How to build an online promotion and operation system from scratch?

Nine-word operation policy

Visual hammer: forming a brand visual pattern, such as Yanghe Blue Classic, Jiaduobao, Coca-Cola, Windows icons, etc.

Language Pins: Similar to USP positioning, such as not accepting gifts during Chinese New Year and other festivals, and only accepting Melatonin; Alibaba's "making business easy for everyone";

Traffic hook: a marketing traffic entry point, such as the conversion copy of a marketing tweet, the form link mounted on the Douyin video details page, the traffic WeChat account below the Sohu article, etc.

Operation system construction

1. Search Engine System

(1) Baidu system (mainly)

1) Official website:

The official website construction follows the SEO inclusion principles and the TDK settings of each subordinate page (understanding the working principles of search engine spiders and writing techniques that are conducive to inclusion, etc.).

2) Baidu Encyclopedia:

Create entries for brand words or product words (create the entries and simple content first, and then gradually improve them later).

3) Baijiahao:

High weight; can be inserted into Baidu mini program to attract traffic; high-quality articles can be synchronized to Renminhao (self-media under People's Daily).

4) Baidu Certification Customer Service Phone:

Submit certification for free with a trademark, and annual review is required every year when it expires.

5) Baidu Knows Partner Certification:

Apply for free on the homepage of Zhidao.com. Once successful, answer questions with a Blue V account and include appropriate brand terms in the copy.

7) Baidu Haokan Video:

Upload videos to Haokan Video and set keywords in the title so that they can be easily searched on the homepage of PC and mobile terminals.

8) Baidu Mini Program:

Development recommends setting up two main functions: information page and traffic page. The information in the mini program can be included and displayed in the recommendation flow, and the traffic page can be inserted into the Baijiahao article.

9) Baidu Maps:

If you have offline stores, etc., apply for corporate brand cooperation certification and upload addresses, phone numbers, etc. in batches.

10) Baidu Index:

According to the popularity of relevant keywords, data such as trend research, population portraits, and demand maps are reflected.

2. Sogou system (mainly)

1) WeChat

Due to Tencent’s investment relationship, tweets with titles containing relevant brand words tend to form a topic set on the homepage.

2) Zhihu

Due to the investment relationship between Tencent and Sogou, Zhihu articles with related brand words tend to form topic sets on the homepage.

3) Sogou Map

If you have offline stores, etc., apply for corporate brand cooperation certification and upload addresses, phone numbers, etc. in batches.

4) Sogou Encyclopedia

Encyclopedias that are easier to create have higher pass rates.

5) Sogou Account

As a self-media platform that started relatively late, it is still good to do Sogou promotion. Articles and videos can easily appear on the homepage of related brand words.

6) Sogou Phone Authentication

Like Baidu, you can submit certification for free using your trademark, and it needs to be reviewed annually every year.

3. 360 series (main)

1) 360 Encyclopedia

Encyclopedia accounts must reach level 4 before they can be created, and the review is strict and the pass rate is low.

2) 360-degree map

Like Baidu and Sogou, if you have offline stores, etc., you can apply for corporate brand cooperation certification.

3) Fast transfer number

The published articles are ranked higher in 360 search results, and they have been stored for a long time, so the information iteration rate is slow.

4) 360 customer service phone verification

Like Baidu and Sogou, certification is submitted free of charge using a trademark and requires annual review every year.

4. Shenma Search

UC Browser exclusive search portal (market share 6.9% in October 2019)

1) Big Fish

Articles and videos from UC's Dayu account tend to appear in the homepage recommendation flow.

2) Preference for inclusion in other self-media

In order to make the search results richer, based on practical experience, Shenma Search has a preference for including content from platforms such as Sohu, Sina Kandian, and Weibo Video.

Self-media matrix construction

1. Text-based self-media (only the more common ones are listed, in no particular order)

1) WeChat official accounts: Currently, the opening rate is 2% and the reading rate is 5%. The operation vitality can be improved through content innovation, small program development, and video accounts;

2) Weibo: A social open media. Blue V accounts can use the Blue V function to start operations in the early stages.

3) Jianshu: It is a self-media that is more literary and artistic, with a high tolerance for marketing and advertising content, and its old accounts have a higher weight in various search engines;

4) Zhihu Institutional Account: Applying for a certified institutional account costs 300 yuan a year, which has functions such as exposure upgrade, hot spot tracking, content self-recommendation, etc., and can also be done with the help of paid traffic plug-ins;

5) Bilibili up masters: The application review period is relatively long (more than a week), and they prefer content with depth or visual impact;

6) Sogou account: a self-media that started late and has low traffic, but Sogou has high weight and will not miss any traffic space;

7) 360 Quick Transmission Account: 360 Search gives extremely high search weight. In addition to being displayed in search results and recommendation streams, high-quality content can also be displayed on the 360 ​​browser homepage;

8) Sohu account: The content has a high tolerance for advertising. WeChat accounts, links, phone numbers, etc. can be inserted in the text (QR codes are prohibited). The official website provides 2 free advertising spaces, which can be hyperlinked.

9) Toutiao: You can publish articles, videos, photo albums, micro Toutiao, etc. You can insert ByteDance mini program hyperlinks to attract traffic (it is recommended to develop information pages and traffic pages for mini programs. Information content will be displayed in the recommendation flow. The traffic page can insert Toutiao articles, micro Toutiao text, Douyin homepage and video details page), and you can also insert standardized external links, etc.

10) Dayu account: displayed in the independent UC Toutiao app and UC Browser information page;

11) Baijiahao: It is displayed in the recommendation flow and search results of Baidu app on Baidu PC. It has been connected with Renminhao. Baidu mini-programs can be inserted into the text to attract traffic. The video content is connected with Yihaokan Video.

12) People’s Daily: A self-media outlet under the People’s Daily. It has positive content and no advertisements. It tends to publish industry news. The content is displayed on the People’s Daily app.

13) Sina Kandian: It has a high weight on major search engines, and its content is well displayed on Weibo. The review of articles is a bit slow, but the video is very fast.

14) Zhangtonghao: Companies with maternal and child care, tutoring, and childcare customers can join. They are mainly displayed on their own app Zhangtong Home. The flow of high-quality content is very large and accurate, but the degree of commercialization is not high.

15) Yidianhao: The most common one is the Yidianzixun app pre-installed in Xiaomi phones. The official daily active data exceeds 100 million. In practice, it feels difficult to recommend traffic;

16) Dafenghao: A self-media under the Hong Kong Phoenix Network. It has connected its data with Yidian Zixun. It has zero tolerance for advertising and its review is a bit slow, but it can be used as an information distribution channel.

17) Penguin Account: Tencent’s open content platform, whose content distribution channels include Tencent.com, QQ Browser, Tencent News, Tiantian Kuaibao, etc. Currently, the traffic channels under Tencent’s ecosystem have been integrated into the Tencent Kandian platform;

18) Dongfanghao: Its distribution channels are Dongfang Toutiao and Dongfang.com, and its major shareholder is Shanghai State-owned Assets Supervision and Administration Commission;

19) NetEase News: Article review is extremely slow, but video review is very fast. The distribution channels are NetEase News app and NetEase portal, but the search engine inclusion is not very friendly. Two custom homepage menus and homepage background images can be set in the background, and traffic will be displayed on the brand account homepage;

20) Alipay Life Account: E-commerce industry and those with offline store payment business can apply to operate it. It has similar functions to WeChat official accounts, but the opening rate is not high. In the future, we will see whether the Alipay mini program will be connected with the life account.

2. Short video self-media (ranking in no particular order)

1) Kuaishou Merchant Account: It follows the first principle of "universal benefit" and adopts the principle of decentralization. It has over 400 million monthly active users. 2020 will be a bonus period for Kuaishou's commercialization, especially in the education industry. Merchant Account backend can set up a traffic diversion menu;

2) Douyin Enterprise Account: There is a traffic inclination on the top end. Two traffic diversion positions can be set in the background (official website, mini program, Orange website link, official phone number, etc.), and the ByteDance mini program can be mounted on the video details page;

3) Xiaohongshu brand account: Brand account certification costs 300 yuan a year. The brand homepage can set up a traffic menu, and there are no advertisements in the text notes. In addition to text notes, pure video content is also popular;

4) iQIYI account: The short videos released are displayed in the "Hotspots below - Short videos" in the iQIYI app. They can be used for content distribution. The traffic of the sub-site is not as large as that of the main site.

5) Pear Video Account: It is only suitable for daily content distribution, but its advantages are not obvious;

6) NetEase Cloud Music: Suitable for music and dance, with large traffic, and a certain amount of free recommended traffic for completing platform tasks. It is not suitable for traffic diversion, but suitable for brand content distribution;

7) Tencent Weishi account: In practice, it seems that the number of followers increases too slowly. There is no authentication function for enterprises, but the homepage has been connected with QQ, Qzone, and Weibo, and you can jump directly from the homepage. High-quality hot videos can be recommended to the Tencent video entrance on the WeChat terminal;

8) Baidu Kuaishou: It is a competitor to the Douyin Volcano version of Toutiao. It offers red envelopes for posting videos, and cash withdrawal is based on 1/1000. It is just for traffic distribution, but the quality is not very high.

3. Long video self-media (ranked in no particular order)

1) Tencent Video: Just upload directly in the background, connect with Tencent open platform, synchronize videos, and the videos will be included in the search engine;

2) Youku Video: Just upload directly in the background, it is connected with UC Dayu account, the video is synchronized, and it is also an Alibaba platform;

3) iQiyi Video: It integrates the content of iQiyi accounts, and has a stronger overall sense of series. High-quality account owners can cooperate with iQiyi to produce series of content, similar to regularly updated variety shows.

Advertising

Common advertising platforms: ByteDance, Baidu Promotion, Tencent Social Advertising, Weibo Fans, NetEase Yipin/Yixiao, Alibaba Huichuan, Sohu Huisuan, 360 Dianjing Effective Platform, Sogou Singularity System, Xiaohongshu Brand Promotion Platform, Kuaishou Advertising Management Platform... and so on.

1. Preparation before launching

1) Understand various payment methods (such as CPC, CPS, CPM, CPD, CPL, oCPM, oCPC);

2) The service process of third-party advertising service providers;

3) Position the target audience, determine the traffic-generating products, and determine the traffic conversion path;

4) Capture competitors’ advertising materials and rough data and make analysis.

2. 6 display principles for landing page design

1) Brand display: The first screen should display a complete, concise and eye-catching brand introduction. The first impression directly determines whether users scroll down to read;

2) Display of core selling points: highlight the differentiated value of the product and the specific help or benefits it can provide to users;

3) Word-of-mouth display: Word-of-mouth marketing guides users to follow the crowd, and it is best to use users to make actual positive statements about the brand;

4) Discount display: Disassemble the elements of the product, and refer to PAD thinking;

5) Authority display: Use authoritative media or platforms, as well as corporate awards, titles, etc. for endorsement;

6) Form component: It is recommended to set 1-3 options, and a verification code must be added, plus the "number of people who have submitted" to guide submission.

3. Delivery testing and optimization

1) Test and optimize layer by layer according to exposure-click-form-conversion;

2) Conduct AB tests on external materials and copywriting, and select the relatively best one based on the data;

3) Analyze users’ click preferences and browsing focus based on the landing page heat map;

4) If you are launching offline stores, use the WeChat city heat map to check the flow of people in a certain business district in real time;

5) Track acquired customer data, provide timely feedback on customer data accuracy, and adjust advertising plans accordingly.

4. Monitoring before KOL launch

1) After selecting the KOL target, continue to observe the data for at least 2 weeks or conduct a background check on the MCN party;

2) Use multiple third-party tools to monitor and analyze the data of at least 3 pieces of information in the past (CCsight, Xinbang, Lingku, Zhiwei Communication Analysis, etc.);

3) Write the known fake quantity phenomenon in the market into the contract, and it is best to have a quantity guarantee agreement to gain an advantage in later legal disputes;

4) KOL advertising is generally results-oriented. It is best to create an exclusive page, link or phone number, and use code to monitor the data.

5. Review after online launch

Depending on the industry and business, the data of each link are analyzed and summarized. (Take the education industry as an example)

1) During the delivery: period exposure, period click volume, period customer data volume, period store visit volume (experience volume), period transaction volume, effective customer data volume, ineffective customer data volume (focus on);

2) After the launch: optimization of consultant’s first follow-up script, average duration of consultant’s first follow-up, average duration of consultant’s second follow-up, analysis of customers who have not visited the store, analysis of customers who have visited the store but have not completed a transaction, average transaction follow-up cycle, average transaction duration, average customer acquisition cost, average conversion cost, and return on investment (ROI).

6. Four elements of offline marketing

Offline advertising should also be displayed in a data-based manner as much as possible, and the delivery scenario should be taken into consideration. Different adjustments should be made to the viewing range, viewing distance, color difference, and interaction according to different delivery scenarios.

1) Logo: brand logo, forming a certain visual hammer effect;

2) Telephone: It is best to use a dedicated telephone line to distinguish it from promotional calls from other channels;

3) QR code: It is recommended to use a QR code with parameters to distinguish the scanning volume in different offline scenarios;

4) Guidance box: Design a search box similar to Baidu, add guiding keywords in the box to guide users to search, provided that information from search engines and self-media has been accumulated.

Offline cross-industry alliances: Offline advertising can also be combined with cross-industry cooperation alliances to promote in the form of a combination of punches. BD cooperation to establish an offline traffic pool requires a standardized, practical, and non-routine sincere cooperation plan.

Live broadcast operation (short video)

1. Multi-channel competitive analysis

1) Analysis of the other party’s live broadcast data within a week (presented in the form of table comparison)

• Number of viewers: average number of viewers per day in the live broadcast room, peak and valley values, and time points;
• Live broadcast personality: teacher’s gender, appearance, body type, live broadcast habits, subjects they are good at, standing and sitting postures, etc.
• Monetization method: Sell courses directly online or convert them to private traffic platforms, such as Youzan WeChat Mall, which has connected Weibo Yizhibo, Inke Live, and Kuaishou Live;
• Course selling points: the class period of the lead-in course, the qualifications of famous teachers, price advantages, etc.
• Live broadcast background: the characteristics of the institution's live broadcast background, whether it is a small blackboard or a demonstration screen, or other forms (such as music and dance);
• Broadcast duration: Live broadcast time period and corresponding duration, find out the regularity, and try to match it with the estimated live broadcast effect.

2) Published video analysis

• Video external data: Check the number of likes, number of fans, number of videos, etc., estimate the average number of likes and the characteristics of popular videos;
• Video release time: Check the approximate release time based on the release dynamics, and it is best to form a curve chart;
• Video release quality: mainly analyze popular videos and analyze them accurately to the second (video content, duration, turning points, climax points, etc.). High-quality video hosts generally have fixed shooting and editing routines;
• Video release title: the number of words and length of the title, who is usually @ed, what topics are inserted, whether there is a positioning, etc.

2. Course Selection Analysis

1) Course features: Try to choose courses with high cost-effectiveness so that users feel they have gotten a good deal (you can learn from PAD thinking to play digital games and perform digital disassembly);

2) Psychological gap: consider whether users have a psychological gap after completing the lead-in course and converting to the formal course, and how to solve the psychological gap and achieve balance;

3) Repurchase rate: Is the live broadcast just for attracting students to the course, or is it selling formal courses? Is there a possibility of repurchase for the course? Is the course service process in place?

4) Course data: What are the data conditions one week after the live broadcast (peak and valley values ​​of the number of viewers, time period, number of converted customers or amount, etc.).

3. Research platform skills

It has been mentioned before and will not be repeated here. It belongs to the short video self-media operation (Tik Tok, Kuaishou, etc.), and only the operation framework is explained here.

4. Live streaming

1) Expand live broadcast channels under effective conditions

Conventional channels: Douyin live broadcast, Kuaishou live broadcast, Tencent Kandian live broadcast, Youzan live broadcast (implemented by Aiguang mini program, and has been connected to Yizhibo, Inke, and Kuaishou), Taobao live broadcast (connected to Alipay and Koubei), etc.

Additional channels: During the epidemic, platforms such as Tencent Video and Youku Video Children's Channel have opened learning channels, which can be opened by application;

Live streaming tools: Xiaoetong, DingTalk, etc.

2) Live broadcast cover and poster warm-up

Design elements: corporate logo, teacher and title, live course content, QR code, live platform matrix, etc. (you can also refer to the above four elements);

Preheating within the platform: When releasing a video a few days before the live broadcast, put the live broadcast time on the cover, or carefully plan a short video that may become popular (after becoming popular, the number of recommendations will be large, for example, the number of users who click on the avatar of Douyin to enter the live broadcast room will also be large), or you can also promote Douyin's dou+ or Kuaishou's works;

Warm up outside the platform: WeChat posts, communities, Moments, etc.

3) Live broadcast rhythm and teacher guidance

The daily live classes have a fixed series of content, and teachers need to provide guidance on the wording.

• Dress: Teachers need to pay attention to their dress;
• Front-end guidance: Control the rhythm and conduct guidance at a certain frequency, such as clicking "follow", "like", "red heart", etc. The system will evaluate the quality of the live broadcast content based on the number of likes and red hearts, and high-quality live broadcasts will be recommended to more users, forming a virtuous circle;
• Conversion guidance: guiding direct purchases or guiding traffic into private domains (some live broadcast platforms will warn or ban other platforms), such as guiding people to follow public accounts, popping up group QR codes, and entering communities;
• Interactive guidance: During live broadcast, you can register a small account, such as a live broadcast assistant, to conduct interactive Q&A and traffic guidance in the comment area or barrage area, and the teacher only needs to teach the class.

Community Operation

The essence of community operation is a multi-channel, long-term, welfare-oriented social customer acquisition process (taking the education industry as an example).

1. Sources of social traffic

1) We-media or official website: High-quality articles are deposited in we-media or official website for a long time, which can guide some accurate traffic to WeChat account. In addition, the official website can set up WeChat group live code, which is valid for a long time;

2) Short videos: Use short videos to guide traffic into the private domain pool. For example, the Douyin homepage can add the official website link (the WeChat account can be set in the link, etc.) and the mini program. The Douyin video details page can mount an educational mini program or page (set in the mini program and page, etc.);

3) Live broadcast room: The teacher in the live broadcast room guides the audience with words, or directly purchases and guides them into the private space, or some live broadcast rooms can set up QR codes, etc.;

4) Online activity fission: namely, task-based public account fission and task-based group fission;

5) Online traffic-generating courses: A training camp-like course for a certain course or a certain teacher, with a dedicated group for maintenance in the hope of repeat purchases. The packaging of the course and the famous teacher is the focus;

6) Offline activities: For offline activities, you can set up WeChat group live codes or personal live codes, etc., and scan the code on site to join the group. A dedicated person will provide real-time maintenance and services;

7) Social tools: Coloring into the group treasure, Media Think, B Store, Small Fission, Gulu Butler, Zero One Fission, Xiaoetong, Xiao U Butler, etc.

2. Community stratification system

1) Upgrade the retention system: Use social tools to check group member activity, number of invited friends and other data. If the value is too low or zero, it can be cleared;

2) Free-to-pay system: paid users enter VIP groups or class groups, which can be divided into trial class groups, formal class groups, training camp class groups, etc.;

3) RFM model stratification: Based on the background data, analyze the user's recent purchase, overall purchase frequency, spending amount, referral status and other indicators;

4) KOC stratification method: empower KOC, and individually stratify the users of a single KOC to assist in maintenance (a single campus can be a KOC, or a loyal user can be a KOC).

3. Community activity

1) Establish rules: Establish group rules and unify common characteristics. For example, guide people to introduce themselves, find common ground, break the sense of unfamiliarity, and create conversations around the characteristics of new people;

2) Output value: the actual value and benefits that the community can bring, such as regular weekly sharing sessions within the group, daily industry arguments, or inviting experts in the field to share, etc.;

3) Create topics: Create atmosphere and topics through current news or active members in the group, but try to focus on business or products;

4) Community benefits: Regularly distribute actual community benefits, with limited quotas and no tricks, and with genuine feelings and no exaggeration;

5) Offline activities: Depending on the industry or business, offline groups can also be organized to further enhance stickiness.

4. Social Conversion

The community conversion rate is related to the community’s trust, and community operation is part of social operation.

1) User trust: Based on the trust and sense of ritual established in the early stage, do not let new members feel the situation of advertisements flying everywhere when they join the group, and do not ignore the operation and maintenance in the early stage, and directly throw links and pictures to attract traffic and conversion;

2) Product selling points: Naturally link and disassemble the core selling points of the product, such as excellent cases, case usage scenarios, and case content interpretation, to guide users to understand step by step and generate interest;

3) Stimulate pain points: Based on the market situation understood in the early stage, directly hit the user's pain points, and combine the pain points with the actual problems that the product can solve, matching similar successful cases;

4) Product launch: Officially launch the product and promote the product based on the trust of the community and group owners;

5) Atmosphere creation: Create a scene where many people buy and post their orders, and create a sense of urgency in the countdown, and promote sales through special offers, group buying, and distribution;

6) Single-point chat: Communicate with key group members one-on-one in a humble manner, refine the conversation skills, and make users feel valued;

7) Non-conversion analysis: Conduct demand analysis on non-converted users and try to find out the real reasons from both parties.

Content innovation operation

1) Combinatorial innovation

Sort out the entire content operation process in detail, find out the advantages of one link, and then integrate the strengths and resources of all parties to form a new innovation point. For example, for a certain quality education brand, we found during the sorting process that the teachers' growth process is very popular among users, so we turned this operation point into an innovative column for teachers, which is launched regularly.

2) Disassembly innovation

Disassemble the product or brand and conduct in-depth operations on each element after disassembly. For example, a certain quality education brand can be broken down into a 22-year professional brand, 10,000+ students, more than 200 teachers, 40+ directly-operated campuses, etc. It can tell the brand story of these 22 years, find the KOC from the 10,000+ students and tell his story, the details of the teachers' teaching, etc.

3) Differentiated innovation

Avoid its edge and catch up at the low end. If our competitors haven’t developed TikTok yet, then we can develop it. If they have already developed it, then we can target the segmented vertical customer groups that they haven’t developed yet, find differentiated space to enter, and conduct refined operations.

4) Learning organization

Learning is the driving force of innovation. By building a learning team, we continuously provide nutrients for innovation, such as the three operational meetings that we have always advocated (summary meeting, competitive product meeting, and study meeting).

Summarize

A complete operating system must have strong execution and learning capabilities. From this perspective, innovation is very important.

This article starts with the nine-character principle of the operational thinking model, and then explains the framework of each operational module. Some parts may not be perfect enough, but I am willing to discuss with you with a humble heart.

Author: Lei Lei Lei Teng

Source: Lei Lei Lei Teng