How to do QQ marketing?

Groups are an Internet product with a relatively early origin. After portals and forums, ideology originated in chat rooms and gradually developed into groups of various social software including QQ groups, Weibo groups, WeChat groups, Momo groups, etc. The essence of group marketing is also to use online tools and the power of communication between people to promote the brand.

Active groups often touch a part of human nature. No group can maintain daily activity through meaningless greetings, spamming, etc. The most active city groups, bar groups, and dating groups cater to the desires in human nature. The relatively active knowledge groups, industry groups, and interest groups such as stock trading groups, e-commerce training groups, and sports groups cater to the needs of human communication and learning. The least active ones may be the various groups established by companies to promote their brands. Most members of corporate groups often join the groups due to various unavoidable reasons, and after joining the groups, they passively accept all kinds of information from the administrators.

There are two ways of group marketing. One is to build a group by ourselves, attract users to join the group and then complete our marketing goals. The other is to join a group built by others that has a certain number of our target customers. We have stronger control over the former, while the latter is easy to use and has a low threshold.

Let’s first talk about various issues related to self-built groups. The most basic advantage of self-built group marketing is saving communication costs. This does not even require the group to be active. Just let the people who need to be notified join the group, and notify the group. This is also the current situation of most corporate groups. A slightly better group marketing can trigger discussions within the group, improve group members' understanding and cognition of the company and its products, and spread information that is beneficial to the company through word of mouth among group members. The difficulty of self-built group marketing lies in:

Are there good enough content producers (who can be people from the company or users) to raise questions and guide discussions?

Whether the product, brand, and topics related to the product and brand can withstand discussion among users;

Does the company have the courage and attitude to face its own problems and treat customers honestly? Just as some Internet companies are now willing to set up groups to allow users to continuously participate in discussions and improve products.

As long as a discussion is initiated in the group, there will always be different voices, so not all companies need to market through self-built groups or do not need group marketing at all. Below we will look at the way of self-built group marketing by analyzing the positioning of the group, group marketing content, group promotion difficulty and other aspects, which companies and products are suitable for it and how to do it (this article only analyzes and compares QQ groups and WeChat groups, which are the most widely used methods at present. Other relatively niche group marketing can be adjusted in methods and approaches).

1. Comparison between QQ group and WeChat group

From the table we can see that QQ groups and WeChat groups have their own advantages and disadvantages. What we need to do is to use some advantages for marketing so that our self-built groups can better meet the purpose and needs of users joining the group.

2. Group Type Selection

As the old saying goes: Don’t create a group just for the sake of creating a group. Don’t create it blindly if there is no meaningful purpose.

Direct and meaningful purposes include: groups for product use, research, learning, communication, and discussion; regional communication groups for the purpose of enhancing regional communication among users; groups for the purpose of organizing activities such as conferences, exhibitions, and forums, etc.

Indirect and meaningful purposes include: promoting bars, food, services, and related products based on entertainment, making friends, communicating with people in the same city, emotions, sexual interests, and hobbies, etc.

The choice of group type in this regard cannot be generalized. The first factor in selection is to better meet the needs and experience of users. In order to expand the effect, QQ groups and WeChat groups can be established at the same time, but this will cause certain harassment to duplicate users.

3. Operation of self-built groups

The following are only the self-built groups of enterprises. The operation of other interest groups, local dating groups, and emotional groups is relatively simple. Pay attention to cultivating some active group members and reasonably arrange some activities to stimulate the activity and sense of belonging of group members:

4. Promotion of self-built groups

There are generally two ways to promote QQ groups. One is to promote the group number so that target users can see the group number and join the group. There are also various channels for promotion. Forums, blogs, Weibo, Baidu products and other channels are all relatively interesting methods. With a few meaningful soft articles, a group can be quickly filled up. The other is to make the group active and improve the group level. By setting group tags and keywords, you can improve the group's ranking when searching for the group, so that users can actively join the group.

Because there is no fixed group QR code (updated weekly) for the promotion of WeChat groups, the main promotion channel is to rely on group members to constantly invite people to join the group. However, you must always pay attention to the purpose of creating the group. Do not blindly invite people just to fill it up. It is a good way to gain the recognition of group members and then attract users to continue to join the group through word of mouth of group members.

Common group promotion methods include:

QQ group promotion

Promote self-built QQ groups among similar QQ groups, because users have joined similar QQ groups or the existing QQ groups have attribute connections with self-built groups. For example, investment groups will also be interested in self-built groups such as stock groups, securities groups, real estate groups, etc. to a large extent. QQ group promotion should try to choose relatively long-term group promotion methods such as group files, group albums, group forums, etc. The frequency of group messages and private chats should be controlled as much as possible to avoid disgust among group users. Of course, you can also promote WeChat groups in QQ groups, and WeChat groups to promote QQ groups, but try to promote within groups of the same type to reduce the cost for users to join the group.

Forum Promotion

The common forums such as Baidu Tieba, Tianya, Mop, Xici, etc. have huge traffic. This method should pay attention to the quality of the posts, try to make the posts meaningful (knowledge, guidance, funny, novel, etc.), and make a brief introduction to the group, and attach the group number. It should be noted here that the introduction of the group should be related to the content of the posts. For example, the content of the cosmetics group posts should be related to skin care, beauty and beauty, makeup skills and other cosmetics-related content. The introduction of the group follows the content of the posts, and you can join the group to communicate with more girls about makeup skills, beauty and beauty, and cosmetics complaints. Forum promotion Another more effective promotion method is reply promotion. You should pay attention to the best and most high-quality posts in the forum and reply with the group introduction and group number. Forum promotion is a long-term promotion work. You should pay attention to maintaining the account. It is not recommended to post a large number of direct advertising articles. Pay attention to the posting and replying rules of each forum to avoid the account being blocked or blocked.

Weibo promotion

There are similarities between building your own QQ group and forum promotion on Weibo, but the content on Weibo is generally shorter than that on forums. You should focus on extracting the essence of the content and posting it on Weibo, and maintain a certain frequency of interaction with some related big accounts to increase the chances of your account being seen by users. Weibo promotion is also a long-term promotion work. Like forum promotion, once you have your own user base, you will become more and more adept at it.

Blog Promotion

Blogs are not widely used nowadays. You can simply create a blog account, put some of the best posts you have posted on the forum, and then attach the group number. There is also a similar promotion through QQ space. The significance of these two channels is to set appropriate keywords so that blogs and QQ spaces can be included in Baidu and obtain keyword rankings. This type of method is more common in hospital promotion. The principle is to use the weight of blogs and QQ spaces to be quickly included in Baidu and obtain keyword rankings. The disadvantage is that it is also easily affected by Baidu's ranking rules for blogs and QQ spaces, and sometimes it will be completely blocked.

WeChat promotion

WeChat is now being used more and more widely, and there are many internal channels of WeChat that can be used. Nearby people, shake, and drift bottle in personal WeChat accounts are all channels that can be used. After getting some users, you can use red envelopes to attract users to add people to the group, or you can use public accounts for promotion. This involves the operation and promotion of WeChat public accounts, which will be discussed separately later.

QQ Tribe

This is a unique channel launched by QQ on the mobile version of QQ. Due to the huge user base of the mobile version of QQ, the traffic generation effect of this channel is relatively ideal. The operation method is similar to forum and Weibo promotion. Users browse on their mobile phones, so the content does not need to be too long.

Other channels

Business cards, leaflets, websites and other existing promotional materials can be added with group numbers according to specific needs and promotional content. I will not go into details here.

5. Non-self-built group marketing

Well, if you can’t even find and join a suitable group, maybe this mental work is not suitable for you.

The highest level: making group members fall in love with you is more important than falling in love with your brand.

For those of us who specialize in online promotion, cultivating relationships may be time-consuming and the most difficult. Therefore, the current online marketing companies have a relatively simple understanding of group marketing. They use software to continuously add groups with keywords or group numbers, and then exclude some administrators and continuously send brand information to group members. It is that simple and crude.

However, if an enterprise does group marketing itself, and uses the group as a channel to collect valuable user information or promote products, brands, and build word-of-mouth, the first thing to consider is how to integrate into the group after joining. Making group members fall in love with you and be willing to communicate with you is more important than falling in love with your brand.

How to integrate into a group?

Listen, listen, listen, and learn about the more active topics and active group members in the group;

Insert topics at appropriate times, and send emojis if you don’t understand something (it’s important to have a proper reserve of emojis);

Consider the feelings of group members, respect and actively solve their problems (sometimes you just need to do a Baidu search);

Learn to guide the topic (prepare some content, and you will be invincible if you have a wingman);

A little humor would be perfect.

The above are just some personal suggestions. Everyone’s communication style is different, and it is of course best to find your own communication style.

Author: Zhihu

Source: Zhihu