Revealed: The project operation model I have used for 10 years! A must-have for making money on the Internet! This is how to operate a private domain...

This article explains in detail the underlying logic of Internet project operations from six aspects and is recommended for Internet industry practitioners/entrepreneurs and Internet project studios.

Sean said a classic line in the movie "The Accidental Murderer": "When you have watched more than 1,000 movies, you will find that there is nothing strange in this world."

In fact, this sentence is also very applicable to the Internet industry! The more projects you manage, the more you will find that all online projects have a common essence: no matter what product you manage, no matter what group your project targets, as long as the project needs to be managed online, then the underlying logic of its management is absolutely the same!

Next, I, Lao Xie, will explain in detail the methodology of Internet project operation from these 6 points!

01 Positioning

Any project without positioning is a hooligan! In the positioning phase, we need to do at least three things: product positioning, user positioning, and business positioning.

1. Product positioning

When it comes to product positioning, it means figuring out what product you are selling and what are the selling points of your product. In simple terms, it means figuring out two questions: "Who are you?" and "What is the difference between you and others?"

Let me tell you a story. I believe everyone has drunk Wang Laoji. Wang Laoji positions itself as a "herbal tea" rather than a "beverage". Why would Wang Laoji prefer to develop a brand new "herbal tea" market rather than positioning itself as a "beverage"? The answer is simple, because the beverage market is too competitive! If it is positioned as a "beverage", it means that Wang Laoji will have to compete with the big players in the beverage industry such as Master Kong, Uni-President, Pepsi, and Coca-Cola. How can a new brand compete with these old brands with overwhelming advertising?

Furthermore, looking at the beverage market over the past decade, if the "zero sugar, zero fat" segment had not been established, how many new brands would have emerged in the beverage market over the past decade? Therefore, instead of fighting with the big guys, Wanglaoji, which has plenty of money, might as well open up a new market position: "herbal tea"!

Similarly, in order to encourage consumers to buy Wanglaoji, Wanglaoji also gave a reason to buy: "If you are afraid of getting angry, drink Wanglaoji." In addition, the advertisements featured a large number of scenes that are prone to getting angry, such as eating barbecue, having parties, and eating hot pot, constantly stimulating people's demand.

It can be said that the case of Wanglaoji tells us how important product positioning is! The same is true for projects on the Internet. First, figure out what your product is, and then figure out what your product's selling point is.

2. User Positioning

We need to know clearly who you are selling your product to, that is, what is the user profile of the target user?

User portraits are to classify users into different types based on their goals, behaviors, and opinions, and then extract typical features from each type, giving them names, photos, some demographic elements, scenarios, and other descriptions to form personas. User portraits are visual displays of data associated with the user, which can be simply understood as user information labeling.

Once we have identified who our target users are, we can investigate their real needs, behavioral habits, pain points, etc. Based on these factors, we can judge and analyze their needs, behavioral logic, pain points, etc. These analysis results will be of great help to us in reaching users with "content" later.

3. Commercial positioning

Not considering monetization? Are you kidding! Why did so many million-level big Vs abandon their old accounts on Douyin a few years ago? One of the reasons is that they did not consider how to monetize when they first created the account. The topic of "increasing fans" or "monetizing" first has been debated for many years. Obviously, countless results tell us that "monetizing" first is better.

Indeed, this is also true for project management. Let's take a simple example: you are a sea cucumber farmer and want to promote sea cucumbers online. Live streaming can sell sea cucumbers, and private domain diversion can also sell sea cucumbers, but the different monetization models of the two will lead to differences in the deployment of your entire project at the strategic and tactical levels. At the same time, it also has an impact on the execution level. After all, there is a huge difference between the execution of live streaming and the execution of private domain diversion.

Therefore, if you don’t even know how to realize the profits, the result of blindly executing the project will prove the truth of a quote that goes like this: “Choice is often more important than hard work.”

02 Platform

Many people cannot understand why the second link of project operation is "platform". In online operation of projects, it is not enough to have only products, but also products need a landing point to be sold. It is like whether you choose traditional e-commerce platforms such as Taobao to sell goods? Or choose self-media platforms such as Douyin to sell goods? It is the same principle. The biggest difference is that the choice of platform is different, and the subsequent promotion methods and marketing strategies will be very different. So, after we have clarified the product positioning, the next step is to choose the "platform" and do a good job of basic packaging of the platform.

1. Platform selection

The first thing you need to consider is what kind of platform is suitable for promoting your product! Don’t underestimate this point, it’s like you go to a snack night market in the city center with a lot of traffic to set up a stall to sell excavators, which is nonsense in itself! Why did so many million-level big Vs abandon their past accounts on Douyin a few years ago? One of the reasons is that when they first created the account, they didn’t consider how to monetize it. Of course, such cases are not uncommon on the Internet.

Therefore, we need to consider whether the platform is compatible with our products based on the product positioning and user positioning, as well as the platform's own positioning and user positioning. It is particularly important to know what the platform can do and what it cannot do.

This is the same as opening a store offline to do business. If you want to sell clothes, you have to open a clothing store first. However, the quality of the store choice will determine the upper and lower limits of your future business to a certain extent.

2. Basic packaging of the platform

The platform account is like a battlefield when you fight. If you don't even defend the battlefield, you want to fight with others. Do you want to avoid being directly bulldozed by the other party? Moreover, after we register the account on the platform, the platform gives us certain permissions to make some modifications to the account, which is the biggest killer given by the official platform! In other words, if a salesperson is dressed sloppily to face customers, do you think you can sell products to customers?

For the platform account packaging, we must make rational and marketing packaging according to the product positioning. A good account packaging will not only give users a certain trust basis, but also increase your conversion rate by at least 5%-15%! What should be done for the platform account packaging? It is nothing more than avatar, introduction, name, background picture, etc.

3. The underlying logic of the platform

Some time ago, I shared a sentence with people in the community: "The core of traffic generation is to understand the underlying rules of the platform, and use the method that conforms to the user's behavior logic to reach the user within the platform's rules." Only in this way can the maximum traffic efficiency be guaranteed. Too many rules are not good, and too few rules are not good. But the bigger premise is that everyone needs to understand the underlying logic of different platforms.

In other words, why do many newcomers have such questions as "Why does my Douyin video only have 500 views?" and "Why was my account blocked for reposting other people's works?" The bottom line is that you have never understood the underlying logic of the platform at all. Think about the first time you played Landlord, did you understand the rules of the game first?

Therefore, if you start working without understanding the underlying logic of the platform, you are either a reckless person or someone with an underdeveloped brain. The way to understand the logic of the platform is very simple. Now basically any platform has its own business school-like page. First, go there and take a detailed look at the official basic courses of the platform. If not, then find the "Help" page and read the relevant content, or find the platform's customer service and ask some questions in different ways. These are all very practical ways for us to initially understand the underlying logic of the platform.

03 Promotion

Please remember one thing: "When you want users to do something on the Internet, you must give them something first!" Therefore, if you want to promote products on any platform on the Internet, you need to do one thing, that is, "make a nest first, then throw bait, and finally fish." Because the current Internet relies on content to reach users!

1. Different platforms have different content tones

Take Douyin and Xiaohongshu for example. In some cases, when promoting the same product, videos work better on Douyin, while pictures and text notes work better on Xiaohongshu. Furthermore, even if all videos are used to reach users, the way of writing video titles on Xiaohongshu and Douyin is different. Therefore, we need to learn to make fine adjustments to the content when dealing with different platforms.

2. Produce “effective” content

Remember, the quality of your content is not determined by the difficulty of content production, the clarity of the content, the beauty of the content copy, etc. What really determines the quality of your content is the needs of users!

The content you spent half an hour remixing is enough to impress users, while the content you spent a lot of money to hire a professional team to produce is only superficially gorgeous and cannot impress users. I believe everyone knows who is better? But in reality, we often make such mistakes unconsciously!

Therefore, the mass production of effective content is the core strategy for promotion!

04 Sales

When we reach users with content during the promotion phase, it is bound to lead to corresponding consulting behavior from users. In fact, at this stage, users have already taken the bait, but being hooked does not mean that they will place an order 100%. There is still a risk of disconnection, so at this stage, how to sell your products becomes a crucial link.

1. Internet sales are based on trust

Take Douyin and Xiaohongshu for example. In some cases, when promoting the same product, videos work better on Douyin, while pictures and text notes work better on Xiaohongshu. Furthermore, even if all videos are used to reach users, the way of writing video titles on Xiaohongshu and Douyin is different. Therefore, we need to learn to make fine adjustments to the content when dealing with different platforms.

2. Sales Talk

As long as any project has passed the closed loop test, I will come up with a 1.0 version of the sales script. A good sales script must be able to guide users. But in the actual operation process, I found that excellent conversion personnel never copy and paste sales scripts, but use sales scripts as a reference and adjust them according to the current users.

3. Sales Strategy

When operating any online project, Lao Xie's team has a set rule, that is, when users add WeChat, they need to agree to it immediately. After agreeing, they need to get straight to the point with the user, such as "Hello, I am XXX, do you have any questions about XXX?", instead of chatting with the user after adding him! At the same time, after chatting with the user for the first time, if the transaction cannot be completed, don't pester him too much. The more you pester him at this time, the more disgusted the user will be. After that, don't make regular return visits to users. The core essence of private domain conversion is "non-proactive". It doesn't matter if the transaction is not completed the first time. Then use Moments, WeChat public accounts, mini programs and other behaviors that users are not disgusted with to reach this wave of users.

05 User Management

After the sales process, two questions are bound to arise: how to better improve the sales conversion rate? And how to manage users more deeply? Therefore, at this stage, we need to do at least two things: manage users by tags and build a closed conversion loop for your WeChat ecosystem.

1. User tag management

According to the customer's transaction status, you can classify customers and use WeChat's tagging function to tag different types of customers, and make notes at the same time. The advantage of doing this is that you can use different sales strategies for different tagged groups. For example, for customers who have chatted but not traded, we can release some preferential activities through targeted releases in Moments at the end of the month to stimulate this part of the user group to make purchases. At the same time, no matter how large the discount is, it will not affect the interests of existing users who have already purchased.

2. Create a closed-loop conversion system for the WeChat ecosystem

If you only define the project as front-end traffic diversion and back-end WeChat conversion, then such a project is basically not very big (of course, making money is no problem, and some projects are not suitable for heavy back-end construction). Based on this, public accounts, mini programs, video accounts, Moments, and WeChat accounts are needed to form a closed loop of conversion, so as to achieve higher output with the greatest effect.

06 Data analysis/diagnosis optimization

In Lao Xie's opinion, operations are the so-called detail maniac. To operate a project well, you must look back three times before taking a small step! The ancients said "I examine myself three times a day", which really reveals the content of operations work. Therefore, in the entire project operation, the most important link is "data analysis and diagnosis optimization", because this step of work is to escort the operation of your entire project. Therefore, at this stage, at least the following things should be done well.

1. Review is a phased process

Never review a project after all the steps have been completed. A true review must be phased. Each step you plan should have a small goal or standard. The purpose is to measure how well you did in the review.

2. Review is about finding problems and solving them

Lao Xie has seen many teams reviewing their games, and they just keep looking for problems, and then what? Nothing else. Isn’t this just like the eunuchs in the palace! The core purpose of reviewing a game is to solve problems. Before a solution that is recognized by the team is proposed, the review cannot be completed! As for whether the solution proposed in the review meeting is correct, it requires practice to gain true knowledge, but at least this is the best solution that your team can come up with at the moment, don’t worry, just do it! If the method is wrong, review it again, and do it again! As long as the general direction is correct, it’s fine!

3. Analyzing data can help you diagnose and optimize

What is data? It is the result of user behavior. Therefore, behind every piece of data, there is user behavior. Take video for example. If you think the 5-second completion rate is too low, then think about it from another perspective. If you were a user and saw such a video, why would you not want to stay? Therefore, only by doing statistics, aggregation, and analysis of the data can we find out which data has problems. Then, based on the data, we can analyze the user's behavior and actions, and then correspond to the content, and it is easy to find the problem.

Some random thoughts

The above content does not contain any substantial operation skills, and can only be regarded as methodology at most. But isn’t this the case when doing Internet business? Thinking determines the way out! If you don’t establish a correct thinking framework, it will be difficult to do things well! Ten years ago, I learned this model from several predecessors. Ten years later, I share this project operation model with more people, which can be regarded as a kind of inheritance! The Internet industry is really not an industry that is built behind closed doors. Your peers may not necessarily be your competitors! Let’s encourage each other! Everyone!

Author: Xie Yuxuan

WeChat public account: Lao Xie Operation Notes (ID: iteamnet)