A complete planning and implementation plan!

To plan and execute by yourself, you need to complete the marketing strategy, marketing traffic plan, media plan and execution plan.

What does it mean to plan and execute your own work?

1. The most targeted planning scheme

2. Lowest communication funnel

3. The most authentic data feedback

4. The most timely optimization and adjustment

The above is the result of your own planning and execution.

Let's break down the entire planning work, including pre-plan preparation, plan making and plan execution, as shown in the figure above.

Before you prepare to make a plan, first understand some of the behavioral guidelines for making a plan so that you don't go in the wrong direction.

Let’s first take a look at what planning work is. In fact, it is a combination of logical thinking + creativity. Putting them together is a planning work. Let’s look at them one by one.

Logical thinking is the ability to set goals and break down goals. It requires you to arrange a very structured and step-by-step plan around the goals, which is the "skeleton" of what to do. We put up the framework, follow the steps, and then comes the work of filling it with meat, which is the work of creativity.

Creativity is a way of mining traffic. It is a way of mining traffic that is tried in order to achieve the goal of acquiring traffic. It is also what many students call creativity. This thing is the "flesh and blood". You need to design many different creative ideas and traffic mining methods to supplement this structure and achieve the goal.

The combination of logical thinking ability and creativity is the whole of planning work, but many students imagine the whole of planning work as a way to tap into traffic, nothing more, without paying attention to the goal - decomposing the goal structure, resulting in the plan being purely a plan that looks at exposure, rather than doing things around effective goals. This is one of the misunderstandings.

In fact, the first thing about logical thinking ability is to determine the goal, and the second is to determine the logic, which is the question of what to do and how to do it. Creativity is the question of how to do it well. This is the relationship between goals and creativity.

Why are 90% of planners doing useless work? Let’s look at the mistakes everyone makes from the perspectives of goals, logic, and creativity.

About what to do

The first one is about what to do, which is a question of goal. So what is the promotion goal? When you ask a planner, he tells you that the goal is "to get exposure". Is this a correct goal? Obviously not. A correct goal must have a timeline and a very clear data result to be a qualified goal. If you don’t have a clear goal, all the plans you make are garbage, because you are not doing things around the goal.

About how to do it

The second is about how to do it. We need to make an effective plan, and we need to make a plan based on the specific products and businesses of your current company. And now in many cases, how do people make plans?

The first situation is to apply a plan. I use the previous plan to apply to today's plan, and directly change the name of the previous plan to today's name. I can complete a plan in 30 minutes, just by replacing some screenshots of the industry and some names.

The second situation is to look for industry data, find some screenshots of data, and use industry data. This data is not the real and valid data of your product at all. It doesn’t matter if you find some industry data.

The third situation is to start writing right away. This is a mistake that novice planners often make. They immediately open the PPT software to make the first, second, and third pages. They also spend a lot of time adjusting the font size, font color, and layout from time to time. They spend a long time on these things. This means that they do not think through the logical thinking structure at the beginning, and start to work on the details, which causes the plan to become more and more biased as it is written.

About how to do well

This involves some creative issues, let’s take a look at it together.

The first is a problem that often occurs, which is to find joke makers. Joke makers seem to be very popular, but they were only popular a few years ago. However, many people still look for joke makers, thinking that they have a great influence. So they ask them to write a cartoon or a funny gadget, and then put it on the market. Many people forward it and think that this is a marketing success. But does this forwarding number have anything to do with the conversion rate of your business? It seems to be unrelated.

The second misunderstanding is to chase hot topics. Many people highly praise Durex’s Weibo and think it is a model. Durex does have a lot of attention. In my understanding, it is just a popular Weibo account. Unless you can prove that there is a direct relationship between its Weibo conversion numbers and actual conversion sales, I will admit that this is a good Weibo post. If you can’t prove it, I can only say that it has a high level of attention and a lot of reposts, then I can only think that this is a well-performing self-media. So what is its practical significance? If we do it, what we want is actual conversion, not something branded like Durex. That is not what we need during the product development stage.

The third misunderstanding is to brush data. Some people use software to brush data, which has nothing to do with creativity. It's not even creativity. They just post a random Weibo and brush up the data. This is fake. What should be done? We should come up with a lot of creative ideas and get a good idea that can bring conversions to the product through data testing. We should collect it and disseminate it for the second time. This is the correct approach.

What should be done?

We have mentioned many misunderstandings above, so what should we do?

About what to do

A clear goal has a timeline and specific data. If the goal is vague, how can we break down specific work through the goal? It cannot be broken down at all, causing you to do everything without purpose.

correct:

1. This month, the purchase conversion rate of Fanstong reached 15%

2. The number of website visitors reached 20,000 per day in the third quarter

mistake:

1. Try Fantong and see how it performs

2. Let xx products be fully promoted

About how to do it

Before you really start to creatively adjust the details, take out a piece of paper, a pen, and write out the structure of your plan. You can write down what parts this plan includes. After writing these skeletons, you will be able to write the content very quickly.

About how to do well

We need to conduct user surveys, content testing, and data feedback. We have talked about the five links of marketing. The first is user surveys, the second is content production, the third is channel selection, the fourth is data feedback, and the fifth is optimization and adjustment. Through these five links, we can scientifically obtain a truly effective marketing method. If we accumulate these methods, we can do our marketing work better and better.

We have talked about what should and should not be done. The purpose of all these work guidelines is only one, that is, you want effective traffic and effective results.

Author: Internet Market Operations

Source: Internet Market Operations