First, create a super IP

In today's marketing environment, the "sell goods" logic has gone out of the way, "sell people" logic is more and more prevalent.

Users believe in a company, no longer simply believe in the company's products, but because they believe in the company's spokesman and buy the products recommended by the spokesman.

The product is also no longer a product, no longer a manual evangelist in the past, but a way of linking the spokesperson of the company to the emotional exchange of customers.

So, community marketing, more to create a super IP, to create marketing momentum, to ensure that the later to achieve greater incremental and sales conversion.

For example, we all know Jiang Xiaobai, the reason why in the white wine market, because, Jiang Xiaobai is not selling white wine as a product, and sell the young people represented by Jiang Xiaobai, a straight to the heart of the attitude of life, is Jiang Xiaobai, the animated character IP and the young product audience of a communication scene.

Then how should we create a super IP?

The first step: find the right positioning

Positioning is the baton for the sustainable development of super IP. Only if your positioning is set well, you can first occupy the user's mind mode and accelerate the user's perception of you.

A few examples:

For example, when you mention Mr. Mars, you think of community marketing.

Mention Office Ono and you think food blogger.

Mention Dracula K and you think dance goddess.

Positioning is about occupying an important place in the user's mind, so that when your name is mentioned, your image immediately appears.

How should we position ourselves?

The first step: thinking, to consider these four questions:

What is your business goal at this stage?

In order to achieve this goal, you need to create what kind of mental cognition in the minds of users?

What makes you occupy this mental cognition?

What content support points do you have?

Step 2: Clarify, to label and clarify the super IP:

Based on clear consideration of the business objectives of the company, the user's perception of the company's IP, and the sustainability of the content, the next step of clarification of the super IP is carried out, and labeling and clarification of the super IP is carried out.

For example, Jiang Xiaobai's label: 15 years old, hobby of literature and music, numerous awards in essay competitions, quite a good young man with creative talent.

Step 2: Packaging image

Personal branding, packaging image is also an important dimension.

Your image packaging is good, in order to win the user to your first impression of the high score rating, if you give a bad first impression, can not win the trust of users, you lose time and time again to be able to produce cooperation with the user's opportunity.

How to package the image?

It is to design your own "visual hammer" and "language nail".

The "visual hammer" is to show your personalized image through the external image.

For example, when you think of Steve Jobs, you think of Steve Jobs' black t-shirt and jeans. In a social marketing scenario, we can use a unique and personalized visual hammer to create a distinctive avatar for display on social platforms to deepen users' impression of you. For example, if your visual hammer is intended to be created with a primary color, you can set your avatar to be a blue hue, and your friend circle content, accompanying pictures, and article accompanying pictures to be blue, so that users will first think of you as soon as they see blue.

"Language Nail" refers to the distillation of personal quotes or golden sentences that represent your unique point of view, unique value, unique personality.

For example, Wang Jianlin's "Set a small goal, earn it a hundred million". Jack Ma's "I'm not interested in money". The language peg is to show your attitude towards life and unique personality in one sentence, forming your own distinctive features. Of course, the design of the language pegs, need to be carefully polished, must not be empty words, but targeted at the crowd, there is a persuasive, logical explanatory language to interpret this sentence.

Step 3: Output content

After having a positioning, we can generate impact by outputting content.

In this era when even the fragrance of wine is afraid of the deep alley, we have to output content on multiple platforms, we can't just keep our talent inside, we have to expose it on as many different platforms as possible, so that the fans can link to you at any time and any place.

We can make good use of these platforms for content output: public number, blog, Fenqi, Linedle, Youku, Douban, Lychee FM, Zhihu, in line, Jane book, today's headlines and other platforms.

When outputting content on these platforms, it is crucial to keep the positioning in focus, never write marketing content today, and then the day after remember that I can write poetry, and then publish poetry in the account, so as not to maintain the consistency of the content, you can't let the fans build up a clear perception of you, and it will be difficult to think of you in the later stages of having a need to learn.

When building a personal brand, the platform's account should be made into an exquisite boutique, displaying all the content related to the positioning of the positioning, rather than a grocery store, everything, so that the user can not figure out.

Two, diversion

In order to establish a private domain traffic pool, to ensure that the community is more cost-effective transaction and conversion, we also have to attract and absorb powder in the output of content.

When we output content, we will distribute the content to various platforms, articles, videos have readership, fans also rose, at this time, we can use some tips, traffic diversion to the WeChat personal number, the establishment of a private traffic pool for operation.

Some platforms are forbidden to divert traffic to a micro-signal, so how should we divert traffic? Here to share three tips:

(1) example method

We can take our own public number or public number article as a case in the article, which is equivalent to indirectly tell the reader to pay attention to the public number.

(2) Ask a question and leave a message

We can use the vest number to leave a message below the article or video to ask if we want to contact the author and how to do so, and then we can take the main number to respond.

(3) keyword response method

We can also get a certain information by letting the reader private message keywords, in the entrance of the private message, tell the reader to add WeChat way.

That in addition to the content can attract accurate fans, in fact, we have more ways to attract fans, to achieve the establishment of private domain traffic, here are two more practical methods:

1. Mixed group diversion

We do not emphasize the WeChat group in the explosion of powder, this method looks like WeChat friends increased the number of WeChat friends, but it has been proved that it can not be achieved effective transformation.

We should be more attracted by the way of value attraction. After you provide value in the community, you are able to actively attract accurate fans to add you.

Mixed group powder, to take the initiative to show their own value to the other side of the mold, you can show value through three aspects:

(1) self-introduction

In the self-introduction of the time, to focus on their own value, their own to help group of friends to solve what problems, for example, you can refer to the following self-introduction.

Name Mars

Coordinates Beijing

Label morning type people, community operation senior players, time management, marketers

Sentence of introduction community planner, co-founder of the ten thousand group alliance, the co-founder of the king of the class

It is a good idea to introduce yourself. p>

I have done the most accomplished thing

Organization and planning of the first online training camp of the king of the class cash, 2 hours exceeded 500,000 yuan

Many times to manipulate the operation of the community, and cumulatively help hundreds of thousands of students rely on WeChat to make a monthly income of 2K +

Creation of the human nature of the theory of marketing, community marketing, three-step turnover method, to help 100W + students to complete the social marketing

Can provide help

Community marketing analysis and solution

Community attraction, community operation guidance

Physical store marketing guidance

I want to connect

Effectiveness of the people

Sales elite

Community operators

(2) Likes Reply

In addition to self-introduction, we also need to show up in the group every day, to the WeChat group of active friends likes, to the question of the small partners to answer questions to the best of their ability, so that you help community friends, others are naturally willing to link you to become your WeChat friends.

(3) Red Packet Activation

Sometimes, you can send a red packet to activate a silent WeChat group before releasing important information or sending dry materials, so as to attract more community friends to add you.

2. Mutual promotion

Mutual promotion is to cooperate with other platforms that have the same fan tone.

When we push each other to attract traffic, we should firstly and actively look for some platforms, and strive for the opportunity to cooperate, and secondly, we should sincerely explain our own situation, as well as the effect that we can bring to each other. At the end of the first diversion activities, but also to assess the effect, for the late re-opening of cooperation.

Third, operation

After attracting traffic, it is the centralized operation of the users in the private domain traffic pool. Community operation, is to let the user trust your bridge and link, is the connector between the enterprise and the user.

So how to carry out community operation to win the trust of users?

The first step: to create a community opinion leader

The role of the community opinion leader is very critical, is to pry the entire community active core. A word from a community leader is even better than a thousand words from a community member.

So, we need to take the initiative to cultivate community opinion leaders, so that community opinion leaders to participate in more community operation work, increase the voice of community opinion leaders, and at the same time, give to the community opinion leaders special support, such as content support, honor support and material support.

For example, the alliance of 10,000 groups of allies, not only to give the alliance of 10,000 groups of co-founders of the honorary title, IP to build support, but also to give the alliance of the owner of more rights and benefits support, including distribution revenue support, registration discount support, etc..

The second step: diligently interact with fans to deepen the link

We want to make friends with community users, it is best to be able to privately one-on-one in-depth exchanges, to understand the core needs of the community fans, to the mentality of a friend of the community fans to grow together, how to do it?

1. Online interaction: usually to often chat with community members about their recent developments; but also to understand the community members of the community's mentality, the community's views, as well as the development of the community's recommendations.

2. Organize activities: can be online organization course activities, can also be offline community fan gatherings, such as cocktail parties, salons, seminars, a theme sharing, expert lectures, forums and so on can be.

3. Dissemination of content: at the same time, but also in their own community, take the initiative to disseminate content, share value, such as in the community to send community members need a variety of dry information, mind maps, growth insights.

4. Red packets active: send red packets is also a means to promote active community operations, we can also send some large surprise red packets from time to time to strengthen the interaction with fans, activate community members.

Four, marketing

It can be said that the community operation is good, the community trust you, community marketing is a matter of water. Then the final decision can be sold, but also depends on whether our community marketing strategy is smart.

Generally, we will follow these three steps to sell products:

First step: product momentum

Generally in the product before the official sale of 1 month ~ 15 days, in the community, circle of friends, sale text, tell the user the product of the hot and rush to buy the atmosphere, to cultivate the user's sense of anticipation of the product. For example, we can release the booking order and the packing video of the physical product through the circle of friends before the product is put on sale. And based on user feedback, we can fine-tune the product and determine the final product version.

In the pre-sale, it is important to grasp these 2 things:

In the pre-sale, the discourse should cause the user's ****ing, either by sentiment, or by price, to win the user's trust.

To respond to market objections, such as negative comments, to guide public opinion in a timely manner.

The second step: value shaping

It is to continuously instill the value of the product to the customer during the pre-sale period, for example, through product comparisons, customer evaluations, experimental arguments, factual illustrations, and other methods to illustrate the value of the product. During this period, to the pre-sale period of everyone's feedback, to give thanks and review, and can be through the way of giving gifts, thank you in the pre-sale period to give feedback to the user.

Step 3: Scarcity Manufacturing

To say that the price will increase soon, will be sold out, to create a sense of scarcity of the product of the scene, to create a crazy rush effect, to promote the user to order. At the same time, in the manufacture of scarcity, to immediately give the user to buy the product entrance, or purchase link, or payment QR code, so that users can click on the payment entrance to pay immediately. The clearer the entrance display, the easier the payment process, the higher the user's turnover rate will be.

Fifth, distribution

Distribution, to make the community fans, become your customers, but also willing to word of mouth to spread your products, is the whole marketing process of the sublimation of the link.

How to do it?

It is to design the WeChat distribution system, standing in the perspective of letting the customer profit, build the distribution system. When building a distribution system, pay attention to do these three points:

1. The threshold should be low

The threshold should be low, the path should be short, it is best to use the public number, small program to build a distribution system, do not start, set up a more complex operation steps, such as letting the user to register, download the APP in order to participate in the process, be sure to minimize the operating cost of the customer.

2. Rewards should be sufficient

Old customers to help you refer, do a variety of word of mouth and publicity, to immediately give to the old customer material incentives and spiritual incentives, such as: additional incentives, spokespersons and other honorary titles, the sharing medium to carry the dissemination of basic information about the user, such as avatars, nicknames and so on to suggest that the user trust.

3. Empowerment to be in place

Empowerment to be in place, that is to say, to the user's empowerment, including materials, training and help should be prepared for the user. Copywriting should be well written and promotional content should be provided in a timely manner. But also often do training, so that new customers quickly understand the distribution system, encounter problems, to help solve in a timely manner.

Relying on community marketing to achieve explosive growth in profitability may be one of the ultimate goals of many people, but to be able to make a profit, to maximize the basis of business value, must be a personal brand to build a good, fan attraction in place, the operation of the operation is good, the marketing design is good, the distribution system is built, and finally to achieve the profitability of the upsurge, it is a water to the water things. More can refer to the love of profit