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搜索,是用戶完全主動發(fā)起的動作行為,自然也最能直接呈現(xiàn)用戶的真實(shí)需求。抖音生活服務(wù)商家想要掌握如何利用搜索帶來新的交易增量,就要從了解用戶的搜索需求開始。此文將詳解抖音生活服務(wù)搜索3大運(yùn)營策略6大運(yùn)營動作！幫助商家如何運(yùn)營好搜索，帶來生意新增量！

Search is a completely proactive action initiated by users, which naturally presents their true needs most directly. In order to master how to use search to bring new transaction increments, Tiktok Life Service businesses need to start from understanding users' search needs. This article will explain in detail the three operation strategies and six operation actions of Tiktok Life Service Search! How to help businesses operate searches well and bring new business growth!

3大運(yùn)營策略

3 major operational strategies

01 擴(kuò)流量：潛在用戶搜到你

01 Expanding Traffic: Potential Users Found You

門店名稱準(zhǔn)確,POI信息豐富；

Accurate store name and rich POI information;

優(yōu)化商品標(biāo)題，覆蓋熱搜詞；

Optimize product titles to cover hot search keywords;

參與平臺活動,利用活動流量。

Participate in platform activities and utilize activity traffic.

02 促轉(zhuǎn)化：讓精準(zhǔn)用戶購買你

02 Promotion of Conversion: Allowing Precise Users to Purchase You

提升在線商品豐富度；

Enhance the richness of online products;

提升商品價格的競爭力；

Enhance the competitiveness of commodity prices;

根據(jù)消費(fèi)場景優(yōu)化商品。

Optimize products based on consumption scenarios.

03埋需求：讓目標(biāo)用戶記住你

03 Burying demand: Make target users remember you

持續(xù)更新視頻；

Continuously updating videos;

增加達(dá)人投稿視頻；

Increase the submission videos of influencers;

標(biāo)題增加#品牌名/門店名。

Add # brand name/store name to the title.

「擴(kuò)流量」+「促轉(zhuǎn)化」:核心目的是讓已有需求的用戶在這里下單。

"Expanding traffic"+"promoting conversion": The core purpose is to enable users with existing needs to place orders here.

「埋需求」:核心目的是讓還沒有產(chǎn)生需求的用戶,被種草新的需求而下單。

"Burying demand": The core purpose is to enable users who have not yet generated demand to be planted with new demands and place orders.

6大運(yùn)營動作

6 major operational actions

1、基建:關(guān)注“門面”,完善基礎(chǔ)信息

1. Infrastructure: Pay attention to the "facade" and improve basic information

2. 
   

商家名、商家封面、類目、地址、人均消費(fèi)、電話

Merchant name, merchant cover, category, address, per capita consumption, phone number

2.商品:錨定“品類”,優(yōu)化商品信息

2. Product: Anchor the "category" and optimize product information

豐富商品品類；優(yōu)化商品標(biāo)題和封面；保持商品價格競爭力。

Rich product categories; Optimize product titles and covers; Maintain competitiveness in product prices.

3.內(nèi)容:聚焦“內(nèi)容”,沉淀穩(wěn)定流量

3. Content: Focusing on "content", settling and stabilizing traffic

持續(xù)創(chuàng)作+達(dá)人投稿=穩(wěn)定的搜索流量

Continuous creation+submissions from experts=stable search traffic

過往經(jīng)驗(yàn)表明,商家穩(wěn)定地投稿且擁有多元化的作者來源,更容易獲得穩(wěn)定的搜索流量。

Past experience has shown that merchants who submit articles steadily and have diverse sources of authors are more likely to obtain stable search traffic.

第一屏信息清晰,提升搜索轉(zhuǎn)化。

Clear information on the first screen enhances search conversion.

4.工具:承接“熱搜”,三步上新引流

4. Tool: Undertake "hot search" and launch new traffic in three steps

①選商品：尋找品類下用戶熱搜商品詞優(yōu)化套餐內(nèi)容、選擇主推商品。

① Product selection: Find popular product keywords for users under the category, optimize package content, and select the main promoted products.

②找熱詞：尋找品類下用戶熱搜內(nèi)容詞優(yōu)化內(nèi)容方向、選入視頻標(biāo)題。

② Search for hot keywords: search for user hot search content keywords under the category, optimize content direction, and select video titles.

③出內(nèi)容：上新商品和內(nèi)容。

③ Content: New products and content will be released.

5.種草:站穩(wěn)“點(diǎn)位”,激發(fā)搜索需求

5. Grass planting: Stand firmly at the "point" and stimulate search demand

商戶可以把視頻評論區(qū)當(dāng)成一個運(yùn)營“點(diǎn)位”,讓點(diǎn)開評論的用戶產(chǎn)生搜索的意愿。

Merchants can treat the video comment section as an operational "point", allowing users who click on comments to generate a desire to search.

6.營銷:利用“產(chǎn)品”,組件能力加持

6. Marketing: Utilizing "products" and enhancing component capabilities

抖音生活服務(wù)規(guī)劃了多種營銷活動,商家可以結(jié)合自身不同的營銷需求,利用平臺活動資源,觸達(dá)更多用戶群體。此外,營銷活動也可幫助商家在用戶中,樹立品牌形象,匹配用戶的消費(fèi)偏好,并創(chuàng)造熱門搜索話題。

Tiktok Life Service has planned a variety of marketing activities. Businesses can combine their different marketing needs and use platform activity resources to reach more user groups. In addition, marketing activities can also help businesses establish brand image among users, match their consumption preferences, and create popular search topics.