The outbreak of the epidemic in 2020 has gradually made corporate live streaming popular, and many of the companies' businesses have moved online. This year is also called the "first year of corporate live streaming." According to data statistics from iMedia Consulting, the scale of the live broadcast market in China's enterprise has increased to 9.08 billion yuan in 2020, a year-on-year increase of 514
Enterprise live broadcast is mainly used in various scenarios such as sales, training, and marketing. With the advantages of strong interactiveness, wide communication range and low activity costs, live streaming has become an effective way for many traditional enterprises to transform digitally.
However, the company's live broadcast has not been developing for a long time, and the industry has insufficient experience in live broadcasting and is still in the exploration stage. Many traditional companies do not know how to do corporate live broadcasting , and the live broadcasting effect of many companies is not ideal.
1 direct search for internet celebrities to sell goods is not ideal?
When many companies start live streaming, they often find some internet celebrities to borrow their strengths. As a result, the live streaming effect is not good, and it is attributed to internet celebrities. The effect of changing another next time is still not good. In fact, it is not because of the bad Internet celebrities, but because of their own products. Not all products are suitable for live broadcast sales. So, first of all, you need to judge whether your product is suitable for the live streaming sales model.
According to live e-commerce statistics, more than 70% of hot-selling products are priced below 40 yuan; products with more than 60 yuan account for only 10%. Hot-selling items are mainly food and beverages, beauty and skin care, clothing, shoes and bags, bedding and other products.
The number one in live streaming sales Weiya once summarized the product selection in her live broadcast room into four points: has good quality, low price, large demand, and light after-sales . , products with high unit prices, high brand premium products, and new brands with imperfect supply chains are not suitable for live streaming and selling goods.
At present, some products are more inclined to the characteristics of Internet celebrities in design, which meets the needs of young consumers. For example, "Perfect Diary" has achieved sales of 3 billion in 3 years, but it is not just because of the success of Internet celebrities selling goods, but from production design, product packaging to operational fission mechanism, every point is carried out to create an Internet celebrity design link to make it fully adapt to Internet consumption habits.
Perfect Diary Such thinking and design depth are actually done to carry out refined operations across the entire chain. does not blindly believe in Internet celebrities selling goods, but uses live streaming as an opportunity to change products and cognition, so that you will have a huge chance of winning.
2 What is the essence of doing corporate live broadcast?
The essence of doing enterprise live broadcast is to build the enterprise's traffic pool, which includes two things:
: The construction of the traffic pool, that is, process-based operation.
: Conversion of traffic pools, that is, efficiency improvement.
Why do enterprises need to build traffic pools?
First of all, it will break the geographical restrictions. originally opened an offline store, maybe it is in Beijing and cannot go to the whole country. However, if companies continue to attract users across the country to your traffic pool through Douyin and Kuaishou’s short video content and live broadcasts, they can break regional restrictions.
Secondly, it will break the connection restrictions. If the customers that sales reach are limited, the customers that the enterprise traffic pool can reach are unlimited, which will bring huge opportunities.
Third, it will break the limits of enterprise scale. offline may only have 10 employees, but one online account may attract hundreds of thousands or tens of millions of people, and will not be affected by the scale of the company.
Finally, the traffic pool can help enterprises build digital assets. The so-called digital assets are an asset that has always belonged to the enterprise. Why do many people care about whether they can search for information about their own companies on Baidu? These are digital assets. If online assets increase, there is a high probability of explosive product effects.
Therefore, enterprises need to build a traffic pool and accumulate their own digital assets, and corporate live broadcast is one of the ways to quickly build an enterprise traffic pool.
3 How to do a good job in corporate live broadcast?
do business live broadcasts. Don’t be tricked, you must find the path. In real action, it is actually to do four things well:
: User-oriented
First, figure out what kind of people the target customer is, and more accurately locate the target user. The questions to be considered are: what kind of products the users need, what pricing they accept, what consumption scenarios are, and what is the decision-making path? Where do they spend their time, what positioning do they like, and who they like? How to influence their decisions? It is important who is suitable for
. In this way, the target users of the same type can be selected and these users are guided to private domain positions such as Qiwei Community and public accounts. Private domain traffic such as is the main source of enterprise live broadcast users.
With a private domain user group, how can I hit the user's preferences? The content of the enterprise's live broadcast needs to be repeatedly polished. Enterprises can use some SCRM tools to use precise live broadcast data to create live broadcast content that users like.
Take Mantis SCRM as an example. When an enterprise conducts live broadcasts, it can quickly build a live broadcast room. During the live broadcast process, enterprises can also add products on sale and issue coupons . users can directly purchase products in the live broadcast room, greatly shortening the purchase path.
After the live broadcast is over, the company will determine whether the live broadcast content is popular by viewing the live broadcast data analysis, such as the cumulative total number of viewers and the average viewing time. In addition, the visual data diagram of the system can also intuitively see the live broadcast effect. The low peak of indicates that the live broadcast content during this period is poor and the number of people is relatively small. A high peak indicates that the live broadcast content is effective during this period and there are many people watching the live broadcast. This intelligent data analysis can help optimize live broadcast content in the future.
In addition to live broadcast, the Mantis Recording Live broadcast function is also very popular among enterprises. This Recording Live broadcast function can simulate real-time live broadcast experience , and automated operation can greatly reduce the operating costs of enterprises.
: Circle penetration
is to promote it through a cost-effective way through multiple channels for target users. When the company finds a group of target users, must diffuse penetration around the circle of the target users. For example, the users of the company are young people born in the 1990s, and marketing needs to penetrate various scenarios they like, such as trendy outfits, food check-in, extreme sports, blind boxes, etc.
Penetrates the entire scene around this group of people, and finds internet celebrities who are highly consistent with them to establish long-term and in-depth cooperation. The promotion of top celebrities can only be used as a benchmark. Only by repeatedly promoting a large number of celebrities of all magnitudes that affect the target users can gain the influence of circle penetration and drive the imitation effect of users.
: The most difficult point in the business of users operating
is that traffic is getting more and more expensive, and in other words, the cost of acquiring customers is getting higher and higher. How to deal with it? We must accumulate users and find a way to operate in a long-term and refined manner, increase the chance of repurchase, and reduce customer acquisition costs.
For users who are diverted from the public domain to the enterprise WeChat group, enterprises can provide precise services through enriching marketing strategies and tools to facilitate the promotion of a new round of reach and form a closed loop of private domain operations.
In terms of user operations, companies can use Mantis SCRM to build a "training camp" enterprise micro-community, and through a series of marketing operation methods such as coupons and forms, they can filter high-intention users in the community for efficient conversion. All student information and marketing interactions will be deposited in the system, and enterprises can check it anytime, anywhere and accurately enter it.
4: Brand personalization
The three points mentioned above are inseparable from this point. The brand does not have a clear personality and it is difficult to become a hot product in the market. brands like Li Ning and Feiyue have very clear personalization, and each one is different. The so-called personalization is to compare this brand to a person who likes and dislikes. The characteristics of personality must be very distinct so that others can see you.
One of the common mistakes that people are made in personalization is to constantly add content to your personality. But in fact, it is very important to pay attention to what must not appear in the brand personality. This is the biggest boundary and label of personality.
To give an example, what is Coca-Cola talking about? It talks about joy, so everything it does is the feeling of joy. What is Pepsi’s character? It’s a gathering, and you see the advertisements every year that you talk about drinking Pepsi in the New Year. It is important to find personalized differences in any small category.
For enterprises, the Internet dividend has reached its peak, user habits have undergone drastic changes, online and offline customers are difficult and costly, and refined operations have become an effective solution. The emergence of corporate live streaming has given brands more ways to play. Corporate live streaming + content operation, welfare activities and other models can effectively activate users and drive growth.
In the era of stock, only by constantly exploring emerging operating methods can enterprises continuously activate users and help enterprises continue to grow.
