In 2008, my country's online retail industry broke through three "1"s for the first time - the number of online retail consumers nationwide exceeded 100 million; the transaction volume exceeded 100 billion yuan; and its proportion in the total retail sales of consumer goods nationwide exceeded 1 percentage points. It can be seen from this set of data that online shopping is becoming more and more popular among people, and online consumption has become a fashion. The subsequent online store opening has also become a new way of employment, and its development momentum is far beyond people's imagination.
But doesn’t it mean that as long as you open a store online, you will have customers and make money? The answer is definitely NO. So today, Jiang Likun is here to discuss with you the operation and promotion of online stores.
1. What is the essence of online store operation and promotion?
There are endless articles and tutorials about online store promotion on the Internet, but basically they only involve some specific promotion methods, store decoration and other details, but rarely talk about the essential content. You must know that an online store is different from a website: for a website, it is a victory if it attracts users and makes them click. But for online stores, attracting users is only the first step, because the ultimate goal is to get them to consume. No matter how good the promotion work is, no matter how beautiful the store decoration is, it is not the key to motivating users to spend money. At best, it can only increase the traffic of the online store. So from this point of view, if you still copy the website operation routine when running an online store, you will really fall behind, because the essence of online store operation and promotion is to let users pay how much money, not how many pages to let users click.
As I write this, I think many friends will laugh. Because most people understand this truth. When opening an online store, of course, you want customers to spend more here. However, according to the author's observation, most online stores do not implement this concept well in the specific operation and promotion process.
2. What is the key to getting users to consume?
Now we have unified the understanding that the essence of online stores is to enable users to generate consumption behaviors. So what is the key for users to generate consumption behavior? Before answering this question, let’s take a look at a set of data: 62.4% of users who have never tried online shopping do so because they do not trust the website and are afraid of being deceived, and 47.7% of people are worried about product quality, and 42.3% question the safety of online shopping. In other words, integrity is the most prominent problem in online shopping. As long as this problem is solved, users will be willing to pay.
In other words, in the process of operation and promotion, we should focus on establishing integrity. Establishing integrity is the key to promotion.
3. How to make users feel trust?
In fact, in daily operations, many store owners understand the importance of integrity, but when it comes to execution, few do it well. Either the method is not mastered, or the mastery is firm. So how do you create a sense of trust in users? There are many ways, but judging from the author’s past experience in online marketing, the following three are the most important.
1. Brand awareness. The importance of this article goes without saying, as everyone on the street knows it.
2. User reputation. According to relevant data from the "2008 China Online Shopping Survey Research Report", more than half of Internet users have heard of a shopping website from other people, which shows the influence of user reputation. Therefore, it is very important to serve every user well.
3. Professionalism. If the store owner knows enough about the products he sells or related fields and can provide professional guidance to buyers, the buyer's trust will be greatly increased.
4. Specific methods
What I have said before is basically a theoretical analysis. Let me share with you the specific methods. Basically, Jiang Likun has practiced it himself, and the results are quite good:)
1. Increase reputation value. If you open an online store on Taobao, Paipai, Youa and other platforms, you must try to improve the relevant reputation value as much as possible. However, Jiang Likun does not encourage everyone to increase their reputation points. Here he recommends a relatively benign method, which is to sell some low-priced products, such as Q coins, and then sell them at a loss, such as losing one yuan per transaction. The reputation value established in this way is authentic and trustworthy.
Tips: This article is original by Jiang Likun (Big Pot Rice), the founder of Tui Yi Yi Yi. If you want to see more articles, please search Tui Yi Yi or Jiang Likun, or log in to Jiang Likun (Pinyin) to click on the card. Please retain this copyright information when reprinting.
2. Let customers leave comments. The opinions and feelings of users who have made purchases will have a huge impact on users who have not made purchases, so try to let users who have completed transactions leave positive opinions and feelings as much as possible. You can use some incentives: for example, using cash rebates to encourage them to write down their experiences on their blogs or forums they frequent. These words will not only increase users' confidence in the online store, but also form a word-of-mouth effect over time.
3. Establish a QQ group. There are two ideas: one is to establish a hobby-based QQ group related to selling goods, and the other is to establish a QQ group of buyers for online stores. But no matter what kind of thinking, the purpose is the same: to establish credibility among users and form a reputation. When a hesitant buyer sees a group of people praising the online store, he will definitely put aside his concerns.
4. Cooperation and promotion. For example, cooperation with professional websites related to products. Here is a piece of good news for everyone. The "Computer Enthusiast" magazine where the author works will provide free publicity and promotion to reputable and powerful online stores. Friends who are interested can contact the author at QQ: 27342537 (please indicate Taobao seller , please don’t bother me if you are chatting or gossiping.) Email: 60863#163.com (# replaced by @), the number of places is limited, please hurry up if you are interested.
5. Soft article marketing. There are also two ideas: one is to write articles about experience in product use, and the other is to write articles about product purchasing and fraud prevention skills. I won’t go into details about how to write it. I will focus on two aspects: first, the content you write must be truly helpful to users, and second, you must find the right distribution channels. The more places you can publish, the better.
6. Forum marketing. The forum marketing mentioned here definitely does not mean using forum mass posting software to post spam posts. For online store promotion, this method is very stupid. How many people will trust the advertising content sent by mass-sending software? On the contrary, they will only be disgusted. The forum marketing mentioned here refers to the behavior of long-term interaction with users in forums where target users are concentrated, helping users solve problems, establishing a positive image among users, and then driving sales.
7. Create experts. When most people face an unfamiliar field, they like to seek the opinions of experts and experts, so it is important to increase the authority of the shop owner himself. There are many ways to build experts, and soft article marketing is the first choice. An important reminder here is that the prerequisite for becoming an expert is to have sufficient knowledge of the relevant field, otherwise it may be self-defeating.
8. Build a website. The content carrying capacity of the online store itself is limited, and it is difficult to gain recognition from users by expressing opinions from the perspective of the online store. Therefore, for shop owners who have the time and conditions, setting up a theme website to drive sales is a very good choice.
9. After-sales service. Having said so much, this is the most critical. Serving every customer sincerely is the key to building a brand, forming a reputation, and increasing sales. Here I would like to remind Taobao sellers that when users give bad reviews or negative comments, they must treat them with a peaceful attitude, communicate actively, and solve the problem. Even if you can't change your comments, you should be truthful and objective in your explanations, and don't act excessively. For example, recently there have been too many incidents on Taobao due to comments, such as sending coins, sending feces, maliciously publishing buyer information, harassing and threatening buyers, etc. It made me feel very angry and heartbroken.
Regarding the problem of the online store, I will write it here. I welcome everyone’s criticism and guidance. The author’s contact information is as follows. In addition, the author has previously written a companion article " Jiang Likun: Internet Promotion: How to Promote Online Malls ", which I also recommend here:)
Author information: Jiang Likun, whose online name is Big Pot Rice and founder of Tui Yi Yi (www.tui18.com). If you want to see more articles by the author, please search Tui Yiyi or Jiang Likun, or log in to Jiang Likun (pinyin) and click on the card. New operation/promotion exchange 11 group 83958859, welcome to join.
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