How to operate a WeChat group? Remember this 4-step process!

With the explosion of "private domain traffic", many friends want to squeeze into this track and expand their own private traffic circle.

In fact, the so-called private domain traffic is essentially to reduce dependence on the platform, grasp the customer base and target users in one's own hands, reach them in as many ways as possible, and thus achieve conversion.

For example, everyone must have received a product purchased from Taobao, which came with a card that said "Add the store owner on WeChat, take a screenshot of the positive review and get a 3 yuan cashback."

This is an example of trying to convert platform traffic to private domain traffic. Can a store be recommended to the platform homepage? Can it appear in the "iFashion section"? Can the search keywords appear on the first screen? He has no way of controlling it completely. He needs to study many rules, make many optimizations, and accumulate many good reviews before he can get a small part of the traffic from the platform.

But through this small card, he bought a good review and a WeChat customer at a cost of 3 yuan, which is very cost-effective.

Although WeChat friends also rely on the WeChat platform, unlike Taobao, it is essentially a private social venue rather than a battleground controlled by the platform. Individuals have much greater control and flexibility.

When it comes to private domain traffic, the simplest and most widely used medium is WeChat. The ways of communication in WeChat can be divided into three categories: private conversation, group chat, and Moments.

Comparison of contact methods

Based on the above comparison, it can be seen that private sessions are relatively less cost-effective. It is recommended not to use it frequently unless necessary.

I will write about the interactions in the circle of friends next time. In this article, we will focus on WeChat groups .

Playing WeChat group, according to the process is divided into the following steps:

1. Attract traffic into the group
2. Manage group members
3. Active group members, keep interacting
4. Convert group members

1. Traffic into the group

Figure out where your target audience is. If they are friends and relatives, then post the QR code on WeChat Moments; if they are readers and fans, then use the official account... If they are customers entering the store, then print out a personal QR code and put it at the checkout counter. Simply put, they lay out whoever and where they are.

Find the attraction. Why is the other party willing to add you? Why am I willing to join the group after adding you? You need a bearing point.

For example, every graduation season, we will see posters like this circulating in WeChat Moments:

Join the group and receive four real interview questions for free. There are also professional teachers explaining resume modification skills, and limited referral codes are waiting for you.

Isn’t it more attractive than writing “This is an interview group, let’s exchange experiences together”?

2. Management Group Members

Usually we ask group members to change the notes and accompany them with some tasks. For example, how often one must speak, and one must submit screenshots of forwarding, sharing, and other information, otherwise one will be expelled.

The contents involved here include reminders and reviews .

There are many tools for this purpose, such as wetool, Jinqunbao and so on. It is recommended that you use the power of tools wisely. It is easy to miss something if you use manpower, and you will be unable to cope with a large group of hundreds of people.

3. Active Group Members

Once people join, they need to be active and establish the awareness that "this is a useful group" so that they can form a transformation when necessary.

If there is no activity, it will be like a stagnant pool of water. When you really polish out a particularly good content product and release it, it will be just talking to yourself, no one will respond, and other people will not be tempted to buy it when they see it.

The method can be regular information release. For example, in an industry group, the assistant will send a morning report every day; in a shopping group, the assistant may send the latest replenishment information, live broadcast preview, and ask everyone what they need recently; some are very simple, just send horoscopes, as long as the target group likes to read it.

What we need to pay attention to here is that the output cannot be one-sided, there must be interaction, feedback and stimulation .

I once heard a fission boss share at an industry conference that the most important indicator for group expansion is the "24-hour activation rate." If a user is pulled into a group, the most important thing is the time he has not been "blocked". The frequency should be moderate, the content should be interesting, and people should feel involved, thus establishing the perception that he is "worth waiting for". If you are bombarded with traffic as soon as you are pulled in, and you cannot grasp the information points, or there is no room for me to insert directly, then there is a high probability that you will lose him.

Therefore, you need to throw out a "simple and achievable task" with an attractive reward. For example, you may want users to share or collect short stories regularly. How to collect?

A single call is unlikely to make a splash. You need a legitimate tool + a certain reward mechanism. For example, Jin Data, an online form collection tool, can help you quickly collect information and summarize it.

The recommended reward mechanism is a lottery, which has the highest input-output ratio , one prize and multiple interactions.

For example, WeChat has a small program called "Lottery Assistant" that can directly initiate lotteries, share, and draw, helping you complete the reward mechanism fairly and justly.

The gameplay here can be expanded. For example, in an e-commerce community, the first prize is the latest model of lipstick, and the second and third prizes can use "coupons", such as a 20% discount coupon or a small gift coupon for purchases over 200 yuan. Users get the joy of "winning the prize", and group owners gain a higher chance of placing orders.

At the same time , rewards can be linked to tasks .

For example, you want everyone to check in, and after checking in, you can draw a few people to get a reward;

Pull over users who have made purchase orders this month, and randomly select one of them to receive a large free coupon.

Solicit some suggestions and registrations from group members, and select a few from all participants to give benefits...

Not only does it achieve the original purpose (activation/conversion), but it also provides positive incentives in a satisfactory manner.

You can use the "Form + Lucky Draw" function. Combine information collection + screening + lottery into one.

When you want to organize an event, combine a topic with attractive prizes. Users will not get tired or disgusted with the group and will gradually form the perception that "this group has benefits and content, and is worth staying in."

4. Convert users

Your ultimate goal may be to drive purchases or user actions. As long as the preliminary preparations are done well and the gameplay within the group is utilized well, the user cooperation at critical moments will be much higher.

Author: Leticia

Source: Leticia