Social Marketing: A fission activity, 20,000 followers, but 0 conversion rate? Here are the reasons

In the stock era, traffic has become a scarce thing, so for social marketing, increasing fans is important, but conversion cannot be relaxed at all. Why is it that after a fission activity, the data of increasing fans is very good, but conversion cannot be achieved? If you want to know the solution, you must know the reason in order to make social marketing profitable.

I wonder if those who do social marketing have had this experience:

When you plan a fission activity, the fan growth data is very gratifying, but the final conversion stage is disappointing. After a series of operations, 25,000 people are involved, but the conversion rate is only 55. It is really heartbreaking to hear about it and makes people lose their hair to see it.

We all know that the ultimate goal of social marketing is to close deals, and increasing followers that ultimately cannot be converted is useless.

So the question is, when doing social media marketing, do we need to carry out fission and fan-increasing activities? Is it valuable?

In fact, for social media marketing, we should not only increase the number of fans, but also focus on conversion. We should pay attention to both data.

To give a simple example: in the past incremental era, the least worrying thing was traffic. If the conversion was not good after this fission activity, I could change the traffic pool and do another fission activity. But now in the stock era, traffic has become a scarce thing, so for social media marketing, increasing fans is important, but conversion cannot be relaxed at all.

Why is it that after a fission activity, the fan growth data is very good, but the conversion is not possible? If you want to know the solution, you must know the reason so that social marketing can generate benefits.

01 Why is the increase in followers good but the conversion rate is very low?

1. Ineffective efforts

That’s right, it’s ineffective efforts. Many times, we are making ineffective efforts in social media marketing. Many friends who do social media marketing think that as long as there are people, there is no need to worry about traffic, and as long as there is traffic, there is no need to worry about no conversion, so they focus their social media marketing energy on increasing fans.

But if most of the fans come to get the free stuff, no matter how many you add, it will not have much significance for the subsequent paid conversion.

Whether it is traffic diversion, activation, or retention, the ultimate goal is conversion.

Therefore, if you want to do a good job in social marketing, the key data to focus on is conversion.

2. Goodhart's Law

What is Goodhart’s Law and how does it relate to social marketing?

Goodhart's law states that once an attempt is made to control a certain indicator by exerting external pressure, any law obtained through statistical observation will tend to collapse. Simply put: GDP is an important indicator reflecting the economic development of a place and has great reference significance.

If we just blindly pursue GDP growth without paying attention to other circumstances, there is a possibility of data falsification, random demolition and construction, etc.

In terms of social marketing, if you just blindly pursue the immediate data: increasing fans, then it will inevitably bring about a series of adverse effects, which may include: poor fan quality, low user stickiness, poor operating results, poor conversion results, etc.

3. Increasing followers is not the goal

Let’s take the GDP example again. GDP is an important indicator that reflects the economic development of a place, but this indicator is not the goal. The goal is to make the economy of a place truly develop. There are many factors that can make an economy develop, including contributions from all walks of life.

So the same principle applies when we do social marketing. Increasing followers is not the goal, conversion is.

Therefore, if we want social marketing to be effective and improve the conversion rate of fission activities, we can refer to the AARRR marketing funnel.

4. AARRR Marketing Funnel

A：Acquisition (brand recognition)

A：Activation (generate interest)

R：Retention (information collection)

R: Revenue realization (purchase decision)

R：Refral recommendation (word of mouth)

During the fission activity, we will conduct initial delivery in many external channels.

After we acquired the first batch of customers, we screened them, set up fission posters, asked users to add WeChat public accounts, and then guided users to fill in personal information through benefits.

We then pull the users who have filled in their personal information into a community, and through community operations, import those interested users into the corporate WeChat.

02 How to improve conversion rate?

1. Don’t Obsess Over Invalid Data

We made a mistake. High traffic ≠ high conversion. We set traffic as the standard to measure conversion results.

Many friends who do social marketing, when doing fission activities, in order to increase fans in the early stage, invest in areas with more traffic, but the effect of increasing fans does not represent the conversion effect.

It is often not until the final conversion stage that many "zombie fans" and "wool parties" are discovered. Therefore, it is more important to find your real potential users than to indulge in these invalid data.

Take maternal and infant products as an example. Instead of investing in large traffic pools such as Douyin and Kuaishou, it is better to invest in some small channels, such as Xiaohongshu, Mayu, women's emotional public accounts, mothers' groups, etc. Although these are small traffic pools, the quality of fans is definitely high. Although the data is not impressive, the conversion effect is good.

2. Lower the threshold, optimize the path, and guide action

For example, the payment process for members of major video websites is fast and convenient. Click buy → pay amount → payment successful, and the conversion can be completed in three steps.

When users are interested in your product and are motivated, you should guide them to convert in time, because after the impulse period, the difficulty of subsequent conversion will increase. The more rational the user is, the harder it is to convert the product.

Therefore, if you want to improve the conversion rate of social marketing, you must have a complete system. In fact, WeChat mini-programs are a good carrier. They are easy to operate and users do not need to download separate apps. Mini-programs also support online payments, shopping mall connections, etc.

Author: Xiao Si Er

Source: Official Account: 36 Strategies for Marketing Management