If I give you 10 million, how would you spend it? The best information flow channel selection strategy!

As an information flow optimizer , there are two most difficult and hardest things to choose in this world:

1. Girlfriend: Honey, do you think I look better in this skirt or these shorts?

2. Boss: Xiao Wang, do you think we should choose the popular Tik Tok or WeChat Moments with 900 million traffic ?

One determines whether you can live your future life, while the other determines how you live your life. You can't offend either of them!

When it comes to girlfriends, you don’t have to think too much. Just one word: beautiful, pretty, I’ll buy them all!

But for the boss, should we choose multiple options or single option?

Some people may say: Of course it depends on the situation. If the product is not suitable for either of these two situations, it will be a disaster no matter which one you choose .

Hmm...you are right, brother. I think so too. But how to choose?

At present, there are at least more than a hundred information flow channels . So how should we choose the most effective channel from so many?

Everything has different stages of development, and for a company, the goals to be achieved at different stages are different.

Generally speaking, the marketing objectives of a product can be divided into three categories:

• Product transformation
• Character Building
• Brand Image

Then according to different purposes, we will choose different channels.

For example, product conversion may choose more precise bidding on traffic; in character building, it may choose forums or marketing summits with heavy traffic; in brand image, it may choose some circles of friends or news media.

Therefore, different marketing purposes determine our choice of channels.

So, the first step in selecting channels is to list all the channels and then match them according to different marketing purposes.

Based on the choices made in the first step, we can basically screen out a wave of channels. The second step is to screen out some channels again through crowd analysis.

Crowd analysis can basically be divided into nine elements: gender, age, region, time period, device, education, occupation, income, and hobbies.

Channels are screened based on these nine indicators.

For example, through investigation, we found that the target group is 20-25 years old, female, professional white-collar, undergraduate, with an income of around 2,000, and who likes to browse entertainment. The channels can basically be determined as: Weibo, Mayu , etc.

So the question is, how do we analyze the population? What methods can be used to analyze the population?

The editor summarizes it into the following methods.

User research is the fastest and most effective way to understand users. At present, there are many survey tools on the market, such as Tencent Questionnaire, Maike, and Q&A.net.

We will not introduce the research tools one by one.

According to the second and fifth stages of the user purchase phase:

• The second stage: After users have a need, they will collect information.
• Stage 5: After purchasing, users will make post-purchase evaluations.

Then, based on these two behaviors of users, we can choose major mainstream communities, industry vertical forums, etc. to collect user opinions and organize their needs.

Nowadays, there are many big data websites that are very comprehensive in data report analysis, and there are also professional data analysts who can provide insights.

Then we can collect information from some data reports.

Commonly used websites for collecting big data include: Analysys, iResearch, Baidu Index, WeChat Index , etc.

Marketing is basically the determination of a purpose and a target group. Through the screening of the above two steps, we can basically screen out the perfect channel.

But strictly speaking, there is also a page planning level, or team capability.

That is: select the channels that can be delivered based on the capabilities of your own team.

For example.

After screening, our channels are compatible with Tik Tok. However, Tik Tok requires relatively high skills in video production, and we do not have professional talent. It would be better not to invest at all.

Therefore, we must also act within our means when choosing channels.

The above are the three major processes for determining effective channels.

First: determine the marketing purpose. According to the development stage of the product, choose the marketing goal you want to achieve, or allocate the marketing goals, such as product conversion 30%, character building 50%, and brand image 20%.

Then select a portion of the channels based on this.

Second: determine the population indicators. Analyze the crowd through relevant means and label them; then filter the channels again based on some necessary indicators.

Third: Based on page planning capabilities . Based on the requirements of each channel for advertising quality and your own situation, choose the channels that you can control, that is, to ensure that you can generate conversions.

The purpose of marketing is conversion, so when we choose channels, everything must be results-oriented. A good effect is based on "showing it to the right people", so the second step of choosing the channel is of utmost importance.

Source: Houchang College ( semlianmeng )