Community Operation High Conversion Model

After the 2020 epidemic, the trend of private domain traffic began to sweep across various industries, but most companies have not yet built their own private domain models.

Haodong suggested that instead of spending a lot of effort on studying how to do a good job in private domain, it is better to think about operating the most basic traffic group first. By mastering the operation method of initial traffic, you can also produce stable and continuous results.

A traffic group is a type of community with a relatively low or even zero entry threshold . Many companies usually use it to save traffic in order to better reach customers. If used only as a contact tool, 80% of the communities will usually die quickly. No matter how they are activated, the reach will not be effective. Although there may seem to be thousands of community users, the actual conversion effect is very low!

So how should we operate the traffic group to continuously create results and long-term effects?

Share a tried and tested guide to building a TOC community for high-priced products, which can 100% increase product sales

Below I will use adult vocational education as an example to apply the methodology

1. User positioning and traffic diversion

The purpose of building a group is definitely to sell their own products, so the first factor for operators is to start with the product and match a relatively accurate customer group . Only by attracting potential customers at the front end can the later operation effect be greatly improved.

Here we take adult programming courses as an example: a JAVA full-stack development course, the main selling point is "helping programming novices to achieve high-paying employment by learning JAVA, and recommending employment after graduation", then the corresponding point should be to find the target group, so before that, we need to analyze the user portrait in more detail

After market research and user research, we concluded that the current profile of people who are matched with course products is as follows:

Age: 20-28 years old

Crowd segmentation: College students, those who have just entered the workplace for 1-5 years

Target user description: Currently considering changing careers, entering a new industry, or wanting to improve additional personal skills, interested in learning JAVA programming, have a desire to learn, somewhat confused about work, may be hesitant, hope to find a group with common goals to work together, want to learn the basics first and then further clarify their next direction (whether to continue learning, how to learn?)

Purpose of user joining the group:

1. Want to experience JAVA for the first time and master the basics to see if it is suitable for you

2. Want to clarify the direction of study/career by learning JAVA and get on the fast track of career

3. Solve some other confusions (such as whether you can learn English if you have no English foundation, whether you have time to learn while working, etc.)

Here we have analyzed and understood the background and purpose of the user group. The growth team will attract new users based on this portrait (I will not go into details about the new user acquisition method here, and will continue to share it later)

2. Conversion Path Construction

Community operation is not just about keeping users in the group, but about establishing more touch points with users, and ultimately using the community as a scenario for stratification/conversion to achieve sales goals.

Therefore, it is necessary to plan a sales conversion path based on the community in order to design the user journey in a targeted manner and carry out conversion and long-term effects.

• Course consultant: career planning, course introduction, screening intention, customer closing
• Operation service account: community operation, pre-sales service, user cultivation, intention output, continuous diversion to traffic pool
• Service account: user cultivation, layered traffic diversion, fission and new users
• IP number (basically a lecturer in the education and training industry): professional content production, circle of friends operation, and trust enhancement

3. Content Marketing, Continuous Output

• 1. Want to experience JAVA for the first time and master the basics to see if it is suitable for you
• 2. Want to clarify the direction of study/career by learning JAVA and get on the fast track of career
• 3. Solve some other confusions (such as whether you can learn English if you have no English foundation, whether you have time to learn while working, etc.)

• 1. Industry prospects: articles on real-time industry hot spots, development prospects, etc.
• 2. Trust enhancement: successful cases of students changing careers, students’ positive feedback on their studies, and employment reports
• 3. Mobilization of desire: high-paying internal referral job information, high-paying trainee experience sharing
• 4. Practical sharing: live open classes, basic Q&A services, short videos, etc.

4. Community activity = activity participation rate

5. Marketing Conversion

• 1. Training camp: The existing low-priced training camp uses 3-5 courses and services to let students experience the course content, feel the value-added service, and feel a sense of progress, achievement, and group atmosphere, so that they can constantly gain learning aha moments and thus achieve conversion.
• 2. Marketing class: Continuously use marketing live classes to magnify the value of course products, show successful cases, and finally use course promotion activities to close orders. Follow up on the same night for the best results
• 3. Community form: Daily surveys in the community can obtain user feedback and understand user needs, thereby screening out potential customers.
• 4. Promotional activities: Carry out promotional activities with the help of solar terms, use flash sales, flash groups, group buying and other methods to screen high-intent customers and close deals
• 5. Daily output: Continuously generate potential customers through WeChat Moments operations, community promotion, etc.

Final Words

I am an online education operator, so the examples I give are all activities of the course products I have managed.

However, the methodology and way of thinking can be refined and applied to other products.

The summary is actually the following points

1. Output products through market research, or locate target groups through products

2. Design user conversion paths to prevent loss, activate, plant seeds, enhance trust, and increase touchpoints

3. Analyze the pain points of the target group, design a targeted content matrix, and instill brand and product concepts

4. Measure user activity based on product attributes (what counts as true activity)

5. Design the transaction process in a rhythmic and planned manner

Every position should understand the entire business process so that they can look at their own business from a global perspective. Even if it is a community execution position, it can better play a connecting role.

Author: Dongbala Operation

Source: Dongbala Operations