Tips for creating a private circle of friends!

In the one month since I started doing private domain traffic training, no less than 100 people have asked me how to post on WeChat Moments. The circle of friends mentioned here refers to the circle of friends with clear business purposes, and is not included in the daily discussion.

To be honest, I never thought this was a problem before, but this is the fact. Things that you take for granted, at least 100 million people in China don’t know. These 100 million people include not only new recruits into the workplace, but also bosses with annual incomes of tens of millions, and even operators of private domain traffic projects.

In the past, I answered everyone’s questions piecemeal, and sometimes I even asked people to check my Moments directly because I was busy. Blame the narcissistic one. In this article, I will systematically answer the question of how to post on WeChat Moments.

1. The most important thing for private domain is to build a circle of friends

Let’s talk about the importance first. When it comes to private domain, the most important thing is the circle of friends . This sentence is worth repeating three times.

Why is circle of friends the most important?

Let’s take a look at the advantages and limitations of various WeChat functions in the private domain. The advantage of private chat is that you can establish contact at any time and communicate continuously. Commonly used for daily sales communication and sales pressure (needs to be combined with WeChat voice or phone calls). But the disadvantages are also obvious, and standardization is difficult to achieve.

Of course you can prepare an SOP, but you will find that a good salesperson does not actually follow the SOP process completely. The advantage of group chat is that it can be released in waves, one can answer hundreds of questions, and there are also some group chat scripts and group support (I personally don’t approve of this way of playing).

The disadvantage is that the reach is still not enough, and with the popularization of the WeChat group folding function, in the near future, the opening rate of groups that do not create incremental information may be worse than that of official accounts.

The advantage of official accounts lies in the depth of their content, which can better build trust. The disadvantage still lies in the insufficient reach and mobility. The official account has recently been testing the function of "sending" multiple times a day in preparation for recommendations. Of course, at this stage, it is still unknown whether this feature plus the recommendation engine will improve reach.

Mini programs, video accounts, etc. can only be traffic channels, tools or content platforms. It can only serve as an auxiliary, and will eventually settle in the WeChat address book.

The biggest advantage of Moments is its reach. It does not stipulate how many times you can post in a day. Assuming that each post on Moments reaches 10% of your friends, theoretically if you send 10 posts a day, you can reach all the friends in your address book.

I've even heard of a crazy way to play it, which is to tag each friend, then send them in groups, and send them several times a day. Basically no one can escape the clutches of Reach (I don't recommend doing this).

The second advantage is mobility. Once something is thought of, it can be sent out immediately, and positive and negative feedback is also very timely.

The third advantage is reliability. If your circle of friends is interesting, you will definitely not be boring. If you are serious in your output, your circle of friends will immediately give you positive feedback and tell you that this is how it should be.

Some people say that short videos are very fast. In my opinion, Moments is the best and fastest content platform for providing positive and negative feedback. Moreover, trust is naturally present. It can be said that the circle of friends is still the best platform for building trust.

The biggest weakness of the circle of friends lies in standardization. It is easy to ask one person to write, but it is too difficult to ask a group of people to write short contents with similar tone and consistent content direction.

Fortunately, my team and I have been successful in our explorations over the past two years. We have initially discovered a way to standardize the output of WeChat Moments content.

2. How to post to Moments using an IP number?

If you have read my circle of friends, you should know that I am good at writing short content. This ability is innate. This ability is difficult to cultivate, but it can be tapped. Most people can skip this part because it really has nothing to do with you and you are not suitable for playing with IP numbers. You can watch the third part.

There has been a lot of personal IP training in recent years, but not many successes. In addition to the world's eternal 80/20 principle, I think many bosses who sign up for personal IP classes may not have a deep understanding of themselves, and many people are really not suitable for personal IP.

Personal IP requires 2 capabilities.

1. You need to have strong content output capabilities and be able to "shed tears for the times" all day long. Do you have it? How many words can you write every day?
2. Personal space and privacy must be given up . You must share your daily life and work, and be authentic and genuine, so that users will trust you and make a deal.

The one who does the best in this regard is Gong Wenxiang, who posts an average of 20 Moments a day, in addition to public accounts, Douyin, etc., almost making himself a transparent person.

I didn't do well enough. Let me add here a biased experience I gained when interviewing private domain traffic operators.

Interviewing a private domain traffic handler, the interview is not important, adding WeChat and reading the circle of friends is important.

If his Moments are visible for three days, or his Moments are filled with shit, this person is most likely a scammer. On the contrary, call him over and have a chat, there is probably something real.

Back to the topic. How should I post to my friends circle using an IP number? In a nutshell, post your real self without pretending.

First of all, you must be a person who loves your work. In my eyes, people who work in IP must be workaholics and must think about work at all times, including when sleeping and having sex. Therefore, you should publish all your work-related content, thoughts, struggles, and reviews. You can’t just say it, you have to write it.

Words have a magical power that can help you clarify your thoughts and make others feel your sincerity and thinking.

When it comes to work content, no amount of content is too much, as long as it is useful information. Advertising is not allowed.

I advocate that when working on IP, 90% of the time should be spent on building trust and 10% of the time should be spent on closing deals. When posting hard ads in the circle of friends, it doesn’t matter how many you post, as long as they reach the audience.

But because you publish your work, your thoughts and so on, your soft advertisements are everywhere, and your brand effect is everywhere. Besides, as an IP, it is really degrading to post advertisements every day.

Let me explain further why less hard advertising can also achieve sales results.

Because, in the circle of friends or in the minds of users, he also has a label system. Your Work tab represents your longitude, and your Life and Other tabs represent your latitude.

When users combine these two, they can immediately locate your coordinates and think of you. Your hard advertising is just a catalyst, and you don’t need too many catalysts.

Secondly, you should be a person who lives hard. Starting a business is so tiring, and creating IP is so tiring. But as an IP, you should live your life to the fullest.

Everything about life, joy, anger, sorrow, worry, fear, losing weight, eating, drinking, having fun, meeting good friends, meeting ex-girlfriends, should all be the material for your circle of friends. There is no way to do IP. This is a necessary step in building trust.

What I am going to say below actually has the same meaning as the IP number, so why do we need to break it out separately? Because IP numbers are difficult to copy, you must be yourself. The following can be highly standardized, but the IP, your other accounts, must also be your IP, and you must also forward the content of your IP account’s circle of friends. No matter how busy you are, you still have to participate in the operation.

So, how do we solve the problem of the same content being folded when it is posted by many accounts? I offer 3 options here:

1. Use WeChat input method to prevent folding;
2. Send at different times. Send the big account today and the small account at different times. If it doesn’t work, go back to step 1.
3. Use Jijifa to generate pictures, and then use other small accounts to refine 1-2 sentences from them, and cover all accounts in the form of "refined sentences + Jijifa picture content".

3. How to post to Moments of a sales account?

How to post to Moments of a sales account? In a nutshell, there is life, work, emotions, and interaction!

Many people think that the sales circle of friends has different people in charge and there is often a high turnover, so they think that the sales circle of friends is difficult to standardize, but this is not actually the case. It can be standardized, and after standardization, it is particularly helpful in improving conversion rates!

For example, my team’s circle of friends requires the following four areas of content:

1. Sharing life means having life, which means beautiful scenery, beautiful women and a perfect life. Only when you show your life can you have the flavor of fireworks and be a real person;
2. Work information , that is, having work, that is, daily life with colleagues, leaders, students, and customers;
3. Promotional information still has work to do, but you can bring in emotions and send it in a different way. For example, if your boss asks you to send it, then fine, let him do it and ask him to send you (users) red envelopes next time.
4. The purpose of interaction is to mobilize everyone to participate and get to know you.

The above four can all be integrated with emotions, and then 5 Moments can be posted every day to cover all these 4 topics. It would be best to combine the hot spots of the day and bring the hot spots into these four. Why not post 10? On the one hand, it’s too much. If the incremental information created is limited, users will still block it. On the other hand, this will put a heavy burden on sales to produce content.

But I have also encountered this situation. Even if I write it like this, the salesperson still doesn’t know what to do. At this time, I have to teach them step by step. How to teach?

The first thing I do when I go to work every day is to ask the team if there are any hot topics we can follow today? How to chase? How to integrate into the circle of friends at work, and then answer each question one by one.

How to share your life? In fact, they can take beautiful photos, the photos of the sunset, the photos of the rooftop are all very beautiful, but the captions are not good. Then search for modern poems and famous quotes on Baidu and match them up. Or, describe your feelings at the moment you saw it, briefly and simply.

How to send work information? For example, in terms of professional content, how to solve this problem and what is the principle; for example, chat records in which customers praise themselves and the company; for example, post the records in which the leader forces themselves to come up with a plan within 24 hours and let everyone "judge"; for example, being tricked by a colleague today and eating mustard, etc.

I mentioned the promotion information above.

How to send interactions? For example, the boss ordered Cha Yan Yue Se, which has three flavors: Fireworks Yi Leng, Fireworks Yi Leng and Zhi Xiao. Which one should I choose? For example, the weather is too cold today, should I wear mink or leopard print? etc.

Finally, should we assess sales staff for posting on WeChat Moments? My answer is not to conduct assessments, but to provide rewards. What does it mean?

When we ask the team to do something they are not familiar with, what we think about is how much they can benefit in the future if this thing is done well; what they think about is how much they will lose if this thing is not done. Therefore, we only need to assess the number and direction of content, without assessing the quality of the content.

But in the early stages, for posts on WeChat Moments that are good, that is, posts that receive the most likes and interactions from users on the same day, rewards will be given immediately. Even if the reward is 500, it will not cost much in a month. But it can give everyone great motivation to improve his hair circle strategy.

After a month, you will find that the interactions and comments in the sales circle of friends are much better than before. Of course, the overall conversion rate has also increased significantly.

Author: Kosan

Source: Kosan