Do you really know how to do social media promotions?

As a marketing planner, planning promotion activities is a skill that must be mastered! When we think about promotional activities, we cannot just think about how to lower prices or give discounts, but we need to be strategic.

Product sales are not increasing? Sale!

User purchase inactivity? Sale!

Are our competitors suppressing us? Sale!

Promotion seems to be omnipotent, yet it seems that it cannot really be effective. There are countless such examples around me: the harder a company tries to promote products, the less customers will buy; the less customers will buy, the more the company will increase its promotion efforts.

The result is that the company seems to have temporarily won a little sales volume, but has lost the long-term product value and brand image, making users think that your social media products are cheap goods that cannot be sold, resulting in users only placing orders to buy your products during promotions in the future.

what to do?

Only by grasping the root cause and figuring out how promotions should be done can we completely solve the problem of weak social media promotions.

How to conduct a successful social media marketing campaign ?

How to reasonably build the timing, method and publicity techniques?

1. Choose the right time

Good timing is the underlying foundation for successful social media promotions.

Timing needs to be planned. You can’t just do an event today when you think of it, and then do another one tomorrow. A promotion without planning is like a boat without a direction, which will sooner or later be drowned in the ocean of shopping malls.

Here are two ways to choose the right time:

1. Marketing Calendar

You can search on the web for "marketing calendar" and find some anniversaries, major events or internet hot spots. As a way to choose the timing of promotion, you can leverage the marketing momentum and make promotion plans in advance.

1. Product Cycle Method

Generally speaking, you have a better understanding and familiarity with the product life cycle. You can make predictions and plans in advance based on the product life cycle.

(1) Introduction period

During the introduction phase, the product has just been launched, there are few fans paying attention to it, and the perceived value of the product is not high. This is the time to shape the value of the product. It is not recommended to do promotions at this time.

(2) Growth stage

By the growth stage, potential customers have already developed a certain level of perceived value in our products. They may have heard about our products from their WeChat friends or friends around them.

At this time, we can come up with a way that does not damage the value of the product but can effectively reduce the trial and error costs of potential customers, such as short-term promotions, 3 to 5 days of special offers, or full-discount promotions, where you can enjoy certain discounts if you spend a certain amount of money.

I have seen a very successful price reduction case before. It was a paid membership system that launched an activity where the price was reduced by 50% on a certain day, and then increased by 10% every day, and returned to the original price after five days. The output of this activity was very successful, and many potential consumers who were originally hesitant placed orders immediately.

(3) Maturity

When a product reaches maturity, we basically have to focus on sales.

At this time, using quantity-related promotional methods will be more effective, such as using commonly used community group buying or bargaining methods.

What needs to be noted during this period is that price reductions must be rhythmic and cannot last too long. Setting a promotion that lasts too long will hurt the value of the product.

(4) Decline

When a commodity reaches its decline stage, the sense of value of the commodity is no longer as strong as in previous stages.

At this time, we set up promotional methods with two purposes: one is to clear out old inventory, and the other is to attract new traffic and drive sales of other new products.

Therefore, we must purposefully connect old products with new products to increase the exposure and value of the products.

For example, if your old product is a facial mask, you should bundle it with the newly launched toner and makeup remover for sale.

2. Clarify the method

There are usually seven common methods of community promotion: full-discount promotion, single product promotion, set promotion, gift promotion, full-gift promotion, multi-buy discount promotion, and deposit promotion.

1. Full discount promotion

Shoppers can get certain discounts as long as they purchase the corresponding products at the specified price.

There are mainly two forms: tiered discount and discount for every purchase.

Tiered discount: for example, 10 off for orders over 100, 50 off for orders over 300, 80 off for orders over 500; discount for each discount, for example: 20 off for orders over 200, then an order of 230 yuan will actually cost 210 yuan, and an order of 430 yuan will actually cost 390 yuan.

Get a discount for every purchase: For example, get a 20 yuan discount for purchases below 100 yuan.

1. Single product promotion

Enjoy certain price discounts when purchasing designated products within a specific period of time. Example: During the promotion period, the product is 40% off. The original price is 100 yuan, but it costs 60 yuan when purchased.

1. Package Promotion

Combination sets of goods are sold at preferential prices, for example: product A is 50 yuan, product B is 80 yuan, and the promotional price of product set A+B is 100 yuan.

1. Gift promotion

Receive multiple free items after purchasing the main item.

1. Free gift promotion

There are promotions where you can get XX product for every XX yuan you spend, or get XX product for every XX yuan you spend plus XX yuan. The difference between this and gift promotions is that the promotions are differentiated by the price of the corresponding product orders, and can be set up in different levels, for example, you can get a selfie stick for every 300 yuan you spend, a power bank for every 500 yuan you spend, and high-end headphones for every 1000 yuan you spend.

1. Buy more discount promotion

There are two discount types: M yuan for any N items and M items with N discounts.

1. Deposit Promotion

Before the product is officially sold, we adopt a promotional model of prepayment of deposit, and you can enjoy a preferential price by paying the deposit in advance.

There are many ways to play the deposit pre-sale: deposit pre-order, which is equivalent to confirming the order with the deposit; deposit leverage, for example, a deposit of 10 yuan can be deducted from 30 yuan.

The determination of the method should be combined with the timing of the promotion.

For festive promotions, you can choose from the above 7 methods based on actual circumstances.

For promotional activities carried out according to the product life cycle, it is necessary to choose reasonable promotional methods based on the different characteristics of the product in different stages.

3. Promoting Good Publicity

The purpose of promotion is to maximize sales and make customers willingly spend their hard-earned money to buy your products. Publicity becomes particularly important.

How to do it? Provide you with 6 ways and techniques of promotion.

1. Time and quantity limit method

The countdown on the group buying page and the rapidly passing millimeter time are both ways to encourage users to place impulse orders.

On the night of Double Eleven, many merchants launched flash sale products, with a 30% discount in the first 11 seconds and a 50% discount in the first 60 seconds. The shorter the time, the more anxious the users become, and the more impulsive they become.

Think about it, can you add a millisecond countdown to your copywriting promotion page?

The same principle applies: inventory shortages, limited sales, and limited purchases all rely on actively creating scarcity to encourage customers to place orders quickly.

A foreign study found that limiting the quantity customers can purchase can often increase sales by 50%.

The hunger marketing that Steve Jobs used very well is also this method.

Even if you write that the purchase limit is 10 items, it will still be effective.

Therefore, when you have promotions in the future, remember to use the limited time and limited quantity method.

1. Tone Acceleration

hurry up! immediately! immediately! quick! Quickly...

The urgent tone + exclamation mark makes the reader's adrenaline secreted immediately, prompting users to place an order immediately.

1. Emphasis on Loss Method

Miss it and wait another year! Coupon expires in 1 day!

Emphasizing losses is also a way to encourage users to place orders immediately.

The greater the loss, the greater the anxiety.

1. Unfinished Item Method

This is also a method often used for pre-sale promotions. People often worry about unfinished tasks. During this period, the more times you think about it, the stronger the anxiety will be, until the task is completed.

By taking advantage of this effect, we can design tasks that users cannot complete in one go.

For example, in a pre-sale event, you pay a deposit first and then pay the balance on the day of the event.

1. Herd manufacturing

When we see others yawning, we tend to yawn too.

There are many scenes in the movie that create a tense atmosphere simply by relying on the characters' expressions and actions.

The actors in the movie were nervous, and the audience became nervous too.

So not only can behaviors be imitated, but emotions can also be contagious.

1. Bright color stimulation

Bright and vivid colors often encourage users to buy.

This is why businesses often use red and orange when conducting promotions.

A good promotion can increase your product sales tenfold immediately, but a bad promotion can instantly destroy your brand image.

Only by combining the timing, method and publicity of promotion can we find the best way to boost the sales of social products.

Related reading:

1. Demonized growth, fission and community!

2. Community operation: How to create a good community atmosphere?

3. Community operation: 6 thoughts on community operation!

4. Community operation: How to use the community to achieve a daily turnover of one million?

5. Community operation: Why are more and more communities dying?

6. Community operation: How to increase the conversion rate of fission communities by 10 times?

7. Community Operation丨The essence and gameplay of "private domain traffic" in 2019!

8. Community operation: replicable community marketing case!

9. Community operation: 9 minefields of community marketing!

10. Community operation: teach you how to easily build a high-conversion rate community!

11. Community operation: operation skills of community content!

12. Community operation and promotion: How to build a successful community?

Author: Zhai Maomao

Source: Zhai Maomao (858406789)