Click 'Read Original' for details. Don't know how to do community marketing? Use this method to make hundreds of thousands a month! How many physical stores and businesses close every day? Many. But they were once thriving. Many people are 'sitting merchants,' waiting for customers to come to them, sitting in the store all day, playing with their phones, and then complaining about no business. They lack internet awareness, only seeing themselves as consumers on the internet, never thinking of using the internet or their phones as tools to make money. Or they may have tried, spent some money, but didn't take it seriously, saw no results, and gave up. True marketing requires continuous exploration, thinking, trying, and adjusting, gradually understanding customer psychology and the laws of human nature. As the saying goes: 'Where people's eyes are, there marketing is.' User Thinking in the New Retail Era When a marketing tactic is known by everyone, the marketing dividend period has already passed. In the mobile internet era, relying on the old traffic thinking and product-selling thinking will only make survival increasingly difficult. So what kind of thinking do we need in the mobile internet era? User thinking. User thinking means always centering on the needs and interests of users, letting customers benefit first, gaining their goodwill and trust, and then generating consumption. It can be said that many people lack community thinking and community awareness. They don't gather customers together, become friends with them, or turn customers into fans. Many physical store owners lack word-of-mouth awareness, don't focus on repeat purchases and referrals, and hold a one-time transaction attitude. Truly long-lasting business is always built through word-of-mouth fission. Many bosses lack cross-industry awareness, always sticking to their own products and lacking diversification. In this era, our stores can change, our products can change, but the customer experience and our relationship with customers are the eternal pursuit. So, it's not that physical stores are failing; it's that some people's physical stores are failing. Now even Alibaba, Tencent, and JD.com are laying out offline, because offline accounts for 80% of traffic. The cost of online traffic for physical businesses is no longer lower than offline. Using Community Marketing to Acquire Customers and Increase Sales There are three ways for physical stores to quickly increase sales:
Increase the number of customers.
Increase customer repeat purchase rate.
Promote customer referrals. In today's fierce competition, relying on natural waiting or promotions won't significantly increase our customer numbers. So how do we achieve repeat purchases and referrals? We all know that WeChat is the most popular internet tool nowadays. But do you really know how to use WeChat for marketing? We use WeChat correctly to make more effective connections with customers. Many people think community marketing is just pulling people into WeChat groups and then bombarding them with ads. This is clearly a wrong understanding. Special emphasis here: When doing community, forget about ads. No ads, and you get orders; with ads, customers stay silent. What to Post in Community Operations If Not Ads? First, we need to attract customers into the group. Remember, it's attraction, not forced pulling. Because if you force people, they'll immediately think you're there to promote and advertise. No matter what you say, they've already labeled you. Second, besides content, the only thing that can bring strangers together is benefits. Obviously, content is a shortcoming for physical store owners, so only benefits remain. What kind of benefits work? The most effective way is physical prize draws. Let everyone in the group participate in a lottery, and winners come to claim prizes. Before a relationship is established, people want to take advantage; once a relationship is formed, they won't put taking advantage first. Traditional promotions also exploit consumers' desire for bargains, but the drawback is that they don't build emotional connections or customer relationships. In simple terms: invest first, then expect returns. So community: it can lock in customers who want to take advantage, keep them in our pond, and through subsequent marketing tactics, build an emotional customer relationship. Once a customer relationship is established, customers are very willing to pay and swipe their cards. Third, use benefits + personal stories + valuable content + interactive entertainment to build emotional connections with customers. Suggestion: Monday to Friday share valuable content, Saturday entertainment, Sunday in-group promotions and group buying.
(1) Continuously hold prize draws. The purpose is to let more people win, making customers feel they owe you a favor.
(2) Share your own stories to move customers.
(3) Share valuable knowledge, such as clothing matching, children's education, health, beauty, and livelihood knowledge.
(4) Interactive entertainment. Guessing games, idiom and poetry chains, picture guessing, singing contests, etc., can easily get group members to participate in physical store activities. Fourth, teach neighboring store owners to play community together. They have customers; teach them to build groups, and you extend your marketing reach into their groups. Teach them to play, share customers. The benefit: if you originally had 200 customers, you can multiply by 10 times. Benefits of forming a local business circle community alliance: (1) Bring benefits to your own customers, such as discounts when they consume at partner stores.
(2) Customers from their groups are drawn to your store for consumption. Conclusion Business is constantly changing. Operators must adjust with the times, understand current customer needs, future trends, and the competitive environment, and learn to use tools to remain invincible. Physical store community marketing, with interaction, integration, and mutual promotion, is the way out for physical stores in this new retail format! Source: Retail Expert