Shulou(Shulou.com)06/01 Report--

Xiao Bian would like to share with you what is the misunderstanding of Weixin Mini Programs (Mini) in operation and promotion. I believe most people still don't know much about it, so share this article for your reference. I hope you will gain a lot after reading this article. Let's find out together!

When doing the operation and promotion of Weixin Mini Programs (Mini), there are many merchants who have such problems: after the small programs go online, they will be stranded within two months, either unable to drain or realize! This shows that in the process of operation and promotion of Mini programs, these two minefields were stepped on, which led to the failure of the project to progress!

So what is the reason why Mini programs can't drain cash? Let's analyze it below!

First: Misunderstanding of business thinking Whether it is doing traditional physical stores or traditional platform e-commerce, what is considered in sales is how to obtain traffic and then generate cash, which is the traditional economic way of thinking! However, when merchants do Mini programs shopping malls, they can't start for a while. Platform e-commerce can directly promote keywords on the platform and then get traffic, and then generate sales volume. So can Mini programs also play like this?

In fact, one of the key points that cause merchants 'Mini programs to fail to drain cash is here, because traditional platform e-commerce takes platform as traffic entrance, that is, users must pass platform as main entrance when placing orders, and pass platform as trust endorsement. However, when Mini programs are operated and promoted, they are non-centralized traffic portals, which can also be said to be user-centered traffic scenarios. Therefore, when promoting Mini programs, we consider how to generate social traffic on social media platforms with the help of users.

We can give an example: users can share Mini programs products to their own WeChat and Weibo after placing orders in merchant Mini programs, so as long as users share, they will open up intimate relationship chain, because users share friend circle can be seen by friends (500 friends-1000 friends), this friend is traffic is potential users.

Therefore, when we promote Mini programs, what we consider is not pure traffic thinking, not promotion to obtain traffic and then sell goods, but we want to lock users, transform the thinking of operating traffic and selling goods into operating fans (seed users), and then sell a series of goods and services to users according to user demand. At the same time, we can drive seed users to bring more users and generate more consumption. If, on the contrary, we continue to promote according to the thinking of business flow. One is that the flow cost is relatively high, and the other is that it is difficult to retain and stick users. Then, we can lock a seed user through the thinking of business users, and let users split users and fans drive fans through social fission activities and profit-driven, so that our traffic problem will be solved.

Then we buy 10000 goods according to the needs of a user, and let the user drive the user to consume another 10000 times, thus solving the problem of traffic and sales volume!

Second: Misunderstanding of promotion thinking Weixin Mini Programs (Mini) There is no traffic after they are just launched. Merchants want to take shortcuts to promote them directly through payment. In the circle of friends and articles, at the bottom of the public number, the promotion applet obtains traffic. This promotion is directly promoted when the interactive experience and activity planning of the early products are not well done. In fact, it has no effect! Why?

Because after Mini programs are launched, corresponding marketing activities are needed, such as activities exclusive to newcomers, that is, when users enter Mini programs, even accurate fans need corresponding activities to activate,(newcomer coupon, newcomer group, newcomer second kill), otherwise users enter Mini programs too cold, can not achieve effective conversion!

Even if we promote through free private domain traffic, we should plan the above activities and interactive social interaction of Mini programs first, that is, when users enter the home page of Mini programs, they need corresponding pages to meet the needs of users.

So before promoting Mini programs, we have to do a good job, the layout of the home page, the social networking of the feature page (newcomer exclusive page, member exclusive page, community exclusive page) and so on. If the home page design, topic page planning and activities of our Mini programs are not directly promoted, it is difficult to activate user realization, let alone user retention, regardless of payment or private domain traffic promotion!

The above is all the contents of this article "What is the misunderstanding of Weixin Mini Programs (Mini) in operation and promotion?" Thank you for reading! I believe that everyone has a certain understanding, hope to share the content to help everyone, if you still want to learn more knowledge, welcome to pay attention to the industry information channel!

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