Promotion and data analysis: one article gives you a comprehensive view of the new media landscape

This article is quite long, and it more or less covers some of the new media methods from various angles. The overall situation is not over yet, there is still a long way to go. The operation is large in itself, so I will take a little more time to catch you up.

1. Positioning (3 types of public accounts and monetization methods)
2. Traffic account ( marketing account promotion and monetization method)
3. IP number ( self-media monetization methods in various vertical industries)
4. Extension thinking (part)
5. Operational thinking data analysis

position

Any business needs to consider how you make money, and the first step is naturally: positioning

I have written before that I have made a simple classification of public accounts: Classification of public accounts and profit points

The first point of a public account is positioning. The positioning determines where you will eventually go.

I have previously written an article about WeChat positioning, in which I divided WeChat into three categories;

1. Flow number
2. Industry segment number (IP number)
3. Corporate WeChat Account

Depending on the positioning and classification, the profit model will be different.

1. Several ways to realize traffic number:

• Selling traffic (so-called advertising)
• Selling accounts (it may only take 1 month to develop an account)
• Get free stuff (get free advertising fees from GuangDianTong )
• Gray industry (selling products with high sales volume, low cost and high demand)

The anti-blocking method of jump is that if you don’t know that you need to use a third-party page to jump, and go directly to this page, your account will be terminated quickly.

A traffic number will take shape in about a month. After running the entire industrial chain, the revenue from a traffic number can reach about 100,000. Of course, this is the income of one account. Players with high traffic numbers usually have several or even dozens of accounts and play in large batches. (Don’t play if you don’t understand the rules. If you don’t know how to jump to prevent being blocked, just play it directly and you will be blocked.)

2. Industry segment number (IP number)

Industry accounts have a certain level of quality, which requires you to have an in-depth understanding of the industry, or you need to be interested in sharing (the core point is to share value). This typical model summarizes the following 7 core points:

• Get the free stuff (Advertising fees from Guangdiantong)
• Sell ​​traffic (sell advertisements, but have relatively high quality requirements for advertisements)
• Sell ​​courses (break down what to sell)
• Selling communities (the definition of a community is a group of people who share a common topic and a common goal)
• Selling services (for example, if you are doing online promotion, customers find you because of your articles and buy your services. You have a friend who is very good at writing and has been writing articles on WeChat. Customers actively add him to WeChat and call him. They travel thousands of miles to discuss cooperation with him and say, "How much do you want for your services? Let's talk after the money is paid!" They are so willful. In this era, you need such a voice. Just like the current goal of our Shanpao Club: to build 100,000 Internet cafes)
• Sell ​​products (this is easy to understand. For example, if your target audience is female fans, selling skin care products or beauty products will also have very good sales.)
• Selling Tsundere (this is actually "rewarding". When many accounts get the originality mark, they will be invited to open the reward function for the article in the next few days. This income is also quite Tsundere. If you like it, buy it from me!)

3. Enterprise Account

The enterprise account mentioned here is not the "enterprise account" in the true sense of the WeChat type. It refers to the WeChat public account at the enterprise level. There are many types, including subscription accounts , service accounts, enterprise accounts, and now there are mini-programs . They are also based on the positioning, and the types will be different.

• Sell ​​products (this is also what many companies will do at the beginning, because companies generally have their own products)
• Sell ​​services (corporate services, such as customer service. Smart hotels can also be controlled by WeChat. After-sales problems can be solved here. Catering can also be used to place orders)
• Build a platform (for example, a bus station is used to sell tickets, a restaurant is used to queue up and get a number, and it is directly used to take a Didi taxi , etc.)

For enterprise-level accounts, the way to monetize is also based on their own positioning, and they build their own public accounts around products and services. There are many examples here, so I will not go into details here.

Traffic number (marketing number)

I have introduced how to use this kind of account before. You can refer to that answer, as well as the second part of the gameplay of Toutiao and Penguin Self-Media. The model is the same. The main thing is to collect platform advertising fees. As a part-time income, you can still earn several thousand yuan a month.

Traffic accounts are the kind that never lack traffic. It is normal to have thousands or tens of thousands of fans a day, but the quality of the content is almost zero (it is just the job of a porter), which makes monetization very difficult and limited.

However, changing one's mindset has led to many cases of people becoming wealthy through marketing accounts. For example, advertisers use article cards to increase traffic in the short term, and then divert attention to automatic replies to other public accounts to reduce the cost of a single fan. Eventually, selling two accounts may earn back the investment, and this does not include the income from traffic owners who write articles.

Here we take two types of traffic public accounts as an example

• The first type of flooding number
• The second type of movie traffic number

The first type of flooding number

An example of a pan-flow number:

Like what kind of woman

What what brother-in-law cousin

What kind of women's love song

Screenshot of traffic number guide page

The name of the public account will be related to this gender, women, which makes many people associate it with some erotic names. (Vulgar but not elegant)

Desire is a big knife. This is easy to understand. The website with the largest traffic in the world is the adult website.

Those who have read the previous article should know that this name and content are all at the positioning level.

Let’s talk about this type of general traffic gameplay. Attached here is a screenshot. The content of the article is mainly texts, videos, etc. that are vulgar but have a certain degree of mass dissemination. This type of article is more inclined towards videos and pictures.

Content page screenshot

If you observe carefully this type of article, you will find that there are a group of people spreading it in different groups.

The title of the article is another clickbait title for this type of article. This type of title is also easy to collect. Go to Baidu and search for 100 clickbait titles, or find this type of public account, follow them, and then collect the titles.

Here are a few example titles:

Title screenshot

Why do these accounts have so much traffic? It is because they satisfy some human nature. The operators will join many groups and add a lot of people. These articles will then spread from here. If you know the principles of virus transmission, you will understand their tactics.

The next step is batch copying of the content. The contents of the articles are all similar, and dozens of such accounts publish unified content in batches. More advanced types of accounts will publish different content, so that things can be more refined later.

All the accounts will be associated, and there are many ways to associate them. For example, you can follow a reply and direct attention to another account. You start following the first account, and it may take you more than a dozen accounts to follow them all. The final guide may be a large size. For example, the number below is the final traffic direction number for this batch of numbers.

Follow the guide page screenshot

Because WeChat has been cracking down severely on induced attention, from the rough method in 2013 to the cat-and-mouse method now, it has been a cat-and-mouse game . These accounts will add a jump-to-attention link in the original reading text, and there will be a transit jump station in the final guide-to-attention link. It is impossible to evaluate induced attention in this way in WeChat's evaluation mechanism.

The second category is the traffic number belonging to the movie category

Everyone understands how much traffic a movie can generate, especially romantic action movies, which are not within the scope of today’s discussion. Today we will mainly talk about serious movie accounts (yes, serious movies).

The first thing to talk about is how to avoid copyright issues. Third-party links will be used here. The links include Baidu Cloud links, and there will be no links to resources in the official account.

Regarding the source of traffic, anyone who understands traffic thinking should know how to get it, such as going to Baidu Tieba , or related popular movie forums, to attract fans. The method is also very crude. If you want to watch XX movie, you need to leave your email address. The public account information is buried in the email, the public account is left on the movie sticker, and the public account is left in the file name.

The only thing you need to do is to keep uploading resources and promoting them. The monetization of traffic numbers is often the most crude, such as advertising monetization. 】

Have you seen that the most typical way to monetize a traffic number is through platform advertising fees? I just took a screenshot from a previous article for your reference.

There are many friends around me who use this kind of account. Below is a screenshot of the advertisers' income of the public account.

At present, the general income of this account is around 400. Although this number cannot be achieved in a short time, there are still some side doors to play.

Below is a screenshot of the earnings of advertisers using Toutiao.

Currently, there are also subdivisions into Baidu Baike , Sohu Self-Media, Dayu, and video categories such as Volcano Video .

The internal logic is the same, and it relies on traffic business.

Segment vertical number (IP number):

1. Why do we need IP?

The content business is getting bigger and bigger. Actually, I never felt it before, but I felt it especially deeply this year. I always thought it was a small business. Looking back to when I first entered the Internet , WeChat was not so popular at that time. When I first entered the Internet and wanted to get in touch with online marketing , the first person I came into contact with was Liu Keya, who had been offering courses at the time. It just declined in recent years with the mobile Internet .

If the content business is limited to earning advertising fees from traffic numbers, then it would be too limited. The scope it covers has already exceeded your cognition. A few days ago, Xinbang published an article about the knowledge economy with some interesting data. In 9 months, a technology platform had a turnover of nearly 350 million and a total of 2.5 million paying users on the C-end.

Currently in the field of knowledge content, there are mainly two types of people: some early self-media big Vs and top IPs. After evaluating several courses, we came to a conclusion that this type of people generally do not have a very complete system to deliver to users, and the experience is often not very good.

Nowadays, more and more regular forces such as education and publishing are entering the market, bringing more new changes to content payment , such as more emphasis on content structure, knowledge completeness and whether there is a progressive relationship in logic.

However, there is a point that Liu Ye has always talked about with several friends, which is that many people who have real skills in a field are not good at writing and do not have traffic thinking. Some people don’t even have a public account. Even if they enter this field, it will be difficult to make a profit without a combination of measures. The threshold is very high. This requires a set of Internet operation methods, which is not as simple as just making a course.

The reason why content has gradually become such a big business in recent years is mainly because the channels are now too fragmented. Another point is that the traffic of the entire Internet has generally stabilized. Overall, more and better content is needed to attract audiences. This is why Sina previously spent a lot of money to recruit hundreds of Zhihu celebrities.

Currently, each platform has high-quality resource support, but another aspect is that the content is seriously homogenized. Just like many of the courses we evaluated, we feel that the content is somewhat similar. We suggest strengthening the unique nature as early as possible, including the packaging of personal IP and enriching the character. Enhancing services and converting traffic into users are inevitable directions.

Why should you build yourself into an IP?

Traditional expensive media are exiting the stage. In the past, we obtained information through these mainstream channels, such as television and newspapers. Because of their loud voice, they had an indoctrinating influence on market users. That is why several classic cases were created. Friends who are engaged in marketing should know this.

Nowadays, channels are decentralized, and there are too many places for consumers to go, such as QQ, WeChat, Momo , Toutiao, and public accounts. You may only turn on the TV once a year.

Information is oversaturated, and the influence of many brands in these media is often not as good as that of a KOL . At this time, you may jump out and ask, what do you think about the influence of Liuye Durex ? Of course, Durex is an exception. Don't focus on this.

Self-IP is currently the output method with the highest return on investment . Just like a friend who is far away in Canada doing business of studying abroad, but suffers from the lack of good traffic support in the domestic market, and simply doing advertising is too restrictive. They hired me to be an IP service consultant. Currently, a single article on Zhihu can get over 2,000 likes. I have already received commissions to write articles and have been approached for cooperation in various fields.

The entire market demand has changed. Now is not an era of supply exceeding demand. That is why many traditional factories have closed down while they were doing well in the first 10 years. It is because of the shortage and everyone’s demand. What is required now is personalization, and I’m afraid that I will be the same as you. Subculture is becoming more and more popular. You may not know that a very niche movie website has an annual profit of over one million US dollars. Friends who are interested can ask me to download this website to do some research.

The articles that really make money are definitely not those with high sentiment and good quality. Why do I say that? I have discussed this point of view with several friends before. Because of the high quality of the articles, no one is willing to share. I know that several friends in the circle have deep insights, but there is a narrow door to break through. Think carefully about this logic. Why has Mi Meng been the editor-in-chief for so many years? Doesn’t she know that such articles are very emotionless? But why produce in large quantities? First, because it can be mass-produced, and second, by forming an industry, we can then obtain more resources and upgrade our own content.

In the past few years of working in new media, I have seen countless friends start to write accounts, but they did not persist after a while because it is often very difficult to produce content and monetize it. Without the entire back-end strategy, even if you have content, it doesn’t matter. There are already many such companies signing internet celebrities , integrating production and sales, where a friend and an internet celebrity can live broadcast together and make hundreds of thousands of dollars in turnover. There are many companies with annual turnover exceeding 100 million.

We are currently living in an age of information overload. There is so much information around everyone that it is hard to keep up with it all. For example, someone is getting divorced recently, and you may not be able to read all the comments on their Weibo. There is too much ordinary content. Don’t add to the inconvenience for users and chase hot topics. You should think carefully about what kind of content your character needs and how to help users save time. What is the profit point of your business? Don’t try to have it all, or you may end up with nothing. Greed is not a good thing.

How to mass-produce content may be a big problem in content creation nowadays. Some time ago, Luo Yonghao stopped updating his column on Get and Papi Jiang stopped the paid community. This is a very serious problem. It is not that continuous content production is impossible, but it is not cost-effective. The cost seems too high from another perspective. But service is also an opportunity, because it is not cost-effective for large enterprises to do this, but it is an opportunity for us. There is a narrow door here to enter, I will make up for it next time when I have the chance. (Will make up for it soon)

2. The advantage of IP is that it brings traffic trust

Let’s talk about how to acquire seed users . We have never talked about this topic before. We have only written an article about how to generate traffic. Today we will talk about why we should do it. Of course, I hope that as few people see this article as possible. After all, it is my trump card.

Of course, after reading this, just be secretly happy. As long as someone with a bit of marketing skills, this article can dispel many of your doubts and help you increase your skills by several years. But this article is not like the previous ones. There are actually many such articles. I am ashamed that I am not as sharp as them in writing and making the readers feel satisfied.

Maybe after reading this you will feel that I have said some nonsense, damn! What article are we talking about today? It’s true that your skills are not good enough and you need to learn more. How can you improve if no reviewers join you? Haha~ Let’s continue with the joke.

Do you have any questions about resources?

Why is it that some people still fall for those text message and phone scams that are obviously scams when you can tell at a glance?

Why do many college students now take out naked loans?

Why are there so many mistakes in new media, but many people just believe in them and continue to follow them tirelessly?

If you meet and talk with these people and don't think there is anything wrong with their IQ, then how did this problem arise?

You can think about it here. Celebrities originally live on their reputation, especially female stars. If a nude photo scandal occurs, their star journey is almost over. If you happen to have a relationship with someone else, if someone happens to send you a text message saying that I have nude photos, the chances of you being defrauded are very high. There seem to be many cases. You can look for them if you are interested. I won’t name them here as it is a private matter.

Many times you understand the principles. For example, I say that the better ways of fission now are cumulative fission and group fission, and use several cases to tell you how fast this case is. I remember that some friends in the reviewer group had put it into practice. Didn’t they gain thousands of followers in just a few minutes? Why do many people still try to find solutions? Can’t stick to it? Many people envy me because I am doing well in new media, but I also do the following things in new media:

• Market exploration needs
• Competitor content composition profit model
• Content composition
• Own profit model
• Be a regular traffic source
• Do fission and mutual promotion

These things seem to be familiar to us. I think every new media person should be able to learn them, but why can't they? The first sentence is: Liu Ye, I have created a public account, how can I make a profit? I don't have the technical skills and don't know how to do fission!

Let me tell you, many times when you ask this question, you don’t analyze the essence of the problem at all. You are either asking it perfunctorily or you really don’t know how to ask the question and fail to grasp the core of things.

Many times, I cannot give you more advice with just one sentence from you. In fact, the advice I give you may eventually lead you into a trap. For example, your question is: I have a lot of school resources now and I want to create a public account. How can I use school resources to create a public account and make money?

If this is the case, the problem is simple. I remember a friend told me about an interesting case before. First, he got a batch of milk that was about to expire and bought it for 10 yuan at a price of 18 yuan, and used 8 yuan to make gifts. Go to 1688 to find some low-cost gifts, such as rings and selfie sticks. You can receive it after following us. After following us, deposit 20 yuan and you will get a Lomo point-and-shoot film camera, which can be used underwater. Can I?

If you put a row of cameras, rings, and selfie sticks there and offer them as a free gift with every purchase, would a college girl not be interested? All your gifts are priced at 25 yuan. If you buy 18 yuan of near-expiry milk, you will get a 25 yuan gift. If you deposit 20 yuan in advance, you will get another 25 yuan gift. No one comes to take advantage of it?

All those who have taken advantage of it can get extra coupons to try four cakes from the cake shop next door by forwarding the message to their friends . Is this attracting traffic to the cake shop again? If people in your circle of friends want to receive cake coupons, they can just add you as a friend. Isn’t this attracting traffic to yourself?

Moreover, this job does not lose money. The cost of the gifts and the cost of expiring milk have been recovered, and you also get a batch of pre-deposited deposits. 20 yuan per person is not much, but you have bound a group of school users and added 5,000 people to your official account. You can still make some money by selling some deposits. You have 5,000 college students following you on WeChat, and 5,000 of them have deposited 20 yuan for you to buy your products. With 50,000 in working capital, a stall in a food court or supermarket with several thousand people a day only makes about 300 yuan a day.

Copy this to 10 universities, and gain tens of thousands of student users in the short term. Then you can launch some part-time services, sell some products, and organize some activities. Will it be a problem to make hundreds of thousands a year?

Another problem is that if you don’t have the technology, you won’t be able to fission. I think this is not a technical problem, but a cognitive problem. The fundamental problem is cognitive bias. Why don’t you just buy a fission tool yourself? Or just like it? A few days ago, I posted a message on my WeChat Moments, forwarding an article with a text that gave me 50 likes. In 10 minutes, it received no less than 50 exposures. If the title was more attractive, would you click on it to read it? If the content is more attractive, would you participate?

So do you understand? Real technology is not a problem at all. For a fission activity, you don’t need to pursue a lot of tools. If you buy the tools, but there is no traffic and no users coming in, it will be useless no matter how many tools you have.

What you need to think about is how to find your seed users, how to reach these users, how to get these users to participate in activities, how to get users to forward activities, and how to get users to actively invite friends to participate in activities. Technology itself is not your expertise, and the probability of failure in the end is too high.

Do you think I understand technology?

I understand, but I'm really not as professional as others, so I won't spend time on this matter now. I will directly cooperate with my friends who are good at technology. Like before, I have added this friend of mine into the group. You can find Brother Kai. He has first-class technology and a black hat background. Although I don't have in-depth technology, I know a lot about traffic. It's enough for me to understand this, but facts have proved that these things became the key in the end.

If you want to generate traffic in the new media field, I have never heard of a person who cannot do it because he does not have the technology, but you must have heard that it cannot be done because of promotion or lack of traffic.

During the many years I worked in the Internet industry, my only focus was on users, and I knew how to acquire users.

The difference between me and many people is that many people only work hard to develop tools and spend money on advertising (this is actually a very good method, and many people make money from it).

But I said that if individuals want to do the Internet, and many start-ups want to do the Internet, you often don’t have that much money to spend on advertising, and there are very few wealthy companies.

Therefore, for this type of enterprise or individual, the ability to grasp users on the Internet becomes particularly important.

There are many articles about this technique on the market. If you look at my previous articles, many people will only read the last few articles about how to fission and how to generate traffic in the short term. These fission methods are very basic in my opinion. Before doing these, I read the earliest articles, but I feel that this is too little.

When you are doing so many fissions, have you ever thought about how to control the user pool?

I will write more about how to do SEO , SNS, and EDM later. If you can understand these knowledge, it can not only help you sell goods.

These are all ways to gather a large number of people.

Moreover, this method can be used in various fields. So when I talk to people in many industries, I can answer how to generate traffic and how to use new media, because the methods are all the same. You have developed habitual thinking.

You may not know how crazy users were when they attended offline gatherings when I was working on an outsourcing project before.

You may not know how many groups we end up with for this outsourcing project. An event is launched among these user groups, but the cost will be relatively higher. Partners often don’t understand at the beginning why it costs so much to do community operation . After doing an event, they won’t talk about it anymore.

Just like why I gave up on operating for traditional enterprises and took on a few self-IP services, because the cost of operating for enterprises is too high, and self-IP is the future.

Many people would say that the cost of promotion is very high now. Instead of paying others to do promotion, why don’t you generate traffic yourself?

Maybe you still feel that what I said seems to be meaningless: I already knew it!

Well, this is the difference between people with traffic thinking and ordinary players.

So have you noticed what I said before, that I spent a lot of time writing articles on positioning and theory? Those who are interested can look back at the earliest articles, which were all boring theories. However, at that time, the most popular ones on the market were often those that taught methods, such as increasing 100,000 followers a day. But no one tells you the purpose of the inner layer.

The development of this mindset and subsequent methods are just knowledge, means and skills. There are many articles of this kind. I have written several of them before. I will add more detailed operating methods later. This will be quick.

Promoting public account traffic thinking

From the perspective of media, there are only three types of media: fan-attracting media, maintenance media, and conversion media. Of course, many media now overlap. For example, public accounts are both fan-attracting media, maintenance media, and conversion media. Promoting other public accounts with large accounts leading small accounts is fan-attracting, dispatching orders is conversion, and creating content is also maintenance media. The boundaries are actually relatively vague, and it becomes particularly important to think about it by analogy.

Powder attracting media (part)

1. Community

Zhihu, Jianshu , Douban Group, Baidu Tieba , Tianya Forum, Sina Weibo , WeChat Group , QQ Group, Momo, Gaga, Paipai, Maimai, Dajie, Boss Direct Hiring

2. Audio

Qingting FM, Tencent Video , Youku Tudou, Kuaishou , Meipai , Huajiao, Inke , Himalaya , Volcano Video, and Douyin have all been going crazy in attracting fans recently, right?

3. Forum

Baidu Tieba, Tianya Forum, Huasheng Forum, NetEase Forum, Sina Forum, Sohu Community , Tencent Forum, Paidai.com, Kedi Community, Taobao Forum, Paipai Forum, chinaz webmaster forum, A5 Forum, Zhanbang.com, Baidu products, self-built websites, industry websites, industry forums, local forums.

4. Blog

Sina Blog , NetEase Blog, Sohu Blog, Hexun Blog, Tianya Blog, BlogChina, Blogbus, Qibo.com, Blog.com, CICC Blog, Lu Songsong Blog, Moonlight Blog, Diandian.com

5. Technology websites

iResearch, Leiphone, Huxiu, Titanium Media , Sutu, 36Kr , iHeima

6. Library

Baidu Library, Docin, Doc88, 360doc, IT68 Library, Library Collection

6. Self-media platforms

WeChat public account, Toutiao, Sohu We Media, 360 We Media, NetEase We Media, Baidu Baike, Yidian Zixun , Jianshu, UC account

7. Social Platforms

QQ Zone, Renren , Kaixin, Douban, Sina Weibo, Tencent Weibo, Zhihu

8. Industry classification website

According to your positioning, find industry classified information websites (I will not list them one by one here)

9. Cooperation

For example, changing groups or promoting each other. Many people still can’t play this now. Many accounts of similar status occasionally promote each other, and accounts with high traffic promote each other even more.

10. Activities

Offer free lessons and free gifts, and then use group fission to create hundreds of groups at one time. Isn’t it easy?

11. Advertising

For example, Guangdiantong and Fanstong .

12. Key Platforms

Toutiao, Baidu Baike, Yidian Zixun, Jianshu, Sohu WeMedia, Dayuhao , Zhihu, Everyone is a Product Manager , Meihua.com , Shuying.com

Last time I only gave two ways to play. Many friends said to me, "It's a scam to play it this way, Master Liu." How can you play it this way? But if you pay attention, you will know that these are just my examples. Of course, what I said is not necessarily the best way. You need to find a way that suits you. The media just tells you that there are many places you can go, and you can choose according to your own characteristics.

Speaking of traffic entrances, if you understand places with traffic as entrances, then your thinking will be more open. In one sentence: find the entrance from the media and use the media to bury the entrance. Here are some examples of entrances for you to enjoy.

12 types of traffic entrances (partial)

1. Editorial and editing portal

Find high-quality content related to the official account’s positioning, and integrate and edit pseudo-original content. The monetary cost is relatively low, the labor cost is medium, and the traffic effect is relatively homogeneous. Medium quality, low cost.

2. Original content portal

The continuous output of high-quality original content has relatively high creation costs and requirements. The threshold is relatively high, but there is a narrow door to enter, and if you do well, you will develop very well. The traffic effect is medium, but the cost is high.

3. Nearby search entrance

Through Baidu, 360, and Sogou peripheral products, we use search entrances to drive traffic to public accounts. This combination of editing and original writing will create keywords . High quality and low cost.

4. Internet celebrity entrance

There are two types of internet celebrities: entertainment internet celebrities, who appear on WeChat or their personal public accounts through chicken soup articles or videos to attract traffic through events, or who attract traffic through regular content. Recently, TikTok has been a hot spot. Commercial influencers, with their practical information , resources and platforms, expose their personal WeChat public accounts to attract traffic. Medium quality, low cost.

5. WeChat Guangdiantong entrance

The cost is relatively high, and it is critical to understand the backend delivery and how to lower the price. Similar to bidding, there are many places where it can be posted, mostly at the end of pictures and texts. High quality, high cost.

6. The main public account has a small entrance

The cost is relatively high. You need to do the research and communication yourself to find industry-related big names/KOLs for recommendations or to post soft articles. There is currently no unified price. You can also find a third party to directly cooperate with to place orders. High quality, high cost.

High quantity, high quality, high cost.

7. Offline entrance

There are many kinds of offline cooperation, including cooperation with stores and sending gifts to places where there are activities. I saw a case where people went to Taihu Lake tourist attractions and scanned the code to receive the products they needed. Almost everyone had one. You need to explore the market, explore channels, and discuss cooperation. Cost-effective, quality-oriented.

8. Community entrance

It mainly requires manpower maintenance, with additional capital investment. For example, if you want to organize an activity or do group fission, you must at least purchase fission tools to do the fission. Requires personnel to do simple maintenance. In quantity, in quality, in cost.

9. WeChat peripheral hardware entrance

Simply add devices, such as store resources, use shake function to connect to wifi with WeChat, and give a simple bait to attract attention. The quantity depends on resources, the quality is medium, and the cost is high.

10. Group fission entrance

There are tools that require money and there are tools that don’t. It’s best to test them before doing any activities. The costs will vary depending on operational needs. High quantity, medium quality.

11. Accumulated fission entrance

The current mainstream tools include Points Treasure and Task Treasure. Many of them have been connected to the mall and can be used to do very good activity fission, which can basically be done by one person. Large flow, low cost, medium quality.

12. Full platform promotion entrance

Refer to the media, whether it is with the help of SEO, SEM , or content marketing , in short, the network should be well laid out, with large traffic, low cost and high quality.

If you still don’t know how to choose the entrance after talking about it, you can only look at the following method. The characteristics of communication methods in the new media era are often the same as those of Internet communication. Here are several promotion methods .

6 promotion methods (partial)

1. Insertion promotion method

Promote WeChat public accounts within WeChat groups and QQ groups, and use your own circles to promote them. This type of promotion has relatively high attention and plays a very important role in your future publicity and dissemination. One of the core elements of the Internet is to always look for traffic in other people's ponds, insert the QR code of the public account in articles on other platforms, and attract readers' attention. If you have resources, tools, and practical knowledge, you can upload them to a network disk or resource download site, and write your WeChat public account and QR code information in the file.

Specific methods: Post public account articles and accounts on WeChat groups, Moments, and QQ groups; Toutiao, Jianshu, Sohu Self-Media, Zhihu, Douban, etc. can all insert WeChat public accounts in articles to attract fans' attention. Upload articles to the library, including WeChat information and QR code.

2. Event Promotion

Rely on the temptation of the activity itself to readers to attract attention and forwarding. The threshold for participation in the activity should be relatively low. You can get small gifts by following, and you can receive them by sharing, etc. The key point is that the activity rewards must be attractive to the target users , for example, the prize is exactly what he needs. The usual approach is to leverage the strength of others and unite partners with the same goal to participate together.

Specific method: follow and share to receive; follow and participate in voting activities to win big prizes; follow and reply to get useful information for free; follow WeChat to get points, invite friends to obtain qualifications, etc.

3. Mutual promotion method among large KOLs

For most WeChat public accounts in their early stages, word of mouth is very important. If you can get a few influential people in this field, the effect will be very good. If the method is correct and the form is natural enough, let others speak for you and help you spread the word, the final effect will be better than you saying ten thousand words yourself. I have followed a public account related to stocks before, which gained over 50,000 followers in a single month. I was looking for a big account in the same industry to give it a boost.

Specific method: Recommend other public accounts in WeChat articles to promote each other, find KOLs, and find big paid accounts to directly include you in articles.

4. Signature Promotion Method

The signatures on various websites are all endorsements of your personal brand. QQ, WeChat, Douban, Zhihu, Baidu Q&A and other major websites have signatures. The signature is displayed in a more prominent position on the website by default, so you need to be careful about this kind of promotion method. If it doesn’t work, put up advertisements in the signature column.

Specific method: WeChat signature: one sentence introduction of personality + WeChat.

5. Ground marketing

This type of promotion method is common for APP promotion . It was the most intense during the takeout war . Every day, there were a bunch of sales staff under the office buildings. You could deliver the food by scanning the code. WeChat public accounts can also try this method, and the effect is good. Let’s change my thinking. Recently, when I went to a tourist attraction, because it was at night to see the lights, several people were delivering lights at the door. You could deliver the food by scanning the code. Isn’t it good to run a local public account? Just add it with your personal account and then pass it after a few days. You probably will have forgotten where you added it. Then it happened naturally.

Specific method: Scan the QR code at the subway, tourist attractions, or at the entrance of a residential area to follow and add friends to receive gifts;

6. Content Marketing

No matter what promotion method you use, the ultimate goal is to retain users, so your content must be high-quality or fun and interesting, and able to meet the needs and preferences of users. Users are also willing to actively share good content to attract more user attention. For example, when you are running GuangDianTong advertising, you need to consider maximizing the optimization of audience tags and the optimization of landing pages . If the page pops out immediately after the user clicks in, isn’t that a waste of money?

Specific method: Publish content on media platforms. If you are pretty, go live and post a video. I have been studying Tik Tok recently. A beautiful girl account can get tens of thousands of followers a day. The signature line is a great place for this.

The three-stage promotion method is not separated from each other. Each one can be used interchangeably and absorbed into one's own internal strength. In a word: find the entrance from the media and use methods at the entrance. After using the above methods, the question is how much flow indication there is. Let me tell you why we do this, because it is the bonus of the times. Let me tell you why we become seed users, because they come with trust. Let me tell you how to generate traffic, because no matter how good something is, it needs to reach users.

For example, the QQ group of group promotion

I think everyone should agree that QQ groups are the places where the target population is most concentrated and focused.

Rough gameplay:

• Use keywords to find groups related to your products and industries
• Then use the "mass transmitter" mass sending software to add friends in batches.
• Add friends intact, or directly push copy in a temporary session.

Fine play:

The first step is also: join the group

After joining the group, don’t rush to add friends in bulk. Chat and get familiar with each other first. Then collect the questions that group members have in the group, make them into tutorials, and upload them to the group for sharing; or post them to the official account and then forward them to the group, using the gimmick of "solving problems for group members" to attract fans.

The most core killer move:

How to do high-end points: add more than two small trumpets to a group, one is responsible for singing, and the other is responsible for singing, and then use the above detailed play method to guide your official account.

You can use group control here. Here are the previous articles about WeChat group control, and in fact, there is also QQ group control, which can also be used as a reference for the model.

Operational thinking data analysis

Many times you work hard but the results are very small and you are often dug by yourself. I always want to hold on to my big moves, do big news, spend a few weeks doing activities, but the final effect is average. How to prompt the new effect? ​​What are the new functions that can be optimized? From which indicators can be used to optimize? How to review the event at the end?

I often forget some small things that I need to do, and I often lament that the position is too low and cannot show my talent. If I do something, the boss will never be fully responsible for you. I do not have 100% trust and will not give you a budget. Short of money and resources. With a lot of pressure on KPIs, I work hard to do things, but users often don’t buy it.

Have these questions been around in your career or are happening now? The above points are all experiences that every primary operation may encounter, and you may be deeply involved.

How to break the deadlock? Data analysis capabilities are one of them.

Data analysis capabilities

Many times, primary operations and advanced operations can be difficult to observe in one job. For example, the boss said that our goal this time is to increase users by 2,000 per day. Primary operations are often very excited. I know many ways to attract new things. They can promote each other, exchange volume , refresh traffic, and find related merchants to jointly promote. All promotion channels are all, including Baidu series, forums, post bars, and then do a communication-level activity to flood the screen. It’s no problem to attract new people.

The first consideration for advanced operations is not to use all channels, but to consider building stable data sources channels as soon as possible.

The most overall result is that primary operations are busy every day, promoting each other, changing volume, swiping traffic, finding related merchants to jointly promote. All promotion channels, Baidu series, forums, post bars, and doing communication-level activities, putting a lot of effort into each item, but in the end, it can reach 200 new products every day.

Advanced operations do data analysis every day, optimize promotion methods, optimize creativity, and optimize copywriting, and gradually increase investment in the most effective promotion data sources. Finally, it quickly reached 2,000 new investment every day.

Many times, when primary operations target tasks, they often have a lot of ideas and creativity, and can also be executed, but the final result is that everything is done, and they are tired and half dead, but the final effect is very minimal.

When doing everything, high-level operations will do data optimization actions, see the optimal promotion method, promotion channels, targeted amplification, and finally come up with the optimal solution. Choosing not to do anything is more important than doing anything.

In the most common sense, primary operation is the human-sea tactic. All effects are linked to the number of people and the energy of new people. The effect of attracting new people increases value according to the number of people and the increase in energy. However, many times the energy will reach the ceiling, so the cost of manpower is to be fought for. All of them are relatively high.

The method of high-level operations is to establish a stable data source channel, and initially invest in channel development, creative optimization, copywriting optimization, and data effect optimization will be more energy. However, once the channel is formed, the energy spent will be very small afterwards, and data will continue to come in. The cost continues to decrease with the formation of channels.

For example, the indicator given to you by the boss at this stage is to increase the turnover this month, and the turnover = traffic conversion rate and unit customer price . Because of the characteristics of your products, the overall turnover of new users accounts for only 10%.

From the above formula, in general, there are only three factors that increase business. First, increase the number of new recruits, second, increase the conversion rate, and third, increase the average customer price.

If you choose to attract new customers at this time, you may drag you to death at this time. When the overall turnover of new users only accounts for 10%, choose to increase the average customer price or activate old customers. A few more repurchases are more efficient than attracting new customers.

Sensitivity to data and analysis of data are the only way for primary operations to advance to advanced operations. Many friends asked me how to quickly get started with new media. I said that I would make my own official account, so how to do advanced operations, and the most critical skills are the first to develop digital marketing data thinking.

This article is a summary of this stage and I hope it will be useful to you.