10,000-word construction | Brand global crowd asset growth flywheel

Brand global crowd assets are a strategic weapon in today's market competition. From user insights to data-driven, how can brands build and expand global crowd assets to form a mutually reinforcing and growing flywheel effect? ​​This article will delve into this concept and reveal how brands can drive sustainable business development through comprehensive crowd asset growth.

Brand crowd equity refers to the user group that has a certain degree of cognition, emotion and loyalty to the brand, which is accumulated through a series of marketing activities and user interactions. These assets are the intangible assets of the brand and are crucial to the long-term success of the brand and the expansion of its market share.

Brand crowd assets can be simulated as a multi-level , multi-dimensional spherical structure , in which the core user group is located in the center . As the degree of interaction between users and brands decreases, the user group levels spread outward . Through different user communication strategies and activities, brands take the core user group as the starting point and radiate to peripheral users, thereby reaching and influencing more potential users .

Although Tmall, JD.com, Pinduoduo, Douyin, Kuaishou, Xiaohongshu, Zhihu, Bilibili and WeChat have their own characteristics, their core value is to serve as a channel to connect brands and users. Each platform has its own unique user base, and the user's behavior, preferences and interaction methods are different.

For brands, understanding the differences and characteristics of different channels can help them better formulate global marketing strategies to coordinate consistent user experience across platforms, while personalizing resource allocation based on the characteristics of each channel.

This article will construct a brand's global population asset management model and growth flywheel through shelf e-commerce platforms represented by Tmall , short video e-commerce platforms represented by Douyin , picture and text e-commerce platforms represented by Xiaohongshu , and private domain e -commerce platforms represented by WeChat (a more rigorous term should be the entire online domain).

The full text will be divided into six parts: "Establishing user awareness" , "Stimulating user interest" , "Influencing user decision-making" , "Promoting user orders" , "Connecting user private domains" and "Encouraging user sharing" . Each part will focus on 1-2 platforms. The theoretical basis is the 5A crowd model proposed by Philip Kotler in "Marketing Revolution 4.0" and the digital marketing model proposed in "Marketing Revolution 5.0".

1. Build user awareness

Introduce brand information and let the public know about the brand. Douyin and Xiaohongshu are both content-driven platforms, suitable for creating viral content and increasing brand exposure. Douyin can quickly capture users' attention through short videos, and use algorithms to push to achieve widespread brand awareness . Xiaohongshu mainly uses pictures, texts and short videos, emphasizes sharing and recommendations , and is suitable for creating brand stories and deeply spreading brand values .

2. Stimulate user interest

Deepen users' understanding of the brand through content and stimulate their interest in the brand. Using interactive forms such as creative content and challenges on Douyin can stimulate users' curiosity and desire to explore the brand. On Xiaohongshu , through the culture of planting grass and sharing notes, the product experience can be passed on among users, stimulating the purchasing desire of more potential customers.

3. Influencing user decisions

Deepen users' demand for products and influence their purchasing decisions. On Douyin , KOL short video recommendations and live streaming can effectively influence users' purchasing decisions . User-generated content and real product reviews on Xiaohongshu can help other users collect and evaluate information before purchasing. Tmall flagship store's authentic mentality , coupled with detailed product descriptions , customer reviews, promotional activities , etc., further influence users' decisions.

Since the user experience on a content platform is seamless and the mental journey is continuous , this article will explain the three stages of " building user awareness " , " stimulating user interest " and " influencing user decision-making " as a whole , breaking them down into the following eight key steps .

1. Co-positioning and core user analysis

Brands need to jointly complete target user analysis and brand positioning on both Douyin and Xiaohongshu to ensure that marketing activities on different platforms can complement each other and advance in a coordinated manner .

Douyin : Analyze industry trends using Douyin’s “Big Cloud Map” and “E-commerce Compass” data analysis tools. Pay attention to hot topics , challenges, and short videos to understand what types of content are popular among young users in the industry. Analyze user behavior data , including video viewing time, interaction rate (likes, comments, shares), and user participation in challenges to determine which content is more attractive to the audience.

Monitor competitors ’ performance on TikTok, analyze their success stories and user feedback , and provide reference for your own content creation.

Xiaohongshu : In-depth study of user notes and comments to understand consumers' views , usage experience and expectations of products, especially feedback on brand value and product quality. Analyze users' interest tags and interactive behaviors to determine the lifestyle and consumption habits of the target audience on Xiaohongshu.

Through the search function, you can understand the users’ discussion level and demand points for specific products or categories.

Strategic coordination : Combine data on popular trends and user preferences on Douyin with in-depth consumer insights on Xiaohongshu to form a comprehensive core user portrait . Ensure consistency in brand image and messaging on both platforms to strengthen brand awareness. Use this information to customize cross-platform content strategies to ensure that while Douyin attracts users, Xiaohongshu can provide in-depth presentations of brands and products.

2. Content creation and brand story sharing

Content creation is the core of building brand awareness and stimulating user interest in social media marketing. Sharing brand stories is the bridge connecting users and brands , creating emotional resonance and long-term loyalty . When implementing this step on Douyin and Xiaohongshu, it is necessary to take into account the differences in user preferences and content formats on the two platforms.

Douyin : On Douyin, content needs to be highly attractive and spreadable . Short videos are the main carrier of this platform, so brands need to create concise and creative videos to attract users. Produce fast-paced short videos with excellent audio-visual effects to meet the viewing habits of Douyin users. Emphasize brand characteristics and naturally integrate brand identity (such as logo, slogan, product) into the content so that the audience can remember the brand while enjoying the content. Encourage user participation , such as through challenges , topics or participating in storytelling to promote user interaction with the brand and increase the dissemination potential of the video.

Xiaohongshu: Xiaohongshu focuses more on the depth and quality of content . Users seek more detailed information and real user experience on this platform. Publish long-length content, in-depth telling of brand history, product stories, detailed usage methods, user testimonials , etc. Provide high-quality pictures and videos, and display products in a graphic and textual form, so that users can feel the texture and details of the products through visual content. Use the note feature of Xiaohongshu to share user stories, let other users see the application of products in daily life, increase credibility and resonance . Add brand stories and values ​​in notes, use detailed information to support brand image , and establish a deep connection between brand and users.

Strategic coordination : In terms of content strategy, the content of the two platforms should complement each other . The short videos on Douyin should be able to arouse users' interest and prompt them to want to learn more information; while the detailed content on Xiaohongshu meets this need and provides deeper information. Ensure that the stories and information shared on different platforms are consistent, maintain the consistency of the brand image , and avoid users receiving confusing information on different platforms.

Through the rapid dissemination effect of Douyin and the deep influence of Xiaohongshu, we can jointly shape the brand story to achieve the goal of building user awareness and stimulating user interest.

3. Efficient communication through influencer marketing

KOL marketing is an efficient way to increase brand awareness and enhance user interest. KOLs have high fan loyalty and influence , can quickly spread brand information, and influence fans' purchasing decisions.

Citing the white paper jointly released by Accenture and ByteDance, talent marketing is decoupled into four standard modules: marketing strategy (Strategy) , talent selection (Talents) , content creativity (Assets) , and integration and efficiency improvement (Raise).

Strategy: Strategy is the cornerstone of influencer marketing, which involves how to integrate influencer marketing into a broader brand marketing strategy. An effective strategy needs to identify and leverage the touchpoints between the brand and consumers, creating a unique user experience to increase the brand's appeal and market share. It also includes a deep understanding of the target market, and how to select and utilize different types of influencers to deliver brand information and build trust and recognition through interaction with consumers.

Talents: Talents are individuals who have influence in a specific field or platform and can influence the purchasing decisions of potential users . In this link, brands need to scientifically select talents that are suitable for their market positioning and build an effective talent matrix . This includes evaluating the talent's audience base , engagement , content quality , and brand fit . By cooperating with talents, brands can increase the exposure of their products and their image in the minds of potential consumers.

Assets: This section focuses on how to combine data and creativity to create valuable content assets. Brands need to customize the content produced by influencers to ensure that marketing activities are consistent with the brand's overall image and goals. In this process, data analysis is used to gain insights into consumer preferences and behaviors, while creativity is used to generate engaging and resonant content, ultimately promoting consumer engagement and conversion.

Raise: Raise involves maximizing the conversion rate and ROI of marketing activities. It requires brands to deeply integrate various marketing channels and conduct refined traffic management to improve conversion rates. This also includes tracking and analyzing the performance of marketing activities to continuously optimize strategies. Through in-depth analysis of data, brands can better understand which activities are most effective and how to adjust marketing budgets to improve overall benefits.

When implementing the "STAR Talent Marketing Strategy" , these four components should be interrelated and work together to help brands establish connections with consumers, enhance brand influence and achieve growth.

Strategic coordination : KOL selection, look for KOLs who are active on both Douyin and Xiaohongshu, so that brand information can be disseminated simultaneously on both platforms.

Content sharing : The content posted by KOLs on Douyin can be deeply interpreted on Xiaohongshu or vice versa, thus forming content complementarity .

Linkage strategy : Coordinate the release time of KOLs on the two platforms to ensure the consistency and timeliness of information dissemination.

Data analysis : Analyze the data generated by KOL cooperation, such as views, likes, comments, and conversion rates, to evaluate the effectiveness of cooperation and guide future cooperation strategies.

4. Interactive marketing encourages user participation

User participation and interaction are important accelerators of brand communication.

Tik Tok: Launch a brand challenge , create a fun challenge about your brand or product, and encourage users to post videos participating in the challenge . This can be a dance, imitation, or any fun activity. The key is to be relevant to the brand image and easy for users to participate . Set up a reward mechanism . In order to encourage user participation, you can set up a reward mechanism, such as giving prizes or providing discounts and offers for videos with the most likes. Hashtags , use unique hashtags to focus and track content that users participate in, so that other users can also find all related content through the hashtags.

Xiaohongshu: Encourage users to share their experience of using the product, whether through notes, pictures or videos. This kind of real sharing is very valuable information for other users. Create topic discussions , initiate product-related topic discussions on Xiaohongshu, and invite users to share their views and experiences. This can increase interaction between users and collect user feedback .

Strategic coordination : To maximize the interaction effect, unify the topic tags . Using the same topic tags on both platforms helps unify discussions and content, allowing users to seamlessly connect between platforms. Share user content . Share excellent content generated by users on one platform (such as challenge videos on Douyin or detailed experience notes on Xiaohongshu) on another platform to increase content visibility and engagement .

Through this interactive engagement strategy, brands can not only focus users’ attention in a short period of time, but also increase the depth and breadth of brand stories through user-generated content.

5. Advertising and precision marketing

Strategic coordination : Unify brand information and present a consistent brand image and information on both platforms to ensure that users can get the same core information and brand experience no matter which platform they come into contact with the brand on.

Cross-platform content optimization : Optimize content based on the characteristics of each platform and user behavior data . For example, the same ad content may need to be made into a 15-second short video on Douyin, and expanded into a more detailed graphic note on Xiaohongshu.

Time coordination: When placing advertisements, the difference in the active time of users on the two platforms and the effect of the advertising content at different time points are taken into consideration to make targeted scheduling and optimization of the placement time.

Resource allocation : Rationally allocate advertising budgets to ensure that both platforms have sufficient resource support, while making dynamic adjustments based on the advertising effects of different platforms.

Note that due to ever-changing social media trends and user behavior, these strategies will need to be regularly evaluated and adjusted to maintain their effectiveness.

6. Data monitoring and cross-platform analysis

Data monitoring and cross-platform analysis are crucial for optimizing subsequent advertising strategies and improving ROI

Content performance monitoring tracks the performance of advertising and marketing content, including exposure , number of likes , etc. These indicators can reflect the popularity and spread of content.

User interaction tracking : Analyze the interaction between users and content, such as click behavior, viewing time, whether to participate in comments and forwarding , etc. User interaction is an important indicator to measure whether the content has aroused the interest of the audience. Conversion rate analysis , monitor the conversion of users from seeing content to taking actions (such as purchases, registrations or downloads) or the scale of the grass-roots population . Conversion tracking helps to understand the effectiveness of advertising content in guiding sales and other business goals. User behavior research , in-depth analysis of users' behavior patterns on the platform, including how they discover content , the time of interaction, and their preferences for different content types.

Strategic alignment and cross-platform analysis , performance evaluation : Regularly evaluate and compare the performance of different advertising campaigns on both platforms. This includes analyzing user engagement , conversion rates , and ROI on each platform.

Content strategy optimization : Adjust content strategy based on data analysis results. This may include changing content type , adjusting publishing time , changing creative ideas , or adjusting target audiences .

Budget allocation : Analyze the performance data of the two platforms to determine which platform brings higher returns to the brand and reallocate the budget accordingly.

Traffic and conversion attribution : Use attribution models to analyze users’ purchase or conversion paths, understand on which platform they took action after being exposed to ads, and optimize advertising strategies.

A/B Testing : Perform A/B testing on both platforms to compare the performance of different ad versions to determine the most effective creative and call to action.

Feedback loop establishment : Establish a continuous feedback loop to continuously collect data, analyze results, adjust strategies and monitor results again.

7. Long-term maintenance of user relationships

Community building and long-term user relationship maintenance are important components of brand marketing. Effectively connecting with users and maintaining these relationships can lead to sustained user engagement and brand loyalty.

Tik Tok: Interactive live broadcast , regularly arrange live broadcast events and invite users to participate. Live broadcasts can be in the form of product demonstrations , interactive Q&A , industry discussions , etc. The real-time interactivity of live broadcasts can enhance users' sense of participation and belonging. Make short videos that are interesting or educational, and encourage users to like, comment and share. Maintain continuous interaction with users by posting content regularly . User-generated content , encourage users to create content related to the brand. For example, hold challenges or events to get users involved and use specific hashtags.

Xiaohongshu: Comment and like the notes posted by users to deepen interaction with users. Pay attention to user feedback , whether positive or negative. Respond to user comments and private messages in a timely manner to make users feel respected and valued. Answer questions or provide personalized suggestions , which helps to build trust and intimacy. Topic tags , create brand-specific topic tags, encourage users to post content using these tags, and increase user engagement. Value attraction , publish in-depth articles, provide more value and knowledge to attract users to read in depth and participate in discussions .

Strategic coordination: Share user data . By analyzing the user data of the two platforms, we can understand the differences in user behavior on different platforms so as to develop more personalized interaction strategies. Complementary content strategy . Release more entertaining and interesting content on Douyin to attract user attention, and release detailed product information and in-depth communication content on Xiaohongshu to enhance user brand awareness. Collaborative promotion . For important marketing activities or product launches, the two platforms should promote them in a collaborative manner to ensure that the information is widely covered and consistent .

8. Activities and promotional joint strategies

TikTok: Release eye-catching teaser videos to capture users’ interest and build anticipation . These videos should be short and interesting to spark users’ curiosity. Partner with top influencers on TikTok and use their influence to promote your event .

Xiaohongshu: Publish in-depth notes to detail the content of the event, product features, and user experience. These notes can be in the form of pictures, text, or videos, providing rich information . User reviews : Invite opinion leaders or ordinary users on the platform to try out new products in advance and share their experience and evaluation. Set up a Q&A session to answer users' questions about event details and product issues to increase participation and trust .

Strategic coordination: Ensure that the promotion of activities on both platforms has a unified theme and visual elements to enhance brand recognition. Time synchronization : coordinate the release time of the two platforms to ensure that the activity information is released simultaneously to avoid user confusion . In addition to promoting on Douyin and Xiaohongshu, you can also use emails, text messages, official WeChat accounts , official blogs and other channels to simultaneously disseminate activity information and build a comprehensive marketing network . During the activity, you must constantly track user participation and activity data , and flexibly adjust the activity strategy based on data feedback.

Through this joint strategy, brands are able to create event buzz and user expectations on Douyin and provide more in-depth content and interactions on Xiaohongshu, which effectively leverages the strengths of both platforms and maximizes the overall impact of the event.

We will find a very valuable phenomenon. Both Douyin and Xiaohongshu platforms build user awareness and stimulate user interest through content , and they both have their own group of people who deeply cultivate their brands .

In Douyin, this group of people is the " A3-A4 " critical state group, or the deep A3 group (not all A3). In Xiaohongshu, this group of people is the TI ( TrueInterest ) group in the precise search stage .

Lao Bai draws a conclusion based on his service experience: the intersection of the brand 's deep A3 group on Douyin and the TI group on Xiaohongshu, that is, the cross-platform deep grass-planting group , is the brand's precise core group ! This multi-dimensional group of people together constitutes the brand's global core group , which is the center of the spherical structure of brand group assets mentioned at the beginning of this article.

4. Promote users to place orders

In the global crowd operation scenario, the main challenges faced by brands usually include the integration of cross-domain marketing , the analysis and application of crowd data, and the accumulation and reuse of crowd assets.

With its huge user base , data analysis capabilities , marketing tools , logistics and payment infrastructure , and brand building , Tmall has successfully become one of the main channels for brands to be searched and ordered by people interested in the brand across the entire network .

1. Global interest groups undertake conversion

Clarify the global population strategy . Through Alibaba digital products, such as Lingyang Marketing Cloud, brands can conduct in-depth analysis of core driving populations and determine the key population direction for global customer acquisition . By fully understanding the basic attributes and purchasing behavior of the target population, brands can match suitable products , materials and paid contact strategies for different populations to achieve continuous penetration and optimization of strategic populations.

Off-site data integration and accumulation , at important marketing nodes, to achieve global population strategy, connect new media delivery and reach population. Combined with ecological tools , target population verification and subsequent link tracking for consumers reached off-site. While accumulating effective population, continuous optimization of external media strategies, and timely adjustment of external population reach strategies and material design.

Maximize user conversion efficiency , analyze the external advertising population, and select high-quality seed populations. Use tools such as "Gravity Cube" on platforms such as Tmall to conduct refined operations within the site, achieve the best match between populations, products, touchpoints, and materials, and complete the full-link operation from stimulating interest outside the domain to conversion within the domain.

2. Cross-category crowd acquisition and penetration

Insights to determine the target audience , use Lingyang Marketing Cloud to conduct market and audience analysis, including research on the market , development trends , and competition landscape . Compare year-on-year market data with the brand's existing audience data to determine the target audience's life preferences and purchasing needs . Identify which segments have the potential to attract new customers across categories.

Identify target categories for new customers and gain insight into the category preferences of the target group. Find new categories related to the brand’s existing categories and determine cross-category or cross-industry target categories. Design scenario communication strategies for the selected categories and provide differentiated membership benefits to encourage cross-category purchases.

Link media placement with the target audience and offline activities of related categories to enhance cross-category consumers’ awareness of the brand. Cooperate with KOLs to strengthen the evaluation and recommendation of product functions through content marketing. Continuously monitor the touchpoint preferences of the target audience, adjust the media placement strategies on and off the site in real time, and comprehensively optimize the path to attract new customers.

3. Improve the activity and conversion of old customers

When it comes to revitalizing and recalling old customers, companies usually face pain points such as poor interaction , high churn , and weak conversion .

Multi-dimensional analysis , formulate reasonable interaction strategies , find the right time to reach out , and use the crowd classification and touchpoint insight functions of "Lingyang" Marketing Cloud for multi-dimensional analysis. Split old customers into quadrants and locate the most effective groups based on interaction performance. Develop personalized reach strategies, such as developing a closed-loop strategy of pre-live notification, live room catalysis, and post-live rights push for people who prefer live broadcasts.

Adjust in real time , optimize strategies quickly based on performance, improve conversion results, use digital recall methods, monitor the effect of SMS sending in real time, and analyze the effect the next day. Respond quickly and achieve conversion for target consumers. For example, for consumers during the Double 11 period, corresponding promotional information can be pushed based on the characteristics of price-sensitive and new product-preferring consumers.

Track and review , conduct secondary operations for the groups that have been successfully reached, continue to deepen consumer relationships , conduct tracking and analysis of the effects of recalling old customers, and establish a conversion effect tracking system for different groups of people. Continuously optimize the reach strategy. Provide pre-emptive guidance that meets consumers' psychological expectations and needs, such as card text messages, to enhance the relationship between the brand and consumers.

4. Douyin e-commerce FACT+S global flywheel

By integrating the advantages of social networking , content , e-commerce and data analysis , Douyin provides brands with a comprehensive marketing and sales channel that can directly interact with interested groups. Therefore, it also plays a key role in the "promoting user orders" part, which can be embodied as the "FACT+S" methodology .

"FACT" still represents the four business positions in the merchant content field. The newly added "S" represents Search , Shopping Center , and Shop . The "+" represents the high degree of coordination between the content field, shelf field and marketing.

Based on the "FACT+S" methodology , brands can flexibly adopt different growth models to achieve global growth based on GMV growth needs and corporate resource investment at different stages .

Shelf growth - FACT+ S Good products + reporting activities directly increase the volume. That is, when the content foundation has not yet been consolidated, brands can directly drive shelf market growth by actively participating in Douyin Mall activities .

Content drives shelf growth — F ACT+ S good products + content testing + shelf volume . That is, merchants can drive shelf growth by listing good products at good prices and spontaneously testing content , such as live broadcast rooms and expert short video trailers .

Content drives shelf growth - F A CT + S expert matrix is ​​a big hit . At the same time, it drives sales from search and guess what you like . After cooperating with a large number of experts to drive the popularity of related products and brands, merchants can use the blue words to fully guide the store and products through post-search operation and maintenance , thereby promoting overall growth.

Integrated marketing for global growth - FACT + S marketing accelerates content + shelf development . In platform marketing activities, merchants can actively match popular products with welfare mechanisms to drive a major explosion of store activities.

5. Connecting to the User’s Private Domain

The brand establishes a closer connection with users, enhancing user loyalty and engagement.

Private domain marketing can help brands better control marketing strategies , deepen user relationships , and reap long-term benefits. In the private domain, brands have ownership and control over user data. This means that brands can collect, analyze, and use this data more freely to improve user experience and drive sales. By connecting with core users through private domains, brands can turn core users into brand-owned digital assets .

WeChat , with its powerful social functions , huge user base , high frequency of use and rich commercial tools , has become an ideal choice for brands to build private domain traffic . Brands can use these advantages of the WeChat platform to conduct precision marketing and in-depth services for users, thereby cultivating a loyal user base and enhancing brand value .

1. Build a brand private domain matrix

Official accounts are one of the main channels for brands to communicate with users. They can be used to publish brand information , product information , event notifications , etc. Organize quizzes with prizes, voting, comment interactions, etc. to increase user engagement . For customer service , set up automatic replies and manual customer service to provide consultation and after-sales service.

Video accounts allow brands to establish more intuitive connections with users through short videos and live broadcasts. They can publish video content such as brand stories, user reviews, and behind-the-scenes footage. They can also conduct product demonstrations, special lectures, and on-site interactions through live broadcasts . They can also guide users to follow public accounts and enter mini programs through video content.

Mini Programs can provide users with convenient services and shopping experiences without leaving the WeChat environment. Integrate membership systems to provide membership benefits such as points and coupons. Use the data analysis function of Mini Programs to understand user preferences .

WeChat accounts are mainly used to maintain one-to-one relationships, especially for high-value customers . Provide exclusive services and personalized communication for VIP customers. Use personal Moments to share the content of public accounts and mini programs to increase exposure .

WeChat groups are mainly used to build communities, maintain user relationships and promote interaction between users . Community marketing : create brand fan groups, share information and organize activities. Exclusive benefits : provide exclusive discounts and pre-sale information in the group. Feedback collection : use group chats to collect user feedback and improve products and services.

To achieve global crowd asset accumulation , brands need to effectively integrate the above tools: unify brand information to ensure consistency of brand information on all platforms, including visual image and copywriting style . Cross-platform traffic diversion , mutual diversion between public accounts, video accounts, and mini programs, such as embedding mini programs in public account articles, and mentioning public accounts in video account content.

Data integration : using WeChat’s open API to collect user behavior data on various platforms, conduct integrated analysis , and optimize user portraits. Member management : unify member identities on various platforms to achieve member data sharing and member rights and interests . Multi-channel services : provide a consistent service experience through various channels, such as after-sales support and customer consultation.

2. Global traffic diversion and network building

Brands need to use multiple channels and methods to attract potential users to WeChat Private Domain. The key to attracting users to WeChat Private Domain is to provide irresistible exclusive value . This can be special offers, exclusive content, personalized services or membership privileges. Here are four main ways to attract traffic:

WeChat ecosystem traffic diversion: Keyword research , find out the search terms that target users may use, and use these terms in the brand private domain matrix content. Content matrix keyword embedding , ensure that the content published by the brand private domain matrix is ​​relevant to the target users' search intent and provides value. Landing page optimization , ensure that the landing page contains an obvious WeChat public account or mini program QR code to improve traffic diversion efficiency.

E-commerce link traffic diversion: Add a reminder to follow the WeChat official account at a certain stage of the user's purchase process , such as the order confirmation page or thank you page. Print a QR code on the product packaging or make a package card to guide users to follow for more information or follow-up services. Remind customers to follow the WeChat official account through online customer service to get better after-sales service.

Offline activities to attract traffic: QR code display , display the QR code of the WeChat official account or mini program in the store, at the event site, on the product packaging, etc. Interactive experience , hold interactive experience activities that users can participate in, such as product experience meetings, and guide users to scan the code and follow through on-site interaction. Word of mouth promotion , train sales staff or service staff to encourage them to verbally recommend customers to follow the WeChat official account or mini program.

Joint marketing: jointly organize marketing activities or promotional activities with other brands to share resources and user base . Bundle promotion in products or services, such as obtaining exclusive content or discounts on WeChat official accounts when purchasing a certain product. Joint content production , such as joint product releases, and mutual promotion on their respective WeChat platforms.

3. Build a brand membership system

In order to further attract users to register as members and keep them active, brands need to dig deeper into user needs and create more diversified membership benefits . The following are detailed strategies:

Layered incentives and personalized experience , design clear membership levels , each level corresponds to different rights and services to meet the needs of users with different consumption levels. This stratification can not only motivate users to improve their consumption behavior to reach a higher level, but also make members feel that their loyalty is recognized and rewarded by the brand. Use CRM member management tools to understand user preferences and customize personalized marketing information and product recommendations. Personalized experience can improve user satisfaction and increase stickiness between brands and users.

Sense of value and exclusive benefits , providing member-exclusive discounts, gifts or samples, these are effective means to increase user registration willingness. For example, members can enjoy discounts when purchasing new products, or receive brand-specific gifts on specific holidays. Regularly hold member day events , provide additional points, limited-time discounts and other benefits, and provide exclusive promotions for members on important holidays to increase members' sense of exclusivity and loyalty.

Community interaction and brand experience : Establish member-only communities on social platforms such as WeChat to share brand information , interact with users , and collect feedback . This can be a private environment that allows members to feel that they are part of the brand. Invite members to participate in offline brand activities, such as new product experience meetings and VIP customer receptions , so that users can experience brand culture and products in person, and enhance their loyalty and sense of identity with the brand.

Continuous participation and feedback mechanism , through the continuous points reward mechanism to encourage users to participate in brand activities, points can be used to redeem products or services. Setting the validity period of points can motivate users to stay active . Collecting user feedback through regular member surveys and participating in product testing and improvement with members can not only improve product quality, but also allow members to feel their influence on brand development.

4. Continuous interactive conversion

In the private domain of WeChat, content is the key to attracting and maintaining user interest. Brands need to create high-quality , valuable content to attract users. Educational content , sharing product knowledge, usage methods, industry trends, etc., to let users understand the background and value of the product. Entertainment content , publishing interesting content such as humorous short videos, prize-winning games, etc., to increase user engagement. Story marketing , telling brand stories, customer reviews, case sharing, etc., to enhance the attractiveness of the product in the form of stories. Interactive content , holding Q&A, voting, topic discussions, etc., to let users participate in the creation of content.

Community management : Community is the core of private domain marketing. Brands need to maintain user activity and loyalty through effective community management. Data analysis helps brands understand user behavior and optimize marketing strategies. Track user behavior in private domains, analyze user preferences , active time , etc. Effect monitoring : evaluate the effects of content push and marketing activities, and monitor key indicators such as conversion rate and click-through rate. User feedback collection : collect user feedback through questionnaires, direct communication, etc. to understand user needs.

The ultimate goal of converting transactions is to convert interaction and grass planting into actual sales. Limited-time promotions , using limited-time discounts, group buying and other means to stimulate users' desire to purchase. Live streaming , display products and trial experiences through live streaming of video accounts, so that users can purchase instantly. Simplify the purchase process and reduce the resistance of users to purchase. Continue to follow up after purchase, provide after-sales service, and encourage users to repurchase and recommend .

6. Encourage users to share

Satisfied users are most likely to become brand advocates . Users’ sharing behavior not only enhances the credibility of the brand, but also attracts new potential users .

1. Analyze and study user behavior

Analyze the social media behavior of target user groups to understand which platforms they are active on, as well as their habits and preferences to share content. Use data analytics tools to track users’ interactions on social platforms, including likes , comments , and sharing .

Develop personalized content based on the interests and needs of the target audience . Design content that can resonate with emotions , such as touching stories, humorous videos, etc. to increase the probability of sharing content.

2. Create user sharing value

Provide valuable content and produce high-quality, educational or entertaining content to make it a message or story that users are willing to share . Consider the practicality of the content, such as usage strategies, discount information, etc., so that users feel that sharing these content can bring value to others .

Add interactive elements to create highly interactive content, and encourage users to participate and share, such as interactive Q&A, voting, challenge competitions, etc. Design unique topic tags to facilitate users to use when sharing, and increase the visibility and communication of content. Design reward plans to provide users with points, coupons, samples or limited edition products and other rewards to stimulate their enthusiasm for sharing .

Launch communication marketing activities , such as forwarding lottery, and encourage users to share brand content to various social platforms. Optimize the sharing mechanism to ensure the convenience of the sharing process. For example, through the one-click sharing function, users can easily push content to their WeChat Moments or Xiaohongshu notes. Use images, videos and other visual effects to enhance the attractiveness of the content and make it more prominent on social media.

3. Establish social interaction with users

Establish a brand community , establish a brand community or topic community on major social media platforms, and encourage users to share content and exchange experiences in the community. Regularly hold online activities, such as live broadcasts, Q&A, etc., to increase user stickiness , stimulate user activity and desire to share .

Ensure that the content adapts to different display forms and user habits on different platforms, such as WeChat Moments , Douyin short videos , Xiaohongshu graphic notes , etc. Quickly respond to interactions , actively interact with users, quickly respond to user comments and private messages, and create a positive social interaction environment.

Recognize and encourage the content shared by users, such as likes, forwardings, comments, etc., to enhance the user's satisfaction and participation . Influencers cooperate , cooperate with high-influence KOL experts, and use their influence to promote the brand. Ensure that the cooperation is natural and authentic and consistent with the brand image and values.

Using social proof , when users share content, they publicly commend and reward active sharers to attract other users to imitate . Display the content shared by users on the brand page, such as user reviews, posting photos, etc., to enhance the credibility and attractiveness of the brand. Implement reward mechanisms such as points, coupons or free products to reward those users who share content.

4. Continuous tracking and optimization

Use social media analytics tools to track sharing behaviors and effects . Collect user feedback to understand why they share or don’t share. Optimize strategies and adjust content and motivation strategies based on data analysis results. Test new content forms and motivational methods regularly to find the most effective methods.

In summary, the management of assets of the entire group of brands is a systematic process. First, it is to "establish user cognition" through precise market positioning and effective communication means, so that the target group can understand and remember the brand. Once the cognitive foundation is laid, the next goal is to "stimulate user interest" through creative marketing and interactive experience and increase the attractiveness of the brand. As user interest increases, brands need to "influence user decision-making" by displaying product advantages and user evaluations, and guide them to move towards purchasing behavior. After user decision-making, brands must "promote users to place orders" through optimized shopping processes and enhanced shopping experiences, reduce purchasing resistance and increase conversion rates. After conversion, the brand's work is not over. At this time, it is necessary to "connect user private domain" by establishing effective customer relationship management and personalized services to cultivate users' brand loyalty and stickiness. Finally, brands should encourage and encourage satisfactory users to "encourage users to share" their positive user experience and product feedback, and expand brand influence through word-of-mouth communication.

This series of strategies has formed a flywheel for the asset growth of the brand across the entire region . Users gradually deepen their brand relationships from cognition to sharing, and users' sharing brings new potential users to the brand, thus opening the next round of cycle .

Through the review of this article, I hope that the brand can use this as a blueprint to continuously optimize and innovate the business strategies of the population , so that every user can not only become a buyer of brand products , but also a disseminator of brand value , bringing continuous growth and prosperity to the brand.

Author: Brand Old White

Source: WeChat public account "BrandLaoBai (ID: BrandLaoBai)"