店铺不推广就没流量?

      很多朋友认为“店铺不推广就没流量”,这句话没错,在新店开张期间,谁都不知道您的店。尤其在600万卖家的淘宝里,你不推广,谁会知道您呢?

1、流量是花钱买来的。

     我们身边这样的例子很多。隔壁超市开张,敲锣打鼓,就怕周围邻居不知道。另外,“开业酬宾”,“鸡蛋一毛一个,每人限领5个”,“发放优惠券”等等招数,都是为了吸引人气。他们都有共同特点,需要花钱。这个钱,要么给了广告平台,就像淘宝上的“直通车”、“钻展”,要么你直接变成实惠给了消费者,就像淘宝上的“抵价券”“试用中心”“聚划算”。“赔本赚吆喝”吧。这个在店铺开张前期是必不可少的。当然,你自己也可以弄到不花钱流量,但时间久,花的人力大。比如:“论坛”、淘宝“帮派”还有很多淘宝以外推广资源啦。所以,从这个角度看,开店初期,流量必须花钱花精力来做。然后慢慢积累到流量稳定。

2、稳定流量是积累出来的。

    流量稳定,其意思是,不用推广都会有固定的人群过来。这个阶段,两个因素:

     因素1:老客户,以及老客户介绍新客户。他们会定期光顾你的店铺;

     因素2:做久了,有了口碑,形成了你的品牌,客户在购买的时候,第一个想到你的品牌,搜索到你店铺。当然,品牌的打造不是一朝一夕的,更是需要钱和精力。

3、流量是坚持的结果。

     短期没流量不要急,流量一定是坚持再坚持做出来的。日积月累越来越多。这个是人的意志磨练,和对未来的信心。


我花了钱,也坚持做推广,但流量始终不稳定,怎么办?

 

     “不稳定”有两层含义:

     含义1:用户基数或者流量基数比较小的时候,波动自然大,时间久了,数据量大了,就能看出规律。

     含义2:你的商品定位和你的推广人群不重合,你把人家吸引到你的店铺,结果不是人家想要的。影响客户购买的因素,比如:商品样式、店铺装饰、商品价格、服务态度、物流速度等;这都是你需要定期检讨的。检讨是种美德,多问问,多想想,多搜搜,自然就会有答案。

 

既然这样,已经有稳定流量了还要做推广吗?

 

     答案是肯定的,推广不仅只是引流量,另外一个作用是建立品牌,“抢占消费者脑中的提及地位”。百事可乐、可口可乐、宝洁,这些知名国际品牌照样每天做广告。只怕,时间久了消费者淡忘,他们始终希望自己品牌在客户购买联想阶段第一个被想到。你也是一样,消费者每天都要面对各种各样的广告,也包括您竞争对手的广告,广告看多了会形成固定的品牌联想。你不做广告,你的客户就会想到您的竞争对手,你的“第一提及率”当然就会下降。因此,有了稳定流量,不要满足,继续做广告,当然除了产品广告,还有情感性广告,将您的品牌定位诉求与目标客户沟通,频繁与他们接触,他们才能想到你。

     推广有必要,花钱不可少。(另外,可参考下ROI,找出最佳性价比的推广渠道。)

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