高效的营销 — Colin Wang

[vc_row full_width="stretch_row" css=".vc_custom_1649058905399{background-color: #000000 !important;}" side_background_title_typo="null" el_class="clb__dark_section"][vc_column][vc_empty_space height="20vh"][ohio_heading module_type_layout="on_middle" heading_type="h2" subtitle_type_layout="without_subtitle" title="JUU5JUFCJTk4JUU2JTk1JTg4JUU3JTlBJTg0JUU4JTkwJUE1JUU5JTk0JTgw" heading_tag="h2" header_typography="%7B%22font_size%22%3A%223.5vw%22%2C%22font_size_mobile%22%3A%222.5rem%22%2C%22weight%22%3A%22inherit%22%2C%22style%22%3A%22inherit%22%2C%22use_custom_font%22%3Afalse%7D" heading_color="#ffffff" title_typo="{``font_size``:``3.5vw``,``font_size_tablet``:````,``font_size_mobile``:``2.5rem``,``line_height``:````,``line_height_tablet``:````,``line_height_mobile``:````,``letter_spacing``:````,``letter_spacing_tablet``:````,``letter_spacing_mobile``:````,``color``:``#ffffff``,``weight``:``inherit``,``style``:``inherit``,``use_custom_font``:false}"][vc_single_image image="231648" img_size="full" alignment="center" css=".vc_custom_1753220196743{margin-bottom: 0px !important;}"][/vc_column][/vc_row][vc_row full_width="stretch_row" css=".vc_custom_1649058905399{background-color: #110F14 !important;}" side_background_title_typo="null" el_class="clb__dark_section"][vc_column][vc_empty_space height="11vh" el_class="clb__section_spacer"][vc_row_inner][vc_column_inner width="1/3"][ohio_text text_typo="{``font_size``:````,``font_size_tablet``:````,``font_size_mobile``:````,``line_height``:``1.6em``,``line_height_tablet``:````,``line_height_mobile``:````,``letter_spacing``:````,``letter_spacing_tablet``:````,``letter_spacing_mobile``:````,``color``:``rgba(255,255,255,0.85)``,``weight``:``inherit``,``style``:``inherit``,``use_custom_font``:false}"]在用户旅程梳理的价值中，除了能凝聚团队共识、锚定需要共同攻坚的核心问题，更关键的是通过可视化策略，让我们真正站在用户视角穿透体验链路 —— 精准定位那些让用户感到困扰的 “体验痛点”，最终为业务短板找到明确的优化方向与解决路径。[/ohio_text][/vc_column_inner][vc_column_inner width="2/3"][ohio_button layout="outline" shape_position="right" button_type_layout="fill" button_position="left" button_title="url:%23|title:Figma%20File|target:_blank" button_title_typography="%7B%22weight%22%3A%22inherit%22%2C%22style%22%3A%22inherit%22%2C%22use_custom_font%22%3Afalse%7D" css_class="clb__alignment_reset" link="url:https%3A%2F%2Fwww.figma.com%2Fdesign%2FicNqysZx1EyFPaYEMI80FV%2FUNICE-%25E5%2593%2581%25E7%2589%258C2.0--Copy-%3Fnode-id%3D1-8%26t%3DcNC5bdIueyJ4gvCH-1|title:Figma%20File|target:_blank" title_typo="{``font_size``:````,``font_size_tablet``:````,``font_size_mobile``:````,``line_height``:````,``line_height_tablet``:````,``line_height_mobile``:````,``letter_spacing``:````,``letter_spacing_tablet``:````,``letter_spacing_mobile``:````,``color``:``#FFFFFF``,``weight``:``inherit``,``style``:``inherit``,``transform``:``inherit``,``decoration``:``inherit``,``use_custom_font``:false}" title_typo_hover="{``font_size``:````,``font_size_tablet``:````,``font_size_mobile``:````,``line_height``:````,``line_height_tablet``:````,``line_height_mobile``:````,``letter_spacing``:````,``letter_spacing_tablet``:````,``letter_spacing_mobile``:````,``color``:``#DD3333``,``weight``:``inherit``,``style``:``inherit``,``transform``:``inherit``,``decoration``:``inherit``,``use_custom_font``:false}"][/vc_column_inner][/vc_row_inner][/vc_column][/vc_row][vc_row full_width="stretch_row" css=".vc_custom_1649058905399{background-color: #110F14 !important;}" side_background_title_typo="null" el_class="clb__dark_section"][vc_column][vc_empty_space height="11vh" el_class="clb__section_spacer"][vc_single_image image="232593" img_size="full" css=".vc_custom_1754538035498{margin-bottom: 2rem !important;border-radius: 15px !important;}"][vc_empty_space height="4vh"][ohio_text text_typo="null"]我们首先要通过用户旅程来识别用户在旅程过程中的关键点。用户旅程是基于打理的用户访谈和研究得来的真实的呈现。[/ohio_text][ohio_heading module_type_layout="on_left" heading_type="h2" subtitle_type_layout="without_subtitle" title="JUU1JUFGJUI5JUU0JUJBJThFVU5JQ0UlRUYlQkMlOEMlRTclOTQlQTglRTYlODglQjclRTQlQjglQkIlRTglQTYlODElRTklOUIlODYlRTQlQjglQUQlRTUlOUMlQThJTlMlRTMlODAlODFGQiVFNSU5MiU4Q1lvdVR1YmUlRUYlQkMlODgyOSVFNSVCMiU4MSVFNSVCRSU4MCVFNCVCOCU4QSVFNCVCOCVCQSVFNCVCOCVCQiVFNSU4QSU5QiVFOCVCNCVBRCVFNCVCOSVCMCVFNCVCQSVCQSVFNyVCRSVBNCVFRiVCQyU4OSVFMyU4MCU4Mg==" heading_tag="h2" header_typography="%7B%22font_size%22%3A%223.5vw%22%2C%22font_size_mobile%22%3A%222.5rem%22%2C%22weight%22%3A%22inherit%22%2C%22style%22%3A%22inherit%22%2C%22use_custom_font%22%3Afalse%7D" heading_color="#ffffff" title_typo="{``font_size``:``2vw``,``font_size_tablet``:````,``font_size_mobile``:``2.5rem``,``line_height``:````,``line_height_tablet``:````,``line_height_mobile``:````,``letter_spacing``:````,``letter_spacing_tablet``:````,``letter_spacing_mobile``:````,``color``:``#ffffff``,``weight``:``inherit``,``style``:``inherit``,``transform``:``inherit``,``decoration``:``inherit``,``use_custom_font``:false}"][ohio_text text_typo="null"]在这个基础上，我们需要做的是如何高效、低成本的获取到精准用户。
尤其在你出现了新品，和竞品的代差保持在2-4个月。精准快速的覆盖到全部目标用户是最关键的。

[/ohio_text][/vc_column][/vc_row][vc_row side_background_title_typo="null"][vc_column][vc_empty_space height="11vh" el_class="clb__section_spacer"][ohio_text text_typo="null"]下图表达了基本的广告平台（META）的用户人群覆盖原理。[/ohio_text][vc_empty_space height="4vh"][vc_single_image image="232594" img_size="full" css=".vc_custom_1754538116708{margin-bottom: 2rem !important;border-radius: 15px !important;}"][vc_empty_space height="4vh"][/vc_column][/vc_row][vc_row side_background_title_typo="null"][vc_column][vc_empty_space height="4vh" el_class="clb__section_spacer"][ohio_text text_typo="null"]可以简单的计算下覆盖度[/ohio_text][ohio_text text_typo="null"]我们可以得出基本结论，在现有用户数据规模足够的情况下，广告预算足够的情况下，用户打开FB、INS、YTB3-4次的情况下，即可覆盖全部线上目标用户。

[/ohio_text][vc_empty_space height="4vh"][vc_single_image image="232595" img_size="full" css=".vc_custom_1754538131396{margin-bottom: 2rem !important;border-radius: 15px !important;}"][vc_empty_space height="4vh"][/vc_column][/vc_row][vc_row side_background_title_typo="null"][vc_column][vc_empty_space height="4vh" el_class="clb__section_spacer"][ohio_text text_typo="null"]但广告成本较高，有什么低成本方式吗？依据用户传播模型和用户社媒行为类别。

[/ohio_text][vc_empty_space height="4vh"][vc_single_image image="232596" img_size="full" css=".vc_custom_1754538148596{margin-bottom: 2rem !important;border-radius: 15px !important;}"][vc_empty_space height="4vh"][vc_single_image image="232597" img_size="full" css=".vc_custom_1754538158653{margin-bottom: 2rem !important;border-radius: 15px !important;}"][vc_empty_space height="4vh"][/vc_column][/vc_row][vc_row side_background_title_typo="null"][vc_column][vc_empty_space height="4vh" el_class="clb__section_spacer"][ohio_text text_typo="null"]新品需要保持和头部KOL+区域性KOL合作。从头部KOL的大红人，一次性可以带来千万级的播放量[/ohio_text][vc_empty_space height="2vh"][vc_single_image image="232598" img_size="full" css=".vc_custom_1754538178773{margin-bottom: 2rem !important;border-radius: 15px !important;}"][vc_empty_space height="4vh"][ohio_text text_typo="null"]每月定期需要30~100+的朋友圈专家+小达人进行口碑型输出[/ohio_text][vc_empty_space height="2vh"][vc_single_image image="232599" img_size="full" css=".vc_custom_1754538194815{margin-bottom: 2rem !important;border-radius: 15px !important;}"][vc_empty_space height="4vh"][ohio_text text_typo="null"]定期的社媒+官方活动，带动社交蝴蝶+积极类用户，以覆盖跟随和保守型用户[/ohio_text][vc_empty_space height="2vh"][vc_single_image image="232600" img_size="full" css=".vc_custom_1754538207799{margin-bottom: 2rem !important;border-radius: 15px !important;}"][vc_empty_space height="8vh"][/vc_column][/vc_row][vc_row side_background_title_typo="null"][vc_column][vc_separator color="custom" css=".vc_custom_1649057227890{margin-top: 0px !important;margin-bottom: 40px !important;}" accent_color="rgba(96,96,107,0.65)"][vc_empty_space height="8vh" el_class="clb__section_spacer"][ohio_text text_typo="null"]另外，Google的品牌词，SEO，关键词不能停[/ohio_text][vc_empty_space height="4vh"][vc_single_image image="232601" img_size="full" css=".vc_custom_1754538220566{margin-bottom: 2rem !important;border-radius: 15px !important;}"][vc_empty_space height="4vh"][/vc_column][/vc_row][vc_row side_background_title_typo="null"][vc_column][vc_empty_space height="4vh" el_class="clb__section_spacer"][ohio_text text_typo="null"]最后，我们再来预览下全图

[/ohio_text][vc_empty_space height="4vh"][ohio_gallery gallery_grid="`{`object Object`}`" alignment="`{`object Object`}`" show_title="0" border_radius="15" content_images="232620,232621" gallery_title_typo="null" gallery_caption_typo="null"][vc_empty_space height="4vh"][/vc_column][/vc_row][vc_row][vc_column][vc_separator color="custom" css=".vc_custom_1649057227890{margin-top: 0px !important;margin-bottom: 40px !important;}" accent_color="rgba(96,96,107,0.65)"][ohio_heading module_type_layout="on_left" subtitle_type_layout="without_subtitle" title_typo="null" title="JUU2JTg5JUE5JUU1JUIxJTk1JUU5JTk4JTg1JUU4JUFGJUJCJUVGJUJDJThDJUU2JTk2JUIwJUU1JTkzJTgxJUU3JTk0JTlGJUU1JTkxJUJEJUU1JTkxJUE4JUU2JTlDJTlG"][vc_empty_space height="4vh"][/vc_column][/vc_row][vc_row side_background_title_typo="null"][vc_column width="1/2"][ohio_text text_typo="null"]数码品类非常合适这个理论

[/ohio_text][vc_empty_space height="2vh"][/vc_column][vc_column width="1/2"][ohio_button layout="outline" shape_position="right" button_type_layout="fill" button_position="left" button_title="url:%23|title:Figma%20File|target:_blank" button_title_typography="%7B%22weight%22%3A%22inherit%22%2C%22style%22%3A%22inherit%22%2C%22use_custom_font%22%3Afalse%7D" css_class="clb__alignment_reset" link="url:https%3A%2F%2Fwww.colinux.cn%2Fproducts-cycle%2F|title:%E7%AB%8B%E5%8D%B3%E9%98%85%E8%AF%BB|target:_blank" title_typo="{``font_size``:````,``font_size_tablet``:````,``font_size_mobile``:````,``line_height``:````,``line_height_tablet``:````,``line_height_mobile``:````,``letter_spacing``:````,``letter_spacing_tablet``:````,``letter_spacing_mobile``:````,``color``:``#FFFFFF``,``weight``:``inherit``,``style``:``inherit``,``transform``:``inherit``,``decoration``:``inherit``,``use_custom_font``:false}" title_typo_hover="{``font_size``:````,``font_size_tablet``:````,``font_size_mobile``:````,``line_height``:````,``line_height_tablet``:````,``line_height_mobile``:````,``letter_spacing``:````,``letter_spacing_tablet``:````,``letter_spacing_mobile``:````,``color``:``#DD3333``,``weight``:``inherit``,``style``:``inherit``,``transform``:``inherit``,``decoration``:``inherit``,``use_custom_font``:false}"][/vc_column][/vc_row][vc_row][vc_column][vc_single_image image="232622" img_size="full" css=".vc_custom_1754545639713{margin-bottom: 2rem !important;border-radius: 15px !important;}"][/vc_column][/vc_row]