Analysis of the highly active community system of financial products!

As the cost of acquiring market traffic gradually increases, the Internet has entered the era of stock. From the initial huge amount of money spent to grab users, with the evolution of the market, it has gradually become how to maintain existing traffic customers and maximize customer value.

The emergence of each wave will inevitably lead to a corresponding period of bonus, and in the era of inventory, private domain has undoubtedly become an important strategy that all companies have begun to think about and plan.

With the general upgrading of consumption, new retail, as a product area with high market demand, is a good entry point for transforming into the private domain.

As a representative of traditional industries, banking and financial products have also begun to rely on a strong customer accumulation base to maximize customer retention and conversion through privatization transformation.

If banks want to transform into private domains, a very important direction is to reflect the professionalism of their corporate background. When private domain operations around corporate WeChat begin to emerge, entering the market at this time will undoubtedly be able to take advantage of the bank's huge customer base and refined operations.

From December last year to now, I have been serving a large state-owned bank in building a private domain system. Today, I will explain to you how banking and financial products can build a highly active community user system.

From a background perspective, as the Internet traffic dividend gradually fades, competition for public domain traffic becomes increasingly fierce, and banks' customer acquisition costs continue to rise.

In addition to the impact of the epidemic and population changes, the bank's away-counter rate has increased year by year, young customers have been lost, and large banks and technology companies have continued to snatch bank customers through grassroots and online methods. Banks generally have problems such as difficulty in transformation, customer acquisition, conversion, customer retention, and employee motivating.

Relying on the existing difficulties faced by banks, building a private community customer operation system online can directly and effectively help banks achieve precise marketing and customer retention.

In terms of building private customers, banks rely on their huge customer accumulation resources and can directly skip the step of how to acquire customers in the initial private domain building period.

In addition, the bank's product orders are relatively high and the customer conversion cycle is long. Traditional branch marketing cannot enable customers to conduct secondary marketing, which means that products cannot reach customers quickly.

Through refined marketing in private communities, the connection between bank account managers and customers is increased, trust is promoted, and thus customers' consumption decision-making time is reduced.

In the project background, banks do not need to acquire customers. The biggest demand is how to retain and maintain old customers. However, the existing customer resources are only clues to customers. How to accumulate customers to the enterprise WeChat account is the primary task of building a private domain.

The common method to attract customers to WeChat account is undoubtedly to use outbound calls, which is also the most effective and highest quality way, so this step must be done.

In addition to actively adding, the bank’s several customer channels can also be explored, such as official WeChat accounts, mobile banking, etc.

The private domain entrance is embedded in the official WeChat menu bar, and a special traffic page is set up for mobile banking. The sources of customer traffic in these two sections are also the highest quality channels.

However, it is necessary to control the quality of customers in each channel. After all, bank customers are relatively special, and we must guard against customer loss and interception by competing channels.

For example, the threshold of the private entrance to the community can be controlled well, and through customer identification by the bank’s marketing middle platform, only customers who are bank customers can enter the community.

After the traffic comes into the WeChat account, the next step for many people is to directly invite customers to join the group, but this is actually problematic. When customers add a new person to WeChat, especially this kind of commercial account, a large number of people will be more or less wary. If the first sentence at this time is to invite them to join the group, some customers may directly delete or ignore it.

The normal operation should be to simplify the community's valuable services in a paragraph in advance, focusing on describing the services and value output that the community can bring to him.

Then, when a customer is just added, the account manager should make a self-introduction, talk about his or her background and the reason for adding. After the introduction, he or she should bring out the entrance to the community. If a customer needs to join the group, he or she can reply with a keyword, and the account manager will manually invite the customer to join the group.

Of course, it would be best if the community could provide certain benefits as a hook for joining the group. Compared to banks, they are generally not too short of money and will have a certain budget cost for attracting customers.

Therefore, you can use the marketing middle platform to formulate corresponding group-entry activities. As long as you join the group, you can participate in the lottery. Of course, you are bound to win the lottery, but the reward can be controlled by yourself.

Using the hook of activities to attract new members to the community can greatly increase the motivation of customers to join the group. Here, when I was doing community recruitment for a state-owned bank, I used a five-yuan red packet as bait, and 20,000 people joined the group in two weeks. According to conventional logic, the cost of acquiring a customer was 5 yuan per person.

However, at that time, we set it up so that participants had to participate in the game to participate in the lottery, and the red envelopes would be automatically distributed through the system after 5 working days. Although as long as participants participated, they would definitely participate in the lottery, not all customers who joined the group would necessarily participate in the lottery. This is a probabilistic phenomenon.

In the end, we actually had more than 20,000 people in the group, but only sent out red envelopes worth 15,000 yuan, and the customer acquisition cost was reduced to around 0.75 yuan. By using activities to increase customers' motivation to join the group, and at the same time utilizing the rules of the activities and borrowing customers' time costs, the bank's customer acquisition costs were greatly reduced.

After the community is built, the focus is on the subsequent community operation and maintenance. In fact, it is not difficult to build a group. After all, you have customers and traffic. You just need to invite them into the group one by one.

The difficulty lies in how to maintain these customers after they join the group, and how to keep them active in the group and participate in community activities.

The life cycle of many communities does not exceed one month, and some may not even exceed a week. If the community is inactive and no one talks, it is like a dead group. This is also a common phenomenon in many communities today.

A big part of the reason for these situations is that companies did not think about how to operate the community when they first set up the group.

To put it simply, there is actually a lack of content output for the community behind it, and the content format is not well planned, or in other words, only a single activity link is thrown into the group, and over time, it becomes an advertising group.

Take banks for example. In fact, their content is quite professional and specialized. It is not like the communities we create for fast-moving consumer goods, where we can publish content in many directions.

From the perspective of the bank’s community content, professional content must still be a major direction for the community to output content, but it certainly cannot be all pure content, otherwise the community will become too monotonous.

No matter how much users need it, if the community only outputs some professional product content every day, it will cause users to become numb to the group.

Therefore, given that communities can present diversified content, when we manage bank communities, we maintain the communities by combining game activities with content.

We have formed a standard SOP for the weekly and daily community content output, which embeds some games to allow users to interact with their bank account managers in the group.

For example, on Mondays, Wednesdays and Fridays, the community will mainly reach users with product-specific content and information on discounts. On Tuesdays and Thursdays, the community will regularly hold some small games, such as rolling dice, answering questions, guessing lyrics, etc.

When playing these games, the account manager needs to give reminders in the group in advance. During the game, the account manager needs to interact with customers flexibly according to the actual situation of the community based on the game process and sop.

Of course, this kind of small game will definitely require the distribution of rewards. For example, for answering questions, we can set up 5 places each time, and set a reward ranging from 5 to 10 yuan for each place.

In this way, we can enhance the overall community activity at a low cost while allowing customers to actively participate in activities.

In addition to small activities like this that are not held at fixed time periods, we can also plan traditional activities for the community.

For example, why is Tmall’s Double 11 so famous and popular? The reason is that Tmall holds discount promotions on 11.11 every year, and the time is fixed and the intensity is large.

Through long-term user cultivation, in the later stage, users will remember what activity the platform will hold today, which will attract their attention.

Applying this logic to the community, for example, every Friday, the community will hold a fixed activity, and the rewards corresponding to the activity will be relatively higher. Through long-term cultivation, users will know that the group will hold an activity every Friday, guiding them to click on the group, and at the same time it can also form an expectation of the community in the user's mind.

Of course, in all content and activity outputs, we must prepare all the content in advance, including the script and what to do in each time period. After all, planning and preparation in advance will definitely be better than improvising.

Especially if you need to empower bank account managers to improve their community operation experience, a complete set of community SOPs and community-related training is also essential.

After the entire content system and activity system of the group is built, the follow-up is actually just to continue operating normally according to the plan and process. Of course, the account manager, as the group owner, is also required to promptly build good relationships with the users in the group and call them friends. After the relationship with the customers becomes more and more familiar, he will continue to be active in the group, thereby attracting more people to participate.

In addition to community operations and building, another more important direction for banks to engage in private domain is refined marketing. Traditional offline marketing methods of outlets cannot achieve high-frequency contact with customers, nor can they achieve precise marketing to customers.

Through the online private domain method, you can label and annotate users, reach content in a targeted manner, and push relevant product content to users through their Moments, thereby conducting precision marketing and improving the efficiency of customer conversion.

Due to the length of this article, I will only share with you the content on how to build a community user system. The content on how to label and annotate customers and how to position marketing in the circle of friends can be shared later.