What should I do if I am a leader for the first time and am responsible for promoting a product?

So how do we implement this comprehensive operational plan? Especially for those who have just taken over a new product or it is your first time as a leader and are responsible for the promotion of a product, what would you do?

Next, I will talk about how I make an operation plan for a product regarding this issue. In order to more intuitively demonstrate the idea of ​​a product operation plan, I will attach a complete plan PPT, so as to avoid the embarrassment of saying that I have talked about too much theory but you still can't do it.

When I took over this APP, it was also the product V1.0, which was in a relatively initialization state. The functions are not particularly complete and the content is not clearly positioned, but it has the first batch of users, who are also transferred from another internal software, but the number is not large. For such a product, the first thing to do is to make a relatively comprehensive plan from all aspects, including content, users, product design mechanism, brand building and other very basic things.

I divided the operational planning of this product into three steps:

• Phase 1: Infrastructure construction;
• The second stage is the optimization and standardization of the platform;
• The third stage is to roll out channels comprehensively.

In many cases, infrastructure construction is an essential stage for a product, because if you want this product to last longer and further, laying a solid foundation is the most critical step. Then we need to continuously optimize this product, including optimizing its content and functions. The third stage is the expansion of a channel. In fact, rather than saying that these three steps are separate, it is better to say that they are carried out simultaneously and cannot be separated. It can only be said that there is a focus in a certain period of time, and the other two stages can be done more lightly.

Phase 1: Infrastructure

The basic infrastructure of the product mainly includes a relatively complete set of VI design, as well as brand building, such as the construction of encyclopedia entries and the introduction of this product, which is mainly used for external cooperation; the construction of a media matrix is ​​definitely indispensable at present, as a media voice and traffic diversion; the role of Weibo and WeChat is also of great significance for a product's fan interaction and event marketing. Next, I will explain them one by one.

VI design mainly includes a series of product-related external image design drawings, including logo design, logo fonts, auxiliary graphics, slogan usage specifications, QR code usage specifications, etc. The main functions of these VIs are to assist in product promotion, enhance brand image and be used in third-party cooperation, which is also a necessary condition for displaying a product image. In addition, when making a product operation plan, you also need to specify who will be responsible for doing this job so that responsibilities are in place.

Brand building mainly includes three major areas: encyclopedias (encyclopedias mainly include Baidu, 360, interactive, Sogou, etc.), question-and-answer categories (Baidu Knows, Zhihu, Baidu Experience, and vertical question-and-answer communities); and vertical communities (fill as much content as possible on vertical content such as Zhihu, Douban, Weibo, and Tieba). For example, I listed what kind of effect I need to achieve when making an encyclopedia entry. After optimization, the top four can be related information entrances about the Gushihui APP (except for the purchased advertising keywords); the best ranking status is: official website, encyclopedia, application download, and other vertical community content display; there are also problems that may be encountered: predictable problems include: encyclopedia account level, marketing interests are too strong to pass the review, etc.

As for the question-and-answer category, you can mainly fill in content on platforms such as 360 Q&A, Baidu Knows, and Zhihu Q&A; predictable problems include: questions and answers are too broad and rigid, easily deleted, and difficult to be included on the homepage when there is insufficient traffic. Similarly, when it comes to implanting brand words in vertical communities, the predictable problems are the quality of the content and insufficient traffic, which will prevent it from being easily indexed by search engines.

In addition, I also made some explanations on brand infrastructure construction:

1. Brand building mainly involves search engine optimization and prioritization of brand terms;
2. The main issues here are quality and time. Quality is about controlling the overall search engine ranking, and time is about the long time span of optimization work in this area.
3. Other brand optimizations also include image search. When users search for the Gushihui APP, a Baidu image column will appear, and the Gushihui APP logo in png format will appear in the first place. This requires uploading images on websites such as Huaban.com and increasing clicks.

Product introduction plan for brand building. The product introduction is mainly used for external cooperation and internal use; the product introduction should include: basic product information (product overview, function introduction, etc.), user group positioning, etc. The following is a product introduction I made specifically for this product. Its main function is to be used for external business cooperation and can be used as SEO.

The ultimate goal of establishing a media matrix is ​​to attract more users. These three echelons are the mainstream self-media platforms in the current content information market, and traffic is also concentrated on these platforms; establishing these channel matrices is the first step in content distribution. Next, plans should be made for content positioning and other details, such as push mechanisms, operation mechanisms, etc. Including the nuclear explosion matrix mentioned above, it actually puts its own products first, and other new media platforms distribute content around it.

In order to explain why WeChat official accounts, Toutiao, NetEase and UC are placed in the first tier, some data are listed specifically. Because our product is a financial product, you have to know who the target audience of each platform is. Only when you know where the target audience of the product is, you can aim at that place.

"Double Micro" operation refers to the operation of WeChat and Weibo. Since most users now spend their time on Weibo and WeChat, these two platforms are the social media platforms that the Gushihui APP needs to focus on operating. Therefore, the next step will be to plan mainly from the perspective of content positioning and operation mechanism.

For example, I will plan and build the columns: selected reading; college channel and personal center. Selected reading mainly includes three tabs: historical articles of this public account, daily win-win reviews, and in-depth analysis articles on hot topics in the market. In terms of operational strategy, the Selected Reading column needs to be updated with the latest content every day; the attributes of the articles are a combination of fun and professionalism, and hot marketing is done in a timely manner; the content output mainly comes from the operation team and financial editors; and it cooperates with the online activities of Jingchuan or Gushihui for optimization and updates. The same is true for other college channels and personal centers. Since the PPT has too many pages, I did not post all of them. Friends who want to get this PPT can follow the prompts at the end of the article to get this plan.

The operation plan of Weibo is similar to the early construction of WeChat, and also includes column planning, page construction and content positioning, etc. For example, when building a page, you can do some superficial work like name, avatar, short address, authentication, etc., one by one to make your Weibo look more professional.

The second stage: optimization and standardization of the platform

We have come to the second step of the three-step operation. This step is mainly about platform optimization and planning, focusing on assisting products to improve the functions of the APP, the content operation within the APP, and unique training plans for their own products. Let me just talk about the optimization and improvement of APP functions.

Because our product is a financial information APP, in order to make it easier for teachers to enter articles, we need to optimize the teacher's operating end, that is, the editor, to make the editor experience better. In order to improve the retention rate of this product, we also optimize the user incentive system and establish a complete incentive system for the APP so that users are willing to spend more time in the APP. However, our APP still has a lot of room for improvement in terms of UI design and interaction, so we will also optimize this APP in terms of visual interaction next.

The third stage: comprehensive channel expansion

All the previous preparations are to attract users to stay in the APP and play. The expansion of channels shows that this APP is ready to be verified by the market. Therefore, we should focus on channel promotion in the third stage. We mainly divide the channels into app stores, online activities, exchange cooperation, PR, communication, new media promotion, etc.

For example, when we are working on the app store channel, although there are dozens of app stores, such as App Store represented by bat, Baidu Mobile Assistant and pp Assistant, there are also many mobile phone manufacturers, such as Xiaomi, OPPO, vivo, Huawei, etc., as well as third-party Android app stores, Wandoujia, etc. But you can't want them all, you have to choose high-quality ones, and high-quality ones mean large traffic and more discounts in promotion and publicity. Later, we selected Xiaomi App Store, 360 Mobile Assistant, Huawei App Store, LeTV App Store, Meizu App Store, OPPO App Store, vivo App Store, etc. as channels for key maintenance. Because these channels are currently of higher quality in terms of traffic and event promotion. Especially the current Huawei and OPPO mobile app stores.

The meaning of exchange is to obtain more resources. Some channels may not be commercialized, and resources are not sold, and can only be obtained through exchange. Some channels may only sell a portion of the resources and fail to meet the demand for quantity.

Forms of exchange: content cooperation, opening screen, pop-up windows, focus pictures and in-app recommendations. The most important thing in volume exchange cooperation is conversion rate, and it is the top priority. Our general test period for volume exchange cooperation is 1-3 days. There are also special cases where the test is longer, and the external installation volume is also used as the standard. This depends on your own situation. The conversion rates of most apps from installation to activation are different. Some have conversion rates as high as 30% or even higher, but some have conversion rates less than 1%. The gap is very large. To put it bluntly, using the same resources to promote different products may result in very different activation volumes. At this time, you need to think about it. If the gap is too big and you feel that the current data makes it impossible to continue cooperation, but you still want to cooperate with this CP, then you need to communicate with the business department to increase the exchange ratio and negotiate a ratio that both parties can accept to improve the conversion rate. In short, we should try our best to pursue a win-win situation so that the next cooperation will be smoother.

In PR communication, channels are not a problem; the key is to have good content. Therefore, putting content planning first means that we should pay attention to content. Nowadays, anyone with money can invest in channels. However, even if the channels are there but the content is mediocre, it seems that it is not possible to do good public relations. When choosing channels, they can be mainly divided into the following channels:

(1) Technology media . Technology media is divided into platform media and professional media. Platform-based technology media mainly include Lieyun.com, Chuangyebang.com, Huxiu.com, etc. (Please ask Baidu for the so-called top 10 technology new media). Professional technology media are divided by industry. For example, those in the education industry include Qiepai.com, Jiemidui.com, Duozhi.com, etc., and those in the O2O industry include Yiou.com, Pintu.com, etc. It is usually difficult to appear in these media, just like the prostitutes in ancient brothels, who only sell their art but not their bodies. You can’t get on the show just by paying them, and they have to be selective.

(2) Self-media . There are three types. The first is self-owned public accounts; the second is original public accounts created by a real individual or a team. However, many of these accounts generally do not publish water-based drafts in order to maintain originality; the most capable of publishing are the self-media set up by local entrepreneurial incubators and entrepreneurial spaces, and they are usually keen to report on entrepreneurial teams.

(3) Mass media . Mass media includes news websites of all sizes, such as Tencent, Sina, Sohu, and NetEase. If your product is aimed at mass consumers, publishing articles on these media is particularly effective. Just tell users, "Look, we have been reported on Tencent, Sina, Sohu, and NetEase!" Users will not think you are a liar. Many of these media report your article by reprinting articles from technology media.

(4) Traditional print media , which are basically local newspapers, are now facing a more and more difficult situation because fewer and fewer people read newspapers and magazines. However, sometimes it is still necessary to promote in print media. Why? Because they have stronger credibility. Just like many companies now place advertisements during unpopular time slots on CCTV, the target audience is very small, but just to tell users that "We have advertisements on CCTV!" The same is true for traditional paper media reports, which are mainly to tell users "We have reports in XX Daily!" In addition, the communication energy of traditional media is still strong, and with the circulation, it is very likely to activate potential users at an inadvertent moment.

Leverage marketing is something you can only encounter by chance. Of course, leverage marketing also requires a medium, and this medium can be text content, video, posters, comics, etc., as long as it suits the appetite of your target audience. There is no need to say too much about leveraging marketing, because there is no universal formula, and it really depends on an operator's sense of the market to do it well.

Online activities are what every product needs to do when promoting it vigorously. Look, aren’t Mobike and ofo competing in event operations now? Activities are also the strong point of e-commerce companies. Of course, activities can be big or small, and it all depends on the company's resources. We don't force you to outperform Alibaba's Double Eleven or JD's 618, but at least there must be internal activities targeting the target group. Are you an active fan? For example, activities such as sharing to get benefits, feedback to get prizes, and some activities like roulette on Weibo can also have a relatively good effect.

This plan is relatively large and comprehensive, and does not target very detailed planning. However, when operating a product, a general direction plan is still necessary. Otherwise, you won’t know what to do next, which is not good. So to become a senior operator, start by making an operations plan.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @艺林小宇 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map