How to write a good online promotion plan

Through the collection and arrangement of online materials, I think a good online promotion plan should include the following parts:

1. product positioning: what are the core advantages of our products that are different from competing products?

2. User Portrait: What are the characteristics of our target user group?

3. Data monitoring and analysis: What is the effect of using XX channel? How to optimize?

4. Promotion channels and strategies: What channels should we use to promote our products?

5. Detailed plan: Assign the responsibility for specific operation and promotion tasks to people.

Next, I will introduce the specific content contained in each part in detail.

1. product positioning

1) competitive product analysis

A. Analysis of product advantages and disadvantages: What are the functional advantages and disadvantages of our products and competing products?

B analysis of marketing advantages and disadvantages: what are the advantages and disadvantages of our products and competing products in promotion channels and contents?

2) define the three cores of the product

A. Core positioning: clearly describe what our products are in one sentence.

B. Core objective: What problems can our products help users solve?

C. core selling point: what are the advantages of our products that are different from our competitors?

2. User portrait

1) Common target user characteristics

2) Method of establishing user portrait

A. Summarize typical users through existing product data.

B. A large number of user questionnaires and interviews to understand users.

C. If there are no users, inference should be made in a small range. Then draw a conclusion through experiments, try and make mistakes constantly, and finally determine the user portrait.

3. Data monitoring and analysis

By monitoring and analyzing the promotion data, we can adjust the promotion channels to achieve a better input-output ratio (ROI). Generally speaking, there are two ways to obtain data:

1) data embedding point

In addition to referring to the commonly used data monitoring indicators, we also need to further refine these indicators in combination with the conversion path of landing pages.

2) Third-party data platform

(1) Focus on mobile advertising monitoring: hot cloud data, TalkingData, Adjust, DataEye, AppsFlyer.

(2) Mobile, PC, OTT multi-terminals: Union League+,Miao Zhen System, AdMaster, GrowingIO, Adrating.

(3)SEM: Baidu Statistics

4. Promotion channels and strategies

1) Summary of promotion channels

2) Promotion strategy

Germination stage of products

(1) key point: pavement-choose multiple channels for testing at the initial stage.

(2) Objective: Quickly screen out the channels that can easily get effective traffic.

(3) Focus on thinking: multi-channel, user quality, data recovery, quick results.

(4) Specific methods:

? A. mode: select 3-4 channels for quick test.

? B. Time: 15-20 days

? C. dimension: the combination of free channels and paid channels.

? D. cost: less than 3000 yuan.

? E. objective: quickly screen out the 1-2 channels that are the easiest to obtain effective traffic.

(5) Specific contents:

? A. Choose 3-4 channels according to the product population.

? B. Set KPI and make clear what your channel goal is.

? C. Recovering data

Product development cycle

(1) focus: specialization-find a few effective promotion channels and tap all the target traffic of these channels.

(2) goal: specialize in a few channels and bring you continuous and effective traffic.

(3) Focus on thinking: core channels, user quality, stable drainage, and continuous effectiveness.

(4) Specific methods:

? A. Mode: 1-2 channel is dedicated to tapping traffic.

? B. Time:1-February

? C. dimension: the combination of free channels and paid channels.

? D. cost: the return is greater than the effort, and you can spend unlimited money to acquire users.

? E. objective: continuously bring effective mobility and rationalize work.

(5) Specific contents:

A list all the work that the selected 1-2 channel can do.

B. Test cycle of each specific method in the development channel.

C. Collect data and spend money on the most effective promotion channels.

Maturity of products

(1) key point: specialization+distribution-not only do the channels well, but also spread them out.

(2) Goal: Maximize the marketing effect

(3) Thinking focus: multi-channel, user quality, stable drainage, continuous and effective.

(4) Specific methods:

? A. Mode: continuously test and launch, and optimize the established channel launch.

? B. Time: duration

C dimension: free channel+paid channel+brand.

D. cost: the return is greater than the effort, and you can spend unlimited money to acquire users.

E. objective: change while maintaining stability and dynamic marketing (optimize existing channels and discover new traffic sources).

(5) Specific contents:

? A. Test new channels and optimize old ones

? B. SEM and banner hard advertising test

? Conduct brand content testing

5. Detailed plan

5W2H analysis method:

What (program theme), why (purpose), where (channel), when (execution time), WHO (executive), how (how to do it) and how much (budget).

6. Reference materials

What are the elements and channels of an effective online product promotion scheme? -Zhihu

What are the new ways to attract new users? -Zhihu

Please put away the dry goods: Finally, someone explained the process and method of user portrait-Zhihu.

Common third-party advertising monitoring platform-Zhihu

I have sorted out the promotion channels of 15 online activities, and I suggest collecting them.

Eight aspects, plan an efficient marketing operation plan | Everyone is a product manager.

Market operation: the structure and thinking of product promotion scheme | School of Operation