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MindMap Gallery B2C Marketing and Data Analysis
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B2C Marketing and Data Analysis
B2C marketing: 1. Discover and approach potential customers, 2. Increase the completion rate from potential customers to first purchase, 3. Increase the continuous purchasing ability of purchased customers, 4. Increase the average customer transaction amount
Edited at 2021-06-19 11:39:01
- bacteria
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.
- Plant asexual reproduction
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.
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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.
B2C Marketing and Data Analysis
- bacteria
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.
- Plant asexual reproduction
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.
- Reproductive development of animals
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.
- Recommended to you
- Outline
B2C Marketing and Data Analysis
Discover and approach potential customers
Find 7 Sources of Generalized Channels
Upstream Downstream Complementary Substitution New Entrants Media Different Industries
5 ways to persuade broad channels
Improve marketer capabilities
Find the right broad channels, get close to the broad channels, serve the broad channels, satisfy the broad channels, retain the broad channels
Persuade with benefits
Case: The doctor told others to introduce the patient to him for free for the first time
Referral fee: 20% of the transaction in return
Persuade with patterns
Well designed business model
Disseminate business model knowledge
Explain the business model of this business
Explain the value of this cooperation
Persuade with brand
Increase irrational factors through corporate brand communication
Convince with convenience
The efficiency of the investment team
Increase in investment outlets
Strength and accuracy of investment information release
10 rules for approaching customers in broad channels
Channel recommendation system
What are the characteristics of customers
Harvey Mackay: 66 pieces of customer information
Who can refer clients to you?
Dharma connection, career connection, kinship connection, hometown connection, academic connection, accidental connection, interest connection
Set the stage for recommendations and introductions
Xunwei customers show concern and provide a valuable service even if the customer does not purchase.
Give them legitimate reasons to recommend Provide incentives to recommend (money or morals or donations)
Decide on a good product or service, respect your own business, and have different positioning
There are special discounts for those recommended by the channel. Ask the channel to contact the customer.
Ask how you can reach the recommended customers. Close connections with past channels.
Ask for referrals when customers are most receptive Thank you
Who should the channels that help you recommend you to?
Dharma connection, career connection, kinship connection, hometown connection, academic connection, accidental connection, interest connection
People who come to your office, people you meet in professional meetings, people who are retired, people who are married or planning to get married.
Those who have children or plan to have children, those who are divorced, those who have bought something, those who have sold something
Those who want to sell something, those who want to buy something, those who have just moved, those who have just renovated their house.
Children who have grown up and moved out of the home A death in the family Others who can offer advice
online sale
The Internet is the world’s cheapest printing press
Virtual community: interact and share with customers
The title is crucial: Reasons to stay
Three Things: Product Website Link
Telephone
Send the development letter first
There are many preferential terms in the letter
SPIN question strategy
Most calls are to get a meeting
respond to calls
Have a happy attitude and show that you understand the needs. If it is not convenient, make an appointment at another time. We are not just selling things.
Provide advice and professional guidance and try to guide actions
The purpose is to satisfy his needs
word of mouth marketing
Reasons why old customers stop buying
Something happened that has nothing to do with you
I've had trouble with you before
Circumstances change and the customer is no longer able to benefit from your product
Contact steps
Re-contact them and tell them why they haven’t visited in a long time.
Ask sincerely what is not good enough or what you did wrong.
Take measures to remedy the causes
Skill
Comes with bonuses (feedback)
Attach a voucher directly
Lawyer: Provide 2 and a half hours of free consultation
Air conditioning: Free inspections available
Use a sales letter
Ten points
Title, subtitle, transition, paragraph, emphasis, sentence fragmentation, punctuation, white space, font, color
five step equation
Grab attention (unique in color, shape)
Arouse customer interest (target customer needs or his value)
Build trust (real people customer testimonials)
Stimulate desire (generally at least 10 paragraphs or more "focus" on the benefits that potential customers need most, and the most important thing is "depicting the results")
urge the other party to take action
eight keys
deal proposition
what is for sale
What is your deal proposal?
What kind of zero-risk commitment is there?
What's your giveaway?
What are your delivery terms?
what are your payment terms
Sales Process
What do you want the other party to do?
what can you give
Do others trust you to this extent?
Do you have time to draw up your blueprint?
Zero risk commitment
You can record first, then copy and finally adjust again and again.
Price and value confirmation
Why is your product worth the price?
Why would someone spend so much money on your product?
scarcity and urgency
Quantity and time limits
Build through giveaways
specific actions
Call XXXXXXXXX and tell XXX to reserve a questionnaire for you.
Welcome to request a questionnaire (wrong demonstration)
end
The sole purpose is to get customers to take action
Don't be sloppy, be neat and tidy
special reminder
You can continue to strengthen the "scarcity" and "urgency" of your product
Strengthen the value of your product and summarize the value of your product
The purpose is to get customers to act, act quickly!
publicity public relations
Article: It should be simple and clear; the information should be accurate and without advertising; the company name and phone number should be confirmed; and color photos should be attached.
News materials: new products or services, openings, equipment to improve quality and transportation efficiency, adding or removing new employees, signing new contracts, making news, making forecasts for the industry, commenting on economic conditions
Publicity is more credible and convincing than paid advertising
Social media
Print Media Advertising Media
Print media can be read repeatedly and detailed
Magazines are the most targeted and can occupy a long time
Newspapers can provide good regional selection and credibility
Brochures Business cards and stationery Instant communications Direct mail Telemarketing Print and broadcast promotions Product advertising Mass media Trade shows Point-of-purchase displays
Promotion Yellow Pages Professional Advertising Marketing System Database Directory Publicity and Public Relations Website Building and Operating Costs Membership (Trade Associations and Chambers of Commerce)
Journals Questionnaires and Rewards Cards Charitable Contributions Sponsored Events Outdoor Golf Uniforms
Radio can reach a specific group of people, TV is more intrusive
Coverage x frequency = total viewership; concentrated areas reduce coverage, but can increase frequency
Media can strengthen your credibility
direct selling
Four parts: Bid List Response Implementation
Response: Make a toll-free call Browse the website Become a member Make a charitable donation Participate in an exhibition Other actions
Implementation: Provide products, documents, and information to customers on time
word of mouth marketing
Viral Marketing: The Internet
Methods: Find pioneer soil, limit supply, capitalize on celebrities or trend innovators, be wary of advertising
Industry white paper
Requirements: Objective knowledge information provider, interviews with famous figures and scholars
Dissemination: press releases and white papers are sent to the media; notifications and letters of praise are sent to all potential customers; sent to business magazines in the industry for publication
Increase conversion rates from lead to first purchase
Make customers feel value for money
Shape value and results
Create value for products
Tell customers background knowledge they don’t know
Tell customers how to enjoy products and services more effectively
Emphasize the results the product brings to customers
Make the transaction proposal irresistible and impeccable
Penetrate into customers’ dreams
Cultivate users’ consumption habits
Teach users consumption knowledge
Tell customers to enjoy product benefits
Let customers recognize the benefits of the product
Initial price reduction and later profit
Win customers by reducing profits in the early stage and gain profits in the later stage
Can also be bartered in advance
Three-party transactions: easier to complete transactions
Becoming an intermediary: Leveraging
Zeng Qingjun: Generalized replacement theory
Case: Magazines are exchanged for air tickets and then sold at a discount
Case: The TV station traded advertisements for cars and sold them to employees at a discount
Cases: Courier service coupons from express companies, cash from barter companies, TV advertisements, other companies that require express delivery services
rebate
meaning
After the buyer purchases, the manufacturer returns part of the buyer's money
Retailer
Do not downgrade prices to avoid creating a false sense of price
Use samples
Put products in direct contact with desired customers
Help customers feel familiar with the product
How users can understand all the benefits of the product
Easily let customers know that the product has no adverse effects
Most people feel guilty about getting samples
Five situations require the use of samples
Attract new customers
Change customer thinking
Increase market share
Show new product advantages
Encourage customers to purchase higher priced products
give freebies
Aligned with core products, the purpose is to help customers easily take action that produces results
Even gifts need to create value, and the value needs to be real, not fabricated.
Don’t just give away one freebie, at least 2-3
Don’t give away things you can’t sell.
The greatest power comes when combined with a zero-risk commitment
The best gifts don’t cost much to themselves
Make customers feel that the product is scarce
Create scarcity
Only accept fixed quota
Scarcity creates a feeling of loss
Let customers feel that the price is not high
main idea
Don’t negotiate price until others realize the value of your products and services
Price is the yardstick for delivering value
The best sales is to answer all the questions in the customer's mind
If you want to sell it cheaply, you must have reasonable reasons for customers to believe it.
Win customers by reducing profits in the early stage and gain profits in the later stage
Reduced Price (Special Sale)
When is it valid?
Competitors on sale
Willing to accept low profits and high sales
Want to reduce inventory and build a business
Attempt to attract new customers
How to sale
Big Truck Sale, Maintenance Period Sale, Birthday Sale, Weekly/Monthly Sale, Seniors Sale
Raise prices slowly
Increase the price of a product, but offer the offer for a limited time and then stop offering the offer
Make customers emotionally preferable
The design of the brand concept must be in place
Concept source
Product attributes, benefits, consumers, market environment
new/university/college/full/cow
Something that is widely popular/socially accepted
Be the latest/market leader/full line of products
Market expertise/expert positioning Sales status
conceptual position
Be the boss, be the second child, join the boss camp, associate with the powerful boss, attack the boss or leader
Concept Design
3 taboos 4 steps 4 principles 4 methods 5 support 3 degrees 3 sexual evaluation
The dissemination of brand concept must be in place
Advertising frequency
People believe what they see every day
Comparative advantages of local regional manufacturing
Charging a lot of money in a limited place and in front of a limited number of people
The victorious soldier wins first and then fights
Spread five times more powerfully than opponents in a specific area
Make customers feel that there is no risk in purchasing
Understand the risks
Financial risk
Initial costs and expenses Financial losses if the deal fails
Emotional risk
The purchase or commitment failed or did not achieve the desired results
Effect risk
Do the benefits provided have a real impact on customers? Is this impact measurable?
Put user needs first
The Secret of the Greatest Salesman: Love and greet each day with all your heart and soul
Fall in love with your customers rather than your product or company
The Art of War
If you want to take it, you must give it first
favor principle
We should repay others in the same way as possible for everything they have done for us
Allay concerns
Experience the results in advance for free without asking for anything in return. Continuously experience the results and status of the relationship.
Think about what you give rather than what you say. Every transaction is a positive experience. Only earn 1% of what you should earn on the first transaction. Make every transaction irresistible.
Zero risk commitment
Focus Clarity Affirmative Suggestive Language
Horse sale case
Pony sales: First, 500 yuan to take away immediately; second, 750 yuan, trial riding for 1 month, prepare fodder, teach how to feed and take care of horses once a week to become familiar with horses
Sales course case
Customers are given 5,000 yuan of materials before purchasing, and are encouraged to read, listen, and teach them how to use them. They can cancel their registration and keep one third of the teaching materials. If they are not satisfied with the three-day training, they can leave at any time.
various applications
30 days refund 60 days refund 90 days refund
Twice your money back Original price refund Guaranteed exceptional results
Customer Testimonials
Testimonials from clients
Make it easy for customers to pay
main idea
Paying cash all at once will kill your chances of closing the deal
Let every action the other person takes match the level of trust between you.
Level up your requirements for others and divide your goals into stages
Trust is the "important currency" for your transaction
Installment payment, pay while benefiting, benefit first and pay later
Relax payment terms for credit sales
meaning
Gain market share by applying the time value of money
Can attract customers away from competitors
use
If you pay within 10 days, you can get a certain discount
Make the process enjoyable for customers
Improve the quality of marketing personnel and improve service quality throughout the marketing process
Get close to consulting customers, serve consulting customers, and satisfy consulting customers’ ability training and detail training.
Increase the continued purchasing power of purchased customers
Strategy
Create brand identity
Corporate strategic positioning Brand positioning Brand communication
Develop a loyalty program
Conduct price inducements and increase sales frequency
Example: Send different discount emails to different customers in the database
product
Develop replacement products so you can further engage with your customers
Being a solution provider
Make customers feel that you truly care about their needs
Let them know you’re not just trying to make money out of their pockets
Be a value provider
Offer products from other manufacturers on your list
It's not complicated, as long as you pay first and ask for reward later
Example: Provide free juice making methods that other competitors charge for
communicate
communication in communication
Communicate personally with customers (by phone, letter) to maintain positive and beneficial relationships
Perform it regularly and do it enthusiastically
Think about how to connect with different users
Phone call, visit, greeting card, meal
Frequency of contact Contact information How to do it
Pay attention to complaints and take users’ praise and criticism seriously
Provide customers with convenient feedback channels
Handle complaints promptly
Make sure the same mistake doesn't happen again
Businesses are urged to proactively seek new ways to improve their products and services
Ask customers for their opinions
Questionnaire, online survey, phone call or email, etc.
Customers who provide feedback should reciprocate as a thank you
special events
Such as "closed door sales", limited product pre-demonstration, etc.
explain the reason
Why scarcity, urgency, giveaways, high or low price, zero risk are so generous
Everyone needs to give each other a reason
Serve
Continuously improve services
Provide customers with unexpected, higher service levels
When customers face difficulties
Provide unforgettable service
They are usually loyal customers of the company
The more you can address customers' concerns, the more satisfied they will be.
Avoid automated answers or maze-like phone self-service menus that leave customers scratching their heads
smiling service
When customers behave emotionally, companies should soothe their emotions through service with a smile
price
Design lock-in mechanism
Such as: membership system
Recurring promotional prices
Increase average customer transaction volume
principle
Consider customer value
Customers are not looking for products, but the ultimate benefits brought by the products.
These benefits = psychological benefits instrumental benefits for achieving psychological benefits
Personalized solutions are more likely to bring benefits to customers than single products
The realization of personalized solutions requires a combination of various products to achieve
Repeat customers are the key
Customer philosophy
Equality goes both ways: do to others what you want, do to others what you want to do to others
Repeat customers are real customers
Customer classification
purchase behaviour
Returns and referrals Random purchases Complaints and silence
profit contribution
Profit Small profit Loss
Calculate customer lifetime value
Calculate your average sales volume and average profit
Calculate the added value of a customer: number of visits
Calculate the cost of one customer: budget divided by number of new customers
Calculate leads the same way
Calculate how much business you generate from potential customers
Calculate the net marginal value of a customer
method
Design more options
Add products and services
How to get products and services
New product research and development
Design a new look
to adapt to market development trends
Act as an agent for other people’s OEM and cooperative development projects
Allow customers to purchase additional related products to increase customer satisfaction or produce more complete, convenient and effective results
car tires audio phone sunroof
Printer A will make computer B perform better
Change product price
Increase price points for higher profits
Increase quantity or time selection
Give customers at least 3 quantity combinations, and 80% of customers will agree
The premise of overweighting is to increase profits without losing profits.
Application: Provide customers with 1 month/6 months/one year/lifetime service
Application: Provide customers with four products and charge three of them.
Application: Allow customers to purchase on time and in bulk
Add combination
Giving customers the opportunity to purchase a package package in a one-time purchasing decision can help them achieve more satisfactory results.
Up-selling Cross-selling Promotion of sales terminals
Case: McDonald's set meal, super full meal
Case: Write words such as "Auction" and "Buy two get one free" on the window
Recommended new options
Draw a blueprint
Customers buy because of their dreams
Let the customer feel that "with you, he can dream bigger dreams."
Stay connected and continue to provide value
Increase sales, reduce sales, re-sell, cross-sell, tie-in sales, bundle sales, free sales, lock-in sales
B2C data analysis indicator requirements
Overall operational metrics
traffic indicators
IP independent IP visits
UV unique visits
PV page views
PV / UV access depth
Conversion rate
Registration conversion rate (number of users/IP)
Page conversion rate (transaction amount / PV)
performance indicators
Customer conversion value (transaction amount/UV)
order amount
Effective order amount
quantity of order
Valid order quantity
Conversion rate
Order conversion rate
Customer price
Marketing campaign metrics
Marketing campaign metrics
Number of new visits
Add UV
Number of new visits
Total visitors
Total UV
Total visitors
quantity of order
Number of valid orders
Conversion rate
Number of new orders/new UVs
Number of valid orders / total UV
ROI
Advertising indicators
Number of new visits
Add UV
Number of new visits
Total visitors
Total UV
Total visitors
quantity of order
Number of valid orders
Conversion rate
Number of new orders/new UVs
Number of valid orders / total UV
ROI
Channel cooperation indicators
Number of new visits
Add UV
Number of new visits
Total visitors
Total UV
Total visitors
quantity of order
Number of valid orders
Conversion rate
Number of new orders/new UVs
Number of valid orders / total UV
ROI
Customer Value Metrics
Customer Metrics
Number of visitors
Number of unique visitors (UV)
visitor acquisition cost
Conversion rate
Conversion rate from visit to order
new customer metrics
Number of new customers
% of total users
new customer acquisition cost
New customer unit price
New customer spending amount
old customer indicator
Number of old customers
% of total users
Consumption frequency
Last consumption time
Amount of consumption
Number of active old customers
Percentage of old customers
User behavior indicators
general behavioral indicators
Visits
UV
new visitor UV
Old visitor UV
Number of registered users
PV (page views)
Depth of access (PV/UV)
average access depth
New visitor visit depth
Visit depth of old visitors
Access depth within a specific period
Visit in-depth pages TOP10
Top 10 pages with the lowest visit depth
Top 10 pages with increased access depth
Top 10 pages with reduced access depth
residence time
average dwell time
New visitor stay time
Regular visitor’s stay time
Bounce Rate
average bounce rate
New visitor bounce rate
Bounce rate of old visitors
Bounce rate within a specific period
Bounce rate TOP10
Top 10 pages with the lowest bounce rate
Top 10 pages with increased bounce rates
Top 10 pages with reduced bounce rate
Page click distribution
Overall click event
Click heat map
shopping behavior indicators
Number of orders placed
Number of times added to shopping cart
Number of online payments
Conversion rate
Conversion rate from visit to order
Order to shopping cart conversion rate
Cart-to-payment conversion rate
Order to payment conversion rate
Order conversion rate (valid order/UV)