Analyze the traffic password, allowing you to easily obtain traffic and quickly acquire customers online and offline

In recent years, the cost of acquiring customers has become increasingly high. Whether in the online or offline market, traffic, that is, users, is needed. Only with traffic can there be a market and future development. This article shares ideas on how to acquire traffic through the five elements of traffic generation, hoping to inspire you.

Affected by the epidemic, traditional industries have been hit hard, and a large-scale wave of closures has occurred.

And the cost of acquiring customers is getting higher and higher.

Whether it is offline traditional industry or Internet industry, it is inseparable from traffic, that is, users.

To put it bluntly, traffic is the market.

Without traffic, there is no market, and without market, there is no future.

Acquiring traffic and acquiring customers is an unavoidable and most important process for business development or personal making money.

The five elements of drainage are:

Target users + channels + content + inducement (short-term benefits) + value (long-term value)

Clarify who your target users are, use the right content through the right channels, demonstrate your own value, gain their trust, and then use the right bait and value to attract traffic.

Clarify who your target users are and what characteristics they have, then list where your target users may appear, which apps, forums, and communities they will be in online, and where they will appear offline.

The channel must be correct, the channel must gather most of the target users, the content must be valuable to the target group and be able to solve the target users' problems, the bait must be attractive to the target group, and the value must make the target group feel that it is useful to them in the long run.

1. Traffic generation is based on bait

If we want to attract more users, we must understand how to shape the value of bait.

All methods of designing bait are actually designing bait. Give users a reason to add us or we add users.

The temptation of bait is mainly reflected in the form of value display. It is necessary to show the value of the bait and the results that users can get.

1. There are 4 principles for bait design

The first principle is that the value of the bait product must be high enough.

That is, through a high-value product, a high-value bait, you can attract a large amount of potential traffic. The four value types of bait, from high to low value, are: useful, practical, universal, and must-have.

The second principle is that the price of the bait product is low enough.

The fourth principle is that the bait product must be sufficiently relevant to the product to be sold.

The third principle is that the product form must be novel enough, because you are using it to split and spread, so novelty determines its dissemination efficiency.

But when designing new and unique products as bait, they must be relevant and sufficiently related to the products you sell.

What industry are you in? What products do you sell? Design them around the target customers who will buy your products.

The main purpose of associating bait with products is to find more accurate customers and facilitate subsequent transactions. Therefore, the principles of these four baits must be used in combination.

2. One of the most important steps in bait design is to explore needs

As long as you design the bait around the user needs you have discovered, your customers will absolutely be irresistible.

(1) Combination bait: one bait plus two free gifts

It is best not to use bait alone, it is best to use a combination of baits.

(2) The bait must be attractive to users

Analyzing what interests users seems to be the most important thing. If the bait is not attractive, you will have worked in vain.

All user needs come from one sentence: pursue your dreams and avoid pain.

You know that everyone seeks benefits and avoids harm. What benefits can users get from this bait, what problems can they solve, and what pain can they get rid of through this bait?

What industry do you work in and what products do you sell? Your bait must be designed around this industry or around the target customers who will buy your products.

To increase the attention rate, you need to understand what users want, what their pain points are, what problems they want to solve, and what they want to gain, and then use this to design short-term benefits and long-term value.

If you want users to enter the private domain, you need to design the short-term benefits and long-term value of users entering the private domain user pool.

Value lies in the long term, while benefits are more short-term.

Short-term interests determine the speed at which users enter the traffic pool and their attention rate.

Long-term value determines user retention time and user value.

The combination of short-term benefits and long-term value can not only attract users quickly, but also keep them longer.

Short-term benefits refer to one-time services, prizes or benefits provided to users.

Short-term interests are bait to attract users to enter the private domain. For example, a user who operates self-media can immediately get a guide to self-media operations after entering the private domain user pool.

For example, when running an offline restaurant, the first step to attract users to join is to get discounts or free dishes for their current purchases, which users can get immediately.

Long-term value refers to the long-term services, value and discounts you can provide to users.

Long-term value requires users to feel that you are useful and valuable to them or that this private domain is useful and valuable to them, and that it will be useful and valuable in the long run.

For example, after a user who operates self-media joins in, he can get what he wants and solve some of his problems every day through WeChat Moments or other means.

For example, offline restaurants can get a 10% discount on each consumption after entering the private domain, and can receive free side dishes for each consumption.

Because long-term value will continue to exist, if users realize that they will need these values ​​in the future, they will remain in your private user pool for a long time.

If you want to increase the attention rate, you can also design a traffic-generating copy that customers cannot refuse.

Whether you are in the offline traditional industry or the Internet industry, whether you are a company or an individual, I have summarized 7 ways to obtain traffic.

They are:

1. Build brand IP
2. Organic traffic
3. Cross-border cooperation and cross-industry alliances
4. Fission, attracting new members
5. Event Marketing
6. Content Operations
7. Short video and live broadcast operation

2. Build Brand IP

Brand IP (personal brand IP, product brand IP), that is, traffic. The brand has trust endorsement and mind possession. Creating a brand IP can effectively solve traffic problems, cognitive problems, and trust problems.

Natural traffic, online natural traffic search traffic and referral traffic. No matter which platform you are on, there will be natural traffic.

If you want to get natural online traffic, you need to do a good job of SEO. SEO is search engine optimization, or simply search ranking.

Taking WeChat official accounts as an example, the SEO of official accounts mainly focuses on optimizing account rankings and article rankings.

1. Optimize the ranking of public accounts through keyword matching and account weight

①Keyword matching

The name of the public account contains keywords. For example, when a user searches for "movies" in the WeChat search bar, your public account is ranked at the top, then he is likely to follow it.

The first step in optimizing account rankings is to determine the keywords that need to be optimized, that is, the keywords that users will search for.

The name and profile of the official account should include the keywords you want to optimize.

②Account weight

For WeChat authentication and personal authentication, Tencent will invite you to activate it after your account has been in use for a period of time.

The earlier you register, the better.

The account has no violations.

The proportion of original works is high.

The official account is continuously updated with at least one article per week to keep it active.

The more fans you have, the higher your weight. If you want to optimize your ranking, you must have more fans than the public accounts ranked ahead.

User likes, such as the number of people marked with stars and the number of people pinning them.

2. Optimize the ranking of public account articles

The title and content should contain keywords.

The ranking of articles in search results is determined by five main factors:

1. The degree of match between the keywords and the article title.
2. The article abstract must match, and the abstract must contain keywords.
3. The content of the article matches, and you can put more long-tail keywords in the article.
4. The interactivity of the article, including the number of readings, reposts, likes, readings, collections, and comments, reflects the quality and popularity of the article.
5. Whether the article is original.

According to the above, the main aspects of WeChat search ranking of public accounts are:

1. Matching degree
2. Number of original works
3. Number of fans
4. Activity level
5. Interactivity

SEO is not only worthy of attention for public accounts, but also for other platforms.

Offline natural traffic refers to the natural traffic of offline stores.

If you want to increase the natural traffic of offline stores, you must design the storefront well, and the designed storefront should be able to attract customers into the store.

Another thing is how to direct customers to the private user pool after they enter the store.

There are two main aspects to consider when attracting in-store traffic.

The first is to create a traffic-generating scenario within the store and add all in-store customers to WeChat as much as possible.

All touch points between the store and users can be used to attract traffic.

For example: posters, desktops, menus, handbags, bills, etc.

One of the biggest advantages of attracting customers to offline stores is that store staff can follow up.

At each stage of the user's transaction path, while providing services to users, you can provide guidance through word of mouth to increase the conversion rate of adding fans.

The second is to stimulate in-store users to spread and share, and attract more users into the store through social relationships.

For example, the store layout, the products in the store, etc., can give users surprises and unexpected effects, making users willing to share actively.

3. Cross-border cooperation and cross-industry alliances

Find companies with the same target users and the same tone to cooperate with and design a win-win solution.

It can not only attract traffic to himself, but also bring corresponding benefits.

Find people or businesses to collaborate with.

If you want to know your target users’ other and related needs, where else will they appear online and offline?

Related requirements:

Upstream: What did you, the person who purchased the product, buy before?

Midstream: What will people who buy your product also buy?

Downstream: What will people who buy your product buy next?

Other requirements:

What other needs do your target users have? What other products will they buy?

List them one by one, and then think about and look for people or businesses who can cooperate with you.

For different industries and different types of businesses, we design a plan that they cannot refuse and is cost-effective for you. With this plan, you can get what you want and they can also get what they want. You each get what you need, give full play to your respective advantages, and achieve win-win cooperation.

1. Fission and new user acquisition

Fission and attracting new users belong to social traffic, which is the most important free traffic on the Internet.

We should be good at leveraging the power of social platforms (WeChat public accounts, WeChat groups, and Moments) to trigger users to share and spread information driven by content and benefits.

Attracting new users and fission emphasize dissemination and sharing, and bring about dissemination, fission and attracting new users through the sharing behavior of old users.

How can we make users willing to share, spread, split, and bring in new users?

This requires the design of a fission mechanism and a mechanism for the old to lead the new.

The premise of user fission is that the product and service itself satisfy the users, and only then will the users be willing to fission and share.

Sharing can be spread by word of mouth, sharing on WeChat Moments, or distribution.

In general, when a user brings in a new user, what benefits will it bring to him? What benefits will it bring to the new user? Why should the user share? Why do new users come in? These are the questions you need to think about.

Every old user can generate new users or bring in new users. It all depends on how you do it.

Think from the user's perspective, why should I introduce my friend to you, what benefits will it bring to me and my friend.

To attract new customers, you must first clarify what your product is, what you can provide, and who it is useful to. In other words, to attract new customers, you must first clarify the user portrait. The user portrait must be specific, and the channels for finding users must also be specific.

When you know who the users are, analyze where they go online, how we can get to these places, and how we can attract users to add you when we get to these places.

Online, for example: WeChat groups, WeChat public accounts (it is best to have non-competing public accounts and communities, so that you can cooperate better, or attract traffic from the group. Public accounts usually have communities, so go and enter), vertical forums, communities, various apps, etc.

To attract new users, once you have figured out who your users are, you need to analyze and find out their biggest pain points.

If we want users to do something we want them to do, we need to design, guide, and hint. But it must be very simple and smooth, and the user can get what he wants after it is done (for example, if you want users to pay, you want users to fission and bring in new users, you want users to like and comment, all of these can be achieved through design, guidance, and hints).

What you want is precise traffic rather than general traffic. There are two core points in the fission process. Whether it is designing a fission process or designing a marketing process, two standards must be met.

The first one is to follow human nature, and never go against human nature.

The second is simplicity. The process must be simple enough at all times.

If your process is not simple, it will be difficult for them to operate in many aspects when doing fission with a wider audience, and a large number of users will be lost.

2. Event Marketing

Attract traffic by holding events, whether online or offline.

By planning activities, you can ignite the activities.

The purpose of the activity can be to attract traffic, get users into the store, or allow users to complete their first order.

Content Operations:

By continuously outputting valuable content on various platforms, such as WeChat official accounts, Toutiao, Zhihu, Xiaohongshu, etc.

Let users know you, be familiar with you, recognize you, and trust you.

When users know who you are and what you do, they will gradually recognize and trust you, and enter your private user pool or store.

The output content must also make users happy to share and spread it.

So why do users share/spread/forward?

There are generally two points:

1. Express Yourself
2. Benefiting others

3. Short video and live broadcast operations

Now Tik Tok and Video Account are both very popular and have huge traffic, so it is worth getting involved.

In fact: traffic = attention. Where the user's attention is, there is the traffic.

Now the daily active traffic of Douyin and Video Account is very large, and the daily viewing time is also very long. ​

Therefore, a large part of users' attention every day is focused on short videos and live broadcasts.

So don’t miss the short videos and live broadcasts.

Author: Lao Chen, public account: Lao Chen's deep thinking