How do enterprises conduct new media operations? These 4 points are very important!

How do enterprises conduct new media operations? How can companies use new media operations to quickly improve their performance?

The Internet is developing faster and faster, changing with each passing day. There are more and more ways of online marketing and promotion, including search engine promotion, information flow advertising, content marketing, video promotion, etc. There are so many different forms of advertising that it is dazzling. This is both an opportunity and a challenge for both companies and operators.

Marketing and promotion methods are becoming more and more diverse, which means that operators need to understand more and more products and the rules and techniques of different platforms. For enterprises, how to choose the right operating platform and cover the precise target audience has become one of the key issues.

Among these marketing and promotion methods, new media operations can be said to be unique, or to stand out among many marketing and promotion methods, creating a development path for new media.

More and more new media are emerging. Faced with the current situation of the entire network development, enterprises must keep pace with the times. As a result, more and more people are engaged in new media operations. Both individuals and enterprises want to use new media to achieve the effect of publicity and traffic. However, there are very few new media people who can truly "survive".

New media operations are about content and fan economy. They take products as the core, content as the basis, and users as the purpose. They convey products to users with concrete words or pictures, stimulate user demand, and then generate purchases.

Products, content and users are all indispensable. Only by fully connecting these elements can you form your own industrial chain. However, many new media operators have only achieved the first two points, namely products and content, while the important link of user-based publicity and traffic diversion is often easily overlooked. The consequence is that the high-quality pictures and texts created are ignored, the number of fans does not increase, and traffic monetization is out of the question.

So how should new media operations be carried out?

1. Positioning Analysis

The second thing is to understand our own users. What groups of people our products cover, what are their ages, incomes, genders, regions, industries, interests, etc., and what kind of content and activities do they like? These are all things we must figure out before we operate.

Product features + target audience = effective traffic. This kind of traffic is accurate and has conversion value.

2. Content Output

Many people are willful and free-spirited when creating new media content. They write whatever they think of. Such new media is disorganized, the attributes of fans are uneven, and the accuracy is not high. The content output of new media operations should be based on the first step of positioning analysis. According to the product attributes and user attributes, content and activities that interest the target group should be produced, and the correct content should be pushed to the right people, so that they can be happy to write and happy to read.

3. Spread and attract traffic

When operating new media, no matter which channel or platform, it is not just about producing content. The more important thing is to ensure the dissemination of the content. The ultimate goal is to give the product enough exposure. New media operations cannot be limited to a certain platform, but need to expand traffic and process and push articles according to the characteristics of different platforms. The effect achieved is immeasurable.

When utilizing new media operations, these platform characteristics are not what we take for granted. They need to be based on channel testing data, and content adjustments based on data are only of dissemination value.

4. Data Analysis

How to evaluate the success of new media operations? Some people think that a high number of article readings means success; some people think that a rapid increase in the number of fans means success... No matter which evaluation method is used, it is based on data feedback. Whether it is the number of readings or the number of fans, it is actually an intuitive feedback and cannot be used as the most direct evaluation standard. After all, these data can be manipulated "behind the scenes".

The data that truly evaluates the success of an operation is the final conversion data, that is, how much fans have monetized. It is obvious which one has a better conversion effect, between 100,000+ reads leading to 100 purchases and 1,000+ reads leading to 100 purchases.

Author: Langge

Source: Marketing Planning Officer