What is the meaning of community-based operations?
Nowadays, all platforms that attract fans are called communities, but community-based operations can be defined as two kinds: First, the establishment or use of the community to facilitate the transaction, some of the larger ones such as Sina Weibo, and then for example, micro-tao, wangxin, alipay circle of friends, the use of interaction here to facilitate the transaction! Second, the organization and services for specific groups of people, community, as the name suggests, social areas, such as a store only for square dancing mothers of this group to serve. That is, the positioning to the most exquisite.
What does content operation mean?
What operation belongs to our previous operation? Belong to the product operation, technical operation! Then what is content operation, the content can be called interesting operation, can also be characteristic operation, everything can let the customer in addition to feel that you are selling products at the same time with the means of sentiment are called content operation! Much lies in the interaction, store internal novelty activities!
What is the meaning of life service operation?
WeChat, for example, does not rely on sending messages to profit! So Taobao advocate life service operation, Taobao is not just a platform to sell goods, we can provide some free useful services to merchants! For example, a store selling clothing will be sent every day in the micro Tao how to dress with the popular wear in various cities nowadays. Another example is that a certain store selling food will introduce some delicious and what flavor every day. This is the service. But think about it, the customer is always concerned about your information, your store has deep into his brain, you still worry about selling goods?
But which of these three general directions to start with? Don't worry, in fact, these three directions can be summarized into one, we are the easiest to operate, but also the fastest results, is the content operation! Remember these four words, the future is sure to be frequently mentioned by major organizations crazy ------ content is king! Previously often heard, the product is king, the flow is king, the future is certainly content is king!
Why should Taobao develop content operation?
So first look, Taobao platform compared to other shopping platforms, what are his advantages, is everything? This is yes, already everything. Then what is missing, the answer is, the lack of traffic!!!!
Taobao also lack of traffic? Of course, Taobao is the most lack of traffic, why do you say so, we remember, a person or a business, his best is what he lacks the most, is not often said, so that the length of the longer in order to stand firm, for example, the boxing champion Tyson, if his boxing is more powerful is not better, for example, Faye Wong, her singing, if it is more powerful that the fans are not more like, so Taobao, if the flow is more, this platform The platform is not more profitable. Because Taobao traffic to the bottleneck, basically can register Taobao are registered, and now this time to do the two general directions: First, the cycle of diversion. Second, retain customers.
What is the cycle of attraction, that is, before a customer to go to Taobao once can generate a lot of traffic, Taobao direction is to make this customer to Taobao more frequently and thus generate more traffic! This is to teach the cycle of attraction! This thing Taobao can not come to do, they can not do, so they give this task to the business, has put out the word, who can make content operation, support who, let who get rich. Taobao's unspoken rules have always been so, you cater to my direction to comply with my play, serve my market, I let you get rich!
So how is the flow generated? It's the content, the content generates the traffic, the traffic generates the transaction, the transaction generates the profit! So our direction is ----- to generate content! This is also what I said above that in these next few years, the requirements of technology will be lower and lower. Any one of the money-making things, the early who first do who rich, to the middle, we all do, then who the technology is good experience who rich, to the bottleneck, who can innovate, who can break through who rich, so the future is no longer the world of technology flow. Today's Taobao is in a bottleneck!
As the saying goes, the water is in the right place, Taobao at this time to develop community-based content operations and the state of the Internet at the moment is inextricably linked. Nowadays, the net red group, microblogging microblogging fan economy flooded, micro business war smoke. These are y affecting each of us, we are inadvertently changed by society. So Taobao platform should also change with the trend.
Still a lot of merchants are obsessed with technology, what optimization title, up and down time! What's the point? You optimize the results?! Look at me to give you landing!!!!
Content operation, mainly relying on pictures and text to stimulate customer demand so as to achieve the purpose of the transaction
One of the parts - copywriting! The importance of copywriting must be very clear to everyone, why do you every time you put a lot of effort to write out the copy but not much effect? This is one of the skills you can understand how much?
For example, if you are selling clothes, the literary type of copywriting "life must be happy" (let a person feel very interesting), the feeling type of copywriting "here, you will meet another self" (full of fantasies, they can become how beautiful it?). (full of fantasies, how beautiful can you become?). Anticipatory scenario type copywriting "In fact, you are more beautiful than he imagined" (Well, I just wear it for him to see, I also think so), heart-attacking type copywriting "Quality is confidence! If it does not look good on, I would like to use the amount you buy the extra 10 yuan to buy back the clothes, shipping costs I out, gifts you stay" (the quality of the clothes must be impeccable, the owner's self-confidence is bursting).
Then again, for example, a lot of accumulated sales of tens of thousands of merchants always love to write "hot 30,000 pieces" so really good? Then I give you a change "30,000 people's choice, can not be wrong", which is better to improve the conversion?
Again, for example, some food sellers often play with the slogan "original flavor authentic" so that customers will think you authentic? Then I'll give you a change "you can not buy, but do not say that I am not authentic", this is the attack type of copywriting, the consumer to see what will think? This is definitely authentic! Why do you think that? Because the customer has not bought, that he is not authentic to have evidence. You do not buy what you say I am not authentic? Can not get the evidence can only think that he is authentic, so finally chose to buy this one. This copywriting uses the customer's automatic brain behavior. What is meant by "brain repair" is that some seemingly defective copy, the customer's physiological response will automatically repair the defects, when people see such a copy, the brain will automatically repair the defects. And the copy I just gave as an example is defective, and this defect, if mended up, will just achieve the effect we want!
So content operation some of the fun play, here open Amoy editorial jeannie for you to introduce five.
One, disguised pull single method
This method is mainly to improve the conversion rate, reduce the refund rate, can double your current conversion rate, but there must be a giveaway, I take the clothes as a chestnut, giveaway to the towel as a chestnut, remember to giveaway to the market Oh, pay attention to see.
The first step: the main picture can be appropriate to add a copy that can attract people, for example: do not point, be careful I send you something. Then the first screen introduction of the details page is probably as follows: out of our product quality of sufficient confidence, but also to thank new and old customers for their support, the store from today onwards where the purchase of customers we are presented with a beautiful scarf, accompanied by a scarf figure. And, even if you end up with any dissatisfaction with the product, we give you a full refund, including return shipping costs all of us out, and this scarf do not have to return, we give you, because we do not let you satisfied with our fault, if you are not satisfied, we guarantee that you do not spend a penny, but also send a scarf is a kind of compensation to you! Concerns so order, part of the customer because of moving our service and order, part of the smart to scarf customers he also ordered, in fact, we won.
Remember, meet the refund customers, receive the return, the full amount of money to him, let him confirm receipt to 5 points evaluation, strict control of the refund rate! After reading this is not think the past shoot A send B weak, OK, like to take it.
Two, installment repayment method
This method is suitable for a slightly higher unit price merchants to play. Well, not much to say, first of all, the main picture written on the text: you installment, I repayment! to attract customers, and then the details of the first screen details play: store celebrates the X anniversary, especially to do a free trial to give back to new and old customers, today you order, please join (with WINXIN icon) group, and then every month today we give you back to one of the 10, or one of the 20, that is to say, for example, you order payment of 100 yuan, we are divided into 10 months all the rebates to you, you do not need to spend a penny at the same time, and then you will not need to spend a penny. Do not need to spend a penny, at the same time, you introduce a customer, we will give you more money back a month, you introduced to the same customers can enjoy this activity.
OK, the power of this compared to you do not try to know it, high conversion, rapid advancement of rankings, point explosion single product, staged return can also reduce the pressure of the late profitability of this is a small matter. And this invariably pulls the customer's activity, old customers are also maintained, and later on what to find them to help, it is as easy as a slap in the face, everyone understands.
Three, to find fault promotional method
Main picture directly write "you find fault I lower prices", and then details of the first screen to introduce the game: for example: in this baby description of the text there are a number of misspellings, are interested in playing together to find a misspelling I will give you a discount of 5 yuan, remember that you need to open to find the customer service to sign up before, remember 3 minutes, to find a misspelling of the word. Remember you need to sign up to customer service before you start looking, remember 3 minutes, find the number of multiplied by 5, the highest can be lower than the cost price to buy the baby away. The activity is limited to today. For example, the timing of the wrong memory, I have helped you find a, want to play hurry up to sign up.
This method allows consumers to have a strong sense of participation, and will be very attentive to look through your details, stay time must increase, the rate of failure to jump must be able to reduce, even if you do not want to buy the customer, even if it is passing by, he will try, because he is curious about how much money can buy away this baby, more curious about how many you actually have the wrong word, but you have to believe that everyone is not afraid to pay, but are afraid of Pay no harvest, once he seriously looked at your description, was attracted to your products, and finally did not buy him feel sorry for him to look so long, and look at your baby to look at so long also do not want to go to look at other homes. But note: you need to control even if the buyer to find out all the mistakes, add up, but also just so that you keep the money, so that you will not lose money.
Four, trade-in method
I used this method to create several pop-ups, but also received a large pile of clothes, and finally donated to the disaster area! This method is not appropriate for some categories, but most categories are still fun. The main picture write: take your old to return my new, directly under the main picture to play a row of red letters.
I take clothing as an example! Then the first screen of the details page write: cherish the environment, to prevent waste of resources, as far as possible to realize the recycling of resources, you must have old clothes at home do not see it, do not want to wear it, then today we give you an opportunity to take pictures of your clothes sent to us, we give you an estimate of the price of the old in exchange for our new clothes, the whole store you can choose, only the appropriate complementary price can be received, we received your clothes! We received your clothes, the vast majority of us donated to the disaster area (specify the address and the disaster area, must be true, when really donated, I do when some customers directly sent a large number of them, and then often in our store to buy clothes). Quickly go to the closet to see it, do not want, to bring the old for the new it, this year only do this activity Oh, too much we can not afford to invest! The actual fact is that the actual actual actuality is actually a lot more than the actual actuality.
This method I think I do not have to try, you listen to have a sense of it, you if you encounter such a store will want to try, why, because this means to you to solve two problems: one, the new things to reduce the price of the second, the old items troublesome solution. This is the content operation of the landing of practical cases.
Five, relay marketing method
Roughly the copy can be so to write: new promotions (or store, find a boo) Where the customer orders today, in your confirmation of receipt of goods to give the sunshine evaluation of the 10 days, you introduced a customer over the order, or you buy again, then we will return 50% of the amount of your last order (play hard can be returned, return) Amount of their own according to the strength and competitors to set the price), this activity is limited to today, in order to ensure that the activities of the real and effective, you can take a screenshot after the order to stay as proof, if there is a breach of contract, you complained to the official store voluntarily bear triple the penalty! This play will allow customers to have a strong sense of participation, as long as the order to buy, he will find a way to get the second single, get the second single want to find a way to get the third single, and even some customers in order to long-term rebate, simply their own in the circle of friends began to sell this product.
Everyone involved, the result, is that this baby has become a pop-up. Activity is appropriate! Above this case seems simple, we have not thought, this is how to evolve over? In fact, is not buy one get one free? Yes, buy one get one free, but I sent a pattern, so what is the difference? The difference is that, for example, 80 yuan of things you buy one get one free, the customer's feeling that the value of your stuff at most 20-30, he just spent 80 yuan to buy you two, and those who temporarily do not need two of the customer is very likely to lose, which is why a lot of businessmen to do a buy one get one free activities are still not effective, it is better to directly reduce the price, but I do this, the value of the product has not been reduced, still! is 80 yuan, and let the customer has a strong sense of participation, customers will buy the heart will think, before spending out of the money I can earn back, who will not want to try it? And in contrast, the repurchase rate increased, can well prove that the product market demand is high, the ranking must rise.
Content operation is also very wide, limited space, can not be listed! Here I am giving you a few microtao play, now some slightly fan stores are playing microtao, microtao is undoubtedly the next biggest breakthrough. Similar to the previous cover play, question and answer play, solitaire play today will not be mentioned. Give you two new ways to play.
One, guess the price play
Shelf the first three days, each day to send a, but the content is different. The first time only send pictures, ask everyone, for example: I just plucked from Guangzhou, said to be the most popular models, look good?
The next day probably so send "I'm going to recommend this one to you, tomorrow is ready to shelves, we say, how to give you these old customers preferential"
The third day "this new product I decided to give you so preferential, the first free, the second 1 yuan, the third 9 yuan, the fourth 19 yuan, the second 1 yuan, the third 1 yuan, the third 1 yuan, the third 1 yuan, the third 1 yuan, the third 1 yuan, the third 1 yuan, the fourth 1 yuan, the fourth 1 yuan, the fourth 1 yuan. The third 9 yuan, the fourth 19 yuan, and so on, until the restoration of the original price, the need for the pro spirit of oh" with such a notice, the new broken zero has been completely not a problem. Or this play, micro Amoy send new preview, let them guess the price, each person is limited to one, multiple guess the price of only the first one, guess the price and pricing is exactly the same can be free of charge. Then the closest pricing of a number of names can be sold again in accordance with the sale price discount. When you do this every time you have a new release, it's going to be a hot mess.
Two, the task of playing
My store every day a group of figures, this group of figures or in the home page, or in a detail page inside, here I only publish my figures of the first 3 and the last 3, you have to find the middle of the figures and in Want to send customer service. 7 consecutive days to find the correct number of friends, I send a value of XX yuan of clothing (or half price, preferential strength of their own decision) today's number is 123XX456, quickly go to find it, remember to find sent to customer service oh, and then in the micro Tao message: has completed the task! Do not leave a message in the micro Tao answer Oh, so others will know the answer.
The seventh day of the earliest completion of the task of the first three (specifically how many of their own according to the strength of the decision) can be rewarded Oh. Here you can send out the clothes you reward, and you will calculate the control, this dress day is just the time of the shelves, so that can give this baby weighted greatly. The winning customer first shot the baby, after receiving the baby full refund!
This is the content operation of the landing practice! Often merchants or operations ask me, how to improve the execution, always a lot of things think and think ultimately did not do, or is a delay again and again delay. In fact, to see how a person's future development, it depends on a person's self-control of desire. If you can control your eating, sleeping, laziness and complaining mouth! That is a strength in itself.
Every day a friend gives up, and every day someone else joins in, and the ones who play well are playing exactly how they play. Can't head in the heart only brush, to master a set of systematic operational thinking, data how to analyze, analyze what data, if better diversion, how to better improve their conversion and so on. If you really want to do a good job, go to add this person penguin learning, every night there are free operation courses, the first three: two zero eight. Middle three: nine three four. The last three: seven thirty-one. I believe that all want to do a good job of friends, learn a little more knowledge of their own is always no harm, how others play, in fact, many people are about the same level, you learn you're a step ahead. So let's talk broadly about what you need to learn.
We have to remember a sentence, everything you want to control actually control you, so you want to have a strong execution, you have to put yourself down, if you do this, I believe that your career will prosper, not to mention the Taobao store operations? This is still only a small part of your life career, no exploration, no execution, everything is empty talk! I hope that all Taobao sellers can maintain the execution, across a threshold, and finally have to look forward to the head of the time!