How to plan a successful fission marketing process design?

Fission marketing is actually somewhat similar to pyramid selling. This marketing method is the most distinctive, lowest-cost and most powerful marketing method based on the social media platform of mobile Internet. The most classic platform is WeChat .

From the perspective of full-network marketing , the best carrier for fission marketing is the social circle of acquaintances. WeChat marketing is a social platform based on the circle of friends and acquaintances. That is to say, once a person is mobilized by you to spread your content or product, the people he influences mainly are his acquaintances. This is the best factor of fission marketing. Acquaintances naturally have a layer of trust endorsement and transmission, which is also the fundamental reason why fission marketing on WeChat is so effective.

Recently some friends asked me how to do fission activities. Some questions are, how to play the fission activity, whether it is using posters or sending red envelopes.

But one friend asked a very special question. He is in the insurance industry and he asked me, what do you think is wrong with my fission process? Which link will affect the fission effect? This is also what I want to talk about in today’s article: fission process design. The fission process directly determines the effect of fission activity.

1. Advantages of fission marketing

Fission marketing has several advantages that other marketing methods do not have:

1. Low cost: You only need to have original seed users and design a good fission process, and then you can continue to fission continuously, which can be said to be free advertising.

2. Long-lasting effect: Once a good fission marketing plan is launched through the release of soft articles, it will continue to spread for a long time, and businesses often have to forcibly interrupt the dissemination.

3. Great influence: Everyone has about 150 friends and relatives around them. Every time you spread the message to one user, you can influence dozens of friends and relatives, so the influence is very large.

2. Planning of fission marketing

First of all, we need to understand why customers want to help you spread the word? In this era centered on economic development, material benefits are of course the best form of motivation. However, we cannot simply rely on material incentives. We must learn to prescribe the right medicine for the right disease and understand the real needs of our customers.

The lower-level groups rely on interests, so giving money directly is of course the best way to stimulate them. The middle class relies on face, such as a sense of justice. Some time ago, someone directed a video about cutting private locks on shared bicycles . The effect was very good and was widely circulated. As for the truth of the incident, no one pursued it. Senior executives have a high sense of value, so it is recommended that marketing planning be done well. It is not recommended to spend money to invite celebrities to participate, as the cost will be more than a thousand times higher.

Therefore, understanding the real needs of the customer group and prescribing the right medicine are the primary conditions to ensure the success of fission marketing. If your customer base is made up of wealthy people, then trying to get them to promote your product by offering them a five-dollar red envelope would lower their status and naturally fail. On the contrary, if you generate a group of people through red envelopes worth a few dollars and then want to sell luxury goods to them, it will not be worth it.

1. Case review business background

My friend's company deals in life insurance, and the coverage ranges from a few thousand to tens of thousands. Insurance can be purchased by paying directly on WeChat. Of course, relevant information such as ID card must be filled in before taking out insurance.

2. Fission thinking

Friends hope to spread the information in the circle of friends in the form of posters to achieve a fission effect. At the same time, an insurance premium is planned, that is, users can receive an initial amount of insurance premium, and then increase the insurance amount by doing fission and bringing in new customers by old customers. The insurance money can be used to directly redeem low-value insurance, or to offset high-value insurance in the form of a red envelope.

3. Fission process

In simple terms, the fission process is divided into 5 steps:

(1) Old users enter the fission activity through WeChat;

(2) Old users can directly claim insurance money on the activity page, and each user has a fixed amount;

(3) Old users fill in their ID card information, because when using the insurance money, personal ID card information is required for insurance;

(4) If old users do not generate posters, they can only receive a fixed amount of insurance money. If they generate posters for distribution, they can increase the amount of insurance money.

(5) Posters are a way for old customers to bring in new customers. You can post them on your Moments or to your WeChat friends. Every time a new friend is brought in and receives insurance money, it is considered an effective new friend. Old users can increase their insurance money by a certain amount.

4. Problems with the fission process

There are actually two problems with the above fission process:

(1) The fission target is not clear and the operational indicators are mixed together:

It can be seen that the entire process is designed for fission. However, there is also an operational goal of increasing paid conversions . It is to fill in the identity card, which is what needs to be done when the user takes the insurance money and finally takes out insurance, which is the so-called payment conversion.

(2) The fission funnel becomes narrower:

The above fission process, converted into a funnel, is such a structure. It can be seen that at the third layer, old users need to fill in their ID cards before generating posters, which means that the funnel at this layer will become narrower. This means that the ultimate goal of the entire fission activity, which is to attract new traffic , will be less effective.

5. Fission Optimization

The optimization of fission is actually a process optimization. Simply skip the step of filling in your ID card. After receiving the insurance money, if you want more, it is very simple and low-cost. Just generate posters to attract new customers. Remove paid conversion from the entire fission process. Because insurance is a relatively high-priced product, the user decision-making cycle for paid conversion is longer, so do not put it in the fission process to affect conversion.

3. Fission process design

In the eyes of some friends, fission is considered to be something that can be accomplished with a set of tools . Some friends also asked me if I had any tool recommendations. In fact, having the tools does not mean that fission can be done well. Otherwise, if fission tools are so cheap, or even free, then everyone would have enough traffic. Why are people still looking for traffic everywhere?

In the previous articles of the fission methodology, we talked about several core details of fission. Fission itself belongs to activity operation , which requires a set of operation framework to support it. Simply put, this framework is fission process design. The specific process design method is as follows:

1. Operational objectives

The beginning of fission is your operational goal. If you lack such a goal, it may lead to too many operational goals being mixed into a fission activity, thus affecting the final fission effect.

The most common thing is to mix paid conversions and fission to attract new users together. It doesn't mean we can't be together. As usual, I will make a summary:

If the product has a low average order value, generally within 200, you can consider doing it together with paid conversion and fission to attract new customers. If there are some distribution mechanisms in the payment of the product itself, then the paid conversion will actually increase fission.

The average order value is higher and the user decision cycle is longer. It is necessary to separate paid conversion and fission. Fission is fission and does not require users to pay. Taking the insurance mentioned above as an example, for insurance worth several thousand yuan, the user’s purchasing decision must be discontinuous. He will go to other platforms for comparison, go to Baidu to find out, and so on. Therefore, if you remove the paid conversion, the fission will be much smoother.

2. Fission process

Consider yourself as a user, run through the entire fission process, and make a flowchart similar to the one above. The longer the process is, the better it is. The longer it is, the more layers of the fission funnel will be, and the final fission effect will be greatly reduced. In process design, you also need to consider at which node in the process the paid conversion should be designed if there is one. Below is a fission process without paid conversion. It mainly includes the following points: (There will be some differences depending on the product)

Activity entrance: Let users see the fission activities and participate;

Fission material collection: for example, allowing users to receive posters, receive red envelopes, etc. And through certain fission incentives, users are encouraged to share;

Reward users: Users who complete fission will be rewarded.

3. Fission Funnel

There are only two types of fission processes: fission with paid conversion; fission without paid conversion. When you visualize each process of fission, it becomes a funnel from top to bottom.

The purpose of the fission funnel: fission must be coherent

This means that the fission link, from the time the user enters the activity to the completion of sharing, must be coherent. If it is incoherent, the fission funnel will become narrower, thus affecting the final fission effect. To ensure consistency, you need to sort it out as follows:

(1) Expand the funnel: From top to bottom, sort out each layer of the fission funnel and find ways to expand each layer of the funnel within the existing budget. The higher the funnel is and the wider it is, the better the fission effect will be. For example, the top layer of the fission funnel is users entering the fission activity. If there are 10 users entering this layer, then the effect of fission must be less than or equal to 10 people bringing in new users. And if there is a way to expand this layer to 1,000 people, then the fission effect will be less than or equal to 1,000 old people bringing in new ones. Therefore, you will find that fission is a systematic project. Good results cannot be determined by good rewards or good gameplay.

(2) Improve continuity: Next, sort out each process link from the activity entrance to the user completing the sharing to check whether there are any points that affect continuity. For example, the insurance in the case requires filling in the ID card, which is a point that affects the consistency;

(3) Optimization process: Find the point that affects consistency and evaluate whether it can be deleted. If it cannot be deleted, can it be posted later? The so-called post-postion means putting this point in the link after the user completes sharing. Because user completion of sharing is the most important layer in the fission funnel and also the last layer. As long as users share the content, letting them do other things will not affect the fission effect.

4. Summary

Let me emphasize again that fission belongs to event operation. Event operation is a systematic project that requires a set of operation frameworks to support your activities. Today I shared the entire operational framework of the fission activity:

(1) How to set your fission goals and whether to set the paid conversion goals together;

(2) How to design the fission process;

(3) How to broaden the fission funnel and optimize it to make it coherent so as to effectively achieve fission.

Design a simple and clear fission process. If the process is too complicated, few people will understand it, so how can you do fission? Be willing to share the profits, and remember, the more you share, the more you earn. For most people, the fission group is ordinary people, so profit sharing is the best way of fission. A very popular WeChat marketing method in the past two years - distribution, is to develop fission by utilizing the profit sharing. Most of the failures in fission marketing are caused by the fear of sharing profits.

If you always think about taking the biggest share and giving a little bit of profit to the disseminators, no one will be willing to help you. You must remember that if you want to move others, you must first move yourself. When designing a fission process, you must first ask yourself: if you were in their shoes, would you be willing to help spread the word? If you are not willing to do so yourself, then don't make a fool of yourself with this inferior marketing plan.

Comments:

Customer communication must be convenient. If you are careful, you will find a phenomenon that in the PC Internet era a few years ago, the user registration page of each website was very complicated, and each website wanted users to fill in all their information. Nowadays, web registration pages are very simple, all you need is a mobile phone number and a password. There is also a simpler way, you can log in directly with your QQ or WeChat account. As there is more and more information and people's pace of life speeds up, their patience becomes less and less. If you have to design a complicated registration page, many customers will stop.

The same applies when designing the fission process. It must be convenient, allowing customers to complete the dissemination and obtain benefits by taking the least action. Therefore, it is necessary to prepare all the materials needed for communication for the client, including soft articles, pictures, videos, etc., and never let the client prepare them by themselves. In this regard, many WeChat business teams have done very well. Agents only need to send the prepared content to their friends circle in a timely manner every day.

Source: Ma Haixiang