How to increase traffic? Here are 32 drainage methods

He who knows when to fight and when not to fight will win.

Marx once said in "Das Kapital": The leap from commodity to money is a thrilling leap. If you fall, it is not only the commodity that will be broken, but also the owner of the commodity. If I want to buy insurance for this thrilling leap from commodity to currency, I think the best insurance is traffic . Why do you think so? Next, this article dissects traffic from eight important marketing links: brand, product, price, channel , promotion, sales, advertising, and public relations. Before analyzing the traffic, preview the traffic formula: Effective sales = traffic × conversion rate × average order value 1. Brand The brand has powerful traffic-generating capabilities. When buying an air conditioner, people think of Gree, because the Gree brand has a strong traffic attraction; why the entry of big brands into Tmall can make Taobao brands flourish, it is simply because the traffic attraction of Taobao brands is far less than that of big brands; the location of Home Inn can be slightly worse than that of other hotels, but target customers will still find it by themselves following the navigation. 2. Products Good products can form a traffic pool, enable customers to make repeat purchases, spread word of mouth, and firmly retain a group of loyal customers. As long as the product continues to be of high quality, the traffic pool will become larger and larger. Just like I go to the steamed bun shop downstairs to buy steamed buns almost every morning, because I like them very much, so I am firmly trapped in its traffic pool and become a loyal customer; Xiaomi made its fortune by relying on the ultimate experience of the MIUI system to attract a wave of hardcore Mi fans in the MIUI forum; for another example, I have been a regular customer of a barber shop for more than two years, but I was not very satisfied with the haircut I got there a few days ago, so I am thinking about going to another place to get a haircut next time. 3. Price First, price has its own traffic-generating function; free, low-price or subsidized services can attract customers. Such as solicitation pricing, free pricing, such as the "super low special price of 998" during the promotion of Richie warming table, such as Didi paying for you to ride, etc.; secondly, excellent pricing can facilitate transactions and increase traffic conversion rate. For example, in an extreme case, a piece of clothing was priced at 199 yuan but no one bought it, but when it was priced at 2008 yuan, it was quickly sold out. Excellent pricing is based on insight into customer psychology, earning as much money as possible from customers while making them feel very satisfied. 4. Channels The channel itself is born for traffic. Isn’t it because of WeChat’s huge traffic that JD.com connected to WeChat ? McDonald’s carefully calculated a whole set of processes to open stores and select locations just because of traffic; whether it is online or offline, isn’t it all for the purpose of gaining traffic and selling more goods? 5. Promotions The purpose of promotion is to attract traffic. The essence of promotion is to gather a large amount of popularity, form a fanatical buying atmosphere, and allow customers who want to buy but don't want to buy to make buying decisions in the atmosphere. Take Double Eleven for example. Low prices attracted astronomical levels of traffic, and the purchasing atmosphere interrupted rational judgment and made consumers spend money at every turn. In other words , promotion can attract traffic and increase traffic conversion rate. 6. Marketing Marketing is not about attracting traffic but about finding traffic. You search for him among the crowd for hundreds of times, but when you look back, he is standing in the dim light. Good, deal. For direct sales companies, sales promotion is the main source of traffic; for many manufacturers, sales representatives connecting with customers is also their lifeline; shopping guides at each terminal are also a key link for the company. Sales promotion is the most direct and down-to-earth part of all marketing links, and it is also an essential marketing skill for every marketer . 7. Advertising The mission of advertising is to attract traffic and increase traffic conversion rate. The ability to attract traffic and increase conversion rate determines the sales power of advertising. The only criterion for measuring the quality of advertising is whether it has sales power . The advertisement for Melatonin does not have much aesthetic art, but it created a sales miracle; the advertisement for Jiaduobao does not have much creativity either, but it created a sales miracle. Therefore, advertising budgets often account for a huge proportion of the marketing budget. 8. Public Relations The purpose of public relations is to create a good internal and external environment for the company, that is, to enable the company to have sustainable traffic and increase the stickiness of traffic (conversion rate). For example, judging from the failed public relations of Samsung Note7, in addition to the direct impact of the plummeting stock price of Samsung Electronics and the year-on-year and month-on-month decline in sales and profits, the public's favorable perception of Samsung Electronics products will be greatly reduced, and they will hesitate if they really want to buy Samsung products in the future; let's look at Jiaduobao's donation of 100 million yuan to the Wenchuan earthquake, which brought both fame and fortune. Water can carry a boat but can also capsize it. Traffic can both support a business and drown it. How to grasp it depends on public relations. The above article analyzes the importance of corporate traffic from the eight important marketing links of brand, product, price, channel, promotion, sales, advertising, and public relations. Since traffic is so important, how can we specifically drive traffic for the enterprise? Having said that, I will not rush to answer, but will first talk about the “new retail” proposed by Jack Ma . Jack Ma believes: "The era of pure e-commerce has passed. In the next ten or twenty years, there will be no e-commerce , only new retail. That is to say, online and offline must be combined with logistics to create real new retail." Although Zong Qinghou, the head of Wahaha who plays an important role in the business world, thinks that Jack Ma is talking nonsense, I think what Jack Ma said makes sense. The current retail is indeed undergoing a change of integrating online and offline. Business formats are changing, and marketing methods must of course change accordingly. So how do we attract traffic? I think that no matter whether the main business is online or offline, the business should learn to get traffic from both online and offline. : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : : Offline (for reference): 1. Site selection, such as McDonald's; 2. Terminal image, such as OPPO; 3. Advertising to attract traffic, such as TV advertising, outdoor advertising, terminal advertising, single-page posters, etc.; 4. Promotional activities to attract traffic, such as super low special prices, gifts, raffles, autograph sessions, etc.; 5. Sponsored activities to attract traffic, promotions and advertising in the name of sponsorship; 6. Merchant alliance to attract traffic, share customers; 7. Cling to the thigh to attract traffic, cooperate with strong brands; 8. Sales promotion to attract traffic, recruit a large number of salesmen, such as Amway; 9. Price to attract traffic, such as Lele Special Supermarket and Taobao; 10. Product or service to attract traffic, such as IPhone and Haidilao ; 11. Brand to attract traffic, even the smallest enterprise can have its own small brand and reputation; I simply listed 21 online traffic-generating methods and 11 offline traffic-generating methods. The classification may not be very rigorous, but it doesn’t matter. Online and offline traffic-generating methods should be used in combination. For example: Xiaomi had to open physical Mi Home stores offline. The reason is simple: online traffic can no longer support a company as large as Xiaomi, so it has to get traffic from offline. Three Squirrels, which also started out online, claimed: "Three Squirrels will open 100 offline stores next year (2017), and 1,000 stores in the next three to five years." Three Squirrels also wants to get traffic from offline. For example, a coffee shop joined Meituan because Meituan could bring in traffic that the coffee shop itself would find difficult to capture; the coffee shop opened a public account to share a lot of coffee culture, and gradually attracted many coffee lovers; the operator of the coffee shop was relatively active in local related forums and was also active on Weibo, and many local coffee lovers learned about this coffee shop from the forums and Weibo. This is a typical case of offline demanding traffic from online.

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