Product promotion: How to advertise?

A very important part of advertising is the selection of delivery channels. Sometimes, if you choose the wrong delivery channel, all subsequent work will be in vain.

For students who are engaged in product promotion , what do you do most every day? Advertising. Before advertising is launched, there is one crucial thing to do, which almost determines the life or death of the company, that is, the evaluation of channel effectiveness.

Everyone thinks that the evaluation of channel effects should not be difficult, so let me count the channels for you: Baidu, Weibo, Xiaohongshu, Zhihu, Toutiao, WeChat Official Accounts, Douyin, Kuaishou, Zhihuitui, UC, Momo, Guangdiantong...

In the future, we can add a program to announce the channel name in crosstalk.

Even if you choose a channel, such as a public account, there are hundreds or thousands of accounts suitable for advertising. Which one should you invest in? This is really the most headache-inducing thing for those who do advertising. You know, if you place the wrong advertisement, you will lose real money.

Some companies worked hard to develop a product, but ended up buying fake users through advertising, and ended up burning through all their money and the company collapsed. These are all bloody lessons.

How to avoid pitfalls? What plays a decisive role is the degree of awareness of advertising channels. To put it simply, the depth of this awareness can be judged from three scenarios: looking and using.

Look, use, and the origin of the indispensable

Let me briefly tell you the origin of these three scenarios. I recently had a discussion with a colleague who does advertising. They are a C-end business and have placed ads on Xiaohongshu, with good results.

I have heard about the Xiaohongshu channel from many places before, and its conversion rate is good.

However, because Xiaohongshu is more female-oriented, I have never used it. At most, I downloaded it, took a look at the interface layout, and uninstalled it after I knew what it looked like. Therefore, I have always felt a bit confused about this channel. If I really want to invest in it, I don’t know how to start.

Another channel is Douyin, which I use non-stop every day. I am very familiar with the KOLs, hot topics, gameplay, and rules. If I were to place Douyin ads, I would definitely do better than 90% of my classmates. Why are there two completely opposite and extreme perceptions of the same APP?

To put it bluntly, it is about whether you are familiar with the channel. By taking a look at it, you can at most understand what the channel looks like; by using it, you know what functions the channel has and have made some progress; if you cannot do without it, you become a hardcore user and know every function of the channel, so you can naturally place targeted advertisements.

Look, use, and refer to the three levels of channel cognition

There are so many channels, and our brain capacity and time are limited. It is impossible to be familiar with the characteristics of each channel. Therefore, there are three levels of understanding of channels. The first is knowing, the second is having done it, and the third is being familiar with it.

The number is from many to few. For example, if you can master one or two of the familiar channels in your lifetime, you will be very competitive in your career development. For example, optimizers who are very skilled in operating Guangdiantong or Baidu and can bring the desired results have a high market price.

This actually involves the issue of career planning. Is it the development direction like laying sand or the development method like digging a well? Both methods have their advantages and disadvantages, and there is no absolute good or bad.

The best way is to research the next channel after you have mastered one channel. For example, I have already graduated from Douyin advertising, so now I can research Xiaohongshu. Of course, in addition to personal willingness, whether the company has the conditions is also a question.

The knowledge of a single channel is limited, but the knowledge of the entire market channel is unlimited. We must invest our limited energy into unlimited channel knowledge.

Don’t know how to invest in channels

This is a question that bothers all students who are involved in advertising. Once we have stabilized a channel, we must inevitably open up new channels. If there is no new traffic pool, the company's development will be limited.

When we invest in new channels, it is like arriving in a strange country, where we don’t speak the language and have different customs. If we still use the old ways to invest, we will usually fail miserably. Not voting anymore? That is definitely impossible. Investment is still necessary. The question becomes how to launch new channels with the lowest risk.

Seek advice from colleagues. This is the most effective option, but also the one with the least certain results. On the one hand, you may not be able to find corresponding colleagues, and on the other hand, even if you find them, they may not tell you. This requires skills and strategies.

Do you want to learn this skill and strategy? If you want to learn it, I can teach you. There is only one method, the art of asking questions. Some of our previous colleagues went straight to the point and asked for the other party's core data, but were turned down. When I went to ask, I asked some seemingly unimportant data that could actually be used to calculate the core data, and I got it.

Find an agent to invest and learn on your own in the process. This method is called learning from others' experience to polish jade. The advantage is that it reduces risks. The disadvantage is that it requires extra costs, and the agent you find may not be reliable.

As far as I know, there are quite a few such agencies. Baidu SEO, official accounts, mini programs, etc. all have agents. Douyin, which became popular last year, also has short video operation and advertising agencies.

Find information to improve channel knowledge. For those of us who often learn operational knowledge and promotion knowledge online, we don’t have to look for this or that. As long as we have Baidu, we can find almost any information we want, except for core data.

Take the advertising of public accounts as an example. When searching on Baidu for “how to place advertising on public accounts”, six million pieces of information appeared. There must be what we want among them. If not, then go to Zhihu, which is more professional. If that doesn’t work, remember there is also Google.

In summary

The above are some of my experiences when researching advertising on new channels. Advertising is a long-term, uninterrupted task. Moreover, with the development of technology and the emergence of new things, the forms and carriers of advertising are also undergoing tremendous changes at any time. The newspaper advertisements that were still being placed yesterday will be eliminated today.

There is no virtual reality today, but maybe there will be VR advertising in the future. Students who do advertising should remember the most important point: keep investing and learning until you are old.

Source: Tiger Talk Operations