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[Introduction] This series of articles 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 last one.

After listening to Ling Yi's nagging last time, Xiao Bai resolutely embraced the world of micro-commerce. But ideals are plump, and reality is skinny. He added a few customers here and there, and after a month, he had only added about 400 people. Seeing that his family was about to starve, Xiao Bai was so worried that his hair turned white overnight. He quickly sold a kidney for travel expenses and went to Shanghai to find Ling Yi.

As soon as Xiao Bai saw Ling Yi, he burst into tears, "Heavens! Earth! Master, please save me! After being fooled by you last time, I worked for a month, and the results were terrible. I was busy for a month, doing both Taobao and WeChat, and only accumulated 400 moms. At this rate, it would take a year to reach 5,000 people. And I heard that the conversion rate on WeChat is only about 0.5%, so out of 5,000 people, only 25 would make a purchase. Can this even work?"

Ling Yi listened, then slapped him twice, "Slap! Slap!" Two beautiful slaps. Unfortunately, Xiao Bai's entire set of teeth had been knocked out last time, so this time only a few stars appeared.

Ahem... Are you taking my words as deaf ears? Actively adding people is definitely slow; being added is fast. Spread, understand?

Go back and read the articles from Day 3 and Day 4; they mention the tactics of spreading. Spreading needs a carrier. Valuable consulting articles are carriers, marketing activities are carriers, games are carriers, videos/audio are carriers, and even sales letters are carriers. Decide on the carrier based on the users and your own characteristics.

Users will only actively spread your content if they find it valuable or fun. Behind every mom is a group of moms. This spread speed can be very fast, but the challenge is how to get users to see our information and then proactively forward it. Let's do a simple plan. First, prepare a public WeChat account, use it to edit and publish information. The media must include a guide to follow the WeChat account. The audiences of the public account and personal account can be mutually directed.

[Carrier] [Content]

Moms focus on content about baby's diet, education, postpartum care, etc. The content doesn't have to be original; there is a lot of information online. Follow other similar WeChat accounts and select information suitable for your audience, then edit and modify it. The content types can be rich, but you must modify it yourself, especially the title and copy. A good article with a beautiful headline might spread more widely than the original. I'm not teaching you piracy; when publishing information, keep the original author's name.

[Copy]

(Highlight positioning) Baby diet balance expert, escorting baby's growth journey Be the most beautiful mom, master mom's dressing at your fingertips Be the most beautiful mom, record the happy moments of pregnancy

Title copy

(Suspense type) Moms who didn't read this article, the result was...

For the baby, 5 steps to turn your baby into Super Saiyan, moms must share

(Scare type) Baby's sleeping posture affects their whole life! Do this to boost baby's IQ by 10 times! 5 steps to become a super hot mom!

Baby's diet affects their whole life! Eat this way to boost baby's IQ by 10 times! 5 steps to become a super hot mom!

If you let your baby do this, your baby will grow up with bow legs!

(Emotional type) Baby, where are you? Mom misses you so much! (Pair with information about child abduction, and with inner page copy, please ask kind-hearted people to forward)

[Carrier]

Video. This carrier spreads powerfully. Based on the audience profile, you can find content that the target audience cares about.

[Content]

Moms care about baby's diet, education, postpartum care, etc. You can search on Tencent Video for videos that moms might be interested in, such as searching: "baby touching"

[Copy]

Title copy (Curiosity type) Mom sings a lullaby, and the baby actually cries.

Sons should be raised this way, daughters should be spoiled this way. (Warm type) A documentary of countless moms and babies At this moment, mom was moved to tears by the baby.

How much is mom's love? It moved millions of netizens.

Did you notice? Articles and videos are actually the same; they are just carriers. What truly touches people is emotion—funny, happy, touching, etc. When it touches a mom's heart, she will spontaneously spread it for you.

Xiao Bai listened, shook his head, "Got it! I'll implement it right away."

With that, Xiao Bai ran back to Guangdong and immediately executed. A week later, Xiao Bai's personal WeChat account was full with 5,045 people. But Xiao Bai didn't know how to convert these people; he couldn't turn this water into living water. Although he had fans, they were stagnant water—no interaction, no communication.

So Xiao Bai sold another kidney for travel expenses (note: Xiao Bai has three kidneys; after selling two, he still has one) and went to Shanghai to find Ling Yi.

As soon as Xiao Bai saw Ling Yi, he burst into tears again, "Heavens! Earth! Master, please save me! After being fooled by you last time, I worked for a week, and the people are full, but I don't know how to monetize. I've already sold two kidneys; if I don't monetize soon, the last kidney won't be safe!"

Ling Yi stroked his beard, pretending to be profound, and said, "I already anticipated your difficulty today, so I've prepared a clever plan."

Xiao Bai was overjoyed, with tears and snot, "Master, save me quickly!"

Ling Yi took out the pouch from his pocket and slowly opened it. A golden light flashed from the pouch, blinding Xiao Bai's titanium alloy eyes. After about 0.3 seconds, Xiao Bai looked closely and saw three Chinese characters on the note inside the pouch.

Xiao Bai widened his eyes, "Trust? What is that? Can I eat it?"

Ling Yi glanced at Xiao Bai and said, "Look at the back."

Xiao Bai was in tears, "Master, can you speak human language?"

Slap~ Ling Yi slapped him again, "Stupid head, do you have worms in your brain? Listen carefully."

Trust is built through interaction. The forwarding mentioned earlier is one form of interaction, but its effect is not enough.

Let me give you an example of a marketing tactic that leverages small resources for big results, allowing users to participate more deeply and directly build trust.

[Activity Theme]

Every Monday, play games and give gifts, such as bibs, milk powder containers, waterproof hats, or mobile phone credit. It must have a fixed frequency to let users form a habit.

[Activity Method]

This activity method involves further communication with the winning users after the activity, obtaining their information, name, and contact details, and even asking about the approximate age of their children to facilitate user segmentation and make subsequent marketing activities more efficient.

In addition to this type of activity, conventional marketing methods such as scratch cards, lucky wheels, and coupons have also been migrated to WeChat. WeChat officially has a coupon function (for public accounts, after certification), while scratch cards and lucky wheels require third-party components, which are not essential.

[Copy]

Every Monday, moms must have fun; different games and different surprises each week

Every Monday, moms have fun, and babies get surprises

Let every user win at least once. The moment users receive the item, trust is established. This requires planning and upfront costs. Of course, you can also play with no money down by directly taking users to find sponsors; others provide gifts, and you help promote them, provided their business doesn't conflict with yours.

This action is to pave the way for selling high-priced products later. Whether you really give or fake give doesn't matter. Once users trust you, just add a line: "The activity has ended. Friends who didn't win can purchase at cost price..." You know what I mean.

Assume a conversion rate of 0.5%, once a week, four weeks a month. Then the monthly performance of one account is 504540.005=100 transactions.

Then, if you have 10 accounts, that's 1,000 transactions per month.

Xiao Bai stammered, "Wait, wait... you said, said, one, thousand, transactions?"

Yes, the model can be replicated. With 10 accounts, or even 100 accounts, just send the same information. For safety, one device per account, but the cost is higher. For now, multiple accounts on one device is also feasible. And you don't have to use WeChat; it depends on user habits. If they are used to WeChat, operate on WeChat; if they are used to QQ, operate on QQ. And habits can be cultivated.

Xiao Bai was boiling with excitement, "Great, Master, I'll aim for 100 WeChat accounts. 100 accounts would have 500,000 users! But how can I operate 100 accounts alone?"

Fool! Hire people. The accounts must be your own; don't use employees' personal accounts, or if employees leave, your users will follow them. If you want to go bigger, set up the menu function of the public WeChat account. Besides providing more convenient information services, you can also do membership marketing and provide more value-added services. For example, babies born in the same month can have birthdays together. You can do regional or internet-based activities. Regional is easy to understand. Internet-based means using internet thinking to celebrate the baby's birthday. You can customize a gift set, maybe a three-piece set, symbolizing health, happiness, and safety. Only one set is given each year. After receiving it, the mom must take a photo with the baby and the gift, then share it. It takes three years to collect a full set, which can make some moms stick around for three years. Of course, three years is an exaggerated number; even getting moms to stick for three months is good, unless the gift is attractive enough.

[Afterword]

I forgot where I heard this sentence: It doesn't matter what you do; what matters is that you know what you are doing. Many people, when doing Taobao, think they are doing Taobao; when doing micro-commerce, they think they are doing WeChat. In fact, all of this ultimately returns to marketing, returns to people. When I was in college, my teacher told me that everything is marketing. It's not false at all. Taobao, JD, Amazon, AliExpress, Weidian are all superficial stores. E-commerce experts, diamond exhibition masters, and gurus are also superficial titles. The essence is that they are all marketers. Perhaps e-commerce has entered an era without stores, because more and more e-commerce people are understanding deeper levels, and what they see is no longer superficial. These 7 articles are simple and rough. I know the topic of marketing is not finished, or even started. Readers can go back and read the previous "7 Days to Create a Bestseller" (reply "7 days" in the WeChat background taobaoguijiaoqi), which is also about marketing. Even my earliest article, "Data Analysis from Zero," is about marketing. The purpose of data analysis is to improve business, and to improve business, the substantive measure is marketing.

There is no beginning, so there is no end. I look forward to bringing readers better articles next time, and I also thank readers who have read all 7 articles completely.

[Author Introduction] Ling Yi. Senior lecturer at Lao A E-commerce Academy, with extensive experience.

This article is from Gui Jiao Qi's WeChat subscription account.

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