How to use friends circle for marketing?

friend

Methods/steps

Characteristics of friends circle

To do circle of friends marketing, we must first study the characteristics of circle of friends. The characteristics of the circle of friends are easy to understand, and there are two characteristics: friends and circles.

Friend characteristics

Whether it's your WeChat circle of friends or your QQ space, all you care about or pay attention to are friends, at least people who have communicated with you. This solves the first problem in the transaction-trust. The reason why the capitalist society can develop so fast in just a few hundred years is that it has created the enterprise system and solved the trust problem in transactions. With a signed and sealed paper, you dare to transfer millions or tens of millions of money to the other party's account. The same circle of friends also has this function, and we can safely give money to our friends. In fact, to do business in a circle of friends is to bet on your own reputation. As long as you want to mix among friends, you can't cheat.

Circle is the second characteristic of friends circle.

This feature of the circle of friends is consistent with that of the circle of people. As the saying goes, birds of a feather flock together. Those who can mix in the circle must be people with the same hobbies or experiences, which is also the value of circle marketing. A foodie can affect a group of foodies, so when a foodie publishes the status of "eating" in the circle, it will trigger a group of foodies to like, evaluate and even forward. When this state of "eating" is forwarded to another food-eating circle, it will detonate the secondary publicity and communication, which is the viral communication of circle marketing. If this foodie is in a state of science and technology, it is estimated that it is difficult to attract attention, because people in this circle are only interested in eating.

These two characteristics of the circle of friends have laid a powerful force and unlimited effect for the marketing of the circle of friends. So what content is more popular in the circle of friends?

What is popular in the circle of friends?

The hottest content in the circle of friends is the new trend. Where did Tianhe go to eat now? I went somewhere to play today and am ready to lose weight. The dynamics of friends is the value of the circle of friends, which is the law of the circle, because everyone should get along in this circle and maintain the stability of the circle. To understand the dynamics of everyone in the circle, you will not become an outsider.

Besides, what do we care about? Of course, it is the core of this circle-* * * the same hobby. If you are in the food circle, you won't miss the food released in the circle. If you come from the IT industry, you must watch the war of words between Luo Yonghao and Wang Ziru. If you like marketing, then positioning theory is a big bluff? You will never miss this article.

Of course, there are also current affairs hotspots, hilarious classics and subverting your daily views, which will attract onlookers and praise.

Limitations of friends circle

The limitations of the circle, with a beautiful vision, jumped into the quagmire of the circle. After entering, you find that the reality is so cruel, and it is so difficult to move forward or backward.

Then why did the first marketing message attract the attention of so many friends?

In addition to the principle of diminishing marginal effect, there is another important reason. In the eyes of friends, your status has changed from dynamic to advertising. When you send a purchase message for the first time, when you send a product message for the first time, your friends regard it as your latest progress. Curiosity and circle rules make them start to be caring and attentive to you, and you are excited to answer every friend's questions. This time, your friends know your latest developments, which is enough. So when you send this information again and again, it is of no value to them and the maintenance of this circle, and even becomes annoying advertising information.

This will be the first problem you will encounter, whether it is the influence from the circle of friends or the persistent effect of circle advertising, it will cause a fatal blow to you.

Conversion rate of friends circle (Rule 28)

The conversion rate problem is a problem that all business activities will face, and doing circle of friends marketing is no exception. In the process of conversion, we basically follow the 28 rule, and the loss begins with message transmission. Take a circle of friends of 300 people as an example. About 60 people will see your message, about 12 people will open their friends, and only 2 people are interested. The real purchase is almost zero.

This will be the second difficult problem and an unavoidable problem. Of course, there is another problem.

Tell a joke first. The reporter asked the farmer, "If you have one hundred mu of land, can you donate it to the country?" The farmer replied, "Yes!" He asked again, "If you have one million dollars, would you like to donate it to the country? The farmer replied, "I know. "Three questions:" If you have a cow, would you like to donate it to the country? " The farmer replied, "I don't want to." The reporter wondered: "Why?" The farmer replied, "because I really have a cow." "

So is the circle of friends. Usually when you post a status, there will be a lot of likes, comments and support. But when you really start circle marketing, you find that many people are slowly silent. Because their interests are involved, is the value of the products you represent worth their use? Is the price you offer really favorable or do you make money from it? They don't know, so they choose silence.

Purity of friends circle (interest circle)

In fact, real friend marketing should be based on the circle of interest. There is a mother-infant platform, the specific name of which I can't remember clearly. At first, several young hot moms exchanged parenting experiences in QQ group, and later joined the ranks of buying baby products. Hot moms who have nothing to do talk about baby products every day. Later, the circle has been expanding, and more hot moms have joined the circle. In the process of exchanging experiences, they recognized the circle and the products recommended by the circle. Finally, with the expansion of the circle, it became a sales platform for maternal and child products.

Look at your circle again, is there an atmosphere for discussion, and is the product you choose appropriate?

How to play friends circle marketing?

Here is the Tao and some general theories. As for when to read more, what kind of headlines are attractive? For these operations, you can look at the popular articles forwarded by your circle of friends and those attractive titles (for example, impress each other with 15 seconds? Learn to learn; Drink more water when you have a cold, and how much "common sense" misleads you; Seven taboos for eating crabs in autumn; Eat walnuts all my life, but I don't know how to wait. See more, think more and analyze more.

Integrate circles and choose the right products

If you only rely on friends to sell, then you will never succeed. The role of friends circle should be auxiliary, not main. You should have other channels to sell goods, and the role of the circle of friends is to let friends know your dynamics. It's enough to tell your friends through your circle of friends that you are doing cosmetics purchasing. Don't promote products in the circle of friends. Because a friend asked you for a product, you gave him a "friend price" instead of a "promotional price".

Here, you need to know what kind of people your circle is mainly. If you are a technology man, and the hot circle of friends is full of technology products, I believe it must be inappropriate for you to suddenly buy cosmetics.

So you need to integrate your circle of friends. Your old circle of friends is far from meeting your requirements. After buying cosmetics, you need to expand your social circle by going to cosmetics post bars, forums, QQ groups, Weibo and websites. And constantly communicate, study, post and reply in these places. People who love cosmetics scattered all over the network will continue to integrate into your circle through various channels.

Of course, it would be better if we could establish our own QQ group and WeChat group. This can form a main circle with you as the core and a sub-circle with the backbone personnel in the main circle as the core. If there is information in the main circle, it will spread to the secondary circle. (See examples of recommending products to friends of friends later. )

There is no quick way in the world, and the accumulation process is long, but the number of your circles will continue to increase, the purity will continue to improve, and your professional knowledge will continue to increase.

Create the image of "friend+expert"

When you buy a computer, you will find a friend who knows the ropes to accompany you. Will most of his suggestions be adopted by you? This is that pow of "friends plus expert". You should also create such an image in your circle of friends. In the process of integrating into the circle, you keep learning relevant professional knowledge, and you should keep publishing it in the circle of friends. When you appear in the circle of friends as an expert, your power is greatly enhanced.

If you represent cosmetics, you will become an expert in this field through the process of circle integration. Recently, someone in the circle of friends mentioned acne on your face. You should answer it as an expert from the perspective of professionalism and practical experience (acne on your face is mostly a question, how to use it, and what kind of cosmetics to use. So-and-so had acne a while ago, and recommended a certain product ... what was the result and so on. ), then, it affects not just one friend, but all friends who can see this news. You have become an expert in the cosmetics industry in their minds, and will come to you for advice in the future if you have related questions. Isn't it easy for you to sell goods at that time?

You are the core of this main circle. When your friend's friends encounter related problems, they will also consult you through friends, so that you can influence more people through the second circle of friends and break through the limitations of your personal circle of friends.

Knowledge sharing and interest discussion

You can't always wait for friends to ask, so at this stage, your sharing is very important. Advertising can be implanted when sharing, but the overall foothold is knowledge dissemination, and the content is very extensive. You can combine weather, cases and hot spots to spread some knowledge. This process is the process of brainwashing friends in the circle, and you have to implant fear. If autumn comes, problems such as dry skin will appear again. If you don't do a good job of protection, there will be dry cracking and molting in winter. If you don't maintain it in your twenties, you will be anxious in your thirties.

On the one hand, knowledge sharing consolidates your expert position in the circle of friends, on the other hand, it also advertises products in disguise. In this process, it is better to have friends to follow up the discussion. If you share the knowledge of acne, a friend later commented that "the products you recommended a few days ago are very good, and now the acne is basically gone." The influence of friends' comments is far greater than the strength of your whole sharing. So, when you want to promote the product, find some friends to try it out for them. The principle of reciprocity will make them take the initiative to help at some point.

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real price

This is very important. When a friend asks you to buy a product, the price you give him must be lower than the market price, and also lower than the marked price and promotional price. Moreover, we should recommend the products carefully, so that your friends can really enjoy the discount and really feel the effect of the products. In this way, when his friend needs related products, he can confidently recommend to you: "My friend is an expert in this field, and he also has related products. I use it well, and I can get my friend's price from her. I'll ask you later. "