Internet marketing is, frankly speaking, the use of Baidu engine, e-commerce, new media and other means of obtaining traffic, and then transform the traffic to reach the realization of the cash, the realization in the spread of fission new traffic. The process of realizing this closed loop is Internet marketing. The most important thing in this closed loop is to obtain and transform the private domain traffic.

In the past few years, the Internet's entrepreneurial thinking is "first to suck the traffic over, and then consider the problem of cash", which led to the Internet traffic competition to burn money as a prerequisite, and finally inevitably to the giants to ask for help to stand in line, exacerbated the flow of the convergence in the hands of the giants of the speed of the flow of the cost of access to the flow is not decreasing.

I. Why is private domain traffic powerful?

1) Increase consumer goodwill and loyalty to the brand, improve sales conversion

In the e-commerce platform, merchants and consumers can only complete a transaction, the transaction is over, and the connection with the consumer is also over.

When you circle the consumer, whether it's a brand or an individual, it's not a cold account. Nowadays, people keep talking about persona, in fact, it is through the persona to draw closer to the consumer's sense of trust, without trust, there is no business transaction.

There are many means of increasing trust in operations, and wildly sending ads is the next best thing.

2) word-of-mouth communication, low-cost old with new

It is hard to gather through various channels of traffic, in fact, behind the scenes are a recognition of the brand's consumers, each with their own social circle, so the private domain traffic, should be considered is the word of mouth and sharing:

Word of mouth: through the brand's incentives to take advantage of the consumer's social relationship chain, the realization of product word-of-mouth communication.

Sharing: Each consumer, in turn, is a communicator in their circle, and in private domain traffic, it is easier to guide consumers to share products through incentives.

Beauty and skincare, for example:

Every girl who loves beauty is a friend of hundreds or thousands of friends in the circle of friends, may be microblogging, small red book vegetarian blogger, through their spontaneous dissemination, to build the brand's reputation in the self-media platform.

Many emerging brands do not have a particularly large marketing budget, but are worried about finding KOL to put. They don't realize that they're ignoring their consumers, who are the ones who know the brand and are actually using the product.

How to effectively stimulate consumer self-propagation, is the brand to do private traffic to think about.

3) Optimize the product, provide product advice

More often than not, when a new product comes to market, the brand will conduct research through a research agency, and after spending the money, the results of the research may not necessarily represent the real consumers. Now through the private domain traffic, directly in the consumer group survey, reverse to the supply chain and products, high efficiency, good results, the key is to save the research fee.

4) Go to inventory, dump tail goods

What is the fear of e-commerce? Fear of inventory!

Inventory in the hands, that is cash flow ah, especially clothing merchants seasonal, looking at a warehouse of goods, like looking at a pile of money can not be used. Now a lot of big brands through the Jinduoduo to dump tail goods.

Many small and medium-sized brands, the number of tail goods is not much, the cash flow is not much, on the Poundland and unnecessary, the private flow is their best inventory, the place to do the group.

3. How to establish private traffic?

There are only a few ways to build private traffic:

Fish traffic from the public domain to your own private domain;

Fish traffic from other people's private domains to your own private domain;

Fission in your own private domain to expand the traffic pool;

Make your product self-propagating.

For big brands, relying on brand premium, there is the effect of self-traffic, people will go directly to their favorite brand stores to buy goods. And they hold a relatively abundant budget, the traffic will be relatively easy to obtain, accidentally put a mistake, but also can fool the boss that, as exposure.

Some small and medium-sized merchants, emerging brands, especially DTC brands, brand awareness is low. Amoy within the new cost is relatively high, the hands of the budget and tighter, cast a WeChat kol may have to find peers to exchange a non-stop, to ensure that effective reach, as well as in line with the psychological expectations of the ROI, and then also inner apprehension carried out a placement.

WeChat group, WeChat public, microblogging, Xiaohongshu, APP, etc. can be understood as "private traffic", which includes a variety of accounts of self-built "private traffic".

Earliest Taobao red store, Zhang Dayi, Zhang Mofan, Sydney, etc., is in the microblogging fans accumulated in the Taobao store traffic realization, only with the decline of microblogging activity, microblogging fans realize more and more difficult. Merchants are focusing their attention on other APPs that users have been using for a longer period of time.

Registered platforms and free, so the double microblogging and shaking + small red book has become the standard of every brand, but in addition to microblogging, other platforms are not good to do. Brands do content platform purpose is to sell goods, jittery decentralization and very test of creativity, a lot of brands do, it becomes an advertising post, consumers are willing to pay attention to the strange.

WeChat do a good job of the brand, but also open the service number, sent four times a month, each time with the benefits.

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Like Ruixing coffee, they get an APP to build a private traffic, look at the entire Internet industry are not a few, money is really good.

Two, how to attract traffic?

Now the e-commerce brand in the Amoy outside the diversion, the mainstream are:

Marketing product placement (wide point of access, fan pass, information app information flow, dou+, etc.);

Placing of the platform KOL, in the private domain of other people's traffic inside the exposure;

Self-constructed account, to do their own private domain traffic.

1. Paid placement of marketing products

The placement of various marketing products is mainly based on the platform's big data, which recommends the content that the brand wants to expose to a more precise group of people, and acquires potential customers.

This is still the idea of public domain traffic, as long as there is a budget, many times to optimize, will achieve a good effect of the placement, in the early stage of the platform, as long as you dare to invest, it is easy to enjoy the platform's traffic dividends.

Many people/organizations invested a lot of financial resources in the public fan pulling powder when WidePoint was first launched. At that time, the cost of a fan was less than 1 yuan, and many big numbers were up at that stage.

And now, I know an MCN's latest broadband placement, the cost of 1 fan pulling new has long exceeded 5 yuan. Many self-publishers regret that they didn't drop the money to invest at that time.

In addition, the brand should always pay attention to the emerging public domain traffic platform, especially vertical platforms, even if the daily activity is now only a few million, for the acquisition of accurate traffic, enough.

2. KOL placement

KOL content placement has become the standard position for every business to obtain traffic, brand exposure, although many bloggers are now reluctant to do CPS, but the key is the platform more. The pool is big, not to mention CPS, free of charge!

For brands, at this stage, there are too many choices, every platform wants to put, every platform wants to cover, but the budget is limited, there must be trade-offs.

1) Live streaming

Why I put live streaming in the first place is because a lot of people still have a very deep misunderstanding of live streaming.

On a side note, the recent hot news is that WeChat's public number has gone live with the live broadcasting function, and the 2018 China WeChat 500 Annual Report shows that: the average number of readings of the public number is less than 2,000 times in 2018, a year-on-year drop of 33%; the head of the top 500 accounts has slumped by 13.8% on average, and the WeChat live broadcasting is on line so that bloggers can rekindle the confidence of WeChat's ecosystem to make money again.

Together with the existing Taobao live, fast live, jittery live, the live broadcast of the e-commerce category is coming soon.

Before we all shopped, it was a 2D scene (text, pictures), and now it's a 3D scene, with interactions, seconds, offers, and explanations, which in itself is a huge marketing advancement.

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Take a very simple example:

Before we buy local specialties in Taobao, especially afraid of not "earth", after all, now so developed factory farming, so Taobao sellers will show their ID cards, explaining that they are veterans, to increase the trust of everyone. The first thing you need to do is to get your hands dirty.

Now through the live camera, "dirt" can be seen at a glance, in addition to live, there are other ways to do it?

The current most able to bring goods is Taobao live, so far there have been three years, a year to pull 100 billion GMV, into the store conversion rate of up to 65%. Last year's double 11, Taobao anchor Viya created a one-day record of 300 million sales.

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Taobao live is a natural extension of Taobao business, from "people looking for goods" search e-commerce to "goods looking for people" live e-commerce. The anchors of the live broadcasting room incarnate online shopping guide, through the trial, demonstration, explanation, Q&A and other interactive ways, to the fans grass grass goods, to achieve instant conversion, to complete the task of carrying goods.

Many people feel that live = TV shopping, it is necessary to explain:

Difference between live and TV shopping:

Audience is different: the current TV shopping audience is mainly middle-aged and old people, while the live audience is mainly young women.

Interaction is different: TV shopping can not interact, live interaction in a timely manner, not only can interact with the anchor, but also fan interaction.

Sales of different products: TV shopping products, to high unit price, live products, to dozens of dollars, one or two hundred dollars of products.

2) WeChat

WeChat is undoubtedly the best social platform to do the whole closed loop of e-commerce, through the public number of content sucking powder, fission; personal number of communication, operation; WeChat group of small programs micro-mall to achieve the transformation of products.

The benefit of WeChat public number is to carry long graphics, especially suitable for functional product placement, for example: mother and baby, skin care, high customer single product seeding, through storytelling, analysis of product ingredients, product endorsement, etc. to increase the user's sense of trust.

Now the placement of WeChat, basically in accordance with the advertisement for paid placement, with the brand on the effect of the importance of the account requirements are increasingly high, specifically reflected in the ROI, hanging in their mouths a sentence is: this account with or without goods.

To be honest, KOL themselves are very difficult to guarantee ROI, this and the brand, unit price, the strength of the offer, the article writing structure has a very big relationship.

Taking beauty and skincare brands as an example, if it is a new brand, on WeChat can do ROI1:0.5 that is good. And for some well-known brands, on WeChat can basically do ROI1:1, or even 2, if you are lucky, higher.

Specifically, you can see an article I wrote before.

Weibo:

Weibo is currently the most suitable of all platforms to do the dissemination, hit the sound volume. Weibo is more open and more searchable, so a platform like this is definitely not to be missed.

The microblogging, especially suitable for brands with small budgets to put:

Low cost, the overall cost of microblogging is far lower than the microblogging of the microblogging public number to put microblogging;

The microblogging link can be directly jumped to Taobao Tmall, reducing the churn rate;

Suitable for high-customer-order products: Although people around you use WeChat with a frequency far greater than microblogging, but with a few Brand chat down, in the food, household goods, home, etc. in the microblogging effect is still good, and suitable for high customer unit price products.

I learned that several companies can guarantee ROI, are guaranteed microblogging ROI, microblogging is not guaranteed.

Put microblogging, do not be superstitious is a certified user, in fact, a lot of ordinary users, fans tens of thousands, hundreds of thousands of, the amount of interaction is also very good, for the brand:

Can look for a guaranteed ROI of the organization to work together;

You can also be through the gift of exchange;

According to the keyword search to find the precise, vertical blogger.

For the microblogging long video seeding, I am not at all optimistic, very few consumers will spend a few minutes to watch a video, even after watching if there is no microblogging window, the sales conversion rate is also very poor.

3) Jitterbugs and fast hands

Currently fast hands and jitterbugs, very suitable for individuals and small team entrepreneurs. Especially Jittery, using the intelligent recommendation mechanism of today's headlines (similar to Taobao's thousands of people), can make the novice without any fan base, but also get high exposure. As long as the output of the content in line with the characteristics of the platform users, enough quality, interesting, to provide value to the user, will be able to attract the attention of the fans, overnight powder tens of thousands of hundreds of thousands is not a dream.

Whether it is Shake or Hand, so far we have not seen the brand's own account to do well, mainly because the brand can not have the ability to continue to output quality content.

But there is a slight difference between Racer and Jitterbug?

In the fast hand, the brand is suitable for live and short video direct product advertising, fast hand launched the wheat field plan and prairie plan, is to teach merchants how to sell goods; jitter tone is suitable for product implantation and infomercials, the platform put forward is the star map plan, to teach the brand how to place ads.

If your product unit price is higher than 50 yuan, the effect of fast hand is not good. Although Racer's Scattergood can bring more than 100 million dollars a night, but there is no universality, this is because of the user group of Racer's decision. High unit price products, it is basically difficult to drive in the fast hand.

Then if you are a brand party, the customer unit price is more than 50 yuan, then how to do?

Placing Shake's infomercials, charging according to CPM;

Placing Shake's vertical field bloggers, advertising implantation, the best way is to appear in the multi-product seeding, so that it is more likely to be accepted by the consumer;

4) Xiaohongshu

Small Red Book's emergence from the blue has raised the habit of going on Xiaohongshu before shopping. Why although the monthly activity of Xiaohongshu is not as good as Weibo at present, the effect of planting and pulling weeds is better than Weibo.

High-value products are very suitable for Xiaohongshu planting grass, including food, beauty, living supplies, home accessories and so on.

Now everyone and Xiaohongshu KOL cooperation, the main 2 kinds:

Paid placement of a variety of vertical bloggers, the current price of Xiaohongshu bloggers and microblogging, WeChat, compared to the cost-effective is still relatively high, a few tens of thousands of yuan can be placed in a hundred.

Giving free traffic exposure through gifts to bloggers: at present, the commercialization ability of bloggers on Xiaohongshu is still very weak, especially those with less than 5w fans, but their data is more real.

Many of the brands I know will have people in charge of docking and digging up bloggers to form their own blogger pool, and regularly express products to bloggers, and then keep optimizing the quality of bloggers through data comparison.

Regardless of whether you have a budget or not, such an approach is an incremental one, where a little goes a long way and a lot goes a long way.

5) B station

B station is a magical website, where a large number of generation Z is gathered, is an unprecedented gathering place of high consumption of young users, with three major characteristics:

Super young, more than 80% of post-1990 users;

Strong viscosity, B station users average daily use of up to 95 minutes;

High consumption, nearly half of the users are from first-tier cities, and the majority of users are from the first-tier cities. Nearly half of the users come from first-tier cities and have rich family conditions.

The cooperation of B station bloggers is all based on implantation at present, and it is said that B station currently signs all the bloggers with more than 20,000 followers for commercialization by themselves. However, even so, in addition to the head of the big bloggers, the rest of the bloggers are still very difficult to commercialize.

This gives brands and bloggers the opportunity to work together for free, and bloggers with fewer than 20,000 fans can follow the Little Red Book model of operation, and achieve brand exposure through gift exchange.

And a few brands talk down, the effect of beauty and skincare products in the B station is very good.

V. Summary

With the brand's demand for accurate traffic is getting higher and higher, in various platforms, vertical KOL will be more and more favored by the brand, and the commercialization opportunities of the pan-powder category of emotion, chicken soup, entertainment number will be less and less.

An obvious sign is similar to the ten o'clock reading, visual Zhi account, can not be realized through physical goods, only through the payment of knowledge to cash.

Brands that previously held large budgets feel that cooperation with such a number is conducive to improving brand endorsement and brand tone of mind is also quietly changing, to beauty, food brands, for example, put such a number of 10w+, the effect is far lower than the 10w+ of the pendant number, not to mention the quality of the effect.

Self-media platforms such as the establishment of the rapid rise of the headline number, jittery voice, small red book, fast hand and so on, although barely can be called "private traffic", but after all, it is not so pure, these platforms will not be long to allow the marketing number of the presence of too much exaggeration.

For example: Xiaohongshu openly cleaned up KOL, to bring goods to sell goods of all kinds of Xiaohongshu number, to delete clean up; Shake tone for the profile area to leave a personal micro-signal of the crackdown has also been ongoing.

For these content UGC platform, the quality of the content is the first, but many e-commerce merchants, there is no such production capacity, they can only put KOL product implantation, to reach the brand exposure, and then in the platform mall or Taobao Tmall to achieve the sales conversion.

For individual entrepreneurs and small teams, the self-media platform has basically become a pipeline for private traffic, through the platform content exposure, leaving the WeChat personal number, in the WeChat ecosystem to carry private traffic.

The competition for traffic, will continue, can not just rely on spending money to buy traffic, otherwise it will be addictive. The effect is not good, but also do not dare to stop the placement, once stopped, more no deal, and stop and then resume the placement, the flow cost will be higher.