1.行業(yè)背景

1. Industry background

從前線索類企業(yè)想要獲客，基本通過傳統(tǒng)的搜索引擎的圖文玩法。現(xiàn)在短視頻的爆紅對百度等傳統(tǒng)搜索媒體產(chǎn)生不小沖擊，傳統(tǒng)廣告效益越來越低，線索性企業(yè)想要通過運營短視頻產(chǎn)生商機轉(zhuǎn)化，需要一些比較顛覆的營銷手法。

To attract customers from front-line search companies, they mainly rely on traditional search engine graphics and text gameplay. The current popularity of short videos has had a significant impact on traditional search media such as Baidu. Traditional advertising is becoming increasingly ineffective, and lead based companies need some disruptive marketing techniques to generate business opportunities through the operation of short videos.

2.線索經(jīng)營的流量邏輯

2. The traffic logic of lead management

線索經(jīng)營的核心在于“線索”的獲取。企業(yè)老板需要思考的首要問題就是如何獲取有效線索，因為只有擁有了線索，后續(xù)的轉(zhuǎn)化才有可能。爬爬客小編建議大家聚焦下短視頻廣告流量和自然流量這兩種獲取線索的方式，這里面包含了推薦流和搜索流2種主流流量模式，而線索經(jīng)營則涵蓋了從獲取線索到后續(xù)轉(zhuǎn)化的全過程。

The core of clue management lies in the acquisition of "clues". The primary issue that business owners need to consider is how to obtain effective leads, because only with leads can subsequent conversions be possible. Crawler editor suggests that everyone focus on two ways of obtaining leads: short video advertising traffic and organic traffic, which include two mainstream traffic models: recommendation flow and search flow. Lead management covers the entire process from obtaining leads to subsequent conversion.

3.行業(yè)特性決定了適合做短視頻運營的搜索流量

3. Industry characteristics determine the search traffic suitable for short video operations

涉及到線索經(jīng)營的行業(yè)包括房產(chǎn)、汽車、機械設(shè)備、金融、商務(wù)服務(wù)、法律服務(wù)、教育培訓、裝修建材、同城服務(wù)等To B和大TO C類行業(yè)。這些行業(yè)的共同特點是產(chǎn)品或服務(wù)較為復雜，決策周期長，需要通過收集潛在客戶的興趣信息，進行深度影響，最終實現(xiàn)轉(zhuǎn)化。

Industries involving clue management include To B and large To C industries such as real estate, automobiles, machinery and equipment, finance, business services, legal services, education and training, decoration and building materials, and local services. The common characteristics of these industries are that the products or services are relatively complex, the decision-making cycle is long, and it is necessary to collect potential customers' interest information, conduct deep influence, and ultimately achieve conversion.

線索性企業(yè)做短視頻運營遵守的4個維度

Four dimensions that clue based enterprises follow when operating short videos

1.內(nèi)容創(chuàng)新與場景融合巧用

1. Innovative content and skillful integration of scenarios

對于傳統(tǒng)大型B2B企業(yè)來說，短視頻運營內(nèi)容創(chuàng)新是關(guān)鍵。在短視頻運營過程中，要善于將產(chǎn)品或服務(wù)與各種場景融合，以生動、有趣，說重點的方式呈現(xiàn)，不要說枯燥無味的專業(yè)知識，提高用戶的觀看興趣。例如，汽車企業(yè)可以通過黃金3秒（eg：美女人物 + 香車）的方式開場。人的天性就是喜歡追求美好的事物，拍攝出輕奢氛圍感，讓用戶感受到汽車品牌的調(diào)性。

For traditional large B2B enterprises, innovation in short video operation content is key. In the process of short video operation, it is important to be good at integrating products or services with various scenarios, presenting them in a vivid, interesting, and focused manner, rather than using dry and boring professional knowledge, to enhance users' interest in watching. For example, automobile companies can start with a golden 3-second (eg: beautiful character+fragrant car) approach. Human nature is to pursue beautiful things and create a luxurious atmosphere through photography, allowing users to feel the tone of the car brand.

2.留住客資基建怎能少？

How can we reduce the retention of customer capital and infrastructure?

短視頻運營的賬號基建是承接線索經(jīng)營的基礎(chǔ)根基，從賬號的企業(yè)藍V認證到昵稱+簡介+背景圖+頭像+官網(wǎng)+地址+電話+在線預約+高級預約組件+智能客服接待+QA設(shè)置，這些是在獲取線索前必須要全部配置完善的哦。利用抖音的自動回復、人工客服以及企業(yè)號后臺線索管理系統(tǒng)，實現(xiàn)對短視頻運營全鏈路的線索管理。從線上收集到線下成交，每一個環(huán)節(jié)都需要精心策劃與運營。此外，做短視頻運營一定要按月進行數(shù)據(jù)復盤，優(yōu)化視頻、直播內(nèi)容，有助于提升線索質(zhì)量。

The account infrastructure for short video operation is the foundation for undertaking lead management, from the enterprise blue V certification of the account to the nickname+introduction+background image+avatar+official website+address+phone number+online appointment+advanced appointment component+intelligent customer service reception+QA settings. These are all necessary configurations that must be fully configured before obtaining leads. The automatic reply of Tiktok, manual customer service and enterprise number background clue management system are used to realize the whole link clue management of short video operation. From online collection to offline transactions, every step requires careful planning and operation. In addition, short video operations must conduct monthly data reviews to optimize video and live content, which can help improve the quality of leads.

3.短視頻運營學會構(gòu)建私域流量池

3. Short Video Operations Society builds a private domain traffic pool

在做短視頻運營過程中，企業(yè)可以通過多種方式構(gòu)建私域流量池，如企業(yè)主頁、粉絲群等。在做好內(nèi)容沉淀以后，對于數(shù)據(jù)跑通的優(yōu)質(zhì)短視頻內(nèi)容，我們要給予公域付費投流，撬動更多的平臺自然流，實現(xiàn)自然流量+付費流量的結(jié)合。通過私域溫度跟進的方式，提高用戶信任感，從而提高轉(zhuǎn)化率。

In the process of short video operation, enterprises can build private domain traffic pools through various methods, such as enterprise homepage, fan groups, etc. After doing a good job in content accumulation, for high-quality short video content that runs smoothly, we need to provide public domain paid streaming, leverage more platform natural streaming, and achieve a combination of natural traffic and paid traffic. By following up on private domain temperature, we aim to enhance user trust and increase conversion rates.

4.品牌跨界合作與IP打造

4. Cross border brand cooperation and IP development

線索型企業(yè)可以嘗試跨界合作，與其他行業(yè)的抖音紅人或KOL合作，借助其粉絲效應(yīng)，擴大品牌影響力。打造企業(yè)自己的IP形象，這里比較適合汽車、家具等連鎖知名品牌，提升品牌形象，通過內(nèi)容種草來沉淀品牌的定位價值。

Clue enterprises can try cross-border cooperation, cooperate with Tiktok celebrities or KOL in other industries, and use their fan effect to expand brand influence. Creating a company's own IP image is more suitable for well-known chain brands such as automobiles and furniture, enhancing brand image and solidifying brand positioning value through content seeding.

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