傳統(tǒng)中小實(shí)體企業(yè)短視頻運(yùn)營(yíng)變現(xiàn)要注意訣竅

對(duì)于傳統(tǒng)中小企業(yè)來(lái)說(shuō)，短視頻不僅可以展示其生產(chǎn)力量，還可以為其產(chǎn)品和技術(shù)賦予生命力。傳統(tǒng)中小企業(yè)短視頻運(yùn)營(yíng)做好以下五點(diǎn)，分分鐘銷售爆單。
For traditional small and medium-sized enterprises, short videos can not only showcase their production capabilities, but also give vitality to their products and technologies. Traditional small and medium-sized enterprises should do the following five things well in short video operation, and sell orders in minutes.
要設(shè)計(jì)好短視頻獲客流程。企業(yè)以短視頻運(yùn)營(yíng)獲客為目標(biāo)，將原有的市場(chǎng)部進(jìn)行拆分重組。建立一個(gè)統(tǒng)一的數(shù)字化營(yíng)銷部。組建三個(gè)運(yùn)營(yíng)團(tuán)隊(duì)分別對(duì)應(yīng)營(yíng)銷的三個(gè)不同階段。 短視頻運(yùn)營(yíng)小組負(fù)責(zé)用戶群體分析和內(nèi)容定位，內(nèi)容發(fā)布引流。短視頻服務(wù)小組負(fù)責(zé)將線索轉(zhuǎn)化客戶。短視頻市場(chǎng)小組負(fù)責(zé)客戶進(jìn)行成交轉(zhuǎn)化變成現(xiàn)金流。
We need to design a customer acquisition process for short videos. The enterprise aims to attract customers through short video operations and reorganizes its existing marketing department. Establish a unified digital marketing department. Establish three operational teams corresponding to the three different stages of marketing. The short video operation team is responsible for user group analysis, content positioning, and content release and drainage. The short video service team is responsible for converting leads into customers. The short video marketing team is responsible for converting customers' transactions into cash flow.
干什么吆喝什么。企業(yè)定位要清晰準(zhǔn)確。找到自己的用戶群體，需要清晰的告訴用戶我是誰(shuí)，我的產(chǎn)品是什么，產(chǎn)品的應(yīng)用場(chǎng)景是什么，能給用戶解決哪些問(wèn)題，創(chuàng)造什么價(jià)值。以用戶為中心，以產(chǎn)品為橋梁，重構(gòu)一種新的生活方式，生活理念，講好一場(chǎng)故事，做好一場(chǎng)傳播。
What are you shouting at. The positioning of the enterprise should be clear, professional, and accurate. To find one's own user base, it is necessary to clearly tell users who I am, what my product is, what its application scenarios are, what problems can be solved for users, and what value can be created. Taking users as the center and products as the bridge, reconstruct a new way of life and life philosophy, tell a good story, and do a good job in communication.
產(chǎn)品內(nèi)容化。基于企業(yè)產(chǎn)品和服務(wù)，通過(guò)短視頻展示企業(yè)的生產(chǎn)線機(jī)器操作和員工的日常工作，可以讓觀眾更直觀地了解產(chǎn)品的制造過(guò)程，增強(qiáng)產(chǎn)品的可信度。對(duì)于那些技術(shù)含量較高的產(chǎn)品，可以通過(guò)短視頻進(jìn)行技術(shù)解讀，讓觀眾了解其背后的科技力量，提高產(chǎn)品的技術(shù)含量感知。通過(guò)短視頻分享用戶與企業(yè)的合作經(jīng)驗(yàn)，以及產(chǎn)品給他們帶來(lái)的價(jià)值，增強(qiáng)的口碑。分享行業(yè)領(lǐng)域的新趨勢(shì)和技術(shù)發(fā)展。通過(guò)短視頻講述企業(yè)的發(fā)展歷程企業(yè)文化或員工的成長(zhǎng)故事。鼓勵(lì)觀眾參與到短視頻的創(chuàng)作中，如提問(wèn)投票等，增強(qiáng)觀眾的參與感和粘性。
Content oriented products. Based on the company's products and services, short videos showcasing the production line machine operations and daily work of employees can provide viewers with a more intuitive understanding of the manufacturing process and enhance the credibility of the product. For products with high technological content, short videos can be used for technical interpretation, allowing the audience to understand the technological power behind them and improving the product's perception of technological content. Share user and enterprise cooperation experiences and the value brought by products through short videos to enhance brand reputation. Share the latest trends and technological developments in the industry. Tell the development process of the company through short videos, and the growth story of the company culture or employees. Encourage the audience to participate in the creation of short videos, such as asking questions and voting, to enhance their sense of participation and stickiness.
模仿行業(yè)頭部，一超二改三創(chuàng)新。對(duì)標(biāo)競(jìng)爭(zhēng)對(duì)手，分析競(jìng)爭(zhēng)對(duì)手的爆款視頻。從封面，字幕配樂(lè)標(biāo)簽視頻標(biāo)題發(fā)布時(shí)間，評(píng)論互動(dòng)等數(shù)據(jù)進(jìn)行分析。然后結(jié)合企業(yè)自身產(chǎn)品特點(diǎn)，在競(jìng)品作品的基礎(chǔ)上進(jìn)行二次創(chuàng)作。逐步掌握方法思路和技巧，實(shí)現(xiàn)自主創(chuàng)新。

Imitate the industry leaders and innovate by surpassing, changing, and innovating. Benchmark competitors and analyze their popular videos. Analyze data such as cover, subtitle music tags, video title release time, and comment interaction. Then, based on the characteristics of the company's own products, secondary creation is carried out on the basis of competing works. Gradually master the methods, ideas, and techniques, and ultimately achieve independent innovation.
數(shù)據(jù)復(fù)盤(pán)。總結(jié)分析運(yùn)營(yíng)經(jīng)驗(yàn)，固化提升短視頻獲客的業(yè)務(wù)流程。
Data review. Summarize and analyze operational experience, solidify and improve the business process of short video customer acquisition.
每月對(duì)營(yíng)銷數(shù)據(jù)進(jìn)行復(fù)盤(pán)，通過(guò)總結(jié)分析經(jīng)驗(yàn)，好的地方固化下來(lái)持續(xù)優(yōu)化提高，對(duì)存在的問(wèn)題，提出的解決方法。形成一整套完整的企業(yè)短視頻營(yíng)銷獲客的業(yè)務(wù)流程，持續(xù)不斷的為企業(yè)銷售業(yè)績(jī)提升提供源源不斷的動(dòng)力。
Conduct monthly reviews of marketing data, summarize and analyze experiences, solidify good areas, continuously optimize and improve, and propose the best solutions for existing problems. Ultimately, a complete set of business processes for enterprise short video marketing and customer acquisition will be formed, continuously providing a continuous source of motivation for the improvement of enterprise sales performance.
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