Before sharing, let's think about a few questions:
1. What will the boss pay more attention to in the business plan?
In addition to being valuable, the business plan should satisfy the boss, otherwise you can only be incompetent. What kind of scheme does the boss generally like? Here are my own thoughts:
1, speak vernacular: don't be so tall, it's useless for the boss to understand what others don't understand;
2. Use more charts or tables: Their advantage is that they are intuitive and easy to understand. Refined charts or tables can enhance your impression in the boss's mind.
3. Clear effect prediction: not many words, and finally there is not even an expected goal. The implication is, what do you want to achieve with such a plan?
4, time, time, time! Why say it three times? Any plan should have a time limit to let the boss know what it is.
Second, what kind of website operation scheme is valuable?
To sum up, all schemes that can be implemented and improve the conversion rate are valuable. In fact, this is the ultimate goal of all business plans. This is the general direction of our website operation. Remember that all website operation decisions are aimed at improving the conversion rate!
3. What are the benefits of a business plan that satisfies the boss?
This is good for you. At first, when you haven't made any achievements, why should the boss affirm you, recognize you and work hard? Overtime? That only shows that you are a diligent child. Is it enough to be diligent in the company?
A complete and systematic operation plan can make the boss more or less affirm your ability and make him trust you to do things. First of all, you won the battle from the beginning. If the latter scheme is implemented effectively and the attitude is serious, are you worried that the boss will not recognize your ability? Still worried about not having a say in the company?
Secondly, a clear website operation plan can help us find the direction in our work, know what the goal is and what to accomplish in each step. Next, we need to track the effect and fine-tune it according to the actual situation.
Well, after talking about this, I believe you also want to plan your own business plan and improve your position in the company now. Don't worry, the following is a formal sharing of my business plan planning ideas for reference only:
First, the current problems in website operation
Finding out the existing problems is the first step, which is the same as the positioning in drainage work. Only by finding out the problem can we find out which direction to start!
In fact, many business friends know this problem. But where is the real obstacle? Here are some suggestions:
1), what is the daily visitor flow of the website? Is it enough? Is there room for improvement?
2) Is the bounce rate of the website high? If so, what are the reasons?
3) What is the overall conversion rate? Why do people come and leave? Why is there no transformation?
4) Unreasonable distribution of existing operators? If you improve your work efficiency?
5) The data analysis of the website is not timely and complete. Is there any practical guiding significance?
Second, the analysis of market competitors
As the saying goes: know yourself and know yourself, and you will win every battle! A qualified operator should learn from the successful experience of others and avoid the failure trap of others. In this link, the operation plan must reflect the following points:
1), direct competitor analysis
2) Analysis of potential competitors
3), its own advantages and disadvantages
4), the later operation direction analysis
Here comes the problem. What's your analysis of your competitors? You can start from the following aspects:
1, the weight of the website in the search engine, you can use the webmaster tool;
2. Did your opponent advertise outside? We can query this through the domain description related to search engines;
3. Does the opponent operate any new media accounts, and how much does the article read?
4. Check each other's website, official website, to see if the company has business cooperation.
4. You can pretend to consult users and chat with competitor customer service directly to understand the situation.
It should be noted that if the plan can be clearly described by charts or tables, try to use this form. The boss prefers this intuitive expression, and detailed charts are also the time to enhance your strength.
Third, the specific operating rules
Operating rules mainly explain how to implement and do your operating plan. In fact, the previous problem analysis and competitor analysis are all preparing for us to finally formulate specific operational strategies. Well, the following content is more meaningful for you to complete an operation plan!
1, drainage strategy:
As the name implies, it is to find the right person. Only by selling the products to the right people can the conversion rate be guaranteed. How to plan a complete drainage plan, at least you should ask yourself these questions:
1), what is the target user population like?
2) Where are the target users? What are your online habits?
3) Is there any way to get their attention? That is what we usually call "bait". For example, SEO, soft text marketing, creative copywriting, preferential activities and so on;
4) Where do we want users to drain?
2. Retention policy:
Why is retention important? Imagine, if the user comes and finally leaves, I want to ask you, what is the significance of drainage? And retention is also an easily overlooked part of many website operations;
So, how do we plan the retention plan? At least the following aspects should be included:
1), with what to install users? Some users like to communicate, others like to read, so what kind of container carrier is most suitable for them?
2) Content maintenance: Can users continue to provide them with valuable content after they come? What kind of content is valuable to users? How to push it better? What kind of layout can users accept? ...
3) Answer users' questions: do a good job in user consultation, and the response speed reflects the company's work efficiency and determines your impression in the eyes of users;
4), preferential activities: often do some meaningful activities to promote themselves, but also maintain continuous interaction with users;
5) Activity budget input: Since the activity may involve expenses, this item should also be taken into account;
3. Transformation strategy:
If users stay, the next job is to stimulate transformation, which is our ultimate goal. In the transformation plan, I also give you some suggestions:
1), transformation mode analysis: What is your transformation goal? Register, download, play and consult?
2), sales speech training: how to connect sales, grasp the needs of users, and formulate targeted sales speech?
3) Analysis of stimulating conversion factors: list all the factors that you can think of to stimulate user conversion, and then screen the attempts;
4. Optimization strategy:
Many people think that after the implementation of the previous operation strategy, the work will be over. In fact, there are more important data analysis and strategy adjustment work behind, which is why the position of data analysis engineer has been fragrant all the way in recent years, so we often hear the operation theory: data trend decision;
So how do we make a data analysis plan? It should include the following aspects:
1), website basic data index analysis: such as Pv, Uv, traffic, source analysis, clickstream, heat map, bounce rate, retention rate, conversion rate, etc.
2) Statistics of sales data: Why do you need to know sales data? Because you need to count the conversion rate. Through the sales data, you can also know the user's purchase cycle and off-season, so as to know the promotion decision.
3) Conversion data tracking settings: different conversion targets correspond to different data tracking;
4) Website conversion rate: The higher the website conversion rate, the stronger the profitability;
5) Problem analysis and strategy adjustment: keep looking for problems, adjust the operation strategy in time when problems are found, and do it again and again, which is what a qualified operator should do;
Four. Operator's work arrangement
Sometimes a 90-point operation plan is a mess, and the effect can only get 60 points at most, but a 70-point plan is very effective, and the effect may be beyond imagination!
So when we work out the detailed rules of website operation, the most important thing is to arrange people to implement it. Don't underestimate this step. No matter how good the plan is, the personnel arrangement is not in place, and it is no use in the end.
In fact, in the daily operation of the website, the following categories of people directly participate in the division of labor:
Note: this is an idealized state refinement. In reality, the overlapping rate between personnel responsibilities is very large. We will analyze this situation later!
1), content editor
According to the type of operation, content operation is a very important part. What kind of content should we use to attract users before they come to your website? Users have come, what kind of content should we use to keep them? These things need comprehensive control of website operation, assisted by content editing;
In the early days, the content editing in website operation was mostly concentrated on PC websites, which is what we often call website editing. But the content editing we are talking about here is not limited to websites. Because of the diversity of users' carriers, content editing in website operation is not just the editing of website content at present. Many small companies want to control costs or have unclear concepts, and these tasks are all done by one person.
At present, content editing is mainly divided into: website editing and new media editing; On the surface, these two positions are all creative contents, but in fact, the way of thinking is still very different; So who is suitable for doing things also needs a simple balance.
A, website editing is mainly aimed at the main body of the website, the main form is to promote the brand, the company's product trends, or knowledge information. Therefore, their thinking mode is to write articles, at most, to query a collection, and sometimes even to complete tasks.
B, new media editing is a popular occupation in recent two years. A good new media editor should not just write articles every day. They should consider what kind of articles users like, how to typeset their favorite articles and when to push them. Therefore, good new media operators are good partners in operation.
As an operation, the editing work should be clearly arranged in the operation plan and effectively implemented in the work. To this end, Yang He's proposal here is divided into three steps:
(1), what the operation needs to do is to divide different tasks according to different people's specialties. Due to external reasons, there may be overlapping responsibilities, which is inevitable. But the overall goal is to let everyone do what they are good at.
(2) After the division of responsibilities, we should always communicate with them and listen to their suggestions. What kind of content do users like? Because you have to decide the general direction, don't forget that you are the conductor!
3) No matter what kind of editors they are, operators should formulate a reasonable assessment mechanism for them, such as the collection of articles edited by websites, the layout of internal keywords, image processing, label use and so on. The amount of graphic reading, reprinting, praise, user growth and so on edited by new media; Statistics can be made in the form of regular reports, which is convenient for you to call in time;
2) Sponsor
There are many forms of promotion, from early outreach promotion, soft and hard publicity, forum post promotion, SEM and so on. To the new media promoters behind, there is only one purpose, that is, to increase exposure outside and attract more accurate users to pay attention to you.
No matter what kind of promotion form, you should instill in them the concept of where the target users gather and what can attract their attention with the content form they are interested in! Finally, it will be drained to our own promotion carrier!
The third point in the operation plan has been clearly formulated, so we only need to arrange corresponding personnel for different promotion methods in this step. The general idea is to let those who are good at it give full play to their strengths.
(1) SEM: This is a complicated promotion post, but the evaluation index is very simple, such as the click rate of different keywords, when users click more, whether users have a greater demand for pictures, how many styles are used in flash, and the conversion rate through keyword promotion, etc. These may require in-depth communication between you and executives.
2. Hard and wide: You can add tracking codes to different advertising series to monitor which one is more effective and what kind of hard advertisements you are interested in. These are all requirements for executives to track statistics, and they are also part of your assessment.
3, soft text: soft text is actually not easy to evaluate, if it is better to click on the anchor text, we can add monitoring code. But now many platforms are text, so you can't click directly. Sometimes we can only judge the effectiveness of the soft text comprehensively by combining the click or exposure of the other platform in a period of time and the effect it brings. Moreover, we can evaluate the platform from the weight and quantity of posts.
4.SEO:SEO is a very important free promotion method, which is not only stable, but also brings accurate traffic. Its assessment criteria are keyword ranking and traffic trend brought by website search engines;
⑤ New media: such as Guangdiantong, Weibo Fantong, cooperation and mutual promotion. These all need data feedback. Show volume, click volume, comment volume, like volume, fan conversion volume, etc. You need the operation that the executives regularly give back to you in the form of data reports!
3), activity execution
Event planning is a very important form of operation and promotion, which can not only attract the attention of new users, but also increase the stickiness of old users and survive. More importantly, it can directly stimulate transformation, so many operations and promotion like to adopt this form;
As an operator, when you plan the complete process and details of the activity, at this time, you need senior management to operate and track the effect, which needs to be reflected in our operation plan. In addition, we need to do a good job in the assessment criteria of these personnel and give you some suggestions:
1. Activity exposure: What is the overall exposure of the activity? How many target users saw this activity is the premise to ensure the good transformation of the activity.
2. Activity sharing: This is a question of communication rate. There are many channels for new media to spread. How many people saw your activity and actively spread it? Or forwarding, these can be counted.
3. Activity transformation: What about the users who participate in the activity? There are many ways to transform, which can be determined according to the situation, such as the number of people signing up for the event, the amount of software downloads, and the amount of attention paid by the official WeChat account.
④ Activity feedback: After the activity, what is the feedback from users, what is the favorable rate, and has it been improved? These can be summarized from the feedback from users.
4. Product copy
Copywriting is the facade of the product, and users can quickly establish an intuitive impression of your product through the facade. But in fact, small companies or companies with tight costs don't have such independent departments, and they usually write their own operations. However, if there is a special operation copy, then the corresponding assessment standards should also be formulated. However, copywriting is generally done in cooperation with other senior executives, so the assessment criteria should be formulated according to the implementation standards.
5. Data analyst
Data analyst is very important, at least the other party should be very sensitive to the data, be able to skillfully draw the trend of data charts, and quickly find problems from the data. Usually, it is to cooperate with the operation supervisor;
There are also many assessment criteria for data analysis, such as the accuracy of data reports, whether they are intuitive enough, whether the feedback is timely, and whether they can make their own suggestions.
6. Evaluation
We must put the supervisor in place. If there is no department at present, you can only do it yourself or make overlapping arrangements. Moreover, in practical work, there will be such a problem: there is overlap between many jobs. For example, hard-wide companies need copywriting to provide materials to find channels to publish, or activities need copywriting to organize activities, and so on. In this case, the evaluation is usually calculated.
But in any case, as long as you can arrange personnel, you must give them the corresponding assessment standards and established assessment standards, so that executives can have goals and motivation when operating, and at the same time have a sense of responsibility, which is not only convenient for improving work efficiency, but also beneficial for you to control the overall situation of operation!
Another thing to mention is that besides the ability assessment, don't forget the assessment attitude, which is also very important and can even be used as a threshold assessment! ! !
Verb (abbreviation for verb) the demand for budget input
Every penny you spend is very detailed, because eventually you will let the boss see where all his money has gone! Through the transformation of the data, we can also draw a conclusion, which money is well spent, which money should be strengthened later, which money is relatively low in value and which money should be reduced later. Then why has it been repeatedly emphasized that executives must have detailed report feedback so that you can organize the data in a unified way?
There are many kinds of budgets for website operation, but there are roughly three directions:
1, advertising budget
Mainly hard budget and soft budget, there are many forms, such as click charge, display charge, experience charge (download, play, trial, registration, etc. ), etc. In any case, we must make it clear in the operating plan why we want to do this advertisement. What is the budget for advertising? What effect can it bring?
2. Activity budget
The activity budget is mainly aimed at the pre-publicity and the cost of the activity itself (prizes, etc.). If you want to participate more in the activities, you must promote them, so it is very necessary to invest some budget. As for the activity itself, Yang He is not suggesting that you must invest a lot of money. On the contrary, what we see is that many low-priced activities are still very effective in promotion. The key is to think from the perspective of user needs. If the cost of the activity itself can be put in place, it will bring good results.
3. Other promotion budgets
In addition to the above two, there are many forms of budget, such as keyword bidding promotion, alliance advertising, information flow, business cooperation and so on. No matter which form it is, it must be targeted. Only the promotion behavior aimed at the target users is valuable, and the money spent is worthwhile.
Expected operation effect of intransitive verbs
Well, we have worked out the operating rules, arranged the personnel and worked out the budget. Many people think it's over, it's over, and the boss will definitely approve this plan when it is submitted! You are wrong, you have neglected what the boss wants to see most-effect estimation!
All the work in front of you is the method or means you have worked out to achieve the company's goals or boss's expectations. The boss cares about the result! It is through this series of methods that the boss has to hire people and spend money. What the boss wants to see is what kind of effect can be achieved, even if it is only the predicted effect!
Therefore, a qualified website operator will pay special attention to this step and make a good prediction of the effect; We can estimate from the following aspects:
1, estimated flow
It is how long it takes for the traffic of the website to reach what level! You can divide it into several stages or summarize one.
2. Expected change
Compared with the current conversion rate, how long can our conversion rate be improved by a few points? How many fans are expected to bring, how much transaction volume, etc. ;
I also want to give you two suggestions about the evaluation work:
1, don't talk big: don't just talk about the results, but also add the part of data analysis in front of the results, and support the results with data, that is, the results I said are supported by data, not nonsense to make the boss happy. Only the results are not convincing enough;
2. Don't overestimate or be too conservative: don't be too high or too low. Too high is out of reach. At that time, you will embarrass yourself. Too low to be convincing. Does this result still need so much manpower and material resources? Your value is not reflected. The correct way is that the expected result should be a little more than the normal estimate.