Content traffic generation: starting an e-commerce cooperation project from scratch

For most public accounts , content monetization is a big problem. Many public accounts will monetize their traffic by cooperating with brands for advertising or doing e-commerce themselves. The prerequisite for cooperating with brands is that you have at least tens of millions of fans or are a KOL in a certain vertical field. Unless the brand comes to you directly, it will be difficult to find cooperation on your own. Therefore, some public accounts will adopt the form of e-commerce. There are also two forms of e-commerce. One is self-production and self-sales (selling one's own brand products, of course the premise is that there are products of one's own brand), and the other is distribution or distribution (you can choose the one that suits your own platform). Therefore we introduce the forms of distribution or distribution in detail.

Preliminary preparation

1. Determine the types of goods to be sold and the suppliers

There are two main considerations: 1. The types of goods selected need to be consistent with the temperament of the official account; 2. There must be certain advantages in price.

When it comes to public accounts for women, the first thing that comes to mind is naturally selling cosmetics rather than high-tech products. For public accounts related to running, the products they promote are naturally running equipment or machinery, rather than snacks. In terms of price, if it is higher or similar to the pricing on other platforms or other public accounts, why should fans buy from you? Therefore, it is necessary to find a suitable supplier and negotiate a purchase price that is beneficial to you.

2. Determine the product model and sales form

After reaching a cooperation agreement with the supplier, you need to determine the product models to be sold on the platform, based on the temperament of the official account. If it is a public account that provides useful information and wants to sell books, it will naturally sell useful information books rather than novels with extremely simple content. The sales form is mainly to confirm whether it is sold individually or in packages.

3. Determine inventory, logistics and pricing

Inventory and logistics are things that may need to be determined. If the supplier can provide warehousing and logistics services, you can naturally place the goods in the supplier's warehouse and wait for orders to be received before shipping. This can also save our own resources. If the supplier doesn't provide it, you'll have to find it yourself. These are all factors that influence the final pricing, as different formats affect the cost of the goods. Of course, the final price depends on the profit you want. You can't be too greedy when it comes to profits. The same principle applies: if your prices are higher than other products, people would be stupid to buy from you. Therefore, pricing needs to be balanced between profits and pricing on other platforms. At the same time, if the goods are sold in bundles, there may be greater profit margins.

4. Determine the sales platform and build the mall framework

After these basic elements are determined, you can put the products online for sale. Currently, the online sales platforms that official accounts can be linked to are mainly the following: Youzan, Weidian, Weimeng, Paipai, etc. Personally, I have only used Weidian and Youzan. Youzan’s product editing and marketing are quite good, which is probably why many companies choose it, but it requires an annual fee. Weidian is relatively simple, suitable for individuals, and free of charge. The framework of the mall is mainly divided according to the types of goods, and it is also a process of summarizing and organizing. First, you need to briefly introduce the positioning of this mall and the products it sells, and then classify the products or carry out corresponding marketing activities . At the same time, please indicate the postage charges and some precautions. Finally, pay attention to access customer service.

5. Determine the project process, time nodes and personnel division of labor

In fact, the project process runs through the beginning and the end, and the above points are included to a certain extent. Some are carried out simultaneously, depending on the situation. The time nodes include the confirmation time of the above points, the event warm-up and the review and release time of the tweets. The main personnel involved are at least:

1. 1 editor - pre-production, tweet writing
2. 1 person promoted - different platforms, including WeChat official account, Weibo, Toutiao , Yidian Zixun (etc.)
3. 1 contact person - keep in touch with the supplier to confirm orders, shipping addresses, etc.
4. 1 artist - may need to do special drawings
5. Online sales platform product launch and maintenance 1 person - preheating, on-time launch, sales maintenance
6. 1 customer service representative: answer users’ questions and promote purchases, and formulate scripts in advance according to different situations
7. Finance 1 person - Settlement and bill checking

Among them, 3, 5, and 6 can be borne by one person, and 1 and 2 can also be borne by one person.

Project in progress

1. Preheating

In order to increase the impact of the event during the project planning process, there can be a warm-up session. However, please note that if the product is average, the more successful the preheating is, the greater the disappointment of fans. At that time, Huipao cooperated with Zhanlu to sell books. The preheating was carried out in the form of a typical countdown plus guessing what Huipao would sell. Those who left a message in the first preheating tweet and purchased the goods on the day of the announcement of what would be sold would have three free orders. There were a lot of people leaving messages that time, but most of them wanted to sell equipment or something like that. So on the day the book sale was announced, the sales were indeed good, but there were not as many people leaving messages.

2. Posting schedule and topic

After announcing the types of merchandise for sale, the official sales journey begins. Public accounts that focus on content should not just contain advertisements, as this can easily arouse people’s disgust. In order to sell better, you first need to let more people see it, and more target groups see it, so as to induce more purchases. Therefore, we choose to add product information at the end of the useful articles. This requires determining how many product articles to publish each week and the themes of the product articles. The purchase conversion rate will be better if the content is rich and the product has enough positive reviews. General entrances to purchasing books include: adding a link to the sales platform URL in the menu bar of the official account, adding a product page QR code in the tweet, and adding a product page link when reading the original text.

3. Tracking Data

After a transaction is generated, someone has to check the transaction data every day. There are many secrets hidden in the data! For example, at the beginning, we noticed that there were some people who bought individual copies even though there were better value sets available. At that time, we laughed at how much money this guy had. Later, when I was checking the transactions, I found another situation: one person bought a single book, and the other bought a set. The same product was cheaper when bought individually. So I went back to look at the selling price, and found that I had made a very low-level mistake when pricing. The current selling price is basically based on the purchase price. . . I was stunned at that time. Re-customize the price quickly. Fortunately, I didn’t lose too much money. Therefore, multiple people are needed to check the pricing process. Collecting sales data every day is also a way to avoid problems later.

4. Adding and removing products from shelves and order confirmation

When putting products on the shelves, you need to confirm the pricing on the one hand and notify customer service on the other. Once an order is placed, the supplier needs to be notified. After the supplier sends the goods, we will write down the courier number and confirm receipt after the user receives it. For delivery and return and exchange, the premise needs to be stated first. It is always better to explain in advance than later.

5. Profit Settlement

The finance department usually settles revenue with the supplier's finance department every month, based on the sales records we provide and the other party's sales situation, and confirms the results when they reach a consensus.

Project End

Generally speaking, some products have a certain life cycle. When the cycle is over, sales will become particularly difficult. At this time, you need to change your thinking, change a batch of products or end this project. No matter what the result is, we should summarize it to see where there are shortcomings and where there is room for improvement.

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