0 promotion fee, UV level 100,000 To B fission review

For B-side customer acquisition, the WeChat ecosystem is a very important link. The author of this article has elaborated on this issue based on his own work experience, and hopes that it will be helpful to you.

For the B-side, there are many similarities and commonalities in customer acquisition within the WeChat ecosystem, which means that some rules and reusable methods can be extracted from it, which gave rise to the idea of ​​reviewing the entire "system + project".

Let’s talk about why the WeChat ecosystem is important for B-side customer acquisition? Taking the B-side corporate official website as an example, a 5% registration conversion rate is considered average, and a large number of customers who were invested in are lost.

However, given the long purchase cycle of enterprise-level services and the large number of purchasing decision makers, customers who leave after a quick glance at the official website may not buy now, but that does not mean they will not buy in the future; they may not be decision makers now, but that does not mean they will not be decision makers in the future; they may not have demand now, but that does not mean they will not have demand in the future...

Wouldn’t it be a pity to lose these potential customers who were hard-earned by the brand, bought with money, and have a certain interest in the products?

It becomes particularly important for B-side enterprises to continuously reach, cultivate and incubate these potential customers to avoid being preempted by competitors. As for China, the reach rate of emails and text messages is really "touching", and the WeChat ecosystem is undoubtedly the best choice at present...

1. Project establishment: Don’t create a short-lived hit

In 2018 and 2019, the term fission became extremely popular, and many popular fission cases were born. But over time, you will find that many hits are fleeting:

• How many of the fun auctions that broke one million PVs in 4 hours are still available?
• Hundreds of groups were created for the 2019 Advanced Women's Knowledge Split, but they all died soon after (this is also a common situation for many group splits).
• …..

For To C, it may be necessary to gain a loud voice in the short term, but for To B, a steady and long-term approach may be better.

Therefore, our main positioning of fission at that time was not to create a short-term hit, but a sustainable fission. The following are some key points for project establishment:

Enterprise-level products promoted:

Kingdee Jingdou Cloud is a one-stop "operation + management" service platform under Kingdee for small and micro enterprises. It has a series of products including cloud accounting, cloud inventory management, cloud POS, cloud retail, etc.

We selected a cloud accounting product (finance and tax SaaS) whose users and decision makers are basically the same, and carried out fission targeting accounting personnel.

Fission Bait:

Gather all the benefits related to accounting personnel in the upstream and downstream of accounting, make them into a virtual card, distribute it for free, and achieve sustainable fission.

The top X users within a certain time frame can receive additional rewards.

Fission forms:

Using the landing page as a carrier and binding the official account, users can: share the exclusive poster → invite X number of people → activate the card → enjoy all benefits for free.

2. Research: Insight into customer needs and pain points

Before doing fission, we need to figure out what the needs and pain points of these small and micro enterprise accounting practitioners are facing?

There are two methods here:

Internal Interviews:

As To B operators, we usually have fewer opportunities to come into contact with front-line customers, which requires us to communicate with colleagues who have contact with front-line customers from time to time.

There are one-to-many and one-to-one communications. The one-to-many format tends to be more of a brainstorming format, while the one-to-one format tends to be more of an in-depth interview format. The people you can communicate with include: sales, CSM, customer service, product managers, internal financial experts, internal solution experts...

Before communicating, operators need to prepare a communication outline in advance and synchronize with relevant colleagues before conducting the interview.

External research:

We generally use two methods for external research: one-on-one telephone interviews and questionnaire surveys. In this fission, since a certain number is needed as a basis, we adopted a questionnaire survey.

What needs to be emphasized here is that questionnaire design also has its own set of methodology. It is very likely that the questions and options you design will mislead users, thus leading to biased results. We have a dedicated user research department to guide this part of the work.

Based on the analysis of the above survey results, we have sorted out the needs of three accounting groups of small and micro enterprises. The simplified version is as follows:

• 【The beginner accounting group enables finance and taxation novices to become familiar with finance and taxation theories, master finance and taxation practices, and professionally solve various practical finance and taxation problems;
• [Intermediate Accounting Group] Let the intermediate finance and taxation professionals break out of the confinement, learn to use finance and taxation to manage operations, perfectly reduce costs to achieve tax planning, and provide financial analysis recognized by the boss;
• [High-level accounting group] Provide guidance on investment and financing, mergers and acquisitions, and corporate restructuring theory, and perfectly assist CEOs in decision-making and operations.

3. Design: prototype, style, process, poster

After completing the first two steps, start the related designs of fission: prototype, style, process and poster design.

Prototype Design:

We outsourced the development of the entire fission landing page, so for prototype design, the operations staff only need to know simple Axure, and Mocha may be more convenient, so that the operations staff can focus on refining the copy.

Style design:

After checking some information, I found the world-recognized "King of Cards" - the American Express Centurion Black Card. This card is the black-gold (highest) version of the "Centurion Series Debit Card" launched by American Express in the UK in 1999. It is also called the "Black Card" because the main color of the card is black.

It is targeted at top-tier groups, has no upper limit on the card limit, and most of the cardholders are politicians, billionaires and celebrities from various countries. They are invited by American Express and do not accept card applications.

In order to attract the accounting community with a more "high-end" style, we set the overall style as black gold, also known as the Accounting Black Card.

Process design:

The overall fission process is the poster fission in a broad sense: User A sees the poster – scans the code to the landing page – a pop-up window pops up to receive the black card – accepts the black card – clicks to activate immediately – generates an exclusive poster – successfully invites 3 people to scan the code – activates the black card to receive all benefits, and repeats this cycle.

1. Add pop-up windows to enhance the sense of ceremony

In general, users can scan the code to enter and immediately generate their own exclusive poster to start the invitation according to the instructions. Here we have added a black card pop-up animation and an action of "accepting the black card" to enhance the user's sense of ceremony.

2. Strengthen the black card packaging on the landing page

Why should users claim it? The results of our research in the previous step have come into play and are listed in chronological order on the landing page that the user first enters after scanning the code.

• The five key words, connections, courses, new fiscal and taxation policies, lectures, and practical operations, were placed at the top;
• Herd mentality: the number of people who have received it keeps increasing;
• Benefits are presented concisely: All benefits of the black card are listed below the invitation and support, and each benefit is presented in numbers, which makes it more realistic;
• KOL effect: We have selected some of the internal financial experts and the big bosses we recruited before (the article about 0-cost KOL recruitment can be read: SaaS WeChat Ecosystem Customer Acquisition (I) 4000-word practical analysis of the entire process of KOL recruitment in the field: preparation, recruitment, packaging, and operation) and put them here.

3. Extra rewards for leaderboards

In order to encourage users to continue sharing invitations, we have also set up a ranking list in this fission. The top 1, 2, 3... users will receive different rewards in turn. Also because of the ranking list setting, our most popular user brought in nearly 2,000 people to receive it.

4. Activate the rights you have successfully received

After the user is successfully activated, he will be redirected to the black card benefits page from the homepage of the landing page. The relevant rights and interests will jump to some of our mini-programs, information collection pages, course collection pages, communities, etc., and be diverted to the content and touch points we have cultivated.

Poster design:

80% of the success of a fission campaign depends on the fission poster. In the design of this fission poster, we also came up with several versions and finally selected the last one.

Here, combined with some popular fission cases, we summarize the 8 elements of fission posters for reference:

4. Promotion: Make good use of the power of upstream and downstream

In terms of promotion, we do not have any paid promotion. It consists of three major parts: our own channels, KOLs, and resource exchange channels.

All channel tables are scheduled to be published as follows:

In order to better understand the volume brought by each channel, we will record the release time and content of each channel in detail in this table. For important channels, we will ask the relevant person in charge to help generate exclusive monitoring links with parameters.

Own channels:

Our own channels are mainly divided into WeChat ecosystem and official website (including products). Maybe it’s because of the product attributes or unclear operation position, the user reach rate of our product is relatively low. On the contrary, although the WeChat ecosystem is not as large as our products, the effect is much better.

Focusing on the WeChat ecosystem, public accounts are all similar; the reach rate of private messages on personal accounts can be said to be the highest; but groups are indeed very different. The reach rate of active and well-maintained groups can be 2/3, while the reach rate of unmaintained groups may be less than 1/200.

This is also a suggestion for To B operations colleagues. If there are too many groups to manage, at least one type of group should maintain "continuous operation". Otherwise, over time our groups will become "dead groups" and the gain will not outweigh the loss.

KOL:

After reviewing these articles, I wonder if you have discovered that KOLs play a very important role. They can help us with publicity and promotion, group management, product sales, cold start, etc.

Similarly, KOLs also played a big role in this fission: first, they provided portrait rights to increase the authority of our fission; second, they played a big role in promotion. As mentioned above, the highest KOL brought in nearly 2,000 accounting personnel through one relationship.

Therefore, for To B companies that have the conditions, it is completely worthwhile to treat KOL as a long-term project. The content source (articles, lectures, conferences, etc.) and promotion alone can play a very important role. If there is a relevant recommendation rebate system, it can also directly drive product sales.

Resource exchange channels:

Resource exchange must be based on the premise of mutual benefit and win-win results for both parties. Since the rights and interests in our accounting black card can be continuously increased, as more and more people receive it, it also provides conditions for our resource exchange.

Like the resource exchange we conducted with Kingdee Discount within the Kingdee Group:

• Our side: Provide a long-term benefit module of "free discount" in black cards, which can bring customers to partners for a long time
• Partner: Provide the official website homepage banner for x days, and the official website homepage is exposed for a long time

As we bring more customer resources to our partners, due to the fission property of the accounting black card, our partners will be more willing to open up more resource positions for us.

One thing we must note here is that the exclusive landing page provided to us by our partners must be consistent in style with the accounting black card and must not affect the user’s overall experience. For example, Kingdee Discount has provided us with a landing page in the same “black gold” style.

Make good use of the power of upstream and downstream to bring more benefits to both parties on the premise of no conflict of interests and win-win cooperation.

V. Conclusion

The positioning of the entire accounting black card is actually to use fission to continuously divert traffic to various channel touchpoints and content touchpoints scattered in the WeChat ecosystem.

The initial results of the project were acceptable, but unfortunately, it was blocked by WeChat due to inducing sharing. Fortunately, a link for the PC side was prepared to replace it, but it could not be fissioned. Although it is called To B, it is still To C in essence. The only difference is that compared with the To C blockbuster fission, it has more follow-up cultivation.

Finally, let me share with you the three pitfalls we encountered:

Customer service seats must be reserved:

Our landing page did not initially have a spot reserved for customer service. Later, when we were working on the MVP, we discovered that some users did not know how to operate it.

In order to prevent situations that would not occur during testing and to understand which users have what problems, we have added a customer service QR code at the end of the landing page. Users who encounter activation failures can add customer service to activate.

The landing page experience is not as good as the mini program:

When our fission penetrated into the third-, fourth- and fifth-tier cities, we found through some feedback from the customer service number that many older users who had never been exposed to such fission activities also wanted to receive them, but did not know how to operate them.

If the landing page is replaced with a mini program, the fission effect will definitely be better.

It is best to connect with the service account in depth:

The landing page cannot provide reminders, and the reminders from the mini program are not very strong. If you want high user retention in the future, binding with a service account is the best option. For example, if there are any new features or new courses available for the Accounting Black Card, the service account template message can be pushed to users at the first time.

Author: Luo Gongzi

Source: Traffic Research Society