The easy pitfall of Zalo’s local promotion is to use general traffic as precise users to communicate

Zalo's position in local promotion in Vietnam has always been very special. Many local businesses, service industries, community projects and cross-border businesses will later use Zalo as a long-term communication tool. Because Zalo prefers acquaintance relationships and long-term contacts compared to ordinary advertising traffic, many projects will settle users into Zalo in the later stage to continue operations.

butThere is a particularly obvious problem with Zalo promotion: many projects seem to have a lot of traffic in the early stage, but after they actually enter the communication stage, the response rate, transaction rate and long-term interaction become worse and worse.

Many times the problem is not the platform, but"Users are simply not accurate."

Especially now that local traffic in Vietnam has become more and more complex, the gap between general traffic and real-demand users will become more and more obvious. If the front end is not layered in advance, private chats and customer service will become more and more tiring later.

WhyZalo’s local promotion is particularly afraid of “pan-traffic”

Zalo is different from Instagram and Twitter.

It is more about local social networking and long-term communication.

Therefore, people who are really easy to convert usually have:

llong-term online behavior

lStable local usage habits

lContinuous interaction

lClarify needs

But now many projects doWhen promoting Zalo, it is still customary to:

Divert a lot of water first;

First add a lot of friends;

Finally, slowly screen people.

This method worked in the past few years, but now it is becoming more and more prone to problems.

Because after a large amount of flood traffic enters, it will directly appear:

lResponse rate drops

lPrivate chat is getting harder and harder to advance

lCustomer service communication is becoming more and more tiring

lHigh-quality users are diluted

Especially in the local service industry, this problem will be more obvious.

Why"Added friends" does not equal "accurate user"

Now there are manyZalo promotion is still based on "thinking about the number of friends".

I feel that the more people you add, the easier it will be to convert later.

But actually:

Add friends ≠ There is a need;

online ≠ Willing to communicate;

Browse ≠ Have spending power.

Many users only enter the traffic pool for a short period of time, and there are not many people who are willing to continue to communicate.

Especially:

lPan-local traffic

lshort-term active users

lwool flow

llow interaction users

After these accounts enter the system, they will continue to slow down the pace of subsequent operations.

So now more and more people are starting to:

Screen users first;

Do it againZalo communication;

Finally, enter the private domain and close the transaction.

Why local services rely more on"real users"

Many of Zalo's high-conversion projects tend to serve local customers.

For example:

lMedical beauty

lreal estate

leducate

llocal life

lfinancial advice

lrecruitment

The real value in these industries is usually not a large amount of traffic, but real local users.

Because it will be covered later:

llong term consultation

lCommunicate repeatedly

llocal trust

loffline conversion

Therefore, user authenticity will be more important than ordinary platforms.

For example:

lWhether to use it for a long timeZalo

lIs it truly local and active?

lWhether it is online for a long time

lIs there any ongoing interaction?

These labels will directly affect the quality of subsequent communication.

WhyIn the later stages of Zalo’s promotion, it increasingly relied on “user stratification”

In the past, many projects preferred unified private chat.

unified discourse;

Unified customer service;

Unified mass messaging.

But now more and more people have begun to realize that the gap between different users is actually very large.

For example:

lHighly active local users

lLong-term online users

lhigh-spending users

lUsers in need of local services

lGeneral traffic users

The communication logic behind these users is completely different.

So now more and more people are starting to:

Do regional stratification first;

Do active layering again;

Finally, classify the needs.

In this way, subsequent private chats and customer service will be much more stable.

Why“Real local users” are increasingly valuable

Now there are manyThe problem with the Zalo project is not that there is no traffic, but that the proportion of real local users is getting lower and lower.

Although a large amount of flood traffic can increase the number of friends, but the following:

lresponse rate

lTransaction rate

llong term interaction

lPrivate domain precipitation

It will get worse and worse.

What is truly valuable is usually:

lLong-term online local users

lHighly interactive users

lContinuous useZalo users

lPeople with real local needs

Although these users may not necessarily have the largest number, their subsequent conversions will be much more stable.

Front-end screening will directly impactZalo communication quality

a lot ofLater in the Zalo project, you will find:

There are more and more friends;

There are fewer and fewer people who can actually make a deal.

Many times the problem is not customer service, but front-end users who have not been screened in advance.

For example:

lLow active users

lNot a real local user

lPan-traffic account

lLong-term silent users

After these users enter the system, they will continue to reduce the overall communication efficiency.

Doing it a lot nowZalo's local promotion projects will first conduct a round of basic filtering through account detection, activity status analysis and regional label screening before diverting traffic and adding friends to remove low-quality users in advance, and then further stratify based on local needs and long-term behavior.

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