Ten thousand words long article, detailed explanation of online operation strategy

Contents:

1. Self-help strategies to maintain cash flow
2. Sharing of experience of self-rescue by all members
3. Case study on maintaining old customers and avoiding cash flow interruption
4. Online business, specific measures to build a moat against risks
5. 5 steps to start online business

Below, enjoy~

Since the fifth day of the Chinese New Year, many friends have come to me for help. The issue they came to discuss with me was the same: How should our business resume growth in the face of the epidemic crisis? How to maintain cash flow?

So, after these few days of interactions with them and some friends in the industry, I made a summary based on cases around me and years of experience, hoping to give everyone some inspiration in this special period.

Today's sharing topic is "Online operational response strategies in extraordinary times." Now almost all offline operations have come to a standstill, and most companies are facing the problem of online operations. However, not every company has deployed online operations before. Even if you have already deployed them before, your operations will need to undergo tremendous changes due to the outbreak of this epidemic.

The coronavirus incident has had a huge impact on all of us. So, which industries have been most affected by the epidemic?

I have done some statistics and found that there are probably ten industries, including offline catering, tourism, movies, accommodation, department stores, transportation, manufacturing, real estate, automobile sales, and sales of bulk commodities , which are currently the most affected by the epidemic.

Because these top ten industries used to be mainly based on offline business, including sales, promotion, operation, and delivery, all of which were mainly offline.

Therefore, affected by this epidemic, you will find that if some companies and brands have already had an online layout, the impact will not be that great, but if they have never had an online layout and have relied entirely on offline, then the impact will be enormous.

Whether you are a business owner or an individual, as long as the business is affected, we individuals will also be greatly affected. Now many people feel that, wow, they have never had such a long vacation and it is so relaxing to be at home. But chances are, a career crisis is right next to you.

For example, a friend of mine told me that he had actually communicated with his programmer and asked him to find a job on his own after a month.

What is the reason?

Because of the impact of the epidemic, there is no way to maintain normal business expenses and companies can only cut costs, so individuals may face the risk of unemployment.

And this is different from being unemployed in the past. When you were unemployed in the past, there were many companies looking to recruit people. This time you are unemployed, it is possible that you will have to wait for about half a year before you can really find a suitable job . If you have a mortgage or car loan, you will be in a passive position.

Many people are not prepared for a long battle against this epidemic. I myself did not bring my computer back before the New Year because I did not realize the seriousness of the problem! ! !

So now I am forced to use the TV and an old antique host computer at home to assemble a computer and barely maintain online work, but my work efficiency is extremely low.

This is because I did not realize the severity of the epidemic and was not mentally prepared, which led to my current situation.

Director Zhang Hongwen of the Shanghai Expert Medical Group said:

Judging from the current situation, the worst outcome will definitely not happen because we have already taken very good epidemic prevention and isolation measures.

But the best outcome is actually far away from us. 14 days have passed, but there are still more than 3,000 new cases every day.

That is most likely the third state, and the entire anti-epidemic effort may last for half a year or even a year.

So everyone must be prepared for a long-term battle and maintain normal cash flow.

1. Self-help strategies to maintain cash flow

1. Get into your work mode immediately, and everyone should save themselves

If you are your own boss, you must start to count the accounts now. Think about your accounts receivable and how much cash flow you have. Take stock of your own assets and see how long the current cash flow can sustain the team? If it is less than half a year, it would be very dangerous.

In addition, you need to convey the real situation to your team members , tell them what the company is like now and how long the current cash flow can last? Look at a company as big as Xibei. If it continues like this, it will go bankrupt in three months, and it is still relying on loans.

Perhaps now is your best chance to rally the entire team together. You can understand, at this time, which people can share the difficulties with the company? Only those who can share adversity can share the future together.

In addition, you must control the size of your team, cancel the recruitment of non-critical or non-essential personnel, and optimize your incentive system. Only when there is business can there be profits, and fixed expenses need to be strictly controlled, so you must control your costs carefully now.

2. Maintain your old customers to avoid cash flow interruption

You need to contact your important customers , understand their difficulties and situations, and help your customers think more.

If you are paying in advance, you must think of every possible way to ensure delivery.

Don't ever have the mentality of taking a holiday again, get nervous right now. Establish work status mechanism processes and communication methods for extraordinary times. There is no particular difference other than not working in an office.

Whether you choose to be nervous or relaxed at this moment will determine your income this year.

3. Find a way to make your business online and build a moat to resist risks

Although in order to control the epidemic, social business activities will stagnate. But marketing and communications will not be absent . So, you need to organize your operations and marketing department staff, actively prepare the next marketing communication plan, and be more proactive.

Do all the important but non-urgent things you have always wanted to do, make full use of this time, lay a good foundation for your future, and welcome greater growth opportunities in the future.

2. Start remote work and get into work mode immediately

I launched a survey last night and today, asking everyone when they will return to work. The results of my survey are that most people will postpone their going to work and will not return to work until after February 18th.

But in reality, is returning to work limited to physically going to the office?

No, online office can start immediately because if there is no business activity and the company has no income, it will be impossible for us as employees to maintain a normal income status. What I know is that many companies have already started cutting employees' salaries.

So whether you are an enterprise or an individual, you must be mentally prepared to go to work right away. If your enterprise has not resumed work yet, then you can start from the perspective of the enterprise and think about how to help the current company recover its business?

If you show up at this time, I believe your leader will see you immediately. This is the best time for you to perform.

1. Ensure that all staff are online during working hours

The most important thing about remote work is to ensure everyone’s working hours. Because everyone is working remotely now, you have no idea whether they are at work or not. Therefore, it is important to ensure working hours.

I have a friend who has his employees clock in online every morning by replying directly in the WeChat group.

Of course, you can also clock in for work using DingTalk Enterprise WeChat. Ensure that everyone is online during working hours.

Many people do not feel like they are at work when they work from home, because it is easy to be distracted by other things at home, so it is recommended that you create a working environment for yourself. I converted an empty room on the third floor of our house into an office, separate from the bedroom.

2. Everyone should have something to do

One thing to note when working online is to ensure that everyone has something to do . We know that not every position can work online. For example, the front desk, driver, network administrator, etc., there is no way to complete the previous work online. So at this time, if you are the boss, you must find a way to arrange these people in time and make sure they have something to do.

Haidilao, for example, has developed a schedule. You can see that their employees are fully scheduled every day so that they have something to do every day, such as studying and training, etc., so that everyone has something to do instead of staying in the dormitory and watching short videos.

No one can stand doing nothing for more than ten days. Recently, a type of video that has been very popular on Douyin shows the contradiction that men used to think it was very comfortable for women to lie down for a month during the confinement period, but now they can't stand lying down for seven days.

3. Everyone helps themselves, shares hardships and overcomes difficulties together

Finally, the so-called self-rescue by all employees means that the company's problems should be thrown out to the public, allowing everyone to come up with ideas and find ways to overcome the difficulties.

In short, you have to prepare for the worst-case scenario in the future, but strive for the best .

3. Maintaining old customers to avoid cash flow interruption

This is an extraordinary period. As the person in charge of a business or operation, you need to understand the needs of your old customers during this period and provide value to the best of your ability. Even just companionship is meaningful.

I will give you two operational measures, and you can design according to these two directions:

1. Find the key to survival and avoid interrupting your cash flow. I will give some examples below.
2. Maintain old customers.

How to maintain stability? We can start from these two needs of users: gaining knowledge and gaining happiness .

1. Catering industry case

The catering industry is the industry that has been hit hardest this time. We can see that many restaurants actually stock up on a lot of ingredients before the festival in preparation for the New Year’s Eve dinner. But because of the impact of the epidemic, no one comes to the restaurant to eat.

So you will find that many companies are selling all their inventory and turning chefs into employees selling vegetables, including Quanjude, Diandude, etc. This is to recover a little bit of loss by clearing inventory.

In addition, many companies began to switch to food delivery. After Xibei became popular during an interview, Xibei’s food delivery was immediately launched.

In addition, Haidilao began to disseminate knowledge and teach customers how to make a bowl of fried tomato and egg noodles.

2. Offline education, such as K12 education industry

The characteristic of offline education is prepayment. Parents would register and pay for a semester or a year, but now the country has issued a policy that offline classes cannot be held and all work and classes have been suspended.

So what do you think we should do?

Then there may be a big crisis - parents coming to ask for refund.

If you don't take action now, you may soon face the situation where you not only have no income, but you may also have to return the money you previously collected to others.

So I saw that many K12 education institutions, especially big brands, immediately launched countermeasures, including New Oriental, Xueersi, etc. What measures did they take?

1. Notify the course postponement and postpone it in accordance with national regulations.
2. Move delivery online immediately . You will see that the online courses from Xueersi and New Oriental are very popular now, and there are a lot of people online. There are 10,000 to 20,000 people listening to a live class every day.
3. Establish a community, appease old customers , and ask experts in the group to tell parents what children should pay attention to during this period. Appease parents and let them know that at least you are taking action, thereby gaining their understanding and forgiveness.
4. When it comes to educational institutions that serve the general public, as well as online knowledge payment platforms , they act quickly, for example by offering free classes and launching live broadcasts to gain the favor of fans.

Chaos University launched a 58-day live broadcast companionship service, and Duoduo launched a ten-day talk. My friends Zong Yi, Ren Yu and I also formed a business survival, co-existence and co-creation group to accompany entrepreneurs and use our experience to tell everyone how to restore normal business growth and how to implement the operation plan.

If you are a small organization, you may find that well-known brands may be teaching classes and they are stealing your customers. So be sure to launch your exclusive service immediately. Otherwise, if you don’t take action, your customers may be snatched away by others.

3. E-commerce platform

For example, Perfect Diary, what is its operating plan?

She promptly disseminated epidemic prevention knowledge and resumed product promotion activities. If you have products in stock, it is recommended that you give discounts immediately and get your money back first.

For example, if you are a travel agency, you can think about whether you can pre-sell your products in advance? Get the money back first and maintain the current cash flow. The most important thing is to survive.

In addition, they also launched the Valentine's Day game in advance, trying to bring happiness to everyone at this time.

4. Offline fitness institutions

People like Super Monkey used to go offline to exercise, what should they do now? Super Monkey launched a plan to switch to online live streaming to provide companionship.

Tiao Tiao, the founder of Super Monkey, said that online live streaming was actually an accident. Because she saw that users in the group said that they wanted to go out for exercise, but there was no way to do it.

So I temporarily registered an account and started live streaming on Yizhibo. Unexpectedly, the number of people online at the same time for the first live streaming exceeded 170,000, making it the top 1 live streaming on Yizhibo.

Afterwards, their team analyzed the situation and found that the live streaming format actually has many advantages from the perspective of serving users.

For example, when taking classes in a store, you may not dare to stand in the first row because you are not familiar with the movements. But by watching the live broadcast, you can see up close how popular coaches teach.

In the future, when the weather is bad and it is inconvenient to go out, you can use online live broadcast as a supplement.

Therefore, although Super Monkey has not yet made money online, it is already considering turning live streaming into a long-term service. Because they found that live streaming does deliver value to users.

At present, their users are also buying into it. A user from Wuhan, Hubei left a message to Super Monkey in the background:

"As a Hubei native, I am especially grateful to Super Monkey for bringing us happiness. Every day, the TV and mobile phones are constantly broadcasting information about the epidemic. Reading too much information will make people feel depressed.

Wuhan is under lockdown and I can only stay at home. I feel depressed and have no way to relieve myself.

Fortunately, we have Super Monkey and coaches to take us to exercise, which can really make people happy. The coaches’ positive energy also infects us. We are grateful for the coaches’ company and hope that the epidemic will end soon so that we can go to the coast to take classes. “

5. Six major industry self-help methods

So what kind of measures should my industry introduce?

Teacher Liu Run has given a self-help method for the six major industries . I would like to share this self-help plan with you:

(1) Offline education

Basically, it is a prepayment method. Your response plan is to find a way to make online delivery. For example, you can extend the service period, offer free classes, etc., and retain customers through discounts.

In addition, teachers can reduce their remuneration and delay delivery to avoid a sudden interruption in cash flow. A friend of mine discussed with the teachers and decided to reduce the salary by half before June and make up the difference later.

(2) Tourism industry

The solution may be to cut off one's arm to survive and lock in orders in advance. You will find that after the end of SARS, both the tourism industry and the consumer industry have ushered in retaliatory growth.

In 2003, the year of SARS, the average performance for the whole year was not much worse than that of 2002. The epidemic will definitely end. You must prepare in advance, lock in orders in advance, practice your internal skills, and polish the things that were not urgent but important before. On the day the epidemic is over, you can usher in retaliatory growth.

(3) Catering industry

The biggest problem is that the fixed costs are very high, so there may be a problem of cash flow interruption.

Therefore, the response plan that can be used as a reference is what the catering industry is already doing, which is to clear inventory, switch to takeout, and export knowledge.

(4) Home furnishing or retail industry

The situation we are facing is that the sales nodes are very obvious. The advice given by Mr. Liu Run is - you have to think about how to survive until May 1st. The appropriate response plan is to reduce rents, clear out inventory and close stores in preparation for May 1st.

(5) Manufacturing industry

Like my friend Zong Yi, the company he founded, Finney Technology, is also in the manufacturing industry. His response measures are actually very similar to Professor Liu Run’s suggestions, which is to maintain cash flow, take inventory of employees and supply chains, and resume work as soon as possible.

(6) Foreign trade industry

You may face problems such as suspicion and worry from foreign customers.

The countermeasures proposed by Mr. Liu Run are to provide proof of force majeure, appease old customers, and then find ways to transform to the Internet and conduct transactions online.

Here, I want to remind everyone that if you are a business owner, you must pay attention to the epidemic prevention work of your employees. If one of your employees is confirmed to be infected, it is possible that everyone in your company may have to be quarantined, so you must take effective epidemic prevention measures.

4. Online business and building a risk moat

Earlier we talked about how to maintain old customers, how to find the key to survival, and how to maintain our cash flow.

The problem we face immediately is to move our business online and build a moat to protect ourselves from risks. So how do we do this specifically?

I think there are two main measures for online business:

1. Build online sales channels
2. Design products that can be delivered online

1. Build online sales channels

Let’s take a look at how to do it specifically?

Let’s first look at online sales channels, which we divide into two categories:

• One type is self-built channels , where the sales channels are your own, such as your WeChat public account, WeChat group, official website, mini program, APP, etc.
• One type is platform channels , such as Taobao, JD.com, Vipshop, Ele.me, Douyin, Kuaishou, etc.

If you haven’t built an online sales channel before, then quickly build one now. Let’s take a look at some specific cases:

(1) MINISO

Offline supermarkets are an industry that has been greatly affected. However, MINISO 's business can still be carried out for now. It has recently launched a home shopping campaign because they laid out online sales channels very early on, such as their own mini-programs, JD.com, Meituan, and Ele.me. So the current online business can still be carried out. In this way, online business can be used to make up for the loss of income.

(2) Mr. Liangpi

The catering industry has also been greatly affected. But there is a brand called Mr. Liangpi , I wonder if you are familiar with it.

They were founded in 2014 and had been lukewarm for three years. In 2018, they changed their marketing model and focused on "large takeout, small dine-in". Sales on all platforms increased dramatically, exceeding 13.5 million units, and annual sales exceeded 400 million yuan.

He has more than 600 stores, covering more than 80 cities, of which more than 400 are online stores. The average monthly sales of a single store is more than 2,000 orders. Take-out is its main business, and dine-in is supplementary, so this epidemic has not had such a big impact on them.

If you have made such preparations in advance, your business will not be greatly affected by this epidemic because users have already developed habits.

(3) Happy Cake

I guess everyone has heard of it. Their advertising is very aggressive. Its main business is pure online transactions, with offline logistics to fulfill contracts , and its annual revenue exceeds one billion yuan.

It used to be an offline cake shop, but suffered consecutive losses, so it transformed into O2O at the end of 2013, and began to receive multiple rounds of financing afterwards.

The approach adopted is that users place orders online, then they are processed by distributed factories and then delivered to users.

It has now launched the "Spring Festival is not closed, there are cakes for Lantern Festival" event, and will soon launch a contactless delivery service . We also tell everyone what protective measures are taken by cake makers and delivery staff, and tell everyone in detail so that everyone can rest assured.

If you have run an offline cake shop or offline store before, and you have not established online sales channels, it will be really difficult for you to fight this battle.

(4) Su Xiaotang

The tourism industry is also an industry that has been hit particularly hard now, and no one is traveling. For a candy store like Su Xiaotang, which is located on Gulangyu Island in Xiamen and next to a tourist attraction, it is even more difficult to have offline business.

The business of tourist attractions could have been a one-time business. For customers, it is possible that they will only visit a Su Xiaotang store once and it will be difficult for them to make repeat purchases. But candies can be repurchased, so Su Xiaotang started planning her online business very early on, directing customers to her personal WeChat account. She has used a whole set of operational combinations, including seeding customers in the circle of friends, one-on-one private chats to care for transactions, WeChat group promotions, and a membership system to lock in customers . She can still continue to sell online.

Moreover, precisely because they have built an online private domain traffic operation system, in 2019, the repurchase rate of their products quadrupled compared to 2018, and the online business segment completed the performance of 2018 in the first quarter of 2019!

Therefore, my advice to everyone is that offline stores must plan private domain traffic as early as possible! It is very necessary to establish online sales channels, and it should be done immediately.

In addition to building online channels, we also need to find ways to design products that can be interacted with online.

2. Design products that can be delivered online

I think that designing products that can be delivered online can be done from the following three aspects:

(1) Online product development

For example, you were originally an offline training academy, and you used to offer classes offline and were doing well. But now you may not have any income within half a year, so you have to immediately consider transitioning to online.

Now I am also helping a friend to plan Douyin courses. He used to do offline Douyin course training, but now he has no choice but to switch to online and start online courses and training camps.

(2) Online services

Services have been moved online. For example, people used to see doctors offline, but now they can consult online. For example, the data for Ping An Good Doctor, a product, has increased recently.

The real estate industry has also been hit hard. People used to go to see houses in person, but now, how could they risk their lives to go and see houses? Beike has had VR house-viewing tools for a long time, which can meet users' house-viewing needs.

(3) Product retailing

For example, Haidilao has started selling its hot pot base a long time ago. I have seen Haidilao's hot pot base at Hema Fresh and can buy it directly.

For example, Wang Gang, an internet celebrity on Xigua Video, owns an offline restaurant and has accumulated a lot of online fans by making videos teaching people how to cook. Later, he developed a product such as bottled sauces that can be ordered online, so that fans who are not in his city can also place orders for his products on Taobao.

Another example is Zihai Hotpot , which is mentioned in the movie "Lost in Russia", which also retails hotpot products. Orders can be placed directly online and delivered through delivery services.

There is also Starbucks, which originally sold coffee, but also launched retail products such as cups. Zhou Hei Ya also launched lipstick.

Risks will always exist. We are facing the risk of viruses now, and we don’t know when we will encounter such risks again in the future. We must always be prepared to resist risks .

If you can establish an online business, you will still have online business to do if you encounter the problem of offline business being suspended in the future. Otherwise, your ability to resist risks will be very weak.

So, now that we have built the online channels and online deliverable products, how do we carry out online operations?

5. Online Operations

There is a model called the Growth Hacker Pirate Model, AARRR model. The entire process from user flow to transaction is divided into acquisition, activation, retention, revenue, and recommendation. This model is originally more suitable for Internet products.

Later, I listened to the course taught by the media boss. Kunlong modified these steps and turned them into a fission growth model, which I think is more suitable for small and medium-sized enterprises. This process becomes traffic generation, fission, transaction, repeat purchase, and referral.

In fact, the two models express similar meanings, but it may be easier for everyone to understand if they are converted into the language of the fission growth model.

Next, I will tell you how to do these five steps:

Step 1: Drainage

The first thing we need to consider is that we want to bring customers online, but where should we bring them? What can be used to carry it?

The traffic carriers are basically these five: personal accounts, WeChat groups, mini programs, public accounts, and APPs.

(1) Official Account

In the past, when most businesses wanted to open online channels, the first thing they considered was to create a public account and try their best to attract customers to the public account. However, now too few people read the public accounts.

I follow more than 500 public accounts, but I only open one or two of them every day. The others are ignored, and I will unfollow them if I’m not happy with one. The public account has no warmth, so I won’t hesitate to unfollow it.

(2) Not to mention mini programs . No one visits mini programs every day, unless there is an event. If I don’t see your mini program in my circle of friends, how can I visit your mini program every day?

(3) WeChat groups are OK, but there is a big problem with WeChat groups. There are too many messages, which causes many people to block group messages as soon as they join the group, so it may be difficult for you to reach customers.

(4) Needless to say, the cost of developing an APP is high, and it is very difficult for you to get customers to download an APP. Even if I download it, I seldom open your APP. I have so many APPs now that I can’t keep up with them all.

(5) The best traffic carrier now is actually a personal account

According to data research, if a public account with 100,000 followers promotes an event, the transaction volume is actually similar to that of a normally operating personal account with 5,000 WeChat friends.

It is so difficult to have a public account with 100,000 followers. Many people can’t do it. However, it is relatively easy for you to create a personal WeChat account with 5,000 friends.

So, what is the most important online marketing strategy for everyone in 2020? ——That is, add all customers to WeChat.

Only by adding customers to WeChat can you have a communication channel with them. Therefore, if you have not yet established an online sales channel, don’t rush to develop an APP. First, mobilize all employees and add customers to WeChat. This is the most important, most important, and most important solution.

PS: Adding WeChat users in large quantities will involve issues such as account maintenance. If the number of users is particularly large, you can consider using corporate WeChat to handle it.

So, how is the work of non-operational staff arranged? ——Let them maintain old customers.

Everyone is assigned a list and uses standard communication techniques to contact old customers, ask them what problems they are facing now, and then guide them to add WeChat. First add people to WeChat and establish online communication channels.

And what are the benefits of adding WeChat?

After adding WeChat, you own the lifetime value of this friend, and you can sell any product you want. You can do this business today and another business tomorrow, but the customers recognize you. He is not bound by product. If he has demand, he can still buy from you. This is the advantage of adding WeChat.

Well, besides directing existing old customer resources, what other ways are there to expand customer resources? Apart from your existing old customers or offline traffic channels, where else can you find customers?

Here’s an idea for you: use high-quality content to divert public domain traffic to WeChat. When we talk about public domain traffic pool, we are referring to those channels that have already gathered a large number of customers, such as Douyin, Kuaishou, Sohu, Toutiao, Xiaohongshu, WeChat, Alipay, Pinduoduo, etc.

The users are all there. What you need to do is think about what you can do to get users to follow you and add you on WeChat.

The best way is actually through high-quality content! Filter your target customers through high-quality content and let them add you.

So here I would like to recommend a very useful marketing method to everyone, which is knowledge marketing - in the past you might have advertised, that is, promoted hard advertising, but now, what is more popular? Promote the knowledge of your product and attract your targeted customers through knowledge.

Especially those products that require a long time to make a decision before placing an order , such as cars, houses, furniture, or high-priced products.

What is your best marketing method? It is to influence him, cultivate him, and let him be exposed to your professionalism in the decision-making process. When he trusts you, orders will come naturally.

In addition, for products that require short-term decision-making, some products are more suitable for knowledge marketing. For example, daily chemical products, food, clothing, and cosmetics often use knowledge products for conversion.

Let’s take a look at some common knowledge products:

• For example, a white paper is a solution white paper or an industry report.
• There is also community content, such as Douyin short videos, WeChat articles, Xiaohongshu recommendation articles, etc.
• There are also offline activities, such as salons, forums, lectures, seminars, speeches, etc., which are also...
• There are also communities and online courses that are very good knowledge products. I often use communities and online courses to acquire customers.

I found that using knowledge marketing to acquire customers is very cost-effective, easy to close deals, and conversions are easy.

Especially now that short videos are very popular - Douyin's report in January this year showed that Douyin's daily active users were 400 million.

Classmates, this means that 400 million people open TikTok every day, and almost one out of every four Chinese people watches it every day. What a huge traffic pool this is!

However, many companies believe that the threshold for short videos is too high and they dare not do it easily, thinking that it would be difficult to do it without professional talents.

In fact, according to Lao Kuang’s statistics, there are 10 major industries that are easy to achieve results on Douyin:

Moreover, through my research, I found that there is a method that is not that difficult to operate, that is, short videos of knowledge question answering. Let me show you an example:

These cases are all well done on Douyin or Kuaishou. You see, it’s not difficult to shoot short videos for beauty, maternal and child products, health and wellness, and workplace training. The video content is about a person, wearing clothes that match his industry, sharing a point of knowledge about the industry.

And this method can produce content continuously. So now if you want to do Tik Tok, you can consider this method. This can be shot at home, it’s very easy.

In this way, one person can be equivalent to a short video production team.

There are many other cases of rapid customer acquisition through knowledge marketing:

For example, when we were working on Social Media 666, we leveraged the best-selling book, “Community Marketing Practical Manual” by Uncle Akiba.

Our goal at that time was to promote the group hooking this small program. Through best-selling books and the fission method of Mission Bao, we gained more than 10,000 fans in one go, and then more than 2,000 friends joined the group.

You know, we started from scratch and had zero visibility. We also leveraged the knowledge product of books in this way, and got started right away.

Then we started the second activity of Community 666, which used the community to acquire customers. Through the method of distribution fission, more than 10,000 users joined the group in less than 24 hours. This is also a way to acquire customers through knowledge products such as communities.

Of course, there are many cases of acquiring customers through online courses - like Lao Guan, he used to often offer popular courses at 9.9 yuan. Through the method of distribution fission, there would basically be three to four thousand people attending each event, and then they would convert them into high-priced product content.

Knowledge products are not only produced by educational institutions. No matter what industry you are in, you can use your own products to teach . Do you have the knowledge in this industry? Of course I do.

For example, in the manufacturing industry, I know a client who makes curtains. He teaches everyone how to identify the quality of curtains and what aspects need to be paid extra attention to when purchasing curtains. His target customers will be interested in this industry knowledge, right?

Of course, if you want to master the complete gameplay of knowledge marketing, it is best to study systematically, so that you can save a lot of time for exploration, such as how to build a high-quality content library in the industry, how to quickly create an online course, how to operate an online community from scratch, how to quickly build personal brand awareness, etc.

So, what can we do now?

I will give you the most universal method that everyone can do, which is to immediately ask your employees or you yourself to sort out the 100 questions frequently asked by customers, then turn them into articles or short video content, and then distribute the content .

If you persist in doing this, it is possible that all the content in this industry on the entire Internet will be produced by you. That would be amazing and awesome.

I know of a case involving a man who traded seafood, his name was Yu Dada. He just lets all agents, all dealers, and all employees produce content in the aquatic industry every day, so now 50% of the content in the entire aquatic industry comes from their homes. Do you think customers will gather in him?

Step 2: Fission

I have developed a complete set of fission courses before. Fission is a complete set of solutions, and it is difficult to tell everyone all at once. However, at least you must master the core idea of ​​fission , and the core idea of ​​fission is to lead the new . It is to make your old customers willing to forward and share for you. This is the most important thing.

So, you have to consider why others are willing to share for you.

Let me give you an example. When doing an activity, I usually set up a link like this: if you add WeChat users, I will set a benefit that he will be interested in. If he is willing to share it with his friends, I will give him this benefit for free, but I will not force him to share it for me.

The benefits here must be something valuable to the user before they will be willing to share, otherwise even if you provide guidance on sharing, it will be invalid .

For example, many people are willing to share our current public welfare course, especially when you think my previous sharing is very valuable, because you will think such courses are helpful to your friends.

OK, let's continue to talk about the deal. How to make a deal? I'll give you a way of thinking.

Step 3: Deal

We just said that we have diverted all customers to our personal WeChat account to do private domain traffic. Then, when doing private domain traffic on your personal WeChat, the transaction is basically these three sets: private chat care + WeChat Moments content operation + WeChat group operation.

The most important tool is content output .

Private chat transactions, do you want content when caring for users? When the Moments transaction is completed, what kind of Moments do you want to post is the content? Community operation, what does community operation require? When interacting with users, content is still needed.

Knowledge marketing is advanced content marketing, which will really become a trend in the future and is becoming increasingly important. Good content is always lacking. If you master good content, you will master good traffic.

Step 4: Repurchase

A good trader will design a set of transaction steps, which has been discussed in my distribution fission practice camp. The transaction rhythm is in 3 steps:

1. First package a drainage product, high value and high temptation, and then sell it at a low price to attract customers.
2. For this purchased customer, design an order price that he cannot resist and further sell him.
3. Then, design a member product or service that he has irresistible to customers, lock customers for a long time through members and bind long-term relationships.

In this case, hasn’t this customer established a long-term transaction relationship with you step by step?

Step 5: Introduction

If you did a good job in the previous article, the subsequent introduction is actually missing one step, that is, you need to remind the user to help you introduce, and after the user helps you introduce, you need to give him timely feedback.

Many old customers are actually willing to recommend you, especially when you can really help him, they are very happy to recommend you to their friends, but they usually rarely take the initiative to do this, so you need to remind him and you need to design the benefits of the introduction.

In addition, after receiving the customer's referral, many people did not give the customer any feedback on the progress of the business. Whether there was a transaction or a transaction situation, they all need to give the customer a timely feedback. Otherwise, the introduction will become one-time and will not be available in the future.

The five steps we mentioned above are actually a complete set of gameplay. I can’t tell you all the details in one class. So I took out some more important parts and told you that I hope it can give you real inspiration.

The most essential commonality of a successful company is these four sentences:

Author: May

Source: Growth Hacker