Uncover the 6 core skills of "social marketing"

If there is any low-cost and high-conversion operation method now, I would first recommend social media marketing . During last year’s Double 11, my team and I managed a skin care product case. By leveraging the power of the community, we achieved 600,000 yuan in sales at zero cost, and the conversion rate increased by 11.34%.

Before sharing my experience in social marketing, I would like to talk to you about what social marketing is?

In January this year, I was inexplicably pulled into 5 groups. After entering, I was confused. The screen was full of discount information and pictures that did not have a sense of luxury at all. At that moment, I felt like I had entered a hypermarket.

Do you think that just by randomly inviting a few hundred people to a group and sending out flash sale links, you can achieve high-value transactions? The answer is definitely: NO. So what is social marketing? I think it was a carefully polished “online sales meeting”!

1. Attract precise group users;
2. Then stimulate user interest;
3. Finally, the deal was done naturally.

The degree of refinement of each step will directly affect the final order conversion rate. How can we achieve refinement? There are mainly 6 links, let’s break them down one by one.

1. Conduct user analysis in advance to improve the accuracy of group entry

Before creating a group, you must first conduct user analysis to find group member profiles that are highly compatible with your product. The portrait of group members determines what kind of content the community outputs and what kind of topics are raised to attract everyone's interest. Only when the portrait of group members is more accurate, the transaction rate will be higher.

We often use the following three tables to assist in analysis. By filling in the information in the tables, we can simulate and analyze the common characteristics of group members that we want.

2. Set up the group member structure to prepare for community activity

As mentioned earlier, the purpose of group member portraits is to ensure consistency in the needs of users joining the group and to increase the conversion rate. However, if everyone in the group has the same role division, the community will definitely not be active.

Therefore, we need to design some "water armies" with different roles for the community in advance based on the products sold, so as to ensure the activity within the group while stimulating the interest of other users.

With such a structure, we can artificially design some topics in the community based on these roles to arouse users' interest, create an active atmosphere in the community, and increase the conversion rate. The specific design method will be discussed in point 4, so I will keep it a secret for now.

3. Passively attract users to join the group and increase the transaction rate

Are you more likely to buy if you are inexplicably added to a WeChat group, or if you see the message and actively join the group, are you more likely to buy? Obviously, the latter is larger.

Therefore, in the process of attracting traffic, we need to increase the passive entry rate as much as possible, rather than actively pulling a group of people in.

How to increase the passive group entry rate? Briefly explain 2 tips.

1. Prepare a good script for the circle of friends and prepare clues for joining the group in advance

Posting on Moments is also an art. Repeatedly posting the same copy and poster can easily cause user disgust and reduce the conversion rate of the activity. Therefore, what we pursue is to accumulate the potential energy of activities through circles of friends and achieve the effect of 1+1>.

Therefore, you can package the activity into a story and use the circle of friends to serialize this story, so that users are willing to accept and participate in this activity.

2. Make heartfelt private messages to attract users with value

As the attention paid to Moments wanes, private messaging has become an essential means of publicity. But good reach will lead to transactions, while bad reach will lead to friend deletion.

The above are two tips to increase the passive group entry rate. If your own traffic pool is not enough now, you need to solve the problem of your own traffic first. This discussion assumes that you have a basic traffic pool.

4. Prepare precise topics in advance to guide users to be active

After users enter the community, we need to take timely actions to mobilize the atmosphere. If we start advertising right away, they will die quickly.

Just like offline sales meetings, after entering the venue, there will be live music and hosts to allow everyone to relax.

So how do we make users relax in the community? It’s mainly created by the atmosphere. Create an active communication atmosphere through "visual presentation" such as text, pictures, and videos, attract the user's attention, and thus stimulate her desire to join the discussion.

When it comes to creating atmosphere, it is necessary to cooperate with the "water army" designed previously. Preset 3-6 topics in advance according to the "water army structure", and edit the "chat script" around these topics in advance to prevent the community atmosphere from being less active after the group is created.

Once we start chatting, real users will join in the chat. Each chat with 3-5 people will cover 6-10 people, and eventually cover everyone. How to preset these topics and chat scripts in advance? Here are 2 key points.

1. Cater to their interests and make sure the chat content is in line with the community theme . Consider it from the user's perspective, what can the user think of and what information can he get when he sees these texts, pictures, and videos.
2. Keep the pace of the conversation. Think clearly in advance about what time, who will say what, and who will be responsible for creating what atmosphere.

5. Create momentum in the community and pave the way for community transactions

Activeness is the basis for creating atmosphere and community transactions. The purpose of creating momentum is to push the product to a climax and pave the way for subsequent promotions.

There are many ways to create momentum, such as activities, red envelopes, benefits, etc., but the focus is still on the details in the actual process. Here I’d like to share a tip with you: make good use of group announcements.

Every time before we release an important announcement or notification, we can set a reply message at the end of the message, such as "I want red envelopes to rain down on my hands." The purpose is to attract everyone's attention and allow inactive users to be attracted and participate in the atmosphere. Create momentum for subsequent sales.

6. Super grass planting to achieve natural transactions in the community

After the community potential is created, don’t push the product directly, but first plant the seeds and tickle the users, thus arousing their desire to buy the product.

This may sound a bit abstract, so let me give you two examples.

1. Common modal particles, subtly plant seeds

Why does Li Jiaqi always use interjections like "OMG it's so easy to use, it's so beautiful, my god, what kind of magical eye shadow is this" during every live broadcast? The purpose is to highlight the product in a humorous way and attract users' attention .

Because people prefer to be relaxed and humorous rather than being too serious.

2. Use comparison and real-life sharing to avoid self-promotion

Most people are very confident in their products, so they always talk endlessly about their products, for example: they use top-notch ingredients, they hired a certain senior designer for the packaging, and what the product principle is.

Yes, this content can indeed reflect your professionalism, but it is not what users care about most. Out of 100%, 20% is enough. If there is more, it will become self-boasting, which will not win favor, but will easily backfire. So what should we do with the remaining 80%? Deepen the cultivation of 2 points.

1) Use more comparisons, such as comparing similar products, comparing prices, and comparing details. Only with comparison can there be harm.

2) Sharing by real people is always the type of information that customers trust the most! No doubt about it.

After achieving the above two points, give users a reason to place an order, and the deal will naturally be completed.

If in this case, more than 80% of people have not completed the transaction, then we need to screen out the users in the group who are "active but have not completed the transaction", contact them privately, and facilitate orders.

If the deal is not completed, don't be discouraged. Make a summary and analyze why the deal was not completed and lay the foundation for the next activity.

That’s all about the 6 steps of selling products in social networks! I hope everyone gains something from it.

Selling products in social media is a delicate job. Skills are just the icing on the cake. The core is the understanding of human nature and insight into user needs .

Therefore, if you want to improve your community operation ability, you don’t need to learn too many techniques, but practice more. Practice how to chat with users , how to explain your product selling points to make users feel comfortable, and how to make deals without being awkward.

Author: GET-Xiaolu

Source: GET-Xiaolu