On the other hand, taking the author himself as an example, I started my career: online sales-external chain (below SEO)-market planning-network promotion-website operation (operation manager) -SEM- new media marketing-traffic operation manager-platform operation director for Japan, and later worked as product operation, information flow optimizer, small program promotion operation and so on.
Unconsciously, promotion and operation go back and forth, and you should have some say in this issue, although not as good as those experts who publish books.
What is promotion?
Simply understood, promotion is advertising. There are many kinds of promotion. Let me put it briefly:
1, divided by online and offline: offline promotion and online promotion. Offline promotion, such as distributing leaflets, holding exhibitions, holding meetings, etc. Online promotion, that is, posting online, opening a shop, advertising on the US Mission, etc.
2. According to whether to spend money: free promotion and paid promotion. Here can be simply divided into SEO and SEM. Of course, there are blogs, forums, communities, classifications and so on. Can be distributed free of charge. Whether it is to vote for Baidu bidding SEM, to open a through train on Taobao, or to open a screen advertisement on APP, it is a paid promotion.
Talk about the similarities and differences between promotion and operation, and how to transform them. Actual combat example
(The arrow above is Baidu bidding SEM paid advertisement)
3. According to the old and new: traditional promotion and new media promotion. Traditionally, you can learn about underground subways, news newspapers, radio stations and so on. The promotion of new media is to use blogs, Weibo, official WeChat accounts, etc.
What is the operation?
"Light of Operation" said that operation is all the bold means needed to help products and users better establish contact. Simple understanding, products give birth to children, transport nutrition children hahaha.
1. According to the operation function, it can be divided into four categories, namely: content operation, user operation, activity operation and product operation.
Talk about the similarities and differences between promotion and operation, and how to transform them. Actual combat example
(The tens of billions of subsidies that a treasure has recently engaged in are activities and operations, and there is a time limit. Can you guess whether to imitate or benchmark a lot of tens of billions of subsidies? )
2. According to the post, it can be divided into: new media operation, APP promotion operation, advertising operation, traffic operation, Taobao shop operation, editing, SEO/SEM operation, etc.
Regarding SEO/SEM, the author does not fully agree with the operation. Some internet companies also put SEO/SEM under the marketing department, and some are separate network promotion departments. Now there are regulations for traffic growth departments.
1, which have different definitions. As the above two meanings respectively.
They have different goals and priorities in the company. For example, website operation and website promotion, the former aims to make the website more content and do some activities to make users stay. The goal of website promotion is to let others know about this website.
3. The treatment of the two is different. It cannot be said that the promotion is higher than the operating salary, or the operation is higher than the salary. Mainly depends on what kind of company this company is based on. If you are in a product-oriented company, operation may be better than promotion. If you are in a marketing company, then promotion is greater than operation.
Talk about the similarities and differences between promotion and operation, and how to transform them. Actual combat example
Talk about the similarities and differences between promotion and operation, and how to transform them. Actual combat example
However, basic positions, such as operational editors, may be recruited after three or five thousand jobs, and the general SEO Commissioner is similar. But going up, good operation may be better than good promotion.
1, both for their own products or services.
There is a connection between the two. For example, the new link of operation is actually the same as promotion.
3, to promote, but also need user operational thinking. For example, what channel to choose, you need to know what channel the potential users will be in, so that the promotion effect is better.
Can those who do promotion be transferred to operation? How to turn?
Say the conclusion first, yes.
How to switch from promotion to operation, then you have to figure out which operation to switch to. Is it content operation, user operation or product operation?
If it is content operation, in fact, many students who are doing promotion are writing their own promotion copy, such as launching Baidu SEM and writing their own ideas, so it should still be possible to do content operation.
If you want to switch to user operation, then you must understand the product, investigate users, and add user thinking at any time from the promotion idea.
For example, during the National Day, I posted the topic of National Day in my paying group for the purpose of promoting my life. Send a Mid-Autumn Festival red envelope to let users feel blessed. These are actually user operations, and you can also understand them as community operations. If it's just promotion, bring users in and don't operate, users will run out sooner or later.
If you want to switch to product operation, you need to know the requirements related to product operation, such as drawing product prototype drawings, using brain maps and writing product documents. These skills should be practiced in advance.
Can surgery be popularized? How to turn?
Conclusion: It is still possible.
Why should I add this? Many people say that promotion has turned to operation, and they feel that promotion has nothing to learn, no value and no room for growth. That's because you didn't do it to the extreme. Or, feel too tired to promote, easy to operate?
Why do you say that operators can also be promoted? Let me give you a simple example. For example, you used to work in BAT, a small operation, and you entered a small company. You can still wait to say that there are no users, so I can't do the activity. Do you want to wait until the users come to operate?
You can wait, but not the company. So small companies, operation and promotion are integrated.
How to turn? I can't accept dozens of people who have done business before, saying that they want to learn SEO, SEM and how to promote it. I told him the easiest way. You should try to sell yourself first.
Creating personal IP is actually the best combination of operation and promotion. Both are indispensable, really.
Is what I said above a little hard to understand? Let me give you an example of a calendar that I am selling to make money ~
There is a community on the knowledge planet that talks about making money and communicating. There is skill in making money. In 20 19, another product called "making money calendar" was launched. This year, the calendar continues. I heard that Cai Sheng also registered this Cai Sheng calendar as a brand.
Talk about the similarities and differences between promotion and operation, and how to transform them. Actual combat example
Ok, so the product is the production calendar. What is the operation? At the beginning, Yiren, the rich boss, launched the co-founder activity of the rich calendar on his rich planet, which can be realized by booking 100 copies at one time, and all the benefits are written out.
Talk about the similarities and differences between promotion and operation, and how to transform them. Actual combat example
Here is the activity operation and content operation. Later, it became the WeChat group, the co-founder of Cai Sheng, that is, the user operation.
Because this is a pre-sale, to put it bluntly, it will eventually be sold to potential demanders. From the perspective of making money, it is understandable that he sent this calendar in their official WeChat account, which is a promotion.
Of course, it has been sent now. In fact, it is to find more people to help him sell calendars.
Do you sell calendars to make money? No. There are three ways to make money and do it:
The first is to serve the community members. After all, the slogan of making money is to make money by making money.
The second is to use the calendar to generate links, a group of people who make money, a group of people who make money.
Third, the calendar has expanded the brand that makes money and let more people know, commonly known as "out of the circle"!