In 2020, the sudden outbreak of new crown pneumonia has severely hit most industries, or closed stores or was unable to operate for a long time, and suffered huge economic losses.
But danger and opportunity have always been symbiotic relationships. Under the epidemic situation, MINISO adopted social marketing and achieved an impressive 300% growth in online business. Xibei, a well-known catering brand, connects customers through its corporate WeChat. During the epidemic, its online revenue accounted for more than 80% of its total revenue.
Many companies have noticed that through online communities, the initial exploration of the transformation of physical stores has achieved miraculous results.
Since the development of the Internet, QQ, WeChat and other tools to connect people have emerged one after another, providing a breeding ground for the development of the community. How can jewelry operators use these existing tools to build their own communities and conduct community marketing?
Advantages of building a community in stores
01. Connect and serve more customers
In the era without mobile Internet, the store and the customer are in a disconnected state. After customers leave the store, the store cannot effectively maintain this relationship, resulting in the constant loss of old customers.
Today, with the widespread popularity of WeChat, this problem has been effectively solved. With the help of WeChat, the disconnection of customer relationships has been turned into a real-time link.
Coupled with the one-to-many nature of the community, the store can double the energy to serve more customers, and truly serve customers efficiently.
02. Provide multiple information services in stores
Another important function of the store community is to carry out a variety of store information promotion, including store word-of-mouth promotion and marketing campaign promotion. The precise reach rate is higher, and the user engagement rate is also higher. It not only achieves the purpose of publicity, but also increases customer stickiness. The most important thing is that the publicity cost is low and the forms are diverse.
03. Monetization of traffic in the community
The ultimate goal of the community is to monetize traffic. But many times we find that communities that do not do any management tend to develop into advertising groups, and the members of the group will not have independent consultation or consumption behavior.
In fact, the key to monetizing social marketing is fission. Let the community automatically de-fission through some activity marketing, and in the process of fission, let users attract more users to enter the community and carry out a new round of monetization.
However, there is a process of diversion and realization. Since we have decided to be a WeChat community, we must have the determination to persevere and be prepared for it. In the process of groping, I summarized a set of my own social marketing monetization routines.
Operational steps of community operation
Step 1: Build a group and accumulate accurate seed users
Physical stores have very good conditions for group building. The store has its own offline traffic, and all you need to do is to screen high-quality offline traffic and form an initial store community.
Eliminate psychological barriers: It is recommended to start targeting customers within 5 kilometers of the store. Knowing that there are specific stores will increase the sense of trust.
Selection of group members: Those who can be invited to the community must recognize the quality of the store’s products and services, and can generate repurchase or customers worth maintaining.
The way to build a group: scan the QR code in the store to join the group, the clerk invites to join the group, and the customer recommends (this type of customer is more accurate and the retention conversion rate is higher).
Step 2: Activate users and keep the group active
The prerequisite for the realization of the community must be that members have a high sense of trust in the group and recognition of the product. And to trigger users to have a sense of trust in the community and awareness of the product, it must be generated in the usual community operations. Only when the community keeps outputting content that is valuable to users and maintains an active atmosphere for a long time can it allow users to generate emotional sustenance, survive, and finally produce consumption.
5 ways to activate users:
Emotional activation: Because the user and the store are in the same area, it is easier for users to generate emotional identification.
Commodity activation: Learn to combine the products of your own stores for featured promotion. Attract users first, let users generate trigger understanding, and then conduct step-by-step fission guidance.
Content activation: The output of valuable content can produce important functions such as adhesives, lubricants, and amplifiers. It can be soft text, creative short video, etc.
Activity activation: Greed is a characteristic of human nature. It is often very attractive when it is not low in value or has more preferential power than other stores in the community. Through the rich forms of activities in the community, online participation and offline collection are achieved, increasing the frequency of customer visits to the store, and creating a sticky relationship with customers.
Red envelope activation: It is necessary to combine the reality of the group, and closely integrate red envelope activation with strengthening the relationship between group members.
The third step: systematically operate the community
1. Set up group management
Community moderators are the soul of a community. They must have strong social skills, be humorous, sleek, enthusiastic, careful, and have the ability to adapt to changes. Groups need to establish rules: There is no rule without rules, communities without group rules will eventually become advertising groups, and withdrawal from the group is the norm.
2. Content innovation
If the gameplay and rules remain unchanged, it is easy to lose the freshness. Knowing how to call group members to brainstorm ideas is also very important, so that you can be creative and enhance the sense of participation of group members.
3. Establish multiple connections
In addition to the usual online activities or welfare links, it is necessary to organize group members to meet offline and exchange emotions. Hundreds of online exchanges are no better than the high stickiness brought by an offline meeting.
4. Establish the core welfare of the community
Everyone who joins a group is more likely to want to get something, such as setting up weekly free single days, instant spikes, group fights and other activities to increase activity.
5. Formulation of group elimination system
Gradually screen out some key customers, optimize them into the VIP value customer group of the store, and gradually eliminate some invalid group members who rub traffic to enhance the value of the group and increase the activity.
After the pre-screening, activation, and operation of this set of process-based community operation system, most of the remaining customers in the community are the accurate potential consumer customers of the store. At this time, the product sales information is disseminated in the community, and different degrees are given. I believe that customers in need can easily realize the transaction with the preferential benefits and benefits.
What is Treasure History?
Baowuzhi integrates industry resources such as raw material suppliers, top jewelry designers, and high-quality jewelry processing plants to create an online jewelry wholesale platform to provide jewelry retail companies with one-stop procurement services.
The platform brings together industry leaders and operation experts, and regularly holds professional knowledge sharing sessions to enhance the soft power of jewelry retailers, empower small and medium jewelry companies, and promote high-quality development of the industry.