Taobao experts are just a traffic entrance and marketing method, but some sellers suffering from traffic hunger and thirst have regarded Taobao experts as a panacea and are looking for experts' resources everywhere, but as a result, many people pay tuition fees. Taobao experts are of course good, but there are a few points that sellers must pay attention to:
1. Is your product suitable for Taobao expert promotion method?
Generally speaking, products such as clothing, cosmetics, food, fitness equipment, household products, digital products, etc. are more suitable for Taobao experts. Other products are not inappropriate, but they need to be tested on a small scale first. After all, the probability is that Taobao experts’ fans do not cover your target customers at all.
2. Is the style of Taobao expert suitable for your brand tone?
Beauty master
Small sellers are not obvious, but big sellers must pay special attention to the brand tone issue. This is the key to protecting customers and standing out from competitors. It is really not worth the cost to mess up the brand tone for Taobao Experts.
The simplest example is, if you are doing cosmetics, you find a very popular beauty Taobao expert. Why is the conversion very poor? Because your cosmetics target customers are mostly white-collar workers, noble ladies, and professional women over 30 years old, and they are taking the elegant and intellectual route, while the fans of Taobao experts you are looking for are mostly students and girls in their teenagers and twenties, and they are taking the playful and cute route, which is completely incompatible.
3. Don’t look at the number of fans, only look at the activity level
After all, Taobao experts are still new things, and the industry rules are not so clear. It is very likely that there are "empty shell experts" whose fans rely solely on brushing. Such Taobao experts are expensive and can run away if you get a ticket. Merchants need to be vigilant. The official does not allow any expert to charge any fees to merchants in private, and expert promotion only charges a pre-determined commission.
4. Transactions with Taobao experts through Taobao official
When choosing an expert, you must find certified big V experts in Alibaba V missions or conduct transactions through CPS, and do not conduct private paid promotions. This is a transaction that is not officially protected. Private transactions may be cheap, but there are endless troubles and a waste of time and energy.
5. If combined, gather; if not combined, disperse
For Taobao experts with poor promotion results, we must give up decisively and not hang ourselves on a tree. For experts with good promotion results, we must actively maintain and establish long-term cooperative relationships.
6. Several major sections of Taobao experts (collected from the Internet)
A. Taobao headlines
Taobao Toutiao is available in Taobao and PC, and it is available in all categories. The daily traffic is relatively large, but the timeliness is relatively short, and the requirements for thousands of people and faces are relatively high.
In terms of product requirements, DSR requires two or three reds, and sales requirements are relatively high, with commission requirements of about 10%-30% or even higher. In addition, Taobao Toutiao also needs to find experts on the whitelist of headlines to promote it.
B. Good goods
There are good products, both Taobao and PC, and all categories are available. The traffic is well-known and stable. You need to find experts with a whitelist of good products to promote it.
In terms of product requirements, there are good products that require all three items of DSR. The product has a tone, the sales volume cannot be too high, and the commission needs to range from 10% to 30%.
C. Must-buy list
The must-buy list section is also suitable for all categories, and all big V experts can produce and place them. Thousands of people will be displayed in different ways, and the content will be divided into strategy categories and theme purchases, and the matching control will also be output here.
In terms of product requirements, the must-buy list requires that the DSR of the product reaches two or three reds, and requires a little basic sales volume, and the commission ranges from 10% to 30%.
D. Taobao Live
Taobao Live
Taobao live broadcast is novel and more realistic, and the expert will take real photos and display and promote it after sending samples. Taobao Live is different from other sections. Taobao Live requires corresponding category promotion, and talents with live broadcast permissions can promote it.
In terms of product requirements, Taobao Live requires that the DSR of the product reaches two or three reds, the sales requirements are not much, and the commissions range from 10% to 30%.
7. Sellers with conditions can try to cultivate their own Taobao experts
After all, Taobao experts are a traffic distribution node that intercepts and then diverts Taobao traffic. In the environment where traffic is becoming more and more expensive, it is serious to take the initiative to hold the traffic entrance in your own hands. Under the premise that conditions permit, cultivating Taobao experts by yourself not only needs to make full use of Taobao traffic, but also use live broadcasts, short videos, Weibo, WeChat and other tools to truly turn traffic into your own, truly become experts who hold fans, bring their own traffic, and do not rely on Taobao. In this way, there is a lot of room for maneuver whether it is traffic acquisition, store operation or brand building.
8. How to negotiate with Taobao experts
Taobao experts are essentially Taobao agents, and they pay according to the transaction effect. Those Taobao experts who charge privately or charge too high appearance fees should be cautious. Although there is a situation where the direct KOL effect is not obvious and brand building takes time, such unpredictable promotion is not suitable for small businesses, and large businesses are mostly based on celebrity promotion. It is not recommended to use Taobao experts to test the waters.
9. You can't just be a Taobao expert
On the premise that product quality is up to standard, when cooperating with Taobao experts, there is a complete set of operation planning plans for brand promotion and event marketing to form a focus effect, rather than today’s Taobao experts, tomorrow’s event marketing, and the day after tomorrow’s store promotion, with a result of 1+1<2. It is best to have a complete plan for the store operation. <>
10. Product + Emotion is the baseline for all successful stores
The product must be worthy of your price (the quality of 100 yuan is 1,000 yuan is your "good person"), the consumer's eyes are sharp, and he may be fooled once or twice because of your sweet words, but there will never be a third time. "Not to be deceived" is the foundation of all businessmen, and e-commerce is no exception.
We must rely on emotions to keep our customers behind. In the environment of overproduction of products and increasing competitive pressure, emotions are the best way to break through. Only by giving emotional value to the product can we escape the quagmire of homogeneity and take the differentiated route. "Taobao experts, internet celebrities live broadcasts, Weibo and WeChat social networking" are all tools that give products emotional value.
My usual viewpoint: Internet celebrities, experts, live broadcasts, videos, direct trains, Juhuasuan, Diamond Exhibitions, and daily special offers are all traffic entrances for e-commerce sales. What you need to do is not to do whatever you are better without discernment, but to integrate various traffic entrances based on your own conditions, give full play to the advantages of team collaborative combat, and act independently, and only increase internal friction.
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