How to create a screen-sweeping fission event?

It has to be said that screen-sweeping fission customer acquisition marketing is one of the most effective promotions on the market, and it is absolutely first-class in terms of communication and promotion effects.

This method of increasing followers first emerged in the past two years. From apps to social networks, the routines are surprisingly similar: it is nothing more than reward-based guidance to share and then get some kind of prize. So what are the rules to follow?

Next, I will share with you how to create a screen-sweeping fission event in four parts.

1. How to design the launch rhythm of traffic-generating products and profit-making products?

Friends who have done marketing know that when we design an event process, we must choose the right traffic-generating products and profit-making products. In addition to traffic-generating products and profit-making products, a good business model will also add some products or some business models to maintain the relationship with customers.

First of all, when we design a traffic-generating product, it must be a high-value, highly attractive traffic-generating product. Then we sell it at a low price to attract our target customers into our "customer pool". Then, based on these purchasing users, we design a high-unit-price product that customers cannot resist, in order to achieve further trust-based transactions.

Take the activity courses of Tuijingling as an example. The price of each activity is generally 9.9, and a 100% commission model is set, which is equivalent to giving it away for free, thus attracting many users.

After listening to the course, everyone was very impressed with it and recognized the value of the community, so many people purchased the subsequent product membership services and some even became partners.

By becoming a member and partner, one not only has the distribution rights to a series of courses and tools developed by Tuijingling in the future, but also can obtain official empowerment in the daily fission customer acquisition activities, improve conversion rate, and thus obtain higher income.

In addition, before we plan a drainage activity, we must clarify three points:

• First of all, what is the purpose of your traffic generation activity? Do you want to increase followers through fission or sell products for cash? The purpose of the activities is different, and the playing methods are also different.
• Second, let’s clarify who the target group of the traffic generation activities is. It is important to be vertical and precise here, and remember to be big and comprehensive. The more subdivided the user tags are and the more vertical the industry is, the higher the user concentration will be, and the easier it will be to explode in this group. For example, the group of mothers is relatively broad, and we can further subdivide it into 20-year-old new mothers or mothers in Guangdong. This will be more explosive.
• The third point is to determine the well-designed activity bait. As for why we should choose the right bait, let me give you an inappropriate example. It is always easier to lure a snake out of its hole than to pull out the weeds to find it. Whether it is fission drainage or passive drainage, the choice of bait is very important.

In addition, the choice of activity bait will also affect your subsequent conversion and transaction. In a good activity, the products you sell will bring in precise users with strong needs, and the conversion rate will be very high. If you choose the wrong product to attract traffic, even if you bring in fans, it will be difficult to close deals and convert.

2. What are the factors that influence the selection of drainage bait?

2.1 There are three key factors in choosing activity-generating products

(1) Business relevance

What is business relevance? For example, if you are looking for those very high-value, high-spending groups of mothers, then when we are attracting fans of mothers, we can use toys, textbooks, picture books, and courses as the products to attract traffic. It will be relatively difficult to convert mothers attracted by other irrelevant products.

For example, if you are selling weight loss products, it is definitely inappropriate to use early childhood education knowledge to attract traffic. If you use a course like "Lose 10 pounds in 21 days" to find users who want to lose weight, the subsequent conversions will be more significant.

(2) High value

What is high value? High value needs to revolve around four points: useful, practical, universal, and necessary. For example, many restaurants use half-price meals, one-yuan special dishes, etc. These are high-value products that allow users to feel the value at a glance.

(3) Low cost

We need to control the cost of our traffic-generating products while taking into account high value. The lower the marginal cost of such products, the better. This way, we can give more distribution ratios and help you better acquire customers through fission.

Therefore, since the marginal cost of paid knowledge products is close to zero and it is easy to create high value, mainstream baits will mostly choose knowledge products as traffic-generating products.

2.2 There are two main types of bait: one is physical products, and the other is virtual products.

We also need to follow the following four principles when choosing physical products:

1. Relevance. We have already emphasized this above. That is, you should choose products that are highly relevant to the products you actually want to sell.
2. Practicality, such as half-price meal vouchers.
3. Universality. For example, if the target audience of your product is very broad, you can choose daily necessities as your lead products.
4. Necessities, choose products that the target users must use. For example, if the target customers are male users, a razor is a good choice.

When choosing virtual products, you usually have the following options:

First, training, such as many paid knowledge products. At the front end of any industry, you can design corresponding traffic-generating courses to sell low-priced courses. On the one hand, you can achieve the effect of attracting traffic, and on the other hand, you can educate your customers in advance and reach a basic consensus.

Second, information category. What is information category? For example, there are contents that are known to everyone in the industry but are different to outsiders. For example, for a wedding photography shop, their course content can be set up like this: How to identify the tricks of unscrupulous wedding shops? Some tips and angles on how to take beautiful photos in a bridal shop, what kind of shooting plan will not make you tired, etc.

When producing this type of content, it is particularly important to note that this content should be promoted from the perspective of a wedding photographer or a photography expert, and the venue does not have to be arranged in your store. It can be arranged in a coffee shop or a co-working space. In this way, the user's psychological resistance will not be so great.

Third, membership-based products, such as paid communities. This type of community has content value in itself, but the cost will not increase even if one more person is added. It is a product with marginal cost approaching zero.

Fourth, service-oriented products, such as diagnostic products, insurance, one-on-one consulting services provided by third-party insurance agencies or insurance brokers, and online consulting are all service-oriented products.

3. Explain how to design your own products based on the industry with case studies

Case 1: A mother and baby store mainly selling children's clothing, milk powder and diapers.

If it were you, how would you design the attracting products for this maternity and baby store?

Referring to the product types listed above, let's analyze this offline mother and baby store. It can do offline sales, but in fact it can also do online sales and e-commerce. Moreover, because it has offline physical stores, it is much more effective than a company that only does e-commerce, because users can experience the store, which is very important.

To summarize what we have talked about at the beginning, the first physical drainage product, in terms of relevance, because the target group of the activity is mothers, parenting picture books for new mothers, baby early education cloth books, baby bibs, toys, educational games, etc. can all be used as drainage products.

If you want to create virtual traffic-generating products, you can design parenting classes and other growth camps for new mothers, which are all good choices.

The general principle is low price and high value, so that users feel it is a great value and create stickiness, laying the foundation for the next payment.

From this case, we can see that if you are good at using these fission customer acquisition methods, will you still worry that your traffic will not come? All you need to do is sort out the process and find someone to help you promote it, and your traffic will continue to flow.

We have truly mastered the method of traffic fission and learned to cleverly design traffic-generating products in an event, which will help us learn from one example and apply it to other situations in selling products or services.

4. How to create high-value products that will attract users to place orders and spread the word spontaneously?

I will summarize five commonly used methods on the market for you.

First, use numbers to present the results, for example, a course has more than 3,000 people signed up.

Second, create a sense of scarcity and urgency. When we are doing activities to attract traffic, we must limit the time and quantity. This is very critical. We must convey a message to users that not everyone can enjoy the discounts of this event. If they do not buy during the promotion, they can only buy it at a higher price, so that customers can place orders as soon as possible.

Third, it is important to rely on the endorsement of credibility, especially for some less famous merchants. Otherwise, customers will easily have resistance and doubt the quality of the product. So we can get acquainted with some big Vs and let them endorse us, or find some big brands to cooperate with and organize joint activities, which are all good options.

Fourth, look for cross-industry alliances, cooperate and promote each other, establish a temporary public domain traffic pool to convert each other's private domain traffic and increase the number of customers.

Fifth, there can be more than one design of drainage products, and we can use them in combination. For example, if you buy my course now, I will also give you an xxx information package and internal community membership. The first few buyers will also receive an extra xxx tool gift package. This makes users feel that they can get some extra discounts if they place an order now, and this incentive is very strong. In addition, he can get extra rewards immediately, which will enhance his sense of achievement. He will not doubt whether your activity is real and will be more willing to help you share.

Author: Zhiyu Essays

Source: Zhiyu Essays

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