Chapter 6: Entrance – Where does the traffic come from?
Where does the traffic come from?
search engine? social media? Or something else?
To achieve growth, this is the most basic issue.
If you want to become a product with a huge number of users, you must either seize more traffic entrances or become a traffic entrance.
Therefore, the construction of traffic portals is the most basic thing for growth, and it is also something that must be done well.
First, what is a traffic inlet?
Simply put, any place where target users gather can serve as your traffic entrance.
Search engines can be your traffic entrance, social media can be your traffic entrance, mobile phones can be your traffic entrance, and an offline place where target users gather can also be your traffic entrance...
Different products have different traffic entrances suitable for them, which requires selection based on the characteristics, ecology, and characteristics of the target users of the product.
Therefore, the construction of traffic portals is to attract target users from these places.
If the construction of the traffic entrance is done well, it can efficiently attract target users. If it is not done well, then most of the investment in this matter will become a waste.
So, how to build your own traffic portal?
The first step is to discover and select the traffic entrance
Different products, different target user characteristics, and competitors' situations and other factors determine the choice of a product's traffic entrance.
This requires you to be familiar with various factors such as your product features, your target users, the ecology you are in, the situation of your competitors, etc. You even need to have a special understanding of the characteristics of alternative traffic entrances before you can make a final decision. .
For a website, search engines are often its largest traffic portal.
For an APP, the APP Store or other application markets are often its largest traffic entrance.
These should be the two most common traffic entrances for Internet products. But not all products will rely heavily on these two traffic entrances.
The second step is to design targeted content and methods
Once you have decided on your own traffic entrance, you need to design traffic-draining content based on the characteristics of the traffic entrance and the characteristics of the target users.
For example, if you choose a search engine as the traffic portal, you must carefully analyze and select keywords, the search habits of target users, etc., and then design content and pages based on these and the characteristics of the search engine, and strive to improve the ranking of this keyword.
If it is social media, then some pictures, texts, videos, etc. must be produced based on the characteristics of a specific user group.
The third step is to design the traffic diversion path.
For many traffic portals, such as search engines, this step may not be necessary. However, for many social platforms and offline traffic portals with strict rules, it may be necessary to design traffic diversion paths in order to divert target users to your products.
In particular, for many domestic social platforms, direct traffic is not allowed by the social platform. In that case, you may need to first divert target users to some communities you have built, and then divert traffic to your own products.
The design of the drainage path is also a very important factor influencing the drainage effect.
In order to attract traffic, you may need to write some articles, build some landing pages, or build some intermediate conversion paths, etc. It depends on the specific situation.
For example: use search engines as traffic portals
Another example: use various social platforms as traffic portals
The construction of traffic entrance is a very detailed work. Take SEO as an example. It requires you to do a lot of analysis and selection of keywords involved in the product. You must have a very precise grasp of user needs and user search habits, and then also Put a lot of effort into creating content.
There is actually another layer to the construction of the traffic entrance. That is, let the product become the traffic entrance.
Making the product a traffic portal will not only prevent the loss of users, but will also increase traffic, user volume, and even profits.
This involves the ecological construction of the product, and we will write about this specifically in the following chapters.