Social Media Marketing Strategy with Sales of 1.5 Million+ in 10 Days

In large-scale marketing activities, community operations have three functions:

(1) Activity warm-up

Building a community one week before the marketing campaign and conducting tiered operations to warm up the campaign will help accumulate basic users in advance and make adequate preparations for the campaign.

(2) Anticipatory Adjustment

During the continuous operation of the community, while building a high-stickiness community by bringing users and brands closer together, we collect feedback from test customers on activities within the group, make predictions about activities, and make corresponding adjustments.

(3) Sales extension

For large-scale promotional activities, communities can help businesses break through the inherent limitations of marketing time and space and improve marketing performance.

This article will analyze a brand’s community marketing case based on the private domain carrier of the enterprise WeChat community to help business friends:

• Analyzing the key factors of social marketing with millions of sales
• Extract the core points of efficient fission of enterprise micro-communities
• Sorting out high conversion paths for enterprise WeChat community users

Help brand merchants quickly master practical experience in community operations for holiday promotions and achieve growth in private domain performance!

1. Brand Case Overview

A certain women's shoe brand held a store anniversary event. Its sales channels mainly included offline stores (2 stores) and online cloud stores. During the event, the brand will set up a community and operate it continuously for 2 weeks, and the sales cycle of the event products will be 10 days.

Specific activity data display: Number of communities: 13 Community members: 4500+ Community activity: 60%

According to statistics, during the event, the number of online community users who visited stores reached over 1,500, with a conversion rate of 32%; the total online and offline sales performance totaled over 1.5 million.

Among them, offline performance is the main one, accounting for 80% of the total performance; online performance is secondary, accounting for 20% of the total performance.

2. Four key points for efficient fission of enterprise micro-communities

The fundamental reason why a community can achieve rapid fission is traffic. From the warm-up to the detonation of the activity, it requires the participation and dissemination of basic users, thereby accumulating more traffic to complete subsequent conversions.

When merchants conduct community fission, they need to pay attention to the following four points:

• Welfare setting: Welfare should have sufficient driving force, and poster design should be penetrating
• Speech setting: Standard and unified fission speech, so that the terminal has a stable conversion rate
• Customer traceability: terminal sales customer traceability guarantee, so that performance attribution is clear and sales are more targeted
• Fission tools: Convenient tools make it easy for customers to operate and increase participation rate

1. Welfare settings

The motivational welfare setting can efficiently help merchants complete the user’s first link. By integrating internal and external resources, we can quickly put together an extremely attractive fission benefit, thereby stimulating users to spread the word.

On the other hand, the design of the fission poster should be penetrating, able to highlight the fission benefits and help attract user attention.

As shown in this case:

Design highlights:

1. The poster highlights the value of the prize and the words "free", which brings impact to users
2. List the prizes in detail to let users know the richness of the prizes.
3. By cooperating with other industries (KTV singing tickets), we can increase the rewards and attract more traffic.
4. The steps for receiving prizes are simple (scan the code to receive), which lowers the threshold for user participation

2. Script settings

When planning and conducting marketing activities, the main force that cannot be ignored is the merchant shopping guide.

In order to ensure the uniformity of the communication of event details and the effectiveness of event fission, brand merchants need to formulate unified promotional language and send it to terminal shopping guides to ensure that the terminal has a stable conversion rate.

Prevent the final user conversion from being affected by the uneven sales capabilities of shopping guides.

As shown in this case:

Design highlights:

1. The invitation scripts and task completion scripts of the activities are planned in a unified manner and provided to the terminal shopping guides
2. In the invitation copy, the event participation process is introduced in detail to facilitate user understanding and participation
3. In the task completion copy, obtain user information through text guidance to facilitate subsequent contact with the shopping guide
4. Finally, guide users to offline stores to receive prizes and direct online traffic to offline stores.

3. Customer traceability

As mentioned above, there is another important factor that affects activity fission: customer traceability.

When brand merchants ask shopping guides to carry out marketing activities, they need to make it clear who will be responsible for their performance.

When the traceability of shopping guide sales customers is guaranteed, the marketing driving force will be stronger.

Through the channel code and customer tagging capabilities of the WeChat Enterprise Assistant, it can not only quickly help shopping guides bind user relationships and realize performance attribution; it can also carry out refined labeling and tiered operations for WeChat Enterprise’s private domain customers to achieve more accurate service and content reach.

As shown in this case:

The brand uses WeChat Enterprise tools to empower shopping guides:

1. Exclusive shopping guides become the basis for performance tracing
2. Use tools and WeChat for Business to connect user resources
3. Use channel codes to set up exclusive activities for shopping guides, and fission friends are all the continuation of the shopping guide binding relationship

4. Fission tools

The last factor that affects community fission is the fission tool.

An efficient fission tool can help brands build a private domain traffic fission closed loop, set up fission tasks through community red envelopes, channel codes and other functions, and thus achieve exponential growth in users.

Not only that, convenient fission tools can also lower the user's participation threshold and achieve higher activity participation rates.

As shown in this case:

You can set up activities through the WeChat Enterprise tool and directly upload pre-prepared words, posters and other information to complete the configuration and generate activity links. Shopping guides can then use the WeChat Enterprise Assistant to target existing customers for fission.

3. Community Customer Sedimentation and Conversion

After completing community fission and attracting new members, how to ensure efficient sedimentation and conversion of users within the group has become another topic that businesses need to think about.

First of all, merchants need to understand that user accumulation in the community requires three major steps, namely:

• Group link user
• Activities keep users engaged
• Planting grass to convert users

1. Join the group and link the user

As shown in this case, by setting up group benefits, users are attracted to join the group and the goal of having 4,500+ people join the group is quickly achieved.

Design highlights:

1. Set up exclusive group entry posters to facilitate shopping guides and users to spread fission
2. Set up group-joining bait to quickly increase the number of people joining the group

2. Activities keep users engaged

After users join the group, merchants can use fixed-rhythm group activities to help liven up the community atmosphere and increase customer stickiness.

In the early stages, merchants can promote activities within the group by sending red envelopes, small benefits, etc.

In the middle and late stages, high-value customers can be judged and retained from multiple angles through interesting surveys, topic interactions, fission activities, etc., which will help predict subsequent marketing activities; while improving conversion effects, it will lay the foundation for subsequent customer maintenance.

As shown in this case:

Design highlights:

1. Awaken users through red envelopes within the group and cultivate the habit of users paying attention to group dynamics
2. Encourage users to sign up for brand membership through member-only flash sales
3. By distributing regular lunch and dinner benefits, users are attracted to be active at a fixed frequency.
4. By engaging in cross-industry cooperation with shopping malls and catering stores, we can attract more traffic and guide users to consume in offline stores.

3. Planting seeds and converting users

The last step in community sedimentation is to achieve user conversion through content and product promotion.

High-quality and diversified content can effectively help businesses influence customers’ minds and accelerate the maturation of potential customers.

The powerful and rich [Material Center] capabilities of WeChat Enterprise Assistant support merchants to send morning and night posters, product marketing long pictures, KOL grass-roots pictures and other types of texts, picture posters, live videos and other creative content materials, so as to improve operational efficiency through interesting content interaction; in addition, through content and product marketing grass-roots in the community, it can also help merchants understand users' attention to various products, and reversely judge whether the product selection strategy of the marketing activities is correct.

As shown in this case:

Welfare activities were combined with product information to attract more than 1,500 people to return to the store for consumption.

Design highlights:

1. Through the "Guess the Price" activity, product information is continuously displayed to deepen users' understanding of the product in a subtle way.
2. Through the "flash sale and product voting" activities, we can mobilize the enthusiasm of users in the group and receive product feedback, which will help the marketing activities to select products and set prices.
3. Through the "Goddess Card" sales activities, we help merchants lock in users and products in advance and prepare to guide users to offline consumption.

IV. Conclusion

Private domain traffic is generally considered to be a digital asset that can help brands achieve multiple links, contacts and personalized operations with users.

And the community is precisely a form that can more efficiently take on the value of traffic marketing.

Through community operations, merchants establish and strengthen relationships with users, and ultimately achieve user retention, conversion and rapid monetization through this trust relationship.

We hope that this article can help small and medium-sized businesses understand how to efficiently complete community operation layout and quickly expand new online marketing.

Author: Xiao Y's Operation Notes

Source: Xiao Y's Operation Notes