Is the fission activity not effective? 2 key points to grasp the core

What? ! Is the quality of leads from self-media channels too poor?

Why not just form a new short video team!

…

The above methods are all good methods, but they are not necessarily the most cost-effective methods.

In the past, we used to start marketing from the product, and were willing to actively introduce our products to target users in various ways. However, today's users are not so easy to satisfy. Compared to what you say, they are more willing to believe in personal experience, including their own, relatives and friends, so we have to change our marketing ideas:

From trying hard to let users see the product, to trying hard to let users help us promote the product.

That is to let users take the initiative to help us achieve fission.

Two key points - Why are users willing to help you with fission?

A long time ago, I shared with you how to drive users to cooperate with us in fission. In short, there are two key points:

1. Explore user pain points

2. Combine the user’s pain points with the benefits of the product and fission activities

01 First point: Explore the user's pain points

I think user portrait is a basic skill that every marketer should master. However, many marketers have a misunderstanding when doing user research:

It is enough to create a user portrait once.

I would like to ask you: Do you wear the same clothes all year round?

Therefore, the needs of our users are changing dynamically . Many of our students join us as newbies at the beginning, but they will gradually grow. Some people delve deeply into their fields and become industry bigwigs. What they need is a deeper breakthrough in cognition and a higher-quality circle.

Some people choose to develop comprehensively and actively expand their personal abilities. What they need is a more professional and systematic marketing knowledge framework and practical skills that can be implemented in practice.

Although everyone is a newbie at the beginning, there are differences in their later developments. If you don’t understand them in depth, you may not even know if he has changed his mind.

Only by truly understanding the needs and pain points of target users can we inspire them to take action.

Target users: those who are likely to pay for our products.

So where can we find our users for research?

(1) All users in our existing communities and friend lists;

(2) Communities, circles, and groups related to us;

(3) Competitors’ circles and communities.

What to research?

There are naturally different ways of asking questions to different users, for example:

After the investigation, what we need to do is to find the common points of this information. This common point is a very important preliminary preparation when we do fission later.

02 Second: Find common ground

The second thing is: combine the user's pain points with the interest points of the product and fission activities. Simply put, it is to find the connection points between the product and user needs. This is a benefit point when we drive users to do fission.

At this step you can ask yourself two questions:

(1) What problems can my product help users solve?

(2) What kind of benefits can drive our users?

Let’s take the fission of the Pinduoduo platform as an example. For users, Pinduoduo’s low prices can help them solve the need to save money. Forwarding “bargaining” activities can allow users to purchase at a lower price.

It is by relying on this that it can grow into a platform that can compete with the industry leaders.

Let’s take another example from daily life. When we go shopping, we often encounter things like scanning a QR code to add someone and then get a small gift. Have you noticed that there are also some particularities in giving this small gift?

Near the snack street, sending tissues by scanning the QR code is more popular than sending flowers. Near large supermarkets, sending flowers is more popular than sending tissues. Near the university, sending laundry detergent, small dolls, water cups and other things are more popular. And for the elderly, sending eggs is more popular...

This is to cater to the current needs of users.

What do users want? VS What can we offer?

Find common ground.

This logic also applies to the selling points of our products. For example, our users’ current problems are: difficulty in upward management, poor downward communication, and difficulty in managing new employees. So, when packaging the courses, do we need to package the selling points for these users?

(I suggest you take a blank piece of paper, with user needs on the left and all the features of our product on the right, and find the common points and combine them.)

Two groups - how to increase user engagement?

The most feared thing about fission is that users do not participate. Either the old users cannot be mobilized, or the new users are not interested. Such fission activities will not have any effect.

So before we carry out any activities, we should start with these two groups and see how to drive them?

03 Drive old users

Recently, many people have told me that community operation is too difficult. After not paying attention for a day or two and posting too much marketing content, the community became like a pool of stagnant water with no movement. They sent out red envelopes and benefits, but the community still couldn't become active.

The seed users did not respond, let alone do fission.

So how to drive seed users?

First of all, we need to understand why old users should help us forward?

In addition to the benefits, the loyalty of old users to the brand is also very important. The higher the loyalty, the more they can help you find more accurate users.

I have encountered this before. In order to complete the task, a friend in the communication group directly added the WeChat accounts of all his family members, including his parents and children who were still in school. To us, this was junk traffic.

Let me first clarify one thing. This person is not our student. He is simply someone who is taking advantage of our courses and community resources.

The brand loyalty of old users cannot be cultivated by a tweet, nor can it be cultivated by relying on some small benefits. What we can do is to reduce the benefits and at the same time give old users a reason to participate in fission - what can he get?

Material rewards? Yes, the user research was not in vain!

Spiritual reward? Smart, using the least cost to exchange for the best quality resources.

In addition, I would like to provide you with another idea: providing "special treatment" to old users. This is also a way for us to cultivate the loyalty of old users.

The one that has done the best job is Perfect Diary.

Perfect Diary has a flash mob group function. Does anyone know about it?

To put it simply, it sends private messages to different users in batches, sends a group message about a promotion, and asks you if you want to participate. If you reply, you will be added to a community. After you grab the promotion, the community will be disbanded. This is a flash group.

But if you don’t respond, customer service will reduce private chats with you. This is also a way to screen users. The reason why they choose private chat is not to promote directly in existing communities, but to give users a feeling that "I am being treated preferentially."

It is even simpler to apply it to fission. We can tell our more active old users or new users who have just joined us through private chat that they can get benefits by forwarding this poster and completing tasks. At the same time, we have also prepared special rewards for old users, etc.

Of course, this is just an idea and may not be applied to many industries, so everyone can formulate it according to their own needs.

04 Incentivize new users

Unlike old users, the purpose of new users is obviously simpler: they just want what you give them.

So what we can do is very simple:

1. Give users prizes as agreed;

2. Make the collection path as clear as possible;

3. Ensure user retention.

That’s right, the most important thing in this link is to retain users. One of the things that fission is most afraid of is that the new traffic attracted will run away after receiving the benefits.

How to solve this problem?

One method that I have personally tested to be effective is to increase our product promotion among multi-level tasks.

First of all, let us explain what are multi-level tasks?

It’s very simple: do you think that you can just receive this benefit? We've got something better!

It should be noted that the interest points between multi-level tasks are in a progressive relationship, and it is not recommended to design complex and frequent tasks. Generally, two or three levels are sufficient .

The second is to increase product promotion. For example, if our users complete a task, help us generate 6 new fans, and receive benefits, should we emphasize the presence of our product in the benefits?

I once participated in the fission of a magazine’s public account. The book sent to me came with a set of very simple magazine peripherals. They were beautiful and very practical, and my favorability towards it increased rapidly.

For example, when users come to collect materials for our online courses, can we also inform them that our teachers will be giving open classes in the next period of time, and if they are interested, they can try it for free.

If that’s not enough, the cosmetic sample machines we often see in shopping malls require you to follow the official account and register before you can get the verification code and get the sample.

If you know more about it, the retention rate of such activities is actually very high. Why? In addition to the endorsement and the fact that the product is really useful (the quality of the product itself comes first), it will give away a free counter experience coupon, and the official account is also seriously promoting the brand, and benefits are distributed from time to time.

Do you think the users are staying? Moreover, it makes good use of both online and offline channels.

The last point I want to share with you is that, as mentioned above, no matter how clever the fission is, it still needs a reliable product as a basis. If the product is not good, no matter how good the marketing is, it will not work. However, times are changing, and good things are afraid of bad marketing, so products and marketing must not be separated.