Marketing is the worst era, because the traffic dividend basically disappears, the average time for new users and users peaks, and the cost of acquiring customers is getting higher and higher. Marketing never seems so difficult.
Marketing is also the best time. Glory 9X's listing in Aauto faster achieved 1 billion brand exposure and hundreds of thousands of e-commerce diversion within 7 days. Some promotional brands have achieved over 100 million e-commerce sales only in the WeChat circle of friends; On the list of major e-commerce platforms, there are countless products with the same label of Little Red Book. ...
This seems to be two different worlds. Behind such a huge difference is the difference of thinking, from which an important trend is projected, that is, the rise of KOC operation era!
In the whole closed-loop transaction process of private domain e-commerce, besides brands and users, there is a new role: KOC(Key Opinion Consumer), a key consumer. The core secret of these platforms, such as Aauto Faster and Xiaohongshu, is KOC.
KOC plays a connecting role and is a bridge between brands and users, so from the perspective of supply and demand connection, both ends of supply and demand are equally worthy of attention and consideration. Supply is the link between product supply and KOC selection; What is needed is the link for KOC to gain users' trust, complete transactions and meet users' needs. The intelligent robot of Luoshu Intelligent SMR can help the brand to play the role of KOC and complete the communication, touch and connection from the brand to the user in the operation system.
Where does KOC come from?
The most common are employee KOC, shopping guide KOC and user KOC.
(1) Employee KOC: After seeing the shopping advertisements, the average consumer's purchase interest conversion rate is 8.6%, but the products recommended by acquaintances in the circle of friends will cause 10.7% consumers to know more about the purchase. For example, Unilever Water Purification Bao encourages employees to participate in water purification ambassador activities. Employees only need to share the internal preferential price page to the circle of friends. After seeing the preferential information, friends can buy the products of Shuijingbao at USLP exclusive price. The mode of "endorsement by employees and people they know" makes consumers feel more confident.
(2) Shopping guide KOC: Shopping guide is to carry out post-operation for customers based on WeChat friendship, and finally complete brand sales transformation through e-commerce applet. For example, shopping guides share personalized marketing content (star items, classic clothes, promotional information, etc.). ) through a circle of friends or private chat, and customers can directly jump to the shopping guide e-commerce applet or link to make purchases through sharing. Luoshu SMR can configure SOP scripts of friends circle for shopping guide KOC, thus speeding up the process of building trust for users.
(3) User KOC:KOC is more popular, but it can drive other potential consumers to buy. There are two typical examples: the first is the treasure mother group, among which there are often some experienced treasure mothers who will share their parenting experience and shopping experience. They are not opinion leaders in the group, and they are not as influential as opinion leaders, but they can drive a large wave of consumers to buy. The second scene is also very common, users who like to buy clothes and beauty makeup. They often bask in their matching clothes and buy beauty products in the circle of friends and Weibo. Many friends will leave messages or chat privately to ask about the styles, beauty models and purchase link prices of these clothes. This is also a typical KOC.
In the operating mechanism of shopping guide KOC, product supply and user payment are two core links.
(1) product supply: products should be selected according to the user's portrait.
KOC should choose products according to the portraits of users in its own traffic pool. The more accurate the user group is, the more interested it is in the product, and the more products that conform to the user's consumption habits are easier to trade.
For example, if the users of your traffic pool are professionals who need to learn and improve themselves, but they come from different industries and have different working years, some have become parents of their children, and some are still single.
As a KOC, in fact, the most suitable courses for you to promote should be general courses such as emotional communication and financial education, because they will not be affected by factors such as work industry, experience and marital status. If you still want to promote parenting courses, then the most accurate user groups are Bao Da and Ma Bao who are married and have children. Although there are also users like parents in the flow pool of professionals, it is obvious that parenting courses are more suitable for users like Baoda and Ma Bao.
(3) User pays: the maximization of trust drive.
In private domain e-commerce, users' consumption decisions are trust-driven, so in order to make users pay, we must maximize the trust-driven. Then we can enhance users' trust in product value, brand endorsement, user evaluation and KOC evaluation.
Product value: This is inseparable from KOC's professional sharing of product-related knowledge and establishing a convincing professional image, which is a very important first step.
Brand endorsement: It can make it easier for users to trust KOC's professional sharing. KOC can make users feel it with the help of brand reports and behind-the-scenes stories of the products themselves, and enhance their goodwill towards the products.
User evaluation: this will be the key factor that directly affects users' payment. Usually users will pay attention to the evaluation of products, so KOC should convey objective user evaluation, emphasize the advantages of products, and better help users make purchase decisions.
KOC evaluation: If KOC itself is a loyal user of the product, it will be easy for users to understand if they tell their true feelings. This is the role of empathy.
Then, in the field of private domain operation of WeChat Ecology, how can the shopping guide KOC operate private domain traffic well through some effective methods in order to have good liquidity? It can be carried out from the aspects of drainage, activation and transformation.
1. Drainage
To make users a part of KOC private domain traffic pool, we can start with the following two points:
A. It is more effective to design reasonable and necessary scenes to guide users to add KOC as WeChat friends;
B. Users can get it from KOC's past historical orders or add it from the community of similar products, but they must have reasonable and necessary scenes and verbal guidance, otherwise it is easy to add it.
Usually drainage scenarios include but not limited to pre-sales consultation, coupon giving, after-sales service, etc. Specific drainage methods should be combined with their own business needs. In addition, if we can carefully design KOC's nickname, avatar and greeting language, it will greatly enhance the trust of users and make them more willing to be friends. Luoshu SMR is equipped with a material library and a voice library, which can independently develop a professional and visual guidance language, so that users can easily and conveniently obtain channels for further understanding of brand information.
Promotional activities
After adding users as friends, KOC needs to activate users, and can output valuable content to users through friends circle, community, official WeChat account, etc., so as to better gain users' goodwill and enhance trust. This process can usually be understood as the stage of establishing and strengthening personal design. In this process, if KOC can't provide users with useful content through continuous content output, users will often be easily lost, and the cost of recalling users once lost is higher.
Luoshu SMR can establish a circle of friends script for KOC, share products by sending WeChat circle of friends through intelligent robots, and develop a set of programmed SOP system, so that users can obtain all-round experience sharing of products on a regular and sustainable basis and enhance their understanding of products.
transform
To turn users' payment or return into trust-driven maximization, it is necessary to enhance users' trust in product value, brand endorsement, user evaluation and KOC evaluation, and at the same time, it is necessary to find the right words in combination with specific user labels for directional transformation and one-on-one communication and follow-up. In the process of transformation, activities are indispensable. The activity itself needs to be designed according to the user's portrait and needs, and the atmosphere of promoting orders can be enhanced through the activity. At this time, KOC will clearly present the value of the activity to users.
Luoshu SMR can stratify users by labeling them, thus forming different user groups and creating accurate user portraits. Then the intelligent robot can reach the user according to the user tag, ensure the accuracy of product supply and maximize the success rate of the transaction.
In short, the rise of KOC has become a definite trend, and the traditional delivery mode of "selling advertisements and selling traffic" is doomed to fall behind. The current traffic password is a platform like Aauto Faster and Xiaohongshu, which encourages everyone to record themselves, output real content and operate for users for a long time. No matter in good times or bad times, countless KOC and brands with KOC thinking will open a new era of more vigorous marketing.