Promotion and marketing are difficult. Here are 3 steps to teach you how to use traffic pools to create a closed marketing loop!

As the number of incremental Internet users decreases, the number of platform merchants increases rapidly, and the traffic costs in various industries become increasingly expensive.

The more you buy traffic, the more expensive it becomes. If you get traffic but still can’t convert it, consumers won’t buy it and your tactics won’t work because consumers have become smarter. So how can we make full use of various promotion channels to obtain accurate traffic? Today, Dandan will teach you a set of traffic pool user marketing thinking . With just a few steps, you can use the traffic pool to help build a marketing closed loop and achieve continuous new user growth for your company.

Allow existing users to generate more new users, rather than just acquiring traffic through paid methods.

In the past, promotion business relied on new users , but after the transaction, the users no longer contacted each other, and it was difficult to find incremental growth through users. Then you can try to provide services through social business, choose official accounts, APPs, or develop small programs. Only by saving your user traffic and using fission to capture incremental growth can you ensure the promotion effect.

Many existing micro-business models on the market did not do much promotion in the early stages. Instead, they let basic customers stay after placing an order, and then increased traffic through typical fission methods such as group buying and bargaining. For example, the "Mouduoduo" APP aims to turn users into market sales for merchants.

The traffic on the carrying end and the conversion end are connected to each other, allowing a user to pay attention to as many platforms as possible.

Customers may have a single channel to learn about products, such as adding WeChat through a friend’s referral. In this case, they can only learn about one aspect of the product. If customers are added to QQ groups and WeChat groups, and at the same time guided to follow corporate public accounts , blogs , and high-quality original content , customers can learn about product information from multiple channels. Over time, this will connect the upper and lower levels, thereby solving the core trust issue of customers in the product and achieving conversion.

Low frequency will cause users in the traffic pool to slowly die, while high-frequency activities will keep users active.

Some companies only organize team building once every six months; some rent factories only once a year; some customers even only renovate once in their lifetime... All signs indicate that many products are low-frequency, so we need to use high-frequency products to drive low-frequency products .

Out of 100 people who want to learn bidding, only one person may eventually sign up, because the desire to learn is easily triggered, but when it comes to actually closing the deal, the customer will hesitate. However, if he is guided to join the community, the desire to learn, which originally only occurred once a year, will increase tenfold, greatly increasing the closing rate.

So is this kind of thinking enough? No.

The future marketing model must be to use existing stocks to transform incremental stocks , open up the hierarchical relationships among users, and use high frequency to drive low frequency.

Many people are complaining about why their businesses cannot grow bigger? Why is it impossible to guarantee sustained and stable growth in performance? The reason is that you fail to retain users and fail to convert low-frequency users into high-frequency users.

Let’s take “handicraft store franchise” as an example. First, we have professional labels, such as “children’s handicraft tutorials” . We publish handicraft videos through self-media, short videos, long videos and other channels, which will attract users to join the community every day. Since the user groups are mostly parents and children, there is no need to promote the website. By distributing tutorial content in the group, we guide users to our stores to purchase materials, such as ovens, clay, various tools, etc. At this time, we add franchise information to the store homepage, set the content to “Advantages of handicraft store franchise” , and note “If you are interested, add the official account and WeChat group”, and finally complete the conversion .

This type of model can easily form a closed loop . The traffic accumulated in the part before the "store link" is large enough, and group fission can be achieved in the community link. For example, most of the handmade products are done by full-time housewives, so she can share the resources at hand with her peers or parents to attract more interested people to join. In the "Children's Handicraft Tutorial" section, only a few employees need to be responsible for daily content sharing, and users themselves can maintain the community .

The store link is responsible for carrying, conversion and franchising. If you only rely on your own SEO to attract franchising, there may be only 100-200 IPs a day. But if the children's handicraft tutorial link has a large amount of traffic, the store traffic will be several thousand, then there will be at least dozens of visitors paying attention to the franchising information every day, and these users have enough trust in the product, and the back-end conversion is also very simple.

This is the "traffic pool user marketing thinking". In short: once there are users, there is no need to worry about the product having no market.

Regarding the choice of channels, it is recommended to use "WeChat Group" here, so that the community can truly become your traffic pool. Regardless of whether the transaction is completed or not, users can fission in the group, publish public account content, corporate content, etc. in the group, let them pay attention to other channels such as self-media, and connect the upper and lower levels. As long as you can retain users, and then use the high-frequency and low-frequency model to continuously stimulate users' desire to change the status quo , and ultimately achieve conversion, only in this way can users be activated.

The source of groups does not rely solely on the enterprise itself, many of them are generated through user fission. As marketers, we should encourage users to bring their friends or peers to join the group. Once these actions are completed, we will achieve "turning existing stock into incremental stock."

So how to increase users' proactive behavior in such an environment? For example, inviting more bosses or people in the workplace to join the study group also requires high-quality content.

Fan Deng Reading Club is a living example. If I ask you how you know about Fan Deng’s reading, you will definitely say that it was recommended by a friend or that you saw content forwarded by others on WeChat Moments. These basic models are referrals. For example, if you want to read some classic books recently, your friends will suggest listening to Fan Deng, and you can also read for free by scanning the code. This is to satisfy the user's self-improvement needs through high-quality content.

Mr. Liu Run’s “ 5-Minute Business School ” is a household name in the marketing industry. After each lecture, he always says: If you have such a person around you, I hope you can recommend what I have said today to him. I hope it can help more people…

Why do you say that? The purpose is to realize the model of "dissemination + fission + re-dissemination + re-fission" . Only with such a model can we grasp the traffic pool, create a marketing closed loop, thereby retaining users and achieving sales.

Guide users into the group, then let users maintain the group themselves, choose a channel to direct users to the mall, and once a transaction is completed, guide them to add the community, and then generate fission within the group... Such a marketing closed loop will naturally bring new users to the company continuously.

In addition, companies must establish a "strong connection" with users. Brand is the most stable traffic pool. Only by creating a brand with popularity and reputation can they truly have the most stable users and achieve the integration of brand marketing and performance marketing . Try to compare yourself now to see if you already have this skill. If you can do it, then congratulations, at least promotion and marketing is no longer that difficult for you.