In this issue, I will share with you the efficient fission marketing routine of mini programs. Mini program fission actually runs through the entire operation process of merchants' online sales. In addition to helping merchants attract traffic in the early stage, when the number of users reaches a certain scale, using mini program fission can quickly attract users in a short period of time, greatly increase sales, and expand brand awareness.

In addition, fission can bring a steady stream of customers to merchants, and is one of the important marketing means for merchants to operate and maintain a sales channel for a long time.

Let me share with you how to efficiently split mini programs.

1. Mini Program Fission Principle

The fission of mini programs is actually the promotion and dissemination of products based on the interpersonal relationship chain. According to the famous six degrees of connection theory, anyone can establish connections with six people based on the friends they know.

The fission of mini programs is based on the theory of six degrees of connection. It expands infinitely through sharing and spreading from one person to multiple people, thus achieving the goal of rapid fission and conversion.

Mini Program Fission User Growth Path

Since the user participation threshold of mini programs is low, users do not need to follow official accounts or download apps. Clicking to share is simple and easy to achieve the purpose of sharing and dissemination.

In addition, the message template of the mini program has high information feedback, which is convenient for reminding users in real time during the sharing process and improving the user experience.

As long as we grasp the three main fission users of mini program fission: circle users, KOL users, and vertical industry users, we can achieve accurate user fission.

2. How to master the fission of mini programs?

The fission of mini programs can be divided into five steps: creating super bait, detailed fission process, fission poster design, using fission tools, and seed user dissemination.

1. Create super bait to attract users efficiently

Choose an existing prize to attract users, and select products or services that users really want from the company's products, and that are related to the merchant's business; because the people you want to split are the precise users needed by the merchant's business, it is best to choose products related to your business.

In addition, it is important to ensure that the prizes are real and can be provided. If they cannot be redeemed later, it will cause damage to the merchant's reputation and brand image. You can choose prizes within a controllable cost range to prevent fission from causing cost out of control.

2. The underlying logic of fission makes fission lasting and effective

Merchants use bait to get users to participate in sharing activities. When users forward and share and receive rewards, they will identify with the activity and continue to participate in it; this will form a continuous cycle of sharing, leading to large-scale fission growth.

3. Five design elements of fission posters to help mini programs quickly fission

1) Convey users’ needs and pain points, and avoid simply describing product information: The title should solve a specific problem, especially hit the merchant’s needs and pain points, and avoid being too general; the title should be in a large font so that users can see the title before clicking on the image.

2) Distill selling points: The copy should have a sense of context, describe the solution to a problem in a certain context, and use numerical comparison to highlight the value.

For example, when a fresh food merchant is holding an event, they will directly write in the text of the poster that a group of 10 people buys crayfish for xxx yuan, and if the group is successfully formed, they will receive a 20 yuan coupon, while if the group fails, they will receive a 5 yuan cash coupon, in order to attract merchants through numerical comparison.

3) Use celebrity images for trust endorsement: Merchants that mainly rely on knowledge payment and content production can put KOL platform recommendations in related fields and the attendance of famous lecturers to display their image. They can put the news that xx industry bigwigs will give lectures on posters to attract users to scan the code to participate.

4) It can create a sense of urgency: The poster should highlight the free period, price anchor, etc., state that it is limited to the first XX number of people, and indicate the time node and countdown, to create a sense of urgency that if you don’t get it first, you will miss it, and entice users to click to share.

In particular, some impulse-driven products can take advantage of consumers’ impulse purchasing psychology and attract users to place orders based on timing and price points.

5) Extra rewards: Use short-term benefits such as extra rewards for joining relevant communities, or opportunities to communicate closely with celebrities, or distribute coupons, special offers, etc., to attract users to actively participate in the event.

4. Use fission tools to efficiently fission

Common fission tools include group buying, bargaining, and gifts for referring customers.

1) Group buying: Group buying helps merchants spread their brands through social channels and increase product sales through group buying activities under the group leader system.

Before the group buying activity begins, merchants must first carry out preliminary preparations for the activity, such as selecting products for the activity. Generally, they choose products with high conversion rates and low costs, such as small accessories, cost-effective clothes, etc.

The launch time is generally set to 3-7 days, depending on the activity of the store. It is more appropriate to set the number of people in the group between 3-5 or 5-7, and it can be adjusted appropriately depending on the specific situation.

The activity rules can be set to enjoy discounts or free products after group buying. If the group buying is set to "0" yuan, it can be set that customers can only receive the group buying products for free after making purchases in the store.

After the preliminary preparations, you can make relevant settings in the background. Generally, group purchases are divided into ordinary groups, 0 yuan groups, lottery groups and groups where old customers bring in new customers.

Taking the 0 yuan group as an example, since it is impossible to set up a 0 yuan group for group buying, a 0.01 yuan coupon can be set up in the background to replace the 0 yuan group, and a banner can be set on the homepage to create an activity atmosphere.

After the background settings are completed, you can promote it through public account push, menu bar, customer service guidance, SMS group messaging, Moments, WeChat groups, etc.

If any problems are encountered during the activity, they should be optimized in a timely manner; after the group is formed, guide users to follow the official account, register as members, etc. to establish a strong sticky connection with users, so that it is convenient for the mini program to reach users again in the future.

2) Bargaining: Bargaining is a form of social interaction that benefits hundreds of others.

The first thing is to select products for the event. You can choose the best-selling products of the season, such as fresh produce and fruits, and sell them at lower than usual prices, which can easily arouse customers' desire to consume.

Then comes the event preheating, which is also carried out through WeChat groups, Moments, social media accounts, etc. The preheating posters and tweets should be powerful enough to whet consumers’ appetite.

In poster design, you can take advantage of consumers’ desire to get a bargain and highlight discounts to stimulate customers, such as “Enjoy it for only 1 yuan”.

In terms of bargaining settings, the timeline should not be set too long, as it will easily make customers lose confidence. It can be set within the range of 10-25 to increase the chances of successful bargaining for customers.

On the main page of the event, the sharing page for friends to help bargain should be clearly set up to support customers to generate posters and share them with friends on WeChat Moments.

Immediately after this round of activities ends, the next round of activities will be announced to reduce customer churn. In this way, the activities will gradually attract loyal fans of the store.

3) Recommending customers is polite:

Recommending customers with gifts brings in rich traffic through recommending friends and full-staff promotion.

The purpose of fission is to recommend new customer members through old customer members and increase the number of merchant fans.

The reward system can stimulate customers' enthusiasm for recommendation by setting reward points, balances, coupons, etc. The reward system can be calculated according to the number of recommended visitors and members.

The fission scenarios of the "recommendation gift" can be to attract store traffic, promote new products, or promote repeat purchases. Merchants can adjust different prizes and reward mechanisms according to different fission purposes.

5. Seed user dissemination

Before the dissemination begins, we need to obtain seed users. We can release materials through the following channels to obtain the first batch of seed users, and then use fission tools and seed users to carry out large-scale dissemination.

• The distribution channels for mini program fission can be offline channels, and customers can be guided to participate in fission activities through offline shopping guides;
• You can also choose to forward event posters and links on designer platforms such as WeChat, Moments, KOL, communities, WeChat groups, QQ, etc.
• Alternatively, attracting the first batch of seed users through paid advertising in WeChat Moments, public account ads, mini-program ads, Toutiao, etc. is also a way to acquire customers in the early stage.

Take an agricultural product merchant that sells grapefruit as an example: after the merchant shifted its main battlefield to the mini program, it first chose white grapefruit, which is relatively cheaper than red grapefruit, as a group purchase product, and then used offline stores and WeChat Moments as distribution channels to capture seed users.

The merchant used the employee circle of friends and fellow villagers group as a promotion platform. Since the fellow villagers were highly recognizable to Baiyou, they quickly gained the first batch of users.

The Mid-Autumn Festival is the peak season for grapefruit sales, so we chose to hold group buying activities in the first half of the month before the Mid-Autumn Festival to expose the mini program mall, increase attention, attract consumers, and lay the foundation for subsequent sales.

Afterwards, the merchant sold grapefruits of the same quality and specifications at 6.88 yuan for a group of 10 and 16.88 yuan for a group of 2. Firstly, it stimulated old users to form groups with low prices. Secondly, it increased the stickiness of new customers with a lower threshold for forming a group while giving back to old customers, while also creating a sense of urgency.

"If you don't buy it now, the price will go up." Under multiple incentives, consumers are guided to place orders and quickly form groups. After a successful group purchase, coupons are given to achieve the purpose of repeat purchases, while also achieving sales of other consumer goods. If it fails, coupons are used to appease consumers, which can not only optimize the experience but also promote consumer purchases.

In this way, the merchant has opened up a way for specialty agricultural products to get out of the mountains and open up online sales channels with a monthly sales volume of 3 million yuan.

It can be seen that good marketing fission not only drives sales, but also opens up and smooths a sales channel that is related to the survival of the business.

Finally, to sum up, mini program fission can help merchants spread quickly, enhance brand awareness, and increase sales.

Whether it is initial traffic generation, increasing repurchases or boosting sales in the later stages, choosing the right fission tools and methods can achieve good results. Merchants should choose different communication channels based on the product situation.

Author: Xiao Y's Operation Notes

Source: Xiao Y's Operation Notes