At the beginning of 2020, I took over the entire marketing team and finally achieved the goal of 200% performance growth. I want to share this process and give some ideas to SMEs.
1. Targets and Pricing
In the previous year, the company made a performance of about 5 million, and if it wants to achieve 200% growth, that is, 15 million.
For business A, the unit price per customer is 20,000 yuan. In 2019, it made 1.5 million yuan, accounting for 30% of the total performance.
For business B, the average customer unit price is 200,000 yuan, but the price fluctuates greatly, and the total performance is 3.5 million yuan, accounting for 70%.
To achieve the goal, it is definitely unrealistic to maintain the same proportion of growth.
Business A is an emerging business, which is in the incremental stage from the perspective of the overall market conditions, and the growth rate will be relatively fast. Business B belongs to the basic business of our company, but requires a lot of human resources to go to the customer site for implementation and delivery. The growth of this part of the performance means that the labor cost will rise, and the market has become saturated, and it is difficult to achieve a higher rate. growth of.
This goal set by the upper management is also to increase the revenue share of business A while business B maintains a conservative growth state. Business B maintained steady growth, with an increase of about 40%, reaching 5 million, which is not a big problem.
Then the remaining focus, 10 million, can only be done through business A. This is almost impossible when the market budget is not sufficient. Insufficient market budgets are the norm for marketers.
In order to reduce the difficulty, we must use external force, so we thought of some ways:
First of all, by providing added value to customers, the unit price of customers was increased by 50%, so that the pressure of 500 orders was suddenly reduced to more than 300 orders. Although there are still great challenges, it is hopeful that it can be completed.
Secondly, we plan to develop channel business, and channel agents will complete 10% of the 10 million, 1 million. Since the preliminary preparations have been made in the previous year, such as the division of agent rights, sharing, training support system, and some potential agent resources, etc., there is no problem with this part.
Third, do a good job in customer service, increase the product renewal rate to 70%, and assist the customer service department to solve 1 million.
The remaining 8 million is entirely up to our own ability. That's what I'm going to talk about today:
On the one hand, it is the acquisition of new users, and on the other hand, it is the cultivation and transformation of existing leads.
2. Acquisition of new users
This part has a total of 600 million performance.
2.1 Advertising accounts for 50%
Our advertising delivery mainly relies on online Baidu promotion, but according to the data report of the past year, there is still a lot of room for improvement. To achieve our growth target, we must make all-round adjustments.
2.1.1 Start with account adjustment
First of all, we comprehensively checked the keywords and ideas of each unit in the auction account, and dropped some completely irrelevant or inappropriate content.
Second, direct keywords and ideas to the right links. For example: Regarding the creative description of a certain function, we directly pointed to the product function page of the official website. Although we did this before, after investigation, it was found that there were a lot of fish that slipped through the net and pointed to the wrong page. Or after the product has been iterated, some functions have been deleted or upgraded, and some pages have been updated, but the links to these ideas do not point to the correct location.
In addition, there are some pages that have been 404 due to historical problems, but they have not been eliminated in time before.
I have to say that these problems have really caused us to step on a lot of pits.
After the adjustment, the bounce rate has been significantly reduced, but it is still far from our expectations, but the high bounce rate caused by inaccurate user groups can be ruled out. The rest, it can only be the problem of the website.
Many times, we complained that the cost of obtaining leads brought by bidding advertisements is too high, and it is in a rising trend, so we criticized the students of SEM, and after another wave of people, we found that there was still no improvement.
There are many reasons that affect the cost of lead acquisition. In the case that account adjustment is difficult to bring about direct growth, it may be possible to cut in from another angle, that is, the website and landing page that carry the conversion.
Every time a user clicks on an ad, the account will deduct the corresponding cost, but whether it can be converted into leads in the future depends on whether the conversion path in the website is clear enough, whether the content is attractive enough, and whether the product value is reasonably expressed. .
3 seconds is enough to decide whether the user will stay or go.
Through the website data before the revision, we found that users who clicked into the official website through bidding had a bounce rate of nearly 70%.
What an astonishing number!
Combined with the average browsing time of this group of users (within 3 seconds), it is enough to prove how much loss an unqualified landing page has brought us.
In other words, if you cast 200,000 ads every month, because of your poor landing page, it will bring you nearly 1.7 million losses every year.
So during that time, we temporarily stopped advertising, and prioritized website adjustments to find the problem.
2.1.2 Comprehensive upgrade of the website
188.8.131.52 Visual aspects
First of all, we re-standardized the overall visual effect of the website to make it look less bells and whistles, and most importantly, to make the registration path clearer.
You must know that for those users who have strong needs, it is impossible to only look at us when purchasing, but to do preliminary screening from dozens of websites of the same type of products in one afternoon. During this process, if your website doesn’t feel comfortable or eye-catching, users are likely to leave immediately.
Therefore, regarding the visual revision of the website, you should always put yourself into the user purchasing scene, and keep asking yourself:
Have you managed to stand out among the 30 competing websites and attract registrations or inquiries?
184.108.40.206 Content of the website
Beyond the visuals, it's the content.
In order to refine the core value of the product and integrate into the differentiation, we have also spent a lot of effort on research. As for the part of differentiation, in my previous article "How can small, medium and micro enterprises shape their brand image and achieve low-cost communication? " also has a detailed description.
The extracted product value is reflected in the banner on the homepage or landing page of the official website, and is described in easy-to-understand language. Don’t underestimate this sentence, it may save you millions of promotion costs every year.
There is a misunderstanding here: our product has a lot of functions, and I want to write every detail on the banner. In the end, it is like reporting the country email list name of the dish, and the user looks confused.
I don't know how to choose, I want this one, I want to keep that one, but I can't express my main point at all, and users don't have time to read so many words you listed.
It is enough to find the user's most pain point, or the most prominent function of the product, or the function that best represents the differentiated value of the product.
As for other value points, we should put them down on the product function page. And after the customer completes the registration, the salesmen will have a lot of opportunities to introduce it to the customer. When the time comes, the customer will have the patience to listen, whether it is to sign up for the name of the dish or talk about a talk show.