Live broadcast room operation strategy in 2022

Many friends who are in the live broadcast field or want to switch to the live broadcast field have consulted me about how to operate the live broadcast room, how to increase the volume, how to select products, how to launch the live broadcast, and so on.

Here I want to tell you that you must know what stage your live broadcast room is in. Every industry has its own way of playing, and every stage has its own strategy.

The initial stage, that is, the stage when the account is just created, without labels and weights, is like a blank sheet of paper and you need to start the first step of operation.

At this stage, we need to take small steps, test step by step, and clearly define our positioning in order to achieve the goal of stable development.

After determining the category, you need to start selecting products and grouping them, build a data model for salable goods, continuously shoot short video content, accumulate initial users, and quickly establish account user portraits and tags.

Run-in the live broadcast team, improve conversion data, have the ability and technology to handle traffic, and allow the team to grow rapidly through continuous trial and error.

So what operational strategies are needed?

1. Maintain your account in advance to ensure account activity

2. Help the store survive the novice period through cooperation, and pay attention to the store's reputation and experience points

3. Publish high-quality short video content, try dou+, and understand the basic logic of paying for traffic

4. Get your account to 1,000 followers as soon as possible, and the average number of views of the last 10 videos should be no less than 1,000.

5. Account reputation score, which is the basis of natural traffic. If your reputation is bad, the system will basically cut off your natural traffic, and you may even be unable to pay for traffic.

6. Start broadcasting the video trailer and measure the traffic. You can try to promote it as you like.

7. The first three live broadcasts focus on shallow data such as live broadcast room interaction and fan increase. The live broadcast time does not need to be too long, two hours is enough

8. Slowly increase the length of live broadcasts, start advertising on Qianchuan, and appropriately increase marketing activities in the live broadcast room

Never create hidden dangers in order to get started quickly. The initial stage is to lay the foundation. The foundation must be solid so that the final ceiling will be higher.

When you first start creating an account, there will definitely be times when you are questioned. What you need to do is to answer users' questions well, whether it is during a live broadcast or by shooting a short video response later. You must work hard to accumulate fans and try to convert them into loyal users as soon as possible.

Based on the clear positioning of the live broadcast room, expanding the scale of business is what is often referred to as accelerating the closed loop on the Internet.

At this stage, it is necessary to control the quantity and quality of content, and do both, improve the stability of traffic, expand traffic and product promotion at low cost, and ultimately improve conversion rate.

Increasing the delivery of Qianchuan means expanding the traffic entrance, but also paying attention to the ratio between delivery transactions and total transactions; continuously making transactions, calibrating the crowd positioning, and making high-level traffic more stable.

The hot-selling products will lead to sales, increase the average order value, manage the users well, and continuously increase the GMV of a single game, making the live broadcast room feel like a snowball.

Here the guy tells you from his own experience that it is best to integrate the investment account and store, that is, to use the account you often invest in Qianchuan. This will have a higher basic weight value, just like a pair of scissors that you have used for many years, and then you change to a new pair of the same model. It will definitely be as convenient to use as the previous pair.

The data model of a regular investment account is more stable and it is easier to increase the volume, which will result in better ROI realization and increased long-term conversion value.

How to integrate account investment and store?

1. Accurate empowerment of short videos + live broadcasts to quickly increase traffic levels

2. Use Qianchuan to find accurate groups and explore more potential users

3. Leverage natural traffic and promote positive traffic circulation

4. Build a good data bank and accumulate users of your own brand

5. Analyze user data through Qiance’s data model to form a DPM population package and empower the live broadcast room

In addition, operational support work must be done well, including placing exclusive after-sales QR codes and providing 1V1 service. Users who purchase high-priced goods need an enhanced experience, and we must proactively contact users to provide appropriate services during the after-sales and maintenance periods.

In addition, you can also do some offline fan activities to increase fan stickiness and provide a good live broadcast experience to make the online experience feel as good as the offline experience.

Through the differentiated content of the account matrix, we can reach different user groups, adapt to different business scenarios, or convey different brand and product mindsets to meet the different needs of e-commerce operations and achieve different business goals.

By reaching out from multiple content angles through different accounts, consumers’ impressions can be deepened, and they can have a more specific understanding of brands and products, which can increase consumer awareness and preference, and improve conversion rates.

Under what circumstances is it necessary to create an account matrix?

Clear multiple business objectives are a necessary condition for matrix operations. Merchants need to think holistically about the entire Douyin e-commerce business, plan different business objectives at different stages, configure accounts with different positioning according to different situations, and clarify the linkage and promotion methods of different accounts.

What is the layout of the matrix number?

1. Brand main account: authoritative image, positive exposure, and stable business contribution through long-term operation and accumulation of fans.

2. Brand matrix account: independent content production and release, precise positioning of the target population, driving sales of selected products in a certain category, and cooperating with the main account to carry out content dissemination and sales conversion methods.

3. Employee account: Create a more concrete persona, use the persona to shorten the distance of interaction, deepen fan stickiness, and enhance brand trust.

4. Dealer number or store number: Through different channel resources such as dealers and stores, multiple platform accounts are operated simultaneously to accumulate more crowd assets for brands and merchants and broaden business entrances.

If you want to have a long-term business plan on Douyin, you must formulate operation strategies for different stages.

From basic traffic to payment + content sedimentation crowd assets to product supply and then to the refined operation of matrix accounts, only in this way can we seize more dividends from Douyin.