Social marketing methodology, 5 tips to say goodbye to the fan-centric approach of flooding the screen with products for sale!

Private domain traffic is a world view, and community marketing is a methodology.

If you haven’t understood the relationship between private domain traffic and community operations, just remember this sentence first. Because private domain traffic actually just tells us one thing: in the current marketing environment where traffic acquisition is becoming increasingly expensive, future customers must be firmly controlled in our own hands, that's all. There are no mature private domain traffic operation solutions on the market. If you want to better retain your customers, you can only rely on social marketing, which is a set of feasible methodologies and practical skills.

Theorists like to expand the concept. All ideologies based on "social relationship theory" can be called communities. In theory, this is true, but when it comes to actual practice, the success rate may be less than 1%, which is really too difficult. Therefore, based on the level of ease of operation, it is better to remember a few key points:

1. Viscosity level: The first level is WeChat friends, the second level is WeChat groups, and all others belong to public domain traffic;

2. The premise for the existence of a community is not so-called values, interests and hobbies, but "needs". The value of its existence lies in the core of satisfying needs.

3. There are two types of demand: explicit demand and implicit demand. Explicit demand is something you can only encounter by chance and is the main focus of e-commerce, stores and search engines. Communities are faced with more invisible demand.

4. The core value lies in "meeting needs". All our work, including content and services, should revolve around this.

Judging from these standards, the efficiency of micro-business is constantly declining. Marketing that relies on constantly adding people, gaining fans, and then spamming the screen with group messages is essentially no different from the previous "traffic monetization" model. It cannot be called funnel marketing, or "leakage marketing". Therefore, the mainstream micro-business marketing practices on the market can only become less and less effective, and this is not to mention the increasingly stringent official WeChat policies.

All marketing models based on “WeChat fan circle - screen-flooding advertising” will only become less and less effective. The most convenient money-making model that was once touted is now being replaced by more complex social marketing. This is a marketing model innovation that all small and medium-sized enterprises must accomplish.

The operation of social marketing will only become more and more complicated, and the energy and operational pressure required will also increase. Previous micro-businesses only focused on two aspects at the community level: attracting people and closing deals. According to the profit curve, this was indeed a very convenient model, but the operation became increasingly difficult, and the effect became less and less obvious. The more important "operation" was missing in the middle. If you want to do a good job in operation, these five things must be done no matter what.

1. Do a good job in WeChat IP, provide solutions as a priority, and continuously empower valuable information.

No matter what project or product you are working on, it is important to change your mindset of “sell products by swiping the screen”. It's that old saying, if you are sick, do you trust the medicine seller or the doctor? In this marketing environment, everyone must play the role of "doctor" well, so doing a good job of personal WeChat IP is the basis.

In other words, what we are doing now is to provide solutions based on solving certain problems of our customers. The valuable information, consulting advice and core products we provide are all part of the solution. As soon as the user opens his mouth to ask a question, all subsequent conversations and even services I provide are valuable and priced.

At this point, the first thing to do is: basic settings of WeChat IP, including avatar, WeChat ID, signature and background image. Create circle of friends content and shared content based on WeChat IP positioning; give good micro-classes, live broadcasts and online classes; chat more and establish basic social relationships with users.

Community marketing is the most advanced sales method in the world. Not only do users pay you money, they also call you teacher. It is easier to realize commercialization in this way. But the question now is, are you ready to play the role of a teacher?

2. Build a good public domain traffic platform, create good content, and assist private domain traffic.

Some industries and products, especially communities centered on commercial purposes, basically have poor fission effects. So how to continuously obtain traffic? The best form is definitely public domain traffic. Those who engage in private domain traffic and community marketing must cooperate with the public domain traffic pool to acquire customers. The current mainstream public domain traffic platforms must not be missed.

If you want to build a good public domain traffic platform, the two core principles are to create high-quality content and to be familiar with the platform's operations. Currently, most of the more reliable public domain traffic platforms are based on the rules of distributing high-quality content. In other words, as long as your content is substantial enough, no matter how many fans you have, or whether you enter the market early or late, you have the opportunity to do well.

Not only a public domain traffic platform, but also a social e-commerce platform is necessary to operate the community well. As long as it is not blocked by WeChat, on the one hand, with the endorsement of the platform, there is at least a seven-day no-reason return policy, which helps to complete transactions faster. On the other hand, the platform has many fission methods and mature functions that can be used directly. The fission method can be continuously improved. Otherwise, relying on simple crowd fission, there are basically only 4-5 sets of activities, which is a bit monotonous.

3. Do a good job in micro-classes, live broadcasts, online classes, and chatting.

For all social marketing, micro-courses and live broadcasts must be done well; for online courses, the best possible way is to do a good job in chatting. These are the so-called “four axes” of marketing.

In fact, the core of social marketing is to solve the problem of trust. Under the premise that micro-business has hollowed out the dividends of acquaintance relationships and seriously overdrawn social currency, although WeChat has always been called acquaintance social networking and circle social networking, the traffic brought by continuous fan gathering is always stranger social relationships. In the current WeChat system, it is still a relatively difficult task to turn stranger social networking into semi-acquaintance social networking or acquaintance social networking. But therein lies the crux of the problem. No matter how difficult the task is, we must find a way to break the ice. Without a basic sense of trust, there will be no possibility of subsequent transactions.

The most important thing is to pre-position services. Through these four methods, the most basic social relationships can be consolidated. If you want to ask me to what extent can basic social relationships reach the state of semi-acquaintances, let me give you an example. If you can be like me, at least 20%-30% of the 500 people in the WeChat group have chatted for more than half an hour, then there will basically be no problems with social media marketing. Then, how to make micro-courses, live broadcasts, online courses and even chats into standardized operations will especially test the skills of each operator.

4. Provide good welfare, and if possible, it is best to provide membership benefits.

The community is a gathering place for needs, a gathering place for welfare, and the best way to activate the group. Appropriate welfare is a rigid requirement to maintain activity, but this trick cannot be used casually, because the effect of welfare will only become worse and worse, the degree of welfare will become heavier and heavier, and the profit will only become lower and lower, so there is no way. The appropriate frequency of welfare is very important. The practice of having welfare every day is basically equivalent to having no welfare, so the recommended frequency is a few days a month. If the welfare is sufficient, it can be packaged.

Of course, if there is an opportunity to provide "member benefits", it must be done, because the gap in spending power and repurchase between member users and non-member users is obvious.

It is certainly difficult to develop members now, but as long as they are developed, basic sales can be guaranteed. Moreover, as long as the three points mentioned above are fully implemented, it is not impossible to develop members. The current sales scenario is unlike the previous retail industry, which emphasizes the relationship between "buying and selling". We are faced with more invisible demands. Customers are more likely to face the problem of how to deal with current problems. What is more realistic is that they have no idea what they want to buy. Therefore, it is key to give priority to helping customers solve their current problems.

In most cases, community transaction scenarios are based on "one-to-one" private chat communication. This is why many people feel that the activity of WeChat groups is getting lower and lower, and the effect is getting worse and worse. The most significant reason is that WeChat groups are not suitable for building social relationships on the one hand, and are not suitable for transactions on the other hand. The group is just a one-to-many service platform.

5. Maintain a good WeChat account and understand the WeChat gameplay and rules.

The above four points are some basic principles that must be followed in social marketing. Maintaining a good WeChat account is the most basic task in the entire operation process. If your business is based on the WeChat ecosystem, then no matter what, you have to have a basic understanding of WeChat's operating methods. Especially under the current increasingly strict management system, the quality of the WeChat account will become the basic condition that determines the success of the operation.

For example, what are the rules for adding people on WeChat? What are the rules for WeChat account blocking? Tips to unblock WeChat? How to evaluate the quality of WeChat account? What are the things to pay attention to when maintaining a WeChat account? What factors influence WeChat’s weight? What should I pay attention to when I use a new account? And so on. These are the most basic principles that need to be mastered. Without this foundation, it is very likely that the fans you have worked so hard to attract will have to start from scratch overnight once your account is blocked, which is not worth the loss.

Here are three simple rules for you:

① New accounts should follow the 15-day rule, preferably one month.

② The most important principle for maintaining a WeChat account is to simulate real-life operations.

③ Any active operation of adding people carries the risk of being blocked. We recommend that you use the super bait + passive adding method.

These five points are the five most basic levels of work that must be supported if you want to master private domain traffic and community marketing. Although there is workload and the operational pressure will be much greater, it is easy to produce results. When you are still at a loss when facing social media marketing and don’t know what to do in the next two months, it means that you have not found the knack of operation and are still a layman.

When you feel tired, don’t have enough time every day, and know what to do and what to do, maybe you have just started on the path of social media marketing. There is no simple or difficult marketing model. Because all sales methods follow one principle, which is that the harder you work, the greater the rewards.

Author: Social Marketing Fission Practice

Source: PR Home