Channel promotion of whole network marketing

In operating products, the company needs to deal with four modules: users, media, content and channels. Most of those marketing promotion and sharing are around the first three modules. Private domain is user, Tik Tok is media, and video is content. Only the channel that determines the life and death of the enterprise is not mentioned. You know, if the channel is completed, the enterprise will never collapse, but the first three modules are completed, which only plays a more powerful role. This paper focuses on channels and tells you the importance of channels in the whole network marketing promotion from the following three aspects, but we must pay attention to them. What channels are there? How to play the dividend of the channel? 1. What are the channels? First of all, we must be clear about what a channel is. My definition is that all places that can bring users are called channels. For example, online Taobao, JD.COM, Pinduoduo, group buying, WeChat merchants, App Store, Apple Mall, offline Shang Chao, Didi, convenience stores, unmanned stores and so on. There are many places that can bring users, formal and local. When I did a product promotion before, the first batch of users came from Baidu Post Bar. For me, Baidu Post Bar is a channel. Whether it is a key operation depends on the input-output ratio. You know, the number of channels is absolutely beyond our imagination. Take e-commerce products as an example, some companies think that Taobao and JD.COM will be finished. Look at other companies that do well, such as Perfect Diary. In product promotion alone, 12 key maintenance channels have been exposed, not to mention a large number of small channels that are still in operation. Measure this thing, the more the better, no company will have too many users, how to get a large number of users? Multi-channel communication. Second, I am still very experienced in how to play channels. After all, when I was playing games before, I would have a deeper understanding of the channels by dealing with them every day. Now the core idea of promoting toc products is the same. Whether online or offline, I like one thing: the gold absorption ability of products. The first principle of playing channels: no leakage, the process of covering all channels is very hard, just like planting trees. It's really hard in the early stage. Once the trees grow, the later maintenance will be much easier. Enterprises often only see the hard work ahead and never taste the sweetness behind, so they have been afraid to try omni-channel coverage, which is extremely wrong. Or take e-commerce, if the product comes out, which channels should I go to? Taobao, Tmall, JD.COM, Suning.cn, Dangdang, Amazon, Store 1, Vipshop, Jumeiyoupin, Pinduoduo and Netease YEATION, will these channels cooperate together? There is still a long way to go, because memory and space are limited. Here we simply list 1 1 channels. If you look carefully, you can find at least 100 channels. Principle 2 of broadcasting channel: what suits you is the best. Why should we cover all channels? Because of your favorite channel, others may not value you. On the contrary, the small channels you despise are likely to surprise you. This is the way to do channels. Every business is staring at Tmall. On that day, the price of cats will naturally go up. Small channels, few orders of magnitude, few companies concerned, but the competition is not so fierce. We do operation promotion, focusing on results, and it doesn't matter what the process is. The boss asked you to bring 200,000 paying users every month. I figured it out in my heart. Tmall doesn't want to see you, and it's difficult for 20 thousand paying users. However, everyone should know that no one cares about the source of your users. Even the 200,000 users who posted the QR code in the toilet felt very fragrant. When enterprises have no strength, it is better to pay more attention to small and medium-sized channels. There is a cereal product that has been put into the third-line distribution channel, with a sales volume of 2 million that day, which is very encouraging for small enterprises. If you don't straighten your position, you will get up in one step, and you may fall badly. Principle 3: A reasonable organizational structure to maximize the omni-channel coverage of channel value needs the support of omni-channel promotion thinking and a reliable operation team. Some companies need several people to maintain a separate Tmall channel. If there are hundreds of channels, then the company needs hundreds of people, and the labor cost will be high. This requires a reasonable organizational structure, channel operation can extract the same content, and different content can operate independently. For example, materials and activities are closely linked, and can be output by one or two people respectively, and then distributed to others to be online together. Different content refers to different resources and business relationships of each platform. One person is responsible for 10 channels, which is not a big problem. What if you are too busy? Overtime, the problems that overtime can solve, are not problems. Third, the dividend of the channel In my understanding, there are two channels, the old channel and the new channel. The advantage of the old channel is the stability of traffic and gameplay, and the disadvantage is the high cost of obtaining customers. The advantage of the new channel is the low cost of obtaining customers, but the disadvantage is that the gameplay is opaque, and it is still unknown whether the traffic can rise. From a controllable point of view, the old channel is the first choice. From the perspective of opportunity, new channels are the first choice. Small and medium-sized enterprises, in particular, don't spend much money on advertising. Is it possible to get 6.5438+million users at a cost of 0 per day? Of course not. Brush100000 zombie fans costs thousands of dollars, not to mention real users. There are no100000 users, and there is a new platform with one or two thousand users. Luck is better and strength is stronger. The cost of acquiring one or two thousand users for the new platform is one tenth of that of the mature platform. If you are lucky, such as stepping on the perfect diary of the red book's rise bonus, you may accidentally create a large enterprise of 65.438+000 billion. So, don't look down on new channels. I also pay attention to new channels every day, because I know there are opportunities and it is possible to give birth to a national brand like Xiaomi. The three squirrels also said that it would be very difficult to create another three squirrels if they were given the same money. If they miss it, there is no chance. Now there are dividend distribution channels in Tik Tok and Aooutlets. This bonus refers to the bonus of brand birth, not the bonus of content. Short video platforms have no chance to do content, and of course it is not absolute. If there is an extraordinary level, it is also possible. Now the content of short video platform is basically stable, and the next step is how to turn traffic into value. Live broadcast is one way, but it must not be the final way. This requires us to pay more attention to the direction of the platform and new gameplay, and seize a wave of dividends. Maybe the next 100 billion enterprise is you. To sum up, if it is launched, the operation and promotion of the channel can not be completed in two days and two nights. Here, simply speaking, it is to attract jade. As long as you know that the channel is very important, it can decide the life and death of the enterprise. It takes time and energy to maintain the channel. The purpose of this article has been achieved. Pay more attention to channels, starting with you and me. CIO House-Enterprise Informatization Knowledge Platform