Friends often ask me, what kind of promotion method is the best? In fact, there is no so-called best promotion method in this world, only the suitable one is the best. So today Jiang Likun is here to discuss with you how to find the most suitable promotion method based on your actual situation.
1. Determine the target group
The first question you need to think about before promoting: Who are the target groups for the promotion? This is very important. If the group of people is not sure, it will be difficult to formulate a suitable and targeted promotion method. In future work, you may make one wrong step or another. There are two ways to determine your target audience:
1. Specify target user groups
Needless to say, this is often the case in commercial companies. Leaders often designate a group of people to require promotion personnel to carry out targeted promotion based on needs. Take the student group for example. Nowadays, many companies are targeting the campus. Regardless of whether the audience is students, they all like to visit the school to get involved.
2. Find people based on product characteristics
In actual promotion work, we often encounter such a situation. After a company or website launches a new product, we will be asked to carry out special promotion for it. At this time, the product is certain, but the target group is very vague. At this time, we need to start with the product to determine the target group.
First, fully understand the characteristics and advantages of your own products; then list these advantages one by one, and find out the audience groups who are most interested in each item one by one; finally, conduct a comparative analysis of these groups to find out the most popular among them. group.
2. Determine promotion media
In physics, the material through which certain wave-like motions (such as sound waves, light waves, etc.) propagate is called the medium of these wave-like motions. For example: when light passes through a lens, the lens is the medium; when light enters water, the water is the medium. So if online promotion is compared to a wave-like movement, what should be the medium through which it is spread?
This medium is the product (or a certain function of the product) that is relied upon for promotion, and this product (or function) should meet user needs. In online promotion, the key to success or failure largely depends on the quality of the medium. Therefore, it is important whether the promotion medium is suitable. So how to find the best promotion medium?
1. Find media according to user needs.
This method can be used when the product is uncertain. First list the user needs one by one, then list the priorities according to their importance, select the ones that users most urgently need, and then use this to adjust the product and determine the medium. Here's an example:
Take Tuiyiyi as an example. The promoters of each website are the main user group of Tuiyiyi. The needs of this group of people include the following: media resources, promotion tools, training opportunities, promotion plans, experience and skills, job opportunities, etc. . After comparative analysis, the promotion plan is the most urgent need for promotion practitioners. After we come to this conclusion, we can add relevant resource download channels to the website, with a large amount of rich content. These resources are then pushed to the target audience.
2. Find media based on existing products.
This method can be used when the product is determined. First, understand the product characteristics thoroughly and list the advantages of the product one by one. Then, combined with the specific needs of the target user group, comparative analysis is conducted item by item, and finally the parts of the product that are most attractive to the target users are found and packaged and promoted. Here are some examples:
For example, there is a forum that has many sections: recruitment information, resource downloads, gatherings and making friends, website diagnosis, beginners' introduction, etc. After fully analyzing these sections and combining them with the specific needs of the target group, we found that the website diagnosis section is the most attractive to target users and the most attractive to users. Then we should focus on packaging and maintenance of this section, and then focus on promoting this section.
3. Determine promotion channels
After determining the target group and promotion media, the next step is to determine where to promote and how to promote it. To determine this, we must first analyze users' online habits and figure out at least three questions.
Tips: This article is original by Jiang Likun (Big Pot Rice), the founder of Tui Yi Yi Yi. If you want to see more articles, please search Tui Yi Yi or Jiang Likun, or log in to Jiang Likun (Pinyin) to click on the card. Please retain this copyright information when reprinting.
1. What information does the target group obtain online?
For example, information, experience and skills, software resources, etc. are listed one by one according to priority.
2. How the target group obtains information
For example, through search engine search, email subscription, industry website acquisition, etc., list them one by one according to priority.
3. Specific places where the target population is concentrated
For example, industry websites, forums, SNS, QQ groups, etc. are also listed one by one according to priority.
After clarifying these three questions, we basically know which places we should go to and which methods we should use for promotion. For example, the target group mainly goes online to find some software resources. They are most accustomed to searching for resources, and they also like to communicate in some professional software forums. Then our main promotion channels should be software download sites, professional software forums, search engines and some software with relatively high market shares.
4. Determine promotion plan
In fact, after the first three steps, the general promotion method is already ready. This article only combines one's own manpower, material resources, and resources, and then based on specific task indicators, such as IP, PV, users, ALEXA ranking, sales, brand awareness, etc. Refine and formulate a plan. Here I recommend a previous related article by Jiang Likun "Jiang Likun: Content Strategy in Website Operation and Promotion". When determining the plan and executing it, you should pay attention to some things:
1. Promotion should be based on one’s ability
The plan should be executable and should not exceed the scope of one's own human and material resources.
2. Task indicators should be reasonable
In fact, this article really shouldn’t be written here, but in communicating with colleagues, I found that many companies’ promotion indicators are extremely unreliable. For example, a website that has just been launched needs no one, no money, and no resources. It requires only one collector to reach 5 digits of PV in just half a month. Obviously, this is Extremely unreasonable and unreliable.
3. Make appropriate adjustments during execution
Plans don’t change as quickly as they should. Often when we make a plan, we feel that everything is perfect, but when we implement it, things go against our expectations. As the saying goes, true knowledge comes from practice, and often the most effective methods are also obtained from practice. Therefore, after everyone starts to implement, they must constantly optimize and adjust according to the actual situation, so as to maximize the effect.
4. Make a method perfect
In the Tianyi forum, some friends often ask why they have used certain methods to promote but have no effect. In fact, some friends’ promotion methods have some problems and are useless. The concepts are very right. The reason why they are ineffective is because they are not implemented enough and they are not done well. It’s not about having too many methods, it’s about being precise. Even if there is only one method, if you can study it thoroughly and use this method to the extreme, you will achieve very good results.
Finally, to summarize: In fact, online promotion is to find a balance between product features and user needs, so that the two resonate. If the relationship between the two is handled well, then promotion will be more effective, otherwise it will be a waste of time. That ends today’s topic. If you have any different opinions on this article, please provide guidance and criticism. If you have any good ideas or experiences, please let me know. The author’s information is as follows:
Author information: Jiang Likun, whose online name is Big Pot Rice and founder of Tui Yi Yi (www.tui18.com). If you want to see more articles by the author, please search Tui Yiyi or Jiang Likun, or log in to Jiang Likun (pinyin) and click on the card. New operation/promotion exchange 11 group 83958859, welcome to join.
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