3 tips for Tmall 618 marketing and attracting new customers!

The 618 Shopping Festival, the biggest e-commerce event in the first half of the year, is coming, and most merchants have already started preparations. However, many merchants are not very clear about how to prepare specifically and how to grasp the rhythm of the entire event.

Based on this, let’s talk about how to comprehensively plan Tmall 618 today.

In fact, no matter it is a shopping festival or on ordinary days, the demands of us sellers remain the same: one is how to attract more new customers (traffic), and the other is how to achieve orders (conversion). Then, we will start from the two core demands of sellers and talk about what merchants should do from the three levels of consumers (people), products (goods), and scenario marketing (venues) to better reap the 618 holiday bonuses.

1. Consumer Level

The so-called consumers, I divide them into two categories: new customers and members (old customers).

1. New Customer Acquisition

There is only one way to acquire new customers: expose your products to them. There are many ways to increase exposure. You can slowly build up your weight, or you can quickly acquire traffic through paid methods. Since the 618 Shopping Festival is a short-term commercial event, the platform traffic will surge during the event. If you want to get better display and exposure during the event, paying for traffic becomes the most efficient way.

For every event, we have to face a huge amount of traffic, but even if you are an adult, you can't say "I want it all".

After all, our products cannot satisfy everyone's needs. Therefore, it becomes very important to obtain more accurate target groups. what to do? This can only be achieved through testing the products, pictures, crowds, keywords, etc. The through train test will help us better determine the main models to promote.

One thing that needs to be faced is that although the through train is a powerful tool for attracting traffic, it is also a pain for many sellers if the through train is not driven well. People who are good at it say that the Through Train can attract accurate traffic, help determine product population labels, increase weight, and drive subsequent search traffic. Those who are not good at driving it think it is expensive and difficult to operate.

I don't deny that the through train is difficult to operate, but if you don't want to invest but want to gain traffic, stand on the top of traffic, and have hit products one after another, I want to ask, why? If you want high output, you must have a certain amount of investment. Of course, you can’t open the through train randomly, because not only will you waste money, but it may also lower the weight of your store or product.

Here are some suggestions: once you decide to drive, drive for a certain amount of time, don't start and stop indecision; choose neither too many nor too few keywords, and focus on accuracy; adjust keyword bids at any time (prices may be relatively higher on the eve of a shopping festival); in addition, the timing, location, and matching methods of delivery are all important, and you can't be blind.

During the water storage and preheating period, the product can gain a lot of exposure through through trains, diamond booths, super recommendations, etc., and attract new customers among unknown groups and people with general interests. Then, during the first wave of Tmall 618 activities (Tmall 6.1 is a good start), we will try to convert buyers who have added items to their carts as early as possible. Specific conversion methods include adding information such as "same price as 618" on the main picture, or guiding consumers through customer service, telling them that if they place an order now, the price will be the same as on 618, and they can make up the difference, get express delivery first, etc., to dispel customer concerns.

Of course, merchants who hope to reach a more precise group of people with their products can also use Dharmapan to attract new customers.

2. Reawakening of store members and old customers

Old customers and members, who have basically bought things from us, are the most accurate group of people. Nowadays, the cost of acquiring new customers is getting higher and higher. Maintaining our old customers and preventing them from leaving is also a way of "acquiring customers".

We can develop various marketing scenario solutions for awakening. For example, use SMS, Weitao, member groups and other notifications to wake up members and old customers. Specifically, some member-exclusive benefits can be set up. For example, buy one get one free, the first XX members get it free. Grab XX for 0 yuan and so on.

Especially for Weitao, we must persist in doing it well. Because once you update, all members will be able to see it. Don't worry about no one watching. I remember Jack Ma once said: Millions of people log in to Taobao every day, but they don’t buy anything and I don’t know what they are doing. In fact, those traffics that have not resulted in an order are just “browsing” Taobao. It’s the same thing when shopping with girls. E-commerce platforms such as Taobao have long been more than just a platform for shopping. Its role has broadened. And everyone who visits the site is a potential user. Imagine that if your members are browsing Weitao and the product information you display happens to impress them, it is possible that they will add the product to their favorites, add it to their cart, or even place an order directly.

2. Product Level

1. Main Model

I don't need to say much about how important the store's main product is. It plays a dual role in making profits and attracting traffic. After all, when a user decides to buy your product, he or she will generally come into the store to look at other products. Therefore, the main model should be determined as early as possible.

Now, it is less than a month away from 618 and time is very tight. For stores that have not yet determined their main models, they must do so immediately. How can they do so? You can refer to past years’ experience or solve the problem by testing the models.

After confirmation, the next step is to maintain the main model. At this stage, the conversion rate of the entire network is generally reduced because the vast majority of people are waiting for the arrival of 618. But it should be clear that at this stage the traffic on the entire network is increasing rapidly, and every buyer is selecting and purchasing the products they need. Why should buyers choose you? Of course your product is attractive enough.

Therefore, we must do a good job of maintaining the main model, and optimize its evaluation, questions, pictures, etc. to ensure 0 negative reviews. It should be noted that some things cannot be moved, such as the main picture, title, and other aspects that will affect the weight.

2. New Products

Every event or shopping festival is a good opportunity for new products to grow. Therefore, testing the styles and pictures must be done quickly, because after testing you still have to maintain their weight, produce them, evaluate them, ask everyone, etc. Time waits for no one.

The specific approach is to use the huge traffic of the main model to bind the new product for related marketing, and use the traffic during the promotion period to assist the growth of new products. After all, people tend to get bored with the old and love the new, and the platform provides certain traffic support for new models. If done right, it could become a trending product. Because no one can predict in advance which product will become popular.

Just like masks, before the outbreak of the epidemic, no one thought that masks would one day become a hot-selling product and would be sold out on all major platforms.

In addition, launching new products during events can not only increase the number of collections and add-to-carts, attracting event crowds to the event page, but also accelerate the growth of new products. After all, after 618, life still has to go on, right?

In general, the operation of products is essentially to let the "goods" find people. In addition to through trains, super recommendations, and diamond exhibitions, you can also use Dharmapan to achieve more accurate and intelligent product promotion.

3. Scenario Marketing

The so-called scenario marketing is essentially content marketing. Content marketing is not a new thing. It’s just that the forms are constantly being innovated. From the initial pictures and texts to today's live broadcasts and short videos. And we must be good at grasping these changes.

There are mainly the following categories of Tmall 618 scene marketing:

1. The platform’s own big promotion incentives. For example, Alibaba’s 618 product-effect package, the platform’s 618 effect-return coupon activity, the new customer incentive plan, etc. These are activities that the platform uses to create an atmosphere, and all merchants are beneficiaries.

2. Payment channels. The main paid channel for content is super recommendation, which can be in different forms such as pictures, short videos, live broadcasts, etc. In addition, finding experts to promote is also a way to do content marketing well.

I won’t talk about conventional forms such as pictures and texts here. Next, I will mainly talk about live broadcasts and short videos which are currently popular.

I suggest that everyone pay more attention to the promotion channels of live broadcast and short videos. Because it is undoubtedly the hottest content marketing model at present. Although live streaming e-commerce has been around for a long time, before the epidemic, except for a few top anchors who developed well, the live streaming industry as a whole was in a lukewarm state. Under the influence of the epidemic, people have now become accustomed to this way of shopping.

Of course, the waters of live streaming e-commerce are very deep at the moment, and even someone as strong as Li Jiaqi can’t make everything popular. For the same live streaming sales, some categories can facilitate a large number of transactions, while others may see a decrease instead of an increase.

Therefore, when doing live streaming to sell goods, it is important to choose the right anchor. In addition to looking at the number of his fans and the categories of goods he sells, his own positioning also needs attention. After all, every anchor has his own label. If you ask Li Jiaqi to sell things that don’t suit his fan base, the possibility of failure is high.

In addition, it is also important to note that consumers go to the live broadcast room to shop basically for prices lower than the market price, that is, the product prices in the live broadcast room are different from the usual prices. Therefore, in order to avoid the influx of traffic during live broadcast from destroying the original label of the product and thus affecting the weight, we can divide the products into active links and normal sales links, and the normal sales links focus on daily sales. Traffic introduced from outside at low prices, such as live broadcasts, short videos, and graphic recommendations, is mainly connected to event links. Two links are used to ensure that the store’s overall crowd label will not be disrupted by live broadcasts and other activities during daily sales.

In addition, attracting people through paid traffic can also stabilize the crowd label.

3. Off-site promotion

In addition to directing traffic within Taobao Tmall, we can also focus on outside the site and obtain traffic outside the platform. For example, you can shoot product promotion videos on short video platforms such as Kuaishou, Douyin, and Bilibili, or cooperate with short video influencers; you can also write grass-planting articles to attract traffic in communities such as Xiaohongshu and Zhihu.

Of course, off-site traffic generation is not just about writing a promotional article or shooting a short video, but requires a basic understanding of the platform and familiarity with the platform's operating logic and recommendation mechanism. Only in this way can you make the content you put out have a better display and gain a lot of exposure.

IV. Precautions

We need to focus on the above three aspects according to different time points. If you are not sure how to grasp the rhythm, just follow the rhythm of the platform. It can be mainly divided into five periods: water storage (5.14-5.25), warm-up (5.25-5.31), Tmall 6.1 opening (5.29-6.3), Tmall category day carnival (6.4-6.14), and Tmall 618 carnival (6.13-6.20).

Of course, the division of periods is not rigid. For example, we promote conversion when storing water and preheating. Through trains and super recommendations can be made during the water storage period...

Finally, as the largest e-commerce event in the first half of the year, 618 will not bring less traffic dividends with the support of the epidemic, but products will not become popular on the platform for no reason. If you want to harvest traffic during 618, you must make adequate preparations in advance.

Author: fugousheng

Source: Jianshu