Enterprises are “artifacts” for private domain traffic!
Editor’s note: This article is from the micro-channel public number “Operations Research Society” (ID: U_quan) , Author: Routine editorial department.
Recently, I suddenly discovered that Ruixing, who is fiercely fissionable, started selling goods on corporate WeChat.
Not only Ruixing, but also another social growth master-Pinduoduo also started using WeChat.
It seems that the use of corporate WeChat for private domain traffic has really attracted more and more attention.
Including every time we write related articles on WeChat, there are also a large number of users asking online:
Can you open the live broadcast to explain the corporate WeChat?
When will the special teaching and dry goods of enterprise WeChat be issued?
Not to mention, these classmates are quite discerning.
After all, there are really a lot of players who have successfully done online business with WeChat recently:
Rainbow allows 5 million shopping guides across the country to connect 5 million customers. On March 6, Rainbow X L’Oreal achieved 2.08 million online sales; on March 7th, Rainbow and Lancome teamed up, and the 10 minute sales exceeded 969,900, and the final sales reached 2.32 million.
Watson ’s has 3,900+ stores across the country, using corporate WeChat to make 20,000+ shopping guides, connecting more than 3 million consumers. With a user base, this year’s Women’s Day, Watsons’ mini-program set a record of tens of millions of GMV in a single day.
Sibei has more than 300 stores across the country, and uses 20,000+ account managers to interact online with more than 10,000 diners every day using corporate WeChat. During the previous epidemic, online revenue accounted for more than 80% of total revenue.
……
Therefore, we decided to launch a series of columns on “Using WeChat to Play Private Domain Traffic”, from diversion to conversion, to teach you how to play.
This is the second part of our column. In the previous article, we introduced a series of functions of corporate WeChat drainage. Today, we will combine the case to introduce to you how the private domain traffic of the enterprise WeChat can be obtained.
01 What are the customer acquisition channels?
Let’s take a look at online and offline respectively, what are the current channels suitable for using WeChat as private domain traffic to obtain customers.
Re-emphasize that corporate WeChat has the function of personal number “live code” and group “live code”. If you are worried about excessive drainage in a short period of time, you can set it accordingly. Click here for specific operations
1) Online customer acquisition
① Public account
If you have a public account, you can push the recruitment articles directly, or put the QR code of the personal number or add the QR code of the group in the articles that can be drained.
For example, at the end of the previous WeChat 3.0 conference, we tried to make a “hook” with the brand effect of the founder of the operating society @ 小 贤 in the dry goods analysis. The number of friends who added @ 小 贤 on the same day exceeded Over 1000.
▲ You can now add friends, but there is no sharing yet
Including Li Jiaqi and Luo Yonghao, they used to publish through public account tweets (after all, they are 100,000+ gangsters).
In addition to tweets, you can also add a community or personal number entry in the custom menu bar, which can continue to attract users.
② Circle of friends / WeChat group
If you have certain WeChat private domain traffic resources, you can directly send a circle of friends or publish messages in the existing WeChat group to complete the recruitment of the first batch of corporate WeChat users.
For example, on February 14 this year, when enterprise WeChat fully opened its customer base and circle of friends, @ 小 贤 深夜 posted a circle of friends, welcome everyone to scan the code and add friends, discuss new ways of private domain traffic, and add a circle of friends 1000+ friends.
The next day, we sent a wave of recruitment to the existing WeChat group in the name of “Enterprise WeChat Exchange Group”. Within 2 minutes, this group was full of 100 people.
③ Applet
One advantage of using corporate WeChat to stream is that you can passively add friends not only through QR codes, but also through a small program.
You can directly generate a small program button for personal number (multiple) or group chat (multiple). This button can be used directly as a window for corporate customer service.
Duo Duoduo uses the applet to make a “flexible application”.
Some friends may know that Pinduoduo has a small program called “PinPinBuy”. The simple understanding is to recommend products to everyone in the name of employees, so that everyone can get discount coupons by inviting them to help them get lower prices Buy buy buy.
In this small program, Pinduoduo has implanted a “consult employee” button. The employee may be anyone who is working in Pinduoduo.
But in fact, after we clicked on the consultation, we entered the customer service page and sent a small program to the customer service, the other party will let us add real · WeChat of Pinduoduo customer service.
④ WeChat advertising drainage
Finally, there are some companies that directly use WeChat advertisingflow.
Including the e-commerce industry, the maternal and child industry, the beauty industry, and the insurance industry, there are landing pages in advertisements for friends to guide users to add corporate WeChat. Then through follow-up promotions and other activities, to improve conversion.
Today, I got a 9.8 yuan experience lesson ad in my circle of friends.
After purchasing a course, you will enter the course activation page, which is actually an enterprise WeChat that allows you to add a teacher. Then carry out subsequent tests, classes and other actions. (Finally, of course, courses with higher unit prices for conversion customers)
2) Get customers offline
In addition to acquiring customers online, many companies use corporate WeChat to attract offline traffic online. This is also the focus of offline players’ attention and investment after the epidemic.
Let ’s take a look at what are the offline channels suitable for gaining customers through corporate WeChat.
① Offline store
First is the store.
The first method is very simple, which is to put a personal number or a community QR code (generally a personal number) directly in the store, with a “hook” to attract users.
For example, Rainbow and Watsons have used offline stores to acquire customers in this way.
We also mentioned in the previous article that corporate WeChat now has the function of “Contact Me” for personal number live code. Even for companies with multiple stores, one store can add a “Contact Me” two Dimension code, one QR code corresponds to multiple shopping guides in the store.
The second method is more powerful, you can set up a deduction purchase business card on the payment result page, and customers can directly add the purchase guide WeChat after payment. Watsons are currently using this method to drain (of course, this online purchase payment is also possible).
In general, offline catering and retail industries can attract and attract customers through stores, and it is very suitable for using WeChat.
Because of the large number of employees and the high mobility in these two industries, it is not only difficult to manage, but if we use micro-signals, the resignation can easily cause customers to be taken away.
In the case of enterprise WeChat, the assets of the departing customer will not be taken away. The back office can also directly see the various data, which is also more convenient to manage (details of management and service, we will talk about it later).
② Offline activities
Followed by offline activities, this is also a channel to attract users to corporate WeChat.
For example, after users sign up, let them directly add a company WeChat personal number or community. You can also remind again when you sign in offline.
After the end of the year-end party last year (at that time, our corporate WeChat group was only 20 online, and it was directly added to the corporate WeChat group when we did not register), we tried to let everyone add @ 小 贤 朋友 in the name of obtaining PPT , The effect is quite good (we also labeled).
And focus on it. Those who are willing to participate in offline activities are either users with high loyalty or high-value users who have paid (offline activities are often charged), so it is worth guiding to WeChat for details. Operations.
Of course, in addition to stores and offline events, there are also flyers, community notices, etc. There are many offline channels. Mainly depends on whether the “hook” can attract target users.
02 What are the “hooks” for customer acquisition?
Before draining, in addition to clearing the channels for acquiring customers, you must also think about the “hook” of acquiring customers-why should the target user join your group chat / why should you be added?
We can sort out the needs of the target users and combine the services we can provide to find out what the “hook” is.
For example, students who are doing e-commerce private domain traffic,The target user needs to be able to buy, buy, and buy cheaper (conveniently). What he can provide is discount information, so he can provide a “coupon collection service”. (There are many such groups in Pinduoduo)
So what are the most useful “hooks” for getting customers?
1) Obtaining the data package
Information packages are the most commonly used low-cost customer hooks. Basically, you only need to pay a little manpower to collect and organize the information.
The most important of these is the “theme” of the package.
For example, when the operating society is in gold, silver, and silver, it will do “job search kits”; it will do daily “event planning kits” and “community operation kits” that people continue to have needs.
▲ in our menu bar
2) Participation in activities
In addition to the data package, doing an event is also a very good “hook” to win customers. There are many forms of activities, including online courses, live broadcasts, sweepstakes, etc., to join the group chat / add friends to participate in the activity.
If it is a live event, the theme (including guests) and materials basically determine how many people you can attract.
For example, in February of this year, the operating agency did a “Professional Development Suggestions for Internet People Under the Epidemic Situation”, and the results were very good, with more than 14,000 people watching.
If you do a lottery, in addition to the prize setting, you also need to pay attention to the theme, because only you have a “just name”Righteousness “in order to reduce users’ vigilance.
For example, the lottery draws we made earlier will be given the theme of “New Year Rewards”
In terms of activities, some of the existing functions of corporate WeChat are very good, including its own group live broadcast function, which can directly send small programs in the chat.
3) Information exchange
Packages and activities are generally used as “short-term hooks” to attract users, and subsequent retention will be more difficult. If you are considering long-term service (usually in the form of a community), you can directly use information exchange as a “hook”, including communication groups, first-hand information groups, and so on.
For example, when Watsons are in an epidemic situation, the “hook” used to drain the company’s WeChat is “masks, hand sanitizer, and disinfectant are temporarily out of stock. Please add the company’s WeChat and notify you as soon as they arrive!”
Similarly, Pinduoduo also used corporate WeChat as an “epidemic prevention assistant” during the epidemic, using “new appointment on the mask” as a hook to attract users.
For example, Li Jiaqi’s fan base, “hook” is a live preview list, buy buy buy exchange, you can also fill out the wish list (maybe Li Jiaqi will broadcast the product you want), and even have after-sales processing (reminder to pay the final payment, etc.) And lottery benefits.
Another example is the takeout group. “Hooks” are takeaway benefits and store services.
For students with learning needs, postgraduate communication, level 4 and 6 communication, IELTS TOEFL communication, etc. are all “hooks”.
PS. In addition to communication, punch card supervision is also a kind of “hook” for getting customers in the community.
4) Community is business
Another situation is that the community itself is an integral part of the business. For example, the training camp of the operating society, industry groups, super members, etc.
In this case, the “hook” of acquiring customers is the business itself. Whether it can attract users depends on whether your business itself is attractive.
It is worth noting that if you want to quickly expand the size of users, then try to provide services with a marginal cost of 0, such as online courses (without training camp services), data packages, discounts and other services, do not Provide services similar to manual question answering.
03 What are the ways to get customers?
With channels and “hooks”, basically as long as there is exposure, users will continue to grow. Of course, this growth may be too “Buddha” for many businesses.
So you have to talk about another gameplay that everyone is generally concerned about-fission to gain customers, which can achieve a fast rise in the short term.
So how can we use enterprise WeChat to achieve fission?
PS. Again, only services with a marginal cost close to 0 are suitable for fission.
1) Fission with the goal of increasing personal numbers
In order to facilitate understanding, we take the data package as a “hook” and the public account tweet to obtain customers as an example.
Tweet to inform users that they can add friends to get a package. After adding a friend, the user informs the other party that they need to share the article to the circle of friends / x Group chat with more than 100 people, and receive it with the screenshot (whether it can be grouped and how long it can be retained can also be specified in advance).
After the screenshot is reviewed, send the data package to the rightsquare.
In this process, the “welcome message” of adding friends in the enterprise WeChat can be used. After the other party adds you as a friend, it will automatically send a packet acquisition rule to the other party. (You can use third-party marketing tools to automatically greet by channel)
The path is shown below:
2) Fission targeting community upswing
Let’s take another example, using activities as “hooks” and cold start of friends circle.
Send the event poster to the circle of friends, telling users to join the group to participate in the event (such as listening to live broadcast).
After the user scans the code to join the group chat, the group welcome message tells the other party to share the poster to the circle of friends / community.
There are two operations next, one is to invite friends to join the group with additional rewards (usually to guide users who complete the forwarding task to add personal numbers to receive rewards), which is more friendly.
The other is more violent, directly removing users in the group who have not completed the forwarding task from the group chat, and sending active links directly in the group.
If you use a third-party tool, you can also directly add “Add Group Verification” to share the poster before you can join the group.
The path is shown below:
3) The personal number and the community are rising at the same time
These two operations above are actually not very efficient, and even a little waste of flowMeasured. Generally speaking, a fission can achieve both personal number and community growth.
Let’s take another example, using the information community as a “hook” and using a circle of friends to start cold.
Internally send the event poster to the circle of friends, telling users to scan the code to enter the group to participate in the event.
But in fact, after the user scans the code, the personal number is added. The personal number informs the other party that they need to share the poster to the circle of friends through the welcome message on the enterprise WeChat, and enter the group with the screenshot.
After the screenshot is reviewed, invite the other party to join the group.
Of course, if you look closely, it is not difficult to find that the underlying logic of the above operations is actually the same. If you use third-party marketing tools, you can also directly implement automatic audits and automatic awards, which is more convenient.
04 Conclusion
Today’s article, we introduced some operations and cases of using enterprise WeChat for drainage. A brief summary is as follows:
Of course, there are many details, such as how to write the copy, how to present the materials, how many group owners to configure …
However, the most important thing is to think about the goals in advance (and whether your business is a community), and based on existing services (products) to attract users, so that the attracted users are useful to you.
It is worth looking forward to that we find that more and more third-party tools are beginning to be added to the gameplay mining of enterprise WeChat, and I believe that this ecology will become more and more powerful.
Let’s take a look at online and offline respectively, what are the current channels suitable for using WeChat as private domain traffic to obtain customers.
Re-emphasize that corporate WeChat has the function of personal number “live code” and group “live code”. If you are worried about excessive drainage in a short period of time, you can set it accordingly. Click here for specific operations
1) Online customer acquisition
① Public account
If you have a public account, you can push the recruitment articles directly, or put the QR code of the personal number or add the QR code of the group in the articles that can be drained.
For example, at the end of the previous WeChat 3.0 conference, we tried to make a “hook” with the brand effect of the founder of the operating society @ 小 贤 in the dry goods analysis. The number of friends who added @ 小 贤 on the same day exceeded Over 1000.
▲ You can now add friends, but there is no sharing yet
Including Li Jiaqi and Luo Yonghao, they used to publish through public account tweets (after all, they are 100,000+ gangsters).
In addition to tweets, you can also add a community or personal number entry in the custom menu bar, which can continue to attract users.
② Circle of friends / WeChat group
If you have certain WeChat private domain traffic resources, you can directly send a circle of friends or publish messages in the existing WeChat group to complete the recruitment of the first batch of corporate WeChat users.
For example, on February 14 this year, when enterprise WeChat fully opened its customer base and circle of friends, @ 小 贤 深夜 posted a circle of friends, welcome everyone to scan the code and add friends, discuss new ways of private domain traffic, and add a circle of friends 1000+ friends.
The next day, we sent a wave of recruitment to the existing WeChat group in the name of “Enterprise WeChat Exchange Group”. Within 2 minutes, this group was full of 100 people.
③ Applet
One advantage of using corporate WeChat to stream is that you can passively add friends not only through QR codes, but also through a small program.
You can directly generate a small program button for personal number (multiple) or group chat (multiple). This button can be used directly as a window for corporate customer service.
Duo Duoduo uses the applet to make a “flexible application”.
Some friends may know that Pinduoduo has a small program called “PinPinBuy”. The simple understanding is to recommend products to everyone in the name of employees, so that everyone can get discount coupons by inviting them to help them get lower prices Buy buy buy.
In this small program, Pinduoduo has implanted a “consult employee” button. The employee may be anyone who is working in Pinduoduo.
But in fact, after we clicked on the consultation, we entered the customer service page and sent a small program to the customer service, the other party will let us add real · WeChat of Pinduoduo customer service.
④ WeChat advertising drainage
Finally, there are some companies that directly use WeChat advertisingflow.
Including the e-commerce industry, the maternal and child industry, the beauty industry, and the insurance industry, there are landing pages in advertisements for friends to guide users to add corporate WeChat. Then through follow-up promotions and other activities, to improve conversion.
Today, I got a 9.8 yuan experience lesson ad in my circle of friends.
After purchasing a course, you will enter the course activation page, which is actually an enterprise WeChat that allows you to add a teacher. Then carry out subsequent tests, classes and other actions. (Finally, of course, courses with higher unit prices for conversion customers)
2) Get customers offline
In addition to acquiring customers online, many companies use corporate WeChat to attract offline traffic online. This is also the focus of offline players’ attention and investment after the epidemic.
Let ’s take a look at what are the offline channels suitable for gaining customers through corporate WeChat.
① Offline store
First is the store.
The first method is very simple, which is to put a personal number or a community QR code (generally a personal number) directly in the store, with a “hook” to attract users.
For example, Rainbow and Watsons have used offline stores to acquire customers in this way.
We also mentioned in the previous article that corporate WeChat now has the function of “Contact Me” for personal number live code. Even for companies with multiple stores, one store can add a “Contact Me” two Dimension code, one QR code corresponds to multiple shopping guides in the store.
The second method is more powerful, you can set up a deduction purchase business card on the payment result page, and customers can directly add the purchase guide WeChat after payment. Watsons are currently using this method to drain (of course, this online purchase payment is also possible).
In general, offline catering and retail industries can attract and attract customers through stores, and it is very suitable for using WeChat.
Because of the large number of employees and the high mobility in these two industries, it is not only difficult to manage, but if we use micro-signals, the resignation can easily cause customers to be taken away.
In the case of enterprise WeChat, the assets of the departing customer will not be taken away. The back office can also directly see the various data, which is also more convenient to manage (details of management and service, we will talk about it later).
② Offline activities
Followed by offline activities, this is also a channel to attract users to corporate WeChat.
For example, after users sign up, let them directly add a company WeChat personal number or community. You can also remind again when you sign in offline.
After the end of the year-end party last year (at that time, our corporate WeChat group was only 20 online, and it was directly added to the corporate WeChat group when we did not register), we tried to let everyone add @ 小 贤 朋友 in the name of obtaining PPT , The effect is quite good (we also labeled).
And focus on it. Those who are willing to participate in offline activities are either users with high loyalty or high-value users who have paid (offline activities are often charged), so it is worth guiding to WeChat for details. Operations.
Of course, in addition to stores and offline events, there are also flyers, community notices, etc. There are many offline channels. Mainly depends on whether the “hook” can attract target users.
02 What are the “hooks” for customer acquisition?
Before draining, in addition to clearing the channels for acquiring customers, you must also think about the “hook” of acquiring customers-why should the target user join your group chat / why should you be added?
We can sort out the needs of the target users and combine the services we can provide to find out what the “hook” is.
For example, students who are doing e-commerce private domain traffic,The target user needs to be able to buy, buy, and buy cheaper (conveniently). What he can provide is discount information, so he can provide a “coupon collection service”. (There are many such groups in Pinduoduo)
So what are the most useful “hooks” for getting customers?
1) Obtaining the data package
Information packages are the most commonly used low-cost customer hooks. Basically, you only need to pay a little manpower to collect and organize the information.
The most important of these is the “theme” of the package.
For example, when the operating society is in gold, silver, and silver, it will do “job search kits”; it will do daily “event planning kits” and “community operation kits” that people continue to have needs.
▲ in our menu bar
2) Participation in activities
In addition to the data package, doing an event is also a very good “hook” to win customers. There are many forms of activities, including online courses, live broadcasts, sweepstakes, etc., to join the group chat / add friends to participate in the activity.
If it is a live event, the theme (including guests) and materials basically determine how many people you can attract.
For example, in February of this year, the operating agency did a “Professional Development Suggestions for Internet People Under the Epidemic Situation”, and the results were very good, with more than 14,000 people watching.
If you do a lottery, in addition to the prize setting, you also need to pay attention to the theme, because only you have a “just name”Righteousness “in order to reduce users’ vigilance.
For example, the lottery draws we made earlier will be given the theme of “New Year Rewards”
In terms of activities, some of the existing functions of corporate WeChat are very good, including its own group live broadcast function, which can directly send small programs in the chat.
3) Information exchange
Packages and activities are generally used as “short-term hooks” to attract users, and subsequent retention will be more difficult. If you are considering long-term service (usually in the form of a community), you can directly use information exchange as a “hook”, including communication groups, first-hand information groups, and so on.
For example, when Watsons are in an epidemic situation, the “hook” used to drain the company’s WeChat is “masks, hand sanitizer, and disinfectant are temporarily out of stock. Please add the company’s WeChat and notify you as soon as they arrive!”
Similarly, Pinduoduo also used corporate WeChat as an “epidemic prevention assistant” during the epidemic, using “new appointment on the mask” as a hook to attract users.
For example, Li Jiaqi’s fan base, “hook” is a live preview list, buy buy buy exchange, you can also fill out the wish list (maybe Li Jiaqi will broadcast the product you want), and even have after-sales processing (reminder to pay the final payment, etc.) And lottery benefits.
Another example is the takeout group. “Hooks” are takeaway benefits and store services.
For students with learning needs, postgraduate communication, level 4 and 6 communication, IELTS TOEFL communication, etc. are all “hooks”.
PS. In addition to communication, punch card supervision is also a kind of “hook” for getting customers in the community.
4) Community is business
Another situation is that the community itself is an integral part of the business. For example, the training camp of the operating society, industry groups, super members, etc.
In this case, the “hook” of acquiring customers is the business itself. Whether it can attract users depends on whether your business itself is attractive.
It is worth noting that if you want to quickly expand the size of users, then try to provide services with a marginal cost of 0, such as online courses (without training camp services), data packages, discounts and other services, do not Provide services similar to manual question answering.
03 What are the ways to get customers?
With channels and “hooks”, basically as long as there is exposure, users will continue to grow. Of course, this growth may be too “Buddha” for many businesses.
So you have to talk about another gameplay that everyone is generally concerned about-fission to gain customers, which can achieve a fast rise in the short term.
So how can we use enterprise WeChat to achieve fission?
PS. Again, only services with a marginal cost close to 0 are suitable for fission.
1) Fission with the goal of increasing personal numbers
In order to facilitate understanding, we take the data package as a “hook” and the public account tweet to obtain customers as an example.
Tweet to inform users that they can add friends to get a package. After adding a friend, the user informs the other party that they need to share the article to the circle of friends / x Group chat with more than 100 people, and receive it with the screenshot (whether it can be grouped and how long it can be retained can also be specified in advance).
After the screenshot is reviewed, send the data package to the rightsquare.
In this process, the “welcome message” of adding friends in the enterprise WeChat can be used. After the other party adds you as a friend, it will automatically send a packet acquisition rule to the other party. (You can use third-party marketing tools to automatically greet by channel)
The path is shown below:
2) Fission targeting community upswing
Let’s take another example, using activities as “hooks” and cold start of friends circle.
Send the event poster to the circle of friends, telling users to join the group to participate in the event (such as listening to live broadcast).
After the user scans the code to join the group chat, the group welcome message tells the other party to share the poster to the circle of friends / community.
There are two operations next, one is to invite friends to join the group with additional rewards (usually to guide users who complete the forwarding task to add personal numbers to receive rewards), which is more friendly.
The other is more violent, directly removing users in the group who have not completed the forwarding task from the group chat, and sending active links directly in the group.
If you use a third-party tool, you can also directly add “Add Group Verification” to share the poster before you can join the group.
The path is shown below:
3) The personal number and the community are rising at the same time
These two operations above are actually not very efficient, and even a little waste of flowMeasured. Generally speaking, a fission can achieve both personal number and community growth.
Let’s take another example, using the information community as a “hook” and using a circle of friends to start cold.
Internally send the event poster to the circle of friends, telling users to scan the code to enter the group to participate in the event.
But in fact, after the user scans the code, the personal number is added. The personal number informs the other party that they need to share the poster to the circle of friends through the welcome message on the enterprise WeChat, and enter the group with the screenshot.
After the screenshot is reviewed, invite the other party to join the group.
Of course, if you look closely, it is not difficult to find that the underlying logic of the above operations is actually the same. If you use third-party marketing tools, you can also directly implement automatic audits and automatic awards, which is more convenient.
04 Conclusion
Today’s article, we introduced some operations and cases of using enterprise WeChat for drainage. A brief summary is as follows:
Of course, there are many details, such as how to write the copy, how to present the materials, how many group owners to configure …
However, the most important thing is to think about the goals in advance (and whether your business is a community), and based on existing services (products) to attract users, so that the attracted users are useful to you.
It is worth looking forward to that we find that more and more third-party tools are beginning to be added to the gameplay mining of enterprise WeChat, and I believe that this ecology will become more and more powerful.
Before draining, in addition to clearing the channels for acquiring customers, you must also think about the “hook” of acquiring customers-why should the target user join your group chat / why should you be added?
We can sort out the needs of the target users and combine the services we can provide to find out what the “hook” is.
For example, students who are doing e-commerce private domain traffic,The target user needs to be able to buy, buy, and buy cheaper (conveniently). What he can provide is discount information, so he can provide a “coupon collection service”. (There are many such groups in Pinduoduo)
So what are the most useful “hooks” for getting customers?
1) Obtaining the data package
Information packages are the most commonly used low-cost customer hooks. Basically, you only need to pay a little manpower to collect and organize the information.
The most important of these is the “theme” of the package.
For example, when the operating society is in gold, silver, and silver, it will do “job search kits”; it will do daily “event planning kits” and “community operation kits” that people continue to have needs.
▲ in our menu bar
2) Participation in activities
In addition to the data package, doing an event is also a very good “hook” to win customers. There are many forms of activities, including online courses, live broadcasts, sweepstakes, etc., to join the group chat / add friends to participate in the activity.
If it is a live event, the theme (including guests) and materials basically determine how many people you can attract.
For example, in February of this year, the operating agency did a “Professional Development Suggestions for Internet People Under the Epidemic Situation”, and the results were very good, with more than 14,000 people watching.
If you do a lottery, in addition to the prize setting, you also need to pay attention to the theme, because only you have a “just name”Righteousness “in order to reduce users’ vigilance.
For example, the lottery draws we made earlier will be given the theme of “New Year Rewards”
In terms of activities, some of the existing functions of corporate WeChat are very good, including its own group live broadcast function, which can directly send small programs in the chat.
3) Information exchange
Packages and activities are generally used as “short-term hooks” to attract users, and subsequent retention will be more difficult. If you are considering long-term service (usually in the form of a community), you can directly use information exchange as a “hook”, including communication groups, first-hand information groups, and so on.
For example, when Watsons are in an epidemic situation, the “hook” used to drain the company’s WeChat is “masks, hand sanitizer, and disinfectant are temporarily out of stock. Please add the company’s WeChat and notify you as soon as they arrive!”
Similarly, Pinduoduo also used corporate WeChat as an “epidemic prevention assistant” during the epidemic, using “new appointment on the mask” as a hook to attract users.
For example, Li Jiaqi’s fan base, “hook” is a live preview list, buy buy buy exchange, you can also fill out the wish list (maybe Li Jiaqi will broadcast the product you want), and even have after-sales processing (reminder to pay the final payment, etc.) And lottery benefits.
Another example is the takeout group. “Hooks” are takeaway benefits and store services.
For students with learning needs, postgraduate communication, level 4 and 6 communication, IELTS TOEFL communication, etc. are all “hooks”.
PS. In addition to communication, punch card supervision is also a kind of “hook” for getting customers in the community.
4) Community is business
Another situation is that the community itself is an integral part of the business. For example, the training camp of the operating society, industry groups, super members, etc.
In this case, the “hook” of acquiring customers is the business itself. Whether it can attract users depends on whether your business itself is attractive.
It is worth noting that if you want to quickly expand the size of users, then try to provide services with a marginal cost of 0, such as online courses (without training camp services), data packages, discounts and other services, do not Provide services similar to manual question answering.
03 What are the ways to get customers?
With channels and “hooks”, basically as long as there is exposure, users will continue to grow. Of course, this growth may be too “Buddha” for many businesses.
So you have to talk about another gameplay that everyone is generally concerned about-fission to gain customers, which can achieve a fast rise in the short term.
So how can we use enterprise WeChat to achieve fission?
PS. Again, only services with a marginal cost close to 0 are suitable for fission.
1) Fission with the goal of increasing personal numbers
In order to facilitate understanding, we take the data package as a “hook” and the public account tweet to obtain customers as an example.
Tweet to inform users that they can add friends to get a package. After adding a friend, the user informs the other party that they need to share the article to the circle of friends / x Group chat with more than 100 people, and receive it with the screenshot (whether it can be grouped and how long it can be retained can also be specified in advance).
After the screenshot is reviewed, send the data package to the rightsquare.
In this process, the “welcome message” of adding friends in the enterprise WeChat can be used. After the other party adds you as a friend, it will automatically send a packet acquisition rule to the other party. (You can use third-party marketing tools to automatically greet by channel)
The path is shown below:
2) Fission targeting community upswing
Let’s take another example, using activities as “hooks” and cold start of friends circle.
Send the event poster to the circle of friends, telling users to join the group to participate in the event (such as listening to live broadcast).
After the user scans the code to join the group chat, the group welcome message tells the other party to share the poster to the circle of friends / community.
There are two operations next, one is to invite friends to join the group with additional rewards (usually to guide users who complete the forwarding task to add personal numbers to receive rewards), which is more friendly.
The other is more violent, directly removing users in the group who have not completed the forwarding task from the group chat, and sending active links directly in the group.
If you use a third-party tool, you can also directly add “Add Group Verification” to share the poster before you can join the group.
The path is shown below:
3) The personal number and the community are rising at the same time
These two operations above are actually not very efficient, and even a little waste of flowMeasured. Generally speaking, a fission can achieve both personal number and community growth.
Let’s take another example, using the information community as a “hook” and using a circle of friends to start cold.
Internally send the event poster to the circle of friends, telling users to scan the code to enter the group to participate in the event.
But in fact, after the user scans the code, the personal number is added. The personal number informs the other party that they need to share the poster to the circle of friends through the welcome message on the enterprise WeChat, and enter the group with the screenshot.
After the screenshot is reviewed, invite the other party to join the group.
Of course, if you look closely, it is not difficult to find that the underlying logic of the above operations is actually the same. If you use third-party marketing tools, you can also directly implement automatic audits and automatic awards, which is more convenient.
04 Conclusion
Today’s article, we introduced some operations and cases of using enterprise WeChat for drainage. A brief summary is as follows:
Of course, there are many details, such as how to write the copy, how to present the materials, how many group owners to configure …
However, the most important thing is to think about the goals in advance (and whether your business is a community), and based on existing services (products) to attract users, so that the attracted users are useful to you.
It is worth looking forward to that we find that more and more third-party tools are beginning to be added to the gameplay mining of enterprise WeChat, and I believe that this ecology will become more and more powerful.
With channels and “hooks”, basically as long as there is exposure, users will continue to grow. Of course, this growth may be too “Buddha” for many businesses.
So you have to talk about another gameplay that everyone is generally concerned about-fission to gain customers, which can achieve a fast rise in the short term.
So how can we use enterprise WeChat to achieve fission?
PS. Again, only services with a marginal cost close to 0 are suitable for fission.
1) Fission with the goal of increasing personal numbers
In order to facilitate understanding, we take the data package as a “hook” and the public account tweet to obtain customers as an example.
Tweet to inform users that they can add friends to get a package. After adding a friend, the user informs the other party that they need to share the article to the circle of friends / x Group chat with more than 100 people, and receive it with the screenshot (whether it can be grouped and how long it can be retained can also be specified in advance).
After the screenshot is reviewed, send the data package to the rightsquare.
In this process, the “welcome message” of adding friends in the enterprise WeChat can be used. After the other party adds you as a friend, it will automatically send a packet acquisition rule to the other party. (You can use third-party marketing tools to automatically greet by channel)
The path is shown below:
2) Fission targeting community upswing
Let’s take another example, using activities as “hooks” and cold start of friends circle.
Send the event poster to the circle of friends, telling users to join the group to participate in the event (such as listening to live broadcast).
After the user scans the code to join the group chat, the group welcome message tells the other party to share the poster to the circle of friends / community.
There are two operations next, one is to invite friends to join the group with additional rewards (usually to guide users who complete the forwarding task to add personal numbers to receive rewards), which is more friendly.
The other is more violent, directly removing users in the group who have not completed the forwarding task from the group chat, and sending active links directly in the group.
If you use a third-party tool, you can also directly add “Add Group Verification” to share the poster before you can join the group.
The path is shown below:
3) The personal number and the community are rising at the same time
These two operations above are actually not very efficient, and even a little waste of flowMeasured. Generally speaking, a fission can achieve both personal number and community growth.
Let’s take another example, using the information community as a “hook” and using a circle of friends to start cold.
Internally send the event poster to the circle of friends, telling users to scan the code to enter the group to participate in the event.
But in fact, after the user scans the code, the personal number is added. The personal number informs the other party that they need to share the poster to the circle of friends through the welcome message on the enterprise WeChat, and enter the group with the screenshot.
After the screenshot is reviewed, invite the other party to join the group.
Of course, if you look closely, it is not difficult to find that the underlying logic of the above operations is actually the same. If you use third-party marketing tools, you can also directly implement automatic audits and automatic awards, which is more convenient.
04 Conclusion
Today’s article, we introduced some operations and cases of using enterprise WeChat for drainage. A brief summary is as follows:
Of course, there are many details, such as how to write the copy, how to present the materials, how many group owners to configure …
However, the most important thing is to think about the goals in advance (and whether your business is a community), and based on existing services (products) to attract users, so that the attracted users are useful to you.
It is worth looking forward to that we find that more and more third-party tools are beginning to be added to the gameplay mining of enterprise WeChat, and I believe that this ecology will become more and more powerful.
Today’s article, we introduced some operations and cases of using enterprise WeChat for drainage. A brief summary is as follows:
Of course, there are many details, such as how to write the copy, how to present the materials, how many group owners to configure …
However, the most important thing is to think about the goals in advance (and whether your business is a community), and based on existing services (products) to attract users, so that the attracted users are useful to you.
It is worth looking forward to that we find that more and more third-party tools are beginning to be added to the gameplay mining of enterprise WeChat, and I believe that this ecology will become more and more powerful.