Securing Million-dollar Orders Through Short Videos, Listen To Wu Xiaoyi Talk About The Personal IP Traffic Code!

In my opinion, new media videos are actually an amplifier; they can only amplify existing advantages-only when the offline foundation is solid can the online efforts gain momentum.

Look at the future of the printing industry from the exhibition

Throughout the development of the printing industry, large-scale exhibitions have always been the "weather vane" of technological change and investment direction. From the Drupa Exhibition, the Beijing Big Printing Exhibition to the Shanghai All Printing Exhibition, each industry event indicates the technology trend in the next four to five years, and the display direction of the previous Delba exhibition has finally become the mainstream of the industry: such as CTP technology in 1995, digital technology in 2000, computer integrated production technology in 2004, inkjet technology in 2008, and touch the future in 2016.

In advertising, printing, clothing, ceramics and other industries, inkjet printing technology has basically eliminated traditional technology, and the digital and intelligent transformation of the printing industry is also unstoppable. With the development of AI technology, personalized and small-batch orders will grow rapidly, which also means that traditional printing companies must take the initiative to change: not only to upgrade the system, but also to adapt to the flexible production of small batches and multiple batches; it is also necessary to choose the right equipment, avoid the "pit" of digital equipment, and pay attention to the rising trend of domestic equipment; It is also necessary to upgrade marketing channels, that is, learn to adopt short video marketing - where the customer's focus is, where the opportunity is.

Small-batch business may seem inconspicuous, but it is an important highlight of enterprise growth. As the industry consensus is, if you don't accept small orders, how can you talk about big orders? The combination of short video and small-batch business is an excellent path for Indian enterprises to break through.

The short video of traditional printers counterattacks

I have witnessed the explosive growth of short videos to customers, and I have seen the power of short videos. In 2021, I tried to find a professional company to operate, and invited external personnel to come to the factory to shoot, but only achieved more than 4,000 fans, almost no inquiry, even a popular video was useless. So I decided that short videos are not suitable for printing houses, only suitable for C-end delivery. In fact, I am actually a very traditional person, in the past, I relied on the ground to open up the market, there was no QQ account, I never shopped on the e-commerce platform, I didn't use takeaway software, the computer was only used to check financial statements, and I relied on handwriting to type.

But it wasn't until 2022 that I realized the urgency of industry transformation and made up my mind to get involved. Since I filmed my first short video on May 1st, I have never stopped working, even on Chinese New Year's Eve. In order to promote the participation of all employees, I also held a mobilization meeting to set up a short video learning class, and 19 people signed up in the end, but only "1.5 people" insisted. Later, the only partner also gave up, and everyone felt that "the boss can just shoot", and the editing was also followed up with professional editors.

Looking back on this process, the pitfalls we have stepped on still have reference significance:

First, the core figures must be stabilized. The boss appearing in person is the best choice, not only easier to adhere to, but also best understand the advantages of the enterprise and can output real content; If the boss is inconvenient to appear on camera, he needs to select an employee representative who loves filming, and the boss should give full support;

Second, platform rules need to be flexibly addressed. The "Huayu Color Printing" account was once restricted due to too much advertising content, and only opened a personal account in desperation. Now Douyin's rules have been relaxed a lot, and the prohibited words of live broadcasts have also been greatly reduced.

At that time, the account was in operation until the third month, and we finally ushered in the first order: a door and window company in Guangdong found us through a short video and ordered 1,000 albums, with a transaction amount of 7,000 yuan. This joy is comparable to completing tens of millions of orders, and this is the inevitable result of quantitative change to qualitative change. In fact, the first three videos are crucial, as long as you clarify "who you are, what the company does, and what are the core advantages", you can lay the foundation for subsequent customer acquisition.

The magic of short video customer acquisition

In the traditional sales model, it is often difficult to knock on the door of many high-quality customers, but short videos can break the limitations of geography and field, allowing printing companies to directly build trust with customers.

There was once a customer in Shunde who consulted the school's book printing business through short videos, and brought 3 million yuan in just one semester, and I personally followed up and won the whole process; Pengcheng helmet in Jiangmen, Guangdong has more than 1,000 employees, originally did not do carton business, I mistakenly thought that the other party was looking for the wrong person, in fact, the other party purchased an offset printing machine but did not know how to use it, I wanted to learn after brushing the video of me sharing printing technology, and now all its promotional materials are handed over to us for printing; A record company in Guangzhou claimed to have a printing demand of 100,000~200,000 magazines, at first I thought it was an exaggeration, until the other party came with a three-dimensional packaging sample of vinyl records, I knew that it held the vinyl copyright of a well-known singer, and the reason why they chose us was the professional ability and complete craftsmanship shown in the short video.

These customers are difficult to reach by the traditional salesman's push mode, but they take the initiative to come to the door through short videos. This is enough to prove that short video is the lowest cost means of customer acquisition for printing enterprises, and the benefits of a properly operated new media department are by no means inferior to that of traditional sales departments.

It can be seen that the "presence" of enterprises in the new media era is crucial: in the Internet era, the company has no website, cannot be searched online, and customers will not trust it; In the era of new media, if you can't find your company on short video platforms, you will miss many opportunities. Therefore, whether you do promotion or not, you must have an official account, put at least three short videos to introduce the company, advantages and characteristics, even if it is occasionally interrupted, it must leave traces in the new media era.

Not only to acquire customers, but also to bind customers

In fact, the value of short videos is far more than promoting enterprises and obtaining leads, but can also become a "sharp weapon" to bind customers. Now that Douyin's rules have been adjusted, you can become a delivery expert with 500 effective fans. The Xiahu family in Zhongshan, Guangdong Province sells socks through short videos, and a link sells 700,000 orders per month, which means the printing demand of 700,000 gift boxes, labels and cardboards.

This provides a new idea of cooperation for printing companies, if we can help customers promote their products, customers will naturally hand over printing orders to us. Back then, we relied on free design to help customers make packaging and get orders, but now if we can say to customers, "You print the product for me, I will help you sell it", will there still be a shortage of orders? When the short video is done, there are really infinite possibilities.

A hands-on guide behind high traffic

In fact, the core logic is not complicated: first find a benchmark account, disassemble its content structure, and then imitate and learn from it, and finally achieve innovation. There is no need to rush to innovate in the early stage, as long as the video of the benchmark account has traffic, and it is remade after slight adjustment, there is a high probability that good results can be achieved.

01

Seven words for content creation

If short videos want to get high traffic, the content can revolve around the three cores of "emotional, useful and interesting":

(1) Emotional: This is the most difficult but most resonant content. When I was chatting with the female captain in the workshop, I recorded the moment when she cried because of the difference in evening shift subsidies, and this real unscripted video had more than 7 million views, the video account increased by 50,000 fans, Douyin increased by 30,000 fans, and countless fans in the background asked for follow-up. The expression of this kind of true emotion is far more infectious than deliberately planned content.

(2) Useful: Dry content is the key to increasing followers and building trust. Everyone has their own specialties, whether it is production management skills, technical operation tips, or equipment debugging experience, it can become high-quality content. The quotation teaching videos I shot in the early days had many peaks in view; The technical dry goods are also deeply loved by industry colleagues, and the collection remains high.

(3) Interesting: Appropriate interesting content can shorten the distance with the audience, but vulgar jokes need to be avoided to avoid affecting the corporate image. It can restore the interesting things that happened in the company and show the corporate atmosphere in a relaxed way.

In addition, occasional "self-exposure of family ugliness" can also reap unexpected effects. Problems will inevitably arise in production, and honestly presenting problems and sharing the solution process will not only not affect customer trust, but can attract peers to give suggestions, and even improve content dissemination through negative reversals.

02

Key tips for operations

(1) Data optimization: The core assessment indicator of short videos today is the 3-second exit rate (previously the 5-second completion rate), plus likes, comments, and retweets. This data performs well, and the platform will automatically push it to a larger traffic pool, and may enter the manual review stage when the number of plays reaches about 20,000. In the early stage, "mutual aid data improvement" can be adopted, but the Douyin platform needs to avoid mutual praise (easy to violate), adopt the cross-mode of "you follow him, he follows me", and complete each other's broadcasts, likes, and comments, which can quickly establish the basic data of the account, and everyone will be more confident.

(2) Video duration: Nowadays, users' patience with short videos is getting lower and lower, and the video duration is recommended to be controlled at 30s~45s; If the content is high enough, it can be extended to about 1 minute; Only content with a high density of dry goods is suitable for longer videos.

(3) Platform differences: There is a difference between the two platforms of Channels and Douyin. Channels can support mutual forwarding, traffic is relatively easy to obtain, in the early stage, employees can be mobilized to forward to the circle of friends to increase the amount of playback, and the platform is more fair to the fan level, the traffic gap between 200,000 fan accounts and 2,000 fan accounts will not be too disparity, but reply to inquiries needs to be cautious, and its control is even stricter than Douyin.

It can be seen that making short videos can not only help enterprises acquire customers at low cost and break traditional sales barriers, but also force enterprises to improve their summarization and public expression capabilities, so that all employees can achieve growth in the new media era. Let go of your concerns, start from the first video, explain the advantages of the enterprise, insist on outputting high-quality content, I believe that everyone here can usher in new opportunities in the wave of short videos!