Impetuous of external drainage VS precipitation of content marketing
The rise of Amazon channels, more and more friends join the competition in the fierce industry, in some communities, q group, the forum, the most heated discussion is how to get external drainage, especially a lot of novice sellers, the account has not through the audit has been trying to study how to get external drainage. ( well, at least you have to wait for the account to pass the upload product! )
Note: this article is only suitable for self – listing and brand – oriented Amazon sellers, not very suitable for sellers only to sell.
The impetuous of the circle!
This blundering phenomenon is in fact a microcosm of China's society today, the whole country is discussing how to make money, how to start a business. They are basking in the beach compared to the young people in Europe. Compared to a French friend, in the discussion of the situation of young people in China and France, the Europeans are in a comfortable environment, they want to go to work on time, have a rest on weekends, and must be family time in the evening. And we are all working hard to make money, we can have no weekend, we can have no family time, we can have no holiday. This is the way the whole society is. And in the cross-border circles, not surprisingly, it is also true. There are also many friends who have been looking for me to communicate and discuss, the most topics of discussion are:
How to do external drainage
How to rank quickly ( Dalliance Amazon's ranking system )
How to create Moldbaby
The most common topic is how to get off the drain and how to flirt with Amazon. then, should you consider taking out an external drainage? What stage is suitable to try to drain outside the station?
In theory, external drainage can bring more external flow opportunities, more opportunities for sales, but before doing the external drainage, I think we need to understand a few problems first:
Is the product staple goods or has it achieved differentiation? Is there any function or design innovation?
Is the product quality really good enough? Would you and your family like to try it out? How is the evaluation?
Is the basic element of self – built listing optimized? How is the picture optimized?
Did the PPC in the station do? Did you analyze the data? Did the business report figure out?
Does the traffic in the station really meet the bottleneck?
If the above problems are not good, I am worried that the external drainage will adversely affect the weight of the listing, resulting in anti – effect. Therefore, the above problems, just the basic skills in the station, but only internal organs. The following sentence comes from a circle of friends, an angel that I can't remember to name, and so to date.
You cannot start social interaction until basic internal work is good
Therefore, I am very responsible to say, stand outside the drainage before, practice the basic skills first. Because, if the internal organs did not do well, even if the flow master, the flow of the hard work caused by the product itself not to produce conversion, that will not be in vain? Also because the conversion performance is poor and affect the ranking, is it not worth the loss?
Then, there are two of the most important elements that need us to figure out:
1.Make it clear about what exactly you are selling.
2.Learnwho your target audience is.
What is the external drainage?
Is it enough to just run to Facebook to post a post that you can drain? Just go to YouTube to upload a video and you can drain it? Can you just go to Instagram and Pinterest to post a picture? Also have friends and I complain this is not effective, that has no effect. Well, the flow is not so drawn, so there is no threshold of things, anyone can do.
The most scientific and the most hygienic external drainage is to get accurate flow through healthy marketing means.
On content marketing
Alright, not immediately, I and I will discuss a concept called content marketing content marketing. What is content marketing? Here are the explanations from Baidu and Wikipedia:
Content marketing is a marketing way that does not require advertising or marketing to enable customers to get information, understand information, and promote information exchange. It provides the information required by the target market through print, digital, audio, video or activity, rather than relying on the marketing jargon.
Content marketing is any marketing thatinvolves the creation and sharing of media and publishing content in order toacquire and retain customers. This information can be presented in a variety offormats, including news, video, white papers, e-books, infographics, casestudies, how-to guides, question and answer articles, photos, etc.
My rough understanding of:
By creating content that is relevant to their products or niche and valuable to the potential audience, presenting content to them in a passive or proactive way through various channels, allowing the target audience to benefit from work or life while offering themselves a chance to market their own brand or product.
In essence, marketing is divided into two types, push marketing and pull marketing:
Actively push forward the advertisement to target audience crowd, such as webpage pop – up advertisement, TV program insert advertisement and so on.
Attract the target audience by creating something that is interesting or valuable to the target audience. For example, click pay advertising, soft paper, information graphics, and so on. And content marketing, in fact, is pull marketing. In addition, pull has another name called inbound marketing, the English phrase has been in touch for several years, so far I don't know how to translate correctly. Can only feel – is to use good things to attract others to actively seek out the door of the marketing.
What is content
The content is not necessarily just an article …
The product itself is content
The production process of the product can be content
The use of the product can be content
The comparison of products and similar products ( pros and cons ) can be content
A brand story can be content
Promotional activities or complimentary items can be content
Corporate news can be content
The product is taken as a prop of a joke, can also be content
We often hear the content for king contentis king, know the importance of content, but do not know what is the content, in fact, can become a lot of content, this is very profound understanding of their products or niche, and through content construction team brainstorming to obtain more comprehensive content idea.
From the form, the contents include:
Text: articles, reports, analysis, FAQs, newsletters, ebooks, posts on social platforms, and so on
Pictures: photos, information maps, PPT, hand drawing, etc
Video: teaching video, interview, introduction, micro film, entertainment video, etc
First of all, emphasize that the content of the structure and planning must be done by their own team, this thing outsourcing is not reliable. Idea can start from the following aspects:
Search the competitor website outside the chain, article by article analysis.
Search for a competitor's brand or product on the network, including the social platform is, to analyze the context.
Using own channel to generate ugc content, user – generated content, is the content of the user contribution.
The core content architecture must be its own team, but some of the plates can be outsourced, such as the production of pictures, video production, English writing and so on.
Tips: outsourcing channels such as the writing of the article, the platform on which there are good people and bad people, need to consciously filter out the flicker of the seller, and accumulate some of the normal level articles of the seller, preferably in the European and American native speakers. The garbage platform for I would not have to be considered, most of which were made by Indians and south Asians posing as Americans and using the best spinner or similar software. ( those who clearly emphasize the possibility of passing through the copyscape are likely to be flicker. )
Who is your audience
Who is our audience? This is an important issue because it's about where we're going to find potential customers or fans. And the problem is to see specific products. But don't say, everyone is our audience, that is ha ha. To name a few examples of products that correspond to the audience:
Iphone 6 mobile phone case – a crowd with an iphone 6 or a crowd that is preparing to start with an iphone 6 device
Imported Cow&Gate milk powder – mother – to – be or new mother
Belly dance skirt – belly dance lover or practitioner
Professional game mouse – game enthusiasts
Guitar paddle – the crowd of guitar players
So, what products to sell, need to clearly outline the corresponding potential customers model.
What is your promotion channel?
The form of network marketing is really diverse, as shown:
The marketing level is divided into:
Social media marketing
Paid – rate marketing
Industry community marketing
Opinion leader marketing
A coupon and deal lure marketing
Take social media marketing as an example, there is never a 100 % universal promotion channel, only suitable for their own audience of the precise flow of the promotion channel. The top dozens of social networking sites around the world are always those, such as:
But is it all right for us? may not If you're selling industrial supplies and going to Instagram to promote it, it's obvious that you won't have a good effect because your people won't be there. If you're selling women's fashion products, Google plus is not a good place to be, because the people of Google plus are mostly Lucy.
Another example of industry community marketing, if you are a mother and baby products, do you go to drone fan forum promotion will have good results?
Therefore, only choose the channel that oneself audience the crowd is in, is correct. So where are those people? Please consider the following:
Does the product have its corresponding fancier group? Is there a corresponding forum or community?
Is the age of the audience likely to be active on Facebook? Are you thinking about doing Facebook ads?
Is there an opinion leader in this field or industry? What platform is there to be more active? Blog Youtube?
Does the product itself extend a lot of questions? Is it possible to " service" them in the question and answer community free of charge?
The simple idea is to organize a list of any places on the network that the target audience may appear, one for a pitch.
The process of content marketing
The process of content marketing can be reflected in a sales funnel, as shown:
This sales funnel consists of three stages, and we can present different content to the target audience at different stages, as follows:
Awareness discovery / attention
Users are beginning to blur awareness of the need to solve a problem or need, but do not know how to solve it, and what products or services are not clearly needed.
Content solutions: create the answers that users need. For example, for example, your product is a soymilk machine, and the key word is soy. When doing a product survey, you may find a bunch of long tail words:
Seen from the screenshot, like the long tail words how to make soy, what is soy has 1,000 searches per month, so when you're doing something, can you consider writing an article about how to make soy, or you can't consider making a demo video on how to make soy. The article or video if appear your product picture or brand logo, is it very natural?
And where is the content placed? It could be
The official Facebook fan page of their own brand
Official YouTube channel
Independent web site or blog
To someone else's web site
Ask a foreigner to make a video and put it on his YouTube channel.
Answer the answers in the Yahoo answer or quora community.
… unlimited potential to be put on content, there is accurate flow of places should not be let go.
At this stage, our business goal is to let users know the presence of our soybean milk machine brand so that we can think of our brand when next consideration / tradeoff phase. It sounds a bit tedious ( the brand building is not a one-time thing ), but the creation of content is a one-off, the quality of the content life cycle will be long ( and sometimes we find that a video of a 10 – year – old video on YouTube is still growing. ) more importantly, the value of quality content will be spread more widely, and if you have to jump from the first stage to the purchase decision / purchase phase, simply insert the cold advertising in the content, which will reduce the chances that the content will be propagated or reproduced, because people don't use hard ads unless you are smart enough to be natural. So this needs to be balanced.
Consideration / trade – offs
Users start to probably know the need for a specific product or service, but do not know which brand to choose, which is more selling point, which quality is better, even in the opinion of the people who have already bought
Content solutions: from data analysis or simple keyword analysis, draw the user's most concerned about what the product is the conclusions of which points. Look at the Amazon keyword screenshot from the fanz tool:
Users may be looking for joyoung or Philips brand products, looking for Japanese – made products, looking for products with filter function, etc. Is it possible to consider enlarging the filter feature in content? Or can agent joyoung, Philips's soybean milk machine? Or will we run our products to Japan and turn back into Japanese – made products? ( this is just a random example ) and then in the context of the content, can you consider enlarging the point of the user's greatest concern to our product? Or you can't think of a way to bring the positive review of our product into the third party review website.
The above phase of business goal is through the content of our product brand into the consumer's brain to buy list.
3. purchase decision / purchase
Depending on price / performance, selling points, features, or other buying factors, such as FBA, is the Amazon prime flag, comparing your product to other competitors and making the final purchase option.
Content solution: to the final stage, business goal is clear, is to guide users to buy. So in the context of content creation, there must be a prominent call to action button and the factors that might affect the end user's purchase, such as content can be added to Amazon prime or 2 day shipping similar reminders. Or provide a coupon code to attract users, or discount expiration time, or guarantee information, and so on.
In general, the reason why the user " why buy your product" is emphasized.
Ps: some products or niche purchase processes may be more direct, but in essence, the sales funnel model, in fact, some products may be more than a few layers on the funnel, please refer to this.
In a word, in the sales funnel, each stage should be designed for the corresponding content to guide the target audience into the next stage or link, and ultimately achieve the purchase. The above is the whole process of content marketing.
How to establish a reasonable content marketing plan to achieve the external drainage?
1. re – understanding the product
Understand and understand your products or industry, and even spend a period of time to research and analyze products. Does the product feature, process, advantages and disadvantages, or use with other products? What accessories or extension products are there?
2. know who the potential users are
What kind of people will use this product? What are the basic models of these people?
3. why do the target users need this product
Why do users need to use this product? How does the user use the product? What kind of scenario would you use it?
4. where is the target user
Where is the user usually likely to appear? What websites or platforms are likely to be active?
5. establish your own official brand social account and platform
After knowing which social platforms the user appears, prioritize the establishment of those social accounts that are clear. Establish your own official website or blog.
6. sorting out existing traffic channels
At first, your social account number is not flow, is it possible to consider the power of others?
7. create content that is of interest or value to the user
There are many forms, one of which gets idea is to get more long tail words through the keyword tool, or through Google advanced search, the user interested or interested in the content subject matter idea, for them to tailor the best quality content.
8. present the appropriate content to the user through a reasonable channel
The creation of good content to the platform of itself and others, through the user has completed the RSS subscription or mail subscription to users, through the form of payment to reach out to the user's advertising channel.