After our communication, we found that her products are skin care and weight loss, which are targeted at women who love beauty and show. Through wechat moments, Douyin Kuaishou, Meitu community and other channels to promote, but when I read her moments, I felt speechless…
It’s not propaganda. It’s harassment. She showed a look of grievance.
And I said to her, because you’ve never thought about whether you’re going to send information to people who need it, or how you’re going to meet their needs. However, to see this problem, I quite feel, because accurate drainage, not only is of great significance to wechat business, for a mature enterprise, is also the key link. In order to let more wechat business friends do not detour, I share the successful experience to you.
Through several days of live sharing and communication with some wechat business, I found that the most urgent problem facing wechat business masters is not adding powder and being added, but not correctly understanding drainage.
What is drainage? Is through some channels, to lead some of the accurate customers you want! Now whether we are online or offline, what we lack in business is flow, so how to get flow in batches or attract accurate fans to transform into our customers, this is a lot of people’s problem!
The concept of precision has two elements: demand and affordability.
Know that accuracy is not enough, but also to find the crowd can carry out the next step of drainage.
Here are some of my own experiences and methods to see if they work for you.
1. Social platforms
At present, the mainstream social apps in the market are QQ and wechat.
QQ has: QQ space, QQ group, QQ hotspot, etc
Wechat has: circle of friends, wechat group, Shake a shake, nearby people and so on
Qzone: Qzone has the function of likes and comments, and your likes and comments can be seen by others.
So that would be propaganda. Why don’t you do that? What? To do? Blocked or even deleted by someone else? That your propaganda is hard wide! ?
For example, papi Jiang made a short video promoting VipSHOP on Douyin to encourage fans to actively participate in the interaction and accept the advertisement in a funny and funny way. This kind of advertisement is not annoying, and it tells the public that ViPSHOP is also actively preparing for the Singles’ Day.
QQ group:
You all have some QQ groups, such as classmates, friends, family and colleagues, part-time job recruitment, hobbies and so on. How much time do you have to check these QQ groups? I think most of them will be directly blocked. Then you are in these groups of constantly brush the screen to send ads, little effect, there is no T out of the group risk. It is important to have instant conversations with group members without having to add friends. Then you can expand your reach by making instant calls.
This way, the market is basically used in the group hair device, QQ group there are QQ group album and QQ group documents these two functions.
I would like to ask, when you add a QQ group that you are interested in, what will you watch first?
Of course it’s group data, group files, group albums, see if there’s any dark technology. So at this point, what you upload to your group albums and group files, that’s going to work. In fact, this is not the correct operation of your publicity and drainage in the QQ group. This operation is put in the back and the wechat group.
WeChat group:
Wechat group and QQ group is slightly different, can not open instant conversation, can only add friends first.
But you add friends and there is a pass rate problem, others will think, will it be wechat business? Then think of the “moments of friends”, where several or even dozens of messages are sent indiscriminately every day… Forget it. No. It’s a waste of emotion.
So how do you get them to volunteer to be your friend? Need you to design your own account information first, self-packaging, design your signature, circle of friends; At the very least, don’t make people disgusted at first glance, and then observe the chat messages in the group, who are active members, who are sweeping monks, who are weak.
Get involved in their conversations, discover their characteristics, study their habits, behaviors, hobbies, and build your KOL profile and gain their trust. Do this thing well, you go to add people, or implant advertising, it will be much smoother, the turnover rate will be greatly improved.
In the process of establishing a KOL, value output is the most important.
What is value output, is to let them recognize you, recognize your knowledge, recognize your business, recognize your brand.
Friends:
Now most of the wechat business circle of friends are basically brush screen, brainless button forwarding other people’s circle of friends, what logo watermark does not change… (I think you’d better go to bed. Playing video games will at least cheer you up.)
How to design the circle of friends?
Here’s a quick idea:
1 hot spots 2 headlinesCopy the codeCombine the current popular music, short videos, news and other hot materials with your product and show them to your target users with eye-catching titles (for specific cases, please refer to papi Jiang’s case above). “Hot search” can be searched from sina hot list and Baidu Fengyun List.
Doing the above is not enough because you haven’t communicated with your customers. So how to effectively communicate the final order?
This requires you to observe the target user’s circle of friends, QQ space and other ways as well as the understanding generated by the timely conversation, find the customer’s human weakness, carefully design your dialogue, still from the product.
, for example, some people’s circle of friends are cynical chicken soup, then you can go to find some of this type of things like chicken soup and don’t completely is chicken soup, and he have common topic, implanted in your products, so that you will have a good start, the following dialog will be smooth.
Here, share a personal example.
In ’17, my boss asked me to get a company executive to buy our product. My boss doesn’t have that guy’s wechat yet. So I went to their office and… and… Being booted out as a salesman…
I had no choice but to find this person’s wechat through some special channels. With the addition of this person’s wechat, I didn’t get to the point immediately. I just said hello once in a while, talked about the anecdotes of his industry, the development prospects, career development and so on.
A week later, I did something, please allow evil laughter here for five minutes…
I scroll through his moments to January 2016 and start liking and occasionally adding comments. When I liked the comment to the beginning of 17, this guy could not sit still, and took the initiative to contact me. Before contacting me, he must be wondering, I have to check this guy’s circle of friends, to find out what he is doing, what is up to. In fact, when he sent me a message, he already knew what I wanted to do, there were advertisements in moments.
Then, with the goodwill built up from our recent chat interactions, we had an awkward, polite and direct conversation, followed by an appointment to discuss the details, followed by a deal…
On wechat and QQ we no longer repeat, the above several cases, please look at the guest master to consider, which is wonderful, ineffable.
1. Forum promotion
Here we mainly talk about Baidu Post Bar, Baidu Know, Baidu Encyclopedia, Zhihu and Wukong.
Baidu post bar
Baidu Tieba is the largest community forum on the Internet after the rise of Tianya forum. In those days tianya forum what kind of scenery, yan zhao door, Zhou & easy lip gun war, such and such young genius black Ma Huateng’s QQ and so on again and again the tianya forum leg hot list first.
Start from your product, in the process of designing advertising words, extract keywords, enter the relevant post bar, initiate a poll, topic discussion, attract others to support your post, the more people participate in your exposure, of course, you can also support your post.
One more small detail, tieba’s super membership has an interesting feature.
Super members can set up their own small tail, PC side is a picture, can be GIF or PNG, mobile side is a red line of small words. Use this function to advertise, be reasonable, very comfortable.
Baidu know, Baidu Encyclopedia
These two together are very, very important!
You think about your experience before, found what do not know, is not the first time to open the browser search your question, and then there will be Baidu know the answer and encyclopedia, you first point open, is not these two. So now you tell me, is it useful to do these two channels? Not to repeat here…
Knowledge hu, Wukong
These two belong to a little knowledge of professional knowledge sharing sites, worthy of key breakthroughs.
Let’s start with a recommendation mechanism:
Zhihu first recommends your answers and articles to some people. If they reach the popularity standard of the platform, it will continue to support your traffic. If not, I’m sorry, please invite the next contestant to the stage.
Wukong question and Answer is to expose your answer to all the groups who pay attention to this question. The cycle is usually 15 days, and then it is “brother, I can only help you so far. Life and death are in heaven, and it is up to you.”
In the process of operating these sites, please carefully prepare your information, a signature, avatar, because these are the first information you show yourself, can determine part of your impression in the hearts of fans. Who all hope can attract others, can give oneself add impression point is! As for the head picture design, I do not recommend using network pictures. If you are planning to make a brand, you’d better take a group of photo, and use your own real photo as the head picture, which is more real and can give you more points.
If you are the agent of the product, it is best to use the team logo, look formal, can increase credibility.
2. Video promotion
Short video: Douyin/Kuaishou/Weishi
The cause of the short video explosion or most important, is caught “fragmentation”, now people’s time is fragmented, anxiety is fragmented, the interest is three minutes, then you can take a few seconds more than ten seconds but no more than three minutes to see interesting short video, meet the visual enjoyment, why hard on yourself?
At this time, you can make it by yourself, or download other people’s works, implant the elements you want to add, reprocess and edit them, and turn them into your own works, and publish them to your short video account to attract fans. When you have 10W followers, what can’t you make money doing, taking ads, buying stuff?
You can also spend a little money, go to a treasure to buy some real people to shoot, live video, the cost is not more than 100.
Professional film and television sites: Tencent/IQiyi/Youku
The people gathered by these sites are basically watching movies and watching dramas.
Then you can choose the categories that appeal to your target audience, download them from the site, capture the highlights, add your own watermark logo, and add eye-catching headlines. (In this age of information explosion, it is also a great thing to do a good clickbait.)
For example, now deyun society is more fire, then find some of Yue Yunpeng’s base meng fragments, plus “small Yue Yue finally wish when a brother de Cloud”, “Guo Qilin actually dare to call Guo Degang – just son” and so on, so that people have the desire to watch the title.
3. E-commerce platform
In fact, this topic is a little sensitive, the reasons of sensitivity will not be described, here is a brief talk, not in-depth discussion
Mainstream e-commerce platforms include taobao, JINGdong, Vipshop, Pinduoduo and so on
The most intuitive data of these platforms is tens of thousands of business resources, selling what all have, and even see selling wechat avatar…
You find businesses selling your product, open want want to WeChat with him, he a sell, must be very happy to ah, now most of the electricity business management WeChat, at the same time, you need to go to his WeChat, you can be his agent, can be collected to sell your product, he can cooperate with you and of course, these business resources, is very useful to make wholesale wechat business, The effect is very general to individual investors.
You can also get some customer information from him here, ah, these e-commerce customer information, there are online sales, you spend a few hundred dollars to buy him tens of thousands of information, open two micro signals, slowly discover, these are accurate customer ah.
4. We media platform
Micro blog/Micro city
Micro blog operation and adding skills:
Account recommendation mechanism based on following relationship: recommendation mechanism based on friends’ following dynamic – big V system. Through this mechanism, Toutiao has been able to recommend each other among its products. After you contribute your address book, your friends in Toutiao will also recommend you the information on Douyin.
Home page after the recommendation mechanism – community system
Specific practices are as follows:
1. Enhance your professionalism with professional content: Constantly interact with friends through continuous output of professional content.
2. Form and expand your circle. Run your community with a selfless sharing attitude. Don’t have a “recomment me, don’t recomment me” attitude. When you’re not the center, it’s easy to get left behind. Learn to interact.
3. Teamwork is most effective
Interest classification and recommendation mechanism:
1, special recommendation 2, 24 hours hot people 3, friends hot attention 4, new recommendation
Recommended rules:
1. The recommended accounts shall be sorted according to the number of followers added within 7 days
2. You must post within 48 hours
3. An account for Posting long micro-blogs
4. Add V account
5. Vertical account, and continue to provide high-quality content in this field
Small city
This is interesting ah, do not speak of principle, do not boil soup, for example (some places called know-it-all).
In July this year, FOR a friend to do planning, using weitongcheng. My this friend is to do wholesale, the client basically is the whole country each district wholesaler. He added hundreds of micro city accounts across the country, commercial publicity needs to pay, non-commercial publicity information is not free to release, just released such a message, to travel, I want to buy some dates (my friend’s family in Xinjiang has more than 1,000 acres of jujube garden), leave a mobile phone number.
Group sent to each micro city account, they released free, resulting in a week, friends’ phone and wechat are in a state of explosion, many many businesses are calling to promote their dates, then my friend is not an instant to obtain thousands of accurate customers.
1. Offline promotion
Offline promotion, focus on one: delivery brother
When I was 15 years for wechat business, when offline channels to choose the express little elder brother, express industry at that time not now so specification management, just as some delivery, advertising for them, let them stick printed stickers flyers to them every day to send the Courier and get red envelopes flyer on sweeping yards welfare advertisement, received express a look, Yi ~ this seller is so sweet, but also send a red envelope, get a district, no defensive psychology good, the effect… Two wechat accounts are 10,000 good and one is not enough. Well, we sold more than 1,000 sets of products in half a month.
The management of express delivery industry is quite strict. Except for some small express delivery companies, large express delivery companies like SF Express are not allowed to do this now. But it is this healthy management that makes SF Express spread like a virus and become the big brother of express delivery industry.
But there are policies and countermeasures, heh heh ~
You can do it, find a batch of express little elder brother, first choose some suitable for your delivery quantity and delivery groups, give them some business card printing, advertising for them, let them to send express, send the name card, note that the front of the card is still express little elder brother’s contact information, in printed on the back of your things, such as a qr code, Add the text “scan code get red envelope” and so on, express little brother will think, before sending the company’s name card is should, now send the name card and additional income, good!
Does your AD leave your target audience defenseless?
2. Virus transmission
The virus spread here is not really let you do a Trojan horse, two is a concept, after all, who do not want to be invited to the police uncle tea chat ha.
The first is black technology, which is the common small program in moments of friends.
The features of this applets are:
Tools: easy to operate and use, or designed tools for users;
Benefits: Be sure to design an attractive prize
3. Dissemination: Make good use of circle of friends and wechat groups
For example: the common moments of friends to identify two-dimensional code free divination test small procedures.
Taking advantage of people’s curiosity about the unknown, if you want to see the result of divinization, you have to share it with friends or friends or wechat group, and you will automatically see the result. In this way, what is displayed on this small program will continue to spread like a virus, and your exposure will be exponential.
However, such a small program, in a wechat update, was pulled into the blacklist, resulting in a relatively short life of the program, it is easy to be blocked. The production cost of this small program is only a few hundred dollars, some treasure a lot of search.
Above this kind of thing black form of science and technology, there is a common wechat business activities to send gifts, you see a circle of friends sent an advertisement: “plus his wechat free receive the value of how much money gift” you will not move?
Then you add wechat, he will tell you, you just forward the advertisement to many groups, forward to friends moments, screenshots to him, you pay 10 yuan postage can get.
You think, ah, yes, so easy I can get the value of how much money what things, and just what I want, forward to the money, then with you, got what you want, and wechat business, got the customer he wants, win-win there is no.
Between you and me, the cost of these gifts is very, very low, and the source of the gifts is not described here. As for the repeated development of these customers, that is another matter, depending on the person’s skills.
Here’s a summary of the universal formula for virus transmission:
If you open a gift box, you may win one of five prizes
But you can’t get the prize by yourself, you need to find three friends to get it for you
3. You forward it to at least three friends who open the box for you
4 You can get the prize you know in advance
5 Leave your contact information and wait for notification
How to design a virus transmission mechanism:
1 Tool: wechat moments
2 benefits: prizes drive dissemination
3 spread: ask a friend to help open the gift box
This transmission mechanism, powder absorption effect is very fast!
Some details that are easily overlooked
In the era of artificial intelligence, what do you compare efficiency with
Bubble at home and abroad in recent years, each big black technology BBS, found some tools, can help you watch the master to make more time, do more the content of the output, such as hot search list, WeTool, extraction of friends, and so on a key, if these are you a a diy, the wechat business, it is not a part-time, full-time, very tired very hard.
2 Big data empowerment, reduce zombie fans
Tools, channels and methods are only the icing on the cake, which is very important, but not the most important. In this era of Internet information explosion, the value of intelligence is far greater than the rational use of tools.
For example, all kinds of acquisition software written with crawler technology, map acquisition, United States group acquisition, etc.
3. Teamwork and assembly line work
Now is the era of team cooperation, a person’s energy capacity is limited, only team cooperation, clear division of labor, the formation of assembly line production, in order to complete the work with the highest efficiency, earn more money.
4 Trade-offs
Don’t waste more time on him. If you want what you want, you will lose what you don’t want to lose.
When a person is young, think of more is to take, is how to get, to the middle age, give up is particularly important, here omit a number of words, please look at the guest master by himself!
5. Have goals and develop in stages
Make a plan for yourself, for example, how long is the long-term, what scale to achieve, short term, how long is the time, how much sales to complete, there is a target to have power!
Conclusion: Your project profit points should be built on human weakness! The last mile marks the halfway point!
In today’s Internet marketing industry, the most valuable thing is persistence. The output of content value is a slow but long-term process, so we must stick to it. Only by persistence can we succeed. Micro marketing standing at the top of the pyramid to make money, they have a lot of the same characteristics, which is the most valuable is to adhere to!
Never overestimate your self-discipline! Never overestimate your self-discipline! Never overestimate your self-discipline!
Tell me what’s important three times!
This life is cold, this life across the oceans; Light trace time is long, crooning language is unknown. See you later!
Author: Komatsu
Source: Lou Songsong blog