What are the elements of an effective product promotion plan?

1. What are the elements of an effective online product promotion plan ?

The most critical factor is effective traffic. Effective traffic means finding people who will buy your products, continue to use your products, and share your products. So how can we get effective traffic? The specific operation can be divided into five steps:

1. User Survey
2. Content Production
3. Find distribution channels

   What are the elements of an effective online product promotion plan?

   The most critical factor is effective traffic. Effective traffic means finding people who will buy your products, continue to use your products, and share your products. So how can we get effective traffic?

4. Data Recovery
5. Content optimization

The core thinking and specific operation methods of these five steps are:

(1) User survey:

The methods and focuses of product investigations at different stages are also different, and can be roughly divided into the following four stages:

The key issues to be addressed in the investigation before a product is launched are: who are the users, what are their core needs (just one is enough), where are they active, and what is the expected price of the product. The survey method is mainly based on 1v1 communication, so that we can directly feel whether the product is what users need.

The product has just been launched, and the product users need to be divided into paying users and non-paying users.

• The main problems that paying users solve are: who are the users, how do they know you (confirm effective channels), why do they pay (verify core selling points), and how they feel about the product price (guide the pricing of subsequent products). Survey method: 1v1 questionnaire distribution, accurate and high response rate.
• The main problems to be solved for non-paying users are: who are the users, why they did not buy (the key to optimizing the product), where they knew you (confirming the channel), and how they feel about the product price (whether the price affects the purchase).

The core selling points of the product improvement and iteration period have basically been confirmed, so the focus of the survey should be the user's experience during the use of the product, such as inconvenient operation, missing functions, product effects, etc. Another one is where they know you (confirmation channel).

During the product expansion stage, as the product develops, users will have new demands. At this stage, you can investigate these new demands just like when the product is first launched.

User research is a task that runs through the entire product development process. It will make the promotion plan at each stage more targeted and targeted, so user research should also take up about 40% of the time in the entire plan-making process. The actual operation method of user survey will be mentioned at the end of the article.

(2) Content Production

When promoting online, accurate content can save manpower and financial resources. According to the different stages of user survey described above, content production is also divided into different stages:

When there are 0 users, the content produced meets the core needs of a certain group of people.

When there are some vertical users, content is produced to meet the different segmented needs of a group of people.

When there are various users, content production requires segmenting users and segmenting different needs according to the needs of different users.

After the product matures and the above work is completed, we can work hard in each segment and start to produce appropriate content based on the characteristics of different channels.

(3) Finding distribution channels

Here I will briefly talk about some misunderstandings in the channel selection process. Since the question specifically mentions channels, the second part will analyze the channel selection method in detail.

Common Misconceptions:

A The more distribution channels the better. The principle of selecting channels should be the ability to bring effective traffic. For example, if you spend 100,000 yuan on 10 channels, generate 100,000 views, and convert 1 paying user, or spend 100,000 yuan on 1 channel, generate 1,000 views, and convert 100 paying users, which of the two methods would you choose? (This example is a bit extreme)

B Follow the crowd and invest in whichever channel is popular. It’s still the principle of effective traffic. The hottest channel may not be suitable for your product. You need to find where your core users are active, which is the right channel for your product.

C Use branding methods to promote in the initial stage. Brand advertising (such as subways and road signs) will indeed increase brand awareness, but in the early stages of a product, this channel cannot be used to evaluate marketing effectiveness. Moreover, for the online products in your question, the conversion path in actual scenarios is relatively cumbersome.

The above three are common misunderstandings in channel selection. Detailed methods will be mentioned later.

(4) Data recovery

You should be able to get some ideas after reading this. That’s right. Data recovery also has different focuses according to different stages of the product:

The most important thing for products in their embryonic stage is the recovery of conversion data from promotional data. For example, for the online product you asked about, the conversion data may be the number of registrations.

In addition to the data collected during the embryonic stage of product development, it is also necessary to collect business-related data, including marketing data and product data.

In addition to continuous optimization of the above work, the product maturity area also needs to explore new opportunities through data. For example, discover other effective channels.

Continuous data collection is to provide an effective basis for promotion work, rather than relying on operations staff to imagine user needs.

(5) Content optimization

The tuning here includes two aspects: one is product-level tuning, and the other is marketing-level tuning. The above four steps are a dynamic cyclic process, and the conclusions drawn are to guide the optimization of product and marketing levels.

2. Channel selection for online promotion.

Here we only talk about the thinking and methods of selecting channels from different stages of the product:

Product embryonic stage

At the beginning, the same content is delivered to different channels on a small scale, focusing on the quality of users after conversion and quickly calculating the conversion rate, which will bring in some traffic without any optimization.

Product Development Stage

Filter out several core channels with high conversion rates and concentrate on making the core channels more refined and thorough. Being able to obtain good user quality is effective traffic. Stable traffic generation is to find the right combination of content and channels that can continuously bring in effective traffic.

Product maturity

When a product matures, it is necessary to specialize in more channels. Form a stable, multi-channel combination of different content forms to tap into effective traffic. The goal is to maximize marketing.

Author: Anthony

Source: Anthony