To master fission and increase followers, just grasp these 3 points!

Since the fission processes are similar, you can completely get them through Baidu. Therefore, this article focuses on the core of fission: rewards and returns.

1

In just 2-3 years, the fission and new user acquisition based on the WeChat ecosystem has removed the veil of sexy mystery and become a common thing that everyone can do.

It appears in the circle of friends every now and then, which undoubtedly injects a sense of disgust towards the fission routine into the audience.

However, the predecessors of fission have already called off their efforts and are enjoying the pleasure of having tens of millions of fans. Later, the smaller sizes of the buttocks, legs, and feet could only share a little of the leftover traffic using the tricks left by their predecessors. It's so late to enter the market that even the shit you eat is not even hot.

The current situation of difficulty in obtaining traffic, coupled with the shackles of WeChat rules, makes it even more difficult to increase fans through fission. There are currently three main difficulties: unbalanced activity mechanism, lack of understanding of audience needs, and unattractive rewards.

2

Return is the first driving force

If you don't see the reward, you won't make the effort. A successful fission, from a mechanism perspective, is about achieving a balance between the audience's input and return .

In a relationship of interest exchange, only when one’s work is rewarded can one work hard and be willing to do so without complaint.

Every audience member who participates in the fission activity has a clear expected return for every action he takes. You asked me to forward it to my friends and attract people to follow it. If I listen to you, what will I get?

Service account fission process

We want the audience to complete a coherent process: " Poster exposure - scan the QR code to join the group or follow - share the poster - get rewards" . There is no doubt that it is necessary to set up a reward that matches the cost.

From the perspective of a fission event planner, the return you give to your audience is one of your important costs. It is important that the rewards you give to your audience are worth their promotion and forwarding.

Fission will only be successful when the participating audience/each person: [total cost = sharing cost + time cost] ≤ [reward return].

How to achieve a balance in the fission mechanism?

There are two main points to control: 1. Streamline the process and reduce the difficulty of participation; 2. Increase the return value and encourage the audience to take action.

Simply put, the more complex the process and the more steps it involves, the higher the time and sharing costs the audience will have to pay.

Conversely, the higher the value of the reward, the stronger the audience's expectations and willingness to act.

Only by balancing the two can your target audience actively participate.

3

Demand is the primary driving force

People are more willing to pay for things they need most.

If you have to ask, why would the audience want to participate in fission? The first answer is definitely demand, demand, and demand.

Suppose I use a certain product as an audience reward to attract female audience fission. Then this product should not be a lighter, a razor, a basketball, or a game coin...

It should be: lipstick, cosmetics, clothes, bags or urgently needed goods that women often use and consume quickly, or other gadgets that women will be attracted to at first sight.

Different audiences have different needs. Different needs determine different rewards. The rewards must be tailored to the needs of the target audience.

Once the reward returns are separated from the demand, the audience you attract through fission may just be a hodgepodge that smells good but tastes like a mixture of all kinds of flavors when you eat it.

Even if you operate as fiercely as a tiger in the later stage, you can't escape the spectacular scene of fans running away en masse and being defeated.

First use a delicate mind to understand the needs, and then your efforts will be rewarded.

How to explore demand?

List the target audience’s needs and analyze them through the funnel tool:

For example, [Grassroots Academy] talks about marketing and self-media. The target group is mainly newcomers such as copy planners, marketing practitioners, and self-media operators. They will have different needs such as knowledge growth, career growth, observation and understanding of the industry, etc.

If the basic needs are further refined, knowledge growth may include copywriting skills, self-media operation ideas, etc. Only analyze core needs, and find the best entry point through questionnaires, interviews, reference to competitors, and common sense.

4

Innovation is the first attraction

Innovation always makes people full of expectations. It is like a star, naturally possessing the charm of attracting traffic.

The innovation here refers to the innovation of the fission reward returns themselves. Why focus on rewarding innovation? In the traffic jungle of the WeChat ecosystem, there are powerful people who operate fission everywhere.

They are lurking opponents. Every time they appear and disappear, they will directly reduce the audience's sensitivity to the fission model, making more people no longer unfamiliar with fission, and even directly regard fission as a routine.

Reward innovation, just to make the audience still have a special liking for you after facing many fissions. In order to please others, you have to give them something different in return to stimulate the already numb nerves of the target audience.

How to create attractive returns?

There are three common methods: scarcity, expensiveness, and conceptuality.

What is called scarcity means that others do not have it, but I do.

For example, internal information sharing, successful cases for your reference, exclusive sharing from celebrities, etc.

The so-called concept is to increase the return value through conceptual packaging.

For example, to attract operations audiences to participate in fission, you can make an "Operation Skills Map". If you want to attract planners at the end of the year, just make a "Top Ten Internet Marketing Cases of 2019". Create different concepts for different audiences, and use the concepts to raise the target audience's value expectations.

By expensive, we mean that it looks expensive at first glance.

You use a generic lipstick, and I use Givenchy lipstick. You use Xiaomi and I use Apple. The rewards given to the target audience are visibly expensive, and of course, the costs are also higher, which most people cannot afford.

In short, you have to be a little different from others. After all, who would regard something that is readily available everywhere as a reward or return?

Summarize

1. Determine the direction of reward returns based on the needs of the target audience;

2. Set up novel rewards to create unique appeal and scarcity;

3. Influence the target audience through attraction, streamline the process, balance the audience's input and return, and increase the audience's motivation to act.

author: cos

Source: Grassroots Society