How to cold start a new live broadcast account?

This article starts from the perspective of small business live broadcast accounts, and describes in detail how to cold start a new account through three points: traffic, conversion, and repeat purchases. Recommended for those who need to operate a new live broadcast account and want to learn cold start.

1. Introduction

Since the outbreak of the epidemic last year, merchants have been trying to find ways to sell their goods. Offline sales have dropped sharply, and they are all trying to find ways to develop online channels. Last year, the young man also wanted to do a children's clothing business. After all, the children's clothing industry is relatively developed in his hometown, so he went there several times and visited several children's clothing centers and roadside stores. At that time, I found that the wholesale business was very bleak, whether in the market or street shops. The second batch of customers did not come to buy goods or bought very little goods due to the decrease in the number of customers.

Instead, many manufacturers have started live streaming business directly. They broadcast live when no one is in the store, and put up a notice of temporary departure when there are people in the store, which has also attracted some second-hand customers or retailers. But they are all new accounts, and there are many difficulties, because they are not professional Internet e-commerce practitioners before, and they need to learn slowly on their own. But opportunities wait for no one, and if you miss the trend, you will lose the opportunity.

Small businesses and small brands lack visibility ; new accounts have few viewers ; initial sales of products are low , and user trust has not yet been established, etc. These are the problems that businesses face. Large businesses can spend money to hire professionals to solve the problem, but small businesses do not have the ability to do this, so this time I will analyze with you how to do a good cold start of a new account. In fact, if we break it down, there are basically three points involved in order to get users from viewing to placing an order: one is traffic, two is conversion, and three is repeat purchase.

2. Traffic is the foundation

Qianchuan’s traffic is divided into natural traffic and paid traffic .

1. Organic traffic

Natural traffic includes fan traffic, live broadcast recommendations, video recommendations, etc. Whether it can bring traffic to the live broadcast room is mainly determined by the account creation, IP personality, content quality, popularity and value of the live broadcast room.

The biggest advantage is that there is no need to pay , and the biggest disadvantage is that it takes a long time to accumulate large traffic. It is basically impossible for a new live broadcast room to have large natural traffic at the beginning.

The platform is not doing charity, and will not provide free traffic to merchants for no reason. Since it is free, it must be excellent . Whether it is short videos or live broadcast content, we must strive to do our best.

(1) Short videos - When a new account is created, short videos are an important means of attracting fans' attention and are also a standard practice for establishing tags.

Once you have determined the account positioning, you should start making short videos. Don’t believe in the idea of ​​watching competitors’ short videos. The only things that can establish account tags are your own short video content and fan tags .

The main purpose of short videos is to create a personal image and attract the attention of targeted fans. For example, if a business sells children's clothing, it can post more videos of child models wearing clothes. You can enter the video as a mother who likes to design nice clothes for her children.

After posting for more than a week in a row, you can start posting live broadcast previews and use the hype of your first live broadcast to promote it.

On the day of the live broadcast, you can post multiple short videos to attract traffic, including clips of the work done for the live broadcast, your own dressing experience over the years, and notifications for receiving benefits when entering the live broadcast room .

In addition to attracting attention, short video exposure can also bring traffic to the live broadcast room.

(2) Live broadcast recommendation - Fans are the core audience and choosing live broadcast during the time when fans are active is the best method.

How to see the active time periods of fans can be found through the fan data in the account.

When a new account is just launched, it is generally required to broadcast live for more than 3 hours a day. Stability refers to the length and frequency of the live broadcast, which is the basic requirement of an excellent live broadcast room.

In order to be recommended for live streaming, the system needs to have good user stay time, likes, comments and forwarding data, UV value data, and fan conversion rate data. Only then will the system put the live streaming room into the recommendation pool. After all, a live streaming room that users like and can generate high value is a good live streaming room.

2. Paid traffic

Next, let’s talk about paid traffic , namely Qianchuan traffic.

The core function of paid traffic in a live broadcast room is to bring seed traffic to the live broadcast room. Through the actual performance data of the seed traffic, it is determined which users the live broadcast room attracts to stay and buy.

In the initial stage, Qianchuan’s main purpose is to establish accurate labels. In the stage of launching a new account, it is recommended to invest in Qianchuan appropriately. In addition to accurate account labels, it can also bring a certain amount of exposure to the live broadcast room.

To configure 30% of the traffic plans and 70% of the order plans, at least 10 plans are needed. After all, not all plans can generate volume.

In addition, it is necessary to test different targeted groups. Merchants with conditions can also set up DMP population packages.

In the first week, we conducted live broadcasts while testing and reviewing. We singled out the plan with the best conversion data and increased the budget. We also continued to do A/B testing and delved deeper into the direction of targeted audiences.

3. Conversion is an advancement

The traffic in the live broadcast room has come in, so how should we handle it?

The guy explained from three aspects: people, goods and venue.

• People - In the new stage, two people are needed, an anchor and an assistant. For the first two months, it is best for the boss to be the anchor directly. After all, he has sufficient industry and sales experience. After two months, the boss will be more familiar with live streaming, and he can promote someone from sales to the position of anchor, redefine the salary model, and encourage rapid transformation. Assistants can be selected from customer service staff. If the assistant has good appearance and ability, he or she can also be trained to be an anchor.
• Goods - Since it is a new account, it is necessary to complete the product testing phase before it can assemble the goods. Factories, agents, brand owners, and influencers all have their own different product selection logic. If you want to know the best way to select products, you can read my previous article "Detailed Explanation in One Article: Product Selection Logic for Three Types of Live Broadcast Rooms", which details how to select products for each type of live broadcast room.
• Scene - refers to the atmosphere of the live broadcast room. It is usually chosen in a factory or store, or a place closely related to the product as the live broadcast room scene. It is now also popular to use a green screen instead. In addition to using the product background, more information can be inserted, such as welfare previews, live broadcast information, anchor information, brand information and other elements.

People, goods and places are the basic elements of conversion. What is completed is the acceptance of traffic . There is a lot of content to learn and many people are involved.

In the initial stage of a new account, there are three main things to do during non-live broadcast time:

1. Shooting short videos - Regular, pre-order, and lead-generating videos require regular and quantitative shooting, which is a necessary task for long-term operations.
2. Learn from other experts - copy their auction order, various scripts, event planning, etc., and create a specific live broadcast style that suits you according to the characteristics of your own live broadcast room. Practice and optimize continuously, so that you can use it proficiently and innovate in the later stage.
3. Live broadcast review - Review is a very important means of improvement. It can identify deficiencies and optimize tests until the conversion rate at each stage reaches the industry's top level. The stages mentioned here are entering the live broadcast room - staying for a long time - clicking on the shopping cart - clicking on the product - clicking to place an order - clicking to pay.

4. Repeat purchase is the key to making money

Now many new accounts want to make money within two months of going live. The guy said that there is hope, but the hope is slim.

The first two months were the growth stage for accurate account labeling and team integration . There were not many fans, the portraits were not accurate enough, the live broadcast room was not popular, and product sales were low. It was the low point of the live broadcast room and also the stage for honing the content.

When the store score is high, the number of transactions increases, the model is accurate, and the team cooperation is tacit, it will be the explosive stage.

Douyin is an interest-based e-commerce, and interest will not disappear immediately. With good products and good services, repeat purchases will naturally occur.

Before and after a user makes a purchase, there is a high probability that they will become a fan of the account. At this time, as long as the user plays Douyin and has a need, he or she will enter the live broadcast room to place an order as soon as possible. The repurchase rate is much higher than that of traditional e-commerce. This is also the reason for the decline in the growth rate of traditional e-commerce, because Douyin's e-commerce model is more advanced.

Many merchants do not make money from their first order. Most of the profit goes to channel traffic. They only start to make money from the second order. At this time, it is a competition of operational capabilities. I also hope that merchants remember:

The icing on the cake is done by others, but the profit from repeat purchases is what you get.

Author: Traffic Brother

Source: Things about Internet traffic