Tik Tok marketing strategy and case analysis!

Product price and profit, product market capacity, product selling points, optimizer experience, video creativity, account opening advertising recharge rebate,

Anchor's expressiveness, live broadcast conversion script, business model, live broadcast scene, team communication and collaboration

Important b-level items are worth 3 points each:

Payment cycle, product raw materials and processing costs, broadcasting assistance, customer service, and operations coordination

Important C-level items are worth 2 points each:

Streamer's emotions and speaking speed

When you are judging whether a project is worth doing, you can first understand the score of your own team and the score of your profitable competitors.

If the advantages are obvious after comparison, it is worth doing. If it is not as good as the competitors, try to make up for your disadvantages before going online.

For example, by finding excellent people and resources to cooperate with, developing your own advantages, and going online when you estimate your combat power to be similar to that of your competitors, your chances of winning will be greater.

Take facial cleanser as an example. Suppose the purchase price of the product is 5 yuan, and competitors sell it for 39 yuan. How should this be accounted for?

Calculate the delivery bid:

The price of the same industry is 39 yuan, the purchase price is 5 yuan, the express delivery is 2 yuan, and the express delivery in remote areas is 5-8 yuan (you can set it not to include postage)

Assuming industry average return rate: 3%-5%

Hardware equipment required for the project: mobile phones, computers, lighting, and live studio layout, estimated to be RMB 10,000

Employee salary + commission: 4000 basic salary + gmv1%, counted as 5 employees

Platform deduction: 5%

Payment cycle: 14 days

Site water, electricity and other miscellaneous expenses: 3000 per month per live broadcast room, equivalent to 100 per day

First algorithm:

Assuming 100 sets are sold every day, 100*39-return 5*15-platform deduction 3900*0.05-staff base salary 20000/30-staff commission 3900*0.01-goods cost 100*5-logistics cost 2*100-traffic cost 100x

3900-75-195-666-39-500-200-100x>390

(Calculate 10% gross profit and adjust according to your own expectations), and you get x=18.

If 100 units are sold every day, the traffic cost must be controlled below 18 to maintain a 10% gross profit and an ROI of 2.16.

Formula: 39a-5a%*15-39a*5%-666-39a*1%-5a-2a-100x>39a*10%

(10% is the minimum acceptable gross profit, depending on how you set it)

Note: a is the number of transactions, and x is the traffic cost of a single transaction. Implant the formula and maximize the benefits according to your own abilities.

Second algorithm:

3 (product cost): 3 (CPA cost): 3 (profit): 1 (logistics and returns)

According to this algorithm, if each order is sold for 39 yuan, the product is 5 yuan, the cost is (12+7), the profit is reserved (12), and the logistics and returns are (3.9 yuan).

It is easy to conclude that the ocpm bid should be around 19 yuan (with a fluctuation of 20%), so you can quickly calculate how to bid.

After doing the math, you'll have a basic idea of ​​what you can do and can then decide whether or not you can do it.

Based on the live broadcast room algorithm, paid traffic is used to hit free traffic, and popularity-enhancing words are quickly launched in the early stage of the live broadcast to increase retention and take away welfare funds.

Then, during periods of high traffic, we will use profit items to increase volume and profits.

Also pay attention to launching cold starts during times of low competition, and setting up multiple packages for low-priced SKUs to increase average order value and profits.

For specific methods, please see Xie Hui's practical operation:

Group (naming the test idea and determining the test dimension) - Plan (name the plan after the idea, same bid, targeted and universal) - Idea (Ideas 1-10)

I usually use one group, 3 plans, and plan 3-4 creative ideas every day.

When testing creative ideas, place videos into the live broadcast room.

If the group budget is over one million, set the planned budget to 500-1000, turn it on at the same time during the live broadcast, observe the consumption rate and choose the optimal running volume creative idea.

This testing method is called ab testing. When using ab testing, please note that only the dimension that needs to be tested is a variable, and the others must be quantitative.

Seeing this, many friends will wonder, what is the appropriate bid? Run the live broadcast room’s popularity, attention, product clicks, and transactions?

When the live broadcast starts with 0 fans, the popularity will be increased in the first 20 minutes to quickly raise the popularity, and welfare products will be used to attract orders, retain fans and leverage free traffic.

When making a bid, you can observe the speed of people entering the site and the number of people online during the stable live broadcast. You can run a single creative several times and make fine adjustments to come up with a basic bid.

Fix a bid that can be run dynamically, and use multiple creatives to run the best running volume material.

When operating, increase the popularity to more than 150 within 10 minutes, and the peak popularity will reach 300+ after 1 and a half hours of live broadcast. At the peak, force orders to promote sales, and stop the live broadcast when the popularity drops to half.

The first day is for the system to label you as a high-quality live broadcast room that can attract retention and sell goods.

After the launch, the basic bid of 0.8 can quickly increase popularity within 5 minutes and obtain the optimal running volume material.

2. On the second day, determine the marketing plan based on the product traffic conversion rate in the live broadcast room, and launch the campaign according to the plan.

Each conversion goal actually conforms to the marketing funnel model, including entering the live broadcast room, increasing followers, product clicks, and transaction.

We use different conversion goals at different stages. Please note that if you use the transaction method directly for a new account, it is easy to offer a high price but still fail to get out.

Therefore, our strategy is to use light goals to drive deep goals, starting from popularity + increasing fans in the first stage, increasing fans + product clicks in the second stage, and product clicks + transactions in the third stage.

Go deeper into the goal step by step, and let the system learn to target more precise target groups.

Live broadcast scheduling + coordinated traffic strategy:

The broadcast starts at 07:00, the welfare payment is on for 20 minutes, the video enters the live broadcast room with a bid of 0.9, and people are quickly pulled in.

Basic targeting, budget 500, at the same time start the fan-increasing campaign, basic targeting, bid 3-5 yuan to adjust the fan-increasing speed, budget 500.

The price of increasing fans will be cheaper in the early stage, but it will become more and more expensive as the number of fans increases.

08:00-09:00 Morning rush hour, put on the hot-selling products to force orders, turn off the fan-increasing advertising, and turn on the product click bidding at the same time,

It is estimated that the click-through conversion rate of the product is 20%, the average order value is 1699, and the highest ROI2 can be 169.9. The test starts from 8 yuan, and increases by 2 yuan each time to observe the speed of growth.

Once the speed reaches the requirement, the basic price for the product click bid can be determined.

Start transaction delivery, bid one-third of the profit, observe the speed of sales and make external adjustments, the budget is 5,000.

09:00-11:30: Launch regular products and use product clicks and transaction bids to increase sales. When the ROI is good, you can increase the bid to increase sales. When the ROI is not ideal, lower the bid to maintain the basic number of online users. The budget is 1,000.

11:30-13:00 Hot-selling products during peak hours, and clicks and transactions on products. Increase the bid at 11:30 to grab volume. There will be a peak in volume around 12 o'clock. Observe how much volume you can consume in this wave. The budget is 5,000.

13:00-17:30 Promote regular models + hot models. Run regular sales as long as the ROI is good. If the ROI is not good, lower the bid and make sure it is online. The budget is 1,000.

17:00-20:00 Small peak period for hot-selling products, product clicks and transaction bids, budget 5,000.

20:00-23:00 The broadcast time of major anchors. The bidding cost is high if the volume is good. Increase the bid to grab the volume while ensuring ROI.

As long as it can run well within this time period, there will basically be no problem with the launch of this project, with a budget of 5,000.

23:00-24:00 Promote high-profit and hot-selling products. After 23:00, the conversion rate will be higher and the bidding will not be so fierce.

After 23:00, external interference is reduced, and users are more likely to engage in calm impulse consumption. You can grab volume to make high profits and hot-selling products to increase your investment-production ratio. The budget is 5,000.

I used basic targeting for all my delivery on this day.

Gender, age, region, tags: choose the correct category and know the main keywords. For example, if you want to search for travel on Douyin, look at the drop-down keywords and add the keywords.

Why use base orientation?

Tik Tok’s algorithm is relatively accurate, and it can deliver basic targeted advertising. As long as the material works, the ROI will be relatively high, and the basic targeted advertising will start to grow faster.

Judging from the trend, the targeting capabilities required of advertisers are becoming lower and lower, and they are more dependent on the system's algorithm targeting.

From an actual operation point of view, when you have invested tens of millions, you will find that sometimes low-quality ads that you don’t even run, or even ads that are not clear enough, can actually have very good effects.

From a targeting perspective, the content of the video is targeted at those who are easy to convert, and will not be recommended to picky elites.

Personally, I think copywriting targeting + basic targeting may become the trend in the future.

I also often use a targeted combination, where each creative has 3 targetings, the crowd package provided by the service provider, the label targeting made by myself, and the existing crowd package in the system.

In the case of a basic directional ROI table or no volume, I would start experimenting with this combination.

Investment is just an amplifier of the overall efficiency of the team. When the overall advantages are strong, the advantages can be quickly amplified and profits can be made quickly.

On the contrary, when the overall efficiency of the team is poor, accelerating delivery means accelerating losses. To a certain extent, conversion efficiency determines the magnitude of traffic.

Before the broadcast, I created all the plans, and then launched them according to the existing plans after the broadcast.

Pay attention to the delivery after the broadcast starts, and judge whether the traffic fluctuations of the day are large according to the delivery speed every day.

If you find that the market has no volume, reduce the budget of the original plan and do not make money just to protect your capital.

When it is judged that the market is running at a fast rate and the cost is low, increase the budget and run with large volume.

As the saying goes, a duck knows first when the river water warms in spring. A good campaign must have a foresight into traffic and real-time conversions!

During live broadcasts, you must keep an eye on the conversion rate and ROI in real time, as well as coordinate with the host's status, and remind the host in advance when to increase or decrease traffic. The operation and delivery rhythm of the host and the live broadcast room must be consistent.

With ROI as the core, we use our overall advantages to compete in the market and adjust our bids based on actual conditions.

After the live broadcast, the project leader should fill in the daily data. Each person should correspond to his or her own data indicators, be responsible for the results, assign responsibilities to individuals, and clearly define rewards and punishments.

Doing a project must be a process of continuous iteration and optimization, constantly optimizing execution based on data results to achieve one goal after another.

3. On the third day, based on the review of the data from the second day, we found that we could add two-person packages, packages with children, and family packages under one sku to increase the average order value.

After the third day of implementation, the overall ROI increased from 1:20 to 1:23.

After moving from feed to Qianchuan, volume has become more dependent on advertising materials. The businesses of several friends’ companies that have information flow genes are booming.

In the past, you could just mix and paste, or even just copy other people’s materials and change the md5 value and frames and it would run. Now it’s totally impossible. If you want Qianchuan to run well, original materials are indispensable.

Because the materials need to be iterated and made continuously, I put this part at the end. Before making the materials, analyze the materials running on the platform first.

Through tourism keywords, I found several colleagues who were doing well, and discovered that their materials were all about landscape display, which were relatively simple and crude.

So I began to imitate their landscape presentations, and made slight innovations by adding oral explanations.

In order to save video costs, we basically use imitation landscape videos, add heartfelt copywriting to the video cover, and the spoken-word type is mainly based on travel guides, with landscape displays and matching copywriting.

As a result, the data of micro-innovations of the imitation type were much better than those of its peers. The oral broadcast type became a hit on the second day. Relying on the explosive volume of videos, this live broadcast room became popular all of a sudden.

Products, traffic, conversion rate, team efficiency, business model

· Simple algorithm for placing price:

3 :3 :3 :1

Product cost: Putting cost: Profit: Logistics and returns

· 3-day practical operation of Douyin live broadcast room:

On the first day, test creative ideas and bids; on the second day, determine the marketing plan; on the third day, increase the average order value.