Winning Education : : How to Manage Your Existing Online Traffic
We won the championship today to analyze the related issues of our store traffic. Please come up with a small notebook. Today’s sharing plays a pivotal role in our daily operations. Doing it well can play a great role in promoting our store.
Providing traffic is the basic value of Taobao;
After attracting traffic, how to distribute traffic and achieve higher conversion is the first step for Taobao. Two important things, both point to operational efficiency.
Empowering Taobao with data to realize the two-way growth of Taobao and the brand, which is also the third core of Taobao’s operation.
Digital application scenarios, like the core of operations, should still focus on traffic.
How to do a good job in private domain traffic operation
Private domain “play” is very particular. Different industries and different product types may have completely different strategies for private domain operations. Therefore, before launching private domain operations, you must choose the most suitable private domain operation model according to the industry, category and product characteristics. Here I give four private domain ideas that I have come up with after observing the private domain ideas of a large number of companies.
- “Discount Promotion” Type
Features: Products with high frequency + low customer orders, such as fresh fruit, home care and daily chemicals. A sponsor-style model is appropriate to help clients run their budget-conscious operations.
- “Family Interest” Type
Features: high frequency + high customer unit price + low professional products, such as fashion products, cosmetics, tourism, etc., suitable for operation through hobbies sharing.
“Knowledge expert” run.
“Exclusive butler” type
Features: Products with low frequency + high unit price, such as luxury goods, automobiles, household items, etc., are suitable for meticulous service and interaction with exclusive shopping guide fans.
How does each mode perform private domain operations? What are some good success stories for everyone to “copy homework”? Let me take the “discount promotion” type as an example to provide you with some operational ideas that can be achieved:
The most suitable product type for the “discount promotion” type is high transaction frequency + low price of product type per customer unit + high impulse + high convenience category, such as fresh fruit, daily chemical products, home care products, etc. belong to this category. Many users of such products use multiple brands at the same time and mix and match, so the key to marketing is to cultivate brand awareness and require high purchasing convenience.
When it comes to the community operation ideas of such products, please remember eight words: “promotion-driven, simple and direct”. In terms of interaction, in addition to the corporate WeChat community + applet, you can also promote transaction conversion through the circle of friends + applet. In the creation of private domain marketing content, this type of product recommendation is mainly based on the dissemination of highly commercial materials (including clear promotions, activities, new product information, etc.).
Today’s sharing of the championship education is like this. I believe it will play a big role in the promotion of everyone’s stores.