Fission Methodology: How to achieve precise fission and improve paid conversions?

Last week, I helped a friend implement a project. We did a small-scale fission through the community , and then through hype marketing , the sales exceeded 100,000 yuan in one minute. However, I will post a complete review of this project on my official account next week. Today, let’s talk about something more important, how to improve the accuracy of fission.

I would like to ask you a question first. What is the purpose of your fission? The simple and crude answer: monetization. If anyone has other answers, please tell me. It would be best if people could feel like they are in the spring breeze.

According to the normal operation process, fission is only a part of the entire operation system. The complete operation system should be like this:

• Seed users : Lay out traffic channels and acquire seed users as the starting traffic for subsequent fission;
• Fission : Perform fission to increase flow;
• Traffic screening : filter the fission traffic and select target users ;
• User cultivation : by continuously improving user activity, thus laying the foundation for subsequent paid conversions ;
• Paid conversion : users become paying users and the company realizes monetization.

Here are 2 questions, which may be a bit painful:

Small Problem

Why have you learned the fission method but still can't do fission well?

Why is it that even though you have done a good job of fission and increased traffic, the monetization is still not ideal?

It seems that raising a problem without analyzing or solving it is a bit like "playing rogue". Below I will make a complete analysis and propose several methods that you can use right away.

Why is precise fission necessary?

I will answer the two painful questions above. If I have to answer it in one sentence, it is a question of traffic accuracy . As you can see, fission does not exist alone, looking ahead. The accuracy of seed users determines the effect of fission; looking forward, the effect of fission directly affects the final paid conversion. Let me explain these two points in detail.

Seed User

I have previously experienced a community fission case in an operational case. After entering the group, I found that the group was full of various advertisements. So where do you think the problem lies? Does the social robot have a bug? Didn’t kick someone out in time? This is a superficial phenomenon. The essence of the problem is that there is a problem with the basic traffic of this community. Let’s first look at the traffic fission diagram.

As you can see from the picture, fission is divided into multiple layers. I have seen powerful ones with more than 10 layers of fission. But let’s not talk about the 10th floor for now. We can see that the higher the floor, the greater the impact on fission. Because all traffic is fissioned based on the upper layer.

• If the upper-level traffic is not accurate, then all the fissioned traffic will be inaccurate, making subsequent paid conversions extremely difficult.
• If the upper-level traffic is not influential enough, the fission will produce very little traffic. This is also a question that many beginners of fission are thinking about: why, when they do fission themselves, they cannot produce much traffic. Because if you expect a few people who don’t have much influence to create a business by posting posters, it’s not very realistic.

Paid conversions

If the paid conversion is not good, it will be affected by the traffic after fission. There are two points: the amount of traffic and the accuracy of the traffic.

Amount of traffic:

The amount of traffic is not enough, and there are only dozens of people in the group. How can we achieve paid conversion? The effect is definitely not good.

Flow accuracy:

Let me give you an example here. For example, we are currently selling women's clothing, targeting young girls between the ages of 18 and 25. If our basic traffic is obtained through advertising , channel cooperation, etc., these basic traffic are the basis of fission activities. But after completing the fission, we found that most of the boys in the group, or girls over 30 years old. So, how can we improve the paid conversion rate?

How to improve fission accuracy

Basic traffic is the cause, and paid conversion is the result. We should work on the cause to solve the problem. There are two important factors that affect the accuracy of subsequent fission flow : people and things.

people

People refer to the basic traffic before fission, or they can also be called seed users. Only with seed users can there be subsequent fission. So if you ask me what kind of seed users your product is suitable for, I would like to say that I don’t know either. Because you need to think about a question in advance: Who are my target paying users? We call it the paying user profile . The profile of paying users must match that of seed users. You should have a clear idea of ​​the attributes of your target paying users, such as age group, income level, price sensitivity, their common pain points, etc.

Let me give you an example. If you plan to sell men's products, you should not go to the mothers' group to find seed users. This sounds a bit strange, and everyone thinks that they will definitely not do this, but in reality, many people do something similar. If you do things with a traffic mindset, no matter what, traffic is king. That's just a dead end.

Let me list some methods to teach you how to find accurate seed users:

Find the target person:

1. Before doing fission, first think about the profile of the target paying users, and then find people based on the user profile;

2. Moments : Of course, it is an indispensable channel, but what kind of content should be posted in Moments to attract the users you want? We will explain this in the "Things" section later;

3. WeChat group : If you also sell women's clothing, and other people's WeChat groups are also like this, then you may be kicked out by the group owner when you go in to find people. My suggestion is to find a group that has no competing products and has your user profile. For example, my products are women’s clothing for those between 25 and 30 years old. The prices are a bit high, and the design style is very intellectual and capable. Then you can go to some groups with many white-collar workers and look for people, but it is recommended to communicate with the group owner first. If you go to a women's clothing group or a mother's group, it is not appropriate;

4. Official Accounts : There are several ways to go to official accounts. One is to publish articles on your own official account to find seed users; one is to place soft articles on official accounts that match the profile of your target paying users; and one is to promote each other with the matching official accounts, that is, your account promotes their content and their account promotes your content.

5. Celebrities : There are many ways to get through celebrities. Sometimes, a celebrity can help you forward a fission poster and achieve twice the result with half the effort. But for those who like to flirt with big names, I have 3 suggestions for you:

• The attributes of the influencers must also match the user portrait , otherwise the traffic coming in will still be inaccurate;
• It’s useless to beg the big shots. Think about what you can give to them? The basis of all workplace social interaction is: value exchange ;
• You should build up your network as much as possible, but there is still a logic to it. The basis of your network is value exchange. You should think more about what you can do to help others.

6. Channels outside of WeChat : There are actually many channels outside of WeChat. You can place advertisements and invest in other self-media . But here I will tell you a free method that can achieve great results with little effort. There was a case like this before. A man opened a Hunan restaurant in Beijing. In order to obtain seed users, he searched for Hunanese people in Beijing on Weibo in advance, and then sent them private messages to invite them to taste their hometown dishes for free. The result is predictable. This group of people became seed users, and then they split and found more Hunanese people in Beijing.

thing

Things refer to the content that goes to the circle of friends and so on during fission. It can be a fission poster, a QR code, a sales pitch, and so on. In order to ensure the accuracy of fission, as I just said, it is necessary to control it through seed users in the basic traffic. But in addition to this, it is also necessary to control the content used for fission. The 666 social group that was very popular some time ago can be described as a textbook example of fission. It is worth learning for each of us.

As you can see, the content of this poster focuses on personal connections, so who needs personal connections? Everyone needs it, so those who join the group include operators, entrepreneurs , lawyers, etc. So, if you want to form a clothing group as mentioned above, suitable for female white-collar workers. That requires that the content you post on your Moments be more concise and intellectual in design. For example, put some very capable model pictures, etc. In this way, girls who like leisure and hip-hop will naturally not be interested in such content and will naturally not join the group. Let me list a few points that need to be paid attention to in fission content:

Attract the right people with the right content:

1. The visual design of the content needs to match your target users . If you want to form an entertainment group, or to drive traffic to an entertainment-related public account, the content shared on WeChat Moments also needs to be designed to be entertaining. You can’t just use the tool to find a good-looking template;

2. When posting posters and other content on WeChat Moments, you also need to consider your wording. The most important thing is: use the language of the circle you want to reach and hit their pain points . For example, if you need to attract new members to a group of mothers, the language you use in your circle of friends should not be too formal. Use more words like "dear" and "mua". Then how do you hit the user's pain points? This depends on your research into the target paying user profile;

3. Welfare needs to be carefully considered , or let’s go back to the fission of the 666 community. To exaggerate a little, there is a six-degree connection theorem, which says that anyone you want to find, even the President of the United States, can be found through at most six people. So, why, based on the fission of personal connections, did it not attract bigwigs like Dong Ge, Jack Ma , etc. to forward it? Although it is a bit exaggerated, it is just to better illustrate the situation, because the benefits of connections are not what those top bosses need at all. For example, if you need to attract new middle-class users, then the welfare offer is a 3 yuan red packet, which may not have any effect at all.

Summarize

During the fission process, you must first think through all the operational processes clearly, and it is not too late to do fission. Fission will be affected by the accuracy of the early basic traffic, and will also affect the subsequent paid conversions, which are all integrated.

Therefore, this article teaches you how to improve the accuracy of traffic during fission through 6 methods of people and 3 methods of things, thereby laying the foundation for subsequent paid conversions.

Author: Marketing fanatic Jackie

Source: 2 Minutes Marketing (marketing_2mins)