Starting from the fission activity, how to divert traffic to the Double Eleven activity through the official account

For public accounts , the difficulty is not how to attract fans, but how to successfully convert fans after attracting them.

Maybe everyone knows about fission to attract fans, but they may not know how to guide the fans from fission to the store to convert and place orders.

Here I would like to share how I used WeChat official account to help my company’s Tmall store attract traffic and conversions before Double Eleven last year.

In the early stage, we gained more than 2,000 fans, who were then directly converted into users who placed orders in the store through push notifications. The effect was quite good (the specific conversion data is kept confidential).

After this activity, the WeChat index soared by 4800%, which was extremely amazing.

The basic idea of ​​using WeChat public accounts to attract traffic is as follows:

1. Increase followers and traffic through fission activities;
2. Label the fans who have been split;
3. Push Double 11 coupons to tagged users.

1. Fission drainage

Almost all fissions follow this formula: fission = prize + poster + sharing + seed users .

• An attractive prize. Whether it is a course or a product, in short, this thing is very tempting, can help solve various problems, or bring various benefits, and enjoy the service at a super low price;
• A beautiful poster. There is a big title on it, telling you that it can help you solve problems, quickly improve your skills, enjoy services at super low prices, and there is an authoritative organization to endorse it, etc.
• A smooth process. Every step in the process has been carefully designed and arranged, but what remains unchanged is that you must share it with your friends (whether it is in the circle of friends or in a group). You can complete the task after a certain number of friends help you, and then finally you can receive the prize on a certain public account, WeChat group or personal account.
• A group of precise users. You need a group of accurate users to help you share this event and let their friends participate in this event. Based on the WeChat friend relationship chain, this group of new users participating in the event will be relatively accurate.

Then for e-commerce companies, you can find a batch of products with lower cost prices or large coupons for fission (coupons are not as attractive as specific products).

For example: snack e-commerce can directly use snacks from its own store; clothing can use some hats, belts and other accessories; cosmetics can use free samples.

Note: Try to give it away for free, which will be relatively safer.

For example, a snack e-commerce company can do this:

Select one or several products from the company, control the product cost + logistics price within 15 yuan, set up a fission activity, and require the invitation of 9 friends to get a free snack package (must be set to free), with a limit of 300 gifts per day. Design a beautiful poster and push it to your high-quality seed users. The daily control activities attract about 5,000 new followers. Use tools to label all these fissioned fans as "Double 11 fission".

2. Label users and implement targeted push notifications

It is estimated that most new media friends have not made good use of the tag function on the service account. In fact, it can push different content to users with different tags.

There are two ways to automatically label users. The first is to automatically label the users who are split from above.

For example: Use the tool to invite 9 people to scan the QR code and follow the WeChat official account to receive free cosmetic samples, and label all users who participate in this activity as "cosmetic sample fission".

The second method is to generate a QR code with parameters, push it in a tweet, and guide the user to scan the code. After the user scans the code, the user is automatically labeled with the corresponding QR code.

For example, you can do it like this: put multiple product recommendations in the tweet, and then put a QR code with parameters under each product, prompting users to scan the code to receive the coupon. At this time, not only coupons are sent to users, but they can also be automatically tagged to show that the user is interested in the product. This method can also be used in outdoor advertising or WeChat Moments posters.

With labels, you can deliver messages in a targeted manner. Each user will receive different information from you based on the tags you have noted, thus achieving precise operations .

For example: I am operating a WeChat public account related to food. When fans follow our public account, the public account immediately obtains the user's geographic location and then tags the fan with his area. In this way, when pushing articles, different content can be pushed to people in different regions, achieving accurate push to users.

Let’s take the example of the snack e-commerce company above:

For all users who come in through the fission activities, use third-party tools again within 24 hours to push large Double 11 coupons to these users tagged with "Double 11 fission", guide them to use the coupons to place orders on Tmall on Double 11 day, and promote sales conversion. This group of people are relatively more sensitive to prices. They are different from other fans of the official account, so they need to be pushed separately without affecting the normal push to other fans.

WeChat personal account fission:

The same fission idea can be applied to WeChat official accounts, using the snack gift package above. Similarly, as long as you invite 9 friends to add me on WeChat, you can get the snack gift package for free. This is also the way WeChat business has always played. Of course, there are now tools to support such activities, so there is no need to worry about it being difficult to operate.

Think about it carefully, if there is one or more 5,000 high-quality users, even if all of them send it to the crowd on Double Eleven Day, can it bring a lot of traffic to the store?

3. Final summary

In fact, it is very simple. It is to achieve rapid traffic diversion through fission activities, and then push them to different users through labeling, guiding them to place orders in the store, realizing relatively refined operation push and effectively improving the conversion rate of the store.

During this process, the more fans you have, the more traffic you will bring to your store; the higher the level of refinement, the higher the conversion rate of guiding customers to place orders in your store.

Therefore, compared to next year’s big promotion, you can start planning this method of using new media to drive traffic to your store as early as August or September.

Note: All fans who come through rough fission are pan-fans. Casual fans are only relatively accurate but not absolutely accurate, and the core task for operations staff is to upgrade casual fans into loyal fans!

Source: Growth Leader (swimming54)