How to trigger the growth of private domain users?

As traffic costs continue to rise and the market continues to be segmented, major brands are coming up with all kinds of innovative strategies. The fast-growing companies around us all acquire massive users through fission growth , which is a great tool for user growth :

• Alipay: You will be rewarded 20-99 yuan for each new user you recommend to register an Alipay account;
• Didi: Every time you recommend a new customer to register a Didi account, you will receive a 20 yuan referral reward;
• Starbucks: Get a free cup of coffee for every 3 new customers you refer...

Nowadays, more and more brands are using "distribution social fission" to reach users quickly and at low cost . 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.

01 Fission growth: "one data, two points"

The essence of fission growth is a kind of social communication , and WeChat has its own social attributes, wide user coverage, and a complete ecosystem. It is undoubtedly the best place for fission growth. When it comes to the significance of fission growth, it can be summarized as follows:

• For advertising, fission growth can reduce costs
• It has a traffic circle effect and is easy to spread among groups with significant circle attributes.
• First-mover advantage and user stickiness based on social attributes
• Fission growth can bring a massive user base, which can easily form barriers

1. One data: K factor

The K factor is a data that can measure the effect of fission growth. It is also an important indicator that cannot be ignored in fission growth. It can reflect the effect of fission growth activities in attracting new customers . In a fission growth activity, the K factor can be regarded as the ratio of the number of new users to the number of seed users, that is, K=number of new users/number of seed users. It is not difficult to find that the larger the K value is, the better the effect of fission growth is , and the number of new users attracted far exceeds the number of seed users. Therefore, only when the K value is greater than 1, it is considered a successful fission growth activity.

2. Two points: sharing point and sedimentation point

In a fission growth activity, success depends on two key points: sharing points and sedimentation points . This is because sharing points can help spread and reach a wider range of users, and sedimentation points are an important position for user retention. Otherwise, new users will easily be lost if they do not settle. Generally speaking, both sharing points and sedimentation points require reasonable activity paths to achieve . Most sharing points use honors and benefits as bait, while sedimentation points are based on service functions such as receiving products and receiving reminders.

Once you have a good understanding of the above basic concepts, it will be easier to understand how to design growth strategies.

02 Four steps to master fission distribution

Distribution fission tools, taking Qianliao's distribution as an example, by formulating distribution incentive policies, it stimulates users to share product-exclusive promotional posters, pay - invite - pay again - invite again, resulting in a snowball growth of users.

Through this distribution model, users and merchants achieve a win-win situation. Users receive rebates, and merchants gain orders, highly sticky user groups, and the most cost-effective marketing value, saving tens of thousands of promotion expenses each year.

Knowing the value of distribution fission tools, it is very important to design a high-conversion distribution process. How can distribution be combined with fission to make the fission effect better? I have prepared four steps for you today!

Step 1: Create a distribution fission campaign

Choose a distribution product, prepare a promotional poster, and design a set of distribution rules to attract target users to share, then you can create an event with a built-in fission effect.

Set up the pictures, titles, prices, time, inventory, distribution ratio required for this distribution fission activity, and provide customer service contact information, purchase receipts, and promotional posters, and you can start a distribution fission activity.

Step 2: Recruit seed users and spread the word in the community

 Before officially starting distribution, recruit a group of users who are willing to experience the product in advance and are happy to distribute it . These people are the main force of early distribution and the main channel to contribute a large number of paying users.

The original traffic channels for recruitment, such as public account tweets and social media campaigns. Active communities can play a very important role in the dissemination of activities. As the group expands, the dissemination base will continue to expand . After recruiting them, we provide them with a simple training to tell them how to participate in distribution. In addition, additional rewards are provided based on the promotion revenue ranking, and the higher the ranking, the greater the reward. The competition mechanism fully mobilizes the enthusiasm of seed users , and many distribution cases can be quickly screened, which is largely due to this approach.

Step 3: Users share the poster and recommend it to friends and relatives

One thing worth noting in the fission path is that on the purchase success page, there will be a scan code prompt + product redemption code. After the user scans the QR code to join the group/add friends, a message will be sent to the user to guide the user to participate in distribution. Users remain in private domains, which is conducive to repeat purchases and in-depth exploration of user value .

Step 4: The fission activity ends and the activity data is reviewed

Check the distribution fission activity data and review the entire activity to provide reference for the next activity. Activity data: number of visits, number of purchases, number of poster promotions, number of poster code scans, fission K factor Order data: number of orders, sales, first-level cashback, actual income User data: number of activity participants, number of promoters, number of distribution orders

03 Key points for successful distribution fission activities

1. Product selection

As we all know, the ultimate goal of distribution fission is to achieve a quantitative increase in the sales volume or number of fans of products or services in a short period of time through a series of operational actions, so as to obtain more conversions and sales revenue.

For distribution, suitable products are mainly some high-profit-margin products, such as cosmetics, books, daily necessities, and some virtual products, such as memberships, courses, etc.

From a domain perspective, knowledge products may be more suitable for simple distribution models. 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, which may be the gimmick of a famous teacher or the density of knowledge. The purpose is to satisfy people's pursuit of authority and 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.

2. Channel selection

• Selected carriers: public accounts, communities, WeChat, mini programs, live broadcast stores, shopping malls
• Channel cooperation: Find 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. Obviously, channels can reduce the threshold for welfare points.

Main distributors, seed users, and first-level distributors:

3. Distribution strategy

1) Reasonable commission ratio

The development of some fission distribution is mainly based on profit incentives, the most direct of which is cash sharing, so how to set the commission ratio of the product is particularly important . 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.

2) Traffic acceptance and conversion

For example, some knowledge payment providers first launch an online course for 9.9 yuan and set a commission rate of 90%. This means that after you sign up, if you invite someone else, the course is equivalent to free learning. People who see the product information will think that a few dollars is not expensive, so they choose to sign up or share it for a second time.

This will form a huge front-end traffic, and then operate this part of the traffic to guide them to purchase high-priced "profitable products", conduct secondary conversions, and retain them for a long time.

3) Pricing strategy

Some people will try a classic tactic when distributing products: a step-by-step price increase. That is, when promoting the product, they will tell everyone how much the price will increase for every 100 units sold.

This will create a sense of urgency for consumers and even promoters. Consumers will think that if they don't buy now, they will lose the opportunity for discounts. Promoters will think that if they don't hurry up and promote the product, it will be difficult to sell if the price is raised.

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 :

4) Team Distribution 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.

4. Create momentum through friend circles and social networks

Active communities can play a very important role in communication. When we release distribution activities in some traffic communities that we have prepared in advance, it 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...

Every time before we release an important announcement or notification, we can set a reply message at the end of the message, such as "I want red envelopes to rain down on my hands." The purpose is to attract everyone's attention and allow inactive users to be attracted and participate in the atmosphere. Create momentum for subsequent distribution.

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.

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.

Author: Xiaobing who loves to study

Source: Little Cake by Love Research