Analysis of ideas and steps for writing online promotion plans

Internet promotion, a promotion method that requires both creativity and good execution, has indeed given many marketers a lot of headaches. Recently, I found that many friends really have no idea how to start this promotion method:

The company has the best reputation, the largest number of customers and the best service in the local industry. We are now preparing to expand our business from street shops to other places, but we have not been able to find a breakthrough. We have also tried online marketing, but there is nothing except the official website. What should we do to truly promote online marketing?

There were a lot of responses from netizens, so I selected the two most popular suggestions to share with you.

Netizen "July Jingzhe": All promotions cannot escape these 3 steps: first do product planning, then market planning, and finally market marketing.

First, classify the services and products launched, set standards, and make them into packages similar to mobile phone charges; such as total patrol time, total patrol mileage, total patrol person count, etc.

For example, the A-class package is the "local package" currently launched by your company, and the charges are based on the current requirements; then there is the A+ package, like the "out-of-town package", which charges the corresponding fees based on the patrol time required, etc., which can be slightly more.

The last step is marketing. Go to professional industry websites and find some professional articles on security standards and levels. There are also professional standards internationally. First, imitate their promotion methods and promote the product on their official website, Weibo, and WeChat.

You can also try event marketing. There have been many cases of young girls being attacked recently, so you can use event marketing to increase your visibility.

Netizen "Alex Mao":

1. Do a good job in market positioning of corporate products.

According to LZ's description, the company should be in a position close to being a leader in the market (with the best service and the most customers). In such a position, it only needs to continuously enhance brand awareness and maintain existing customer relationships while expanding new customers. There is no need to worry about the low-quality products of those catch-up brands.

2. Clarify the company’s value proposition and selling points.

First of all, you need to understand your customers, what problems they need to solve most urgently, and how your products can solve these problems well. These points will also become the selling points of your products.

3. Develop marketing plans based on selling points.

The marketing process, to put it simply, is the process of making customers understand how your product can help them solve problems. This involves various planning, and it is nothing more than finding the most appropriate and effective means. What kind of planning can make your customers accept your brainwashing without being disgusted? This is your value as a marketer.

4. Clarify the information transmission channels.

If a company wants to become a mass brand, it can open Weibo and WeChat accounts, target customer groups who use Weibo and WeChat, study their behavior, and then promote its products. Some of the more effective means of online marketing include EDM, mobile newspapers, etc., which I need to study on my own. Remember that these are just means and need to be determined based on strategy.

In fact, there is no need to use a fixed format when planning an online promotion program . When planning an online promotion plan, the general idea is the same as that of making an overall marketing plan. The source of information is still the enterprise, the communication tool is the Internet media, and the target of communication is the group of people influenced by the Internet. Now this group of people is getting wider and wider, and can be considered the general public in the future.

In fact, the success of online marketing in many cases depends on whether the online promotion is effective. How to better plan the online promotion plan and form a truly executable online promotion plan has become a key battle in the online marketing war. The following are the ideas and steps for planning a promotion plan.

1. Analyze the industry background

Know yourself and your enemy, and you will be victorious in a hundred battles. Before implementing any online promotion plan, you must do a certain amount of homework on the industry background and have a detailed understanding of yourself and your competitors. What are your advantages? In what aspects are you inferior to your competitors? What did the competitors do? What are competitors doing? What do they want to do next? For example: analyzing which media both parties use for online promotion, the specific promotion methods used, actual effect evaluation, search inclusion, links, PR values, IP, PV and other data queries.

2. List potential customer groups

Who are our potential customer groups? Further refine the relevant groups, such as age, gender, number, education, income, interests and hobbies, Internet habits, etc., and formulate an online promotion plan based on the habits of the target group. Knowing what the target groups are doing on the Internet can help us to "prescribe the right medicine". For example, if they are using forums, we can post on the forums and pin them to the top. If they like using Weibo, we can do self-media and Weibo marketing.

3. Selection Methods and Strategies

Based on the analysis of the collected information, determine the online promotion methods and strategies, and list in detail the online promotion methods that will be used, such as news soft article promotion, search engine promotion, Weibo promotion, blog promotion, email mass marketing, QQ group communication, forum community posting, event promotion, online advertising, etc., analyze the advantages and disadvantages and effects of each online promotion method and how to implement it specifically. Of course, a separate plan can be made for each method. For example, in the dissemination of news and soft articles, you must outsource it to a cultural company because your own company does not have media resources and professional planning and writing.

4. Clarify the goals of each stage

1. Daily IP visits and PV views

2. How many pages are indexed by each search engine?

3. How many external links are completed at each stage

4. What is the weight of the website's ranking and PR value?

5. How many keywords are there and how are the rankings of each search engine?

6. How many customers are actually converted through online promotion?

7. What is your online brand image? Take all factors into consideration when setting goals, and be sure not to set them blindly.

V. Work progress and implementation

A good plan also requires a good execution team. A detailed plan schedule should be made based on the plan, the progress of the plan execution should be controlled, the promotion activities should be listed in detail, and specific personnel should be assigned to be responsible for implementation to ensure that the plan is effectively implemented.

6. Confirm the online advertising budget

The implementation of an online promotion plan will inevitably involve an advertising budget. It is necessary to make the advertising expenses achieve the greatest online promotion effect through planning and control, regularly analyze and optimize the account structure, reduce capital waste, and maximize the promotion effect. In addition, when doing promotion in an enterprise, you must also be thrifty and learn to save money for the enterprise. The Xiaoma Shi Tu marketing agency where I work can provide free marketing consulting services, such as optimization consulting and crisis public relations handling methods, regardless of the type of cooperation, such as soft text promotion, search promotion, Weibo hosting, etc., which can be carried out by our own people without increasing expenses.

VII. Effect Evaluation and Monitoring

Install monitoring tools to monitor and track data sources, clicks, etc., to help companies adjust their promotion strategies in a timely manner. And evaluate the effectiveness of each stage. Let me explain here that it is very easy to calculate the input-output ratio for sales promotions such as bidding accounts, but it is difficult to judge for brand and word-of-mouth promotions. However, it can be qualitatively evaluated based on the quality of the creativity and network performance.

8. Prepare a network promotion plan

The market is not static. When the plan cannot keep up with the changes, it cannot be fully implemented according to the original online promotion plan. If you make a risk preparation plan in advance, you won't be caught off guard when the market changes. These are the well-known Plan B and Plan C, which are selectively implemented according to the actual business situation.

Plans do not change as fast as they should, and truly executable website promotion plans are not static. As an Internet marketing planner, you must always pay attention to these changes. Adjust and optimize your plans in real time according to market changes, industry changes, and corporate changes to maximize the effectiveness of your online promotion. A good online promotion plan plus effective execution will lead to success in online marketing.

Author: Marketing Department Network

Source: Marketing Department Website