Learning to get more traffic is one of the tricks that operators must use!
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Riding on traffic is one of the three must-have tricks for Internet operators Why do we need to get more traffic? Here, Bobo will tell you a classic game theory story. There was a pigsty with big pigs and small pigs in it, all eating from a crowded stone trough. The stone trough discharges food from the right, but the switch is on the left. Let’s imagine, is it the big pig or the little pig who presses the switch? If they are fully rational, the little pigs will definitely not press the switch. They will wait around the feeding port. Only the big pigs will press the feeding switch and then sprint all the way to the feeding port to eat. This way the little pig can always get a few bites before the big pig pushes it away. Let’s imagine that if it was the piglet that pressed the switch, it would very likely not get a single bite. When we think about the actual operation of our Internet promotion, it is a similar situation. At an operational knowledge sharing salon I attended in September, Bobo’s friend and fellow guest speaker Zhao Pengwei shared a creative marketing case: “As long as there is sand in your heart, everywhere is Maldives.” Let me briefly introduce the planning and execution process of this case, which is divided into three stages in total. The first wave: We found an ordinary fat man and made a picture at a crossroads in Chengdu. This down-to-earth performance art sparked social discussion. The loser wore shorts and made a beach on the road. He enjoyed the sun with a thoughtful expression. The spoof of the characters attracted public attention. The caption " As long as there is sand in your heart, anywhere is Maldives" expressed dreams and feelings, which resonated with people. Weibo spoke out, KOLs forwarded and promoted, and the characters in the event were labeled "Road Beach Brother" on social media, accumulating momentum for the next marketing. The second wave: the protagonist was arranged to take similar pictures all over the country for the second round of dissemination, and the magical lying posture triggered a trend of taking advantage of the trend. We really asked the program crew to make a set of pictures and videos in the Maldives to trigger the ultimate topic. Online media and traditional media reported the news again, creating a fission propagation pattern. The third wave: Official disclosure and interaction, closing and re-spreading of viral videos to guide brands, perfect closing, forming guidance, and forming a closed loop of conversion This idea was a huge success and attracted countless big Vs and other companies to participate, forming a hot marketing campaign . For the hot marketing case above, we can choose to use the same means to do the same thing. This is the thinking of the big pig pressing the switch. Anyway, there are obvious advantages in market share and invested human and financial resources, and the ultimate biggest beneficiary will definitely be ourselves. However, assuming that our company is not the strongest in the industry and our funds and manpower are limited, what should we choose? Should I be a big pig, or be a smart little pig and take a few bites of the big pig when it comes to eat? Even if the big pigs benefit in the end, we have benefited ourselves at almost no cost, so why not do it? Moreover, in order to maximize profits, event marketing generally will not reveal the final planning company until the very end. It will wait until the moment of greatest influence to carry out brand and effect conversion. Our small and medium-sized enterprises can completely carry out activities to attract more customers before this. So what are the means to gain traffic? First, we can choose to participate and directly carry out hot spot follow-up marketing. Some companies found that they could use hot spots for marketing and joined in as soon as possible: The key point is to be fast and organized. Simply by editing a picture and leveraging your own media resources and everyone’s circle of friends, you can launch a massive wave of dissemination. Similarly, we can also allocate some budget to places where traffic is generated to attract traffic. For example, in the early and middle stages of a hotspot outbreak, we purchase keywords related to Maldives tourism on Baidu, and place some jump links related to Maldives tourism on Weibo Fanstong and Fuyi. At the same time, do a good job of promotion on WeChat Moments . Although the biggest beneficiary in the end was still the big pig **, we also managed to take a few big bites before he rushed over. Recently, someone mentioned a very inspiring sentence for the operations industry: "We don't follow hot spots, we create hot spots." I would like to complain a few words here. Creating hot spots has costs and cannot be created casually. It requires careful planning and thorough arrangements. You have to do your homework during the research period, creative period, promotion period, and improvement period. There must also be sufficient financial support, as many creative marketing cases cost millions. Moreover, it must include fun, communication capabilities, and a sense of achievement from participation in order to become truly popular. Many creative ideas that cost a lot of money ultimately fail to enter everyone's field of vision. Many well-known creative advertising companies only take 1 or 2 advertisements a year. Under such circumstances, the phrase "we create hot spots" seems to be mostly misleading. However, learning how to piggyback on traffic and making good use of it can ensure a stable return on our efforts, and we can control costs and results according to our own abilities, so every operator can learn, master and apply it. Here are some classic examples of volume manipulation: The single-player heart-wrenching game Snake Battle, which was extremely popular a while ago, has been ranked first on Apple's free list for a month and a half and has gained huge traffic. How else can we attract attention besides showing off our impressive achievements in the circle of friends? Let’s look at the performance data of similar products in the Apple market: It turns out that there are 5 similar games in the top 250 of the overall list. We can also consider making a similar product to grab the huge natural traffic. Or we can directly let our mini-game cover the relevant hot words and optimize the ranking. From the picture below we can see that there are more than 500 products covering the term "Snake Battle"! Here is another case that my good friend, Liu Badao, a big shot in the operations industry, once mentioned: The Sanlitun incident in July 2015 made Uniqlo popular . Look, someone used this popular incident to become a hot search, and the hot word was " Uniqlo video ". As a result, a certain product used this hot word to conduct a hot search marketing on Apple AppStore. It took only three days for the product to reach the 281st place in the overall list, and the number of comments also increased by 95. In a short period of time, there are already 187 comments, most of which are 5-star reviews. Examples of App promotion using Apple's hot search rankings. Combining hot searches with hot topics allows you to directly feel the amazing explosive power of hot events. For the same 24 hours on the list, why can some products attract tens of thousands of views while others have less than 1,000? This all depends on the combination of word selection and product relevance. If you choose the right words, it will have a miraculous effect. In addition, we also have a way to take advantage of other people's hot search traffic. Some CPs keep an eye on the hot search list every day to look for opportunities. If any company dominates the hot search list for a long time, then the opportunity has come! If you click on a hot search keyword and only one result is returned, they will add this word to the keywords. When this product is searched hotly again, their own application will appear in the second position, stealing other people's traffic. We all know that the top three search results will take away 70% to 80% of the traffic, and the second one can also take away a lot of traffic. The most important thing is that you don’t have to spend a penny! To make it easier to understand, let’s take a look at an example and see who will be in second place in a few days. Let me share a case of keyword volume: There are many companies in the used car industry that are very active, and the most powerful ones may be the following: However, while they are frantically using celebrity endorsements and video ads, it is also an opportunity for other companies to take advantage of the volume. While these ads are cultivating users' habits of using APPs to trade used cars, a large number of users will go to the app market to search for keywords such as "used car, buy car, buy car" to find apps to sell and buy used cars. 99haoche optimized the keyword rankings in the app market so that the 99haoche App ranked first after searching for used cars. As a result, a large number of users were successfully attracted by 99haoche. Only a few million dollars of funding was used to achieve a result worth tens of millions. I knew you wouldn't follow me if I extended my hand, so I stretched out my leg and tripped you, and sure enough you stood up and ran after me. So I have to admit: since ancient times, deep affection cannot be retained, and routines can always win people's hearts. Operations is a position that helps companies save money. To achieve the same promotion expectations, you spend 30 million and I spend 3 million. The routines involved have huge economic value. I hope that the majority of operations staff will have a desire to increase sales, pay attention to current hot topics, practice diligently, and you will eventually master the method to increase sales! Mobile application product promotion service: APP promotion service Qinggua Media information flow The author of this article @波波is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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