For these three blocks, we plan from three aspects: team configuration, stage goal and core strategy.
How to plan the team for Internet financial traffic operation?
For market-oriented companies, the market is responsible for the flow; For companies that re-operate, operations are responsible for traffic and products are also operating. The former is directly led by the market vp, while the latter is led by the operation vp. The main difference between them is that when the market is responsible for traffic, brand public relations and social marketing can play a better synergy, while when the operation is responsible for traffic, event planning and product operation can play a better coordination role.
No matter which architecture is adopted, the Internet financial traffic operation team can adopt the following post settings.
Core skills and KPI requirements for each position:
SEM Manager: I am very familiar with the background operation of SEM, have an independent understanding of the search traffic distribution mechanism, and give priority to putting in more than 6.5438 million budget accounts every day, with excellent data analysis ability;
KPI requirements: responsible for omni-channel SEM, navigation and network alliance; Continuously improve the ranking of search users within the controllable cost;
SEO Manager: Familiar with search engine optimization, able to build a group of websites independently, having webmaster experience, and knowing ASO skills is preferred;
KPI requirements: responsible for the natural ranking of pc and wireless in search engines; Negative monitoring deletion; Core user community marketing;
DSP manager: familiar with the delivery skills of mainstream super advertising platforms, with strong business negotiation skills and excellent data analysis skills;
KPI requirements: responsible for the launch of platforms such as Guangdiantong, Sina, Today and Zhihui Push; Work with agents to continuously optimize user quality and cost;
APP manager: familiar with the rules of major app stores, have certain contacts in app stores, be familiar with CPD/CPT/CPS, have certain ASO practical experience, have pre-installed mobile phones, and corporate cooperation is preferred;
KPI requirements: APP download/activation/registration amount; Input-output ratio;
Business manager: excellent business negotiation skills, experience in business cooperation in large enterprises is preferred, and good cost awareness;
KPI requirements: number of cooperative enterprises per month; Input-output ratio;
New media manager: experience in editing financial media is preferred, and he has a certain understanding of user operation and event planning;
KPI requirements: number of active fans; Forward exchange rate; Add a new registered user;
Planning manager: excellent copywriting planning ability, good design aesthetic ability, experience in independent website and theme planning is preferred, ability in event planning is preferred, and independent understanding of content marketing;
KPI requirements: number of theme plans/theme conversion rate; Activity planning/activity conversion rate; Event marketing;
Ground Push Manager: Experience in O2O ground push is preferred, love outdoor activities and excellent communication skills;
KPI requirements: APP download/activation/registration amount; Input-output ratio.
Among them, SEM+SEO+DSP+ planning manager forms a digital marketing team, SEM, SEO and DSP are responsible for introducing traffic, and the planning manager provides and optimizes PC and wireless promotion pages to plan various event marketing; APP promotion manager is mainly responsible for advertising and cooperation in ASO and APP store, mobile phone pre-installation, super app exchange, etc. The business manager is mainly responsible for cross-industry cooperation, carrying out various activities with well-known enterprises, and needs to dock with the event operation manager; The new media manager is mainly responsible for content output, keeping the product making its own voice on social media; The push manager independently pulls down the online download and registration of new users.
Since the beginning of this year, the internet financial market has been very hot. As mentioned above, many companies directly launch various brand advertisements with heavy money, bombarding users through traditional advertisements such as TV, subway, focus and cinema, which greatly enhances product popularity in a short period of time. However, it is not optimistic in terms of user acquisition cost, user retention rate and late activity. Personally, I prefer the above-mentioned team configuration, which can not only gain a large number of seed users quickly, but also make its own voice in the market through business cooperation, new media marketing and event marketing. If I can maintain good coordination with the brand department, I can complete the final performance target and brand building requirements at the same time.
What is the goal of Internet finance to do traffic?
I think there are two core goals: to obtain a large number of seed users; Establish user decision-making channels.
There are many supporting reasons, for example, the number of active users on the platform decreases after the life cycle of old users declines, and new high-quality users need to be introduced. Users can decide the channel layout and gradually form a comprehensive market communication matrix. Seed users have reached a certain order of magnitude and formed enough self-growth. There are many things here.
Any product wants users to enter and stay. Doing traffic means pulling in the target users, and then retaining users through activities and product operations. So, how do users get in?
Let's briefly analyze the user source:
We find that the accuracy of traffic is very important in triggering users' interest. At this time, it is necessary to give full play to the professionalism of the digital marketing team in traffic operation, rather than simply buying traffic.
How do users make decisions after they come into contact with product information through the above paths?
In the process of influencing users' decision-making, it is very important to lay out the information decision-making channels of core users. For example, to ensure that brand traffic is not lost (refer to the previous article, you strive to be a brand, and I secretly grab traffic), such as the layout of third-party platforms, mainly because of the decision-making habits of advanced users. In addition, brand building, web design and other aspects have also deeply affected the decision-making results of users.
Typical user behaviors can be summarized as follows:
As can be seen from the above, establishing a user decision channel is one of the core goals of traffic.
However, our ultimate goal must be to achieve the ultimate performance task. For example, this year's target is 20 billion yuan, broken down into Racine10.2 million investment users, so how to plan the targets in each stage?
I talked about how to measure CAC in the methodology of tens of millions of channel operations, so I won't go into details here. When calculating the acquisition cost of a single user, we can calculate the total budget, the corresponding total number of registered users and the registered investment rate, which can be refined to the approximate order of magnitude of each channel. Next, start to determine the goals of each stage.
We all know the funnel principle, and users are constantly losing from step-by-step behaviors such as clicking, downloading, registering, investing, reinvesting and spreading. At the initial stage of the product, after new users register, the investment behavior and reinvestment behavior of users are seriously lost because of the lack of attractiveness of brands and activities. Therefore, in the early stage, we should try our best to lock in accurate traffic, pull seed users and lay out key decision-making channels for users. Expand the magnitude of each channel in the medium term, and look at revenue and ROI in the later period.
From this, we can plan our goals in three stages:
Initial term: three months
Target: 65438+500,000 investment users.
Core strategy: lock in investment customers with strong demand.
Assessment indicators: registration cost and investment cost.
Marketing strategy: the key decision-making channel for users' investment
Marketing focus: search omni-channel, seo, ASO, WeChat large, word-of-mouth marketing, and third-party platforms.
Development cycle: six months
Target: 50,000 investment users
Core strategy: lock in medium-demand investment customers
Assessment indicators: number of new investors, investment cost and brand index.
Marketing strategy: strengthen product exposure and enhance market discourse power.
Marketing focus: BD cooperation, search product specialization, popular keyword coverage, navigation, network alliance, information flow, DSP, CPA/CPS, application market payment activities, CPD/CPT, and WeChat size.
Maturity time: three months
Target: 55,000 investment users, and the ROI will reach 20~50 (see platform revenue for specific figures).
Core strategy: ROI requires maximizing internal orders.
Assessment indicators: return on investment, brand index and natural growth rate.
Marketing strategy: further enhance the brand and market image.
Marketing focus: BD cooperation, brand advertising, WeChat KOL deep cooperation, WeChat circle of friends, WeChat personal circle of friends, theme activities, content marketing.
According to the above phased planning, in the actual implementation process, it needs to be constantly adjusted. The role of data analysis has been mentioned in the methodology of tens of millions of channel operations before. According to the core indicators and actual delivery data of each stage as the analysis basis, the proportion and delivery strategy of each channel are constantly adjusted to achieve the goal of phased completion or even overfulfilling.
Attached is a copy of the relationship between the traffic level of mainstream online channels and ROI for reference only.
What is the core strategy of Internet finance to do traffic?
In fact, team configuration and phased goal planning are only the first step, and they are far from landing. Because of the fierce competition, in the actual operation process, we often find that the results are far from the target, unless we can have a deep understanding of the current traffic competition before implementation and make some predictions about the future traffic trend.
I talked about the current situation of p2p traffic in How to Do Internet Finance Well (I). The so-called know yourself and know yourself, win every battle, learn from the advantages of competitors, avoid the mistakes they have made, and implement them efficiently in order to achieve the ultimate goal.
Judging from the current situation, the traffic faction has done a good job, and the full contact bombing mode has also achieved amazing results in a short time. By analyzing the advantages and disadvantages of various modes, we found some problems:
1, the channel is not perfect. Some enterprises pay too much attention to PC, and the mobile terminal starts too late.
2. The efficiency is too low. Many channels have been tasted, but they have not gone deep, and the order of magnitude cannot be amplified.
3. The user is inaccurate. The registration cost is low, but the investment cost is high; Or the investment cost is low, but the ROI is low, partly because the channel is not healthy enough.
4. Lack of brand thinking. Only focus on innovation, but ignore the content output, visual design, and even no clear marketing positioning, resulting in insufficient user activity and contribution.
This team is not competitive. Can only buy traffic and simply throw it away, lacking the core ability to control and optimize traffic; The execution speed is slow, so you can't fight hard; Lack of adaptability and solving ability.
After finding the problem, we need to make some predictions about the future traffic. For example, the importance of ASO in traffic, mobile traffic is becoming more and more important, independent third-party financial information platforms may rise, the maturity of WeChat advertising platform will accelerate, the possibility of bidding advertisements using market keywords will appear, and paid advertisements in APPSTORE will be open. From the trend point of view, Beijing's internet finance has developed relatively fast, and its layout on the mobile side is also relatively early. Some companies directly guide users to download apps instead of registering PCs and WAP now.
In view of the above problems and pre-judgment, we can solve them through the following core strategies.
First, let's look at the following formula:
Turnover is determined by the above core factors, and the quality of traffic operation directly determines the click UV and registration conversion rate, and to some extent determines the investment conversion rate and per capita ARPU value. For example, the relationship between ROI and channel magnitude, such as Guangdiantong and Sina Fuyi, has low click cost and relatively low investment cost, but the investment conversion rate and per capita ARPU value are also relatively low. Therefore, in addition to ensuring high click UV and registration conversion rate, traffic operation also needs to strictly control the proportion of each channel to ensure the health of users of the whole platform.
Strategy 1: Maximize the flow accurately.
The accurate maximization of traffic is reflected in three points: accurate target users; Maximize the channel amplitude; CPC minimization
Analyze the attributes of target users, make decisions on the layout of user information channels, conduct regular data analysis, optimize regions, people, advertising materials and core consumption schemes, and increase the traffic ratio of high conversion materials and schemes.
Understand the traffic level of each channel, the display probability of various advertising spaces, user browsing behavior, etc. And maximize the channel level. There are many ways to reduce CPC, such as getting high discounts in business negotiations, optimizing the quality of advertisements and getting more clicks at lower prices.
To some extent, the accurate maximization of traffic is the core strategy of traffic operation, and it is also the only way for small platforms to move towards large platforms. When the two platforms compete with each other, because resources are transparent, everyone is not short of funds, which is better than controlling traffic. Compared with the latter content marketing, it is more important to maximize the traffic accurately. This is one of the core competencies of the person in charge of promotion. In the process of project management, I have been thinking about this problem, such as how to grab other people's brand traffic with less money, how to reach the best users, how to maximize the traffic of high-quality channels, how to reduce the overall average cost by maximizing the traffic of major channels, and achieve a healthy and stable state.
If the quality of a channel is very good, we analyze the efforts of competitors in the first, second and third echelons, and the daily average traffic of this channel is roughly in the order of magnitude. For example, we analyze the traffic of hot words such as financial management and investment, and evaluate the number of users that the search channel can reach every day. Suppose we want to occupy 1% of the total traffic, how much do we need to invest? What traffic do you want to lay out? How much exposure and clicks did you get?
The workload of this piece is huge, and it is also the core competitiveness of the traffic operation team. In the third article, the operation skills of mainstream promotion channels are elaborated in detail.
Strategy 2: Marketing differentiation
When it comes to marketing differentiation, it is actually that people have me and people have nothing. For example, if competitors have new standards, then I have to follow up. For example, the marketing pages of competitors are very good, we can copy them, and the content and design can be used for reference. If his brand appeal is weak, then I will strengthen the brand appeal; If his content is simple, I will enrich the content of the page.
Marketing differentiation is mainly reflected in content marketing, which falls on promotion page, registration page, investment promotion page and so on. On the one hand, different content marketing should be carried out according to different delivery channels. For example, the promotion pages of wireless and PC are very different. PC is naturally suitable for information and brand display, while wireless is naturally suitable for interaction and not for reading. Then wireless should be simple and generous, and registration is also very convenient. And PC is more suitable for highlighting product features, brand positioning, user reputation and so on. , strengthen user guidance and persuasion, and enhance user trust. On the other hand, the same channel should also develop different content marketing, such as search channel. The pages we use to put in the brand area are often different from those used to put keywords. Putting competitive words often requires activities and red envelope pages to stimulate users.
Marketing differentiation is very important, which can not only improve the registration rate, but also shape the brand trust to a certain extent, so that users can trust you and generate investment. The content should be differentiated and the design should be branded.
Strategy 3: stereoscopic communication+sharing communication
As mentioned above, different users have different behaviors when obtaining information and making purchase decisions. For small white users, through WeChat large+news reading, arouse their interest; For users who are interested in financial management, layout in keyword search, ASO, SEO, forum word of mouth, etc. For registered or investment users, it is arranged in channels such as brand word search, price comparison platform, third-party information platform and ASO. We will spread it from the links before users know, after registration and after investment. No matter where users are interested and make information decisions, they can enter our platform. Next, we should consider how to keep them.
Sharing communication is mainly reflected in large-scale promotion or public relations activities, and the sharing communication mechanism should be done well. We once put an advertisement in the circle of friends of real people, and the effect was not bad. Now that everyone is a media, making good use of sharing communication can make market communication more efficient.
Strategy 4: Content+Mobile Strategy
Internet finance is in full swing, and users will face a problem in the future. How to choose a suitable financial product becomes very difficult. Then the third-party independent financial information platform will have the opportunity to be taken seriously, including the financial planner platform. In the past PC era, third-party independent information websites became popular. Users learn professional product information through the third-party information platform, exchange and learn from each other, and finally make rational purchase decisions.
The layout of the third-party independent financial information platform can promote its own enterprise products in the early stage and grow independently in the later stage.
The mobile strategy is mainly reflected in the emphasis on APP download activation, such as directly pushing APP download, attaching importance to mobile traffic, and laying out all kinds of small and medium-sized APP traffic, including paid promotion in the application market, deep marketing of WeChat (KOL deep cooperation, large-scale cooperation, self-built new media center, etc.). ). In the future, the proportion of mobile traffic will be higher, and the quality and effect will be much higher than that of PC. Aso will be crucial for some time.
The above four core strategies are the key to the whole traffic operation and the core of the implementation of the ultimate goal.
In addition, it is also important to continuously improve the efficiency of the team. Team is the magic weapon of victory. Putting the right people in the right place can exert great energy. Only when a team truly achieves integration and unity can it exert its greatest energy.
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1. There are big cows in the fields of operation, planning and marketing in the group, and there are heated discussions on topics in related fields every day, so that everyone can learn together and make progress together.
2. Bian Xiao will collect the questions of the team members and organize them to discuss and solve them regularly.
3. Organize offline meetings and exchanges.
4. Share resources and contacts. The community will share dry goods information in related fields in the form of network disk from time to time.
5. others. . .