Private Domain Traffic: How to Complete 500 Community Fissions in a Short Time with 0 Budget

The term private domain traffic has become popular since 2019 and has been affected again this year by the epidemic. Whether it is social e-commerce or physical stores, the community is one of the best carriers. There are more and more masters on the market coming out with various related tutorials and training, but buying ten courses is not as practical as one practical experience. Today I will share a practical experience in WeChat group fission. It is highly replicable and I hope it will give you some inspiration.

1. Background

At the beginning of 2017, around this time, I was working for a comprehensive real estate company. In 3 months, we completed the fission of 500 communities from 0 to 1. The community has more than 100,000 members.

This project management experience allowed me to quickly understand the key points of community operations and fission activities. Can it be used in the fission of other products? Of course we can. Even if we fall short, as long as the model is right and we have enough time, we can still achieve great things!

2. How to fission?

1. Highlight value and lower the threshold

The world is bustling with people, all for the sake of profit; without profit no one will get up early. Therefore, doing business is for making money; showing kindness for no reason is for gaining priority in choosing a mate; greeting each other and gaining trust is for obtaining help from the other party when necessary... Profit-driven can be defined as everything that is attractive.

Therefore, based on the above, our fission idea is to get the "bait" first so that potential users can "take the bait". Just maximize the user-perceivable value and minimize the user-perceived cost.

2. Marketing ideas

We are producers, but also consumers. We are accustomed to all kinds of marketing every day: “Store sale expires, last day, 10% off for all items”, “Jiangnan Leather Factory has closed down…”

But if we look at this from a marketer’s perspective, can we also learn some experience or verify some theories? The routines throughout the ages are the same, and the Thirty-Six Stratagems have been passed down from generation to generation. Some methods will never go out of date.

For example, what are the characteristics of food delivery platforms like Meituan/Ele.me in attracting new customers? Give coupons!

1) High value: 15 yuan off for purchases over 25 yuan;

2) Low threshold: Who would be reluctant to spend 10 yuan to order lunch? Anyone can use it;

3) Short usage period: It can only be used today. If you don’t use it, it will be a loss.

High value, low threshold, now! The customer's perceived value is perfectly amplified at the moment, so large that you can close the deal directly!

Although this is an old trick, it has been proven to be effective in marketing.

If you cannot directly bring economic benefits to users, then think about other things. Everyone has the potential urge to improve themselves. Compared with physical rewards and red envelopes, satisfying the other party's psychological needs is the simplest, cheapest and most worthwhile way to try. The "Quickly Improve Yourself" data pack is the "bait".

3. Fission Preparation

1. Look for tempting “bait” packages

At that time, the project mainly promoted house rental and tourism. After research, it was found that the target groups of these two major businesses were mainly young people born in the 1990s in Beijing or who had just graduated for one or two years. After determining the target user portrait. In consideration of the characteristics of the business, a bait package for fission was determined.

It should be noted that after the community is established, members’ purpose of receiving useful information has been achieved and they may leave the group. If you don’t want to lose members too quickly, then prepare more information, throw it into the group in stages, and strongly hint that as long as you stay in the group, there will be more knowledge sharing, even big names answering questions, lucky draws and other activities!

In this way, group members will have the motivation to stay. Until you find a way to monetize it.

2. Poster design: clear layout, clear goals, exaggerated temptation

1) Social posters are used in group chats and Moments. The first thing you see is the thumbnail, so in order to ensure the open rate, even the thumbnail should make it clear at a glance what the poster is about.

2) The visual effect is secondary, but it doesn’t mean it has to be ugly. The most important thing is to arrange the content you want to express reasonably.

3) Credit endorsement, pain point description, highlight content, as well as free and tense feeling all need to be reflected.

3. Description: Avoid beating around the bush and being literary. The more straightforward, the more shocking.

Briefly explain the three ways to write promotional copy:

1) Pain point copywriting, fear-inducing problem description + solution. For example, "How long has it been since you finished reading a book? Your phone is not everything to you. Get 50 e-books for free!"

2) Authoritative copywriting, well-known brands or eye-catching titles + shareable content. For example, "Chinese lessons given by a Peking University mother to her child"

3) Gain-type copywriting: product name + gain XXX. "If your child masters this trick, it will be hard for him not to become a top student"

4. Auxiliary tools are essential weapons

There are many community management assistants on the market, such as wetool, Jianqunbao, Baojuice, etc. The free tool has limited functions, but it does have keyword grouping, smart kicking, welcome messages, and automatic responses. If you want to play with something more advanced, you need to pay for it. For example, you can generate customized posters, count the number of people scanning the code, and use live codes to continuously establish ordinary groups and large groups.

In addition, in order to automatically add more friends, like Moments, etc., I also used the Keyshot to develop a script that simulates manual clicks. Simulating clicks is an external operation and does not touch the underlying protocol of WeChat, so there is no risk of account suspension if used properly.

Using tools well can get you twice the result with half the effort. But although the tool is good, don't abuse it. Once again, no matter which tool you use, you must follow the operating suggestions given by the platform and the rules of WeChat, otherwise it will not be worth it if your account is blocked.

5. Reserve of seed user groups: cold start is not easy

Before doing any activity or promotion, always check what your competitors are doing. Some people may say that preconceived ideas will affect subjective performance. However, the losses caused by narrow-mindedness, blind actions, and closed-door thinking cannot be compensated by regret. Avoid making the same mistakes that many competitors have made. To learn lessons, you don’t necessarily have to make mistakes yourself. Other people’s mistakes are also lessons.

No matter how good an activity is, no one will know about it without a certain number of seed users as the first wave of disseminators. The spread of information through the circle of friends of a few colleagues is too weak, and it will die without any dissemination activities.

How can we quickly accumulate community seed users? For those big guys who already have accumulated original customers, please ignore the following method.

The practices provided are:

1) Join some external communities such as discount groups, purchasing groups, WeChat business groups, etc. Casting a wide net is always better than not casting a wide net

If you don’t have any reserves at ordinary times, you can add more friends now. With more friends, naturally many people will invite you to join their groups, just like you also have the need to create a group, and they are each other's "private traffic".

2) Leave your own small account on Baidu Knows, Douban, Zhihu, Tieba, video websites, and major self-media platforms, and people who are interested will naturally add you.

3) The secondary account should not only join groups and add friends, but also chat frequently. It should manage the “friends who like” in the circle of friends to increase the overall weight of the secondary account, so that it is not easy to be blocked.

4. Fission process design

The design of the process, while remaining true to the purpose of the activity, depends largely on the tools we have at hand. Because without the help of tools, manual operation is inefficient, costly and not cost-effective. Choose any free tool from the ones introduced above and try it out to understand its functions and operation steps.

Basic principle: Let users get the information into the bowl while it is being transmitted. (The following process is based on the tool to achieve that one user can only enter one group)

V. Risk Prediction

The cost of this fission is close to zero, so even if it fails there won’t be any big loss, and you can also summarize the experience, so give it a try. The only risk is that the shared content may be suspected of infringement. There is no solution to this for the time being, so be careful. However, there are a few points to note:

1. Generally, community fission can easily involve inducing sharing, which may lead to WeChat blocking links or even domain names. My personal experience is that if you do it well and reach a certain level, you will be blocked regardless of whether you induce sharing or not.

2. If the activity process is not considered maturely, some loopholes are inevitable, making it easy for others to take advantage of you. Therefore, go through the entire process several times, find possible loopholes, and assess what kind of losses may be caused and how to deal with them.

In order to continue to fission, it is necessary not only to adjust the "bait" in a timely manner to ensure that it operates small enough, but also to use the tools well and maintain the established community to realize monetization as soon as possible. If this group can no longer even click on public account articles and mini-programs, then it will truly become a dead group. Be brave and disband it, which will free up some memory.

Author: Private Domain Traffic Study Society

Source: Private Domain Traffic Study Club

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