How does short video marketing revive traditional enterprises? Hear what the three experts have to say

In recent years, traditional enterprises have joined the army of "short video +", hoping to establish a brand and help marketing, but in the era of short video Red Sea, it is not so easy for traditional enterprises to catch up.

Under the new crown pneumonia epidemic, traditional industries have been greatly impacted, and short videos have risen against the trend by breaking the restrictions of time and space, and have become an important way of entertainment, dissemination and marketing. In this case, how can traditional industries use short videos to promote brands and sell products? How do I increase my traffic-to-sales conversion rate? How to better link online and offline channels? These are all questions that need to be considered at present.

On April 8, Shell Finance invited Ma Liang, researcher of the National Institute of Development and Strategic Studies and professor of the School of Public Administration of Chinese Min University, Chen Duan, director of the Digital Economy Integration innovation and development center of the Central University of Finance and Economics and vice president of the China Strategic Emerging Industries Research Institute, and Mai Dong, senior lecturer of the lifelong learning platform, to discuss the above issues.

Short video Red Sea attack How can traditional enterprises catch up?

According to the 49th Statistical Report on the Development of China's Internet Network released by the China Internet Network Information Center, as of December 2021, the number of Chinese Internet users reached 1.032 billion, of which 934 million netizens used short videos.

Ma Liang said that compared with the previous two years, the threshold for traditional enterprises to carry out short video marketing has been raised, if the start is late, the previous successful cases are difficult to copy, therefore, it is necessary to start from the uniqueness, dig out the brand story, the production of short videos should be pleasing to the eye and sincere, to obtain consumer trust; secondly, to accurately locate the target group, for example, is biased towards regional or national, which is closely related to the market positioning of enterprises; at the same time, enterprises should respect the profession, let professional people do professional things, In addition, when starting "short video +", enterprises should not have too much expectations, but use it as an incremental channel and adjust expectations and measures in real time, after all, enterprises that can laugh to the end are still a minority, and it is not necessarily able to smash out traffic by spending money.

Mai Dong put forward four suggestions to the traditional enterprises that have entered or are ready to enter the field of short videos, first, find the entry point, based on the characteristics of the target user in order to match and integrate the products and short videos just right, the overall content style should be in line with the tone of the short video platform, but also in line with the public interest; secondly, enterprises can show many aspects of content such as company culture, employee life and so on through short videos, and even seize the hot spots to express brand views, that is, to infiltrate corporate culture in short videos. Pass on brand advantages; third, through various popular means, such as plot reversal, etc., to weaken the corporate publicity attributes in short videos and narrow the distance with users; fourth, in the era of personalized marketing, enterprises should incubate personalized IP, and create new brands with independent personalities to bring greater value to enterprises.

High traffic≠ high sales? How can traditional enterprise short video marketing improve conversion rates?

However, the production and release of short videos is only the "prelude" to the transformation of traditional enterprises "short video +", from the actual situation, even if the short video traffic released by enterprises is very high, it may not be able to really drive product sales, which there is a problem of how to improve the conversion rate of short video marketing, how to turn traffic more into sales?

In response to this problem, Chen Duan said that to improve the traffic conversion rate, enterprises should consider the problem based on a new subject thinking, that is, think about what track they are on, face which target groups, and then match the corresponding traffic platforms and opinion leaders, with the help of the credibility and influence of opinion leaders, effectively realize the marketing packaging and traffic conversion of products, the new communication matrix involved behind this is not the same as the general media matrix or traffic matrix, and more should be based on their own track, specific categories, and specific products to build diversification , from traffic aggregation to communication marketing, and finally reach the matrix of users.

Chen Duan further said that the IP of many short video accounts themselves has been highly personalized, so when marketing a specific product, enterprises should also pay attention to whether the personality attributes of the IP itself are deeply consistent with the product tone. When enabling multivariate matrix propagation, it is necessary to consider whether the multivariate IP can form resonance synergy before it, and it is necessary to grasp the propagation rhythm, so as to bring better propagation effect.

"In the past, traditional enterprises used to put advertisements on the mass media, and after preparing a budget, they could be entrusted, but in the era when new media continue to realize communication fission, new carriers, and new situations emerge in an endless stream, all communication must be finely designed, and it must be at the same frequency with the time point, and walk with the times, even if it is doing a small marketing of a product, it is necessary to consider the social public opinion atmosphere, the emotional temperature atmosphere or external major events." Chen Duan said that for some products, the impact of offline reach on conversion rates is also very large.

Ma Liang said that short video marketing should pursue traffic with gold content, to improve the actual conversion rate of traffic, first of all, enterprises should be accurately positioned, understand their users, and strong interaction with users, enhance stickiness, frequent interaction is more important than the traffic itself.

In addition, Ma Liang also mentioned that when traditional enterprises carry out short video marketing, they should review it every once in a while, conduct data analysis, research and judgment, further understand users, understand the effect of different forms of short video delivery, and follow-up, enterprises can optimize marketing methods accordingly, and this is precisely the most easily ignored step for enterprises.

Traditional enterprise layout offline for many years How to link online and offline?

It is worth mentioning that many traditional enterprises have been in offline layout for many years, with a very mature distribution system, store layout and sales force, under the epidemic, the "short video +" transformation of traditional enterprises is important, but how to link online and offline channels is obviously also very necessary.

Chen Duan said that for enterprises, they should rely on their own industry characteristics and advantages accumulated in the past to judge whether they should be online or offline at present, in any case, they should first consolidate their existing advantages and then expand their new positioning. If the offline channel is very strong, you can divert online traffic to offline stores to better achieve the accurate operation of global traffic; if the offline channel is weak, you can drive the offline with the line, how to make the optimal arrangement, according to the different time points, the advantages accumulated by the enterprise itself are refined, which is actually a thousand faces, it is difficult to generalize.

In response to the above problems, Mai Dong believes that online and offline complement each other and can achieve a win-win situation. He provided two ideas, the first is to drive product sales with online promotions, reduce the inventory pressure of stores, and at the same time, operating private domain traffic can also trigger an offline consumption boom on holidays with large traffic. In addition, offline stores can not only deliver online orders, but also undertake the function of online customers to go to the nearest store to pick up goods, cooperate with store promotions, drive customers' secondary consumption, maximize customer value, and enhance offline store performance.

The second idea is to quickly pull new products through offline stores, and then use online marketing to increase the product repurchase rate. Since the customer has gone to the store, it means that it has a certain sense of trust in the brand, the probability of repurchase is higher, at this time, the store can provide customers with not only consumption, but also register members, retain information, add WeChat to establish contact, etc. Subsequently, the store guide can still reach customers online and tap the longer-term value of customers.

Beijing News shell financial reporter Pan Yichun Editor Wang Jinyu Proofreader Lu Qian