4 tips to teach you how to use Xiaoguan Tea's marketing methods to create a hot-selling community

Do you think that Xiaoguan Tea became popular all of a sudden? As a new brand entering the market, how can we quickly establish brand awareness of Xiaoguan Tea among the audience and become synonymous with high-end tea? Today I will reveal the secret to you.

To achieve this goal, there are four decisive factors:

1. Target users

2. Rapid dissemination through media applications

3. Output valuable content and shape self-positioning

4. Choose an effective promotion method

1. Target users

What is group positioning? Sending red envelopes and coupons is a bait to get users to consume, which is not the positioning of the community. The positioning of this group should be to get users to consume. The community positioning should be set in conjunction with the purpose of establishing the group.

If this is a welfare group, purely for sending red envelopes, coupons, and promotional information, such a community will not survive for long, and its fate will be a dead group. Therefore, before establishing a community, we need to think clearly about the ultimate purpose of the community, take corresponding actions based on the group positioning and bait, and prepare for user conversion. Communities that do not talk about conversion are all hooligans!

Xiaoguan Tea investigated the media habits of their consumer groups and used a combination of public and private traffic to achieve viral dissemination.

In terms of the selection of public domain traffic , in addition to traditional search engines and video websites, we also chose content retention platforms such as Weibo to allow more interested people to forward and independently create new content.

For private domain traffic , they choose to spread it through media such as QQ Space, WeChat Moments, and official accounts.

From the promotion method of Xiaoguan Tea, we can see that private domain traffic is very worthy of attention. Search engines, video sites and other advertising methods require a lot of money. If you don’t have the money, you can choose to expose your content through public accounts, Moments and other methods. You can also exchange resources with others and enter other people’s communities for exposure. WeChat now has 900 million daily active users, so the spread will be very fast.

After exposure on public accounts and Moments, adding personal WeChat and then settling in the community is a commonly used low-cost way to acquire customers nowadays.

The community is built on the WeChat platform. Choosing these private traffic media will have a more significant effect on community traffic diversion and fission.

In the early stage, Xiaoguan Tea mainly focused on exposure. When it is in the stage of being recognized and accepted by the target audience, it will increase event triggering and audience interaction to promote the development and growth of the brand. After the brand is strengthened, it will further integrate cross-media event resources to further sublimate the brand connotation of "Xiaoguan Tea", influence the target population to achieve customer conversion, and thus realize brand value-added.

How can we output within the community so that users can feel the value of the community, retain users and convert them?

First of all, the group owner in the community needs to create a personal image that leaves a deep impression on users. So how do you create a character?

First, you need to find out the characteristics of your product or the core connotation of your brand, refine it, and then add the characteristics of the group owner to determine the personality label and positioning. This characteristic can be in terms of personality or work style. As long as it highlights your label and makes others remember it, it will be fine. For example: Xiaoguan Tea means "Xiaoguan Chinese Tea".

With a persona, we need to output content to allow users to feel the value of the group and stay in the group. After all, no one is willing to waste time on things that are not good for them.

What is the content? At this time, we have to look back at the group positioning. What is the goal of this group? What are we going to output?

If this is just a traffic-generating group for taking advantage of others and we don't have time to take care of it, we can choose to disband it after the event to avoid it becoming an advertising group in the future, which will be bad for user experience and brand image.

But if your community is a long-term community, it is not enough to just rely on outputting content. You also need to set up some small games in the group to stimulate user activity, and you also need to use some community tools to help you manage the community efficiently. Commonly used community tools on the market include Together School, Torch Assistant, etc.

While KOLs spread brand information, they also attract attention to official accounts such as official WeChat public accounts and Weibo, and simultaneously launch interactive games based on the two Weibo platforms to enhance audience stickiness and retain users.

Daily operation of self-media: The content output by self-media operation is the lowest-cost promotion method. It strengthens the brand by accumulating small amounts into large ones and retaining content. Monthly creative activities and creative posters are used to maintain exposure.

Event planning: Taking advantage of consumers' love for small bargains, distribute some discount information, red envelopes, gifts, etc., let them register and receive them through activities, and through event drainage and fission, you can harvest a wave of users.

Riding on the popularity: To ride on the popularity well, popular activities are essential. The easiest way to promote is to ride on the popularity. There is no need to create momentum or plan. Just follow the trend and you can harvest a wave of traffic. But you must pay attention to riding on the popularity in a timely manner and choosing the topic well, otherwise it will affect your brand image.

V. Conclusion