The 9 most effective free fission customer acquisition, retention and monetization methods in 2020!

Affected by the epidemic, many companies have transformed themselves online and have all their employees become micro-businesses, seeking new ways to acquire customers.

Lin Qingxuan, a skincare brand with more than 300 offline stores, was losing 1 million yuan a day. It transformed itself into an online store during the Spring Festival. On February 3, the number of new online members exceeded 3,000. Previously, the number of new members added in its stores was only a few hundred a day.

MINISO has also developed an "employee internal purchase" applet, and all employees have set up a friend and family group in the WeChat Moments. Users can purchase directly in the WeChat group and have the items delivered to their homes by express delivery from nearby stores.

However, many companies do not have technical resource support. With zero foundation/zero budget, how can they quickly launch an online customer acquisition activity?

Today I will introduce to you 9 of the most commonly used and currently effective fission methods for WeChat personal accounts, WeChat groups, and service accounts.

01

How to play: screenshot + forwarding to Moments

Condition: Service Number | Cost: Free | Operation Difficulty: Very Easy

Tool description: There are many functional interfaces developed by service accounts. Currently, there are three mainstream ways to increase followers of service accounts. Here we will first introduce the simplest and easiest one: screenshot fission.

Case example: To design a low-cost fission user plan, it is generally necessary to target user pain points and prepare a knowledge course, useful materials, value-added services, membership quotas, etc. that can solve user pain points as "interest points" with relatively low marginal costs to mobilize user fission.

If it is not based on user demand, fission will not occur. 90% of fission activities fail due to not understanding what users want most. For example, a business that sells clothes can split into courses on dressing.

Here is an example of "data fission in the education industry": 5 WeChat accounts were used to post to Moments during the cold start, and the number of readers reached about 10,000 in 2 days. The number of followers of the official account increased by 3,000, and the number of followers of the personal account increased by 1,100.

User Path 1: User sees an article in Moments → clicks into the article.

User Path 2: See the detailed introduction of “benefits” in the article → Scroll to the end of the article and it will say: Scan the QR code to receive.

User Path 3: Long press to identify the QR code → Follow the official account → The official account automatically sends: event rules copy. The copywriting here can be customized. The forwarding rate will be higher if the copywriting style is "cute" or "warm/humane".

User Path 4: Users need to forward the article link to their Moments → take a screenshot of the Moments and send it to the official account → they will receive the information benefits.

If a user posts a random picture, or posts to Moments and chooses to make it visible to a group, it can automatically and intelligently identify and remind the user. The entire process is fully automatic and requires no manual operation.

User Path 5: The user sends a correct screenshot of the forwarded Moments to complete the task → the official account automatically sends: the entrance to receive the information.

This copy can also be customized: you can directly issue a network disk link, you can guide users to add a personal account to receive it, you can guide users to join a group to receive it, depending on your subsequent operational needs. Generally, it is necessary to direct traffic to a personal account to facilitate paid conversion.

User Path 6: Users add personal accounts to receive “information benefits” → personal accounts automatically become friends and automatically send welcome messages (this can be achieved with tools such as wetool/星云留客/零一SCRM ) → users reply with keywords, receive information successfully, and implant “user retention” bait → users reply with keywords again and enter subsequent operations.

After introducing the front-end user path, let’s introduce the back-end settings of the tool.

Background setting 1: Only certified service accounts support this function. First, bind a service account for fission in the tool background (generally, the number of followers of a service account for fission should not exceed 15,000 per day)

Backstage settings 2: This tool fully reflects what is meant by: the simplest and easy to use. The entire backstage settings can be done on one page, and only 3 options need to be filled in manually:

Custom fill option 1 [Activity prompt]: After the user scans the code to follow the service account, a text will pop up to guide the user to forward the message.

Custom fill option 2 [Sharing Type]: It requires intelligent identification of whether the user is forwarding an article link or a picture to their Moments.

Custom fill option 3 [Reply after successful forwarding]: After the user completes the forwarding in the circle of friends, the user will be automatically rewarded. In addition to the link to add a personal account that automatically pops up like the "information fission" case above, it also supports automatically sending red envelopes to users/a unique redemption code/points and other rewards.

Background settings 3: Click Save Settings to generate an activity "Service Number Parameter QR Code". Users can scan this QR code to start the fission activity process.

Finally, let’s summarize the advantages and disadvantages of this tool.

Advantages: The tools are free, and the fission "benefits" are mostly virtual products with low marginal costs, which can achieve true zero-cost customer acquisition.

Disadvantages: Because the image recognition technology can only recognize Song-style Chinese characters, if the user's phone is set to the cute Martian language or English system, the image cannot be recognized. Therefore, during the event, it is best to pay attention to the user messages in the background of the official account in real time, as some users may have questions.

02

How to play: Secondary distribution + real-time cash receipt

Conditions: None | Cost: Free | Difficulty: General

Tool Description: Distribution should be the oldest standard way to attract new customers, but our previous survey shows that 75% of paying users do not know that they can make money by forwarding, and the industry's distribution sharing rate is only 5%.

Because the distribution of many shopping malls requires users to go to the background to apply for distribution qualifications, or the payment share brought by sharing requires users to manually withdraw after N days. Based on these pain points, the Zero One Fission Team created the original distribution fission gameplay of "secondary distribution + real-time cash arrival" at the end of 2017.

Case example: In addition to virtual products, the "fission benefits" available for distribution fission can be physical goods, and more gameplay can be supported, but the starting point of all fission activities is based on user needs.

Take the case of distribution fission as an example. It uses "physical information + virtual membership" as the selling point and has fissioned more than 10,000 users who pay 59 yuan.

User Path 1: The user sees a poster in the Moments → clicks on the picture → scans the QR code to enter the event page.

User Path 2: When a user enters the activity page, there is a button on the right: reminding the user to make money by sharing. At the same time, there is a distribution list at the bottom, using "third-party testimony" to tell users that they can make a lot of money by sharing.

User Path 3: User shares the poster to Moments or WeChat group → a friend pays to purchase it. Users can immediately receive notification of commission arrival on WeChat Pay. The real-time arrival of distribution commission not only increases users’ trust in the activity, but the “real-time feedback” of WeChat Pay can also stimulate users to share multiple times.

User Path 4: After payment, the user → fill in the address + enter an exclusive WeChat group.

User Path 5: After joining the group, continue to receive reminders: Sharing can make money (further increase the sharing rate) → Arrange old users (agents) in the community to show their earnings and encourage users who have not shared to feel the urge to share.

After introducing the front-end user path, let’s introduce the back-end settings of the tool.

Background setting 1: There are several companies in the market that provide the function of distribution fission, and the degree of refinement of the front-end page and back-end data analysis is different. Let’s take the grass-planting activity (01lb.cn) as an example to demonstrate.

Backstage settings 2: Select the activity column [Distribution] → Click [Add Activity] → Although all activity information can be filled in on one page, there are still many custom options involved.

Custom fill option 1 [Activity Content]: activity title (the copy can make users feel a sense of gain: for example, "7-day weight loss 10 pounds training camp"), activity price (generally set at 39 yuan, the payment rate/sharing rate are the best, followed by 69 or less), activity details page, and activity poster.

Custom fill option 2 [Post-payment voucher]: content that users see after payment (whether users join a group/fill in an address/get a redemption code to redeem a product offline after payment). Generally, it is to guide users to join a group and mobilize users to participate in distribution in the group (and then distribute corresponding benefits to paying users in the group).

Customize option 3 [Distribution ratio]: For traffic generation activities, the first-level distribution is generally set at 50%, the second-level distribution is set at 25%, and the remaining 25% is used as operating expense subsidy. (There are also cases where the first-level distribution is set at 80% and the second-level distribution is set at 20%).

Background setting 4: After the activity goes online, the most important thing is to monitor the activity data performance in real time, whether the payment rate is normal (the payment rate of 39 yuan is generally above 25%), whether the sharing rate is normal (the sharing rate is generally above 30%), and timely iterate the activity title, details page selling points, and poster design.

Finally, let’s summarize the advantages and disadvantages of this tool.

Advantages: Directly use interests to drive user dissemination, and users who come through payment are more accurate. After users come in, they can settle on personal accounts/communities for secondary conversion. It is a common way for old customers to bring in new ones.

Disadvantages: Products with a high average order value are more difficult to directly achieve fission. The free version of this tool charges a 3% handling fee, and the first-level distribution is real-time. All functions can be used by paying 3,000 yuan/year.

03

How to play: Live code + poster + group fission

Conditions: Personal account | Cost: Free | Operation difficulty: Easy

Tool description: WeChat has just updated the group rules: "A WeChat group can have 200 people scan the code to enter", so use free live code tools (Caoliao live code/Zero One live code/Weiyou live code, etc.) + create dozens of WeChat groups by yourself + automatically reply to new users entering the group, and you can run a group fission activity for free.

Case example: Although the group fission gameplay has been around for a long time since its birth in 2016, it is still the gameplay with the easiest cold start and the highest fission rate among all the fission gameplays.

The reason why many people’s group fission is not effective is that the robots’ automatic replies are cold and users feel that they are fake, so they must use small accounts to lead the pace in the group, quickly build trust among users in the group (think that the quality of the event is good/places are scarce), and mobilize users to join in forwarding screenshots.

The benefit point of group fission is generally to choose "virtual products" as mentioned above. The fission cost will be low if users can get a certain "benefit" by forwarding it (many people have failed to let users forward to their friends circle, reward them with an uncertain benefit such as "lottery qualification"/"how much cheaper").

User Path 1: The user sees the event poster in Moments → clicks on the image → long presses to identify the QR code.

User Path 2: After scanning the QR code, the user enters the live code page and sees a WeChat group QR code (this page will automatically switch to the WeChat group QR code when X00 people visit it, and all users who scan the QR code can join the group) → Scan the QR code to join the group.

User Path 3: After the user joins the group, an automatic reply will be triggered to guide the new user to forward the "poster + text" to the circle of friends, and then take a screenshot and forward it to the group.

The detail that needs to be noted here is: many people see densely packed texts when they enter the group and will not read them carefully, so if there is no small account actively leading the rhythm of forwarding screenshots or interactions in the group, the forwarding rate in the group will be very low.

User Path 4: User forwards to Moments → sends screenshot to the group → obtains the qualification to receive rewards for completing the task (generally, users who have completed the forwarding task are guided to add personal accounts to receive rewards/or users who have not completed the forwarding task are removed from the group and rewards are distributed directly in the group) → enter into subsequent retention operations.

After introducing the front-end user path, let’s introduce the back-end settings of the tool.

Backstage settings 1: Choose a tool with free live code function, such as the official website of the grass-growing activity (01lb.cn) → Register an account first, and click the column [Apply].

Backstage setting 2: Select [Create live code] → fill in the activity name and assign the number of people (how many people visit a page will switch to the next group QR code. Previously, when a group could only have 100 people, it was set to switch when 110 people visited. Now it is set to switch when 230 people visit. Some people will close the page directly without scanning the code).

Backstage settings 3: Create a live code activity → Select batch upload [Group QR code] → Complete the settings, download the exclusive live code QR code, and paste it on the poster to ensure that users forward the same picture without filling up the WeChat group.

Finally, let’s summarize the advantages and disadvantages of this tool.

Advantages: It can achieve the dual effects of increasing personal followers and attracting community traffic. Moreover, the users attracted through the activities are accurate and then settled in the community to ensure subsequent operations, and the stickiness of the user base will be higher.

Disadvantages: Once a new user enters the community, the automatic reply script will be triggered. Frequent message replies will disturb the users who are already in the community and make them disgusted. Therefore, it is best to strengthen guidance within the group and concentrate on forwarding the information to all users in a short period of time.

04

Tool: 1 yuan to unlock

Conditions: None | Cost: Free | Difficulty: General

Tool description: The underlying principle of 1 yuan unlocking is the same as the previously mentioned task treasure and live code fission: package a benefit point that makes users feel "very valuable" (if it is a course/generally more than 7 classes), and users need to forward and invite N friends to pay 1 yuan to obtain it, otherwise they have to buy it at the original price.

Case example: The 1 yuan unlocking method is currently a very effective model in the online education + knowledge payment industry. A very low payment threshold + precise content can effectively screen out irrelevant users.

User Path 1: User sees a poster in Moments → scans and enters the page.

User Path 2: Users pay 1 yuan to purchase a course, and are guided to invite friends to open other courses by forwarding posters.

User Path 3: Once a friend enters through the user's link, the user will receive an instant message reminding the invitation progress. When the invitation task is completed, the user will receive a course redemption code/link (which can be set to direct traffic to the course community, or the official account to jump to the APP).

Finally, let’s summarize the advantages and disadvantages of this.

Advantages: 1 yuan is actually equivalent to a "free" discount, but the invisible threshold of 1 yuan payment can screen out a group of potential users who are interested in the product, and the user group attracted is relatively accurate.

Disadvantages: The choice of course products set to unlock for 1 yuan is very important. If the product is not one that meets the strong needs of users, this activity will not be able to take off from the beginning.

05

How to play: link tracking + business development tools

Conditions: Personal account | Cost: Free | Operation difficulty: Easy

Tool description: Business development tools have been popular among WeChat business groups and insurance practitioners since 2016. Later, in 2018, the concept of mini programs made a lot of smart business cards popular.

Its core function is: you use this tool to forward articles and pictures to your circle of friends, and you can monitor who clicks on them (indicating that they are interested in the content topic), helping you to accurately screen out potential users and improve operational conversion rates.

Case example: This kind of tool is mainly to help sales to better retain and monetize, but many tool vendors on the market exaggerate its ability to help sales attract new customers. The price is determined by the richness of its functions, generally priced at 199 yuan/year. Here is a demonstration of a Spark Quick Editing service number .

User Path 1: Select an article on the entire web that users may be interested in (combine it with your product features to facilitate subsequent conversions) → copy the article link to the "Xinghuo Quick Edit" service account → automatically generate: an article link with tracking function.

User Path 2: Forward the link to Moments/WeChat Group → When a friend reads the article, the Business Development Tool Service Account will notify you in real time, and you will know whether these users are from Moments, groups, private chats, etc.

User Path 3: Click to view details to see whether the user reading the article is one of your WeChat friends or a result of a friend forwarding the article (this can help you find the KOCs among your WeChat friends, see who forwards the article and brings you a large number of visitors, and focus on serving the KOCs well).

Other data analysis dimensions: can be ranked according to the number of times users read and the number of articles (this means that the greater the user's intention in this area, the more sales can follow up and convert in a timely manner).

User Path 4: When a user visits an article you shared, he or she can also directly see your contact information (WeChat QR code and mobile phone number set in advance in the background) at the bottom of the article.

After introducing the front-end user path, let’s introduce the back-end settings of the tool.

Background setting 1: The Xinghuo Quick Editing service account can choose to subscribe to the "Industry, Interest, Company" tag, so that you can see which articles are most forwarded in the same industry, making it easier for you to choose content with high conversion rates. At the same time, the service account customer service messages will also push many popular chicken soup articles every day for easy forwarding.

Finally, let’s summarize the advantages and disadvantages of this tool.

Advantages: It is convenient for sales to fine-tune user operations and better find paid conversion opportunities. It also helps operations colleagues better understand what content users need more.

Disadvantages: Currently, the UI of the "Business Development Tools" page has a strong marketing connotation, which needs to be weakened.

06

How to play: Official account + fission treasure

Condition: Official account | Cost: Free trial | Difficulty: Easy

Tool Description: A marketing tool based on the fission-type communication and promotion of WeChat Moments. Through reward-based sharing and dissemination, it can quickly help users promote their brands and increase their followers.

Case example: This gameplay is actually about old fans bringing in new ones. It sets a bait and task to guide fans to forward posters and ask friends to scan the code to help. After the fans increase, accurate users are screened out and directed to personal accounts or communities to promote activation and monetization again.

This case is a fission and fan-increasing activity in a certain education and training industry. It only relies on internal staff forwarding posters and the public account’s own traffic to achieve fission. During the 7-day event, the cumulative number of fans increased by more than 40,000, and the fan retention rate was 90% 7 days after the end of the event.

User Path 1: The user sees a poster (free English picture book for children) in the circle of friends → scans the poster.

User Path 2: Follow the official account → The official account automatically sends: successful support notification, event rules (including event time, number of invited tasks, number of remaining prizes and rankings) and exclusive posters.

User Path 3: The user forwards the poster to Moments → invites friends to scan the QR code to help → automatically receives a reward link when the number of people who have helped reaches the task (15 people), and fills in the user's reward information.

After introducing the front-end user path, let’s introduce the back-end settings of the tool.

Backstage settings 1: After logging in to the official website and authorizing the official account, start setting up the event.

Background settings 2: Set various reminder messages that users will receive during the activity, including rule text, text to help users receive after scanning the code, and text to guide users to share posters.

Background setting 3: Users set template message reminders or text messages to continuously remind users of the progress of task completion. At the same time, you can quickly set up posters and prizes, etc.

Finally, let’s summarize the advantages and disadvantages of this tool.

Advantages: You can set bait based on industry and brand characteristics to acquire accurate users, with a variety of prize options and low fan costs.

Disadvantages: WeChat officially sets a limit on the number of followers for public accounts, and the daily increase cannot be too high. At the same time, if the welfare resources are not chosen properly, the users brought by the event will not be accurate, and there will be many freeloaders.

07

How to play: Automatic group building + course monetization

Conditions: None | Cost: Free | Difficulty: General

Tool description: It is an efficient group-building tool that can quickly connect courses and communities and complete new member acquisition. By leveraging multiple product functions, one person can manage multiple groups.

User Path 1: User sees a poster in Moments → scans the QR code to join the group.

User Path 2: User joins the group → @ the user in the group and sends an automatic welcome message, including the following elements: "Welcome new members + lecture channel + group benefits (optional)"

User Path 3: User clicks on the lecture link → registers for the lecture.

User path 4: User benefits 1: coupon → join group @ group administrator → administrator adds user as friend → user receives XX yuan universal coupon for live broadcast room → user receives coupon → purchases new course

It can effectively improve repurchase/retention rates, while at the same time sedimenting users to personal accounts, conducting private domain traffic operations, or guiding them to follow public accounts to increase fans and traffic.

After introducing the front-end user path, let’s introduce the back-end settings of the tool.

Backstage settings 1: Log in to Qianliao official website (v.qianliao.tv) , log in directly through WeChat, click [Private Domain Traffic Pool]-[My Community] in the list, and then click the "New Community" button in the upper left corner.

Backstage Settings 2: Enter the community name, select the community association type and associated content, and you can create the community.

Backstage settings 3: After creating a community, you will automatically enter the automatic management settings page. Users can directly set operations such as group welcome messages, push announcements, keyword replies, scheduled group messages, group administrators, etc.

Finally, let’s summarize the advantages and disadvantages of this tool.

Advantages: It can adapt to the different needs of users who want to deposit traffic to service accounts/personal accounts, or guide the course page to complete multiple repurchases, and complete flexible operation settings.

Disadvantages: Can only be set up on the computer, no entry for setting up on the mobile phone

08

Tools: Maker Post

Condition: None | Cost: Free | Operation Difficulty: Easy

Tool description: After introducing 7 fission customer acquisition methods, I will introduce you to a simple and easy-to-use design tool that allows us to design pictures that can accurately express our ideas in just 10 minutes, quickly advancing the progress of the entire work.

Case example: All image design needs can be completed on one design tool platform.

User path 1: After logging in to the official website of Chuangketie , register an account first and click the [Fission] tab in the template center.

User Path 2: Choose a template based on your needs. You can choose a normal-sized [Marketing Poster] or [Fission Long Picture]

User path 3: If the user wants to replace the characters in the illustrations, they can select [Material] - [Illustration] - [Character] tab in the left toolbar, and simply drag the material to the canvas on the right with the mouse.

User Path 4: For fission posters, the QR code is the lifeline. You can use the [Tools]-[QR Code] editing tool in the Maker Post to quickly adjust the QR code content and style.

User Path 5: After finalizing all the design details, you can click to share or download directly.

Finally, let’s summarize the advantages and disadvantages of this tool.

Advantages: You can edit online by logging in to the website. No professional design knowledge is required. You can modify the design by simply selecting a template. At the same time, the illustrations and fonts in each picture will be checked for copyright to avoid infringement risks.

Disadvantages: Since the product provides universal design service solutions, some templates with special customized requirements may not be able to meet them temporarily.

09

Tool: Youjia CPC advertising order

Condition: Official account | Cost: Free | Operation difficulty: Very simple

Tool description: Finally, we will introduce a tool to solve the problem of operational monetization, which links advertisers and media owners. Advertisers can place CPC ads on Youjia, and media owners can make money by accepting CPC advertising orders on Youjia. The ads are directly charged according to the actual reading volume, and the cash can be withdrawn at any time after settlement within 20 hours.

Case example: Users can directly connect with high-quality and trustworthy advertisers through tools to realize content monetization.

User path 1: Log in to the official website of New Media Manager (xmt.cn) , download and install the plug-in, open the WeChat public account background, and create a group text and picture.

For public accounts with more than 2,000 followers, an "Advertising Order" button will appear in the lower right corner of the WeChat public account editor page. Click "Advertising Order" to open the order page.

User Path 2: On the advertising order page that opens, select the ad you want to promote and click [Accept Order Now].

User Path 3: After selecting the ad to be ordered, you can freely arrange the push date and push location on the confirmation page. After the push is as scheduled, the backend will automatically settle the bill based on the number of readings, and the income will be credited to your account within 20 hours.

User Path 4: After completing the order, the user can click [Withdraw] in the upper left corner of the order page to withdraw the promotion income.

Finally, let’s summarize the advantages and disadvantages of this tool.

Advantages: It can solve the operator’s monetization problem and avoid direct connection with advertisers, where settlement cannot be guaranteed after the content is completed.

Disadvantages: Currently only targets the monetization link within the WeChat ecosystem

In summary, the fission plan customized according to user needs and business scenarios is definitely the most effective, but in the reality of 0 foundation and 0 budget, all of the above can be said to be the most effective way of playing at present.

Author: Operational In-depth Selection

Source: Operational In-depth Selection