A guide to advertising and video materials for Juliang Qianchuan

Judging from the current development of advertising platforms, advertising delivery should actually tend to be intelligent, which will provide certain support for merchants with less advertising experience. However, judging from the current market situation, many business experts are still prone to falling into strange traps, or they take many detours under the guidance of a group of "big guys" but still cannot reach the threshold.

I have compiled some personal experience in advertising for everyone to share.

First of all, it must be clear that strategy formulation must be a process from big to small, and it is a decomposed plan. It is definitely not "invest in the professional version or the express version" or "you must use a new mobile phone number to create a Douyin account, and you cannot use the old mobile phone number" and so on.

Huge amount of Qianchuan & small stores are recommended at will

Currently, Juleliang Qianchuan is divided into three versions: small store free promotion, PC-side fast promotion, and PC-side professional promotion.

One thing to understand is that different port traffic pools are different. So, here we have to consider the budget situation. If you have a testing budget and long-term plans, I suggest opening all ports and fully utilizing the traffic entrances to improve the overall throughput of the account.

If you are a white-label merchant and do not have a very long-term and stable budget plan, and just want to start a business to maintain your account, then I would recommend that you start with a small store and promote it as you like.

From my personal experience in current marketing, the operation of Xiaodian Suixintui is simpler and more convenient, and the quality of traffic is also higher. It is small but fine. Many people would think that the traffic of Xiaodian Suixintui is too small and it is not worth it. First examine your own scale. If the daily consumption volume is not stably over W, I think your budget can be completely absorbed by Xiaodian Suixintui. At the same time, Xiaodian Suixintui is very suitable for maintaining an account and laying the foundation, and the budget is more controllable.

If you are a brand merchant with a long-term and stable budget plan, but the financial process is rather complicated, there is absolutely no problem in choosing Qianchuan as your first choice. There are many examples of large traffic pools with cold-start volumes of 300,000. It is also the traffic with the most intense competition, and requires people with certain delivery experience to participate in its management.

Product Selection

I won’t go into too much detail about what constitutes hot-selling products and what the product selection indicators are.

First, many students work for parties A and B and cannot participate in the product selection process; second, there are already enough tutorials and it’s annoying to read them.

Here I want to emphasize that you must consider the profit when selecting products. Only with sufficient profit will there be more opportunities for traffic bidding. Understand the market conditions and market data of the products you make well. If the profits are high enough, the target ROI can be lowered. Lowering the investment will give you a higher budget and bidding space. The relationship between them is certain. The gross profit margin must be at least 50% or even higher. I have made products with a gross profit margin of 80%, and I can make money with an investment of 1.2. Your investment requirement is 2. How can you compete with me for the volume?

Video material

I have always believed that material is the ceiling of traffic. Most of the students who are doing advertising cannot achieve “material freedom” or do not know how to make materials.

If you have a material team, shooting and editing, you can directly imitate the material of the popular video;

If you have editing skills but your level is average, then just make "product display" type materials without having to bother with any oral sitcoms. Make a good product display mix and find a dubbing website to do the dubbing directly;

If you have nothing, ok, just communicate directly with the short video production agency. There are a lot of them on Baidu and Douyin. Send samples for shooting and editing, and negotiate the quotation yourself. It is much more efficient than hiring an editor and shooting and testing from scratch. The team can be built up slowly, but the efficiency must be improved. If you are not willing to pay even the money, then just waste your time. After all, time is a cheap thing for many people.

Building a team

Only with people can things be done, but that doesn’t necessarily mean a lot of experienced people are needed.

Few teams go for high configuration at the initial stage of construction. Costs still need to be reduced in the early stage. I have seen many people who spent hundreds of thousands of dollars on buying equipment to build a live broadcast room, and then they spent half a year exploring on their own and still couldn’t figure out where the threshold was.

You may only need three people to build a million-dollar business, anchor + operation + pitcher & anchor + field control + operation. Anchor and live broadcast room operation are definitely necessary. If you need streaming, you still need a pitcher. After all, data analysis is very important.

For equipment, use Apple for low-end products, buy a camera for mid-end products, and a SLR for high-end products. As for the radio equipment and lighting console, they can be added gradually. Set a small goal for yourself. First, sell 100 orders with the existing equipment, and then upgrade the equipment to achieve 1,000 orders. Be careful not to make a big fuss in the early stages, and focus on live broadcast operations and planning.

After clarifying our goals, we will start to break down the goals. Here we mainly study the goal breakdown in the direction of investment flow.

Project breakdown

When I take over a new project, I may first need to understand the budget and requirements of the project. Many merchants are actually not clear about the budget allocation and will only ask you to sell a certain GMV first.

Take a food category I worked on before as an example. The client was a well-known domestic children's snack manufacturer, which required the total GMV to reach 1.5 million in the first month and the comprehensive production to reach 5.

Let's break it down. 1.5 million GMV, 5 investment, from this we can actually conclude that the advertising budget is around 300,000. If the ratio of natural traffic to advertising traffic is calculated at 3:7, the advertising traffic transaction must reach 1.05 million and the natural traffic transaction must reach 450,000. With a monthly budget of 300,000 yuan, the advertising investment must reach 3.5, the average customer price must be around 100 yuan, and the average customer cost must be controlled to around 35 yuan.

Assuming 30 live broadcasts per month, the daily budget is 10,000 yuan, the daily GMV is 35,000, and the total transaction volume is 50,000. This is actually a relatively ideal data. The production of the food market is about 2, and the natural traffic can achieve a stable transaction rate of 30% also when the data in the live broadcast room is good.

It is already very good to achieve this data in the first month. In fact, we were still some distance away from this goal in the end, but the data results were acceptable to customers. After all, the client will try to set a high target for Party B.

As an optimizer, after obtaining the above data, I have a rough idea of ​​the delivery. After taking over a new project, don't invest blindly. You must first roughly estimate the data of all aspects of the project. As for some information about the overall market, you can refer to channels such as asking colleagues, inquiring peers, communicating within the optimizer group, and asking direct customers.

Customer segmentation

According to the company's development, customers can be roughly divided into four levels:

There is demand with a budget; there is no demand with a budget; there is demand without a budget; there is no budget and no demand.

Customers with budget and needs: the main assessment is the magnitude, and the rest are auxiliary indicators. For this type of users, it is recommended to open multiple ports and accounts, and not to squeeze all the budget into one port. We need to pursue both "depth" and "width".

Customers with budget but no demand: The main assessment is on performance indicators such as CVR. For this type of customers, you need to consider their own configuration. If they do not have much advantage in energy and operational support, you must pay attention to defining the promotion method and delivery form, how to match extreme speed and professionalism, how to budget for volume and professionalism, etc.

Customers with no budget but with demand: This type of customers is also relatively common at present. They have a small budget but want to see results. They mainly evaluate indicators such as cost and ROI, and the evaluation is relatively strict. For this type of customers, don’t do any measurement and just control the costs honestly.

Customers with no budget and no needs: There are no assessment points and no demand points, so it is difficult to cooperate with them. It is recommended to give up.

According to official data, the ROI of various forms is from large to small "Live broadcast room with extremely fast speed > Live broadcast room with professional skills > Short video with professional skills > Short video with extremely fast speed". Based on this reference and combined with your clients and your own situation, divide the construction dimensions of your account.

Author: Lao Bai

Source: Aichisem