Startup company's marketing department is doing

With the launch of Jumeirah, the young team, averaging less than 30 years, put the company on the NYSE for the first time in just four years and exploded in the spotlight for team members The story is reported by major media. Every story that has made the Internet rich today has young people excited about less than 1% of the lucky, but the other 99% fail to ignore them .

The hardships started by startups are unimaginable to many people. The characteristics of this industry are very clear: the younger team, the rapid changes in the external market, financial plan, staying up late overtime is normal and so on, all the entrepreneurial team need to keep in forbearance, pain and happiness, just to wait for a long post-dormant products Can boil his head to survive. If the favorable conditions, and perhaps, among the IPO queue is the probability of being hit by a big egg.

Today is the third month that I joined the mobile Internet startup team, jumping into the mobile Internet industry from the management consulting industry and becoming an Internet newcomer to the startup team. Write this article is also considered the work of these three months combing and reflection.

Involved in the mobile Internet business, is a physical, endurance and intellectual triple play

I remember Jack Ma saying something wildly said: "Today is cruel, tomorrow is more cruel, the day after tomorrow is very good, but the vast majority of people die in tomorrow night, only those real heroes can see the day after tomorrow." Can really reflect the current fierce competitive mobile Internet entrepreneurship. Join startups, especially in the mobile social sector where App deaths are highest. For a person is really a physical, endurance, intellectual triple test.

Before reviewing the consulting industry experience, I was tired and tired when I was working about 60 hours a week. In the meantime, when I started a market in a start-up company and faced with the vagaries of the industry, I often joked with my friends that different intelligences can not be friends and do not work hard to create friends. Each 70+ hours a week has become a living normal.

Perhaps many of my friends will argue that starting a business does not require long overtime to succeed. However, when you are bullish than the products and teams than you work hard, you really have no way not to promote their own sprint acceleration, in this you do not know what the miracle of the industry tomorrow.

In the three months that I passed, I faced various colorful figures on a daily basis. I was sitting in front of my computer many times in the night and revising my PR manuscripts. Resource communication, non-stop search for the next explosion event, is to discuss a market event and a spread spectrum program, pulling small partners Brainstorming continuous, six hours are normal. But for me, getting into this highly competitive mobile social business was a once-unthinkable firm belief in a lost career.

When we talk about the market, mobile social entrepreneurship market are doing

Prior to Party B's work experience is to provide valuable advice to Party A and promote change to help Party A to make better management decisions. Once envious of the students who work in Party A market, you can generous burn and do extra benefits. When oneself in the start-up company's Party A, often emerge out of the money to spend more money than the sense of powerlessness of the sense of powerlessness, and mature companies to work or find outsourcing mode of operation different, start-up company budget stretched, so every An investment must be in the blade.

When I joined the company, there was only one commander in chief of the entire market, and we needed to work quickly to set up a working mechanism for each job. We put the work of the marketing department into: new media planning and operation, PR communication, project integration planning three modules.

First, the marketing of new media company's marketing strategy

About New Media We initially planned for the operation of Weibo and WeChat. For content strategy, we initially divided into:

Content planning need to be well positioned audience. Our analysis shows that the core users are primarily young people who love socializing and trying out fresh, so keep about three or so interesting content updates a day.

Must adhere to the output of original content. In the early stage of operation, we will seize the hot spots of the week or the day to follow up on weibo and maintain a certain degree of continuous innovation. However, in this section of user conversion, we are not doing very well at present. Perhaps this is related to the general environmental trend of Weibo. Here, I am also more willing to share more with friends who are interested in social marketing.

For WeChat, we are mainly used to mobilize the activity of existing users. We combine WeChat operations with product characteristics to divide daily content into six parts: gender content, combining product recommendations for UGC content aggregation, event communication and interaction, setting topic and user interaction quizzes, collecting fresh and interesting information, Prize quiz and other content mobilize users to voluntarily share and disseminate content.

Quality content also need to select the appropriate output channels. For the relatively closed WeChat platform, when the initial user base is small, it is more depressing is the output of high-quality content, but there is no better channel for the content output, and ultimately failed to achieve the desired effect of communication .

The key to the operation of new media's socialization is to digitize the content, spread the socialization, and deliver accurate information. However, only the small business partners who run the new media know each output of original content and how much their own brain cells have been burnt down. In particular, there is always an illusion that the contents of the copyrighted material will end up in sunshine life .

The data will speak. In the case of feeling the stones across the river, we must be sure to maintain the sensitivity of the data, you do not know how to measure the quality of your content and whether you are interested in the taste, the data will speak. Spend some time each week to carefully analyze the data behind each microblog, WeChat, you will find the high degree of communication behind the content of the meeting point and relevance. This is very conducive to their official microblogging, WeChat content quality improvement, operation is also more popular.

Second, the company's public relations strategy

For the start-up company's PR strategy and how to go? Our strategy is:

Keep a steady exposure with your daily documents. We regularly make a communication planning table, each month according to the company and product changes to decide what to pass the voice to the outside world, the proper expression and continuous content output will allow the company's exposure and industry attention gradually improve.

Maintain existing media resources and actively expand new resources. For journalists and media who are familiar with myself, I will continue to communicate and communicate with them and tell them what kind of things our team is doing. Convinced that only repeated communication, will the story of the flash polished to seize the heart. PR as a more timely sense of interest in the media point of interest, as the next report to sort out well prepared.

When the start-up company does not have enough funds for the PR, we need to carefully analyze what stage of development and progress, what kind of ways and resources need to be used to support the company's voice and opinions. Therefore, our own request is to have weekly plans to expand some new media resources so that we can have appropriate channels for supporting output afterwards.

PR is not a hard ad, it is important to learn to tell a moving story on the right path. Everyone in the Internet age is a source of dissemination. Regardless of Weibo Kol, WeChat public account, a column of a media website or major social networking sites, I have to study how to use these platforms to tell the story of a good brand. Conversely, UGC users will be the best channel for the brand.

In startups, being a PR needs to understand every aspect of the company well and then learn to deliver a powerful voice to the market, investors, and users, and the voice is not hurriedly advertised, but a topic is thrown Let everyone interested in your story, and lead you how to bring interest to your product up, the best form the industry's hot topic.

And at the end of the day, remember to evaluate the effectiveness of marketing communications, which may include coverage, clicks, reads, likes, and more. Each time the data will tell you what to do next time should be even more praise. The PR as a bridge connecting the inside and outside, it is best to hide in the middle of the user, in the depth of communication highlight the brand's personality.

The choice of channels determines the effectiveness of communication. What story to say, in which way to show the effect of communication will be the best, which is very important for the choice of channels. For example, for some interviews with the founders of the company, we may be more inclined to paper-based media with a high weight in the industry and related to finance and economics, which will be conducive to the spread of large-scale communications. For voice-generated products, we prefer the new type of media for science and technology in the industry Can cause faster focus; and for the topic of the news of the event, we prefer to choose a large portal site.

For self-media in this area, the strength varies, choose a neutral point of view and strength of self-media voice, after all, a good choice. But the cost of startups, is not the most cost-effective. For the TV media, choosing a show that matches your potential users is a quick way to get the product to explode. We are not involved yet, but next we are interested in watching this channel.

Third, start-up company's event marketing strategy

Internet company marketing is at the forefront of the department, start-up company marketing success or failure to make event marketing, use events to get more exposure, this is a direct way to reach your potential users a good way.

The event marketing is definitely a physical and mental work, which requires the entire team to maintain a keen sense of smell in the market, in addition to the need for strong execution, with certain media resources, events can be launched at the fastest speed.

The premise of event marketing must be that team members need daily access to a great deal of fresh information, integrating that information, and developing awareness-generating ideas that keep track of any flashing moments and share the clashes with members.

We will immediately brainstorm the creative dots where products can be affixed, make inferences about the incident, and if it is determined that the solution is viable, immediately make a communication plan that matches it, start the project budget, and prepare the channel Resources.

I think in the mobile Internet industry, the startup market is suitable for multi-faceted attacks, trying to make every conceivable way and maximizing the brand's effect with minimal effort. Of the 100 methods I came up with, I tried out one of the most effective ways to get rid of 99 of them. I concentrated my resources on a possible point of eruption and constantly magnified, analyzed and awaited the outbreak. Ultimately attract more registered users, improve their market share.

Case Study of Real Estate Marketing Based on Marketing. We found that the industry leader did a series of white washed-out posters, but I think the posters were so white-washed. So team members think this is a very good opportunity for the occasion of marketing.

After a short discussion, everyone agreed on the program of events and started to work on the copy. In the evening, several sets of copy files were discussed for discussion and confirmation, and the designers began to prepare posters. Marketing began to spread the program and budget, which to use which microblogging, the use of which media resources, how to set the point of transmission and so on.

Less than 48 hours before and after, we launched for the boss washing the white poster, according to the exposure and spread to measure the homeopathic marketing, our product platform positioning has been well spread. So as a market person, if you think time is a trivial trivial matter, that is a dangerous signal because the detonation of an incident may win at a good time.

In the management consulting industry more than two years, the mobile Internet market to make the transition and the brand may seem across the board, but I feel in the following three areas are interoperable:

1, let yourself have a quick learning ability: the market needs to quickly grasp many aspects of knowledge, the daily small discovery may be able to integrate into a creative event. There is something about marketing, media, creativity, user psychology, etc., so be sure to ask yourself to keep learning and progressing. It is advisable to focus on the latest news events every day, Reading volume to do their own knowledge reserve.

2, pay attention to the practice and conclusion of each event: In the mobile Internet industry, the most difficult and most attractive place is that you do not know in the next minute and what is the explosion of major events that will allow you to get involved. So before you go to the real market, in the premise of a certain knowledge reserve, start-up companies need to continue to use small events to cut into and explore the market, success or failure, at the end of each incident need to go deep reflection , Finally formed a sharp case. Each student can experience the growth in the case.

3, learn to communicate effectively with various groups of people: start-ups, a market who need three heads and six arms. You need to understand the user, understand the product, understand marketing, understand creativity. It's all based on how you want to go, how to interact with people, and how to build effective learning and industry circles. You can not just sit in your office and keep your car behind closed doors. Maybe hard thinking of the program In communication with people chat, you will find new directions and creative point.

This bit of retrospective about joining the startup three months to make a market is finally coming to an end. As for why we should abandon the original better environment to join a start-up company, because we gradually find ourselves in growth, the material is endless.

When you think someone else's BENZ is good, someone will come out to tell you that it is far worse than Bugatti. When you think you are in the first class is very Niubi, others may have opened a private jet early. You will be surrounded by a lot of insecurity anxiety, in fact, perhaps just the wrong direction to think back.

Your happiness is there, but it has been beyond the material, you can really do something you want to try, and then hard and how, the dream of the rise of each product, you have predicted ?!