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

Who: At the same time, anyone should understand that the core users of the company's products are mainly women who love beauty but don't know enough about medical beauty.

Why: Secondly, after knowing the company, products and target users, you can also determine a goal according to the company's historical operating data. But I don't know much about history because I haven't entered the business yet. We can set a goal of increasing the scope on the basis of historical data. For example, within one month, we can get 50% more article views from the official WeChat account.

For example, if the historical data in the past is 100 potential customers per month through new media channels, then my goal will be100 *150% =150 potential customers per month, which will also add some challenges to my work.

When: When is content king in new media marketing? After determining the goal, you need to make a corresponding content plan. According to the core user groups, it needs to go through five stages, namely, problem perception stage, information search stage, product evaluation stage, product purchase stage and post-purchase evaluation stage.

How: So, around these five stages, we can push different types of dry goods content in different new media channels.

Where: Then, after you have the content, you need to put it in different channels. According to the typical user portraits of products, I know that when users perceive that they want to master the professional skills of new media operation and finally buy our products, the most commonly used information search channels are social media channels, such as Zhihu, WeChat official account, Xiaohongshu and Baidu, so my marketing content will mainly be in these channels.

At the same time, it is necessary to know the channels that users often use when purchasing similar products. You can put some free content in these channels, or you can put the products on them for some distribution.

Measurement and measurement. Optimization: monitoring and optimization Finally, marketing is often a process of continuous trial and optimization. In the whole process, no matter what content, when, where and so on. These need to constantly optimize iterations according to the data. For example, we can set up an excel table, locate the date changes horizontally, and locate new users and old users vertically, so that we can clearly monitor the contribution values of new users and old users and let us know what to do next. At the same time, in the promotion of Zhihu and Xiaohongshu, the reading volume of some articles is twice that of other articles, but the registration conversion rate is not much different from other articles. I can turn words into pictures or videos to improve the registration conversion rate.

So I will monitor the data all the time and make adjustments according to the marketing effect.