How to write a self-media operation planning plan

When writing a new media marketing plan, you can consider it from the 6W aspects.

What: First of all, I will first understand the company's business model and products. From the perspective of business model, medical beauty products are mainly aimed at ordinary consumer customers and are a relatively typical B2C product. The company's main service is to help customers who want to become more beautiful to meet their needs in a short time. .

Who: At the same time, we must also understand that the core user group of the company's products is mainly targeted at women who love beauty but do not have sufficient knowledge about medical beauty.

Why: Secondly, after understanding the company, products and target users, you can also determine a goal based on the company's historical operating data. But because I haven’t entered the business yet, I don’t know much about the historical situation. You can set a goal based on historical data and increase it by a certain margin. For example, within a month, get 50 more user views of articles from the WeChat official account than before.

For example: If the past historical data is that 100 potential customers are obtained through new media channels every month, then your goal will be 100*150=150 potential customers/month. This also adds some challenges to your work.

When: When for new media marketing, content is king. After determining the goals, you need to develop a corresponding content plan. According to the core user group, users need to go through five stages from realizing their goal of mastering professional skills in new media operations to finally purchasing our products, namely the problem perception stage, information search stage, product evaluation stage, and product purchase. stage and post-purchase evaluation stage.

How: Therefore, around these five stages, different types of dry content can be pushed through different new media channels.

Where: Where to go? After you have the content, you need to put it into different channels. According to the typical user portrait of the product, I know that when users realize that they have to achieve the goal of mastering professional skills in new media operations and finally purchase our products, the most commonly used information search channels are social media channels, such as Zhihu and WeChat. Official accounts, Xiaohongshu, and Baidu, so my marketing content will mainly be on these channels.

At the same time, if you understand the channels that users often use when purchasing similar products, you can put some free content on these channels, or you can also put the products on them for some distribution.

Measure & Optimize: Monitoring and Optimization Finally, marketing is often a process of continuous experimentation and optimization. Throughout the entire process, no matter what kind of content we do, when we do it, where we do it, etc., these all need to be continuously optimized and iterated based on data. For example, you can create an excel table to locate date changes horizontally and new users and old users vertically. You can clearly monitor the contribution values ????of new users and old users, so you can know how to proceed next. At the same time, in the promotion of Zhihu and Xiaohongshu, the reading volume of some articles is twice as much as that of other articles, but the registration conversion rate is not much different from other articles. I can convert the text into pictures or videos. , in order to improve the registration conversion rate.

Therefore, I will monitor the data throughout the entire process and make adjustments based on marketing results.