New and old customer traffic promotion by independent clients

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

I. Current SITUATION

2013 platform sucks up a lot of mature online buyers, independent consumer, unlike Taobao, open a shop, Taobao platform will be through a variety of ways to drainage, platform stores are more to consider the drainage station, the consumer through a variety of channels to attract new customers, new customers to obtain the cost is very high, but the old customer viscosity, The second purchase relative platform will be higher, but no fresh blood coming in, the old customers will be due to the performance of the pressure of excessive marketing, a variety of user experience, competitors, such as crazy Rob loss, we still have to constantly introduce fresh blood.

Independent of the previous few years to go is the financing, burning the scale of the model, now this road has not worked, the capital of winter, enterprises have to have hematopoietic capacity, in the face of expensive traffic, how hematopoiesis has become the most priority of the current problem?

Ii. How to Promote

We use the following methods to promote

A few years ago the industry seems impetuous, we just know the channel above, the capital is abundant, we can make a big effort to try, accumulate. But why is the new Business-to-consumer no longer easy, because no more capital is willing to give you the money to burn.

2.1 New customers gain experience "with point breakthrough"

Channel One

First of all to share the picture above only to do one of the very professional, such as "SEO" This channel is free, but it is the most cost of human costs, time costs, we all know that many foreign trade enterprises rely entirely on SEO can mix well. There are still some electric dealers rely on Baidu is very good, such as a house selling watches, we can go to analyze his home seo.

Whether it is outside the chain for the king, the content of the king, the powerful SEO needs to achieve qualitative change in quantity. And it's fast and professional. For SEO understanding I think you based on white hat pay how much, will certainly harvest how much. Accumulation to a certain degree will certainly lead to quantitative change, qualitative change.

Channel Two

We all know weight loss products, they use the most is CPS, Taobao Guest! They are digging up most of the Internet traffic. Ant Xiong, super elephant!

For this group of people mainly give high return point of the "product", "the Ultimate product Copy", "a strong reputation system guarantee", "and product external Word-of-mouth." The largest number of the market: million Ma, Linktech, Taobao Alliance, the results, the only, such as the need to work in the CPS must be established since the establishment of the Alliance, so you can recommend high viscosity with the webmaster, understand more, more accurate Amoy customers to promote demand.

Other channels here I introduce, according to most successful examples, I suggest in the new customer channel, to point to break, because the cost of human labor is the most valuable, such as a consumer marketing department also contains all the channels, it will certainly cost a lot of manpower costs, It is important to locate the promotion method that best suits you based on your product attributes.

1, the concept of "precision" examples

In addition to the "Point Break" to get new customers think that there are some accurate access to new customers things are necessary to do, you do not, others are doing your.

1, the era of data flooding, the first thing to do is the most accurate peer data acquisition.

2, SEO, sem competition word delivery is a must do, SEO layout competitor's words, SEM launch of competitive goods words.

3), for the flow of visitors to the industry to launch

4, other peer customers distribution channels of accurate delivery

2.2 Old customer Flow promotion

The following figure is for the old customer station in the operation of the use of

For the old customers, we have to multi-dimensional drainage, the same customer we may through the EDM, SMS, WEIBO, Weixin, QQ Group of various ways to serve promotional information. We have to do our best to get our promotional information to all the old customers.

1, the concept of "emotional marketing"

Excessive hard marketing, will make the loss of old customers faster, at the same time the effect will be easily lost. We want to collect as much information as possible, such as birthdays, can have VIP birthday, such as holiday promotions, can bless priority promotions thereafter. For example, each shipment, we prepare surprise gift, send small gifts?

2, the concept of "membership system"

Many do not attach importance to the membership system, but do not know the member system is the old customer "root" no root of the old customer maintenance system, is not sticky, we must establish different levels of membership system, including integration system, feedback system, honor system.

3, the concept of "precision marketing"

Assuming we have 1 million customers, each time we SMS marketing for 100W customers, we spend a huge amount of SMS, and secondly, we are likely to recommend watermelon for people who like Apple, and recommend candy for members with diabetes, which is very bad. Not only waste money, but also harass customers, your next promotion may not be delivered. Because the customer has set your keyword blacklist.

How to carry out accurate marketing, I use here to RFM here I am not in detail, details understand RFM model, LVT life cycle model, tag model with these three models, as long as the use of good, can put the old customer marketing to achieve the ultimate.

4, the concept of promotion

Promotions I have set up a multi-dimensional promotional to absorb the old customers, suggested reference to the above figure. Limited to space, no longer detailed.

Summary, new customers to point to break, precision, the old customer precision, emotion, membership system, various types of marketing. For the old customers each channel marketing I do not tell. such as SMS, EDM its marketing core is based on the database "Customer segmentation" marketing.

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