After half a year in the business, I experienced the problems mentioned by the subject at the beginning. Later, I spent a month systematically learning marketing knowledge and slowly learned how to do marketing. Here are some of my methods, hoping to make everyone take fewer detours.

Effective marketing requires at least three steps.

Before you start marketing, you must know what the purpose of this marketing is, and then everything you do is to achieve this goal. Whether marketing is effective depends on whether you have achieved your goal.

First, investigate paying users.

When you don't know who your target users are, just ask the people who buy your products.

Remember, most people who buy your products must have met some of their needs.

Zhihu's questions about marketing basically say that we should first "make clear the target users and find the core needs of users"

We all know the truth. How? Direct dry goods

Methods: 1V 1 Send the questionnaire manually (multiple choice questions only, 10 questions, answer in one minute).

Time: about 3 days.

Sample: 100~200 copies

Objective: Who pays for the satisfied demand?

Ask what?

( 1) ?

Age range, every time the interval is not more than 3 years (find the core user group)

(2) ?

Occupation (knowing occupation and ability to pay)

(3) ?

Why choose our products (determine core requirements)

(4) ?

Where do you know about our products?

(5) ?

Price (the price can be adjusted appropriately)

Special note: don't bother, it won't be long before users are more troublesome than you. Why should I help you investigate and let users? Feel your sincerity, user survey itself is a very good public relations behavior.

Second, make accurate marketing content.

Accurate content

= a group of people+a demand+a style

It is impossible for a content to explain all the characteristics of the product clearly, and it is impossible to meet all the needs of users.

If your advertisement says that your product is suitable for everyone, then no one will be attracted by such an advertisement.

What marketing content should do is that when the target user sees the advertisement, he can be sure that it is the product he needs.

How to do it specifically?

(1) Find the core needs of the core population.

Find the highest proportion of users in 100~200 samples, and they are your core user types.

Understand their most common demand for products, which is the core demand of your products for them.

(2) Making multiple versions of content for a selling point.

According to the core needs of the core population, find the most suitable characteristics of your product.

This is the selling point of your product. Make content according to this selling point.

Multi-version is to make different styles (humorous, serious, romantic) or different forms (text, pictures, video) while ensuring the same selling point. 3~4 is enough to determine the user's reading habits.

According to these requirements, you don't need to write a beautiful and creative copy, just express the selling point of the product clearly to meet the needs of users. Plus, my copywriting level is not so good, so I'm sorry to make comments.

The following is a teaching video that inspires me a lot, which does not exceed 10 minutes.

It may be helpful for students whose copywriting is not very good to have a look.

Article 9: Explain the selling point reasonably and well.

PS: At the end of the content, there must be the next conversion path (contact number, QQ/ micro signal, website link), which is why brand advertising is not recommended in the early stage of marketing. Be sure to make it easy for you to recycle data.

Third, select channels, analyze data and optimize content.

There is only one purpose: to judge the marketing effect and find the content+channel combination that can make a stable profit.

How to do data analysis first?

The next conversion path you leave at the end of the marketing content, through which you can recover the data.

① ? Monitoring data: If you leave a website link, you can directly implant the monitoring link through the data analysis tool to check the traffic of users who click on the website link, and judge the marketing effect according to whether you have achieved your marketing purpose (registering the website or buying products).

PS: Google is recommended as an analysis tool.

Analytics(GA) website data analysis, you can also choose your own Baidu data analysis tool, and the use tutorial of the tool is also available online, so you can understand the general operation in one day.

② ? Assessable data: If your conversion path is telephone, qq micro-signal and other channels that cannot be directly implanted with monitoring links, you need to make your own statistics to analyze the effect with marketing objectives.

The following figure shows that this is just an example, and there are many different channels to explore.

(2) Start the test

① Variable content, quantitative channels and data testing.

Mode: put 3~4 contents into one channel for testing.

Time: 1 week or so

Cost:/kloc-within 0/000 yuan, free channel/paid channel.

Goal: find the content that best suits the user's taste.

② Quantitative content, variable channels and data testing.

Mode: Select 3~4 channels for quick test (put the contents determined in the previous step).

Time: 2~3 weeks

Cost: just to test the effect, don't exceed 3000 yuan.

Objective: Quickly screen out 1 or 2 channels that are most likely to get effective traffic.

(Effective traffic here refers to the number of users who finally achieve your marketing goals. )

Special note: the distribution channel should be selected from the user survey results, and because it is in the testing stage, it is unlikely to be too? High conversion rate, don't be discouraged. What you are looking for is that it can be effective without optimization. The content/channel combination of traffic and the successful marketing cases you have seen have been tested and optimized many times.

(3) Adjustment and optimization

According to the feedback data, we can know what are the shortcomings in the marketing content, and then modify it.

1. Verify the previous user survey results, because users sometimes don't know what they really need, and verify the final behavior of users through data to verify whether the survey results are accurate.

2. Further understand which specific part of the marketing content users are attracted to, and then promote it in a targeted manner.

3. Know what users don't like, and then remove this part when accepting the production.

4. Discover new user needs and publicity channels.

(4) Continuously conduct user surveys and data tests, and gradually increase investment.

Marketing is a process of continuous optimization. After the initial effective combination, adjust and optimize according to the data (not only to optimize the content, but also to optimize the channels), and then repeat the above steps in the next round to gradually increase investment. ? Constantly optimize, and finally get a stable content+channel combination. During the testing process, you have started to continuously acquire effective users.

At the same time, because it is a testing stage, you may be wiped out in the first or second round of testing, which seems to be back to the original situation, and marketing has no effect. The only difference is that through data analysis, you know which part of marketing has problems and can correct them. So don't give up because of several failures. Marketing is a process of constant failure and correction.

It is not terrible that marketing is not good. The terrible thing is that you don't know why not.