High ROI skills for massive Qianchuan investment!

There is a saying in the industry: If the thousand rivers are stable, nature will be stable. In other words, if the data produced by Qianchuan is stable, then the natural traffic of the entire live broadcast room will also be very stable. When the data is good, the natural traffic will definitely be greater than Qianchuan's traffic.

If you want to maintain a stable high ROI, you should not worry about the long-term stability of a particular plan, but whether the profitability of this account or even the entire Doudian is sustained and stable.

Today I will talk about how to achieve a stable and high ROI for Qianchuan based on my own experience.

1. Constantly update products

If we look at the TOP10 products in a certain industry every month, you will find that there are a few that have always been so stable and dominant, but a few new products appear every month.

Relying on one hit product to conquer the world is an exception. Even if there is a hit product, imitators will follow one after another, and you will soon enter the abyss of price wars, so it is necessary to continuously launch new products that can attract more users.

Take food for example, some cookies and bread may be on the list all year round, but ice cream is unlikely to appear in winter, only in summer.

If you sell noodles, you can focus on egg noodles in fall and winter, then you can focus on buckwheat noodles in spring and summer to reduce fat and lose weight. If you sell small appliances, you should mainly sell electric fans in spring and summer and super-heating fans in autumn and winter.

Of course, clearing inventory off-season is also a good business. Collect a warehouse of down jackets in the spring, and open it to sell in the summer. People with marketing acumen will definitely have good ideas to sell them quickly.

If it is a product that is updated very quickly, such as men's and women's clothing, digital products, etc., you must keep up with user needs and seize the latest designs. It is best to have joint interactions to increase sales.

Luckin’s Raw Coconut Latte and Velvet Latte were hot sellers last year. This year, we developed a new product called “Coconut Cloud Latte” in collaboration with the authentic Coco Tree coconut juice that we have been drinking since childhood. The average daily sales of this single product exceeds 700,000 cups.

Therefore, constantly updating products can make more old users full of expectations for you. If there are new products, they will buy new products. If there are no new products, they will look forward to new products and repurchase old products. Use products to capture every nerve of users.

2. Creative short videos

When it came to Luban, the advertising was usually hard advertising, very direct, with a lot of self-praise right from the start. But in the era of huge volumes of Qianchuan, this approach is no longer applicable, and users must be brought into the scene, especially other creative ideas.

01) Creative plot - If the product to be promoted is mentioned in a story at a very appropriate time, it is believed that users will buy it under such circumstances. I just thought of a plot temporarily, for reference only:

A family of four, the couple often quarreled and was about to face the situation of breaking up the family. Through a series of efforts, the two children finally made the couple reconcile and the family returned to happiness. The four people sat on the bed and said affectionately: "From now on, our family of four will never be separated again, just like the four-piece set of XX brand (home textile), which allows us to have a whole clean and healthy bedroom. None of the four pieces can be missing, and the happiness of our family is the same."

02) Creative scenes - scenes that match product features and can highlight product advantages are the most attractive to users.

Selling mangoes in mango fields, selling shrimp tails in processing workshops, selling wiper blades in cars, etc., are all selling reasonable goods in specific scenarios. These scenarios are very capable of changing the minds of users and breaking through their psychological defenses, allowing users to see the quality of the products and believe that the products they buy are the products produced or seen in these scenarios.

03) Creative beginning - The short video starts at a certain time, and editors like to put the most exciting content at the beginning, or use a curious way to make users have to watch it because they don’t want to miss it.

Questioning style: Let’s see what cars Beijing natives drive?

Result: This short video may offend industry leaders.

Emotional: You can always trust the Chinese table tennis team.

Hot topic style: I am a self-disciplined Liu Genghong girl.

Creating conflict: A graduate student actually takes a secondary school student as his teacher.

Technical: Demonstrating behaviors that are difficult for ordinary people to achieve.

…….

3. A/B testing new product launch plan

When we create a new plan, we can create multiple plans at the same time. There is only one variable between different advertisements. We can conduct small-scale delivery for half a day to observe the exposure and conversion, and analyze the impact of this variable on the advertising effect. If a plan is successful, we will increase the delivery intensity.

Variables can be divided into top-level variables and core variables, with the following dimensions:

The top-level variables are the accumulation of quantities, while the core variables are the differences in content. For example, creative tags can include product tags, brand tags, crowd tags, hot tags, etc., and targeting includes system recommendations, Leica targeting, crowd package targeting, etc. Therefore, after free combination, generally hundreds of plans can be formed. The high-quality plans selected from them are an important means to stabilize high ROI.

4. Dual-wheel drive of short video + live broadcast

Doudian is like a framework, while short videos and live broadcasts are like two wheels. Only with perfect coordination can Doudian move faster and more steadily.

Short videos are easy to produce, spread quickly, and have low costs. The most important thing about short videos is original content. As long as the content is trendy and creative enough, it will be loved by users.

Moreover, the cost is much lower than traditional marketing. Sometimes the creativity, script, shooting and editing may be completed by one person.

The speed of dissemination is also very fast. As long as your short video has excellent data in terms of likes, comments, hiding and sharing, the platform will naturally push the content to the precise group of people, and the higher the popularity, the higher the accuracy will be.

The timeliness is also very strong. When we see it, it may be a work from a month ago. The video will continue to survive among the right people.

Short videos will also feed back to live broadcasts, and the probability of entering the live broadcast room through short videos may be higher than the probability of entering through live broadcast room promotion.

Speaking of live streaming, it is an excellent supplement to short videos because it provides a very fast way of interaction. Of course, short videos also have interactions such as comments or private messages, but the timeliness is sometimes very slow. Users may only make a decision in a moment, and if you miss it, you will lose the opportunity to place an order.

The host, scenery, script, benefits, etc. of the live broadcast can well meet the audience's immediate needs, and short videos can meet the user's delayed needs. That is to say, the user did not place an order for the product in your live broadcast room today, but had a certain impression, which means that he or she has initially planted grass.

A few days later, the demand arises again. After searching, the user places an order in your short video. After all, the user has already learned about your product, so he places an order directly through the link of the short video, which meets the user's delayed demand.

Therefore, short videos and live broadcasts complement and help each other.

V. Conclusion

I have always believed that no matter whether it is Doudian or other online stores, if you can attract traffic for free, you will never spend money on promotion. But sometimes, when the product is not so awesome and the creativity is not so trendy, you have to spend some promotion budget to do paid traffic.

When it comes to spending money, you should cherish every penny you put in. It is better to spend more time and make the most of your budget.