As we all know, when we conduct online and offline marketing promotion, we often choose popular channels such as WeChat Moments and QQ Space, but this also has a big disadvantage, which is that it is easy to cause disgust among friends who are not interested in our products. For example, if we brush promotional advertisements in Moments, it will cause dissatisfaction among some people. They will block our information or even block us. This will not only make it difficult to receive any marketing results, but also offend others, which is not worth the loss.
So how to solve this problem? The best way is to conduct community marketing. Community marketing looks similar to fan marketing. Both of them are through gathering a group of people with the same values or interests, interacting with them with their own products or brands, and completing marketing promotion in the process of interaction. But relatively speaking, the sales accuracy of the target objects of community marketing is higher, and the purpose of members gathering is clearer.
To carry out community marketing, the first thing to do is to create a community, and the current communities are mainly WeChat groups and QQ groups. To ensure the success of community marketing, the most important thing is to create a valuable and vital group. And a valuable and vital group often needs to meet the following 8 conditions.
1. Group Mission
To put it simply, the group mission is what we want to do in this group. If we are not clear about this, then there is no need for this group to exist. Only when everyone in the group is clear about the group mission can everyone unite and make this group glow with strength and vitality.
2. Group Vision
The group vision refers to what you plan to make this group into and to what extent it will develop.
3. Group Values
Group values refer to what your group advocates, promotes, promotes, and encourages.
4. Group Rules
Group rules refer to what your group opposes, prohibits, etc., which is what we often call group rules.
5. Group Name
As the name suggests, the group name is the name of your group. It is best for the group name to highlight the characteristics of the group and meet the requirements of being easy to remember.
6. Group positioning
Group positioning refers to what kind of group you are creating? Is it an industry group (such as a cosmetics sales group, a business administration training group, etc.)? Is it a local group (such as a Beijing group, a Shanghai group, etc.)? Or some other group? This must be clearly positioned. Otherwise, the entire group will be in chaos.
7. Titles between group members
Generally speaking, there are various ways to call group members. Some are directly called online names, some have to be changed to real names, and some are expressed in the form of “place name + occupation ten names” for easy memory. In addition, in terms of organizational structure, there will be different titles such as group owner, group administrator, and group member.
8. Group activity planning
A group will find it difficult to maintain vitality if there is no group activity. Only by planning some group activities from time to time can group members have a stronger sense of cohesion. This is also convenient for reflecting the value of the group.
Once your community is created, you can carry out community marketing. There are many ways to carry out marketing, but no matter how it changes, it remains the same. No matter what method is used to carry out marketing, it is based on interaction, communication, and experience. When community marketing has achieved initial results and cross-border products have attracted the favor and love of community members, the next step is to switch to offline transactions. In this way, the online and offline marketing of reaching a preliminary intention online and completing the purchase process offline is completed.
Of course, in order to avoid the lack of stamina in community marketing, it is also necessary to continuously expand the scale of the group and pull more potential customers into the community. When one group is full, establish a second one; when the second group is full, establish a third one, and so on. When the scale of your community becomes larger and the number of communities increases, the results of your community marketing promotion will be very obvious. And when community members become sticky to the community, your community marketing will be successful. By then, no matter how many cross-border products you have, they will be sold out.