9 practical tips for operating mini program + community combination!

In an era when everyone uses WeChat on their mobile phones, the combination of mini programs and social networks has become the mainstream marketing channel. For novice operators, how to operate mini programs and social networks? Here, I share some super practical operating tips.

Step 1: Build a mini program

If you already have a mini program, please ignore this step:

1. Register a mini program account and complete the subject authentication. If you need to pay online, you need to open WeChat payment;

2. Find a small program production tool with SaaS model, such as Deyoudian, which does not require technical development;

3. Complete the construction of the mini program store, publish it, and after it is reviewed and approved by WeChat, it can operate normally.

Step 2: Create a WeChat group

Let’s take the maternal and infant industry as an example and share the practical experience of a mother. Other industries can learn from it based on their own characteristics.

1. Don’t spend money to buy users

This mother once spent money to buy several social networks, ranging from 50 to 500 yuan per group, but it turned out that the groups were either full of zombie fans or users who were difficult to market to.

These users are just passers-by who are attracted by the group owner by giving him gifts worth a few cents. It is a fantasy to expect them to buy your things.

2. Accurately locate target users

This mother works in the maternal and child industry, and her target audience is mothers between the ages of 24 and 35. The target group is very precise.

The theme is also very important when starting to create a group. She has used several, such as "Mommy Communication Group", "X Mom's Parenting Experience", "Daily Serving of the Money-Eating Beast", etc.

When naming, be careful not to make it look like an advertising group, otherwise your efforts to attract new users will be ineffective.

3. New customer acquisition channels should be targeted

There are two main ways to attract new users: user fission and third-party platform promotion;

a. User fission

This mother found a pair of stockings in Taobao Alliance, promoted it herself, and then bought them herself to give away as gifts. After deducting the discounts for bulk purchases and commission income, the cost was just over 2 yuan. She then made a promotional poster for the group (if you don’t know how to do art, there are many design tools on the Internet) with a group QR code on the poster. She then used the more than 20 users who created the group to post it on their Moments. If they collected 20 likes and sent a screenshot to the group owner, they could receive a pair of stockings for free.

She once used this trick to fill up two communities in one day, and the actual cost was just over ten pairs of stockings.

Now, when a newly created WeChat group has 200 users, you need to add friends first and then invite them to join.

b. Third-party platform promotion

For example, content output on Douban, Tieba, Xiaohongshu, Zhihu, and Douyin can attract users to join the community, and these users will be very precise.

The content of the promotion group can be to share parenting tips or publish articles that will encourage people to do more. Articles such as:

"The most complete toy list for babies aged 1-3", "The essential shopping list for new mothers"...

After completing these two steps, you can wait for new users to join the group.

Many of my friends have joined many groups themselves. If you want to pull people from other people’s groups, it still requires skills. Please use it with caution.

Step 3: Mini Program + Community Operation

1. Treat your fans sincerely

Nowadays, many group owners use violent advertising as the main marketing method after creating a group, which leads to low conversion rate and the group quickly becomes a zombie group. If you want to run a long-term business, this method is definitely not the right approach. You need to make friends with your users.

The users of the communities you build yourself are relatively precise, and the users in the group basically have common topics. During the operation process, you only need a little guidance to keep the group active.

2. Output valuable content

In order to ensure the long-term activity of the community, it is necessary to continuously output valuable content so that fans feel fulfilled. For example, this mother would often look for some parenting knowledge that everyone is concerned about and share it in the group.

Your friends will also share parenting knowledge and good products, and will also use your own mini program to guide purchases.

3. Build awareness and trust

Interact with your fans frequently so that group members can build recognition and trust in you. With trust endorsement, it will be natural to direct traffic to the mini program and realize monetization in the future.

And when users buy your products and find good results, they will be happy to share them with their relatives and friends, and through the social relationships of group members, powerful brand word-of-mouth communication will be formed.

4. Timely marketing activities

The community is essentially a sales scenario. Once you have established a strong emotional relationship with your fans, you can directly push product activities on the mini program. According to the characteristics of the products and fans, various marketing forms can be combined, such as group buying, flash sales, discount promotions, coupons, etc. Having a precise target audience can greatly improve conversion efficiency.

5. Build a membership system

Membership is a powerful means to retain users. When community users are directed to the mini program mall, they can receive a membership card for free. They can enjoy discounts and earn points when shopping as a member. The points can also be redeemed for goods.

6. Broaden distribution channels

If your products and services are of high quality and users recognize your brand, you can develop old customers into distributors to help you sell. Setting attractive distribution commissions will effectively stimulate customers' enthusiasm for distribution, thereby bringing in more new users and orders.

The existence of mini programs gives communities a reason to continue operating; users also have a reason to stay in the community because of the existence of mini programs.

In fact, “it’s not the quantity of customers that matters, but the quality of them.” Therefore, don’t always think about how to expand the size of the group, but constantly screen group users and accumulate more “die-hard fans”. Loyal users will bring you unexpected value.