What are the main strategies of community marketing

A complete brick-and-mortar community needs to complete six major links:

Community planning - gift selection - attracting traffic - community operation -Activity realization -Customer fission.

I, community planning

Community planning needs to know the industry attributes of the physical store and community positioning. Usually physical stores can be divided into three kinds: just high frequency, just low frequency, niche demand.

Three types of community how to do it:

Necessary high-frequency:

Attract the target users into the group, through the operation of the community, activate the customer base and build trust with them, shaping the value, and then batch transactions (stored value, buy full delivery activities, etc.);

Necessary low-frequency:

This type of customer is difficult to repurchase, the establishment of the community must be extended! The corresponding products, or joint other neighboring merchants **** with the operation, resource exchange. For example, building materials community can unite kitchen and bath, home and other business cooperation, complement each other's customer base;

Niche demand:

Can establish a content output system, through the content to attract and customers with the same frequency of the people, to extend the customer to the national level.

Two, the choice of gifts

Community gifts can be divided into three kinds:

1, attraction gifts - pulling new gifts;

2, lottery gifts - group active gifts;

3, rewards Gifts - fission gifts.

The good or bad of the gift has a very big impact on the success or failure of the community. Setting up the corresponding material incentives can activate the atmosphere of the group, and at the same time stimulate the members of the group to take the initiative to fission pull new.

Three, to attract traffic

Physical stores to build a community, the first target group is definitely the store customer base, as long as a small gift, you can pull many users into the group, the cost control in 3 yuan can be.

The second is the online customer, you can go through the heart of the copy, content marketing, etc. to let the customer heart into the group. At the same time, you can also use the mutual diversion between stores, such as helping other businesses to give gifts, customers sweep code into the group, come to their own stores to collect prizes, etc., the flow of traffic over the introduction of the community. Beauty salons can cooperate with lingerie stores, restaurants can cooperate with fruit stores.

There is also a way for consumers to spend XX yuan in the cooperative merchants, sweep the code into the group to add the group owner's friends can go to their own stores to receive free prizes, on-site shopping guide to allow customers to spend a small amount of money to consume. Because customers have the heart to take advantage of small bargains, once she felt that the value of more than 100 products can be purchased as long as the cost of 5 yuan, it will act.

Four, community operation

After the traffic, the community can begin to operate.

Community operation includes: lottery rules, group rules design, small interactive, entertainment themes, discussion themes, sharing themes.

The rules of the community must be set up, and everyone's behavior must be regulated in advance, such as prohibiting advertisements, to avoid arousing the resentment of other group members. The small number of interaction can avoid the early group of strange state, active group atmosphere. The group also need to create timely topics to drive the group members to actively participate in the discussion, for example, sports merchants can be released in the group on the topic of weight loss, health, etc., to attract the attention of the target group and participation, and so on.

Fifth, the community realizes

The purpose of community operation is to realize. In order for any activity to be successful and sell well, there must be a pre-preparation, how to pave the way?

Published activities can actually not have to be sent through the group owner, you can let the trumpet to send, to avoid group members that is advertising. Activities can also be set up to buy a limited time, the use of a small amount of psychological, scarcity effect, triggering the group members of the rapid consumption of psychological.

The most important thing about the sweepstakes is to let most of the customers win, so that customers take advantage of the bargain, so that when the merchant then marketed the realization, most customers will be embarrassed to refuse. If coupled with the temptation of giveaways, customers can easily act.

There is a set of models that don't cost money so that all group members can win the prize: all group members can get the third prize for free, and after cashing in the prize on the spot, convince them to add some money to upgrade to the first prize, which is enough to cover the cost of the first prize. This way you don't spend a penny and give all your customers a favor.

Six: customer fission

We deal through the community, a WeChat group can only put 500 people, no matter how the deal, sales are difficult to break through. How to make the community a group into several groups, or even dozens of groups?

1, let customers invite friends into the group, there are prizes;

2, customers send circle, there are prizes;

3, customers bring friends to recharge, there are prizes;

4, the formation of the community alliance, united with other neighboring businesses to form a sticky business circle.