Design logic of high conversion plan of "live broadcast + group"

What are the application scenarios of “live broadcast + group”? What are the characteristics of different private domain scenarios? What are the stages of designing a “live broadcast + group” plan?

1. Application scenarios of “live broadcast + group”

Note: The live broadcast mentioned today is private domain live broadcast, that is, the live broadcast platform/tools within the WeChat ecosystem, such as Video Account, Aiguang, Kandian, Group Live Broadcast, etc. The solution design mentioned today is more based on Video Account, please be aware.

The "live broadcast + group" model discussed today is very suitable for the following four scenarios:

1. Suitable for corporate brand promotion

For non-sales promotion companies, it is recommended that they concentrate resources to choose the appropriate time to carry out large-scale live streaming activities, focusing on brand influence. For example, bosses of companies on major platforms often do live broadcasts for this purpose.

2. Personal IP is quickly created

If you want to become an IP and have the ability to continuously output high-quality content, it is recommended to broadcast live regularly and continuously.

3. Livestream sales/lessons

Live streaming has a stronger sense of interactivity and rhythm, and groups can better create a herd effect and influence long-tail traffic. The two-pronged approach of "live streaming + groups" is a powerful tool for private domain conversion.

A client of ours who does education and training for bridal stores converted 100 people into offline classes in 5 days through the “live broadcast + group” model.

Similarly, this model is suitable for products with high customer orders. Our operators used this model to convert over 10,000 yuan in single-customer products for a well-known legal and business training institution in the first session, with a single group receiving 150,000 yuan.

4. Collaborate with agents to sell goods

The biggest headache for companies in the agency model is that agents' sales levels vary widely and their overall sales capabilities are poor. It is also difficult for the headquarters to help agents with sales because there is no way to bind performance and agents have a need to protect customer assets.

This requires technical support, and many technology companies have already solved the traceability problem. For example, for a video account, the agent only needs to forward the exclusive poster for live broadcast promotion, and the headquarters is responsible for unified live broadcast conversion. All performance can be traced back to the corresponding agent. Many new generation brands with live streaming capabilities have already started to follow this model.

2. Analysis of the advantages and disadvantages of the six private domain scenarios

Moments, WeChat groups, private chats, official accounts, short videos, and live broadcasts are the six most common conversion scenarios in the private domain. The following are the characteristics of these six scenarios:

1. Circle of Friends: It is the most important place for daily user maintenance, and it is also the conversion platform with the lowest threshold and the highest efficiency. For detailed features, please see "Practical Tips丨1 Tip to Write a High Silent Conversion Rate WeChat Moments". The Moments of Friends is the least disruptive, so you can plant seeds and warm up for a longer period of time. In order to avoid user fatigue, it is important to use scripted Moments of Friends.

2. WeChat group: It is an online circle with boundaries and a many-to-many scenario. It is very helpful in stimulating the "herd effect" through rhythm control and causing high conversion effects.

3. 1v1: This is the method with the strongest interaction and reach, but it is very labor-intensive. Companies need to weigh the input-output ratio to consider whether to use it. It should be noted that many companies use mechanical mass messaging methods, which are particularly prone to complaints, resulting in the number being restricted or blocked. Whether it is 1v1 or mass messaging, you must pay attention to triggering replies (interactive content settings). Only when there is a certain proportion of replies can Tencent easily determine it as "malicious marketing" and avoid risk warnings.

4. Official Account: If the official account does not have a key business focus, it is not recommended to use it as an important promotion/conversion venue. You can simply configure a graphic and text promotion.

5. Short videos: For short videos on video accounts, a like is equivalent to a forwarding, which is a very good way to generate revenue.

6. Live broadcast: a high conversion venue, but with high requirements for anchors and planners

1-3 scenario applications are what everyone who does private domain business must master. If you want to plan a "group + live broadcast" conversion activity, it is recommended to combine and apply 1-6 to achieve the best activity effect in one fell swoop.

3. Design logic of the “live broadcast + group” solution

When designing the "live broadcast + group" plan, it can be divided into three stages: warm-up period, activity period and closing period. The key points of each stage are as follows:

Read the instructions above:

(1) Venue: refers to the place where users are reached. When organizing activities, we must learn to organically combine and apply multiple venues. Especially during the warm-up period, many companies tend to confuse the key points and want to promote in all dimensions such as joining groups, subscribing to live broadcast rooms, etc., which ultimately leads to nothing being done well.

Although the focus of the event is live streaming, the first priority during the warm-up period is to guide users into the live streaming group, and then to guide them to subscribe to the live streaming room. There are two reasons:

First, apart from WeChat groups, other methods are subject to timeliness/manpower constraints;

Second, WeChat groups facilitate the creation of a herd effect

(2) Key points: refers to the key points that need to be paid attention to when setting up the corresponding venue. For example, during the warm-up period, the circle of friends venue needs to pay attention to dimensions such as delivery time and user status to ensure the optimal target result. Regarding the key points of writing Moments, click to read: Practical Tips | 1 Tip to Write a Moments with High Silent Conversion Rate

(3) Action direction: refers to the key actions that need to guide users at different time nodes and corresponding places, and before and after refers to the order of sequence.

(4) Recommended node: refers to the time node of the corresponding place.

The above picture is a relatively complete path map of "group + live broadcast".

Before the live broadcast:

Step 1: Moments + 1v1 + Official Accounts focus on guiding users into the WeChat group matrix (i.e. multiple WeChat groups);

Step 2: Focus on guiding users to subscribe to the live broadcast room in the group. When the video account starts broadcasting, it will strongly remind subscribed users, which is equivalent to another contact channel;

Step 3: Prepare a short video to promote the live broadcast in advance, and guide users in the group to like and comment on the short video. Please note that liking a video account is equivalent to forwarding it, which means that fission can be achieved through this setting.

During the event (live broadcast):

Step 1: Live Conversion

① Retailers focus on conversion in the live broadcast room, and guide the group to connect/show orders, so as to guide more people to buy

② The live broadcast content of education must be of high quality. Low-customer-order courses can be converted directly in the live broadcast room; high-customer-order courses can first be promoted and policies issued in the live broadcast room, and then returned to the group for conversion.

Step 2: Fission

Likes, comments and rewards on the video account can increase popularity and facilitate fission. Activity design can be used to drive the spread of fission, such as sending red envelopes when a certain number of people watch the video. At the same time, water armies can be designed to lead the rhythm of likes and rewards, thereby increasing the overall popularity of the live broadcast room and bringing more platform traffic.

Step 3: Guide to add WeChat

Try to guide new potential users of the live broadcast room to stay in WeChat

After the live broadcast: the group atmosphere should continue to be fostered, and the herd and scarcity effects should be constantly created through stimulating chain games, countdowns, etc., so as to achieve better conversions.

Private domain operation is a delicate job. You can’t just copy other people’s models crudely. Only by understanding the logic can you draw inferences from one example.

Author: Z Leaves

Source: Leaf Chat Private Domain Operations