1. Set goals

Generally speaking, there are several principles for setting goals:

1. If you can directly obtain data from a third-party platform as a goal , directly use the background target data value as a reference, such as WeChat and Weibo.

2. The third-party platform cannot present you with data as target guidance. It can be handed over to the technical department to create a statistical reporting system for monitoring. You can start with daily indicators, and then extend to weekly, monthly, quarterly, and yearly statistics.

New media marketing

3. The team needs to have an ultimate goal.

For example, for O2O projects, the ultimate goal of the team is the daily order volume.

For example, for a tool-based APP, the ultimate goal of the team is the daily activity rate.

4. Each department breaks down the goals:

Business goals: X pieces of content per week, of which X pieces are original.

Result target: Weibo exposure and fan growth rate compared with the previous month.

5. Goal setting should not be too general, but should have specific numbers.

For example: The target for the current month is the average daily new activations from 8,000 to 12,000, and the registration conversion rate is 40%.

2. Make a budget

? Make a budget according to the promotion plan, and make a budget for the promotion details involved in each promotion cycle. The more detailed the budget, the better, and the more controllable it is. Stronger, the execution effect is more obvious.

? New media operations are efficient and systematic coordination work to achieve goals/objectives, so it is recommended that you need to pay attention to, study, and study related systems to build your own system; rather than Only focus on issues that the company and the boss care about, such as budget, publication schedule, and cost-effectiveness.

3. Write a plan

1. Promotion overall strategy (method + execution)

Test the most effective promotion method and concentrate superior resources on a possible outbreak Click on it, keep zooming in, keep analyzing, until it explodes.

Wherever the target consumers are concentrated, our marketing will be concentrated there.

2. Seed user period

1,000 seed fans for one month, controllable within the region.

Characteristics of seed users: frequent interactions, helping you actively promote your official account, and often providing effective opinions and suggestions for your official account.

Promotion methods: industry friends, colleagues, partners, invitation mechanism, supplier introduction, advertising in business districts, communities, schools, office buildings; industry friends, colleagues, partners, mobilize colleagues and friends around you, Partners join the experience.

WeChat group management: Establish 2 WeChat groups with 500 individuals, manage seed users, and collect product user opinions.

3. Initial user period

In the initial promotion period, you should try various promotion channels to find the channel you are best at, so that your fans will naturally grow every day, and finally achieve your goals.

The advantage of having channels is that you can get stable fans every day, instead of getting 500 fans in one day and no fans paying attention in three days.

Methods: Weibo to attract traffic; joining groups to attract traffic; trumpet traffic; building your own official WeChat group; event planning; local public accounts, Weibo, communities, websites and other channels.

4. Brand promotion period

A. Continue the "initial user period" promotion method to steadily obtain daily traffic.

B. Cooperation with local O2O service accounts or APPs. After initial promotion, a certain number of fans has been accumulated and can be promoted together with local O2O.

C. Ground promotion, you can cooperate with shopping malls, schools, communities and other business districts to plan and promote offline activities.

D. To participate in industry conferences and exhibitions, you can participate in some industry conferences and exhibitions, bring QR codes, and make WeChat marketing plans.

E. Join local industry alliances to promote products and promote service accounts’ local brand awareness.