Marketing concepts in the Internet era: diversion page, landing page, and precise delivery

Some readers have read the article “Marketing Funnel and Marketing Inverted Funnel” and hope that I will introduce the relationship between diversion, landing page, and marketing funnel in detail. This article also summarizes the concepts in my reading notes.

1. Diversion page

In the industrial age, products are in shopping malls, advertisements are in the media, and many customers are also called people traffic as traffic. After watching the advertisements, they go to the mall to buy products. At this time, the diversion page mainly includes advertisements in the media, flyers, posters in shopping malls, and promoters, which are also for diversion.

Internet diversion pages must have links

After the emergence of the Internet, it began to use other websites to divert traffic to commodity websites gradually, that is, click on the links of advertising pages. Some advertisements are explicit, some are implicit, but there are links. Diversion can charge advertising fees, which is a profit model for websites. But the website must have traffic.

In the industrial age, it is difficult for advertisements to have links, so they are charged according to the size and time of the advertising page. Since the website has links, the Internet mainly charges by clicking on the link. Clicking means being interested and filtering out possible customers from the vast sea of ​​people. Obviously, customer interest is valuable, and this interest can be expressed by one or several keywords used by search engines.

Google’s keyword bidding

Due to people’s reading habits, reading and searching web pages generally do not exceed three pages. The web page index that ranks in the front is easy to click. Similar products typically have the same characteristics, and whoever ranks in the front is likelier to be clicked. In this way, there is keyword bidding. Google’s keyword bidding is very expensive, ranging from 1 US dollar to 1,000 US dollars per click.

Facebook’s content diversion

Facebook has link diversion and content diversion. Clicking on the picture (diversion page) will jump to its instant messaging software, Messenger, where you can talk directly with the salesperson. Link diversion and content diversion are complementary. Of course, content diversion directly faces the salesperson and has higher sales efficiency. If intelligent robots replace people, the cost can also be reduced. It is a future direction.

The purpose of the diversion page

The purpose of the diversion page is to screen customers. When using the diversion page, you should focus on selling points first and impress customers with selling points. It differs from traditional brand advertising, such as the Coca-Cola advertising strategy, which must only be exposed and remembered. Brand advertising is suitable for fast-moving consumer goods and products with complete channels. The Internet does not need channels and directly leads customers to the store through the diversion page, commonly known as the landing page.

Designing a diversion page is the first step in the Internet marketing funnel. The core is to generate attraction. My article on Snowball on May 16: “Hal Finney Conjecture and Financial Freedom,” was restricted in Chinese, and the English version alone had 39,000 hits, which is the highest click of my article: “Click on the web link and you will receive a big red envelope that will increase, which may increase to several thousand or tens of thousands of dollars.” Both the title and the content mention money. It is attraction.

2. Landing page

The diversion page diverts traffic to the landing page. The landing page is the manufacturer’s territory, generally a website or directly downloading the app. Different products have different display methods. Typically, pre-sales service is provided here to achieve the purpose of user purchase. A stranger needs to gain trust, stimulate demand, and complete the purchase through pre-sales service.

There are several aspects to gain trust:

What is the first impression?

Can you get all the information through the website?

Can you interact with customer service and provide in-sales service?

Can you see other people’s opinions?

Can you automatically guide me to the next step?

Is the website static or dynamic?

Most websites are static now, and the link diversion goes straight to the topic. How do we provide services to customers after the topic is over? Static websites allow customers to choose the next step themselves. In contrast, dynamic websites do not require users to choose but select the next step for users. Let’s look at Zhihu, which is a website that provides knowledge. After reading this article, other articles you may be interested in will be launched.

Another meaning of dynamic websites is that they allow users to see real-time statistics and report on the progress of products (projects).

The first generation of websites is static, while the second generation is generally dynamic. Whether the website is beautiful or not is just the first impression. Landing page websites use analytics, guessing what users like, and various ways of interacting with users. Completing dynamic guidance is advanced design.

Is the process of gaining trust, stimulating demand and becoming a customer closed-loop?

Pinduoduo, introduced in “Marketing Funnel and Marketing Inverted Funnel,” completes the closed loop on the landing page. Gaining trust, stimulating demand, and becoming a customer are all available. However, the diversion page is in someone else’s system. Pinduoduo’s methods are general products.

Facebook content diversion is completed within Facebook and landed on its communication software Messenger, realizing a closed loop of diversion, landing, and sales. It looks excellent and advanced. The defect of Facebook is the lack of trust in the closed loop. The personal homepage is the only thing that can prove the seller’s identity. The time when the seller joined Facebook is specific, and the content published by the seller is certain. It is the basis for us to evaluate whether the seller is credible. Facebook’s idea is good, but the content is too thin, and the user risk is still high. If you don’t pay in person, you can’t participate.

The second step of the marketing funnel is to complete the customer conversion on the landing page. Lack of trust means a low conversion rate.

3. Precise delivery

Guessing you like the general trend

What is precise push? It means finding your potential customers and pushing them. YouTube does not allow users to add links; only broadcasters can add links, and the space is limited. It is not easy to be a YouTube broadcaster, and there are about 10 million valuable broadcasters. Everyone on Facebook is a broadcaster, so there is no limit to adding links. It uses the Facebook APP, WhatsApp, Instagram, and Messenger to grasp the characteristics of users in all aspects to push advertisements. Users who click on the links it pushes will collect money from advertisers. The more you perform on Facebook, the more accurate its advertisements are.

Similarly, TikTok and YouTube use intelligent algorithms to push accurately according to your needs or preferences. This kind of push is more convenient than searching online by yourself, and users have been trained to be lazy. The future is the era of push. It is only a matter of time before static websites that rely only on clicks are replaced by similar websites or mobile phones that do an excellent job of pushing.

Precise delivery of after-sales and in-sales services

Intelligent recommendation is generally a pre-sales service. Email delivery is in-sales and after-sales services. It is also the favorite of Western companies. Once you become its customer, emails start bombarding. Most emails in my mailbox are from companies such as YouTube and Google. Emails are the cheapest to send, but they are not accurate enough and do not pay much attention to the characteristics of users. If you send too many emails, no one will read them, especially news emails.

Emails are private and should not be “forced to buy and sell.” When we watch TikTok and YouTube programs, you push them to us when needed. It is the right logic. We need a “TV station” specifically for our own product customers, called community media. Such media can be interactive, and users have the right to choose. It is an upgrade of email delivery to avoid forced buying and selling. Just like dynamic websites are an upgrade of static websites.

Accurate delivery is used in pre-sales, sales, and after-sales services. Whether using marketing funnels or marketing reverse funnels, the last step is the same: retaining customers.

There is a unified currency as a link for cryptocurrencies

There is a unified currency as a link for cryptocurrencies, and all coin holders are accurate customers with common needs. Chainless has designed a two-level service system with group owners as the main body, providing pre-sales, sales, and after-sales services, combined with community media, which is universal for cryptocurrency projects with common needs. The Clchat community software we developed is for this goal.

PS:

Finally, add a link to advertise our products

We are developing private chat software, which is a Web3 structure and does not store private chat data. The download speed is still slow, and the ease of use cannot be compared with WeChat. The product starts from the private domain. Currently, the private domain function is incomplete, and it is still far from the goal of creating a community product suitable for cryptocurrency. The product has been launched and welcomes testing.

Download and installation guide:

1. Android users:

    Please copy this link: https://download.clchat.top/CLChat/CLChat_2.8.0.apk, open it in the browser, download, and install.

    2. Apple users:

    • Download and install TF (TestFlight) application in AppStore;
    • If you have already installed the TF application, you can directly visit https://testflight.apple.com/join/vrebG3i1 and download and install it.
    • If you set an automatic update for TF, you can automatically complete the update by starting CLChat.
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