Wechat business has realized the literacy of ordinary people in social e-commerce. Although the WeChat business is indeed declining, we cannot deny the value of social e-commerce. In contrast, the community model should be the most suitable choice for the public. The community is more in-depth operation, not paying attention to extreme fission, which is more acceptable to users. This time, I mainly share some preparations that need to be made in the initial stage of community establishment, and also pave the way for follow-up efforts.
As mentioned in the previous article, communities can be divided into three types, and each type can be further classified. When you plan to be a community, you must first think clearly about what type and industry you want to be. It is recommended to choose an industry that you know better, especially one with certain experience and professional knowledge. For example, if you have ten years of English teaching experience, you can consider becoming an English training community. If you have resources around you, you can also consider it. For example, some people have orchards at home, or seafood channels near the seaside, or people engaged in wine business can support them. Mainly from their own advantages and available resources, consider how to use products and services to provide value to consumers.
If there is no industry accumulation, no resources around, and no interest in peacetime, you can also choose to share the community. For example, college students spend 2000 yuan to buy industry information and share it in the community, and each person only receives 200 yuan. People with 10 will earn back the cost, and if they share it with people with 100, they will earn five figures, which is not bad for college students, but it is not a long-term solution.
To be a community, you must be a fan, and there must always be something to attract fans. It is recommended to create a personal IP to attract fans. This requires preparation in marketing tools and content. In terms of content, we mainly share some industry knowledge, such as weight loss knowledge, pet knowledge, health care knowledge, digital product knowledge and so on. We can also make these into jokes, which are always good and easy to spread. It is not limited to graphic forms. It would be better if you have experience in short video and live broadcast. Now all platforms have certain support for video content, and the communication effect is better. The most important thing is persistence. I think the day shift is still the foundation, and the initial content is also to increase exposure. Many tubas that can be seen on basic social media insist on more than 10 articles per day, but this belongs to the category of teamwork, which is definitely unbearable for individuals.
The so-called marketing tool is the self-media platform. Now most platforms are algorithm recommendation, which is more friendly to newcomers. Even if there are no fans, there is a chance to get recommendations and distribute them to more people. So headlines, Weibo and Baidu must be done. As for the big fish, a little information and interesting headlines, the more you look at your personal energy, the better. One more platform, one more exposure. It's nothing that 10 people see you every day. If you persist for one year? The gap is so close. All social media platforms must be personally certified. If industry certification is better, it is to increase trust and endorsement. Nobody will pay attention to a trumpet without any certification. The official account of WeChat WeChat also needs to be done. It is actually very difficult to start making an official WeChat account now, so it is not based on the official WeChat account. Instead, the public domain traffic such as Weibo and Headlines will be directed to the private domain to improve the conversion rate. Generally speaking, building personal IP is a long-term activity, which will bring long-term value.
In addition to building a community and attracting fans, you also need to prepare products. This is what you sell. Products are divided into virtual products and physical products. Virtual products are relatively less complicated, and it is common to sell services and courses. For example, in the English training community, everyone joins a group to learn a language. For example, the pet community mainly shares the knowledge of keeping pets. Of course, it may also bring some products, but it is mainly based on services.
Physical products are more complicated. If you want to sell seafood, you should consider how to package it, how to keep it fresh, how to transport it, and also consider the transaction process and delivery method. There is really no product. At first, you can find a channel to buy at a low price. When we resell to the community, we will take into account the joint efforts in the early stage. The well-known WeChat business is also a model of social e-commerce, that is, simply selling goods by goods. Compared with the WeChat business, the biggest advantage of the community is to gather consumers and form their own circles, and then they can carry out in-depth operations. Users who buy seafood in the community may also buy fruit, and the community that studies beauty also has the training needs of slimming and fashion wearing, which is very scalable. It will be very difficult for WeChat business to sell multiple products at the same time.
The community model is very important, and we need to figure out what form to choose to run the community. For example, the charging mode of the community can choose the annual membership system, and the group will be dissolved automatically after the expiration. However, a certain fan base is needed to ensure a good conversion and update rate. You can also choose to join the lifelong system, provide some basic services and sell some products by the way. For those who don't have a fan base, you can choose the free community model to pull new products, and it is also good to sell products by hand. You can also choose to buy products and send them to community services. Consumers who buy your products can become members for free and enjoy one-year service or lifelong service. Similarly, you can also receive membership fees to send products. For example, in the previous slimming community, members would give away equivalent products after paying, which reduced the decision-making difficulty of consumers.
The above four points need to be considered clearly in the preparation stage. Only by combining the right industry with the right products can we form a good community, thus forming a good transformation and word-of-mouth accumulation. Insisting on content marketing will attract new members to join the community. Hold your temper for two or three years, and you will form your own community of 1000 people or even1000 people. It's really hard to start the community model. Compared with the business model of WeChat, it will not have such strong fission ability, but it will be more stable. Therefore, we must persist in the early stage. As you do it for longer and longer, you will find that the situation is getting better and better, and other types of products may be derived from the community. It is a thing worth persisting in.