How should business owners choose the right promotion channels!

If we want to achieve better development, we must learn how to choose resources. Today, I will share with you how companies at different stages should choose appropriate promotion channels.

Startups

For start-ups, in most cases there are no people, no resources, and many things have not yet been systematized. And with the advent of the Internet, a wave of entrepreneurship has emerged.

Therefore, for start-ups, the most important thing is to "survive". When choosing channels, it is recommended to choose those that can quickly form conversions and bring profits, such as Baidu bidding.

Generally speaking, promotion channels can be divided into: free channels and paid channels.

1 Free channel

In the early stage, it is recommended to choose some more vertical or regional channels that can directly attract accurate traffic.

Here, we provide several channels for you to think about, which can be divided in detail according to your own products:

Question and answer websites, such as Baidu Knows, Zhihu, etc.

Classified information websites, such as 58, Ganji and similar websites

Regional channels, such as Tieba, 19th Floor and other similar websites

Vertical channels, such as investment and franchising, Mamabang and other similar websites

2 Payment channels

The best paid channel for product conversion is Baidu bidding. Since it is a startup, there is no need to consider channels such as information flow and video for the time being. In terms of bidding, you only need to maintain the Baidu platform.

When it comes to promotional words, it is also recommended to use product words as the main words. You can also choose some competitive words appropriately. After all, the best way for a startup to grow is to rely on giants.

In summary: For start-up companies, with the goal of accurate traffic and product conversion, it is recommended to choose keyword-based promotion methods.

Finally, regarding the staffing of start-up companies, it should be as streamlined as possible. The current promotion workload is not large, so basically 1-2 or 3 people are enough.

Small Company

For a small company, it means that the business has gradually started to get on the right track, but it is not recommended to increase the number of staff too much at this time. Traffic is the foundation, and you can choose to cultivate some traffic-generating teams.

In terms of traffic, while obtaining accurate traffic, we can appropriately add some intended traffic, but we must be clear that we still need to focus on accurate traffic to avoid wasting extra costs.

1 Free channel

In addition to start-up companies, the following categories can be added:

Groups are used to aggregate and maintain traffic. QQ groups are the perfect platform for cultivating potential users, which can be converted slowly at a very low cost.

SEO optimization, it will take a certain amount of time for SEO to get on the homepage. For small companies that are gradually getting on the right track, they can already try to obtain natural traffic.

Forums. Based on the forum traffic, you can appropriately acquire some potential groups and use groups to carry them.

2 Payment channels

At this time, as the scale of staff expands appropriately, we can also increase the paid channels appropriately, but we still mainly rely on bidding and choose those "keyword-based" paid channels.

In summary: small companies should still focus on short-term profits and choose "keyword-based promotion channels" to increase some intended traffic while obtaining accurate traffic. In terms of staffing, some drainage teams can be properly trained to prepare for the future.

Medium-sized companies

A medium-sized company usually has a staff size of around 50 people. This means that we can plan our personnel and assign a supervisor from the existing staff to oversee overall management.

At this time, in terms of promotion, in addition to attracting traffic, we also need to consider the packaging of characters and brands.

1 Free channel

On all the above channels, the following categories can be expanded:

On the one hand, public accounts are used to carry traffic that websites cannot carry, and on the other hand, they can continue to acquire new traffic based on WeChat, a high-traffic platform.

Video is the most popular channel right now, so you can try it. Moreover, videos are conducive to users’ memory and are also great for character packaging.

For self-media, at this time we will have dedicated copywriters, and we can try self-media platforms with larger traffic.

2 Payment channels

On the basis of bidding, increase the information flow, acquire some potential groups, and then use public accounts and groups to carry them. At the same time, you can also appropriately increase some CPS, CPA, etc.

But please note: when choosing an information flow channel, it is recommended to think and choose from the three goals of "product conversion, character packaging, and brand awareness" and form a budget ratio for delivery.

In summary: For medium-sized companies, the most important thing is character building and brand awareness. In terms of promotion ratio, it can be promoted according to the ratio of 4 (product conversion), 3 (character building), and 3 (brand packaging).

In fact, for the brand awareness of medium-sized companies, I think we can start from cross-border marketing or cooperation.

For example, based on market observations, we found that many bidders do not receive commissions. So, if a platform related to bidding is able to consider cooperating with Baidu to conduct a similar activity as "I Speak for Bidders",

Large companies

This needs no further explanation. Basically, all promotion methods and channels currently on the market can be used (provided that the channel characteristics are consistent with the product or brand culture). In terms of personnel management, departments and personnel can be subdivided according to the different promotion businesses.

But at this time, what everyone should pay attention to is the maintenance of the brand image, and you must not take it lightly, so that the brand can achieve a sustainable influence.

The above is my thoughts on the promotion channels chosen by the company at different stages (the channels can be further expanded according to its own situation).

Source: Houchang College