Marketing activity planning and delivery

What I want to share with you today is the refinement of stage goals - the execution and delivery part. In the previous two times, we talked about the two parts of testing marketing content and channels in the marketing plan and testing of marketing activities. Our goal in the third phase is to fully implement our previous test results, so our goal in the third phase is to deliver marketing content and activities.

The goal is to bring stable and effective traffic and conversion to the product to achieve profitability. Remember our initial marketing goals? The goal is to reach 100,000 in turnover in March, so we will complete this work at this stage.

The focus of the implementation plan: Seeking change while maintaining stability

The focus of the implementation plan is to seek change while maintaining stability. We not only put some of the results of previous tests into practice, but we also pursue better results. What do stability and change mean? Let’s look at them separately.

stable

To achieve the goal of 100,000 in turnover in March, we need effective traffic and effective conversion.

So how can we get effective traffic? We need content that users like and channels that users like. When these two things are combined, we can get this effective traffic.

So how do we get content that users like? Only by matching the core selling points with the core needs of users can we create content that users like. So how can we create channels for active users? This is a test of the channel's ability to attract target users. This is a data test. We need data testing to know which channels are good. We have investigated the selling points and conducted tests, and there are no problems. This is about effective traffic.

For effective conversion, the first thing is a clear landing page, and the twentieth is the conversion path of the website, that is, whether the user will stay at your website after the first glance, whether they will convert step by step after seeing it, and finally complete the purchase.

A clear landing page means you need to write product copy, and a website conversion path means you need to test the conversion path and conversion rate.

When this effective traffic and effective conversion are combined together, we can achieve the goal of 100,000 turnover in March. This is the way of thinking we need to show to viewers of the plan when we are working on it.

This is because we have learned about the demand for effective traffic. After completing the test, we can definitely achieve the goal of 100,000 turnover in March. There is no problem with this. This is the stable part.

Change

So what is change? The same turnover in March is 100,000. You can see that the picture below is exactly the same. So I may have some traffic explosion points or product turning points in terms of effective traffic and effective conversion.

That is to say, when I am producing some new content and testing some new channels, there may suddenly be a content or channel that brings us explosive growth. Then it is as if we have found a stronghold, and we have suddenly discovered a great way to acquire traffic. This is a traffic explosion point, and we will have a sudden effect recovery.

The same goes for effective conversions. We designed a new conversion path and found that the conversion rate of this conversion path is extremely high. This is a product conversion point.

While we are steadily carrying out a launch, we are also doing variable work and continuing to test, and we may get a traffic explosion point. We accumulate these good ways to obtain effective traffic, and we will get more and more traffic, find more and more methods, and gain more and more experience. This is the benefit we get step by step from doing marketing work and planning.

Let's look at this picture again. The goal is to achieve a monthly income of 100,000 yuan in March. So if our unit price is 1,000 yuan and the conversion rate is 1%, we need to get 10,000 effective traffic. We have seen this picture before. This is a way of thinking. To achieve 10,000 effective traffic means to get 333 effective traffic every day.

So in order to achieve these 333 effective traffic, we conducted a survey on the core selling points of the product, the core population, and the problems that can be solved. At this time, we solved this problem through survey and data work.

Then after we solved this problem, we started to create content and distribution channels, and began to produce articles, pictures, videos, and activities. After completing the production of these contents, we distributed them to relevant channels. The final result we got was that we could get 100 UVs on open classes, 200 UVs on Weibo, and 100 UVs on WeChat every day. This is the test result we obtained after data testing.

Through this test, we know that we can obtain more than 400 UVs every day, which is a guaranteed minimum. Then I have exceeded the standard of 333 effective traffic per day, so I can guarantee that the monthly income in March will reach 100,000. This is the overall way of thinking.

Specifically speaking of the arrangement for January, the marketing content and channel delivery are actually the same in the first, second, third and fourth weeks. We evenly arrange the tested content into each week and make it a routine job. At this time, with the marketing and channel testing, we can have a stable and changing result to iterate our marketing work. This is the entire thinking model.

The focus of the implementation plan: Seeking change while maintaining stability

Therefore, the key to the implementation plan is to seek change in stability. You need to show this idea to your supervisor, your boss, and your clients. This is our way of thinking.

If you can tell him and explain this to him in words like this, it would be the best. If you can't, then you need to show it in the plan. This is a thinking pattern we use to execute the part in the third stage.

Author: Internet Market Operations

Source: Internet Market Operations