Lange Zhiyang International Marketing Consulting Agency Yufei
The middle of winter is approaching, Ren Zhengfei has already "transmitted the cold air to everyone"!
Internet community, Internet traffic pool, precipitation of private domain traffic...
and other new "digital hot words",
has caused the biggest confusion of many bosses:
doesn't know how to do it?
or just follow the trend...
It seems that it is really impossible not to learn from the famous teachers in practice!
The core value of private domain traffic,
is to establish a user connection,
Enterprise operations must shift from the internal to the full value chain...
blindly paying money and following the trend to learn, it is useless!
Since you want to invest in your brain,
then you need to learn accurately, see the track, and find the right direction !
Nanchang Boss Xing came to consult -
Before, he wasted money by learning and wasting money,
was several times and fell into the pit...
This time, he was recommended by a friend to come to ask some questions about private domain traffic.
I told him that when low conversion rates encounter high customer acquisition costs,
traditional user thinking of spending money to buy traffic has become outdated.
With the advent of the era of personalized consumption grading,
consumers' product selection is becoming less and less affected by factors such as advertising and promotion.
has led to a more scattered situation in mass consumption.
This is actually a very dangerous signal!
If a new brand wants to open up the market,
must have fissionability and multi-contact characteristics.
If a product cannot increase the user's contacts and frequency to cause fission,
will be difficult to grow rapidly.
Therefore, enterprises should be user-centered, and
should be refined, scenario-based, personalized, and vivid.
improves the user thinking of conversion and retention. The key to breaking the situation is to improve the user thinking of conversion and retention.
Terminal stores should import various traffic entering the store every day and customers who have already consumed
into their own private domain traffic...
What is a good business model?
Make business into education, stores into temples,
Turn control-type organization into interactive value body,
Everything is in control!
Inamori Kazuo The book "Living" emphasizes:
Even if it is a company with the most cutting-edge technology,
sells things and sells products,
is still the foundation of business operations!
For this reason, we must first understand one truth -
Consumers do not like Dulele's enterprise-centered hard topics,
They need Zhonglele to participate in equal communication with free interaction...
If consumer goods want to succeed in the Chinese market, the core logic of
is no longer to capture all consumers in one place.
instead first finds the real people in their category.
leads the mass market through leaders among real people...
digital era is gathered together with "ethnic groups".
companies' understanding of consumers,
is not simply looking at consumer actions,
is a lifeer who combines sentimental and rationality from external expression to internal psychological factors,
dual-driven
.
It is especially important for small and medium-sized enterprises to pay close attention to super users.
Super user is to follow the company, buy the company's products, repeatedly purchase and drive relatives and friends to experience purchases. People like
are called super users.
At the same time, under the premise of tightening advertising budget, building a private place.
has become a consensus among enterprises to explore more value of old users, and private domain traffic has risen strongly.
cultivates super users and builds a private domain traffic pool, and
has become the main way for modern enterprises to cope with fierce market competition.
starts with operating users
The essence of private domain traffic is to operate users,
is to better manage customer relationships .
Whether it is providing value-added services, benefits, or optimizing experience,
core makes users more satisfied and strengthens the trust relationship between enterprises and users.
Public domain traffic privatization
is becoming more homogeneous in the product market,
, especially fast-moving consumer goods, everyone's target population is the same,
This requires privatization of public domain traffic.
has five core steps to operate private domain traffic.
IPized . IPization is the expression of personalized corporate brand, which is a very effective way to establish and bring user relationships closer.
Connection . When users recognize the IP, they attract users to enter the private domain traffic pool.
Promoting . The process of promoting vitality is the process of constantly winning user trust and deepening trust.
layered . Based on user information, the target users can be tagged and managed in a layered manner.
repurchase . A very important explanation for super users is repurchase, and it is repeated repurchase.
The famous brand marketing expert Yu Fei specifically reminds -
leverage is more important than doing your best!
creates its own private domain traffic pool,
continues to output topic content and interact monetize,
continues to automatically fission and follow up and spread...
Because digital media enables interpersonal communication and lifestyle,
is becoming increasingly fragmented, entertaining, and interested.
This will lead to future consumers -
becoming more and more self-centered, and
is paying more and more attention to the benefits and value brought to itself by the consumption process.
For this reason, we must pay attention to the leading role of users. The primary problem of
is to understand the needs and pain points of users.
means providing users with products and services of "tailor-made " and " emotional resonance ".
marketing communication process must have fun, topical, personalized and ritual ...
Of course, only those companies that truly understand users can
operate well...
In order to help customers grow as soon as possible in the cruel competition?
My team and I are providing customers with customized "content + interaction + value chain" solution.
mainly solves four problems -
① Empower new value penetration of services through brand awareness ;
② Build a business model around user experience, and users are also operators, turning business into education, turning control-type organizations into interactive value bodies;
③ Through "community" and "connection", realize the accurate and effective dissemination of social media marketing , and do a good job in content production;
④From the perspective of brand personality, through "scenarios" and "content", strengthen the ecological connection of reputation, combine with the new 4C rules, implement corporate practices, and improve the overall management efficiency.
Nowadays, it is becoming increasingly difficult to recruit investment. In addition to the disconnection between product sales orientation and consumer demand orientation, whether
product positioning, selling points, differentiated demands, etc. are accepted by the market, the implementation of experience perception behavior provided by
enterprises is very critical. The entry threshold for
has a low profit and high rebate. It is only a service promise in quantity.
As for how to develop and build together, how to organically connect the strategic positioning and tactical breakthroughs of
, this is the real quality service...
Mr. Mu said that her skin care products have been very smooth under my guidance. Congratulations!
The " private domain traffic + content production + resource aggregation" strategy and "3+1" principle that I tailored for her are indelible:
"1" means to leverage social hot spots,
"3" means knowledge, fun and emotion,
is the three core elements, and
is also the basic need of human nature.
