First, to build a super IP
In today's marketing environment, the logic of "selling goods" is no longer feasible, and the logic of "selling people" is becoming more and more popular.
users believe in a company, no longer simply believe in the products of the company, but buy the products recommended by the spokesperson because they believe in the spokesperson of the company.
products are no longer products, and they are no longer the preachers in the past, but a link way of emotional communication between corporate spokespersons and customers.
therefore, community marketing is more about creating super IP and creating marketing potential to ensure greater increment and sales transformation in the later period.
For example, Jiang Xiaobai, as we all know, has sprung up suddenly in the liquor market because Jiang Xiaobai doesn't sell liquor at all, but sells a life attitude of young people represented by Jiang Xiaobai, which is a communication scene between Jiang Xiaobai, an animated character IP, and the audience of young products.
so how should we build super IP?
the first step: find the right positioning
positioning is the baton for the sustainable development of super IP. Only when your positioning is fixed can you first occupy the user's mental mode and accelerate the user's cognition of you.
Give a few examples:
For example, when you mention Mars teachers, you think of community marketing.
when it comes to office Xiao Ye, you think of food bloggers.
when you mention dracula k, you think of the goddess of dance.
Positioning is to occupy an important position in users' minds, so that your image will appear as soon as users mention your name.
how exactly should we position ourselves?
Step 1: Think, and think carefully about these four questions:
What are your business goals at this stage?
in order to achieve this goal, what kind of mental cognition do you need to build in users' minds?
why do you occupy this mental cognition?
what content supports do you have?
Step 2: Make it clear that the super IP should be labeled.
On the basis of considering the business objectives of the enterprise, users' awareness of the IP of the enterprise and the sustainability of the content, make the next step of defining the super IP and make the super IP labeled clearly.
For example, Jiang Xiaobai's label: a 15-year-old boy who loves literature and music, has won numerous awards in the composition contest and is quite creative.
the second step: packaging image
to build a personal brand, packaging image is also a very important dimension.
Only when your image is well packaged can you win users' high evaluation of your first impression. If you give people a bad first impression and can't win users' trust, you will lose the opportunity to cooperate with users again and again.
how to package the image?
It is to design your own "visual hammer" and "language nail".
"visual hammer" is to show your personalized image through external image.
For example, when you mention Jobs, you can think of Jobs' black T-shirt jeans. In the scene of social marketing, we can use a unique visual hammer to create a unique avatar displayed on social platforms to deepen users' impression of you. For example, if your visual hammer is going to be built with the main color, you can set the avatar to be blue, and the content of your circle of friends, pictures and articles are all blue, so that users will think of you first when they see blue.
"language nail" refers to extracting personal quotations or golden sentences that represent your unique views, unique values and unique personality.
For example, Wang Jianlin's "Set a small goal and earn 1 million yuan". Ma Yun's "I'm not interested in money". Language nail is to show your attitude towards life and unique personality in one sentence and form your own distinctive characteristics. Of course, the design of the language nail needs careful polishing. It must not be empty words, but a persuasive and logical explanatory language for the crowd to interpret this sentence.
Step 3: Output Content
After positioning, we can produce influence by outputting content.
In this era when the fragrance of wine is afraid of the depth of the alley, we should output content on multiple platforms, not just keep our talents in our hearts, but expose it on different platforms as much as possible, so that fans can link to you anytime and anywhere.
We can make good use of these platforms for content output: WeChat official account, Blog, Answering, Linedle, Youku, Douban, Litchi FM, Zhihu, Hangxing, Jane Books, Today's Headlines and other platforms.
when outputting content on these platforms, the most important thing is to keep the focus of positioning. Never write marketing content today, and the day after tomorrow, I will remember that I will write poems and post them in my account. If you don't keep the consistency of the content, you won't be able to let fans establish a clear understanding of you, and it will be difficult to think of you if you have learning needs later.
when building a personal brand, the account of the platform should be turned into an exquisite specialty store, which displays all the positioning contents related to positioning, instead of a grocery store, which has everything, leaving users scratching their heads.
second, drainage
in order to establish a private domain traffic pool and ensure the lower-cost transaction and transformation of the community, we also need to drain and suck powder when outputting content.
when we export the content, we distribute it to various platforms, articles and videos have been read, and fans have also increased. At this time, we can use some tricks to drain the traffic to WeChat personal account and establish a private domain traffic pool for operation.
some platforms are forbidden to drain onto micro signals, so how should we drain them? Here are three tips to share:
(1) Examples
We can take our own WeChat official account or WeChat official account articles as cases, which indirectly tells readers to pay attention to WeChat official account.
(2) Ask and leave a message
We can leave a message under articles and videos with the vest number. If you want to contact the author, how to contact him? At this time, you can respond with the main number.
(3) Keyword reply method
We can also tell readers how to add WeChat at the entrance of private letter by letting readers get some information through private letter keywords.
In addition to content that can attract accurate fans, there are actually more ways to attract fans and realize the establishment of private domain traffic. Here are two practical methods:
1. Mixed group drainage
We don't emphasize the explosion of fans in WeChat group. This method seems to increase the number of WeChat friends, but practice has proved that it can't achieve effective conversion.
We should attract value to drain. After you provide value in the community, you can actively attract accurate fans to add you.
When you are in a mixed group, you should actively show the value you can create for each other. You can show the value in three aspects:
(1) Self-introduction
When introducing yourself, you should focus on your own value and what problems you can help the group members solve. For example, you can refer to the following self-introduction.
Name of Mars
Coordinates of Beijing
Label morning type, senior player of community operation, expert of time management and marketer
In a word, I briefly introduce the community case planner, co-founder of Wanqun Alliance and co-founder of Overlord Class
I have done the most successful things < Break through 5, yuan in 2 hours
Run community operations for many times, and help hundreds of thousands of students to create a three-step transaction method of human marketing theory and community marketing by relying on WeChat monthly income of 2K+
. Help 1W+ students complete community marketing
Help that can be provided
Analysis and solution of community marketing
Community drainage and community operation guidance
Physical store marketing guidance
I want to connect
efficiency experts
sales elites
community operators
(2) Like reply.
(3) red envelope activation
Sometimes, before posting important information or sending dry goods, you can send a red envelope in the group to activate the silent WeChat group, so as to attract more community friends to add you.
2. Push-push drainage
Push-push drainage is to cooperate with other platforms with the same fan tonality through cooperation.
When pushing and draining each other, we should first take the initiative to find some platforms and strive for opportunities for cooperation. Secondly, we should sincerely explain our own situation and the effects we can bring to each other. After the first drainage activity, it is necessary to evaluate the effect and prepare for the later cooperation.
third, operation
after drainage, it is to centrally operate the users in the private domain traffic pool. Community operation is the bridge and link for users to trust you, and it is the connector between enterprises and users.
so how to operate the community to win the trust of users?
the first step: building community opinion leaders
the role of community opinion leaders is very critical and is the core to incite the whole community to be active. A word from a community leader is even better than a thousand words from community members.
Therefore, we should actively cultivate community opinion leaders, let them participate in more community operations, increase their right to speak, and give them special support, such as content support, honor support and material support.
For example, the leader of Wanqun Alliance not only gives the honorary title and IP building support to the co-sponsors of Wanqun Alliance, but also gives the leader more rights and interests support, including distribution income support, preferential registration support and so on.
Step 2: Interact with fans diligently and deepen the links
If we want to make friends with community users, it's best to have in-depth one-on-one communication in private, understand the core needs of community fans, and grow together with friends' mentality. What should we do?
1. Online interaction: You should always chat with community members about their recent developments; It is also necessary to understand the mentality of community members, their views on the community and their suggestions for the development of the community.
2. Organizing activities: it can be online organizing course activities, or offline gathering of community fans, such as cocktail parties, salons, seminars, sharing a certain theme, expert lectures, forums, etc.
3. Disseminate content: At the same time, actively disseminate content and share value in your own community, such as sending all kinds of dry goods materials, mind maps, growth experiences and so on that community members need.
4. Active red envelopes: Red envelopes are also an operational means to promote community activity. We can also send out some large surprise red envelopes from time to time to strengthen interaction with fans and activate community members.
iv. Marketing
It can be said that the community is well run, the community trusts you, and community marketing is a natural thing. It depends on whether our community marketing strategy is clever or not.
In general, we will sell the products according to these three steps:
Step 1: Create momentum for the products
Generally, 1 month to 15 days before the products are officially sold, we will tell users about the hot selling and snapping atmosphere of the products in the community, friends circle and sales copy, so as to cultivate users' expectation for the products. For example, we can publish pre-sale booking orders and packaged videos of physical products through the circle of friends. And according to the user's feedback, fine-tune the product to determine the final product version.
In the pre-sale, we should grasp these two things:
In the pre-sale, words should arouse users' admiration, or win users' trust through emotion or price.
to respond to market objections, such as negative comments, we should guide public opinion in time.
the second step: value building
is to inculcate the product value to customers during the pre-sale, for example, through product comparison, customer evaluation, experimental demonstration, fact explanation and other methods to explain the product value. During this period, we should thank and review everyone's feedback during the pre-sale period, and we can thank the users who gave feedback during the pre-sale period by giving gifts.
the third step: scarce manufacturing
to say that the price will rise immediately and it will be sold out soon, it will create a scene of product scarcity, create a crazy snapping effect and promote users to place orders. At the same time, when manufacturing is scarce, users should be given the entrance to buy products immediately, or the purchase link or the payment QR code, so that users can pay immediately by clicking the payment entrance. The clearer the entrance display and the simpler the payment process, the higher the transaction rate of users will be.
V. Distribution
Distribution, to make community fans become your customers and be willing to spread your products by word of mouth, is the sublimation link of the whole marketing process.
how to do it?
It is to design the WeChat distribution system and build the distribution system from the perspective of making customers profit. When building a distribution system, we should pay attention to the following three points:
1. The threshold should be low
The threshold should be low and the path should be short. It is best to use WeChat official account and applets to build a distribution system. Don't set complicated operation steps at the beginning, such as allowing users to register and download the APP to participate, and we must minimize the operating costs of customers.
2. Rewards should be sufficient
Old customers help you to introduce, make all kinds of word-of-mouth and publicity, and immediately give old customers material incentives and spiritual incentives, such as additional reward mechanisms, spokespersons and other honorary titles. Sharing media should carry basic information of users, such as avatars and nicknames, to advise users to trust.
3. empowerment should be in place
empowerment should be in place, that is to say, the empowerment given to users, including materials, training and help, should be prepared for users. The copy should be written well and the publicity content should be provided in time. It is also necessary to do regular training so that new customers can quickly understand the distribution system and help solve problems in time.
it may be one of the ultimate goals of many people to realize the explosive growth of profits by social marketing, but the foundation of making profits and maximizing commercial value must be that personal brands are built, fans are drained in place, operations are well done, marketing is designed, distribution system is built, and finally the sudden increase of profits is a natural thing. More can refer to love for profit.