For details
In the past two years, the market of SAAS products is becoming more and more hot, and partners who do operations also know that in recent months, the topic of To B product operation frequently appears; To B and To C products are also different in terms of operation strategies. To C products have a large audience and many operation methods. However, the target group of To B product is relatively small, so it needs a certain periodicity To find an accurate target group and convert them into paying users.
Source | activity box – APP operating tools (huodonghezi.com)
In the past two years, the market of SAAS products is becoming more and more hot, and partners who do operations also know that in recent months, the topic of To B product operation frequently appears; To B and To C products are also different in terms of operation strategies. To C products have a large audience and many operation methods. However, the target group of To B product is relatively small, so it needs a certain periodicity To find an accurate target group and convert them into paying users.
How To promote a good To B product so that more users can use it? How to improve the brand awareness of products? It’s a headache;
For example, the product that Boxi is currently responsible for is a SAAS product, which is an active SAAS tool for APP operation. The target users are actually very small, so I don’t know what to do! Of course, experience is slowly accumulated, methods will be more and more, the product will be better and better. And the box bacteria simply want To share with you how To build a To B SAAS product marketing promotion system.
Step 1: Analyze users to understand their characteristics
It’s basically a user portrait. It’s a cliche, but it’s still important. A clear target user group can better lay the channel and produce the content in a more targeted way, and the box fungus analyzes the user group from these three aspects.
Enterprise User Analysis
1. No technical team (development outsourcing), need to do event operation, and have the need for event development;
2. Have a technical team, but the activity development time is long, and the activity online time is relatively urgent, need to carry out activities as soon as possible;
3. Companies that have technical teams but want to reduce the cost of event development by connecting with third-party, ready-made event operation tools.
User group analysis: operators, product managers, developers, enterprise executives
At the top of the enterprise, choosing to pay for a SAAS product is a group decision; The common phenomenon is that the basic staff think the product is suitable for them, but the senior management has not heard of the product, so they do not approve the purchase and use; Therefore, it is very important to improve the brand image in the senior management of the enterprise, which can help the product to sell better.
Analysis of the needs of target users
1. Those with activity development needs;
2. Looking for tools that can improve operational efficiency;
3. Learn and improve operational experience;
4. Understanding of industry dynamics/trends;
5. Operators who want to better improve APP user recruitment, activation, retention and conversion;
Step 2: Channel analysis
Promotion channel is an important part of the brand to market, do a good job of user portrait analysis, choose the right channel for product exposure, attract users will be more accurate; When choosing channels to do product exposure, the channel analysis of competing products is also very important; List the promotion channels of competing products, and then analyze which channels they focus on to see if they are suitable for their products;
Analyze marketing channels from competitor’s point of view (understand competitive product marketing channels)
In fact, for our products, there is no real direct competition in the market, but there are a lot of indirect competition products, such as Fanke, Duiba, MAKA, Yiqixiu and other products, so it is very important to pay attention to their channel dynamics.
PS: At present, there is not a direct competitor in the whole market, but there are a lot of indirect competitors, such as: Fanke, Dioba, Rabbit Exhibition, MAka, Yiqixiu, rabbit exhibition and other products.
So for so many competitive products, in terms of channel promotion, box bacteria will pay attention to these points and sort them out one by one;
(1) Search engine marketing: SEO optimization, SEM promotion;
(2) Advertorial marketing: mainly aimed at some free forums and B2B platforms;
(3) wechat marketing: the content type and reading amount of the public number;
(4) Microblog marketing: Pay attention to the topics and interactions of competitive products on microblog, and observe comments, forwarding and other data;
(5) News marketing: Understand the content and channels of press releases of competitive products;
(6) Activity marketing: online activities and offline salon activities;
(7) Q&A marketing: observe the active situation of Baidu Zhihu and Other platforms;
(8) Platform cooperation: mainly for resource cooperation and mutual promotion;
(9) Community marketing: observe whether it uses community circle fans and try to blend in;
(10) Video marketing: observe the way of production and interaction of video content;
Similar to competing products 1: Fan Ke
Similar to rival product 2: Cash it
Similar to rival product 3: rabbit show
Similar to rival product 4: Maka
Similar to competing product 5: easy enterprise show
Through the analysis of the promotion channels of the above competitive products, it can be seen that they all share the same marketing promotion channels and follow similar marketing promotion routes. Among them, in addition to the exchange bar is not promoted by search engines at the beginning, other competitive products are basically by search engine marketing at the beginning, and then to superimpose more marketing channels. Therefore, SEO optimization is the basic channel, and then other channels to assist, improve website traffic and brand awareness;
Analyze the marketing channel in terms of the target audience using the event box product
After a clear target user group to find the corresponding channel, not aimless; After all, the user service cost of SAAS products is still quite high. If most of the customers promoted are not accurate, it will cost a lot of manpower and energy and affect morale.
So how to find suitable for their own marketing activity box channels, box bacteria from user characteristics of the target user groups, interests, user behavior and user needs to analyze their products users may appear in the channels, and targeted marketing promotion, the promotion effect maximization, improve the quality of traffic and users;
Step 3: Set up the official platform
The establishment of the official website platform is very important, is the basis of the whole marketing promotion, but also the most core link; The official website platform is not only the image of the enterprise, the external window of the enterprise, but also the carrier of user transformation. The promotion of SAAS products, the official platform is more to the brand, and now there are also a lot of products with CEO, COO and other corporate executives to do brand exposure, more is to create a sense of professionalism. At the beginning of the launch of the activity box, The boxworm and its partners spent more than two months in planning when the official platform was set up, including positioning discussion, copywriting planning, overall content planning and user experience design.
The construction of the official platform includes:
1. Official website construction: PC official website and mobile micro official website
2. Build the wechat public platform
3. Build the Weibo platform
4, we media: Toutiao, Sohu, hundred number;
5, dry goods platform: everyone is a product manager, product 100, Zhihu column, Jane book, love operation and so on;
SAAS product marketing, content marketing is very important, so need to do a good job of content, improve the exposure in the major platforms; Increasing the frequency of brand presence and raping users with high-quality content;
Step 4: Build marketing promotion channels
In the early stage of promotion, the whole marketing and promotion team of Box mushroom and its partners spent a lot of time and energy on user analysis, competitive product analysis and channel analysis, and then made a series of marketing and promotion strategies quickly according to the company’s existing resources and team advantages.
1. Resources: 1W yuan of promotion funds per month for advertising in various channels;
2. Team advantages:
① Have a professional SEO team;
② Professional SEM team;
③ Excellent copy editing team
It was in March 2016 that the event Box project really started marketing. Based on the resources provided by the company and the advantages of the marketing team, we developed a marketing strategy with search engine marketing as the core and other channels as the supplement. In only 3 months, the channel of search engine was covered. As long as users search relevant keywords, our brand information or official platform can appear. In June, the average daily registered users of activity box reached 100 per day. Active box users started breaking from 0 to 1000. After that, more marketing methods such as q&A marketing, wechat/Weibo marketing, we-media marketing and event marketing were continuously added. Until September, the total number of users registered in the event box exceeded 10,000.
Write in the last: quickly start from scratch from a SAAS product marketing system, first of all, a more detailed understanding of their products, the understanding of the business logic, competitors products, and then make a series of analysis, including the user analysis, channel analysis, and then according to the enterprise existing resources and advantage for the team to quickly make a series of effective marketing strategy.
The above is just a little bit of experience sharing box bacteria, friends have any suggestions, welcome to private chat box bacteria;
Author: Huodongheziyys (ID: HUodongheziyys), APP activity operation tool, provides a full range of APP activity operation solutions;
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