On Double 11 this year, like the previous year, Tmall merchants were divided into happy venue merchants and happy mobilization merchants. Among them, happy venue merchants are brand merchants, while most of the other small and medium-sized sellers are happy mobilization merchants, which are the so-called marking merchants. Because there are two different differences, their Double 11 preparations are different.
1. Venue sellers prepare for Double 11
The venue sellers have a relatively large traffic source, rich store traffic channels, and high fans' loyalty. In addition, the support of Taobao purchases and Juhuasuan's large-scale group buying activities, their overall traffic is guaranteed, so as long as they do different promotional methods, do a good job in traffic layout, match a differentiated marketing method and fan marketing, they will have a relatively objective activity effect. For example, last year, the food Baicaowei dates and walnuts were upgraded to "hug fruit", which cooperated with the early film and television communication and spokesperson Yang Yang, Quanmin hugged Weibo interactive communication, and it was launched for 18 days, with sales exceeding 1,000W; there was also a female bag Yimini paying a price to ship, and the deposit product output of 1 million on Double 11, etc. This is the gameplay of the venue merchants, and the core is the cooperation of brand content marketing and traffic layout.
2. Small and medium-sized sellers in the venue are preparing for Double 11
For small and medium-sized sellers, doing a good job in store traffic layout can make a brand new improvement after Double 11 , and the key to doing a good job is to make overall planning and layout of traffic. That is the key point we share today. After observing and sorting this time, I have compiled the following three tricks to help small and medium-sized sellers make good traffic layout for Double 11:
1. The first trick: short video layout
This year, the comprehensive upgrade of Taobao content is also the first year of short videos. Under this new opportunity at the forefront, we small and medium-sized sellers must seize this opportunity. The significance of making short videos is to enable users to improve their comprehensive and three-dimensional understanding of our products, enhance users' stickiness, follow-up rate and recognition of the store. On the other hand, it is to better apply short videos to various channels inside and outside Taobao to promote them, so as to achieve the effect of attracting traffic to the store.
At present, the application range of short videos is very wide. In addition to the head videos of the products in the store, the detailed short videos and homepage video introductions, the product videos of our store can also be used on the module traffic of the Taobao homepage, and the traffic is also considerable! Different Taobao homepage modules have different requirements for short videos. Currently, the requirements for short videos from channels with better results are as follows:
For videos with good goods columns, the video time should be controlled at about 9 seconds, while for video contents placed in daily good stores and must-buy list columns, the video time should be controlled at less than 3 minutes. If short videos are interesting or story-based, they will be more widely disseminated.
2. The second trick: Home page traffic layout
Speaking of Taobao homepage, module traffic is of course indispensable for each segmented traffic module. This traffic source still has great opportunities for small and medium-sized sellers. Because most of the products covered by the content produced by experts are popular or popular products, these products can also be sold well without content. Next, we will target high-quality and potential products. Taobao will target these products and give certain weights. The product selection criteria are: high-quality appearance, good reputation, trendy brands, niche, original, trendy models, potential models, etc., which are what we often call the content recommended by official experts. However, this also requires us to actively make arrangements in advance, and we can also actively contact lists and experts with good goods to make arrangements in advance. There will be a special content venue for Double 11 this year, and 20% of Double 11 will be available at that time.Traffic is diverted to this content venue, so we must seize the opportunity. Of course, we can also go to the nr.taobao.com website to see if we have invited products that can be registered and recommended to Taobao channels.
Currently, Taobao has the following requirements for products that can be displayed:
1) DSR – Need to exceed the industry level
2) Consumer experience-the baby has a lot of high-quality products, and has content evaluations, etc.
3) Quality refund - Baby's quality refund rate, low dispute rate
4) Image quality - the picture content should be as simple as possible to highlight the main promotional treasure. It can be properly matched to create a fashionable atmosphere, add usage scenarios, and incorporate the baby into the usage scenario diagram, which can give people a sense of inclusion. .
3. The third trick: fan marketing layout
The difference between small and medium-sized sellers and large sellers is that we can make some work more detailed and larger. Fan marketing is a content that all small and medium-sized sellers can do during the preparations for Double 11. Generally speaking, fan marketing includes two types: three micro layouts and customer operation platforms. Among them, the three micro layouts include Weitao's continuous content release, WeChat public account fan interaction and Weibo interaction synchronization information, etc. The customer operation platform is to reach and market the customer throughout the cycle.
1) Layout method of WeChat and Weibo:
① In the early stage, we must do a good job in fan tag classification and new customer care. Through the form of Weitao, WeChat and Weibo, we can initially form customer trust, and then label grouping among connected customers to form preliminary management.
② Then we can arrange interactions with fans, such as Alibaba’s new group chat function, Weitao’s building interaction, WeChat voting and Weibo topic interaction, etc., which can all form preliminary interactions with fans. This interaction needs to be managed in combination with the customer concerns and shopping preferences of different products.
③ In the next stage, we can publish some tutorials on our products or product reviews on our Sanwei account to further increase customers' trust in us and highlight our professionalism. In this way, when we launch new product activities in the future, we will have a good basic sales accumulation.
④ Finally, in the preparation for Double 11, we can set up different interactive topics and activities in different time periods to continuously activate old customers in the store.
2) Customer operation platform layout
The customer operation platform has undergone great new changes this year. The current smart marketing has added two new modules: interest customer conversion and intelligent repurchase. In conjunction with the previous custom marketing and coupon care, we can achieve targeted customer awakening and marketing throughout the cycle.
① We can use the coupon care module every week to provide regular coupon marketing for customers who collect and purchase, lose customers and new potential customers.
② In the intelligent repurchase module, set up a reminder activity for repurchase of old customers for popular products in the store. Further increase the repurchase rate of store products.
③ Combined with the industry population of the business consultant and the customer portrait of the Damodisk in the past 180 days, a target group buyer portrait can also be obtained by combining the customer analysis of the business consultant and the customer analysis of the customer operation platform. Then, follow this buyer portrait and select the corresponding current population in custom marketing.
④After building the target group, select the exclusive rights and conversion channels of the group in the customized group in the smart marketing of the customer operation platform. Currently, there are two ways to achieve good results in the conversion channel. One is the SMS channel. It is recommended to set up well-known crowd coverage and choose intelligent sending; the other is the targeted poster, which can be set up through the wireless intelligent version decoration.
summary:
As small and medium-sized sellers, we should not envy the resources and gameplay of big sellers in the venue. We should seize the new trends and requirements of Taobao and Tmall to highlight our advantages. In addition to making basic stocking and event preparations for the store, we also need the three methods we mentioned earlier. Prepare for Double 11, do a good job in maintaining the store’s fans, and gradually start the layout of the Taobao mobile module traffic, and make some interesting product introduction short videos. Through these three tricks, we can achieve a small explosion of traffic during Double 11 . Finally, I wish you all good results on Double 11!
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