What should I do if Taobao store promotion has no effect?

What should I do if the promotion is ineffective? This is a question that many merchants want to know. For Taobao merchants, how can they do a better job in promoting their Taobao stores?

The store we are currently operating currently has nearly 40,000 visitors per day, and the daily payment amount can reach over 100,000. The stable improvement of data is inseparable from the usual precise planning and layout.

1. Store positioning

If you want your store to develop well, you need to keep up with the development pursuit of the platform, that is, to create a "small and beautiful" store.

What is "small and beautiful"? To put it simply, it refers to precise labels.

Also, you have to understand that our operation of labels does not start at the stage of promotion and traffic generation, but starts at the initial stage of store positioning.

1. Clarify who the target audience of your store's products is, then study their needs and dig deep into their shopping habits. The more you understand, the more targeted your optimization will be.

Once the target audience is clear, the product's pricing range and decoration style will also be clear.

2. Identify your store's competitors, conduct an in-depth analysis of their product selling points, and then create your own unique and differentiated selling points based on these selling points. This will help you accurately attack your competitors' selling points while improving the competitive advantage of your own products.

You must absolutely understand the market and product conditions of the category you are working in so that you can operate with ease.

2. Product layout

We all hope that every product in our store is a hot-selling item, but we must take one step at a time and not be too ambitious and lose our composure.

In the initial operation, you need to concentrate your firepower on making one product popular (if your product requires multiple layouts, you must also concentrate on optimizing 1-3 products with advantages), quickly open the traffic entrance, and then do related sales to maximize the drainage effect of the hot-selling product, and finally use the explosive sales to gradually form a hot-selling group in the store. With improved competitiveness, traffic and sales will continue to increase, and the store will be able to gain a firm foothold and develop sustainably.

1. Traffic generation

The key to determining the survival of a store is traffic! Therefore, the mission of the traffic-generating model is to open the traffic entrance as soon as possible.

The styles of traffic-generating models should have a large audience range, high views and high conversion rates. The pricing can be relatively lower than other products in the store, but the quality requirements must never be lowered. The pictures and text on the details page must be in place to highlight the extremely high cost-effectiveness. At the same time, related sales should be done well to increase the store's average order value.

2. Profit payment

A store can only operate for a long time if it is profitable. Therefore, the mission of the profit fund is to bring huge profits to the store.

When choosing a profitable model, you must first lock in the target group of the product. This target group is actually a specific group of people. Then, you must deeply analyze their habits and preferences, and specifically analyze the impact of factors such as product style, selling points, design style, price range, etc. on them. After comprehensive consideration, select the best profitable model. Profitable items can be sold in conjunction with traffic-generating items and hot-selling items. The pricing can be appropriately higher, but not too much. After all, if the product cannot be sold, no matter how high the profit is, it will have no substantial value.

3. Activity Fund

Someone once jokingly said that Taobao is built up by various activities, which shows the importance of activities on the platform.

The activity fee should be determined according to the purpose of your activity.

For example, if the purpose of your event is to boost sales and increase brand awareness, then you should choose styles that have a mass base, can bring in a lot of traffic and sales on their own, and are representative of the brand. Only in this way, through vigorous promotion, can you achieve both fame and fortune.

4. The growth of hot products

A Trial Exposure Period: Whether a product can become popular depends mainly on whether it has a mass base. If the main picture is attractive and the details have selling points and marketing highlights, then the early conversion will definitely be considerable. The conversion weight will increase quickly and the traffic will naturally increase quickly.

B Growth Stage: Focus on the search weight of keywords and the identification of precise groups of people, and make a plan to promote the hot-selling products.

C Explosive period: The hot item is formed, which brings a lot of traffic and conversion to the store. Then what should you focus on next? Push this product hard to make it more popular? Then you are wrong! At this time, you should focus on optimizing related sales and activity layout, and let the hot item drive the traffic and sales of the entire store products to explode, which is its ultimate mission!

D Maintenance period: When your hot-selling products are very mature, what should you do? Don't let the current explosion blind your eyes. The market is changing rapidly. What if your product is downgraded due to improper operation? What if your hot-selling products are out of stock due to unstable supply? What if there is no market for this product during the season change? ... If the hot-selling products are no longer popular, your store will definitely suffer heavy losses. Therefore, the explosion of a product does not mean that you will have a firm foothold on this platform from now on! You should promptly launch new hot products through related means when the hot products are in the mature stage, so that your store will always have multiple legs to walk, and you will always run faster than your peers.

3. Introducing Traffic

Traffic is now becoming fragmented, and there are more and more factors affecting traffic. Due to space constraints, I will only talk about a few important points here.

1. Free traffic

A. Relevance: Relevance is the most basic content. If the relevance is poor, no matter how much traffic you optimize, there will be no improvement, and the weight of the product will not be increased.

Title B: The title can be optimized twice, and the focus of title optimization will be different depending on the stage the product is in.

In the early stage, the product foundation was weak, so when making titles, we mainly focused on the layout of long-tail words, which could both reduce competition and obtain considerable accurate traffic. In the middle and late stages, when the product traffic and sales volume increase, a hit product is formed and competitiveness is achieved, you have to grab high-traffic words when creating titles, so as to further break through the traffic.

C Brand effect: A well-known brand will naturally attract a large number of loyal fans and new customers. It can be said that there is no need to worry about lack of traffic and conversion.

But now there are still many small and medium-sized sellers who have no brand awareness at all, and think that their small shop will not become a big brand. You are wrong to have this idea. Everyone has started from small shops. Now that you have decided to do this business, you must lay a solid foundation and do everything to the best of your ability. If you don’t do it, you will never make it big. After all, brand influence really needs time to accumulate. When doing so, you can add the brand logo to the promotional image and add the brand story to the details page.

2. Paid traffic

A Through Train: Through Train can improve the search ranking of keywords and can label store products with precise crowd labels, making the incoming traffic large and accurate. The data dimension of accurate click-through conversion of traffic will not be bad, and the weight can be greatly improved. When the weight is raised, the natural traffic of the store can be further improved. This good cycle is also the ultimate goal of our use of paid promotion, and it is also the reason why so many merchants ultimately choose to drive.

How to analyze common problems?

"My keywords are ranked 4-6, but I can't get any traffic"? The reason for this problem is that the system's estimated ranking excludes any premium, so for keywords, you need to increase the competitiveness of the keywords based on different display positions and different crowd premiums.

“I have placed ads to certain audiences, but why are there no impressions or very few impressions? Or there are impressions but no clicks?” If you encounter this situation, it means there is a problem in your choice of placement. This gives you two directions for target audience. One is to wake up old visitors (those who have browsed, visited, purchased, or added to cart before), and you should focus on this group of people when targeting. Because old visitors have strong label attributes and have higher demands for products. When the population is of high quality, the competition will be relatively fierce, and the premium ratio should be adjusted according to the actual data. Secondly, now is the time to attract traffic, so you need to cover as many people as possible, but please note that what you are asked to cover here is a large and precise population rather than a junk population. If you target a large number of junk populations, the effect can be imagined. When targeting the right target audience, you need to choose the target audience and the intensity of targeting according to the different operation stages of the store.

B Super Recommendation: In addition to promoting products, super recommendation can also promote pictures, texts, short videos, and live broadcasts, and the traffic types are clearly divided.

Highly recommended: If you want good data, you must ensure the accuracy of the population, otherwise it will be like fishing in a dry fish pond and there will be no good data feedback.

How to attract traffic at a low price through super recommendation?

Select Custom Plan in the Product Promotion Plan, and then create a plan. The time period and region settings can be determined based on the Through Train data. The daily limit can be set to 50 first. You can add all the products with good sales to the plan first to expand the traffic entrance. All targeting can be used to expand the coverage of the population, but it must be operated according to a plan. When bidding, first bid half of the market average price, and the smart price adjustment can be turned on. When optimizing the target, choose to promote clicks. You can operate these three premium resource positions to make our products reach as many consumers as possible, but they still need to be operated separately, that is, choose one resource position in a plan, and the premium can be 20-30% first. Add creativity here, open the creative kaleidoscope, adopt recommendation rights and system copywriting recommendations.

C Zhizuan: Zhizuan is more suitable for the promotion of products/store brands with high customer orders.

When operating, you must clearly define the crowd labels of your own products and analyze the situation of your competitors. Then you can target the crowds of your competitors to grab their traffic/make our delivery strategy based on their delivery locations. At the same time, you must do a good job of the main selling points and test creativity with creativity. Creativity is very important for Zhizuan.

D Taoke: Don’t ever think that just signing up in the background means you are a Taoke! You need to make detailed plans from the product level to really make Taoke play the role of attracting traffic.

However, when operating Taobao Affiliates, you must pay attention to controlling the quantity, because Taobao Affiliates have no search weight, and the Taobao customer base is a low-spending group. A large number of operations will disrupt the store's population labels. In addition, Taobao Affiliates also belong to paid traffic. If the proportion of paid traffic is too high, it will inhibit the increase in natural traffic, which is not conducive to the long-term development of the store.

3. Activity flow

The event traffic is huge, but why don’t you see any effect after your product is included in the event? The problem is that you didn’t plan the event well.

A Accumulation period: tap into potential buyers and new buyers.

Through train part: The keywords are mainly long-tail words and supplemented by hot words. You can slightly increase the bid to grab a ranking. The purpose of this operation is to stabilize the quality score while gradually increasing the weight and traffic. For this crowd, we first adopt the method of low bid and high premium to cover as many high-quality people as possible.

Super recommendation section: promotion and new customer acquisition, low-price traffic diversion, and text and picture recommendations.

B Warm-up period: Increase precise traffic to expand the scope of the population and do a good job in data dimensions such as collection and purchase.

Through train part: add big and hot words as keywords, and reach as many target groups as possible during the festival. The purpose of the operation is very simple, which is to vigorously attract traffic and increase the collection and purchase data.

Super recommendation section: attract new customers, increase the premium ratio on the homepage and during sales, pay attention to content, use pictures, texts and videos to guide buyers to add to cart, and make good harvesting plans.

Other aspects: Weitao promotion, coupons for the event, pre-sale information and store decoration should keep up to create an event atmosphere and increase the collection and purchase data of products.

C Outbreak period: increase investment and make a desperate effort.

Super recommendation section: redirection harvesting, forced harvesting of pictures, texts and videos, and increasing the premium ratio after sales.

Other aspects: Increase investment to ensure that traffic continues to be high. Send short messages to old customers, do shopping cart marketing for buyers who have added items to their favorites, etc., the purpose is to strive to increase conversions and sales.

D Residual heat period: It is a good time for stable conversion, so you must never reduce investment at will.

Through train section: For those who have collected and purchased the product before and those who will purchase on the day of the event, you can choose to recall it.

Super recommendation section: redirect after-sales service to reduce the cost of attracting new customers.

Other aspects: Make a good summary of this event, especially make a good analysis of competing stores and products, learn from each other's strengths and overcome weaknesses, so that you can gain greater benefits in the next event.

4. Improve conversion

There is no doubt that the accuracy of traffic does affect the level of conversion, but promotion operations are only one aspect. If you want to make the conversion of store products have a greater explosion, you also need to pay attention to basic operations. These two aspects are indispensable.

1. The product itself

The first step in opening a store is not to consider traffic, but the quality of the products. Good products can bring a high repurchase rate to your store and bring long-term returns on your initial investment.

2. Service Level

A Customer Service: When a buyer comes to your store and is interested in a product, he or she will then consult the customer service for some information that he or she is not clear about after reading the details page. Therefore, the customer service’s ability and service attitude are particularly important to improving conversions. Another thing is to let customer service collect their feedback during the communication process with buyers, so as to facilitate the optimization of details and the improvement of selling points later.

B Logistics: You must have seen comments like this, "I like the product very much and the customer service is very patient, but the logistics is too slow. It's really hard to give a good review." So how to solve this problem? Cooperate with multiple express delivery companies; customer service will understand the buyer's preferred express delivery company during the communication with the buyer; for express delivery problems reported by the buyer, such as non-delivery, long-term non-update of the next logistics information, etc., we must understand the situation and give the buyer a positive response as soon as possible.

3. Visual optimization

A. Main picture and short video: The main picture and short video are weighted content items. It is recommended that the length be controlled within 30 seconds. The content should then highlight the product details and selling points to create the characteristics of your store. If this short video is done well, it can effectively increase the conversion rate.

B Details page: The details page is not a simple accumulation of pictures, but uses text to convey our ideas and product advantages, allowing buyers to identify and trust, thereby better increasing conversions.

What’s important now is the accuracy of the target audience, so what we need to do is not just to make sure that people buy our products, but to make sure that our target audience buys our products. Therefore, you need to know clearly what your target audience is and write corresponding copy specifically for this group of people. But remember that if you provide too much content and it is too full, which makes the buyer unwilling to read more, it will be meaningless. If it is more concise and shorter, the effect will be twice the result with half the effort.

Author: E-commerce Practical Information Collection

Source: E-commerce Practical Information