100,000+ exposures in 5 days! I use Douyin to attract customers for traditional enterprises, and the commission in a single month is over 80,000!

It is becoming increasingly difficult for enterprises to attract traffic and acquire customers. How can traditional enterprises attract traffic? Based on his own projects, the author will share with you how to attract traffic and acquire customers through Douyin to achieve maximum exposure. Let's take a look.

In 2014, when the stock market was booming, the father of a friend of mine said to us: "When everyone knows that the stock market is making money, whoever buys it will lose money!" It was a simple statement, but it revealed a truth to us: when you see others making money, you go all in, and often you lose everything. What's more, the information gap is huge and the Internet market is changing with each passing day!

In December 2020, ByteDance's commercialization department established a "local direct business center" dedicated to expanding local life businesses, and Douyin personally launched local advertising promotions in industries such as cultural tourism and supermarkets. Merchants who join can work with local influencers on the platform to shoot store exploration videos to attract customers, and can also launch discounted group purchase coupons on Douyin.
The gradual liberalization in 2022, coupled with the promotion of platforms such as Douyin, has made local life the hottest industry at the moment. In this year, many entrepreneurs or companies have invested in it and become a member of the local life industry. But have they really made money?

The answer is of course no! If you are a local life practitioner, do you feel the same way about the following situations?

First: Skipping orders and causing trouble is the norm! Operating Douyin accounts for local businesses is the most common service. If the account is successful, the boss will skip orders! If it doesn’t work? The local business owner will either cause trouble with you or spread bad words about your company everywhere.

Second: "Too many wolves and too little meat", the internal competition is serious! In the past, you could get one or two thousand yuan for a store visit order, but now you can get a lot of free ones!

Third: It’s easy to get orders, but hard to get things done! Most of the local merchants are small business owners who have opened a store with all their savings, so they want you to serve them 24 hours a day. At the same time, these bosses will ask around and give you all kinds of what they think is the "correct method"!

So, really stop focusing on the local life industry. Most of the people who make money are harvesting businesses with the mentality of cutting leeks! If you want to provide good services and build a good reputation! Why not focus on some blue ocean fields like me! I rely on attracting customers for traditional companies through Douyin, and I can make 80,000 yuan in commission per month!

So far, I have a total of 5 clients, and have been operating for nearly a year, and no client has abandoned the order! Due to the different industries of the clients, there are off-seasons and peak seasons. Counting the basic operating expenses and commissions, the stable income is about 80,000 to 100,000 yuan per month. Next, I will disassemble the entire project and share it with you!

1. How does this project make money?

1. Why can you make money?

First of all, we need to understand that whether it is doing Douyin, group buying, or even live broadcasting and store visits for local businesses, the original intention is to bring more traffic to local businesses! However, it is not only local businesses that have a demand for traffic, but also many traditional enterprises, such as manufacturing factories, investment and franchise enterprises, etc.

What we need to do is to help these traditional enterprises acquire accurate potential customers on the B-end or C-end by posting short videos on Douyin, and hand them over to the sales staff of traditional enterprises for conversion and transaction. Since these traditional enterprises do not know how to use Douyin, but their target customers use Douyin, coupled with the mechanism of Douyin's interest algorithm recommendation. In other words, as long as we understand the basic logic and methods of Douyin, we can easily help these enterprises achieve the purpose of accurate customer acquisition through videos on Douyin, and there is no need to do any live broadcasts or group purchases at all!

The five companies I work with can receive about 15 inquiries a day on average. During peak seasons, it is common to receive 20 to 30 targeted customers who intend to stay with me! For these five companies, the fastest time to receive customer inquiries is 3 days, and the slowest is 2 weeks!

2. How to charge

The charging method is monthly basic operating fee + commission. Taking Xuzhou, Jiangsu, where I live, as an example, it is a second-tier city, but the actual salary level is the third-tier city standard. So my charging standards are as follows:

• Basic operating fee of RMB 10,000 per month;
• 5%-20% commission (depending on the industry);
• After the project has been in operation for half a year, the basic operating fee is 3,000-5,000 yuan, and the commission will increase by at least 5% depending on the situation;
• Enterprises can choose to pay monthly or quarterly. If they pay quarterly, the basic operating fee can be reduced;

Why do you charge like this?

First: For traditional enterprises, if they recruit short video operations, editing, shooting, copywriting, and customer service staff themselves, the monthly expenses plus five insurances will be at least over 20,000!

Second: We are not gods, and not every account can be 100% successful! Both sides have trial and error costs! Especially in the first three months, there are many costs in account planning, positioning, operation, etc. that customers cannot see!

Third: The basic operating fee will be waived after half a year in order to establish a longer-term cooperative relationship between the two parties!

3. How many people are needed?

1 team, divided into operations, copywriting, filming, editing, and customer service. 1 team can serve up to 5 customers! Of course, the stronger the ability, the more customers you can serve! As long as you can produce results and deliver well, it's fine. Because of this project, after three months, the operating cost will be reduced, the maintenance cost will also be reduced, and after half a year, there is almost no need to invest too much energy in operation.

4. Some questions about the project

1) Account ownership issues

It can be attributed to the customer, there is nothing to argue about. The contract stipulates the rights and interests of both parties. If the customer runs away from the order in the contract, all videos can be deleted. In addition, it also gives customers peace of mind! As the operator, you only have an account but no products, and you still cannot realize it. You also need to register a corporate blue V account, and you need the customer's business license to register.

2) How to calculate commission?

Let the customer create a separate WeChat account and phone number. This WeChat account and phone number will only be used to connect with the customer consultation we provide. Any subsequent transactions with customers through this WeChat account and phone number can be counted as our performance.

Will the customer cancel the order?

Basically, they won't. For example, many bosses in traditional manufacturing industries need millions or even tens of millions to invest in factories and equipment. They won't argue with you about the commission of one or two orders. Besides, if you really achieve results, they will waive the basic operating fee after half a year, which is also for the sake of long-term cooperation.

3) Will the client be troublesome?

At least I haven't encountered such a situation. The bosses of the clients I have now have invested at least several million or tens of millions in their businesses. They understand professional matters and let professionals do them. As long as you can produce results, they will be very cooperative.

4) Is it easy to accept such an order?

At present, my order success rate is basically above 90%. Even if you are starting from scratch, as long as you can provide customers with a practical operation plan, customers will basically be willing to cooperate with you or try it for 1 month. In addition, you should do a good job of research in advance. As long as there is little competition in this industry, and you can guarantee the effect and sign the effect contract, customers will also be happy to see it!

In addition, this project is quite picky about customers. If the customer does not have a mature sales team, it is not recommended to accept the order! Because the customer information you provide cannot be converted and utilized to the maximum extent! It is a pure waste of time and resources!

2. How is this project managed?

This is the key point! Don’t worry, I won’t hide it. I will tell you the detailed method below!

Helping traditional enterprises to attract traffic and acquire customers on Douyin is actually equivalent to helping customers reshape their offline businesses on Douyin! Understand this sentence, 100% of the projects for attracting traffic and acquiring customers for traditional enterprises can achieve delivery results! Yes, you read it right, 100%. Why do I dare to say this? Because attracting traffic and acquiring customers for traditional enterprises is completely different from being an IP-type Internet celebrity Douyin account!

You don’t need to consider the differentiation of accounts, account personal IP, and other issues! Because you just need to figure out the monetization path of traditional enterprises on Douyin! Then optimize the corresponding change path according to the different fields of customers!

What is the monetization path for traditional enterprises to attract customers? It’s simple, just look at the following picture:

The first stage: users browse TikTok

We need to be clear about who the customer groups of traditional enterprises are and whether they have the habit of using TikTok. If not, I’m sorry, this industry is not suitable for using TikTok to attract traffic and acquire customers!

Secondly, if the target customers of traditional enterprises use Douyin, then we need to consider the scope of the traditional enterprise's products or business, whether it is only for the local market or the national market! If it is for the national market, it is easy to say, but for the local market, a series of operations need to be performed on the account, so that after the account releases the short video, it will be watched by local people! Because only in this way can we ensure that the customers obtained by traditional enterprises are intentional and accurate. Take the decoration company as an example. For the decoration company in Xuzhou, 90% of the customers are local in Xuzhou, and few customers from other places will choose the decoration company in Xuzhou for decoration.

How can you get as much local traffic as possible from your Douyin account? The specific settings are as follows:

• The account name and description must contain regional keywords;
• The content of the video also needs to contain regional keywords;
• If there is a need for someone to speak or dub in the video, use the local dialect as much as possible;
• When the video is released, the title copy and the #topic in the title should contain regional keywords;
• When publishing a video, you can choose to insert the POI address of the business;

After making these basic optimization settings, the traffic of your short video account will basically come from local users in the same city.

The second step: arouse user interest/generate demand

After we have determined that traditional enterprise customers use Douyin, what we need to do is to arouse their interest. What does this mean? As we all know, Douyin is a recommendation mechanism. If you like to watch football, Douyin will push football content to you. Even if you discuss the topic of decoration with your friends offline, as soon as you open Douyin, you will be pushed related videos of decoration. This is the era of big data!

Because of this, we only need to provide videos on Douyin about traditional enterprises’ products or businesses to arouse users’ interest. If the videos are well made, they may also trigger users’ needs. Therefore, for the purpose of attracting traffic and acquiring customers, traditional enterprise accounts can follow the following three principles in content output:

1. Content that can increase followers or views. The main purpose is to increase the weight of the account and attract user retention. Topics are selected based on user interests and industry fields that are consistent with the product/service. (You can ask the author of the official account for video cases)
2. Traffic-generating content: Attract users’ interest in products/services or guide their needs. The main purpose is to get customers to make inquiries. Topics are selected around product purchase concerns and user needs.
3. Trust-related content: highlight the selling points of products/services and give consumers a reason to choose us. Generally, only three trust-related contents are needed and they can be pinned to the top. Topics can be selected around honor medals/corporate real scenes/equipment advantages/production environment/staffing/etc.

Let’s take a high-end parent-child swimming company in Xuzhou as an example. In terms of content output, it can focus on the following points:

The third step: generate consultation

If you are a parent, and you are scrolling through Douyin and accidentally come across a calligraphy training class, and you think the content is good and you also want to enroll your child in a calligraphy training class, then you may have an inquiry!

That is to say, when users become interested in the content, they will then make inquiries. Of course, there are many ways to make inquiries, such as leaving a message in the comment area, sending a private message for consultation, calling the company account directly, etc. Of course, some users are more cautious and may not make inquiries directly, but click on the account avatar, enter the account main business, view the main business information or other videos, and then make inquiries.

So, in order to ensure that customers can generate better consultation after watching the video, we need to optimize account packaging and the methods and channels of user consultation.

Let's first learn how to package the corporate account to achieve the effect of attracting traffic. Let's take this Xuzhou high-end swimming company as an example:

Avatar: Company logo

Name: XXXXXX_Xuzhou Center

Introduction:

Beijing XXXXX University Children's Swimming Assessment Agency;

The international brand originated from XXXX focuses on parent-child swimming for children aged 0-9 in Xuzhou;

Incorporate XXX and XXXXX's advanced water education sports concepts;

Promote the development of children's personality, creativity, character, etc.;

Background image:

Cover image:

Next, let’s learn how to set up tools for this type of enterprise account to achieve the effect of attracting customers:

Automatic reply settings for private messages:

Appointment function configuration settings:

Merchant main business function configuration settings:

Business phone settings:

The fourth step: obtaining private domain (asking potential customers to leave contact information)

When users have inquiries, not all of them will leave their contact information. What we need to do is to optimize the chat language so that users can leave their contact information better and add them to the private domain.

The specific steps are as follows:

Step01: Respond promptly

Replying within 60 seconds is the best time to retain customers. 2 minutes is the waiting time given by customers, and 5 minutes is the waiting time given by products. Only by replying within seconds can customers feel your attention. So except for special circumstances such as sleeping and driving, please maintain your Douyin reply speed;

Step 02: Polite opening

Three steps to start: "Greetings + Introduction of your own advantages + Contact information" Chain cannon: Prompt customers to know what they need to know? Taboos: Mechanical answers; not facing the question directly, but only leaving contact information; being frugal with words - it is recommended not to reply with only one word, such as "Yes" or "OK";

Step 03: Answer questions

Before answering questions, we need to understand the customer's current status from the customer's questions. We can give different response strategies according to different statuses.

Step 04: Explore needs

Significance of demand mining: Understand the main needs of customers, recommend training products suitable for children, inform them to add private; provide suitable solutions to improve the success rate of invitations. Mining the main information: the customer's spending power, why the customer wants to enroll their children in swimming, where or which area of ​​Xuzhou the customer is from;

Step 05: Guide the consultation

Chat first and ask later. Don’t confirm contact information without chatting. 3. Don’t: Don’t do it too early: to gain the customer’s initial trust. Don’t do it too often: it’s easy to disgust the customer. Don’t do it too late: the customer knows everything they want to know and has no interest. Set up bait skills: Free offline trial class (release it to the customer after understanding the customer’s real spending power)

The fifth step: offline invitation (offline experience of products or services)

Through the joint creation of Moments, WeChat public accounts, and video accounts, we can complete the in-depth marketing conversion of customers, thereby realizing the offline invitation of customers and paving the way for the final transaction. Here are what the customer sales team needs to do, so we will not go into too much detail!

The sixth step: closing deals with customers

Maintain private communication with offline customers, and further promote transactions with offline visiting customers through speech, activities, etc. This is also what the customer sales team needs to do, so we won’t go into too much detail!

3. Other matters needing attention about the project

If you want to better manage this project, there are several abilities you need to master.

First: Tik Tok keyword optimization ranking.

Learn the ranking mechanism of Douyin keywords, and learn to optimize necessary keywords through videos and collections to obtain potential customers. Some time ago, we optimized the word "forklift certification" to the first place in the industry, and as a result, we received at least 20 more customer consultations every day than usual!

Second: Learn to promote in a matrix manner.

If one account can do it, it means that this industry must be able to operate and promote in a matrix! Matrix is ​​used to amplify the effect, or in other words, matrix promotion is used for 1-10, not 0-1. But at the same time, a matrix is ​​not just about using some tools to randomly produce some videos and publish them in large quantities. The real matrix is ​​to use keywords to layout the matrix drainage system, and continuously produce a large number of videos with a certain basic quality, rather than repetitive and low-quality content!

Author: Xie Yuxuan; Official Account: Lao Xie Operation Notes