type
Post
status
Published
date
Nov 10, 2019
slug
TikTokGuide0011
summary
TikTok, POI, Comment, Community
tags
Marketing
category
TikTok Zero to One
icon
password
Published
Nov 10, 2019
TikTok Traffic Code: POI + Comment Section + Community Private Domain Conversion Loop
The essence of TikTok traffic is scenario targeting × demand stimulation × trust accumulation. This article breaks down three core modules: POI functionality, comment section interaction, and community operations to build an efficient "public domain traffic acquisition - private domain retention - commercial conversion" chain.
I. POI Functionality: Traffic Amplifier for Local Businesses
1. POI Page Basic Configuration
Execution Formula: Complete information + Visual optimization + Value anchors
- Information completeness: Business hours/address/special services required (missing reduces conversion by 65%)
- Header image design: 3:4 vertical composition, highlighting core selling points (such as "signature dish close-up + discount information")
- Value anchors: Pinned coupons (increases redemption rate by 40%)
2. Three Traffic Growth Tactics
Method | Operation Points | Data Goals |
POI+DOU+ | Targeted placement to audience within 3km | Click rate >5% |
POI+Coupons | Set up "in-store redemption" exclusive discounts | Redemption rate >15% |
POI+Topics | Initiate regional trending challenges (e.g., #ChengduNightFoodMap) | Topic views >10 million |
Execution Checklist:
- Update POI-related videos ≥3 per week (including consumption scenario real shots)
- Configure tiered coupon thresholds (e.g., 20 yuan off 100/50 yuan off 200)
- Collaborate with local KOLs to initiate "check-in exploration" activities
II. Comment Section: Low-Cost Precise Traffic Battlefield
1. Script Design Pyramid Model
- Traffic Acquisition Layer: Embed search keywords ("similar tutorials on my profile")
- Interaction Layer: Preset controversial points ("Do you think this method is useful?")
- Conversion Layer: Multi-account matrix interaction (main account replies: "Send 'materials' in private message for complete solution")
2. Three High-Engagement Comment Templates
Data Monitoring Focus:
- Effective comment ratio >30% (non-emoji/symbols)
- Profile click rate >8% (through comment guidance)
III. Community Operations: Private Domain Traffic Central System
1. Community Traffic Standardized Process
Execution SOP:
- Precise group joining: Search industry long-tail keywords (e.g., "mom side-hustle exchange")
- Value delivery: Publish 3 valuable contents weekly (tutorials/resource packages)
- Soft placement: Use "secondary accounts" to ask questions leading to main account solutions
- Layered conversion:
- New users: Offer 9.9 RMB trial course
- Active users: Promote 199 RMB membership card
- Paying users: Create VIP exclusive groups
2. Four Community Engagement Engines
Method | Implementation | Frequency |
Value Flash | 20-minute concentrated Q&A | 2 times/week |
Red Packet Check-in | Released promptly at 8 AM | Daily |
Topic PK | A/B solution voting (e.g., cover design) | 1 time/week |
UGC Incentives | Order sharing rewards with cash vouchers | Triggered anytime |
Pitfall Guide:
- Strictly prohibit direct advertisements (reduces group exit rate by 80%)
- Focus on value delivery during first week of new groups (trust cultivation period)
- Set up "community committee" (select 5% active users to assist management)
IV. Private Domain Conversion: Key Transition from Traffic to Retention
1. Enterprise WeChat Reception Strategy
- Personal positioning: Professional consultant > Customer service (increases trust by 3x)
- Layered tagging: Label based on interaction frequency/consumption amount
- Hook products:
- Traffic driver: 9.9 RMB information package (profit margin <10%)
- Profit item: 499 RMB training camp (gross margin >60%)
2. Moments Golden Publishing Schedule
Time Period | Content Type | Conversion Rate |
7:00-9:00 | Industry morning briefing + motivational copy | 1.2% |
12:00-13:30 | Customer cases + effect comparisons | 2.5% |
19:00-21:00 | Livestream previews + limited-time benefits | 3.8% |
Core Formula: Private Domain GMV = Traffic Pool Size × Reach Efficiency × Conversion Rate × Average Order Value
Through the four-step linkage of precise customer acquisition via POI, demand activation in comments, trust strengthening through communities, and private domain closed-loop conversion, traffic utilization can be improved by 500%+.