1. What is the live broadcast operation?
I believe everyone knows that Taobao seller platform has 10 years of development experience. At present, there are many ways to increase traffic for stores, such as through train, SEO, micro-amoy, amoy, drilling exhibition, hand-amoy homepage, content platform, new media social platform, off-site, activities and so on.
As long as it is an operation, you should basically know how to do it. Taobao live broadcast is a channel game derived from these entrance channels alone, and the interactive transformation of live broadcast is often higher than the transformation rate of store operation channel drainage expressed above.
Second, how to suck powder?
In fact, the more fans you play on many platforms, the higher your value. The platform also depends on your indicators to decide whether to give you more display opportunities.
Live on Taobao, we just opened a new live number. Whether it is a talent or a business, Taobao will give you some public domain traffic to enter your live broadcast room, regardless of whether it has the right to emerge. It depends on whether you can control the traffic that Taobao gives you during the live broadcast. The so-called control is whether you can keep the traffic he gives and maintain and market it all the time.
Therefore, in a live broadcast room, the data that anchors (talents and businesses) have to do at the beginning is our powder transfer.
At this point, many people will say, I also know that fans are very important, but I just don't know how to suck powder. How can we increase the attention of fans in the live broadcast room? Taobao has given us many opinions, so how can we make people who come in pay attention to us? What the anchor lacks most is our fans. Without fans, how to stay, click and transform?
Powder storage conversion rate; Powder conversion rate = number of new fans/number of live visitors, which is the most basic data.
Of course, if the conversion rate of this powder can account for a high proportion, it will also bring great opportunities to get the right to stand out.
Do anchors and operators know how to calculate our data?
Namely: powder conversion rate = number of new fans/number of visitors entering the store. This is our formula for calculating the conversion rate of powder.
First, let's talk about the number of our new fans. The number of new fans refers to the number of fans who attract new attention in this live broadcast and mobile phone Taobao channel.
How to view new fan data?
Enter the main live broadcast room of Zhihu data live broadcast, and check the powder increasing trend chart of each broadcaster in the last 7-30 days.
In the ranking list of live broadcast rooms of Zhihu data, you can also view the data of live broadcast rooms for one day or one week.
Next, let's talk about the number of people who arrived at the store this live broadcast. How do you check the number of visitors to the store?
Enter the main live broadcast room in Zhihu data, and check the trend chart of the number of online people and the number of people entering the store for each live broadcast.
The next thing to talk about is how to improve our powder conversion rate data.
From our formula, we can see that to improve our powder conversion rate, we must increase the number of fans. How can I increase my fans in the live broadcast room? Increasing the number of our fans means paying attention to our live room and becoming a new fan in our live room. So how can we make customers become our fans? The following small series gives a few small examples.
1, our anchor can remind fans to pay attention to the live room, as long as our anchor can remind them once every 2 minutes or twice every 3 minutes, according to this time.
2. Announcement broadcast (interactive layout) and carousel broadcast (Taobao live broadcast software): The content can be written with some marketing words, such as "Pay attention to the anchor and participate in the lucky draw every half hour". In this way, you should pay attention to the anchor
3. Red envelopes, coupons, and gold coins in the interactive panel can be set to receive conditions. Our receiving conditions can be set to "attention", that is, we can receive red envelopes or coupons only after paying attention to the live broadcast room, and we can also set Alipay password red envelopes.
4. Screenshot Lottery: When you are watching people's live broadcasts, it is often a screenshot lottery. Screenshot lottery has many advantages, which can not only increase the stay time of fans who come to the live broadcast room, but also increase the possibility that fans want to buy goods.
Later, fans had to go to customer service to receive the award, which increased the click-through rate. The most important thing is to tell fans to pay attention before they can participate in the lucky draw, so as to win one more thing.
So how do we draw screenshots?
(1) Tell the fans when we will start the lucky draw and the approximate value of our prizes.
(2) Ask fans to pay attention to the anchor before they can participate in the lucky draw, and make slogans according to the slogans said by the anchor in the comment area.
(3) the number of lottery places should be determined, such as "the top three screenshots behind".
(4) Countdown before screen capture. You can count slowly.
(5) Finally, check the winning places and prompt fans to come to our customer service to collect prizes.
5. You can let fans share your live room.
6. Open site drainage of drilling exhibition.
In fact, there are many ways to improve our powder conversion rate, and there are more than 30 ways to increase the attention of fans. When we can keep the powder conversion rate above 7% within 7- 15-30 days, the viewing data in our live broadcast room will definitely have an upward trend in such a period of time.