In 2024, every business should master this "low-traffic survival technology"

What is "low-traffic survival technology"? In a difficult environment, how can enterprises survive better? Low-traffic survival is to achieve precise marketing under low traffic conditions to improve conversion rate and repurchase rate. This article helps us answer the confusion and is recommended to Internet friends.

There is no doubt that whether it is workers, entrepreneurs, or bosses, they all clearly feel the difficulties in 2024, including difficulty in finding jobs, difficulty in growth, and difficulty in making money.

Despite this, companies still cannot lie low and must survive. However, the situation today is very different from the past. In addition to the usual fierce competition and high marketing costs, they are now facing a decline in spending power and consumers are unwilling to spend money. What should they do?

I thought of an answer given by Professor Zhou Qiren, that companies must learn low-traffic survival techniques . I thought this was a very good solution. In the past, when there was a traffic dividend and an incremental market, companies developed a set of survival methods, just like the days of the rich. Today, the environment has changed, and we have to live a hard life. In the stock market and low traffic, companies must definitely change their way of survival.

So what is low-flow survival technology? What kind of survival rule is it?

I think it is to achieve precision marketing under low traffic conditions to improve conversion rate and repurchase rate, do a good job in private domain operations, and build good user relationships to achieve KOC seeding fission marketing . Its essence is to require companies to convert and utilize traffic to the extreme.

To achieve this, companies must master the ability to operate users digitally. Companies must conduct in-depth user research, gain user insights, fully cultivate old users to become KOCs, conduct public domain seeding and generate new traffic, thus achieving a virtuous cycle and achieving high-value growth with low traffic.

Weilai Automobile is a typical successful case in user research and KOC marketing. Its private domain old customers referral accounted for as high as 55%; its lead cost dropped from 900 yuan/person to only 174 yuan/person. This is the difference in precision marketing.

Therefore, to learn low-traffic survival techniques, you must first master user research and user insights, and then master the koc marketing routines, so that bosses can survive and have a more competitive advantage than their opponents.

So how to do it? Today I will share with you in 2 parts.

1. User Insights: The Key to Sustained Growth from Low Traffic

User research is the premise of user insight. Without user research, user insight is out of the question. The value of user research to enterprises is self-evident. It is like a key to unlock treasures, which can help us deeply understand user needs, behaviors and psychology, so as to formulate more targeted strategies.

I once had a student from a small and medium-sized e-commerce company. Through in-depth user research, they found that their main user group is young urban white-collar workers (56%). When purchasing, these users not only pay attention to the quality and price of the product, but also pay attention to the personalization and innovation of the product.

Based on this insight, the company adjusted its product line, launched a series of more personalized and innovative products, and highlighted these features in its marketing activities. As a result, their sales increased by 45% that year and customer satisfaction increased by 30%.

Another catering company, through a detailed analysis of the user journey, found that customers tend to get bored and impatient while waiting for their food to be served. So they set up some entertainment facilities and interactive activities in the restaurant, and also held some marketing prize-giving activities on the table water signs, so that customers can also enjoy the process of waiting. This small change not only reduced the customer churn rate, but also increased the monthly referral rate of old customers by 15%.

Through various user research methods, such as precise user surveys, we can build a clear user portrait, depicting the user's characteristics and preferences; sort out the complete user journey, clarify every link in the user's interaction with the company; and ultimately obtain deep user insights .
These achievements are not just theoretical, but can be applied in practice. User segmentation allows companies to manage different types of users in a refined manner, while user tags can provide precise directions for our marketing activities.

Insights gained from user surveys are like a beacon in the dark, lighting the way forward for the company. We can discover unmet needs of users and find entry points for innovation; insights extracted from marketing activity data are like intelligence on the battlefield, allowing companies to adjust their strategies in a timely manner to respond to various changes.

When we transform these insights into the power of precision marketing, sustainable growth with low traffic volume is no longer a distant dream. We can tailor marketing strategies based on user characteristics and needs, improve marketing effectiveness, and increase user satisfaction and loyalty.

I always believe that the answer to all growth problems lies in users . Because growth is nothing more than users' willingness to keep buying and referring others to buy. As long as you do your best to know yourself and the enemy (user research), you will find a way. All companies want to have loyal users, but to achieve this, you do need a professional team that understands data, operations, and business. Similarly, companies also need to learn scientific methods to enable the team to have professional user research capabilities.

2. KOC operation: a new lever to leverage public domain traffic

As the saying goes, knowing yourself and the enemy is the key to success. With user research and user insights, we have a clear understanding of new and old users, and can cater to their preferences, cultivate old users into KOCs (key consumers), operate KOCs well, and thus leverage public domain traffic.

Today, public domain traffic is not only expensive, but also highly competitive, and the conversion rate is not high. However, the traffic conversion brought by old users is often much higher than that of advertising. Take Xiaohongshu as an example, the traffic conversion of grass planting is 30% higher than other methods on average . This is why KOC grass planting on Xiaohongshu is so popular. In fact, KOC (key opinion consumer) operation provides us with a new idea and method.

But how to carry out KOC operation? How to achieve the goal of driving employees, users, and KOC experts to help the company like Baodao Glasses? It is necessary for companies to learn how to establish a KOC operation system that suits them. From recruitment to training, from motivation to management, every link is carefully designed to ensure that KOC can become a strong supporter and promoter of the company.

Especially with the help of private domains, through the cultivation and screening of private domains, we can discover those KOCs who truly love our products and services and are influential.

A beauty company in the industry found a customer who was keen on sharing beauty tips in a private community. Every time this customer shared content, it attracted the attention and discussion of users in the group. So the company developed this customer into a KOC and gave her certain rewards and support.

Sure enough, this KOC lived up to expectations. Within a month, she attracted more than 20 new customers through her influence. She also shared her notes on Xiaohongshu, and the exposure of her notes was much higher than that of the brand itself. Now, they have set up a special KOC operation team within the company to train and operate these KOCs, inspire them to plant grass and fission, and leverage public domain traffic.

Now companies need to maintain cash flow and reduce unnecessary expenses. Mastering "low-flow survival technology" is an effective strategy, and the sooner you master it, the better.

To achieve this, from user research to user insights, we can realize precision marketing; cultivate KOCs in private domains and leverage the public domain through private domains . These are the technologies and capabilities for survival in low traffic.

Author: Yan Tao

Source: WeChat public account: "Yan Sanshou (ID: yantao-219)"