How to maximize the effectiveness of video, information flow and other platforms?

Today’s article is about: Marketing strategies for 2018 . Simply put, 2018 is a year of explosive opportunities, but if we want to make a profit, the key lies in how we play it?

The editor will tell you about the gameplay in 2018 from four aspects.

As far as bidding is concerned, there are currently two main ways of playing in the industry: either to attract traffic at a low price, or to compete at a high price.

But no matter which way of playing, it is not conducive to the development of the account. Bidding means spending money to " buy " traffic, not spending money to " grab " traffic. Before obtaining any traffic, we must think about one question: whether this traffic is worth it or not.

Therefore, the way to play bidding traffic in 2018 will tend towards " fine-grained management ". Usually it can be done from the following three points:

1. Traffic

Shift from traffic thinking to user thinking . The most common mistake we make in bidding is to grab traffic just for the sake of traffic.

In 2013, users knew nothing about bidding; in 2018, users knew everything. With the continuous entry of merchants, the popularization of the Internet , and the convenience of shopping, if you want to make a profit, you must know how to stand in the user's perspective and think about products, operations , and promotions .

In 2018, if you don’t know how to manage traffic in a refined manner and don’t know how to convert from the user’s perspective, you will only die miserably!

2. Carrying

SEMers , have you ever thought about: What is the reason for poor bidding results?

Is it really because our technology is not good enough?

Zhao Yang Bidding Training has observed the accounts of nearly a thousand students and found that poor conversions can basically be attributed to the " landing page "; the page is responsible for carrying traffic, but does not play a role in conversion.

There may be many reasons for the above situation. For example, the SEMer himself does not understand planning, or there is no technical team to design a landing page specifically, or there are industry factors (the industry likes single pages, and I don’t want to innovate), or the boss does not approve (you, a bidding person, just need to manage the traffic), etc.

But in any case, a landing page that meets user needs is an urgent problem that needs to be solved.

In 2018, user conversion will be considered from all aspects, and landing page will become an important factor in user conversion.

3. Conversion

Conversion here specifically refers to customer service language.

This year, Zhaoyang Bidding Training specially launched a customized customer service training for enterprises. Why?

On the one hand, the professionalism of customer service is poor. Many customer service staff do not have sales awareness, do not understand the selling points of products, and do not know how to quickly grasp the needs of visitors.

On the other hand, customer service does not cherish every bit of traffic that SEM buys. After losing users, instead of reflecting on themselves, they blame the SEMer for inaccurate traffic.

In an increasingly homogenized era, customer service will also become an important part of future traffic conversion.

If we want to make a breakthrough in 2018, we must not only focus on traffic, but also on web pages and customer service. We don't need to do very well, but we must be better than our competitors because the comparison of visitors is horizontal.

Bidding is a systematic project with each link closely connected. Any error in any process will lead to user loss . If a company wants to develop, team is an important component.

We mentioned above the refined management of traffic, but refinement is more than that. It also includes KPI, team, etc. Only by making each item almost perfect can you stand out from the competition.

Usually it can be done based on the following two points:

1. Team Structure

Refers to forming personnel based on the company's marketing purposes.

For example, for a small business that is just starting out, 1-2 people are enough. A SEM is responsible for the conversion of the website's paid advertising; an SEO improves the ranking of certain keywords based on the conversion of the bidding to increase conversion.

From the above, we can see that what matters most is quality rather than quantity. You need to know how to set up the structure based on your company's own situation. Otherwise, if the personnel structure is not accurate enough, it will be unfavorable for product promotion; if there are too many personnel structures, salaries will become a burden.

2. Performance Appraisal

Regarding this point, it can be said to be a benefit for SEMers.

As far as the current market is concerned, many SEMers have a fixed salary, and no matter how much money they make for the company, it will not be theirs. As the saying goes: when the company makes money, the customer service is happy; when the company loses money, the SEMer takes the blame.

For a company that wants to grow rapidly, personnel management is very important, and personnel management starts with winning people’s hearts.

How to win the heart? On the one hand, it is the boss’s own charm that attracts employees to follow him; on the other hand, it is giving employees the benefits they deserve.

For bidders, they are only responsible for attracting traffic , and the final conversion still requires cooperation with customer service. It is recommended that the company formulate a reasonable performance appraisal system, which can motivate SEMers to a certain extent and is also beneficial to the company's profitability.

What is marketing thinking? It refers to a thinking mode that can approach problems from a marketing perspective and use marketing theories to analyze problems.

At present, promotion models can be roughly divided into two types: bidding and information flow . If you observe carefully, you will find that the bidders’ manipulation of information flow will have very poor effects.

Why?

Because the thinking patterns are different. Information flow captures broad thinking . Users are in a passive state of viewing advertisements, so the advertising content must be interesting and attention-grabbing, and therefore they will pay more attention to the assessment of content, titles , copywriting , and materials.

The thinking behind bidding is fast, accurate and ruthless . Usually, the bidding landing page will be filled with various conversion windows and deceptive links, the purpose of which is to make users convert as quickly as possible. Therefore, more attention will be paid to the assessment of pages and conversion channels.

And this is why we need to emphasize marketing thinking.

As a marketer , you cannot just look at all forms of advertising from a bidding perspective and use your bidding experience to look at all forms of advertising. Instead, we should stand from the perspective of the product and the audience.

As the market continues to evolve, after analyzing a large amount of data, we summarized its "mainstream marketing thinking in 2018" into the following two points. as follows:

1. Cultivate opinion leaders

Shaping opinion leaders will be a major trend in the future, and the earlier you establish them, the easier it will be to rise in this industry.

For example.

" Li Yanhong talks about the development trend of bidding in 2018"

“Bidding Development Trends in 2018”

Which of the above two headlines would you be inclined to click on? The first one, right? And this is the role of opinion leaders. Generally speaking, there are many factors that influence users' purchasing decisions, but the " other factor " has the greatest impact.

All of the above can be attributed to the user's herd mentality. Humans will be 100% obedient to the words of people with higher status or authority in a certain industry.

The influence of opinion leaders has always existed throughout history. As modern humans acquire more and more information, this influence will be amplified and even become an important factor affecting user decisions.

2. Build a brand image

There is probably no need to introduce the brand image in detail. Here, Rabbit only gives one example:

If you were asked to name a brand in the financial industry, I'm sure you would blurt out "Renrendai" first. And this is the effect of branding.

Although we don’t know what Renrendai’s main product is, I know the brand. Once I have a need, I will actively search for the brand word.

In the future, users will be more inclined to search for brands. It can be said that brand will be a major development trend in the future.

For 2018, we need to pay more attention to traffic layout. Make use of the mutual cooperation of various channels to maximize the promotion effect.

Generally speaking, the mainstream traffic channel entrances in 2018 can be divided into the following four categories:

1. Search platform traffic

Will the power of search engines weaken little by little?

Judging from the recent market, Baidu is continuing to make efforts, and with the development of artificial intelligence , it will continue to improve the recommendation algorithm for the search market, help search engines better understand users' search content and interests, and consolidate the search engine's root position in Internet applications.

According to a 2017 report, although the growth of search engine users has slowed down, the increase still exceeds the overall user growth.

Driven by artificial intelligence and the layout of search engines such as Baidu, search engines will still be a major source of traffic.

2. Information flow and video platform traffic

Information flow and video are the mainstream promotion channels nowadays, but I will classify them into one here because their marketing thinking patterns are the same.

The biggest shift in thinking in 2018 is the shift from core groups to potential groups.

Why?

Time remaining . Nowadays users have a lot of spare time. On TikTok , there was a video that simply poured some water with a basin, but it received 200,000 likes from users. From this we can see that users have a lot of spare time that can be utilized by us.

In 2018, marketing will focus on subtle influence. Accurate demands and high conversion rates will only exist among some users. If you want to make a profit, you have to focus on potential users.

3. Social platform traffic ( social group + community)

For paying advertisers, they may pay less attention to social networks. But looking further ahead, we can see that the community is transforming from a general population to a more refined population.

For example, in the past, there may have been only one forum on cultural relics, which gathered a wide range of people, but now there are many types of forums about cultural relics, such as the Walnut Forum, the Bodhi Forum, etc.

Like communities and neighborhoods, they form circles that connect people with the same hobbies, interests or for a specific purpose.

It can be said that user traffic is extremely accurate.

In fact, for 2018, it will be an opportunity. SEM will start to screen merchants, and the difficulty of competition will be reduced; information flow, video, etc. will also enter a bonus period.

When it comes to marketing strategies, while thinking from the user's perspective, we should also focus on acquiring potential groups.

The author of this article is @小兔子. It is compiled and published by (青瓜传媒). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century