Editor's Guide: at present, the circle of friends has become an important territory for building a private domain. This article systematically analyzes the methods and ways to use the circle of friends to build a private domain and realize traffic transformation from three aspects: the advantages and characteristics of the circle of friends, the circle of friends with IP number and the circle of friends with sales number. Let's have a look.
In the past month of private domain traffic training, no less than 100 people asked me how to send it to my circle of friends. The circle of friends here refers to a circle of friends with clear business purposes, which is not discussed in daily life.
To tell you the truth, I never thought it was a problem before, but the fact is that at least 100 million people in China don't know what you take for granted. These 100 million people include not only those recruits who have just entered the workplace, but also bosses who have made tens of millions a year, and even operators of private traffic projects.
I answered you piecemeal before. Sometimes I even asked people to turn my circle of friends because I was busy. Narcissistic. In this article, I will systematically answer how to send a circle of friends.
1、 To be a private domain, the most important thing is to be a circle of friends
Let's start with the importance. To be a private domain, the most important thing is the circle of friends. This sentence is worth repeating three times.
Why is the circle of friends the most important?
Let's take a look at the advantages and limitations of wechat functions in private domain. The advantage of private chat is that it can establish contact at any time and communicate continuously. It is often used for daily sales communication and order forcing (it needs to be combined with wechat voice or telephone). However, the disadvantages are also obvious, and standardization is difficult to do.
Of course, SOP can be prepared, but you will find that good sales do not completely follow the SOP process. The advantage of group chat is that it can be sold in a wave. You can answer questions with one touch. Some can play group chat scripts and group trust (I personally don't agree with this).
The disadvantage is that the touch surface is not enough. With the popularity of WeChat group folding function, the group opening rate that does not create information increment will be worse than the official account in the near future.
The advantage of official account is that content is deep, and it can build trust better. The disadvantage is that the touch surface is not enough and the mobility is not enough. The official account has recently been sent several times a day to prepare for the recommendation. Of course, at this stage, it is not known whether this function plus the recommendation engine will improve touch.
Small program video number can only be a drainage channel, or a tool or content platform. It can only be used as an auxiliary, but it will eventually precipitate into the wechat address book.
The biggest advantage of the circle of friends is its reach. It doesn't stipulate how many times you can only send it a day. According to the friends who reach 10% in each circle of friends, in theory, if you send 10 messages a day, you can reach all your friends in the address book once.
I've even heard of a crazy way to play. Tag each friend and send them in groups. Send them several times a day. Basically, no one can escape the claw of touch (I don't recommend doing so).
The second advantage is mobility. When you think of it, you send it immediately, and the positive feedback is also very timely.
The third advantage is trust. Your circle of friends is interesting, and your people won't be bored. If you are serious about output, your circle of friends will immediately tell you positive feedback and tell you that it should be like this.
Some people say that short videos are fast. In my opinion, the circle of friends is the best and fastest content platform for positive feedback. Moreover, naturally with trust, it can be said that the circle of friends is still the best platform for building trust.
The biggest weakness of the circle of friends lies in standardization. It's too difficult for one person to write simple, for a group of people to write short content with similar tonality and consistent content direction.
I'm glad that my team and I have made a successful exploration in the past two years. We have preliminarily explored a set of ways to output the standardized content of the circle of friends.
2、 How to send the circle of friends with IP number?
If you look at my circle of friends, you should know that I am good at writing short content. I am born with this ability. This ability is difficult to cultivate the day after tomorrow, but it can be tapped. Most people can skip this paragraph, because it really has nothing to do with you. You are not suitable for playing IP numbers. You can see the third section.
There have been a lot of personal IP training in recent years, but there have been few successes. In addition to the world's eternal 28 principles, I think many bosses who apply for personal IP classes may not have a deep understanding of themselves. Many people are really not suitable for personal IP.
Personal IP requires 2 capabilities.
- You should have strong content output ability and "spend tears when feeling" all day. Do you have it? How many words can you write every day?
- Personal space and privacy must be transferred. You must share your daily life and work, be true and not pretend, and users will trust and clinch a deal.
Gong Wenxiang tiktok is the best person in the field. He has 20 friends circle, plus official account and vibrato, and almost makes himself a transparent person.
I didn't do well enough. Here, I got a biased experience when interviewing private domain traffic traders.
Interview private domain flow diner, interview is not important, add wechat to see the circle of friends is important.
If his circle of friends can be seen in three days, or his circle of friends is written in a pile of shit, this probability is a flicker. On the contrary, call over and have a chat. There's probably something real.
Back to the point. IP number circle of friends, how should I send it? In a word, you are real and don't pretend.
First of all, you must be a person who loves work. In my eyes, IP users must be workaholics who want to work at any time, including sleeping and popping. Therefore, you should send out the content, thinking, entanglement and resumption of your work. You can't say it. You have to write it.
Words have a magical power, which can help you clarify your ideas and make others feel your sincerity and thinking.
As for the content of work, there are not many articles. It's just dry goods. Advertising doesn't work.
I advocate that for IP, 90% of the time should be spent on trust building and 10% on transaction. Hard advertising in the circle of friends is not enough. Just reach the audience.
But because you sent your work, your thinking and so on, your soft advertising is everywhere, and your brand effect is everywhere. Besides, as an IP, advertising every day is also very cheap.
Further explain why less hard and wide can also have a transaction effect.
Because, in the circle of friends, or in the hearts of users, he also has a labeling system. Your work label represents your longitude, and your life and other labels represent your dimensions.
When users combine the two, they can locate your coordinates and think of you immediately. Your hard work is just a catalyst. You don't need much catalyst.
Secondly, you should be a person who lives hard. How tired it is to start a business and how tired it is to do IP. But as an IP, you should live hard.
Everything about life, joys and sorrows, worries and fears, weight loss, eating, drinking and having fun, meeting good friends and ex girlfriends should be the material of your circle of friends. Do IP, no way. This is a necessary step in building trust.
What I'm saying below is actually similar to the meaning of IP number. Why do you need to separate it? Because the IP number is difficult to copy, you must be alive. The following can be highly standardized, but the IP, your other numbers, must also be your IP, and you must forward the contents of your IP number circle of friends. No matter how busy you are, you still have to participate in the operation.
So, how to solve the problem that many numbers send the same content to be folded? I offer three options:
- Use the micro quotient input method to prevent folding;
- Stagger the time, large today, small stagger the time, really can't, or go back to 1;
- Send immediately, generate pictures, and then refine 1-2 sentences with other trumpets, covering all numbers in the form of "refined sentences, immediate picture content".
3、 How to send the circle of friends of the sales number?
How to send the circle of friends of the sales number? In a word, there is life, work, emotion and interaction!
Many people think that the circle of friends in charge of sales is different and often has high liquidity. Therefore, they think that it is difficult to standardize the circle of friends in sales, but this is not the case. It can be standardized, and after standardization, it is particularly helpful to improve the conversion rate!
For example, in my team's circle of friends, I require these four pieces to be included:
- Life sharing is life, that is, beauty, beauty and perfect life. Only by showing your life can you smell fireworks and be a real person;
- Work information, that is, having a job, that is, daily communication with colleagues, leaders, students and customers;
- There is still a job for promotion information, but you can come in with emotion and send it in another way. For example, silly boss B asked to send it. Well, then he gave his idea and asked him to send you (users) a red envelope next time;
- The purpose of interaction is to mobilize everyone to participate and get to know you.
The above four can be integrated into emotion, and then five circles of friends every day will cover all the four topics. It is better to combine the hot spots of the day and bring the hot spots to these four. Why not send 10? On the one hand, there are too many. If the increment of information created is limited, users will still block it; On the other hand, this will put a serious burden on sales and content production.
But I've also encountered that even if it's written like this, sales still won't do anything. At this time, we have to teach hands-on. How?
The first thing I do at work every day is to ask the team, are there any hot spots to catch up with today? How? How to integrate into the circle of friends at work, and then answer by roll call one by one.
How to share life? In fact, they can take beautiful photos. The sunset and the roof are beautiful, but the supporting text is not good. Then Baidu find modern poetry, find famous sayings and golden sentences, and match them. Or, at the moment you see it, describe your mood briefly and simply.
How to send work information? For example, in terms of professional content, how to solve this problem and what is the principle; For example, customers praise themselves and chat records of the company; For example, send out the plans that leaders force themselves to work out 24 hours, so that everyone can "evaluate and reason"; For example, I was eaten mustard by my colleagues today.
I mentioned the promotion information above.
How to send interaction? For example, the boss ordered tea Yan Yuese, including fireworks, fireworks and Zhixiao. Which cup should I choose? It's too cold today. Am I wearing mink or leopard print? wait.
Finally, do you want to evaluate the sales circle of friends? My answer is not to assess, but to reward. What do you mean?
When we ask the team to do something they are not familiar with, we think about how much they can benefit from doing it well in the future; What they thought was how much he would lose if he didn't do it. Therefore, you only need to assess the number and direction of content, but not the quality of content.
However, in the early stage, if the circle of friends is well distributed, that is, the users with the most praise and interaction on that day, they will be rewarded immediately. Even if the reward is 500, it won't cost much money a month. But it can give everyone great motivation to improve his hair circle strategy.
A month later, you will find that the interaction and comments of the sales circle of friends will be much better than before. Of course, the overall transformation is also significantly improved.
This article was originally published by @ Kosan. Everyone is a product manager. Reprint is prohibited without permission.
The picture is from unsplash and is based on cc0 protocol
