E-commerce changes every year, and with it, all operational skills have also changed. So in 2017, what skills should an excellent seller have to open a Taobao store to survive?
1. Content marketing is the primary
When it comes to content marketing, most Taobao sellers will find it difficult! Because I am not good at writing, because I am not a beauty and can’t do live broadcasts... However, more and more traffic on Taobao is matched through content marketing, such as Taobao Live, Taobao Expert, Taobao Toutiao, Weitao, etc. Because consumers need to "play", "shop" and spend more time on Taobao. Let’s take the pictures and texts from Taobao experts as examples. Many Taobao experts write pictures and texts with advertising links embedded in product, hoping to attract consumers to purchase through soft advertising. Many people think that such soft articles are difficult to write. We must know that we are not writing prose for writers, but for consumers. If our articles can touch the user's inner emotions and arouse resonance, they can achieve good marketing results.
2. The potential of old customers should be good at exploring
How to tap the potential of old customers? First, let old customers repeat purchases multiple times within a foreseeable time; then, let old customers influence others; finally, the demand is multifaceted. For example, if you sell women's clothing, your old customers may also need women's bags, women's shoes, etc. Of course, this will involve a problem of the proportion of the main category and whether you have resources in this regard.
Taobao platform will become more and more mature. As it matures, there will inevitably be a fact like offline: the cost of dealing with a new customer will be much higher than maintaining an old customer.
3. Be able to formulate effective plans
Only when you have a plan can you have the focus of your work and you will know what you should do. Only when you have a plan can you have the focus of your work and you will know what you should do.
Let's give a simple example:
For example, based on your inventory situation, of course, it is necessary to choose the product and measure the product. Adding to your analysis of previous sales, you expect that your overall sales will reach 500,000 yuan in June. Then basically your average order price is around 100, which means you need 5,000 orders. Then according to your normal proportion, almost 20% comes from old customers, 40% comes from paid traffic, and 40% comes from free traffic. The main paid traffic is the direct train. The conversion rate of your direct train is basically about 2%, so you will be able to get as much traffic as you expect to spend as much money as you expect to spend. Then, 20% of the old customers orders, how many old customers do you have now, and how much purchase ratio of your old customers can achieve these 20% of the orders, then your work becomes: what kind of activity you have to achieve and how to notify old customers to achieve this goal. The next 40% is free traffic, which is mainly achieved through natural search. Natural search is not like a direct train. As long as you spend money, there will be traffic, so this 40% of traffic may be more accidental. In order to reduce the impact of this accidentality as much as possible, you must consider how to improve your ranking as much as possible.
E-commerce is done step by step, every step and every link is very important. An excellent seller will pay attention to every detail.
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