How to fine-tune the operation of an effective e-commerce live streaming sales event?

Amid the epidemic, live streaming sales are extremely popular. Whether it’s internet celebrities selling goods through live streaming or company bosses personally taking part in the live streaming sales, live streaming is the theme of this year. With the influx of a large number of merchants, live streaming e-commerce is beginning to transform from "rough live streaming" to " fine-grained operation ".

The author of this article starts from the three stages of before, during and after the live broadcast, and breaks down in detail the key points of a "finely operated" live broadcast for everyone's reference and learning.

When the live streaming e-commerce industry moves from a booming situation to a normalized development channel, when competition for platform traffic dividends intensifies, and when user time dividends decrease...if merchants still follow the original live streaming model, they will most likely face a decline in popularity of the live streaming room and a low user conversion rate. So, how should live streaming, which has developed into a new marketing infrastructure, solve these problems?

Based on the current state of the industry, it can be observed that live streaming has begun to shift from "rough live streaming" to "fine-grained operation". In fact, many leading merchants and companies are already taking great steps in this direction.

In this issue, we will also share this topic with you from a practical perspective.

1. Before the Live Broadcast

1. How can we effectively accumulate traffic through promotion before live broadcast?

Most merchants who have been involved in e-commerce live streaming should know that there must be a certain amount of advance publicity before the live broadcast, that is, they must reach users/fans before the live broadcast, inform fans of the live broadcast time in advance, and build momentum for the live broadcast. However, the work of many anchors at this stage is just to "officially announce" a live broadcast poster or a live broadcast room QR code in the circle of friends. The result is often that the live broadcast room data is not ideal after the broadcast starts and the popularity is very low.

So, how to carry out flow storage in a refined manner?

1. In addition to doing regular preview promotions on all channels that can reach fans, we can also use short videos to launch some hot products and sweepstakes during the water accumulation stage to attract users' attention. We need to let those customers reached by the promotion know how to enter your live broadcast room and what about your live broadcast activities can attract them to watch.
2. You can add some platform gameplay in advance, such as following before the live broadcast, so that users can obtain exclusive rights and interests to accumulate traffic.
3. Exclusive rights and interests refer to the benefits that only users who have completed a certain task can get. These include deposit inflation, limited purchase rights for hot-selling products, and participation in pre-sales of hot-selling products. These are all ways for us to accumulate traffic in advance.

2. There are many factors to consider in live streaming, and it is most important to identify the common needs of users

Before doing a live broadcast, merchants must clearly define the target audience of the live broadcast, and then plan the live broadcast theme and product closed loop based on user needs. Before some businesses start live streaming, they consider the host and the products more. However, after the grand broadcast, they only gain very few users. A big reason for this is that they do not clearly identify the common needs of users.

For businesses, there may be many channels to acquire users, and users can also be classified through multiple dimensions, such as according to different active cycles or user values. However, we must find out some common needs of users. Only in this way can the entire live broadcast content achieve accurate conversion.

In addition, clarifying the common needs of users is also a prerequisite for determining the theme and product content of a live broadcast.

Because with the development of the live broadcast industry, the themes of live broadcasts have also changed a lot. From initially only doing discounts and clearance sales, a live broadcast can now be comparable to a small evening party planning. The live broadcast theme can be a new product launch, a collection of popular products, a super VIP cashback day special offer, or even some special planning and customization based on common user needs.

2. Live Broadcast

1. Create a natural and rich shopping atmosphere

If a live broadcast wants to have a high conversion rate, the atmosphere and rhythm of the live broadcast are very important. Therefore, when we operate a live broadcast in a refined manner, we must have very clear and specific planning for the shopping atmosphere and rhythm during the live broadcast.

There are many factors that determine whether a live broadcast room can create a strong shopping atmosphere, such as the quality of the anchor, product selection, and interactive session settings.

But in general, the anchor can do this based on the characteristics of the product selection.

For example, for daily food products, the anchor can create a shopping experience by displaying samples on site, sharing methods of making raw materials, and highlighting cost-effectiveness. If it is a mother and baby product, some parenting experts can share the details of raising children in their lives, and discuss parenting experiences with the audience, using "parenting issue discussion" + "multi-dimensional interaction" + "celebrity outfits" to guide consumers to buy.

Finally, I would like to emphasize that the shopping atmosphere in the live broadcast room is also related to the number of product types. The more products users can choose from under the same theme, the stronger the shopping atmosphere can be created.

For example:

This is a merchant from Jinan. From product introduction, host commentary to audience interaction, the creation of the entire shopping atmosphere can be said to be a case-level demonstration.

• Let’s talk about the selection of products in the live broadcast room first. Most of them are gourmet products with Jinan characteristics. The selection of products has both characteristics and cost-effectiveness, and most of them are essential ingredients for home.
• As for the product variety, there are more than 100 kinds, which gives the audience in the live broadcast room plenty of room for selection;
• Finally, let’s talk about interaction. The host’s image is also homely. Every time he introduces a product, he can accurately convey the selling points and trigger the desire to buy.

2. Master the live broadcast rhythm of the "322" principle

A live broadcast usually lasts for a long time. If you want users to stay in the live broadcast room for a long time, you need to carefully control the rhythm of the live broadcast room.

In addition, the difference between live streaming shopping and traditional e-commerce is that it has the characteristics of impulse consumption, so when introducing products, they need to be presented in a fast-paced and high-frequency manner. Generally speaking, you can follow the "332" user formula, that is, the introduction of a product should not exceed 3 minutes, the continuity of each commodity should not exceed 3, and a 2-minute lottery or game must be added after every 3 commodities. Among them, game planning and welfare lottery during the live broadcast are very important for ensuring the continuous and stable traffic of the entire live broadcast room.

3. After the Live Broadcast

1. Secondary reach, seize the golden boost period

The end of a live broadcast does not mean the end of sales, because there is still a golden period of promotion in the private domain group. At this time, some popular products in the live broadcast room can be sorted out to promote the conversion of users who did not place orders in the live broadcast room in time.

To some extent, the secondary contact with consumers after the live broadcast largely determines the long-term results of the anchor and the merchant. Because these people expressed their dependence on the anchor and their interest in the products.

2. Cultivation of key opinion users (KOC)

Remarketing after live broadcast can also focus on cultivating some KOCs, that is, key opinion users.

There are two key points in cultivating KOC: exclusive interaction and exclusive pricing.

Let’s talk about exclusive interaction first. Merchants can screen out highly active users from private traffic pools such as WeChat communities and official accounts. During daily interactions, certain resource allocations (free samples, merchant activities, etc.) should be prioritized to these highly active users. Let them feel that the merchant is interacting exclusively with them and that they are being valued.

Speaking of exclusive prices, this is also the key point in cultivating KOC. Similar to common forms such as in-house purchasing and acquaintances joining groups, setting up a KOC-exclusive price system is conducive to stimulating the enthusiasm of KOCs. At the same time, they will spontaneously activate the private domain traffic around them, bringing invisible fission effects to merchants.

At first glance, it seems that many people who have done live streaming are familiar with the elements we are going to talk about today.

However, if you want live streaming to achieve a win-win situation in terms of popularity and sales, you must further refine the operations of these common factors . In addition to the above content, the refined operation of a live broadcast actually needs to involve many aspects (purpose of live broadcast, live broadcast audience, live broadcast product selection, live broadcast time, marketing activities during the live broadcast, live broadcast theme, live broadcast process chart). As a merchant, if you want to achieve good live broadcast results, you must review each live broadcast, carefully identify the problems and improve them.

Finally, I would like to emphasize one more point: in addition to live streaming skills, merchants can also choose trustworthy live streaming software and mini program mall system tools and technical support to further refine live streaming operations.

Author: Jike Magic Cube

Source: Jike Magic Cube