#31度网赚班# 2022小红书品牌营销特训营:操盘手进阶,基础篇+执行篇+管理篇(42节)


碎片化时间学习体系化内容

6大章42节实操课

基础篇

了解平台流量分发底层逻辑,通过行业和竞品分析定营销打法

执行篇

媒介投放高效对接达人;优质内容付费投放持续放量

管理篇

数据监控评估投放效果;团队搭建&合理设置kpi

品牌医生操盘手系列课程,小红书品牌营销专项大课,操盘手进阶

影响工作进程常见问题

01创业公司难招到成熟人才,如何搭建团队,让业务高效运营?

02初创团队不稳定,离职率高,人才培养上比较消耗时间精力;

03团队内部对公司业务目标,达成路径不统一,沟通效率低;

04无法系统有节奏的根据公司目标进行业务的推进;

05团队对小红书平台很多问题都一知半解,做了很多无用功;

06无法客观评估在小红书渠道投放好坏,无法进行考核指标的制定;

第一章:如何找准营销目标,高效利用3大营销工具

一.全方位了解小红书平台(布局关键词,内容常换新)

1.女性用户为主,消费需求多元的平台(反推产品)

2.搜索流量为主的平台,多布局需求关键词

3.内容标签匹配初始流量分发(多嵌内容关键词)

4.具有层层流量池上升的增长逻辑(点击&互动率)

二.不同品牌在小红书上营销的需求不同

1.流量需求:小红书当成流量采买渠道,成本&转化率

2.背书:小红书是用户购物决策链路最后一环,增加信任度,无顾虑下单

3.生态卡位:品类词=品牌词,全方位建立品牌认知

4.转化破圈:精准用户转化变现,用户互动

三.平台提供的营销工具及作用

1.口碑工具:平台的内容生产库(企业号+达人投放)

2.广告工具:口碑工具产出内容的放大器(信息流,搜索广告,薯条)

3.品牌工具:塑造品牌观,提高品牌推广效能(品牌专区重点,看品牌搜索是否上升)

第二章:

如何根据行业和竞品分析,制定投放策略

一.通过竞品分析,了解市场投放的普遍玩法(数据抓取,大盘分析)

1.清楚自己品类的投放数据基点,为后续投放判断建议好的标准(入局门槛,投放成本)

2.学习竞品投放逻辑,取其精华复用(节奏,内容)

3.横向竞品产品对比,清楚产品的优劣势,找到自身卖点(痛点关键词)

二.目标规划的三种方式,按自己品牌的发展阶段,对应选择(投放费用和节奏)

1.新锐0-1,第一阶段追求流量曝光,用流量需求反推目标(搜索uv,销售gmv)

2.品牌已经逐渐成熟,需要卡品类位置,用搜索覆盖率反推目标

3.品牌想要成为类目前几,用行业位置反推目标

三.如何进行投放节奏和内容规划,让营销效益最

大化(落地细致化拆解)

1.投放节奏需要根据产品的决策成本来制定

2.低决策成本,需要布局的点较少,内容大众化多样性表达,节奏以快速转化为主

3.高决策成本,需要全方位布局,内容需要有节奏的铺设,重点节奏,重点角色,拉长线钓大鱼

4.内容规划:需要清晰产品的目标人群,使用的场景需求,以及核心关注的卖点,通过多元化内容实现种草

第三章:

小红书媒介执行如何效益最大化

一.如何根据营销目标规划小红书的投放博主&投放内容

1.确定博主数量以及类型后如何进行寻找;

2.怎样的建联方式效率更高,如何进行博主的筛选?

3.怎么看数据,如何进行内容分析,怎么评估质量;

4.好PR的定义,除了当信息发送工具人外,和博主前置沟通清楚哪些问题?(价格问题,合作形式,各种细节问题)

6.头部博主怎么攻克?怎么进行效益最大化?

二.如何做好一个提高沟通效率的brief

1.品牌介绍:我是谁,做这件事的初心;特色&优势;专业性

2.产品介绍:核心卖点,怎么发挥效果解决痛点的,什么专利,使用方法

3.写作指导:什么人群;什么场景;标题;关键词;内容参考等;

4.维护要求(重点):审核;内容保留时长,内容维护配合度

5.Brief不同人群不同使用方法:Koc,kol,专业类,明星类

第四章:

小红书付费流量玩法,让投产更有确定性

一.了解了平台为品牌营销提供的3大商业工具:(内容工具;广告工具;品牌工具)

1.不同付费工具对应的营销方式和目的,更清晰的选择适合自己品牌需求的工具

2.不同付费工具衡量投放好坏的关键要素,让投放做的更客观(点击率;互动率;回搜率;roi;加粉成本等)

3.清楚广告爆文的制作方法论,轻松制作适合自己产品的爆文=热点+内容点+内容形式

二.3种不同营销目标的广告配置

1.不同目标下的广告配置,值得抄作业的具体案例;(获客;背书;卡生态位)

2.清楚日常和大促节点广告配置的玩法差异;(日常进行拉新;内容储备,舆情维护;大促精准转化)

第五章:

小红书营销数据监控,如何优化投产效果

一.清楚小红书营销投产效果不理想的2大原因

1.销售产出低,一般哪些原因导致;

2.流量成本高,哪些客观原因,如何解决问题;

二.通过3层数据监控解决(销售产出低的问题)

1.内容数据监控:解决小红书投放内容偏差,流量成本过高问题

2.搜索数据监控:清楚从投放再到产生搜索行为对应的链路数据,提高拉新效率;

3.销售数据监控:解决成交路径里的转化问题,为投放最终销售结果负责

三.通过企业号运营,沉淀自有流量池(流量成本高的问题)

1.在品牌自有流量池:可以无限次进行内容种草和用户建联;

2.企业号多项功能权益,在沉淀付费流量的同时,更好提升自有流量

第六章:

小红书运营团队组织架构搭建&绩效设定

一.小红书平台5大营销模块

1.内容种草+企业号运营+商业广告+小红店运营+品牌直播

2.如何根据品牌的不同营销需求,针对性的配置运营模块

二.不同营销模块需要的岗位以及对应岗位的薪酬逻辑

1.媒介pr岗:更多考核效率型指标,以绩效和奖金双重设定,刺激更高产

2.内容运营岗:为产出内容质量负责,以绩效和产出提点来设定,冲刺更高销量

3.根据品牌目标规划自己的组织结构,设定合适的薪酬体系,保证团队的稳定高效

三.了解不同品牌不同阶段如何配置团队(3个模版,品牌可以根据自己发展需求进行参考)

1.内容种草引流到淘系模式

2.企业号矩阵账号玩法,引流至小红店/私域模式

3.成熟品牌团队的常见配置方式:5个模块全配置需求

Fragmented Time Learning Systematized Content 6 chapters 42 basic practical courses Understand the underlying logic of platform traffic distribution, and determine marketing strategies through industry and competitive product analysis Executive section Media launch efficient docking talent; High quality content paid delivery, continuous volume management, data monitoring and evaluation of delivery effect; Team building; Reasonably set up a series of courses for kpi brand doctor traders and a special big course for Xiaohongshu brand marketing. Frequently asked questions about the influence of traders’ advancement on the work process. 01 It is difficult for startups to recruit mature talents. How to build a team to make business operate efficiently? 02 The start-up team is unstable, the turnover rate is high, and the talent cultivation consumes time and energy; 03 The team is not unified in achieving the company’s business objectives, and the communication efficiency is low; 04 Unable to systematically and rhythmically promote the business according to the company’s objectives; 05 The team knew a little about many problems of the Little Red Book platform and did a lot of useless work; 06 It was impossible to objectively evaluate the quality of the launch in the Little Red Book channel and formulate the assessment indicators; Chapter 1: How to find the right marketing target and make efficient use of the three major marketing tools. 1. Comprehend the Xiaohongshu platform in an all-round way (layout keywords, content is often updated). 1. A platform dominated by female users and diversified consumer needs (reverse product). 2. A platform dominated by search traffic, Multi layout demand keywords 3. Content tag matching initial traffic distribution (multi embedded content keywords) 4. Growth logic with layers of traffic pool rising (click& interaction rate) 2. Different brands have different marketing needs on small red books 1. Traffic demand: small red books are used as traffic purchasing channels, and the cost is& Conversion rate 2. Endorsement: Xiaohongshu is the last link of the user’s shopping decision-making link, increasing trust and placing orders without concern 3. Ecological card: category words=brand words, building brand awareness in an all-round way 4. Transformation breaking circle: accurate user transformation and realization, User interaction 3. Marketing tools provided by the platform and their functions 1. Word of mouth tools: content production library of the platform (enterprise number+talent launch) 2. Advertising tools: amplifier of the content produced by the word of mouth tools (information flow, search advertising, potato chips) 3. Brand tools: shaping the brand view and improving the brand promotion efficiency (focus of the brand zone, see whether the brand search is rising) Chapter 2: how to analyze according to the industry and competitors, Formulate launch strategy 1. Understand the general play method of market launch through competitive product analysis (data capture, market analysis) 1. Know the launch data base point of your own category, and recommend good criteria for subsequent launch judgment (entry threshold, launch cost) 2. Learn the competitive product launch logic, and reuse its essence (rhythm, content) 3. Compare horizontal competitive products, understand the advantages and disadvantages of products, and find your own selling points (pain point keywords) 2 Three ways of target planning: according to the development stage of your brand, choose (launch cost and rhythm) 1. Xinrui 0-1, in the first stage, pursue traffic exposure, and use traffic demand to push back the target (search UV, sales gmv) 2. The brand has gradually matured, needs card category location, and uses search coverage to push back the target 3. If you want to become a brand, use industry location to push back the target 3. How to carry out launch rhythm and content planning, Maximize the marketing benefits (detailed disassembly) 1. The launch rhythm needs to be determined according to the decision-making cost of the product 2. Low decision-making cost, less points need to be laid out, and the content needs to be popularized and expressed in a variety of ways. The rhythm is dominated by rapid transformation 3. High decision-making cost, requires all-round layout, and the content needs to be laid out rhythmically. Key rhythm, key roles, and lengthen the line to catch big fish 4. Content planning: needs to be clear about the target audience of the product, The use of scenario needs, as well as the selling points of core concern, to achieve grass planting through diversified content Chapter 3: How to maximize the benefits of small red book media implementation 1. How to plan the launch of small red book bloggers according to marketing objectives; Content 1. How to search after determining the number and type of bloggers; 2. What kind of networking method is more efficient, and how to screen bloggers? 3. How to view the data, how to conduct content analysis, and how to evaluate the quality; 4. What is the definition of PR? In addition to being the information sending tool, what problems should we communicate with bloggers in advance? (Price, cooperation form, various details) 6. How can the head blogger overcome it? How to maximize benefits? 2、 How to improve communication efficiency: 1. Brand introduction: who am I, the original intention to do this thing; Features& Advantages; Professionalism 2. Product introduction: core selling points, how to play an effective role in solving pain points, what patents, and how to use them 3. Writing guidance: what people; What scene; title; key word; Content reference, etc; 4. Maintenance requirements (key points): review; Content retention time and content maintenance compatibility 5. Brief Different usage methods for different people: Koc, kol, professional and star. Chapter 4: Xiaohongshu paid traffic play method to make production more certain Understand the three major commercial tools provided by the platform for brand marketing: (content tools; advertising tools; brand tools) 1. Marketing methods and purposes corresponding to different payment tools, and more clearly choose the tools that are suitable for their own brand needs 2. Key elements of different payment tools to measure the quality of the launch, so that the launch can be more objective (click through rate; interaction rate; search back rate; roi; fan adding cost, etc.) 3. Clearly understand the production methodology of advertising blockbusters, It is easy to make the explosive articles suitable for your products=hot spots+content points+content form II. 3 advertising configurations with different marketing goals. 1. Advertising configurations under different goals, specific cases worth copying; (Customer acquisition; endorsement; card niche) 2. Clarify the difference between daily and promotional node advertising configurations; (Daily promotion; content storage, public opinion maintenance; and promotion of accurate transformation) Chapter 5: How to optimize the production effect of Little Red Book marketing data monitoring. 1. Identify the two main reasons for the poor production effect of Little Red Book marketing. 1. Low sales output, which causes it generally; 2. What are the objective reasons for the high traffic cost and how to solve the problem; 2、 The problem of low sales output can be solved through 3-tier data monitoring; 3. Sales data monitoring: solve the conversion problem in the transaction path, and be responsible for the final sales results. 3. Settle the self owned flow pool (the problem of high flow cost) through the operation of the enterprise number. 1. In the brand owned flow pool: you can plant grass and establish user links for unlimited times; 2. Multi functional rights and interests of the enterprise account, while settling the paid traffic, better improve the self owned traffic Chapter 6: Organizational Structure of the Little Red Book Operation Team; Performance setting 1. Five marketing modules of the Xiaohongshu platform 1. Content planting+enterprise number operation+commercial advertising+Xiaohongdian operation+brand live broadcast 2. How to configure the operation module according to different marketing needs of the brand 2. The posts required by different marketing modules and the salary logic of corresponding posts 1. Media pr post: more efficiency indicators, which are set by performance and bonus, Stimulate higher productivity 2. Content operation post: be responsible for the quality of output content, set performance and output promotion, and sprint for higher sales volume 3. Plan your own organizational structure according to brand goals, set appropriate salary system, and ensure the stability and efficiency of the team 3 Learn how to configure teams for different brands at different stages (3 templates, brands can refer to according to their own development needs) 1. Planting grass to lead to Taoxing mode 2. Enterprise number matrix account playing method, leading to Xiaohongdian/private domain mode 3. Common configuration methods for mature brand teams: full configuration requirements for 5 modules
给力项目,VIP会员可以下载点击这里在线开通!
VIP会员下载地址无需回复,立即可见,即刻下载
第二页查看2022年
三十一度暴力网赚项目介绍

***此处内容登录后可见***

温馨提示:此处为隐藏内容,需要登录后可见

点此翻页下一页

发表回复

后才能评论

本站所有资源版权均属于原作者所有,这里所提供资源均只能用于参考学习用,请勿直接商用。若由于商用引起版权纠纷,一切责任均由使用者承担。更多说明请参考 VIP介绍。

最常见的情况是下载不完整: 可对比下载完压缩包的与网盘上的容量,若小于网盘提示的容量则是这个原因。这是浏览器下载的bug,建议用百度网盘软件或迅雷下载。 若排除这种情况,可在对应资源底部留言,或联络我们。

对于会员专享、整站源码、程序插件、网站模板、网页模版等类型的素材,文章内用于介绍的图片通常并不包含在对应可供下载素材包内。这些相关商业图片需另外购买,且本站不负责(也没有办法)找到出处。 同样地一些字体文件也是这种情况,但部分素材会在素材包内有一份字体下载链接清单。

如果您已经成功付款但是网站没有弹出成功提示,请联系站长提供付款信息为您处理

源码素材属于虚拟商品,具有可复制性,可传播性,一旦授予,不接受任何形式的退款、换货要求。请您在购买获取之前确认好 是您所需要的资源