Education to win the championship: refined promotion and in-depth layout of Taobao stores
Double Eleven, Taobao’s biggest event every year, is coming soon. How are you preparing? Winning the championship is a reminder to everyone that we need to be nervous.
1. The layout and gameplay of the venue and non-venue stores are different.
(1) Venue store: The store itself has a certain brand appeal, high fan loyalty, strong ability to obtain traffic, rich and diverse channels, and the blessing of large-scale high-quality activities on the platform. Therefore, we should pay attention to the word “comprehensive” when operating. For example, we must do a good job in: Hand Tao search + Hand Tao recommendation + Direct train + Gravity Rubik’s Cube + Content marketing + Talent recommendation + Live broadcast + Taobao shopping + Juhuasuan + Off-site promotion + Old customer marketing and more.
(2) Non-venue stores: There is a certain foundation, but the wings are not yet complete, and the need for in-depth layout must not be rushed. Therefore, we should pay attention to the word “fine” when operating. For example, we must do well: basic product competitiveness + refining of selling points + layout of short videos + related sales + emphasis on user experience + through train + gravity cube + search weight + hand-purchasing Search + hand Taobao recommendation + live broadcast + old customer marketing and so on.
2. Stores will go through the following four stages before and after the big promotion
(1) Accumulation period: fully tap potential customers and new customers, and increase the popularity of store products by participating in activities. Keyword This needs to lay out long-tail keywords, stabilize the quality score, and then gradually add hot words and big words to increase the weight and traffic. The weight of the through train account must be raised as soon as possible, which is an important prerequisite for driving natural search traffic. You can bid slightly higher to try to grab the ranking. After all, ranking affects traffic and click-through rate, and keywords and bids are changing. The crowd naturally has to make corresponding changes. You can use the method of low bid and high premium to cover as many high-quality crowds and festival crowds as possible before the event to create a big promotion atmosphere.
(2) Warm-up period: pull up the search traffic of Taobao, and enter some big words and hot words for keywords to introduce as much traffic as possible. In this part of the crowd, the festival crowd is fully open, so as to reach as many goals as possible. At the same time as the crowd, and then vigorously attracting traffic, store decoration, activity momentum and due coupons, pre-sale information, full-reduction activities, etc. should keep up, in order to improve the collection and purchase data of products.
(3) Outbreak period: On the day of Double Eleven, we should increase the investment to ensure that the traffic continues to rise without major fluctuations, send short messages to old customers, and do shopping cart marketing for buyers who already have collections and purchases, so as to increase Conversion drives sales.
(4) Residual heat period: The traffic flow during the residual heat period is quite considerable, so don’t reduce your investment arbitrarily. For those who have collected and added purchases before and those who will buy in the future on Double Eleven, you can recall them. This is our stable transformation. good time.
Winning Education reminds everyone that the store has different purposes and different strategies. The game that is more suitable for small and medium-sized sellers is: small explosion group strategy. That is to say, a single plan, multiple products, and the preferred collection and purchase of high-value products, with production as the main optimization core, and gradually increase the number of clicks and UV value on the premise of ensuring no loss.