Inventory of customer acquisition channels for Internet advertising!

Whether it is a service or a physical product, only by finding a reliable sales channel can the goods be sold.

Of course, the channels I refer to here include both channels for selling physical products and channels for acquiring traffic, attracting new customers and then converting them.

01. Advertising

The advertising acquisition mentioned in the previous issue mainly refers to offline advertising exposure. Here, we will mainly talk about the Internet distribution channels.

Overall, the industry's main traffic is occupied by BATJ (Baidu, Alibaba, Tencent, and ByteDance).

1. Byte series

ByteDance can be called the new traffic king. It has multiple app traffic matrices and can deliver traffic to all ByteDance’s traffic channels through Massive Engine.

The current mainstream camps are Toutiao, Xigua Video, and Douyin.

2. Tencent

As a top traffic channel, Tencent’s WeChat Moments, official accounts, and mini-programs alone have billions of traffic.

It is expected that as the video account becomes more popular, there will definitely be an advertising entrance in the information flow within the video account.

Tencent’s other major channel camp is QQ, which is a traffic channel that is easily overlooked. For example, QQ groups, QQ spaces, and QQ interest groups.

In addition, there are many traffic product lines such as Weishi, Tencent News, and Tencent Video.

3. Baidu system

Baidu is still the search engine with the largest traffic. Coupled with the emergence of new channels such as iQiyi, Haokan Video, and Baidu News in recent years, Baidu is still worth investing in.

Especially some long-tail traffic, many people can reap the benefits through Baidu search.

But Baidu search advertising definitely has limitations. For example, if you are doing shared bicycles, power banks, etc., there is almost no need to advertise on Baidu.

But if you are engaged in education and training, medical care, franchise agency and other products, Baidu search is still effective.

4. Alibaba Group

In addition to opening our own stores on Taobao Tmall, we can also place advertisements on channels such as Alipay, UC, Youku, and Xianyu.

More importantly, in the entire Alibaba system, there are far more channels that can be deployed.

For example, Ele.me, Hellobike, DingTalk, and China Business Network.

02. Private Domain Traffic (WeChat)

In addition to regular advertising, WeChat also has many ways to acquire traffic based on the WeChat app itself.

Including the community group buying we mentioned earlier, the core still relies on WeChat itself.

1. WeChat Group

In 2016, I was in almost 100,000 WeChat groups.

Through testing, it was found that high-quality hometown groups, industry groups, interest groups, and friendship groups have real outputs.

So at that time, we used public accounts to attract followers, mini-programs to increase followers, and even directly recommended products for group transactions.

At present, there are actually resources in the industry that specialize in group promotion. They have precisely positioned mother-and-child groups, financial groups, community groups, and fitness groups.

They can provide services such as mass messaging and adding fans.

Of course, if you operate your own community well enough and have fans, you can create your own group.

KOLs such as Fan Deng, Luoji Siwei, Wu Xiaobo Reading Club, and Li Jiaqi, whom I am familiar with, have thousands of WeChat groups of their own.

2. Friends circle

Just like WeChat groups, there are many individuals or organizations on the market that can provide resources for posting advertisements on Moments.

For example, you can find KOCs who have more than 1,000 WeChat friends and ask them to help you post on their Moments to promote your product. Of course, you can also find ordinary people.

Another way is to add WeChat friends frantically and build your own private traffic.

Before WeChat banned accounts on a large scale, both micro-businesses and community teams had at least dozens of WeChat accounts.

For example, Gong Wenxiang, a big name in micro-business and self-media, has more than a dozen personal WeChat accounts.

If each account has 5,000 followers, every time they send an advertisement or send a one-to-one private message, it will have a strong effect.

Of course, in 2016, we also used 100 mobile phones and added nearly 120,000 WeChat friends.

During this epidemic, both offline stores and online channels should have realized the benefits of adding WeChat friends.

03. Niche channels

Then I would like to recommend some niche channels to you. Sometimes the traffic of these neglected niche channels is also amazing.

1. Wi-Fi

Friends who run public accounts or mini programs should be familiar with Wifi channels.

Especially in the past few years, the demand for increasing followers of WeChat public accounts has been strong, and many shopping malls that provide WiFi channels for adding followers have been doing good business.

Of course, they can also target schools, business districts, and hospitals.

2. Questionnaire

We have done a project before, specifically conducting fixed investments in several large questionnaire network channels in China, and the conversion effect was actually very good.

3. Express delivery

China delivers tens of billions of packages every year, and the sales scenario is very suitable.

Companies that provide such channel services can place advertisements in targeted areas.

a. Express delivery note

Print the advertising information directly on the express delivery label. This usually has more e-commerce customers, and the usual routine is to scan the code to receive a red envelope.

b. Carton Advertising

There is a company in Hangzhou that specializes in express carton advertising - Cardboard Brother.

They can provide customers with customized carton exterior advertising.

c. Internal advertising

There are also ways to directly place brochures, membership cards, etc. in express deliveries. The advantage of this is that users will definitely receive them, and the exposure and opening rates are relatively high.

04. Vertical Channel

The advantage of a large and comprehensive channel is that it has a large amount of traffic and many potential users.

But sometimes choosing some professional vertical channels for targeted delivery will actually produce better results.

1. Website or app

For example, when we were doing charity projects before, we put them into all vertical major disease/charity communities.

If you are in the pet supplies business, you might want to look for some vertical websites for cats and dogs.

You are in the home building materials business, so it would be more accurate to find some real estate websites.

For example, if you are doing teacher qualification training or teacher recruitment, you can go directly to the professional teacher website.

2. Exhibition

There are at least hundreds of thousands of exhibitions in China every year, including large-scale auto shows in Beijing, Shanghai and Chengdu, and charity and cultural and creative exhibitions in Shenzhen.

There are tea exhibitions and wedding exhibitions in Hangzhou, mother and baby exhibitions and animation exhibitions in Shanghai, and tourism exhibitions in Xi'an.

If you are engaged in TO B vertical service products, you will meet targeted customers at these exhibitions.

Students like us who are in charge of attracting investment on our platform will definitely go to the industrial belts of Beijing, Shanghai, Guangzhou, Jiangsu, Zhejiang, Shanghai and Guangdong every year to attract business investment.

Of course, online exhibitions are still popular now, and more sales resources can be accessed.

3. Alliance

If you lack resources, there are people who specialize in integrating them.

There are various entrepreneur associations, e-commerce alliances, and short video conferences on the market. These channels can help you quickly find the resources or channels you want.

Of course, the better the agent, the higher the fees.

There are several resource matching platforms in Hangzhou. The annual fee for a membership starts at at least RMB 10,000, but they are indeed effective.

Vertical channels like these are also easily overlooked.

But in many cases, the traffic is amazing and the conversion efficiency is extremely high. Of course, it is better to start with this channel early.

Of course, if you have the ability, you can also do alliance and vertical website yourself. For example, many well-known e-commerce circles are built by merchants themselves.

05. Spokesperson Channel

The effect of endorsement is sometimes quite miraculous, because there is no accurate data to prove that users consume because of a celebrity endorsement.

But to this day, celebrity or blogger endorsements are still a must-have option for some companies.

1. Celebrity endorsements

You can think of celebrities as a natural traffic pool, and then bring exposure to your brand through celebrity endorsements.

When it comes to celebrity endorsements, brand promotion is usually the most important, but sales conversion is weak.

This is more suitable for fast-growing startups or stable group companies.

There are three things to consider when choosing a celebrity: right price, matching brand, and positive attitude.

2. KOL

This was mentioned in the previous section on self-media content and is entirely dependent on fans’ trust in KOL bloggers.

Bloggers in vertical professional fields have extremely high fans loyalty and trust, so their conversion rate is generally high.

However, the following points should be noted for this type of placement

a. Match with business

b. Do data testing in advance

c. The more vertical the better

d. You can conduct testing on a large scale. For example, if you are doing workplace training, you can find 100 workplace-related bloggers or accounts to launch campaigns.

06. Dealer channel model

Nowadays, whether it is recruiting group leaders for community fresh food, recruiting agents for social e-commerce, or traditional WeChat business, they are essentially dealer models.

It means that the brand finds a group of like-minded people who want to make money to become salesmen for their products.

It’s just that the forms of building channels are different. Some dealers open stores, some sell directly through WeChat, and some set up stalls.

But the dealer model will always be the model that will never lag behind in product promotion.

Promote together, share risks, and make profits together.

Of course, we need to establish a reliable dealer model. Not only must the products be reliable, but we must also provide support to dealers (agents) in terms of brand, service, and policy.

Only when dealers feel they can make money will people be willing to join in the promotion.

07. Telesales

Many villagers seem to receive various sales calls every day. What does this mean? This shows that telephone sales are still effective at present.

In many industries that we are familiar with, such as real estate, investment and financial management, loans, mobile telecommunications, education, and automobiles, the main business volume currently still comes from telephone sales.

I know of an Internet English education company that has a telesales team of at least 1,000 people.

There are also various franchise agency projects that we have seen on Toutiao and Baidu, which ultimately rely on salesmen’s telephone sales to achieve conversion from factories to stores and then to enterprises.

08. Sales channels

There are several advantages to this sales model:

1. Customers’ on-site personal experience

2. The boss will explain in person on site

3. Enhanced on-site trading atmosphere

4. A large-scale on-site training

This is why people visit and buy products at offline exhibitions, markets, press conferences and various conferences.

Sales meetings are suitable for both investment and franchising as well as on-site retail.

Of course, the investment in sales channels is relatively large, and in the early stages, it also requires the cooperation of telemarketing, group marketing, etc. to facilitate on-site sales.

Through the above content, we have helped you quickly list the sales channels of the business. The core purpose is to help you open up your thinking.

So when we choose to find sales channels, we need to pay attention to the following points.

1. Different products require different channels, and different channels produce different sales results.

2. Sales channels are definitely not single. If you want to expand sales, you have to build N channels. For example, Moutai can be purchased in specialty stores, on specific e-commerce websites, at Moutai hotels, and at airports.

3. Mastering the sales channel is only the first step. How to play on this channel is very important. For example, on the same WeChat channel, some are doing private domain, some are doing advertising, and some are doing live streaming.

Author: Shili Village

Source: Shili Village (shilipxl)