In the past two years, many companies have operated private domain traffic, and most of them have chosen corporate WeChat for community operations. Many companies hope to achieve user precipitation, conversion, retention, and repurchase by operating corporate WeChat communities, forming a good business closed loop. So as to make full use of community resources, maximize the value of users, and increase the transaction amount and frequency of commodities.
After a period of development, there have been many serious problems in the company's community operation, such as low user activity, low conversion rate, fast customer churn, and so on. Then, how to do well in community operation? We can start with the following four steps to solve these problems and keep the community operation in a relatively good state.
The first step: group drainage
First of all, we need to know where our target users are.
If we have accumulated some users in the WeChat ecosystem, we can use the enterprise micro butler to send the group live code to each user and import the users into the enterprise WeChat community to facilitate the daily maintenance and operation in the later period. Operators can publish group activity codes in Moments, or push them through official accounts, official websites, APPs, etc., and use reasonable reward mechanisms to guide and stimulate customers to enter the corporate WeChat community. For example, catering institutions can set users to add group free gifts. Threshold red envelopes and other methods to increase the enthusiasm of users to enter the group.
If you are an offline store user, you can use the employee live code function of the enterprise micro housekeeper to print the personal QR code of the shopping guide and paste it on the checkout counter. If the user adds the employee corporate WeChat, he can give small gifts to improve the user’s good impression of the brand and The enthusiasm of adding friends, after the successful addition of friends, employees will then pull users into the corporate WeChat community.
If it is traffic on the public domain platform, we can upload the employee live code or the marketing poster with the employee live code to the relevant platform to attract users to add it.
Generally speaking, where the user is, we will go to divert traffic, and then find the hosting point that attracts users to add.
Why are users willing to add you? Why are you willing to join the group after adding you? We need to have a bearing point. For example, during the graduation season, education and training institutions can use enterprise micro butlers to make drainage posters, set up groups to receive four real interview questions for free, professional teachers explain resume modification skills, and limited internal referrals for social drainage. Can quickly attract students into the group. It should be noted that when designing the drainage poster, we need to provide users with helpful and interesting topics to attract users to the group.
Step 2: Group Management
After users enter the community, how do we manage it?
We need to set up group rules, such as requiring group members to modify remarks, ban advertisements, banning screens, etc., to standardize and restrict the behavior of the customer group and prevent the development direction of the community from being uncontrollable.
When we operate the corporate WeChat community, we can set up sensitive words through the anti-harassment function of the enterprise micro butler to remind and restrict the remarks that arouse user disgust and rejection.
When we manage group members, we need to dig out a few core users as KOLs (Opinion Leaders) in the communication process, and let them help activate the community atmosphere through a certain reward mechanism, such as sharing their feelings and opinions on products, and new products. Plant grass and so on, let users manage users, which can better shorten the distance between the brand and users, but also more convenient for the management of community users. We can also use enterprise micro butlers to build groups hierarchically, manage group members hierarchically, and conduct different customer relationship management and maintenance according to different user tags, which is conducive to the development of precision marketing, and improves the conversion rate and transaction rate of activities, etc. Wait.
The third step: the group is active
If only staff and managers are active in the corporate WeChat community, it is difficult to produce conversion.
When we operate the community, we must establish an accurate perception for users: this is a useful group that can form a good conversion in the long-term operation process. If the community is not active, like a pool of stagnant water, even if you produce particularly good content and send it to the group, you will be talking to yourself. Without the response of users, it will be difficult for others to make purchases.
We can increase the activity of the community by regularly pushing content, sending red envelopes, and conducting marketing activities. For example, for industry groups, we can send morning news and push industry-related information; for shopping groups, we can push information such as discounts and live broadcasts. , You can also understand what users’ needs are through a rewarded questionnaire survey.
We can create activities through the functions such as the task treasure and group fission of the enterprise micro butler, and use attractive activity content and prizes to stimulate users to share, thereby increasing user participation and activity.
What we need to pay attention to is that the activity of the community is not just the unilateral content output of the company, but needs to form a good interaction and feedback with users through questions and answers, hot topics, etc., to improve users’ sense of identity and trust in the brand. To achieve the final conversion.
The fourth step: group conversion
What we need to be clear is that the ultimate purpose of establishing a private domain community is to promote user conversion, purchase, and so on.
After we do the first three steps, users’ trust and loyalty to the brand will be greatly improved. When we conduct marketing activities through preferential activities, new products, etc., user acceptance It will also improve a lot, and can achieve efficient user conversion and repurchase.
For different industries and different types of communities, the operation methods may be quite different. We need to conduct specific analysis according to the specific situation to avoid completely different operation methods and community positioning, so as to create a unique community.
to sum up:
In the process of operating the corporate WeChat community, the user’s feelings are very important. In the process of communicating with users, we must let users have a good experience. We can improve communication through professional words, warm language, etc. Quality makes the later conversion more smoothly.