How to quickly build a community customer base?

. Create super IP

In today's marketing environment, the logic of "selling goods" has not been able to go, and the logic of "seller" is becoming more and more prevalent.

The user believes that a company is no longer a product that simply believes in the company, but because he believes in the spokesperson of this company to buy the product recommended by the spokesperson.

This products are no longer a product, no longer the preparatory provider, but a link method for corporate spokespersons and customer emotional communication.

. Therefore, community marketing, it is more to ensure that the super IP and the potential energy of the marketing to ensure the increase in increase and sales in the later period.

For example, Jiang Xiaobai we all know, the reason why we have emerged in the liquor market is because Jiang Xiaobai is not selling the product of white wine, but is sold by Jiang Xiaobai as the representative. A young man's attitude towards life is a communication scene of Jiang Xiaobai's animated character IP and young product audiences.

In how should we build a super IP?

The first step: Find positioning
The positioning is a command stick for sustainable development of super IP. Only when your positioning is set, can you first occupy the user's mental model and accelerate the user's perception of you.

The example:
For example, when mentioning Mars, you think of community marketing.
Muctives, you think of food bloggers.
Mexedon Kla K, you think of the goddess of dance.
Positioning is to occupy an important position in the user's mind, letting users mention your name and immediately appear your image.
So how should we position it?
The first step: Thinking, we must consider these 4 questions:
What is your business goal at this stage?
In order to achieve this goal, what kind of Mind cognition?
Why do you take this mental cognition?
What content support points do you have?
Step 2: Clarify the labeling of the super IP:
In the basis of considering clearing the business goals of the enterprise, the user's IP cognition of the enterprise, and the sustainability of the content, The one -step super IP is clear, and the super IP is labeled clearly.
For example, Jiang Xiaobai's label: 15 years old, love literature and music, countless awards, and a good young man with creative talents.
Step 2: Packaging image
Pet the creation of personal brands, and the packaging image is also an important dimension.
You's image is packed to win the user's high score of your first impression. If the first impression you give people is not good, you cannot win the trust of the user, you will lose it again and again. Opportunities for cooperation.
How to pack the image?
is to design your own "visual hammer" and "language nail".

"Visual Hammer" is to show your personalized image through the external image.
For example, when it comes to Jobs, you can think of Jobs' black T -shirt jeans. In the scenario of social marketing, we can use a unique and personality visual hammer to create an avatar displayed by a unique social platform to deepen the user's impression of you. For example, your visual hammer intends to use the main color tone to build, and you can set the avatar to be blue. The content of your circle of friends, pictures, and pictures of the articles are blue. As soon as you see the blue, you first think of the first to think of the blue. you.

"Language Nail" refers to refining personal quotations or golden sentences that represent your unique views, unique values, unique personality.
For example, Wang Jianlin's "set a small goal and earn one hundred million". Ma Yun's "I am not interested in money." Language nailing is to show all your life attitude and unique personality, forming your own distinctive characteristics. Of course, the design of language nails needs to be polished carefully. It must not be empty, but to target the crowd. There is a persuasive and logical interpreting language to interpret this sentence.
3: Output content
After positioning, we can have influence through the output content.
It this is also afraid of the alleys in this wine fragrance. We need to output content in multiple platforms. We must not only be in our hearts. We must expose it as much as possible on different platforms so that fans can link you anytime, anywhere.
we can use these platforms to perform content output: public account, blog, division, LINEDLE, Youku, Douban, lychee FM, Zhihu, Jianshu, today's headlines and other platforms.
In output content of these platforms, the most important thing is to maintain the focus of positioning. Do not write marketing content today. I think of my poems on the day after the day, and publish poetry in the account. Fans cannot be made to build a clear understanding of you, and it is difficult to think of you in the later period of learning needs.
Is when creating a personal brand, we must make the platform's account into a delicate specialty store to display all the content related to positioning, not grocery stores, everything, so that users can not touch their heads.
. Digestion

In order to establish a private domain flow pool and ensure the lower cost transactions and conversion of the community, we also need to perform drainage and absorbing powder when the output content is exported.
Is when we output the content, we distribute the content to various platforms. The number of articles and videos has readings, and fans have risen. At this time, we can use some tips to drain the traffic to the WeChat personal account. Establish a private domain flow pool for operation.
It some platforms are prohibited from draining to the WeChat signal. So how should we drain? Share three tips here:
(1) Example
We can take our own public account or public account articles in the article as a case, which is equivalent to indirectly telling readers to pay attention to the public account.
(2) Question Message method
We can use the vest number to leave a message below the article and video to inquire. If you want to contact the author, how to contact, at this time, you can respond to the main number.
(3) Keyword reply method
We can also obtain a certain information by letting the reader's private message keywords, and tell the reader how to add WeChat to the entrance of the private message.
It, in addition to the content that can drain accurate fans. In fact, we also have more methods to drain fans to achieve the establishment of private domain flow. Here are two practical methods:
1. We do not emphasize the explosion of powder in WeChat groups. This method seems to increase the number of WeChat friends, but practice has proved that it cannot achieve effective transformation.
Is should be drained by value attraction. After you provide value in the community, you can actively attract accurate fans to add you.
Is when sucking powder in a mixed group, you must actively show the value you can shape the other party. You can display the value through three aspects:
(1) Self -introduction
When you introduce yourself, focus on it Clearing your own value, you can help group friends solve, such as you can refer to the following self -introduction.

[Name] Mars

[Coordinates] Beijing

n [Tags] Morning people, communities, communities Operating senior players, time management experts, marketers

[Introduction to one sentence] The co -founder of the full case of the community, the co -founder of the Wanqun Alliance, n

[I have done the most achievements and things]

The first realization of the online training camp of the overlord class, exceeding 500,000 yuan in 2 hours r r 2 hours
Profolded community operations, cumulative help hundreds of thousands of students rely on WeChat to enter 2K
creating human marketing theory and social marketing three -step transaction method to help 100W students complete social marketing
[Can provide help]

The analysis and solution of social marketing
Procketing community drainage, community operation guidance
physical store marketing guidance
[ I want to connect]

AREARTO
Sales elite
n In addition to self -introduction, we also have to show their faces in the group every day, like the active friends in the WeChat group, and answer questions that the friends who can ask questions. Your WeChat friend.
(3) Red envelope activation
Sometimes, before publishing important information or sending dry goods, you can send a red envelope in the group to activate the silent WeChat group to attract more community friends Add you.
2. Mutual drainage
The push drainage is to cooperate with other platforms with the same fan tone through cooperation.
Is when pushing each other, we must first find some platforms with the initiative to fight for cooperation. Secondly, we must sincerely explain our situation and the effect that can bring to the other party. After the first drainage activity, the effect must be evaluated to prepare for the later cooperation.
. Operations

In drainage, it is the centralized operation of users in the private domain flow pool. Community operation is to let users trust your bridges and bonds, which are connectors for enterprises and users.
So how can you win the trust of users?
The first step: creating community opinion leaders
The role of community opinion leaders is very key, which is the core of leverage the active community. A word of community leaders even better than a thousand words of community members.
Therefore, we must actively cultivate community opinion leaders, allow social opinion leaders to participate in more community operations, increase the right to speak of community opinion leaders, and at the same time give special support to social opinion leaders. Such as content support, honor support and material support.
For example, the owner of the Wanqun Alliance not only creates support for the honorary title and IP of the Wanqun Alliance, but also gives more rights and interests to the alliance owners, including distribution income support, registration preferential support, and so on.
It Step 2: Diligence interacts with fans to deepen the link
We we want to make friends with social users. Group fans grow up together. What should I do?
1. Online interaction: Usually talk to members of the community talk about their recent dynamics; we must also understand the community members' mentality, their views on the community, and suggestions for the development of the community.
2. Organizing activities: It can be an online organization curriculum activity, or a fan gathering of offline community, such as wine clubs, salons, discussions, a subject sharing, expert lectures, forums, etc.
3. Communication content: At the same time, it is necessary to actively spread content and share value in your own community, such as sending various dry goods materials, thinking maps, growth experiences required by community members in the community.
4. Active red envelope: Sending red envelopes is also an operational means to promote community activity. We can also send some large surprise red envelopes from time to time to strengthen interaction with fans and activate members of the community.
. Marketing

It can be said that the community operation is good, the community trusts you, community marketing is a matter of water. The final decision can be transaction depends on whether our social marketing strategy is clever.
In general, we will sell the products according to these three steps:
The first step: product potential
general 1 month to 15 days before the product is officially released, in the community, it is in the community In the circle of friends and release, tell the user's hot sale and snap -up atmosphere to cultivate users' expectations for products. For example, we can publish a booking order and a packaging video of physical products before the product is released. And based on user feedback, fine -tuning the product and determining the final product version.
During the pre -sale, we must grasp these two things:
During the pre -sale, the words should cause users to resonate, or move through feelings, or move through prices to win user trust.
It should respond to the market's opposition, such as negative evaluations, and timely guide public opinion.
Step 2: Value shaping
is to constantly instill product value to customers during the pre -sale period, such as product comparison, customer evaluation, experimental argument, factual description and other methods to illustrate the value of the product. During this period, you should give feedback during the pre -sale period, gratitude and review, and you can thank users who give feedback during the pre -sale during the pre -sale.
The third step: scarcity manufacturing
It to say that the price increases immediately, it is about to be sold out, creating a scene of product scarcity, creating a crazy snap -up effect, and promoting users to place orders. At the same time, when manufacturing is scarce, you must immediately buy the entrance to the user, or buy a link, or pay the QR code to allow users to click on the payment entrance to pay immediately. The clearer the entrance display and the easier the payment process, the higher the user's transaction rate.
5. Distribution

distributed distribution, let community fans become your customer, and also willing to spread your products in word of mouth, which is the sublimation process of the entire marketing process.
On how to do it?
is to design the WeChat distribution system, from the perspective of making customers profit, and build a distribution system. When building a distribution system, pay attention to these three points:
1. The threshold should be low
The threshold should be low, and the path should be short. It is best to use the public account and applet Set up more complicated operation steps, such as allowing users to register and download APPs to participate, and must minimize customer operating costs.
2. Reward must be enough
The old customers helped you to introduce, and made various word -of -mouth and publicity. We must immediately give the old customers material incentives and spiritual incentives, such as: additional reward mechanism, spokesperson and other honorary titles , Share the basic information of transmitting users, such as avatars, nicknames, etc. to recommend users to trust.
3. Empowerment must be in place
This empowerment, that is, the empowerment of users, including materials, training and help, are prepared for users. The copywriting should be written well, and the promotion content should be provided in time. Also do training frequently to allow new customers to quickly understand the distribution system. When encountering problems, it is necessary to help solve it in time.
The explosive growth of profit -making by community marketing may be one of the ultimate goals of many people, but the foundation of being able to make a profit and achieve maximizing commercial value must be a personal brand. The operation is good, the marketing is well -designed, the distribution system is set up, and the surge in profitability is to achieve the success of the water. For more, please refer to love profitability

You can use the mode of offline physical stores online communities
The unified consumption of offline consumption allows users to join WeChat groups, such as small gifts such as adding customers to send socks, etc., to induce customers to enter the enter group.

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