Elements and channels of online product promotion plan!

Viewpoint 1:

The general promotion process is as follows:

1. Make it clear to whom you want to push it? (Locked user group)

2. What are the characteristics of this person? (Analyze user portrait)

3. Where does it often appear? (Lock promotion channels)

4. How to establish communication? (Planning promotional content)

Who to push it to?

Because the user group is basically determined when doing product planning (who do you want to help, in what scenarios, and what problems do you want to solve?). Therefore, the main task of operations is to enrich user portraits.

Generally, the user characteristics given by a product manager may only include basic information such as user age, gender, occupation, and region. As an operator, you need to dig out more relevant content based on the product and target user information. Such as: user habits, preferences, labels, values, topics and celebrities that are frequently followed, etc., so that we can find more capital to communicate with users during the operation process.

Where to push?

At present, there are only a few channels for APP product promotion, including social network channels, Internet channels, application market channels, traditional offline channels and pre-installed channels.

Therefore, the operation’s job should be to find platforms in various channels that have a high degree of overlap with users of their own products as promotional channels. For example, there are big accounts representing various industries in the self-media channels.

say what?

The last step is to plan the promotional content. In this area, many companies still sit around a table with two or three people, brainstorming and thinking outside the box, writing down whatever they think of, and then voting. I can only say that this approach is too willful. All the previous work has been wasted!

Remember, whether you are doing promotion or operation, the first thing you need to do is to understand the product first! Understand the product first! Understand the product first!

Viewpoint 2:

In fact, every channel has its own meaning. If you find it difficult to use, it is simply because the channel does not match your products and services.

I have been involved in the promotion of new product launches several times, and once one of my product lines had sales of over 100 million yuan. I think the most important thing before promoting a product is to understand your users. (If you want to promote a product but don’t know how to do it, you can contact biaoshi555 for free consultation)

Knowing your users is fundamental

In general companies, there are a bunch of people responsible for products and a bunch of people responsible for marketing. Unless they get together to discuss strategies during promotions, they rarely share information with each other during their daily work.

I think this working model is very problematic.

Because the purpose of product production is to promote it, if marketing personnel fail to participate in the product design process, it will be difficult for them to deeply understand the reasons for the production of each function, and naturally it will be difficult to understand the product's usage scenarios and the pain points of target users.

Having said that, if the matter is already settled and there is a product that needs you to promote, but you still have doubts about the target audience, what should you do?

Two methods:

1. Conduct user research

List the issues you are concerned about, such as which issues of the product you are most concerned about, such as the industry, age and gender of the users...

The form then generates a questionnaire, which is sent to consumers through the company's channels, and the next promotion plan is considered based on the results.

2. Conduct user interviews

The problem with questionnaires is that there is a piece of paper separating them from consumers, which makes them too official. And many times, consumers don’t know what their real thoughts are and can only fill in the form based on their feelings.

The best method is actually to conduct user interviews. User interviews do not mean to ask users to complete questionnaires, but to let them experience the product in person and ask them whether they would use it... If they like it, what points do they like?

I think these points are to accumulate truly useful materials for your future product promotion.

Produce promotional materials

The only purpose of promotional materials is to showcase the highlights of the product.

It may include product slogans, long promotional copy, short copy, short video, H5...

The core is still the same question: do you understand your customers? If you do, you can definitely create content that makes them feel attracted.

I had a friend who was making a trendy product for teenagers. When promoting it, he went to QQ groups where the target audience gathered. After getting acquainted with the consumers, he discovered a lot of words he had never known before, as if he had discovered a new continent.

Then he knew that these words would touch this group, so he used them extensively in product promotion, and as a result, the product was really loved by teenagers.

Find distribution channels

Let me first talk about a few misunderstandings:

1. More distribution channels are not necessarily better

Precision is much better than simply covering a large area. For many promotional activities that seem to cover tens of millions of people, how many of them are the target users? Don't just think about doing face-saving projects.

2. The more people invest in a channel, the better it is not necessarily

The most popular channel may not be suitable for your product. You need to find where your core users are active, which is the right channel for your product.

You can use WeChat promotion channel

If your company’s self-media performance is average and you want to have a wider coverage, you have to seek help from advertising on the WeChat platform.

(1) WeChat Moments Advertising

Pay-per-performance WeChat system advertising can match target groups based on mobile phone type, age, city, and expressions of interest.

If you want to do it, I recommend advertising in the circle of friends. I have done promotion here several times. The service provider is very experienced and the effect is very good.

(2) Guangdiantong advertising

Pay by performance, WeChat system advertising, which is the banner advertising at the end of the WeChat public account. If you want to do it, click here: Advertisement placement

(3) WeChat large-scale advertising and soft-text advertising

It is commonly seen in high-quality public accounts such as Gu Ye, Shenwanfawu, and Mi Meng, and its advertising format is easily accepted by fans.

Of course, if your budget is not enough, I don’t recommend you to choose a KOL that is too expensive. According to my test, if you have a budget of 50,000, choosing 5 KOLs with an average price of 10,000 is better than choosing one KOL with a price of 50,000.

Where can I choose? I chose it on Weibo before. Just fill in your information as an advertiser and you can see the quotation.

You can use social networking sites/forums as promotion channels

Given the high popularity of Baidu Tieba and the uniqueness of Baidu as the largest search engine in China, Baidu Tieba still has certain marketing value. In addition, forums can bring together people with similar interests, and the crowd is relatively precise.

1. Assist SEO

Taking Douban as an example, Douban has two applications with good ranking and inclusion, one is Douban Diary and the other is Douban Group Posting. After Douban's content is included in the search engine, as long as the keywords are accurate, the accurate natural traffic will gradually increase.

2. Posting promotion and classified information platform promotion

Posting promotion is becoming increasingly difficult, so very high requirements are placed on the selection of posting sections, posting content, and posting methods.

Your task is to post what appear to be normal content, but are actually promotional posts.

For example, in a project I worked on before, in order to promote a lottery event, I posted something like: Is it true that xx public account is holding a lottery? To promote and publicize. The other is to promote on classified information platforms, such as Enterprise 99.com

3. User community operation

Baidu official bar can be used for user community operation. The advantage of Baidu Tieba is that it has a strong sense of "community inclusion". The interaction between users allows users to find a sense of belonging to the community.

The above is the full content of this article, thank you for reading!

Author: Jianshu

Source: Jianshu