I wrote an article " Recently practical small project of "earning 3,000 yuan a month" ", many friends also paid attention to me because of this, but at that time I used a subscription account, and the free channel for drainage was also not enough. The little "rich" is safe... just thinking about earning some pocket money, and not enlarging the project in time. Compared with before, the difficulty and cost of acquiring customers now is a heaven and a hell.
However, it is useless even if the thigh is broken. It happened to be a takeaway cps small voyage for this time, so I participated decisively. Firstly, I realized the gap between myself and the boss, and secondly, I really lacked the ability to enlarge the project from 10-100. Experience and facts have proved that this is another correct "investment", and hereby review it, which can be regarded as a phased summary of the past 30 days.
What did I do behind the takeaway cps Xiaohang ashore?
Universal formula for making money = customer unit price * traffic * conversion + repurchase.
When I do projects, I will habitually classify them according to the above formula, and then disassemble and execute them. The same is true for the takeaway cps project. I successfully wrote down the thinking behind my work:
1. Customer unit price (product)
If you want to make money, the first thing to solve is the problem of customer unit price. For takeaway cps, it is the construction of traffic acceptance and conversion system. This is the most basic thing to do a project. It's very comprehensive, so I won't reinvent the wheel. For details, please refer to:
https://shimo.im/docs/jyXpQc8kdqXGgxVG "Small Navigation | Takeaway Taoke - Customs Clearance Guide"
https://t.zsxq.com/aUjuJma "How to quickly enter the takeaway CPS, a super detailed practical guide"
In my eyes, takeaway cps is a traffic business, because there is not much difference in the way of traffic acceptance, reach and realization, and we don’t need to be too entangled in the early stage, such as menu display, push copywriting, whether to add a rebate system, etc. This kind of thing, because it is not a key factor in whether we can do a good job in the project.
The core of a project’s success lies in whether you have a customer acquisition method with a production-to-production ratio greater than 1, or a customer acquisition method with a short enough payback period. This should be where we should invest 80% of our energy. Don’t put the cart before the horse.
In addition, you must learn to calculate accounts, and know the cost of acquiring fans, the output of a single fan, and the payback cycle, so that you can ensure that every penny is spent on the tip of the knife.
Share the key tools used in the project:
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Channel QR code
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promotion
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Customer service message, template message
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User Tag Management
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Official account dynamic menu (different labels, display different content)
Regarding the gameplay of the refined operation of the WeChat official account, you can refer to my previous article for details: https://t.zsxq.com/fM3beMb
2. Traffic
Traffic is the focus of this project. At the beginning of the project, the following preparations need to be made:
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What are the customer acquisition channels?
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What is the approximate cost of acquiring customers through different channels?
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What is the approximate yield of fans from different channels?
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The funds you can invest?
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What is the payback period that you can accept?
Circle friends mentioned some channels:
https://t.zsxq.com/7qRjyBI
https://t.zsxq.com/mAeqJ2n
https://t.zsxq.com/72vNFay
https://t.zsxq.com/rfiIA2z
https://t.zsxq.com/biEAMJ2
https://t.zsxq.com/AQZrF2b
https://t.zsxq.com/ju7Qnei
If you want to know more, you can do your own research, or ask the seniors who have made achievements.
OK, after understanding these, I will filter the investable channels according to my acceptable investment funds and payback period. Taking my own practice as an example, let me tell you what I have tried:
1) Launching of offline smart devices (vending machines)
It just so happens that the circle of friends has relevant resources, and I consulted that the cost of placing a single follower is 80 cents. At that time, based on a simple calculation at the rate of 30%, the cost of acquiring customers was about 2.6 yuan. If the average single follower output is 0.02, 5 The moon can also pay back, so I started excitedly...
Unexpectedly, not long after I got in the car, reality gave me a slap in the face:
There is still a glimmer of hope in my heart here, in case the quality of the fans is not bad, the result of the following data is once again slapped in the face....
How can I play this, so I urgently stopped the channel...
【reflection】
I was too idealistic, and I acted rashly without doing enough research. Later, I saw that some circle friends made similar claw machines to attract fans, but the effect was better than mine, so I can’t deny it just because of a failed attempt. One channel, I opened a new channel and tried it before I did a deep research on the reason afterwards. I comforted myself that maybe it was just that I didn’t fit this channel~ I hope that the boss who has experience in this area can give me more advice.
2) Public account launch
It started because a friend in the small circle mentioned that recently, I frequently saw keywords related to "takeaway loopholes" being placed on WeChat on a large scale. Over and over again, and only simply modified the title and introductory language, it is obvious that there is a planned and large-scale launch. I thought, people must have calculated the ROI and payback period, and no fool would go out and throw money for nothing.
Yes, the plot is the same again. I hurriedly launched and tried two accounts, but the effect was not very obvious. After calculation, if I focus on this channel, my investable funds cannot be compared with other people’s large capital. There is no way to continue to copy and enlarge, so this channel is stopped.
【reflection】
The reason for the failure is that I didn’t settle down to study it, and I was too impatient. The circle friend @一生荣卫 mentioned that launching the Blue Ocean Official Account is a very feasible and cost-controllable way to play. I have thought about it before, but I want to get the effect as soon as possible. I have no patience to find such an official account.
Facts have also proved that hot tofu cannot be eaten in a hurry, there are no inaccurate traffic channels, only garbage traffic operators.
3) Cooperation with delivery merchants
Fortunately, the mentality has not collapsed here. I heard some friends share the cooperation model of takeaway merchants, and roughly analyzed the data. The cost of customer acquisition can be controlled within 3 yuan, and the quality of fans is indeed extremely accurate.
After a simple test, the output of a single fan can reach more than 5 points, or even 10 cents. Now that the takeaway cps competition is so fierce, I can't think of a better channel than this.
The model verification is feasible. Immediately printed 50,000 portable cards and 20,000 positive cash-back cards. The total cost of a single card is 0.04 yuan. According to the user conversion rate of 5%, plus the business share and labor costs, the cost of a single fan is not high. More than 2 bucks!
The initial working status is to go to various food courts and takeaway shops with two small partners every day, each carrying a large pack of cards. The KPI we set for ourselves is to handle 10 merchants per day per person, and we will see it soon Effect:
Finding food courts and negotiating with merchants is also a very sad experience, but this is not the point, and I will talk about it separately later when I have the opportunity.
The pattern works, and then what? You can't wait to rely on your own efforts, how to quickly copy the mode and zoom in? We made two attempts:
1. Recruit part-time jobs for college students
2. Professional push personnel
First of all, try to find boys for part-time jobs. Don’t look for part-time jobs for the first time. If you can’t let go of your mentality, it will be difficult to continue the conversation, and you need to be able to resist setbacks. The essence of business cooperation is the law of large numbers, and you can talk enough. Merchants, there will always be someone to cooperate with you, and in actual contact, you will find that many merchants are still very simple and enthusiastic.
The picture shows that when I went to deliver cards to the merchants yesterday, because there were too many customers to bother me, I was invited to drink milk tea later hahaha~
Another one is that for professional promoters, the negotiation skills are very mature, and they can settle the business in a very short time. In this case, if we still settle in the form of cpa, it is very unreasonable and the cost is difficult to control, because they will do it for the sake of the deal And the transaction, but the reality is that those merchants with low volume of takeaway orders are meaningless to us.
Therefore, when cooperating with professional promoters, we must constrain the conditions, what kind of merchants, what results will be delivered to us, and avoid the situation of doing things for the settlement of KPI.
This is generally the case with regard to traffic. The effects of different channels vary from person to person. Find the one that suits you and seize the opportunity to enlarge it.
3. Conversion rate
This part mainly lies in how to guide users to place orders through your takeaway red envelopes, such as when is the best time to remind users, what copywriting to use to induce them to receive takeaway coupons, and so on.
Go a little further, order takeaway to get takeaway members, draw Bawang meal, etc. In fact, the gameplay of this piece is similar, pay more attention to a few peer accounts, and the gameplay will be clear.
Furthermore, if you want to increase the output of a single user, you can use Taoke to increase the monetization efficiency. The crowd attributes are the same, and similar things can be done.
4. Repurchase
This is the key to the long-term stability of the project. For example, some public accounts cultivate user habits through welfare draws in the short-term, and bind customers in the long-term by continuously receiving takeaway red envelopes in exchange for takeaway members. Meals, chicken coupons, etc. to maintain user stickiness and so on.
That’s about it. At present, we are continuing to cultivate this channel, and there will be new progress to share with you in the future. Friends in the circle are also welcome to communicate. My VX: s240147696