A new way of Internet, WeChat marketing, came into being, and many enterprises and individuals benefited from it. The development prospect is worth looking forward to. So what are the advantages of WeChat marketing compared with some traditional Internet? Huge Tencent user base, according to reliable data, in more than a year after WeChat marketing, the number of users of WeChat has reached a huge 700 million, and the development space is terrible. There is no doubt that WeChat has become the hottest Internet chat tool at present, and according to the development track of Tencent QQ, we have reason to believe that the number of users of WeChat is not limited to 700 million, and the development space is still very broad. With the increasing popularity of smart phones, WeChat has gradually moved from high-income groups to popularity. In a few years, there may be such a scene. In China, WeChat has become the dominant position in the smart phone software market, just like QQ in today's computer chat tools. The interaction of information exchange is more prominent. Although the hot blog marketing in the past few years has also interacted with fans, it is not timely. Unless you can stay in front of the computer every day, WeChat will be different. Wechat has a strong interactive timeliness, so no matter where you are, as long as you have a mobile phone, you can easily interact with your future customers. You can get a more real customer base. There are too many irrelevant fans in the blog, which can't really bring you a few customers, but WeChat is different. WeChat users must be real, private and valuable. No wonder some media compare "WeChat 10000 listeners are equivalent to Sina Weibo 100000 fans". Although there are exaggerated elements, it is true. Many enterprises regard WeChat as a mobile Weibo, always blindly transmitting information to customers, without paying serious attention to customer feedback. With the interactive function, only some quick reply schemes are set in the background of WeChat, but this lack of humanized communication greatly damages the user experience, just like the reason why the popular electronic pets can't be popular for a long time. When customers' inquiries are not answered satisfactorily, their only choice is to cancel their attention. The core advantage of artificial WeChat customer service is to realize real-time communication between people. At this time, customers are faced with professional customer service personnel with excellent service quality, who can give satisfactory answers to customers' inquiries. 20 1 1, 1, 2 1, Tencent launched WeChat, an instant messaging application, which supports sending voice messages, videos, pictures and texts, and enables group chatting. 20 12 on March 29th, after a lapse of more than one year, Ma announced through Tencent Weibo that the number of WeChat users had exceeded 1 100 million, which was one third of the registered users of Sina Weibo. With the continuous promotion of Tencent QQ mailbox, various outdoor advertisements and its products, the users of WeChat are also increasing month by month. Features 1. Peer-to-peer precision marketing: WeChat has a huge user base. Using the advantages of mobile terminals, natural social networks and location positioning can push every piece of information, so that everyone can have the opportunity to receive this information, and then help businesses achieve point-to-point accurate marketing. 2. Flexible drift bottle: users can post voice or text and then throw it into the sea. If other users "catch" it, they can start a conversation. Location signature: Merchants can use the free advertising space in the "User Signature File" to promote themselves, and nearby WeChat users can see the information of the merchants. QR code: Users can add friends and pay attention to corporate accounts by scanning and identifying QR codes; Enterprises can set the QR code of their own brands, attract users' attention with discounts and concessions, and develop the marketing model of O2O. Open platform: Through the WeChat open platform, application developers can access third-party applications, or put the LOGO of the application in the WeChat attachment column, which is convenient for users to call third-party applications for content selection and sharing. Public platform: On the WeChat public platform, everyone can create their own WeChat WeChat official account with a QQ number, and realize all-round communication and interaction with the words, pictures and voices of specific groups on the WeChat platform. 3. Opportunities for Strong Relationships The point-to-point product form of WeChat is destined to develop ordinary relationships into strong relationships through interaction, thus generating greater value. Establish contact with users through interaction, that is, chat, solve doubts, tell stories and even "sell cute", so that enterprises and consumers can form various forms of friendship. You won't trust strangers, but you will trust your "friends". Why are WeChat fans hard to get? Wechat is a one-on-one interaction. From a sociological point of view, the one-to-one relationship is private and decentralized. Now it seems that the emergence of the official WeChat account has broken this balance. Fortunately, users didn't regard WeChat as Weibo. Since it is decentralized, there is naturally no entrance on WeChat. Will WeChat do official account navigation of WeChat in the future? After a thousand years, the brand number just sits still? In fact, there are many solutions, otherwise there will not be a large group of tens of millions of fans on WeChat. What are the popular methods? The so-called spring river plumbing duck prophet, the master is in the folk. To find WeChat fans, you must learn from grassroots tuba. According to my own judgment, there have been at least 1w grassroots tubas gathered on the public platform, and many fans have exceeded 20,000. How do they earn fans? It is mainly divided into non-WeChat platform promotion account channels and WeChat platform promotion account channels. 1. Non-WeChat platform promotes account channels. The following are the conversion channels of 1 and Weibo platform respectively. The earliest Wechat Grassroots tuba were initiated by Grassroots tuba in Weibo. They kept pushing their own WeChat on Weibo and gained the first batch of WeChat fans. Advantages: Weibo has a large number of basic fans and can quickly promote accounts. Disadvantages: The conversion rate is very low, and it is optimistic that the price of becoming a WeChat fan is around 50 yuan. If it is not owned by Weibo, it is recommended not to adopt it easily. 2, website forum transformation channels. The main users of these transformation channels are website media, so-called relying on mountains to eat mountains, relying on water to eat water, relying on websites, and of course eating websites. Advantages: Existing website users can be converted into WeChat fans. Disadvantages: the conversion rate is still low. If you don't have your own media, it is recommended not to use 3. QR code offline conversion channel (scanning account QR code). The way the brand is most willing to use. Advantages: the conversion rate of existing customers is very high. Disadvantages: the growth of fans is slow, consuming the resources of old users, and the growth of new users is zero. Second, the promotion channel of WeChat platform is close to the horizontal platform, and the platform and promotion are good. Although you can go to Financial Street to sell golf clubs, you will never get the effect of selling them directly on the golf course. The channels that WeChat platform can promote mainly include the following categories: 1. Grass root tuba direct push. As mentioned above, some grassroots tubas have tens of millions of WeChat fans. If Weibo Grassroots tuba is regarded as WeChat tuba for college students, they are still in kindergarten. The main way of brand account promotion is to send a message directly through the micro-signal of the product brand. Of course, the softness and width of the push method are inversely proportional to the large-scale powder dropping rate of the base. Advantages: the arrival rate 100%, the opening rate is generally about 50%, and the vermicelli conversion rate is about 0.5%. (If there are 65,438+0,000 fans in the grass-root queen, then the advertisement will bring 5 fans to the brand.) Disadvantages: It is still expensive. The price of getting a high-quality genuine powder is between 65,438+0 yuan and 65,438+00 yuan, but it is much cheaper than promoting it through non-WeChat channels. 2. Grassroots content-bearing pages push each other. This method can be said to have the best effect, and the advantages of the lowest cost method are: the lowest cost, the best effect, and the least resentment of users. Disadvantages: when to open, leave it to fate. 3. WeChat navigation station. Every time I meet a friend, I will be asked a question: Don't you do WeChat marketing? There are more than 500 official WeChat accounts in your WeChat, but we can't find them. This is a business opportunity, and many people are already doing it. Some WeChat navigation accounts already have more than 20 W fans. The promotion of brand number on WeChat is an indispensable advantage of this channel: soft push and occupation of entrance. Disadvantages: No WeChat marketing method is still in its infancy. With the launch of more functions on WeChat, more marketing methods will appear, starting from the end of Qingping. Let's wait and see. Third, interactive push WeChat marketing method: Through one-on-one push, brands can conduct personalized interactive activities with "fans" to provide a more direct interactive experience. The following behaviors in WeChat WeChat official account Code of Conduct are seriously illegal and affect the user experience, and may also bring damage to other operators, users and platforms. Once found, corresponding measures will be taken against WeChat official account according to the degree of violation. 1 Use plug-ins to access this service and related systems without Tencent's written permission. For example, using any third-party tools or other means to circumvent the group sending restriction strategy, including but not limited to using the single function of the public platform to realize the group sending function, in an attempt to circumvent the restrictions on the number of groups sent by the public platform. 2. Brush powder behavior 2. 1 Without Tencent's written permission, use other WeChat WeChat official account, WeChat account and any function or third-party operating platform to promote or promote each other, including but not limited to: zombie brush powder, WeChat official account mutual promotion, ordinary WeChat account through WeChat ordinary message, greeting people nearby, drifting bottles, shaking and other forms to promote WeChat official account and third-party platforms mutual promotion. 2.2 Promotion forms, including but not limited to: promotion through links, avatars, QR codes, plain texts, etc. 2.3 Making and publishing methods and tools related to the above-mentioned behaviors, or operating or disseminating such methods and tools, regardless of whether these behaviors are for commercial purposes or not, will handle user accounts. 3 induced sharing behavior forces or induces users to share messages with friends through rewards or other means. Reward methods include but are not limited to: physical prizes, virtual prizes (points, information), etc. It can be divided into compulsory induced sharing and reward induced sharing. 4 Malicious tampering function deliberately tampering with the functions or words of the public platform, which violates the original intention or meaning of the public platform function. For example, tampering with the text display that originally showed the author's name (that is, the name of WeChat WeChat official account). Policy 1. "Opinion Leaders" Marketing Strategy Entrepreneurs and senior managers of enterprises are mostly opinion leaders. Their opinions have strong radiation and penetration, which have a great influence on public speech, subtly changing people's consumption concepts and influencing people's consumption behavior. Wechat marketing can effectively use the influence of opinion leaders and the powerful influence of Wechat itself to stimulate demand and stimulate the desire to buy. 2. "Viral" marketing strategy WeChat has the characteristics of immediacy, interactivity, visibility, influence and borderless communication, which is especially suitable for the application of viral marketing strategy. The group sending function of WeChat platform can effectively send videos, pictures or promotional texts taken by enterprises to WeChat friends. Enterprises can send preferential information in the form of QR code, which is an economical and more effective promotion model. Make customers actively promote enterprises, stimulate word-of-mouth effect, and spread product and service information to every corner of the Internet and life. 3. "Video, Picture" Marketing Strategy @ Meng Deming: To use the "video, picture" marketing strategy to carry out WeChat marketing, we must first find and use the market in the interaction and dialogue with Wei You, and find a place that is beneficial to the market. To provide personalized and differentiated services for potential customers in a specific market, and secondly, to be good at providing various technologies to transfer the information of enterprise products and services to the brains of potential customers, so as to win competitive advantages for enterprises and build high-quality brand services. Let our WeChat marketing be more "delicious cola soft" and attract consumers' attention. The number of users of brand active WeChat is increasing month by month, so many big brands are also trying to use WeChat to promote WeChat marketing. Among them, the drift bottle is a WeChat activity application valued by merchants. The drift bottle is actually an application transplanted to QQ mailbox, which is widely praised on the computer. Many users like this simple way of interacting with strangers. After transplanting to WeChat, the function of the drift bottle basically retains the original simple and easy-to-use style. The drift bottle mainly has two simple functions: 1, "throw one", and the user can choose to send voice or text and throw it into the sea; 2. "Pick up one", as the name implies, is to "fish out" the drift bottles that countless users put in the sea, but each user only has 20 chances to pick up the drift bottles every day. The function of O2O discount "scanning QR code" was originally "borrowing" from another foreign social tool "LINE" to scan and identify another user's QR code and add friends. However, since the development of QR code, its commercial use has been increasing, so WeChat follows the trend and combines O2O to carry out commercial activities. Tip 1. Register the official WeChat account and get the official WeChat certification as soon as possible. 2, according to their own positioning, the establishment of knowledge base. We can integrate the information in a certain direction through professional knowledge management means, build a convenient knowledge retrieval database, and combine knowledge with the latest social hotspots to provide it to target customers, which will become the value-added service content of target customers and improve their satisfaction. 3, strengthen interaction, weekly sentiment, quiz, and send small gifts. 4. Absorb members, customize privileges and carry out preferential activities. 5, micro-website, save traffic, open the website faster. 6, micro mall, directly display the merchants on WeChat, and pay. 7. Third-party micro-platform evaluation advantages WeChat's one-on-one interactive communication method is interactive and can accurately push information and form a friend relationship. Based on the advantages of WeChat, customer service marketing with the help of WeChat platform has become another emerging marketing channel after Weibo. Weibo's natural characteristics are more suitable for brand communication. As a self-media platform, Weibo's spread breadth and speed are amazing, but its spread depth and interaction depth are not as deep as WeChat. 1. Peer-to-peer precision marketing: WeChat has a huge user base. Using the advantages of mobile terminals, natural social networks and location positioning can push every piece of information, so that everyone can have the opportunity to receive this information, and then help businesses achieve point-to-point accurate marketing. 2. Flexible drift bottle: users can post voice or text and then throw it into the sea. If other users "fish", they can start a conversation. For example, China Merchants Bank's "Love Drifting Bottle" user interaction activity is a typical case. Location signature: merchants can use the free advertising space of "user signature file" to promote themselves, and nearby WeChat users can see the information of merchants, such as hungry, K5 convenience store, etc., and adopt the marketing method of WeChat signature file. QR code: Users can add friends and pay attention to corporate accounts by scanning and identifying QR codes; Enterprises can set the QR code of their own brands, attract users' attention with discounts and concessions, and develop the marketing model of O2O. Open platform: Through the WeChat open platform, application developers can access third-party applications, or put the LOGO of the application in the WeChat attachment column, which is convenient for users to call third-party applications for content selection and sharing. For example, users of Beauty Talk can share their content in Beauty Talk on WeChat, which can make a Beauty Talk product spread continuously and realize word-of-mouth marketing. Public platform: On the WeChat public platform, everyone can create their own WeChat WeChat official account with a QQ number, and realize all-round communication and interaction with the words, pictures and voices of specific groups on the WeChat platform. 3. Opportunities for Strong Relationships The point-to-point product form of WeChat is destined to develop ordinary relationships into strong relationships through interaction, thus generating greater value. Establish contact with users through interaction, that is, chat, solve doubts, tell stories and even "sell cute", so that enterprises and consumers can form various forms of friendship. You won't trust strangers, but you will trust your "friends". Advantage 1, high arrival rate The marketing effect depends largely on the arrival rate of information, which is also the most concerned place among all marketing methods. Different from the mass sending of SMS and email, every message sent by WeChat WeChat official account can be sent to the terminal phone completely and correctly, and the arrival rate is as high as 100%. 2. High exposure rate Exposure rate is another indicator to measure the effect of information dissemination. The information exposure rate and arrival rate are completely different. Compared with Weibo, the exposure rate of WeChat information is higher. In the process of marketing in Weibo, except for a few highly skilled copywriting and high-profile events, which were forwarded in large numbers and gained high exposure, the directly released advertisement Weibo was quickly submerged in the dynamic scrolling of Weibo, unless you advertised through the screen, or users watched Weibo through the screen. Wechat, which is derived from the mobile instant messaging tool, has a strong reminding function, such as ringtone, stop message of notification center, corner sign and so on. Remind users to receive unread information at any time, and the exposure rate is as high as 100%. 3. High acceptance rate As mentioned above, the number of WeChat users has reached 300 million, and WeChat has become or surpassed the mainstream information receiving tool similar to SMS and email, and its universality and popularity have become the basis of marketing. Didn't you see those tens of thousands or even hundreds of thousands of fans on WeChat? In addition, there is no conflict between spam messages because fans of public accounts actively subscribe and information is actively obtained. 4, high accuracy In fact, those vertical industry WeChat accounts with a large number of fans and high concentration of user groups are really hot marketing resources and promotion channels. For example, WeChat official account, a wine merchant owned by Jiuniang.com, a well-known liquor media, has nearly 10,000 fans composed of wineries, liquor marketing agencies and liquor distributors. These accurate users are equivalent to a grand online sugar and wine party, and every fan is a potential customer. 5. The convenience of highly convenient mobile terminals once again improves the efficiency of WeChat marketing. Compared with PC, the smart phone in the future can not only have any functions that PC can have, but also be easy to carry, and users can get information anytime and anywhere, which will bring great convenience to the marketing of businesses. Disadvantages are based on the strong relationship network of WeChat marketing. If you force all kinds of unattractive advertising information regardless of the user's feelings, it will attract users' resentment. Doing everything rationally, making good use of WeChat, the most popular interactive tool at present, and letting merchants and customers return to the most sincere interpersonal communication is the real king of WeChat marketing.