Market operation of Internet products

The two years of Internet products, mobile Internet products homogeneity is very serious, many good products once online in a short time will be a lot of competitors emerge. Of course, products to be truly valuable, product experience to do good enough, these are the most basic. Then the operation of the market is a key factor in deciding whether you can stand out.

In here I said the operation refers to the Internet product operation, content operation, user operation, which said the market is how to use various means to attract users to your website, install your application, from a browser, curiosity to become a user.

How to promote the operation means

For a year or two the Internet's product operators and extension staff, when it comes to the operation and promotion of the General people can talk about a few hours. As far as marketing is concerned, early fixed-point invitations, online advertising, including brand advertising, navigation sites, CPC ads, CPA ads, forum marketing, including the size of the forum, bar, etc., knowledge marketing (Baidu know, Yahoo Knowledge Hall, Sina love to ask), Sina Weibo, QQ space and other social media and social platforms on the marketing, Each mobile end channel promotion, exchange a variety of links, as well as a variety of cooperative brand activities, and even go offline with your target users directly communicate, put them one by one pull up and so on.

My understanding of the operation is to do a good job of content, the content you want to let users see to their eyes, can seize the platform users of the hotspot. Good users, new users come in when we guide the use of various functions, how to guide them to produce content, how to guide them to interact with other users, how we are graded, different levels of users how we maintain, how to build user models, how to promote and maintain user activity, How to prevent the loss of users, how to deal with the pre-lost users and lost users; How to do the data analysis, identify the relevant data nodes and definitions, through the analysis of the data to the product, operation, market reasonable feedback and support and so on.

The above is a few Huo, for professionals is a basic knowledge. I think the basic way is not to jump out of the above I said these range, and that many people are not I have mastered the whole market operation, in fact, is not as the above is just the basis, this is not what I want to say today's focus. Many people think that mastering these methods is already an expert, but there is still a long distance from experts, in this distance there are many things are not knowledge can be created, and more is experience. I want to say three points below: Trial and error, rhythm, in place.

Trial and Error

The basic mode of operation of the market basically can not jump out of the range mentioned above, for a theory enthusiasts, at the beginning no matter 3,721 of the above all the visit to practice, finally seemingly busy actually inaction, this is also the most terrible thing. There are so many ways, but different types of products require different approaches.

The first one is to think about what your target users are, where these people are going to haunt, and how we can reach them. On this basis we have to choose the appropriate way to verify our ideas, which speaks of the previous trial and error. Maybe we don't know what the real good way is, what the real good source channel is, but we can try it wrong. By using small, small-scale tests to quickly find the best way and the best channel for the current product, I call this process a complex simplification. The next step is to continue to repeat these ways, to constantly optimize, to maintain these channels continuously, this process I call simple things to repeat. So market operation is a very hard work, there are a lot of trivial repetitive work to carry out.

When it comes to the cost of trial and error is not low, we can not try all the way to determine which is good or bad, and eventually miss many opportunities. So it is very important to try to determine the indicators of measurement, to achieve the target is a good way to good channels. At the same time be sensitive to the data, sensitive to the subtle, in a very small place to find trends.

The most fundamental way to try and make mistakes is to tell us what we can and can't do.

Rhythm

Found the right way and the right channel is not all of the shop, recently on the micro-letter products have a lot of discussions in the industry is unanimously affirmed that the rhythm of the product Zhangxiaolong good, but also for the market operation we have to find a good rhythm.

Determine what you can and can't do, and then how to go next. There are some ways we should use them at first, and some ways we have to wait for the back to be used, which is just another level of argument. Early waste, late missing, so the timing is the most important.

The basic rhythm is to tell us what to do first and then do.

Place

A lot of people have done a lot of work and implemented many different methods, but they have not achieved very good results. The reason is that doing things is not equal to doing a good job. Earlier also mentioned that the operation of the market a lot of work needs to be repeated to do things, there are a lot of very meticulous work, may be a slight change in one aspect will bring a very big improvement.

In the case of an advertisement, determine the position of the advertisement, delivery time, advertising material, advertising creative, advertising copy, landing page design and user guidance, the data analysis and adjustment in the launch and so this is a very small project on no less than 7 links, each link will result in a significant impact, a lot of it is easy to become a mere formality , no more in-depth consideration of these links. Master is often in these details to do good, they look at what kind of material good, what kind of copy good. More links, more details, very easy to forget, but for professionals, for the master, I feel that they can be very from macro to micro, this thing has several modules, each module concrete how to do, what degree is the best, which link is the risk point, which links are prone to problems, are contained in the head. This is in place, and everything we do is not just done, but it is done deep, and finally formed a set of completed mechanisms and norms.

The fundamental thing in place is to tell us how things should be done to elevate to a higher level.

The above is my own experience and communication with friends in the process, feel the deepest three points. Because see a lot of people into the methodology, always say I change how to do, there are ways and channels to do. In fact, the way and channels are not the most important, it is important that you find the most suitable for their products channels and methods, master the rhythm, to do things in place. Of course, these only rely on a number of basic knowledge is not achieved, more is to be in the actual exploration to think, what is called experience is in these processes you think about the formation of logic and understanding.