6 suggestions to create an operational promotion plan that can be implemented!

Whether you are a novice in website operation or a friend with some work experience, how to plan a complete system, and most importantly, a website operation plan that satisfies the boss has always been a headache.

The reason why the operation plan feels very difficult to write is mainly because I still don’t have a complete operation idea in my head, and secondly, I am not very clear about the role of "commander" in the daily work of the operation manager. In order to help these operations partners quickly master how to plan a complete operations plan, I am here to share with you my ideas for planning operations plans. You can refer to them!

Before sharing, I would like you to think about a few questions:

1. What kind of operation plan is valuable?

To sum it up in one sentence: any solution that can be implemented and improve conversion rate is valuable. The ultimate goal of all operational plans is actually this. This is also the general direction we follow when operating a website. Remember that all website operation decisions are made to increase conversion rates!

2. What will the boss pay more attention to in the plan?

In addition to being valuable, the operation plan should also satisfy your boss, otherwise you will just be wasting your talent; what kind of plan does the boss generally like? Here are my thoughts:

3. What benefits will a plan that satisfies your boss bring to you?

It will be of great benefit to you. But at the beginning, when you have not made any achievements, why should your boss affirm you, recognize you and encourage you to work hard? Working overtime? That only shows that you are a hardworking child. Is being hardworking enough in the company?

A complete and systematic operation plan can make your boss more or less confident in your abilities and let him hand over the work to you. First of all, you have won the initial battle. If the implementation of the plan is very effective and you take it more seriously, would you still worry that your boss will not recognize your abilities? Are you still worried that you have no say in the company?

Secondly, a clear website operation plan can help us find the direction in our work, know what the goal is, and what should be accomplished in each step. Then all we have to do is track the results and make fine adjustments based on the actual situation.

Well, after talking about these, I believe you must want to plan your own operation plan to improve your status in the company. Don’t worry, let me formally share my operation plan planning ideas below, for reference only:

Finding the problem is the first step, which is the same as positioning in the traffic diversion work. Only by finding your own problems can you find the right direction to start the operation!

In fact, many friends who are engaged in operations also know about the problems discovered. But which direction should we look for problems from? Here are some suggestions for you:

• What is the daily visitor traffic of the website? Is that enough? Is there room for improvement?
• Does the website have a high bounce rate? If high, what are the reasons?
• What is the overall conversion rate? Why do people leave after they come? Why is there no conversion?
• Is the existing allocation of operational staff reasonable? How to improve work efficiency?
• Is the website's data analysis work timely and incomplete? Does it have any practical guiding significance?

…

As the saying goes: Know yourself and know your enemy, so you can fight a hundred battles with no danger of defeat! Learning from others' successful experiences and avoiding others' failure traps are what a qualified operator should consider. In this link, the operation plan must reflect the following points:

• Direct competitor analysis
• Potential competitor analysis
• Its own advantages and disadvantages
• Analysis of the focus of later operation direction

The question is, what should we analyze about our competitors? You can start from the following aspects:

1. The weight of the website in the search engine can be improved with the help of webmaster tools ;
2. Does your competitor have any advertisements outside? We can query this through search engine related domain instructions;
3. Does your competitor operate any new media accounts? How many readers do their articles receive?
4. Check the other party’s official website to see if there is any company news or business cooperation.
5. You can pretend to consult users and directly chat with your competitor’s customer service to understand the situation.

…

One thing needs to be explained: if the plan can be described clearly using charts or tables, try to use this form. The boss also prefers this intuitive way of expression. Moreover, detailed charts are also a way to enhance your style, haha.

Back to the topic, during the chat, I found that many friends have a headache about how to find competitors, and many times they are blocked from the door because of this. In fact, this is not difficult. There are two methods for reference:

You can directly search for relevant keywords through the search engine. For example, if I am in the pet supplies business, I can search for the term “pet supplies” and instantly identify my competitors:

Follow the clues through the friendly links of competitors! Because we know that the friendly links in each website are actually highly relevant, we can use the webmaster tools to export them in batches and then filter our competitors;

The operational details mainly explain how to implement your operational plan and from which aspects. In fact, the previous problem analysis and competitor analysis are all preparations for us to finally formulate specific operational strategies. Well, the following content is more meaningful for you to complete a cool operational plan!

1. Traffic diversion strategy:

As the name suggests, it means to find the right people. Only by selling products to the right people can the conversion rate be guaranteed. What's the point of crying without finding the grave? How to plan a complete drainage plan, at least you have to ask yourself these questions:

• What does the target user group look like?
• Where are the target users? What are your online habits?
• Is there any way to get their attention? This is what we usually call "bait". Such as SEO , soft content marketing , creative copywriting , promotional activities, etc.
• Where do we want to direct users?

2. Retention strategy:

Why is retention important? Just imagine, if users come and eventually leave, I want to ask you, what is the point of traffic generation? Retention is also a part that many website operators tend to overlook.

So how do we plan a retention plan? At least the following aspects should be included:

What to use to install users? Some users like to communicate, some like to read, so what kind of containers and carriers are most suitable for them?

Content maintenance: After users come, can we continue to provide them with valuable content? What kind of content is valuable to users? Which is the best way to push? What kind of layout is accepted by users...

Answering user questions : user consultation work must be done well. The response speed reflects the company's work efficiency and determines your impression in the user's mind;

Promotional activities: often hold some meaningful activities to promote yourself and maintain continuous interaction with users;

Activity budget investment: Since there may be expenses involved in organizing an activity, this should also be taken into consideration;

3. Conversion strategy:

If the user stays, the next task is to stimulate conversion, which is our ultimate goal. In the conversion plan, we also give you some suggestions:

Conversion pattern analysis: What is your conversion goal? Register, download, play, consult, close deals...

Sales script training: How to connect with sales, grasp user needs, and develop targeted sales scripts?

Analysis of factors that stimulate conversion: List all the factors that stimulate user conversion that you can think of, and then screen and try them;

4. Optimization strategy:

Many people think that the work is over after the implementation of the previous operation strategy is completed. In fact, there is more important data analysis and strategy adjustment work. This is why the position of data analysis engineer has been popular in recent years. So you can often hear operations say: data trend decision-making;

So how do we develop a data analysis plan? In He Yang's opinion, it should include the following aspects:

Basic website data indicator analysis: such as PV, UV, Visits, source analysis, click flow, heat map, bounce rate, retention rate , conversion rate, etc.;

Sales data statistics: Why do you need to know sales data? Because you need to calculate the conversion rate. Through sales data, we can also know the user purchase cycle, peak and off-peak seasons, etc., so as to make promotional activity decisions;

Conversion data tracking settings: Different conversion goals are mentioned above, so different data tracking corresponds to them;

Website conversion rate: no more details here!

Return on investment: profit/investment*100%. Calculate the return on investment. Bosses are generally more concerned about this. This is also an important indicator to measure whether your investment is valuable.

Analyze problems and adjust strategies: constantly look for problems, and adjust operational strategies in a timely manner when problems are discovered. This cycle is what a qualified operations staff should do;

When communicating with friends in operations, they always like to ask: How is the work of your operations department arranged? Sometimes an operational plan with a score of 90 may be a complete mess during execution, and the effect may only get 60 points at most. However, a plan with a score of 70 may have an excellent execution ability, and the effect may be beyond imagination!

Therefore, after we have formulated the specific rules for website operation, the most important thing next is to assign people to implement them. Do not underestimate this step. No matter how good the plan is, it will be useless if the personnel are not properly arranged and implemented.

In fact, in the daily website operation work, the division of labor of the personnel directly involved is mainly the following:

1. Content editors

If we classify it according to the type of operational work, content operation is a very important component. Before users come to your website, what kind of content should we use to attract users? Once users come, what kind of content should we use to keep them? These things require comprehensive control of website operations and the assistance of content editors;

In the early days of website operations, content editing was mostly concentrated on PC websites, which is what we often call website editing. However, the content editing we are talking about here is not limited to websites. Due to the diversity of carriers that serve users, content editing in current website operations is not just the editing of website content. However, many small companies want to control costs or have unclear concepts, so these tasks are arranged to be completed by one person.

At present, content editors are mainly divided into: website editors and new media editors; on the surface, both positions are responsible for creating content, but in fact, there are huge differences in their ways of thinking; so it is necessary to make a simple trade-off in who is suitable for what.

Website editors mainly focus on the main body of the website, and the main forms are brand promotion, company product news, or knowledge and information. Therefore, their mode of thinking is that when writing an article, at most they just check the inclusion status, or sometimes they just complete the task.

New media editor is a popular profession in the past two years. A good new media editor does not just write articles every day. They have to consider what types of articles users like, how to format the articles that users prefer, and when is the most appropriate time to push them... Therefore, a good new media operator is definitely a good partner in operations work.

As operators, we must make clear arrangements for editorial staff in the operations plan and implement them effectively at work. To this end, He Yang's suggestion here is to proceed in three steps:

1. What operations need to do is to divide different tasks according to the expertise of different people. Due to external reasons, there may be overlap in the allocation of responsibilities, which is unavoidable. But the overall goal is to let everyone do what they are good at.

2. After dividing the responsibilities, we still need to communicate with them frequently, listen to their suggestions, and know what kind of content users like, because the general direction still depends on you. Don’t forget that you are the commander!

3. Finally, no matter what kind of editing, the operation should formulate a reasonable assessment mechanism for them, such as the inclusion of website editing articles, internal link keyword layout, image processing, label use, etc.; the reading volume of pictures and texts edited by new media, reprints, likes, user growth, etc.; statistics can be collected in the form of regular reports, so that you can call them in time;

2. Extension staff

There are many forms of promotion, from early external link promotion, soft and hard advertising, forum and post bar promotion , SEM , etc., to later new media promoters, all of them have only one purpose, which is to increase exposure outside and attract more accurate users to pay attention to you.

No matter what form of promotion you use, you have to instill in them this concept: where are the target users gathering? What content format should be used that interests them in order to capture their attention? Finally, the traffic will be directed to our own promotional carriers!

The third point in the operation plan has clearly formulated its own promotion plan, so at this step, we only need to arrange corresponding personnel to execute different promotion methods. The general idea is to let those who are good at it give full play to their strengths. I will not go into details here.

Let's talk about the establishment of several major assessment mechanisms for promoters:

SEM: This is a relatively complex promotion position, but the evaluation indicators are very simple, such as the click-through rate of different keywords, when users click more, whether users have a greater demand for pictures, how many styles of flash ads there are, the conversion rate through keyword promotion, the return on investment, etc. These may require in-depth communication between you and the executive staff.

Hard advertising: You can add tracking codes to different ad campaigns to monitor which one is more effective, what forms of hard advertising the campaigns are interested in, etc. These need to be tracked and counted by executive personnel and are also part of your assessment.

Soft articles: Soft articles are actually difficult to evaluate. If the anchor text is clickable, it would be better. We can add monitoring code. However, many platforms nowadays are all text and cannot be clicked directly. Sometimes we can only comprehensively judge the effectiveness of soft articles by combining the number of clicks or exposures on the other platform and the effects brought over a period of time. Moreover, we can evaluate from aspects such as the platform's weight and number of posts.

SEO: SEO is a very important free promotion method. It is not only stable, but also brings accurate traffic. The best evaluation criteria are keyword ranking and traffic trend brought by website search engines.

New media: such as Guangdiantong , Weibo Fantong , cooperative promotion, etc., all of these require data feedback. The display volume , click volume, number of comments, number of likes, fan conversion volume, etc., all require the executive personnel to regularly feedback to your operation in the form of data reports!

…

3. Event Execution Staff

Event planning is a very important form of operation promotion . It can not only attract the attention of new users, but also increase the stickiness of old users and retain them. More importantly, it can directly stimulate conversion, so many operation promotions like to adopt this form.

When you, as an operator, have planned the complete process and details of the event, you will need executives to operate and track the results. These need to be reflected in our operation plan. In addition, we must also set the assessment standards for these personnel. Here are some suggestions for you:

Activity exposure: How much is the overall exposure of the activity? How many target users see this activity is a prerequisite for ensuring that the activity will ultimately have a good conversion.

Activity sharing: This is a question of dissemination rate. There are many new media communication channels. How many people have seen your activity and actively spread it? Or it can be called forwarding, which can be counted.

Activity conversion: What about users who participated in the activity? There are many ways to convert, which can be determined according to the situation, such as the number of event registrations, software downloads, WeChat public account followers, product transaction volume, etc.

Activity feedback: After the activity is completed, what is the user feedback, what is the praise rate, and whether there are any areas for improvement? These can be summarized from user feedback.

4. Product copywriter

Copywriting is the face of a product, through which users can quickly form an intuitive impression of your product. But in reality, most small companies or companies with tight costs do not have such a separate department, so the operations staff usually write the copy themselves; but if there is a dedicated operations copywriter, then we must also formulate corresponding assessment standards. However, copywriters usually work together with other executive personnel to complete their work, so the assessment standards must also be formulated based on the standards of the execution part.

5. Data Analyst

Data analysts are critical. At the very least, they must be very sensitive to data, be able to expertly draw data chart trends, and be able to quickly identify problems in the data. Normally, they work in cooperation with the operations manager;

There are many assessment criteria for data analysis, such as the accuracy of data reports, whether they are intuitive enough, whether feedback is timely, whether one can make suggestions, etc.

6. …

A lot of space is spent on the personnel arrangement section in order to make the operations staff pay attention to the importance of execution!

We need to arrange for execution personnel to be in place. If there is no department at present, then we will have to do it ourselves or make overlapping arrangements. Moreover, in real work, there will be such problems: that is, there is overlap between many tasks. For example, hard advertising requires the cooperation of copywriters to provide materials before finding channels for release, or event execution requires the cooperation of copywriters to organize event materials, etc. In this case, assessments are generally calculated.

But no matter what, as long as the personnel can be arranged, corresponding assessment standards must be formulated for them. Once the assessment standards are established, the executors will have goals and motivation when operating, as well as a sense of responsibility. This will not only facilitate improving work efficiency, but also be beneficial for you to control the overall operation!

There is another point that needs to be emphasized. In addition to ability assessment in the assessment criteria, don’t forget to assess attitude. This is also very important and can even be used as a threshold assessment! ! !

Every penny spent must be detailed, because in the end you want to show your boss where his money goes! Through the final conversion data, we can also conclude which money is worth spending and should be strengthened in the future, and which money has relatively low value and should be reduced in the future. That’s why it is repeatedly emphasized above that executives must have detailed report feedback, so that it is convenient for you to organize the data in a unified manner;

There are many types of budgets in website operations, but there are three major directions:

1. Advertising Budget

It is mainly the budget for hard and soft advertising, and there are many forms, such as charging by clicks, charging by display, charging by experience (download, playback, trial, registration, etc.), charging by transaction, etc. No matter what, we must make it clear in the operation plan why we want to do this advertising? How much budget is invested in advertising? What effect will it probably bring?

2. Activity budget

The activity budget is mainly for the early publicity and the cost of the activity itself (prizes, etc.). If you want to get more people involved in the activity, you must promote it, so it is very necessary to invest some budget. As for the activity itself, He Yang does not recommend that you must invest a lot of cost. On the contrary, we have seen that many low-cost activities still have very good promotion effects. The key is to think from the perspective of user needs. If you can minimize the cost of the activity itself and bring good results, the boss will definitely look at you differently.

3. Other promotion budget

In addition to the above two, there are many other forms of budgets, such as keyword bidding promotion, affiliate advertising , Guangdiantong, commercial cooperation, etc. No matter which form, it must be targeted. Only promotional activities aimed at target users are valuable and the money spent is worthwhile.

Okay, we have worked out the operational details, arranged the personnel, and calculated the budget. Many people think that it’s done, it’s over, and the boss will definitely approve this plan when it’s submitted! You are wrong. You have ignored what your boss wants to see most - the expected results!

All the previous work is the methods or means you have developed to achieve the company's goals or the boss's expectations. What the boss cares about is the results! It is through this series of methods that the boss has to hire people and spend money. What the boss hopes to see is what kind of results can be achieved in the end, even if it is just an estimated result!

Therefore, a qualified website operator will pay special attention to this step and do a good job of effect estimation. We can estimate in the following directions:

1. Estimated traffic

It means how long it will take for the website traffic to reach a certain level! You can divide it into several stages, or summarize it into one;

2. Estimated conversion

Compared with the current conversion rate, how long will it take for our conversion rate to increase by a few points? How many fans and transaction volume are expected to be generated?

3. Estimated return on investment

Similar to the conversion rate, how long can we achieve a certain return on investment? The main purpose is to tell the boss that the money spent is valuable.

I would like to give you 2 suggestions about estimating work:

Don't brag: Don't just talk about the results, but also add some data analysis in front of the results to support the results with data. In other words, the results I talked about are supported by data, not just random talk to please your boss. Just stating the results is not convincing enough;

Don't overestimate or be too conservative: Don't estimate too high or too low. If it is too high, you won't be able to achieve it, and then you will be embarrassed; if it is too low, it will not be convincing. Do you still want to mobilize so much manpower and material resources for such a result? Your value is not reflected. The best practice is to expect the results to be slightly higher than normal estimates;

Well, the six suggestions on website operation planning are finally finished.

In fact, each step is related to each other. Only when you know the cause can you explore the result! The same principle applies when we learn website operation. Don’t blindly pursue high-sophisticated operating techniques. Those are meaningless to you. Only the methods derived from clear ideas and goals are your own and are your accumulation of experience.

Your APP