The information conveyed by small and medium-sized enterprises to the outside world will be more direct, more focused, and more aimed at obtaining sales results. For most small and medium-sized enterprises, the main marketing path of Douyin is to publish content through the enterprise account-to guide conversion.

The offline service industry should pay attention to short videos, while the consumer goods industry should focus on live broadcasting. The two major products provided by Douyin, "Small Store" and "Enterprise Account Component", undertake the conversion layer.

Among them, "Small Stores" can provide online sales channels for products for enterprises, while "Enterprise Account Components" can meet the enterprises' offline consumption diversion, sales lead collection, customer service and other needs.

Going back up, the converted users come from the content layer, that is, short videos and live broadcasts.

Users link from the content layer to the conversion layer through functions such as shopping carts, links, and small windmills. Among them, "small windmills" are specially launched by Douyin recently for non-e-commerce live broadcast conversions of enterprise accounts. This function can be used to communicate directly with enterprises in the live broadcast room.

The account component is opened to guide users in the live broadcast room to perform group purchases, coupon collection and other operations, which greatly shortens the conversion path.

Therefore, in the operation of enterprise accounts, we should take the lead in building the conversion layer and improve the construction of small stores and enterprise account components. The enterprise account components are set up in the background of the enterprise account.

For the offline service industry, claiming POI, setting up coupons, etc. are particularly important and are key links in promoting consumers' in-store consumption.

For e-commerce small and medium-sized enterprises, the opening of small stores and the listing of products are also very important. On the one hand, the conversion path of small stores is shorter, and on the other hand, because small stores have a rating policy, if the rating is not up to standard, they may even be

Affects the GMV of the store.

After building the conversion layer, it’s time to invest in the content layer.

Both short videos and live broadcasts cannot be given up. Live broadcasts are closer to conversions, and short videos have a stronger ability to obtain traffic.

However, different types of enterprises are not nearly identical in their choice of the two forms.

For most offline service merchants, the most important thing is to satisfy consumers’ consumption experience and scene experience when they visit the store.

Therefore, the offline service industry should focus on short videos.

The biggest threshold for many companies to enter Douyin is video content. In fact, there is no need to be afraid of "content creation". Don't be scared by those videos on Douyin that can withdraw millions of likes. They are not on the same track as you.

According to Cass statistics, taking food content as an example, there are less than 80 Blue V accounts with more than 1 million fans.

We just need to remember one thing during the creation process, which is to express the characteristics of the store in the "form of Douyin".

What is the form of TikTok?

Beautiful "people" or "things".

Try not to just display content about products and services. It must be expressed through people or things. You don’t have to rack your brains to make up jokes or plots. Content that can benefit users or trigger users’ emotions is excellent content.

For small and medium-sized enterprises that focus on selling consumer goods, live broadcasting is a key target.