Hello everyone, I am Lao Gao E-commerce. On Double Eleven, you will find that not only will you lose more, but you are useless. You can only use your own dismay to highlight the success of others. Of course, not every merchant is like this. Someone is definitely making money by sneaking in. Anyway, no matter what, you have to fight this battle well, otherwise you will be in vain again.
Get a vaccination first. You may feel that there is nothing after reading it, but most of the articles I wrote will teach you the methods. I have always believed that it is better to teach you fish than to teach you fish. Teach you the methods and understand the operation yourself, so that you can differentiate. I will tell you the success experience of other stores in detail. It is useless. The success of each store cannot be copied. If you learn the methods, you can do whatever you go.
There are really too many things to do to do to do Double Eleven well. There are things to operate from the beginning to the end of the year, and it is hard to explain in one sentence or two. Today I will choose a more important point to tell you, which is how to attract traffic on Double Eleven. No matter how much work you do without traffic, it will be ineffective. So today I will summarize what traffic diversion methods you can do.
I basically divide it into two aspects: one is private domain traffic and the other is public domain traffic.
Let’s talk about private domain traffic first:
Simply put, private domain traffic refers to channels that can reach users without paying, such as self-media, user groups, WeChat accounts, etc., which are the circles that KOC (key opinion consumers) can radiate. It is a concept in the field of social e-commerce.
With the increasing competition among traditional e-commerce companies such as Taobao and JD.com, everyone is exploring new territories, and the growth of social e-commerce is increasing day by day, and private domain traffic is being discussed the most in this context.
Private domain traffic or private domain traffic pool, different from traditional e-commerce consumption traffic, is a transformation to operating users. The fans or users operated by e-commerce are no longer audiences of a single product. This stickiness may form a behavior of acquiring customers in one time and causing multiple transactions. These traffic only belong to e-commerce rather than the platform to purchase the so-called private domain. This closed loop can also be said to be a private domain traffic pool. [Source BD Encyclopedia]
I think everyone is familiar with these terms, such as private domain traffic, public domain traffic, social e-commerce, etc., so let’s take a look at what channels can you directly contact your consumers without spending money?
1. Group chat
can have many aspects. Many years ago, there were people playing. At that time, they were still QQ groups. There were more than ten or twenty full members of a thousand people. At that time, it was a real wealth. I threw it into the group just by throwing it into the group, and sales quickly increased. There were no direct trains or diamond exhibitions, no need, new stocks, clearance, event promotions, etc., and the effects were very impressive. This was the early social e-commerce. I don’t know if anyone insisted on maintaining it now. However, this maintenance is really not a simple thing. Later, with the decline of QQ and the rise of WeChat, WeChat groups and public accounts started a new wave of competition. After fighting, then WeChat Taobao broke up, these channels almost came to an end. Fortunately, the official also has various methods, which can still be maintained. Of course, the WeChat group of QQ group is all off-site, and the power of life and death is in the hands of others. Today, the focus is on Taobao group. This is also what Taobao has been promoting and maintaining in the past two years. There are many ways to play in the group, including grabbing red envelopes, purchasing in advance, limited-time discounts, etc., which are still beneficial to maintaining buyers. At least you don’t have to look at other people’s faces, and you don’t have to worry about not being able to find the group one day. For the group, I think it is necessary to set a certain entry threshold and have had transactions. If everyone can easily enter, it is inevitable that some troublemakers will appear.
Let’s talk about how to do group chats. The space is limited and the energy is limited. I will keep everything simple, just select the key points and attract jade. You can upgrade and improve on this basis:
In the beginning, I suggest that you do a good job in membership grading. You can have a pre-sales group, you can enter the group if you want to buy things, and set up a follow-up group.
Be sure to remember to build a membership group, and only those with shopping amount can join the group;
there is also a membership group with high consumption amount, you can tie others by buying more and benefiting. Don’t be afraid of not having fans. Even if there are only a few people in the group, it doesn’t matter. If you maintain a person, he can at least affect 21 people around him. So don’t think that it’s useless to have few fans. It’s all accumulated slowly.
Another important thing is that those who like discounts and interact more positively can be brought together separately. When you launch a new product, this group of people can break the zero sales volume and make the best use.
Members are well-classified, which means daily maintenance. It is not easy to maintain an active QQ group, but Taobao groups are not a place for chatting and do not need to be active, but they need to cultivate their awareness. Do you need to let them know what they can do in your group? Discounts at any time and time? Giveaway? New product trial? Super discount on the event? Grab a red envelope? ...Wait, so this requires you to deliberately maintain it, do some activities regularly, praise and politeness, etc.
The group chat last said: There are opportunities for public domain traffic display at the group level L2 or above! First guess the position!
2. Live broadcast (Store Live Broadcast)
The live broadcast here is about the store’s own live broadcast. I don’t think there is more importance to say. The popularity of live broadcasts is obvious to all. I personally participated in a women’s clothing store from more than 100 fans every day to see that it is now thousands of traffic every day (if you have the right to emerge, you will have the opportunity to appear on the homepage of the live broadcast channel). I have also seen a green plant store stopping the express train after opening a live broadcast, so don’t wait and see, hurry up and operate. The key to doing live broadcast is to persist. As long as you persist, you don’t have to do it well (of course, if there is a category problem, you don’t have to be serious). Anyway, I have always suggested that everyone start the live broadcast as soon as possible, and the later they are, the more regret it.
As for the way of playing live broadcasts, it is still more important to make a live broadcast preview in the store. At that time, there will be awkwardness to broadcast with fewer people. There are still certain advantages to many fans. During the live broadcast, there must also be some promotional activities, including live broadcast exclusive price, red envelope grabbing, large amount of threshold coupons, live broadcast exclusive flash sale, what benefits to give a certain number of likes, etc., try to promote more people's interaction, so that they can have the right to emerge in the later stage.
Only with the right to emerge will you have the opportunity to appear on the homepage of the live broadcast channel.
3. Weitao
wants to say that Weitao is really a magical tool. Like live broadcasts, it is not valued by others, but those who have been doing Weitao can’t put it down. Why do Taobao revisions have so many versions? Weitao has always been the second position in the bottom bar of the Taobao APP? Why didn’t you change it without using Taobao and wasting such a golden position?
Wrong, right? At present, there are only a few places that operate private domain traffic, so what are you waiting for if you don’t use these? You only see the data of your own store, but Taobao sees data from the entire market and even the entire e-commerce environment. Why is it constantly updating and maintaining group chats, live broadcasts and Weitao? It is to help sellers open up channels with consumers and allow your actions to reach your consumers directly. Therefore, there is generally nothing wrong with following Taobao’s actions.
As for how to do Weitao, whether it can still catch up with Double Eleven, it’s hard to say. If you don’t have the usual maintenance, this Double Eleven will probably not be able to catch up. However, you can also use this Double Eleven to promote Weitao and do an interactive activity. Then, what lottery will be announced in the later stage will be announced on Weitao, and it will also attract others to come back to see it. Of course, you have to think about how to do this after Double Eleven. I still recommend sending more outfits and more product introductions for clothing, focusing on products, and cultivating precise shopping fans. For tools, you can use more instructions. Anyway, you should still maintain your own product and category characteristics. How to attract others to see and interact more is what you need to consider more. I won’t talk about it more in time.
4. I will briefly summarize the above. Group chats, live broadcasts, Weitao, etc. have the opportunity to appear on the homepage. Weitao L3, group chat level 2 or above have the opportunity to appear on the homepage, so private domain traffic can change to public domain traffic.
5.
There is no need to say much about text messages. They can be carried out during the warm-up period, before the event, on the day of the event, etc. Although they are disgusted, the effect is always good every time. Don’t just harass one or even several messages a day. Grasp the degree, streamline the language, and bring the link.
Not only marketing text messages, but also the urge to pay text messages on the day of the event.
6. Customer Operation Platform
is recommended to pay more attention to this platform. There are really many practical things. I think you can write an article alone just by talking about this. The main functions of the four major sections
1> Customer Management
1.1> Customer List
1.2> Customer Group
1.3> Customer Analysis
The functions of this part are mainly to manage users who have intersections with the store. Transaction customers, unsold customers and consulting customers can be grouped and targeted marketing. The customer analysis in 1.3 can help you better understand the people in your store. It is more detailed than the business consultant who shows you for free.
2>Member Management
2.1>Member Data
2.2>Loyalty Setting
2.3>Member Rights
This part is to manage your own store members, member level classification, etc., level discounts, etc.
3>Operation Plan
3.1>Smart Store
3.2>Only Marketing
3.3>Scenario Marketing
This part is the key point. Various marketing is implemented here. The most commonly used smart marketing and scene marketing will recommend many and many tags to you when you click in. You can focus on optimizing them based on these tags. I won’t talk about it here. You can click and view them one by one. You can issue coupons and text messages to the people on this part of the tag. Sometimes the effect is really good and unexpected. But be careful, don’t send coupons to a certain group of people often, and send them again every once in a while. If you send them, there will be no recommendations for the crowd. [Time is too tight, I won't introduce it in detail, I'll do it myself]
4> Toolbox
4.1> Material Management
4.2> SMS Management
This is the application and management of material management and SMS functions, and there is nothing to introduce.
The above is basically the source of private domain traffic and simple gameplay. Let’s start talking about public domain traffic. Speaking of public domain traffic, there is too much.
1. Search traffic
is mainly search traffic on Taobao. However, this is basically occupied by Tmall venue products during Double Eleven. Generally, there is no need to consider too much in general stores. If you have poor search traffic at that time, you don’t have to worry about it. You will understand it by searching it yourself. But why do you need to preheat in advance and store water? This is the importance of thousands of people and faces. Generally speaking, thousands of people and faces will play a certain role here, not only search, but also venues, personalized venues, homepages, purchases, etc. [In terms of paid traffic]
2.
Register for the venue traffic. The venue generally has traffic. However, the first thing to pay attention to is the product price power. Only when the price power is enough will you give the venue traffic. You should also pay attention to horse racing. During the warm-up period, you usually evaluate the purchase amount. Horse racing is the hourly day before the event, and horse racing is the hourly sales amount on the day of the event. At the same time, you should pay attention to DSR. This has always been a priority from Taobao. There is no hope for peripheral merchants. If you have done it, you will have the opportunity to enter the venue, so come on.
3. Collection and purchases.
Because this has not yet been sold, I classified it into public domain traffic. This should be combined with many aspects. If the transaction cannot be generated during the preheating period, try to promote collection and purchases. What are the advantages of collection and purchases? There may be opportunities for the top ranking in a search (for the collection and purchases group). There are personalized labels in the venue and display your products, and some personalized locations such as during and after purchase, so it is very important to warm up the atmosphere.
4. Event traffic
The activity traffic is not only the venue traffic, but also Juhuasuan, Taobao rush purchase, daily special sale, gold coins, etc. Juhuasuan and Taobao rush purchase should have ended registration. When I started writing this post, it was not over yet, but it ended when I finished writing it... This is for Double Twelve as a reference, and registration is in advance. During this event, such people are charged a fixed fee according to the pit, and those that can be accepted can still be invested. The hot sale every day is still in the registration period, so you can consider this.
5. Paid traffic
express, diamond exhibition, super recommendation, Taobao, PinLibao, etc.
This year, we have focused on launching super recommendation tools, such as the combination of single product promotion and direct train orientation of diamond exhibition. Direct train orientation is also about to withdraw from the stage of history. No matter what, super push is definitely more competitive in this year's Double Eleven. For two reasons, CPC is relatively low, and the effect is not bad, especially during the preheating period. You can see that there is a click effect in the report and the display effect is much better. This means that when the buyer clicks on your product, he will have a priority search and display opportunity (thousands of people and thousands of faces), so the increased exposure during the preheating period still has a great advantage for your product, especially after collection and purchase.
There is also the direct-to-car diamond show. I suggest that you put more tools during the preheating period. During the event, it is mainly during the day and at night. The effect is very average at 0-2 am. Although there are many sold at this time, most of them are converted during the preheating period. Moreover, you can see that the paid tools are generally better than the conversion on the same day after three days, seven days, and fifteen days. This is also the conversion cycle is relatively long, so the paid tools must be vigorous before the event, and it is hoped that the day will not have a good effect.
6. For platforms like Douyin and Kuaishou
, it is no exaggeration to say that more than half of the ten videos are carried with yellow cars. This is still a hot spot now. If you can shoot it well, it would be best. But this one depends on the quality of the video and luck. Generally, as long as you persist, there are also very good ones. You can also find a team to cooperate with an account that specializes in product promotion. This account conversion is still good. Internet celebrities with more fans may not have a good effect. The fan base is not accurate and they like to be funny. Such ability to carry goods is much worse.
7. Live traffic
The live broadcast here is a three-party live broadcast. Unlike the store’s own live broadcast, the effect on Taobao live broadcast is definitely better than that of Douyin live broadcast. After all, people who visit Taobao have stronger shopping attributes, so the broadcaster with more fans is also very good, but you still have to distinguish the kind of tricky ones. They keep praising you for selling your things, but they will be very different after receiving the goods. Then your evaluation and rating will be affected. However, there are still a few people like this, which not only hurts the merchants, but also hurts your fans.
8. Home page traffic
is a cliché. I won’t say much about this. I have said it many times before. It is one of the most important sources of traffic!
9.
You may also like this other main entrance for free on Taobao. It is also a large source of traffic.
I have basically finished talking about this. The drainage tools and sources that you can use and commonly used are here. Double Eleven is also imminent. I wonder if you are still confused now. No matter whether you make money or not, or how to go in the future, you should do your current work. Whether there are venues or markings has been basically determined. The content of the event is basically like this. Think about how to deal with it, how to break through the siege, how to continue to overtake after the war, etc. Double Eleven is near, but the road ahead is still long.
Finally, I wish you all a big sell on Double Eleven and a lot of money! If you have any problems with the store’s operation, you can contact me to help you analyze the store’s problems and better operate the store. Friends who want to start a business should learn about it carefully and boldly. You are welcome to visit the authenticity on the spot. Laogao E-commerce will also share related articles every day. Interested friends can pay attention.
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