The era of Dashui Manfou is over. Where is the business opportunity of clue companies?

Source | Tech Planet

Wen | Chen Qiaohui

With the disappearance of traffic dividends, it has been gone through the era of simply burning money to exchange growth.

Earlier, Ma Zhenshan, then deputy general manager of FAW -Volkswagen Sales Co., Ltd., said in an interview with the media: "The drastic increase in traffic cost is one of its biggest feelings in the 4 years of marketing. At present, the industry's single clue cost has reached 700 yuan." Such a high clue cost has caused some car companies' brand construction budgets.

Another media has reported that taking a third -party car information platform as an example, in 2019, a 4S shop will bear more than 200,000 yuan in membership fees. For the national average in 2018, about 25%of the clues come from the car home, transformation, and transformation. The rate generally does not exceed 30%, and the cost of cycling clues is as high as 2700 yuan. The cost of clue advertising has continued to rise, but the transformation is unsatisfactory, and the profit margin of the seller is further squeezed. In fact, it is not just car companies, but also commercial enterprises such as housing companies, vocational education and other industries, and they also face such problems.

Especially in 2022, the traffic battle has become the focus of each family, and as one of the "clue advertisements" as one of the important ways to obtain customers, the launch price also pushed up, allowing merchants to call "unable to afford it." In addition, in the face of these high -cost clues, it is difficult for commercial enterprises to operate effectively, making the conversion effect further lower.

A business related to travel auctions told the TECH planet that after June this year, its orders showed a cliff daily, and the weight of advertising settings and listing had not moved. God, the high advertising fee they invested did not match their order conversion ratio.

Various phenomena show that business has now entered the era of digital marketing operations from the Internet, platforms or business enterprises, and no one can do it alone. At this time, a major commercial change must be came.

The era of "Da Water Manflies" has gone, and traffic has become scarce resources

There is a saying in the marketing circle that is very famous "has been passing on and always cool". However, in the fierce competition in the industry, the increase in budget may not be exchanged for business growth, which has caused most business enterprises to Marketing is in trouble.

At present, clue operations are demanding in many industries, including education, finance, health, automobiles, home furnishings, real estate and other industries. As a result, in the actual clue operation, in the process of obtaining clues to the process of transformation, problems such as unused and invalid clues will occur. In the past, the idea of ​​"crossing advertisements" was no longer desirable.

A business of a used car told the TECH Planet: "After the high cost obtains clues, then distribute these clues to the employees, the employees are only contacted once or twice. The efficiency is greatly reduced. Moreover, the cost of advertising has risen steadily. Two or three years ago, the cost of obtaining customer acquisitions was less than 80 yuan, but the cost of a clue is generally not less than 150 yuan. "

Not only the efficiency will be greatly reduced, but the order sales will also be affected. Chen Xingte, the general manager of a service business in Zhejiang, said: "They are customized and school uniforms, and they need to obtain a large number of clues. At first, I only knew that advertising could get customers, but in fact It is not proportional. When the clues obtained at high costs, because they are still unclear how to use it, they have not obtained the results they want, and eventually the sales volume has not been improved. "

Start -up managers like General Manager Chen, after facing the valid clues collected, do not know how to use it efficiently.

Others know that clues are being wasted, but they have tasted countless methods: ground push, training, incentive policies, old belts ... consume a lot of energy, but in the end, it still has little effect.

Industry people believe that the cause of this is mainly due to cross -platform acquisition. The headquarters clues are allocated to the branch, and then the sales of individuals are high, the continuous cultivation of the interest of submarine transformation, and the accurate data, etc., so that these are investing in investment, so that these are investing. There is no formation of mechanisms and experience in the operational actions, so the final conversion rate does not meet expectations, and may be rough because of "the most accurate user of the advertisement."

As a platform, because of the various dissatisfaction of customers, it makes their products unable to get satisfactory sales results. Even while some merchants are caught in the dysplasia, they will question: "This platform has air flow, but the quality of the customer is not good." Essence This eventually forms a vicious cycle.

From the perspective of the current industry situation, the previous customer acquisition ideas have changed. For business enterprises and platforms, the organic integration of "clues and operations" is becoming a new customer acquisition idea.

New commercial "drip irrigation+scientific cultivation" technology

We all know that the technologies such as "drip irrigation+scientific cultivation" in modern farmland are indispensable, which also fully illustrates that through the refined operation of water and nutrients, we can efficiently promote the growth of crops, thereby improving efficiency and output. Similarly, in order to obtain an increase in order, the organic integration of "investment and retention+clue operation" also needs to be.

Li Xin, general manager of Meijiaxian decoration of the decoration business, revealed that they are mainly doing decoration business. At present, they have their Douyin on the Douyin platform and have their own customer service team to track and obtain clues. And leaving information on his official website promotion page, telephone and other information on his platform homepage, and also set up corporate functions, but did not get the clue collection and reserved clues. Later, Li Xin discovered problems through customer service and back -end data. For example, a visitor entered his official website and became interested in seeing the product introduction page. He intends to contact the product. However, there is only one contact phone number on the official website for his choice, and as the privacy and security are deeply rooted in the hearts of the people, if users do not like to communicate with the phone, it may cause him to think that the experience is not very good and may find new merchants.

It is not difficult to see from it that clue merchants should not just pay attention to the acquisition of clues, but from the perspective of global operations, organically combine "advertising+operation" to create a high -quality service experience for customers.

In response to these problems and the pain points of the industry, the huge engine's "Treasure Operations of the Real Combat" divides the clue experience into four stages, namely: multi -domain people acquisition, clue collection and retention, clue management and transformation, and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and data value and transformation of data. Feed.

Among them, in the "multi -domain crowd acquisition", the business domain can magnify the advantages of the public domain, and the private domain can bear the overflow value of the commercial domain. According to Li Xin, through the use of the relevant solutions introduced in the "Treasure of Customs Management", the company has made effective changes in clue operations. In short video scenarios, the US IKEA decoration is carried out through multiple Douyin matrix numbers through multiple Douyin matrix numbers. Promoting, specifically integrates advertisements such as DOU+, information flow, and the business number of the enterprise number to form an ecological marketing model. At present, its fan base has increased from the original 1 500 group to 3. At the same time, Li Xin will also rely on live broadcast to introduce the decoration business to the audience, stimulate users' transformation and consumption, and achieve longer marketing goals such as brand communication and capital consultation. In addition, it will also use the private domain scene of the enterprise area to improve the business details of the brand. In the end, the purpose of "multi -domain people acquisition".

In "clues collection and retention", it improves the transformation efficiency of clues. In the scenario of traffic acquisition, the U.S. IKEA decoration uses huge engine -related components to create supporting marketing tools. First of all, to create conversion components through the blue bird clues, and to embed the official webpage created by the "Orange Site", and then some users want For further consultation, you can use the "Little 6 customer service" to improve the customer's consultation efficiency and form a complete traffic transformation closed loop. Of course, for natural management scenarios, the clues of the enterprise can be established and private domain scenes.

"Cancer management and conversion" is the easiest part of business enterprises to ignore. From clue distribution to contacting users, from realization to the management of sales progress management, it is easy to ignore reasonable arrangements, talk transformation, information precipitation, and information precipitation, and as well as information precipitation, and as well as information sedimentation, and as well as information precipitation, and information precipitation, and information precipitation, and information precipitation, as well as information precipitation, and information precipitation, as well as information precipitation, and precipitation, and settlement, and information sedimentation, and precipitation, and precipitation, and precipitation, and precipitation, and precipitation, and precipitation, and precipitation, and precipitates, and precipitates, and settlement. Safety configuration and other details. This decoration company uses tools such as Flying Fish CRM and Flying Fish Open Platform on the market.

Li Xin said that using flying fish to follow up clues, such as calling, marking, etc., the clues are reasonably managed and transformed. Compared with the previous, the connection rate has been effectively improved, and some customers are willing to take the initiative to consult them. The change is more obvious.

And a merchant who operates on the Douyin also feels the same. Through these clue tools, more than 5,000 customers have been added, and the store rate increases by 150%. Transformation is the best connector for business enterprises and customers or quasi -customers. "

Finally, it is "data value and feedback." Tools that are integrated with chain, in -depth conversion, and omni -channel assists can provide relevant services.

In terms of private domains such as car companies, housing enterprises, home enterprises, etc., huge engines have launched a one -stop industry solution "X Cloud Store" for clue operation services, and more accurately created a dealer based on clue operation scenarios. Manage the content marketing matrix, and then to a one -stop solution for data asset precipitation.

According to the huge engine data, in the "car cloud store" solution, the average monthly business opportunity of Chery New Energy reached more than 20,000, and the average monthly clue volume reached more than 10,000. The TECH Planet learned that a 4S shop in Hubei Xianning passed the "car cloud store" solution and obtained a clue of 4000+ in mid -May, which was increased by more than 2,000 clues compared to April.

In fact, it is now in the era of digital marketing operations, and clues have become part of commercial enterprise marketing, while global operations have become mainstream. In order to greatly reduce the hardships of ineffective clues, increase the effective use of clues, and turn traffic into business opportunities.

The "cost reduction and efficiency" in the post -flow business era

In the era of digital marketing operations, it is indispensable to integrate clue advertising and operations, and emphasizes "efficient" and "business".

It is very important to improve the efficiency of conversion. An industry analyst has done a survey. In most cases, only a small number of potential customers have the actions of purchasing, and more than 90%of the potential customers are still in the stage of buying desires, waiting for businessmen to wait for merchants The company gave him a fulcrum. In the efficient process, the "assists" of global operations are indispensable. Tech Planet learned that a vocational education enterprise in Wuhan improved the transformation efficiency by 60%through the global operation of clue advertising, but the cost saved 43%.

其销售代表向Tech星球透露，以前，客户想要实现某个需求业务时，可选择的空间比较小，企业只需要将自己的产品信息传递出去，就能吸引大批有需求的客户前来咨询和Buy. However, there are countless needs to provide products and solutions. If you want to realize your purchase, you cannot simply introduce your own products. Instead Demand, at this time, we cannot simply pass the marketing of money to invest in advertising. Instead, it is necessary to use the business tools of the marketing platform to make reasonable sales, so as to help improve performance.

In addition, commercial enterprises also need to improve efficiency and management inside. For example, if a person has no energy to follow up, other colleagues have no way to follow up, which will lead to extremely low clue use efficiency. Business tools can make these problems solve. First of all, the clues are automatically allocated to the employees by the tool, and there is no need to download and distribute; if an employee cannot follow up in time or cannot obtain a new customer, the tool will be assigned to others to follow up to improve the synergy.

At the moment of the disappearance of traffic dividends, domestic Internet manufacturers have launched corresponding operating tool packages. In addition to huge engines, at present, such as Baidu Ai Fan and Netease mutual customers, they are looking for differentiation, accurately depicting user portraits, accurate communication with customers, providing purchasing fulcrum, agile transactions, etc. ability.

For business enterprises and marketing platforms, with the booster of the future consumer market confidence, the marketing needs of all parties will be further improved. The same is true of clue advertising merchants. Facing clue business, traditional rigid marketing Evolution to refined operations will become the mainstream. The organic integration of "clue advertising+operation" will become the best solution for the parties.

- END -