Guide to obtaining traffic for your live broadcast room!

Ever since the e-commerce industry entered the live streaming era, both merchants and users have had the urge to enter "this room". The former want to sell goods quickly and in large quantities, while the latter want to get the lowest price in the world, so the live streaming room has created such a divine opportunity.

The platform's profits come from the promotion of merchants, but the merchants' goal is to get free traffic . They would rather pass the promotion fees to consumers than spend money on advertising.

Fortunately, more traffic on the current platform is free, but if you want to get more natural traffic for your own live broadcast room, all indicators must be excellent, otherwise it will be a waste for the platform to give you traffic.

So today I will tell you what kind of live broadcast room can get more natural traffic. First of all, we need to figure out where the natural traffic of the live broadcast room comes from. I can tell you clearly that the system allocates natural traffic based on the various indicators of the live broadcast room . Specifically, it is determined by 4 major points and a total of 25 small points.

The click-through rate of a live broadcast room represents the efficiency of directing materials (short videos or live broadcast images) into the live broadcast room.

1. The cover should be good-looking and the title should be attractive. The cover should be clear and clean, highlighting the character labels and characteristics, and must not be vulgar or tempting. If the live broadcast cover has already formed an obvious IP or content, do not change the cover easily. The title should highlight the host's characteristics, content and talents, be novel in gameplay, and be related to the live broadcast content. Avoid writing random titles that violate regulations and attract attention.

2. Same-city positioning: When a new account starts broadcasting, the traffic in the same city is the highest. Therefore, we must seize this wave of free traffic, use the advantages of being in the same city, shorten the distance, and pull it into the live broadcast room.

3. Short video preview: There are many forms of short video previews before live broadcasts, including warm-up for live broadcasts, previews of live broadcast content, displays of product features, etc. Grasp the most attractive points for users and grab users' attention in short videos.

4. Personal homepage and nickname preview: The personal homepage is the best place to showcase the anchor's IP, because it has the largest space and multi-level content display, banner, nickname, introduction, designated video and other content design in various forms such as graphics, text, video, etc. In addition to being an easy-to-remember name, the nickname can also be followed by information about the live broadcast.

5. Video topics: In addition to preview short videos, regular short videos can also serve live broadcasts. In particular, topic guidance can be added to the copy to allow users to think deeply about the topic content and increase the probability of entering the live broadcast room.

6. DOU+ delivery for videos and live broadcasts; DOU+ is the most basic way to pay for traffic. Why is it said that DOU+ can increase the click-through rate of live broadcast rooms? It is because ordinary broadcasts attract general fans with unstable labels, while DOU+ attracts fans who are more in line with the live broadcast room labels, which naturally increases the click-through rate.

The length of stay mainly depends on the attractiveness of the content in the live broadcast room, which makes users interested in staying, viewing, clicking and purchasing in the live broadcast room.

2. Distribution of red envelopes and lucky bags; red envelopes and lucky bags are the best way to increase the length of time users stay. You can freely set Douyin coins or other physical prizes, and there is also a countdown function. Through the coordination of wording, users who want to receive red envelopes and lucky bags will stay for this purpose.

3. Coupons: The gimmick of coupons is the most favorite among users. After all, everyone wants to get a bargain. Remember, you must use the method of holding back orders and limiting quantity together. There are many types of coupons. Use direct discount coupons for small amounts, use full-discount coupons for large amounts, and new customers can also use new customer coupons.

4. Guide attention; if the anchor of the live broadcast room has good carrying capacity, then it is necessary to remind users to pay attention to the live broadcast room from time to time, and tell them some benefits, such as push notifications after paying attention, and the live broadcast in my live broadcast room has the greatest benefits, so users must come in as soon as possible.

5. Benefits/lotteries at the hour: If you reach a certain popularity, sales volume, or number of fan groups, you can participate in the lottery and receive benefits at every hour. Generally, the method of controlling comments is used to let users type the same sentence to randomly draw one. You can also specify that the user must be a fan group user, thus killing three birds with one stone.

6. Fan club/fan group (duration guidance); first follow, then fan club, and finally channel fan group. This is the basis for starting long-term operations. During the stay stage, the anchor needs to vigorously introduce the benefits of becoming a fan club and joining the fan group, what are the distinguished rights and interests, and must give the advantage of the protagonist's halo to make users willing to become loyal fans.

How many of the 100 customers bought your product?

1. Interaction; this is the basic requirement for the host's ability. The host is just a salesperson. If there is no interaction between two people, both parties will be embarrassed, one shouting loudly and the other watching with a cold face and smiling. The goal of interaction is to enhance shopping enthusiasm and stimulate shopping desire.

2. Customer service responds promptly. Whenever a user comes into contact with a new product, he or she will inevitably have many questions, which will be typed on the public screen. Once the anchor misses them, or they chat privately with the store’s customer service, the customer service staff must respond promptly, which will affect the store’s rating. Slow responses will also weaken the user’s hard-earned desire to shop.

3. Use marketing tools such as limited-time sales and flash sales; users buy for the best value, and some atmosphere needs to be created by merchants. The best example is the Double Eleven event. Use all useful tools, at regular times, with fixed quantities and with fixed identities.

4. Gifts: Some branded goods cannot be reduced in price at will, but gift samples can be negotiated. Big anchors often get the same price, but the gifts are very different. Buy one get five free, super affordable gifts are often a magic tool to stimulate orders.

5. Comparing prices and inventories to create a sense of urgency; some anchors like to compare prices with offline supermarkets, JD.com, and Taobao, and even print them out to show users, but the quantity is not that much. A sentence like "the brand only gives this much" instantly wins the hearts of fans.

6. Display of positive reviews: "00,000 orders sold, 4.99 points out of a total of 5 points." This kind of words directly tell users that our good products have been verified by the market and have an excellent reputation.

7. Countdown; "The quantity is limited, old fans know that this product will only be sold for 5 minutes, it is really cost-effective", which gives users less time to choose, so every second counts and conversions are achieved early.

After 100 people bought, how many users are left who will buy again.

1. After-sales service: The key is to continuously reach out to users and respond promptly to any situations that occur, especially for first-time buyers. The goal of “the most enjoyable first time” must be implemented resolutely to allow users to trust and affirm the merchant’s service quality.

2. Blue V automatic reply; private message management can greatly improve the efficiency of communication with users. This function can be activated after paying the review fee. But remember that there are a few points that are against the rules. Remember: the appearance of words such as contact information, links, e-commerce platform names, guiding off-site copy, making guaranteed promises, return on investment, offline medical care, and requesting contact information.

3. Fan club; to put it bluntly, it is user operation. It is best to divert traffic to the private domain for operation. Not only will there be more tools, but the reach and opening will also be higher.

4. Set different live broadcast themes; users like new things, which is human nature, so the anchor needs to combine static and dynamic, be a variety of celebrities, be sweet or salty, and make different style changes according to different subjects.

5. Increase SKUs or categories. Once you have achieved outstanding results in a certain field, especially in a low-frequency business field, you can slightly increase some SKUs or categories, because no matter how loyal the users are, they will gradually flow to other live broadcast rooms, and you need to find a way to retain users before they flow away.

6. Consolidate old fans. Old fans must be well maintained. In addition to contributing considerable transaction amounts, they are also the most supportive of the live broadcast room in the interactive link. Preheat the live broadcast and guide the live broadcast process in the fan group, and use all resources to increase the contribution value of old fans.

If the above four indicators can be achieved at a relatively high level in the industry, natural traffic will continuously flow into the live broadcast room. Perhaps the traffic obtained by the final investment of Qianchuan fees only accounts for less than 10% of the total traffic of the live broadcast room. In this case, this live broadcast room can be said to be a very healthy and excellent live broadcast room.

Friends should also study more about how to get high-quality natural traffic. If my guess is correct, the Matthew effect of the strong getting stronger will gradually become the mainstream on interest e-commerce platforms.

But as shelf e-commerce began to decline, interest-based e-commerce is also rising rapidly. So don’t be afraid of experts. Just do a solid job of basic skills and impress consumers with good content and good products, and traffic will come naturally.