Product channel promotion through full network marketing!

Nowadays, there are many different methods for product marketing and promotion. They all seem to make sense, but when you do them yourself, the results are not satisfactory.

I have also seen a lot of marketing promotion sharing, teaching everyone how to do private domain, how to write copy, how to do live broadcast, etc. There is a huge amount of knowledge to learn in each area, but are these important? Some people may say, how can it be unimportant? If these are done well, product sales will increase, the company will make money, and it will be able to grow and develop.

Looking at a certain module alone is indeed very important, such as live streaming to sell goods, do you want to do it? Of course it has to be done, but it depends on the time. For many companies, at different stages, blindly doing live streaming to sell goods will not only fail to achieve the desired effect, but may even drag down the company due to insufficient production capacity.

When Luo Yonghao held his first live broadcast to sell goods, one company had the opportunity to appear on the show, but he finally decided not to because the product had only been out for a year and had not yet reached the stage of large-scale promotion. It is important to know how to make choices.

Having said that, when operating a product, a company needs to deal with four modules: users, media, content and channels.

Most of the marketing and promotion sharing revolves around the first three modules. The private domain is the user, Douyin is the medium, and the video is the content. However, no one has ever mentioned the channel that determines the life and death of a company. You must know that if the channel is done well, the company will never collapse. If the first three modules are done well, it will only serve to add wings to the tiger.

This article specifically picks out channels and explains to you the importance of channels in the entire network marketing promotion from the following three aspects. You must pay attention to them.

1. What are the channels?
2. How to play with channels
3. Channel dividends

1. What are the channels?

First of all, we need to clarify what a channel is. My definition is that all places that can bring users are called channels. For example, online Taobao, JD.com, Pinduoduo, community group buying, WeChat business, App Store, Apple Store, etc., and offline supermarkets, door-to-door sales, convenience stores, unmanned stores, etc.

There are many places that can bring in users, both formal and niche. When I was promoting a product I made before, the first batch of users came from Baidu Tieba. For me, Baidu Tieba is just a channel. Whether or not to focus on its operation depends on the input-output ratio.

We must be aware that the number of channels is definitely beyond our imagination. Take e-commerce products as an example. Some companies think that they are done as long as they are on Taobao and JD.com. Look at other companies that are doing well, such as Perfect Diary. There are 12 key maintenance channels exposed in their product promotions alone, not to mention the vast number of small channels that are not ranked but are still in operation.

When it comes to quantity, the more the better. No company would complain about having too many users. So how do you get a large number of users? Lay out more channels.

2. How to play with channels

I have quite a bit of experience in playing with channels. After all, when I was doing game operations, I dealt with channels every day, so I have a deeper understanding of them. The core idea of ​​promoting toc products now is the same. No matter whether it is online channels or offline channels, they all focus on one thing: the product's ability to attract money.

Principle 1 for mastering channels: No one is left out, full coverage.

The process of covering channels is quite hard, and it is like planting trees. It is indeed very hard work in the early stages, but once the trees grow, later maintenance will be much easier. Companies often only see the hard work at the beginning and have never tasted the sweetness at the end, so they have never dared to try omni-channel coverage. This is an extremely wrong view.

Let’s take e-commerce as an example. Once a product is launched, which channels should it be used on? Taobao, Tmall, JD.com, Suning.com, Dangdang, Amazon, No.1 Store, Vipshop, Jumei, Pinduoduo, and NetEase Yanxuan, are you done after using these channels?

There is still a long way to go. Due to limited memory and space, I have simply listed 11 channels here. If you look carefully, you can find at least 100 channels.

Principle 2 of channel management: The best one is the one that suits you

Why do we need to cover all channels? Because the channels that you like may not be liked by others. On the contrary, the small channels that you look down upon may very likely bring you surprises.

This is how it works in a channel. Every merchant is eyeing Tmall, so the prices on Tmall will naturally go up. As for small channels, there is a smaller volume and fewer companies paying attention, so the competition is not that fierce.

When we do operations and promotion, what matters is the results; the process is not important. Your boss asks you to bring in 200,000 paying users every month. But after some calculations, you realize that Tmall doesn't like you, and it will be difficult to get even 20,000 paying users.

However, everyone should be clear that no one cares which channel your users come from. Even if you get 200,000 users by posting QR codes in the toilet, the boss will still think it’s great.

When the company does not have the strength yet, it is better to pay more attention to small and medium-sized channels. There was a cereal product that launched a third-tier distribution channel and achieved sales of 2 million on the same day, which was very encouraging for small businesses. If you don't put yourself in the right position and try to do it all at once, you may fall badly.

Principle 3 of channel management: reasonable organizational structure to maximize channel value

Omni-channel coverage requires an omni -channel promotion mindset and a reliable operations team to support it. Some companies need several people to maintain just one Tmall channel. If there are hundreds of channels, the company will need hundreds of people, and the labor cost will be very high.

This requires a reasonable organizational structure. Channel operations can separate the common contents and operate different contents independently. For example, materials and activities that are similar can be output by one or two people independently, and then distributed to others and put online together.

Different content refers to the different resource positions and business relationships of each platform. It is not a big problem for one person to be responsible for 10 channels. What to do if you are too busy? Overtime, any problem that can be solved by overtime is not a problem.

3. Channel dividends

In my understanding, there are two types of channels, old channels and new channels. The advantage of old channels is stable traffic and gameplay, but the disadvantage is high customer acquisition costs. The advantage of the new channel is the low customer acquisition cost, but the disadvantage is the opaque gameplay and it is still unknown whether the traffic can be increased.

From a controllable perspective, old channels are the first choice. From an opportunity perspective, new channels are the top choice. Especially for small and medium-sized enterprises, which do not have much money to spend on advertising, is it possible to think about acquiring 10 million users at zero cost every day? Of course not. It would cost thousands of dollars to get 10 million zombie fans, not to mention real users.

Even if there are not 10 million users, there are still new platforms with one or two thousand users. If you are luckier and stronger, you can get 10,000 or 20,000 users from the new platform, and the cost can be reduced to one tenth of that of a mature platform. If you are luckier, like Perfect Diary which took advantage of the rise of Xiaohongshu, you may accidentally create a 10 billion dollar company.

So, don’t look down on new channels. I also pay attention to new channels every day because I know there are opportunities here and it is possible to give birth to a national brand like Xiaomi. Three Squirrels also said that if given the same amount of money, it would be difficult to create another Three Squirrels. If you miss it, there will be no chance.

The channels that are currently generating dividends are Douyin and Kuaishou. These dividends refer to the dividends from the birth of the brand, not the dividends from the content. When it comes to creating content, short video platforms no longer have any chance. Of course, this is not absolute. If you have an extraordinary level, it is still possible.

Now that the content on short video platforms is basically stable, the next step is how to convert traffic into value. Live streaming is one way, but it is definitely not the final way. This requires us to pay more attention to the direction of the platform and new ways of playing, and seize a wave of dividends. Perhaps you will be the next billion-dollar enterprise.

In summary

If we expand on this, it would take two days and two nights to finish talking about channel operation and promotion. I will just throw out some ideas here to get you started. As long as you know that channels are very important and can determine the survival of a business, and that they require thought and time to maintain, the purpose of this article has been achieved. Pay more attention to channels, starting with you and me.

Author: Tiger Talks Operations

Source: Tiger Talk Operations