Solid info! 3 skills that operators must have!

Here I would like to share with operators a bad news and a good news.

• The bad news is: the macroeconomic trend and capital market environment are heading downward, and the situation of companies tightening their belts will become increasingly obvious. The direct impact is that future Internet operations (including other positions) will no longer be in high demand or pay as much as they were a few years ago.
• The good news is: as the wave recedes, a large number of unqualified employees will be eliminated. For operators with real skills, this will be a good opportunity to achieve a career leap. It's time to show your real skills.

Therefore, smart people will not just bury their heads in work, but will also smell the changes in the environment and make some preparations in advance.

I often deal with enterprises and have met all kinds of operators. There are three things I think the sooner you do them, the better. If you haven't entered the operation industry yet, you should start with these three things:

1. Cultivate killer capabilities

Operations often involves multiple duties, including copywriting , event planning, data collation, communication, typesetting and design, and even customer service.

But if you get used to this every day, it will be easy to become a handyman, creating very limited value and being highly replaceable. Once corporate costs are tightened, layoffs will start with these people . But if you have a killer ability that is irreplaceable, then the company will value you very much.

I divide operations into five basic capabilities. You can check which one is your strength:

1. User insight (insight is deeper than investigation. Do you have a group that you are particularly familiar with? You always understand their behavior, thinking, and psychology better than others.)
2. Content production ability (the content here can be in the form of copywriting, short videos , details pages, etc., whether you are good at content production);
3. Channel promotion capabilities (familiar with the traffic characteristics and conversion effects of various channels , and knowing their rules and methods, such as traditional SEM & SEO , or DSP , information flow , community fission, etc. that have become popular in recent years);
4. Event planning ability (not only creativity, but also good grasp of event details, and whether the online and offline events you plan can attract a large number of participants and achieve good results);
5. Data analysis ability (like to study various types of data, understand the use of various tools and platforms, preferably know some programming and data analysis techniques, and be able to see the essence from the surface).

When helping companies interview, I found that many operations personnel did not have killer abilities . Generally, they would do a little of everything, but not do it well enough. In the end, I found that such people rarely had good performance.

It’s a completely different story for someone with a killer ability.

I once recommended an operator to the company. Her most important quality is content ability. No matter whether it is copywriting or short videos, she can always design and produce from the perspective of the audience and put forward some very good suggestions.

This is closely related to her long-term and deliberate training of her sense of content. Even when she was watching Douyin , she would habitually think more about why the video became popular. This professional inertia imprinted in her bones helped her get high-paying offers from many large companies.

In fact, experienced people will understand that an operator with one killer ability usually has other abilities as well , and the logic and thinking behind each operation ability are the same.

2. Go through the operation funnel

What is an operational funnel?

It is what we often say: attracting new users , activeness, retention , and conversion , which are all the behaviors we hope users will generate, forming a complete funnel.

In addition to having a killer capability, your capability also needs to be tested at each key link in the operational funnel. For example: event planning is your killer skill, so you must consciously plan: new customer acquisition activities, activation activities, retention activities, and conversion activities. Or maybe you organized an event that achieved these key goals at the same time.

Only when you have gone through the entire operation funnel can you establish a holistic understanding of operations and gain a deeper insight into the user group. Operations require systematic thinking, not single-point thinking .

People who write sales copy all year round have a problem (making conversions through copy). They focus on how much sales they make, but not on subsequent operations. Therefore, they are very good at using various techniques to raise users' expectations and anticipation of the products, and then stimulate everyone to buy as many products as possible.

But if you are a content operator who has gone through the complete operation funnel, you will learn to exercise restraint, because user expectations are too high, and if they are not met in subsequent usage behaviors, it will lead to huge problems in subsequent activity, repeat purchases, word of mouth, etc.

This is the difference between system operation thinking and single-point operation thinking. System operation thinking is director thinking and management thinking, while single-point thinking is employee thinking and execution thinking .

3. Create iconic events

When we interview operations personnel, in addition to seeing whether your operational ideas are clear, we also need to look at your work experience. However, human memory only remembers key, concrete, and digital details. Work experience is often general, and you need one or two eye-catching "signs" to give people a labeled understanding of you.

For example: a representative article, an event, or a gorgeous operational data. This kind of "iconic event" does not happen by chance. Smart people will deliberately create it.

Reflect on it, is there any “landmark event” in your work so far?

Summarize

Operators can start doing the above three things immediately, and the sooner the better. I think within a year, even in just three months, those who persist will be far ahead of others.

On the surface, people compete with each other on the strength of their skills, but in fact, they compete on the depth of their cognition. Smart people are more strategic.

Author: Nanbei , authorized to be published by Qinggua Media .

Source: North-South Business Notes (ID: nbnote)