Twenty-four. New Media Operations and Public Domain Traffic

“After solving the problem of people’s hearts, it’s time to get started. All sales directors will face a big problem. The question is, how to create a large number of sales opportunities for the sales team? This is one of the sales director's special skills."

"This is like a king's ranking match, mages and tanks must be able to create opportunities for assassins. Provide the best opportunity to cut from the side and rear, otherwise the assassin has no assassination skills but can only stare from a distance."

Tang Fengmo is a senior player of King of Glory and is good at assassin raids, especially in the use of assassins. Nako Lulu, with a bird in hand, is invincible in the world, killing corpses and blood in the North and South Grand Canyon. In the valley of Nuo Da, only the crisp "Mamahaha" sound of Mai Yi from the Central Plains is left echoing everywhere.

"In my opinion, there are two core things in sales. One is to demonstrate the product advantages to the maximum extent, and the other is to eliminate the information gap to the maximum extent." Tang Fengmo recalled what Drucker said. The sentence "Marketing is to make sales redundant." This sentence sounds fresh and refined, but it is actually a false proposition. Otherwise, looking around, there are thousands of sales troops all over the street, how can he explain it?

Delivering value is itself value.

"Isn't this what the marketing department should do?" Li Meng asked.

"Marketing and sales are inseparable. Marketing and sales come first and then sales. Many companies have only one marketing director, who is in charge of both marketing and sales. From a practical perspective In terms of performance promotion effect, it is best not to separate them. If they have to be separated, it is best to have a position that can be managed in a unified way. Otherwise, it will be easy for each department to do its own thing and no synergy can be achieved based on the position's ability and quality model. Generally speaking, those who work in marketing should be proficient in sales, and those who work in sales should also be proficient in marketing, otherwise it is impossible to do well. Therefore, these two positions are often rotated. "

"But the problem is, The marketing director is different from the sales director. His assessment is not completely quantitative and he does not directly bear the pressure from the front line, so he can fish for most of the time. Once the performance data report at the end of the month comes out, one is one or two. That's two, it can't be fooled. "

"So, the sales director must be deeply involved in the marketing work. If you can't worry about it, no one will worry about it for you. Don’t have any illusions about anyone.”

“The key to fully demonstrating the advantages of a product was previously called ‘let the product speak’, but now it is called ‘user mind interaction’. The traditional way of making products is to market them first. Research and reproduce, put it on the market to see feedback, improve it, and then put it on the market... The way to make products in the Internet era is for users to participate in product design, and the company and core users fully interact to create Internet products together, and then continue to interact, Upgrade and iterate... No matter how you change, in the end you will return to the essence. How do you fully package and refine the selling points and present them to a broad target customer group? "

"How do you generally price your products? Li Meng asked.

"There are 10 common pricing methods: cost-plus pricing, target revenue pricing, perceived value pricing, value pricing, market penetration pricing, market skimming pricing, and follow-the-market pricing. , auction pricing method, high-low pricing method, competitive product comparative pricing method. The above are basically literal meanings and are easy to understand, so I won’t explain them too much. ”

"But the more common one is the eleventh pricing method - the boss' 'slapping on the forehead' pricing method." Tang Fengmo smiled. He had seen a lot of things where the butt determines the head, but the "slapping on the forehead pricing method" The market effect is not necessarily bad. In China’s market of 1.3 billion people, it is not surprising that things that are difficult to explain in economics will happen.

"Also doing a 'product beauty discussion'."

"A product is like a girl without makeup, how to skillfully apply makeup to make her more stunning, or keep the original look like clear water. Furong, this requires the sales team to think deeply.

The product is 1, and the marketing is the 0 after it. Without the 0 after the 1, it is meaningless; the product is -1, and the marketing is the opposite, and it will not end in the end. High-end products follow the 'Giffen Dilemma' and the 'Veblen Effect', and must endure loneliness and maintain good style; while mid- and low-end products follow the 'Xiaomi Model', with high cost performance and high added value being the essence. This requires the sales director to be deeply involved in the design. After all, if the sales are not good in the end, the sales director will get a slap on the butt. ”

“To eliminate the information gap, we need to use the knowledge of communication. The faster good product information spreads, the easier it is to sell. Delivering value and disseminating value is a systematic job. There is a word that is almost overused but few people can really use it well, that is, 'building momentum'. ”

“The so-called ‘building momentum’ means ‘creating momentum’. Online momentum building is generally called the ‘Air Force’, and offline momentum building is generally called the ‘Army’. An excellent salesperson is the "Marine Corps", who can not only call for "air artillery support" in a timely manner, but also harvest wildly offline. ”

“The earliest traditional industries were mainly focused on throwing money offline, and generally fell under the functional scope of the corporate marketing department. Thirty years ago, the main tools for online promotion were: TV advertisements, radio advertisements, paper media, etc.; the main offline tools were various promotional activities, such as store celebrations, group purchases, general manager signing days, etc. The momentum building at that time tested the human, material and financial resources of major businesses. Some merchants have dozens of newspaper advertisements covering several full pages to show people how wealthy they are. "

That era was an era without the Internet. "CCTV Standard King" was a keyword in the marketing industry at that time. If you spend tens of millions of advertising dollars, sales will continue to roll in.

Gone are the happy days when marketing models like “people are stupid and have a lot of money” and “stupid and bold” were rampant.

“In the traditional Internet era, the mainstream method of building momentum online has emerged. Big changes. Portal websites, bidding search, public accounts and other new positions dominated by PC have replaced TV, radio, print media, etc. The efficient dissemination of online momentum has become the main method, while the influence of offline momentum has become smaller and smaller, and paper media has gradually withdrawn from the stage of history. Therefore, the marketing departments of many companies have evolved into new media operations departments, increasing the weight of online resource investment. Most of them have set up their own 'radio stations' and corporate subscription accounts. At that time, the world was dominated by public accounts, and pictures and texts were a popular work standard in the new media department at that time. ”

That was the dividend period for self-media. SEM, SEO, ASO, SKU, traffic, WeChat public accounts... were the keywords of that era. Corporate self-media and personal self-media The traffic is abundant, and it is common for an article to read 100,000 times. There is a large public account with an annual income of over 100 million, which exceeds that of many small and micro enterprises. Some smart sales directors specialize in "official accounts" to gain advertising exposure. The sales rate, single product sales rate, ROI... are all very impressive. A few public accounts can easily support a year's sales tasks.

In those days, the sales director was not only good at speaking. , the writing skills must also be outstanding to be considered qualified for the position.

“Soon to be the era of mobile Internet, mobile phones have become the focus of mainstream communication, and now it is the world of short videos. TV programs have basically withdrawn from the mainstream stage, and the era of personal brands seems to be coming. Live streaming, Internet celebrity economy, cloud merchants and cloud stores are everywhere. Companies have established their own new positions on short video software, and graphic and text-based carriers have become less popular. ”

“Compared to pictures and texts, people prefer short videos. It's just a small app, but it can do anything. A few dozen seconds of laughter and curses brought huge traffic. ”

“The famous public domain traffic and private domain traffic have emerged, which vividly expresses the two mainstream methods in the current marketing industry. There are many opinions about public domain traffic and private domain traffic, but you can simply and crudely understand that public domain traffic costs money, and private domain traffic does not cost money. This time let’s talk about public domain traffic in detail. "

"Public domain traffic is relatively easy to understand. For example, if a merchant directly enters the e-commerce platform, it can directly obtain the traffic.

It has three characteristics: First, it is relatively easy to obtain. Even if you don’t have a single fan, it is possible to reach millions or tens of millions of users in an instant; second, it has poor stickiness. After being reached once, it is difficult to reach it a second or third time. ; The third is poor stability and difficult to control. Private domain traffic is diverted from the public domain, other domains, or traffic brought by the private domain itself. Its characteristics are: first, it is difficult to obtain, diversion takes time to accumulate, and the influence of personal IP is limited; second, it is sticky and can By directly reaching the user end, it is easy to generate commercial value multiple times; thirdly, it has good stability and is highly recognized by fans and users, so it will not be easily lost. But strictly speaking, a personal WeChat public account is the real private domain traffic. One-to-one information push and one-to-many community operation are all natural means of private domain traffic operation. "

"In recent years, some precision marketing methods have become popular on the market, claiming to greatly reduce the cost of acquiring customers. Obtain huge amounts of traffic from operators and model based on communication records, location, mobile app login frequency and other dimensions to accurately acquire customers. Is this approach worth learning from? " Li Meng asked.

"I know this kind of gameplay very well, but I don't recommend it. Because it involves user privacy issues, although many organizations claim to have done "data desensitization" processing, I think it is difficult to define its legality. It is not recommended that you use this. "Tang Fengmo shook his head repeatedly.

"Generally speaking, a sales director is qualified if he can handle public domain traffic well. Being able to spend money to do things beautifully is also an ability. There are many people who spend too much money and can't get things done. ”

Tang Fengmo originally wanted to talk more about the gameplay of private domain traffic, but felt that Li Meng couldn’t play it in the short term, so he gave up. The proposition of “enterprise IP personalization” will be discussed later. Let’s talk.

“But the Chinese market is an extremely complex economic ecology. There are huge differences between coastal and inland markets, huge differences between southern and northern markets, traditional industries and Internet giants coexist, wall-painting ads and live broadcasts The format of goods production, different industries and different companies, have different ways of playing. ”

“You have to be proficient in all the above, otherwise you won’t be able to play the relevant scenes if you encounter them. Only with thick accumulation can you make weak progress.” But this does not mean that you have to use all the gameplay methods during your tenure. It is necessary to tailor measures according to the characteristics and resources of the enterprise and adapt measures to local conditions. Don't use all the tricks, just stew radish and cabbage all at once, which is a waste of people and money. ”

“Finally, we have to return to the essence of sales—efficient transactions. "

Li Meng stuck out his tongue, "Do I need to be so proficient in marking to do sales? It’s probably enough to understand, right? "

"Of course not, silly boy. Of course, the more proficient you are, the better. The more proficient you are, the easier it will be to sell. When a man pursues a woman, there is a barrier between them; when a woman pursues a man, there is a veil between them. ”

“Today’s Internet companies are already dominated by the operations director/COO. Sometimes, salespeople go out early and come back late, or break their legs when running, but the results are not as good as a few clicks of the mouse. When you find users and when users find you, the transaction rate is completely different. Moreover, the long tail effect is very strong and the repurchase rate is high. It is common for some senior salespeople to be unable to sell even to a customer service girl who has just graduated. ”

“Having the opportunity to serve as the operations director again will be good for your future development. "

Tang Fengmo came up with this sentence leisurely, thinking that it is far from the time for you to be lazy.

How lazy you are behind others will be embarrassing in front of others.