Practical traffic diversion: How to build a traffic diversion and promotion system?

A word of advice: I would like to build an ecological chain for traffic diversion and promotion , which definitely requires a set of systems to support it. Maybe you don’t quite understand what the ecological chain for traffic diversion and promotion is. This name is actually something I came up with myself. It can also be called full-network marketing or full-network traffic diversion and promotion in a more popular way.

I have written an article before about practical screen domination. Today’s article should be considered an upgraded version of search engine screen domination. Newcomers may not be able to understand it very well, or you can take a look at the article I wrote before about screen domination.

Off-topic thinking: What is the "ecological chain"

It refers to the general term for all organisms and the environment that interact with each other in a specific environment. Maybe most of my friends don’t understand it very well. It doesn’t matter if you don’t understand it. You have all heard of Xiaomi’s ecological chain.

To put it bluntly, the Xiaomi ecological chain is an online product alliance created by Lei Jun with Xiaomi technology as the core. It is also connected to the offline world, allowing customers to experience offline and shop online. The concept of modern consumers can be summed up in four words: more, faster, better, cheaper. Xiaomi's ecological chain fully meets these points, which is also the secret of Xiaomi's rapid development in the past few years...

In fact, the article I shared today is more of a way of thinking about attracting traffic and promoting rather than a fixed technology. I don’t know whether Xiaomi’s success can be replicated, but replicating it may not be something that can be done in one or two years.

But we can transform this kind of thinking. First of all, we should understand that there are basically two ways to make money online: selling products and selling services.

Basically all Internet people are running these two businesses. At the beginning, Baidu occupied most of the Internet traffic. A few years ago, whether it was SEO or bidding ranking, the effect was extremely strong, and there were almost crowds of people. Later, there were Taobao, QQ, Weibo, WeChat, Toutiao, the era of self-media, and now Douyin.

Current situation analysis:

The emergence of countless traffic sources has torn Baidu's traffic apart and diverted it. Countless traffic-driving promotion models and products have also been born. Those who hope to survive on the Internet are also groping for a way out in this mixed vortex. SEO has too slow an effect, and most of the industry's hot words have already been seized by giants.

In the past few years, the effect of self-media was very good. You could leave advertisements and send links, and the speed of attracting traffic was very fast. However, it finally ended its traffic-attracting career in the early this year. Using Weibo and WeChat public accounts are almost the same. By the time you react, the opportunity may have been missed. While you are still growing, the way out has been squeezed out by others.

As a direct result, many companies have gradually begun to give up online and return to offline. I wrote this article today to tell some people that there is no shortage of online traffic, but you just didn’t use the right method. The Internet is like this. Customers are looking for you, and you are also looking for customers. The key is how to let your customers find you and how do you find your customers?

Every company has its own way of attracting traffic and promoting products, just like everyone has things that suit them, but you have to analyze and grasp them yourself, because everyone is different, and every company is different too.

As shown in the figure below, this is the ecological chain of network-wide traffic promotion:

First of all, this is a way of thinking, not a fixed way of thinking. I hope everyone can understand it and find the most appropriate way of promoting traffic across the entire network, rather than copying it one-sidedly.

Target or precise customer groups:

So how to understand this picture? In fact, the most important thing is the most central traffic outlet. In other words, if you want to do online traffic or promotion, you must first find out where your users gather.

For example, if you are making products, most of the traffic comes from e-commerce platforms, so you need to expand your business around e-commerce platforms.

In the early stage, you should prepare for the e-commerce platform, launch a through train, debug keywords every day, and do everything possible to obtain traffic. Some losses in the early stage will not have much impact. When you obtain a certain amount of traffic, you should start to spread it.

The picture shows 6 options, which are all ways to attract traffic and promote at this stage. You can find 1-2 suitable ones. I suggest Weibo and self-media platforms for those who don’t have much initial investment. You can also consider website SEO.

If you choose more soft articles, then it is not wrong to build a WeChat public account. For categories like websites and WeChat, if there is traffic import in the early stage, there will be revolutionary changes.

The first step is to create a traffic source. The second step is to consider whether to continue to increase traffic or use the current resources to accumulate other traffic sources. When the six dimensions are met, a balance point will be reached, leaving links and advertisements to each other. Let your users find your Weibo after reading your articles, find your WeChat public account after reading your Weibo, find your WeChat public account after reading your WeChat public account, and finally discover your self-media platform and your products.

This approach allows your customers to eventually find you from all levels and discover your products, thereby achieving the purpose of traffic conversion.

Let me share my practical experience. I used to do SEO optimization. Recently, I have been doing SEO. I found that ranking is not as easy as before. Baidu keyword ranking always has new information bars, and it is always ranked on the first or second page. I carefully searched for the source and found that it was an article from a self-media platform.

Back then, publishing on self-media platforms not only allowed you to leave advertisements, but also had relatively good rankings, and Baidu would index them very quickly. So after discovering this, I started operating my own media.

The traffic comes very quickly, this is the initial traffic outlet!

I have accumulated some traffic through traffic channels, about 1,000 or so. When people first add me, I will first recommend my WeChat public account, and this way I achieve my goal.

The role of converting WeChat official accounts: I added my official website link in the WeChat official account and distributed the traffic to the official website. In the early stage, hundreds of traffic were directed to my website through conversion. The weighting directly jumped to 2, and both the inclusion and keyword rankings were greatly improved.

From then on, the website became my second traffic source. At the same time, I left my WeChat ID and link to the WeChat public account on the official website.

This completes the beginning of the "ecological chain cycle", a small ecological chain of my own.

With this traffic, I started to make money. After seeing the income, I began to increase my investment. I also became more and more courageous. I immediately recruited two people to cooperate with my work, opened a Weibo account, and many self-media platforms. From Taobao to Tmall and JD.com.

Desire and trust start:

The traffic from Tmall and JD.com also came relatively quickly. On the details page, I left the links and QR codes of the website and official account. The traffic came very quickly, and most of them were accurate customers, as long as your content is good enough. The customer has the desire to buy, and if you let the customer know more about your product, he will naturally pay for it.

From then on, my job changed from a technical SEO to a practitioner in charge of network-wide traffic diversion. This also laid a solid foundation for my future operation of self-media. Sometimes a change in thinking is the beginning of a transformation in life.

The above is my practice 2 years ago, the situation is different now...

The traffic sources have changed drastically, and the newly emerged Douyin has become the best traffic source in the new era, so I suggest that everyone try to set Douyin as the first traffic source.

As for how Douyin attracts traffic, I will share it in a later article and will not go into details here. This is just the first and second reasons why the rules of self-media platforms have also changed.

You can no longer leave advertisements or phone numbers as before, and Baidu's SEO rules have also changed. Everyone must pay attention to the new Xiong Zhang account. Baidu has been promoting the Xiong Zhang account.

As shown in the picture, I joined the Xiong Zhanghao Advanced Camp early. If you pay more attention to the website, you can consider this.

Key points:

The solution for self-media is actually simple. If you start to do self-media now, try to accumulate as much as possible in the early stage and don’t leave any advertisements. When your fan traffic reaches a certain level, or your account passes the requirements of the self-media platform, you can leave your website or WeChat public account in your profile or other places.

The same goes for our company’s Sohu self-media account, including the currently popular Tik Tok, where you can also leave your WeChat ID in your personal profile.

It is recommended that you try to choose traffic sources from self-media platforms with quick effects in the early stage, or some popular WeChat public accounts and personal blogs.

Because the traffic comes very quickly and the consumption in the early stage is not large, there will be more lasting combat power; in the later stage, try to focus on the website, because no matter how large the traffic is, it is someone else's platform after all. It will not last long if you always contribute your entrepreneurial efforts to others, and you are the best platform to interact with users.

In general, the rules will change, but the results are difficult to change, it’s just that the process may require more refinement. I hope everyone can find a good way to promote traffic across the entire network. This sharing is just a sharing of a thinking mode.

As I said at the beginning, Xiaomi’s success is difficult to replicate, but as long as we have a goal, I believe that one day we can achieve our own success that is difficult to replicate. Walk to the end of the water, sit and watch the clouds rise. In fact, many things are not that difficult, it’s just that you haven’t mastered the correct method yet.

Source: Lu Songsong