Let’s talk about the conclusion first: group marketing.
In fact, in the domestic owned channel scenario, we have already seen the power of social marketing. Whether it is online live broadcasts, offline meetings, or other forms of activities, people are interested in forming communities. There are work groups at work, family and friend groups in daily life, and various communication groups when going out for activities.
The value of these communities does not lie in the length of time, but in solving current problems and confusions. With the common need of finding an organization, community members quickly gathered together, and the community activity and attention were extremely high. This is also a good time for marketers.
01 Why group marketing has always been popular
Finding organization is a common need of social animals:
Communities/groups provide members with a sense of collective security, an absolute advantage that no other form of connection can match. From families, work units, various organizations and groups, to online communities, groups, and groups, they are all manifestations of collective human communication.
Through collective connection, it can provide each member with a good opportunity for interaction and communication, open up each member's information surface, avoid information blockage, and guide everyone's desire to share, leading to more information and content. For humans, such needs have always existed.
Groups provide appropriate social distance
Compared with one-to-one personal connections, groups not only protect personal privacy, but also meet everyone's needs for interactive communication. It can be said to be an ideal scenario for interacting with strangers.
Groups are a way to maintain personal privacy and social distance, allowing everyone to obtain information while reducing the exposure of personal information, allowing everyone to socialize and communicate more freely.
Groups are an ideal carrier for mass reach
For enterprises, through communities or groups, they can not only gather a large number of customers, but also conduct batch marketing to reach a large number of customers. In many B2C and first-time marketing scenarios, many customers are selected through a large number of communication contacts. If they communicate individually from the beginning, it will cost the company huge labor and time costs, and the entire conversion cycle and effect will also be affected.
Through the aggregation of groups and batch access, companies can quickly find target customer groups from a large number of customers and carry out further interactive conversions.
Groups can help companies achieve product promotion and traffic drainage
Using groups as a carrier to provide customers with communication and interaction scenarios can achieve low-cost traffic and attract customers to establish contact with enterprises independently.
For enterprise historical data, activity data, third-party data, etc., batch marketing reach, group interaction, operation management, conversion, etc. can be carried out.
As long as customers join the group, the company's product promotion value has been achieved. Every piece of copywriting, picture, and video that follows strengthens the company’s understanding and promotes customer trust, orders, and conversions.
02 How different global expansion companies carry out group marketing
B2B brand combined with group operations can provide customers with a communication carrier to facilitate customers to understand brand product information and guide subsequent one-on-one communication; B2C brand combined with groups can provide customers with circle value and preferential activities to promote direct conversion of the group.
B2B enterprises have long-term, multi-role, and multi-link business characteristics., so it is difficult to achieve customer conversion in a short period of time. Groups are not only a scene to attract customer attention and communication, but also a scene to incubate customer needs. Therefore, every B2B company can create opportunities for collective interaction and communication for customers on the basis of one-to-one communication.
Not only that, what B2B business really faces are the decision-makers and executors within corporate customers, who are also individuals. Using content and community to create value and interactive scenarios for them can invisibly influence the thinking of decision-makers and executors, and affect the final order transactions.
B2C enterprises, that is, retail scenarios have stronger operational needs for groups., which can be seen in the WeChat group marketing of domestic stores such as Luckin and Miniso. These groups are scenarios where companies attract traffic and accumulate customer data, achieving rapid purchases under the influence of a promotional atmosphere.
Compared with the complex decision-making process of B2B decision-making, B2C consumption is more subjective, and any stimulus point can become an influencing factor for an individual to place an order. Therefore, enterprises can achieve efficient marketing conversion by hitting a certain pain point of customers.
Group meetings provide each individual with an atmosphere of lively communication, especially in the early stages of group creation. Combined with appropriate promotional activities and interactions, it can stimulate many customers' desire to buy, allowing transactions to be completed in batches, saving corporate marketing costs.
03 global expansion enterprise group marketing carrier
Judging from the current characteristics of online social and digital users, social platforms are definitely ideal interactive communication scenarios. Domestic social giant WeChat and overseas social giant WhatsApp are all advantageous choices.
The WhatsApp platform itself has two major marketing advantages: first, it has a large number of users, ranking first in the number of users of the global social platform; second, it is effective in developing customers, including strangers actively triggering messages, account numbers are equal to mobile phone numbers, real-time online communication, etc.
Therefore, WhatsApp groups also have unique global expansion group marketing advantages.
04 Practical methods of WhatsApp group marketing
The focus of group marketing can be divided into these parts:
The first is to create a large number of groups:
Create a large number of groups. Using content, activities, and communication as gimmicks, you can attract customers to join the group on their own, or you can import corporate activity data, historical data, third-party data, etc. to guide customers to join the group in batches.
The second is group content marketing:
In the first few days after the group is created, group members pay the highest attention to the group. During this golden marketing period, companies strike while the iron is hot and use promotional activities and content to attract users' attention and stimulate users' desire to buy and share.
The third is group batch conversion:
With all the promotional information and event atmosphere paving the way, companies can guide customers to place orders directly.
The fourth is group data retention:
After the group enters the marketing cooling period, the company can retain and export customer data. Based on the innate advantage of WhatsApp account equal to mobile phone number, enterprises only need to keep one to get the second, and deeply bind users to facilitate secondary low-cost marketing.
In this process, enterprises will face many problems such as a huge amount of group creation operations, administrator account risk control, group management, active group marketing, and data retention. SocialEpoch can provide the following group marketing services:
- Provides batch group creation service and automatic group creation system, which can efficiently create thousands of groups. It solves the problem of large operation volume and low efficiency when enterprises create groups, and reduces the risk of administrators pulling group account suspension.
- Automatic and intelligent management of the community can be carried out. Risk control sensitive information is set in the background. After the group content triggers sensitive information, operations such as automatic deletion, automatic warning, and automatic removal of illegal members can be carried out, revolutionizing the efficiency of group operation and management.
- In the background, group chat techniques and sending time can be set in advance, and marketing content can be automatically sent to the group at regular intervals to promote active conversion of the community and reduce group operating costs.
- One-click @ to remind all members of the group, so that information can reach all members of the group efficiently. At the same time, group customer data can also be retained to allow continuous operation and development of customer value.
- Group administrator account service. Provide customers with a large number of administrator account services to prevent companies from registering account warming from scratch, shorten preparation time, and help companies carry out group marketing work as soon as possible.
