domeet webmaster

Why is it necessary for the entrepreneur to acquire the community?

Editor’s note: This article is from WeChat public account “Egg Solution Entrepreneurship” (ID: manjiechuangye) , the author said.

Today, WeChat has become an indispensable tool in people’s lives. Social communication, mobile payment, and browsing consultation can all be done through WeChat.

Almost everyone is using WeChat, and wherever there is, there is business.

In recent years, both large companies and small stores have begun to use WeChat groups to do business. Even many small vendors selling vegetables have built their own WeChat groups.

So for offline stores:

• What preparations are there before the establishment?

• How important is the seed user?

• How do you make users willing to take the initiative to promote new community and achieve community fission?

• What kind of activities can promote user buying desires?

• How to operate WeChat group and improve the repurchase rate?

• How to manage users well and retain customers for a long time?

By reading, you will get the answer.

Knife sharpening the woodworker, prepare for work

First, according to product positioning, do a good user portrait

Before building a WeChat group, the first thing you need to do is the user portrait. That is, you have to figure out which groups will become your users; what characteristics do they have, male or female, how old, where are the people, and so on.

Of course the user portrait is not guessing out of thin air, you need a way to get user information. If you open an offline store, then the person who enters the store every day, is your customer, based on this image.

In addition to your own store, competitors’ stores are also one of the ways to get user information.

After finding your target users, analyze what features they have.

User images are divided into direct portraits and extended portraits, which are comprehensively analyzed from two dimensions.

For example, a business that makes maternal and child products should do user portraits?

Direct portrait, the main consumer of maternal and child supplies, must first be the child’s parents, usually mothers, concentrated between 30 and 40 years old, of course, younger, but only slightly less. Geographically, if it is an offline store, then your users are mainly concentrated in the same area.

Extended portraits are based on direct portraits and continue to analyze other characteristics of such groups.

Bao mother between the ages of 30 and 40, in addition to maternal and child supplies, what will they care about? For children, you may be concerned about early education, children’s wear, etc.; for yourself, you may care about skin care, cosmetics, etc.

If your product price is high, then your users must be people with higher incomes.

After analyzing the user characteristics from different dimensions, you will know more clearly where to find someone.

Second, set attractive rewards

When you know who will be your user, find them and add them.

But why do users want to add your group? You always have to give him some reason and motivation, and the best motivation is actually all kinds of benefits.

For example, some hotels, when customers pay for the bill, will be invited to add groups, can be discounted; some community convenience stores, plus groups can have discounts.

These are all driven by interest. The important thing is that the reward you choose must be very attractive and relevant to your product.

For example, you can send an experience pack for beauty makeup, fruit for fruit, and coupons. Of course, you need to calculate the cost first, and make sure you can earn it later.

Three, find your seed user

Determining your user base and setting up attractive rewardsAfter that, I will find these users and pull them into the group.

For offline stores, there is a natural advantage. Every customer who enters the store can invite the group, these are very accurate users.

In addition to this, you can also cooperate with other stores in the surrounding area to see which customer groups have intersected with you, cooperate with them, and add to each other.

For example, a business that makes maternal and child products can cooperate with early education institutions and both parties can drain each other. Users of early education institutions generally have the demand for maternal and child supplies.

No matter what you are doing, as long as you do a good job of user portraits, you can find channels that can work together and accumulate the original seed users through channels.

A method to let the seed user help you fission

Put the seed user into the group, just started. Next, you need more users, you have to rely on the seed user to help you fission.

For example: Suppose you have found 100 seed users. If you pull 3 friends for you, you will have 300 new users. If no one pulls 3 new users, then More than 900 people.

This is fission and can quickly expand the number of users in a short amount of time.

But users won’t be able to pull friends for you, and you’ll need to offer attractive rewards. And the greater the value of the reward, the greater the user’s motivation, and the higher your fission efficiency.

If you want to play fission, you have to set up new tasks and rewards for users. There are 6 ways to compare them.

• Let users forward groups or circle with friends

This method is the easiest for the user to operate, because it will not disturb your friends, and there will be no obvious resistance. Then the reward cost you set can be lower, but the new effect is pulled. Will decrease.

• Require users to forward their circle of friends and like them

This is a common operation that ensures that more people see it and that it will be slightly more efficient. But for the user, the cost of the operation will increase, and the rewards you set will be more attractive.

• After the number of people in the group, everyone can get rewards

This is a relatively common method. In order to get rewards, the group members will take the initiative to pull new ones, and as the number of people increases, the users who want to get rewards will be more motivated.

• How many people per person can be rewarded

The advantage of this method is that the efficiency of pulling new ones will be higher, but it is necessary to actively pull friends into the group. To a certain extent, it will increase the resistance of users, so you need to provide more attractive rewards.

• Every time you pull a friend into a group, you can get a reward for the amount

This approach lowers the threshold for user engagement and can be rewarded according to your abilities.

• Ask the user to pull you into another group, and each time you pull a group, you can get the corresponding reward

For the user, this way does not disturb your friends, which can reduce the user’s operational resistance. At the same time, you can reach more user groups, of course, the accuracy will be reduced, and your own operating costs will increase.

The above methods are more operability and can also expand the user scale in a short time.

Operating the community, let customers take the initiative to pay

When your users are in the WeChat group, you have to start the next step.

The ultimate goal of doing business is to make money. You want the users in the group to buy products or services from you.

So how do you get users to pay for it?

You need to analyze your product, whether it is high frequency demand or low frequency demand, whether it is simple decision or complex decision. Different products have different strategies in the process of operating the community.

For example, products such as fruits and vegetables that have high daily demand, prices will become an important factor affecting users’ purchasing decisions. Therefore, it is a relatively common way to issue coupons for a limited time, which can increase the sales conversion rate in a short period of time. In addition, you can set some challenges, increase the sense of user participation, and let users feel that the coupons are not obtained in white, and will be more cherished.

If it is a complex decision-making, low-frequency demand for products or services, factors that affect users’ purchasing decisions, and more is product quality, prices will not become the first factor to consider.

For example, studying abroad, this is a low-frequency demand for complex decision-making. In the operation of the community, it is necessary to pay attention to the output of the content and demonstrate its professional level, which requires first obtaining the trust of the user.

Filter out more accurate users from a large number of users when outputting content.

Improve repurchase rate

You are not allowedThe easy-to-establish community does not want users to spend only one time. If you want to double your store’s turnover, you need to increase the user’s repurchase rate.

The user’s repurchase habits require you to actively develop.

First, give customers a reason to come back next time

A lot of restaurants will send a voucher after the meal is over, and they can use it after spending a certain amount within a certain period of time.

This is a very common way, and the effect is quite good, because having such a voucher will give customers a feeling of being cheap. As long as your dish is not particularly unpalatable, it will basically come next time. Other industries can be used in a similar way.

Second, give customers a reason to repeat consumption

If you want to cultivate the habit of repeating customers, you have to give a reason.

For example, you have designed a challenge activity that determines the amount of reward coupons based on the status of the completion, but the rules need to be used multiple times.

The coupons that users get because they participated in the challenge activities will be more cherished in their hearts. It must be used multiple times, which prompts users to repeat consumption.

Three, timing design surprises, giving customers reasons to consume

The so-called surprises mainly refer to unexpected offers. Just find some reasons, such as drawing a lot of customers and giving him a big boost.

The feeling of this kind of surprise will make customers feel the urge to spend in their hearts.

These three methods are common methods to increase the repurchase rate. Of course, these methods are mainly only applicable to the high frequency requirements of simple decision making.

What is the nature of the community?

Now let’s sort out the main process of community marketing.

From the user’s portrait, to the group, find the seed user, split the new, and then the final conversion, repurchase.

In this process, your product information can skip all intermediate links and reach out to users, forming a very close relationship.

This kind of user group that you can repeat “harassment” has a very hot concept called private domain traffic. So the essence of the community is actually a tool for operating private domain traffic.

Why is the concept of private domain traffic so hot? There are two main reasons for this:

First, the cost of obtaining public domain traffic increased. The cost of obtaining customers in Taobao Store was about 30 yuan/person in 2013. By 2017, it has reached 250 yuan/person.

Second, the development of mobile Internet provides a more convenient operation tool for private domain traffic. After the emergence of WeChat, communication becomes more convenient, and this provides a more convenient tool for the operation of private domain traffic.

Although the concept of private traffic is very hot,But many people are still confused about this.

Do private domain traffic be a community? Welcome message discussion~

PS: Communities are tools for running private domain traffic, not the essence. For more information on how to play private domain traffic, tomorrow’s article will be explained in more detail. In short, it’s something that makes your business easier to make money.

In addition, in addition to the marketing features, the community is more important to manage users. For offline stores, how to analyze users and how to design product portfolios and service processes based on users is the core to improve store performance.