5 strategies for social media marketing!

Introduction: There is a vast world for social traffic, and refined operations have a lot to offer. From cognition to output, to interaction, to fission, and then to conversion, this is the way of refined operation in social marketing , and it is also the necessary process to transition from "traffic" to "retention".

The induced sharing in Moments has been banned for half a year, the traffic purchasing charges of Internet giants have become so expensive that it is unbearable to look at, and the traffic dividend of social networks has also reached its peak. Under the new situation, the traffic market has entered the second half. Traffic is no longer the absolute pursuit of commercial forces, and the existing market has become a new hot spot.

After all, almost all products are facing retention issues. Even a strong account like WeChat Official Account is seeing its retention ecology deteriorate. It is difficult to accumulate tens of thousands of fans, but when you actually operate it, you will find that the number of clicks on each article in the official account always stays at around 50. This retention rate of 0.5% is simply despairing. Moreover, even for super accounts with millions of fans, the actual retention rate is only about 1%.

Traffic generation is a channel. While you gain traffic, you also need to keep it. This is the power of operation and the logic of "retention". Traffic minus evaporation equals retention. Faced with the dilemma of retention, what we need to do is to reduce evaporation as much as possible, retain as much traffic as possible, and at the same time, use this traffic to attract more traffic.

In the process, refined operations can play the role of a "city gate", making the city of traffic impregnable and allowing only people in and not out.

Nowadays, when private domain traffic is popular, community operation is increasingly given an important position. However, influenced by the extensive micro-business operations in ancient times, many people's impression of community operations is still stuck on information bombardment and screen-filling in the circle of friends, but they don't know that good community operations are the antidote to traffic in today's era.

To carry out refined community operations, one needs to start from five stages: cognition, output, interaction, fission, and conversion, so as to achieve the path from "traffic" to "retention".

Cognition: Sorting out user tags

In today's era, you can no longer understand users like WeChat business, for example, this is a "mom", this is a "foreign company employee", and this is a "college student". This kind of understanding is too rough, low-pixel, and meaningless.

User labels also need to be finely sorted out. Only by better understanding your user groups can you understand their deep needs and potential desires, and use the same strategy for users with roughly the same labels. This is the necessity of fine-tuning.

In the WeChat society, the application of big data technology allows brand owners to understand user data particles more intuitively. You can tell the user's hobbies and tastes from her Douyin likes and Taobao browsing history, and the user's consumer class can be seen from his consumption data on various e-commerce platforms, but that's all. The era of big data is based on user portraits derived from data analysis, but cold data is still not accurate enough without human communication and participation.

You need to label users down to the pixel level, for example, "a middle-class husband who works in the system and a mother who has free time to take care of the children at home", "a college student with a monthly living expense of less than 2,000 yuan and average spending power but who likes trendy brands", and "an employee of a foreign company who frequently travels abroad for work and likes to buy luxury goods at duty-free shops".

In the community, the information you get from communicating with users is something that big data cannot provide. The same goes for user consumption feedback. In terms of data, user consumption feedback is often based on cash, coupons, etc. in exchange for positive reviews. The granularity of the data is not necessarily reliable and has no warmth. Ultimately, the data is only for reference.

The way out is humanized operation assisted by data.

Based on community operation, if you know your users well enough, can gain their trust and love, and can "get a hundred responses" in their circle and become a KOL in a small circle, then this community will have great long-term consumption potential. At the same time, most community operations are not single-person, but may involve ten or even hundreds of people. At the same time, the experience and model of social marketing are completely replicable, which provides the premise for the development of a broader consumer market.

Output : Continuous , attractive, high-quality content

Continuously producing attractive content through group sharing, pictures and texts in Moments, public accounts, etc., and using this to achieve communication is a necessary means for social marketing to maintain stickiness.

This kind of content output should avoid being long-winded and self-talking. It should be based on communication, with practical information and fun as the core. You need to attract the attention of users in the community, rather than just taking a quick look and closing it, and then lying in the chat list with new message notifications turned off.

We push content in various fields corresponding to user portraits, such as interesting jokes, funny Tik Tok videos, social current affairs, celebrity hot topics, stocks, and parenting tips that users are interested in, and actively guide communication and feedback to create topic volume and community popularity.

Interaction : Deeply cultivate vertical segments

After sorting out the granular portrait of users, if the product is not targeted at a niche field, then social media marketing must also move towards verticalization. In the current era of loose circleism, people's emphasis on circles and the sinking of interest circles require our marketing to keep up with this trend: go deeper and don't just stay at the surface of marketing for self-satisfaction. The more vertical the marketing, the deeper the circle of users.

Marketing has long passed the era of extensive growth, and large-scale investment and wide push are outdated. When faced with marketing information, on the one hand, people will consciously resist and fight it, and on the other hand, marketing does not touch the preferences of their own circle.

Community marketing is a sophisticated community. Different circles are located in different communities. You find their interest areas and use them as a direction to carry out "soft marketing". Controlling the push frequency and grasping the community atmosphere all require human perception and manipulation. It is also necessary to make timely adjustments based on community feedback.

Fission: Mini-program -style fragmented applications

There is a piece of data that shows that the brain of ancient people had to process 173G of data during their lifetime, but today, residents of the Internet age process at least 5G of information on the Internet every day. According to this calculation, the amount of information modern people process every month exceeds the total amount of information ancient people processed in their lifetime.

In the era of information explosion, people's attention is becoming increasingly fragmented. Leisure time outside of work is filled with live broadcasts, Douyin, VLOG, Bilibili, mobile games, Weibo, PC games, dinner parties, KTV, etc. It is difficult for you to find time to take care of information media for a long time.

Statistics show that in the Internet age, consumers’ attention span does not exceed 8 seconds. Therefore, short video applications such as Tik Tok and Kuaishou are popular all over the world. The same is true for our social media marketing. We need to focus on "short time consumption" and not occupy users for too long. In order to induce conversions with "speed", fragmented content and applications are quite necessary.

Especially in the WeChat ecosystem where the sharing induced by Moments has completely died, the corresponding fragmented applications are mini programs. At the same time, mini programs are the only way to achieve fission in the new ecosystem. By making good connections between content and mini programs, and allowing users to spread information to other communities using mini programs as carriers, you can capture and convert traffic continuously.

Conversion: Continue to occupy the user's mind

The conversion of a community is never a process that needs to be achieved in a rush. The biggest benefit of a community is that it can subtly occupy the minds of users and continuously achieve conversion and repeat purchases. In the herd behavior of the group, an order from a few people will spread to dozens of people, and eventually form a scenario where hundreds of people place orders.

According to the AIDMA theoretical model of consumer behavior proposed by ES Lewis, consumers go through five stages from exposure to information to final purchase: attracting attention, arousing interest, arousing desire, leaving memory, and purchasing behavior. Nowadays, with impulse buying becoming increasingly rare, smarter users have learned to "wait and see", especially in communities. "It's not too late to first check out other people's usage reviews and experiences before placing an order" is the psychological state of most people.

In addition, it is mentioned in "Growth Hacker" that consumers need an average of seven repeated reminders from the time they come into contact with a product to the time they finally complete the conversion.

Then, communication within the community repeatedly reminds users in an obscure way and tells them the "highlights of the product". After repeated mentions, consumers' familiarity with the product is slowly cultivated, and users begin to be gradually converted. The product experiences shared by other community members in the group later are "repeated reminders" again and again, which can more subtly influence consumer decisions.

There is a vast world for social traffic, and refined operations have great potential. From cognition to output, to interaction, to fission, and then to conversion, this is the way of refined operation in social marketing, and it is also the necessary process to transition from "traffic" to "retention".

Related reading:

1. How to conduct a successful social media promotion campaign?

2. How can community operations improve community activity?

3. Do you really know how to organize social media promotions?

4. Community operation: How to build a high-value community from 0-1?

5. Community content operation and planning skills!

6. Community operation, how to improve activity and conversion rate?

Author: Tenant 404

Source: PR Home