6 promotion skills for self-media operation, telling you how to do a good job of promotion!

For operations personnel, whether you are doing user operations or community operations, you will promote to users or other people. When you are conducting activities, you need to contact channels or internal products to promote products. Therefore, promotion skills as an important skill of operation skills naturally have their importance.

What are the promotion skills?

Promotion refers to a means of making your products, services, technology, culture, deeds, etc. known and accepted by more people and organizations through media (newspapers, radio, television, the Internet), so as to achieve the purpose of publicity and popularization. In simple terms, promotion means promoting and packaging products through wide publicity in order to improve the data of the product itself.

Many people may want to know what promotion skills are available. Promotion can be simply divided into two categories: free and paid. The free category is more about using social media and platform communication, while the paid category relies more on advertising coverage and accuracy for communication.

The main forms of paid promotion include PPC (pay-per-click advertising), DSP (demand-side platform), media advertising, and resource advertising. Each type of advertising has its own uniqueness and availability. Depending on the platform, form, and target group, each type of product has different choices when it comes to promotion.

PPC (Pay Per Click)

It refers to a pricing model in which payment is made based on the number of users who click on the advertisement. Specific advertising platforms include Baidu search keyword bidding, Baidu image bidding, Sogou keyword bidding, 360 keyword bidding, etc.

The important thing about PPC is that it is promoted and advertised based on the platform's natural traffic, and relies on targeted advertising to accurately deliver ads, but its accuracy is determined by keywords and is of a general level.

DSP (Demand-Side Platform)

It refers to a demand-side platform with precision marketing as its core concept. It mainly delivers precise advertising through a large number of advertising suppliers in DSP. Such platforms include Tencent Guangdiantong, Baidu Wangmeng Promotion, and Rising Sun Pioneer. The importance of the DSP platform lies in its reliance on platform resources or supplier resources to carry out refined management and delivery of advertisements, and its traffic is no less than that of traditional media. If Tencent Guangdiantong places advertisements, it will have tens of millions of users, but in the end no company will place advertisements directly without making any settings. Instead, they will use DSP's precise delivery to filter the crowd according to the crowd, time, location, environment, consumption ability, education level, network environment, etc., and provide this function to the majority of companies, effectively and quickly meeting the company's or operation's needs for precise promotion.

Media Advertising

It refers to placing advertisements through news, media platforms, and information streams, mainly utilizing the large traffic of media platforms for advertising space or information stream advertising. Specific platforms of this type include WeChat public accounts, Toutiao, Yidian Zixun, etc. The importance of media advertising lies in its powerful traffic and diversified delivery methods, which can directly help other media or information products.

Resource Advertising

It refers to placing advertisements in the form of commercial advertisements or offline advertisements, mainly utilizing the user groups of platforms or products to directly place banner ads or position ads, which will directly help users with the same target groups. Specific platforms of this type include Bitu.com, B2B websites, industry websites, etc. The most powerful aspect of the resource platform is that it has a precise target group. It can directly drive traffic to products of the same target group and has a very high conversion rate, which is unmatched by ordinary platforms.

The above are mainly paid promotions. Free promotion is more of a way of internal publicity and traffic diversion through a certain platform or product. Although there are some means that do not rely on the platform, the effect is poor. However, free promotion is also very necessary for early product exploration or long-term brand publicity and promotion, so free promotion skills are also an essential skill in product promotion skills.

The main free promotion methods include SEO, business cooperation, etc. These free promotion methods are common and effective.

SEM (Search Engine Marketing)

It means taking advantage of the opportunity when users use search engines to retrieve information to deliver as much marketing information as possible to target users. Currently, this promotion method is the most commonly used, such as Baidu Knows, Baidu Wenku, Baidu Encyclopedia, SEO (Search Engine Optimization, which refers to the promotion method of improving the ranking on search engines by optimizing the website inside and outside), etc. The biggest advantage of these SEM promotions lies in the coverage and accuracy of user searches. In certain behaviors, users searching for this keyword means that users need corresponding content support. This promotion method helps companies and products to intercept large-scale traffic in search engines. However, promotion methods such as SEM require long-term use to accumulate results before they will be effective, otherwise the effect will be minimal.

Business Cooperation

It refers to the way of cooperation and promotion by exchanging resources and channels with corresponding enterprises. This method is similar to paid resource advertising, and both use the platform's traffic to direct traffic and promote for us. The difference is that business cooperation also requires us to direct traffic and promote to the other party. This is a mutually beneficial promotion method, and at the same time reduces the promotion costs of both parties. In this way, a large amount of traffic and user-verified PMF can be obtained in the early or early stages, which is a great advantage for enterprises. They can quickly adjust product direction and grasp market conditions and user needs.

These are all the more commonly used promotion skills at present, and they are very important for operations. Whether it is paid promotion or free promotion, it will play a very critical role in operating certain fields and applications. Sometimes these two types of promotion methods are used interchangeably. For example, SMO self-promotion through Guangdiantong is the cooperation direction and development direction of the two types of promotion methods. Different promotion combinations will also bring different promotion effects and user quality. Being good at analysis and research will help improve the proficiency of promotion skills.

6 steps to combine promotion and operation

1. Analyze product positioning and situation;

2. Identify the target user groups of the product and analyze user behavior;

3. Develop channel and material planning;

4. Carry out promotion;

5. Continuously optimize promotion channels and materials according to promotion;

6. Optimize the operational product path.

How to promote more efficiently

First, operations personnel need to break down the target groups of the products or activities to be promoted and analyze the main covered population and regions. At the same time, they need to provide information on user preferences and active range, and combine existing channels to analyze effective promotion channels and methods. Then, they begin to promote and publicize the products or activities, and continuously adjust the promotion process based on channel feedback and product/activity feedback.

During the entire process, the cost of promotion and publicity can be reduced and the user accuracy can be improved, and accurate users can be acquired in a low-cost and high-efficiency manner. This is also the benefit of combining operations and promotion. In fact, it can be simply understood that operations can provide more scientific and user-oriented data and content, and using data and content to carry out operational promotion can not only maintain the accuracy and scientificity of operations, but also reduce promotion costs and improve promotion efficiency.

The final effect of combining operations with promotion will far exceed the promotion itself. Low-cost and more accurate promotion will be the advertising effect that a company and its products want to achieve. In fact, many operators are now facing the situation of 0 resources and 0 budget. The essence of solving such problems requires the combination of operation and promotion to help operators achieve the desired results.

Source: Jianshu