MindMap Gallery Summary of channel traffic optimization tools
Summary of channel traffic optimization tools: Online: SEM channels, SEO channels, search engines and optimization within the application market, Taobao Express, distribution channels such as Xiaomi Youpin, alliance channels (direct release of demand and commissions, micro-business).
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This is a mind map about bacteria, and its main contents include: overview, morphology, types, structure, reproduction, distribution, application, and expansion. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about plant asexual reproduction, and its main contents include: concept, spore reproduction, vegetative reproduction, tissue culture, and buds. The summary is comprehensive and meticulous, suitable as review materials.
This is a mind map about the reproductive development of animals, and its main contents include: insects, frogs, birds, sexual reproduction, and asexual reproduction. The summary is comprehensive and meticulous, suitable as review materials.
Summary of channel traffic optimization tools
The effect of channel delivery = selected channel * product service * channel personalized content delivery * brand boundary
The chosen channel = the natural attributes of the channel (which problem is mainly solved in traffic exposure, sales conversion, and brand promotion) * channel personality (selling things or telling stories)
Channel delivery is effective
Delivery within brand boundary coverage user groups
Return to scene elements
Three channel traffic types
Traffic exposure type
Definition: Expose to potential users and gain users’ awareness of this product and service
online channels
Tencent series, Toutiao series, Taobao series, Weibo, users passively accept
Internet celebrities, Xiaohongshu Internet celebrities, Weibo Internet celebrities, etc.
Users actively search for
Offline channels
Subway, elevator, TV, restaurant screen, airport, high-speed rail, back of ticket, etc.
Users passively accept
Features: Pay attention to content creativity, interesting expression, high user acceptance, clear display of core values, and high value rendering.
Payment methods
Pay according to resource consumption, CPT
Pay according to initial results, CPC/CPD/CPT/CPM/CPS
sales conversion
Definition: exposure in front of users who are more likely to have needs, to gain awareness and conversion
Key factors for forming conversion: whether users can quickly form awareness and recognition of products and services
channel
Online: SEM channels, SEO channels, search engines and optimization within the application market, Taobao Express, distribution channels such as Xiaomi Youpin, alliance channels (directly publish demand and commissions, micro-business)
Enhance brand image and acceptance. Influenced by factors such as professionalism, product and service quality, brand affinity and personalized feelings
Offline: Shopping malls, supermarkets, setting up exhibitions in shopping malls, buying Duotou, floats, etc.
brand enhancement
Channels: CCTV advertising, offline elevators, buildings, airport advertising, cooperation with official organizations, channels with strong professional attributes, such as Zhihu, celebrity endorsements, friend recommendations, cross-border cooperation
Five factors for choosing channels
The value of a channel is not a single one, but it has advantageous value
Channels have natural attributes
The character of the channel itself
Choose recommended products and services, mass products and services or niche products, products and services that are topical or not.
What is the content? To persuade users to pay immediately? Or is it about style, storytelling, and the type of value the product has?
What is the brand, brand size, high frequency or low frequency products and services?
How to choose different types of channels
ps: It’s just a stage sorting, not an overall long-term sorting
Rich and well-known brands
Sales conversion type Brand promotion type Traffic exposure type
Traffic exposure allows the brand to maintain user awareness and is a necessary channel action, but the priority is not very high at this stage.
Well-known brand but no money
Sales conversion type Brand promotion type Traffic exposure type
Not famous but rich brand
Traffic exposure type Brand promotion type Sales conversion type
No money, no well-known brand
Sales conversion type Brand promotion type Traffic exposure type
Cumulative users of sales conversion channels
Explore user value and increase customer unit price
Good user service, gaining trust and continued purchases
After determining the ideas and methods for mining user value,
Develop new sales conversion channels
How to quickly start channel expansion
I have a preliminary analysis
where are users
What are the scenes
What are the user groups?
Which channels are users on?
Ask someone
Industry exchange circles, paid consultation, resource exchange, etc.
It is very important to think and analyze specific scenarios in advance and ask specific questions.
Ask data
Principle: Choose the must-do channel in the industry
Private domain traffic
Repeated contact, free
WeChat official account, customer service WeChat ID, community
Competitor traffic sources
Traffic sources within the WeChat ecosystem of competing products
Search competitive product names on WeChat
Traffic sources for competing product websites
similarweb
Historical user traffic sources of your own products and brands
How to determine cooperation channels and priorities
Principle: Choose based on your most desired business goals at the moment
Channel inventory
Available tables and headers: partners, channel types, channel ratings, user groups, main cooperation values, historical cooperation times, historical cooperation depth, cooperation response speed, required investment resources, traffic, active conversions, revenue conversions
Channel crowd, what problems to solve, expression form: long copy, short copy, video, pictures, coexistence of pictures and text, whether it is sufficient
top channel, statistics of different resource bit data
How to plan content for display on channels
four steps
Make it clear that marketing is targeted at user groups
Find user focus
Choose an appropriate expression
Connecting brand cores
Factors you need to pay attention to after channel traffic is imported
Build your own private domain traffic
Private domain: WeChat personal account, community, public account, Weibo, APP
Between private domain and public domain: Douyin, QQ account, QQ group, Weibo, Xiaohongshu, mobile phone number, email address, mailing address
E-commerce platform paid membership
be careful
Guide users from low-stickiness touch points to high-stickiness touch points, such as Douyin to WeChat official accounts or customer service accounts
On high-stickiness touchpoints, links are based on value, which may be services, rights, or continuous updates of valuable content.
Fully mobilize users’ forwarding behavior and share the pressure of channel traffic growth
User base
Attract users to forward
Forward products/services and find high-frequency and low-price products from a business perspective
Channel delivery rhythm design
There is product endorsement, B-end cooperation, resale and conversion