0-budget private domain operation strategy to generate huge fan base!

With 0 budget, increasing the number of followers in private domain from 0 to 1 is a mysterious thing. There are already many cases on the market for reference, but there are no systematic articles to discuss them. This article starts from the perspectives of company business strategy, business process, performance appraisal and brand operation, and uses typical cases of increasing the number of fans with zero budget in 6 different industries to illustrate that it is not difficult to increase the number of fans with zero budget and in private domains. There are traces! What is important is that a certain change in mindset is required.

The full text is about 5,000 words and will take you about 10 minutes to read.

01. Private domain operation , we can’t avoid it from 0 to 1!

When it comes to the private domain operations of small and micro enterprises, many WeChat operators have a headache. They believe that with no foundation and no budget, it is very difficult to quickly accumulate the first wave of fans and increase the number of fans from 0 to 10,000-20,000, especially when the company's budget is insufficient. However, the first step to achieve private domain operation: a certain basic number of fans is very important, which is also an important key factor for the continuous operation of the brand in the later stage.

In this way, we have no way to avoid 0-1!

In the information age, time and space are flat. If you search on Baidu, you can find many cases on the Internet of achieving rapid fan growth with zero budget (mostly selling books and training programs). In order to reduce the trouble of upgrading and fighting monsters, and avoid the embarrassment of going to the bathroom, waving your fists in front of the mirror and shouting about your hard work. Based on previous practical work experience, I have summarized several ways to increase fans, hoping to bring some help and inspiration to my colleagues and fans.

02. Embedded in the tax invoice processing process to achieve exponential growth in the number of fans

This is a case of a fruit wholesale market, the scale of which is comparable to a certain fruit wholesale market in Beijing. Of course, based on the objective existence of the white-collar contempt chain: the inner ring office buildings are larger than the outer ring office buildings, and the outer ring office buildings are larger than the wholesale market, the wholesale market cannot offer competitive salaries to recruit suitable brand operation personnel to provide beautiful copywriting content and impactful visual performance comparable to that of 4A advertising companies and first-class factories.

Of course, the number of fans!

I understand!

However, in actual work, the official WeChat account of the wholesale market is the most direct and effective way of communication between the wholesale market and merchants. Therefore, attracting the attention of merchants and even ordinary fans is the primary KPI of the WeChat operators of the wholesale market.

Change your mindset. If the mountain doesn’t come to you, just go to it!

In fact, the solution is very simple. During the communication, we learned that the daily cash flow of the fruit wholesale market reached more than 60 million, and merchants needed to issue thousands of invoices every day. In this case, the most feasible solution is to incorporate the demand for attracting fans into the existing business process - the tax invoice issuance process.

Knowledge points:

There is no common mini-program development fission, no large-scale social dissemination, and 0 budget. It just changes the business processing procedures on the existing basis. Through the efforts of the IT programmers of the Information Department, it is possible to follow the WeChat account and automatically obtain the company tax information in the "WeChat Invoice Assistant" mini-program, reducing the possible errors in the manual input process, and achieving the double growth of rapid invoicing and the number of fans.

Result: In 2 weeks, the number of fans increased from 700 to over 30,000.

Recommendation index: ★★★★★

Extension: Pay attention to the application of QR code payment on the tables of various catering industries.

03. "宀" + "豕" = "家", just-needed resources, "explosive fans" growth category

For Chinese people, the concept of "home" cannot be ignored. "Shuowen Jiezi" says: "宀 means house"; "豕 means pig", the two words together form the word "家" (home). The Pictographic Dictionary Network says: The oracle bone script for returning home can be interpreted as "two animals mating in a specific place", so the important meaning of home is reproduction.

Therefore, the greatest need for human society is to find a "roof" and then match it with a "pig". The combination of the two has ushered in the golden age of China's real estate market.

What happens when “宀” + “豕” = “家” is completed?

The answer given in China, a traditional agricultural society, is the issue of children's education in the story of Meng Mu's three moves.

In this way, based on various examinations: such as checking scores for the college entrance examination, bar examination, and postgraduate entrance examination, and high-fidelity simulation examinations before the formal examinations have become the inevitable and necessary choice for Meng Mu and even aspiring young people.

The "explosive fan" case of a piano education institution in Shanghai in 2019 is worth recommending. The institution used a short period of warm-up and then hinted in various ways that fans who followed the company's official Weibo account would have the opportunity to receive two free tutoring opportunities from an authoritative teacher from the Music Grading Committee before the piano grade examination.

Athletes & Referees

As the saying goes, paper is in great demand in Luoyang. After posting the corresponding poster information in the circle of friends and student groups, the number of followers of this WeChat account increased by thousands every day, so much so that it attracted the attention of the disciplinary inspection department.

Of course, this is another topic.

Knowledge points:

Inducing benefits is the most common way for WeChat to attract fans, and this method has become so rampant that WeChat officials have to introduce systems to regulate and punish it. Of course, the method of interest inducement is also the most common way to attract fans in WeChat operations. The difference lies in the scarcity of the "bait" and the degree of familiarity and adaptation to the WeChat operating rules.

Recommendation index: ★★★★

Extension: Effective application of scarce resources, such as various expert resources in the medical industry.

04. "Free resources", cross-industry cooperation, and rapid increase in followers

The above "宀" + "豕" = "家" basic need case is a typical example of a company providing resources to induce interest and increase fans, but this method still generates some sales expenses in the company's financial statements. There are also some companies that are unwilling or unable to bear this cost and hope to increase their number of fans by integrating resources and leveraging the commercial resources of other companies.

I believe that many friends who love traveling have had the unpleasant experience of being forced to spend money by tour guides when they joined a group tour.

The problem is: knowing the fact is, you also need to know the reason behind it.

To put it bluntly, your travel opportunity may have been the result of resale twice or more. When consumers are offered free trips in certain scenarios, such as through limited offers or lottery draws on a company’s official WeChat account, you need to be extremely careful. Maybe the free travel opportunity you get is also the result of resource integration.

I can also give you a spoiler about the identification method. Are the service provider of free travel resources and the brand owner of promotional materials the same company? If not, then be careful.

Knowledge points:

For most startups, any boss who pays the bill is reluctant to invest resources easily before there is sufficient ROI. At the same time, due to the lack of channels, some catering and tourism service companies are willing to provide some free experience opportunities to expose their brands and acquire customers through the communication channels of other brands.

In theory, everyone is happy with this 1+1>2 approach, as brands can gain opportunities to quickly increase their followers through event marketing and profit sharing. At the same time, providers of free service resources such as catering and travel can also get sufficient exposure and business opportunities. However, once service problems arise, accountability and crisis public relations often result in costs that outweigh the gains.

Recommendation index: ★★★

Extension: Obtain product experience opportunities on various lottery mini-programs.

05. Business Model: Free Little White Rabbit and Paid Big Bad Wolf

What is the most expensive thing in the 21st century? Talent.

In "A World Without Thieves", when Ge Da Ge was conducting internal team training, he uttered a very classic line. The speaker may not mean it, but the listener may take it seriously. Different people interpret this in different ways. But is talent really the most expensive in the 21st century?

otherwise.

For business, free is the most expensive thing in the world.

When merchants cultivate consumers' user habits through various subsidies and obtain sufficient monopoly resources, the little white rabbit turns into a big bad wolf.

As for private domain operations, there have been a series of articles in previous WeChat tweets:

Practical Notes: Understanding Weibo Operations in One Article

Practical notes: Break the deadlock! Solving the WeChat operation dilemma from the perspective of WeChat ecology

Practical Notes: 3 Case Studies on Tik Tok Short Videos

Practical Notes: WeChat Platform Development and Operation Design Manual

…

Author: San Wenren

Source: Sanwenren