Stand at the merchant's point of view and see what kind of O2O marketing services they need

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After O2O fire, the giant's mind also changed a little. Micro-letter development of the public interface, Baidu also the whole of a direct number, from the news of the past few days, micro-letter canceled a total of 20,000 yuan to pay the security deposit, greatly encourage the momentum of small and medium-sized businesses settled in. If you stand in the business perspective to seriously analyze the O2O marketing services, what will it be?

After the heat of the O2O, the businessmen who had a group buying service showed great enthusiasm. One is the way to earn more money is sure to try, the second is the traditional local life service business is really bad, the third is to occasion marketing of the Internet people hype and publicity. As a then, Niuguisheshen began to active, trying to pull in the middle of a vote, have to do micro-letter public number development, have to do micro-credit marketing training, have to do micro-letter generation operations, have to do micro-credit marketing ... This is the fraud or cheat accounted for the majority, this is absolutely correct but truth, but helpless, where there is demand where there is a market, the truth of the traditional businessman is unavoidable to pay tuition.

After O2O fire, the giant's mind also changed a little. Micro-letter development of the public number interface, not only in the third party after the development can allow businesses to open on the micro-mall to sell things, there is a wide range of link with the subscription number to do marketing, but also to provide micro-credit payment services to complete the so-called O2O closed loop. From these days of news, micro-letter canceled a total of 20,000 yuan payment margin, a great incentive for small and medium-sized businesses to come into the momentum, is seen as a micro-letter public number strong sniper Baidu Direct number response. About the two topics in the Baidu direct number out after a lot of analysis articles, this no longer repeat. If you stand in the business perspective to seriously analyze the O2O marketing services, what will it be?

Three major pain points in business marketing services for O2O

1, do not care White cat black cat can make money is a good cat

Traditional businesses are businessmen, the goal is clear, that is how to earn money, how to quickly earn money, how to earn more money, this is the business pain point demand. For the Internet O2O service providers, most of the story with the business is that as long as you use the services we provide, we can help you make more easy to earn more money. Then, an interesting rhetorical question is: "If you can really use this service to make so much money faster, why don't you get rich yourself?" Of course this is just sand personal ridicule.

Sand individual is also engaged in food and beverage o2o field of entrepreneurship, around also made some friends and restaurants, without exception is that they have to how to use the O2O way to improve passenger flow and turnover is very interested, but do not know to do so. On the other hand, for the catering O2O pay service They also expressed doubts and entanglements, worried about the cost of money will be thrown into the water drift. Moreover, there are many businesses not only run the public number, but also since the construction of the app and Web sites, such as KFC, South Beauty, etc., but Qiao Jiangnan has been easy to master, and another listed catering enterprises Xiang-e situation has been in transition. Although all are running to earn money, but the result is somewhat cruel. summed up as a word is: to help traditional businesses to earn money O2O service is really good service.

2, people clumsy hand easy to learn is to

The so-called surgery industry is specialized. Regarding the O2O marketing service This matter, the Internet person obviously has to know more than the traditional merchant, actually does the heart to be more conveniently. In addition to the traditional business attendants mostly low education, the Internet, a variety of tools and play are not familiar with, or even a blank paper completely without concept, need to learn. For example, you let a merchant boss or waiter to open a micro-letter public number, to do content, to do the promotion, they will certainly face confused look, shaking his head to say that he did not understand can not do.

It is precisely because of this comparative advantage, to help businesses open a micro-letter public number for the operation can also become a business reason. Of course the operation is good or bad, how to explain to the merchant, what to do the assessment that is another skill, press not table. But sand thought, the traditional merchant wants to really do well o2o, oneself must have to learn, teach a person to fish than to teach people to catch. Therefore, O2O service providers must ensure that their services are traditional businesses can learn easy to learn, learning costs can not be too high, this is very important.

3. It's the key to live less and save more.

The traditional merchant is very busy, the waiter is also very tired. Major shopping malls are early 10 o'clock to 10 o'clock in the evening, food is early 10 o'clock to 11 or 12 o'clock in the evening or even later, bath massage is one o'clock in the afternoon to the early morning one or two, KTV may be 24 hours open ... For large and medium-sized service businesses, there may be a special marketing planning department, but can do a good job of O2O marketing is not much, but also to recruit; for a large number of small and medium-sized service businesses, it is not realistic for them to recruit a person to specialize in O2O marketing.

Therefore, in such a realistic condition, the Internet O2O service provider must also seriously consider the operation of the business capabilities, business whether the ability to provide the O2O service, use well. For example, a Third-party micro-credit development service provider even developed a good micro-letter public number, in the above users can view the various types of business services, can be convenient to buy and pay, or even push messages, then the business can run the public number? Can you make marketing content that attracts users? Can this public number be extended to most of the old customers and new users who have established goals? If the use of special not easy labor, but also the effect of mediocre, businesses will not have the power to continue, because mercenary is the nature of businessmen, they mostly want immediate results, this is the general preference of traditional businesses.

How to do O2O marketing in traditional business

The above three points are mainly in the business to do O2O the cost of money, learning costs and operating costs and other aspects of the analysis, but also in contact with the business of sand water friends together to face the pain point problem. To tell you the truth, from the current food and beverage O2O Service program, there is a wood to the three pain points to solve all the service providers, so the sand water will generally make the following recommendations:

1, not only the device, specialized research

In Sand's view, whether it is the micro-letter public number or Baidu direct number, are in the "Device" level, tools. In addition to these two, there are many other O2O marketing tools, marketing channels exist, owning and doing well are two completely different concepts. But unfortunately it is also fortunate that we are seeing all the cases about the success of O2O marketing services, and that's just a few, this is the need for publicity, market nurturing the necessary marketing.

But dedicated to the use of O2O marketing business, we must first understand what O2O is, what O2O can do, their products and services to use O2O hope to achieve what they want to affect the audience users are what they know the O2O marketing channels, What kind of way you can affect your target audience ... Finally, ask yourself the above questions and ask yourself if you really have the ability to do this right now. If you can, then do it immediately! If not, start with Low-cost trial and error and learning summary!

2, wide net, diligent analysis

For local life service business, can use up to do O2O marketing tools and channels have a lot of, such as micro-letter public number, group purchase website, local forum and community, watercress with the city, as well as the new Baidu direct number and the MO to the shop pass. The first several ways are generally understood, sand also has been advised to make friends to try. When Baidu direct number and Mo to shop through the appearance, sand also the first time to make friends to make food and drink attention and try. And why?

On the one hand, because every new thing is pregnant with a new opportunity, once the development of the forerunner will get the first-mover advantage, there may be a huge dividend return, so for Baidu Direct number of this type of new services with a huge amount of users must pay attention; On the other hand, because catering O2O marketing and internet product marketing have similar, as long as the target users of the place is the channel of thinking, you will find that there are many channels for us to reach the user, we must do our best to try to cover every channel, to affect each channel under the target users.

But after wide-net coverage of various channels, we have to each channel of user behavior data analysis, to find the target users of high reading, high rate of return, high recovery rates of active channels, and in accordance with the input-output situation of priority ranking, after many rounds of practice we can screen out the most effective channels, Next need to do is to these effective channels of user characteristics and preferences, tailored marketing strategies and programs for long-term maintenance.

3, set the target, re-implementation

ok! traditional business if have "the device" also mastered the "surgery", and then through the "wide net" and "Diligent analysis" also screened out the effective O2O marketing channels and methods, the final need to do a very important thing is to set goals. And this goal must be in line with the smart principle, which is targeted, measurable, achievable, relevant, and time constrained. For example, if a third party is requested to open the development micro-credit public number, online micro-shopping malls, then in half a year plan to develop how many subscribers, how many products to sell, how much sales to achieve, etc., if it is opened Baidu Direct number, the plan for how many ads, expected daily average user clicks how much, bring how many new customers, How much new turnover is achieved.

The goal is fixed, the most important thing is to execute. On the implementation of the problem, we all know its importance, often a good solution is because the implementation is not in place and halfway. Executive power to the traditional business is actually a big challenge, the most important thing is because of the consciousness and people's problems, in the final analysis is still a human problem, after all, such as the bottom of the traditional enterprises are still very few. Sand can only say that traditional business friends do their best to put, as long as you keep trying, follow the pattern of "discovering problems-analyzing problems-developing solutions-implementing-checking and feedback-optimization and adjustment-Continuous improvement", which cannot guarantee 100% success, but can definitely avoid the danger of sitting still.

Conclusion

From a merchant's point of view O2O marketing is everywhere a challenge, so for all kinds of O2O marketing service providers are everywhere full of opportunities. Sand suggested that the traditional merchant must take a few questions in front to understand how the next O2O is going on, which kind of O2O marketing way is more suitable for oneself, and must combine own problem to think, try, a lot of experience lesson, optimize improvement; for bat and other big and small O2O marketing service providers, How to provide better products or services to solve the business of the three major pain point needs are urgent.

"Author: Sand Water, the spectator of soy sauce in the Internet. Focus on O2O, mobile networking, smart hardware and electrical business. The micro-credit public number is: Itshayan. 】