writing a new media marketing plan can be considered from 6W.

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

Who: at the same time, anyone should also know 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 target according to the company's historical operating data. But because I haven't entered the business yet, I don't know much about the historical situation. We can set a target to increase the range on the basis of historical data. For example, within one month, we can get 51% more views of articles from WeChat WeChat official account than before.

For example, if the historical data in the past is that you get 111 potential customers every month through new media channels, then your goal will be 111*151%=151 potential customers/month, which will also add some challenges to your work.

When: when is content king for new media marketing? After determining the goal, you need to make the corresponding content plan. According to the core user groups, it takes 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: where to go next? After you have the content, you need to put it into different channels. According to the portraits of typical users of products, I know that when users perceive that they want to master the professional skills of new media operations and finally buy our products, the most commonly used information search channels are social media channels, such as Zhihu, WeChat WeChat official account, Xiaohongshu and Baidu, so my marketing content will mainly be in these channels.

at the same time, know the channels that users often use when buying similar products, and you can put some free content in these channels, or you can put the products on them for distribution.

Measure & Optimize: Monitoring and Optimization Finally, marketing is often a process of continuous experiment and optimization. In the whole process, no matter what kind of content to do, when to do it, where to do it, etc., these need to be optimized and iterated constantly according to the data. For example, an excel table can be established to locate the date change horizontally and the new users and old users vertically, so that the contribution values of new users and old users can be clearly monitored, so that we can know what to do next. At the same time, in the promotion of Zhihu and Xiaohongshu, the reading volume of some articles is twice as much as 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.

therefore, I will monitor the data of the whole process and adjust it according to the marketing effect.