1.行业背景

1. Industry background

从前线索类企业想要获客，基本通过传统的搜索引擎的图文玩法。现在短视频的爆红对百度等传统搜索媒体产生不小冲击，传统广告效益越来越低，线索性企业想要通过运营短视频产生商机转化，需要一些比较颠覆的营销手法。

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.线索经营的流量逻辑

2. The traffic logic of lead management

线索经营的核心在于“线索”的获取。企业老板需要思考的首要问题就是如何获取有效线索，因为只有拥有了线索，后续的转化才有可能。爬爬客小编建议大家聚焦下短视频广告流量和自然流量这两种获取线索的方式，这里面包含了推荐流和搜索流2种主流流量模式，而线索经营则涵盖了从获取线索到后续转化的全过程。

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.行业特性决定了适合做短视频运营的搜索流量

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

涉及到线索经营的行业包括房产、汽车、机械设备、金融、商务服务、法律服务、教育培训、装修建材、同城服务等To B和大TO C类行业。这些行业的共同特点是产品或服务较为复杂，决策周期长，需要通过收集潜在客户的兴趣信息，进行深度影响，最终实现转化。

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.

线索性企业做短视频运营遵守的4个维度

Four dimensions that clue based enterprises follow when operating short videos

1.内容创新与场景融合巧用

1. Innovative content and skillful integration of scenarios

对于传统大型B2B企业来说，短视频运营内容创新是关键。在短视频运营过程中，要善于将产品或服务与各种场景融合，以生动、有趣，说重点的方式呈现，不要说枯燥无味的专业知识，提高用户的观看兴趣。例如，汽车企业可以通过黄金3秒（eg：美女人物 + 香车）的方式开场。人的天性就是喜欢追求美好的事物，拍摄出轻奢氛围感，让用户感受到汽车品牌的调性。

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.留住客资基建怎能少？

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

短视频运营的账号基建是承接线索经营的基础根基，从账号的企业蓝V认证到昵称+简介+背景图+头像+官网+地址+电话+在线预约+高级预约组件+智能客服接待+QA设置，这些是在获取线索前必须要全部配置完善的哦。利用抖音的自动回复、人工客服以及企业号后台线索管理系统，实现对短视频运营全链路的线索管理。从线上收集到线下成交，每一个环节都需要精心策划与运营。此外，做短视频运营一定要按月进行数据复盘，优化视频、直播内容，有助于提升线索质量。

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.短视频运营学会构建私域流量池

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

在做短视频运营过程中，企业可以通过多种方式构建私域流量池，如企业主页、粉丝群等。在做好内容沉淀以后，对于数据跑通的优质短视频内容，我们要给予公域付费投流，撬动更多的平台自然流，实现自然流量+付费流量的结合。通过私域温度跟进的方式，提高用户信任感，从而提高转化率。

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.品牌跨界合作与IP打造

4. Cross border brand cooperation and IP development

线索型企业可以尝试跨界合作，与其他行业的抖音红人或KOL合作，借助其粉丝效应，扩大品牌影响力。打造企业自己的IP形象，这里比较适合汽车、家具等连锁知名品牌，提升品牌形象，通过内容种草来沉淀品牌的定位价值。

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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