Do you have promotional abilities?

There are many tasks that operations are responsible for on a daily basis, and correspondingly many skills are required, such as writing copy , organizing events, analyzing data , maintaining the community, etc. But what is the most important ability to be an excellent operator? The author of this article’s answer is: promotion .

one

Let me first tell you a story.

I previously had an intern who left a very deep impression on me. When he came to apply for the job, I could tell at first glance that he was the kind of assistant I wanted.

As an aside, in fact, many times, whether it is a company recruiting employees or a supervisor recruiting subordinates, in addition to looking at experience and whether the work manager is a match, they will also pay special attention to the feeling conveyed by the applicant. I might call this feeling “agility”.

I personally think that the quality of "agility" is very important, especially for many newcomers in the workplace or people changing careers. When they have no work experience or their work experience is not enough to match the applicant's experience, the agility exuded by the applicant will often become an important reason for giving him priority for admission.

Many companies will really ignore the fact that a candidate is just a blank piece of paper because of the smart qualities he exudes.

My intern is very smart. During the interview, he was cheerful, yet unusually steady. He responded to my questions quickly. Although some of his questions might not have hit the point, I could feel his sincerity and vitality. This was in stark contrast to the previous "listless" candidates. So after chatting for ten minutes, I hired him directly.

After sending the offer, I was even vaguely worried that he wouldn't come. After all, our company was still small at the time and was still under renovation, so it was messy and dusty.

two

Later he really came. After working for a while, not only did the work ability fully meet my requirements, but sometimes it even exceeded my expectations.

For example, when we were doing micro-courses before, the results were very good and the number of people in the community expanded rapidly. But later, when we wanted to import the users of the community into the official account , we encountered some problems. Although we kept releasing links to the official account when the micro-courses were held, the number of people following it was still relatively small.

After discussing with colleagues, we decided to put the essence of each course on the WeChat public account , using high-quality content to attract users who attended the class to follow again. The results after trying it out were very effective and the number of followers increased significantly.

However, another problem arises: most of the course content is WeChat voice, which requires typing while listening, so recording the course content is time-consuming and laborious, and no one is willing to do this job.

Previous colleagues all entered the data manually, so after this intern joined the company, this task was naturally handed over to him. As a result, he went home, thought about it for an entire night, and gave me a relatively easy solution the next day.

Export WeChat voice, synthesize, translate using iFLYTEK input method, and finally do some light editing and processing to get the content ready.

He also attached the complete operation documentation to me.

After that, he handled all the tasks I gave him in an orderly manner, and more importantly, he was in a very happy state when doing these tasks.

This feeling of pleasure was very comfortable because the work I gave him was really trivial.

Later, when our relationship became more familiar, he and I would sometimes chat about various Internet products and operational ideas. I was not stingy with my praise, and praised him for being very suitable for operations. He did not deny it, and told me frankly that he also felt that he was very suitable for operations.

I asked, why do you have this confidence?

He told me about a failed entrepreneurial experience he had in high school.

three

Four or five years ago, this intern gradually became a fan of trendy clothing. While pursuing his hobby, he accidentally discovered that there was actually something he could do in this field.

Moreover, the timing was good. Although e-commerce was extremely popular and mobile Internet was just emerging, the trendy brand clothing category was still just a special hobby of a niche group in China, and there were only a limited number of magazines and websites for reference.

The geographical advantage is also obvious. When it comes to China's clothing distribution center, many people often focus on Guangzhou, but actually ignore the fact that Shanghai and the Yangtze River Delta are also regions with the highest clothing turnover rates. Therefore, for him, a native Shanghainese, the least thing he has to worry about is the supply of goods.

The question is where do the customers come from?

He told me: At the beginning, his goal was very clear, which was to accumulate a large amount of customer resources. To this end, he hangs out on Weibo, Tieba , and QQ groups. As long as there are places where users of trendy brands gather, he will find a way to get in.

So how do you connect with these customers next? I asked.

The intern said: If you try to attract and communicate with clients one by one, the efficiency will be too low. The most important way is to establish yourself as an expert in this area, so that clients will approach you actively and the efficiency will be greatly improved.

This is what is now commonly known as KOL .

Therefore, he is extremely enthusiastic in these circles, and he is always happy to answer any questions he asks about trendy brands. Every night when he gets home, he turns on his computer and does his homework while answering questions for his friends in the circle. After persisting for a month or so, he has become an "expert" in the eyes of his trendy card friends.

It seems that you have accumulated a lot of relevant knowledge before, so you can be recognized in this circle! I sighed.

The intern told me that Tuo De Tucson was broken.

He told me: Actually, he can’t give good answers to most of the questions asked by users, but he will search for various information on Baidu, summarize the information as much as possible, and share the answers after he has digested them.

In other words, he actually doesn't know more than people in the fashion brand circle, he is just good at taking action and taking advantage of the time and information gap.

What happened next? I asked.

Later on, things went very smoothly. Many friends in the circle would add him and consult him whenever they had problems. Through this process of asking questions, finding information, answering, asking questions again, finding information again, and answering again... this kind of continuous positive feedback, he can be considered a small V in this circle.

When he had accumulated enough target customers, he decided to try selling things. Since his personal brand had been laid very well, everything he sold was sold out, so the business quickly developed like a snowball.

In that case, why didn't you continue to expand? If we keep doing this, it may not be impossible to create a Yoho, right? I was very excited when I heard this, but at the same time I was deeply confused.

"My parents were very opposed to it at the time. I was about to enter the third year of high school, and my family thought that going to college was the right thing to do, so I stopped after I made some money." He spoke in a relaxed tone, but one could still hear a hint of regret: "The two friends who started this business with me later dropped out of school to start this business. Now they are bosses and are doing much better than me..."

An image of a young man has emerged in my mind. Although he is immature, he is full of energy every day. I have to go to school during the day and prepare for exams at night. At the same time, I run my own small business in my spare time and enjoy it. Although this business is small, it has stimulated his operational limits. In terms of content operation , brand marketing , and user operation , he is still not inferior to the old hands in the workplace.

Alas, the waves behind push the waves in front away!

I stood up, patted him on the shoulder, and ended the conversation.

Later, when his internship was about to end, I really wanted to keep him, but unfortunately a large company got there first and gave him a management trainee offer. I was also very happy for him, after all, a small company cannot retain people. His abilities are much stronger than other people of his age, and he will definitely have greater development in the future.

I sincerely wish him well.

Four

After working on the official account for a long time, people always ask me questions like this:

Weidong, I’m a college student and I want to do operations. What abilities should I have?

Weidong, as an operator, which ability is the most important?

Weidong, after looking at the situation I described, do you think I am suitable for operations?

When I encountered such questions before, I didn’t know how to answer them. But as time went on, I experienced more and more, saw more and more, and began to have some ideas of my own.

What is the most important operational capability? In my opinion now, it is the ability to promote.

If you have certain promotion capabilities or you have certain promotion ideas, then you must be suitable for operations!

Of course, if you don’t have such ability, it doesn’t mean that you are not suitable!

The above is just my personal opinion.

As for what to promote? Everything is possible! You can promote the company's products, promote the brand, promote the official account, promote the APP, promote the market, or even promote yourself, as long as you prove that you have the ability to promote.

five

I once read an article:

If we compare a company to a football team, which player has the greatest value, apart from teamwork?

The one who was elected with the highest number of votes was: Forward.

It is true that goalkeepers are important, defenders are important, midfielders are important, and attacking midfielders are important. Having them can ensure that the team does not lose, but you must rely on forwards for your team to win!

This is just like in operations, retention is important, activation is important, conversion is important, and repeat purchase is also important, but the most important thing is to attract new customers during promotion!

After all, if there is no promotion, if there is no new user acquisition, and if there is no constant influx of new users, you will have no way to talk about everything that comes after!

Therefore, there is a standard procedure for operations in large companies: if you do a good project, you need to ask for resources; if you do a good product, you need to ask for resources; if you do a good event, you need to ask for resources; if you do a good content, you need to ask for resources.

What do you need resources for? Promote it!

six

Based on the operational issues I have collected so far, 80% of them are related to promotion.

Weidong, why does my public account have no fans?

Weidong, why are there so few participants in my event?

Weidong, why is no one reading my content?

Weidong, my product is on the shelves, why is no one buying it?

Weidong……

I can even assert that the most important issue in running a startup is promotion!

Therefore, my dear fellow operators, if you enter this industry, please make sure to hone your promotion ability, and even have "fancy" promotion capabilities.

Just like a football striker who can shoot in the penalty area, volley, long shot, penalty kick, header, and free kick, you must have a variety of promotion abilities!

for example:

• Attract users through H5 activities
• Attract users by applying for resource slots in the app market
• Attract users through public accounts, websites, and advertising systems
• Attract users through SEO and SEM
• Attract users through social networks
• Attract users through push and pull
• Attract users through cross-industry cooperation
• Attract users through content distribution
• pass……

In addition to having these capabilities, you'd better be able to attract users efficiently and at low cost. After all, the company won't give you that much money to build it.

As an aside, I think there is a certain difference between promotion in operations and promotion in the market. Now the marketing departments of various companies are also moving towards the direction of operations, because operational promotion requires targeted efforts, high frequency, low cost, multiple means, and strong conversion. You must get the same effect for every penny you spend, which is in line with the general trend of commercial competition.

Finally, I would like to emphasize again: some people may not have the ability to promote, but that does not prevent them from becoming a good operator.

For example, some people have the ability to operate and create content; some people have data analysis capabilities and can effectively reduce costs; some people are good at conversion and activation; some people are good at providing follow-up support, etc. These are not absolute. It’s just that at this stage most companies are in a stage of rapid expansion, so they will focus on promotion capabilities accordingly, but this is not absolute.

Because, although the forward is very important, the midfielder, defender and goalkeeper are still indispensable!

But when you ask me again whether I am suitable for operations, I would like to ask you first:

Do you have promotional abilities?

This article was compiled and published by the author @刘玮冬 (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games