7 ways to acquire customers through WeChat private domain fission

What is the most expensive thing in the mobile Internet era? It’s not about traffic, but about user relationships and relationship chains . The social relationship chain is the most powerful moat for any enterprise or any product on the mobile Internet.

Marketing based on WeChat social relationship chain is the lowest-cost way to acquire customers. In simple terms, it means finding a group of seed users, and through material incentives, letting them influence the people around them through their social relationships to form the second group of users. The second group of users then replicates this process, ultimately forming a fission effect and achieving sales targets.

To succeed in relationship chain marketing, the difficulties to be overcome include: trust threshold and communication motivation .

The trust threshold includes trust in the person sharing the course and trust in the content of the course itself. The essence of social marketing fission is to let users help promote. The communication power is divided into three levels :

• When users participate in activities online, it is necessary to provide customers with sufficient convenience. Every additional threshold actually means an additional loss. The lowest participation threshold means the highest participation rate, so it must be simple.
• In order to give users enough motivation, there must also be certain guarantees, so incentives and tracking must be in place.
• Only when users feel trust can they continue to share. Whether the forwarder can be informed of the actual effect of the forwarding and the results it has brought requires timely feedback data.

Only when the above three points are met can users actively and spontaneously continue to spread the message .

The "2021 Knowledge Payment Industry Research Report" released by Qianliao shows that nearly 43% of practitioners choose distribution as their first choice, and fission marketing functions such as group buying, task invitation cards, and cash back for inviting people are also widely used.

The common feature of these functions is that they are all marketing functions based on the WeChat social relationship chain, which helps teachers utilize existing students and promote courses through social relationships. The operations are based on lowering the trust threshold and increasing the motivation for communication.

Below is an inventory of social relationship chain marketing fission customer acquisition strategies, which are divided into two types: crowdfunding fission and sharing fission .

01 Crowdfunding fission: Everyone helps me

Crowdfunding means that users need the help of friends to obtain rewards, and the invitation fission is completed with the help of friends. Most of the paid fission gameplay is included in it.

1. Group purchase: get discounts when you buy courses in groups

Group buying means that the course is set up in a group purchase mode. In order to obtain the benefits of free or low-cost classes, the audience will spontaneously share the course group buying link with friends, so that the course can get more registration conversions.

Course Options:

It is recommended to choose popular courses to join the group. It can cover the needs of most students. For new students, the cost of understanding such a course is almost zero, and with the incentive of price, a group can be formed quickly.

Group purchase price:

It is recommended that courses with higher original prices are suitable for group purchase. The difference between group buying and special offers is the source of traffic; the target traffic for group buying is external, and the purpose is to attract new customers; the target traffic for special offers is internal, and the purpose is to increase repeat purchases. Therefore, the price of participating in group buying activities is more "attractive" than rush buying .

Group marketing:

Hot products + group buying are the basis, and price is the catalyst. What should we pay attention to in order to do a good job in group marketing?

The group-buying period is generally 3-7 days , which can be adjusted according to the activity level of the students;

It is best to set the number of group members to a number that can be reached with a little effort, 3-5 people is appropriate . If there are too many students, the threshold for students to achieve is too high, and the effect will be discounted;

When you find that many group purchases are unsuccessful, you should reduce the number of group purchases in a timely manner , and do a review and analysis after the activity ends;

In addition to courses, new ways to play can also be developed, such as getting coupons by joining a group for 0 yuan , opening a membership card at half price by forming a team, etc., to update the form of activities and keep it fresh.

2. Distribution: Earn commissions from friends’ purchases

Distribution fission means setting a certain percentage of commission or reward and formulating distribution rules to guide and stimulate as many users as possible to carry out fission propagation in a replicable and efficient form .

By building fission activities and formulating distribution incentive policies, users are stimulated to share product-exclusive promotional posters, pay - invite - pay again - invite again, resulting in a snowball-like growth in users .

The biggest advantage of fission distribution is to turn fans into channels so that everyone can make money. It can not only bring more influence to the brand, but also attract new customers and retain old customers. A successful distribution fission activity has the following key points:

Distribution selection:

Products suitable for distribution are mainly some high-profit-margin products , such as knowledge products. This type of product can be divided into two categories: one is products presented in audio, video and other forms, and the other is products presented in physical forms such as manuals and maps.

Knowledge distribution products have several characteristics: the first is low price, mostly in the range of 9 to 49 yuan ; the second is that there will be a value point that satisfies people's pursuit of authority and their "greed" for dense information. Under the influence of these two psychological factors, combined with interest incentives, distribution has become a very powerful promotion method in the fields of education and knowledge payment.

Channel selection:

Selected carriers: public accounts, communities, WeChat, mini programs, live broadcast shops, and shopping malls

Channel cooperation - finding enough "bullets" for fission

The reason why many fissions fail is not because the "fission anchor point" is not considered enough, but because there is not enough driving force in the entire product planning . This causes the fission propagation level to be less than 3, and it decays rapidly over time.

At the same time, without sufficient vertical channels, it is becoming increasingly difficult to attract users. You have to know that you either have enough channels or enough leverage to leverage the benefits .

Commission rate:

If the ratio is too high, the motivation for distribution will be strong, but the final profit will be small. If the distribution ratio is too low, it is obvious that the motivation for dissemination will be insufficient.

According to past experience, the general commission rate is between 30% and 50% , and the commission rate for secondary distribution is about 10%. Moreover, the higher the unit price of the product, the lower the rate.

Price Setting:

When setting the base price for a fission product, in addition to referring to your own costs, you can refer to the following pricing strategies for knowledge course products:

Team Competition:

In many distribution fission activities, incentive policies such as team competition sprint rewards are set up . Help distributors form teams and groups, rank their distribution performance, and provide additional ranking rewards to create a competitive atmosphere.

First of all, extra rewards are a great motivation. Secondly, the "competitive" and "comparative" mentality in human nature will fully mobilize the enthusiasm of those involved in distribution.

Moments and social media campaigns:

Distribution activities are released in some traffic communities prepared in advance, which will quickly form a momentum of screen-sweeping in the group. Everyone will brush each other in the group, thereby attracting many people to follow suit, and more people will join the group later, and these people will spread it again. In short , as the group expands, the base of dissemination will continue to expand .

For example: ice-breaking chain, group benefits, countdown, red envelope hot group, sign-in, water army, community announcement...

No matter what kind of distribution it is, as long as there are a large number of communities to build momentum, the speed of spread will be beyond imagination.

3. Cash back for inviting friends: Invite friends to buy courses and get tuition back

Tuition rebate for inviting others is similar to distribution. In both cases, students can get a certain share of the profits by inviting friends to purchase courses. However, tuition rebate for inviting others sets the goal of "earning back" the tuition fees for students, which is more ceremonial and driving than distribution.

Things to note when you start recruiting people to get tuition refund:

Cashback ratio:

The higher the price of the course itself, the more motivation it has for promotion. The higher the price, the greater the amount of cash back to students, and the more attractive it is. Balance the cashback ratio and course cost . It is recommended to set the bonus ratio between 30%-60%, and adjust it according to actual conditions.

Course Options:

Analyze students' needs and accurately match courses . Courses that generally meet the needs of most students will have better sharing effects.

Number of people setting:

You can set the number of participants based on the instructor's popularity and price. If the instructor is well-known, has a large fan base, and the course is of high value, you can set a larger number of participants, 6-10. If it is a general course, there is no big IP and the price is low, 3-5 participants are enough.

Event time:

The activity time should not be too long , 2-5 days is appropriate, otherwise the students will become tired and the promotion effect will be affected.

4. Mission treasure: invite friends to scan the code to receive it for free

As the name suggests, Mission Bao is a task that is set in advance to invite friends. Students can receive rewards after completing the task. The fission method is close to the mechanism of old leading new:

The official account pops up an exclusive task invitation card → Student A invites friends to scan the code → Complete the task and receive the reward;

Invited friends scan the QR code to follow the official account → get exclusive task invitation card → guide to complete the task and receive rewards.

Five key links in the fission of task invitation cards: prize selection, poster production, activity gameplay, activity reach, and user conversion

Prize Selection:

Whether the prizes are attractive determines the upper limit of the number of users that this fission activity can bring. Understanding the user groups of your own business is the first step in prize selection. Only when you know who your user groups are and what attributes they possess, can you know what attracts them.

Poster production:

Mission Bao fission is to use a poster to let a person who has no knowledge of your brand participate in your fission activity. As the most important material for fission communication, the poster is very important and sometimes directly affects the success or failure of an event.

• Prize packaging: quantify the value and let users feel it
• Activity theme: The words should be large enough to be prominent and eye-catching.
• User identity: avatar and nickname
• Sense of urgency: price anchor, limited time and limited quantity
• Short-term benefits: Scan the code to get it, free to receive

Event Reach:

Seed user reach: number of users reached, accuracy of users reached

Contact method: Private chat > ​​Group > Moments > Template message > Public account tweet

The main channels for reaching the task invitation card fission activity are groups, Moments, private messages, and public accounts. The effect is sorted in the order of private message > public account > group > circle of friends .

Promotional copy for the event:

In addition to posters, event promotion copy is also very important and affects your event participation rate . It is mainly divided into three types: in-group promotion copy, circle of friends promotion copy, and public account push copy. For the copy within the group and circle of friends, it is recommended to be simple, direct, and attractive. It is good to deliver prizes to users, and now it is free, but limited in time and quantity, etc.

User conversion:

Task fission and increasing fans is only the first step. The ultimate goal is to convert and attract traffic . The conversion method is to convert the 0 yuan financial management course through insertion in activities, customer service messages, menu bars, centralized push, etc.

Insertion in the activity: It means sending it to users together with the activity rules and setting it as a part of the activity. This output accounts for more than 60% of the total conversions.

5.1 yuan unlock: invite friends to unlock the full course

Simply put, 1 yuan unlock means that students pay 1 yuan to unlock the first lesson; invite 2 people to sign up to unlock the remaining courses . The number of people who can be unlocked is freely set by the instructor. It is recommended to control it within 1-3 people . The threshold is low, which stimulates users to share and fission.

For example, you can design an activity called "Listen to 1,000 books for 1 yuan", that is:

Fission Bait:

1,000 books, carried by audio courses. After successful unlocking, you can listen to 1,000 books and also add some benefits (course coupons, live broadcast room membership).

Fission channel:

Use your public account, community, personal account and other traffic matrices to send fission posters and scripts to your fan base as a trigger for fission. References:

Fission method:

Users pay 1 yuan to get the first lesson and an exclusive unlocking poster. The page guides users to participate in unlocking and sharing the poster to get the full set of courses. The progress of public account invitations is visualized to help users complete invitation tasks.

02 Sharing fission: I help everyone

If the core of crowdfunding is that everyone helps me, then the core of sharing is that I help everyone. The participants are generally the user's relatives and friends.

1. Invite friends to listen: You can invite friends to listen for free after purchasing the course

Students who have purchased the course can invite their friends to attend the class for free without paying any additional fees. Each person can invite 10 friends to attend one of the non-free trial classes.

This form is equivalent to giving a designated student the right to try out a paid course for free, thereby achieving the goal of attracting new students to purchase through the quality of the content.

High-quality and useful content, based on the high recognition of your courses by students, and by inviting their friends to listen, students will be more willing to actively promote your courses . The course content is granular, and pain points and word of mouth are catalysts.

Invite friends to listen, and stimulate students to invite you in the following ways:

Shared benefits:

Invite students to help share the course with WeChat friends, and get course coupons by sharing screenshots , and enjoy the right to attend courses at low prices/free of charge.

Packaging for benefits:

For a series of 10 single lessons, students can pay for one course and invite 100 friends to listen for free. This is a benefit for students in itself . You can use this as the theme to package the activity sharing poster to help you guide students to share.

2. Live lottery: invite friends to participate in the lottery

As the name suggests, it is a lucky draw activity during the live broadcast, and the lucky draw can also be used to acquire customers.

Prize draw threshold:

Setting a threshold for live lottery means that users need to meet certain conditions to participate in the live broadcast: follow the live broadcast room/invite friends to watch the live broadcast/specify discussion copy

The threshold model helps motivate users to share live broadcasts and bring in new users , and designated text discussions also help improve the atmosphere of the live broadcast.

Prize setting:

Rewards, as a kind of "temptation", are the core factor in attracting users to participate in the lottery. And the higher the value of the prize, the more attractive it is to users. A list of low-value live broadcast room prizes has been prepared for teachers. You can choose according to the characteristics of the industry to see if there are any that are suitable for use.

Incentive Mechanism:

It is human nature to want instant feedback and real-time gratification . Especially in sweepstakes that are full of uncertainties, a good reward feedback mechanism can bring positive incentives and promote continuous user participation. Whether physical or virtual rewards are given, they can be easily redeemed , and users can immediately receive real-time incentives when they win.

Authenticity of the lottery:

The lottery environment and reward mechanism are used to hint to users . The lottery pop-up window is paired with exquisite pictures of prizes, indicating that there are many prizes. This makes users believe in the lottery and feel that the probability of winning is very high, thereby driving users to participate in the event.

03 Analysis of future trends of fission in the post-fission era of WeChat

Although the fission gameplay looks simple, each gameplay is diverse and creative, but different fission gameplay will have different impacts on user experience and product brand.

So where will fission go in the future? WeChat has the following attitudes:

• The fission gameplay will continue to exist and develop, but the era of wild growth of fission is over. In the future, the fission gameplay will form a combination of some new customer acquisition gameplay to meet the various growth needs of enterprises.
• From the perspective of future development, content-based fission will gradually decrease, user-based fission will be used more and more frequently , and some innovative gameplay will be born;
• It will become increasingly difficult to obtain traffic, so community-based fission will rise again. The role of personal accounts will become increasingly important , mainly as a fission carrier. Private domain traffic will become the focus in the next few years.
• Word-of-mouth fission based on product quality and service will be re-emphasized or more valued, especially in the education industry. How to better inspire old users to bring in new users will become the focus of customer acquisition research;
• On the basis of ensuring product quality and better services, the refined operation of communities and personal accounts will empower fission .

The above is an inventory summary and trend analysis of the private domain fission customer acquisition strategy. Whether it is WeChat or those of us who use WeChat dividends to seek development, we should put user experience and value first . This is the prerequisite for growth.

Author: Xiaobing who loves to study

Source: Private Domain