Customer acquisition and conversion methods: applicable to both e-commerce and knowledge payment

Recently many friends have asked me why other people get such good results in their activities using the same tools , but when I do it, there is no effect at all?

This is because tools are just tools, they are dead, and there are many keys to doing a good job.

For example, for a fission activity, good tools are only one aspect, there are also the activity’s initiation volume, fission mechanism, stimulation mechanism and execution details.

If these points are not done well, no matter how powerful the tools are, they will not be able to perform the activities well.

1. Incentive Mechanism

I would like to focus on the incentive mechanism. The core of fission is to incentivize sharing. Only by incentivizing users to share and spread more can the entire fission be able to self-circulate and propagate.

Regarding the incentive mechanism, we mainly consider the incentives for four groups of people:

The first type: wool party

These people just won’t buy your product, but they can still be very useful to you.

Although they are not interested in your product itself, they just want to get some free gifts. All you need to do is set up some low-cost prizes for them, and ask them to forward the event poster or link as required to win the prizes for free.

For example: as long as you share this event link or poster to your circle of friends for three consecutive days, or collect 56 likes, you can get a car vacuum cleaner for free (it costs about ten yuan on Pinduoduo, but it is better to use your own company's low-priced products).

The freeloaders will not buy your products, but they can spend their time and energy on you and help you spread the word.

1. Potential consumers

This group of people is already interested in your product.

At this time, you just happened to organize an event that was quite strong, so they basically made a purchase.

At the same time, if they also help you promote it, you can not only reach their friends with the event. These friends are your new users. According to the principle that birds of a feather flock together, most of these people are relatively accurate fans.

In addition, these original potential consumers can also get what the freebies get, and can get valuable gifts after placing an order. For example, high-priced training institutions, beauty salons, etc., will give away various trial class coupons, books, video courses, etc. after purchase; the user experience will be very good.

Therefore, these potential consumers already have a demand for the product, and such activities are just the finishing touch for them.

1. Old Customers

For old users: they have already purchased your products. At this time, they are the best seed users for your activities. The key is to let them help you spread the activity. Especially loyal fans can even let them promote your activities for free.

For ordinary old customers, you can also use incentives to trigger them to share. For example, if you ask your old customers to invite three friends to participate in an event, you can give you a prize for free. If you add commission incentives, you can also get commissions by recommending friends to place orders.

For old customers: they already have a certain understanding of your products or services. This kind of activity constantly motivates them to help you spread the word, drive traffic and conversion , which greatly increases their lifetime value for you.

1. KOL (Key Opinion Leader)

First of all, you need to understand why you should look for KOLs. As opinion leaders, they are surrounded by a large number of people who share the same values ​​as them. As long as the KOL says a word, most fans will believe the KOL's recommendation.

So where do we find KOLs?

The simplest way is to directly find the operators of accounts related to your user group, or the group owners of related communities ; for these KOLs, you should find ways to give them various incentives.

For example: ordinary users can get a 5 yuan cashback for participating in the event, while KOLs can directly get a 20 yuan cashback for participating, which increases their cashback by 4 times. This will make the KOL feel that you are sincere, and naturally he will work hard to help you promote the event .

In addition, the more people he recommends, the more additional prizes he will give you, so that he can continue to promote you. If the relationship between you is good in the future, he may even let you promote for free.

The place where KOLs who match your user attributes speak out is where your users gather. Sometimes, the creative promotional content you have worked hard to think of may not be as effective as a single sentence from a KOL.

2. Specific Practice

Preparation content:

1. Fission tools must be able to perform both fission and labeling;
2. Activity bait, free or low-priced products related to your business;
3. Promotions, which can immediately attract orders;
4. Dissemination posters can be used to post on WeChat Moments to help you promote your products.

1. The idea of ​​the overall strategy using personal accounts as an example

Through channels such as WeChat Moments or official accounts , tell your fans that there is such an event. Just share the event poster to WeChat Moments, and X people will scan the code and add you as a friend to get a prize. When your friends in WeChat Moments invite their friends to add you as a friend, you should notify them to participate in this free event as well.

Also tell them who you are, what services you provide or what products you sell, and since this is your first meeting, you can also participate in special benefits activities.

1. Social e-commerce (WeChat business)

Find a product worth about 5 yuan on Pinduoduo, then use the fission tool to automatically generate a fission poster, and then share this poster to your circle of friends, telling everyone that they can get this product for free by scanning the QR code on this poster.

Then label the people who participate in the event with fission activity labels to record that these people were attracted through the event, and then use this tool to send private messages to the people with these labels, telling them who you are and that there is a great value event for them.

If an order is placed, a label of the user who placed the order will be added. If you find that someone places orders frequently, then you will be labeled as a loyal fan. Then next time when you organize an event, the content of private messages and group messages can be differentiated according to different friends. This is the beginning of refined operation of friends.

1. Knowledge payment

Among all the courses, select some to give away for free, and then use the fission tool to automatically generate fission posters to share with your fans, telling them that they can learn this course for free.

Those who have taken the course are tagged and told that the complete course is available here; those who have not taken the course are also tagged and directly sent to them in private messages, offering them the course for free, allowing them to feel the value of the course first, and then gradually guiding them to take the paid course.

On a daily basis, you can send them different content in private messages based on tags to increase interaction with them. Remember: the content of your private message had better bring value to them, otherwise they will feel it is harassment.

1. Offline stores

The gameplay is the same: make bait, use tools to generate fission posters to guide sharing in the circle of friends and attract people, but the difference is that people have to go to your store to claim the prize.

How to convert customers after they are attracted to the store?

For example, a cake shop can try this: set a time limit of 11 a.m. and 5 p.m. to collect prizes, which happens to be lunch time.

Then tell him that the cake is freshly made and he needs to wait about 10 minutes. During these 10 minutes, the store clerk can guide him to visit the store and enjoy various delicious foods. Then tell him that there are promotions now and there are more discounts if he becomes a member. This approach has a higher conversion rate .

1. E-commerce companies

Find a product that a company is selling at a relatively low price as bait, use tools to automatically generate fission posters, and then share the posters with your customers and tell them that they can get them for free.

If you have very few fans in the early stage, you can find some KOLs for paid promotion and pay according to the results, usually 1-3 yuan for each new follower.

Then you can use social e-commerce. Compared with WeChat business, your advantage is that you can guide more people to place orders in your store. This method can also help you to increase sales in your store. You can receive the reward, place an order in the store, and get the cash back on WeChat after confirming receipt.

In the strategy of fission customer acquisition, conversion must be added.

Then look at the overall input-output ratio of the project. Otherwise, just fission basically requires more investment. If your leader feels that there is no output comparison, he may not let you apply for resources to carry out activities next time.

Source: Growth Leader (ID: swimming54)