How to go from 0 fans to 7K+ seed users through Missionbao?

In mid-July, I did an online micro-class sharing event;

It took only three days from preparation to launch of this event, and the number of followers increased by 7K+ within one day after the launch. It is worth mentioning that this event was a cold start for the new official account , and eventually these 7K users became active seed users of our new official account.

Maybe you would think this achievement is nothing compared to the popular activities of New World and NetEase.

But what I want to talk about today is how can our small company or startup company achieve exponential growth without the halo of a star? I will provide you with five experiences and thoughts.

Maybe you will say that if you can invite top experts in the industry, you can also increase the ratings; but in fact, the importance of topic selection is far greater than that of the guests.

1. Be precise and specific when choosing a topic, and don’t be too broad or comprehensive:

In order to cover more people, many students choose very large topics, such as "Teaching You Excel from Beginner to Mastery in 3 Days". Such topics are often too large to grasp the main points. We chose a smaller topic this time.

For example, this time we selected HR (target group): 15 EXCEL video lessons, teaching you to learn the top ten HR functions in 4 days; you see, although I only selected 10 functions, they are all useful in their daily work. As long as the knowledge in the topic is explained clearly, users will feel that they have gained something; you must know that users want precision rather than quantity!

2. The title should be eye-catching:

Among the vast number of posters in the circle of friends , how can you make users see your poster at a glance and make them want to click on it? Let users understand what this is within 1 second!

Here are two versions of my poster prototypes for this event:

The left side is creative and distinctive, while the right side is simple and clear! After AB testing, the poster on the right is much better than the one on the left. When writing a topic, we often fall into our own thinking, resulting in a lot of self-congratulatory copywriting . We must read it again from the user's perspective after writing it. Can the user understand what you are going to do at a glance? You have to know that users are too lazy to think!

1. Promotional poster

Eighty percent of the success or failure of Mission Baby lies in the poster! poster! poster! A good fission poster should contain the following elements.

Here I summarize the three key points and five elements of the fission poster:

Three key points:

1. The poster is eye-catching. You need to think about how to make your friends notice you and understand what you want to say (Excel free) 2. Although it is free, how to show its value (I don’t want something worthless if it doesn’t cost money)

3. How to guide them to scan the code ? It is best to have a trigger point (limited time? Or attached value?)

Five elements:

1. Theme: (no more than 10 words) prominently describe the user's pain points or needs (users usually spend no more than 3 seconds looking at your poster)

2. Subtitle: Summarize the topic and show your positive image (e.g. self-discipline, self-motivation) The self-driving force shared by the user;

3. Course Outline: What problems will it solve for me and what benefits will it bring to me?

4. Trust endorsement: platform, celebrity, scale;

5. Incentive: Sense of Urgency (Limited Time, TOP Rewards)

Topic, subtitle, course outline and trust endorsement, motivation

2. Promotional words

The promotional language must make the user feel that it is relevant to him, and then describe the scenario, deepen the pain points, and provide solutions.

For example, our promotional words this time can be used as a reference:

In addition, the copy must be concise and clear, and the word count should be controlled within 200 words, otherwise it will be automatically compressed.

3. Promotional timing

Try not to choose Mondays and Fridays. Thursdays are the most effective. Psychology shows that users are most easily persuaded and compromised on Thursday afternoons. Try to promote in the evening on WeChat Moments (the above is the best promotion time we have found after nearly two years of personal account operation ).

1. Set the number of new members to be recruited

When setting the threshold for attracting new users, it is not advisable to set too many or too few task treasures. 3-5 is the best. More than 5 users tend to have low participation rates, and less than three will not achieve the effect of attracting new users.

2. It is best to set up tiered rewards

For every 5 free courses, you will receive free materials. This tiered reward system lowers the threshold for user participation and encourages more users to participate. In fact, after this tiered reward system, the user participation rate increased by 40%.

It is important to retain new users. If a user follows a new account and finds that the account is "useless", he will unfollow it when he receives a reward. Therefore, it is important to retain users while they are following the account, especially when the new account has no historical articles, the unfollow rate is particularly high.

If you are a new account, you must prepare the content in advance, especially make full use of the menu bar, such as past selections, micro-course material benefits, etc., to make users feel that unfollowing this account will lose many learning opportunities; after attracting new users, try to push a piece of practical information to retain them, and don't rush to push advertisements .

After completing a fission activity, pay attention to the following data:

In addition to the most basic data, including the number of user participants, new users, number of unfollowers (unfollowing rate), and net increase in users, you also need to pay attention to the following data:

Number of people who participated but did not promote, number of people who did not complete the promotion, number of people who completed the promotion, as well as the fission level and new member coefficient.

If a large number of people fail to complete the promotion, it means that the threshold for participating in the activity is high, and you will need to reduce the number of new people required to complete the task, or introduce tiered rewards.

The fission level is an important indicator to measure the depth of fission propagation. If the level is low or even less than level 4, it means that there is a problem with your topic selection, poster, and background language, which need to be modified in time. The fission level of this event reached level 10, which is a relatively high fission level.

You need to review each time you do fission. After several attempts, you can summarize the activity standards, such as the number of participants, the number of new members attracted, and the number of people required to qualify at the fission level. Only by constant review and iteration can your subsequent fission have a greater probability of success.

Finally, let us summarize what needs to be considered when conducting a fission activity:

1. The topic (theme) is very important, even more important than the guest. 80% of your success in fission depends on it;

2. Grasp the key points of publicity:

A. The three key points and five elements of the fission poster do not need to be met, but they must meet most of them and let users understand what you are going to do at a glance;

B. The promotional language should be concise and the pain points should be highlighted. Use more second-person pronouns such as "you" to think from the user's perspective rather than simply "showing off";

C. Avoid Friday and Monday when promoting;

3. It is best to set up tiered rewards. It is best to set 3-5 tasks at a time, and no more than 10 at most (excluding physical rewards)

4. User retention is very important: make full use of the menu bar and don’t let users leave after coming;

5. Pay attention to data review: Data and review are the basis for your continuous iteration. If you want to be an ever-victorious general on the road of fission, reviewing data is the key;

Source: 51coo