Paid community operation strategy and conversion!

The community needs to be hot-started, not cold-started, and there must be a hot start when the community is launched.

Community building is divided into four stages: preparation, start-up, trial operation, and development.

1. Preparation Period

During the preparation period, the following points should be made clear first.

1. What is the positioning of the community?
2. What do I want my community to look like?
3. How do I build this community?
4. Be clear about who the target group of the community is, what their core needs are, and what their core pain points are?
5. What is the meaning of the community's existence, what do community members gain from joining the group, and what can we provide?
6. For whom, what to provide, what problem to solve?
7. What are the content planning and activity planning of the community?

After understanding the above, we will start to formulate the following basic elements of the community:

1. Establish community incentive systems and standards for speech content.
2. Develop community culture, values, mission, and principles.
3. Establish community rules and rewards.

2. Start-up period

There are three prerequisites for starting a community:

1. There is a constant flow of content output.
2. If you have great links, you can invite them to share as a guest, or ask them to help recommend your community.
3. There is a steady stream of traffic coming in. Even if there is not enough traffic at the moment, there must be channels to acquire users in the future.

When your WeChat or official account has several hundred target users following it or when there are three to five hundred target users in WeChat, you can actually start building a community.

This is when the community enters its startup phase, which is divided into two stages.

The first is to find high-quality seed users to join and invite guests to join and share.

The second is community sales.

1) Find high-quality seed users

Two ways to find high-quality seed users:

① Seed users can join the group for free

At this stage, because it is just the beginning, you can offer it for free to attract users.

You can send a message to the target users saying that I have created a xxx group, which offers free entry for a limited time. The group has big names from all walks of life, weekly sharing, various materials, etc. If you want to join, reply 1.

When twenty or thirty people reply 1, indicating they want to join, you can create a group.

At this stage, the main focus is on enriching the community’s resources, including people and content.

You need to provide community users with some valuable information and tools to stimulate the production of user-generated content.

After completion, let users share the review of the entire activity in the community and continuously accumulate original materials.

However, the quality of such seed users is generally not high. This method is mainly used by novices who have just started and have no traffic or community explosion points. They are afraid that no users will join.

② Seed users pay to join the group

Idea verification: Start with free 1-on-1 consultation, generate your first batch of success stories and share feedback on your circle of friends, continue to attract the next batch of users, continue to accumulate users, and accumulate about 30 success stories, then you can start charging low prices.

First provide free consultation, then low-cost consultation, and finally build a community.

You can start with free one-on-one consultations in your circle of friends. Since it is free, it will always attract others to consult you.

When you provide free service and have served him well, he will definitely be grateful to you, and you can ask him to give you feedback.

In this way, you will have your first successful case, and you can share it with your friends. You can even say that after you help someone, if he is grateful, he will send you a small red envelope.

This small red envelope can also be posted on your Moments, so that everyone can see that you have such professionalism and ability, and that someone is willing to pay for you.

After you have accumulated 15 to 30 successful cases and completed the first part of the internal test, you can start your low-cost paid consulting and then transition to the community.

for example:

• Step 1: Free consultation from October 25th to November 10th (15 days).
• Step 2: From November 11th to November 25th, provide paid consultation and paid small classes at low prices (15 days).
• Step 3: From November 26th to December 5th, gradually throw out the idea of ​​building a community in your circle of friends or private chats, and observe user feedback.
• Step 4: From December 6th to December 12th, warm up the community, build momentum, and lay the groundwork for publicity: Because consultation cannot meet user needs, so... (so we created a paid community , detailed explanation of paid community), if you want to join the group, please like it.
• Step 5: From December 13 to December 20, there will be a wave of social media sales. The social media sales will be posted on WeChat Moments every day, and the official account will be updated simultaneously.

2) Community Sales

Try to create as much momentum and publicity as possible when launching the product.

① Six elements of community recruitment posters

1. price
2. Scarcity
3. Group and bandwagon effect, how many people participate
4. QR code
5. What can you get
6. User Reviews

② Elements of community recruitment copywriting

1. Super value and low price
2. Big show results
3. Word of mouth reputation
4. Personal Brand
5. Product Value
6. User Testimonials
7. User reputation
8. Effect

③ Details of copywriting routines

• Attract at the beginning: This may be the most valuable community on the entire network
• Arouse interest: Why so many people are willing to join this community group
• Gain trust: Personal experience + achievements + word-of-mouth cases
• Encourage action: List the gains + make detailed calculations + reverse psychological hints

④ Clear group introduction

Only by giving users clear benefit points can you make them willing to join your community.

When creating a group, you need to clearly convey to your target users what benefits they can get from joining your community, give users reasons to join, and increase their willingness to join.

Write a community introduction from the perspective of "improving users' performance".

1. Give content expectations
2. Give growth expectations
3. Give reliable expectations

Three elements to write a group owner introduction:

a. Understanding

• Who are you?
• Who can be helped?
• What products or services do you provide?
• What problem does it solve?
• Why should I choose you instead of others?

b. Trust

Why should I believe you?

c. Mobility

Why act now?

⑤ Design posters and copywriting for sales proposition

Six key elements of a deal:

a. Product Benefits

• Describe the product's hot spots and unique selling points
• Describe the experience of using the product
• Describe the benefits of using the product, it must be good
• Analyze the pain before using the product. It must be painful.

b. Shaping value

Risk commitment, reducing user decision-making, guaranteeing zero risk or even negative risk.

• Negative risk commitment: pay 100%, return 101% if not satisfied
• Zero risk commitment: pay 100, get 100 back if you are not satisfied
• Super gifts, gifts with great design value and valuable packaging of gifts

The best gifts are those that are low-cost but of high value, such as virtual products such as knowledge products and services.

Gifts can also be back-end products, similar to trial packages. If the gifts are used well, they will climb up your value ladder and buy products with greater value and higher prices.

c. Promotional offers

There must be a reason for offering promotional discounts, why the discount is offered and how big the discount is.

d. User Testimonials

Provide cases, user reviews and feedback, and make sure they are truthful.

e. Sense of urgency and scarcity

f. Order now

The process is simple and smooth with few steps.

If you want to increase your closing rate, you must know how to design your closing proposal and think about why this proposal is hard to refuse.

3. Trial Operation

If you want to build and operate a community, you must first understand what this community can provide to users and why users join the group?

As for why you join the group, there are generally the following reasons:

1. Learn knowledge
2. Solving the problem
3. Meet people

There are three key points to building a community.

1. Produce high-quality content: continuous, stable and valuable content. This corresponds to a gain.
2. Producing reliable relationships: making friends. This corresponds to the link.
3. Production success story: It was done through the community and succeeded. This corresponds to execution.

Community members need a sense of participation, experience, belonging and being valued.

Therefore, when operating a community, you must find ways to allow community members to output content, share experiences, interact continuously, encourage them to take action, and finally provide feedback. You must also allow community members to integrate into the community and participate in the community.

We need to find ways to allow members to link with each other, allow members to output content, and allow members to transform input into output.

1. Five senses of operation: sense of ceremony, sense of participation, sense of organization, sense of belonging, and sense of experience

1) Sense of ritual

Visual unification, group introduction, group joining red envelopes, etc.

When a new member joins the group, try to give him more spotlight so that the new user can fully feel the warmth of the community.

Therefore, every time a new member joins the group, a red envelope of a fixed amount will be sent to guide everyone to line up to welcome them, and the new member will be individually @introduced. If the new member's geographic location, vertical skills, and work field are the same as other members, you can @ them individually again to encourage mutual connections.

This allows users to quickly find a sense of belonging and a small circle.

2) Sense of participation

For example, organized discussions and sharing can be carried out to ensure the quality of the community where people have something to say, something to do, and something to gain.

You should think more about how to enable everyone to exchange value. We need to be the organizers and give up the center stage. We should not always speak to everyone but let everyone speak on the stage.

3) Sense of organization

For example, through division of labor, collaboration, and execution on a certain topic, the community's combat effectiveness can be ensured.

Plan activities, activate some users, and then activate large groups.

Planning activities and allowing community users to participate as much as possible can not only improve the practical ability of community members, but also enable many friends who had never met before to become friends because of a collaboration. Then encourage users to share their experience of the activity in the group.

4) Sense of belonging

For example, through online and offline mutual assistance and activities, we can ensure community cohesion.

5) Experience

The user’s feelings and thoughts inside.

2. Building a community atmosphere

1) Guest sharing

Guests will be invited to share.

As a knowledge-based paid community, we also occasionally invite guests to share. You can invite some big names in a certain field to share in your community for free or for a fee.

Big names need more fans, need to be admired psychologically, need more exposure for their products, and need to connect with more group owners! This is the reason why big names come to your group. After sharing, we must recommend their products. Only through constant exchange of interests and altruistic behavior can value be created.

Every time a big-name guest arrives, we make a poster and post it on WeChat Moments to attract new members to join.

If you invite 10 big-name guests, there will be 10 such circles of friends, and the potential energy will be very high.

2) Theme activities

Organize various activities, such as reading camps and project practice camps.

Hold online sharing sessions and invite guests and outstanding group members to share.

Organize online thematic discussion sessions.

3) High-quality content compilation

Organize and categorize high-quality content in the community every week.

This has several benefits:

1. Help users filter out high-quality content and help users reduce noise.
2. Allow community members to quickly find the high-quality content they want
3. Make high-quality content available to users at any time so that it will not sink to the bottom.
4. For community members who join later, they can also see the previous high-quality content.

Therefore, in response to the above four points, the high-quality content generated in the community should be integrated and published, or sent to community members separately.

4) Improve the incentive system

Encourage users to post more and be more active.

Design a complete system to encourage users to speak up, and stimulate ordinary users to speak up through material incentives, new user guidance, etc.

This system of encouraging ordinary users to post topics not only reduces the pressure on group owners to update content, but also ensures a steady flow of high-quality content within the community.

4. Community Development Stage

Focus on community services, community value, user benefits, and user experience.

Pay attention to user renewal rate, user sharing rate, and user activity.

After a community enters the development stage, there must be a steady stream of traffic coming in to attract more users to join the community.

This requires increasing private domain traffic, public account traffic and conversion rate.

Author: Lao Chen's deep thinking

Source: Lao Chen's deep thinking