The secret to expanding and attracting new customers with private domain traffic!

The "Enterprise Private Domain Growth Flywheel" model includes 6 parts, or 6 stages, namely: adding WeChat hooks, building trust through posting in circles, creating fission through activities, retaining customers at multiple points, promoting transactions through copywriting, and precise management of labels.

The details are as follows:

Regarding the "Enterprise Private Domain Growth Flywheel" model, Gongzi will elaborate on it in 6 articles. "A 11,000-word article that explains in detail how to increase the number of fans using WeChat accounts for private domain traffic ! 》 is the first article of "Hook and WeChat", "8,000 words long article, explaining the operation methods of circle of friends for private domain traffic! 》 is the second article "Build trust through posting in circles", and this article is the third article "Create fission through activities".

Through this article, you will master: 14 types of fission and new customer acquisition, 7 steps to make fission posters, 3 routines and 3 types of fission poster copywriting, 10 elements and 4 details of fission poster design, 4 precautions for fission and new customer acquisition, etc.

Just like operating in the circle of friends, attracting new customers through fission is also one of the essential skills for private domain operations.

If adding WeChat and posting on Moments to build trust are ways to cultivate seed users, then activities to create fission are ways to use seed users to bring in new users, thereby achieving the goal of acquiring new users in batches.

So, given a limited budget, how can we achieve private domain growth through fission?

I have systematically sorted out the cases of the education and training and knowledge payment industries, and will elaborate on them one by one below, trying to break them down for you.

1. 14 types of fission and new customer acquisition

After studying and analyzing a large number of fission and new user acquisition activities, Gongzi found that they can be roughly divided into 14 types, as follows:

1. Distribution fission

By allowing distribution income to be credited to WeChat wallets in real time, users are stimulated to actively share and forward content, thereby achieving fission and attracting new users.

I believe that friends who have participated in distribution fission will have a deep understanding of this. When you see the prompt that there is continuous change in your account, you will have a very strong urge to share and forward.

2. Task fission

By obtaining corresponding rewards after completing corresponding tasks, users are stimulated to share and forward, thereby achieving fission and attracting new users.

For example, keep it in the circle of friends for x hours, share it to x groups, invite x friends to get xx gifts, etc.

3. Team fission

By forming teams for PK, we can stimulate each team member to actively share and forward, thereby achieving fission and attracting new members. The specific gameplay is that the official recruits the captain first, and after the captain is determined, the captain recruits team members on his own.

This type of gameplay is usually combined with distribution fission, that is, while the distribution income is credited to WeChat wallet in real time, within the specified time, the top x teams in total sales can receive a certain amount of cash reward from the official.

For example, the team that Gongzi participated in once won a reward of 10,000 yuan for the first place. After that, the team leader would distribute the rewards according to the proportion of the team members' sales in the total sales of the team.

4. Ranking and fission

By ranking on the list, users who participate in the event are stimulated to actively share and forward, thereby achieving fission and attracting new users.

This method is usually combined with distribution fission, and sometimes with team fission. It mainly uses ranking lists to stimulate users' competitive psychology and desire to win.

5. On-site fission

By setting up trophies and certificates in offline activities, users who participate in the activities are stimulated to actively share and forward, thereby achieving fission and attracting new users.

This fission method often appears at the end of offline training camps in the teaching and knowledge payment industries, because at this time users have already recognized the organization and will not be as resistant to such activities as at the beginning.

6. Content fission

By continuously outputting vertical, high-quality content, we attract users to share and forward it, thereby achieving fission and attracting new users.

For example, Zhihu Q&A, public account articles, Douyin and Kuaishou short videos, and Bilibili medium and long videos.

7. Word of mouth fission

By maintaining good relationships with old customers and providing services that exceed their expectations, we can inspire users to actively share and forward our content, thereby achieving fission and attracting new customers.

For example, Luxury Car Drug, Lao Ji Oyster House, and Sweet Zone Capital all mainly use this fission method.

8. Ground push fission

By distributing appropriate gifts offline, users can scan the code to follow or download the app, thereby achieving fission and attracting new users. Although this method is traditional, it is not outdated. If used well, it can produce miraculous results.

For example, during the epidemic last year, Dingdong Maicai was at the entrances of major residential communities in Beijing, using this method to attract a large number of targeted users, including me.

9. Group buying fission

By taking advantage of the fact that groups of 2, 3, or 5 people can receive corresponding discounts, users are stimulated to actively share and forward, thereby achieving fission and attracting new users.

The most typical case is of course Pinduoduo.

10. Competition fission

By holding various voting competitions, users are encouraged to actively share, forward, canvass for votes and seek likes, thereby achieving fission and attracting new users.

This method is often used to increase followers of public accounts. When Gongzi was running the public account, he managed many such activities, and each event added hundreds of thousands of fans or at least a few thousand.

11. Accumulative fission

By taking advantage of the method of gaining certain points as rewards by sharing (which can be exchanged for corresponding gifts in the points mall), users are encouraged to actively share and forward, thus achieving fission and attracting new users.

For example, the Futu Niu Niu app that the young master often uses allows users to earn points every day by sharing market conditions, information, and community posts. The points can be exchanged for gifts such as commission-free seeds for Hong Kong stocks.

12. Check-in fission

By allowing users to participate in check-in activities and post their check-in achievements on WeChat Moments, we can achieve fission and attract new users.

For example, Fluent Reading, Rocket Words, Pandora English, and Mint Reading have all gained a large number of users in this way.

However, this fission method violates the "WeChat External Link Content Management Specifications". WeChat prohibits the use of interest temptation to induce users to share and spread external link content or public account articles.

13. Tool fission

By providing free high-frequency tools for users to use, we can achieve fission and attract new users. For example, the "Promotion Material Library" applet allows you to copy and paste and publish content by uploading templates to Moments, which is very convenient for sharing materials between private domain teams.

14. Joint Fission

That is, cooperate with surrounding merchants to jointly achieve fission and attract new customers.

This fission method is more suitable for the same business district. For example, educational institutions in a certain business district unite and each provides some benefits to form a great value gift package. It is very cost-effective for users, and each institution can fission new users.

Among the above 14 types of fission and new customer acquisition, except for a few types such as content fission and word-of-mouth fission, most of them require the use of fission posters.

2. 7 steps to make a fission poster

I have always believed that fission posters are the most core element in fission and new customer acquisition, no doubt about it.

Why do you say that?

Because fission activities are mainly spread in the form of posters in the circle of friends, and users browse the circle of friends very quickly, it is not an exaggeration to say that they can read ten lines at a glance.

In this case, if your fission poster cannot quickly arouse the user's interest, it will be immediately brushed away. Even if a user clicks on the poster out of curiosity, he or she will close it because of lack of interest.

Therefore, fission posters are of vital importance, and Gongzi will spend a lot of space to elaborate in detail how to make fission posters.

Gongzi divides the process of making fission posters into 7 steps, namely: collecting cases, selecting templates, writing copy, collecting materials, designing posters, small-scale testing, and modification and iteration.

Step 1: Collect cases

You can collect some excellent fission poster cases in your industry to see how your peers designed them, what elements they included, what copywriting they used, what benefits they provided, etc.

If there are relatively few fission cases in your industry, you can consider collecting some fission posters from the education and training and knowledge payment industries.

There are two reasons for doing this: first, there are many excellent cases in these two industries, which are relatively easy to collect; second, the gameplay of other industries is mostly popularized from these two industries.

It should be noted here that we must develop the habit of collecting cases in normal times, and never wait until we need them to regret not having enough.

For example, when you see a nice poster in your circle of friends or WeChat group, you can collect it and then tag it. At the same time, you can create a folder of excellent fission posters on your computer and take time to organize them every day or every week. Over time, you will be able to accumulate a large number of excellent fission poster cases.

Step 2. Select a template

No matter what industry you are in, the fastest way to success is imitation + micro-innovation. You can select the case that best suits your industry or has the best effect from the collected cases, and give it as a template to the designer for reference.

There are two advantages to doing this: first, this case has been verified by the market and is more likely to succeed (with good results); second, it allows designers to understand your needs more quickly and clearly, saving communication time and improving production efficiency.

Step 3: Write the copy

Writing the copy is the most important step among the seven steps in making a fission poster. It can be said that the quality of copywriting directly determines whether the fission poster can catch the user's eye, arouse the user's interest, and then spread and achieve better results in attracting new users.

However, many people do not pay attention to this link at all. Some people write copy directly based on their own ideas, while others just list and pile up the selling points of the products, without considering the users’ pain points, or what they are really interested in or want. Therefore, the fission effect is often far less than expected.

Regarding this point, Gongzi summarized 3 routines and 3 types, please see the third and fourth parts below for details.

Step 4: Collect materials

In addition to the copywriting, a fission poster may also require materials such as lecturer photos and product photos, so you need to collect them in advance.

Step 5. Design the poster

In addition to the copywriting, the presentation effect of the fission poster, including aesthetics, professionalism, etc., also has a great impact on the dissemination effect of the fission poster.

After all, in this era where appearance is justice and appearance is productivity, users like beautiful and high-end things, and few people like ugly and low-quality things, let alone forward them to their friends circle.

Therefore, Gongzi suggested that it is best to find a professional designer to help you design. If the company has one, that would be the best. If not, you can spend some money to hire one. In fact, it only costs a few hundred dollars.

It should be noted here that when giving designers templates and materials, it is best to provide them with prototype drawings at the same time. I usually draw directly on paper with a pen and take a photo to send over. Sometimes I will use PPT to do a simple one. Of course, you can also choose more professional tools such as Axure and Ink Knife.

There are two reasons for doing this: one is to better convey your ideas and requirements so that designers can do it accordingly; the other is that many designers may have strong aesthetics and design capabilities, but lack marketing thinking. They don’t know how to present each position specifically so that the fission communication effect will be better.

Of course, if you really don’t have the budget, you can also consider platforms such as Chuangketie and Gaoding Design. You can find a good-looking template that is more in line with the requirements of your industry or event and apply it directly.

In addition, regarding poster design, Gongzi summarized 10 major elements and 4 details, please see the fifth and sixth parts below for details.

Step 6: Small-scale testing

Small-scale testing is also very important, but many people completely ignore this step. For example, some people simply design a poster based on their own experience and that’s it.

It is easy to go wrong when doing this because experience is not omnipotent and is often wrong or outdated.

Therefore, in order to ensure the effectiveness of fission activities, it is necessary to conduct tests in a small range before the official launch, which can be within the enterprise or with a small number of core users.

For example, you can ask them for their opinions on the following questions: Do you find this poster attractive? Can you understand what the title means? Would you buy it at this price? Would you like to forward it to your circle of friends? …

Step 7: Modify the iteration

Anyone who does copywriting and design knows that it’s rare for a draft to be finalized in one go; most need to be revised and polished over and over again, and often even have to be overturned and started over again.

For example, the fission poster of Sanlian Life Weekly, which was all over the screen in the early years, had nearly 10 versions designed, and the fission poster of NetEase Xijing Class, which was also all over the screen, also had 4 versions.

Therefore, when designing a fission poster, you must constantly modify, iterate, and polish it based on research and testing until you test the best version.

The above are the 7 steps to make a fission poster. It seems complicated, but it is actually not difficult. As long as you stick to following these steps every time, the fission effect will generally not be too bad.

3. Three routines of fission poster copywriting

Regarding copywriting, Gongzi once summarized three popular routines, namely: hitting pain points, understanding human nature, and inciting emotions. These three routines also apply to poster copywriting.

1. Hit the pain point

A good fission poster copy must be able to hit the user's deepest pain points.

What are the pain points? These are the needs that have not yet been met but are widely desired. Because needs are hierarchical, pain points also have levels and sizes.

Some pain points are very small, and although it will hurt the users when they are hit, it will not be that painful. Some pain points are so severe that users may cry in pain. For example, for the recent college graduates who have moved to Beijing, renting a house is definitely a bigger and deeper pain point compared to where to go for weekend fun.

But no matter how big or small, deep or shallow the pain points are, their essence is fear.

Fear is the most powerful emotion in the human psyche and it can drive you to take action and make changes. So, once you capture the fear, you have found the user's pain point.

For example, there is a book for shared reading called "How long has it been since you finished reading a book?" ”, after seeing this sentence, will you think of the reading plans you have made up your mind to make countless times but have not implemented them countless times? Do you feel guilty and scared? When did I become a loser?

2. Insight into human nature

A good fission poster copy must be able to deeply understand and utilize human nature.

There are many kinds of human nature, such as lust, greed, jealousy, laziness, selfishness, showing off, gluttony, curiosity, and herd mentality, but not every kind of human nature is suitable for use in fission posters. Compared with lust, jealousy, and selfishness, greed, laziness, and showing off are more suitable.

Greed: Human nature is insatiable. People want to get more and take advantage. Therefore, you should clearly and directly state the benefits that users can obtain on the poster, so that users can realize that there are many benefits, that the products are very cheap and cost-effective, and that if they miss this opportunity, they will miss it forever.

“Register for a limited time and get 52 selected books for free.” It’s 52 books, and they’re free. If you happen to want to read, wouldn’t you want to miss it?

Laziness: Human nature is lazy. People want to get things easily or even without working for them. They want everything to be provided for them. Therefore, you must display content on the poster that can help users save time, effort and time, so that users can realize that they can achieve a certain goal effortlessly and easily.

“Voice reading | Essence extraction | Weekly essays | Team up to fight against laziness” “Easily absorb the essence of 52 books in one year”, led reading, essence, essays, and easy absorption, do you think that reading 52 books in one year is not a dream and is really easy?

Show off: It is human nature to like to show off and pretend to be cool. There is a famous saying in the content circle: Your content will only become popular if users can use it to show off.

This is why there are so many course posters flooding the screen, because everyone wants to show off in their circle of friends by explicitly hinting at it, but actually showing off, "I am a person who loves learning."

Of course, there are many other aspects of human nature that can be utilized in fission posters, such as gluttony, curiosity, and herd mentality. I will not elaborate on them one by one. You can carefully analyze the poster cases you have collected, and then try to summarize them yourself.

3. Stir up emotions

A good fission poster copy must be able to incite user emotions.

Human emotions can be roughly divided into four types:

Low-energy negative emotions: such as regret, remorse, inferiority, and guilt.

Low-energy positive emotions: such as calmness, joy, coolness, and tranquility.

High-energy negative emotions: such as anger, anxiety, sadness, and depression.

High-energy positive emotions: such as excitement, ecstasy, enthusiasm, and pride.

Among them, high-energy negative emotions and high-energy positive emotions are more likely to lead to hits, especially anger, anxiety, pride, etc., such as "How long has it been since you finished reading a book? 》In addition to evoking your inner guilt and fear, it is also selling anxiety.

Therefore, when you write the copy for the fission poster, you can selectively take the emotion into consideration. But be careful, don't simply incite emotions for the sake of traffic. You must have your own principles and stick to them, otherwise problems will easily arise in the end.

4. 3 types of fission poster copywriting

Combining the three routines mentioned above, Gongzi divides the common fission poster copywriting into three types, namely: fear type, acquisition type, and quick type.

1. Fearful

The typical characteristics of fear-type poster copy are: a specific problem that causes fear + a solution. It is usually displayed through the main title and subtitle.

"How long has it been since you finished reading a book?" is the question that triggers users' fear of reading. "Join the book reading action plan" and "Team up to fight laziness" are the solutions.

2. Acquired

The typical characteristics of acquisition-type poster copy are: in the poster copy, tell users what they can get after purchasing a course or participating in an event.

It is best to put the word "Get" directly on the poster, as this can better attract users' attention.

Here I will provide you with three ideas, namely physical gain, psychological gain, and wealth gain. You can think about it in combination with the activity requirements and choose to use it.

3. Rapid prototyping

In this era of information explosion, fast-paced life and extremely scarce time, everyone is trying to find shortcuts to success, hoping to master a certain skill in a short period of time so that they can quickly make a comeback, get promoted and get a raise, become the general manager, become the CEO, marry a beautiful and rich woman, and reach the peak of their life.

Therefore, the typical characteristics of this type of poster copy are: short time and quick results.

In the education and training and knowledge payment industries, this type of poster copywriting is the most common, for example: one selected Excel skill class every day, master the core skills in three days; two days and one night, you can get new retail and new ways of playing; one hour of brainstorming, detonate your learning ability, and deeply understand the Feynman learning method; eloquence crash course, become a master of speaking in 7 days...

5. 10 elements of fission poster design

After talking about the copywriting part, let’s talk about the design part.

Gongzi summarized the design of fission posters into 10 major elements, namely: main title, subtitle, lecturer photo, lecturer profile, course outline/highlights, trust endorsement, limited time and quantity, prizes/hook/bait, price, and QR code.

Among them, the main title, course outline/highlights, limited time and quantity, and QR code are essential elements, and the other six are optional elements that can be selected according to the requirements of the activity.

1. Main title

The main title is the most important element in a fission poster. Whether users are interested in the event and willing to participate depends largely on the main title.

Therefore, the main title must be able to hit the user's pain points and attract the user's attention.

It should be noted here that the main title must be clear, must only hit one pain point, and must be direct enough for users to understand it at a glance.

2. Subtitle

A subtitle is a supplement or explanation to the main title. Although it is not necessary, Gongzi suggests that if possible, it is best to add a subtitle, because sometimes it can have a miraculous effect.

In the case of “Chief Growth Officer Evolution Camp”, the subtitle “How to make 10 dollars with 1 dollar” is even more attractive than the main title.

3. Lecturer introduction

Simply put, it is the lecturer's name, title, and achievements. One thing to note here is that it is best to choose several titles + several achievements that are most relevant to the course, and don’t use too many words.

4. Lecturer photo

It is best to choose professional workplace photos or image photos, and the space they occupy should be as large as possible, not too small. On the one hand, it is to make users feel more real and strengthen their sense of trust; on the other hand, it is to better attract users' attention.

5. Course Outline/Highlights

A big taboo of fission posters is to pile up too much content, which not only lacks focus, but also affects the visual effect and user understanding. To avoid this problem, both the course outline and the highlights must be highly refined, with only the most core keywords or phrases included.

6. Trust endorsement

Generally speaking, posters with trust endorsement have better campaign effects than those without trust endorsement.

There are 4 methods:

Seek help from authoritative organizations or celebrities, such as certain bigwigs, experts, professors, or doctors.

Generate a poster with the recommender’s avatar + nickname + invitation message, for example, I am xx, and I invite you to study together.

Take advantage of the herd mentality, such as xx people have already purchased it or received it for free.

The instructor introduction + instructor photo mentioned above is also a kind of trust endorsement.

7. Limited time and limited quantity

Use time limits to create a sense of urgency, such as the deadline is x:00 on x:x day of x month, and there are only x hours left until the end of the event. Use limited quantities to create a sense of scarcity, such as giving the first 100 people an extra gift of xx, limited to 500 copies, etc.

If you need to go to the store to pick up a physical gift, you can limit the number of people, for example, one person can only receive one gift. You can even adopt a strategy of increasing prices at regular intervals and in fixed quantities, such as increasing the price by 100 yuan for every 100 people.

Although many people know that these are common tricks, they still fall for them. There is nothing you can do about it; that is human nature.

One thing to note here is that the numbers must be specific and not vague. Never directly write text such as "limited offer, first come first served", as this will greatly reduce the user's impulse desire.

8. Prize/Hook/Bait

The prizes/hooks/bait can be physical or virtual, or even tiered, meaning that the prizes you receive depend on the tasks you complete.

But when choosing, you should pay attention to three key points: high value (for users), low cost (for you), and high relevance (related to the industry and your subsequent monetization products).

9. Price

Here is a little strategy, which is comparison. That is, set a much higher "original price" next to the actual price, such as 599 yuan, and then cross it out, which will make users feel that it is cheaper.

10. QR Code

All the factors mentioned above have only one purpose, which is to guide users to take action.

You can choose to put a personal WeChat, corporate WeChat, public account, WeChat group QR code (or live code) according to the actual situation, or you can add a guiding phrase, such as scan the code immediately to receive it.

6. 4 details of fission poster design

In addition to the 10 major elements, there are 4 design details that require extra attention, namely: color matching, layout, font, and font size.

Let me add one more thing here, I am not trying to popularize design knowledge (I can’t do it, after all, I’m not even an amateur), I just want to emphasize a few points that you may not think of or often overlook.

1. Color matching

It is recommended to use the three primary colors as the main colors of the poster, namely red, yellow and blue, and the recommended order is red>yellow>blue. This is because the three primary colors stand out more and are easier to identify in the circle of friends. Moreover, red is relatively more likely to stimulate purchasing desire, so the brand color of almost all e-commerce platforms is red.

2. Typography

Try not to typeset text vertically, as it is difficult to read and many users don’t have the patience to read it.

3. Fonts

Try to choose Songti or Microsoft YaHei, which users are more familiar with, and never use particularly unpopular or exaggerated fonts.

4. Font size

The overall font size of the poster should be larger. The standard is the core content, that is, the content that can most motivate users to take action. It can be seen clearly in the circle of friends without clicking on the large picture.

This detail is small, but important because it can greatly affect the effectiveness of your campaign.

7. Four things to note when attracting new customers

There are actually many things to note, but here I want to emphasize four of them, as follows:

1. Don’t fission for the sake of fission

The purpose of fission is not only to attract new customers, but more importantly, the subsequent retention and conversion.

Don't just focus on quantity, but pay more attention to the quality of new customers. Because if the fissioned users are not the target users, no matter how much they have, it will be useless.

2. Don’t rely too much on success stories

Success stories certainly have many merits, but they may not be suitable for you.

Different industries, different average order values, and different user groups will of course have very different fission plans. If you just copy and paste it mechanically, you will definitely fail.

Only by starting from your actual situation and practicing again and again can you find the solution that suits you best. There is no other way.

3. The more details you pay attention to, the more successful you are

Before doing fission, many people attended a few classes and read a few articles, mastered the fission process and basic logic, and thought that fission was very simple. However, when they put it into practice, they were at a loss.

What's the problem? It's all in the details.

Details determine success or failure, this is not just talk. Ask yourself, to what extent have you paid attention to details? Sir, have you done everything mentioned in the previous article? Have you done everything that is not mentioned?

Let me give you a simple example. In order to increase the enthusiasm of user fission, you created a group and synchronized the ranking list within the group every day. Do you think this is thin enough? It’s not enough!

Because, in addition to syncing rankings, there are many things you can do. For example, once you find someone has completed a new order, immediately @ him in the group, praise, applaud, give flowers, send red envelopes to celebrate, cheer for other friends in the group, chat with him privately to keep going, etc.

4. If you want to do your work well, you must first sharpen your tools.

In almost every link of fission, you can find corresponding tools to assist you and help you improve efficiency and effectiveness.

It can be said that more than 90% of the problems you encounter in the fission process can be solved by tools.

Therefore, you must be familiar with the tools and make good use of them.

8. Conclusion

Many people may say that fission activities have been played out, so will they still be effective?

The answer is yes.

As long as you polish every detail of the fission activity and keep repeating it, you will definitely reap unexpected results.

Here we need to talk about what kind of model is a good fission model.

Gongzi believes that a good fission model is not to rely on a screen-sweeping event to attract tens of thousands or hundreds of thousands of new users in a short period of time.

Instead, through small activities held every week and every month, hundreds or thousands of new users are attracted each time, retention and maintenance are carried out, and the snowball effect continues. In this way, tens of thousands or even hundreds of thousands of loyal users can be easily accumulated in a year.

I hope you and I can achieve such steady growth. Come on, let’s encourage each other!

Author: Private Domain Zhang Gongzi

Source: Private Domain Zhang Gongzi