From 0 to 1, how to create a product community that can sell products?

In order to sell products, I spent every day on the Internet researching traffic-generating methods, hoping to attract users to WeChat and then close deals. However, I persisted for more than half a month but didn’t make a single sale! Is it embarrassing?

This may be because the platform restricts the traffic imported into WeChat, it may be because the homogeneity of products and services is becoming more and more serious, or it may be because your traffic generation technology is not up to standard.

But no matter what, please don’t be discouraged, because this article will tell you that you can create a product-based community that can sell goods from 0 to 1 without using those traffic-generating methods.

From 0 to 1, it means that you can have no channels , no media resources, or even no products in hand, but we can still help you make deals and sell goods.

I want to emphasize the concept of lean entrepreneurship . The product cannot be completely replaced by Taobao first. Once a set of processes are mastered and used proficiently, it will still be in time to become an agent for the product or find a factory to make it. This is the minimum viable model. If you are a newbie, this method is particularly suitable.

So this article is based on nothing, using the simplest and most feasible process to create a product-based community that can sell goods.

The first thing we need to think about is what kind of products can be sold through social media?

Mr. A’s family runs an apple orchard and he wanted to sell the apples through the social network. However, he found that after adding people to the group, the activity level was very low and people kept leaving the group.

The question is what should we discuss in the group? It is difficult for Apple to arouse subsequent continuous discussion, as it belongs to a category with poor scalability. If you think about it, we rarely discuss how to grow and eat apples. It's very difficult to build a community with Apple.

Therefore, if you want to sell products in the community, they must have deep links and be able to trigger continuous discussion and exchange.

For example, fishing gear. We can exchange fishing experiences, share achievements and the choice of fishing gear in the group. The community can maintain a high level of activity for a long time, which is enough for subsequent repurchases and fission actions.

After solving the most basic product problems, we began to customize a complete community operation plan. By positioning the content and direction, we can ensure continuous content output and obtain returns through marketing means.

Positioning is divided into two steps.

The first step is to position yourself.

Without talking about market segmentation and occupying the mind, these are extremely complex and inappropriate. What we need to do is select an area of ​​expertise that matches the product and then input a large amount of relevant content in order to gain influence. You have to know that on WeChat, what is sold is the personality, not the product. Otherwise, why not just go to Taobao and save yourself the trouble?

For example, if I sell fishing gear, I can position myself as a fishing enthusiast; if I sell dog food, I can position myself as a dog food expert. All I have to do is input a lot of professional content and make myself an expert in the eyes of others!

The second step is to locate the group.

The positioning of a group usually comes from the following three points:

Group Name

What is

What can I get ?

For example, the positioning of BetterMe Base Camp is a group of people who encourage and communicate with each other to learn more knowledge, master more skills, and use this to guide themselves to live and work better.

First of all, we need to know that seed users are not initial users. Initial users are your first batch of users, with emphasis on order. Seed users can provide you with optimization and improvements, emphasizing precision.

Li Wanqiang, head of Xiaomi's MIUI, spent every day on mobile phone forums looking for senior users in the early stages of development. Several people registered hundreds of accounts, flooded the forums with advertisements every day, and carefully selected 100 super users to participate in MIUI's feedback.

Why are we targeting mobile phone enthusiasts who are most sensitive to technological innovation?

In his book "Diffusion of Innovation", Rogers defines this type of user as "innovative users who are the first to buy new products out of curiosity". This type of user understands the product better than ordinary users and can also provide many valuable and constructive suggestions.

The principle we use to find seed users is the same, but the method is much simpler : blend into the industry group you belong to, express your own opinions, and let group members passively act as seed users. If they recognize you, then your positioning proves to be successful and it can also bring you traffic.

For example, if I position myself as a dog food expert, I would first enter the pet group for dog owners. Once someone asks me what is good to eat for pets, I would come out and provide professional suggestions. The group members would identify with me, and the dog food market would naturally open up channels and slowly develop.

Generally speaking, the mental journey of consumers facing a product is like this:

See Products

Arouse desire

Alleviate concerns

Buy the product

If the previous positioning and seed users are done well, the only difficult problem left is how to get users to buy the product. For product-based communities, the best solution is to use low-priced products to attract customers to make initial purchases and further gain trust.

For example, the "Little Cub Theater" set up a group to distribute its own emoticon packs for free, and then moved on to embroidery stickers, tea and coffee cups, and customized nail polishes from the emoticon packs.

We can do this by selecting 3-5 complementary products (complementary products are highly correlated and users are likely to make additional purchases) and setting one of them as a traffic-generating product. It does not have to make a profit or even suffer a small loss. The purpose is to pull people who have made purchases into the group, output content regularly in the group, and expose our products from time to time. Then we distribute benefits at fixed time periods every week - gifts | coupons | discounts on purchases over a certain amount, etc. By creating a hot shopping atmosphere, users who hold coins to watch will be influenced and thus prompted to make emotional purchases.

Here we introduce a "path dependence" theory, which can be understood as follows in marketing: once users have paid for you, it becomes much easier to get them to pay again. As long as your product is good and you operate it well, repeat purchases will be much easier.

After talking about the theory, let’s talk about the routine: all users who have purchased the profit version will be given a virtual membership card, xx membership coupons per month, and unused coupons can be transferred to friends; 4 free diagnostic consultations are provided every month, etc.

The above is the most simplified and feasible product-based community model. Each step is closely linked to the next, paving the way for the final purchasing stage.

Source: Yu Mumu