9 ways to attract traffic for offline promotion!

How can offline brand store merchants build a traffic system while taking into account the growth and monetization of private domain traffic?

1. What are the current demands of store merchants?

Let’s take a look at a case: Aiyingdao

Aiyingdao was founded in Zhuhai in 1998. It mainly engages in chain retail business of maternity and baby products. It currently has more than 9,000 directly-operated + franchised chain stores + partner stores in more than 150 cities in 17 provinces (autonomous regions) including South China, Central China, East China, Northwest China and Southwest China. It was rated as one of the "Top Ten Franchise Brands in Guangdong Province in 2016" and is a deep strategic partner of YY. In March 2020, YY's operation team built a new model of "private domain traffic + social e-commerce + live broadcast new retail" around Aiyingdao, helping it build a community operation system from 0 to 1, and creating momentum for live broadcasts by building community IP and strong relationship users.

On the day of the live broadcast, the total online and offline transaction volume was 980,000, of which the online live broadcast transaction volume was 15,600, the own mall transaction volume was 209,000, and the store transaction volume was 757,000, which brought about the linked consumption of 363,000, which was three times higher than that of ordinary days. In the long-term cooperation with merchants, we have been trying to find and meet their various needs, and sorted out some typical needs:

1. Construction of private domain traffic pool system (key sharing content)

2. Construction of online live streaming sales system

3. Establishment of social group leader sales promotion system

4. Establishment of supply chain product selection and grouping system

5. Matrix construction of community IP personality

6. Establishing an employee incentive salary system

7. Establishment of linkage system between headquarters and regional stores

8. Customized tools to match business needs

2. Private domain construction: WeChat account + enterprise WeChat + enterprise WeChat SCRM

Taking the construction of a private domain traffic pool system as an example, let’s talk about how to build a private domain: WeChat personal account + corporate WeChat + enterprise WeChat SCRM. WeTool was banned some time ago, and the next private domain traffic building tools will basically be based on WeChat for Business. I believe everyone should have a deep understanding of the advantages and disadvantages of WeChat for Business and WeChat personal accounts. It is recommended that you must choose private domain tools based on your own business. It is not recommended that you buy WeChat for Business SCRM right away.

The following simple comparison chart can understand:

There are many ways and methods for drainage at present. Here I simply list 9 of them:

1. Store VI diversion

2. Public account hook diversion

3. Hook placement to attract traffic

4. Cross-industry business alliance diversion

5. Traffic diversion from express delivery, Meituan Dianping, Douyin and Kuaishou

6. Group buying/live streaming activities to attract traffic

7. Distribution group leader leads traffic

8. Mobile phone number traffic diversion (Taobao, JD.com, Pinduoduo orders)

9. Online coupons drive traffic back to stores

These drainage methods will encounter two problems:

1. Whether it is a personal WeChat account or a corporate WeChat account, frequent additions will be restricted;

2. The rate of adding corporate WeChat accounts is not high;

Let me show you how we solved these two problems. Last year, we used this method to quickly gain 500,000 corporate WeChat followers without our account being blocked. The addition rate and approval rate reached over 90%. We then distributed them through WeChat mini-programs, with an average payment rate of 30%. Path: The customer adds a personal WeChat account → passes verification to use corporate WeChat → switches to corporate WeChat account when corporate WeChat addition is restricted → automatically sends copy + WeChat applet after successful addition (if using SCRM, different tags can be used for management)

The combination model of "WeChat personal account + enterprise WeChat + enterprise micro SCRM" is that the design of the IP personality of the WeChat personal account is very important and directly affects the addition rate. Let me show you the IP design of Aiyingdao. I will not go into detail about the IP personality design here for the time being.

3. Private Domain Monetization: Enterprise Micro SCRM + Group Purchase + Live Broadcasting Three Tools Combination Play

Next, let’s talk about private domain monetization. Although the trend of “private domain traffic” has been around for more than two years, due to the high operating costs, there are actually only a handful of teams that can really do it well. Currently, they are still stuck in building and draining traffic in the private domain. Many brands cannot handle this link, and there are very few teams that can really make money through the private domain. There is no need to question the marketing path of private domain traffic anymore, but the question is how to play it specifically?

For store brand merchants, I suggest that you use the "Enterprise Micro SCRM + Group Purchase + Live Broadcasting Combined Marketing Model" to realize private domain traffic. Here is the combined marketing schedule we customized for our customers, as shown in the figure:

The underlying logic of group buying activities is actually social e-commerce, but it is different from the way everyone knows. It is not the frequent and screen-sweeping push of product materials and links to the community every day. The group buying I mentioned emphasizes rhythm, restraint, and scarcity. This involves a term called "wave-style release", which means that the various links such as announcement, preheating, pre-sale, release, return, flash sale, and limited sale are closely connected, and the goods are also assembled from a combination of traffic-generating models, fission models, profit models, and brand models.

Regarding private domain live streaming, I actually don’t recommend broadcasting it every day. Many businesses that have done private domain live streaming should know that the conversion effect is actually average, especially for some businesses that have just built up private domain traffic.

It is enough to broadcast regularly three times a week, with fixed content each time, so that users can form the habit of watching live broadcasts. For example: Juhuasuan live broadcast, brand promotion live broadcast, guest invitation live broadcast, etc., design the live broadcast content according to your own brand characteristics. Regarding the selection of anchors, it is recommended to train store owners or clerks, and to design online IP personalities for the clerks. It is not recommended to pay external anchors every time.

The real test of private domain operations is the execution of details. Without a strong execution team, many good gameplay methods will have mediocre results.

4. Private Domain Growth and Monetization Super Engine: Group Leader

Next, let’s talk about the important role of “team leader”. A high-quality team leader can have 100,000 fans. For operating private domain traffic, I have summarized an operating concept: from more to less, from less to more.

There are generally five paths to developing team leaders:

1. Develop from customers with high repurchase rate (the most loyal and stable ones)

2. Development through referral by the group leader

3. Open recruitment and development

4. Development through group buying activities

5. Relationship Migration and Development

The key to whether the group leader is stable lies in the commission model. For a system with a fission model, the development speed is very amazing. The group leader basically has no loyalty, so there is no need to worry that the group leader will only play on one platform. One advantage of developing group leaders for stores is that they are all in the same area and are very familiar with the customers, so their loyalty is relatively stable and their repurchase rate is also stable. There are many commission model designs for group leaders. Friends who are interested can find an opportunity to discuss them in depth.

Author: See the truth

Source: Jianshi (ID: jianshishijie)

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