Introduction: The article comes from the speech of Auntie Bang @Yang Biao at the offline sharing session of Battosha. As O2O e-commerce was once a hot spot, what are the promotion experiences? Please look down. Mr. Yang Biao, Marketing Director of "Ayibang", personally taught how this app for booking home services started to gain the first batch of users and orders at the end of 2013, and then achieved rolling growth. After the O2O explosion year in 2015, it reached tens of millions of users.I wonder how many of you remember the H5 page promotion of the COSPLAY party that circulated in the circle of friends in March this year. This is a typical example of joint marketing /resource exchange.
Currently, one of the five major channels for attracting new customers is joint marketing, which relies on “many hands make light work”. "Ayibang" insists that its partners for resource exchange must have a larger user base than "Ayibang". As for how to pull this lever and gain partners of a higher level than our own, we need to rely on innovative attractions such as the planning of joint activities and gimmicks. For example, this COSPLAY party planned an H5 promotion that would "go viral on WeChat Moments." For organizers and participants, the most important part is the “Receive Benefits” section on the homepage, which attracts new users by distributing coupons and receiving red envelopes. So, will joint marketing have lasting vitality? Just like the App Store , if promoters work hard, the brand influence and new customer acquisition effects of their own products will definitely be considerable. In addition, through the pilot live broadcasts on these live broadcast platforms , the dissemination effect lasted for about a week after the event ended, and there was a peak in coupon redemption. In fact, the entire marketing system of "Auntie Bang" is developed in multiple locations, and each channel has a dedicated team to develop it. Among all forms of ground promotion , the one with the highest conversion rate is "corporate promotion", which recommends products and activities through HR and internal company personnel. Compared with promoting to strangers on the roadside, users are less resistant and have higher trust; at the same time, the source and attributes of users are also clearer. So, back to the original question, how to promote community e-commerce apps? Among the more than 40 channels currently available, which promotion channel should we choose? How to get the most orders at the lowest cost? Every product is different, so the applicable channels are also different. Often, experienced promoters are needed to make decisions. How to distinguish between incremental and existing stock? Why do conversion rates vary across channels? How to achieve explosive growth? Compared with tool -type products, the promotion of e-commerce/O2O products is order-oriented rather than usage-oriented. Tool products can first reach a volume of tens of millions, and then engage in e-commerce, value-added services, etc. to generate revenue, while the purpose of O2O products is more direct and clear. Users come when they have needs and leave when they are done. In addition, compared to tool products where “user experience affects retention”, the value of O2O products and user retention depend on satisfaction with the service; At the same time, due to the limitations of offline expansion and inventory, O2O products are not likely to become popular overnight like "Zaixing" and "Lianmeng" and other products, but they can achieve a steady growth in user base due to satisfaction. Whether it is operation- driven promotion or product-driven promotion, it must ultimately be combined with certain scenarios, that is, "scenario-driven". So how do we choose a promotion strategy ? The first batch of seed users often do not come from regular promotion channels, but are people who have demand for the product , and their number can be hundreds or thousands. As mentioned earlier, the promotion methods are all "scenario-driven". By analyzing the usage scenarios, "Aiyibang" imagines the scenarios in which users will appear, which may be residential areas or parking lots. At the beginning, "Aunty Gang" did not have dedicated channel promotion staff. Instead, users came with their own team to do door-to-door promotion and distribute flyers, and users came through word-of-mouth promotion by the aunties of "Aunty Gang" and even their own friends. All of them could be the first batch of seed users. By understanding and matching your available resources, you can explore promotion channels, seek cooperation, and acquire users and orders. Next, through rapid trial testing and accurate analysis, we determine the volume-carrying capacity of each channel; after the trial, we strengthen those channels with strong volume-carrying capacity while exploring new paths. Order sources from the user's perspective Users actively obtain "Ayibang" services by searching app stores, brand words, and social channels, so ASO is very critical.This part of active users is generally within a relatively stable range, mainly because it is limited by total demand, brand awareness, experience and word of mouth. For example, for taxi-hailing apps, fresh food delivery, and manicure services, users cannot use O2O services as frequently as they open WeChat to chat or turn on the beauty camera; users also have a certain degree of dependence on brands and are influenced by experience and word of mouth. Therefore, we should pay attention to user feedback. For passive users, we need to improve the conversion rate of the channel. When doing SEM - brand words, you need to prevent attacks from competitors; but when doing SEM - related words, you can be sure of the long-tail effect. The requirements for SEM search engines are varied, unlike the highly targeted searches in app stores. |
