How to use Taobao live streaming to do refined traffic operations

　　Many people say that Taobao’s traffic has reached a bottleneck, but it is not. It’s just that you don’t know how to obtain traffic. Why should traffic operations be refined? Today we will share how to do traffic refinement operations through live broadcasts.

　　1. Why do we need to do refined operations?

　　Currently, the operation level of most Taobao live broadcast rooms is worse than that of store operations. Instead of studying Taobao live broadcast channel algorithms and traffic all day long, it is better to use the logic of operating a store to look at traffic issues comprehensively. Everyone is encouraged to use the concept of refined operations to create a high-quality live broadcast, and do all aspects of the operation links such as the design of the cover picture, the selection of labels, the decoration of the live broadcast room, the setting of the price gradient of the product, the appearance and person setting of the anchor, as well as the new rules of the baby and after-sales service.

　　Whether it is traditional sales methods or live sales methods, coming to Taobao is to increase traffic and increase conversion rates. So, how to implement refined operations to increase the traffic in the live broadcast room? Here you need to master the operating strategies of the live broadcast room, including event warm-up, live broadcast room interaction, live broadcast room benefits, marketing gameplay and fans-attracting gameplay.

　　2. Operation strategy of live broadcast room

　　Some live broadcast rooms have a more and more excited chat with the anchors, and there are constant jokes, while others are often in a cold situation from time to time. People can't laugh or cry, and they are embarrassed and cancer is caused. So how can we avoid the cold and live broadcast smoothly? Here, Daniu will introduce some live broadcast room operation skills for the warm-up period and event period.

　　01

　　The first is the content arrangement of the live broadcast room during the warm-up period.

　　Generally, spoilers must be made during live broadcasts a few days in advance to tell fans what products to sell in the live broadcasts, as well as what activities and offers. In addition, we generally use Weibo, Weibo, Weibo, and fan groups to scroll to remind fans, and we can use the method of reminding them every day. You can also conduct live brand and category surveys on Weibo, Weitao, and fan groups to increase fans' participation. You can also notify friends and fans to watch 15 minutes before the broadcast; if it is a store account, you can call some live broadcast main products, posters for some supporting discounts for live broadcast activities, etc.

　　Before warming up before the live broadcast, you should prepare "customer service speech", store banner advertisements, and trailer video releases, mainly interacting with fan entertainment. You can design some marketing activities to drive the atmosphere of the live broadcast room, and at the same time, you can add some spoilers for event products to make fans look forward to it.

　　02

　　Secondly, during the event after the live broadcast room is broadcast, the interaction in the live broadcast room is generally done by answering questions and giving gifts, likes and lottery (or coupons), lucky turntables and limited-edition rush purchases, mainly to activate the atmosphere of the live broadcast room.

　　For example, "Huilkang_Fashion" will ask fans selective questions from time to time during live broadcasts. Which viewer can give the answer first, you can leave an address to send a gift.

　　There are many ways to give small gifts, such as using a similar solution to issuing coupons, replacing coupons with small gifts, etc. Gifts can be made using sunglasses, hats, gloves, socks, facial masks, lipsticks, clothing, etc. provided by the sponsor.

　　For example, when the "gmxy official flagship store" is broadcasting, it will use the lucky turntable to incite the audience to like and draw lottery every once in a while. This is also a good way to mobilize the enthusiasm of fans to interact in the early stage; there are also live broadcast rooms such as the "Inman Flagship Store" that adopt limited-purchase methods, which is also an effective way to motivate fans to actively place orders.

　　03

　　Again, when entering the welfare stage of the event period, the live broadcast room can appropriately add "welfare guide" in the area displayed on the screen, or add "fortune bag activities" and "diamond powder welfare" when hanging product links, add "full-day time-sharing activities" welfare publicity on the store homepage, etc., to enhance the enthusiasm of fans' interaction and consumption stickiness.

　　For example, the "Shezi Flagship Store" will appropriately display the fan welfare plan during the live broadcast. Fans of different identities will give discounts at different gradient prices to stimulate fans to actively consume and strive to become loyal fans and diamond fans in the live broadcast room; for example, "Yu Xiaoxiao Jess" and "Zhuoshini Brand Women's Shoes", occasionally the exclusive link of "Fan Lucky Bag" will be appropriately placed during the live broadcast to encourage the enthusiasm of viewers and fans to consume.

　　04

　　Finally, some marketing and fans-attracting gameplay are needed during live broadcasts. In terms of marketing gameplay, some strategies such as "product display scenario", "gradient inventory speculation atmosphere", and "on-site bargaining of merchants".

　　The representative of scene-based products can refer to the anchor’s design “Born for Deliciousness”. For example, the original 400 pieces of Yunnan raw chestnuts were not moved in seconds. Later, the anchor designed a rib-fried chestnut on site. As a result, 400 pieces of raw chestnuts in the live broadcast room were instantly empty, and the merchant added three consecutive stocks and sold them short.

　　Representatives of gradient inventory gameplay can still refer to the anchor "Born for Deliciousness" to sell Jingwu Yabo. The first batch of stock is 500 pieces, and after the second is empty, 200 pieces are added for the second time. The operation is always paying attention to the inventory decreasing speed. When it is found that the inventory speed drops significantly, in order to create a hot-selling atmosphere, only 100 pieces are added for the third time, and the second is empty for less than 5 minutes.

　　For cases where bargaining is made on site, you can refer to the live broadcast room of "Zixia Fairy and Jia Baoyu". The specific method is to deliberately call merchants to bargain and increase inventory on site (actually pre-arranged), and the products are immediately vacant; there are many similar examples, and everyone can pay more attention to and observe in the live broadcast room.

　　05

　　In terms of how to attract fans, the specific methods can refer to "If you increase N fans, send an Alipay red envelope password", "For every increase N fans, you will draw welfare products from fans you are following", etc., for example, "Using fan-layered products, new fans can receive gold coins, and iron fans and diamond fans will be treated with special discounts", "Flash-selling welfare products and pop-up fans will be strongly bound to attract fans", etc. For specific cases, you can take a look at the live broadcast room gameplay of "Braised Little White Rabbit x" and "Zixia Fairy and Jia Baoyu".

　　The early stage between fans and anchors must be a process of mutual fleeing. When she comes to get your gold coins, grab cash red envelopes, and swipe flash-up lottery, you also need to let her participate in the links you designed to help you improve various data and increase weight. Never let fans come and leave quietly. If this is the case, it is better to take a shower and go to bed.

　　3. Summary

　　After mastering the above operational skills, it does not mean that your live broadcast room will be effective immediately. This is a process of practice making perfect. At the same time, for novices, some details are often ignored during live broadcasts.

　　For example, many novices are prone to make mistakes in the live broadcast room, because their body movements are stiff and their expressions are not rich enough, which is also one of the important reasons why many anchors are not very popular. The live broadcast room is the most important bridge for communication and interaction between anchors and audiences. In addition to being good at mobilizing the atmosphere on the scene and adapting flexibly, anchors should also increase communication with fans as much as possible to improve everyone's sense of participation. In addition to laughing more, novice anchors should also consider more rich expressions and actions, such as the cuteness of scissors hands, the warmth of loving hand shapes, the naughty tongue sticking out, etc., so that fans can feel your enthusiasm and enthusiasm as the anchor, and it is easier to have a good impression, so they are more willing to like and consume.

　　There is also the choice of music special effects in the live broadcast room. Before starting the broadcast, you must also be prepared to use what sound effects and when to play what sound effects. You must have a clear idea of ​​what. Generally, applause and cheers are used the most frequently and are also the easiest to set off the atmosphere. When fans click to follow and like, you must express gratitude, such as thanking fans for their support, etc., so that fans can feel the anchor’s sincerity and enthusiasm and are willing to continue interacting.

　　In short, doing a good job in refined operation of the live broadcast room involves all aspects of the live broadcast room. Everyone should think more, plan more, and try to focus on customer needs and pain points, so as not to attract fans. Daniu has summarized so many operational skills and live broadcast tips. I hope everyone can use it in normal times and wish you success!