How do we play a role in growing our revenue? Our main functions: get traffic, operate users, improve conversions, build brands.
One
Why build a personal brand
Many people will wonder, I honestly went to work, why should I do a personal brand?
So, I'm going to introduce a formula for you, the business model of life: achievement = ability X efficiency X leverage.
A person's achievements are the result of a combination of factors, ability and efficiency are gradually cultivated in the process of our growth, and the main factor we communicate today is leverage, because the right leverage can often be 10 times more effective with half the effort.
In the leverage factor, under the established choice, the product and capital we often can't influence, but the team and personal influence we belong to are able to change, change some factors to promote the leverage coefficient to become larger, from the individual to achieve greater life achievements, that is, our path.
Yes, as an operation and marketing department, the responsibility is to continue to pull new, retain, activate, transform and brand for the enterprise, and as a professional practitioner, in addition to improving the ability of the department, what should be improved is the ability of the individual in the above aspects.
As the saying goes, why sweep the world without sweeping a house, if the personal traffic and brand are not good, how to do a good job in the traffic and brand of the enterprise? I personally suggest that all people in the workplace should do personal branding, at least have a personal brand thinking.
Warm tips: Please forgive me, because it is not a pure methodology, so there is a lot of content about myself in the case, which is more real and reflects my practice of building a personal brand.
So what exactly is a personal brand?
You can see a comparison:
I am Uncle Zou, focusing on operational growth, consulting fees are cost-effective, please let me serve you. ---that's a pitch
I am Uncle Zou, focusing on operational growth, and now in the special period, the consultant fee is up to 30%. --- this is a promotion
You don't know Uncle Zou, but after listening to his sharing, you think it's OK, and you want to ask him to do internal training. ---that's marketing
You don't know Uncle Zou, the company wants to find an operating growth consultant, and friends recommend Uncle Zou. ---it's the brand
I used this much space to say that everyone should do personal branding, but everyone has limited time and energy, what benefits can personal branding bring?
1. Low cost traffic
First of all, I think everyone understands that in all the transactions, the highest conversion rate of the transaction method, in fact, is the introduction, in my past few years to break the performance of tens of millions, the shortest single cycle may only take 5 minutes, and the average transaction of the To B industry may take about 1 week, and most acquaintances or readers recommended customers, can be traded, the transaction rate is as high as 64.1%.
People are emotional animals, between commercial companies and people with temperature, it is easier for everyone to trust people, just like maybe you don't like the company I'm in, but my wayward uncle, can you understand it?
Since you choose to build a personal brand, you will inevitably continue to accumulate fans, and the recognition from specific fields and the attention will help you get low-cost traffic, if this traffic is still highly consistent with the company's customer base, it is great.
2. High degree of trust
All cooperation is trust, and it is precisely because of understanding and cognition that you will become your fan, and this process can solve the problem of trust very well.
3. Enhance personal value
Under the intensifying workplace crisis, personal branding can not only bring traffic and trust, but also enhance personal value, especially workplace value.
To know that the success of a business can not represent the value of a person, it is often said: do not take the aura of the platform as your own ability.
In the process of building a personal brand, you are constantly improving your ability to operate and market aspects, while improving your social value, until one day you can proudly say: leaving the platform, I am still capable.
4. Promote self-growth
When you start to build a personal brand, you will expose yourself to everyone's eyes, and the supervision of the public will force you to cherish the feathers, so that you continue to learn, grow, self-discipline, share, tolerate, altruism, etc., until you integrate the habit of excellence into your bones, after all, we do not want our own people to collapse.
Regarding the various benefits of the personal branding process and the commercial realization, it will not be expanded here, but Uncle Zou told you that the ROI is higher than you can imagine.
Two
How to build a personal brand
Let's talk about how to build a personal brand according to the thinking of operation.
The daily work of operation and marketing, I summarized it into 6 major sections, namely: product operation, content operation, launch operation, activity operation, community operation, data operation, so we will continue to decompose according to the above 6 major thinking and everyone.
1. Product operation thinking
According to the thinking of product operation, we have to do the following:
Identify the target demographic
Analyze existing resources
Find unique value
Design functional modules
A good positioning is better than 10 times effort, an advantageous resource is conducive to a single point breakthrough, a unique value is conducive to implanting the mind, and a good function can improve retention.
1.1 Identify the target population
To clarify the target group is to position, is to think about their own personal brand, to establish the image and crowd, where you need traffic and attention, where you go.
If your target group and personal advantages can be highly consistent with the company's target customer base, it should be the best choice, if it is not consistent, you don't have to worry, only your influence in a certain field has broken through, in everyone's cognition is to think that your credibility is higher than others, then you do some influence migration things is easier.
For example, for example, the key decision-makers (KPs) of most products are mainly product, operation, market and small and medium-sized enterprise CEOs in enterprises with a large number of C-end users, so I position the target groups of my personal brand as these groups, and I have my own positioning: Uncle Zou, a marketing officer who focuses on operational growth, and a marketing trader with 1 billion growth.
We can see that among the crowds shared today, Teacher Cao Hu positioned marketing consulting, Teacher Chen Yong positioned at super conversion rate, Teacher Xu Zhibin positioned in private domain traffic, Teacher Yu Yongyi positioned in big data, Teacher Du Zhong positioned in industrial product marketing, etc., are all accurate positioning for target groups.
1.2 Analyze existing resources
In the process of positioning, the main thing is to find their own advantages: people do not have me, people have me.
You have to analyze carefully in your own talents, abilities and energy, because personal branding may follow you for 100 years.
And finding advantages is not so complicated, what you are best at, do more to try; you get results, more to repeat; you are interested in things, more to study. Accumulate slowly, and the data will give you feedback, so that you can also find your advantages smoothly.
Here is also recommended a book to everyone "Now, discover your strengths", you can read it, to evaluate, self-evaluation, and re-recognize yourself.
1.3 Finding Unique Value
When looking for unique value, many people will feel as if there is nothing unique, and some people, such as Teacher Chen Yong's fast speech and agile thinking, are easy for people to remember, while people like Uncle Zou, who are not proud and have an ordinary voice, are easy to be ignored.
How can we find our own tipping point and make a difference?
My advice to you is:
(1) Research friends: This is often used in the operation and marketing of our enterprises, in the personal brand, if you clarify the customer base and your own advantages, the rest is "competitive analysis", to find the most awesome person in the same field, study him, learn from him.
(2) Niche field: Niche is a field that is finer than the segmentation, to find the points that may exist in the market segment and are ignored by the big coffee in the same field, and to make a single point breakthrough, such as fission in the growth, live code in the fission tool, and copywriting in the fission process, all of which belong to the niche field.
(3) Shaping unique: Many times the above points are not easy to find, so we can shape, do a thing 100 times, it will become a unique thing, unique to such as Jobs's jeans, Lei Jun's grinning smile, Yang Shoubin's flower shirt and so on.
And because I am really nothing special, I can only shape my own unique value from the functional module.
1.4 Design functional modules
The design of the product module is not achieved overnight, but constantly listens to the feedback of users, thinks about the needs of users, and gradually optimizes and grayscale trial and error.
In the personal brand operation, we can also design functional modules, such as introduction, image, temperature, additional functions and so on.
For example: starting from the name, we have to design, my real name is Zou Yang, but when we go to Baidu "Zou Yang" these two words, what we see is definitely Wang Sicong's seventh girlfriend, a beautiful model, so I changed a nickname "Uncle Zou", so you a hundred degrees, basically me, if Baidu "Uncle Zou's waywardness", it must be me, Uncle Zou is easy to create topics, and close the distance, I and others often start to break the ice from the title.
The three elements of a good name: easy to find when searched, easy to remember when spoken, and easy to understand after hearing it.
A good personal brand also needs to be both inside and outside, in the workplace and business places, a clean and sunny image is very important, psychological research surface, trust between people, mainly from language, intonation and image of these three aspects, and the proportion of external image, as high as 55.6%, can see the importance of external image.
Another problem is that not everyone is so beautiful and moving or so beautiful, where is the way out for us ordinary people? My suggestion is standardization, unification: unified image, standard action, unified introduction, standard PPT, unified tone, standard style.
Just like my personal poster photos are almost the same, PPT is a template, and has its own photos, always implanted in the reader's mind.
The last additional function is more complex, time-consuming is also relatively long, we need to think about just establishing a standard personal image, or continuous content output, just do a public account, or provide more community bearers, just write dry content or unique views, or provide training courses and other more functions, in this initial stage, do not expand.
2. Content operation thinking
After the positioning is clear, the content is the key, and good content is the basis for spreading personal branding.
The shaping of personal branding is a long-term behavior, so continuous output, systematic operation, and high-quality content have become an important means to strengthen personal branding.
There are also some basic principles of content operation:
(1) First of all, it must be useful. Promotional and promotional content users are difficult to accept, useful content, need to learn the way of net red grass, to help users solve problems, looking for readers' pain points, itch points.
The bigger the problem we solve for users, the greater the personal brand value, which is like the difference between pan powder and precision powder, the account value of a 100,000 fans in the automotive field is far greater than the account of 1 million joke fans.
(2) Secondly, there must be material. What is the difference between useful and informative? Useful is that it only tells the answer without much extension and literary style. It is expected that not only the reader is told the answer, but also the reader is increased in insight, understands the essence, refreshes the cognition, creates a full content, full of emotions, and finally lets the reader, a "bull" to respect you, and then "like, turn, comment" three combos, 666.
(3) It is more important to be interesting. In fact, for people in the workplace, useful material is relatively easy to achieve, after all, everyone is doing professional things every day, but most people are not willing to read and accept dry information, readers hope that the content not only brings them knowledge, but also brings pleasure, let the mood relax, let the brain bathe. For example, all the theoretical content of the operation is drawn into a cartoon, and someone records the boring product knowledge into a video, so that users can better and more coolly accept it.
Therefore, we will be "indignant", how many people have little dry goods or even do not learn no skills, but it is interesting for people, born orange, can also be tens of millions of fans, this is the power of fun.
Because everyone's interest points are different, we can output different types of content, such as text, pictures, audio, video, and in fact, activities, mini programs, and APPS can become your content.
The value of content from paragraphs to posters, to articles to white papers to published books, people's sense of trust is increasing.
So we also have a lot of professional authors to share this time, Chen Yong, author of "Super Conversion Rate", Xu Zhibin, author of "Small Group Effect", and Yu Yongyi, author of "Big Data Marketing", so next year, I hope that everyone can see Zou Yang, the author of "To B Marketing", stealing happiness first, although I have not even finished the book.
When many people do personal branding, they still have questions, that is, how to continue to produce.
In fact, if you want to continue to produce, you must continue to input, Uncle Zou gave everyone four magic weapons:
1. Review comes from the practice of work
2. Thinking comes from reading comprehension
3. Interviews with insights from big coffee
4. Observe integration from cross-border
Do the above four points well, after a period of practice and precipitation, your content will no longer become a problem.
3. Operational thinking
When everyone is clearly positioned and continues to produce good content, it is necessary to continue to spread content.
After all, this is an era when wine is also afraid of deep alleys and content is not long legs.
There is too much content, everyone is too anxious, time is limited, if the content we have worked hard to produce can not be seen, it is also a very regrettable thing, and is not conducive to the good construction of personal brands, so the content operation is particularly important.
Delivery is divided into paid channels and free channels, paid channels are expensive and complicated, when the ability is not enough to detonate themselves prematurely is likely to bring backlash, I suggest starting from the free channels, and gradually to establish their influence.
Many friends only publish content on the public account, but now the open rate of the public account continues to decline, in order to expand the spread of the spread, it is recommended that everyone output once, multiple times reuse, omni-channel distribution.
On the one hand, you have to output your personal brand through more display forms, such as text and pictures. Audio, video and other forms of exposure.
On the other hand, you need omni-channel distribution to spread your own personal brand, such as establishing your own personal website, public number, Zhihu, Weibo, toutiao number, Penguin number, Sohu number, big fish number, Douban, Jianshu, everyone is a product manager, marketing department, Meihua network, Yiou network, titanium media and so on.
Content creation is important, and content delivery is 10 times more important than content creation.
Combining products, content and channels for example: my personal brand name in omni-channel is called "Uncle Zou's Willfulness", and the avatar and introduction are basically the same. And every time I write a piece of content, it will be delivered through all channels, such as my training to thousands of retail practitioners last week, "Retail Entity Industry Community Operation Breakthrough Guide", that is, without any cost, it was included in more than 200 sites, including Titanium Media, Ebang Power, Sina Technology, etc., which brought good communication and brought a lot of attention.
The things that need to be noted here are that the rules of each self-media platform are different, and everyone needs to understand more, and although the standard action is omni-channel distribution, we still have to find the most suitable platform after a period of time to focus on breaking through the rapid rise.
Because only when you achieve the head in each brand can you use the empowerment of the head effect to achieve the leap of leverage.
Everyone must understand that the power of the platform is far stronger than that of the individual, and it is necessary to hold it when it has a thigh.
4. Activity operation thinking
For event operations thinking, I have a few suggestions:
4.1 Both organization and participation. Organizing activities is your home field, you can string the field, have the initiative, easy to be remembered, belong to the connector, participate in the activity is to take advantage of the momentum, borrow the potential of the organizer, belong to the resources that are connected.
At the same time, you can see that all my poster images are consistent, and all the activities I participate in are inseparable from the two keywords of operation and growth.
4.2 It is better to talk for 1 year than to meet 1 person. We have established contact with everyone online with content and others, cultivating trust, which is far from enough, online to finally feel shallow, the relationship to be deep to see, just like we first met in To B CGO, or need to strengthen the relationship through family banquets, offline activities.
Another exception is that you can participate in some very powerful events and become the protagonist, which can attract others to connect you, such as participating in well-known TV shows, attending top conferences and becoming guests.
5. Community operation thinking
In the previous product module design, we talked about whether to do offline activities, whether to establish a community, whether to do more products, to provide value to your readers, which needs to be adjusted according to the actual situation.
In fact, the community, I am 100% recommended that everyone do it.
5.1 Accumulate the core and form a circle layer
First of all, the community is to precipitate your readers, and secondly, through the community, you can repeatedly reach and deepen trust.
Here I will use the models commonly used in my work: propagation, drainage, retention, activation, conversion.
And AARRR is also applicable in personal branding, we use content, activities to spread and drain, use personal WeChat to precipitate readers, pick out core fans in it, form your own circle, whether they can be converted into corporate customers, will be a great help on the road to your personal brand.
What is a core fan: be consistent with your target customer base, trust you, and be willing to help each other and grow together with you.
5.2 Cross-border circle powder, affecting fission
When we accumulate to a certain extent in a certain field, we can try to select different fields to cross the circle of fans.
For example: In the earliest days, I was in the mainstream 2C Internet circle to precipitate, by chance, witnessed the growth of To B CGO, so I studied with everyone here, and also met many To B industry bigwigs, and learned from them, and recently I copied my own community operation, content operation and other capabilities to the retail industry, gave thousands of retail people training, to nearly a hundred brands to coach the retail industry community, content and marketing and other operational growth modules.
Today is also my 7th online sharing after the 2020 New Year, and there are more plans and activity coaching for retail 100 brands in March, which is to use their professional ability that can be reused to continuously carry out the fission of influence in the target population.
Here, the personal brand goals, image, PPT, content still follow the principle of unity.
6. Data operation thinking
The establishment of personal brand is a long-term and continuous adjustment and optimization process, so we must always pay attention to data, collect data, tap advantages, and iterate quickly like we do operations and markets.
For example: after we send the official account push every time, we may see a lot of data statistics, and we can judge the reader's attitude to their content according to the number of reads, forwards, messages, etc., so as to optimize. When we know how to answer the questions, we can optimize the content according to the number of likes of different styles and the application of algorithms.
Regarding the content of data operation, we can break down the details of another topic later.
In order to let everyone who has not fully resumed work not forget the profession, today I took everyone to review the various modules of operation and smiled.
Three
Get super conversions from personal brand traffic
In fact, the second part of the content, more to do the drainage and dissemination, only the traffic can not mean that it will be able to grow, and how to improve the conversion of personal brand China, is also worth our thinking.
1. Generation of traffic
When you want to generate traffic, you should pre-embed the hook so that the public domain traffic can come to your private domain traffic.
For example, distribute content with its own profile and WeChat;
For example, all platforms have the same name, making it easy to find you;
For example, all platform profiles are placed on their own weChat id to facilitate others to add you;
For example, put your own two-dimensional code in the PPT to facilitate others to add you;
Wait for the operation, so that your recipient can continue to receive your information, and take the initiative to go to you, add you.
The essence of traffic generation: don't chase her, attract her.
2. Acceptance of traffic
In the process of undertaking traffic, the most important thing is to guide readers to add your personal number, there are also many details that need attention, such as timely self-introduction, collecting each other's information, guiding readers to pay attention to your public account, and entering your community system, and striving to form a multi-point contact with you.
The essence of traffic undertaking: since you have come, don't leave, I want you to have a variety of relationships.
3. Operation of traffic
When the reader reaches the personal account, public account, and community in the matrix, it is a process of continuous influence and transformation.
For example: the long poster of the conference, if we directly forward the circle of friends, you can see a set of blurry pictures without tone, I let the design insert the photo of me and a commercial director into the center of the poster, so that when I send the circle of friends, the reality is the image of the two of us, and then with two sentences of copywriting, in order to improve attention and personal influence through the operation of various details.
Yesterday, there were companies to talk about internal training courses, just as Teacher Chen Yong said: There is money hidden in the details.
4. Borrow external forces to achieve a win-win situation
When we do personal branding, most people's strength and potential energy are not enough, just like I am also a humble little transparent in the To B field.
Here we will introduce a trick to everyone, that is, with the help of external forces, to achieve a win-win situation.
Borrowing power, like the super symbol proposed by Hua and Hua, to find a big tree and hold it.
For example, looking for hot spots to do content, this is a borrowing force.
For example, in the platform with traffic to carefully use, this is also a borrowing force.
Again, in today's conference case, I enlarged my own photo and put it together with a bunch of To B bigwigs, which was also a situation.
But there are not often such opportunities, so what else can we do if we are ordinary?
Another trick, look for the big coffee around you, communicate with them, one is to obtain knowledge, and the other is to use their potential energy to generate value.
If there are no big coffee, the trick is to use the community, try to join some communities with real big guys, such as I am in the community of To B CGO, contribute my own value, be helpful, and have a good relationship with the group owner.... This kind of borrowing is what most can be done, starting from a group to cultivate, when you have potential energy in many groups, you also have a certain influence.
This is the basic framework for borrowing external forces to achieve a win-win situation, and more content cannot be expanded because of limited time.
5. Self-practice, empower the team
More importantly, we can't play alone, we still have a team.
When we learn how to build a personal brand and help individuals achieve traffic growth, don't forget to empower the team, share what you have learned and the team, especially companies with business teams, they need to contact a large number of potential customers every day, and are the company's profit creators, such as "Building Employee Personal Brands" that I trained new people in the company, which has always been at the top of the training list.
Operation/marketing and commerce, this contradiction in many companies, at this moment, began to complement each other, fight together, and strive for the company's revenue growth.
Four
Write in the last words
The midlife crisis did not begin at the age of 35, but with a rigid mindset. I also think that everyone can be a brand, every copywriter can be diverted, and the growth of corporate revenue can start from the growth of everyone's traffic, and the practice of 0 to 1 billion starts from the drops.
The last little Easter egg, if you feel that a person is weak, why not hold a group to build a personal brand? If you are an operation/marketing equals growth-related practitioners, if you feel that you can not frequently output content or limited time, if you feel that a person's persistence is too hard, then I will take out my existing little accumulation, organize a group of people, to help you optimize basic information, distribute quality content, grow with you, warm up and achieve each other, do you feel moved? Seeing this, do you want to hook up with me?
Never a personal brand is achieved overnight, all the borrowing, are gradually and gradually, slowly strengthened, this precipitation, will be like a snowball on the snowy mountain, on the long slope of your life, continuous accumulation, more and more thick, potential energy is becoming larger and larger, to achieve the future of you.
Starting today, try to build a personal brand, like Archimedes' fulcrum, using leverage to leverage your life business model and achieve a win-win situation for individuals and companies to grow together.
The last sentence is for everyone: In a person's life, the only thing to sell is himself.
Author: Uncle Zou, General Manager of Mingyuan Cloud Market Center, a chief marketing officer focusing on operational growth, and a practical marketing consultant for many enterprises.