A brief discussion on the five steps of online operation and promotion

Operation promotion plays a very important role in the entire operation process. It is also a very stressful profession. All we have around us are KPIs and data. In order to do this part well, we must have strong stress resistance, communication skills, execution ability, and data analysis ability. So when taking over a project, you should carefully consider the following ideas.

Step 1: Do a good job of market research and analysis

A project cannot be separated from the market and consumers. When doing market assessment, we need to conduct sufficient market research, including competitor analysis, competing product analysis , market share, pricing analysis, activity analysis, advertising channel analysis, market peak and off-peak season analysis, target customer group analysis, traffic source analysis, etc.

Take liquor wholesale as an example. I have previously operated a liquor wholesale project. Many people working in this field did not do sufficient market assessment in the early stages of the project. Therefore, during the entire operation of the project, they could only rely on telephone marketing and their own connections to maintain the operation of the company. So my advice is to do a good job of online market assessment first.

Determine the current positioning of the company, whether to enter the regional market or the national market. Based on the company's current planning, my suggestion is to give priority to the regional market. Based on the regional market, we select cities with large populations to carry out market promotion and offline negotiations with wholesalers. At the same time, we investigate the local competitors' agents, market share, pricing and activity content, and then go back to make adjustments to the marketing direction. At the same time, we use Baidu Index, Taobao Business Tips and other channels to evaluate the market's off-season and peak season

Step 2: Conduct marketing channel analysis

In addition to e-commerce , Internet marketing channels in other industries are generally divided into:

1. Bidding channels (Baidu, Sogou , Shenma, 360 do not use them). Bidding channels are the fastest in terms of effectiveness and the largest number of orders, but they are also the platform that burns the most money. When pursuing short-term conversions and profits, bidding channels are a better choice.
2. SEO channels (Baidu, Sogou, Shenma, 360). The current cycle of SEO channels is generally about 6 months, but it is also the lowest cost. However, if you are pursuing large order volumes, this is only a supplement.
3. New media channels ( WeChat personal accounts, WeChat public accounts , Sohu public platform , UC Big Fish accounts , Toutiao accounts , QQ Penguin media), the main purpose of self-media channels is to do brand promotion and channel drainage .
4. Online alliance advertising channels (Baidu Union Advertising, Tencent Guangdiantong ), the main function of online alliance channels is to generate traffic and conversion, as well as to promote brands .
5. Mobile payment channels (Toutiao, Tencent Guangdiantong), etc. Mobile payment channels mainly focus on conversion and brand promotion .
6. Free channels : including QQ groups, WeChat groups , Tieba , Q&A platforms and other promotions.
7. Live broadcast platform : Recruit personnel and use the live broadcast platform to attract traffic to the project. It is suitable for real estate, home furnishing, decoration, medical care, finance, e-commerce and other projects.

Take liquor wholesale as an example. When we make channel selection for liquor wholesale and look for precise target customers for our service objects, we first choose the bidding channel, then SEO as an auxiliary, the alliance channel as a way of brand promotion, and the self-media channel as an auxiliary to brand promotion. The bidding channel can relieve enough pressure on the entire network operation in the short term. The rest of the brand building and promotion cycles are relatively long and require a certain foundation to support them.

Step 3: Project planning

Based on the market research and marketing channel analysis we have conducted, and after discussing with the company's leaders to determine the projects that need to be implemented and the division of labor among the team members, as well as determining the monthly advertising budget, we will make assessments such as expected traffic, expected conversion rate , expected transaction volume, expected unit cost, etc., as well as perform cycle assessments. We need to communicate sufficiently with the company's leaders so that the project can be carried out normally, and there will not be so much pressure in the early stages of the project.

A good project plan can help you have a good plan when you are doing operations and promotion. It can also let the company's leaders know what you plan to do next and throw some problems that may be encountered to the company's leaders to ensure the implementation of the project.

Step 4: Execution

After the planning and allocation of a project have been completed, the next step is execution. The focus of a good promotion operation is also on execution, which includes: demand submission, production cycle, production review, submission to online, online testing, data tracking and analysis, etc. This series of execution steps takes a certain amount of time.

Step 5: Do a good job of data analysis

The most important evaluation link for promotion data is the data, because many bosses and general managers only look at the results, so a good data report can give you enough say in the company and at the same time will bring great improvement to your subsequent project development. Specific data analysis is based on specific data structures.

In the end, the success of a project is related to many factors. All we need is to do our best, communicate well, do data analysis well, and do personnel management well.

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

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