Want to do online promotion, first completes the user analysis,

According to the information provided by the Lord, we to tourism (hotel, air tickets, travel) business, for example, to analyze how to do,

A, user analysis

User analysis is not imagination, but justified is analyzed, the aim is to:

Find potential user channel;

Learn the user's attributes;

Learn the user's behavior characteristics;

Specific to the tourism industry, we can analyze the user these attributes:

Personal attributes: age, sex, occupation, etc.

Consumption ability: income and consumption level

Geographical features: the main distribution area and the area, the main destination

Travel: travel time, travel time, travel mode, etc.

Equipment characteristics: mobile phone brand, network, etc.

Behavioral characteristics: search, and recommend

Main channels: travel websites, group, community, etc.

.

After analysis of these attributes, we can put them on the channels of the users are accurate, in order to gain better ROI,

So what do specific analysis?

1, in combination with the history of the company registration user data analysis

According to the data of past service customers in, or through the questionnaire survey target users, can be imported into EXCEL data filtering and analysis, find the different users of tourism travel frequency, age, level of consumption, channels and so on, in order to reasonable distribution in the different sources of marketing investment,

2, according to information released data platform speculate

Every year, some of the industry's head platform will publish platform related data, although these data refinement degree is not enough, but as a marketing channel choice, the initial analysis of the target user can still,


About the city of tourism, travel frequency, etc. A considerable amount of data, can query to the data as a reference or enough,

3, the user's 1 v1 interview

For companies focus on customers, can undertake 1 v1 return visit, understand user source channels, personal information (privacy), geography, etc.,

Through the interview 1 v1, marketers can more accurately grasp the user's psychology, thus more focused on the channel on the design and operation,

Second, on the channel select

Different users have different ways of decision-making, probably on different platforms are active,

A user through search engines search strategy in advance, the information query,

Users through zhihu view travel guides, local features;

Have a reservation for users through the hornet's nest query travel guides, hotels;

Users directly on ctrip, flying pigs platform directly order booking;

Users also have passed the trill, quickly platform, such as video recommended by amway...

Comprehensive speaking, we can put the above platform is divided into several categories:

Comprehensive search engine, baidu, sogou, 360, etc.

Vertical travel website: hornet's nest, etc.

Life group-buying platform: Meituan, flying pigs etc.

Comprehensive community: weibo, little red book, zhihu, B station, the headline

Video platforms: trill, quickly etc.

Social (im) : WeChat, QQ, etc.

The different platforms, actually at the stage where the user may not be the same, for example:

Is given priority to with the recommendation and information flow of trill and headlines, for users and grass planting, early drainage channels, with a long cycle to clinch a deal;
Group-buying platform is given priority to with the final order of life, such as Meituan, flying pigs, etc., for carry on flow channel flow precision, short transaction cycle;

Understanding to the characteristics of these different channels, then we can be targeted to make promotion plan,

Three, on the scheme made

According to above analysis result, we have preliminary mastered the target user properties, the characteristics of the different channels, you can according to different channel allocated budget for the scheme design and tried,

Of course, that is only for example:

Team finally chose the life group-buying platform, integrated community, the short video platform as a preliminary test of channels, that according to the characters of different channels, we can plan,

1, life group-buying platform

Meituan, for example, by the user's search platform, click on the habits, such as recommend related businesses to the home page, the merchants actually has to do is:

(1) try to make their own search rank;
(2) has enough amount of praise;

So, the company can put in the search advertising, optimize natural rankings, open stores and other methods to increase store traffic, and to obtain accurate customer,

2, comprehensive community (e.g., zhihu)

User before travel, usually travel search strategy, local attractions, etc., then we can be targeted to make relevant, high quality content to attract users to the private domain into traffic or platform inside the store,

3, short video platform

In a short video platform, the user is given priority to with information flow (advertising), it can push some discount coupon packages or attractive local events, the user first to precipitate into the private domain flow, and then further transformation,

Here only provides some small ideas, of course, the concrete operation and planning can discuss,

Four, launch and recovery data

Well after more than a few steps, it can be formally launched, on the need for different channels in the process of content, directed the crowd to adjust optimization, to achieve better ROI,

If after optimization to cost is OK, can consider to large-scale replication and expand new channels,

Hope this article can help you to develop ideas, get better ROI,