How to quickly build a marketing and promotion system for 2B products

In the past two years, the SAAS product market has become increasingly popular, and those who are engaged in operations also know that in recent months, the topic of To B product operations has frequently appeared; the To B and To C models of products also have different operation strategies. To C products have a larger audience and more operating methods; while the target group of To B products is relatively small, and it requires a certain periodicity to find the precise target group and convert it into paying users .

How to promote a good To B product and let more users use it? How to increase product brand awareness? These are all headache-inducing problems;

For example, the product that Box Jun is currently responsible for is a SAAS product, which is an activity operation SAAS tool for APP. The target users are actually very small, and I don’t know what to do! Of course, experience is accumulated slowly, there will be more and more methods, and the products will get better and better. And Box Jun simply wants to share with you how to build a marketing and promotion system for To B SAAS products.

Step 1: User analysis to understand user characteristics

In fact, to put it bluntly, it is user portrait . It is a bit cliché, but still important. Clarifying the target user group can help build channels better and produce content more targetedly, and Box Jun analyzes user groups from these three aspects.

Enterprise user analysis

1. Enterprises that do not have a technical team (development outsourcing), need to operate activities, and have activity development needs;

2. Enterprises that have a technical team but need to launch activities as soon as possible because the activity development time is long and the time to launch the activity is tight;

3. Companies that have a technical team but want to reduce event development costs by connecting to third-party ready-made event operation tools .

User group analysis: operators, product managers , developers, and corporate executives

Focusing on the top management, the decision of a company to pay for a SAAS product requires group decision-making. A common phenomenon is that grassroots employees think the product is suitable for them, but the top management has never heard of it and therefore does not approve its purchase and use. Therefore, it is very important to improve the brand image among the top management of the company, which can help sell the product better.

Demand analysis of target user groups

1. Those who have the need for activity development;

2. Looking for tools that can improve operational efficiency;

3. Learn and improve operational experience ;

4. Understand industry dynamics/trends;

5. Operators who want to better improve the acquisition , activity, retention and conversion of APP users.

Step 2: Channel Analysis

Promotion channels are an important part of brand marketing. Do a good job of user portrait analysis and choose the right channels for product exposure, so that the users attracted will be more accurate. When choosing channels for product exposure, it is also very important to analyze the channels of competing products. List the promotion channels of competing products, and then analyze which channels they focus on to see if they are suitable for your products.

Analyze marketing channels from the perspective of competitors (understand competitive marketing channels)

In fact, for our products, there is currently no direct competitor in the market, but there are many indirect competitors, such as Fanke, Duiba, MAKA, YiQixiu and other products. Therefore, it is very important to pay attention to their channel dynamics.

PS: Currently, there is no direct competitor for Activity Box in the entire market, but there are a lot of indirect competitors, such as: Fanke, Duiba, Tuzhan, Maka, Yiqixiu, Tuzhan and other products.

So for these competing products, from the perspective of channel promotion , Box Jun will pay attention to these points and sort them out one by one:

1. Search engine marketing: seo optimization, sem promotion;
2. Soft article marketing: mainly targeting some free forums and B2B platforms;
3. WeChat marketing : content type, readership, etc. of the official account ;
4. Weibo marketing: Pay attention to the topics and interactions of competitors’ Weibo, and observe data such as comments and reposts;
5. News marketing: understand the content and release channels of competitor’s press releases;
6. Event marketing : online events and offline salon events;
7. Question and answer marketing: mainly targeting platforms such as Baidu Knows and Zhihu, and observing their activity;
8. Platform cooperation: mainly for resource cooperation, mutual promotion, etc.;
9. Social media marketing : Observe whether they are using social media to attract fans and try every possible means to get in;
10. Video marketing: observe how the video content is produced and how the interaction is;

Similar competitor 1: Fanke

Similar competitor 2: Duiba

Similar competitor 3: Rabbit Exhibition

Similar competitor 4: Maka

Similar competitor 5: Yiqixiu

Through the analysis of the promotion channels of the above-mentioned competing products, we can see that they all have common marketing and promotion channels , and their marketing and promotion routes are similar. Except for Duiba, which was not promoted by search engines in the beginning, other competing products basically relied on search engine marketing in the beginning, and then added more marketing channels. Therefore, SEO optimization is the basic channel, and then other channels are used to assist in increasing website traffic and brand awareness;

Analyze marketing channels based on the target user groups using our products

Only after clarifying the target user group can you find the corresponding channel, and you can't do it aimlessly; after all, the user service cost of SAAS products is still quite high. If most of the customers promoted are not accurate, it will consume a lot of manpower and energy, and will also affect morale;

So how do we find the marketing and promotion channels that are suitable for us? Box Jun analyzes the channels where users of our products may appear based on the user characteristics, interests, user behavior habits and user needs of the target user groups, and conducts targeted marketing and promotion to maximize the promotion effect and improve the quality of traffic and users.

Step 3: Official platform construction

Building an official website platform is very important. It is the foundation of the entire marketing promotion and also the most core link. The official website platform is not only the image of the company, the company's external window, but also the carrier of user conversion. For the promotion of SAAS products, the official platform is more likely to appear as a brand. However, there are also many products that use CEOs, COOs and other senior corporate executives to expose the brand, more to create a sense of professionalism. At the beginning of the launch of the Activity Box, Box Jun and his partners spent more than two months on planning when building the official platform, including discussions on the platform's positioning, platform copywriting planning, overall content planning, and user experience design.

The construction of the official platform includes:

1. Official website construction: PC official website, mobile micro website
2. WeChat public platform construction
3. Weibo platform construction
4. We-media : Toutiao , Sohu, Baijia ;
5. Practical information platforms: Everyone is a Product Manager, Product 100 , Zhihu Column, Jianshu , Aiyingyun, etc.

Content marketing is very important for the marketing and promotion of SAAS products, so it is necessary to create good content and increase exposure on major platforms; increase the frequency of brand appearance and "rape" users with high-quality content;

Step 4: Build marketing channels

In the early stage of promotion, Box Jun and its entire marketing promotion team spent a lot of time and energy on user analysis, competitor analysis , and channel analysis, and then quickly made a series of marketing promotion strategies based on the company's existing resources and team advantages.

1. Resources: 10,000 yuan of promotion funds per month, used for advertising on various channels;

2. Team advantages:

1. Have a professional SEO team;
2. Professional SEM team;
3. Excellent copy editing team.

In fact, we really started marketing promotion in March 2016. Based on the resources provided by the company and the advantages of the marketing team, we formulated a marketing promotion strategy with search engine marketing as the core and other channel marketing as the auxiliary. In just three months, we covered the search engine channel. As long as users search for relevant keywords , our brand information or official platform will appear. In June, the average daily number of registered users of the product reached 100/day; the number of users began to break through from 0 to 1000. Later, we continued to add more marketing methods such as question-and-answer marketing, WeChat /Weibo marketing, self-media marketing, event marketing, etc., until September, the total number of registered users exceeded 10,000.

Final Thoughts

Quickly build a SAAS product marketing and promotion system from scratch. First, you need to have an in-depth understanding of your own products, business logic, and competitor products. Then conduct a series of analyses, including user analysis and channel analysis. Finally, based on the company's existing resources and team strengths, quickly develop a series of effective marketing and promotion strategies.