6.18 How to use Taobao public domain traffic?

Although there is still a month to go until June 18th, the battle for this mid-year sale has already begun. How to build brand influence during the 6.18 promotion while achieving differentiated and personalized content marketing will become an important factor in helping brands win the holiday war. So, what should brands do to maximize the effect? ​​Remember to receive the following rich and useful information .

01How much do you know about Taobao content marketing?

In the first half of 2017, Taobao and Tmall underwent a major revision. The fact that about 70% of the content on Taobao Mobile currently accounts for, shows that Taobao has become very mature in terms of content. So what are the ever-changing rules and new promotion methods of content-based Taobao that brands need to pay attention to?

KOLs become the main force in content production

Currently, all Taobao content can only be produced by merchants and Taobao KOLs, and all content entries can only be submitted and uploaded by Taobao KOLs. Merchants can only enter Taobao's major public content channels through activities or by being captured by the system. Currently, the content that consumers can see on Taobao mobile phones, except for those recommended by Taobao shop assistants, is basically released by Taobao KOLs. Therefore, the importance of Taobao KOLs to brands is obvious.

Taobao distribution only looks at high-quality content

Based on the accumulation of data on thousands of people, the Taobao system will automatically match the corresponding traffic to the corresponding brands and merchants with high-quality content. Therefore, brands must understand the crawling logic of Taobao's content system. Taobao content crawling is not based on the number of KOL fans. It is a bit accidental to only look at the content. The basic rules of the major entrances are as follows:

Taobao Headlines: The channel is located on the homepage of Taobao Mobile. It currently only accepts KOL submissions and has very high requirements for products and KOLs.

There are good products: mainly KOL submissions and official store recommendations, with high requirements on product quality, long display period, and high store entry ratio.

Aiguangjie: The content mainly comes from the buyer group, and some comes from KOL. If you want to cooperate with KOL, you can do so here.

Taobao Live : It mainly provides buyers with professional purchasing guidance. Currently, the anchor can be a KOL or a merchant.

Daily Good Stores: Mainly recommended by store assistants, with a small amount coming from authorized KOLs.

Guess you like: Content shopping guide distribution entrance, display content according to the personalized needs of buyers.

Life Research Institute: It is mainly recommended by the store manager, and the proportion of KOL content will definitely increase in the future.

The above are just the most important Taobao content distribution channels . Channels like Wotaowojia, Buy All Over the World, Trendy Cool Play, etc. are also entrances that are being or have been content-based, and the ways of playing are similar. If brands really want to participate in them, they can find suitable KOLs or professional marketing service agencies, such as Toutiaobao, to cooperate.

Monitoring of consumer data conversion

For Taobao, only those who are truly willing to pay are real fans, so Taobao will first help high-quality accounts accumulate fans. When these accounts have certain private domain traffic, they can complete certain monetization on Taobao, which is also a value that non-Taobao accounts do not have.

Brands can find all the data related to content marketing in the business area, such as the KOLs they cooperate with, the number of content readers, and the number of visitors brought to the store... After understanding this data, brands can know at a glance the effectiveness of the KOLs they cooperate with or the content they publish, so that they can continuously screen and adjust the KOLs based on this data in the later stage. The content marketing effect of Taobao KOLs will get better and better.

02Three key elements for successful festival marketing

Marketing layer – Daily persistence is the hard truth

It is impossible for a brand to launch various high-quality content marketing every day like during holiday promotions. A cooperation with a top-level Taobao KOL during a holiday may bring thousands or even tens of thousands of visitors to the store or conversions, but the corresponding marketing costs should not be underestimated. Therefore, when brands conduct content marketing on Taobao, they must be able to make it daily, modular and standardized. This is the long-term plan.

When cooperating with Taobao KOLs, a complete brand operation plan is required, not just short-term marketing during holiday promotions. With daily accumulation, brands will discover the benefits of a large amount of content. The key is that brands must continuously produce high-quality content on a daily basis to attract buyers' active attention, rather than force promotion during holidays.

Resource layer – Possess leading KOL resources

Usually, holiday promotions require a certain period of preparation and preheating, and publicity must be carried out in advance. It is impossible to purchase resources from Taobao KOLs on the day of the promotion, as the timing will not be right. Therefore, the promotion of Taobao KOLs also needs to be reasonably planned:

First, you must seize the KOL’s time. If a brand does not plan for KOLs in advance, it will often find that KOLs have already started marketing activities for other brands when they are just about to launch.

Second, with the change of consumer groups, users prefer personalized and high-quality content, so it is necessary to find high-quality KOLs to produce and provide them. This type of KOL is often the object of competition among major brands, so it is important to strike first.

Content layer – produces flexible creative content

Good marketing content is content that is related to the brand and product, can answer consumers’ questions and gain their approval, and ultimately generate purchasing interest.

Good content is either professional or emotional. Either introduce the products to consumers in a more comprehensive and professional manner, or convey to consumers in a practical way how they will get a high-quality experience by owning the product. This is the foundation of Taobao content marketing. As long as you focus on these points, the quality of your content will not be too bad.

03 Follow the big brands

As the hottest e-commerce marketing method nowadays, how do big brands work together with Taobao KOLs to ultimately bring brand voice and traffic growth, win more resources from e-commerce platforms, and achieve dual growth in brand and sales? The following cases can give you different inspirations:

Yili :

During last year's Double Eleven promotion, Yili closely followed the brand tone for promotion, covering a total of 15 channels within Taobao and releasing 100 high-quality content pieces, which ultimately received more than 600,000 reads and more than 1 million clicks, effectively increasing the exposure of new products, reaching deep consumers, and increasing store and product traffic, effectively directing and converting stores and featured products.

In the end, Yili's total online sales on "Double Eleven" exceeded 10 million in 10 minutes, and it was the first to enter the "100 million yuan club" on behalf of the industry with sales exceeding 100 million, and also won the title of the first in the online dairy sales.

IT:

IT signed Wu Yifan as its first spokesperson in August 2017, and thus began the content marketing theme of Taobao's new autumn and winter fashion. In the early stage, through the implantation and dissemination of celebrity IP, high-quality P UGC content is delivered on a daily basis under the Weitao new product angle, and external KOLs are cooperated to release exposure to attract traffic ; in the mid-term, the content weight of the store is enhanced, and a number of high-quality Taibao KOLs are cooperated to release content to increase the efforts to introduce traffic; in the later stage, multi-topic content is used to match KOLs to deliver high-quality and channelized content to expand the traffic conversion capacity entering the store.

Through the above reasonable KOL placement strategy and the execution capabilities of universities, IT has effectively deepened its relationship with spokespersons and increased brand exposure and consumer awareness. By using the design elements and concepts of new products, we have expanded the influence and appeal of new products, effectively guided and converted traffic for stores and major new products, and enabled the brand to achieve fission improvement in daily communication.

Conclusion: In the torrent of Taobao content marketing, Taobao KOL has always been highly recognizable and has concentrated voice, occupying high-quality resources in multiple fields within the Taobao site. How can brands choose the most suitable ones from the huge number of KOL groups to add icing on the cake in the 6.18 battle? This is exactly the direction that Toutiaobao has been heading in for a long time.

This article was compiled and published by @梅花网(Qinggua Media) when reprinted. Please indicate the author information and source!

Product promotion services: APP promotion services, advertising platform, Longyou Games