Closed-loop analysis of B-side channel operations

Industrial Internet is making efforts to penetrate the B-end market. The first problem to be solved in B-end channel operations is customer acquisition, and the key lies in breaking down traffic barriers.

Traffic itself solves the problem of acquiring customers.

On the one hand, we can use traffic thinking to improve the company's customer acquisition efficiency and reduce the marginal cost and sunk cost of channel operations; on the other hand, we can establish a traffic pool through private domain traffic to obtain B-side customer traffic, helping companies get out of the dilemma of increasingly expensive traffic acquisition and increasingly difficult retention and conversion.

In the era of traffic fragmentation, channel traffic mainly comes from direct user visits, keyword search engines, and third-party paid promotions.

To break the barriers for B-side products to obtain traffic, it is necessary to establish connections between B-side products, channel operations and customer cooperation, so as to create a traffic analysis system.

To put it bluntly, it is about connecting B-side products, opening up various channels, building a customer business and behavior data pool, creating the company's KOL, and achieving the ROL goal of channel operations.

B-side channel operations require understanding of one’s own product characteristics and channel conversion conditions. The key lies in content delivery, channel promotion, and traffic analysis to form a closed-loop analysis of channel traffic.

01 Content delivery

The current B-end market does not have a mature delivery system, which results in B2B companies’ content delivery being unable to be precise with regard to users and scenarios, thereby increasing additional sunk delivery costs.

B-side product customer acquisition is to reduce the cost of channel operation while ensuring accurate content delivery. It is not easy to achieve growth in B-side users and business through diversified content delivery.

To achieve content delivery in different scenarios for products or services, we must fully utilize the advantages of various content delivery channels, and the content delivered must be strategically adjusted according to different channels.

Taking the corporate loan issuance of B-side supply chain finance companies as an example, content delivery to upstream and mid- and downstream enterprises in different scenarios can be achieved in order to better reach target users, save operating costs, improve supply chain efficiency, and obtain more channel traffic.

We can use the page's operation path and outflow details as entry points, adjust the page content, perform keyword optimization for SEM/SEO, guide UGC corporate users to adjust the content, and continuously optimize the delivery effect.

Formulate B-side product operation strategies, complete channel content delivery, obtain more target user traffic in different channels, use traffic to drive and monetize products, and thus achieve a virtuous cycle of development within the product life cycle.

02 Channel Promotion

Channel promotion is a very important part of B-side channel operations. The key is to effectively reach target customers with promotional information, thereby achieving the effect of channel drainage and conversion.

Directing promotion channels and finding effective traffic entrances have become urgent issues for all companies.

When opening up new traffic channels for the company, it is generally preferred to choose large-scale, cost-effective or free channels as the main entry point for obtaining traffic.

Integrate channel resources, open up various channels, obtain comprehensive traffic support, and realize effective management of various channels, including the number of channel registrations, CPA, CPS, cooperation status, cooperation time, channel links, customer acquisition details, etc.

Channel quality refers to the quality of the specific channel or path through which goods and services are transferred from producers to consumers.

Since B2B companies have limited marketing budget costs and available resources, in order to better be responsible for the B-side channel operation results and ROI, they must conduct quality assessments on each cooperative channel.

We can measure the quality of a channel through indicators such as the number of real-name customers acquired through the channel, the real-name rate, the number of H5 registrations, and the number of APP download registrations, and optimize and adjust the channel in stages to identify high-quality channels.

Channel users are customers who use the product, including enterprises, service providers, agents or merchants.

Analyze user data from various channels to understand user identities, attributes, habits, preferences, etc., to help B2B companies achieve precision marketing in order to effectively improve the conversion rate of B-side channel customer acquisition.

We can quantify user value by analyzing the entire chain of data from delivery to conversion based on dimensions such as registration time, last login time, access IP address, application product, loan application time, and customer acquisition source.

03 Traffic Analysis

Traffic analysis refers to the statistics and analysis of relevant website access data to discover user patterns or possible problems in activities, so as to timely grasp the channel operation effects and optimize channel operation strategies.

Generally, channel flow analysis mainly focuses on PV and UV data. For B-side products, the PV and UV here are not simply obtaining click events, but completing effective clicks on an event.

Taking the corporate loan of a supply chain finance company as an example, we analyze data such as PV (total visits) and UV (total number of visitors) of the delivery channels, and optimize the channels through data-driven methods.

PV/UV is the main indicator for measuring the conversion rate and bounce rate of B-side channels. We collect statistics on the PV/UV details of each channel on a daily basis, analyze whether the PV/UV values ​​are reasonable and the overall trend, and conduct real-time risk control monitoring to avoid malicious data manipulation that affects the effectiveness of channel promotion.

Data visualization can help us count and interpret trends, and discover key information hidden in the data.

Visualize the data of each channel, and understand the daily PV/UV trends and data patterns through data analysis and chart statistics, so as to better adjust channels and optimize products.

Analyzing credit card products based on channel traffic indicators, taking page views (PV, UV) as the basic website indicators, and taking the number of entrances, contributed downstream page views, number of exit pages, and average stay time as traffic quality indicators can help us analyze channel problems and make effective decisions.

To do a good job in B-side channel operation, it is not only about integrating channel resources and formulating operation strategies to connect online and offline business scenarios, stimulate channel vitality, and achieve customer conversion and business growth.

For B-side product managers, they also need to use traffic thinking to improve channel operation and management capabilities.

Author: Zhu Xuemin

Source: Zhu Xuemin