In recent years, the entrepreneurial idea of the Internet is "first absorb traffic, then consider the problem of realizing it", which leads to the premise of burning money for Internet traffic, and finally inevitably turns to giants for help, which intensifies the speed of traffic gathering in the hands of giants, and the cost of traffic acquisition only increases.
First, why is the private domain traffic so powerful?
1) Improve consumers' goodwill and loyalty to the brand and increase the sales conversion rate.
On the e-commerce platform, merchants and consumers can only complete one transaction, and when the transaction is over, the contact with consumers will be over.
When you circle consumers, neither brands nor individuals are cold accounts. Now everyone has been talking about people's design, in fact, it is to close the trust of consumers through people's design. Without trust, there will be no business transactions.
There are many ways to increase trust, and crazy advertising is the best way.
2) Word-of-mouth communication, low cost and innovation.
Final gathering's traffic through various channels is actually the consumers who recognize the brand. Everyone has their own social circle, so private domain traffic should consider word of mouth and sharing:
Word-of-mouth: Through the encouragement of brands and the use of consumers' social relationship chains, word-of-mouth communication of products can be realized.
Sharing: Every consumer is also the disseminator of their circle. In private domain traffic, it is easier to guide consumers to share products through incentives.
Take beauty care as an example:
Every girl who loves beauty has hundreds of thousands of friends in her circle of friends, perhaps Weibo, an amateur blogger of Xiaohongshu, who builds a brand voice on the media platform through their spontaneous communication.
Many emerging brands don't have a particularly large market budget, but they are worried that they can't find KOL to launch. I didn't expect them to ignore their own consumers, who are a group of people who know the brand and really use the product.
How to effectively stimulate consumers' self-communication is a problem that brands should consider when doing private domain traffic.
3) Optimize products and provide product suggestions.
Many times, when a new product goes on the market, the brand will conduct research through research institutions, which will cost money, and the research results may not necessarily represent the real consumers. Now, through private domain traffic, we can directly investigate ourselves in consumer groups and reverse to supply chain and products, which is efficient and effective. The key is to save research expenses.
4) Reduce inventory and dumped goods.
What are e-commerce afraid of? Afraid of inventory!
There is inventory in hand, that is cash flow, especially when clothing merchants change seasons, looking at a warehouse of goods is like looking at a pile of useless banknotes. Now many big brands sell their goods through Pinduoduo.
Many small and medium-sized brands have less tail goods and less cash flow, so there is no need to go to Pinduoduo. Private domain traffic is the best place for them to clear their inventory and make a group.
3. How to establish private domain traffic?
There are only a few ways to establish private domain traffic:
Get traffic from the public domain to your own private domain;
Phishing traffic from other people's private domain to their own private domain;
Fission in their own private domain, expanding the flow pool;
Let the product spread itself.
For big brands, relying on brand premium has the effect of bringing their own traffic, and everyone will go directly to their favorite brand stores to buy goods. And they have a relatively abundant budget, so it will be relatively easy to get traffic. If they accidentally say something wrong, they can also fool the boss into saying it is exposure.
Some small and medium-sized businesses, emerging brands, especially DTC brands, have low brand awareness. Taonella's new expenses are relatively high, and her budget is relatively tight. If you invest in WeChat kol, you may have to communicate with your peers to ensure that you can effectively obtain and meet the psychological expectations of ROI before you release it.
WeChat group, WeChat WeChat official account, Weibo, Little Red Book, APP, etc. Can be understood as "private domain traffic", including "private domain traffic" built by various accounts. most
Early Taobao Red Dot, Red Dot, Red Dot, Red Dot, Red Dot, Red Dot, Sydney, etc. , accumulated fans in Weibo and achieved traffic in Taobao. However, with the decline of Weibo's activity, it is more and more difficult for Weibo fans to cash in. Merchants have focused on other applications that users use for a longer time.
The registration platform is free, so double micro-shake+little red book has become the standard of every brand, but other platforms are not easy to do except WeChat. The purpose of making a brand into a content platform is to sell goods. Tik Tok's decentralization is also a great test of creativity. Many brands have done this and become advertising stickers. It is strange that consumers are willing to pay attention.
The good brand made by WeChat is also the service number, which is issued four times a month and has benefits every time.
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Few people like Luckin Coffee set up their own apps to build private domain traffic. Looking at the entire Internet industry, it is good to have money.
Second, how to attract traffic?
Nowadays, e-commerce brands are all draining outside, and the mainstream ones are:
The launch of marketing products (Broadlink, Information app Information Flow, dou+, etc. );
The launch of KOL on various platforms is exposed to other people's private domain traffic;
Set up your own account and do your own private domain name traffic.
1. Paid delivery of marketing products
The launch of various marketing products is mainly based on the big data of the platform, and the content to be exposed by the brand is recommended as a more accurate crowd to obtain potential customers.
This idea of public domain traffic, as long as you have a budget and optimize it many times, will achieve good results. In the early stage of the platform, as long as you dare to invest, it is easy to enjoy the platform's traffic dividend.
When Guangdiantong was first launched, many people/organizations invested a lot of financial resources to attract fans. At that time, the cost of a fan was less than 1 yuan, and many large sizes were made at that stage.
Now, the latest Broadlink I know of MCN has been launched, and the cost of attracting 1 fans has already surpassed that of 5 yuan. Many people from the media regretted not spending money at that time.
In addition, brands should always pay attention to emerging public domain traffic platforms, especially vertical platforms. Even if there are only a few million daily jobs, it is enough for accurate traffic acquisition.
2.KOL release
KOL content delivery has become the standard posture for every business to get traffic and brand exposure. Although many bloggers are reluctant to do CPS now, the key is that there are many platforms. The pool is big, not to mention CPS, and it's free!
For brands, at this stage, there are too many choices. Every platform wants to be launched and covered, but the budget is limited and it must be chosen.
1) live broadcast
I put the live broadcast in the first place because many people still have a very deep misunderstanding about it.
Aside from the topic, the recent hot news is that WeChat has launched a live broadcast function. 20 18 China wechat top 500 annual report shows that the average number of official accounts of 20 18 wechat is less than 2,000, down 33% year-on-year; The average reading volume of the top 500 accounts decreased by 13.8%, and the launch of WeChat rekindled the confidence of bloggers to make money through WeChat ecology.
Plus the existing Taobao live broadcast, Aauto live broadcast faster, Tik Tok live broadcast, and e-commerce live broadcast is coming soon.
In the past, people used to shop in 2D scenes (words and pictures), but now it's a 3D scene with interaction, spikes, discounts and explanations, which in itself is a huge marketing progress.
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Give a very simple example:
Before, everyone bought local products in Taobao, especially afraid of not being "earthy". After all, factory farming is so developed now, so sellers on Taobao will show their ID cards to show that they are veterans and increase their trust.
Now through the live camera, "soil is not soil" is clear at a glance. Is there any other way besides live broadcast?
At present, Taobao live broadcast is the most popular product, which has lasted for three years, pulling/kloc-0.00 billion GMV a year, and the conversion rate into stores is as high as 65%. Last year, Viya, the anchor of Taobao, set a record of 300 million sales per day with 1 1.
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Taobao live broadcast is a natural extension of Taobao business, from the search e-commerce of "people looking for goods" to the live e-commerce of "goods looking for people". The anchor in the live broadcast room incarnates online shopping guide, planting grass products for fans through interactive ways such as tasting, demonstrating, explaining and answering questions, realizing instant transformation and completing the task of carrying goods.
Many people think that live broadcast is equal to TV shopping. I need to explain:
The difference between live broadcast and TV shopping:
Different audiences: At present, the TV shopping audience is mainly middle-aged and elderly people, and the live audience is mainly young women.
Different ways of interaction: TV shopping can't interact, and live interaction is timely, not only with the anchor, but also with fans.
The products sold are different: TV shopping products are mainly based on high customer unit price, and live products are mainly products with tens of yuan and one or two hundred yuan.
2) WeChat
Wechat is undoubtedly the best social platform in the closed loop of e-commerce, which absorbs powder and splits through public content; Personal number communication and operation; WeChat group applet micro mall realizes product transformation.
The advantage of WeChat WeChat official account is that it carries long pictures and texts, which is especially suitable for the delivery of functional products, such as maternal and child, skin care and high-priced products planting grass. By telling stories, analyzing product components and endorsing products, users' trust can be enhanced.
At present, the launch of WeChat is basically paid according to advertisements. With the brand's emphasis on effect, the requirements for accounts are getting higher and higher, which is reflected in ROI. The words on their lips are: does this account carry goods?
To tell the truth, it is difficult for KOL to guarantee ROI, which has a lot to do with brand, unit price, preferential strength and article writing structure.
Take the brand of beauty and skin care as an example. If it is a new brand, it will be good for WeChat to achieve a ROI of 1: 0.5. For some well-known brands, you can basically achieve ROI 1: 1 or even 2 on WeChat, even higher if you are lucky.
Please see an article I wrote earlier for details.
Weibo:
Weibo is the most suitable platform for communication and volume at present. Weibo is more open and easy to be searched, and such a platform must not be missed.
Weibo, especially suitable for brands with a small budget;
Low cost. At present, the overall delivery cost of Weibo is much lower than that of WeChat WeChat official account in Weibo;
Links on Weibo can directly jump to Taobao Tmall to reduce the churn rate;
Suitable for high-priced products: Although people around us use WeChat much more frequently than Weibo, after talking with several brands, the effect of putting food, daily necessities, home and so on in Weibo is not bad, which is suitable for high-priced products.
I learned that there are several companies that can guarantee ROI, all of which are Weibo ROI guarantees, but WeChat cannot guarantee it.
When launching in Weibo, don't be superstitious about authenticating users. In fact, many ordinary users and tens of thousands of fans have a very good amount of interaction. For brands:
You can find an organization to protect ROI;
You can also use gifts instead;
Find accurate and vertical bloggers through keyword search.
I'm not optimistic about the planting of medium and long videos in Weibo. Few consumers will spend a few minutes watching a video. Even after reading it, if there is no Weibo window, the sales conversion rate is not ideal.
3) Tik Tok and Aote are faster
At present, Aauto Quicker and Tik Tok are very suitable for individuals and small group entrepreneurs. In particular, Tik Tok, using the intelligent recommendation mechanism of today's headlines (similar to Taobao's thousands of people), can make novices without any fan base get high exposure. As long as the output content conforms to the characteristics of platform users, is high-quality and interesting enough to provide users with value, it can attract the attention of fans, and it is not a dream to increase tens of thousands of powder overnight.
No matter in Tik Tok or Aauto Quicker, the brand's own account has not been completed so far, mainly because the brand cannot continuously output high-quality content.
However, self-driving cars and Tik Tok are still slightly different.
In Aauto Quicker, brands are suitable for direct advertising of products through live broadcast and short video. Aauto Quicker launched a wheat field plan and a prairie fire plan to teach merchants how to sell goods. Tik Tok is suitable for product placement and information flow advertising, and the platform proposes a star map plan to teach brands how to advertise.
If the unit price of your product is higher than that of 50 yuan, the vending machine will have a poor effect. Although the Sanda brothers in Aauto quickless can bring hundreds of millions of income overnight, it is not universal, which is determined by the user groups in Aauto quickless. Products with high customer unit price are basically difficult to drive faster in Aauto.
What if you are a brand and the customer unit price exceeds that of 50 yuan?
Tik Tok advertising information flow and charging by CPM;
When Tik Tok launched vertical bloggers, the best way to implant advertisements was to have multiple products when planting grass, which was more acceptable to consumers.
4) little red book
The appearance of Xiaohongshu has made everyone get into the habit of reading Xiaohongshu before going shopping, which is why the monthly life of Xiaohongshu is not as good as that of Weibo, but the effect of planting grass and pulling weeds is better than that of Weibo.
High-value products are very suitable for small red books to grow grass, including food, beauty cosmetics, daily necessities, home accessories and so on.
Now there are two main types of cooperation between everyone and KOL of Xiaohongshu:
Pay various vertical bloggers. At present, compared with Weibo and WeChat, the price of small red book bloggers is still relatively high, and tens of thousands of dollars can put 100 articles.
Give free traffic exposure to bloggers by giving gifts: At present, the commercialization ability of bloggers on Little Red Book is still very weak, especially those below 5w fans, but their data is relatively real.
Many brands I have learned will have a special person to be responsible for docking and digging bloggers, forming their own blogger pool, regularly delivering products to bloggers, and then constantly optimizing the quality of bloggers through data comparison.
Whether you have a budget or not, this practice is an incremental and long-term flow.
5) BiLi BiLi
Billie Billie is a magical website, which has gathered a large number of Z generations. It is an unprecedented gathering place for young users with high consumption, with three characteristics:
Super young, users account for more than 80% after 1990;
Strong stickiness, and the average daily use time of users is as high as 95 minutes;
High consumption, nearly half of users come from first-tier cities, and family conditions are rich.
At present, the cooperation of bloggers is mainly based on implantation. It is said that all blogs with more than 20,000 fans in Mile Mile have signed their own commercialization contracts. However, even so, except for the big bloggers, other bloggers are still difficult to commercialize.
This gives brands and bloggers the opportunity to cooperate for free. Bloggers with less than 20,000 fans can realize brand exposure through gift replacement according to the operation mode of Xiaohongshu.
I have talked with several brands, and the beauty and skin care products are very effective.
Verb (abbreviation of verb) abstract
With the increasing demand of brands for accurate traffic, vertical KOL will be more and more favored by brands of various platforms, while the commercialization opportunities of pan-pink emotions, chicken soup and entertainment numbers will be less and less.
An obvious sign is that accounts such as reading at ten o'clock and visual recording cannot be realized through physical goods, but only through knowledge payment.
Brands with large budgets feel that cooperation with such numbers is conducive to improving brand endorsement and brand tonality. Take beauty cosmetics and food brands as examples, the effect of putting a number like 10w+ is far lower than that of 10w+, not to mention the product efficiency.
Headline number, Tik Tok, Little Red Book, Aauto Quicker and other media platforms have risen rapidly. Although it can barely be called "private domain traffic", it is not so pure after all. These platforms will not allow marketing figures to exist too exaggeratedly for a long time.
For example, Xiaohongshu publicly cleans up KOL, and deletes and cleans up all kinds of Xiaohongshu numbers with goods for sale; The attack of Tik Tok leaving personal micro-signals in the introduction area has also been going on.
For these UGC platforms, the quality of content is the first, but many e-commerce companies do not have such production capacity. They can only launch KOL product implants to achieve brand exposure, and then realize sales transformation in the platform mall or Taobao Tmall.
For individual entrepreneurs and small teams, the self-media platform has basically become a channel for private domain traffic. Through the exposure of the platform content, leave the WeChat personal number and carry private domain traffic in the WeChat ecosystem.
The competition for traffic will continue, and you can't just spend money to buy traffic, otherwise it will be addictive. The effect is not good, but I dare not stop launching. Once the launch is stopped, there is no deal. If it is resumed after the stop, the traffic cost is higher.