虚荣指标和关键指标,为什么你的内容营销没效果?

小时候,每次考试发榜,都渴望拿到最高的分数。从事营销工作后,“十万+”又成了脑袋上的紧箍咒。好像营销工作的好坏,就靠一篇“十万+”才能证明。每到年底写工作总结,什么过亿的点击量、千万的阅读量等等,能写的都写上。力求看上去吓人,够“震撼”。

前段时间,遇到一个号称国家级媒体的记者,声称他们的APP首页单篇文章点击量达到30亿。好家伙,恨不得全地球有一半人都看了他的文章。对于这种牛皮,我自然当场戳破。

尽管真实性堪忧,但仍有越来越多人对这类数字上瘾。蹭热点、编数据等等手法,轮番上阵。数字就像毒品,让营销人欲罢不能,可副作用却伤人的很。

2018年初,在创业圈打拼多年的王利芬发表了一篇关于已故创业者茅侃侃的文章,获得了十万+的阅读量。难以抑制兴奋心情的王女士赶忙发了一条微博,把这个喜大普奔的消息告知天下,还配上了一张大笑的照片,狠狠将积累多年的好人缘毁于一旦。

天底下不止一个“王利芬”,对于数字指标的痴迷,常让很多营销人忘记真正的目标。

那么,如何才能让营销人走出虚荣怪圈呢?

《兴趣变现》的作者之一、美国内容营销协会创始人乔·普利兹提到,抛开那些虚荣攀比的陋习,认真倾听你的用户声音,发现真正需求,以实现盈利为目的设定你的衡量指标。只有这样,你的事业才能发展下去。

由此可见,走出虚荣怪圈的唯一方法,就是找到你的关键指标。

 

✪ 何为关键指标?

关键指标一般是指运营性指标,往往与产品和用户的切实体验相关,能够对营销目标起到有效的推动作用。

关键指标的高低,能够直接展现出产品实力如何、预估销售高低,是企业发展的监察站。关注此类指标,能够帮助企业随机应变,巩固你在市场中的地位,获得优势。

 

那么,在企业的内容营销工作中,存在哪些“虚荣指标”和“关键指标”呢:

1.网站访客vs订阅用户

在所有内容营销的成功案例中,近80%的人表示非常重视受众群体的培养,因为忠实用户是最有价值的资产之一。利用有价值的内容吸引潜在用户的关注,进而将他们转化为订阅用户,形成长期稳定的信任关系,这是内容营销与其他营销手段的重要区别。

虚荣指标和关键指标,为什么你的内容营销没效果?

​因此,在建立受众群时,要注意区分两个数字,网站访客和订阅用户。

网站访客是指那些浏览网页以获取信息的人。访问你的网页并不意味着他们想持续了解你的业务。事实上,他们可能对你的产品或服务毫无兴趣。

与网站访客类似的指标还有网站流量、点击量、阅读量等等。当你追求销售转化时,这些数字都无法准确地反馈出受众是否对你的产品或服务感兴趣。这个时候,它们就是虚荣指标。

2017年上半年,一篇关于百雀羚的文章火了,大概是说百雀羚为网络促销活动投入巨大,获得3000万+的阅读量,但却仅销售2311件商品,转化率不到万分之一。

营销人员把力气都花在了如何抢占注意力上,却没有考虑这些注意力能否转化为销售。事实上,只要他们在最初搞清自己的营销目标,并设立相应的关键指标,就会让营销投放变得更加精准。

与之相对应,订阅用户就是一个关键指标。订阅用户会从你这里持续获取价值内容,并与你定期沟通。换句话说,订阅用户信任你,他们希望得到你分享的信息。

这些人,才是真正关心你的产品和服务,是你真正能够影响到的一群人。

就像网易云音乐的订阅用户,他们不仅忠实于产品,同时还非常乐于分享和互动,能够自发的带动品牌的传播。

网易云已经不仅是一个音乐软件,更是一个音乐社交平台。

2.内容创意vs创作流程

在用户时间如此紧缺的时代,有价值的内容需要高效且高质量的完成。在我们的调查中,有超过74%的营销人员认为内容创意非常重要,但当问到内容创作的流程管理时,认可的比例只有36%。

如你所见,大多数营销人员非常重视内容创意,但对于创作流程的管理,则很少人关心。

诚然,好的创意会让你惊艳的出现在粉丝们的眼前,收获他们的尖叫。但如果只重视创意,缺乏好的流程管理,则会导致内容无法落地,甚至造成内容断档,编排混乱等问题,失去忠实用户对你的信任。

所以,创作流程比内容创意更加务实,因为它至少可以保证内容质量能够稳定地输出。当你有了稳定的内容来源,就可以腾出时间花些心思在创意上了。

在这个方面,杜蕾斯就找到了二者的平衡点,经常不定期的输出一些经典创意。

借助世界杯的热度,杜蕾斯再次创造出让人忍俊不禁的创意。

3. 无效活动vs有效活动

如果你已经明确知道营销工作中哪些是无效的活动,你会立刻终止它们吗?

告诉你,只有47%的营销人员愿意这么做。

对比能够及时踩下刹车的人,愿意赔本赚吆喝的人远比你想象的更多。

当我们在微信、微博或者是自己的官网上组织免费活动时,总会在瞬间增加很多粉丝,但活动结束后,这些粉丝并不会产生什么后续的购买行为,他们只是被“免费”吸引而来的一群人。如果你被这类活动带来的看似很美的数字所迷惑,而拒绝放弃,那你已经走进了虚荣指标的陷阱。

面对繁忙的营销工作,你的时间总是有限的。所以,你必须把时间花在正确的事情上,不要一味地往清单里增加工作,使自己的日程看起来满得吓人,请删除一些无用的东西腾出一些空间。建议你将所有正在进行的营销活动列出一个文档,这样做会便于你把注意力放在那些与策略高度相关的有效活动上。

>>>>最重要的是——使指标与目标一致

在关于内容营销指标和目标的调研中,几乎每一年,“品牌意识”都是内容营销人员最在乎的目标,而“网站流量”是排名最高的指标。但正如前文所述,这两者之间并无必然联系。

在日常生活中,我们几乎每天都会使用联合利华或者宝洁的产品,但又有多少人会到他们的官网上贡献流量呢,即便是可以“随手已赞”的微博,也并没有多少人关注。

但这些并没有影响他们的产品销量。

​其实营销人早就知道,目标和指标的匹配在不同阶段、不同场景,有不同要求。可道理人人都懂,但事实却是只有19%的营销人认为公司目标与自己的内容营销指标匹配一致。

那么如何改善这一点呢?

只要在进行内容营销的工作时,时刻牢记:

● 被正确的人发现(意识)

● 建立有兴趣并参与的受众群体(考虑)

● 增加新客户的销售(决策/购买)

● 建立忠诚,增加来自老客户的收入(忠诚)

先明确你的目标,再选择相应的指标。

在这里,我们给出一些目标和指标的匹配建议:

​从以上表格可以看出,当指标与目标达成一致,并能够实现对目标的推动,就可以称之为“关键指标”。反之,看上去再正经的指标只要与目标背离,就是“虚荣指标”,无论它看上去有多美。

总结

如果你的目标是品牌影响力,却把指标定成了销售数字,结果业务员各种无下限的打折促销。这类指标即使完成,也会对品牌产生巨大伤害,与目标背离。

就像金庸笔下的屠龙宝刀,全天下的人都以为只要拿到它就能称霸武林。殊不知,这把屠龙宝刀,在真正的主人手里也只是一把常用来砍树的柴刀啊。

未经允许不得转载:杨永博客 » 虚荣指标和关键指标,为什么你的内容营销没效果?

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