In another market, that is, our BtoB platform, due to the limitations of many factors, it has not achieved a good feedback and implementation in the live marketing with goods, and the big men of experience B end can only look at the sales volume of BtoC. But now, in this year's epidemic situation, BtoB can finally grasp the network red marketing.
What value should be embodied in the marketing of short video and live broadcast at B end?
1. Comply with the trend of fragmented time and reduce the information acquisition cost of interactive terminal.
At present, the fast pace has given birth to many commuting scenes, such as "watching" on the subway, going to the toilet, "watching" waiting for the bus and taking the bus. The short and concise short videos are also more in line with the needs of the time fragmentation scene in the busy times. This can greatly improve reception and reduce time consumption, because studies have shown that the brain processes visual content more than 60000 times faster than plain text, so whatever the type of character, they are more likely to accept short videos. Therefore, the form of short video broadcast is not only the product of the development of network technology, but also a way more in line with human biology.
2. Make use of more efficient communication channels to find the right people and enhance brand awareness more effectively.
Compared with graphic video content, the content is more three-dimensional, combined with sound, action, expression, can let users more truly feel the emotional resonance of brand transmission, is a more expressive content format. Link the potential customers and visually show the b-end products to the demander, so that the other party can quickly establish a benign cognition of your product when watching your short video or live broadcast.
3. Increase the sense of trust and reduce the cost of customer inspection
The biggest advantage of live broadcast is that it can explain the characteristics of the product in a three-dimensional way, and show the 360 ° appearance of the product in multiple directions. And the most important thing is to show the production process. Different from C-end, b-end products need to introduce production capacity and quality, so that some b-end products can skip the factory inspection process directly after live broadcast, because short video or live broadcast can put trust in the forefront of product introduction.
Of course, in the promotion process, we also need a network red with its own traffic, and the matters needing attention in the cooperation between the B end and the Internet red are as follows
1. Where can I find Internet red?
① Foreign online platforms: Influence.co Whalar, meetups and instameets, famebit, etc
② Celebrities on Facebook, youtube, INS, tiktok and other social media
2. What is the online celebrity cooperation process?
① Identify what you need to build.
② To choose the online celebrities suitable for their own brands / products from the platform, we must choose them according to their own brand / product characteristics, rather than who has more fans, the better. Under the appropriate circumstances, the more fans, the better.
③ Prepare the cooperation plan, first draw up the cooperation plan, including the cooperative products, product selling points, price sharing ratio, video requirements, sample recording, etc., and then contact the online celebrities.
④ Contact the Internet red, the first email does not need to be very long, do not add attachments, you can briefly introduce yourself. Simply state that you are interested in a possible partnership, and use a bullet point list to illustrate the main points of your conversation in a simple and clear way. Online celebrities are also busy. Maybe you send 5-10 replies, but 2-4 people reply. It doesn't matter. But when you receive the reply, you should follow up in time and send the cooperation plan.
⑤ Carry on the consultation, according to own demand and the net red request carries on the consultation unceasingly, does not feel troublesome, the good thing many grind. Here we mainly talk about the details of price and video recording, which can be negotiated continuously according to the needs of both parties, and finally reach an agreement.
⑥ Statistics and analysis and optimization, after the video online, statistical data analysis, maintain communication with online celebrities, listen to their suggestions, they have done a lot of work about carrying goods, they are more professional, and then adjust and optimize.