Perfect Diary Traffic Growth Code Crack Guide

The sudden outbreak of the epidemic has disrupted the production rhythm of all walks of life, and the beauty industry is no exception. Customers who are keen on offline shopping have also experienced the joy of online cloud store shopping during the epidemic.

Compared with the offline store sales scenario where shopping guides introduce products, customers make purchases, and leave immediately, online cloud stores carry products, customers make purchases, and private domains provide customized service scenarios, which are more popular among women.

At the same time, survey data from Tencent Retail Academy shows that the omni-channel private domain model increases sales by 65% ​​compared to the single public account private domain model. This article takes you to explore the omni-channel + traffic refined operation model in the beauty industry , easily maximizing the value of traffic and getting continuous orders.

1. Customer acquisition: Building brand words online and attracting new traffic from the public domain traffic pool

Consumers want to know the purpose and price of beauty products. In addition to Xiaohongshu and Baidu, the traffic points within the WeChat ecosystem have gradually become the entry point for young people to learn about beauty products. By arranging drainage points in the WeChat ecosystem, consumers can be directly directed to the mini-program mall for consumption, follow public accounts to accumulate traffic, and use the grass-planting community to activate traffic.

1. Search for brand words to attract traffic

1) Combined with product discounts, consumers actively search for brand words and occupy consumers’ minds

2) Holiday marketing: Search for brand words to attract traffic + brand product promotion page

As Chinese Valentine's Day approaches, consumers search for " Perfect Diary " brand products and plan to buy a lipstick as a gift for their girlfriend. Going directly to the brand’s official lipstick promotion page, consumers can place an order immediately after sensing the discount, completing the conversion from search entry to consumption.

3) Membership Day Marketing: Search for brand words to attract traffic + brand membership day promotion page

For example, for a certain brand, every Wednesday is a fixed membership day. Whenever a user searches for the brand word on Wednesday, he or she can immediately get the membership day discount by entering the membership day promotion page. This can penetrate the membership day search for the brand word for a long time and strengthen consumers' awareness of the brand.

After that, every Wednesday until every Wednesday, consumers will have expectations for the brand’s discounts. Combined with the Membership Day material layout of offline stores, an atmosphere of big promotion will be created, and group text messages will be sent to notify consumers to participate in the Membership Day discount activities. Encouraging consumers to buy beauty products as a habit on every Member's Day will help stimulate consumers to make repeat purchases.

2. Search for the shortest link path “#” to efficiently attract traffic

1) Dialogue seeding and traffic generation: Consumers click on brand words and go directly to the mini program mall to make purchases 

For example, when consumers plan to buy beauty products, they usually ask their girlfriends around them or communicate in WeChat groups. During the discussion, operators can send the #PerfectDiary: mini program.

To popularize knowledge about applicable skin types and color numbers of beauty products, users can directly click on the #完美日记: mini program to enter the consumption stage and complete the seeding process.

2) Moments of friends: consumers click on brand words and go directly to the mini program mall to make purchases 

In conjunction with the brand membership day, guide consumers to send WeChat Moments containing #Brand:______. Consumers who send WeChat Moments can receive coupons for beauty products. After similar consumers in the circle of friends recommend the product, they can directly click #品牌：______ to purchase it directly.

2. Retention: Online & offline linkage to accumulate accurate users

Offline and online are different. Online traffic generation relies on strengthening the impression of brand words in consumers’ minds, and the key is the product. What is more important offline is the service and material layout.

Perfect Diary's offline store users use the QR codes on the materials to guide consumers to follow the official account, and use the official account as a carrier to utilize video live broadcasts to activate the precise users attracted by offline stores.

Because the official account is the first-line entrance to the private traffic pool, we try to direct all our traffic to follow the official account first. After new followers, we need to set up automatic replies for multiple follow-up scenarios. After you follow Perfect Diary’s official account, three automatic reply messages will pop up, including the member mini program, official mini program, and shopping guide WeChat QR code.

When you enter the official mini program, new customer benefits will automatically pop up. By leveraging the new customer benefits for popular items, offline store users can be easily converted into first-time purchases, allowing users to leave traces in multiple places, making it convenient to reach out at multiple points.

3. Monetization: Amateur emotional KOL + grass-roots community, reaching users through all channels

Offline, consumers buy and go, but online, the premise for motivating consumers to make multiple purchases is to deeply plant the seeds of love, and to continuously instill scientific content about beauty products into consumers from a third-party perspective. Different skin types and outfits are suitable for different makeup. We provide tailor-made beauty and skin care plans for consumers, and our thoughtful service can continuously bring in orders. We can learn from Perfect Diary’s Chibi Maruko, a successful amateur KOL, for this private domain monetization operation model.

Naming formula = brand name + specific character image

A WeChat nickname is a free brand advertisement. An anthropomorphic WeChat nickname is simple and easy to remember, and it is easy for people to associate it with the cartoon character "Chibi Maruko-chan". From the perspective of user experience, by breaking down Chibi Maruko-chan’s character, we can come to three levels of understanding.

1. External layer: true image

Let users feel the character's appearance, manner of dress, conversation, etc., thus eliminating the sense of distance and bringing users closer. When using the Internet to manage customer relationships, the most important thing is to give customers an image of a real person, which can deepen trust and the warmth of the WeChat account.

So we see a delicate pig girl named Xiao Wanzi who lives in the circle of friends. In addition to sharing beauty products frequently, she also often checks in at popular tourist spots and chats with everyone about weekends, daily life, food and other things. She is like a warm and emotional good friend who accompanies you.

2. Inner layer: creating potential energy

Potential energy is built on the basis of users' recognition of you and is a necessary condition for gaining others' trust and dependence. Xiao Wanzi’s potential is reflected in the creation of amateur KOLs.

Through highly active text, makeup review pictures and professional tutorials, the character of "personal beauty consultant" is established, allowing users to feel that they are communicating with a real person who is professional and trustworthy in the field of makeup.

3. Emotional management

The highest level of private domain traffic is to communicate with users heart to heart. This is reflected in the copywriting, just like your best friend recommending useful products to you based on your needs.

Whether it is Xiao Wanzi’s daily goodnight copy or the thank-you letter on the first anniversary, they are all carefully designed and conceived, and are full of emotion. The words between the lines make users feel respected and warm.

This kind of influence through KOL (personality) + community + media (circle of friends) can be said to be powerful and stimulates your desire to buy all the time.

4. Promote consumption through community promotion

Compared with the promotional atmosphere of the community, Perfect Diary's official community can accumulate students' speeches, students have space to share freely, and shopping guides can respond to students' questions in the official community in a timely manner. The emotional mutual assistance and the shopping guides' attentive service can continuously promote students' repeat consumption.

Merchants who lack development capabilities can use Qianliao Fan Circle. Operators can establish their own communities in private circles, invite their fans and audience members to join, customize their own exclusive communities, embody their own community brand concepts, and build and develop their own online communities.

As a content carrier of the grass-planting community, the user group of Guo Zhan's Physical and Mental Wealth Academy is also female. In the past, there was no way for the students' growth experiences to be displayed in a centralized manner. Now, a large number of students will present their experiences of changes before and after the transformation in detail in the fan circle.

A high-viscosity circle, a space for free sharing and expression with a sense of belonging. When a group of people continue to do the same thing at the same time, they will form a circle of the same frequency and spontaneously improve and maintain it. The probability of students making a second purchase will increase, maximizing the flow and monetization of the circle's traffic.

IV. Conclusion

 As the epidemic becomes normalized, offline stores are far from meeting the consumption needs of consumers. We combine online brand word search to attract traffic, and the linkage between online and offline public and private domains to accumulate precise users. Finally, we create a warm private domain operation model and reach users through multiple channels to realize monetization.

This sophisticated operating system puts a great test on the team's market operation and operational capabilities, and every step must be carefully considered. It is recommended that you practice slowly until the construction is completed.

Author: Xiaobing who loves to study

Source: Little Cake by Love Research