How do new media operators choose promotion channels?

Recently, I saw a very thought-provoking question in the new media operations circle.

How do new media operators choose promotion channels ?

Many people answer this question:

Cast a wide net, build channels, and do whatever you can to attract traffic and increase followers.

Here, I will not make any comments, I just want to talk to you about the methods.

From a marketing perspective, I have always believed that the process of selecting new media promotion channels is equal to the process of qualitative publicity effects .

What does this sentence mean?

At different stages of the product, new media operation and promotion channels need to evaluate the overall operation effect through content that hits user pain points + effective data testing .

Therefore, not all products follow the trend and just make whichever product is hot in the channel .

To choose the most appropriate new media promotion channel, it is necessary to control both operational thinking and operational results at different stages of the product.

Okay, now let’s talk about some practical stuff.

If you find the content interesting, please bookmark it and read it slowly.

Suppose you join a startup company now to do new media operations work.

This company's products are in the development stage. How to choose the promotion channels?

01

Clarify operational goals and set thinking

During the product development period, new media operators should consider the following issues:

What are the free channels for new media promotion? For example, Zhihu, Jianshu, Douban, etc.

What are the paid channels for new media promotion channels? For example, Weibo fans, WeChat advertisers, etc.

What is the company's allocation operational goal? For example, it is required to bring 2W+ effective traffic to the website in 3 months.

Because it is in the product development stage, we should specialize in a few channels to continuously bring in effective traffic .

This is the promotion goal that new media operations should consider.

02

Choose core channels to specialize

Now that the goal is clear, the next step is to choose the core channels.

Here, I recommend a core channel operation method:

(1) Method: Choose 1-2 channels to specialize in and tap into traffic

Choose WeChat as the first channel.

What needs to be done is: testing different article types, doing community operation activities, making custom menus, developing interfaces, doing keyword guidance, etc.

The second channel is Weibo.

The content to be produced is: Weibo fans’ communication, Weibo topic content, KOL recommendations, fans’ headlines, etc.

(2) Time: 1-2 months

(3) Free channels/paid channels

Rationally formulate the testing cycle for each specific method within the channel.

Taking the official account as an example, create different article contents. Test which content has high user reading volume, high forwarding volume, and high comment and like rate. Identify users’ interests and create specialized content.

Taking Fanstong as an example, we observe user activity based on different account dimensions, different regional dimensions, different content maintenance, and different information dimensions.

(3) Recycle data and invest money in the best promotion channels

Recovering data is a process from qualitative to quantitative.

By determining goals, breaking down goals, and testing results, we can ultimately determine which channels bring better traffic to the website.

Therefore, at this time, you can spend your operating costs where they are needed most and specialize in these two channels as much as possible.

03

There are methods for different stages of products

There are different channel operation methods in the early stage, development stage and mature stage of the product. In summary:

Product embryonic stage (storefront): multiple channel options + user quality + data collection + quick results

Product development stage (specialization): core channels + user quality + stable traffic + continuous results

Product maturity stage (specialization + expansion): multiple channels + user quality + stable traffic + continuous results

alright. Let me give you a brief summary below.

No matter which stage your product goes through, keep these principles in mind.

1. Effect first

Using more channels does not mean that the traffic generation effect will be better.

You need to focus your energy on the channels that can obtain the most effective traffic. Don’t be greedy and try to achieve everything. Results are the first priority. Data analysis will tell you the results.

2. Don’t consider brand channels when you are not making money

There is no need to consider brand advertising in the early stages of the product.

The brand advertisements that we love to see are from large companies or companies that have received investment from wealthy people, but it does not mean that small companies can afford it.

3. Dig deep into the channels with good results

If there is a channel that can bring you good traffic, then stick to it and let it bring you the greatest value.

4. Traffic acquisition should be streamlined

Think of the updating and adding of traffic channels as a process of pouring wine from a "champagne tower". After filling up one channel, move on to the next one.

Related reading:

1. There are so many online advertising channels, how do you choose the platform that suits you?

2. In-depth analysis: Methodology for placing advertising in information flow channels with tens of millions of users!

Author: Yiyue

Source: Yiyue ( yiyue163 )