Today I will talk about three points:

1. Third-party channels

First of all, let’s think about it together. What exactly are we talking about when we talk about third-party channels? I mean, what exactly are third-party channels? Let’s take a look at the picture below.

There are two channels between users and product services. The first is that users can directly experience the product. For example, if you see Durex products directly in a supermarket and you buy them, then this is called direct contact with the product.

There is another channel, which is what we call the third-party channel, for example, the advertisements you see when browsing the website, the advertisements pushed by big Weibo accounts, etc. For example, one day when you were browsing Weibo, you saw a big account posting an advertisement for Durex, then you clicked on it and learned that Durex was having an event on its official website with a buy-one-get-one-free promotion, so you couldn’t help but buy it. This is called a third-party channel.

What are the common third-party channels?

1. Banner

2. Network Alliance Promotion

3. Tencent’s Guangdiantong (Tencent’s full platform delivery)

4. Search Engine Marketing ( SEM & SEO )

5. Moments advertising (minimum 50,000 yuan for fixed-point delivery)

6. Weibo/ WeChat accounts

7. Community/ forum promotion

8. Media advertising, press releases, etc. (e.g. 36Kr promotional advertising)

2. The core logic of third-party channel promotion :

Let's look at it in order. When a user logs in to a third-party platform, he sees a promotional display position in the browsing path, enters the material we want to promote through the promotional display position, and then, through the promotional material, converts to our product side, starts to enter the promotion landing page, and then converts to other products.

Let me give you an example . When you were browsing Weibo, you suddenly saw an advertisement for Durex on a promotional page on Weibo. Then you clicked on it, entered the promotional materials, saw Durex's activities, entered its promotional product page, and then saw other products, and then you went to experience its other products.

This whole set of logic is the logic of promotion through third-party channels. The core is the intermediate promotional materials, including copywriting , pictures, activities, videos, and other forms.

3. Third-party channel promotion process

1. Determine the purpose of promotion, set promotion goals, and reserve resources

2. Determine channel data and sort out reach logic

3. Schedule communication channels and sort out the materials to be prepared for promotion

4. Coordinate resources, implement materials, and implement

5. Monitor data, evaluate results, and conduct review, adjustment, and optimization

1. Determine the purpose of promotion, set promotion goals, and reserve resources

#Trial promotion - test a small number of vertical channels, preferably Weibo, WeChat, and communities, with a focus on promotion efficiency.

#Data-driven promotion——needs to be spread out, and multiple channels are launched at the same time, focusing on results. Generally, search ads, alliance ads and other performance ads are selected.

#Dissemination and event promotion - Use major social media accounts as the main event detonating point, supplemented by other soft articles, media releases, etc. to create momentum and promote.

Set promotion goals , quantify them as much as possible, and evaluate whether existing channel resources are sufficient to achieve the expected goals.

Common methods for developing promotion channels :

1. Baidu search

2. User research & interviews

3. Join industry groups and cooperation groups

4. More offline themed salons

5. Multiple industry vertical forums

2. Determine channel data and sort out reach logic

#Number of channel users ? Number of visits? Visit time?

#area? How well do demographics match? What was the cost of acquiring a customer in the past?

Take Zhihu advertising as an example:

3. Schedule communication channels and sort out the materials to be prepared for promotion

For good channels, communication schedule should be scheduled at least 3 to 4 weeks in advance.

The materials needed may not only be the promotional materials needed by the channel (but also include landing pages, experience points of other products, etc.)

4. Coordinate resources, implement materials, and implement implementation

As long as the first three steps are done correctly, obtaining materials and execution will be a piece of cake. Regarding execution, I will write a separate article later. Execution is related to the culture and values ​​of a company. This issue has been bothering me recently. In my opinion, the culture and values ​​of a company are actually the values ​​of the CEO. So in fact, if you want to know how efficient a company’s execution is, you just need to look at how the company’s CEO handles things.

5. Monitor data and evaluate results, review and optimize

#Single channel: CTR (impression click ratio), user conversion rate , channel user retention

#Overall delivery: ROI, customer acquisition cost, number of new users per unit time

After data evaluation, the entire process is reviewed.

A few more words about replaying:

1. When reviewing, you must first compare it with the original goal, otherwise your review will be in vain.

2. Reviewing must generate a to-do list, and it is best to quantify it and assign it to specific people. Reviewing without generating a to-do list is a waste of time.

3. I have always believed that for a startup , the development of the company can be seen from the review process, because the ability to review represents the team's ability to improve.

I have finished talking about the introduction to promotion and operation , it’s all routine.

The author of this article @张木匠的成长路 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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