Community Marketing Plan: How to create a profitable community operation plan?

Community operation is a complete commercial marketing system. Some companies are doing very well, while some are not so ideal. In fact, it is not easy to do well, especially now that many people are facing problems such as dead groups, low activity, and even difficulty in completing transactions in social networks. Therefore, many people give up after a brief try or become pessimistic about small and medium-sized enterprises and even entrepreneurs.

This is all normal and there is no need to "over-hype" or "devalue social marketing" because every marketing method is neither good nor bad, the only difference is "suitable or unsuitable".

Although Professor Wu Xiaobo said that all businesses are worth doing again using the community model.

But we have already talked about this, and the background of this statement is based on the reality that it is becoming increasingly difficult and costly to acquire customers through traffic, telling us that if we want to do a good job of marketing in the future, we need to keep our customers in our own hands.

But the reality is not so.

At least for now, there are two categories that are not suitable for social media marketing. One category is based on the middle-aged and elderly customer groups. For example, the students who consulted me before for housekeeping training and confinement nanny training have a relatively low possibility of success.

The second category is to B customers, which is also a little more difficult.

Or to put it more simply, business models that have low proficiency in using WeChat or cannot rely on WeChat to resolve social relationships are not suitable for community marketing.

Therefore, even though I am a supporter of social media marketing, I still hope that everyone can look at social media marketing rationally.

In addition, other business forms have the opportunity to use the social marketing model to test the waters. After all, the advantages of social media are obvious: higher transaction rates;

The community can fission and repurchase reliably, which can solve the problems of traffic acquisition and new customer acquisition to a certain extent.

After all, the main battlefield of marketing in the future will be the competition between private domain volumes. Whoever can control a larger private domain traffic pool will be able to gain the advantage of dominating commercial operations.

Let’s first talk about some of the views of those who have recently been pessimistic about social media marketing. In fact, if you have tried various social media operation methods and have not seen any particular results, then think more about whether your current business model is suitable for social media marketing. Don’t be stubborn or get stuck in a dead end. Most small and medium-sized enterprises do not have the capital to persist, let alone the vast number of entrepreneurs. If there is no problem, then consider the current status of your community operations:

• Some people have only a social network with less than 400 members and less than 2,000 WeChat friends. They say that social media marketing is ineffective.
• Some people have a large number of social networks, and they post advertisements on a large scale every day and sell goods in their friends circles. He said that social media marketing is ineffective.
• Some people visit active communities every day, but don’t have a good monetization strategy. The groups are very dead or very active but no goods are sold. They say that community marketing is ineffective.

These are some real problems encountered by most people who only dabble in social marketing. They are very real and impressive, and it is normal to have such thoughts, but the reality is that these people have not found the way to social marketing. Social marketing is definitely not that simple. The simplest marketing methods, such as search engine marketing, e-commerce marketing, and even traditional store marketing to acquire customers, are all simple, but we all know that the effect is inversely proportional to the cost.

In other words, the simpler the marketing operation, the less ideal the effect will be, because there is no essential difference between social marketing and traditional sales. Both follow the law that the more you put in, the more you will get in return.

Here are two ideal operation modes for social marketing:

1. There is a WeChat businessman who has 1.8 million fans. He screened out 10,000 members and made 20 million yuan a year just from selling facial masks.
2. There is an enterprise that has more than 20 small B agents, and the enterprise has transformed itself into providing back-end services and marketing material support.

People who only try their hand at something are not doing a good job, but they have not found the right direction. The two paths of social media marketing are nothing more than C-end retail and small B agency. These two paths need to be planned in combination with one's own business and operational capabilities. Really, when you only try your hand at something, all you can do is scattered marketing of "hitting here and there" without any system.

Recently, several people have taken the 50,000 RMB social marketing CEO course. The logic of the social marketing system is very simple:

1. WeChat matrix locks in customers.
2. 1 yuan monetization model.
3. From product monetization to member monetization.
4. Members become shareholders and promoters.

Maybe with the support of the 50,000 yuan tuition fee, many people will suddenly realize and feel that it makes sense or have an epiphany, but think about it, isn’t this the most basic idea and thing you do in your daily community building?

Another point is that the community marketing system and framework are easy to understand, but the most challenging part lies in the details of community operations. That is to say, based on this framework, how to do it perfectly is the real essence. For all small and medium-sized enterprises, there is never a lack of strategic and directional thinking. What is lacking is practical operational skills to support the social marketing system.

Currently, more community operation operators adopt the idea of ​​"trying a little here and copying a little there". They may know what to do tomorrow, but unfortunately they don’t know what to do in the next two months. Community operation without a system is similar to the practice of WeChat business. All they can think about is how to use tools to add a lot of people in batches and then get into the embarrassing situation of being blocked.

First understand the focus of the community, which is "WeChat friends" and "WeChat groups". Then when you solve the problem of "how to do community marketing", you need to have the ability to see through the fog and see the essence, because "how to do community" is a false proposition. If you need a long discussion, you should make it as detailed as possible.

How to do social marketing?

In fact, it all comes down to three questions: How to attract people? How to fission? How to close a deal?

Many times, when it is difficult to answer the question of how to do social marketing or when there is no better answer, it is better to clear away the fog. These three questions are easy to think about and have solutions. These are the three axis questions. As long as we can find relatively reliable answers to these three questions and at least form a relatively reliable solution based on them, it will not be difficult to do a good job in social marketing.

My suggestion is actually very simple and practical: take out a piece of A4 paper, write down these three questions, and then search for the corresponding solutions:

1. Practical techniques that you have already thought of and tried.
2. Operational skills that can be searched on the Internet.
3. Some community operation skills exposed by competitors, especially on public accounts.
4. Communicate with others or use some effective social media management techniques in different industries.

Such skills are not difficult to find. As long as they are not internet articles discussing "what is a community", any article that can provide practical operations will do. You can spend a morning finding at least hundreds of articles, condense the essence of the core operations, and fill in the corresponding problems to be solved in different categories. Find at least 20 solutions for each problem, and then make flexible operations based on your own business. Delete the inappropriate and unflexible ones directly. You can find at least 5 corresponding solutions for each problem.

The next step is to test the market and users, and select a portion of customers and resources for trial use. Many times, there is no right or wrong in social marketing, because only the market and users can give you the answer. Because business and management are different, outsiders cannot give you accurate answers. Only you can give you the answer.

In other words, it will not be effective if you keep learning and listening about social marketing. You will have a chance only if you have clearly defined your own social network operation plan and know the plan for the next two months. There is no right method for trying out micro-business, and basically people just try and then feel that there is no effect, which is normal, but it is obvious that they have missed this big marketing opportunity.

Author: Zhu Laosi is Yes

Source: Zhu Laosi talks about community marketing