Editor's Guide: Website operators need to carry out a series of work and planning around website operation, which involves all aspects. So, as a new website operator, what steps can be taken to learn and improve website operation? As a website operator, what kind of operational professionalism do you need?

1、 What is website operation

See Baidu's encyclopedia that "website operation refers to all the work related to the later operation of the website in the network marketing system".

I also saw this introduction in many channels on the Internet. I can't say it's wrong, but it's a bit biased. It's easy to mislead newcomers to the operation of the website. Operation is operation, and marketing is marketing. Why should website operation be included in the network marketing system? I have tried to edit without success. Who thinks I am right? If you have the ability to edit, please change it.

Operations should include marketing, not marketing including operations. Website operation includes many contents, such as website planning, special planning, event planning, marketing planning, industry research, user research, website domain name, website server, website program, website management, user experience, data analysis, website design, SEO optimization, Baidu bidding and various online marketing methods, all of which fall within the scope of website operation.

In terms of literally splitting website operation, website operation can only be called website operation if there is a website, and website operation cannot be called without a website. The website is the subject, and the operation is the behavior.

What is website operation? The simplest way to understand it is to compare a website to a restaurant.

It needs site selection and decoration in the early stage. Site selection is like choosing a domain name, shop name is like website name, and decoration belongs to website design and construction. Recipes are like columns and products on the website. Dishes are like the content of the website. If the restaurant is well prepared internally, it needs to be promoted. This is within the scope of marketing, which is called online marketing promotion and offline marketing promotion. When customers come after promotion, we should do a good job in data statistics and analysis, user experience and management.

Therefore, the correct understanding should be "all the work around the website operation is called website operation".

The website is also a product, no matter how bad the product is, it also needs to be operated. At present, the total number of websites in China has reached several million, but less than 1% of the websites have been successfully operated. We are both amazed and excited to see such figures, because the success of a website is determined by its operation, so your choice of website operation is an absolutely dynamic and promising career!

There will be more and more people doing business in the future. For those who want to join the business circle, I hope you can keep pure in our circle and learn from, share and help each other. Those who like to find fault, are too proud if they have a little skill, do not respect and look down on novices, and speak harshly are not welcome.

For novice operators, learn about website operation. Many newcomers ask, where is there a website operation training organization or what book to read to learn website operation?

I think you can read books or go to a training institution. After all, those who have learned too much theoretical knowledge are not practical. Because the characteristics of website operation focus on practical experience. There is a simple, less costly, profound and time controllable way to quickly learn and practice website operation: learn to build websites step by step, and search online if you have any questions you don't understand.

For example, how to set up a website, Baidu, how to set up a website? For many online tutorials, the next step is to register a domain name. In the same way, how to register a domain name? Which domain name registrar is better? wait. So the comrades who operate websites must make good use of search.

Of course, in order to help novices avoid detours, it is recommended to clarify the idea of website operation first, because the most important thing for website operation is the idea. You can go to the forum to see the website operation mind map, and continue to search for answers, learn, and summarize the module you don't understand.

Gradually, you will find that the world of website operation is very large, and there are many things to learn. Every knowledge point you learn will make you very excited, even if you forget to eat and sleep, you will not feel tired, because many things are very interesting. In addition, my method will not only become handy when you work in the company in the future, but also may become your lifelong career.

For some new operators, it is a problem to find jobs. Because website operation focuses on practical experience, in addition to having your own website to practice, there is also taking the company's website as your practice platform.

My suggestion is not to worry about whether you understand it or not. Enter the keywords of website operation in the recruitment website, browse which company you like, submit a resume first, and then take the resume to the interview directly according to the company address. If one company fails, try another until the application is successful.

The resume should not be too grandiose. It is better to have basic information, education level and work experience. It is better to write your career plan and career goals. Career planning should be written at a low starting point. For example, when you start to be an operation specialist, you should write your career goals as website operation director.

Don't talk about salary during the interview. Dress simply and act honestly. It's better to write a website operation plan for the company you are applying for. This will make the interviewer feel that you are the person who wants to do things in the company.

In addition, for friends who already have their own websites, after they work in the company, they should give up their own websites. Don't worry about their own websites, but try their best to run your company's websites well. This is where your value lies. If you are reluctant to give up your website, it is suggested that you should not look for a job. Because a company website and a personal website will be poorly managed at both ends.

For small companies, one or two people are responsible for the operation of the website. Usually not only responsible for website operation and maintenance, but also for external marketing platforms, such as Taobao, Weibo, WeChat, bidding, etc., as well as what to do with PPT, printer repair, computer repair, router installation, etc., that is, you should be able to do anything related to IT. Sometimes I will ask you to help with marketing activities, local promotion and so on.

So now many friends who do business laugh at themselves for doing chores. In fact, if you do more things, you will learn more knowledge and experience more, which will do you no harm! Of course, some companies will have a network department. Relatively speaking, the staffing is more detailed, including editing, bidding, promotion, BD, SEO, microblog, WeChat, forum and customer service.

But one problem is that there is no website operation specialist, only website operation director or manager, director and so on. So there is a saying: big companies do not have website operation specialists, small companies only have website operation directors.

In terms of career name, what do you do? Simply say that I am a website operator. If you want to make others think that I am tall and strong, you can say that I am a product operator.

Do not confuse the concept of network operation on the business card. Network operation is not the same as website operation or product operation. Or website (product) operation specialist, website (product) operation supervisor, website (product) operation manager, website (product) operation director.

2、 Learning the general steps of website operation (for reference only, subject to the actual situation)

There are no fixed specific steps. Many cases are random and operational work. Of course, there is a set of fixed structural models, but more may deal with emergencies and random work. This section is mainly about the overall framework structure of a website from its initial stage to its stability.

1. Step 1: Research and analysis

It mainly includes:

Industry status survey; Industry prospect analysis; Competitor analysis; Swot analysis (mainly on their own strengths, weaknesses, and products to do in-depth understanding).

First of all, it analyzes the whole industry, prospects, current situation, and the situation of itself and its competitors, And the analysis of its own advantages and disadvantages. When necessary, you can even go to a competitor's company to study undercover, and then proceed to the next step.

2. Step 2: Website planning and website construction

According to the data obtained in the first step, start website architecture, planning and website construction.

This step is very important. It is equivalent to your ammunition in war. If the ammunition is not ready, the gun, however good, is also a wooden stick. So when building the station, we should grasp several points.

Simple and clear. Intuitively show your website core, products and other behaviors. The main framework should be very prominent: for example, who I am, what I want to do, what I sell, and what advantages I have, everyone buys from me. It is necessary to grasp the point of customer viscosity. Many websites are actually a display platform, ignoring the problem of customer viscosity. Each website should have its own characteristics and be able to grasp the key points of customer viscosity.

3. Step 3: Operation target planning

After the platform is built, we should have a certain plan for our own operational objectives, and make an assessment of the objectives of the platform, mainly including Traffic target, user volume target, sales target and after-sales target. Of course, it also includes the strategic objectives of the entire platform operation 。

4. Step 4: ROI estimation and financial statement prediction

As a boss, he cares about two things. How much money can I earn and how much will I spend while making money? That is ROI (return on investment). Otherwise, without a numerical value, the next work will not continue. Therefore, we should do a good job here ROI audit and estimation.

5. Step 5: Operation strategy

After the boss confirms the above aspects, the next work can be carried out.

one The operation of a website must be based on a core operation strategy that occupies the whole architecture chain, and then interacts with auxiliary strategies and trigger operation strategies.

What is the core type? The core type is the dominance of the website operation. No matter how the external operation and changes, the core is unchanged, which is also relative. If the external change touches the core, then the change is required.

The auxiliary strategy coexists on the basis of the core strategy. Such as activities, geo push, seo, etc. These are ancillary strategies.

What about the trigger strategy? In short, it means some big event marketing, hype and other ways that can be encountered but not sought. It is hard to make your own, but once you have the opportunity to seize it, go straight ahead. Of course, if problems are found in the operation strategy, timely changes should be made. Conduct operation prediction regularly to ensure that no error occurs.

6. Step 6: Strategy execution

After the completion of strategy formulation, it is time to reach the level of execution, which is usually referred to as the aspect of execution.

Many schemes and strategies have been formulated very well, but most of them died prematurely during implementation, or were hindered by various reasons and problems during implementation, leading to implementation failure.

In general, when implementing strategies, we should make statistics on various plans, steps, and implementations, and observe data in real time. This may be avoided in many cases. Mainly:

Develop an implementation schedule,; Implementation question list; Data tracking feedback; Data evaluation and modification.

7. Step 7: Operation effect evaluation

Generally, the effect evaluation is conducted monthly or quarterly, and rarely annually, including data evaluation and financial statement evaluation.

3、 What does website operation need to do

After the previous discussion, you may have a general understanding of the overall structure of website operation. What should website operation do? In this section, we will talk about what needs to be done in operation, or what work and architecture are composed of in operation.

Some people say that products are products, technology is technology, operation is operation, and marketing is marketing. Individual people have different understandings. As mentioned earlier, all the work around website operation belongs to operation, so I personally think that operation actually includes the above work functions, just a service role or the transformation of the service role. Today, I will take out this level of operation to learn from you.

To be more frank, website operation is more like promotion. At this stage, various promotion means include online promotion and offline promotion.

Online promotion: SEM, email, resource cooperation, release of information soft articles and online advertising, as well as online activities and self entertainment activities. Now we media, WeChat and microblog are also indispensable ways to promote operation.

As for offline promotion, it may be more traditional than traditional paper media. TV and radio, media public relations, industry exhibitions, organizing activities, product promotion conferences, DMs, etc. are mainstream promotion methods. Select appropriate methods to work according to industry conditions and own conditions.

Having said so many ways, it is only a part of the means of promotion of the operation. He has other things to do. You need to know the data statistics and report viewing. You need to know the customer's needs and pain points. You need to urge the technical aspect to provide technical support for your operation.

You need the product team to make rectification plans for the pain points of the customer needs you know. You need to understand the development and changes of the whole industry, the relevant developments of competitors, the position of your products in the whole industry, and the facts. You need to constantly study new models.

You also need to keep in touch with people from all walks of life, exchange ideas, and keep learning. You also need to keep dealing with finance, products, technology, and marketing. In a word, I think that operation is a department that is not recognized by anyone. As long as it is within the legal definition, it operates by all means to achieve results, It is good operation.

Therefore, in a company, you must have your own ideas and style in operation, otherwise, your life will be difficult. Having said so much, you may know what the operation needs to do. Yes, the operation needs to control the overall situation, and what is needed to control the overall situation? You need resources from all directions and the knowledge you have to know everything.

4、 Professional quality and conditions of website operation

What kind of operational literacy is required for a professional operation, or the way to the operation director? This is what many people don't know. They don't know what to do. Without anyone to lead, we explored step by step, finally found that we were not suitable for operation, and then left. This section mainly explains how to become a professional operator.

First of all, I think:

Operation is direction, thinking, not technology. Know what you are doing. Learn to analyze industry and data. Learn to deliberate. Do what you can. Expand resources. Execution, team cohesion, laziness, etc.

First, let's talk about the first point: operation is directional, thinking, not technical.

Why is it so straightforward? The structure of an operation department: director assistant planning optimization execution customer service. However, no matter how the architecture is, you will eventually find that a good operation scheme is usually positioned from the general idea, assisted by the small direction, and finally implemented by technical posts and specific personnel.

So if you want to reach the top of the operation, you need to have an excellent brain, thought and creativity, and then step by step the following executives carry out the implementation. So for a good career operation, whether in technical posts or other posts, the first thing is to have a grand pattern, which is necessary. How did the grand pattern come about? Watch more, learn more and practice more. Don't watch TV, surf the Internet or play games all day.

Second, know what you are doing. And what you want to do next. What you want to do next must be derived from what you are doing now, as a good operation. Ideas and ideas should at least exceed the three stages of the work we are doing now.

Third, learn industry analysis and data analysis. This may be a little difficult for beginners, which may require you to settle down in the industry for one to two years. I will learn it slowly. I won't go into it here.

Fourth, learn to deliberate. When a planning plan or an idea comes out, we should learn to repeatedly consider the feasibility and operability of the plan, whether there will be any problems in the middle, and whether the two aspects can be well connected. Standing in the role of the other party, repeatedly negate and affirm the planning case. Develop the habit of thinking twice.

Fifth: Do what you can and never aim too high.

Here is a very simple but practical method, called breaking the surface with points.

Many companies actually do not have large funds, but how to ensure the operation of the website without large funds? Or to ensure the operation of the website, and then how to cut into the market and create your own industrial nodes.

It's very simple. Break the surface with points and enter with the whole point. Do what you can. Don't aim too high. There is no problem with many ideas and ideas. The key is how to let your platform enter and survive.

Sixth, expand resources, and expand the resources and contacts based on ourselves. 10% of a good project depends on ideas, 30% on your resources and contacts, 30% on your team, and 30% on your project's ability to attract money.

Seventh, don't you have to say this again? Everyone knows that.

In a word, a professional operator needs continuous learning, a lot of experience, ideas and ideas as the leading, team based, to do well.

Keep learning, see cases and practice. Pattern vision and ideas are indispensable. I sincerely hope that you can go out of your own way.

As mentioned above, due to time constraints, the analysis given to you from the overall structure may not be a key to success, but it is a stepping stone on your way to success. Thank you.

This article was originally published by @ Laoniu PK and everyone is a product manager. Reproduction without permission is prohibited.

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