From 0 to 1, private domain conversion methodology

Today’s summary:

1. What abilities does a project operator need to have from 0 to 1?

2. Why did I choose to do operational conversion?

3. What are the prerequisites for successful operational conversion?

Let’s first explain what 0-1 is. 0 does not mean that the company has nothing. It means that the company has been given some resources, but they do not match the current needs. It needs the leader’s ability to turn things around and move from MVP to large-scale automatic operation mode.

I recently reviewed this episode while chatting with a fellow executive, and he asked: "How do you do these "0-1" things? There is a hint of sadness in the words. If you think carefully about it, from 0 to 1, the abilities that a private domain operator needs to possess include:

– First, you need to have a top-level design idea, that is, what is the goal of the primary version from 0-1 and what is the ultimate version goal;

– MVP testing direction and speed, including the company’s released resources and the time it can accommodate;

– After testing, whether it has scale effect, can be replicated, and whether the marginal cost decreases;

– Whether the team’s capabilities keep up with the changes and whether a winning team is selected and trained;

– Whether the trader has enough mental, physical and self-motivation to drive the growth of the entire business.

My personal summary is: to manage a project from 0 to 1, you have to worry about the entire project process, control the process nodes, and improve the overall capabilities of the team. It is something that requires sufficient physical and mental strength.

For example, when operating the financial management project of the School of Finance, because there is no renewal business, the company wants to use the existing service personnel to transform into sales. The resources are these existing service personnel. As for how to transform and how to do it, it is a series of things I have to design. I am a slow-moving person and I don't like face-to-face sales. So I thought at the time: If I could reach users behind the scenes and achieve conversions, that would obviously be the best. How to achieve this?

At that time, we started from the design closed loop and divided it into several steps: building trust - generating interest - guiding purchases - placing orders. These steps support the revenue growth data shown below:

I achieved similar conversion data three times later. The following figure shows the daily conversion rate breakdown of one of the projects:

Let me go over these processes in detail and explain how they did it.

1. Trust Building Stage

1. Establish a personal image

Personality is in relation to the product. You design your personality based on the product you serve, label yourself, and convince users.

For example, Xiao Wanzi of Perfect Diary, when it came to skin care products, she was an expert in promoting products. How did she build this persona? Start to cultivate interest in products through welfare distribution, good product recommendations, etc. At least 7 days were spent on this theme at the beginning, so that users would like it very much and recognize that it was really a grass-roots account created for the good of users, and it came alive.

Is that enough? No. It is not enough to just think that you have established your own personality; the users have the final say. Users need to recognize you through different forms, such as posting pictures, being active in groups, and giving you good reviews, so that your personality can be established.

2. Increase the frequency of interaction

The second step to building trust is to interact with users. The more you know about a person, the closer the relationship will be.

Just like between us and our friends, in addition to knowing each other's preferences and daily activities, we can go a step further and play with each other. On a deeper level, we can talk about everything, including emotional matters, daily trivia, etc. We can talk about whatever we want. The same logic applies to users.

How to understand users? This is how I started: I set a small goal for myself, to chat with 10 users for at least 5 rounds every day, and build deep friendships over time.

3. Company endorsement

Endorsement is a natural trust. What if it is a small or medium-sized brand without company endorsement? It is recommended to broadcast live with real people.

Now the user consumption scenarios have shifted from the earliest offline to mobile Internet and online modes, from pure text to later audio books (such as Fan Deng Reading and Himalaya), etc., and now the hottest things in 2022 are live streaming and short videos, and the scenes are becoming more and more real.

If no one endorses it, you must endorse it yourself. Make good use of the above methods and forms. The changing trend of trust is like a ladder:

Live broadcast > short video > voice > pure text.

Live streaming is the best and users are most likely to gain their trust, followed by short videos and then voice. The most commonly used pictures and texts are just the opposite, they are the worst way to gain trust. This observation may be contrary to what many people believe.

2. Interest Generation Stage

1. Bury the hook

The hook is the inducement, and it is also the foreplay of the product you want to sell. The purpose of the hook is to arouse the user's interest.

For example: The hooks commonly used in adult education are based on content and rhetoric. We think from the end to the beginning: If students come to study for the purpose of making money, then what hook can make students see the hope of making money?

In practice, a relatively good hook is content sharing, which can expand the circle and upgrade the content to arouse students' desire for in-depth learning. This will increase the proportion of users who have a desire for in-depth learning, and in turn increase the number of potential students.

2. “Dream-making”

Dreaming is not about making empty promises, but about getting closer to real dreams. What will happen when users own this higher-end product? How will it change your life?

For example, everyone knows that you can make money by playing Douyin. So, when the account has a certain number of fans, how much income will you get? This is very useful for grassroots entrepreneurs. If they have the vision, they will have this dream. How to achieve it? The answer is to learn more about payment, and this hook has been laid.

The second is service that touches people’s hearts. There are many levels here, such as the first question is what is good service? Is giving your all to users good service?

Of course not. Everything revolves around user needs. At this time, we need to listen more to the user's voice. What do the user want? What do we have? Can we maximize the fit with the user? For example, if a user wants to study for a few more days or take more lessons, can we do that and what is the scale?

Of course, user needs must be met without the cost being too high. However, if the user's request is unreasonable, such as wanting the course transcript or the course audio, these can be rejected due to copyright issues. When understanding user needs, user research is also essential. Only in this way can we make the right decisions and put users first.

To provide good delivery to users, we can also learn from what Lei Jun said: "Make a good product that touches people's hearts and is reasonably priced." The principle is the same. Touching service can sometimes also be the solution to private domain operations .

3. Purchase Guidance Stage

1. Accumulation and explosion at one point

Let’s talk about sales. There are several forms of sales: one-on-one, group transfer, telemarketing, and offline development. In the purchase guidance stage, all attacks need to be directed to one outbreak point. For example, during live broadcasts, we often hear some words emphasizing: If you buy XXX today, I will give you XX, XX, and XX. When you buy one product, you will get at least 3 items for free, so that you feel you are getting a great value. There is also a 5-second countdown, and after it ends, the next product will be released. Basically, it sells out very quickly. This is a strategy of piling up on one point, which I call the stacking effect.

2. Welfare price

The underlying gameplay of marketing is the same, such as "welfare price", which means how much is the community welfare for placing an order today?

If you buy it from the official website, it will definitely be more expensive than this. This method has been used for more than 10 years, and it is still the main method used in live broadcasts today. Big anchors basically get it at a lower price in the live broadcast room and then give it to consumers. This product has been used until today and has not expired, which shows that people's sensitivity to price has remained unchanged.

4. Ordering Stage

1. Telemarketing

Advantages: Fast order completion. It only takes 2-3 phone calls to win over a customer and directly resolve the user’s concerns.

Disadvantages: It requires high comprehensive capabilities of sales staff, people born in the 1990s and 1995s are averse to telemarketing, and it is difficult to recruit people.

2. Offline development

Advantages: Trust is established quickly.

Disadvantages: 1 to 1, relatively high cost, affected by geographical location and environment.

3. Group transfer

Advantages: Use leverage to motivate a group of people to place orders, which is highly efficient.

Disadvantages: Requires strong group control and community operation capabilities.

I have experienced telemarketing and group transfers. As an old community member, I prefer the community approach that can work miracles. The essence of community operation is to use services to leverage sales.

5. Personnel selection model

There are four steps to building a community sales team: selection, training, use and retention.

I have interviewed more than 100 junior sales people, and I would look at the following key factors: whether they have experience as a TOP in projects in the past; whether they can explain their experience clearly; whether they can express it with data on their resume; their communication skills to judge their personality and the value they bring to the team; and their strengths and weaknesses in their personality.

Everyone has his or her own criteria for judging the above five points. If you meet the above criteria, you can basically be hired.

When choosing a core team leader, I will look at several points: whether he has experience leading a team of more than 8 people; what are the daily management actions; what are the team management methods; how to deal with more difficult members; and what is the cooperation with superiors like.

The key to retaining talent is building team cohesion.

However, this topic is obviously not suitable to be elaborated here, because recruitment is also a highly professional process. This topic is suitable for sitting down and discussing in detail.

Related reading:

Brands are mastering private domain operation strategies!

Private domain traffic diversion methods and logic!

A complete breakdown of Luckin Coffee’s private domain

Author: See the truth

Source: Jianshi