We all know that At present, personalized recommendation can be improved to a greater extent UV value. The principle of "thousands of people and thousands of faces" is to capture the products most needed by customers and recommend them to customers through their past browsing and purchasing habits, hobbies, gender, age, etc. And customers also decide whether to buy from the traditional shopping mode (search and place an order) - looking at the product details page, evaluation, the decoration style of the store, the tonality of the pictures, etc. Up to now, Taobao has made headlines, including good goods, must buy list , WeChat Taobao radio, buyer show, etc., the addition of these content sections, let us know that Taobao's marketing mode has changed, and the official tone has changed from targeted purchase to shopping. So if you want to do a good job in Taobao, you must do a good job in content marketing.
What is content operation? Our common content operation is to let customers feel that you are selling products with feelings ! In addition to the demand for products, customers also pay for this sentiment.
The key point of content marketing is whether our published content can be closely connected with customers. WeTao.com attracts customers' attention by constantly sending content every day, and then recommends products to complete the realization, which is a typical content marketing. Similarly, Taobao Live is also content marketing.
Content can't be just sales. Only unique and interesting can it attract customers and fans to a greater extent. Therefore, our content should make customers and fans feel that our store is an interesting and personalized store. Of course, customers must need our products. Before publishing content, we should first know what the target audience of our store is, and also analyze the preferences of the target audience, so as to produce the content that the target audience likes. When customers find that the content sent by this store every day is the same as their own preferences, they will be attracted unconsciously, so as to establish a long-term connection.
The biggest advantage of content marketing is to save promotion costs, attract customers in details, and attract customers through content marketing with high stickiness. In addition, content marketing can also enable customers to understand the product more comprehensively. How can Taobao sellers do well in content marketing?
1、 Understand the portraits of target groups of stores and products
If we want to do a good job in content marketing, we must first have an accurate understanding and grasp of the target customers. Only by understanding our customers can we do a good job in our content. Blind editing and writing of content wastes time and promotion costs, and the effect is not good. The more accurate the crowd portrait and the more targeted the content, the better the production and promotion effect will be.
Portrait of target group is the collection of information about customers and their purchasing habits, satisfaction, etc. It includes age, gender, occupation, recent payment amount, customer price, etc. Through these data of the search crowd, we can predict the target crowd of the store.
2、 Understand content marketing channels and platforms
Only by understanding the platform can we do our content better. Take Taobao as an example, store decoration is the first step of content marketing. The in-depth exploration of customer pain points must be reflected in the detail page, and the display of product selling points is the manifestation of content marketing. The reason why a good detail page can improve The effect is that the content shown in the details attracts customers and persuades them to place an order with sufficient reasons. The most basic content marketing of Taobao is as follows:
1. Photo:
Good photos can show the content that customers want to know most by taking different forms of the product, which is consistent with the tone of the store, coupled with text, and integrate the attributes of the product into the content. This is the most basic content marketing.
2. Main picture:
A good product map can attract customers' attention at the first time, and is the most important content marketing carrier, especially The main drawing, copy and design of the main drawing should pay close attention to the selling points. The main diagram is the first inlet of the flow.
3. Details page:
The detail page is longer than the main picture, and can be in various forms. It can also contain some text marketing content.
4. Video:
The content of the video is more comprehensive. For small and medium-sized sellers, if they do not have enough funds to shoot videos, they can make pictures or text into videos, which will give customers a better shopping experience.
5. Buyer show:
Some sellers will have questions. How can a buyer show also be content marketing? Because the picture of the buyer show is that the buyer has not experienced any The original pictures of ps are not very beautiful, but more realistic. Therefore, when we do content marketing, we must not neglect the evaluation of buyers' shows and products, asking everyone, and commenting on celebrities, which are important indicators that affect the conversion rate.
In addition to these traditional and basic content marketing carriers, Taobao also has content marketing channels, such as WeChat Taobao, Taobao Live, Taobao Toutiao, Good Goods, Good Daily Stores, etc. We need to have a very deep understanding of these channel rules, and the production content should fully grasp the interests of the target audience. The color of the picture and the editing of the copy should meet the preferences of our target customers.
The release of WeChat Taobao content also needs to be formulated according to stores and customer groups. For example, women's clothing can be promoted by publishing clothing matching that women pay attention to and this year's fashion trends. The core idea of WeChat Taobao is fan operation. Through content and interaction, fans' attention and stickiness will eventually be generated, and the user behavior of purchase or second purchase will be completed when more traffic is obtained.
The quality, reading and forwarding of WeChat Taobao content will affect whether it is recommended to the public domain. If it is not recommended to the public domain, ordinary content can only be pushed to the following users of WeChat Taobao. Every day, buyers will show their full screen or new products, and even the copywriting will remain unchanged. If WeTao.com just does this, it is not surprising that it does not bring about a deal or increase in fans. The daily micro Amoy push is more sophisticated and blind, which will eventually lead fans not to buy, and will also cause fans to unsubscribe. And the form is not limited to graphics, short videos, live broadcast, etc.
In addition, the content operation work should not only include the daily content creation and release work of WeChat Taobao, but also include the work related to creation and release to other public channels. Putting content on Taobao Toutiao and other public channels may not directly lead to deals, but the influx of traffic is likely to attract fans' attention. Then, through the daily content push, the conversion will eventually lead to purchase. Public channel content exposure and the cost of obtaining new fans are far lower than traditional promotion such as through train and drill show.
Content operation, mainly through pictures and text to stimulate customer demand. Copywriting is particularly important. For example, we often see marketing words If the "hot sale of 30000 pieces" is replaced by "believe in the common choice of 30000 people". These are common routines in copywriting.
For articles with poor exposure and reading data, we should timely adjust:
1. Modify the title
The title gets twice the result with half the effort, so when the data is bad, the first thought is to modify a more exaggerated and attractive title. It is also very important to choose a beautiful and eye-catching picture. If the picture is exclusive, it is the best.
2. Modification
Articles with poor content will certainly not be recommended by Taobao. Lack of exclusivity and a large number of similarities are the most common problems of general content. At this time, it is necessary to follow the four features of content selection to modify in time. If the effect is still bad, delete it and then modify and resend it.
3. Master the principles and get recommendations
In channels such as Goodwill, Must Buy List and Taobao Live, getting official recommendations is the most effective way to increase exposure, so you must be familiar with the rules of each channel.
4. Pay attention to content layout
The typesetting is simple and tidy, with no less than three pictures of the same size, but the more the better. You can also quote videos, charts, etc. Videos and charts are more intuitive, understandable, professional and persuasive, and are often easier to share.
In short, to do a good job in content marketing, we must meet the preferences of the target audience. Make the style of products and stores consistent with the target population, and promote your store products with unique and interesting content to make them more colorful. This is content marketing.
If you want to do content marketing, you can start with the main map, details, videos, etc. Of course, WeChat Taobao should also start to publish the content that customers like every day. Content marketing is a process of gradual accumulation. Let's start now.
