How to efficiently create a set of creative information flow materials?

The article is mainly divided into three parts:

Product and customer group analysis

Material production process and team management

Data analysis and summary of materials

How can you do a good job of promotion if you are not familiar with your own products and customer base? There are the following steps and considerations for analyzing products and customer groups.

1. Fully understand the product

In addition to knowing the advantages and disadvantages of the product, it is best to experience the product in all aspects. You can also communicate with front-line colleagues to become an expert on the product and be able to quickly express the advantages of the product to consumers. In this way, we can be proficient in writing copy and designing pictures.

2. Research Competitive Products

It is very important to research competitors. Only by knowing yourself and your enemy can you win every battle.

1. Peer material research: When researching competitor materials, we should not only study their selling points, but also the logic behind them. Why do we use this selling point? Only by asking more whys can we be more comfortable when designing materials. The following is a document that I record daily in competitor materials.

2. Research on the sales pitch of competitors: It is not enough to just research the materials. Nowadays, the requirements for ROI are high, so in addition to researching the materials, we also need to research the sales pitch of competitors. What kind of sales pitch do they use to receive leads, whether it is by phone or by leaving an inquiry, we must understand all of this clearly. The following is my daily sales pitch research form.

3. Develop the habit of collecting materials: It is recommended to collect some industry materials for analysis every day. After more than half a month, you will know the major categories of materials in the industry, and you will be able to master the characteristics and design techniques of these major categories of materials. The most difficult thing to do well in this is daily persistence.

3. Consumer Research

The best way is to talk to sales/telemarketing staff, because they have been on the front line for a long time, and they are very familiar with the needs and resistance of many customers. Therefore, when communicating with these front-line personnel, you must understand the following issues.

1. Consumer preferences: What do they like most, what factors do they focus on when purchasing products, and what are the important reasons that lead to purchases? Record these factors one by one and then analyze them.

2. Regional distribution of consumers: In which areas are consumers mainly distributed? Which are the key areas? This can help select regions when placing ads.

3. Consumer resistance: What points do consumers resist the most and what are the main reasons for failure to close a deal? The best way is to communicate with front-line sales colleagues and review the potential leads analysis sheet every day. For example, if long distance is the main obstacle, then the location of the project/product should be highlighted in the copy to filter out invalid people.

4. Crowd Portrait Template

Combine product information to create a crowd portrait template (Note: the chart information and data have been processed, and you only need to know the logical relationship).

1. Material production process

1. Determine the needs: conversion/exposure.

2. Material discussion meeting: Discuss the selling points of the product with copywriters and designers to determine the selling points and main design styles.

3. Finalization of the draft: After the draft is completed, it will be confirmed and then designed.

4. Design draft confirmation: Check if it is correct and then put it online.

2. Building a material production team

1. Have a unified goal: when producing materials, you will not be without direction, nor will there be a phenomenon of multiple opinions.

2. Division of labor and collaboration: Copywriting and design are all separated, and once the copywriting is finalized, it will no longer be revised later, which improves work efficiency.

3. Use templates to reduce cognitive errors: determine the worksheet header to facilitate the understanding and cooperation of staff in each module. The template is as follows:

3. Outsourcing team material production

1. Party A and Party B determine the corresponding person in charge of docking: the docking person is mainly responsible for communication to improve communication efficiency.

2. Set the task time and rhythm: such as: what day of the week is expected to be completed, and how many sets of materials are completed in a week.

3. Establish acceptance criteria: For example, the video quality must be ultra-clear, and the brand logo must be highlighted in the first frame.

4. Docking template:

1. Naming Rules

The quality of naming directly affects whether we can analyze the material.

1. Name the point

When launching, it is recommended to name the plans, units, creative ideas, and landing pages. First, you can analyze the materials, and second, you can analyze the targeting and materials to extract what kind of targeting goes with what kind of materials.

2. Naming considerations

There is no duplication, and each level has corresponding test points. As shown in the figure below

2. Data indicator decomposition method

Find out the core point of the problem and break it down.

1. Data Splitting

The most critical issue can be set as primary data. What points cause fluctuations in primary data? These points are the secondary data.

The key data for analyzing high-quality materials include: impressions, clicks, click-through rate, ECPM, conversion cost, conversion rate, lead efficiency, and order conversion rate.

Among them, lead cost, lead efficiency and order conversion rate are the most important indicators, and the focus is on priority judgment.

2. Data tandem analysis

The key to whether data can be analyzed in series lies in whether the naming is standard. The relevant data analysis template is as follows.

3. Commonly used EXCEL functions

vlookup, sumif, sumifs, countif, countifs, if, date functions, etc.

4. A/B Testing

While ensuring that there is only one variable, we must also ensure that the consumption level and the delivery duration are relatively close so that the test results can be more accurate.

Summarize

Finally, let’s summarize the steps of our material analysis.

1. Conduct product research, become an expert on the product, research the strengths and weaknesses of competing products, and do a good job of market positioning.

2. Product research: preferences, resistance, and geographical distribution.

3. The team has clear division of labor and makes good use of templates to reduce cognitive errors.

4. Analyze materials and extract high-quality elements based on data.

5. Summarize more, analyze more, and communicate more with front-line sales colleagues.

Author: Aiqi SEM

Source: Aichi SEM (CMOcollege)