The first part of marketing

1. 1 Making money is the main purpose of Taobao's opening shop 2.

1.2 The buyer is the protagonist 3

1.3 Marketing is a researcher's 3

1.4 buyers like to take advantage of 5 instead of 5.

1.5 Basic concepts of amoy marketing 6

1.5. 1 Marketing is like fishing. If you want to catch a fish, you must think like a fish.

1.5.2 marketing such as fishing. If you want to catch fish, you must go where there are fish.

1.5.3 marketing, such as fishing. If you want to catch fish, you must put bait No.8 first.

1.6 The best marketing teacher is to be a super buyer himself.

1.7 Why should the buyer pay 1 1?

1.8 The buyer is the food and clothing parents of the seller, and the seller bears more risks 12.

1.9 Three-level Amoy Marketing 13 Part II Amoy Marketing Level 1-Selling Baby

2. 1 conversion rate and internal training 18

2.2 conversion rate formula 19

2.3 Reputation and price are not the key factors of conversion rate.

2.4 The first key factor of conversion rate-Baby Description 2 1

2.4. 1 Three common baby descriptions that can't help sales 2 1

2.4.2 Describe the role played by the baby 23

2.4.3 How to write a good baby description 24

2.4.4 Taking photos as the center 24

How to motivate photographers to take a good picture of Figure 25

How much money you can earn depends on what you are doing.

2.4.5 Description from the perspective of things 29

2.4.6 Baby Description from the Human Perspective 3 1

2.4.7 Creating momentum and gaining momentum 33

2.4.8 Length of baby description 34

2.5 Brothers are not selling commodities, but dreams.

2.6 Eliminate the risk of buyers shopping 39

2.6. 1 buyer's risk and seller's commitment 40

2.6.2 Zero Risk Commitment of Weight Loss Products 40

2.6.3 The zero-risk commitment to customer service has tripled the transaction rate.

2.6.4 The physical store promises zero risk, and the sales volume increases by 40%.

2.6.5 Does the zero-risk commitment really lose money?

2.7 The second key factor of conversion rate-sales volume

2.7. 1 Why do buyers like to follow suit?

2.7.2 Effect of sales volume on conversion rate

2.7.3 Knowing the influence of sales volume on the conversion rate, how should we use it?

2.8 The third key factor of the conversion rate-establishing a good reputation

2.8. 1 Why do you want to build a good reputation?

2.8.2 Word-of-mouth cases in reality

2.8.3 Word-of-mouth three elements and their characteristics

2.8.4 Evaluation and opinion expectation

2.8.5 Authentic products are the cornerstone of good reputation.

2.8.6 Take the initiative to take risks and avoid bad reputation.

2.8.7 the power to solve bad reviews

2.8.8 Establish a good first impression by evaluating the storage publishing strategy.

2.8.9 The three elements of word of mouth, where are the efforts?

2.8. 10 gifts are definitely a good way to win people's hearts.

2.8. 165438+

2.8. 12 Pay attention to after-sales reputation when engaging in activities.

2.8. 13: Get word-of-mouth marketing first.

2.9 The fourth key factor of conversion rate-customer service

2.9. 1 Three major tasks of customer service

2.9.2 Customer service personnel's goal-as sure as a gun.

interpersonal skills

2.9.4 communication, exchange or communication

2.9.5 Make every effort to issue bills.

2.9.6 How to treat and deal with bargaining

2.9.7 skills of chasing and selling goods

2. 10 The title is baby's advertisement.

2. 10. 1 the dual functions of the title

2. 10.2 write the title template

2. 10.3 Good title example

2. 10.4 Why is this a good title?

2. 10.5 refining keywords based on data analysis

2. 10.6 popularity should be concentrated, not scattered.

2. 10.7 cherish the number of words in the title

2. 1 1 The main picture is the baby's face.

2. 1 1. 1 The main map should be attractive.

2. 1 1.2 makes the main screen more eye-catching.

2. 12 Decorate the storefront from a marketing perspective

2. 12. 1 Decoration is like people's clothes.

2. 12.2 Delete irrelevant content

The third part is the second level of amoy marketing-selling treasures on fire and violence.

3. 1 sales formula: sales volume = conversion rate × flow.

3.2 Traffic Source and Access Method

3.2. 1 Free traffic outside Taobao Station

3.2.2 Taobao charging process outside the station

3.2.3 I lost my tablet advertisement in Google Adwords.

3.2.4 Where did Mr. Ding spend 20,000 yuan on Baidu advertising every day?

3.2.5 Selling goods to online shoppers

3.2.6 Where should I get the traffic?

3.3 Promotion outside Taobao is left to taobao guest.

3.3. 1 Who took all the money from taobao guest's income list?

3.3.2 Interests of taobao guest

3.3.3 Let taobao guest give priority to your secret.

3.3.4 Actively attract taobao guest.

3.3.5 Which industries are suitable for taobao guest?

3.4 Free traffic in Taobao Station

3.4. 1 Active traffic: the traffic of gangs, communities and Taobao bars.

3.4.2 Passive traffic: search and category navigation

3.4.3 Similarities and differences between Taobao SEO and ordinary website SEO

3.4.4 popularity ranking rules

3.4.5 The reason why his baby is always behind others.

3.4.6 What shall we do after the July 8th Law?

3.4.7 Reasons for the poor business of new stores

3.5 One of the charging processes of Taobao Station-through train

Why do you want to drive through train?

3.5.2 The function of the through train-search if you know, and say if you don't know.

3.5.3 Skills of saving through-train advertising fees

3.5.4 One-stop activities

3.5.5 Some Thoughts on Through Train

3.6 Taobao toll flow 2 drill booth

3.6. 1 Where does the advertising space appear?

3.6.2 diamond booth's charging method

3.6.3 Skills of buying more traffic with less money

3.6.4 Accurate flow or massive flow?

3.6.5 There is no click-through rate, and everything is just a cloud.

3.7 Taobao shopkeepers often make two serious mistakes

3.7. 1 Give the pricing power to the accountant.

3.7.2 Give designers full responsibility for designing advertisements.

3.8 Taobao's third charging stream-Super Selling Overlord

3.8. 1 Super Monopoly Page and Entrance

3.8.2 The entanglement of selling tyrants

3.9 Taobao's fourth charging stream-hard advertising of major customer brands

3.9. 1 Classification and price of hard and wide resources

3.9.2 Brand or flow?

3. 10 from "using soldiers as gods" to "using money as gods"

3. 1 1 Top Ten Channels of Taobao Traffic

3. 1 1. 1 Taobao Home Page

3. 1 1.2 Want Want Focus Window

3. 1 1.3 Taobao major channels

3. 1 1.4 category navigation

3. 1 1.5 Baby Search

3. 1 1.6 Baby details page

3. 1 1.7 Store Page

theory of fish ponds

Deep development of fish ponds

3. 1 1.8 transaction flow page

3. 1 1.9 Taojiang Lake

3. 1 1. 10 Taobao operation activities

Every day is special.

Vip activities

Purchase discount

Chrysanthemic acid

Today's Specials

3.11.11The method of improving credit quickly without using credit.

Newcomer special: 0 yuan's robbery.

Gold coin exchange

3. 12 should I push the store or a single baby details page?

3. 13 which baby to push-label

3. 14 store positioning-choose high-end route or low-end route

3. 15 methods to increase profits

3. 16 Three Strategies of Amoy Marketing

3. 16. 1 differentiation strategy

Characteristics of differentiated products

How to distinguish

Ways to find differentiated products

Two Things Taobao Shopkeepers Must Do

3. 16.2 concentration strategy

3. 16.3 locomotive strategy

The Secret of Alliance Marketing

3. 17 the true meaning of spending money on promotion-push and buy.

3. 17. 1 The purpose of spending money on promotion is to clinch a deal, not to make money.

3. 17.2 What kind of goods are "must buy" by buyers?

3. 17.3 Deal first and then make money.

3. 18 My site is my decision.

3. 19 Adjust the promotion product line according to the aircraft model.

3.20 Avoid the trap of "making an explosion"

Misunderstanding of 3.2 1

3.22 Why are you afraid to take part in the activities?

The fourth part is the third level of amoy marketing-accumulating your own fish pond.

4. 1 Why do you have to build your own fish pond?

4. 1. 1 What is your own fish pond?

4. 1.2 Benefits from the operation of self-owned fish ponds

4. 1.3 Make your own fish pond bigger with both hands.

4.2 With your own fish pond, what is the monthly income of over 10,000?

4.3 Grasping old customers is the core of building your own fish pond.

4.3. 1 Reasons for not catching old customers

4.3.2 Consequences of Failure to Catch Old Customers

4.3.3 How can we catch old customers?

4.4 Customer value

4.4. 1 customer lifetime value

4.4.2 Buyer's Residual Value

4.5 If you want to take it, you must give it first.

4.5. 1 Front-end profit and back-end value

4.5.2 Who should I give the profit to: the buyer or Taobao?

4.5.3 Everyone dares to take part in activities.

4.5.4 philosophy of yin and yang-compensation is gain

4.6 The four hard links of interests

4.6. 1 first hook-gift

4.6.2 The second hook-store VIP

4.6.3 Red envelopes in the third hook time limit

4.6.4 Fourth Hook-Forecast Peak

4.6.5 Don't be superstitious about the loyalty of buyers.

4.7 emotional soft hook-constantly create value for customers

4.8 urge buyers to buy more

4.8. 1 Lever fulcrum is what buyers need to buy more.

4.8.2 irresistible closing statement

4.9 The hot business lies in convincing people.

4.9. 1 The Secret of Laundry Fire Storm

4.9.2 The Secret of Cafe Fire Storm

4.9.3 Enlightenment from the case-How should online stores lock buyers?

The fifth part is the analysis and example of online shop marketing scheme.

5. 1 online shop analysis technology

5. 1. 1 customers and users

5. 1.2 New and strange customers

5. 1.3 Portrait of the Buyer

5. 1.4 Know yourself through statistics and analysis of data.

5. 1.5 the road to success for small and medium-sized shopkeepers

5.2 Marketing ideas for selling outdoor military products

5.3 Marketing ideas of selling red worm bait

5.4 Marketing concept of selling culottes

5.5 Marketing ideas for selling auspicious products

5.6 Marketing concept of selling floors

Part VI: The way out for small and medium sellers in the future is to develop Amoy brand.

6. 1 It will be returned sooner or later.

6.2 If Ma Yun does not limit Taobao's profit, 267

6.3 Look at the brand profiteering from the crazy sales of 20 10.269 Singles Day

6.4 How much does it cost to be a brand? 27 1

6.5 A brand with a story can fly far.

6.5. 1 Running beef jerky brand story 273

The seller broke the news 273

Discover market opportunities 274

Product positioning 274

Packaging story 275

Design package 277

Bao Bei describes package 277.

6.5.2 Creative high-heeled shoes brand story 278

6.6 The purpose of the brand is to sell 280%

6.7 The core of brand building is interaction 28 1.