Private Domain Operation Twelfth Lecture: How to play with enterprise and micro SCRM private domain traffic on Double Eleven?

In this era, Internet business people are constantly seeking breakthroughs, pioneering and innovating, and combining online and offline well. Many "Internet +" models and some new concepts have emerged. Such as social e-commerce, social retail, online shopping, social new retail, private domain traffic, and so on. These fresh Internet business concepts have spawned many large enterprises, and Pinduoduo is the best example. At the same time, these concepts have also found a balance of mutual assistance between online and online, helping many physical industries to achieve transformation and move towards a development model that combines online and offline.
1. The cost of private domain traffic is lower and the conversion rate is high
. At that time, private domain traffic continued to deliver products to users by creating their own circle of friends and publishing WeChat official accounts. The cost can be said to be negligible.
Due to the high viscosity of private domain traffic and the close relationship between users and businesses, its conversion rate is high.
2. It is easier to understand user needs and improve products.
In the past transaction behaviors, customers and merchants did not have too many contacts after transactions. After paying the money with one hand and delivering the goods, the merchants cannot get feedback and suggestions from customers, let alone the problems hidden behind the products.
Private domain traffic is different. After a private domain traffic customer has a transaction, the customer is happy to leave a message to share the satisfaction of the product, or even complain and make suggestions. Whether it is satisfaction or complaint, these are the pain points of customers. Only by understanding the pain points of customers will the sales of goods be higher.
3. Formation of word-of-mouth communication faster. I
believe you have participated in many WeChat public account activities, forward an article to Moments to collect likes, and collect enough likes to receive a free product.
This is word-of-mouth communication. As a fan of a certain official account, it is their private domain traffic. Reposting articles to participate in activities is free to help promote word-of-mouth in the circle of friends.
You might think it’s okay to spread word-of-mouth by one person. What if there are one hundred, or even thousands?
4. How to play SCRM private domain traffic on Double Eleven?
1. The purpose of double eleven old customers
Old customers are more sticky to the store, and the conversion rate is higher. This is a virtuous cycle. Do a good job of accumulating old customers before Double Eleven, and then lead to the store for transactions on Double Eleven, which will make the old Customer stickiness is greater, and loyalty to the store will increase, and it can lure new customers and other old customers to make corresponding transactions.
The Double Eleven SCRM plan embodies the harmony between brands, products and customers, so that customers recognize that stores are the best, and that products are the best. Only our stores are the best for customers.
2. Analysis of the
accumulation period The characteristics of the accumulation period are the long distance and long period of promotion, and the weak memory of brand promotion. The purpose of the period is to increase the brand's popularity, goodwill, accumulate active visit traffic and accumulate new customers, and accumulate targeted push traffic.
The expression of SCRM is to tell customers that our store is the best, the product is the best, and the service is the most intimate. Finally, this node information is disseminated through some page dissemination and sending short messages.
3. Warm-up management of old customers before Double Eleven
Do a good job in the testing of new products for old customers-September, landing: WeChat (public account, personal
account , corporate WeChat, community, etc.); do a good job in creating and creating hot products for old customers Veterans gather momentum-before October 15, landing: WeChat (public account, personal account, corporate WeChat, community, etc.), Douyin platform;
make the final warm-up sprint-October 15th to 30th, Landing: WeChat (
official account , personal account , corporate WeChat, community, etc.), Douyin platform, SMS; improving the conversion of old customers for the first half of the month-November 1-15, landing: omnichannel store ;
Establish a customer maintenance strategy after Double Eleven-after November 11,
4, stage tasks
Care and interaction: brand wake-up (WeChat, Douyin, parcel, holidays, Weitao, live broadcast, content)
pre-sale pre-heating: information transmission ( WeChat, Douyin, page ads, email, Weitao, live broadcast, content)
activation sprint: collection sharing (collection, shopping cart, SCRM sharing courtesy, SCRM festival redemption)
Harvesting conversion: purchase and sharing (50% off SCRM, SCRM gift, SCRM lottery, SCRM interaction)
Summary:
Double Eleven is nothing more than an event, but it is a bit bigger than the normal event, the routine is still the same, warm-up-burst- Review. Therefore, we must maintain a stable mind. The SCRM gameplay is to circle customers through various details, so that customers "love" us, be loyal to us, and rely on us. The biggest advantage of Double Eleven is that the effect of this process can be changed. It's just bigger. There are many ways to play, but there is only one idea. There is no separation between online and offline. The real core is private domain traffic.
Today’s sharing is over. If you like it, pay attention~