Tob business promotion, an effective way to acquire customers for Tob business!

Customer acquisition has always been the top priority for companies. Both Toc and Tob have the need to acquire customers, but their customer acquisition methods are completely different. Toc's customer acquisition methods are diverse, while Tob's customer acquisition methods are very single. Although Tob has only a few customer acquisition methods, there are not many companies that can do a good job in customer acquisition for Tob business, which is in line with the saying that knowing is easier said than done.

Here, based on my practical experience in promoting Tob business in recent years, I will reveal to you the effective ways to acquire customers for Tob business. I hope that you can learn something, avoid pitfalls in promotion, and embark on the road to prosperity in life as soon as possible.

This article will explain from the following three aspects:

1. Customer characteristics of Tob business

2. Infrastructure of Tob Business

3. Effective channels for Tob business

1. Customer characteristics of Tob business

Collective decision making.

This is what I learned before I got into the Tob business. It was not until I actually started doing the Tob business that I realized that collective decision-making is such a big pitfall.

First of all, there is no one who has the final say in advertising placement , and many customers who come to consult do not have the right to make the final decision. When following up with Tob business customers, we have almost formed the habit of finding the other party's boss. And don't think that everything will be fine after finding the boss. You don't know which person under the boss has a veto power and decides the key to the transaction. If you accidentally offend him, a deal will be ruined.

Secondly, collective decision-making will prolong the negotiation time . When encountering an indecisive customer, it may take a month or so to get the final result, which may not be ideal. I once met a client who was hesitant and indecisive. When it came time to sign the contract, he suddenly added new requirements, which resulted in all the previous plans being sent back for redo. It was a huge pitfall.

Small number of customers.

This is not absolute, but compared with Toc's business, the number of customers is indeed much smaller.

I have a friend who works in investment promotion business. The number of his clients can be counted on one's fingers. If he can deal with one or two of them, he will never have to worry about food and clothing for the rest of his life. This is also the characteristic of Tob's business. The number of customers is small, but the advantage is the high average order value. One of our customers can contribute a profit of one to eight hundred thousand. When we encounter a big R, the payment unit is tens of millions or hundreds of millions.

A small number of customers means greater competition, and relying on relationships to conquer the world is still the mainstream approach for many Tob business companies . In the Internet age, this approach has been impacted. Although relying on relationships to attract orders has its own business advantages, it is inefficient and costly. The efficiency of online promotion is limitless. After our company expanded its online promotion channels, its performance has increased several times. If it had been based on traditional methods of building relationships and running business, we would not even dare to think about it.

2. Infrastructure of Tob Business

The official website is the infrastructure of Tob's business.

Since the rise of the Internet in the 1990s, there has been a craze for building official websites. Almost every company has its own official website. Everyone actually has this mentality: although they don’t know how great the value of building an official website is, seeing that others are building one, they can’t be the least bit, so they just build one. This kind of thinking is most obvious in the era of official accounts. Think about it carefully, does your company also have an official account, but has almost no fans?

After more than ten years, people's enthusiasm for building websites is no longer as high as it was in the past, but from the time I have been promoting Tob business, I have found that the official website is still the core channel for acquiring customers, without a doubt. Even if the mobile terminal has taken away half of the PC traffic, the value of the official website remains strong. The fact that Baidu is still alive and well is enough to prove it. Therefore, now we must not only build an official website, but also build it in a high-end, atmospheric and classy way.

When customers are looking for services, such as purchasing SAAS systems, large items, large services, etc., their behavioral habit is to find suitable suppliers through search, with PC-side search as the main habit. Mobile terminals have a natural disadvantage when displaying information, with a small screen area. Before AI becomes fully popularized, users searching for service providers on computers is still the mainstream behavioral habit.

Online customer service is an essential facility for Tob business.

The ultimate goal of building an official website is to acquire customers. Online customer service is the guarantee of customer conversion rate. An official website without customer service will fail. Before I launched the official website for promotion, I specifically looked for several online customer service systems for comparison, including Baidu Business Bridge and several others. For most companies, Baidu Business Bridge is sufficient . First, it is free, and second, it supports mobile devices. At eleven or twelve o'clock every night, my mobile phone screen lights up from time to time, and Business Bridge prompts that there are visitors entering the official website.

In addition to the hardware of the customer service system, we also need software, namely the customer service script. In order to extract the sales pitch with the highest conversion rate, I simulated customers and went to my peers' websites to get sales pitches. At first, I thought that comprehensive sales pitches were the best. But after a round, I found that others only needed three or four sentences to get my contact information. It turns out that the fewer customer service sales pitches, the better. Based on the knowledge of my peers and myself, I also designed three sentences to acquire customers. Once these three sentences are uttered, I will obtain the customer's contact information, which greatly reduces the cost of acquiring customers.

3. Effective channels for Tob business

Baidu.

It is undeniable that Baidu is the main way to acquire customers for Tob business. 70% of the leads among online customers come from Baidu. Do you feel like you hate it, but you can't live without it? To acquire customers through Baidu, you only need to do two things well: SEO and SEM, keyword ranking and keyword bidding. It is easier said than done. It takes at least three months for SEO to produce results. Some small companies may even go bankrupt if they haven’t seen any results from SEO yet. SEM is simple, but it is also a meticulous job that requires spending money to buy customers. If we do well, we can acquire customers at a cost 20% lower than that of our peers.

When doing Baidu, remember to have 2 specialists, SEM and SEO. You can also choose to outsource. We did not rashly open Baidu bidding before the personnel were in place. Unlike 360 ​​and Sogou, Baidu bidding does not include operation. The operation of the account background and meeting reliable people can save tens of thousands of promotion costs. The devil's charm lies in the details, which is vividly reflected in the keyword bidding ranking. A detail setting may save 10% of the customer acquisition cost.

360.

Should we invest in the 360 ​​channel? The answer is yes. There is a cognitive misunderstanding here that is similar to survivor bias. Baidu is very well-known, while 360 ​​is not so well-known. Most people naturally think that the quality of Baidu's customers is higher than that of 360. The argument is that everyone uses Baidu, so the quality of Baidu's customers must be very high. When I actually ran it, I found that this was not the case at all, and it was quite the opposite.

360 can do SEM. Their keyword ranking is similar to Baidu. If Baidu has included it, 360 will not be far behind. If you have enough energy, you can also do SEO for 360. A huge advantage of using 360 for a small team is that they take care of the operation . We initially told the advertising agency the daily expenditure and advertising delivery time, and the rest of the work was just two things: charging money and counting money.

Sogou.

The Sogou channel gives me a love-hate feeling. What I love is that the mobile traffic is quite large, but what I hate is that the conversion rate is not so high. Because it is much more difficult to acquire customers through mobile landing pages than PC websites, and the palm-sized screen is not suitable for displaying the company's products and services. On the PC side, the sea is vast and free for fish to swim. With our cool homepage, our customer conversion rate can reach up to 5%. On the mobile side, it is a different story.

Like 360, Sogou also provides packaged operations. It is recommended that small teams invest in these two channels for the first time . Just pay the money and there is no need to hire people right away. If it fails, not only will the advertising fees be wasted, but also the labor costs will be wasted. I would like to add here that standard online promotion requires at least four people: promotion, content, customer service and order tracking. If you get these four people together, online promotion will be successful.

at last:

The above is a brief explanation of the customer acquisition methods of Tob business. Here I have only talked about some basic knowledge to stimulate discussion. More in-depth knowledge such as website construction, keyword selection, customer classification, etc. will be explained to you bit by bit later. I hope everyone can master Tob promotion, place more orders, and make more money.

Author: Tiger

Source: Tiger Talk Operations