches for chess and card game development, the landing page he comes to should contain relevant information about chess and card game development.

(2) Optimization: Guide visitors on the page to visit more relevant pages. For example, if this page introduces the price of app development, then we can put some links to related articles about the development prices of specific products such as shopping mall apps, lifestyle apps, and live streaming apps.

3. Conversion strategy

(1) The bidding landing page should have strong marketing capabilities, mainly by grasping the user's pain points. We can solve their needs well, and we will also provide them with other (free) additional services.

(2) At appropriate locations, the page provides users with more consultation channels (such as buttons for learning more details, consulting now, etc., or directly providing a contact number or QQ number)

（3）Improve the capabilities of online customer service. Whether the invitation is made proactively, whether the response is timely, whether the needs can be understood quickly, and whether the customer's information can be obtained.

4. Optimization strategy

(1) Bidding: Analyze relevant data to find out the keywords with better conversion (consumption is within an acceptable range), the time periods with better conversion, and the areas with higher order conversion rates. Optimize channels with poor results. If the results are not good after optimization, reduce costs or give up.

(2) Analyze various promotion channels (external promotion, SEO, SEM, information flow), increase investment in those with good results, and reduce investment or directly abandon those with poor results.

4. Personnel Arrangement

After we have formulated the specific operating details, the next most important thing is to assign people to implement them. Do not underestimate this step. No matter how well the plan is planned, it will be in vain if the personnel are not properly arranged and implemented. Generally speaking, the operations department needs content editors, promoters, event operators, copywriters, and data analysts. However, this is an ideal situation. Large companies can meet such a configuration, while small companies basically have one person taking on multiple roles. When arranging personnel, it is necessary not only to clarify their respective responsibilities, but also to establish assessment standards, that is, to have a goal.

V. Budget investment and effect estimation

This should also be of concern. The main operating investments include advertising costs, activity costs, etc. What we need to do is to figure out where to spend the money and how much profit this investment can bring in how long. This is what the boss wants to see most.

VI. Conclusion

A good operation plan must first be able to be implemented and improve conversion. It must combine the company's own and competitors' strategies to generate clear operation information, traffic, retention, conversion, and optimization. Each link must have clear implementation rules, reasonable personnel arrangements, and input-output estimates.

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Author: Zi Yixue Source: Jianshu