Private domain traffic activity promotion process

This is a project I worked on in my previous company. I have some time recently, so I want to sort out my previous projects. Make a review for later reference.

01

This is a project that sells tea through private domain operations . At that time, we used the form of preheating in Moments and selling in WeChat groups. It took about one or two months, and I did it twice in total. There was a relatively big adjustment in the middle. Because at that time, I was the only one who was responsible for the materials of the entire project. Including: posters, tweets, scripts, operations, maintenance, etc. So it takes a bit longer. In terms of overall effect, the first time the effect was relatively poor. The second time, through user research and adjustment of the sales method, the conversion rate reached 20% .

02

The following is a detailed review of the entire project. When I took over this project, the traffic was relatively low. There is only one WeChat account. About 500-600 real users. The users of this WeChat account all come from a Douyin account.

(The number of fans at that time was around 480,000)

The way to direct traffic from Douyin to WeChat is to use the WeChat account in the profile. Based on the number of fans, the efficiency of adding is actually relatively low. But I can't control this part. So we can only start from WeChat account.

First, I tested the fan stickiness of this WeChat account by posting on Moments . At that time, I posted a lot of question-and-answer type Moments. For example:

• What type of tea do you like to drink?
• How much do you know about tea?

Ask them to like my post or interact with me in the comments . This way I can know how many active fans there are and who the specific active fans are. Then mark the nickname

In fact, there is such a saying among active fans. The more fans interact with you, the more trust they will have in you . The higher the level of trust, the easier it is to close a deal. Even if the interaction is a simple reply. It's better than no reply.

So you will see that in many groups you are often asked to deduct 1 or receive a reply request. One of the reasons is that it allows you to interact with them . People who lurk in the group and those who frequently interact in the group have different levels of trust in the group. Just like the group you usually pay attention to and talk to frequently must be the group you trust the most. Of course, they may do this for other purposes, such as making you follow the crowd . There is a hot atmosphere in the venue and so on.

So during this period of time, I mainly did three things.

1. Post more to Moments

And it should be centered around your own personality . I am a tea seller, so it is not right for me to post disco-style stuff every day. I need to confirm my identity first. I am a tea connoisseur. I work as a tea taster in the company. About 30 years old. female.

I need to state that this character setting is not made up. On the one hand, after research, we found that this kind of professional character setting is more likely to bring goods. On the other hand, our company does have such a person. There is a tea reviewer who has worked in Dayi Tea and Chayu.com for many years. All our company's teas have been reviewed by her. It’s like I’m helping her manage the WeChat account she created under her identity.

After confirming your identity, post on your Moments around this identity.

There are three main parts:

• Daily life (highlighting that this is a real person with flesh and blood, not a robot, selling goods)
• Daily work of tea evaluation (highlighting professional personality and increasing trust)
• Question and answer content (increase interaction, in fact, increase interaction is also to increase trust)

2. Private Chat

I will tag those who interact with me, and I will chat privately with those who interact with me frequently. To further increase trust, these people who have established deep trust with me will be very helpful when I set up groups later.

3. Prepare for the next event

During this period, I maintained my WeChat account while preparing for subsequent activities in the WeChat group.

03

Finally, one week before the WeChat group was established, I started to lay the groundwork for the WeChat group in my circle of friends . For example, tell them that a WeChat group will be set up next week. What activities are there in the group? And tell them the progress of the preparations for the WeChat group activities. For example, if I was preparing to give a lecture in the WeChat group, I would show them the lecture manuscript I was currently writing in the circle of friends, etc.

At the same time, I asked those who want to join the group to come to me in advance to sign up . The same principle applies here. If I let them come to me on their own initiative, they will definitely be more motivated. It’s also a little trick to increase trust. The time for creating the group was set at noon on Monday. Before joining the group, I will send each of them a self-introduction template : and tell them that they can post a self-introduction in the group when the group is created. This makes it easier for everyone to get to know each other.

Actually, this is to introduce myself to the fans, but for me, it has two purposes.

1. It can increase the activity level in the group . The group is most likely to become cold when it is just established, so you need to let them introduce themselves to break the ice so that the group will not become cold right after it is established.
2. Doing a user survey can allow me to clearly understand the user portraits in the group. This will provide data support for future operations and sales.

Moreover, we informed them of the specific time of group creation before sending the self-introduction template and creating the group one day in advance. This ensures that they can receive the information about joining the group as soon as possible , so that there will be many people in the group instantly. Prevent awkward silence. In the end, there were nearly 100 people in the group (which I think is OK for a WeChat account with only a few hundred followers ).

Here’s an additional point:

I think the first impression a group gives is still very important . Just like a person's first impression. Once they get the bad impression that no one is talking in the group, or that there are a lot of advertisements, they will either quit the group directly or block it and ignore it . Once fans do these two things, it will be very difficult to wake them up or change their impression of the group.

Just like when your first impression of someone is that they are sloppy, this impression may stay with you for a long time. Therefore, it is very important to give users an active and positive group image after creating the group.

Therefore, the early warm-up for the group creation in the circle of friends, the preparation after the private chat, and letting them introduce themselves after joining the group are all for the purpose of making the group active as soon as possible .

When this group was created, many people introduced themselves in the group instantly, and gradually many people started chatting based on the self-introductions. I was even prepared to use some internet trolls to lead the pace or something . Actually, it is not necessary. They were so excited that they started chatting on their own.

Up to this point, the process of creating a group is relatively standard and successful.

Then at four o'clock in the afternoon, I notified them again in the group and said that there would be a class in the group at 8 o'clock tonight. I hope everyone will tune in on time. And let them receive the reply: Come to the group to attend the class at 8 o'clock in the evening.

At eight o'clock in the evening, I first introduced myself and talked about my titles, past experiences, etc. Then start the lecture. There is also a question-and-answer session after the class. The above are the activities on the first day after the group was established.

In fact, if you are setting up a long-term group , there is nothing wrong with these operations. But if the purpose is to sell goods rather than long-term maintenance , then there will be a problem. I will summarize the specific issues later and will not discuss them here for now.

The group was established at that time. The first day’s activities were over, but the sales activities were not ready yet. During this period, I was maintaining the group while preparing the content for the next event (speech script, specific products, gifts, processes, words, etc.)

A week passed after I was ready.

The next time I gave a lecture, I talked about Dianhong tea . I will first talk about the development of Dianhong, then its production process, and finally how to select Dianhong and introduce my product - Dianhong tea . Then a very embarrassing thing happened. In the past week, including before this lecture, the group was quite active. But when I said I wanted to sell tea, no one in the group spoke . And only one person placed the order . But I still finished speaking according to the tactics I had planned before. After a while, people in the group started chatting among themselves again, but no one mentioned my selling tea. Let’s talk about ourselves.

04

Obviously, the first attempt to sell goods was a failure .

Later I summarized the reasons. There are mainly these points.

1. Fans Source

My fans come from Douyin , and the content of this Douyin account is all about tea knowledge. At that time, the introduction just said "for communication, add vx: xxxx", something like that. So fans don’t come with the intention of buying . The transaction will naturally be worse. It is precisely this simple way of diverting traffic that results in very little traffic being diverted . (Almost 500,000 fans, attracting 500)

2. The transaction should be completed when the user is in high spirits

In fact, the best time to make a deal for this group is not one week after the group is created , but the night of the day the group is created, or the next night. After a week, the group is not as popular as it was at the beginning. Naturally, fewer people bought it. Why must it be at night? Because everyone has time at night , and people are more emotional and more likely to have a strong desire to buy at night.

3. Users are not prepared

For users, this is a communication group . In a communication group, we are communicating well every day, and suddenly you say you want to sell something. No one would be mentally prepared. I even feel a little annoyed. It was like we had agreed on a pure tourist tour, but ended up just going to shopping malls. It's annoying for anyone.

4. The items sold are not accurate

In fact, to be precise, it is not that the things sold are inaccurate, but that the fans are inaccurate . Because there are people who drink all kinds of tea in this group, I later discovered after in-depth understanding that although everyone is talking about buying and selling tea. It seems that tea is one thing, but tea can also be divided into: black tea, white tea, green tea, oolong tea, yellow tea, and black tea . Not to mention the different sub-categories within it. Everyone drinks tea differently . People who drink black tea may not drink green tea, and people who drink oolong tea may not drink black tea. So, when I was preparing to sell Dianhong, naturally a large number of people were not interested. With fewer people interested, there are naturally fewer people buying. I think this is the main reason.

05

So I made the following adjustments to address the above issues.

1. Fans Source

Because I had relatively few fans before, they drank all kinds of tea, and I had sold them all. So this time I wrote a soft article myself and posted it on the official account to attract traffic . The traffic source is the courses on black tea knowledge and the launch of new black tea products in the group.

Therefore, everyone who comes here likes black tea and is interested in the knowledge about black tea . Among the gifts I will give away for later sales, there will be course gifts, which makes it easier to close the deal.

This was the first test, so I used a small account and attracted more than a hundred people .

2. Shortened group cycle

Since the purpose is to sell goods . Then start when user sentiment is at its highest, which is the few days before the group is created. Therefore, the activity cycle was shortened. It took a total of four days from the publication of the official account article to the end of the activity, and the formal activities in the group lasted a total of two and a half days . And the group will be disbanded after the event is over, giving users a sense of urgency .

3. Add small activities

During these two days, the major activities are two evening classes. But if there were only these two lectures, it would obviously be too monotonous. Therefore, you can arrange some small activities before the lecture or at noon, such as lucky red envelopes, prize guessing competitions, etc. Liven up the atmosphere in the group.

4. Refine the water army script

Sometimes I need the cooperation of water army in the group to chat about some topics, but the people who cooperate with me may not be so familiar with these contents and don’t know how to chat about them, so I have to break down the water army script into every sentence . When the time comes, they will just say what is in the manuscript. (Of course, real-time communication is still required during actual operation.)

06

Once you are ready, you can start the second operation.

First, I used Xigua Data to find several public accounts with suitable followers, quality, and prices.

Since it was in the testing phase after all, I chose a less expensive public account with an average pageview of about 1100-1400 . The launch time was 8 o'clock in the evening , and the group was officially created from that evening to 4 o'clock in the afternoon of the next day. A total of 112 people joined the group .

When joining the group, just like before, ask them to introduce themselves. Then just chat casually in the group. We held a quiz with prizes that evening. The questions asked were all related to tea or black tea.

(Questions prepared at the time)

If you are not familiar with tea, these questions will naturally be difficult to answer , which will arouse their curiosity even more. Then I laid the groundwork and said that these issues will be discussed in tomorrow's class. It can increase the stickiness of the course on the second day .

Another small activity was held at 7 o'clock the next evening. It had no other purpose but to simply increase the activity level in the group and increase popularity for subsequent lectures. The class starts on time at 8 o'clock. The lessons are all pre-recorded. Just play it directly when the time comes.

We had a brief chat after the lecture and were told there would be a surprise benefit after class tomorrow . Get them looking forward to tomorrow's class. On the third day, there will be an activity at 7pm and a lecture at 8pm. Finally, the course content will be combined with the sales of products.

(This is the PPT of selling tea at that time)

One thing needs to be explained here:

This sales method is to take advantage of user emotions . After the emotions, it’s time to test the strength of your product. Whether the product is good or the price is low will give him an impression of your brand and your product. If the product is not good, the cost performance is not high. I might buy it this time, but I definitely won’t buy it a second time. If you think the product is good this time. Then the possibility of repurchase next time will naturally be much greater .

I always think that the core of marketing is the product. There is a saying that goes "let the product speak for itself", and marketing can make what the product says heard by more people.

Back to our product, this tea is made by the owner of a well-known tea company , who is also a master tea maker. This tea was sold for 698 on their own official website at the time. At that time, our boss went to Yunnan for research. He had a very good chat with their boss, so they gave him a batch of goods. But I said that we cannot advertise this tea as the same tea as XXX. That is to say, apart from them, we are the only ones qualified to sell this tea.

(I won’t reveal the brand here)

So the quality is naturally impeccable, and the price is also ridiculously low. It can be said that buying such tea at such a price is very cost-effective.

The transaction results this time were pretty good, and ultimately 23 people made the deal. Conversion rate: 23/112=20%. For those who have not made a deal, we also keep them in WeChat and use the Moments to maintain our relationship. The rest of the process basically followed this pattern. It's just that the traffic volume is large.

The above is my review of this tea project. Since I have left that company, some screenshots are no longer available. Please forgive me.

07

In fact, sometimes the cases we see are all successful, such as who did what case and achieved what level. Then they think that the activities they have done have not reached this level and are therefore not successful, but this is not the case.

First of all, any project is constantly improving . So it doesn’t matter if you fail, just make adjustments as soon as possible.

It was the same with my project. I failed the first time, but succeeded the second time. In fact, I could have directly written about the second successful process, but only by including the previous failed case can it be a complete project review . It is also a real project process.

So you must go out and learn more and look at other people’s success stories, but don’t worship them blindly, and don’t deny yourself too much. After all, few people would talk about the cases where their proposal failed and they were scolded by the client. But not talking about it doesn’t mean it doesn’t exist! ! !

Author: Lee Yasaki

Source: Li Baqi