Community operation: How to create a community marketing campaign?

How to use the five-step method of social marketing to create a sharp social marketing campaign.

With the development of the Internet today, everyone can build their own community, and everyone should learn to build their own community. The future business environment will be the best in the Internet era because it will be more open and fair. Excellent individuals can use fragmented time to output fragmented value and can also "use a lever to move the earth." Therefore, planning ahead and establishing a personal brand will give you a place in future business competition.

However, the purpose of the operators behind the community is basically to "monetize" and obtain actual returns. Although communities have different forms and businesses, and the difficulty and methods of monetization are also different, when it comes to monetization, there is one link that is indispensable - marketing. Only when marketing is done well can the community move towards payment and realize monetization. A good marketing campaign can not only maximize the "cash value", but also tap the potential of the community at a deeper level. Any form of marketing has a process. Today, I will sort out the ideas of "community marketing" for your reference:

The entire closed-loop process is roughly as follows:

Establish community value, increase user stickiness, explore value pain points, sell products, and establish community brands

1. Establishing community value

Every community has a specific value of existence (we have talked about this issue many times). The first step is for us to figure out what specific value our community can provide, which is actually our "virtual product". Only when you truly know what value you can provide can you know where to find the people who need it. The first step is positioning, which is very important. There are two points to note:

1. The value should be mutually beneficial.

If the rewards between the community and its members are mutual, then the community's self-operated ecosystem can be truly established, because members can share with each other, output to each other, help each other, and help members enhance their personal brands. This mutually beneficial relationship can often make the value connection last longer; if it is just a single sale of a product or commodity, over time, users may get tired of the community model and their passion will become lower and lower.

2. Find out what the value return carrier is

It is not enough to simply define the value of a community, because our ultimate goal is to convert value into returns, and returns must have a carrier. For example, an interest community, based on common hobbies, attracts a large number of fans who share interests and communicate every day. This is indeed valuable, but how do we convert value?

The slogan of the community is: grow together, learn together, but learning and growth are too broad, too big and too empty, and it is difficult to truly tap into their value. For example, a learning group is established based on learning PS tutorials. The community earns profits by promoting tutorial books and online courses. The reward carrier is very obvious, which is the course. Therefore, the reward carrier is like the road leading to the "gate of wealth". If we can't even find the road, what should we do next?

2. Increase user stickiness

The main reason why social marketing has emerged as a sudden force and is so powerful is that online communities can better retain users and treat customers as family members. Through in-depth interaction, paid product upgrades can be made, generating secondary sales, tertiary sales, and even more. This not only achieves economic returns, but also allows customers to contribute to brand development.

Unlike in most traditional marketing environments, product sales are basically a one-time deal. Customers happen to find you when they need you, but when they don’t need you, you disappear into the sea and cannot be found. The subsequent communication that finally occurs may be "exchange", "return" or "repair". Therefore, when the community value is established, we must consciously maintain customers, such as providing some free services to retain customers first;

3. Discover value pain points

Uncovering pain points is an indispensable part of any marketing process and a prerequisite for closing an order. Anyone who knows a little about sales will understand this very well, so there is no need to explain it in detail. How to dig out pain points and promote transactions? There are many ways, here are a few:

1. Stimulate purchasing desire

Continuously explain the quality of the product, so that customers will have a feeling of "if you miss this village, you will miss this store", and draw a beautiful blueprint for customers with needs, so that they can constantly imagine how they will be improved after obtaining the product and how much better and more powerful they will become, thus increasing the user's desire to buy;

2. Competitive product analysis

When you sell anything, you won't be the only one selling it, otherwise it would have been monopolized long ago. Therefore, competitive product analysis is a basic skill in the sales world. For users with needs, we should specifically explain the advantages of our own products over competing products? For example, more favorable prices, more comprehensive services, more informative content, value-added services that other products do not have, etc.

Why do this? Because we are dealing with users who have needs, and since there are needs, customers will definitely find ways to solve those needs, which is what we often say in the sales industry: "Customers will definitely buy, it's just a question of where to buy it." Since customers will definitely pay to buy it, we will do our best to generate purchases from us. How to make customers choose you, of course, depends on doing a good job in competitive product analysis.

3. Discounts and promotions

Discount promotion is the most common sales strategy. There is no one in the world who doesn't like to take advantage of a bargain, because not only can they save money but they can also gain "face" and a sense of psychological superiority. A good promotion must have a well-designed "time cutoff" and "price bottom line". The "time cutoff" is to create a sense of tension and urge users to complete the transaction as soon as possible, otherwise they will feel at a disadvantage if they miss out. The "price bottom line" is to comprehensively consider our costs. Don't just do the transaction for the sake of not making a profit or even losing money. It's better not to do such a deal.

4. Sell products

After completing the above work, especially if the pain points are well excavated, the orders will be completed naturally. Either the customer is waiting for you to complete the transaction, or the customer takes the initiative to come to you to complete the transaction. As long as the pain points are excavated, you can boldly promote the product and make sales without worrying about customer rejection or even scaring them away.

5. Establish a social brand

After successfully completing a sales action, we should not end there. The next most important task is to maintain old users and build a community brand. This serves two purposes:

1. Increase social influence

The biggest difference between community marketing and traditional marketing is that the connection between the community and users is not just a simple transaction, but more of an emotional connection. So regardless of whether or not we have already completed a transaction with the user, they are actually our die-hard fans and should be treated equally. Many operators make the following mistakes: during the marketing process, users who are willing to pay are regarded as gods, and we will take care of them accordingly; users who have not paid yet will be neglected, and we may even start to ignore them. This is a wrong approach.

In my opinion, whether or not a user pays does not reflect whether he is your die-hard fan. It is very likely that the user pays just to use your product to solve his own needs. It does not matter who you are. If there are better and more favorable products, he might pay for it there. Users who do not pay may be highly consistent with the community in terms of ideology and are die-hard fans of the community, but they do not have this need for the time being, so they do not need to buy the product, that's all. Therefore, it is crucial to continue to maintain the community's "hardcore fans". Only hardcore fans can help the community develop and continuously enhance the community's influence;

2. There is an opportunity for secondary and multiple marketing

Product functions need to keep pace with the development of the times. As society develops, the skills required are getting higher and higher, so most community products will be updated and upgraded regularly. After the upgrade, the service will be better and the price will generally be higher. Who will be the first pioneers after the upgrade?

Of course, users who have already paid are preferred because they have used the product, have more "say", and basically recognize the community's products, so the possibility of conversion to payment is higher. If the community is constantly upgrading and has the ability to launch more products, it can still conduct secondary and multiple sales, and the target audience will still be the community's "hardcore" fans.

The above is the five-step method of social media marketing, which is also the basic process of social media marketing. I hope it will be helpful to everyone.

Source: Lee, born in the 1990s