How to build a traffic circulation system

Before I start sharing how to build a traffic circulation system, you can first review the traffic problems you have encountered in the past. Is it true that after completing an event, no matter whether fission or other forms are used, you will feel pain for the next fission and worry that it will not achieve good results?

Anyway, this is what I did before, and I believe it’s the same for most people. When we were doing traffic before, we were more thinking about how to get more traffic through a fission poster or WeChat group. However, this can only increase the number of fans of the official account or the number of fans of the personal account, or the number of groups. So what is the purpose of building a traffic circulation system?

Its purpose is to make the flow continuous

What are the pain points of companies when they are generating traffic? Many companies will look for a point to make traffic sustainable, and then as the company's traffic continues to increase, the company's revenue will continue to increase. How to understand this? Here is a quote from a marketing guru Jay Abraham who once said the three necessary conditions for a company's performance to double.

Increase the number of customers (traffic), increase the amount of customers' single purchases (average order value), and increase the frequency of customers' purchases (repeat purchases)

The first necessary condition is to increase the number of customers, that is, to increase the number of people who purchase. What we are talking about at this time is traffic. The second is to increase the customer's single purchase volume, which means the average order value. For example, a course used to sell for 49, and now a course sells for 199. If you increase the average order value, your revenue will also increase. The third is to increase the customer's purchase frequency, which means that we will continue to buy the goods a second and third time... So compared with increasing traffic, which one do you think is easier, increasing the average order value or repeat purchases?

From my point of view, it is easiest to generate traffic, because when you increase the average order value, when the user base is small, you are afraid that no one will buy after you increase the average order value. To increase repeat purchases, you first need to have a very good product, or you can polish the product very well, and then your service system can keep up, only then will you have repeat purchases, right? But when it comes to generating traffic, you don’t need to worry about others not buying or that your service system can’t keep up.

The only thing you need to do is to import the traffic into this system, and the rest of the things can be left to other people. Although generating traffic is the easiest, 80% of the traffic is unsustainable. It is only one-time. You can live well during the period of getting a wave of traffic, but after a period of time, you have to go to other platforms to look for traffic. Therefore, the phenomenon of unsustainable traffic occurs, which will cause us to spend time studying all the traffic we encounter.

For example, the recently popular TikTok, or platforms such as Douban and Baidu Tieba. In the end, you will find that no matter how many platforms you study, in the end you don’t have any good way to acquire traffic, and you won’t understand each platform very well.

So you only need to be good at one point, and any infinite deepening will be ok. What we do is try to be one meter wide and one thousand meters deep, and a little vertical. Then you can do this thing very well.

At this point, you may not yet understand how to build your own traffic circulation system.

Taking knowledge payment as an example, I divide the knowledge payment industry into three categories:

The first one is called self-operated platform. Self-operation means that you have your own fans, and then sell courses or goods. This type is called self-operation. There are two types of self-operation. One is the IP platform, which is a personal IP platform. For example, most of the users here are because of Luo Zhenyu. This kind of platform tests the IP's ability to output content. The other is the enterprise platform, such as the audio FM platform like Himalaya. The traffic circulation framework of the IP platform is very simple, because the IP itself is a traffic excavator.

The framework for creating content around this IP or the degree of IP support is their framework for generating traffic. There is no need to build a team specifically for traffic. Enterprise traffic frameworks generally look for traffic pools that are smaller than theirs and have users. Only when such platforms have a lot of users can the company's revenue be higher. One of the actions that such platforms usually take is to distribute orders, which is their main channel for obtaining traffic.

How should we understand the dispatch of orders? For example, when Himalaya launches a new course, the company promotes it on its own official account or in its own traffic pool, which is called self-operated sales. However, when the company promotes this course on other platforms, it is called dispatching orders. The second type is called franchise platform, which is equivalent to the agent form. It relies on franchisees to guide users to the platform, and franchisees sell courses or their own products. For example, Qianliao and Lizhi belong to this type of franchise platform.

For platforms such as franchisees, their traffic entry point is generally tools. Qianliao and Lizhi provide lecturers with a live broadcast tool. As long as the lecturer teaches on the platform, he will bring a large number of people to the platform to listen to the lectures. The traffic gathered from multiple lecturers forms a franchise platform.

The traffic framework of this type of platform is to endlessly search for lecturers, allowing them to continue to teach courses, and then the lecturers will continue to bring in new traffic. The third one is the bureau-type platform, which is a secondary platform and is relatively small.

This requires you to first build a platform. This platform has neither traffic nor lecturers. You act as a course planner, who has to find lecturers to help them plan courses, and then find traffic platforms to distribute the courses. The profits are shared between the partners. This is equivalent to us acting as a middleman. The first person to be promoted is the teacher, and the second person to be promoted is the traffic party. This type of platform does not have a traffic framework.

If you are an individual or small business owner, do you have your own traffic framework? I know that many people do not have a traffic framework, including myself. It was through constant exploration that I finally built my own traffic self-circulation framework.

I divide the traffic framework into two types, one is self-operated and the other is franchised. Among them, the construction of the traffic framework for franchise types is very demanding on the amount of initial traffic and whether the product has transaction attributes. We will talk about this category specifically later. In the self-operated type, the traffic framework has a four-body methodology. The first one is called the carrier body, the second is called the input body, the third is called the circulation body, and the fourth is called the reach body.

The carrier is what we use to receive the traffic after it comes in? Currently, the most commonly used ones are WeChat personal accounts, WeChat groups or public accounts. The input body is equivalent to saying that after we have a carrier, we must input something into it, otherwise there will be no fans.

The loop body means that you need to let the traffic come in and let them continue to generate traffic. Then you need to have sustainable fission. Sustainable fission is a very important point. That is to say, the bait you design cannot be time-limited. The bait must be a bait without time limit.

There is also a fixed time in the loop, for example, pushing an article every week to do fission, or giving a class every week to do fission.

So there must be fixed time and fixed fission, and fixed things must be done in fixed time. So what is the last touchpoint? For example, we have so many fans on our personal WeChat accounts, WeChat groups, and public accounts. We have to reach these users in order to convert them.

On your personal WeChat account, you can reach these users by posting to Moments. Others may come to you to make a purchase after seeing your Moments, right? But there is a problem with Moments, that is, every time we post to Moments, we cannot guarantee that everyone in our Moments can see our content.

So this is a silent touch, and you cannot monitor the data.

What is the second type of reach for personal accounts? Point-to-point group messaging means using the group messaging assistant on WeChat, or with the help of third-party tools such as wetool, to send group messages in batches, with each person sending the same message. At this time, it is similar to the trigger of a service account, and the triggerability is very high because everyone can receive your message.

Where is the reach of the official account mainly reflected? The first is in the menu bar. Menu bar access is passive access, which means that users may click on the menu bar, and there will be an entrance after clicking. The second form of the official account is to post tweets. For example, for a service account, we directly push an article. This article will be sent directly to each person and there will be a small red dot. So users will see such an article, then click in to read your copy, and then be converted by the copy.

What is the way to reach the group? The first one is that when we are chatting silently in the group, every time you send a message in the group, it is actually similar to sending a circle of friends. It is impossible for everyone in the group to see your message every time you send a message. The second one is to send a group announcement, which can at least guarantee that more people can be reached than silent messages.

After explaining the carrier and the reacher above, you will find that there is a great connection between the carrier and the reacher. How is it reflected? For example, the more places you have for a fan, the more opportunities you have to reach him. This can be understood further. If your fans can access more of the information you release on your personal account, WeChat groups, and public accounts, then the fan conversion rate will be higher.

The input body and the circulation body correspond to each other. The more input bodies there are, the longer the circulation period is, and the more fans are generated. As long as you continue to set up time-sensitive baits as mentioned above and perform fixed fission at fixed times, your circulation system will never be broken.

Having said all of the above, what are the important points when we start to build this system?

First, design your carrier well. It is best to have more than two, such as a personal account and a group account.

Second, allow two or more carriers to be interconnected. For example, a personal account and a public account are linked, there is an entrance to the personal account in the public account, and the public account must be promoted on the personal account.

Third, place traffic products as bait on these two carriers. In personal accounts, public accounts or groups, mainly if there are more than two carriers, you must place bait. Then you will find that no matter which carrier it is on, the traffic will be fissioned.

Fourth, set up fission for the two traffic products you implanted. Generally, there are forms of forwarding, distribution, group buying and collecting likes. The more commonly used ones are forwarding and distribution, so you only need to design forwarding and distribution to achieve fission.

Fifth, you need to continuously increase the attractiveness of your products. That is to say, you need to continue to strengthen the traffic products and continuously enhance the tempting nature of the bait.

Sixth, the difficulty of the fission task needs to be continuously reduced. For example, when designing the fission stage or designing the task difficulty, if you invite or forward it and need to bring 100 people to obtain it, then you will find that fission cannot be achieved at all.

So one thing you need to pay attention to here is that you need to constantly add to the bait to make it more tempting, and constantly reduce the difficulty of the task, so as to ensure a positive cycle of traffic. In this process, you will find that the people who participate will basically help you promote it.

Author: Zhiyu Essays

Source: Zhiyusuibi (ID: zhiyusuibi)