Recently in the new media operation circle, I saw a very thoughtful question. How to choose promotion channels for new media operation? Many people's answer to this question is: cast a wide net, lay channels, as long as you can attract traffic, can increase the powder can be done. Here, I do not make any comments, I just want to talk to you about the method. From the marketing thinking, I have always believed that the process of selecting new media promotion channels is equal to the process of qualitative publicity effects. What does this sentence mean? At different stages of the product, the new media operation and promotion channels need to assess the overall operation effect through the content that hits the user's pain points + effective data testing. Therefore, not all products follow the crowd, which channel is hot to do which. Choosing the most appropriate new media promotion channels, we need to double control the operational thinking and operational results at different stages of the product. Well, here are some dry goods. If you think the content is a bit interesting, welcome to collect, slowly read. Suppose, now into a startup company to do new media operation work. This company's product is in the development period, how to choose the promotion channel?01 clear operation goals set thinking new media operation how to choose the promotion channel? In the product development period, as a new media operation to consider the following questions: what are the free channels for new media promotion channels? For example, Zhihu, Simple Book, Douban, etc.. What are the paid channels for new media promotion channels? For example, microblogging fan pass, weibo advertisers and so on. What are the operational goals of the company's ratios? For example, the requirement is to bring 2W+ effective traffic to the website in 3 months. Because it is the product development period, so a few channels to do specialization, continue to bring effective traffic. This is the new media operation work should be considered to promote the goal.02 choose the core channel to do specialization new media operation how to choose the promotion channel? Since the goal is clear, the next step is how to choose the core channel. Here, to recommend a core channel operation method: (1) way: choose 1-2 channels to do specialization, digging the first channel of traffic to choose WeChat. To do the content is: do different article type test, do community operation activities, do custom menu, develop interface, do keyword guide and so on. The second channel to choose microblogging. The content to be done is: microblogging fan pass, microblogging topic content, KOL recommendation, fan headlines and so on. (2) Time: 1-2 months (3) free channel/paid channel to reasonably develop the test cycle of each specific way within the channel. Take the public number as an example and do different article contents. Test which content users have high reading volume, high forwarding volume, and high message liking rate. Determine the user's point of interest and do specialized content. Take fan pass as an example, according to different account dimensions, different geographical dimensions, different content maintenance, different information dimensions, observe the user activity. (3) Recycling data, splashing money on the best promotion channels Recycling data is a qualitative to quantitative process. From determining the target, decomposing the target, testing the results to ultimately determine which channels bring better traffic diversion effect to the website. Therefore, this time you can spend the operating costs on the knife edge, as far as possible to go to the two channels to do specialization.03 product different stages have methods of new media operation how to choose the promotion channel? In the early stages of the product, development and maturity have different channel operation methods, in summary: product germination (pavement): multiple channel selection + user quality + data recovery + rapid results product development period (do specialization): core channels + user quality + stable diversion + continuous results product maturity (do specialization + pavement): multi-channel + user quality + stable diversion + continuous results well. Here is some simple summary for you. Regardless of which product stage you experience, keep these principles in mind.1, the first effect of the use of more channels does not mean that the effect of diversion is good. Need to focus on the most effective channels to get effective traffic, do not be greedy, the effect of the first, data analysis will tell you the results. 2, do not earn money when you do not consider the brand channel products do not need to consider the brand advertising in the early stages. We are happy to see the brand advertising has been a very large company or to get the tycoon investment company, does not mean that small companies can toss up. 3, the effect of good channels to dig in the end if there is a channel can bring you a good channel of diversion, then eat the channel, so that it brings you the greatest value. 4, the flow of traffic to obtain the process of updating the flow of channels and increase the number of channels is regarded as a "Champagne tower" pouring process, to fill a channel, and then go to the next channel.