Drainage is ineffective? Try these 4 methods

Your drainage is not effective? It’s not that the method doesn’t work, but that you didn’t use it correctly.

Countless people are talking about detonating and going viral, hoping to explode all at once and stand on the cusp of the trend. But many times we find that the results are not as expected.

You must have encountered the following situations:

1. Everyone greeted each other on the day they were diverted, but no one spoke for three to five days.
2. Many of the people who were attracted to the site took advantage and then disappeared.
3. After attracting traffic, we pushed advertisements and promoted products, but there was no conversion .
4. There aren't many users, and all of them are there to send random advertisements.
5. I planned this event for a long time, but after I announced it, I found that there was no response.
6. The group is very active, but the topics discussed have nothing to do with your community .
7. …

You may have tried these:

1. Find famous teachers to share.
2. Discount promotion.
3. Interesting and unrestrained event planning .
4. Spend a lot of money on channel promotion and prize-winning traffic.
5. Carefully prepared copy .
6. …

In fact, all the methods you have tried can produce good results, you just didn’t use them in the right places.

Before introducing the specific method, let's analyze the above situation and ask ourselves a few questions:

(1) About famous teachers’ sharing

• Does the content shared by famous teachers match your users?
• Is this what users need?
• Do you check the quality of the content yourself?
• How to quickly retain users after sharing?
• What should we do next to quickly retain users?
• Has user feedback been collected?
• What aspects of this sharing were done well and what were done poorly?
• What other extended value can this event generate? (For example, organize the content into useful information for members to review, or use as reserve copywriting for the next wave of traffic)

(2) About discount promotion

• After attracting traffic, do you push advertisements all day long? Is it effective?
• Is it possible for the diverted users to realize secondary monetization?
• Do you understand the age, consumption level, preferences, purpose of joining, and more urgent needs of the attracting users?
• Will the business continue to operate after the traffic is diverted, and will the relationship with users gradually improve?
• Does the group become a customer service group after the diversion?
• Have you established a good personal relationship with even one or two users?
• Do users actively promote your product, and not because it is a mandatory requirement of the activity?

(3) About interesting and unscrupulous event planning

• Is this event aimed at attracting traffic or generating revenue? Have the conditions for a two-pronged approach been met?
• Does your fun planning suit the tastes of your target users? (Does it work for you to take advantage of the popularity of King of Glory in the Baoma Community?)
• Is the event released at the right time?
• Is the entire activity process smooth and is user participation cumbersome?
• Was any research or testing done before the event?
• Is the activity idea a spur of the moment idea or is it based on data and user feedback?
• Is the promotion of activities achieved by spending money?
• Before planning, do you conduct comparative studies on other people’s successful cases?
• Without forcing employees to participate, are they willing to proactively forward this activity? Have you ever asked why?

There are many aspects of any ineffective attempt that need to be carefully analyzed and summarized. It is difficult to attract traffic in one go. The situation of each community is different. Analyzing others is a prerequisite, and analyzing yourself is the foundation. At least make sure your attempt is fruitful.

There are several key points for community drainage:

1. Clarify the purpose of drainage

As mentioned above, you need to know clearly whether this traffic diversion is for gathering fans, social media promotion or product monetization.

If you are in the early stage of attracting traffic, it is best not to rush to cash in . The stickiness and activity of users are unknown. First, cultivate users and understand their needs before monetizing them. Otherwise, users will have the impression that you are a “salesman”.

If it is for promotion, then you must ensure that normal activities have multiple points worth forwarding and sharing by users, including topic discussions, group photos, text sharing, and forwarding points registration. Users' sharing must be reasonable and easy to operate. Your goal is to get more users to forward. Interesting copywriting is worth forwarding, topics discussed in the community are worth forwarding, the overwhelming red envelope rain is also worth forwarding, forwarding screenshots and giving gifts is also a reason, as well as high-quality activity photos sent to the group in real time. You have to arouse users' desire to forward, and then pave the way for users to share. In this way, users will always want to forward the message, and more than once, but it should be noted that forced forwarding is limited to one or two times at most.

If the purpose is to monetize, then the first thing you need to consider is whether your own user base is in place, whether the monetization conditions provided are attractive, whether the monetization product has been tested, and on which users it has been tested.

2. Get the right timing for drainage

Many times, there is an element of luck in attracting traffic to a community. We need to analyze these patterns and maximize the chances of rapid spread, and seizing the right opportunity is essential.

Conventional time control lies in understanding the user’s time scheduling patterns. It is necessary to know what the audience is doing when the event is launched, whether the content can be effectively disseminated, and the specific time of posting on the official account , and push different content at different times. These daily information require in-depth investigation of users and summary through multiple attempts. In addition, special effects at specific times should be considered. For example, when 360 Browser was promoting on a large scale, it took advantage of the time before the Chinese New Year when over 100 million people wanted to book train tickets. It used the promotional point of grabbing train tickets more efficiently to quickly open up the market. When choosing a time, you should also have alternative plans. The expected time may be affected by other scenarios or topics and may not be suitable for release. Consider the possible impacts of the previous and subsequent time points. For example, the few days before holidays are not suitable for large-scale events, and other factors such as season and weather should also be considered.

3. Find the right people to attract traffic

As mentioned earlier, if you post “XXX razor is on sale” in a moms’ group, it may be difficult to attract attention. However, if you post “Tell your husband quickly! This kind of razor has XXX risks!” and then put the razor advertisement at the end, or just have a discussion about razors, everyone will remember about razors, and then make a few related shares and you can promote razors. What this means is that you need to learn to think from the user's perspective, what can most attract the user's attention, and what can most hit the user's pain points. You have to create relevant content based on the kind of tags you are looking for.

Not only that, but we also need to make reasonable diversions among the people being diverted to ensure that those gathered together are people with a high degree of commonality. If the fans are not accurate, everyone will not be on the same wavelength. Even if they get together, they will not have a common language. It will be difficult to form a community, and it will be even more difficult to achieve subsequent conversions and community operation results. In fact, to put it bluntly, although the development of a community requires a fan base of a certain size, in order to form a larger community momentum to move forward. However, the focus of the community's fans is on quality, not just quantity. Community operation means bringing together people with similar interests to resonate with each other, so there are so many ways to attract traffic.

In fact, many people go astray right from the start, and some even try to attract traffic by buying or deceiving fans. It seems that the traffic is huge, but it is a thankless task.

4. Clarify the rules of communication

The law of communication talks about two key points of traffic generation: leveraging the central node and causing resonance among readers. This plays a big role in the process of copy editing and event planning.

1. Pry the central node

Gladwell's book "The Tipping Point" introduced in detail the importance of central nodes in communication. He believes that among every class of people, there are some who are particularly good at communication, and these people are the connectors of society. The development of the Internet is also gradually becoming people-centered, and the concentrated outbreak of self-media has further confirmed this. A community is essentially a collection of people, so it is crucial to find nodes among the crowd. When we think about spreading information, we need to consider how to effectively spread it through these nodes. Whether it is a big Weibo account, a big V on a public account, a person with certain resources, or a KOL in the community, they all deserve attention.

In addition to inviting them to participate in community activities , you can also enable them to play an active role in the community. Usually, what they say is more likely to attract the attention of community members. If the cooperation is pleasant, their active sharing and recommendations can usually bring unexpected cooperation resources.

For users who have a say in the community, we should take the initiative to establish good personal relationships, communicate with them in a timely manner, and grant them certain permissions and rewards so that they can help activate the community. In this way, not only the core user is firmly grasped, but also the group of people surrounding this user are grasped.

2. Resonate with readers

There are so many examples that resonate with people, and most viral content can resonate with people.

Mimi Meng ’s “Why I support interns taking a leave of absence? 》 is a typical example, the implicit truth of which is: Is reading useful? It is also useful for people who don’t read.

The same is true of the drama “20 Million People Pretend to Live in Beijing” that went viral on WeChat Moments . In fact, there have been complaints about the difficulty of living in Beijing for a long time. Here, a different way of saying it emphasizes this pain point again. The same is true of Xin Shixiang ’s “ Escape from Beijing, Shanghai and Guangzhou ”.

You need to know what your users are most sensitive to and how many such pain points they have in their lives.

• Is it difficult to choose a school for your child?
• Does it matter if my boss is an idiot?
• Does it count if weight loss is ineffective?

Topics such as homesickness, emotional topics, and survival in the workplace are all topics that are easy to resonate with.

You need to communicate more with users and get into their lives to understand them, instead of flooding the screen with messages like “big price cuts” or “bargain prices”. Luo Yonghao, the founder of Smartisan smartphone, once said: I am not doing this for winning or losing, I am just doing it for seriousness. In fact, the Hammer phone does have many flaws, but this sentence, "Just for seriousness, seriousness", is a kind of style. This temperament has also resonated with many people with the same temperament.

Content that can resonate with people contains sincere emotions. Traditional brands are like respected elders, while modern brands are like confidants with whom you can talk about anything, and you have to have similar personalities to have a conversation.