How to do Taobao customer promotion now?

Friends who are familiar with online store operations know that in the current large e-commerce stage of Taobao, if sellers want to promote their products, Through Express and Diamond Exhibitions are the most commonly used paid promotion tools, where you pay first and then earn the profit.

In addition, Taobao Affiliates, which sell products first and then pay for promotion, are becoming more and more popular among sellers. In the past few years when Taobao Affiliate has been hit hard, how should Taobao Affiliate promotion be done now?

In order to analyze the Taobao customer promotion method well, we will take an example of a rebate website that an online store has always cooperated with to see the effect of its payment based on transaction.

I believe everyone may have seen the common Taobao customer model before, such as recommending products on Weibo, with pictures and links, and buyers will jump to the merchant store after clicking;

Another example is the common rebate website. You enter the merchant’s store and purchase goods through the link of the rebate website, and the rebate website will give you rebates; there are also flashing advertisements on video websites, etc.

There are four roles in Taobao's ecosystem: sellers, Alimama, Taoke, and buyers. Only when the transaction is successful will the commission be paid, and a rights protection return will be generated. Alimama will also return the commission to the seller's account.

However, it should be noted here that the commission ratio is set by the seller himself, and the commission is calculated based on the actual transaction amount when it is deducted. In addition, postage is not included in the transaction price.

1. How to do Taobao customer promotion now

Method: Use "Taobao Affiliate Activities" for promotion. Take a food store as an example: Due to the scarcity of high-quality Taobao Affiliate resources, the number of Taobao Affiliates that can promote food is also very limited. The store’s approach: Learn from the idea of ​​through train or diamond exhibition, and attract some high-quality Taobao customers through Taobao activities within a certain period of time.

For example, the super rebate activity of Fanli.com uses high commissions and flash sales to attract the attention of both Taobao agents and consumers, quickly increase traffic, drive related sales, and then resume normal commission rebates after the Taobao agent activity ends.

The purpose of this gameplay is that it can not only attract high-quality Taobao agents in the short term, but also recommend some suitable Taobao agents to each other. Therefore, even with a high commission of 25%, Taoke is still willing to promote products with high average order value and higher commission, such as skin care products, cosmetics, etc.

In fact, the CVR of the food category is similar to that of skin care products, but the traffic value of the skin care products category is higher, so Taobao customers are unlikely to choose food categories.

However, if we can use the ideas of Through Train and Diamond Exhibition to carry out Taobao marketing in the food category and implement a variety of Taobao activity plans, the effect will be very good. Because of the good results in the early stage, the seller continued to cooperate with Fanli.com twice in late February and early March. The figure below shows the effect of the "Super Rebate" cooperation with Fanli.com.

Just imagine, if other forms of advertising were used to bring in 660,000 yuan in sales for the store, how much would it cost? Can such an effect be achieved?

(II) Practical skills in recruiting Taobao customers

First, you can set the default delivery plan commission to the lowest, and then create a new targeted plan. The title of this targeted plan should be "High commission plan, applicants must leave QQ, no review will be conducted without contact information." Next, we need to continue to complete the settings of this targeted plan. When selecting the plan type, remember to select "Public", and then for the review method, it is recommended that you select "All manual reviews".

The next step is to set up category commissions. Although everyone's gross profit is different, it is still recommended that you don't be stingy when setting it up. If the promotion costs of Through Train and Diamond Exhibition account for 20%~30% of your total sales, then Taobao Affiliate should at least be set to 20%~30%, because Taobao Affiliate is the safest way of promotion and pays according to the results.

The last step is to set up the promotion description. For example, in an incentive plan, if a Taoke helps me promote 200 transactions, he will get an extra reward of two yuan for each transaction, or the reward will be based on the transaction amount. For example, if the promotion amount reaches 2,000 yuan, you will get an extra 2% commission, and so on.

The next step is to set up the main products for this plan. One plan can promote up to 30 products, but generally you don’t need to promote all of them because all the products have been included when we set the category commission. The main product to be promoted here is the explosive or hot-selling product that you want to focus on in the next period of time.

Remember that the commission for the main product is slightly higher than the category commission. This is the motivation to encourage Taobao customers to give priority to promoting hot-selling products. This is more targeted and can accumulate sales of hot-selling products faster.

Therefore, when talking about how to do Taobao customer promotion now, we must pay attention to the setting of commissions and the selection of promotional products, and we must also know the methods and channels for finding Taobao customers.

Author: Webmaster's Home

Source: Webmaster Home