Tian wants to talk about how to use group buying websites to promote e-commerce websites. Before talking about this issue, it is necessary to talk about the significance of group buying cooperation to the promotion of e-commerce websites. The first is to directly promote the sales of e-commerce websites; the second is to directly drive the increase in the number of member registrations of e-commerce websites; the third is to promote Users try to purchase, discover problems in the platform, and enhance user experience; the fourth is to expand the brand exposure and popularity of the e-commerce website. Yuan Yong believes that these four points are very much needed by every e-commerce website. Compared with other promotion methods, they have the advantages of low investment, fast results, and sustainable growth. So, let’s return to this question. How to do it specifically? What about using group buying to promote e-commerce websites?
1. Choose a suitable group buying website as a partner
At present, there is a mixed bag of group buying websites. There are many "×× groups" that look great every day, and many of them are scammers. If an e-commerce website wants to be promoted through group buying websites, it is recommended to only choose brands with relatively high reputation. , such as Meituan, Nuomi, LaShou, 24Coupon, F Tuan, etc. which are ranked relatively high. The main reasons for choosing these better group buying websites are as follows:
1. The brand is well-known, the user base is much larger, and it is easier to gain the trust of users;
2. High exposure rate, generally ranked at the top on various group buying navigation websites, which is conducive to brand promotion;
3. The process is formal; whether it is contracts, process docking, page layout design, customer service level and reputation, it is better than other group buying websites;
But it doesn’t mean that the higher the brand awareness, the more suitable it is for you, because they also have many requirements for merchants. Generally speaking, you usually look for those with high reputation, and secondly, try to choose those that are more consistent with your own audience (such as For cosmetics malls, it is naturally best to find Meituan). Again, the most influential local ones are selected based on the region.
2. Choose appropriate group purchasing cooperation projects
There are only three types of group buying cooperation projects, one is commodities, the other is coupons, and the third is providing lottery prizes. Of course, it is not ruled out that there will be a fourth and fifth type in the future. Yuan Yong very much hopes to see these innovations on group buying websites. E-commerce websites should choose appropriate group buying cooperation projects based on their own circumstances. Generally speaking, coupons are relatively the best, because firstly, they do not need to involve fee settlement with the group buying website, and secondly, they can drive business very directly and effectively. For website sales, the most popular ones at the beginning were coupons from Letao.com, followed by Vanke V+, Catwalk.com, etc. But there is a prerequisite for making coupons, that is, your e-commerce platform has a strong enough brand appeal, otherwise I would not dare to spend even if an unknown mall gave me a 100 yuan coupon.
3. Deeply explore the potential of group buying cooperation and promotion
This point needs to be emphasized. What is deep mining? That is to say, we must make full use of group buying activities to drive the increase in website sales and registered users. So what aspects are worthy of in-depth exploration? According to Yuan Yong’s experience, doing the following points can greatly improve the effect of the activity:
1. Pay attention to the promotion resources of group buying websites; many group buying websites are transformed from other platforms or newly launched projects, so they generally have original promotion resources on hand, such as Dianping Group, 58 Group, Aibang Group, etc. Needless to say, for example, Zhenai.com is affiliated with Zhenai.com, which has more than 2 million members, and there is also a sister company, Digu.com. If we can leverage it, it will be quite powerful! In addition, you also need to explore the group buying website's own resources, such as whether it does mass text messaging and mass emailing (although they are all subscription-based, it does not necessarily mean that they will be sent every time). These need to be paid attention to.
2. Pay attention to the launch time and duration of group buying cooperation; on which day of the seven days a week does the group buying website have the highest traffic? Some group buying websites may say that the traffic on Friday will be better because everyone is thinking about eating, drinking and having fun on the weekend, so this may be deceiving you. Facts have proved that Friday plus the weekend may not be as good as Monday to Thursday. One day, if you don’t believe it, you can check the statistics. Also, is the group purchase project only available for one day? If you can strive for more, why not strive for more?
3. Pay attention to strive for more cities where group buying cooperation is launched; now group buying websites generally have many cities, and some even have a national website. As an e-commerce website, they are generally targeted at the whole country, so if you can, try to win a nationwide website. Promotion will be much more intensive.
4. Strive for long-term cooperation and mutual benefit. Needless to say, most group buying websites do not refuse. The key lies in whether your brand, products and service capabilities can keep up.
Author of the article: Yuan Yong
Article source: http://www.yuanyong.info/1415.html