The circle of friends is setting up stalls in various ways, and major communities have also begun to spread the cheats of setting up stalls to get rich.

Friends circle and community "stall" information

If you want to sell better, I recommend you to use an artifact-enterprise WeChat. Internet people with wide brains are ready to use corporate WeChat to "spread private domain traffic".

Now, more and more brands are exploring how to use corporate WeChat to play with private domain traffic. Tencent's data shows that at present, more than 80% of the top 500 enterprises in China have launched enterprise WeChat, and all major enterprises are doing better and better:

During the epidemic, UR, which closed its store at home, used corporate WeChat to activate 10 million members, and online sales increased by over 50% in March.

In February of this year, the used car of melon seeds officially used enterprise WeChat to link users, which greatly improved the conversion efficiency. In addition, it also made a series of gadgets based on enterprise WeChat to enhance the user experience.

Watsons made a 20,000+shopping guide with corporate WeChat, connecting more than 3 million consumers. With the user base, this year's Women's Day, Watson's applet set a record of GMV breaking 10 million in a single day.

It is worth mentioning that some time ago, qiaqia Food, a veteran player of enterprise WeChat, released a report for the first quarter of 2020, showing that its revenue from June to March was1/kloc-0.47 billion yuan, up by 10.29% year-on-year. This is one of the few enterprises that grew against the trend during the epidemic.

In this issue, we take the WeChat players of senior retail enterprises such as Watsons, qiaqia and UR as examples to explain how they use corporate WeChat to transfer private domain traffic.

How to use corporate WeChat for drainage?

The first step of private domain traffic is to consider where the traffic comes from. Enterprise WeChat has launched a monthly active WeChat of 65.438+0.2 billion, and the drainage efficiency can be said to be "seconds kill" peers. In this way, you can directly use the enterprise WeChat to pull new ones, and users do not need to download the enterprise WeChat.

At present, there are four main ways to promote corporate WeChat: friends circle advertisement, official WeChat account drainage, online App drainage, and offline store poster (or street stall drainage).

1) friends circle advertisement

Some time ago, WeChat advertising provided an efficient channel for corporate WeChat customers: by placing advertisements in WeChat friends circle, corporate WeChat was drained.

For example, a company selling handmade handbags leads users to corporate WeChat in this way. What is the basic path for users from contacting advertisements to adding shopping guides to enterprise WeChat? .

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It is worth mentioning that we can authorize the enterprise WeChat in the background of WeChat advertising, add departments or employees to create a customer service group, and then automatically generate the QR code of the customer service group for friends circle advertising.

When the user scans the QR code, the system will randomly assign a customer service to the user in the group. After adding customer service, the user can have one-on-one communication.

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According to official data, through the operation mode of WeChat advertising and enterprise WeChat, the active consultation rate of users of a menswear e-commerce company reached 27.5%; Internet smart insurance service provider @ White? The interaction rate has increased by 3%-5%, and the collection cost of real estate industry representative @ Zhongshan Vanke has dropped by more than 60% compared with the industry average.

2) WeChat official account drainage.

Wechat official account drainage is suitable for the own brand of WeChat official account with traffic base.

For example, delicious duck neck tweets on WeChat official account to guide users to add customer service enterprise WeChat; For example, Watsons and qiaqia added the QR code of customer service company WeChat to the original customer service entrance of WeChat official account (WeChat official account menu bar, or pay attention to reply).

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Zuo Juewei duck neck, Zhong Watsons, You Qiaqia.

Of course, if we want more users to add our corporate WeChat, we must give users reasons to add it. For example, tell users to get exclusive consultants after adding friends, or get red envelopes, get full coupons, and join the group to receive benefits.

3) online App drainage

Online App drainage method is suitable for products with large online traffic. For example, the car page details page of the App client of melon seeds used car will have the QR code of the salesman's enterprise WeChat to guide users to add enterprise WeChat.

Sales staff will also set up "gimmicks" for more users to add, for example, "I will add your WeChat through enterprise WeChat, and I will recommend the car source to you at ordinary times, and I will tell you about the price reduction promotion at ordinary times".

Wechat platform for melon seeds used car enterprises &; Wang, the person in charge of online car sales products, said in an interview with the media that melon seeds used to reach users by phone, but now it is enterprise WeChat, which directly guides users to add salesmen. In the WeChat business scenario, the stickiness is stronger than the phone, and the reach rate is higher.

4) Posters of offline stores

If the enterprise goes to the store by cable, it can directly put the personal number or community QR code (usually personal number) in the store by using the drainage method of the store poster, and attach the reason why the user added you.

Over the rainbow and Watsons will put the QR code of corporate WeChat in their online stores for drainage. (If there is no shop, consider using a stall for drainage. )

In this way, Watsons set up a hook for users to actively add friends, telling users to notify them as soon as epidemic prevention supplies such as masks and disinfectant arrive.

According to official data, Watson's new customers connected through corporate WeChat are close to 200,000.

Watsons also has a "hidden" drainage method: set a shopping guide business card on the payment result page, and customers can directly add the shopping guide enterprise WeChat after payment (of course, this online shopping payment can also be done).

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How to use enterprise WeChat group to activate users?

In order to better serve and transform users, enterprises usually divert users to WeChat community. After diverting users to the community, we must find ways to make users feel the value of the community and retain users.

As for active users and retained users, Watsons and qiaqia have various ways of playing, which can be directly used for reference by community partners.

1) Welcome language setting.

The setting of welcome language for joining the group is very particular, and it is necessary to promote transformation while giving users a good experience.

Watson's welcome is very simple and rude. It welcomes users in a word, and then attaches a small program at the entrance of the mall to guide users to place orders.

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Different from Watson's direct order entry for users, qiaqia will send two kinds of coupons to each new user to enhance the conversion: the first one is a non-threshold coupon, which is valid for only 3 days; The second is full reduction of coupons, 49 MINUS 20.

There is no threshold coupon, in order to allow users to complete the ordering action in the shortest time (3 days); Full discount coupons allow users to make full discounts, buy more things on the platform, and increase the unit price of users.

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Recently, a small assistant robot was installed in the community. When users like little assistants and add corresponding keywords, they can receive an automatic reply from the robot.

As a result, qiaqia's welcome language has been upgraded. In the welcome language, first inform the user what services are available in the community, and then attach a large coupon to guide the user to place an order.

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2) Guide users to participate in the lucky draw.

Regarding the daily activity of the community, we can guide users to participate in games and lottery with the help of game applets and lottery applets. Let users feel interested in this group (participate in the game) and gain an advantage (have the opportunity to win prizes).

Such as Watsons, qiaqia, Lao Luo and other communities. Lottery activities will be used to activate users and let users feel the value of the community.

Among the users in qiaqia, there is a fixed game time every week to guide users to participate in the game and get points, and the users with the highest points can get prizes.

The prize amount will not be large, but it is enough to ensure that all users who participate in the game can get prizes.

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The setting of prizes is also very learned. For example, in addition to setting up physical prizes, you can also set up more fully reduced coupons to further guide users to place orders.

3) Implant a nurturing game.

In addition to daily activities, like qiaqia, formative games can be implanted in the community to guide users to invite friends, sign in, punch in and get points (water drops).

When the points (water drops) obtained by users reach a certain condition, they can participate in the lucky draw or exchange for physical objects.

The underlying logic of this game is similar to the Duoduo Orchard in Pinduoduo, so that users can rely on the brand.

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4) Guide users to help each other.

Game applets and lottery applets can be actively used as daily communities. When we want to do some important "transformation" activities in the group, such as live broadcast, preheating can help users help each other with friends' applets.

In this way, the time-related information of the live broadcast can reach as many users as possible, and the activity of the group can reach its peak.

Before the live broadcast of enterprise WeChat, it just guides users to invite friends to help them be active in the community. When everyone has fun in the group, they will actively share the applet with their friends and invite them to join the group.

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At first glance, there is a feeling of mutual aid group.

Group Administrator @ 中中中中中? Set the group greeting to "live broadcast start time+lottery notice of live broadcast process", and the "welcome message" will be triggered whenever a new user joins the group.

In this way, more people will see and remember the live broadcast time, and then participate in the live broadcast. The live audience in qiaqia has reached 50,000 that night.

How to use enterprise WeChat group to promote transformation?

The purpose of being an enterprise WeChat group is to better serve users, and ultimately to transform users. So how did Watsons and qiaqia make the transformation?

Generally speaking, there are three common ways to play: activity transformation, live broadcast transformation and circle of friends transformation.

1) activity conversion

The simplest way to transform is to do activities. If users want to keep buying in buy buy, they often do activities. The form of activities need not be very complicated, the simpler the better, such as discounts, team battles, bargaining, etc.

In Watson's community, I can basically see the ongoing activities in the group every day. They use all kinds of gimmicks as the reasons for "discount", so that users can place orders quickly, such as "50% off the theme promotion of Watson's X Plaza" and "60% off the XX mask for community-specific activities".

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In order to let more users participate in the activities, they will also do some spike activities. As long as the activity price given to users is "sincere" enough, the conversion rate is generally not too bad.

Spike activity can be said to be essential for community transformation, and brands such as Watsons, qiaqia and UR are all using it.

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Left 2 cha cha, right 2UR

2) live broadcast conversion

In addition to using various activities to transform in the community, you can also use the live broadcast of the enterprise WeChat group to realize the realization.

Although there is no direct link to the corporate live broadcast, it does not need to be developed or applied in the corporate WeChat live broadcast, and it is still very fragrant for the whole industry.

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Live portal on enterprise wechat

In addition, brand merchants can also use small programs to broadcast live on the enterprise WeChat group.

For example, brands such as Watson's and qiaqia use small programs to activate the community in the enterprise WeChat group, and guide users to find the store manager to place orders.

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Zuo qiaqia Site Group, China Chen Wenjing Site, Right Watsons Site.

It is said that during the epidemic, Watsons made thousands of live broadcasts, and each live broadcast earned thousands to tens of thousands of yuan.

If you want to make a good transformation with live broadcast, you must do a good job before, during and after live broadcast, such as:

Before the live broadcast, we should cooperate with lucky draw, friend assistance and other activities to ensure the activity of the community. At the same time, we should constantly remind users of the broadcast time of the live broadcast and the benefits that will be distributed during the live broadcast, so that more users can participate in the live broadcast.

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In the process of live broadcast, lottery activities can be carried out in stages to keep users in the process of live broadcast.

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After the live broadcast, in order to prevent the group from getting completely cold, a lottery can be released again to guide users to participate, and at the same time, the time of the next live broadcast can be predicted. You can also guide users to take orders in the group and give certain rewards to the users who take orders.

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3) Transformation of friends circle

The enterprise WeChat nickname comes with enterprise authentication information, which can be the abbreviation of the registered enterprise name or the registered trademark name.

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The nickname suffix of enterprise WeChat will endorse the content of friends circle and establish a trust foundation with users.

Recently, I often brush into the circle of friends published by Watsons and Urs, and from time to time I can see that they are engaged in activities, either with discounts or full coupons. I can't help but want to pick my hands when I see them.

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Friends circle published by UR and Watsons

It is worth mentioning that using enterprise WeChat to send friends circle has an advantage, which can push relevant information to target users as accurately as WeChat friends circle advertisements.

This requires employees to improve user information with tags, descriptions and other functions in enterprise WeChat after adding users to help enterprises enrich customer portraits. (These labels can be uniformly set by enterprises, and employees can directly view the labels according to the characteristics of users. )

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By layering users, merchants can send different friends circle content for different types of users.

For example, for core users, we can push harder and wider, such as the release of new products, the internal testing of new courses and so on. For non-core users, more service information and preferential activities can be pushed.

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The above is the dismantling of the system case of WeChat drainage, activity and transformation of retail enterprises. I don't know if you have learned it.

Here, let's make a summary.

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