What are the elements and channels of an effective online product promotion program? Effective marketing promotions are always similar, and ineffective marketing promotions are always so much the same. For this question, I would like to share my experience and opinion from the opposite side. (The following share is also considered a summary of my many years of work experience and learning, wrote almost 5,000 words, longer please forgive me, just 5,000 words in fact can not finish my history of marketing blood and tears ah ~ ~ ~ ~) Ineffective marketing promotion of the Seven Deadly Sins: 1, there is no clear clear marketing and promotion of the goal of a clear marketing and promotion of a clear goal of the online marketing and promotion of the beginning of the work is the most central part of the target is clear enough, the promotion of the action will not go sideways. Will not go askew, a lot of junior marketers think they know this point, but in fact do not get it, do not tell me, your goal is like this: I want to make XX products to get a comprehensive publicity or I want to let the number of fans increase, etc., so it is not enough. What does a clear goal look like? Let me illustrate with an example. Program A: Increase website traffic microblogging try WeChat send articles Baidu and then cast a vote try word of mouth sharing try to guide the activities of the comments: the goal is not clear, resulting in action is also directionless and chaotic, and ultimately a waste of a lot of time and cost. Increase website traffic increase how much? How to increase? Increase what traffic? What time to reach? Program B: January 31 to reach the website average daily UV 10000 microblogging average daily diversion 3000 UVBanner average daily diversion 3000 UV Baidu bidding average daily diversion 3000 UV word-of-mouth sharing average daily diversion 1000 UV Comments: The goal is clear, resulting in a clearer decomposition of the target, the action is more clear. Ultimately more conducive to the realization of the goal, to get the results KPI. no matter what your marketing objectives, is for the brand burst, or to bring effective traffic (registration, conversion, purchase, use and share), need to be specific clear and clear, so that you can make your promotion program smooth and purposeful to carry out, to achieve the KPI. clear goals should result in data, have a clear timeline and specific steps to implement, etc.. 2, there is no clear path of conversion path of conversion is what? Common understanding is what you want the user to do, and guide the user to walk the route set up by the process, or can be understood as the realization of my marketing objectives, in various stages of contact with the user, I can take in which aspects of what methods to contribute to the realization of my marketing objectives, is the process of the user from recognizing you to buy (conversion). Conversion path is also a step-by-step process of establishing trust between you and the user, trust is established enough, the user conversion is very natural, so in this process, each step of the path to guide and realize the conversion should be very clear, know what kind of transformation path nodes in which step with what kind of way to let the user trust to build up, and ultimately realize the conversion. The following chart to understand the realization of the conversion path, you need to be in the user's different stages of trust establishment, to combine their own product type (such as online or offline), using different content and marketing and promotion, so that the user along the conversion path to the final conversion point. For example: in the stage where the goal is to know you, the conversion path can be in the form of Internet channels, which can be hard advertisements, such as SEM bidding, network alliance, Banner, EDM, DM, etc., and social advertisements, such as microblogging and microblogging, forum communities and videos, etc., to reach the conversion point. In the goal is to understand your stage, the conversion path can be through the product page (product features, introduction, trial), search results (blog, news, product experience post), word of mouth recommendations (friends, user reviews), social networks (product results, user reviews), etc. In addition to setting up the conversion path with a clear conversion process, you also need to set up a conversion method in conjunction with the type of your own business, such as According to the conversion mode from heavy to light (the size of the cost of conversion), respectively, is to meet and communicate, telephone communication, online communication, product natural conversion. Continuously to optimize and test the conversion path to find the most suitable way of conversion, so as to improve the conversion rate. 3, do not do user surveys and feedback before doing any marketing, we need to be able to clearly answer: what is the product? For whom (target users)? What is the problem? How to solve? Many marketers, including me, often make the mistake of "I think" what users need, rather than really find their real users to communicate, to understand their needs and problems, although many people now have the thinking of user needs and user surveys, but user surveys and collect user feedback is a laborious and bitter thing, a lazy ruin all. Do not pay attention to the user's opinion, do not understand their real pain points, any promotional action, and finally will only cause a lot of time and cost waste. Continuously communicate with your target user groups, listen to their opinions and feedback, understand their age group, income, occupation, considerations for the product, what they need most, their main problems (pain points), where they are active, considerations for the price of the product, how do they recognize the product, why they pay or don't pay, and so on, and according to your different businesses, think about what information is needed? Which information is needed to validate your marketing judgment? In addition, going to communicate with your target users frequently will make them feel that you value their feelings and experience and really think about them. User behavior will change, access to traffic channels will change, the user's point of interest will change, the product will continue to iterate and update, and these need to be user surveys, reference to the user's feedback, through continuous user surveys and feedback to guide the work of the market, products and operations, etc. 4, the marketing content of the marketing content completely self-help in the marketing content production, the same will be a lot of marketers, including me, will be thinking about content "A hit", dead hold "bigidea", "I think" the user needs this content and so on these problems, time-consuming and laborious not to mention the brain, so that the effect of the content produced can be guessed. Really "amazing" you can surprise how long? Really "bigidea" how creative you can be? Not to mention the poor self-importance of this "I think"? Not to speak the language of man and can not say the pain point is the content of the common performance of self-help. For example: xxxx real estate: the ultimate in fine decoration, incomparable luxury (how to be extreme? (How to be extreme? How to be incomparable?) xxxx restaurant: nutritious and delicious (how nutritious and delicious?) How delicious?) xxxx shirt: super comfortable and successful (how super comfortable? how successful?) How successful?) All of the above is as good as nothing, and does not convey any useful value to the user. The importance of user surveys and feedback is mentioned above, and in content creation, user surveys and feedback are also key to guiding content creation, you don't know what users really want? What are their real pain points? What do they care about? Where are they active? How can you substitute your own ideas for those of a hundred or a thousand people? It's better to spend a week brainstorming to produce a marketing content than to spend that time communicating with your users. Going into content creation with an understanding of your users and their pain points is a big key to content creation, the other important thing is that in conjunction with what has been said earlier, all work has to be centered around the marketing goal, what part of this marketing content are you producing that is going to lead users to? What conversion is it trying to achieve? There should be a clear conversion process from the beginning of producing the content. Good marketing is not like a paragraph player just to attract a smile on the crowd dispersed, good marketing continues to provide value for users, so that users produce habits, marketing content is actually an extension of the product, should be marketing content productization, and then bring stable and effective traffic. In other words, it is through constant testing, to find a form of content that can bring stable and effective traffic. 5, put channels with the tide, greedy microblogging hot, go to open official V, WeChat popular, go to open the public number. But you are clear that this marketing channel can actually help your business? This channel in your business, acting as an irreplaceable role? Does the fact that the channel is popular mean it's relevant to you? Another is to understand how many marketing channels and marketing capabilities linked to marketing, marketing is to bring value to the business, is to bring effective traffic (registration, use, purchase, sharing, feedback), and effective traffic and channels really do not have much direct relationship. The more marketing promotion channels does not mean that the marketing effect is the best, but sometimes not a suitable marketing channel to maximize the effect of cost-effective. Promote the channel selection process is actually equal to the process of qualitative publicity effect, what does it mean? Human language is to determine the publicity in a channel to make steady profits, and then expand new marketing channels. Different product phases, there should be different main promotional phase objectives, in the product germination period, should be more than one marketing channel test, quickly find the effectiveness of the channel 1 ~ 2, and then carefully optimized. In the product development period should be a small number of core channels to do specialization, in order to continue to bring effective and stable traffic. In the product maturity period, the marketing effect should be maximized, the old channel to do continuous optimization, to see the effect to decide whether to increase or reduce the investment, at the same time on the new channel test, the effect is good to do specialization test, the effect is not good or give up as early as possible. The money to spend on the best results in the channel, the workflow. In short, the use of more channels does not mean that the effect of diversion is good, you need to focus on the most effective channels to get effective traffic, do not be greedy, the effect of the first place, data analysis will tell you the results. The effect of good channels to dig in the end. 6, do not do data collection and analysis without feedback there is no progress, online marketing and promotion work, the collection and analysis of marketing data is very important, it is the effect of the marketing work of the recorder, but also an important way to guide and adjust the various aspects of the marketing link. Such as how effective is the advertisement? What is the source of traffic? Where is the product flow problem? Which ad version is better? What is the user's behavioral flow and geographic location and access device? Just like a small tree to grow, not only to know where the soil is good, rain is good, but also can not grow crooked and fall down (please ignore this very low analogy). Data analysis is about what kind of data? How to analyze? A few common misconceptions about data analysis: the number of retweets and readings is equal to the effect of publicity, don't be superstitious about the number of retweets and comments and readings, if, for example, the A content retweets 2000, bringing 20 traffic, 0 conversion. And B content forwarding 20, brought 200 traffic, 50 transformation. The purpose of publicity is the final conversion effect, not to look good. To judge the effect by the final conversion. Data analysis is equivalent to big data with industry data to their specific business basis in fact, there is no bird, and your specific business-related data is meaningful. Putting dimension is not based on data like microblogging fan pass, bidding ads, etc., can choose the geographical and interest dimensions, etc., can not be chosen by the brain, but should be based on data. No head like a fly to choose the promotion channels what promotion channels have done, are not ideal, because there is no idea of each specific work, in the end, whether it brings a profit or invisible loss, because there is no effective data feedback. Product adjustments rely on brainstorming, do not look at the user behavior data will tell you how users flow on your site, adjust the product and optimize the process to have a basis. In short: data thinking is not the same as looking at the numbers, interpret the data to guide your business is effective and useful, focus on and their specific data, data analysis work should be the goal of the final conversion rate. To establish their own business data monitoring and collection methods, more commonly used GA, real data can guide the product and marketing adjustments and optimization, but also to tap into new opportunities. 7, blindly looking for outsourcing and brush data I do not dare to say that looking for outsourcing and brush data must be a bad thing, but if marketing and promotion work is to bring effective traffic, rather than for some seemingly beautiful figures, so blindly to do only useless. Do can only be useless. Of course, if the promotion is just to leave a good-looking and no bird on the PPT figures, just to make the rich boss happy, this can be ignored. For example: A microblogging promotion: looking for outsourcing, the use of a large number of zombie number brush comments 700 times and forwarding 1300 times, 0 conversion, did not bring any useful traffic and conversion effect. A B microblogging promotion: before the promotion of the target users to do a survey, targeted production of marketing content, and have a clear effective conversion goals, in the beginning of the promotion of the content before the beginning of the A/B test with the channel, without the use of outsourcing and brushing the flow of behavior, the end-user commented on the 60 times, retweeted the 200 times, but transformed into an effective flow of 110. This is a cost-effective and effective promotion. They go to the planning and implementation of a marketing promotion action, not only can produce more targeted promotional programs, your own products, your products, the user situation only their own most clear, in addition to reducing the communication funnel, you can collect the most real data, problems can also be the most timely optimization adjustment 。。。。。。。。。。。。。。。。。。