英语学习：创业公司的营销捷径

友谊的真诚

4.完善时机
如果你想通过“逆向工程”的方式复制《财富》500强企业的营销活动，那么在时机的选择上，你一定要考虑以下这两个方面：
首先是营销活动的时机选择。有些营销活动对时间是极为敏感的，比如一些热门、时尚话题、年度活动，或是一些注定只能火一次的东西，一旦上线，就几乎不可能被复制。


Perfecting the timing.
There are two aspects to consider with timing when you’re trying to reverse engineer marketing success.
The first has to do with the timing of an event. Some campaigns are time-sensitive and play off of trending topics, fads, one-off or annual events that would be nearly impossible to replicate once the campaign is live.

友谊的真诚

2012年母亲节前夕，宝洁推出一个以“谢谢你，妈妈”为主题的系列广告，描绘了几位运动员是如何从小小年纪成长为一名奥林匹克选手的。它特别渲染了这些运动员在成长过程中努力奋斗和遭遇挫折时，他们的母亲所带给他们的影响。该系列广告迅速取得了巨大轰动。


For Mother’s Day in 2012, P&G PG -1.76% launched a “Thank You, Mom” campaign that featured athletes training from a young age to become Olympic athletes. The video emphasized the impact mothers had on their children as they struggled, overcame obstacles, and went on to become winners.

友谊的真诚

该系列广告堪称宝洁的一步“奇招”，因为这家日常消费品公司并不生产运动产品。但根据Hubspot公司提供的数据，每一则“养育奥运选手”广告都吸引了近百万的点击率，其主打的“谢谢你，妈妈”视频广告更是吸引了近5300万次点击率，使其曝光率超过了耐克。该系列广告之所以取得如此巨大的成功，既是由于时机的选择，也是由于它非常了解目标受众的生活方式。


It was a step outside of P&G’s norm since the company’s products don’t really relate to sporting goods, but according to Hubspot, each of the “Raising an Olympian” videos received close to a million views, and the main “Thank You, Mom” video received nearly 53 million views, resulting in more coverage than Nike NKE 0.46% . The campaign was immensely successful thanks to a combination of timing and understanding the lifestyle of the audience.

友谊的真诚

其次是发布内容的时机选择。Buffer公司曾在多个渠道上就发布内容的最佳时机进行过调查，清晰地指出了在一周的每一天以及一天中的每个时间段里，网友对话题关注度的升降变化。
只要观察《财富》500强企业的一些最成功的营销活动，你就会发现他们在时机选择和内容发布频率上的“套路”。


Another aspect of timing comes in when content gets released. Buffer published research about the best times to post content through various channels, painting a clear picture about the rise and fall of engagement based on time of day and day of the week.
Look at the most successful campaigns from major companies and you’ll begin to see patterns in the timing and frequency of content publishing.

友谊的真诚

5.受众是关键
在上述每一点中，都有一个反复出现的主角——受众。不管你是一家《财富》500强”企业，还是一个名不见经传的创业公司，要想“逆向研发”任何一个成功的营销活动，最终的落脚点都在受众身上。


The audience is key.
There’s a recurring theme through each of the above points: the audience. When you reverse engineer any successful marketing campaign, whether it’s for a Fortune 500 company or a small startup, it’s always going to end with the audience.

友谊的真诚

对于任何营销活动来说，受众调查都极为重要，它可以为你提供一张路线图。需要了解的问题包括：
他们想要或需要听到什么
他们的痛点是什么
他们喜欢怎样消费内容
他们喜欢聚集在网络的什么地方
他们如何社交和分享内容
他们什么时候最活跃
通过以上步骤，你可以把任何一次成功的营销活动分解成这些因素，并且寻找机会做得更好，特别是在目标群体的定位上。这样一来，你的营销活动就会获得巨大的成功。


Audience research is critical for any campaign and it provides you with a road map for moving forward including:
What they want or need to hear
Their pain points
How they like to consume content
Where they gather online
How they socialize and share content
When they’re most active
Break down any successful campaign into those components and search for opportunities to do it better, especially in how the audience is targeted. By doing so, you’ll see tremendous growth in your startup’s marketing campaigns.
Aaron Agius is an experienced search, content and social marketer. He has worked with some of the world’s largest and most recognized brands, including Salesforce, Coca-Cola, Target and others, to build their online presence.