What is the core strategy for Internet finance to do the traffic management platform?

In fact, in the Internet financial industry, the peer-management platform, team configuration and phased goal planning is only a first step, far from the landing. Because the competition is very intense, in the actual operation process, we often find that the result and the goal is very far apart, unless we can before the implementation of the current situation of traffic competition has a deep understanding, and the future flow towards a certain pre-judgment. The so-called enemy, Baizhanbudai, absorbing the advantages of competitors, avoid their mistakes, efficient implementation, can achieve the ultimate goal.

From the present situation, the traffic sent to do a good job, and the full contact bombing model in the short-term effect is amazing, through the analysis of the advantages and disadvantages of various models, can let us find some of the problems:

1, the channel is not perfect. Some enterprises pay too much attention to PC, mobile start too late.

2, the efficiency is too low. A lot of channels, and no depth, magnitude can not be bigger.

3, the user is not accurate. Low registration costs, but high investment costs, or low investment costs, but low ROI, in part because the channel is not healthy.

4, lack of brand thinking. Focus only on La Nieu, while ignoring the content output, visual design, and even without a clear marketing positioning, resulting in user activity and lack of contribution.

5, the team is not competitive. Only the purchase of traffic and simple one cast, the flow of control and optimization of the lack of core capacity, slow execution, not hard, lack of resilience and resolution capacity.

Once we find the problem, we need to do some pre-sentencing for future traffic. For example, ASO in the importance of traffic, mobile traffic is more and more important, independent third-party financial information platform is likely to rise, the advertising platform to accelerate the maturity of the market, the use of keyword bidding ads appear, AppStore paid advertising and so on. From the trend, Beijing's Internet financial action is relatively fast, in the mobile side of the layout earlier, some enterprises direct users to download the app, rather than the current PC and WAP registration. In view of the above issues and pre-judgment, we can be resolved through the following core strategies.

Turnover is determined by the above core factors, and the quality of traffic operation directly determines the click UV and registration conversion rate, and to a certain extent determines the investment conversion rate and per capita ARPU value. such as the previous ROI and channel magnitude of the relationship, such as the wide-point, Sina Wing these channels, low-click cost, investment costs are relatively low, but the investment conversion rate and per capita ARPU value is also relatively low. So traffic operation in addition to ensure that the click UV and registration conversion rate is high, but also need to strictly control the proportion of each channel to ensure the health of the entire platform users.

Strategy one: Maximum flow accuracy

Maximum flow accuracy is reflected in three points: Target users are accurate, channel magnitude is maximized, CPC is minimized
Analyze the target user attributes, in the user information decision channel layout, regular data analysis, for the region, the crowd, advertising material, core consumption plan optimization, improve the high conversion material and planned traffic proportion. Understand the flow level of each channel, various types of advertising position display probability, user browsing behavior, the channel to maximize the magnitude. To reduce the diversity of CPC, mainly business negotiations to get a high discount, optimize the quality of advertising to lower prices to get more clicks. To a certain extent, the accurate maximization of traffic is the most important strategy of traffic operation, and it is a matter that the platform must do well. When the two big platforms compete with each other, because the resources are transparent, we also are not lack of funds, compared to the traffic control. It is more important to maximize traffic accuracy than the content marketing behind it.
This is the promotion of the most core competencies, I in the project management process, the most considered is always this piece, such as how to spend less money to rob someone else's brand flow, how to the best quality of that part of the user touches, how to maximize the flow of high-quality channels, How to achieve the overall average cost reduction and achieve a healthy and stable state by maximizing the flow rate of each major channel. If the quality of a channel is very good, we analyze the 123-echelon competitor's delivery intensity, the average daily traffic volume level of the channel, such as search channels, analysis of the popular words such as financial management, investment, assessment of the number of users to reach the search channel daily, assuming we want to occupy the total flow of 1%, how much to invest? What traffic do you want to lay out? How much exposure and clicks do you get? This piece of work is relatively large, but also the core competitiveness of the traffic Operations team, the third chapter on the mainstream promotion channel operation Skills elaborated.

Strategy Two: Marketing differentiation

When it comes to marketing differentiation, it's actually people who have me, no one I have. For example, the competitor has the new logo, then I have to follow up. For example, competitor marketing pages do great, we can copy, content, design can be used for reference. If his brand appeal is weaker, then I will strengthen the brand appeal, if his content is very simple, then I will enrich the content of the page. Marketing differentiation is mainly embodied in the content marketing, landing to the Promotion page, registration page, investment page and so on. On the one hand, according to different delivery channels to develop different content marketing, such as Wireless and PC promotion page is very different, PC natural fit information and brand display, and wireless natural suitable for interaction, not suitable for reading. Then wireless should be simple and generous, registration is very convenient. And the PC is more suitable to highlight product characteristics, brand positioning, user reputation, and so on, to enhance user guidance and persuasion, enhance user trust. On the other hand, the same channels also have to develop different content marketing, such as search channels, we put the brand area with the page and the page used to serve keywords are often different, the use of competitive words often need to be used in activities and red envelopes page to stimulate users. Marketing differentiation is very important, not only to improve the registration rate, but also to a certain extent to shape the brand trust, let users trust you, and generate investment. The content should be differentiated and the design should be brand-typed.

Strategy three: three-dimensional communication + sharing communication

As mentioned earlier, different users, access to information and purchase decision-making behavior are different. For small white users, through the large + news reading and other trigger their interests; for financial interest users, keywords search, aso,seo, forum reputation and other aspects of the layout; for registered or investment users, brand word search, parity platform, third party information platform, ASO and other channel layout. From the user to understand before, after registration, investment and other aspects of hierarchical dissemination, no matter where the user from the interest, from where to make information decisions, can enter our platform, next, is to consider how to retain them. Sharing communication is mainly reflected in large-scale promotion or PR event, do a good job of sharing communication mechanism. We once put a live friend circle AD, the effect can also, now everyone is a medium, with good sharing communication can make the market spread more efficient.

Strategy IV: Content + Mobile Strategy

Internet finance in full swing, the future users will face a problem, how to choose a suitable for their own financial products has become very difficult. Then the third-party independent financial information platform will have the opportunity to receive attention, including the wealth manager platform. In the past, the PC era, third-party independent information sites, users through the third-party information platform to understand professional product information, users exchange learning, and finally make rational purchase decisions. Layout of the third-party independent financial information platform, the early can promote their own enterprise products, later development mature can be independent growth. Mobile strategy is mainly reflected in the activation of the app download, such as Direct Push app download, pay attention to mobile traffic, layout all kinds of small and medium-sized app traffic, including application market pay promotion, deep marketing (Kol deep cooperation, large-scale cooperation, self-built new Media Center, etc.), the future mobile traffic ratio will be higher, Its quality and effect will also be much higher than the PC. ASO is crucial for some time.

The above four core strategy is the key to the entire traffic operation, and the final target implementation of the core. In addition to continuously improve team efficiency is also very critical, the team is the magic weapon of victory, put the right people in the right place, can play a huge amount of energy, and a team really achieve unity, can play the greatest energy.

What is the core strategy for Internet finance to do the traffic management platform?