How to achieve accurate traffic diversion from 0 to 1?

Accurate flow

As the name suggests, precise traffic refers to users who have a clear purpose after adding WeChat.

For example, after adding WeChat, people can directly ask about product prices, consult related product issues, etc. This type of traffic is collectively called precise traffic.

Of course, this kind of traffic with a clear payment tendency is the most expensive and the most difficult to attract!

Oh, by the way, precise traffic must be added passively to be called precise traffic!

Pan traffic

There are many consumers on the Internet who are swimming around like fish, consuming content from various platforms on the Internet.

But they do not have a clear consumption purpose. We call such fans "pan-fans".

Such fans, whether they add you or you add them, basically have no desire to consume.

Compared with targeted fans, general fans are easier to obtain, but also more difficult to convert and monetize!

Traffic by Segment

Traffic fans in niche areas are the most valuable, and it will be much more difficult to attract them.

For example: stock fans, financial fans, local fans, shopping fans, local mom fans, and local merchant fans! Of course, on this basis, we can also subdivide the fan base in different fields.

For example: male fans in the same city, female fans in the same city, and college student fans in the same city. Although these fans are in the subdivided fields,

But they are just a group of people from the same city, and there is no obvious consumption label on them!

The underlying logic of traffic diversion

Behind the fan traffic is the consumption label of each person, and the work of attracting traffic should also be carried out according to the label of the user.

The core logic of traffic generation is to solve users’ pain points and provide them with corresponding product value and solutions.

When you have a product or a project in your hand, if you want to attract traffic, we should first analyze the label attributes behind the target users of your own product or project!

for example:

How does a mother who sells cosmetics through WeChat business attract customers?

If you are just selling cosmetics and not recruiting agents

First, analyze what kind of audience the cosmetics are targeting.

How old are you? Which platforms do you like to be active on? What kind of content do you like to watch? What are the consumption characteristics? What user pain points do cosmetics solve? Can the product become the user's social currency? Etc.

After analyzing these problems, we formulate corresponding drainage plans based on user pain points.

For example, if you want to attract women aged 18-25 who need to remove acne, you need to go to Weibo, Xiaohongshu and other platforms where women are active to publish content solutions that are popular with this group of people and can solve the problems of this group of users.

Only after solving the users’ pain points will they be more receptive to your products. Directly publishing hard ads to your potential customers can be regarded as information hooliganism from the users’ perspective!

For example, they publish some notes on how to solve acne problems and skin care tips, and then provide a bait to continuously publish some tips in niche areas on certain public domain platforms, with some guiding words in between.

For example, if you add me, you will get an acne treatment plan or a trial package. Of course, the words and words used to guide the addition are not fixed. I must test different words for a long time and optimize the effect before publishing them.

I have seen many novices who want to attract traffic. They either go directly to major apps to post hard ads, or even post QR codes everywhere, or go to major knowledge platforms to ask for help, hoping that others can help them attract traffic.

Whether online or in real life

As long as there is a relationship of interest, the word "free" will definitely not be involved. Even brothers should settle accounts clearly. In the pursuit of interests, you must not expect others to give you anything. You can either pay to solve the time of learning to drain traffic, or go to the pit to learn, or you can only constantly self-discipline and spend time to learn knowledge in a certain field. If you want to learn to drain traffic, there is no other way.

Only by continuously and persistently providing valuable content can you efficiently and long-term attract accurate fans . Of course, attracting general fans is a very simple thing. Publishing content that general fans like can easily attract a large number of general fans.

The solution to fan-attention always revolves around people who do not have a clear consumer label. Simply put, those who are not interested in your product can be collectively referred to as fan-attention.

For example, a few years ago, it was very common in WeChat Moments to add XXX to get certain movie resources, or some coupons, or to get some small gifts by forwarding something. These are basically general fans.

Simply put, general fans are those who do not value value and are sensitive to price, while precise fans value value more and do not care much about price.

Many moms or novices think that quantity can beat quality, so they work hard to add people on their WeChat, thinking that as long as they have 5,000 people, they will be able to sell things. In fact, many WeChat accounts with thousands of people may not even get a few likes when they post to Moments, let alone sell anything. Or when you are frantically posting hard advertisements on Moments, you have been blocked by countless people!

In my opinion, among 100 general fans without consumption labels, none of them are as valuable as accurate fans. After all, accurate fans actively add your WeChat and then consult your products or services. After such fans are marketed multiple times through social networks, Moments, and official accounts, their conversion rate to cash is relatively higher.

Even many accurate fans will actively ask for the price details of your products after adding them. As for general fans, because there is no clear consumption label, you don’t know whether they are interested in your products and have no sense of trust. For such fans, you need to market to them for a long time to gain their trust.

When ordinary people do traffic generation, they must always build it on personal IP rather than product IP because the things you sell and the projects you work on are always someone else's. You don't pay attention to the exposure and creation of your personal IP, but always promote other people's product IP. In the end, the people you generate traffic for are not going for you as a person, but for the product.

Products can be sold anywhere, but you as a person are unique. The highest level of traffic generation is to have others buy everything you recommend just because of you, just like Li Jiaqi who makes girls crazy. Can't the things Li Jiaqi sells be bought through other channels? Why do we have to wait until Li Jiaqi’s live broadcast room to sell?

The ultimate goal of any traffic diversion is to build your own personal IP, and then use your personal IP to continuously provide relevant products or services, and then have deeper communication and interaction with users before realizing it efficiently!

The core of traffic generation is actually to prepare for later monetization. Therefore, once you are ready to start generating traffic for a product or project, you must not simply generate traffic for the sake of generating traffic. It must be based on the product or service, and then systematically analyze the consumption characteristics of the target audience, and then do a related series of traffic generation work.

Just like Tik Tok’s information flow promotion, all kinds of promotion require crowd segmentation to segment users’ consumption characteristics and what they like to watch. age? men and women?

After analyzing the consumption characteristics of users, we can purposefully deliver content that users like, so as to improve ROI (return on investment).

To put it simply, any type of fan traffic generation is essentially marketing. The essence of marketing has many explanations on the Internet.

By reaching out to consumers with information, we can change their fixed ideas about things, thereby increasing the probability of product sales conversion!

Summarize

The essence of traffic generation can be understood as marketing. By continuously or indirectly publishing content that vertically segmented users like, we can solve the objective pain points of users and achieve the purpose of traffic generation.

To attract traffic, you must understand the value you provide and whether the pain points of your target users match, rather than blindly adding some people.

In fact, traffic generation is more about personal IP, and then using the value provided and the pain points solved for users to increase trust, thereby achieving the goal of subsequent conversions!

Here comes the point. Regardless of whether you are attracting precise fans or general fans, you must not think that those who are attracted to your WeChat are your fans or customers, because users have the right to choose, and they may add dozens of people like you at the same time. If you cannot provide high-quality value in your Moments, WeChat groups, and public accounts for a long time, the final destination is to be blocked or blacklisted, or others will place orders with your peers.