How to bring about conversions by building an operation system and channel diversion?

1. What is operation in your mind?

The operation is divided into two parts:

1. How to promote the brand

2. How to improve traffic

Regardless of the fan economy or the current state of the Internet, from the perspective of the company's operations manager, how should we build an operating system and traffic channels, and what kind of results can be achieved through these channels? What can be transformed through these projects?

Now the application skills of each point in operation and promotion are different. The whole network promotion includes PC network event marketing, which is quite popular from planning events to leveraging trends. The two major ends can use search engine brand promotion. In fact, more and more product and project promotions have returned to this point. For example, there has been an obvious change in WeChat business from 2014 to 2016. In 2014, WeChat business relied entirely on deception. In 2016, it was discovered that the routine did not work, so it began to return to Baidu promotion and offline traditional channels to divert traffic to its own mobile terminal through the whole network. The same is true for apps. In 2014, entrepreneurs began to build their own apps, and many people promoted apps through traditional channels. However, this model is no longer reliable, so many people began to drive traffic through the entire omni-channel.

Regarding drainage, it is actually determined by everyone’s current living habits and status. Just like everyone habitually brings their mobile phones when going to the bathroom, but no one brings a notebook. Therefore, it is very troublesome to switch from mobile to PC. When converting large traffic, you must understand the user's psychology, including the user's behavior path. BI system analysis can help solve this problem. BI system analysis is the analysis of human behavior data.

For example, would you buy the phone first or the phone case first? Buy a cell phone first. At this time, the BI system will actually determine your behavior in the next stage based on the path of the system and your behavior in the previous stage, and then tell you in advance what you should do in the next stage. So you need to know what to do after users come, and then how to form better interactions and transactions.

However, it is easy to overlook a problem at this time. Sometimes users clearly see the promotional information copy, but the conversion rate is very low, resulting in no one paying attention when you think you are doing well. Why? For example, if users want to use Didi to hail a taxi, they will go to the app store and search and download it directly. This is the first thing users do when they have an active demand.

However, if users encounter problems and look for Baidu, two situations may occur. If things don't go smoothly, users will be at a loss. If it goes smoothly and brings positive brand publicity, the user can be introduced to the corresponding platform and ultimately his problem can be solved.

2. Purpose of Marketing Promotion

This situation is reflected in the sale of products or promotional activities, when your products have reached users directly, or users have become your fans. When a user does not know you but starts to be interested in you, a Baidu search reveals all negative information. At this time, you will find that this user died inexplicably, including your Weibo conversion rate is very high, but in the end it is stuck at the step of closing the deal. This problem actually occurs in one step. Of course, this is the case when we say that he actively generates demand.

However, there are many times when it is not necessary for users to actively generate demand. What we do now is that if they have any demand, they can just contact us. A small part of the push is mandatory. So when you push an advertisement, if it is not a big brand or an official event, users will first wonder what kind of event it is. After understanding it, they will go back to the first step and search or participate directly. Or they will force you to participate, either by deleting you or letting you participate directly. Everyone will definitely connect to their own platform. So first of all, we need to know what the user's path is.

The purpose of marketing promotion, Baidu performance and customer traffic, at the specific operational level, copywriting planning, channels, event methods or visual effects are all operational contents. After mastering the major channels first, the event effect will be better.

Baidu's performance (at least someone asked me to take him down)

（1）SEO

People who work in operations will not be unfamiliar with this. First, they need to conduct data analysis on users, then analyze user behavior, keyword index analysis, personnel task allocation, and real-time monitoring to finally achieve the ultimate goal, keyword homepage ranking. The first is the ranking for traffic diversion, and the second is the ranking for brand promotion. The two have different effects.

(2) Own platform/third-party platform

Baidu Encyclopedia

Baidu Pictures

Baidu Post Bar

Baidu Knows

Baidu Library

Baidu Experience

Baidu Video

To perform well on Baidu, you need to rely on other platforms. Baidu Encyclopedia is not very easy to do at present, but Baidu Pictures is very easy to do. However, some people ignore the Baidu Pictures section, because when your own products appear in the Baidu Pictures search, you will feel that the brand influence is still good.

(3) Product promotion platform

Today's headlines

Baidu Baike

Sohu We Media

LinkedIn

Yidian News

Sina Blog

Second shot

When we are currently working on Toutiao, when people search for our products, they see our hot products on Toutiao. These are relatively new to Toutiao and Baidu Encyclopedia. But the one that really performs in large quantities may be Sina Blog, so if you want to do well in Baidu, you have to connect Sina, Sohu, etc. If you say that as long as you have money, the effect will be better than this. However, most entrepreneurs will first figure out the routine, and then consider the payment channels and conversion rates, so having money alone may not necessarily produce good results.

10 tips and tricks:

Clearly understand Baidu's performance goals : from 0 to 1, traffic generation, financing, inventory, and showing off

Determine the promotion platform : Sina is the best, Toutiao Baijia has a nice name, Sohu is the best…

Keywords are really important : the core focus is combined with the first three points to understand the user's BI behavior

Small "37 Theory" key platform focus on maintenance , do not change the title gameplay

Don’t be slow when upgrading : upgrade from the company perspective to the industry perspective, headlines are better

We-media matrix : interoperability between different platforms, imitation of station clusters

Search and brush : The cheats to improve the ranking by one page a week is to use the boring time every day

Selection of operators : female, journalism major, single, pretty, SEO re-employment

Data statistics : It is best to set up a data statistics table for easier iteration

It doesn't matter if you have to find someone who can do the work of a full-time employee or an assistant front desk .

Customer traffic (try to get as many people to find me as possible)

The rich can choose Baidu promotion, or the traditional WeChat channels. Everyone will watch all the channels on the PC. It's fine if you delve deeply into a certain channel, but in addition to these points, what can really bring traffic to the entire network is paid precision marketing, which is also a paid promotion channel, but it consumes relatively more resources.

WeChat can selectively redirect traffic that was previously directed to the WeChat public platform to personal accounts. Last year we did a lot of promotions through traditional channels including print media, but at present, especially after the end of last year, these fans have basically died off, there is no impact on interacting with them, and the number of readers has dropped significantly. It is actually time for a transformation, so at the end of last year we all switched to personal WeChat accounts. Therefore, you must plan ahead, otherwise when you attract fans to the public platform alone, you will find that the next two years will become more and more tiring.

Weibo, we organized a very simple Weibo activity last year. This small game is very simple and suitable for start-up projects at the beginning. It is a way to quickly increase followers. The activity in the picture above is a backstage activity. At that time, the total cost of this activity did not exceed one thousand yuan. A total of more than 70,000 people participated, 15,000 fans were converted, and the number of readers was very high, reaching more than three million. This is actually a very simple way that can be held regularly every month.

Tips:

If you want to be effective for free, or spend less money and get results

If we want traffic, we should stick to one channel.

The prize must be attractive and low cost.

Source: Operation Helicopter