A brief discussion on the three major fissions of free traffic diversion in mobile Internet

The three major fissions shared in this article are potential fission, captive fission, and transaction fission. Each fission has different methods and selling points, and each stage after acquiring customers also undertakes different conversion divisions of labor, but the common goal is the same, to achieve performance improvement and achieve the set indicators. Below we will share them one by one:

1. Seizing potential fission

The core selling points of potential fission:

(1) Find a fish pond first, then find the fish;

(2) The fish pond you need has already been built by others. What you need to do is to find the owner of the fish pond, use the owner's credit endorsement, design a super bait to infiltrate the other person's fish pond, and attract fish to take the bait.

Let's take a look at which fish ponds you can find fish in:

1. Media Fishpond: CCTV, newspapers, magazines, radio, television and other advertisements

2. Offline fish pond: physical stores, large and small stores, exhibitions, activities, pioneers, related parties, etc.

3. Information flow : Baidu search , Toutiao , public accounts , Moments , etc.

4. Community : QQ group, WeChat group , e-commerce platform, etc.

Let’s look at a case first…

As we all know, maternal and child stores sell all kinds of daily necessities for mothers and children, ranging from drinks to daily necessities. The ages of children range from 0-10 years old. There are so many categories that it is dizzying. However, with the increase in operating costs and market competition pressure every year, the profit margin is getting smaller and smaller; therefore, everyone is thinking of some solutions. One maternity and baby store did this: they launched a free children's photography service, but the prerequisite is that all customers who enjoy the free photography service must come to Ben to purchase milk powder, diapers, parent-child travel supplies and other supplies later, and they are bound by a contract (monthly consumption of genuine products is guaranteed).

Through this model, the maternity and baby store attracted a large number of potential customers and rapidly increased the sales of back-end products such as milk powder, diapers, and parent-child travel. Later, this maternity and baby store upgraded its marketing and opened a paid community , charging an annual fee of 365 yuan per person, which includes parenting courses + bedtime stories + a 2,000 yuan cross-border gift package. The gifts here are from cooperation between the maternity and baby store and other industries such as beauty salons, gyms, and confinement centers, thus achieving cross-border win-win results.

What are the ways to capture potential fission? (This is actually similar to the social marketing content shared before)

1. WeChat Moments : Everyone is a self-media , with over 1 billion active users;

2. Big data advertising in Moments ;

3. Cross-border traffic diversion : beauty + nail art + catering, clothing + catering, decoration + home furnishings + home appliances;

4. Official account + WeChat community marketing :

(1) Naming the public account: The name should focus on the industry and not directly use the company name;

(2) Official WeChat operation : Industry insider -> Group 1, Group 2, Group 3, Group 4 -> divert traffic to the platform;

(3) Content output: copying the essence of others, such as real-time hot topics, health, positive energy, and industry information;

(4) Promotion :

aEach employee sends 2 messages on his own initiative every day;

b. Give gifts to all successful customers to attract their attention;

c. Advertise on industry and local accounts;

d. Mutual promotion and recommendation;

e. Put the community ID at the end of all public account articles to facilitate customers to join the group;

fMini programs will replace apps and become standard for every company.

(5) Submarine capture tools :

a Official account QR code + traffic-driving hot items + coupons (obtained by following the official account QR code);

b. Public account QR code + content value output + event planning;

cAll gifts, membership cards, packaging boxes, and flyers must have a public account QR code.

2. Captive Fission

Captive fission core selling points:

(1) Super hot products, trust endorsement, and value output;

(2) Only produce hot-selling products and make them exquisitely and to the extreme.

1. Create hot products

Let’s take a look at the super hot product cases first:

The purpose of hot products can be seen from the Xiaomi community case:

(1) Hot products are not for profit, but for rapid fission and dissemination;

(2) Hot-selling products must precisely hit customers’ pain points;

(3) Customer pain points are opportunities, and the level of satisfying pain points is the level of making money;

(4) To create a hot-selling product, you need to find the right fishing ground;

(5) Screening, locking in, and splitting customers.

Three rules for gold hot products:

(1) Pain point rule: rigid demand, massive volume, and frequency modulation;

(2) Explosion point rule: how to trigger online and offline communication, with offline activities being the key point;

(3) Screaming Rule: Provide customers with superb customer experience, give them great value for money, move them, and make them scream.

5+3 core principles:

5+ includes:

High value (super value for money, super gifts);

High experience (identifiable value);

High communication (favorable exchange communication, high interest induction);

Automatic transaction (customer expected result + time limit + what to do if it fails to be achieved);

Product chain (free front end, profitable back end, lifetime value).

3+ includes:

High frequency (short consumption cycle);

Just need (first-level pain point, must buy);

Rough (high appearance, great value for money).

2. Trust endorsement

Core: 18 methods

The first and only (Bawang), place of origin (Nongfu Spring), professional (Crest), with a long history (Tong Ren Tang), the most expensive (the most expensive materials), traditional secret recipe, the first invention (DJI drone), complex process (26 processes for pure water), the latest, policy, industry boss or leader (if not, leverage the industry boss partner), trend industry, authority (industry and science), customer testimony sharing, upstream and downstream influence, celebrities, investors or investment institutions, media or platform endorsement.

Key points:

a. Don’t emphasize product features, but emphasize the credit endorsement behind the product

b. Need four major credit endorsements: personal image credit, company information disclosure credit, product commitment credit, brand (story, value, super source) credit, emotional credit (lifetime service)

c. Media news exposure, search for "news source" on Taobao , publish news articles, and create real content

3. Value output

core:

Content output, continuous viscosity => including news information, professional knowledge, free lectures (business school community, industry free lectures);

Event planning , keeping the atmosphere high => The forms include raffles (prizes provided by sponsors), offline events (platform-exclusive festivals), and competitions.

Let's take a look at the case of Lao Shen selling local chickens (the local chicken brother who earns 10 million yuan a year)

Lao Shen is the owner of a local chicken shop. He first launched a free chick adoption service through WeChat and marked the adopted chicks so that customers can take them back when they grow up. Customers do not need to raise the chicks they receive. Lao Shen will do it for them, but the owners will need to pay the monthly food costs. Lao Shen chose to build his chicken farm deep in the mountains. He does not feed the chickens with feed or hormones (this can be seen through live video ). He also promised that if any chicken dies due to an accident, he will compensate them with a new one. Mr. Shen would regularly post photos in the form of pictures and texts on his WeChat Moments to let customers know the growth of the chicks. This would increase interaction with customers and indirectly promote his own brand .

Lao Shen also operates a public account, registered 20 WeChat accounts, and established 50 communities to create his own community marketing and brand and establish a brand image. We regularly share news, chicken farming expertise, free live broadcasts and other content in the community, and promote user stickiness in the community through activities.

By continuously operating the community and expanding the scale, Lao Shen began to upgrade his marketing model. He promised that for every group member introduced by old customers, he would reward them with 10 free-range eggs, on the condition that the group members had to pay an annual fee of 298. Paid members can enjoy the service of pre-booking 1 free-range chicken + 10 free-range eggs. After the upgrade, Lao Shen’s number of paying members quickly increased to 60,000, laying a good foundation for subsequent higher profits.

3. Transaction fission

Core selling points of transaction fission:

(1) Uniqueness and functional differentiation (Pantene);

(2) emotional differentiation ( Jiang Xiaobai wine );

(3) image differentiation (calcium in a blue bottle);

(4) Service differentiation ( Haidilao ).

1. Super selling point

(1) From the customer's perspective, analyze which type of value is most attractive to customers;

(2) Choose a unique selling point based on your competitors’ weaknesses;

(3) Analyze market opportunities, find blank markets or create new value;

(4) Analyze the company's advantages and extract unique selling points;

(5) State your unique selling point and repeat it over and over again;

(6) Always look towards things or people that add value and positive energy.

2. An irresistible value proposition

Through cross-border resource integration, the high value of one's own products is highlighted; the transaction process is designed.

3. Zero risk commitment

Let customers have no worries.

4. Super gifts (3 or more)

Exceed customer expectations. For example, if you buy a house, you will get a BMW for free; if you top up your gas card with 2,000 yuan, you will get 5,000 yuan for free.

5. Limited time and limited quantity

Create a sense of urgency to close a deal quickly.

Let’s take a look at how Country Garden sells houses:

6. Customer Testimonials

(1) Customers don’t believe what you say, but they believe what you do;

(2) It doesn’t matter who you are, what matters is who you have served;

(3) Using some customers does not make a profit, but what you earn is the credit endorsement of the customers;

(4) Do not lower prices casually. You can give gifts as gifts. Lowering prices can easily cause the product to depreciate.

7. Delivery Service

(1) Delivery must have a time commitment;

(2) Delivery must be accompanied by a loss guarantee;

(3) Surprise delivery;

(4) Delivery and follow-up sales;

(5)Take photos with the client.

8. Result guarantee

(1) Customers do not buy the product itself, but a sense of peace of mind;

(2) For all business, learn to commit to results;

(3) The more decisive, the easier it is to trust ;

(4) Worry-free purchase;

(5) Our competitors offer a 30-day warranty, while yours is 90 days.

9. Membership fission (membership grading)

(1) Membership card: members who do not pay will never be loyal;

(2) The price of being completely free is that there are no accurate customers;

(3) Only customers who are willing to pay will give you their hearts;

(4) If you pay, you will be given more reward cards. Customers will share with others and appear valuable.

(5) I feel embarrassed to share the free card with my friends.

No matter what industry you are in, every industry has its own unspoken rules, and the unspoken rules of the industry are your opportunities and trends . Lei Jun and Lei Bus once said that if you stand in the right place, even pigs can fly, which fully illustrates the importance of seizing opportunities. In addition, remember to set up fission for each conversion link, so that you can retain and expand your own customers; do not compare prices with your peers, but compare credit. In the words of Jack Ma , there is no foundation without trust, which is the most basic rule of the business world. Finally, I would like to leave you with a sentence: There is no marketing without trust!

Source: Minghang Operations