Jul 31, 2022
In General Discussions
People with a little experience should be able to say a few points, but it is often the user's thinking that sounds like floating in the air. In this article, I would like to talk about some of my thoughts when operating in these two big industries, and what are the differences between them from the actual work of front-line operations. 1. Is your content professional? In operation, the pen is often the guy who eats. In daily work, you have to write event promotional copy, daily public content, video script, etc., but when writing the content, the first question arises, can you write it. Why do you say that? Let's imagine what the content of a new media account of a C-end social product would be? Key words: friendship, fate, object, liveliness, emoji... This kind of content is a lively character, and an intern who has been in love can basically complete 80 points. Let's imagine what keywords are in the new media account content of a customer service robot's SaaS product? Keywords: customer service, intelligence, semantic understanding, call center, work order... Is there an obstacle in an instant? Not to mention that an intern can't complete it, even an advanced operation needs a month of in-depth understanding to really produce valuable content. So, for the actual work of the operation, the first difference is that your content requirements are completely two directions. What the C-side needs is how to match the user's tonality to form a xx atmosphere, whether it can increase user stickiness, and preferably attract a download; while on the B-side, first of all, you need to understand your product. And then pass on the product value so that your customers can perceive it, which is very difficult. There may be some people who can do it, and the B-end can also be very lively to form a xx atmosphere. You can do this, but when the meeting is approved, don't say that this client is not good. Because it is more risky to do this on the B side, after all, the people who buy the product are not the ones who use your product. This also brings up a very central difference between B and C - decision makers and users. 2. Who are your activities and content for? Think about it again, if you are an operator of a cross-border e-commerce business, your crowd will most likely be women aged 20-40. Your content, activities, and even the design of posters can have a very obvious style. But what if you are a customer service software operator? When you go to a brand campaign, you assume that the users are the customer service people who use the system, but no matter how successful the brand is, it is inevitable that the operation director who is in charge of the final selection will not buy it. (The customer service department of many companies is under operation.) If the boss asks you to do a lead-pulling activity, you need to reach the customer service manager, customer service director, operations director, and even the technical country email list director and boss of the company. At this time, do your posters and copywriting have to become more high-end? Therefore, in the B-side operation, every time you do an activity or write a copy, you must be extremely clear about what your purpose is, and don't tell yourself that users and decision makers want to reach it perfectly. From the perspective of operation, it is actually a matter of consumption decision-making. The consumer decision on the C-side is light. As long as you have a keyword that impresses the consumer, he may immediately place an order and complete the conversion, but the B-side is always rational. You can impress a person, but you cannot pry it in a short time. Move a company's procurement process. In our past experience, when an enterprise purchases a system, from project establishment to model selection, it will even involve bidding, and then there are a series of internal processes, layer by layer, and the final winner must be the core competitiveness that solves the enterprise's problems. Problems, and operators at least have enough ability in online communication or sales conversion.