0 1 "private live broadcast positioning"; 02 "How to make a high-conversion private domain live broadcast"; The road to the growth of advanced anchors. 0 1 private domain live broadcast positioning private domain live broadcast is a comprehensive live broadcast integrating product promotion, content planting and commodity live broadcast. If there is a store, it can also be drained to the store. Therefore, private domain live broadcast integrates the ability of brand promotion, content planting and live broadcast with commodities, which is also the reason why some luxury brands do live broadcast in private domain. Video number is a common private domain live broadcast. The video number will be the new "official website" of brands and enterprises. White crow, the founder of Zan, said: WeChat is a person's ID card, then the video number is your business card and the new official website of the enterprise. Public domain live broadcast is very popular, so why do you want to do private domain live broadcast? Let's first look at the difference between public domain live broadcast and private domain live broadcast. The short video platform is mainly used in Aauto Quicker and Tik Tok, which is a live broadcast in the public domain and needs strong manual operation and maintenance. Traffic distribution is mainly based on machine algorithm recommendation, and the distribution mechanism is highly related to the content quality, with a high concentration of fans, that is, the head traffic is large, the middle traffic and the tail traffic are small, showing a pyramid shape. Private domain live broadcast is mainly based on video number and love shopping, and it is a well-received small program live broadcast. Video number live broadcast is a combination of private domain and public domain. Its main recommendation is social recommendation, that is, it will recommend short videos or live broadcasts praised by friends to you. At the same time, communication is mainly influenced by friends' likes, comments and watching. Everyone knows the "six-degree network" effect, which roughly means that you can find anyone in the world through six people. This shows that the friend recommendation mechanism is more conducive to the distribution of long tail content. There are many talents in the middle, but few talents in the head. Theoretically, it is "olive-shaped", so it is more conducive to most people to do it. In other words, private domain live broadcast is based on WeChat social relationship chain. Traffic: Because the video number links 65.438+200 million monthly users, it can be based on the social relationship chain of WeChat, including friends, communities, friends circle, search and search nearby, which leads to high growth and high fission. Retention: The video number has a floating window function, so fans can play mobile phones while watching the live broadcast, and even listen to the live broadcast, so that fans can always be online and reduce the user churn rate. Transformation: In the WeChat ecosystem, video number+live broadcast+official WeChat account+community+applet constitute a strong ecology, mature closed-loop transaction+strong social trust (live broadcast or short video forwarded by friends has a natural trust foundation), so the transformation is more efficient. Private domain: We have watched many public domain live broadcasts, including Li Jiaqi and Lao Luo. They are all retaining their fans through the WeChat community. At the same time, the WeChat community cannot be mentioned in the live broadcast room in the public domain, which will degrade the rights of the live broadcast room. However, the video number has a natural retention advantage, which can better precipitate the private domain, and there are many marketing tools and games. Let's sum up what we just said. There is a saying on WeChat: The video number is a super connector, which can connect your personal small world and is also a public arena. On the one hand, it connects WeChat friends, WeChat groups, friends circle, official WeChat accounts, etc. , your own private territory, that is, your personal little world. At the same time, the function of video number itself: video number live broadcast+small shop, can be used as a good live broadcast+conversion tool, and WeChat also has the function of searching and seeing, which brings you more possibilities. On the other hand, based on the praise of friends, the recommendation mechanism of video number and the public domain entrance of live broadcast, it provides you with more traffic opportunities, which is your public domain stage. Video number can not only transform private domain activation, but also drive public domain and attract more fans' attention. To sum up, the entrances of video numbers include: chat sharing, circle of friends sharing, official WeChat account (graphic, Lenovo, live broadcast at the top), WeChat search, circle of friends topic, QR code (with many practical application scenarios) and discovery-video number/live broadcast, etc. Therefore, it is recommended to focus on brand promotion, user retention and store drainage in the initial stage of making video numbers, and pursue sales for a long time. Don't be too hasty How to make a high-conversion live broadcast of private houses? We just learned the importance of live broadcast of private houses, so what should we do? This is what everyone is most concerned about. Take the video number as an example to share the situation before and during the live broadcast. First, before the live broadcast, planning, product selection and preheating are the main methods. 1. Planning, including: the theme, target, anchor and story line of the live broadcast. 1) theme, including: all-round explosive products special, category special, brand special, origin live broadcast, etc. 2) Objectives, including: number of followers of video number, brand promotion, content planting, promotion of first order conversion, sales volume, etc. 3) The anchor can be selected internally, hired externally, KOL, assisted broadcast, etc. From our experience, the best choice is internal selection, especially if the boss can attend in person. 4) Story line, with the theme of activities as the main theme, which can be combined with festivals, local characteristics and seasonal activities, such as: 65438+ 10 New Year Festival, August school season, etc. Another example: Teacher Dai Jun made a live broadcast on the theme of Shanghai, told various stories about Shanghai, shared some photos, and sang old songs in the live broadcast room, with a strong sense of substitution. 2. Before live broadcast: product selection 1) product positioning: related to the theme, consistent with fans, and pricing range. 2) Commodity structure: flow, profit and explosion. 3) Commodity ranking: hot spots, scene association and preferential conditions association. 4) Welfare: exclusive price, 0 yuan per second, buy two and get three free, and get coupons. The final product must be "a product with large demand for fans, good sales and low purchase threshold". With a choice, you can make a script. The script mainly includes: fixed speech, welfare introduction, commodity selling points and time line. There are many live broadcasts, and the most important thing is to make a good timeline and control the time nodes. 3. Before the live broadcast: warm up (3-7 days in advance) Common methods: post posters or short videos in the community, friends circle, official WeChat account, small program floating window, video number introduction page, etc. Second, live broadcast: interaction, transformation and retention 1. Interaction: blessing bag, topic, sharing. 1) Fu Bao: Draw directly, comment, how many people, how many likes. 2) Topic: Throw some topics, read the comments and thank you. 3) Sharing: sharing knowledge, stories, guiding praises, forwarding the live room, and finally 360 interaction (from the top left, top right, bottom left and bottom right of the screen, as shown below). 2- 1 live broadcast: the order of goods is as follows: 1) in front: goods with low customer unit price, that is, draining money. 2) Medium: Fine products, that is, explosive products. 3) Finally: goods without price advantage, that is, profits. 4) Before the end, review the goods. In the live broadcast, we often have a comparison model of the same product to help improve the sales of modified models. For example, 99 yuan, 199 yuan, 399 yuan scarves. There is no doubt that 99 yuan is the best conversion and the most cost-effective. If you bargain in the live broadcast room and 199 yuan cuts 99 yuan, then this one will definitely become an explosion, and the other two models are comparative models. 2-2 live broadcast: commodity transformation 1) raise a topic, such as: will you find yourself with a lot of red beans? It usually appears on your scalp, back and thighs. 2) Enlarge the pain points, for example, sometimes it is very, very itchy and difficult to cure. This is a mite. Generally, we should change clothes, change bedding and bask in the sun frequently, but what about our health? 3) Introduce products, such as: The bane of adzuki bean is coming, which is "Ji Desheng cinnamon mite-removing shower gel". 4) Description of selling points, such as: its ingredients are mainly natural ingredients extracted from plants, and the bath lotion made by pharmaceutical technology is a national secret formula, which is very rare and is known as Yunnan Baiyao. 5) Price, forced order: I like my baby. Today, our factory activities, the original price of 59.8. Buy one get one free in the live room today. Please place an order quickly. 6) Delivery and after-sales: The products we ordered in the live broadcast today will be delivered within 48 hours. If you have any quality problems, you can contact our customer service at any time. 3. In the live broadcast: keep 1) guide to pay attention to the video number 2) guide to add enterprise micro (need to be bound with the video number) 3) guide to join the community live broadcast: field control 1) control process, do you follow the rhythm? If it is clothing, can the model change clothes in time? Is the sample ready? If the traffic is low, how to remedy it? 2) control the anchor, whether the anchor is overtime. 3) Control assistant. Did the assistant set the blessing bag in time and reply to the comments. You want to control everything, you are the director!