Recently, the small partners in the marketing circle are spitting, and the days are getting more and more sad. The problems faced by everyone are similar: because they don't understand the real needs of users, they think that branding is for exposure and desperately spend money on advertising. Brands can't distinguish the outstanding value of competing products, and users can't leave a deep impression after reading them, let alone the effect transformation and communication growth. I don't know how to formulate an efficient communication strategy to promote the growth of users, and how to achieve the maximum publicity effect with different channels under a limited budget. So how should marketers solve the above problems? 1. Insight into user needs and brand positioning. Whether it is product, operation or marketing, all the major premises are insight into users. Only by deeply understanding the real needs of users can we find the correct brand positioning and let users choose you instead of your competitors. For example, everyone in Wufangzhai knows that the first batch of "Chinese time-honored brands", which mainly produce zongzi, launched a fantastic and interesting commercial film about glutinous rice on the eve of Dragon Boat Festival, vividly telling the profound cultural background behind Wufangzhai brand and further deepening the public's understanding of its brand. Compared with other brands that are also selling zongzi, Wufangzhai can dig deeper into its brand culture and convey to the public the brand image that "the glutinous rice used in Wufangzhai's zongzi is different from other brands, and Wufangzhai's glutinous rice contains cultural details, so the zongzi is more delicious". Compared with advertisements that combine selling points with stories and feelings, the latter can move people's hearts more, hit users' alternative needs, and users will have a deeper memory of the brand. At this time, there may be subsequent paid purchases. ▲ The picture is taken from the network. 2. Have integrated marketing thinking. Integrated marketing is a way of thinking to integrate traffic links, the basis of all marketing, and the guarantee to realize traffic conversion. There are many marketing models, but whether it is content marketing, scene marketing or others, it is inseparable from the thinking of integrated marketing to achieve effective transformation and improve product sales. The overall framework of thinking is simply listed as follows: ① Find the target group, find the communication channel that can reach the target users, and choose the appropriate communication channel according to the activity budget and crowd characteristics; Just like variety shows, the target users are young people, and most of them coincide with users in Weibo and Tik Tok. At this time, it is better to choose Weibo and short video channels. (2) Making content materials, combining user insight, business characteristics and channel characteristics, and generating them through creative packaging; For example, on Children's Day, the treasure mother group is interested in what gift to choose for the baby; While young white-collar workers intentionally miss their childhood. ③ Control the distribution, promotion and operation rhythm of content materials; A. For example, when the channel is promoted, which time period will reach users in a wider range; B. Control the reading and typesetting of content, how to typeset in the reading environment under H5 and official website, and what are the differences; C. the user's mental process is controlled. For example, if a consumer participates in a lottery game and fails to win the prize three times in a row, the consumer will expect not to win the prize next time and simply quit. But at this time, tell consumers that the probability of winning the fourth prize is 80%, and consumers will have new expectations and continue to draw. (4) According to the marketing purpose, the link mechanism of fission transformation is designed, and old users can share with new users through social interaction by setting rewards and benefits, so as to realize self-communication. The essence of transformation is to give users a reason to act, and guide users to make decisions and actions according to your expectations through the design of paths. Here, you will find that the ultimate goal of all work is only one: user growth. What we have to do is constantly enlarge the "inherent impression" left by users, so that users can think of your products when they think of a certain feature. Good products are good traffic. This kind of user growth is a good start. If we strengthen the marketing integration thinking and continue to do a good job in user hierarchical operation and channel operation, users will keep coming. If you still want to know more about the thinking framework of bottom-level marketing growth and build the core competitiveness of enterprises and individuals, I recommend the following courses to you: Starting Point College, @ Chen Hui, Vice President of Xiu Xiu Operation of United Meitu, @ Wei Jiadong, the propaganda consultant of "Extreme Challenge 3", and * * * polishing the iterative marketing growth training camp. This course can help operation posts, marketing/brand posts, leaders/entrepreneurs, and professionals interested in marketing growth, or even better. From the four modules of user integration, channel integration, communication integration and user growth, this paper comprehensively explains how Internet users can improve their marketing growth ability, including the explanation of the underlying logical framework and the analysis of their own actual combat cases. If you are interested in this course and have some questions, such as which teacher teaches it, whether it is suitable for you, and what this course is about ....., you can continue to read more detailed introduction! Question 1: Which senior instructors in the industry will take me to study? We firmly believe that the first prerequisite for a high-quality course is to find a teacher who has both practical experience and the ability to precipitate and express knowledge in this field. Have at least 10 years of practical experience in the industry and have their own representative works, and the theory and experience have been recognized by the industry. Only in this way can the quality of the content produced be excellent. So, in this class, you can study with the following practical instructors: Is consultation suitable for you? Professional teaching assistants 1V 1 consulting, and immediately scan the code to build a marketing growth ability model to achieve efficient business growth! Question 2: What is the syllabus? What marketing growth core business problems can you help me solve? The content of the course focuses on building a thinking framework of four modules of marketing growth for everyone. In the form of case disassembly and actual combat drills, teachers have in-depth exchanges offline to help understand the whole knowledge framework and landing ideas. The curriculum system that needs 65,438+0 years of repeated polishing can help you better solve the following problems: (65,438+0) The author of the user integration section "Follow the trend", the third season propaganda consultant of Extreme Challenge, and more than 65,438+00 years of integrated marketing experience @ Wei Jiadong will explain in detail: the homogenization is serious, and users have no feeling. How to determine brand positioning and target users? A marketing game covers all users? How to do user stratification and demand analysis? How to play cross-border marketing, cultivate brand fans and build high-value IP? How to grasp the user's mind and create good content that stimulates the user's excitement? Disassembly cases: Bi Li Bi Li/Haier Air Conditioning/Mystery/Super Power, etc. (2) The author of the channel integration section of "Follow the Trend", the third season propaganda consultant of "Extreme Challenge", 10 years of experience in integrated marketing @ 京京京京京京京 will explain in detail: from single to multiple, how to deeply explore the growth attributes of different channels? How to achieve buy (channel expansion)-sell more (channel operation)-sell faster (channel management)-buy more (channel promotion)? How to do a good job of channel addition and subtraction, create channel explosion and KOL, and realize digitalization and disintermediation? How to make scientific use of coupons, cash back, discounts and gifts, and formulate a perfect channel promotion growth plan? Dismantling cases: Shenzhou special car/Budweiser/Wang Laoji /Luckin coffee/small pot of tea/pulse, etc. (3) The author of the communication integration section of "Follow the Trend" and the publicity consultant of the third season of "Extreme Challenge", 10 years of integrated marketing experience @ Wei Jiadong will explain in detail: How to exert the influence of opinion leaders in communication integration? How to make attractive, infectious and marketable content in the communication link? How to design the person, event and time to detonate and create the tipping point? How to use posters, coupons and other transformation tools to promote communication strategies? Disassembly case: luck in Coffee/ Beyonce/Geely Job/Mushroom Street/JD.COM. COM and so on. (4) Vice President of Meitu Xiu Xiu Operations is in the user growth section, 1 1 year mobile Internet products/operation and growth experience @ Chen Hui: How to understand the integration of products and effects in the growth core? How to apply Polaris index efficiently and disassemble the growth model? How to make a comprehensive plan based on acquiring users, activating and retaining the key to growth, and raising income as the core of growth? The user growth team aims to keep growth in sync with the environment. Disassembly case: Douban/Zhihu/Netease Koala/Paipaidai/Tian Tian P-Map/Alipay /Karmaloop/ Academic Plaid Course case involves many sub-sectors such as clothing, games, ToB, mutual funds, education, tourism, etc. More consideration is given to the fact that students from large, medium and small enterprises and traditional enterprises can find knowledge and theories that are more in line with their own industry environment and have stronger practical application. After learning, you need to combine your own business model to extend and try to localize, and then iteratively optimize, and review the whole course content after each practice. I believe you will have many different understandings. The early bird special registration was reduced, and 400 yuan immediately scanned the code to consult and build a marketing growth ability model to achieve efficient business growth! Question 3: What is the effect of the course? How did everyone give feedback? Regarding this course, the propaganda consultant of Dragon TV's Extreme Challenge 3 and the author of "Follow the Trend" said: At this point, no matter from the core growth problems solved by the course or the favorable comments of the students, I believe everyone can feel the full gold content. Question 4: Is this course suitable for me? what benefits do you get? What is the time and place of class? 1. Which students are suitable for this course? Participants in previous courses included copywriting/brand planning, marketing, marketing manager and project director, as well as people in different positions such as operation director, product director, R&D director, product manager and operation director. Our courses are mainly suitable for the following groups: 2. Social small table, encourage more active communication and thinking collision! We have prepared a small table link. After the daytime brain-burning training, students will introduce themselves, make friends, collide with their thinking and get unexpected cooperation with teachers in a relaxed and active atmosphere. As can be seen from the address book of each class, there are many industry elites with different resources. After each registration, students will enter the exclusive learning exchange circle. The latest and most timely hot information, accumulated resources and expanded alumni circle, where you may find industry confidants, partners and life friends. Considering that some students may worry that there is no way to digest the time under two antennas, with so much high-quality and essence knowledge, we will provide you with the opportunity to apply for retraining for free within 1 year! 3. Time and place of class If you are really confused about marketing and growth, you may wish to join us! All in all! ! ! You can scan the QR code in the text to tell our learning consultants any confusion you encounter in the workplace, and they will be happy and considerate to answer you in detail! Key points of knocking on the blackboard: In order to make everyone more comfortable to participate in offline courses, Starting Point College has also formulated a series of safety protection measures for offline classes. (1) make an appointment, limit the number of people entering the venue according to time, and arrange courses in an orderly manner; (2) temperature measurement and disinfection registration must be carried out before admission; (3) Public areas such as drinking fountains and toilets are equipped with alcohol antibacterial hand sanitizer; (4) Every teacher, teaching assistant and student who enters the classroom needs to wear a mask, take his temperature, register information and light up the green code. The green code of teaching assistants is updated and displayed every day. Scan the code immediately or add a teaching assistant WeChat: 18566703050 to build a marketing growth capability model and realize efficient business growth!