Nanny-level tutorial on Tik Tok marketing!

Today I bring you a nanny-level teaching course on Tik Tok marketing, a local course.

As we all know, Douyin’s daily active users have exceeded 600 million, and more and more physical merchants are entering Douyin. So how can they find the most suitable monetization path?

How to find the right customer base has become the most troublesome problem for physical merchants.

However, some businesses in the industry have already achieved business growth through efficient marketing tools.

So today I will take you to analyze and see how they successfully solved these problems.

Now we divide the content into two scenarios, one is live broadcast and the other is video.

Today we will mainly talk about the needs and solutions for video scenarios.

First, let’s take a look at a creative restaurant in Shanghai. Friends in Shanghai may have heard of it, or even been there. It is a restaurant that has been established for less than a year.

This restaurant has been trying to figure out how to clearly quantify the conversion effect from online communication to offline consumption, so that it can finely control its marketing costs and bring about exponential growth in store business.

For this reason, after entering Douyin, the restaurant tried the following combination of measures to build a corporate account base and allow fans to settle in the restaurant's official base.

2. Regularly update creative materials and content to increase account activity and enhance the stickiness of account fans.

Third, expand the store’s address, display range and popularity through a variety of rich forms, such as experts, store visits, cooperation, UGC activities in stores, etc.

Fourth, and most importantly, they will put high-quality videos on Douyin, such as store exposure, in an attempt to quickly complete the cold start and increase brand awareness.

It turns out that the restaurant's strategy was very good, especially the fourth point, which was very effective.

After continuously putting Douyin and other stores at risk for the restaurant’s short videos, more than 50% of the store’s voices now come from Douyin, and they have become the second-largest Western restaurant in Shanghai on Douyin. The most representative of these is the exposure of their home store where they put a video. They only spent around 4,000 yuan and it brought in more than 100,000 yuan in transactions.

The input-output ratio is as high as twenty-five.

So what is store exposure?

In fact, for many local businesses, this marketing goal is already an old friend. This is what we often called store heating before. Recently, it has been upgraded and renamed store exposure. This goal can not only increase the popularity of your video, but more importantly, it can accurately deliver your video to six to fifteen kilometers around the store, allowing more people to understand the details of your store and drive nearby customers into the store.

Friends who do local business know that the nearby customer base is actually the core source.

So how do you use this function to place an order?

Step 1: Send the video with the store address, enter the order page, and select the video you want to broadcast.

Step 2: Expose in Doujia stores.

First, identify the promotion goal of store exposure.

The second step is to select the distance you want to cast.

There are five options here, and the rest of the orientation, such as gender, age, etc., can be set according to your actual needs.

But if there is no particular need to choose, I suggest not to put too many labels here, because it will narrow the group.

The above functions are designed for the marketing needs of store location clicks. There is also another typical merchant demand, which is to sell more group purchase coupons on Douyin and directly achieve the goal of directing traffic from online to offline transactions.

There is an old store that used Douyin's store promotion function, invested nearly 400 yuan, and brought in a transaction volume of 72,000 yuan, with an input-output ratio of 186.

And after this wave of advertising, the brand climbed to third place on the Douyin food list in Beijing, with video views exceeding 5.87 million.

So what is the store discount promotion mentioned in the case just now?

This marketing goal is actually to recommend your group-buying products to customers around your store, thereby increasing the purchase conversion rate and store visit rate of a group purchase.

So how does it operate specifically?

Step 1: Send a video of the store address. You need to claim the group purchase items in advance in this store. There are two ways to list your group purchase.

First, just add the position directly.

Second, you need to add a group purchase fusion anchor point, which means that you need to select the group purchase products you want to display when posting the video.

From the user's perspective, there are three styles.

Step 2. Select the video you want to broadcast, go to the Doujia order page, and identify Doujia’s store discount artwork as the conversion goal.

It is recommended to use regional targeting in custom targeting, which is very important.

Before we complete the order, please be sure to check whether the area near your store is checked, so that we can accurately recommend your video to the people near your store.

In addition to the above two, I would like to recommend a new feature that is tailored for local businesses, called store video playback.

This conversion goal can bring high exposure to surrounding customers for your store videos at a low cost, allowing more people to see your excellent products and services through your videos.

And its operation is also very simple.

Step 1: We must remember to include the store address when posting the video.

Step 2. Go to my personal homepage on Doujia, click on the three bars in the upper right corner for more functions, then click on Doujia plus popular, and you can see it in the extended functions. Then we choose store promotion and there is one below.

Store video playback.

Now, there is one important point that I need to emphasize to everyone, which is that we must switch to the custom promotion mode and not use the package mode, because in the custom promotion mode, we can choose the areas we want to focus on covering, so that the traffic we attract will be more accurate.

Finally, I would like to arrange a marketing goal that everyone is very familiar with, which is likes and comments. It can quickly increase the popularity of your video and increase the interaction of your video.

I will also briefly explain its operation.

The first step is to send a video of the store address. This is of utmost importance.

In the second step, select the video you want to broadcast and enter the Douyin order page. Then check our marketing goals of likes and comments on the order page.

Finally, let me summarize the above-mentioned functions. You will find that the four marketing goals currently recommended to you are actually marketing goals from shallow to deep under the video scenario.

From increasing video playback, to likes and comments, to increasing clicks on store information, and finally to group purchase views, these are multiple conversion goals from shallow to deep set to meet the needs of merchants of different sizes.

Note: The picture is from the screenshot of Douyin official website

In addition, it also supports customized settings for the geographical scope of delivery to focus on helping stores cover cities and business districts, so as to achieve the goal of accurate customer acquisition for merchants.

The above mainly talks about the introduction of functions

Next, I will talk to you about the delivery methodology of video scenes.

First, let’s take a look at the core strategy of the launch.

First, after releasing the video, it is recommended that you observe the increase in natural traffic in the first to third rooms. If the growth rate is fast, it is recommended that you purchase Douyin.

If the growth rate is average, you can go and take a look at our video quality.

The second order placement technique is to place small amounts and multiple orders.

How do we define a small amount?

The cost of each order is about one hundred to three hundred yuan, so it is recommended that you invest for a shorter period of time, about six to twenty-four hours. It is not recommended that you invest for a longer period of time.

Another important point is that we don’t need to split the order. So what does it mean to split the order?

For example, if I have one thousand yuan now, I will divide this one thousand yuan into ten orders, and then each order has exactly the same settings.

In fact, this is not friendly to the system, so it is not recommended to split the order.

Next, I will tell you how to set up specific delivery strategies.

At this time, there is a question that is often asked, which is when is the best time to invest in DOU+ and when should I invest?

Here are three scenarios I have summarized for you.

The first is when the natural traffic of the video itself is relatively good. That is to say, after your video is released, if the natural traffic of this video increases rapidly, then it is recommended that you try to invest in Douyin.

What specific data shows this?

The first is that the number of views of your video is higher than the natural traffic of other videos of the same account in the same period of time.

Secondly, you can also see that if the number of video views exceeds one thousand, then this is also the time when its natural traffic is increasing rapidly, and you can also put Douyin on it.

In this scenario, there are some specific recommendations for placement.

The first is that our recommended investment amount is based on the definition of small long orders ranging from one hundred to one thousand yuan.

The second is that the delivery time is about twelve or twenty-four hours. We will base it on the location of the store within six to fifteen kilometers.

Third, if your account has a lot of fans, it is recommended that you use the fan coin key function.

Of course, there is a small tip, that is, store video playback and store exposure are supported, but our store discount promotion does not support the fan coin key function for the time being.

What is Fan Coin Circle?

That is to say, if you check this function, the fans of your account will definitely see your video.

In the second scenario, when the natural traffic of your high-quality video is stagnant, it is also recommended that you use Douyin.

What is a premium video?

Just like I just mentioned, the number of views of your video is higher than other videos of the same time. It's just a high-quality video.

Second, what does it mean to stop rising?

If the growth rate of video playback volume is less than 5% per hour, it means that the growth has stopped.

In this case, what kind of advertising suggestions do we have?

The first is that we need to increase the amount of investment. The previous amount was one hundred to one thousand, but now it needs to be increased to five hundred to three thousand. And you need to shorten the delivery time from the previous twelve to twenty-four hours to six or twelve hours, because this will allow us to concentrate our firepower to help your video break through this bottleneck.

There is also a targeted suggestion. Previously, our location was relatively small, within six to fifteen kilometers of the store.

Now we need to expand this scope to business districts or cities, such as larger areas such as Beijing and Haidian.

The third scenario is that you make a follow-up investment for your high-quality orders during or after the investment.

So what kind of characteristics indicate that I should follow up on the investment?

The first is that after you release a video on Douyin, the GMV revenue brought by this video is higher than the income from other videos, which means that your RY is greater than or equal to one. For example, if the revenue brought by your investment of one hundred yuan is one hundred and fifty or one hundred and twenty, then you can increase your budget investment.

The second feature is that after your video is released, the completion rate and number of likes are significantly higher than other videos, so you can also make follow-up investments.

The third is that after you have placed the advertisement, it will show you what percentage of users you have defeated. At this time, it is recommended that you can make follow-up investments if you have defeated more than 70% of the users.

What are our Douyin advertising recommendations at this time?

When you make a follow-up investment in the first investment, it is recommended to use the function of increasing the budget, because this function follows the main elements of your previous high-quality order and will continue to help you increase the budget.

The second one is called adding after the head. For adding after the head, it is recommended to use the function of placing another order.

Here our targeted suggestions must be expanded from six to fifteen kilometers around the original stores to our cities or business districts.

Author: Silk Road Praise

Source: Silk Road Praise