[实战分析]一个市场运营项目的投标分析

项目名称：WeChat Followers Acquisition + Engagement
https://www.upwork.com/jobs/~011a07c28858b0dc70
项目简述：做微信公众号运营，涨粉，增加文章阅读量。当前proposal数量是5-10个，目前只面试了我一个。

客户特点：83%的雇佣率，$100k+ total spent，221 hires, 75 active，$16.54 /hr avg hourly rate paid，5,884 hours

当前困难：目前已经回复，但是不知道回的思路对不对？不知道有没有什么需要补充的？
Proposal：
Hi,  Damien

I am a native Chinese speaker and am confident to apply for your job.

In order to help you acquire qualified followers and generate post reads and likes, we can start from two aspects, WeChat official account and WeChat friends circle marketing.

1. In terms of WeChat public account operation, I have full confidence to help you make localization adjustments.

I have done the exact similar work.
The goal of the previous work is to help a catering business obtain accurate WeChat public account users, create posts, and improve user interaction.
My main task is to publish the pictures and texts of WeChat official account, and realize the fan growth and revenue realization of WeChat official account by sending coupons, collecting likes and forwarding and other activities.

In the end, I helped this customer grow from zero to thousands of fans within 1 year, and the profit reached by 10 thousand yuan.
The customer also spoke highly of me. He thought that my copywriting was very creative, my data analysis ability was strong, and my work could be delivered in time within the specified time limit. Up to now, we are still cooperating steadily.

2，In terms of WeChat friend circle marketing, I will focus on the conversion rate of fans. For example, regularly publish some posts related to your field in the circle of friends, and establish a Wechat group to improve the interaction with users and improve the conversion rate.

We can schedule a interview to discuss your project today.
Emily

客户回复：
Hello Emily, nice to meet you, and thank you for your job application. We are managing a few WeChat accounts in the wine industry and I would need your help to increase engagement (reads / likes) and get followers. However, even if we allow paid followers/reads/likes, I would like to make these accounts look as natural as possible. For instance, by having between 100-200 reads and 15-30 likes per WeChat article. But never having rounded numbers like 20 or 100. I would like 24, 106 and always different for every article. Are you able to help us? What would you charge for this kind of job?
Please, let me know if you have any questions. I look forward to hearing from you soon
Meanwhile, we would appreciate even more if you can do WeChat friend circle marketing as well. Seems to be very interesting

我的回复：
Hi, Damien

Thank you for reaching out. I am very willing to help you to increase engagement (reads / likes) and get follower.
And i do have a few questions. I’ll sort out the list of questions for you。

1, For your concern, I am able to make these paid accounts look as natural as possible. Don’t worry. But, could you please explain this: I would like 24, 106 and always different for every article. ?

2,Could you please share your wechat offical account with me? I would like to take a look at your current article, which can make me better increase your engagement.

3, Could you please share your wine product and company info with me? Of course, if you would like to hire me. The information can be shared after offer accepted.

4, For WeChat friend circle marketing, it means we can set up an organizational wechat account and build group to manage fans, share info, improve reputation and increase conversion rate.

And i would charge $18/hour for this job. I suggest we can try a few hours to see results first.

Emily

目前客户就说想要提升自然阅读流量，但是没有清晰的工作范围定义，我列出来了我需要做的一些内容，他又觉得某些内容我不需要做，问了预算也不回我。难以推进
我现在分析就是他更需要一个策划，策划一些活动，从其他渠道引流，才能提升自然流量。

客户分析：他在平台有跟其他中国的营销人员合作两年，费率是50美金，合作了两年，公众号也是营销的一种方式，我分析他是能接受费率的，但是现在问我月费是想压价吧，但目前我还是比较坚持小时费率

项目名称：WeChat Followers Acquisition + Engagement
https://www.upwork.com/jobs/~011a07c28858b0dc70
项目简述：做微信公众号运营，涨粉，增加文章阅读量。当前proposal数量是5-10个，目前只面试了我一个。

客户特点：83%的雇佣率，$100k+ total spent，221 hires, 75 active，$16.54 /hr avg hourly rate paid，5,884 hours

当前困难：目前已经回复，但是不知道回的思路对不对？不知道有没有什么需要补充的？

目前客户就说想要提升自然阅读流量，但是没有清晰的工作范围定义，我列出来了我需要做的一些内容，他又觉得某些内容我不需要做，问了预算也不回我。难以推进
我现在分析就是他更需要一个策划，策划一些活动，从其他渠道引流，才能提升自然流量。

客户分析：他在平台有跟其他中国的营销人员合作两年，费率是50美金，合作了两年，公众号也是营销的一种方式，我分析他是能接受费率的，但是现在问我月费是想压价吧，但目前我还是比较坚持小时费率

我看到了这个客户有比较多的营销、销售开发、设计类的项目。

很可能这是一个agency的角色，有自己的一批客户。和agency客户合作，常常可能会有不少值得锻炼成长的单子。

这个客户现有的SMM合作费率是50美金/小时，你是不是看到了商机？

争取这类项目，是不是你想尝试的方向？

你要拿下单子，最重要的做法，是多听少说，尽快约电话沟通。

多听少说指的是，多提问题，引导客户说他到底要你做什么，而不是你给客户列你要做什么。

你不需要分析他要你做什么，你需要他告诉你他要你做什么。

现在详细看Proposal分析和后续沟通分析。

如果有其他疑问可以在案例后留言。

你现在还处在市场类项目的启蒙阶段，最好的策略，是从小开始，不要试图接太大太复杂的单子。

如果你能一步步做好小任务，50美金/小时的项目其实离你并不远。

Hi,  Damien

I am a native Chinese speaker and am confident to apply for your job.

In order to help you acquire qualified followers and generate post reads and likes, we can start from two aspects, WeChat official account and WeChat friends circle marketing.

在了解客户的具体需求之前，最好不要给出直接的步骤和推荐的具体服务产品。

比如微信公众号的管理，和朋友圈营销，在绝大多数营销项目情况下，客户要做的是公众号的管理。

如果提到朋友圈营销，往往不太符合常规，也容易带来麻烦。

1. In terms of WeChat public account operation, I have full confidence to help you make localization adjustments.

客户要的，更多的不是localization adjustments，他们的目标，是赚更多的钱，希望得到更多有质量的leads。

I have done the exact similar work.
The goal of the previous work is to help a catering business obtain accurate WeChat public account users, create posts, and improve user interaction.
My main task is to publish the pictures and texts of WeChat official account, and realize the fan growth and revenue realization of WeChat official account by sending coupons, collecting likes and forwarding and other activities.

In the end, I helped this customer grow from zero to thousands of fans within 1 year, and the profit reached by 10 thousand yuan.

讲故事讲案例是最好的手段，但这个案例比较糟糕的一个问题，是利润的提升有点小儿科，没有足够的吸引力。

这很可能会带来的一个问题是，我如果给你支付的费用远大于产出，那还有什么意义？

The customer also spoke highly of me. He thought that my copywriting was very creative, my data analysis ability was strong, and my work could be delivered in time within the specified time limit. Up to now, we are still cooperating steadily.

这个没问题，但需要建立在结果有吸引力的基础上。

2，In terms of WeChat friend circle marketing, I will focus on the conversion rate of fans. For example, regularly publish some posts related to your field in the circle of friends, and establish a Wechat group to improve the interaction with users and improve the conversion rate.

这样的营销方式对绝大多数客户其实难以理解，也难以跟踪，如果在后续沟通中客户能认同这样的方式，可以继续谈谈。

We can schedule a interview to discuss your project today.
Emily

有个小小的语法问题a-an

today这样的逼迫性词汇并不太妥当。

优化：可以给出选择的时间。

客户回复：
Hello Emily, nice to meet you, and thank you for your job application. We are managing a few WeChat accounts in the wine industry and I would need your help to increase engagement (reads / likes) and get followers. However, even if we allow paid followers/reads/likes, I would like to make these accounts look as natural as possible. For instance, by having between 100-200 reads and 15-30 likes per WeChat article. But never having rounded numbers like 20 or 100. I would like 24, 106 and always different for every article. Are you able to help us? What would you charge for this kind of job?
Please, let me know if you have any questions. I look forward to hearing from you soon

通过这个客户的描述，我们可以知道，他们是做酒类产品的一系列公众号，

然而，根据他的描述，他们希望你做一些数字的美化工作，说现实一点，就是数据作假。

比如，他的赞是买来的整数，但是他希望这样的赞的具体数字能够是非整数，这样看起来不像是假的。

这样的操作，有一些奇怪，是为什么他不找现在的服务供应商做一点小小的优化呢？

很大的可能，是他发现了低价的套餐服务商，只能提供整数级别的赞。

Meanwhile, we would appreciate even more if you can do WeChat friend circle marketing as well. Seems to be very interesting

你的推荐引起了他的兴趣，这为你带来了更多的推荐机会。

问题是，本来你可以把这些留在后续的沟通中，甚至后续的项目中的。

增加了额外的解释和推销，不但无法理解对方的真实需求，还推迟了你拿单的速度，也给你自己出了很大的难题。

1, For your concern, I am able to make these paid accounts look as natural as possible. Don’t worry. But, could you please explain this: I would like 24, 106 and always different for every article. ?

上面已经解释了，如果你提这个问题，就说明你没有看懂他的目的。

他希望不让别人误解，这是买来的赞和阅读数字。

2,Could you please share your wechat offical account with me? I would like to take a look at your current article, which can make me better increase your engagement.

3, Could you please share your wine product and company info with me? Of course, if you would like to hire me. The information can be shared after offer accepted.

即使客户问你有没有问题，除非是影响你理解项目需求的重大问题，其实都没有必要在这里的消息中询问。问得越多，客户越觉得你没有抓住重点，也越不愿意回答你的问题。如果有其他人直接说自己可以做，很快做好，这样简单的单子人家早就拿走了。

你需要搞定的，是项目的目标、范围和预算。

你要回答的，其实是下面两个问题。

尽可能不要节外生枝，推迟客户的决策。

Are you able to help us? What would you charge for this kind of job?

你在后面虽然回答了这个问题，但顺序有些问题，很容易和friend circle marketing混淆起来。

And i would charge $18/hour for this job. I suggest we can try a few hours to see results first.

这个应该直接构成你回复的主要内容。

4, For WeChat friend circle marketing, it means we can set up an organizational wechat account and build group to manage fans, share info, improve reputation and increase conversion rate.

其实你不需要在这里解释所谓的朋友圈营销，完全可以说可以在后期的沟通中详细展开。