Understand the universal formula for traffic generation and you won’t have to worry about lack of traffic!

I have seen too many people pursuing various methods of drainage, but they always stay at the technical level. They change methods one after another, platforms one after another, but in the end they get nothing.

Today's article talks about the universal formula for promotion and traffic generation. It is based on my own understanding. It can be said that almost any promotion and traffic generation method follows this formula.

What you lack is not the method of attracting traffic. You can find a lot of them if you search on the Internet, but how many people have achieved results based on these methods?

There is actually nothing wrong with these methods, but they just fail to understand where the problems lie.

If you are confused about drainage, I suggest you read it carefully and think about it. I believe it will be useful to you!

Universal formula for traffic flow: traffic = exposure * conversion rate

If we add the average order value to this formula, it means making money. However, today I will mainly talk about traffic.

1. Exposure

Before talking about exposure, we must understand that traffic is to attract users through one thing.

Simply put, this thing is content. No matter which method you use or which platform you use, content must be the foundation.

This content may be just a name; it may be just a simple sentence; or it may be an article, a video, or an audio.

The form can be changed at will, but it must be tangible. Only when it is tangible can it be quantified. Only when it is tangible can it have exposure, and only then can people see, understand and go deep into it.

There is no absolute good or bad in these forms. Some people are not good at writing, but can touch people's hearts through videos; some people are not bound by one format and can switch between various forms at will.

So which form is suitable for you?

It doesn’t matter. For me, what matters more is the exposure.

What is exposure?

That is, how many people see your content, or more specifically, how many people see your information with advertisements.

You know, after we post content on the Internet, if it is not restricted, someone will definitely see it, resulting in exposure.

This exposure will have an intuitive data display on most platforms. For example, Zhihu and Douyin have creator centers, which not only show how many people have seen it, but also the daily reading volume, completion rate, etc.

Maybe many people still don’t understand the importance of these data. It doesn’t matter. Let me tell you a case.

Some time ago, someone asked me: I have the same traffic generation method, the same operation method, and similar content as my peers, but why is the traffic I can get much lower than that of my peers?

For this reason, I went to look at the content of him and his peers, and the problem was obvious: their exposure was far less than that of their peers.

According to the formula traffic = exposure * conversion rate, it can be concluded that if the conversion rate remains unchanged, the higher the exposure, the more traffic will be obtained.

Therefore, if you don’t get traffic, it’s not necessarily because there’s something wrong with your method, but rather that you don’t understand this formula and don’t have enough knowledge about it.

So how to get more exposure?

So easy! Even if the methods and platforms used are different, the operations will be different, but the logic is the same.

I wrote an article before titled "Who Are You Asking for Traffic" which actually answered this question, but many people still can't do it.

Today, we provide another method, which is batch operation !

If we talk about cool operations, bulk operations are definitely one of them.

The same is true when doing a project, just like opening a store on Xianyu or Taobao. If you don’t have money to burn, can’t you do it in batches?

Just like selling products on Douyin and Zhihu, if one account can’t make it work, then ten accounts will work?

The same is true for traffic generation. What is the use of one piece of content on a platform?

When you don’t have the technology, can’t produce good content, and don’t have money, batch production is definitely one of the best ways.

If ten people see one piece of content you post, then wouldn’t a thousand people see one hundred pieces of content you post?

In addition, brand promotion also cannot be separated from batch size. No brand says it will only find one person to do a promotion. They all look for dozens or hundreds of influencers to place advertisements on various platforms, starting with quantity and achieving qualitative change from quantitative change!

If you are not willing to even try in bulk, then you can’t blame anyone for not getting traffic.

2. Conversion Rate

Conversion rate is not reflected in intuitive data like exposure, but it can be calculated.

If you get a total of 10,000 exposures and acquire 100 users, the conversion rate is 1%.

Nowadays, it is becoming increasingly difficult to obtain traffic, and the cost of exposure is gradually increasing, so improving the conversion rate is also a way out.

How to improve conversion rate?

As mentioned earlier, traffic generation is about attracting users through one thing.

What is attraction?

Draw the user's attention to yourself. Just like when you pursue your girlfriend, it’s not one-sided giving, but attraction.

For example:

The idiom "a crane standing out among a flock of chickens" is very intuitive. A crane stands among a flock of chickens. Are you paying attention to the flock of chickens or to the crane?

If your content is similar to others, or even worse than your peers, and there is nothing outstanding about it, then it is just a chicken, waiting for the "right person".

So how to increase attractiveness? Of course, there must be something prominent.

It’s still this crane that stands out among chickens. Why is the crane the first thing we see?

Because it is tall and beautiful.

This is the first impression. The importance of the first impression in interpersonal communication is self-evident. Traffic generation can also be compared to interpersonal communication.

The first thing a user sees when publishing content determines whether he or she is willing to continue reading.

So we often say that titles, article beginnings, and the first three seconds of videos must be attractive and able to retain users.

Retention is only the first step. Wanting people to fall in love at first sight through the first impression is only a plot in TV dramas. In reality, one still needs to look at the inner qualities.

The essence of traffic diversion here is whether your content meets user needs. The more it meets user needs, the higher the conversion rate.

Just like when you choose clothes, you already have a general idea in your mind before choosing, and then during the selection process you will judge the style, material, etc. of the clothes, and finally choose the one that best suits your ideas.

Of course you said you have money and you can buy everything you like, then just ignore what I said!

Therefore, to attract traffic, you need to have a deep understanding of what kind of people your users are, what their needs are, and act accordingly. This way, you can better attract users and increase conversion rates.

above.

Improving conversion rates requires constant exploration and research, but there are only a few ways to increase exposure, and they are reflected in intuitive data.

Before you have any other choice, be sure to look at the data more and look at any possible data. From this data, you can infer various problems and find solutions!

Author: Tianwenge

Source: Tianwenge (L836250382)