Tips for flooding the screen with Wechat Loan’s new customer acquisition activities!

I’m sure you were all flooded with messages about Wechat’s Weilidai last night. The village chief also posted on WeChat Moments, WeChat groups and official accounts yesterday. So, why was WeBank so popular yesterday but restricted from sharing today? First, let me briefly review last night’s Wechat Loan new member acquisition event with you.

01. Activity Introduction

1. Borrowing money from Weilidai

In fact, it is similar to Alipay's Jiebei, that is, users can borrow money through Wechat Microloan first. They are all credit expenditures and advance consumption.

2. Weilidai attracts new customers

User A shares a QR code poster with his personal logo to his Moments or WeChat group. As long as his friends scan the code and activate Wechat Microloan to check their loan limit, User A can get a cash reward of 20 yuan.

3. Fission process

By the way, let me sort out for you the process of attracting new customers and splitting them into smaller ones.

02. Why is Weilidai so popular?

The above gives us a preliminary understanding of last night’s Wechat Micro Loan event.

Next, let’s analyze in detail why Weilidai’s activities are so popular? Or what are the factors that make the Wechat Loan activity so popular?

1. Official products come with trust

First of all, this Wechat Loan activity of attracting new users is itself a financial product. In fact, the threshold and cost of attracting new customers are generally extremely high.

However, because this product is officially launched by WeChat, it is just like WeChat’s own official accounts and video accounts.

Therefore, from scanning the code to logging in, authorizing and entering the password, users have a high level of trust in this activity.

2. Limited internal testing creates scarcity

Before this event, I always thought that everyone had the ability to borrow money through Wechat Microloan, and many villagers in Shili Village also had this question in the backstage messages.

Later I found out that not everyone can open Wechat Microloan to borrow money, including Alipay Jiebei.

So, for some people who have needs, or those who are good at making use of funds. It is a good thing to be able to open Jiebei and Wechat Loan.

Naturally, this also increased the scanning rate and activation rate after this event was shared.

3. Large cash rewards

At first, I was also confused. Why did someone share it on WeChat Moments? Is it really that important to know your credit limit?

Later, when I saw at least 20 people were forwarding it, I felt that there must be some benefit that prompted them to forward it.

Sure enough, after I scanned the code to test it myself, I found that as long as I shared the poster and invited a friend to authorize and activate it, I could get a cash reward of 20 yuan.

The threshold is actually very low. First, users have a strong demand; second, users have trust in the platform; and third, the user operating cost is low.

Therefore, with the support of a large cash reward of 20 yuan, users will have sufficient motivation to share and attract new users.

4. Quick payment without tricks

Compared with the red envelope games of Taobao, Pinduoduo and others, this time the invitation from Wechat Loan is truly full of sincerity, without any tricks, it is really about making friends.

As long as your friends scan the QR code to authorize, you will receive a reminder of the red envelope’s arrival within a few minutes.

After receiving the red envelope, you can withdraw the money to your personal WeChat wallet immediately.

This sense of pleasure and trust will inspire users to share and split again.

5. Simple and yet arousing curiosity

Sharers are motivated to share because they can make money.

So for users in the circle of friends, one reason is that WeBank is a necessity for some people, and the other is that the poster of WeBank is very simple and direct.

First, it will explain that Wechat Loan can lend money, and then it will guide you to test your personal loan limit.

So for users, it is very easy to understand and it also arouses the curiosity of many people.

6. No flow limit to accelerate the spread

Another very important reason why the Wechat loan event was so popular yesterday was that WeChat did not limit the flow and block accounts immediately.

There must be some tacit approval from WeChat in this. Being a biological son, he still receives special treatment.

Of course, Weilidai also made some efforts to avoid being blocked.

a. There is only one level, no multi-level fission distribution.

b. The purpose of promotional posters is to inform, test and check, not to induce sharing to make money.

c. Landing page, no obvious sharing guide. For example, the sharing button is not misleading like “Share to make money, share in WeChat group”.

The above is enough to show that the Wechat loan team had a very accurate assessment of the scale of WeChat account blocking before carrying out the activity.

Of course, it is not ruled out that they communicated in advance. Because this event can be regarded as a phenomenal event.

But why did WeChat not restrict the QR code for this event until around 10 am this morning?

Because, through the marketing fission throughout the night yesterday, Weilidai has achieved its goal of attracting new customers at a certain stage.

03. What factors are needed for a successful fission activity?

Weilidai’s new loan acquisition can be considered a successful marketing fission activity. Many people have experienced it personally and should feel it deeply. At least you have been flooded with messages about it.

Including the screen-sweeping activities planned by the previous New World and NetEase.

Then the village chief will extend this Wechat Microloan case and briefly analyze it with you. If you plan to carry out a marketing fission activity based on WeChat, what factors are needed, or what preparations need to be made.

1. Benefit inducement, preferably cash

Although inducing sharing is a behavior that WeChat focuses on cracking down on, inducing benefits must be done.

You need to think clearly about why users should participate in your activity? Why should those who share the activity forward it?

They must be after something, it can be free tickets, physical objects or other opportunities.

Here are three brief points about setting up benefits or rewards.

a. Reasonable

The prizes for the event must be reasonable and must be what users need. For example, mothers like parenting books and manuals. Beautiful women like samples or secrets of skin care, beauty and weight loss.

b. High amount

The prizes must be attractive enough. For example, the 20 yuan reward for new authorization of Wechat Loan is already very high.

For example, some activities offer grand prizes of tens of thousands of yuan, luxury vacations, iPhone 11, etc.

Among them, the internal motivation of the team is particularly suitable for these. As the saying goes, there will always be brave men when there is a big reward.

This will also give users a sense of contrast. The gap between what I put in and what I might gain.

c. Cash

Many activities often offer prizes such as points and coupons, but these are not concrete enough and not stimulating enough.

On the contrary, users are very interested in cash.

In WeChat groups, people are scrambling to get red envelopes worth even one cent, which is one of the reasons why Pinduoduo is so attractive.

d. Low withdrawal threshold

Whether the money is transferred to the account actively or the user needs to withdraw the money actively.

Low thresholds can greatly increase user participation and sharing rates.

I once planned a new customer acquisition task. As long as the user completed the operation requirements, we would proactively transfer the money to the user’s WeChat or Alipay account, saving the user the step of withdrawing cash.

Real-time cash arrival reminders will stimulate every sharer to give immediate positive feedback.

In addition, like the previous Hui Toutiao’s new customer acquisition, there is a withdrawal threshold. But the first cash withdrawal is also very convenient, and the key is that the funds arrive extremely quickly.

2. Simple and easy to operate

It is very simple for participants to understand the Wechat Loan activity. As long as they share the QR code and other users authorize and activate it, they will immediately receive a cash reward.

From sharing, authorization to withdrawal, almost everyone can participate.

Therefore, for some of our future activities, the threshold cannot be set too high, and users must be able to participate quickly.

This is the only way to mobilize users' enthusiasm in the shortest time.

In addition, it is best not to add multiple tasks to one activity.

This will make users feel intimidated and increase the difficulty of understanding and choosing for users.

At this time, users will ask themselves, which event should they participate in? Can I do this activity by myself?

A good activity actually has a single and clear purpose.

3. Scarcity

Whether it is the internal testing of Wechat Loan or the limited quantity and price of NetEase Open Courses, they are all intended to create scarcity.

The more common an activity or benefit is, the less likely users will choose to cherish it.

Of course, there are many ways to create scarcity, and the key is to convey this information to users.

Scarcity will also make users who grab the product feel that they have found a bargain. The specific methods are:

a. Original price is 299 yuan, flash sale is 9.9 yuan or the first 100 people get it free.

b. You can also participate in limited internal testing, such as WeChat’s video account, where everyone would rather spend money to buy a spot.

c. You can also set tiered prices, such as increasing the price by 50 yuan when there are 100 people.

4. Authoritative endorsement strengthens trust

As mentioned in the previous article, as a financial product, WeBank was able to quickly gain publicity in the circle of friends, which has a lot to do with the endorsement of WeChat.

Because everyone thinks that at least WeChat will not cheat them of their money and is safe.

Trust is a prerequisite for most transactions.

So, how to increase user trust and dispel their concerns.

a. Celebrities

In posters or events, you can showcase business bigwigs, or invite variety show stars or even government officials to lend a hand.

For many brands, celebrities endorse their products, and the essence behind their fan base is that celebrities can enhance user trust.

b. User Cases

The products, courses, and activities launched show the user experience in multiple dimensions. For example, thank-you letters, live videos, and event photos can all increase user trust.

You can also use some data directly to assist, such as how many orders were sold, how many people purchased, etc.

It can also be a success story, such as a social e-commerce platform, which can show data on how much money team leaders make.

c. Official authority

If a project tells you that it is authorized by the government and has the necessary certificates and qualifications, would you feel more at ease?

If a project has a large corporate background, will it be more attractive to you than other projects?

For example, the recent Taobao Shop is owned by Alibaba, Jingxi is launched by JD.com, and Weilidai is owned by WeChat.

5. Start traffic

No matter how perfectly the rules and gameplay of an activity are designed, if there is no channel to voice it and no promotion, it will never get going on its own.

Weilidai had previously launched a similar campaign, and the number of readers of the official account exceeded 100,000+.

This shows that Weilidai already has a lot of existing users, and the internal beta test can attract attention.

Including those people who forwarded the messages in our circle of friends, they are actually quite influential, at least they have a large number of people in their WeChat friend lists.

The same is true for our own activities.

For the initial launch of traffic, who do you plan to find to start the promotion? Through what channels?

Is it a WeChat group? Or circle of friends? Or a public account? Or a short video platform?

In addition to the initial traffic, what is the traffic promotion rhythm of each channel or each time period?

6. User acceptance

After spending a lot of time and effort on marketing activities, the core purpose is to get users to participate and convert to paying users.

Therefore, marketing is only the first step, and the key is to ensure user acceptance and conversion.

This has a decisive influence on secondary fission and transformation.

a. Products are not hanging

Yesterday’s Wechat Microloan activity was not blocked immediately due to special reasons of WeChat.

But for us, no matter which platform we hold the event on, the bottom line of the platform cannot be touched.

For example, when doing live broadcasts, there are corresponding restrictions on the scale. From the PK format to the live broadcast content, clear boundaries must be set.

Previously, an e-commerce company on Kuaishou gave a live streamer millions of dollars in rewards to sell goods, but the live streamer and the merchant were suspected of violating regulations during the live broadcast. The live broadcast room was immediately closed and the live broadcast permission was blocked for several days. The loss can be imagined.

Similarly, on WeChat, regardless of whether it will be blocked or not, you must prepare enough domain names and contingency plans.

b. Good service and good value for money

Whether users are scanning a code to participate in an event or placing an order to pay for a product, the ultimate goal is to hope that what they participate in is good.

Therefore, no matter whether you are selling a physical product or a virtual service, you must make your users satisfied.

Users spend money and time, only to eventually find out that the activity has a bunch of bugs or that the product quality is problematic and not as good as advertised.

Then the impression and experience will be bad, and the reputation will be gone.

It will naturally be difficult to attract new customers and convert them again.

The above is a brief review of the marketing campaign based on Wechat Microloan.

At the same time, I talked with you about some common marketing features such as event promotion and attracting new customers. I hope it will be helpful to you.

I hope to explain it in detail through specific courses in the future.

Author: Shili Village

Source: Shili Village (ID: shilipxl)