How to quickly double the store traffic? 【Package Inquiry】

　　As we all know, Taobao operations revolve around the number of visitors, conversion rate and unit price. Among these three, conversion rate is the conversion rate. High conversion content can help the store obtain more traffic allocation, thereby increasing the store's weight.

　　Today, e-commerce expert Chen Yi will explain to you how to start from Taobao’s position, Weibo, and do a good job in omni-channel content dissemination, thereby improving the significant increase in store traffic by content marketing-

　　Inquiry about Q&A:

　　Q1: If I want to start promoting my store on Weitao, how can I start?

　　A: I think the first thing to do is to position your own content. Positioning is the goal. In the early stage of creating a store, we should make reasonable positioning so that the store's operation trajectory can move in the established direction.

　　Content positioning mainly includes two parts: crowd positioning and style audience.

　　·Crowd Positioning

　　Regarding the positioning of the crowd, we must master a core: not be the first and be the only one. This requires us to have a basic understanding of the gender, age, geographical location and interests of the buyer corresponding to the product of our store, and then combine cross-border factors related to the buyer's needs to achieve a targeted positioning for a specific group of people. For example:

　　1. Combination of clothing material cotton and linen and literary style:

　　2. Combination of embroidery craftsmanship and Chinese style:

　　· Style Audience

　　When the crowd positioning is clear, we can convey to buyers the information that "the positioning of our store products matches your purchasing needs" through the display of Weitao background picture, Weitao nickname and Weitao avatar, so as to achieve the purpose of attracting targeted people to enter the store.

　　Q2: When doing Weitao, I don’t know which content is interested in the buyer. Is there any way to help me solve the problem of content topic selection?

　　A: In order to arouse the buyer's interest in reading articles, we use the following tips:

　　· Use people's fear

　　By using people's fear to make buyers care and alert about the scenarios of using the product, we provide specific suggestions to overcome this fear, so that buyers believe that this recommended product can reduce the threat. For example: If we want to promote a pillow, we can first tell people that the pillow that has been used for two years will have many mites, which will cause many harm to the human body. Then we can introduce that the pillow that we are going to promote is the nemesis of mites. We can describe the effect of the product more, but don’t exaggerate it too much, which will make the buyer rebellious.

　　· Inspire identity recognition

　　When customers choose products, they often choose products that represent their own identity, thereby finding a sense of belonging.

　　For example, the very classic "Marlboro" cigarette advertisement: a cowboro is holding a Marlboro cigarette in his hand. This resonates with the denims and choose this cigarette.

　　Credit transfer

　　I wonder if you have discovered that the current toothpaste advertisements generally have one thing in common, which is the effect of experts wearing white coats. This is to use credit transfer to allow consumers to turn more attention to the title of expert, because "expert" is the guarantee of effective credit, so consumers will choose this product.

　　· Herb effect

　　People often feel that following the mainstream will not appear to be independent, which is the herd mentality. Therefore, when we are advertising, we can use people's herd mentality to write content. For example, Jiaduobao's advertisement: for every 10 cans of herbal tea sold, there are 7 cans of Jiaduobao.

　　Q3: When sharing content, are there any suggestions for creating good titles?

　　A: The title is a brief sentence that indicates the content of articles, works, etc. It can summarize information, display and serve search. Therefore, titles with high opening rates often have the following characteristics:

　　· Able to quickly attract readers' attention;

　　·Ability to filter out target readers;

　　·Transfer key information to the content;

　　·Inspire readers to open the content to browse immediately.

　　For example: The four words "uniform temptation" in the title "The temptation of uniforms is the key!" can immediately attract buyers' attention. Then, through "inner temptation is the key", the screening of target readers through "inner temptation is the key", conveying key information to readers, and stimulating readers' desire to act immediately.

　　For example: The title "Tong Liya, who has returned from postpartum, wears out her "palm waist"!" The "postpartum" in the title "slap waist" can quickly attract the attention of the target group of postpartum mothers, and convey to them that this product can help them convey the effect of "slap waist" and thus stimulate the target group's desire to open up browsing content.

　　Q4: After completing the content, I want more people to see it. So in addition to the Taobao Weitao, which other channels can be published in?

　　A: First of all, we need to be clear that there are many forms of content, not just limited to writing articles, but also different forms of presentation and suitable channels for different content:

　　·live streaming

　　As a shopping platform, Taobao's live broadcast is basically commercial promotion, and its power cannot be underestimated. For example, Liu Yan's Taobao video live broadcast exceeded 120,000 people and converted 60,000 orders on the same day; Angelababy video live broadcast, Maybelline's slogan sold 20,000 pieces in 2 hours; Dad Wu Zun's live broadcast sold milk powder, and sold 1.2 million in one hour...

　　Although we cannot achieve the effect of responding to the same thing as celebrities, it is at least a very effective channel for increasing sales.

　　· Pictures and texts

　　The text and text content is the most common at present. In addition to publishing some articles on Weitao, we can also publish some articles on currently extremely explosive media such as "Toutiao" to attract fans.

　　Q5: Can I successfully attract fans with content?

　　A: The ultimate goal of attracting a fan group is to achieve product conversion, and the fans here are not only referring to how many people follow you, but also how many people trust you and your products. In order to gain more trust from consumers, this requires us to show our professionalism in certain aspects when sharing content with fans. Moreover, the "trust value" formula in the network is incremental from text-sound-video-meeting. Therefore, we can reasonably use this tip for increasing credit when sharing content. For example, when the buyer pays attention to our store to establish basic trust, we can send store red envelopes, then have a short interaction in voice chat, and then give some small gifts. At this time, we can establish moderate trust. Finally, in the process of interacting with the buyer, the life cycle of the store is continued.

　　Q6: When the content I have prepared has successfully attracted fans, how can I increase the number of fans?

　　A: Today, with the increasing development of the Internet, there are various promotional methods. Let’s introduce two of them:

　　· Weibo fans

　　The key to attracting fans on Weibo is to provide content that users are interested in, and interact around this content. Naturally, they can become our fans. For example: Sellers in women's clothing can post articles on dressing matches on Weibo to cater to the needs of junior and senior high school girls, so that they become interested in the content we post, and thus become our fans.

　　· Activation of old customers

　　Some stores have accumulated many old customers during the operation process. We can make after-sales cards into scratch cards to old customers, so that the buyer can have an active behavior.

　　Overall, this method can bring more surprises to buyers in online shopping, attract buyers' attention, and be more effective in activate and attract fans by old customers.

　　In fact, as long as you do a good job of content marketing, it is not a dream to increase the effect by 10 times. If you have any questions about content marketing, please leave a message to discuss. (From Taobao University)

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