The most popular marketing copywriting skills in 2020!

If you want to write a popular marketing promotion plan, you must first understand what role new media marketing plays? How to set goals, make budgets, write promotion plans, and how to evaluate performance? How to match team positions? How to manage a new media team? The following will discuss how to write a promotion plan for new media operations based on these points.

New media operation is an operation method that uses emerging media platforms such as WeChat, Weibo, and Tieba to promote brands and market products. By planning high-quality, highly contagious content and online activities related to the brand, messages can be widely or accurately pushed to customers, thereby increasing participation and raising awareness, thereby making full use of the fan economy and achieving corresponding marketing goals.

According to the level of operation: primary, intermediate, advanced

Junior Operations : Responsible for one sub-project in three links of the process, such as Weibo operations, WeChat operations, content editing, event planning, etc.

Intermediate operation : capabilities covering all three links

Advanced operations : three links are connected throughout, with a broader vision, more resources and a longer layout.

According to the operational process, attracting new users means finding where the users are, acquiring them at low cost, retaining them so that they continue to use your products, and activating and awakening users who do not use your products.

The next step is to set goals . Generally speaking, setting goals requires several principles. 01

If you can directly obtain data from a third-party platform as a target , you can directly use the background target data value as a reference, such as WeChat and Weibo. Don’t come up with too many data definitions or calculation formulas. This is convenient and intuitive, and can also avoid misunderstandings caused by deviations in understanding data definitions. The third-party platform cannot present data to you as a target guide, so it can be delivered to the technical department to create a statistical reporting system for monitoring . You can start with daily indicators, and then extend to weekly, monthly, quarterly, and annual statistics. For example, the number of registered users of the service account, order volume, order conversion rate, average order value, etc. 03

The team needs to have an ultimate goal. For example, for an O2O project, the team’s ultimate goal is the daily order volume . For a tool-type APP, the team’s ultimate goal is the daily activity rate . 04

Each department breaks down the goals, which can be divided into two types: Business goals: X pieces of content per week, X of which are original. Result goals: The growth rate of Weibo exposure and fans compared to the previous month (the base is low in the early stage, so you can set a monthly growth target of 50%-100%, and it can be appropriately reduced to 10%-20% in the later stage); WeChat article opening rate of 15%, forwarding rate of 5% (this is the average high value of most public accounts). 05

Goal setting cannot be too general, it must be specific. For example: the monthly goal is to increase the average daily new activations from 8,000 to 12,000 , and the registration conversion rate to 40% (it is recommended to be slightly higher than the original expected value, the effect will be better). Declarative statements such as "increased brand exposure" and "increased user stickiness" are all banned.

Increase brand exposure—how much does the Baidu Index increase? Increase user stickiness — How much does product activity increase? Here we take an O2O life service account as an example to set promotion goals: registered users: daily newly added registered users, total registered users, active users: daily active rate = active users on that day / total users , daily order volume: daily order conversion rate = order transaction volume / total visiting users (minimum 8%), daily average order price = daily total transaction price / total number of transaction orders .

Secondly, make a good budget

Make a budget according to the promotion plan and the promotion details involved in each promotion cycle. The more detailed the budget is, the better. The more controllable it is, the more obvious the execution effect will be.

In addition, new media operation is an efficient and systematic coordination work done to achieve the goal/objective, so it is recommended to pay attention to, learn, and delve into the relevant systems to build your own system; rather than just focusing on budget, return, cost-effectiveness and other issues that companies and bosses care about.

The next step is to write a plan .

Below I will describe some cases of life service accounts, which we can learn from and refer to.

01. Overall promotion strategy

Combining methods with execution, the team takes the overall goal as the main line, breaks it down into various departments, tests the most effective promotion method, concentrates superior resources on a point where an outbreak may occur, continuously amplifies and analyzes it until it explodes. Our marketing efforts will be concentrated where our target consumers are concentrated.

02. Seed User Period

1,000 seed fans, for a period of one month, within the region, controllable . Characteristics of seed users: frequent interactions, forwarding to your friends circle, and actively promoting your public account in QQ groups and WeChat groups. Seed users will often provide effective opinions and suggestions for your public account.

Promotion methods: Industry friends, colleagues, partners, invitation mechanism, supplier introduction, advertising in business districts, communities, schools, and office buildings; Industry friends, colleagues, partners, mobilize colleagues, friends, and partners around you to join the experience. Event invitation: Plan the "Find the Differences" event game, design a product experience questionnaire and integrate it into the game, give a 10 yuan coupon for registration, and also give a 10 yuan coupon for recommendation, select the best fans, and the number of fans will be limited to 1,000 for a period of 1 month (H5 copy design should be interesting and social). WeChat group management: Establish 2 WeChat groups with 500 members each, manage seed users, and collect product user opinions.

03. Initial user period

50,000 seed fans for three months . During the initial promotion period, you should try various promotion channels, find the channel you are best at, let your fans grow naturally every day, and eventually achieve your goal. The advantage of having a channel is that you can gain stable fans every day, instead of gaining 500 fans in one day and then having no fans in three days.

The following methods are some summaries of my team, I hope they can help you, methods: Weibo traffic, group traffic, trumpet traffic, self-built official WeChat group, event planning,

04. Brand promotion period

100,000 seed fans for three months:

First; continue the “initial user period” promotion method to steadily obtain daily traffic.

Second, cooperate with local O2O service accounts or APPs . After the initial promotion, you have accumulated a certain number of fans and can cooperate with local O2O for promotion.

Third; for ground promotion , we can cooperate with shopping malls, schools, communities and other business districts in a targeted manner to carry out offline event planning and promotion.

Fourth, participate in industry conferences and exhibitions . You can do this by bringing your QR code, making a good WeChat marketing plan, communicating with your customers and partners at exhibitions or conferences, and recommending WeChat public accounts.

Fifth; join the alliance , join the local e-commerce enterprise alliance, industry alliance, O2O alliance, etc., share products, and promote the service account's local brand awareness.

05. Performance Appraisal

There may be a lot of miscellaneous tasks in the early stages of launching a startup project, such as product development, product testing, marketing resources and material preparation, etc. Therefore, Fun Marketing Network recommends that you wait until the product has passed the trial operation period to set goals and KPIs. I am a person with a strong sense of purpose and I will monitor the data every day, so I always feel uncomfortable if I don’t set goals and KPIs.

In the early stages of a business, the KPI assessment of each department should be as simple as possible. Don't involve a lot of salary incentives. Be realistic and give cash based on how much is accomplished. For example, for the KPI of new media operations, what is the monthly follower target? How much can I get for completing and not completing goals?

Author: Adi said

Source: Adi said

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