B-side activity review: 10,000 effective customer information was obtained at zero cost through content dissemination

A few days ago, we held a B-side event for the mini program industry, offering free copies of a "Practical Guide to Mini Program Operations " and disseminating information through the official accounts of 32 industry tool platforms (highlight the key points, which will be tested). Although the overall dissemination volume was not high, a large number of user conversions were achieved, and after screening, nearly 10,000 valid mini program customer information were finally generated.

Now that I have introduced the background, I will start bragging. Oh no, it is time to seriously summarize my experience in the event.

Many B-side companies are trying to acquire customers through content, but the results are often unsatisfactory, and more rely on traditional marketing methods. For this content communication activity, we divided the planning phase into 6 key steps: define goals, define users, define content, define channels , define processes and define conversions.

This article also mainly summarizes the experience of event operations from these 6 aspects, hoping to bring some inspiration to everyone.

1. Define your goals: Find specific and actionable metrics

The original intention of this event is that we want to promote the mini program analysis product, but because the mini program is a new business line and does not have many existing users, we hope to bring effective mini program customers through this content dissemination activity, and it would be best if we can achieve conversion into orders.

However, this goal seems a bit stressful for a content dissemination campaign. If you want to bring in customer conversions, you must have sufficient product introductions, which may turn the content manual into a product introduction leaflet. The loss of readability will reduce the degree of dissemination.

This is also the reason why the content quality of many B-side corporate official accounts is not high. They have to introduce the company, explain the products, and serve the users. Too many goals can easily lead to user fatigue.

Therefore, we only defined one goal for this event: "Attract effective users' attention through effective content dissemination and provide a user base for subsequent conversions."

To put it simply, it is the act of customers leaving information.

The growth hacking theory emphasizes the "North Star Indicator", which gives a key indicator to the operational behavior at each stage. The clearer and simpler the definition of the key indicator is, the stronger its guidance will be for the overall activities.

2. Define users: find user pain point keywords

Usually, when we define users for C-end content, we will describe user portraits through dimensions such as age, gender, region, preferences, and zodiac sign. However, when defining users for B-end content, I made another table.

The horizontal axis of this topic selection table is the occupation, and the vertical axis is the industry. Because our products are facing a wide range of industries and a large number of people, we have not made a more refined classification of industries and occupations. If it is a B-side service that is vertical to a certain industry or a certain profession, it needs to be more detailed when defining users. For example, operations can be subdivided into content, activities, channels, data, new media , and other subdivided professions, and users are defined based on the matching design of industries and professions.

Why do we need to define users before creating content? The purpose of defining the user image and finding the keywords of the user's pain points is to establish more connections between the content and the user, so that the user can resonate. Therefore, the finer, smaller, and more specific the user keywords are, the better.

For example, before writing this content, we positioned operations as the main role, and products and management as subsidiary roles. In breaking down the operations role, we found that the pain points of mini-program operations can be summarized as fast churn, difficult conversion, and high risk of fission. Then, by further breaking down these three points, we found related pain points such as slow review and easy blocking. Further subdividing them, we can also find pain points such as difficulty in selecting types when submitting for review and difficulty in monitoring conversions when guiding sharing.

By defining users’ pain point keywords, you can find out what the users you care about are discovering. This is the basis for content topic planning.

When defining users, in addition to defining occupations, we also need to define industries. For example, this event is not limited to the Internet industry, but also includes the data analysis industry and the advertising and marketing industry.

The purpose of professional definition is to guide content selection and packaging, while the purpose of industry definition is to guide publicity channels.

3. Define content: Consider the friendliness of B-side content

The so-called friendliness of B-side content refers to the degree of balance between useful information such as information scarcity, depth of insights, practicality, and user relevance, and useless information such as brand information and product information. It can also be understood as the relevance between content and users.

The content of B-side content marketing activities itself needs to have a "superior" perspective. This perspective can come from the author's or the company's observation of the industry, such as data reports ; it can also be scarce industry resources, such as translated foreign language materials .

B-side content needs to focus on four aspects: content scarcity, forward-looking views, depth of analysis and content breadth. With depth and breadth as the two dimensions, we can draw a "B-side content quality coordinate" diagram.

But for B-side content operations , especially those positioned as industry content output, how to produce (I dare not even mention or write this word) content that is both deep and broad is enough to make B-side new media editors collectively explode.

In the process of writing the manual for the event content, a more clever idea was to sort out the current status of the industry and the basic content first, and sort out the things that are not in human language so that everyone can understand it. For example, organizing the official mini-program update information may be a bit tiring, but it allows the author to re-establish their understanding of the mini-program's capabilities and also provides readers with a wide range of content.

Then, I sorted out some industry reports and gradually formed my own understanding of the industry in the process of interpreting the reports. If I really can’t think of anything, I would read a few more reports. (To be honest, inspiration is something that has some element of luck)

Then put forward your core ideas and expand on them. When you are in your own home field, you can use your own products as cases or tools to support your arguments, thereby reducing the sense of disharmony caused by product descriptions and brand exposure.

In terms of overall logic, the content gradually transitions from the breadth of the population to the precision of the population. This manual first talks about the upgrade of the mini program, which is visible to everyone, and then talks about the review and blocking of the mini program, which is also visible to everyone. The third step talks about the product, the fourth step talks about operations, and finally the company's layout. The last part is provided for managers, who are also the effective users we want to convert.

4. Define channels: channels are the guarantee of user quality

The definition of goals and users is the basis for guiding subsequent operational behaviors, content is the first step in execution, and channels are the key step in ensuring user quality. When it comes to defining channels, there are actually two steps to think about: first, choose the channel, and then make a promotion plan.

Since the users defined this time include industries such as the Internet, advertising, and data, and their professions are defined as operations, products, and managers, we did not covet the volume of communication in terms of channel selection, but instead built a communication channel matrix around the North Star indicator of attracting effective customer retention.

First, select channels based on users to ensure conversion rate

Since the content of this manual is relatively friendly, the promotion channels for this event were all completed through resource exchange. Of course, we also tried information flow promotion costing a few hundred yuan, but we stopped because the effect was not good.

In terms of the combination of promotion channels, we selected 32 industry platforms, such as Qinggua Media, Xinbang and other media covering operators, and operation-related tools such as Chuangketie. In addition to the operation industry, we also cooperated with several self-media such as investment institutions for managers, and also cooperated with some industry platforms for the advertising industry.

Since these platforms have a high degree of overlap with the target users of this manual and the threshold for receiving it is low, they have achieved good conversion results and ensured user quality.

Secondly, make a promotion plan based on content and channels to improve conversion rate

In addition to jointly launching this manual with 32 industry platforms, we also invited 8 big names to recommend the contents of this manual. The selection of the 8 big names also focused on "user definition", and big names from the new media, operations, data analysis, advertising and other industries were invited to write recommendations, such as Jian Feng from the mini program industry, Song Xing from the data analysis industry and other big names.

In addition to recommendations from big names, we have prepared two types of promotional articles for different cooperative promotion platforms. For example, the tweets from industry platforms such as Qinggua Media and Xinbang are 3,000-word long articles that cater to the daily reading habits of platform users. For the new media of cooperative enterprises, the tweets we give are simpler, with an introductory statement + a download poster, aiming for a simple, direct and fast conversion effect.

5. Define the process: reduce the cost of user acquisition

From the user's perspective, the process of this activity only has three steps. The first step is to open the tweet, the second step is to scan the QR code to enter the form page, the third step is to fill in the email address and submit it, and then wait to receive it.

Yes, this is how we achieve the customer retention goal for this event. You don’t need to follow or forward it. Just fill in your email address and you can easily take the mini program guide home~

When defining the activity process, the user acquisition cost is often increased in order to achieve multiple goals. For example, with so many cooperative channels for promotion, should we help the official account attract fans? Do you want to be directed to the official website? Do we want to allow users to join the group?

Returning to the originally defined North Star Indicator, the goal is to retain effective user information. In this case, users only need to fill in their email address. Even the phone number is an optional item on the form page.

Therefore, if you want to convert users, it still depends on how valuable your "temptation" is. When the cost of acquiring users is higher than the value of the prize, user participation will decrease, especially for this kind of content manual, it is difficult to give a clear value measurement.

6. Define conversion: Identify high-quality users through data analysis

Having written so much above, many students who are engaged in B-side operations may have a question: how do you judge whether the converted users are high-quality users?

As a data analysis-related company, we have set up multiple data tracking dimensions in normal activities, such as tracking of promotional channels, tracking of poster QR codes, and tracking of form pages. After filling out the form, you will be redirected to our official website, where there will also be tracking points.

The first step is to preliminarily screen out valid users by comparing the user behavior statistics of the official website address with the user behavior samples of normal visits.

After the manual is sent via email, a QR code is placed on the last page of the manual. For users who can read the original manual and are willing to add their personal account to the group, they are also users who have a demand for the mini program.

Through the analysis of these two parts of data, we screened out nearly 10,000 valid users from all the information left as key conversion targets.

In addition to data analysis methods, you can also filter users through subsequent activities, such as users who open EDM and users who click on different articles. You can cross-filter the data to find the users you want.

For B-side marketing activities, defining the number of effective users is more important than defining the number of converted users , and user quality needs to be associated with multiple links such as content, communication channels, guidance methods and user behavior analysis .

The above is my review of this B-side operation activity. I personally believe that the planning idea of ​​B-side content marketing is to "alleviate industry anxiety" and provide a "North Star" guidance to people who have no intention of doing so.

In terms of people, they are usually divided into two major categories: "decision makers" and "executors", but their focus on content is the same. Decision makers also pay attention to practical methods, and executors are also interested in industry trends. Everyone pursues the same "sense of gain". B-side content operations pay more attention to circles. Even if the content direction is the same, the focus on content is different. Decision makers pay more attention to the strategy and overall process of practical methods, and executors pay more attention to the details of practical methods.

But no matter what, having something to say is the basis of content marketing in the B-side industry. After all, everyone is very busy.

Source: Zhang Xiaohuai