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Traffic problems

Traffic enters the age of stocks.

The new economy relies heavily on the Internet. The growth of the Internet depends mainly on traffic. The composition of Internet traffic is the number of users multiplied by the length of the user.

The number of Internet users in China has basically not increased since 2017. The number of Internet users in China is often 300 minutes. The number of users and the market are not rising, and the total traffic is not rising. It is difficult to achieve growth.

In 2013-2015, the cost of an effective active user in the Internet circle was 2-3 yuan, but now it costs 100 yuan or even some financial products to get a customer cost of more than 1,000 yuan.

This logic is the same as the logic of real estate. Real estate making money is not winning in product design or mode management. It is more because the land is cheaper, the land is the best city, and the traffic is the largest. many.

In fact, the Internet is a virtual commercial real estate, and the Internet is the user. For example, the cost of opening a Taobao store and offline stores is almost the same. This is the logic for Internet giants to turn into offline and engage in new retail.

In addition, the four giants of BBAT (Baidu, Byte Beat, Alibaba, Tencent) won the market share of 80% of the total traffic of the C-end, far exceeding the traffic concentration of the US Internet Big Four. Online traffic has reached the top, and it has been controlled by the Big Four, and the Internet cannot lose growth. This is the fundamental reason why the giants have turned to 2B.

B-side traffic

B-ends are mostly games in the stock market, seeking efficiency optimization, and the ability to learn from C-side traffic is limited.

Fissile, explosive, private domain traffic, these loops are often combined with the B-end characteristics when borrowing from the B-side operation. Otherwise, it will only be a toddler, and the East will be effective.

B-side operation, because the customer’s decision-making chain is long, it is necessary to gradually solve the trust problem of products and services, involving brand promotion, market acquisition, sales lead acquisition, customer conversion, continuous maintenance and so on.

After more links, it involves the coordination of marketing, operations, and sales. It’s a mess..

First of all, we must focus on the principle of first nature, and keep the core indicators of b-side operations at a certain stage around a core indicator. For example, user registration, sales volume, user repurchase, etc., all can be done at different stages to do core indicators.

B-side traffic characteristics

Compared to C-side traffic, B-side traffic, there is The following characteristics:

1. Keywords SEO/SEM has limited results and is not suitable for complex B-end products/services.

2. Public traffic is biased towards direct sales leads, and the cost of clues for media delivery is getting more expensive.

3. The cost of pushing is high and difficult to manage. It is easy for channel agents to lose control of the sales of complex businesses.

This is because, for the B-end, the more non-standard, the more complex the service, the more the large amount of transactions, the more people need to communicate, the harder it is to achieve online. Of course you said that you can buy a house on Taobao, then I have nothing to say.

In the traditional way of selling, companies need to advertise and also be responsible for product quality. The sales team needs to know the industry benchmarking enterprises, rely on the personal relationship credit to win the leadership with decision-making power, and rely on the benchmark enterprise credit endorsement to win the SMEs.

The current B-side traffic acquisition method still relies heavily on personal relationships. The Eight Immortals cross the sea and the process is very non-standard. It is difficult to support the rapid advancement of the B-side Internet business and achieve the goal of rapid scale replication.

The public traffic is expensive, the effect is poor, and the conversion is slow. What should I do?

B-side private domain traffic establishment

Private domain traffic is a way for brand owners to divert customer resources into their own pools (usually service numbers) by various means (such as Taobao sellers bringing a brand of micro-signals in the package, which is a common public-private method). / WeChat group, personal micro-signal, small program or own app, etc.), the core is to cultivate brand and user relationship.

In this private pool, users can enjoy the brand’s services, discounts, and communicate with other users to form a specific circle to deepen the recognition and recognition of the brand.

B-side sales are often based on trust. There are two levels of trust, including trust in the enterprise (corporate brand/product quality); trust in people, trust of a salesperson, a related household, and a certain industry KOL.

This is highly consistent with the goal of establishing private traffic: Cultivate trustDepartment.

B-side private domain traffic is built on trust, converts B-side traffic (users) to online, carries personal micro-signals/service numbers/applets/ WeChat groups to the company, and anthropomorphic Create a trust system and continue to use the standardized SOP process to transform users.

trust ladder

B-side private domain traffic can be roughly divided into 4 steps to achieve the user’s high level of trust: Customer leads-user precipitation-conversion transactions-continuous stickiness.

The acquisition of sales leads is multi-channel online and offline. including sales agents, account managers, push, SEO/SEM, advertising, mail sales, phone/sms marketing, SMS, all B-side marketing methods, can be regarded as obtaining B-side traffic The way can also be seen as the way in which sales leads (potential users) are obtained.

When a sales lead is obtained, the information conveyed by phone or text message is limited and is a breakthrough sale. Maybe after the phone is finished, I will say the following: Then add WeChat, I will send you the information.

Or, when a business has been sold, you still want customers to keep it. In addition to hoping users to register on Internet products, operations also need to reserve active, passive, and scenario-based communications.

The famous “six-touch theory” in marketing is to say that if a customer can be touched six times, you can convert him with a high probability.

How to calculate 6 times?

Call a call and count it once; send a product information or customer case, count it once; send a friend circle comment, count it once; give him a product demo, count it once; send a promotional poster, count it once. Nothing to chat, it counts once.

Every time you touch it, the content you use is different. In essence, you can redistribute the same content into multiple forms.

The company has its own brand/IP, and it is not a disadvantage to put the individual into the direction of the expert IP.

After depositing the customer into the carrier of WeChat, you can actively push the information, actively chat, and you can also use the friend circle to build and reinforce the influence.

Even if you are a stranger, you can build a basic trust through time and time.

Someone said, I also got a group, how come I died in the end; I also led to the public number, and the public number was not seen; I also let the user register, and the news is not pushed. Use it.

This is because private traffic needs to be fineIt is only necessary to cultivate the work.

B-side traffic heavy

The quality of traffic is divided into two aspects: one is the traffic itself, and the other is that the traffic is not suitable.

When the first pass comes, what is the path, which determines the quality of the underlying traffic.

Send a few typical examples:

• Cooking vegetables at the market, sweeping the QR code to deliver Chinese cabbage, three dollars, so that a large number of users;

• Take a business group, dragging people who are familiar with them unfamiliar into the group, and red packets after death;

• There are countless industry conferences under the line, each of which will be crowded, lively for a while, then quiet;

When you do this casually, have you ever thought about it, so it’s not too sloppy to go through the screening, the barriers to joining, the lack of continuous maintenance, and the “fish pond” that you want to spread information.

To do a good job of private domain traffic, to build a good “fish pond”, it is necessary to carefully cultivate from the selection of seeds. Seeds under the mud, polluting the entire pond.

With precision seeds, the quality of this “fish pond” needs to be carefully nurtured through operations, communication, maintenance and business realization.

The process of raising fish is the process of trust building, which requires great care and patience. If you don’t cultivate a direct harvest, most of them will become a “dead fish flow” pool.

Traffic pool “fishing” tips

There is no only the voice of the owner in the pond, and users will be very disgusted with it. UGC’s development of user communication is a prerequisite for pond diversity, and UGC is also the foundation for the establishment of the head/online distribution system.

The owner can try all kinds of activities, establish industry reputation and credit, even if you leave an overwhelming impression, it is much better than the unknown.

Fissile hooks need to be meticulously crafted, with “virtual” items as the mainstay. For example, common data reports, because the marginal cost is low, the cost of sending one more is almost zero. The marginal cost of physical goods is higher, and the subsidy is almost useless to the B-end user.

The advanced stage of marketing is word of mouth. Adhere to products and services. If users recommend your products or services by word of mouth, then congratulations, this has reached the highest level of communication.

In addition, it is necessary to mention that private domain traffic operations are in reality, and operators are indeedTry to reach customers more, but when the timeline is stretched to a few months, most unconverted users may have forgotten two or three times.

This may require a more subdivided use of SCRM (Social Customer Relationship Management) social customer relationship management system to label follow-up, use automated marketing SOP process execution to continue to transform, improve user lifetime value.

Which specific tool is good, or you can develop a set of products yourself. At present, there is no product that has been wrapped around the world. How much money does it cost?

Speaking so much, maybe you said that you can’t understand, that’s fine. Because I recently learned a famous saying, “I have a big butt and a lot of pants.” The B-side private domain traffic is only a tool, and it is a more important methodology for the positional battle of the molding company.

Operation is still based on practical use. Give you a missile, don’t know how to fight, or you can’t hit people. Therefore, fission, explosives, and private traffic may not be useful.

In addition, I have recently learned another famous saying, “Get it done first.” There are so many things to understand, and there is no more to think about it. If you don’t do it all, you don’t feel it. The successful experience of the operation is tried and tested.

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