Channel operation strategy, it is not difficult to attract traffic

Many people would ask, why do we spend so much money on channel operations but in the end there is still no effect? Where did all the advertising money go?

When a project is ready for promotion, it often means that the channel is particularly important in the entire operation system. The core goal at this time is to quickly accumulate seed users, form a certain user growth after reaching a certain scale, and seize the bonus period for acquiring users.

This requires that the number of users acquired is large enough. At the same time, the users must be relatively accurate, and there must be a certain proportion of accurate seed users. In this way, the entire channel operation will be the most efficient.

Generally speaking, the company will not tell you how much the budget is or how to spend it. It must be planned by the person in charge of channel operations.

So, as a channel operator, you must calculate CAC based on the APPU value, or even combine it with LTV, and then estimate a cost based on the payment rate.

For example, the overall goal is how many registered users, how many paying users, how much budget is needed to achieve this goal, etc.

Today, let us enter the channel operation section and see how to play with the channel to make initial traffic generation simple.

Channel operation work content

First of all, we need to understand the work content of channel operations.

Channel operation is a refined operation that allocates resources for products in a refined manner to ensure that users achieve efficiency. These include resource activation and channel expansion, resource allocation and channel selection, platform support to maintain channels, maximizing resource efficiency, and win-win cooperation.

Channel operations run through every stage of the product.

Before the product goes online, operational direction and keywords are needed.

First, you need to test the product, such as what the market environment corresponding to the product is like now, what the market share is, how your product's competitors are doing, and what their channel strategies are.

After understanding your opponent's tactics, start setting your own goals, such as how many seed users you want to get, how many users you want to retain, and finally, what means you need to use to achieve your goals.

Finally, coordinate the product's input resources, allocate them, and make good investment budgets and effect evaluations.

When the product is launched, it is necessary to carry out channel operations and select suitable platforms for cooperation.

First of all, we need to figure out which channels the product needs to use to acquire customers and how to retain the first batch of customers.

Evaluate whether the promotion fees to be paid to these channels have a relatively high cost-effectiveness and conduct screening. Finally, based on the source of high-quality customers, select suitable high-quality channels for long-term cooperation.

After users experience Guo products, operational optimization and data analysis should be carried out.

First, we need to evaluate the used channels according to the user’s value and select high-quality channels.

Then examine the user's CPS and how much room for improvement there is, draw a structural model of the channel, optimize ROI, and finally, write out the optimization strategy for each channel to prepare for the next wave of promotion.

Channel operation is divided into four steps. Let’s look at them one by one.

The first step is to streamline channel selection.

Many novices in channel operations are eager to try all platforms at the beginning, for fear of missing anything.

However, funds are limited after all, and the role of channel operations is to use limited money to create unlimited traffic.

First, we need to interpret and study market policies. Depending on the industry and products you are engaged in, find relevant policies to see if there are any areas where you can take advantage of them or if there are any risks that need to be avoided.

After that, a channel entry assessment needs to be conducted to estimate what results the product will achieve if it is launched on this channel, how much head traffic will be obtained, etc.

Select a good platform to negotiate, discuss price, time period, mode of cooperation, etc., and confirm the cooperation strategy with each platform.

Rationalize the company's existing resources. Screen existing resources and resources that can be provided by the outside world, compare the funding pool, and make reasonable allocations.

You can also check what channels your competitors are using, whether their channels are suitable for your products, what results they have achieved, etc. If the analysis shows that they are suitable, you can directly move them over and use them. Similarwed tools can be used to detect opponents.

Use the first batch of traffic to test where the seed users of your product are, so as to facilitate the next step of channel cooperation.

The second step is to platformize channel cooperation.

It is necessary to conduct channel RPI control and test the effectiveness of channel promotion.

Establish a budget rolling forecast model and optimize the cooperation plan based on the promotion situation.

Clearly see the input and output of your own channel to facilitate the next step of channel optimization.

The third step is to automate ROI analysis.

ROI analysis refers to return on investment analysis. Usually, companies are more passive in doing this work, that is, they always use it to defend established facts after selecting a plan.

However, the purpose of ROI analysis is to use the analyzed return on investment results as a major consideration in the investment decision-making process. A useful and credible ROI analysis plays a big role in helping decision-makers decide which projects to give the green light.

To do a good ROI analysis, you must first track the efficiency of the channel regularly and keep abreast of the latest developments.

Specially interpret the ROI status quo, conduct inventory and forecast, and establish channel rating algorithm model and user value algorithm model.

The fourth step is to cultivate seed users, build your own channels, and organize your own channels.

PC channel

After understanding the work content, we officially started the analysis of subdivided fields.

As a relatively old channel, almost every company will consider PC channel operation first when it first starts operating. So, what are the characteristics of PC channel? Let’s take a look together.

Channel Type

There are seven types of channels on the PC side.

The first type is social platforms, such as WeChat, Weibo, PGC, UGC communities, and numerous self-media.

The second type is the SEO platform, such as Baidu, SOSO, haosou and so on.

The third type is the SEM platform, the full name of which is search engine marketing. It uses the opportunity of users retrieving information based on the way they use search engines to deliver marketing information to target users as much as possible.

The fourth type is DPS, which refers to image ads.

The fifth type is alliance exchange, a paid channel, which depends on where the users are and the complementarity of the users.

The sixth channel is email, which currently has better results overseas.

The seventh type is direct website delivery, which uses various portals to display marketing information.

Channel data

No matter which channel you choose, you cannot use it blindly without thinking. You need to evaluate it with data and choose a more suitable platform.

The means of evaluating data channels can be single UV conversion rate, channel ROI, single UV revenue, or analysis of channel users, including orders and trends.

In addition, since the goal is to attract traffic, of course the traffic must be analyzed.

For example, the ratio of new to old users can show whether the platform is relying on its old services or has the ability to attract new traffic. Examine the registration conversion rate and login conversion rate.

The next step is to identify effective users. For example, if a tweet is clicked on, it counts as a reading. However, whether the tweet is an effective user depends on how often the tweet is read. To identify the effective users of the platform, we can also examine the online time and access depth.

The next step is to look at the purchase conversion rate, the average order value accepted by users, and whether it matches that of the company.

Author: Drunk Uncle

Source: Drunk Uncle