How to attract traffic on both online and offline platforms? Share a few tips!

Competition among Internet products is becoming increasingly fierce, and it is becoming increasingly difficult to acquire users. The author of this article analyzes the pros and cons of several traffic diversion methods from both online and offline aspects. Come and learn.

In the Internet era, media is fragmented, users are grouped into different circles, and lifestyles are diversified. Users have more choices and their requirements for products are more personalized, resulting in higher and more difficult customer acquisition costs.

Users’ “pickiness” has become the norm. If a company’s products are not good enough, it will be difficult to attract more users, let alone retain users. How to acquire users has become the biggest headache for many companies.

The following is a summary of the user flow strategies commonly used by enterprises to provide some suggestions for everyone.

1. Commonly used methods of attracting traffic on online platforms and their pros and cons analysis

1. Drainage

Conventional traffic generation often uses models such as special promotions , sharing rebates, coupons, and new user discounts. Through user sharing, special promotions, and other methods, users are attracted to register and purchase through benefits.

Method: Create a mall promotion topic or discount product page, attract users through promotion and sharing, and increase the number of new users. Such as special areas for new users to purchase for free, coupons given to new users when they register, etc. It is best if the promotional copy description and pictures are closely related to the platform products. Otherwise, the bounce rate will be too high and insufficient conversions will waste too much marketing costs.

Advantages: By attracting benefits, you can quickly acquire customers and achieve higher conversion rates, but the promised benefits need to be attractive. It is difficult to attract users if the coupons are just meaningless. After all, users become smarter after being deceived many times. Many platforms are currently using this method of traffic generation. Commercial wars are often wars for users. It is an unchanging truth that there is a market only when there are users.

Disadvantages: It requires greater interest and higher marketing costs, and also has high requirements for product experience. Otherwise, users will die one after another and there will be no repeat customers. Therefore, you must make a good product before promoting it. A good product plus good marketing will lead to success. It is the platform’s eternal strategy to be able to attract users and retain them, enhance user stickiness, and cultivate user habits.

2. Operations

Community marketing relies on content operations , making friends with users to increase trust, and allowing users to participate in product research and development and design to provide suggestions, so as to better obtain the correct user needs.

Method: Build a community matrix, i.e. user circle, for the target user group, maintain the activity of the circle and user growth through content operation, and achieve sustainable operation. The operation of the community pays more attention to the user's emotional communication and product experience. The product plays the role of a medium in user communication. By establishing a good emotional foundation with users, users will endorse the product, and selling the product is just a by-product.

Advantages: It can cultivate loyal users, enhance user experience and trust, and continuously contribute customer resources to increase user favorability. Users in the circle will be influenced by the product and group behavior, and gradually become loyal fans and salesmen of the product.

Disadvantages: It requires a long period of emotional cultivation in the early stage, the product quality needs to be reliable, and the requirements for product cost performance and service are extremely high. If the operation is good, a fission growth effect will gradually appear in the later stage. It is also necessary to establish a set of community operation rules to effectively protect the interests of users and their enthusiasm for participation, and to avoid problems such as dirtiness (random advertising), disorder (chaotic communication without a core), and poor quality (lack of spiritual support and lack of belonging) in the circle.

3. Distribution Model

Method: Users can get cash back or commissions by sharing products, and certain rewards can be given to new and old users, so that every user can become a participant in product promotion. This is a method basically used by many platforms, and the final conversion gap between different platforms is still quite large.

Advantages: There can be a large number of free promoters , provided that the commission is attractive and makes users feel profitable. In conjunction with attracting new users, promoting through close relationships in the circle of friends will have a good effect. However, the platform must have stickiness to retain target users, otherwise the marketing costs will be wasted.

Disadvantages: There needs to be a certain user base and there must be no problems with the product experience, and it must be attractive or sticky. If high frequency is the best, it requires a certain amount of capital to support tools that increase user stickiness. For example: it would be better to design a serial function such as daily sign-in to receive red envelopes, punching in to earn points, etc. Good product, good product, good product. I say it three times. Many good products will be recommended even without any rewards.

4. Paid precision online marketing

Audience targeting technology has been widely used in major media platforms. The big data of various network platforms can basically lock in precise target groups based on the search habits of the crowd. This is also the reason why online advertising is more accurate than offline advertising. Many businesses are widely doing online promotion.

Method: Targeted advertising on self-media such as Toutiao and WeChat Moments , SEM promotion on Baidu, 360, and promotion on various online alliance platforms. The specific media needs to be selected based on the target audience of the product. Charging form: CPS, CPM, CPC, CPD, etc. All paid promotions need to pay attention to the conversion rate to ensure the return on investment .

Advantages: It can quickly acquire accurate user groups, increase platform traffic and sales conversion. In today's fragmented population, placing targeted advertisements has become an inevitable and helpless choice for many companies.

Disadvantages: The marketing cost is high and requires a large capital investment. Many companies’ profits are given to these promotion platforms. Professional operations are required to improve user conversion rates and achieve proportional ROI and absolute profit value.

5. KOL recommendation, big hit

Method: Quickly gain user attention and achieve conversion through recommendations from KOLs and influencers with high correlation with the industry. This method is more suitable for creating some related topics and attracting public attention through these topics. The effect of simply increasing the presence of a product is generally not very good.

In addition, KOLs also need to be screened, because many of the so-called 100,000+ are faked, which is also an industrial chain. Therefore, you need to be vigilant and select KOLs with high conversion rates for cooperation.

Advantages: Make full use of the celebrity effect, mobilize fans' participation, quickly expand popularity, and increase product attention and conversion.

Disadvantages: Choosing the right KOL is the key, and finding the right topic to ignite is the focus. It requires a series of related operations and constant observation of data. The reading volume of many KOL accounts is inflated, which is quite deceptive.

6. Online activity interaction

Now that technology is mature, many interactive activities can be realized through H5 technology in various forms such as mini -games and red envelope grabbing. There are also many ready-made H5 platforms that can be used as templates and can be forwarded and shared, which greatly increases the playability of the activities.

Advantages: It can realize online interaction between products and users, and can be transmitted through videos, making it more vivid and concrete. H5 has become a tool used by many companies and has a certain promotional effect on traffic and user conversion.

Disadvantages: It requires professional technical developers to create cool effects, and many template platforms require payment to use those games or interactive tools.

2. Commonly used traffic diversion methods for offline stores

The most significant feature that distinguishes offline stores from online shopping is the shopping experience, which allows customers to truly experience the pleasure of "shopping" and "buying" in person. Improving the experience aspects of offline stores, adding relevant service experiences, and increasing the fun of "shopping" are necessary measures that offline stores should pay attention to.

1. The experience of "shopping" creates unique value and charm

When you are a scenery, people who watch the scenery will come to see you. Create a store "shopping" experience, add various details and tastes during the shopping process (store theme image packaging, art and cultural atmosphere shaping and enhancement), form the store's unique "characteristics", can give customers a distinctive image, and be more conducive to word-of-mouth communication.

The most important feature of offline shopping is the real scene and product experience ( e-commerce can only see pictures), which makes it easier for customers to gain favor and generate the urge to buy. Such as XX's most beautiful bookstore (a cultural landscape, a must-see) and ordinary bookstores (a large number of them are closed).

2. Freshness, atmosphere, and liveliness

The Chinese mentality is to go wherever there is excitement, and offline stores must have a lively feeling. Whether it is through a combination of promotional activities to create a lively sales atmosphere and attract users to the store, such as in-store draws/weekly specials/resident privilege days/buy-one-get-one-free/discounts, etc.; or the lighting and music atmosphere rendering, the visual image of the material decoration can make people feel that "I must go in and take a look."

3. Differentiated services and a sense of surprise

By adding additional value-added services to products, we can form differentiated competition with competing products, increase users' sense of value and surprise, enhance user stickiness and favorability, and cultivate user habits and loyalty.

4. Material promotion to expand awareness

In order to attract traffic, they have tried every possible means, such as flyers and posters that were everywhere, and many of them ended up in the trash. In fact, all promotional materials serve the purpose of communicating and informing users.

Therefore, before printing promotional materials, you should think more about the user's pain points. What information do you want to tell the user? Can it be clearly conveyed through a flyer (a flyer is your salesperson)? Can these questions arouse the interest of users?

What offline stores need to do is to inform the right users what products or services you can provide. What are the advantages?

When users have needs, they will come naturally. Plant the paulownia trees first and the phoenix will come.