Customers and traffic are the essence of all business. However, nowadays, high-cost customer acquisition channels and increasingly expensive traffic have become a problem faced by many HVAC businesses.
With the rise of new customer expansion models such as short ** and live broadcast e-commerce, it provides a new way for HVAC merchants to try to do a good job online
Short** + live broadcast + talent planting grass to achieve full-link drainage
The HVAC industry has three natural advantages: professional and beautiful HVAC exhibition halls and experience stores, real construction sites, and professional knowledge to guide the purchase of HVAC products. It can be efficiently drained by using a variety of methods such as field cases, expert planting, knowledge popularization, and user experience.
With the brand Douyin account as the central position, link the branch and dealer accounts to create a matrix marketing ecosystem of enterprise sub-parent accounts and employee accountsComplete the interconnection of functions, operations and data, so as to strengthen the management of enterprise organizational structure and collaborative marketing capabilities.
Focus on account localization
Local IP positioning, operation of multiple fan groups, providing exclusive benefits and red envelope interaction;Through high-frequency, high-quality content attracts users to private messages or small windmills to retain capital, and leads offline conversion.
High-level "clue live" gameplay
The live broadcast focuses on style, cases, and collocation explanations to realize the planting of products and services, and at the same time, high-frequency interaction + live broadcast discounts guide capital retention.
Scene matchingTalent planting grass accurately
From knowledge popularization, store visit experience, home decoration, parent-child life and other multi-scene layout. Taking product details as the starting point, it comprehensively displays the selling points of Mousse products from the perspective of different influencer content, and attracts users to make an appointment for store experience in the comment area, so as to continue to attract traffic for offline stores.
Create popular ** elements and account building skills
Interesting, informative, resonant" script creation satisfies at least one of three elements. To create a popular model, you must pay attention to three seconds, use eye-catching questions, make the tonality consistent with the target customer group, organically combine the product with the content, and directly convey the theme or key information.
Account building ideas
What to shoot?The novice period is mainly based on product display;The growth period is mainly based on pit-avoiding tips or selecting product skillsIn the mature period, we should make good use of Douyin stalks to create a personality.
How to shoot?The novice period directly shoots the product **carousel;During the growth period, it will be transmitted in the form of product display + text informationIn the mature period, Douyin stalks were combined with the plot to shoot Douyin commercials.
Editor's note
In the era of the Internet of Everything, private domain traffic has become an important factor for enterprises to win market competitiveness. HVAC businesses should break the traffic bottleneck, formulate appropriate operation strategies according to their actual situation, make full use of the advantages of private domain traffic, achieve performance growth, and let enterprises win more development opportunities.
Note: The information is based on Chen Min, deputy general manager of Wangzhi Culture Media, The Weather Channel, and Yahoo!Weather, Ink Weather, Tencent Weather, Yahoo Weather, etc.