The basic framework logic of social e-commerce traffic generation

Today, I will talk to you about the basic framework logic of traffic generation and fission. As long as you keep this framework firmly in mind, you will be more comfortable when doing fission activities in the future.

Today, we will take the example of recruiting distribution agents on a social e-commerce platform to help you sort out the framework and analyze it for you.

01. Crowd positioning

No matter what traffic-generating activities you do, the first step is to locate the crowd.

Who are you targeting for this activity? Who do you hope can see and participate?

Is it the mother? Student’s parent? undergrad? New to the workplace? Or an entrepreneurial executive?

Only by thinking clearly about the positioning of the crowd can you know where to find these people and what means to use to attract them.

However, many people organize activities just for the sake of doing it, without thinking carefully about the core purpose and core group of the activity.

For example, June 18 and Double 11 every year are big promotion days for e-commerce. The reason why many operators organize activities is because it happens to be the time and they have to do it too since others are doing it, or they do promotions purely for the holiday to impact GMV.

The correct approach must be based on your own customers, then analyze their needs, recent consumption trends, and entertainment preferences, and then think about the operation strategy.

For example, if social e-commerce wants to recruit distribution agents, there are two most suitable candidates for them: those who are engaged in agency business (WeChat business, purchasing agents) and adult women who stay at home full-time (mothers of young children, full-time housewives, retired women).

Because this type of people have time, some money, love to share, have a desire to make money, are easy to communicate with, and have rich emotions.

02. Find a fish pond

After determining the target audience, the next step is to figure out where to find them, that is, where is the traffic channel?

It’s like if you plan to go fishing for grouper, then the next thing you have to do is to decide which fish pond you should go to. If you choose the wrong fish pond, it will be a waste of time, effort and money.

We are accustomed to dividing traffic into public domain and private domain traffic. There are various segmented fish ponds in these two traffic channels. We need to find the most suitable fish pond to divert traffic.

For example, on WeChat, some public account bloggers have 500,000 followers. If he wants to sell goods, he only needs to post a tweet on his public account. His public account is his fish pond.

For example, for some villagers who are engaged in Taobao business, the best fish pond is WeChat groups and Moments, so they have to build the personality of their Moments and work hard to expand various WeChat groups for mothers and shoppers.

From the perspective of recruiting agents in social e-commerce, its fish ponds are also divided into many categories.

Baidu search, QQ part-time job groups, money-making forums, WeChat business, agency, side job related public accounts, as well as various types of mothers and e-commerce shopping groups.

03. Release traffic-generating content

When you join various part-time job groups, mothers' groups, or plan to place recruitment advertisements on certain channels in order to recruit agents, you have to think about what content to post next.

Although some people have joined the moms’ group, they don’t know what to do or what to post in the group.

Also, the content that everyone posts has no appeal to potential agents.

From the perspective of recruiting agents, they are most concerned about three points:

1. What do they need to do and how do they do it?

2. Is there any risk in doing this and how big is the risk?

3. What are their benefits and how much money can they make?

Therefore, when you are recruiting agents for content marketing, you need to produce and disseminate content around these aspects, such as highlighting that there are many cases of ordinary mothers making money on the platform.

04. Establishing a trusting relationship

Nowadays, users are exposed to more scams, so their awareness of prevention has naturally increased a lot.

If you want users to participate in the activities you organize, you have to dispel their concerns and build their trust.

When users buy products in the public domain, it means they trust the platform.

When users buy products in private domains, it is mostly because they trust people.

Users buy again after buying it, which shows their trust in the product

By extension, in the public domain alone, the trust relationship is closely related to store level, fan reviews, platform attributes, number of account fans, etc.

For example, when we share a poster or an H5 page, users will pay attention to the brand history, success stories, number of participants, awards, customer reviews, industry qualifications, celebrity endorsements, etc.

For users, the more trust factors there are, the greater the chances of you connecting or transacting with them.

Of course, building a trusting relationship sometimes takes time.

In some channels, content and relationships need to be accumulated over a long period of time before users’ concerns can be dispelled and they can generate the urge to learn more.

05. Design of bait for attracting traffic

Once users trust you, you also need to speed up their decision-making process and give them more reasons not to reject you.

Generally speaking, bait can be divided into the following six categories:

1. Price: compare the current order price with the previous price, such as discounts, subsidies, free
2. Quantity: The same price can be used for free, trial, or quota
3. Money: What prizes can you get after participating in the event and how much money can you earn
4. Opportunities: For example, you can get the chance to buy, appear on the same stage with a star, visit, draw a lottery, etc.
5. Empowerment: You can get exclusive training, guidance, and resource allocation
6. Honors: Red carpet walks, video shoots, interviews, awards

There are two points to note when designing bait:

1. A combination of multiple benefits is best
2. Don't exaggerate too much and make sure some benefits are immediately available to users in the short term.

What are the most important lures for recruiting agents?

Of course, it’s about how much money you can make, what empowerments you can get, and what useful opportunities and honors are available.

06. Traffic flow action path

Once the user becomes interested in the bait, we need to give the user a path to link to us.

In fact, the most common way to attract traffic is to follow accounts: official accounts, Kuaishou accounts, Toutiao accounts, and WeChat accounts.

The next option is to download an app, make a phone call or join a QQ group.

Our ideal path is to hope that users will add our personal WeChat and join our WeChat group.

When guiding users to take action, you should also pay attention to three points:

1. The entrance should be obvious, such as buy immediately, follow, scan the code to add WeChat, and join a group.

2. The threshold should be reasonable. Do not set it too high, such as cost, number of fans, operating experience, etc. Too high requirements will greatly reduce the enthusiasm of users to participate.

However, there cannot be no threshold at all, otherwise the users attracted will either be those who are just trying to get something for free, or those who are unwilling to pay, have a low willingness to act, and have few surrounding traffic resources.

Reasonable threshold setting can not only effectively screen first-time personnel, but also ensure the participation of a certain number of users.

3. The path needs to be checked: for example, external links will be blocked, articles will be deleted, adding a WeChat account will display abnormalities, etc. Regularly checking the entrance can effectively reduce traffic losses.

07. Conversion and repeat purchase

Generally speaking, a traffic generation activity is over when the sixth step is completed.

The remaining part is the traffic conversion stage. For example, after the user downloads the app, the new user needs to be guided to place an order.

If you are guiding users to add your personal WeChat, you should also find ways to guide users to pay, such as buying goods, courses, communities, consultations, etc.

Setting up special welfare policies for new users is the most common method of traffic conversion. You can issue coupons, special areas for new users, free information, trial classes, and first-order rewards.

But whether on the app or in the community, the real first conversion is a long process.

Therefore, we need to build users' multiple perceptions and trust in us through the three dimensions of products, activities, and content, and then guide their consumption.

What is more important than the first transaction is how to retain and encourage repeat purchases from users. For example, paid communities need to consider membership renewals, and private domain sales need to guide users to continue purchasing.

If the purpose of attracting traffic is just to do one-time business, it is a huge waste, and it is also difficult to acquire new traffic.

08. Stimulate fission

The value of users is diverse, such as consumption, making suggestions, participating in organizing activities, etc., but the most valuable one is to actively guide users to help us share fission and become promoters of the company.

Compared with the platform itself, the efficiency of delivering information and then establishing trust relationships is far less than the word of mouth and sharing of paying users.

Some users may share spontaneously, but the fission of most users requires encouragement and guidance from the platform.

In order to motivate users to share and invite others, we must provide them with some material and spiritual rewards.

For example, users can get cash, coupons, points, quotas, level promotions, etc. by sharing.

There are two points to know about user fission:

1. The dissemination scope of each user is limited, especially for some ordinary users, whose WeChat friends may not exceed 300 people.

2. Each user’s communication ability is different. Generally speaking, the influence of a boss is far greater than that of 10 KOCs or even 100 ordinary users.

Therefore, when we are doing fission activities, we must also pay attention to the screening of the crowd, pay attention to our core users, and increase their enthusiasm for sharing fission.

Author: Shili Village

Source: Shili Village