Marketing plan strategy!

The outline is as follows:

1. Clarify various promotion concepts

2. What are the categories of marketing promotion ?

3. What is the core of corporate marketing plan formulation?

4. How to write a corporate marketing plan?

5. How to implement the company's marketing plan?

Clarify various promotion concepts

As long as you are engaged in or have dealt with promotion, you should have heard terms such as "online promotion/marketing", "product/brand promotion", "whole network promotion/marketing", "marketing promotion/marketing" and so on. I wonder if you are wondering, with so many types of promotion, which one do I belong to? What is expensive about marketing?

In fact, no matter it is online promotion or market promotion, no matter it is called promotion or marketing, you can simply understand it as advertising.

Why are there these terms? Because if you are in the second-party service industry, you need these high-sounding words to provide services to Party A. Generally, marketing is more important than promotion, such as XXX marketing plan, XXX full-network marketing plan, etc.

Promotion is mostly used when a certain promotion team within Party A’s company is engaged in some promotion work. If we really have to say, marketing is a little taller and includes more than promotion. Some people also say that marketing includes promotion.

What are the marketing channels and their classification?

Let’s look at a picture first.

The picture above is a marketing plan for a product that Bai Yang’s friend made four years ago. Their product had high customer orders, high profits, and although the frequency was low, it also had high repurchase rates.

The picture is very blurry, but we can roughly see that their marketing plan is divided into: SEO, SEM, information flow, social platform, soft-text marketing, paper media, newspapers, technical means, etc.

In fact, Baiyang SEO can also classify marketing channels more simply, that is, by whether they cost money and whether they are online. Of course, whether to spend money and whether to go online have something to do with each other.

1. Divided into paid channels and free channels based on whether they cost money

Marketing payment channels:

A. Search engine marketing (SEM). Such as Baidu bidding, Google Adwords, 360 bidding, etc. Baidu bidding itself also includes: Baidu Pinzhuan, Baidu Huabiao, Baidu Zhixin, Baidu Aladdin, Baidu DSP, etc.

(Baidu Huabiao, the only display on the right side of the homepage, as shown in the picture)

B. Online alliance advertising. Such as Baidu Union, Google Union, 360 Union Advertising, etc.

(Take Baidu Union ads on Sohu as an example)

C. Navigation website advertising. Such as hao123, 360 navigation, 2345, etc.

D. Hard advertising on various portal websites. Such as portal advertisements such as NetEase, Sohu, and Sina.

E. Information flow platform advertising. Such as Tencent Guangdiantong, Toutiao, Sina Fuyi, etc.

F. Media advertising. TV ads (CCTV, local satellite TV stations), newspaper ads (Southern Weekend, Qianjiang Evening News), magazine ads (automobiles, finance, etc.), radio ads (City FM, Traffic 91.8), and video website ads (iQIYI, Youku, and Tencent Video).

G. Outdoor advertising. Focus on elevator advertising, bus, subway, train station, airport and other advertising.

Free marketing channels:

A. In-site advertising: banner advertising on your own website/APP, in-site messages, emails, or group text messages. It is suitable for products that have registered users. For example, when Baiyang SEO served as a marketing consultant for Hubei Unicom, it recommended optimizing its own APP and SMS content.

B. SEO: There is no need to explain this in more detail. This technology will basically be used whether you are building a website, an APP, or Taobao e-commerce. The website is called SEO, the APP is called ASO, and Taobao is called Taobao SEO.

To put it simply, it is to rank your website/APP/store when users search for keywords on this channel. As for Baidu SEO, in addition to the website, the basic rankings of Encyclopedia, Zhidao, Tieba, Experience, and News Source (now Baijiahao) are also good, so we should also do it.

C. Official media: For example, corporate public accounts (subscription or service accounts), corporate Weibo, corporate Zhihu accounts, corporate official blogs, official community forums (such as the Bride’s Talk on Wedding Diary), etc. are all free promotion channels.

D. News and picture self-media: News and picture self-media, such as Sohu self-media, etc.

E. Video self-media: mainly refers to Youku, etc., as shown in the figure below, or you can read an article I wrote before.

F. Social channels: such as QQ channel, WeChat channel, etc. QQ one-to-one and group sending, QQ groups, WeChat groups, and even free promotion channels such as Momo.

G. Others: Mainly refers to internal resources such as customer service. For example, the telecommunications industry has a large number of customer service staff. In fact, the so-called resource integration now also uses this kind of resources.

2. Online or offline channels:

Among the above paid channels, except for newspapers, radio, and outdoor advertising, all are online channels. In free promotion, except for the offline method of distributing flyers, all online advertising methods are online channels.

What is the core of corporate marketing plan formulation?

There are many promotion channels written above, but for an enterprise, not all promotion channels are suitable for itself. The more channels the better!

What is the core of corporate marketing plan formulation? Baiyang SEO believes that there are two main points in the formulation: one is to clarify the purpose of the company's marketing promotion, and the other is what is the current status and strength of the company?

For example, brand promotion, product promotion and marketing promotion are all different. The purpose of brand promotion is to let more people know about the brand and it does not have such high requirements for conversion. Product promotion has certain requirements, and if it is a new product, user education is also required.

But if the promotion is aimed at marketing and sales, then the requirements for the effect are very high. This kind of Baiyang SEO generally adopts promotions with clear ROI such as Baidu bidding and Taobao through train.

Brand and product education and promotion are more suitable for long-term promotion. Methods such as SEO and self-media soft articles are good ways. They take a long time to take effect, but they are effective in the long run once they are done. (Except for quick exclusion in SEO, because this involves spending money to rank hahaha)

So as mentioned above, considering the current strength of the company, if it is a startup company with not much money and its products are still being perfected, then it is recommended to go the SEO route. If you are also a startup company, with the support of a large company or sufficient funds, and the product is already developed and you are just waiting to verify the demand, then paid advertising is undoubtedly the fastest way!

How to write a corporate marketing plan?

Let me explain first. In fact, there is no standard answer to this question. As I said in the core point above, the specific plan should be written based on the company's purpose and current situation. You cannot just copy the so-called promotion channels on the market, unless you really have endless money.

But there are still a few actionable suggestions:

Suggestion 1: If I were the person in charge of promotion for your company, I would first find peers in our product and learn about their distribution channels, whether they are paid or free. You may ask me how I know about them, but I will keep it a secret for now. In fact, it is easy to find them if you know search or have some connections.

Suggestion 2: I would use search engines to conduct research with the company’s existing users. For example, Baiyang SEO was in charge of the PCB project before. In order to find the promotion channels, he called nearly 100 engineers one by one and made an EXCEL table survey. For example, if you are in the PCB design industry, which websites do you usually visit?

Suggestion three: With suggestions one or two above, I would first make a mind map, or if there are people, have everyone brainstorm and come up with a rough idea. Then use WORD or PPT to refine it (of course I hate PPT the most, but most big companies like PPT). I'll take a few screenshots for you to see~

How to implement the corporate marketing plan?

Many times, we plan perfectly, but the reality is different. Maybe because of people, maybe because of things, or maybe because of something else.

But the question is, if this company is yours, or you are the beneficiary of this company, how can you implement the corporate marketing plan you are asked to make? Baiyang SEO also has the following suggestions:

1. Find a leader who is responsible and has strong learning and handling abilities!

Responsibility, learning ability and handling ability are three very important points, and I think none of them can be missing. As the saying goes, the speed of a train depends on the locomotive. If the upper beam is not straight, the lower beams will be crooked, so this person is very important. You say it's hard to find, but if it were that easy, everyone would be able to succeed.

2. When doing marketing promotion, you must follow certain steps and proceed step by step!

Many people don't understand, so they just go along with what Zhang San says and what Li Si says, especially those promotions that say Baidu bidding has been opened, 360 can also be opened, and there is also XXX information flow, Tik Tok, and then they try them all at once without any time planning, and they try them all, but none of them work well.

Remember, when you have limited manpower, test the most effective channels. You say, I know which one works? I said testing. If you say that you don’t have money for the test or that it cannot be detected, then I have no answer for you.

3. When doing marketing promotion, you must use data and KPI

To implement it effectively, it is useless to just talk about it. Although many people don’t like KPI now, I want to say that KPI is really a good thing.

In addition, it must be digitized. Needless to say, for paid products, you must look at the ROI, even if this time may be one month, three months or even half a year. Free ones can also be monitored through data.

Author: Baiyang SEO

Source: Baiyang SEO Optimization Tutorial (baiyangseo