Analysis of wechat target customer base 1. Crowd orientation of product marketing planning scheme
Many enterprises understand that crowd positioning refers to the use of people, and then analyze the age and spending power of this consumer group; In fact, when positioning products, we should not only consider the users of the products. It needs to be further subdivided. Different products, different people pay the bill. Product planners should pay attention to several viewpoints when positioning: target consumers, potential consumers, target buyers and potential buyers.
Enterprises must not mix buyers and consumers together, and must be determined according to products. When analyzing the crowd, we should also analyze whether there are potential people. If the crowd positioning is accurate, the sales of products will follow. People who use products are not necessarily people who buy products. Gifts are different from those who use them. Students buy products for their own consumption, parents buy them and students use them. There are also products that women consume and men buy. Men consume women to buy, and the elderly use the younger generation to buy. For example, school supplies, if pencils, buyers and consumers are of course students themselves, and potential buyers are parents. But if it is English training, the buyers are parents and the consumers are students. Once the analysis is separated, the problem can be solved easily.
To determine the people who buy products, we also need to analyze the purpose of buying, that is, the motivation of buying.
For example, in breast enhancement products, what is the purpose of female breast enhancement? Big breasts. Why? It is to satisfy your vanity, and more importantly, to have money for men to see. Many TV advertisements often appear? Cry? Men dislike their small breasts and break up. After using a certain product, it went from C cup to D cup in a few days, and many men were chasing themselves.
What is the motivation of parents to buy learning products and training? For example, the college entrance examination review course in Sun Weigang costs 36,000 yuan. Why are parents still rushing to sign up? Because the target buyers are parents, from the analysis of parents' buying motives, why do parents let their children participate? Because parents want their children to be admitted to famous universities, what is the only way to get into a good university? That's the score, and there's an advertisement title, from 276 to 560 in three months. Satisfied the parents' purchasing psychology.
People who enjoy smokeless and smokeless pots analyze the target consumers, targets and potential buyers. Buyers and consumers are housewives: intimidate this group and give them the motivation to buy products. Kitchen fumes are three major hazards, and frying a dish is equivalent to smoking half a pack of cigarettes. Potential buyer: Save the three elders in the kitchen, and my husband will also buy it.
When planning products, we should first plan how to impress buyers, and then locate users. Imagine, the product is good, no one pays the bill, and it is useless. China has many patents. How many are successful? The problem is that we are all thinking about how to impress the people who use it, not the people who intend to buy it.
Second, the analysis of seven target groups of social media marketing.
Analysis of seven target groups:
1. Major consumer groups
A consumer group refers to a group that has consumption behavior and has one or more of the same characteristics and relationships, and is called a consumer group.
Major consumer groups: 0? 6 years old: infant consumer groups; 6? 15 years old: children's consumption groups; 15? 30 years old: youth consumer group. When making market planning, enterprises should first locate the theme consumer groups of products, and then establish specific plans. Who are the main consumers of the products?
2. Age level
Age segmentation: consumers will have age segmentation for any product: 0? 6 years old: infant consumer groups; 6? 15 years old: children's consumption groups; 15? 30 years old: youth consumer group; 30? 45 years old: young and middle aged; 45? 59 years old: middle-aged; 60? 74: Young old people or quasi-old people; 75? 89 years old: old age; Over 90 years old: a long-lived old man.
3. Consumer demand
Consumer demand refers to consumers' demand and desire for consumer goods in the form of goods and services. Direct needs: eating, drinking, playing, having fun, etc. Brief description of demand: consumption for spiritual satisfaction.
4. Consumption characteristics
Any consumer will show some distinctive characteristics when spending. Male consumers and female consumers show different characteristics: male consumers pay attention to rationality and female consumers pay attention to sensibility. Consumption age groups will also show different characteristics: some pay attention to product performance; Some attach importance to the appearance of products; Some pay attention to product brands; Some pay more attention to the connotation of the skin behind the brand. What are the concerns of consumers after consumption? Our market planners must pay attention to it.
5. Consumer psychology
Refers to the process of psychological characteristics and psychological activities shown by consumers in the process of consumption. There are probably four kinds of consumer psychology: conformity, seeking differences, comparison and seeking truth. The psychological characteristics of consumers include consumption interests, consumption habits, values, personality, temperament and other characteristics. Consumers are comparing the products of 3-8 different companies and brands, comparing different products and brands, and tend to choose the one with stronger brand strength.
6. Consumption habits
It refers to the psychological expression that consumers have a stable preference for a certain consumption object formed in the long-term consumption practice. Attention? Interest? Search? Decide? behaviour
7. Catalyst habit
What age group is the target group? What's your occupation? Where does it appear? When and what media do you contact? What kind of media do you like? The habit of contacting the media: which is the most popular, the Internet, printed newspapers or television? Which is less? Catalyst habit determines the media selection and scheduling of marketing plan, and it is also the only media that can finally reach the target group. The above analysis in social media marketing planning directly determines the formulation and implementation of enterprise marketing strategy. As a network marketing plan, we must attach importance to it and apply it to practice.
Use data to segment the target customer base 1. Customer value analysis. By analyzing the customer's contribution to the enterprise's business, combined with the input-output analysis, the value degree of customers to the enterprise is calculated, and then according to the value degree, the customer groups are divided by classification or clustering, so as to provide differentiated services for customers.
2. Product customer value analysis. The method of analyzing customer's contribution to a product's business volume is basically the same as customer value analysis. By analyzing the customer value of products, it is not only beneficial for product managers to do a good job of customer service differently, but also can provide a relatively accurate target customer base for product marketing.
3. Customer retention. Using clustering (classification) and correlation analysis technology, customer groups can be divided into five categories: high-value stable customer groups, high-value easy-to-drain customer groups, low-value stable customer groups, low-value easy-to-drain customer groups and worthless customer groups.
Ways to find WeChat target customers 1. Social media user import
For example, social tools such as Micron, Momo and Neighborhood. , as well as the introduction of Weibo group, industry websites and forum users. Usually we also have Baidu Post Bar, Micro-group, Micro-bar and so on. These platforms are all user groups with the same attributes. Most of them have the same hobby and have strong interest and demand for industry products and services. Through the promotion of the corresponding enterprise WeChat official account, a certain proportion of effective users can be transformed, perhaps the number is limited, but the user loyalty is often higher.
2. Promotion of traditional media and carriers
Through leaflets, posters, product packaging, business cards and other forms. WeChat official account QR code can be well displayed and spread. Especially for enterprises and businesses with offline stores, it can attract users to realize repeated purchases. Customer care and service through public accounts. Special promotion and other forms will turn users into loyal users.
3. WeChat personality signature+find someone nearby
Wechat's own advertisements can be set through the signature of WeChat personality, and merchants can use this free advertising space to promote and advertise themselves. In addition, it is suggested that the number of personalized signatures should not exceed 30, mainly to summarize the hot spots, key points and highlights of the company's recent publicity into a very eye-catching sentence to attract others' attention, such as: Do you need to handle business? Find me! And then reuse it? Looking for someone nearby? Location function, when others are looking for someone nearby, it is easy to see their personalized signatures, so you can take the opportunity to develop them into your potential users.
4. Be good at using friends circle
You can use a circle of friends to send a picture and write a sentiment. The best way is to shoot your product leaflet and send it, with your own introduction, such as big discount, thousand yuan smart machine and so on. , illustrated, illustrated, so that everyone can see at a glance. Thereby generating interest.
5. Find customers through groups with the same theme.
Find customers through micro-groups or * * * the same topic. Micro-groups are user groups sharing the same topic. If the topics discussed by these users happen to be related to your products or services, then these users are your potential customers. In addition, you can find people who participate in this topic discussion by searching for # Topic Name # on Weibo. In these topics. You can find some topics related to the target customers. Use this method to find the target customer, and also find the customer through the label. Weibo labels are set by users themselves, and these labels reflect the characteristics or preferences of users. According to the characteristics of these labels, they are classified according to age, occupation and hobbies. Find people who are the same as the target users of your products and services, and you will find potential customers.
6. Find customers through target circles
We know that usually other people's customers may also be our target customers. So we need to find the circle of target customers, from online circle to offline circle, and then form data inventory. To some extent, the scope of the review is as big as it is.
7. Arbitrarily locate and search for more users.
This is mainly through positioning software to locate a target location at will, and then the software will search for WeChat users near this destination according to your location. For example, if you are in Xiamen, you can only search for WeChat users within 1000 meters of your location. However, you can locate your target customers through the software, and then add WeChat users nearby, which is not recommended.
8. Send group address book
This is also software, such as? Group address book? The software can send messages to the address book users of your account in groups, and you can view the group members unlimited times, and you can add people directly without the verification of the other party, thus achieving the purpose of sending messages in groups. Or, after accumulating enough friends, use the mass plug-in that comes with WeChat to send multiple advertisements, but it is not recommended.