◆ Introduction
Last time we used the SCRM system inAn owned audience pool is built on top of WhatsApp, then we discuss how to attract traffic to our owned audience pool. The business model starts with traffic. The traffic of social marketing is mainly divided into initial traffic and fission traffic.
This article focuses on describing how to guide initial traffic and how to bridge to the WhatsAppowned audience pool. Social fission will be shared in detail in the next article.
Owned audience pool based on WhatsApp personal account matrix
Driving traffic to the owned audience pool based on the WhatsApp personal account matrix mainly involves two aspects:
One is a channel for social traffic.
That’s where the traffic comes from.
One is a diversion bridge for traffic entering the WhatsAppowned audience pool.
Traffic should be diverted to the entire personal account matrix rather than concentrated on a certain operational customer service account.
◆ Social traffic channels
Social traffic drainage methods can be divided into large platforms such as Facebook/Google/Tiktok, bulk messaging traffic on the WhatsApp social network, social media platforms such as Facebook/Instagram/Tiktok, and offline existing traffic.
Ø Facebook/Google/Tiktok platform advertising
Platform advertising is currently the most preferred way to attract traffic, especially platforms such as Facebook, Google, and Tiktok, which have a large number of users and can also be targeted and selected, which helps to acquire a large number of initial users.
The disadvantage is that the cost of bidding advertising will be relatively high, and as the number of users increases, the unit delivery cost will also increase.
Ø WhatsApp social network bulk messaging traffic
The WhatsApp social network is also currently a blue ocean of traffic, especially since strangers and friends on WhatsApp can send messages directly. The advertising reach effect is similar but better than SMS marketing, which opens up a broad space for advertising marketing.
Advertisers can send brand marketing messages in batches on the WhatsApp platform to existing users on the platform. Based on WhatsApp’s real-time online and real-time reachability features, marketing messages can 100% reach the target users, which has the effect of awakening old members.
The effect of WhatsApp marketing is ten times better than SMS marketing. Each message can be directly displayed at the top of the user's information list. At the same time, there is a conspicuous unread mark to remind users to read. The opening of WhatsApp messages depends on the content, user wishes and platform status.
Ø Facebook/Instagram/Tiktok social media platforms to attract traffic
In addition to placing ads on the platform to attract traffic, social media platforms such as Facebook can also achieve the purpose of attracting traffic through social media marketing, which includes two aspects:
One is to build a page account matrix for social media marketing, continue to carry out content marketing to attract fans to pay attention to the brand, and then divert the traffic to the owned audience pool of WhatsApp or Messenger (it is recommended to use WhatsApp to manage the owned channel)
One is to build a batch personal account matrix, which is a KOC account that expands the breadth of social media marketing and can effectively attract social media fans and accumulate them into the owned audience pool of the personal account matrix.
Ø The brand has existing traffic
Some brands have already built their own user channels overseas, such as stores and websites. This basic traffic can provide accurate seed users and social distribution members for the WhatsAppowned audience pool and operating businesses.
In addition, if there is cooperation traffic from KOL, import it into the WhatsAppowned audience pool, and then design a social fission method to integrate the KOL's fission communication ability and willingness into the social fission system, which will lead to better new user traffic.
◆ WhatsApp offloading bridge
The owned audience pool built by WhatsApp's personal account matrix treats each personal account as a business unit and is the core bridge connecting customers for communication and interaction. Under normal circumstances, account operators are required to actively communicate with customers on a regular basis.
When we divert traffic, we cannot just equate the personal account business unit with the customer service account and inject large traffic into a single customer service account. Instead, we must divert the traffic to multiple different personal accounts according to weight, divert traffic to each personal account business unit, and inject a large number of fans.
Ø WhatsApp link to add friends
Designing a WhatsApp link to add a friend's URL makes it convenient for users to click on the URL to Deeplink directly to WhatsApp, and at the same time directly enter text in the input box, reducing the user's operational thinking and decision-making, and quickly interacting with our operation customer service.
For details, please refer to the functional design of SocialEpoch:https://www.whatsappmarketing.cn/whatapp-link/
Ø WhatsApp diversion treasure
Through the WhatsApp Diversion Treasure, the overall traffic is diverted according to weight to the batch personal account matrix of our WhatsAppowned audience pool, so that each personal account operating unit has a large number of fans, which is helpful for the development of operational work; at the same time, the use of SCRM can effectively improve the efficiency of operational customer service and the security of user data.
For details, please refer to the functional design of SocialEpoch:https://www.whatsappmarketing.cn/whatsapp-bypass/
Ø WhatsApp plus Qunbao
The difference between Jiaqunbao and Fenliubao is that Jiaqunbao diverts the overall traffic to various groups that have been set up. These groups can be managed by different personal account operating units. In the group, marketing methods with different advantages can be organized to conduct user transactions.
For details, please refer to the functional design of SocialEpoch:https://www.whatsappmarketing.cn/whatsapp-group/
Social marketing relies on traffic, and choosing accurate traffic suitable for commercial projects is the core key.When acquiring traffic, don’t just focus on advertising on large public platforms. You can also try the owned audience acquisition methods of WhatsApp social network and Facebook social media. You will get more surprises here.
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