There are no orders for fans, how do clues need merchants to play vibrato?

In recent years, there have been many merchants in real estate, cars, and home furnishings. In conjunction with the Douyin e -commerce examples of the relevant industries, this article has analyzed with everyone how to use the clue to obtain as the core how to use Douyin to achieve a high customer quantity, and provide the vibrato path selection and clue business methodology of three clue merchants. Recommended related categories, business friends, read practice ~

Many businesses who sell goods and sell classes on Douyin have found the growth password. The content -driven interest e -commerce logic has made people see the rise of many new brands. In recent years, many companies have encountered a lot of companies, and some have been strategically focusing on Douyin, and some are eager to try. Some companies often ask: fast consumer, curriculum is suitable for Douyin, the decision -making chain is short. Merchants such as real estate, cars, home furnishings, high unit price, long decision -making chain, with clue acquisition as the core, instead of immediately trading, I feel that the live broadcast room is very lively, but the final transformation is not possible. Why? What should I do?

Can such clue merchants do Douyin? My answer is yes, yes!

Many types of enterprises have been trying and gaining a lot. Judging whether you can, first see where the potential users are? Then see if the content of this platform and the operation mode is suitable; then whether I have this ability to operate well in the position. Regarding this topic, I analyze it in detail.

How to do used car merchants how to achieve a monthly clue of 30,000, and the Douyin channel sells 300 cars a monthly car

Zhengzhou Tengfa used car has 4 accounts on Douyin. As of now, the total number of fans of Tengfa used cars matrix is ​​2.844 million, around 700-2000 clues per day. There are 300 cars in channels, and Douyin obtains customers and traditional channels to obtain customers 20: 1.

What are the inspirations of Zhengzhou Tengfa used car cases:

Clues Multi -scenario collection: Through public domain+commercial domain+private domain combination method, operate public domain traffic with "matrix number+short video+live broadcast", while adding "advertising drainage+private message consultation" to the business domain boom, as well as In the account, configure multi -scenario clue components to achieve private domain transformation, such as online consultation cards, online reservation cards, etc. Refined management: Through artificial and automatic customer service to achieve the ultimate service experience, the customer layered operation tracking and conversion, realize the full -link clue management, from online to operation to offline transactions conversion. The team is good at using background data to use background data Restart, and then optimize and enhance video and live content. Second, why some merchants have good content of Douyin and a lot of fans.

Seeing the case in the video, the problem I mentioned is not very similar. Many companies will really encounter such problems in Douyin's operations: very hard to make content, short videos and live broadcasts are also good, and there are no or not. Less fans are onlookers, but they can't. The case mentioned earlier is completely in line with the methods mentioned in the video.

Answer, "Why does anyone have a good content of Douyin and a lot of fans, just do it?" This question is so -called: Workers want to be good, must first benefit their instruments! If you want to do his best, you must first get the Fa!

In the new book "Super Growth" I will publish soon, it focuses on the super growth methodology of "user X communication X channel". Among the key elements of "communication" mentioned, many people have attached great importance to content, but lack of conversion tools , Its growth formula is: good content+detonation point+conversion tool. The conversion tools of the Douyin clues focusing on this article focus on the conversion tools of the Douyin clues are as follows:

1. Online consultation+automatic replies of private messages

Merchants who have done online business transformation, this tool is not difficult to understand. When you are broadcasting, it is difficult for an anchor to answer all the questions one -on -one, and you can guide the user of interested users through "Online Consultation+Private Message Automatic reply". Go to the private message to conduct personalized interaction. Of course, you must configure the problem of automatic reply in advance. Through keyword reply and menu setting trigger problem, netizens who do not get answers can also choose manual consultation.

2. Senior online appointment

Many clue merchant products require an appointment experience, such as the car's appointment test drive, the home decoration appointment experience, the real estate appointment visit to the model room, etc., through short videos and live broadcast, use the high -end online reservation tools, efficiently guide the capital, promote clues to promote clues Transformation.

Third, clue -type merchant's Douyin Enterprise Path selection suggestion

Talking about the transformation tool, you also need to talk about the way path, because it is not that you can achieve transformation by the opening of your configuration.

Path 1: live broadcast+online consultation+private message automatic reply

Live broadcast → The anchor guide the real -time guidance of the small windmill+pop -up card "Online Consultation" → guide users to enter private messages in real time → "Private News Automatic reply+private message keywords" undertake personalized consultation

【Industry Case】 A real estate account

Content focus: The live broadcast room of the real estate industry focuses on the macro section+opportunity explanation. It will not involve too much about the details of a single user. Detailed communication is transferred to the private message from a special person, and the physical sensation is better.

Suggestions: Housing Consultation Click the four -color small windmill in the lower right corner, and the online customer service 1V1 answers at any time.

The key to transformation: "Macro plate+opportunity explanation", drainage talk, online consultation card, private message content with automatic reply, menu efficiently provide more information, answer user concerns.

Cancer data: After adding the "Online Consultation" component, the live broadcast room is retained+36%, the PVR conversion rate of the live broadcast room is 0.14%, which is+250%compared with the mode submitted mode. Path selection premise:

The content is just needed for target users. Prepare drainage products, such as house prices maps and decoration books, just click "Online Consultation" to get it. The automatic response of private messages requires the establishment of a question base. The content prepared is a common problem, and it is also a supplement to the live broadcast. For example, you can remind the private message in the live broadcast to see the detailed configuration of a car. Path 2: Live+Advanced Online Appointment

Live broadcast → The anchor guide the real -time guidance of the small windmill+the pop -up card "Advanced Online Appointment" → directly display the product and service, and guide the user to keep the capital

【Industry Case】 Second -hand car account

The case of Tengfa used car introduced in the previous article is a representative of the typical application of "live broadcast+senior online appointment". The matrix number has three account numbers for buyers' second -hand car sales number, one is the seller's car number. It is stabilized every day, 2 hours of live broadcast, 10 hours a day mainly uses the online appointment card of the live broadcast small car to undertake customers, from live drainage to customer service to undertake, to offline sales, forming a complete sales link.

Suggestions: Strong guidance to click on the small windmill to make an appointment experience.

Path selection premise:

Appointment experience products/services can be designed to store benefits, or immediately make reservations for benefits. For example, make an appointment, contact customer service to receive quotation, avoiding pits, testing services, gift packages, etc. Customer service is ready. Path 3: Short Video+Advanced Online Appointment

Release short video → "Senior Online Appointment" on the bottom left → display products and services directly, and guide users to keep their capital

【Industry Case】 Building account

This account is for the rural villa market. Through the release of related short videos, it tells the various knowledge and details of rural houses, and the clues are transformed through "short video+advanced online appointment".

Cancer data: Douyin reserves thousands of funds, and the brand obtains 70%of the clues through Douyin (the brand still obtains customers in other channels).

Diverse suggestions: The rear section of the short video can emphasize content or narration guidance, and click the page with arrow guidance.

Path selection premise: short video content can stimulate user interest, and the content mentioned in the content, such as "obtaining rural villa drawings", you can click to make an appointment.

4. What are the preparations for merchants to do a good job of Douyin's clue operations?

In terms of clues, you need to do it well.

With good tools, do a good way to choose. Of course, the merchants must also prepare the basic preparations to do more with less.

I summarized the "three good", that is,: do good content, use tools, and manage operations.

1. Do good content

Good content is traffic, and the essence of business is that more users are poured into your "field". In Douyin, the content of the content is driven by content, and the quality of the content determines whether it can leverage more traffic and let more people pour into the live room. Do not just talk about the quality of the content. What I see more important is the pain points and needs of potential users. For example, fans who watch a decoration company live broadcast are mostly users who have recent decoration needs. Get a quotation form may be what they are interested in. Essence

2. Good tool

Ancient Greek scientist Akimid has such a long -term famous saying: "Give me a fulcrum, I can pry up the entire earth!" This sentence is the principle of leveraging. The possibility of multi -clue transformation. The use of tools also means that different businesses can choose a tool combination that suits their team and choose a path that suits you.

3. Management of business

Many people think that there is a lot of clues. This is just the beginning, and every link of the user experience may be lost. "Management of management" essentially refers to user operation. It can be defined as a new stage from the clue acquisition and transformation stage, and eventually becomes a user for retention. From the retention to retention, the natural traffic (public domain) and commercial advertising flow (commercial domain) should be combined to carry out refined clue management with users.

Specific strategy suggestions: Being friends, data -driven, and stratified refined operations such as friends, data -driven, and layered categories can increase user value.

Five, ending

Clues demand merchants are different from instant consumer merchants.

Customs demand merchants -long decision -making chain, relatively high customer unit price, product or service requires personalized customization, potential user information that needs to be interested in, and then conducts in -depth impact, such as decoration, home, real estate, car, etc.

Instant consumer merchants -short decision -making chain, relatively low unit price, standard products, no long -term decision -making, interesting order to buy, e -commerce attributes, such as fast -moving consumer goods (drinks, food, etc.).

In Douyin short videos and live broadcast content, you cannot directly place orders through interest e -commerce, and clue demand merchants will waste traffic in vain. Just like heavy rain pouring, you will be lost in rain, because you lack the "pot" of rainwater. If you can use the clue tools to make more interested effective users transform, growth will occur.

#Columnist#

Wei Jiadong, WeChat public account: weijiadong2013.Everyone is a product manager columnist, brand marketing expert, and the general planning of the third quarter of "Extreme Challenge".The best -selling book "Digital Marketing Campaign" and "Borrowing" author, a special professor of Beijing University of Aeronautics and Astronautics, the EMBA teaching instructor of Peking University, a national marketer, a member of the provincial writer association, a member of WeMedia self -media alliance, a former CEO of Leju Life Life, WeChat Hai COO, I have written many literary works and now focuses on the field of digital marketing.The original published in this article is a product manager, and it is not allowed to reprint without permission.

The question map is from UNSPLASH, based on the CC0 protocol.

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