Marketing promotion: from short videos to selling products through live streaming!

Against the backdrop of the live streaming craze, how can we seize the marketing opportunities it brings? How to achieve sales conversion from short video promotion to live streaming ? Standing on the new track of marketing, the author of this article provides some new skills that need to be mastered.

1. Golden Triangle: Live Streaming + Short Video + Private Fans

We found that in the entire current ecological traffic, offline traffic has gone online, and online traffic has gone to short videos and live broadcasts . So whoever can play short videos and live broadcasts will have the opportunity. You may have missed the opportunity to become a short video IP and internet celebrity in 2018, so don’t miss the opportunity to become a live streaming internet celebrity and live streaming IP in 2020.

Short videos generate traffic, live streaming builds trust, and private domains attract fans. This is a golden triangle. From traffic to orders and trust, and then to winning people over, this is invincible. I think that as long as anyone masters the golden triangle, no matter how the subsequent epidemic cycle is adjusted, you will be one of the winners that quickly emerges.

1. Case 1: Beauty Salon

Pain point: Due to the epidemic, offline beauty salons cannot open.

Solution: Since the product direction doesn’t work, go for the service direction – teach online how to open a beauty salon and sell courses for 1,000 yuan per person. Turn offline beauty salon products into online educational services and create IP.

Effect: By accumulating online private fans, offline beauty salon business will also be good once the epidemic is over.

2. Case 2: Decoration Company

Online live broadcast content direction: Sharing things to pay attention to during decoration (knowledge-based).

2. Create a short video hit: hot content + classic content

There are only two models for the popular content of short videos: one is called hot content and the other is called classic content.

1. Hot content example: clothing sales

The ladies dance to popular music, sell clothes and their own products, and there are product links at the end of the video. (Combine popular materials with your own products)

2. Classic content example: My Chicken

You say that my average order value is very high, so I must have an IP; if I provide personalized customization, then I must have value points that extend beyond the expiration date. If you have no IP and no value points, who will pay attention to you?

3. Creativity

Creativity obtains free traffic, and advertising obtains paid traffic. Creative ideas with pan-entertainment attributes can help obtain free traffic. Make yourself an ordinary person, pay attention to positive energy, do good things, and care about the grassroots people, then you will become famous.

4. Monetization

Content in the left hand, monetization in the right hand. The three core paths to monetization are: accepting brand advertising, giving rewards in live broadcast rooms, and selling products through short videos.

When selling goods in the live broadcast room, you can be simple, direct and honest; in short videos, you need to focus on content and creativity, because this is the result of the entire closed-loop design.

Remember my words: short videos are carefully designed to cater to the masses, while live streaming is vertical content and monetizes a niche market.

5. Three major misunderstandings

1. Missing the live broadcast will cost you hundreds of millions

Live streaming has no fans and no traffic. If you want to do live streaming, you must either import short video traffic into the live streaming, or simulate short video traffic into the live streaming room. So in the early days you have to be thick-skinned and mobilize your circle of friends, right? In the early days, you had to shoot a few videos yourself. When Douyin was launched, you developed short videos with your left hand and called them over with your right hand.

2. Live broadcast + community

Seize private domain opportunities, such as live streaming in the WeChat ecosystem, and be sincere in one-on-one interactions.

What is the most valuable thing in the entire scene right now?

I think being sincere is the most valuable.

You spend time with your friends and your customers, you do some things to serve them, and when no one else serves them, you communicate with them, and you can become good friends. Therefore, in the private domain, a one-to-one relationship is very important. The private domain is based on live broadcasting, video, and social networking.

There are 1.4 billion people in the WeChat ecosystem. Do you want this wave of traffic?

3. “Maintaining an account” is more important than anything else in the first month of the year

6. Super Trends in 2020

Full network marketing, live streaming transactions.

With the rise of the stay-at-home economy, everything is in the cloud.

2020 is the first year of live streaming, and the whole nation is promoting live streaming.

7. What do short videos focus on?

• Interesting and fun – temperature;
• Knowledge, value – professionalism;
• Diversity, labeling – following.

8. Followers-IP-Monetization Model

When it comes to fan-increasing IP and monetization models, I want to tell you that there is a huge pitfall:

No matter you are a big V or a small V, no matter you are an enterprise or an individual, when playing with short video IP, you have to do both, that is, increase fans with your left hand and realize cash with your right hand. Don’t ever say that I will look for fans first and then cash in, and don’t say that I will only cash in and not build fans. Only by doing it in parallel can you be sustainable, so from the very beginning you have to design a model for yourself that can be monetized in the mid- to long-term, or a model that can be monetized immediately. Don’t try to increase traffic and followers first, as it seems to have no relevance to the products and services I want to sell. Without relevance, there is no value .

Among the monetization methods, selling goods ranks first, rewarding ranks second, and advertising ranks third, and the difficulty ranks from low to high.

9. Five Dimensions

1. Precise positioning: good personality (can attract girls, girls buy things for the whole family);
2. Content is king: good content form;
3. Content format: classic + popular;
4. How to output and enhance input;
5. A good life: positive energy, good people and good deeds, and the grassroots people.

10. 2020 is a watershed year

Before and after 2020 are two different worlds, but if we use the thinking model before 2020, business after 2020 will face great challenges.

Before 2020: commodities, production, and traffic; after 2020: IP, content, video, and live broadcast.

Before 2019, if you were engaged in production, merchandise, or traffic, you were OK and you could survive. So after 2020, it will be about IP, content, video, and live broadcast. So you need IP, you need a steady stream of content, you need to turn your videos into live streaming, and you need to turn your live streaming into video.

Anyone who is unwilling to turn himself into video or live broadcast will definitely be replaced by those who are more willing to turn himself into video or live broadcast. Why? Because he is at the forefront of the short video live streaming trend and has turned himself into an IP in the short video live streaming industry. Once all the traffic has gone to that location, all the attention will go to that location, the focus will go to that location, and the resources will go to that location, so we have been iterated, right?

Trends beat advantages, and choices are more important than efforts, this is certain.

Short video live streaming is terrible. It will be the biggest trend in the next 5 to 8 years. Our individual efforts cannot defeat choices or trends.

Author: Huang Changjun

Source: Kotler Marketing Strategy