Friendly reminder: Click the ↑ above on “FMCG Distributor Professional Consulting” to learn more about marketing and distributor internal management. [Introduction] This series is based on WeChat, starting from zero to learn micro-marketing. It includes practical operations, insights from experts, and Ling Yi's own perspectives. Both practical skills and thinking are covered. The essence of marketing is communication; the essence of WeChat is a tool. There are seven articles in total, and this is the third. Day 3: Follower-Gaining Techniques You need followers to play WeChat; this fact is known to everyone on Earth. What? You have no followers? Are you kidding me? Alright, let's assume you're not kidding. Then I'll be generous and tell you how to gain followers. But I must responsibly remind you: if you choose to read this article, you must read the next one. Otherwise, don't read this now. Okay, no more nonsense—there's plenty more later. Let's get to the point. Key points! Be sure to set up your profile picture, nickname, and personal signature properly, and post life-related information and valuable content on Moments, and repost. Try not to post more than 3 times a day; don't spam. Package your account as an interesting person, someone who has risen above vulgar tastes. This will not only increase the number of people who greet you proactively but also improve the acceptance rate of your friend requests. Today there are eleven techniques in total. Each technique has a limit on the number of followers you can add. Generally, a single account can add about 100 people per day before being restricted. You need to wait about 24 hours before you can add more people. Also! The quality of followers is more important than the quantity. The more targeted your followers, the better—this is exactly the same as sales. Facing 2 targeted customers is much better than facing 10 untargeted ones! Because those customers are interested, I can convert 100% of those two. But with uninterested customers, well... you can freely experience the thrill of a stampede anytime. Do you feel like Ling Yi took some medicine today? If your answer is yes, congratulations, you're wrong—the medicine is far from me. First technique, I'll unleash a big move right away. Can you handle it? Technique 1: “Celebrity” Recommendation / Mutual Recommendation “Celebrity” is relative to ourselves. When someone has more followers or exposure than you, they are a “celebrity.” You can ask them to recommend you. If they are similar to you, you can mutually promote each other, achieving a win-win. Many people are stuck on how to get a “celebrity” to recommend you. Actually, the most important point is that you yourself are reliable, and the products you sell are reliable. Then the other party will be willing to recommend you, possibly for free or for a fee. Example: “Celebrity” recommendation + “Soft Marketing” Soft marketing is advertising in a way that people can accept, blending the ad into so-called “soft articles.” Event marketing is one such method. Let's see how I did it! Example: The following beauty is Sha MM (my colleague), a post-90s girl who loves taking selfies. One day she came to me and asked how to sell hairy crabs on Moments. I said, “You're so pretty, just be the spokesperson for your own hairy crabs!” So she “huffed and puffed” and had her family send the crabs to take photos with her. If you want to see how Sha MM's photos with her hairy crabs turned out, add her WeChat: shasha87v5 or smmv587 (meaning Sha Sha domineering and mighty, and Sha MM mighty and domineering). She previously had an account with 5,000 friends, but because she didn't understand how to buy Licaitong (explained in the previous article), her account was directly banned by WeChat. These two are relatively new accounts, but I estimate they might fill up soon. Before Sha MM started selling hairy crabs, she did product testing. The testers were Sha MM, CC (another beautiful colleague), Monster (male colleague), and me. The four of us devoured ten crabs. The crabs were delicious, but they are also high-protein food. I don't recommend eating too many; overeating can lead to fatty liver. Many students ask me how to make their products go viral. Actually, it's really simple: find the tipping point! (I've always recommended the book “The Tipping Point.” I have a PDF version in my cloud drive; if you like it, please buy the legitimate copy.) As long as your product is good enough, let each of our lecturers (lecturers are social centers, hubs of followers) try your product, then recommend it to our followers. This way, it spreads quickly. Be good at leveraging resources around you to achieve resource matching. Of course, you can't find a celebrity like Jack Ma to recommend you, but as long as someone has more followers than you, they can be your “celebrity” and become your tipping point. This is much more efficient than you working hard blindly. Additionally, this kind of advertisement usually cannot exist alone; it needs to be brought into a scenario, with content and gameplay. The above ad was introduced through an example, integrating the ad into the article's scenario, so it doesn't feel abrupt. From a demographic analysis, everyone needs to eat, so there's no issue with audience precision. From a coverage analysis, it's at least 1 million views. This example still has room for optimization. Let's archive it for now and go through the remaining ten techniques. Technique 2: Nearby People Nearby People changes with your location. If you stay at home all the time, then that's that. In the early stage when you need basic followers, you can add some people through this entrance. Technique 3: Shake This method is quite inefficient; I don't use it. But if you have time, you can try it. Technique 4: Drift Bottle This method is also inefficient. Occasionally I play with it out of curiosity, because curiosity kills the cat. Technique 5: Radar Add Friends This only works in public places. You can use it when you go out to add people. Unfortunately, no one is within range—out of service area. Technique 6: QQ Friends You can request to add all your existing QQ friends as WeChat friends. QQ friends are limited to 2,000, while WeChat friends are 5,000. That means all the friends you can add on QQ can be added on WeChat. At this point, smart students will see an opportunity. Hang out in relevant QQ groups, add friends, then import them to WeChat. Haha, actually, that's being clever in a foolish way. If you've already mingled well, just add them on WeChat directly. Why go around in circles? Also, QQ has its own feed and Qzone, which offer plenty of marketing space. Why bother importing to WeChat? Okay, I'm slapping my own face. First, there's the initial contact list, which consists of your daily friends. Then comes the key point: the customer phone list. It can be the phone numbers of Taobao buyers, or target practitioners found from recruitment sites, or phone numbers of wholesalers found on 1688. There are many such channels. Generally, local city websites have information from various industries. Not all information is useful; we need to find relevant information based on our target audience. After finding these phone numbers, use a phone assistant (e.g., Wandoujia) to first export the contacts, then modify the contacts and phone numbers based on the exported list, clear the phone's contacts, and then import the new phone numbers. Ignore the suggestions and click continue. Then add people slowly day by day; you can add 50 per day. Technique 8: WeChat Groups Besides being added by friends, we can also actively find groups. For example, search for WeChat group QR codes on Weibo to find various group codes. The audience is mixed, but if you need basic followers in the early stage, it's still doable and relatively simple. Technique 9: Industry Forums and Other Channels The premise is still to know your audience. If your target audience is men in the IT industry, you can post soft articles on IT-related forums. This method is relatively precise but requires some writing skills, and most people can't write soft articles. If the soft article isn't well-written, ROI will be low. Speaking of soft articles, I have some insights on writing. Let's start with structure. There are mainly three ways to structure an article:

Narrative Interlude (flashback within narrative) Flashback (reverse chronological) This article uses the interlude method. This is the interlude part. The first technique at the beginning was only half-told; then we inserted the remaining ten techniques. Now we're at the ninth technique, and within the ninth technique, there's another layer of interlude, bringing in writing. For single articles, I often use the interlude method. For entire series (like the previous series, “7 Days to Create a Hit Product”), I prefer the flashback method. Put the logically first article at the end, or the logically last article at the beginning. The previous series “Starting from Zero: Data Analysis” used the narrative structure, going from shallow to deep, with strong logic. But within single articles, I also use interludes. Single articles are not suitable for narrative structure because it reads flat, like a running account, without climax. The greatest charm of the interlude is that when you're reading with great interest and feel the climax is about to come, it ends. Okay, it's gone. Archive it! Technique 10: Mysterious Arts Just for understanding; not necessarily useful.

  1. Red packet follower gain: “Red packets at 8 PM tonight. Add me, and I'll pull you into the red packet group.”
  2. A-B method (use a small account A to praise B as amazing, attracting people to add B)
  3. “Add me as a friend, pull me into a 500-person group, and I'll tell you a secret to quickly add friends!”
  4. “Free sharing of materials; add me if you want.” Technique 11: Offline QR Code Scanning Suitable for online store owners: include a QR code in the package to spread via the package. You can also do outdoor advertising in the form of a billboard. Okay, we've gone through all the techniques. Now let's read the archive from the first technique. Example Lead-in: Sha MM will not only give away ten crabs today, but also has the chance to give away her HD, uncensored life photos, you know! Event poster reference copy: Crab! Crab! Crab! Come to the bowl! Sha! Sha! Sha! Come to the arms! Sha MM calls you home to eat hairy crabs! Ten hairy crabs > Sha MM or Sha MM > Ten hairy crabs. Dare to post your answer on Moments? [Click for more] Event details: Then post a topic on Moments (after adding her, Sha MM can see your Moments):

#If I accidentally win, should I choose ten hairy crabs or Sha MM?# (Give your own answer) ##Event Poster## (The above is purely personal fantasy, unrelated to Sha MM) I guess some people will still think it's not practical. Sha MM is a beauty, so she can play like this. How can a loser play? Thinking determines the way out. Just find something else to replace Sha MM. It can be something hard to choose or highly debatable, like: male crabs have roe, female crabs have yellow. Dare to post on Moments whether you prefer male or female? With a topic, it can spread! Maybe each person's influence is small, but what if 100 people are doing it? The factor that determines spread is not others but yourself. Whether you've planned this topic to be shareable, and because it's fun and interesting, people forward it—that's the purpose of our marketing. Use your brain to think of rich gameplay. I'm just giving an example to illustrate one thing: advertising cannot exist alone; it must rely on content, and content is best combined with topics for spread. The examples in this article are both examples of attracting followers and examples of Moments gameplay. Understand them well. Combined with the next article, you'll gain even more. [Author Introduction] Ling Yi. Senior lecturer at Lao A E-commerce Academy, with rich experience. This article is from Gui Jiao Qi's WeChat subscription account. --------------------------------------------