Social Media Tips | 9 Key Points to Learn Social Media Marketing Strategy Framework

Many people scoff at this view, thinking that it narrows the scope of the community infinitely. But listen to me, it will definitely be of great help to the actual operation of community marketing for small and medium-sized enterprises. Those theorists who advocate the "community as social relations theory" often talk without any consideration.

Social marketing that cannot be implemented will definitely not become a hot topic for small and medium-sized enterprises. It sounds like it makes sense and it seems to broaden my thinking, but when I actually get to work on it, I'm still confused. To borrow Zhou Hongyi’s classic words: This is valuable nonsense.

Social marketing is a relatively complete and complex commercial marketing system, involving Internet marketing, event marketing, copywriting marketing, user operation, community management, online courses, self-media marketing, live broadcasting capabilities, etc. It requires relatively comprehensive operation skills. Many people do not have such comprehensive skills, but it does not matter. You only need to remember that if you want to do a good job in social marketing, you only need to focus on these 9 points:

01

Maintaining a WeChat account will increase the weight of WeChat and strengthen the foundation for social marketing.

The first stop for social marketing is WeChat. Based on the current strict management policies, similar to the previous micro-business circle law, it is obvious that it is no longer applicable. Currently, WeChat strictly controls the frequent addition of users with low approval rate, plug-in software (the crime of adding users with software is even more severe), user complaints, copying and swiping Moments, illegal information (sensitive words), collective punishment effect, and violation of user agreements. From this attitude, we can see that the risk resistance of many accounts doing WeChat marketing is already very low.

1. There will no longer be any active behavior of adding people to attract fans. Judging from WeChat’s strict crackdown policy, any operation of actively adding people on WeChat will involve huge risks. In other words, the traditional micro-business model of forming a circle of people is no longer feasible. I have also shared with many people how to play this mode of attracting people: super bait + passive fan-adding method. It is definitely not efficient, but it can infinitely reduce the risk of WeChat being blocked.
2. Maintain high quality original content. The core target of WeChat is micro-business, and the most obvious feature of micro-business is copying and flooding the Moments, resulting in low content quality in the Moments. Therefore, WeChat can easily determine whether you are a marketing account. You must insist on originality or plagiarism, maintain high-quality content, and maintain a friendly attitude towards WeChat.
3. WeChat accounts that have been blocked have basically lost their marketing value. If you don't understand the rules for adding people on WeChat, just remember one general sentence: you can only apply for about 20 people per day in any form, and you can't do it every day continuously, otherwise this kind of WeChat operation will definitely run the risk of being blocked. In addition, WeChat accounts require moderate maintenance. New accounts should be maintained for 15 days, and the best time is one month. The most important principle in maintaining an account is to imitate real people’s operations. All operations that violate the rules of real people will run the risk of having your WeChat weight reduced.

02

WeChat IP packaging focuses on teaching ability and expert image packaging.

That classic saying: If you are sick, do you trust the person selling medicine? Or trust the doctor? So, have you prepared for the role of a doctor?

There are four basic IP settings for WeChat: WeChat avatar, WeChat ID nickname, WeChat signature and WeChat cover, of course, public accounts and Moments, etc. There are not many free advertising spaces on WeChat, but these four areas must be set up. This is no longer the era of "selling goods by swiping the screen", but the era of selling solutions. The valuable information and products you provide are all part of the solution. In addition, our social marketing faces more invisible/potential demands, which are not direct demands developed by e-commerce, stores or even search engines. These invisible demands need proper guidance.

If you want to do a good job in social media marketing, you must have the "ability to teach". This is extremely important because many times the image of a WeChat IP expert is not packaged, but is supported and enhanced by real valuable content. Among all the content forms that must be provided by social media marketing, teaching is the most powerful way and the best way to package experts. If you can give lectures to others, you can be called a teacher. Micro-classes, WeChat live broadcasts, online education, etc. are all content forms that must be done.

03

Super bait is an essential tool for social circle formation, social fission and social transaction.

Most communities with commercial purposes as their core appeal are not very active and face various operational difficulties. It is difficult to generate real content values. Therefore, the most critical driver of community fission is still the super bait method of "representing interests".

Super baits are generally divided into two categories, one is low-priced products, and the other is paid online courses. This is relatively easy to understand. The principle is priced benefits, attractive benefits, and bait that can be exchanged for users' assistance in fission. Of course, super bait is not that simple, because super bait requires in-depth packaging. There are also two packaging principles. One is to moderately highlight the price, and the other is to describe the use value. For example, a children’s magic ball that costs 9.9 yuan and includes free shipping. This super bait is certainly not very attractive, but with appropriate packaging: it’s a free benefit! The children's brain-enhancing magic ball, worth 99 yuan, improves children's brain development. The temptation comes out with just a simple packaging. All social media marketing operators must have the ability to plan and package super bait.

04

Do a good job in micro-courses and WeChat live broadcasts, and continue to provide valuable content to the community.

Communities need high-quality content. Many community marketers understand this, but they just don’t do it well. What they often encounter is that they just post some irrelevant reposted content on their own. That’s because they haven’t found the best content format. Micro-courses are content that all social marketing must support. Especially within the two-day effective life cycle of the community, it is necessary to combine this content format for content output. Otherwise, after the effective life cycle of the community has expired, there will be no good way to activate it.

Therefore, the ability to give good micro-courses is a must for all social media marketing.

Of course, the opening of WeChat Live provides a more convenient form for community content. But WeChat live streaming is not omnipotent. There is a relative chance to achieve from 1 to 100, but it is still difficult to go from 0 to 1, because WeChat live streaming is just a form of content dissemination and will not bring any traffic to the company. The most important thing is the accumulation of private domain traffic. Without this foundation, it is all empty talk.

In addition, other commonly used content forms, including short skill copywriting, self-media articles, short videos, posters, circle of friends copywriting, public account articles, reprinted articles, etc., can be interspersed.

05

Knowledge payment is the best breakthrough for private domain traffic operation

Private domain traffic operation, similar to the traditional micro-business marketing method of attracting people, is no longer practical. Is there a better breakthrough? Yes, that is knowledge payment.

Before attracting people and closing deals, it is relatively easier to gain the trust of potential customers by providing high-quality information and valuable solutions. The simplest form of this is online courses. Especially now that there is too much free content, user attention will not be particularly high. However, online courses with price tags will definitely attract the attention of potential customers as long as the content is high-quality enough, and it is easier to attract people. Therefore, popular online courses are really powerful.

Of course, there are still a few points that need to be explained:

1. Online courses need to be conducted in conjunction with a platform. Commonly used platforms include Qianliao and Lizhi. As long as the content is of high quality, the platform will help recommend it under the basic quantity rules.
2. It doesn’t matter if it doesn’t become a hit. Many potential customers can directly send it to them for review, which can quickly inspire a sense of trust.
3. Content that can be priced can definitely be used as a super bait for fission. Moreover, it is a low-cost bait and an important form of community welfare.

06

Private domain traffic requires close cooperation and support from the public domain traffic operation platform.

If you want to do a good job in community marketing, you must have the support of a public traffic platform, especially in the early stages of the community. There are two core points: on the one hand, we need to continuously take customers from the public traffic platform and inject them into our own private traffic pool; on the other hand, some basic functions of the platform can help us to split, which is simple and practical.
Except for personal WeChat friends and WeChat groups, all other forms of media are public domain traffic, including public accounts with an open rate of only 1.08%. This data sounds harsh and even incredible, but it is the fact. I will just mention a few names of commonly used public domain traffic platforms: e-commerce platforms, grass-growing platform Xiaohongshu, short video platforms Douyin and Kuaishou, self-media platform Toutiao, workplace social network Maimai, women's platform Mayu, second-hand trading platform Xianyu, etc. You need to plan the public domain traffic platforms appropriately according to your own customer types and characteristics.

Let me say a little more about how to use the Official Account. It is rare for an Official Account to have a hit now. There are only about 250 articles with more than 100,000 views every day. Therefore, those who do social marketing must not worry about the number of followers or even the number of readers of the Official Account. The Official Account is similar to the official website of the enterprise's mobile terminal. It serves as a carrier for content endorsement, and that's all. The Official Account still relies more on the number of private friends and the blessing of reading in the circle of friends. If the private domain is done well, the effect of the Official Account will definitely be good.

07

Social marketing must be coordinated with a social e-commerce platform.

Even without social e-commerce platforms, community marketing can definitely be implemented, because transactions can take place directly on WeChat. However, it is not without reason that social e-commerce platforms can infinitely replace micro-businesses.

First of all, social e-commerce platforms solve the problem of trust in transactions. After all, the support of the platform and the promise of no-reason returns make transactions easier. Secondly, there are some basic transaction functions of social e-commerce platforms, such as group buying, fission, live streaming, red envelope customer acquisition, limited-time discounts, etc., which are all forms that help to attract customers and improve some forms of community marketing activities.

Of course, some e-commerce mini-programs can still be operated, especially after WeChat banned social e-commerce links, the mini-programs were less affected. However, as long as it is not a social e-commerce platform banned by WeChat, it can be used. Therefore, Taobao is often unable to support the operation of community marketing. There are several free ones, such as Weidian, which can actually meet the basic requirements. Some paid platforms such as Youzan and Weimeng can also be considered.

08

The core issues of social marketing are: How to attract people? How to split and how to close a deal?

No matter how complex and difficult to understand social marketing issues are, these three questions will eventually emerge after the fog is cleared. Many times we need this ability. If you ask me how to do social marketing? This problem is too big, and it may be difficult to come up with some systematic solutions in the dark, so we need to break down this big problem into more targeted and solvable small problems.

Take out a piece of A4 paper, write down these three questions, and then start thinking about how to solve these three problems, including some practical skills that you have already thought of, some practical skills searched on the Internet, skills recommended by friends or obtained through communication, and some skills used by competing products. Find 2-3 relatively reliable solutions for each problem, and then use a portion of customer resources to try them out. There is no successful experience to learn from in all social media marketing, and only actual practice can verify it.

09

Social marketing is all about “chatting”, and all other tasks are secondary.

The last sentence about community marketing is also the most important sentence, and it is also a sentence that many community marketers tend to overlook. The core work of community marketing is "socialization", and the most basic form of socialization is "chatting". I also shared with you in the last issue that if you have 20%-30% of group members in a community chatting through audio and video for more than half an hour, there are basically no community operation problems. The so-called dead groups, low activity, self-talk, no fission, no participation in activities, etc., are all because the basic social relationship is not done well.

Not having time to socialize has become a common problem for many social marketing people. In fact, these are all excuses, because social marketing is all about chatting. Any other work besides this is just about creating opportunities for chatting. Think about it, how much time do you really spend chatting with clients in your busy daily life?

It is not difficult to do a good job in community marketing, but of course it is not easy. First of all, you have to figure out which aspects are indispensable and key points in the entire community operation structure. The 9 points given to you in this issue are the key points that anyone who wants to do a good job in community marketing must grasp.

There is no marketing method that can be opportunistic, except for Pinduoduo's low price/red envelope traffic-generating method. Of course, you have to be able to accept a loss of 2.5 billion in a quarter. In addition, there is no speculation in social marketing. You still have to do it in a down-to-earth manner. When you feel very busy, you may have just got on the right track.

Author: Zhu Laosi is Yes

Source: Zhu Laosi is Yes