Before going online, what operational and promotional actions should a To B product take?

Even good wine needs no bush. In this era of information explosion, even the best products need to expand their territory through operations . Before a To B product goes online, it not only requires precise channel promotion , but also sufficient content support, and even highly targeted activities to promote target companies and users' awareness of the product.

Currently, most discussions are about the operation of C-end products, and there is less sharing on To B operations, because products that serve enterprises are unlikely to experience short-term explosive data growth like products for individuals. However, the operational work on the B-side is also very important. Today I brought you some sharing on the operational work before the launch of To B products.

1. Product and User Decision

1. Product is the bottom line

Before the product goes online, the operations staff must have a detailed understanding of the product. There are many ways to do this, such as chatting with the product manager , studying the product prototype, participating in product testing, etc. Take the product Wedding Shopkeeper, which is currently being prepared for launch, as an example. This is an ERP system tailored for the wedding industry. We mainly understand the functions of the product through the following methods:

(1) Competitive product analysis

This includes competing products in the same industry and competing products in other fields. For example, there are many types of ERP systems on the market, some for large enterprises, some for small and medium-sized enterprises, and others for the wedding industry, etc. We need to analyze their positioning, functions, prices, market share, operation and promotion strategies , etc.

（2）Product Manager

The person who knows the new product best is probably the product manager. Asking questions humbly and chatting after work are good opportunities to learn from the product manager. The more you talk, the more you will understand, such as product functions and logic, the reasons for developing each function, the reasons why some functions are not developed yet, what functions may be prepared for subsequent upgrades, etc.

(3) Prototype image

Only after in-depth communication with the product manager can you start studying the product prototype, and at this time you will have a deeper understanding of the product;

(4) Product testing

Never miss out on product testing, and be sure to experience it as if you were a product user; provide feedback on the product's interface, operations, functional requirements, etc. This is very, very, very important for later operations!

(5) Summary and analysis

Summarize the differences, connections, respective strengths, and focus of later operations between competitors' products and your own products.

2. Understand purchasing decisions

While recognizing the product, you also need to recognize the user's product decision, which is also the biggest difference between ordinary users and corporate users. There may be many reasons why ordinary users decide whether to use a product, and they are most influenced by emotional thinking. However, enterprise users are different. Their decision whether to use a product is more influenced by rational thinking, and the decision-making and usage process is much more complicated.

Because our products are targeted at the wedding industry, and most wedding companies are small in scale, the above product decision-making process is relatively simple.

As operators, we need to consider every link in our work based on the actual situation, and simplify the links in the process through operational means when conditions permit. We will mention this below.

2. Enterprise Demand Analysis

No matter how good the product is, the actual needs of corporate users cannot be ignored during operation, so researching and analyzing the needs of the enterprise is an essential step. Usually when we conduct enterprise user demand surveys, we use the following methods:

• Enterprise interviews : obtained through one-on-one chats with enterprise leaders and a small number of employees;
• Questionnaire survey : Most corporate employees collect needs through questionnaire surveys;
• Industry resources : analyze industry data;
• Online resources : Search the current status and trends of industry development on the Internet and make research and judgment;
• …

Among them, in-depth interviews with enterprises are particularly important, and many effective real needs are obtained through this step. For small and medium-sized enterprises such as wedding companies, what they value most in ERP is low investment, high output and low risk.

"Immediate results" is the effect that companies want to pursue, and it is also the level that products strive to achieve. However, the role of products is more to assist office work, reduce pressure, and improve efficiency, rather than directly improve the benefits of the company. Therefore, when operating, we must pay attention to the strategic tendencies.

3. Determine the promotion theme and channel

The launch of a new project must not be lukewarm, and this era is no longer the time to make a fortune by keeping quiet. The momentum of the project launch must be created. The first thing is to let the target users and companies in the same industry "know" that the new product is coming out.

1. The theme is closely related to the needs

When it comes to promotion topics, we must focus on the actual needs of corporate users. For example, the most basic expectation of a wedding company for wedding ERP is to improve the company's overall management efficiency. A higher level of demand is to increase the order signing rate through the use of ERP.

At the same time, we also need to conduct a demand analysis on each function and selling point in ERP to clarify which ones users need most urgently and value most.

If we are not completely sure about the core needs of the product, we can analyze and refine 2-3 themes when refining the theme, and conduct segmented testing when delivering the channel. We can then optimize the theme by analyzing the delivery data.

2. Channels reach the target

There are obvious differences between the use of B-end promotion channels and the C-end. First of all, in terms of channel selection, the B-side prefers channels that are precisely triggered, and it is difficult and rare for large-scale indiscriminate hype and publicity to occur.

When we were selecting and promoting channels before going online, we always adhered to the principle of "precise triggering". At the same time, we used other conventional channels to promote the brand.

4. Content Construction before Launch

In addition to precise channel promotion, we must also continuously carry out product and function awareness promotion in the construction and maintenance of content platforms. Only in this way can a complete closed loop be formed with channel promotion.

In the construction of the content platform, we mainly focus on the "opening" part of this closed loop. There are two main purposes for B-side content distribution platform: one is the optimization of long-tail keywords , and the other is traffic diversion.

5. Preparation for customer service

For the launch of a new product, the last link in the closed loop is to prepare for communication between customer service and target users. Customer service plays a critical role in the conversion of B-end products, so customer service preparation is also a very important part before the product goes online:

1. Product training : communicate on general content such as product functions and selling points, train the target users and their needs, and reach consensus;
2. Preparation of FAQ content : Summarize the common problems that may arise among target users during the promotion process, make unified FAQ content, and communicate with customer service to facilitate the maintenance of the first batch of potential customers in the early stage of promotion.

VI. Others

Other things such as public relations promotion manuscripts, promotion budgets, etc. are all part of the regular work content, which must be prepared. You can also plan some online or offline activities, but it should be noted that you must have a precise target user group.

Regular offline activities include product launches and other forms, and online activities can also be combined with products to promote the activities. In short, before the online promotion on the B-side, all preparatory work is carried out around the precise corporate user group.

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

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