Online operation strategy

The following is an outline of the content of this sharing:

1. Self-help strategies to maintain cash flow

2. Sharing of experience of self-rescue by all staff

3. Case study on maintaining old customers and avoiding cash flow interruption

4. Specific measures to onlineize business and build a moat to resist risks

5. Five steps to start online operations

Below, enjoy~

I will remember this year's Spring Festival for the rest of my life. I never thought that I would spend it in this way. I started working officially on the fifth day of the Chinese New Year, working from home and basically working more than ten hours a day. Because, 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.

If it weren’t for the occasional sound of fireworks outside, I probably wouldn’t have remembered that today was the Lantern Festival. The black swan event of the coronavirus has brought a huge impact on all of us. Basically, I will be working from home for a long time to come.

So, which industries are 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 Team said: The best outcome is that all patients complete treatment within two to four weeks, and the national epidemic is under control within two to three months. The worst outcome is that control fails and the virus sweeps the world. The stalemate means that the anti-epidemic process may be very long, possibly half a year or even a year.

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.

First, get into your working state immediately and everyone must 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.

Second, you need to maintain your old customers to avoid cash flow interruptions.

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.

Third, find a way to bring your business online and build a moat to protect against 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.

1. Start remote work and get into work mode immediately

Okay, now let’s move on to the first part. 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.

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 very important to ensure working hours. I have a friend who asks his employees to clock in online every morning. He just replies directly in the WeChat group. Of course, you can also use the DingTalk enterprise WeChat clock-in method to clock in for work. 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.

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.

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.

2. Maintain old customers to avoid cash flow interruption

Okay, then let’s move on to the second part, which is how to maintain old customers and avoid a disruption in our cash flow. 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:

The first point is to find the key to survival and avoid interruption of your cash flow. I will give some examples below.

The second is to maintain the relationship with old customers. How to maintain stability? It can be based on these two needs of users: gaining knowledge and gaining happiness. You can start with these two requirements:

Let’s take a look at some specific examples. Let’s look at the restaurant industry.

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.

Let’s take a look at an industry that has also been hit hard, offline education. For example, the 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? 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?

First, notify the course postponement and postpone it in accordance with national regulations.

Second, 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.

Third, establish a community, appease old customers, and ask experts in the group to tell parents what children should pay attention to during this period, to appease parents and let them know that at least you are taking action, thereby gaining the parents' understanding and forgiveness.

Other educational institutions that serve the general public, as well as online knowledge payment platforms, also acted 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.

In addition, what are the operating plans of some e-commerce platforms, such as Perfect Diary? 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.

For example, some offline fitness institutions, such as Super Monkey, people used to go offline for fitness. What should they do now? So Super Monkey launched a plan and switched 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.

So far, their users are also buying into it. A user from Wuhan, Hubei left a message to Super Monkey in the background, saying: "As a Hubei native, I am especially grateful for the happiness that Super Monkey has brought us. Every day, 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. “

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:

For example, if you are engaged in offline education, the payment is basically made in advance. Your response plan can be to find a way to make online delivery. For example, you can extend the service cycle, give away classes, and retain customers through discounts. In addition, teachers can reduce their salaries and delay delivery to avoid a sudden break in cash flow. A friend of mine discussed with the teachers and decided to reduce wages by half before June and make up the difference later.

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.

3. Online business to build a moat against risks

Okay, let’s move on to the third part.

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:

First, build online sales channels.

Second, design products that can be delivered online.

Let’s look at how to do it. 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.

Another category 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 it now. Let’s take a look at a specific case.

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.

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.

Let’s look at another case, 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. Its annual revenue exceeds 1 billion yuan. He used to run an offline cake shop, but suffered consecutive losses, so he transformed into O2O at the end of 2013, and then began to receive multiple rounds of financing.

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

He has now launched the "Spring Festival is open, there are cakes for the Lantern Festival" event, and is about to 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.

Let’s look at another case. 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 built an online private domain traffic operation system, in 2019, the repurchase rate of its 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.

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

First, the product is online.

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.

Second, the service is online.

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.

Third, 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?

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.

The first step is 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.

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.

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 the circle of friends, how can I visit your mini program every day?

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 your customers.

Needless to say, the cost of developing an APP is high, and it is too 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.

So, 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? Just 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? We can 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. You mainly need to think about what you can use to make users pay attention to 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 you, which is knowledge marketing. In the past, you might have advertised to promote hard advertising, but what is more popular now? 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...

Communities and online courses are also 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 and easy to close deals.

Originally, you had to call your client "the client's dad", but once you use knowledge to do marketing, the client will call you "teacher". He will say, "Teacher, please help me quickly. I will give you money, please help me quickly." This is the attitude.

So it will be easy for you to convert.

In particular, short videos are very popular now. According to the report of Douyin in January this year, the daily active users of Douyin are 400 million. Students, this means that 400 million people open Douyin 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 also many cases of rapid customer acquisition through knowledge marketing.

For example, when we were working on the 666 community, we leveraged the best-selling book, “Community Marketing Handbook” 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 to 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, is there any 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 it systematically, so that you will spend less time on exploration. For example, how to build a high-quality content library for the industry, how to quickly create an online course, how to operate an online community from scratch, how to quickly establish personal brand awareness, etc. These are the core contents involved in knowledge marketing. If you are interested in this content, you can add my WeChat 2780671395 for further information.

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. Did you know? He asks all the agents, distributors and employees to produce content about the aquatic products industry every day. So now 50% of the content in the entire aquatic products industry comes from them. Do you think customers will gather around him?

Okay, let’s move on to the second step, fission.

I have developed a complete set of fission courses before. Fission is a complete set of solutions, and it is difficult to tell you all of them at once. However, you must at least grasp the core idea of ​​fission, and the core idea of ​​fission is for the old to bring in the new. The most important thing is to make your old customers willing to forward your messages and share them for you.

So, you have to consider why others are willing to share with you. Let me give you an example. When I am doing an event, I usually set up a link like this: for users who add me on WeChat, I will set up a benefit that they will be interested in. If they are willing to share it on their Moments, I will give them this benefit for free, but I will not force them to share it for me.

The benefits here must be valuable to users, so they will be willing to share. Otherwise, even if you guide them to share, it will be ineffective.

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

Okay, let’s move on to talking about the deal. How to make a deal? Let me give you an idea. Just now we said that we would direct all customers to our personal WeChat accounts to generate private domain traffic. Then, when generating private domain traffic in personal WeChat, the transaction basically involves these three steps: private chat care + circle of friends content operation + WeChat group operation.

The most important thing is content output. Let’s take a look at private chat transactions. How can we ask users in private chat whether they want content? The second circle of friends is a deal, what content do you want to post on your circle of friends? The third one is community operation. What does community operation require? To interact with users, content is still needed.

Knowledge marketing is advanced content marketing. It will really become a trend in the future and will become more and more important. Good content is always in short supply. If you have good content, you have good traffic.

Okay, let’s continue talking about repeat purchases. How to achieve repurchase?

A good trader will design a set of steps to complete a transaction, which I have mentioned in my distribution fission practice camp. The transaction rhythm is divided into 3 steps:

The first step is to package a traffic-generating product that is high-value and highly attractive, and then sell it at a low price to attract customers.

The second step is to design an irresistible average order value for this customer who has already made a purchase, so as to further close the deal with him.

The third step is to design an irresistible membership product or service for customers who have already purchased, thereby locking in customers for the long term and establishing a long-term relationship.

In this way, isn't this customer building a long-term transaction relationship with you step by step?

Step five: referral. If you have done well in the previous steps, you are actually missing one step in the referral process, which is that you need to remind users to refer you, and give them timely feedback after they refer you.

There are many old customers who are actually willing to refer you, especially when you can really help them, 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 them, and you have to design the benefits of the referral.

In addition, many people do not provide feedback to customers on the progress of the business after receiving referrals from customers. Whether there is a deal and how the deal goes are all things that require timely feedback to customers. Otherwise, the referral will become a one-time thing and there will be no more 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 picked out some of the more important parts and told you all about them, hoping to give you real inspiration.

The most essential common characteristics of successful businesses are these four sentences: let more people come, let everyone who comes buy, let those who buy come back to buy, and let those who buy introduce others to buy. If you can do these four steps, OK, that's perfect.

Okay, that’s all I have to share today. After reading it, I hope you can decide what you want to do as soon as possible!

Author: Box Fungus

Source: Activity Box Operation Society

Related reading:

How to plan a successful and beautiful event?

How to write a promotion plan for new media operations?