Introduction to the process of 4 common marketing promotion methods

Previously we talked about some core work ideas of marketing promotion . Next, let’s share the four common marketing promotion methods and their core operating logic.

1. Media resource purchase and possession promotion

First, let’s look at the first type of marketing promotion method, which we call media resource purchase and possession promotion. What does this mean?

In fact, it is like the front page of a newspaper, which is a media resource and can be sold. For example, if I spend 500,000 to buy the front page of a newspaper for one day, I will have the opportunity to convey information through this media resource. Therefore, we call this type of promotion media-owning promotion.

In fact, many traditional advertisements belong to this type of promotion. There are many media companies in this type of promotion. If you can find a media company, they will provide you with many quotations, which are all very systematic and process-oriented.

Generally, such media resources will be sorted out and turned into an advertising plan, which will then introduce to everyone where the ad will be placed, the size of the location, and the approximate cost of placing the ad in this location for a day or a month.

Therefore, media resource purchase and possession-based promotion is actually not complicated. You just need to determine what kind of media you need, then find the corresponding channels to purchase the media resources, and then prepare the materials. That’s it. This is the basic logic.

We have already mentioned its operation process:

The first step is to find an advertising channel or media company;

The second step is to obtain a list of resources and a quote. In fact, many WeChat accounts now have many advertising media companies as intermediaries, who can provide an overall quote;

The third step is to negotiate resources, prices and schedules, and a round of bargaining may be inevitable in the middle. Overall, this depends on the negotiation ideas and skills. Including if you can chat very well with others, maybe they will give you a discount. Give you a better schedule, etc. So when dealing with media channels, I think some emotional intelligence is still quite important;

The fourth step is to prepare materials, including corresponding pictures or texts, and then go online to complete the delivery. You will have to take a quick look at the data later, but once you make a placement like this, it is done and you have no room for adjustment unless you buy it again.

Characteristics of media resource purchase-based promotion

If we look at the key points we mentioned earlier, namely exposure, clicks and conversions, the characteristics of media resource-based promotion are probably as follows:

1. The exposure is basically constant and does not change much

For example, if you buy a banner on the homepage of a portal website, the traffic will be basically constant and will not change much, unless you are lucky or unlucky and the traffic of the website rises or falls sharply on that day, otherwise it will be basically constant. Even if you buy a repost of a large WeChat headline, you can usually estimate the approximate range of its readership.

2. The exposure of media resources in social media may also depend on the content and copywriting

Just like channels like Weibo and WeChat, if the content of the promotional information you send out is good and spreadable, the spread can give you greater exposure. Therefore, when doing promotion now, the proportion of content and copywriting is getting bigger and bigger, so everyone must work hard on the copywriting.

3. Clicks basically rely on copywriting and other promotional materials

This basically depends on whether the copy can provide basic motivation and whether other promotional materials can give enough impact.

4. Conversion depends on process, copywriting, materials, etc.

Conversion depends on the design and copywriting of the conversion process, materials, etc.

Therefore, this is the basic characteristic of media resource purchasing and possession-based promotion.

2. Information distribution platform traffic promotion

What is information distribution platform traffic promotion? In fact, in our current era, there are many platforms that specialize in information distribution, such as Toutiao, Baidu, and many other app stores. In fact, the core services they provide are distributing a lot of information and services, so our products or services can have the opportunity to get more distribution or exposure on such platforms, and our promotion will also get better results.

For example, if you search for the keyword "WeChat" in the App Store, there must be a lot of people searching for WeChat in the App Store every day, and you will see that the first one in the ranking is definitely WeChat, but under WeChat you will find many small tools. Why do they appear?

In fact, they have made certain optimizations in information distribution, so that their search rankings will be improved online. Because the search volume for these keywords is very huge, they can measure more traffic.

In many app stores, there are often many special areas. For example, there is often a one-dollar selection area in the app store. If your app has the opportunity to enter this area, logically, will you get more official exposure opportunities? The logic must be yes.

Therefore, when we distribute this kind of information, we need to think about which official organizations' special areas and activities we can join, and then apply to join. After joining, we can get more traffic.

In order to join, we also have to do a lot of work to cooperate with the official and be proactive when dealing with them.

Another one is the search engine optimization we often see, commonly known as SEO. For example, if we search for terms like "looking for a job" on Baidu, except for some advertising spaces, the first piece of information we see is often the one with the largest traffic, because all users who search for this keyword have a high probability of entering the search results, which actually means obtaining traffic on the information distribution platform.

In order to get your website content ranked, you must have done a lot of SEO targeted optimization. But it is also possible that you do nothing, and then get lucky enough to be captured by Baidu, and you happen to meet its sorting rules, so your ranking will also be relatively high. But in comparison, this kind of luck is not what we want to see from a promotion perspective, so we still have to do it in a planned and purposeful manner.

Two core logics of traffic promotion on information distribution platforms

Let's summarize. If you do promotion on a traffic distribution platform, the logic of common operations can be divided into two types:

Logic One

The first one is to work on its distribution rules and sorting rules to see if we can proactively optimize them.

Under the first logic, we should first study the rules for displaying and sorting the corresponding channel information. For example, what Baidu will capture when it indexes related websites, the title, description, keywords of the website layout, the background code, etc. These will affect the ranking of the website. So if we want to do this kind of optimization, we must first study and understand the rules of the relevant platforms.

After a certain amount of research and understanding, the next step is to prepare materials and adjust the details of information release, such as adjusting the code of the web page, then updating it and preparing all the material information.

After the adjustment is completed, there is usually a lag period of 2-3 days for the optimization to take effect, during which time you can observe the effect of the optimization. If you initially optimized from 100th place to 20-30th place, that may not be an ideal effect. We may need to continue to optimize it and eventually move it to the top 10 or top 5. Then we can occupy a relatively large amount of traffic under this keyword.

Especially for optimization like search, only when you are in the top five will you get the largest traffic. There will also be some traffic after that, but it will be much smaller. You just need to continue tracking and optimizing later. The platform's sorting rules will change over time. For example, the app store's sorting rules are designed to prevent people from cheating on its platform, and will be adjusted after a period of time. So optimization like this is an ongoing process.

Logic II

The second logic is that we actively cooperate with the official, or cling to the official, and then take advantage of their traffic. According to this logic, first you have to get to know the person in charge of this channel, become familiar with him, get on close with him, make him like you especially, and help him as much as you can, which is called currying favor.

Once you get to know him, you can get a lot of information about recent official promotional activities from him. For example, many app stores are going to launch some special topics recently. If you are particularly familiar with the person in charge of this channel, he will reveal it to you in advance, and you can prepare in advance after he reveals it to you.

Then prepare all the materials, connect with the corresponding channels, follow their processes and rules, and then join the activity, upload what needs to be uploaded, and provide them with whatever information needs to be provided.

After joining the event, the event will go online. After going online, we also need to look at the corresponding data, and then continue to make some optimizations and adjustments based on the data. Because the display cycle of an activity is still for a period of time, it still leaves us room for optimization and adjustment. After optimization and adjustment, the activity was taken off the shelves, and finally the entire activity was completed.

So these are two common ways we use to obtain traffic on information distribution platforms, and logically speaking, neither of these two methods costs money. Of course, for something like SEO, you have to pay to find a third-party agency to help you.

Characteristics of traffic promotion on information distribution platform

Finally, let’s summarize the characteristics of traffic promotion on information distribution platforms.

1. The exposure of activity-based promotion is basically constant, while the exposure of information content optimization promotion depends on the optimization effect.

Because it is basically possible to estimate how much exposure an event or a special topic will get on the site. However, for information content optimization promotion, as we just said, you optimize the platform's display rules to do such promotion, then its exposure depends on your optimization effect. This depends on the individual. Some people do well, some do poorly, and there may even be competition between competitors.

2. Clicks basically depend on copywriting, while event-based promotion may also depend on the platform's promotion strength and planning capabilities.

For example, whether a topic is eye-catching and whether it can resonate with people may depend on these things.

3. Conversion depends on process, copywriting, materials, etc.

3. Communication and event promotion

Next, let’s look at the third common form of promotion. As the name suggests, I don’t think it needs too much explanation.

On Weibo, you will often see a lot of hot searches. Some people will often plan some topics. When the attention of these topics reaches a certain level, they will enter the hot topic list. This is the basic logic.

So there are many similar topics that are planned, and many similar events. I think its orientation in terms of promotion is a little weak, and it may be more focused on brand communication. It can make many people know about the brand, but the direct conversion will be a little weak.

The core logic of communication and event-based promotion

The basic working logic of communication and event-based promotion can be as follows:

Characteristics of communication and event-based promotion

1. Exposure basically depends on planning and luck

2. Click volume basically depends on planning and luck

3. Conversion depends on conversion logic and process, as well as planning ability

This is the third type of promotion, and it is enough for everyone to have a slight impression and perception.

4. Precision marketing and performance advertising promotion

The fourth type of promotion is actually the most common among marketing and promotion jobs. It is also considered to be the most guaranteed and stable type of promotion. It is called precision marketing and performance advertising promotion.

Its essence is still a form of paid advertising, but compared to the type of purchasing media resources mentioned above, it gives advertisers more space and options. For example, I can choose which group to target for advertising. Advertisers can choose. This is one of the so-called precision marketing. The second is performance advertising, which is charged according to the effectiveness of the delivery. This is the so-called precision marketing and performance advertising.

The core logic of precision marketing and performance advertising promotion

So if you want to carry out this kind of precision marketing and performance advertising promotion, what are the basic processes and steps?

First of all, we need to open an account on the delivery platform. After that, you need to be familiar with the basic rules of the platform, such as how it charges, how to set the background parameters, etc.

After you are familiar with the rules, you can match them, make your budget, prepare how much money to invest, design the plan according to the rules, and then you can prepare to launch it.

After you are ready, go online for testing. At the beginning, you must launch a small amount to test the effect and make continuous adjustments. Once it is adjusted to a better state, this thing can be stabilized, and finally you can just continue to invest money and focus on the final conversion rate.

Several common methods of delivering performance-based ads

As we mentioned before, there are many different billing methods for performance advertising, and the billing methods are different on different platforms. Next, let’s take a look at several common methods of delivering performance advertising.

These are several common billing methods. If you want to run performance-based advertising, you must understand these billing methods clearly and also think about which billing method your product may be more suitable for.

author: Xu Xiongxiong

Source: Xu Xiongxiong