Over-emphasizing traffic in social marketing is a taboo

Today, I am helping a leading betel nut brand with community planning. I would like to summarize with you the data methods used in this planning process.

In fact, in the minds of many people, community traffic is a very cool thing, and fission growth is a very powerful skill. Whoever gets the traffic wins the world. That’s right, traffic cannot be ignored, it is really important.

But in actual projects, I never pay so much attention to traffic. Because what I value is the system and ROI (to explain, the general community ROI refers to the revenue brought by the community divided by the community’s customer acquisition cost and community operating cost, where the operating cost includes various activity rewards, red envelopes, benefits, etc.).

Therefore, when you look at the community from the perspective of ROI, you will always keep one sentence in mind: in this community business, how much can I earn if I spend one dollar in the community? When you look at a community from an ROI perspective, your priority is definitely not traffic. How to do data planning?

In this betel nut project, I did data planning like this.

1. Build the entire conversion rate funnel model:

First level conversion rate:

What are the channels? What is the conversion rate of traffic from these channels to WeChat? For example, in this project, we focus on using two channels, Tmall flagship store traffic + factory gate door traffic. In this stage, I will estimate the conversion rate of these two channels, that is, how many people can be added to WeChat if I send out 100 packages, and how much exposure and how many people can be added if I promote at the factory gate.

Second level conversion rate:

After adding WeChat, we will use rhetoric and bait to attract the other party to join the group. Here we will focus on analyzing how many people you invited and how many people joined the group.

Third level conversion rate:

The number of people who have joined the group, the number of people in the group, and the number of people who have paid.

2. Make a traffic budget:

After the above model is completed, you only need to know one thing, which is how much money you plan to spend to acquire traffic. For example, in the traffic segment, we plan to invest 100,000 yuan. Then, you just need to put 100,000 yuan into the funnel model above, and you will know how much money you can make in the end. Because when you are making a funnel model, you know approximately how much it costs to acquire a customer through each channel. At the same time, when you are selling goods in the group, you also know the average customer spending of your products.

3. Calculate ROI:

It’s even simpler here. Just use the money you can earn calculated above and divide it by the customer acquisition cost of 100,000. If the final result is greater than 1, then this business can continue. If it is less than or equal to 1, it means that you will lose money in this business. And the bigger the number, the more money you make. For example, if the final number you get is 1.5, it means that if you invest 1 yuan, you can earn 1.5 yuan; if you invest 100,000 yuan, you can earn 150,000 yuan. Therefore, we definitely want this number to be as large as possible.

4. Optimize the funnel model:

In the funnel model, please think again, which layer's conversion rate can be improved? Because if you increase the conversion rate at any level, your ROI will be greater in the end. As for how to improve the conversion rate of each layer, this will test the actual operation. Of course, we can't make decisions on a whim in this process. For example, if the original conversion rate was 10%, and now we say we want to increase it to 90%, that is a completely unreasonable goal.

Okay, we’ll talk about the follow-up operations when we have time. In short, I hope everyone understands from today’s sharing that community is always a business. Don’t be self- satisfied and don’t fantasize that generating traffic is awesome. What ultimately matters in business is how much money you can earn back for how much money you invest . Today I have taught you this little method, and I hope that you will look at the community from a business perspective.

The above are some of my thoughts on the practical model of community. I hope it will be helpful to everyone.

Author: Qi Jie

Source: Qi Jie