The formula for increasing private domain traffic of WeChat for Business

Since the launch of WeChat Work in 2016, more than 80% of China's top 500 companies have been using WeChat Work, and 70% of the top 200 chain stores are WeChat Work customers.

Enterprise WeChat has also expanded from the earliest office OA application to beyond the enterprise, allowing brands to have closer interactions and connections with their consumers.

Especially affected by the epidemic last year, a large number of companies moved their work online, and mobile office became rapidly popular in a short period of time. The awareness of mobile office and mobile sales has been popularized among the whole people.

• Fast fashion clothing brand UR, during the most severe period of the epidemic in 2020, used its shopping guides to leverage nearly 10 million members to consume online through WeChat for Business, resulting in a month-on-month increase of more than 50% in online sales in March;
• Xibei uses WeChat for Business to connect 90,000 customers one-on-one, greatly increasing its takeaway sales share;
• After Gloria connected its enterprise WeChat and mini-program mall, its daily sales exceeded 3 million yuan;
• Watsons used WeChat for Business to connect 20,000 shopping guides with more than 3 million consumers. During the International Women's Day, the mini program set a record of over 10 million GWV in a single day.

More and more brands have quietly changed their sales pitch from "Please add me on WeChat" to "Please add my corporate WeChat"; this not only elevates the brand's professionalism and unity, but also carries the brand image of high quality and security.

In short, after market cultivation in 2020, if we were to say what the hottest trend this year is, it would undoubtedly be WeChat for Business .

For all companies that value their brand image, WeChat for Business is something they must consider deploying. Whether it is to improve customer management efficiency or enhance user trust, it is definitely the best choice at the moment.

Next, let’s get back to the core issue that every company values ​​most: How to achieve user growth, retention, and conversion through WeChat for Business? Another keyword that has to be mentioned here is "Enterprise WeChat fission".

Any industry or platform that wants to achieve user growth cannot do without the word "fission".

Specifically speaking for WeChat for Business, if you want to achieve exponential user growth, you need the support of exponential tools.

Take the most commonly used enterprise WeChat task treasure on the market as an example. The common enterprise WeChat fission model is shown in the figure below:

If you want to maximize the fission effect of WeChat for Enterprise, there are some tips to follow when applying it in practice. I will explain them in detail below.

1. How to design the fission model

1. Initial stage of WeChat Work

If you have just created a corporate WeChat account recently and have no real users other than your own employees, you will need to direct traffic to your corporate WeChat account from other channels.

And the most perfect channel is your brand’s official account.

I believe that more than 90% of companies currently have corporate public accounts. After so many years of operation, they must have hundreds of fans, if not thousands. These fans who have been following your official account for a long time are very accurate; at this time, carry out a wave of fission activities on the official account, and at the same time superimpose corporate WeChat. After successfully following, you can get gifts. This form of fission has a very strong diversion effect and has been proven to be effective.

Specific operation process:

• Fans send keywords in the official account to generate exclusive posters (automatically embed exclusive avatars and nicknames);
• b follows the official account through a's poster and follows the prompts to add his personal WeChat account to become a subordinate of a.
• Similarly, when the number of subordinate friends of a reaches the requirement, the system will automatically push the gift link to a.

(B can also use the same method to invite his subordinate C, infinite fission.)

With such a process, there is absolutely no problem in expanding thousands of fans by continuously attracting new fans of the existing official account. At the same time, these fans not only follow the official account, but are also directed to the corporate WeChat personal account one by one, which is more accurate!

Later, these fans can be organized into groups based on region or other user attributes and maintained one-on-one, which can greatly improve subsequent conversion rates.

I started to use WeChat for Business in 2017. After trying a lot of tools on the market to attract new customers and improve operational efficiency, this is the only one that has the most significant effect, no doubt about it!

2. Mid- to late-stage WeChat operations

If your corporate WeChat has been running for a while and a lot of users have been added to the employee account; if you want the number of users to continue to grow rapidly at this time, you can consider skipping the official account and only doing fission on the corporate WeChat personal account.

Specific operation process:

• In the backend of WeChat Work Mission, simply configure the WeChat Work information and upload the WeChat Work personal account QR code;
• When fans see the poster, they can long press to identify and add the corporate WeChat account to generate a unique poster (with a unique avatar and nickname automatically embedded);
• b successfully adds the personal account of corporate WeChat through a's poster and can be recorded as a's subordinate;
• By analogy, when the number of subordinate friends invited by a reaches the requirement, the corporate WeChat personal account can automatically push the gift link to a.

(B can also use the same method to invite his subordinate C, infinite fission)

This will make the process of fission activities simpler and more efficient, reduce the difficulty of user operation, and greatly reduce the user churn rate during the activity. For sales-oriented companies, it will be more effective and accurate.

2. Things to note when using WeChat for Enterprises

In the enterprise WeChat fission activities, there are actually only three key nodes that can determine whether the activity is popular. Paying attention to them in advance when designing the plan can make your activity go more smoothly.

1. Event gifts

No matter what type of event you organize, gifts are like bait and are the fundamental factor that determines the effectiveness of your event.

Therefore, when designing an event, you might as well be sincere and come up with some truly attractive gifts. You don’t need to have too many, but at least they should be something that most people (including yourself) would want to have after seeing them.

In fact, good gifts do not necessarily have to be very high-value items such as mobile phones and computers. Even membership of a video website, phone recharge cards, and sincere coupons are all fine.

But be careful not to try to fool your users. Poor quality, unprocessed inventory, and insincere coupons will not fool your fans at all. If used too many times, they will only over-consume your brand credibility.

2. Event poster

The poster is the deciding factor in whether your event is attractive or not.

Whether the design looks good is only a small factor. The most important thing is whether what is shown on the poster is what the user wants to see.

When designing a poster, you should repeatedly ask yourself whether the following elements can be clearly shown on the poster:

• What can fans gain by participating in the event?
• Can it hit the user’s pain points? (Knowledge anxiety, cheap discounts, beauty improvement)
• Are there words of urgency that drive engagement? (Expires tomorrow night, limited to 30 copies)
• Is there any authoritative testimony to make the event seem more reliable and real? (Celebrity portraits, quotes from industry leaders)

If these points can be highlighted on the poster, promotion will definitely be easier. After so many years in operations, the senior operations people around me are all well versed in this.

3. Activity threshold

If your event has fewer gifts, you might as well use some steps to increase the level of the event.

• For example, invite 3 people to get coupons;
• Continue to invite 18 new people and you will get a power bank.
• After the event ends, the top 3 on the leaderboard will receive a super prize.

The activity is designed in this way, which will guide fans step by step to continue to complete the action of attracting new members. Even if they have already obtained the second-level reward, the super prize on the leaderboard will stimulate fans to continue to attract new members.

In this way, you can use very few gifts to maximize the effect of attracting new customers. If it's done well, the cost of acquiring a fan can be as low as 0.2 cents.

I have been doing fission for 6 years so far. During this period, I have used various forms of attracting new customers. After going around in circles, I found that the word "fission" is the most effective one.

Whether operating a public account or a corporate WeChat account, the actual operating procedures and methods are interoperable. The specific effect of attracting new customers mainly depends on whether you are proficient in user psychology and whether you can hit the user's pain points. Only in this way can you easily achieve a multiplier effect.

I hope you won’t miss out on WeChat for Business in 2021. Concentrate your efforts on big things, but also be smart and use your strength in the right way to make your operational work really deliver value in your hands.

Author: Zhu Xin

Source: yimi389