Today's content mainly revolves around this cycle diagram, in which the corresponding tools and methods involved in key marketing nodes will be listed as much as possible. Let’s work together to sell big!
01 From traffic to conversion
WhatsApp has 2 billion users worldwide and is the most popular SMS alternative in more than 100 countries and regions. WhatsApp Pay has been launched in India and Brazil. Its global popularity and daily user activity have undoubtedly made it the most arrogant and irresistible social marketing carrier.
Facing the open sea of WA traffic, we must take the initiative to privatize public domain traffic.
How to publicize the owned audience, we have mentioned three ways to attract traffic to WhatsApp in the past: through the WA advertising self-delivery platform, through Media Buy, and through social media (such as FB, Tik Tok, Ins, etc.), so that customer traffic can be retained in a timely and effective manner.
In addition, a special feature of WhatsApp is that it is registered using a phone number. This means that by following the other person’s phone number, you can find the WA account registered by him or her, and vice versa. This also expands our ideas and methods for acquiring customers from the public sea of users.
If what is obtained is not the user's WA account but a phone number, etc., there is no need to worry about having to call or text the user to communicate with them personally. Effective and active filtering can be carried out through bulk messaging of accounts or the process of creating new groups to achieve precipitation from traffic to user pools.
Just because traffic is coming in, it doesn’t mean it’s conversion.From inquiry to conversion, what is required is the top-down refined operation of the enterprise, which also includes the systemization of customer resources, the optimization of customer experience and the digitalization of customer management., please refer to our previous sharings for details.
As a result, the company has realized the connection between customer traffic from the vast sea to efficient conversion.
02 From conversion to repurchase
From conversion to repurchase, what is needed is user education, which is the accumulation and operation results of the owned audience pool.
This is a good result based on users' recognition of the company's products and brand value. In the journey to achieve repurchase, what companies need is not to lose every possible customer and not to miss every possible opportunity to grow grass.
In the era of social media, wherever the customers are, that is where the main marketing position of the enterprise is.Domestic users generally use WeChat, so they go to WeChat to post articles, hold activities, and build WeChat groups; foreign users use WhatsApp, then establish an owned audience pool in WhatsApp to lock in every possibility of every customer.
Owned channel is your territory. This batch of traffic does not need to be purchased and can be accessed directly.. On the contrary, the same is true for users. After the first experience of good products + good services, you are the best solution for them without having to "shopping around."
There are many ways to play in WhatsApp. For example, you can create a new user group. In the group, you can directly send coupons and gifts; you can share interesting and useful content. Those who make makeup and clothing are for dressing reference, and those who sell toys are for gameplay competition. For another example, dynamic 24-hour visibility can be used to share information and create a sense of anxiety.
In short,It is to use various modes of owned-channel operations in WA to "lock in" customers. In the process, refined operational management is carried out to make the service chain longer and the customer experience better, thereby building user stickiness and realizing the connection from conversion to repurchase.。
Of course,All inputs have outputs, and this is especially true for owned channels.. Just like our SocialEpoch provides overseas social owned-channel operations solutions, in our owned audience pool, we will continue to output global expansion marketing information that is useful and interesting to users. Because of this, we have a steady stream of customer recognition and cooperation. All inputs have a premise, that is, you give users irreplaceable value.
03 From repeat purchase to recommendation
From repurchase to recommendation, you need to deeply cultivate the users.
If you don't have profit, you can't afford it early. From "senior fans" to "recommended experts", in addition to high recognition of product and brand endorsement, they are also driven by profits. Driven by such a dual role, the idea of repurchasing and recommending is more correct.
Here, the model of owned channel + marketing fission is a set of dual drivers. WhatsAppowned channel is for planting grass and disseminating brand value; the marketing fission e-commerce platform directly drives recommendations at the revenue level.. In China, for example, Yunji and Yunhuo Selection based on the WeChat ecosystem, through distribution fission + commission, make every consumer a small seller.
LopDeals is a foreign version of the distribution fission e-commerce platform. It realizes full platform exposure such as WhatsApp, Facebook, Viber, etc., and provides profit sharing solutions based on social relationships based on the mall function. Customers who have planted grass can shop here, get discounts and become the next seller at the same time, realizing another cycle from recommendation to traffic.
As a result, through customer recommendations, a new round of customer (i.e. traffic) input, conversion, repurchase, recommendation, etc. cycle continues, and the cycle continues.But this cyclical system is not a perpetual motion machine. Energy needs to be continuously added to it, that is, the new driving force of product + marketing support, in order to truly realize the endless growth of the business.。
As always, to summarize, to build a social marketing closed loop based on WhatsApp, you need to:
- Marketing must be proactive (WhatsApp traffic + activity screening),
- Conversions need to be managed (WhatsApp SCRM refined operation）、
- Repurchase requires owned channel (build owned audience pool),
- It is recommended to have fission (LopDeals distributes fission).
