How to attract traffic to hairy crabs on Zhihu?

Get 5000+ customers at 0 cost, how does Daxiex attract traffic on Zhihu? It is the annual peak sales season for hairy crabs again. From the interview with Crab Tang, this article learns about his reasons and methods for marketing hairy crabs on Zhihu. Friends who want to know how hairy crabs are marketed on Zhihu, come and have a look.

It is the annual peak season for hairy crab sales again. When talking about hairy crabs, most people will think of Yangcheng Lake hairy crabs, which are considered a "social delicacy" for personal use or as gifts during the Mid-Autumn Festival.

The most popular item is a box of Yangcheng Lake hairy crabs on Taobao labeled “2 taels female, 3 taels male, 6 pieces for 99 yuan, free shipping by SF Express.”

Faced with such a cheap price, and Yangcheng Lake hairy crabs, consumers naturally couldn't help but buy them. However, industry insiders revealed that the crab market on Taobao is too complicated. Most of the Yangcheng Lake hairy crabs that cost 99 yuan are bathed crabs, and their specifications and quality have serious problems such as being inferior and low-quality.

Crab Tang, a business that also sells hairy crabs, has a 600-acre crab pond base for cooperative breeding, but the hairy crabs it sells are from Gucheng Lake, which is next to Yangcheng Lake. Although they are no different from Yangcheng Lake hairy crabs, Gucheng Lake hairy crabs are at a natural disadvantage in promotion due to consumers' inherent perceptions. He often faces an embarrassing question: "These are not Yangcheng Lake hairy crabs, why are they so much more expensive than the hairy crabs on Taobao?

Therefore, he tried to sell the product for 99 yuan with free shipping by SF Express, just like Taobao. In the short term, the orders did explode, but SF Express’s postage accounted for about 40%. If he wanted to make money, he could only sell in large quantities. However, he could not compete with Taobao merchants when selling on WeChat Moments.

However, more and more users have begun to complain online about being cheated when buying Yangcheng Lake hairy crabs at low prices on Taobao, with the crabs not meeting the specifications or not matching the orders.

Crab Tang realized that only by going the premium crab route and shipping crabs of the same size as marked and ensuring that every crab has plump roe can they go further. The pain points in the industry are his opportunities. As long as he avoids competition with the popular Yangcheng Lake hairy crabs on Taobao and differentiates himself from the problems in the hairy crab market, he will be able to find blue ocean space in the red ocean market.

In the process of continuous exploration, he found a new way and found a way to market Gucheng Lake hairy crabs on Zhihu. He acquired 5,000+ high-net-worth customers at zero cost and also recruited agents.

Can Zhihu sell hairy crabs? How to achieve 0 cost? How to find users who recognize your products? Crab Tang’s new marketing method may be worth referring to.

1. Selling crabs on Zhihu? Get 5000+ accurate and high-quality customers at 0 cost

"I sell premium crabs, so the cost is much higher and the price is naturally higher, but what's gratifying is that most of the customers attracted by Zhihu will accept my pricing," said Crab Tang.

One day in 2017, when Crab Tang was browsing Zhihu, he saw an answer with 10,000 likes. He then realized that Zhihu’s traffic could be so strong.

If he can get so many likes, the promotion of Premium Crab might be able to open up the situation. He searched for keywords related to his own industry positioning on Zhihu and found that not many people paid attention to questions related to "crabs", and the answers from professionals were not professional. There were too few blue ocean questions that were popular but had few answers.

However, in the process of selling crabs, Crab Tang discovered that the public's perception of crabs was biased. For example, "some people think that crabs during the Mid-Autumn Festival are the most delicious; others only eat female crabs and don't know that male crabs are also delicious. He found that this was a good entry point.

When he searched the keyword "secret" on Zhihu, he saw a topic with more than 500,000 followers and over 300 million views: "What are the little secrets that only people in the circle know?" He used this as a starting point to answer the question "Guide to Avoiding Hairy Crab Pitfalls", which eventually received more than 20,000 likes.

"Although this question does not match the keywords of our own industry positioning, when you find that the traffic of your own industry issues is not very good, you can answer this type of question. This requires you to have sufficient understanding of your own industry to be able to keenly find similar questions." Crab Tang explained.

"What are some little secrets that only people in that circle know?" is a long-term question with high discussion value and is worth answering carefully.

What are the long-term issues? "When I answered the question in 2017, I saw that many people had already answered this question. To this day, this question is still active, there are still many people answering it, and there are still many new answers that receive high praise." Crab Tang believes that such answers are meaningful and have the opportunity to be seen by more people. For example, when opening a store, you should choose a place with high traffic so that more people will visit your store.

At the same time, Crab Tang discovered through looking at the problem log that this issue had been on the hot list many times. "The fact that this question can be on the hot list many times shows that it is very popular among Zhihu users." He said that for questions on the hot list, Zhihu officials will give basic traffic exposure, so that my answer will be repeatedly displayed in front of everyone, so I must answer it carefully.

Similar long-term questions include "Do you know any disgusting scams on Taobao?" They are also very popular, have been on the hot list many times, and have large traffic, so it is worth sharing some inside information about their own industry. When looking at the popularity of topics, you need to make good use of data tools such as "Geek Growth" to view real-time hot topics.

After finding a valuable topic, the next step is to create high-quality content. After carefully observing the highly-rated answers, Crab Tang discovered that those that performed well in conversion were all long and valuable articles with informative content. If it is valuable and informative, users will take the initiative to like and collect it, which will make it possible to attract subsequent traffic.

"A high-quality article has stronger penetration and longer-term dissemination, which is better than countless mediocre answers." Crab Tang said,

When answering questions on Zhihu, you must produce high-quality and valuable content so that the public will actively like it. Zhihu’s like mechanism is similar to Weibo’s forwarding function. The more likes you get, the more exposure you get. Especially if a big V likes it, the exposure will be even faster.

Taking the answer to "little secrets in the circle" as an example, Crab Tang has listed dozens of knowledge points about hairy crabs in detail, including "When are hairy crabs the most delicious? How to choose hairy crabs? How to identify dead crabs?" and other knowledge points. For crab lovers, the hairy crab avoidance guide is a rare and useful resource.

When it comes to the idea of ​​creating content, Crab Tang believes that in order for an article to attract attention, first of all, there must be something at the beginning that makes people scream. “Many people think that hairy crabs eaten during the Mid-Autumn Festival are the most delicious. In fact, hairy crabs are just put on the market during the Mid-Autumn Festival, and their taste is far less plump and delicious than those eaten later.” Starting with this, the user’s inherent perception is broken right from the start, attracting users’ interest in continuing to watch.

Secondly, some knowledge points are consciously described in an interesting way. For example, crab roe and crab paste are essentially the reproductive glands of hairy crabs, and hairy crabs also have sexual lives. Crab Tang said that for many users, this is a very new and unique piece of knowledge, and they will actively participate in the discussion and leave messages: "It turns out that my favorite crab roe is the eggs of female crabs." When the comments become popular, the article will also become popular, and the public will take the initiative to send private messages and ask for advice.

The most important thing is that the popular articles don’t exist from the beginning. "In the beginning, the articles I worked hard to create had the lowest number of likes, but as time went on, the power of high-quality content gradually emerged, with more and more likes, and I eventually surpassed the others and was far ahead, with the highest number of likes reaching over 20,000." Crab Tang also said that answering questions on Zhihu has a long-tail effect. In other words, high-quality content can settle down and gain continuous exposure and attention.

At the same time, some of the high likes for the popular articles also come from Zhihu big Vs. "Did some big V like this for me?" comes from an answer with a high number of likes. This means that the weight of likes from Zhihu big Vs is very high, and their likes for you will bring more traffic exposure. It can be seen that having a good relationship with the big Vs on Zhihu is very useful.

In addition, Crab Tang emphasized that if you are a Zhihu answerer, you must pay attention to the Zhihu Butler, understand the boundaries of Zhihu, and the various rules regarding violations and account suspensions. This way, you can avoid many unnecessary pitfalls in subsequent operations.

To this day, there are still users on Zhihu who leave messages or private messages to Crab Tang, asking for advice on how to buy hairy crabs. Sometimes, questions that have been answered become popular and traffic increases dramatically.

Since users recognize the value of the valuable information that Crab Tang outputs on Zhihu, they also recognize the high prices within a reasonable range for his premium hairy crabs. "When I deliver value, the trust issue between me and my users is resolved. These customers are all my high-quality, high-net-worth customers."

2. Selling crabs also requires building a personal IP

Today, in this era of product oversupply, competition among merchants is becoming increasingly fierce. How can they differentiate themselves? Crab Tang believes that building a personal IP is a good way to break the deadlock, and selling people first goes before selling goods.

For Crab Tang, operating Zhihu is a process of building personal IP. “IP is a trust lever. By outputting value, it can solve the trust issues of more target users at a low cost.”

The first step to building a personal IP is to create a personal image. Crab Tang is building a persona as a crab expert on Zhihu. In addition to creating content, details such as the information on the Zhihu homepage also need to be improved. Crab Tang gave himself a recognizable Zhihu nickname "Crazy Crab". His avatar is a steamed crab, and the cover photo is a beautiful crab pond scene he took himself. His signature and profile are all centered around crab elements.

"In this way, when users see my articles and click on my homepage information, they will not feel uncomfortable. It will be convenient for everyone to deepen their impression of me and help to build more trust in me." Crab Tang said.

In addition, Douban Entertainment observed Crab Tang’s WeChat and found that his Moments cover and signature all contained crab elements.

Zhihu traffic generation is only one link in the entire business system. The key is to attract accurate and high-quality users to the private domain. Crab Tang will expose crabs from time to time in its own WeChat private domain to keep the rhythm, such as telling little knowledge about how crabs shed their shells, sharing delicious crab recipes, and holding events where people like and draw prizes to win crabs, etc., to interact with users continuously and increase fan stickiness. Now, he has also started a crab agency business to open up sales channels.

When it comes to personal IP, users’ secondary trust is equally important. If you want the traffic directed from the Zhihu front end to be able to be taken over by the WeChat back end, product selection, after-sales service and other aspects are very important. "Zhihu's traffic-generating articles are the first trust, and products are the second trust. Every link must be treated with care and not be sloppy, so that a perfect closed loop can be formed." Crab Tang said that in this way, repeat purchases will be made, word of mouth will be established, and referrals will also come. ”

Author:【Twenty-four】

Source: Doujiao Entertainment Investment (ID: ylwanjia)