How to do a good job in WeChat marketing and micro-e-commerce
Do it carefully and don’t try to gain fans by being more aggressive.
Familiar functions
The WeChat public platform has many functions in the background, such as keyword automatic reply. You can set guide words, keyword reply, etc. to let users pay attention to your WeChat. Public accounts can quickly allow users to find the information they need
Mass posting, providing users with information content regularly every day
Only high-quality content can attract users to forward it. We can get articles that you think are better from various channels to fill in the WeChat public platform. Only articles that users think are good will be forwarded proactively to let more people know about your platform. The positioning must be precise. After sending the positioned articles every day, you can also add some jokes and mini-games to attract more fans.
Activities
You can use activities to quickly gain some fans, and you can also organize activities for old users to let them follow the official account.
Mutual promotion
You can exchange soft articles for promotion with some public platforms.
Advertising
Use the powerful exposure of advertising to let more fans know about your platform.
Moments
Take the initiative to share your high-quality articles to Moments. Ask your good friends to help share. When you have nothing to do, add more fans.
Interaction
Always pay attention to user messages on public platforms and interact more with users.
Please accept it if you are satisfied~ If you have other questions, you can continue to ask
First of all, you have to distinguish the difference between a plan and a plan. A plan can be said to be a framework, and the plan is within this framework. The specific content of WeChat marketing methods, operations, activities, work arrangements and many details must be clearly written.
Otherwise, it is unrealistic to immediately make a marketing plan without any foundation. Of course, it doesn’t matter if your boss insists on forcing you to make a plan. At the end of the article, I will teach you how to quickly make a WeChat marketing plan, but at the beginning I still want to talk about the detailed steps of making a WeChat marketing plan.
Things that must be paid attention to in the early stage
1. Understand the purpose of the company’s WeChat marketing
This is very important. If you have no idea about the purpose of the company’s WeChat marketing, Be clear, maybe the plans you come up with are completely opposite to each other. Some companies do this to make their services more convenient, such as China Southern Airlines and China Merchants Bank, while some companies do it to better promote their products and gain higher sales, such as Starbucks and Durex. Only after you understand the needs of the company can you clearly choose between using a service account or a subscription account. I have had some customers choose a subscription account when registering, but found that they actually needed a service account. Subscription accounts cannot be upgraded to service accounts, so you can only re-register. If the previous account used your own official name, it will be very troublesome to name the newly registered account. Of course, you can also open both accounts, but you need to consider the division of labor between the two accounts, otherwise you will be in trouble.
2. Analyze peer or related accounts
I found that many WeChat public account operators rarely pay attention to peer accounts, but mainly focus on self-media or some accounts that focus on WeChat marketing. , as if they were afraid that they would lose money if they added a fan to their peers. Usually your peers are your best teachers. There is no need to re-explore many things. You can even copy their successful operating methods or content layout directly. Before I make plans for clients, I will add a large number of WeChat accounts related to their industry to see how they use service accounts and subscription accounts, and understand which types of accounts they use more often. The marketing of those accounts is more mature. Every day Pay attention to their dynamics and operation methods, event arrangements and copywriting. After all, every industry is like a mountain. To make an industry-specific plan requires spending a lot of time on competitors. If your industry is still popular on WeChat, If there are no decent competitors, you can pay attention to the relevant big names in your industry.
3. Operate WeChat account for 1-2 months
A plan is not like a plan. Plans are often based on estimates. The plan must be implemented in every detail. The content includes a lot of work arrangements, division of labor, daily tasks, activities, etc. for account operation. To make such a detailed plan requires some time to collect information, and operating a WeChat account is the best way to collect information. Way.
Since the operation methods of each marketing channel are different, WeChat marketing cannot be done exactly according to the previous marketing method. It is best to first operate the company’s public account for 1-2 months. Once you have a general understanding of the marketing methods and routines in WeChat, your plan will be roughly formed. If you have no idea about WeChat marketing at all, you can just copy the content of the account that you think is the best for WeChat marketing among your peers, try it out for a while, and then fine-tune it appropriately.
Previously, one of our clients had a clothing store called Yushang. Their proprietress had no idea about WeChat, so she directly imitated some accounts in the clothing industry. Now their accounts are operating very well, and they have boosted the business of their store. .
During this period, it is best to apply for some resources from the company to do some activities, such as forwarding in Moments, bringing friends to the store for consumption rewards, store promotions, discounts, etc., as long as they can be used You can try any method of supporting WeChat activities.
There is also interaction with customers. Many netizens think that customers ask questions and we answer them, which counts as interaction. In fact, this is called Q&A and does not count as interaction. Interaction requires your official account to actively drive user communication to be considered real interaction. For example, an article I wrote before, "What on earth did God take away from you?" contains our interactive content, allowing interested friends to interact with you. I communicate together. The purpose of this is to stimulate some people with similar ideas to enhance interaction. Simply put, it is to enhance relationships with customers.
You can try to use industry accounts that are complementary to yours to make built-in recommendations in articles, that is, recommend your account at the bottom of the other party’s article, and recommend their account at the bottom of your article. For example, if I sell wall paint, I can cooperate with a flooring company. A milk powder company can cooperate with a BB car company. Our customer base is roughly the same, but the products are not competitive. This can quickly expand the number of fans on your account.
4. Analyze data and customers
After 1-2 months, we can make a summary based on the operation during this period, including the number of reads and transfers of the article* ** Analyze the situation, which type of article is more attractive to the target group, customer feedback, customer interaction, as well as activity participation and effect analysis, evaluation of how helpful it is to the company's business during this period, etc. Make a report of these related data, and then write a few lines of summary for each group of data, such as articles. A certain type of article has a high reading volume and forwarding rate. You can consider increasing the release of more content in this area, etc.
5. Assign personnel tasks
Based on previous operations, you will have a rough idea of ??what personnel are needed to be responsible for what content, how work and tasks are arranged, and how performance appraisals are evaluated. , for example, we will evaluate performance based on the number of article reads and forwards, the number of user content information queries, interaction effects, activity effects, etc. Of course, it is best not to add sales performance to performance appraisals so quickly. This will cause excessive pressure on employees. It affects the operation effect, and some accounts are only managed by one person.
6. Start writing the plan
After collecting and organizing the preliminary materials, you can start writing the plan. Many netizens and friends have asked me, how to format the content of the plan? Haha, everyone is lucky. This is the first time Liu Zijun has exclusively disclosed the format structure and internal arrangement of the "WeChat POP" internal WeChat marketing plan.
Content format of WeChat marketing plan
1. Competitor analysis
Many plans will write a preface at the beginning, talking about the number of WeChat users, WeChat How awesome they are, and some even flatter them and thank their leaders for their guidance. In fact, these opening words are of no value to the plan, and in many cases they will be skipped by the leaders. To write, you must write out valuable information, and it is information that can immediately attract the boss’s attention. So at the beginning we will write an analysis of competitors, how they use WeChat accounts to provide services or promote their products, so that you Only the plan will make your leader or boss read it carefully.
2. What value does WeChat bring to (abbreviation of company name)?
In the second part, start writing what value WeChat can bring to your company. Remember to write you in the middle. The name of the company, and the name of your own company appear so that people who look at the plan feel that the plan has a tailor-made feel. Here we need to analyze the current business or products of the company that can be placed on WeChat to provide services or marketing promotions. After comparing the WeChat accounts of competitors, it is recommended that the company use service accounts or subscription accounts. It would be better if data analysis of early operations is added here. Finally Write down what benefits WeChat marketing can bring to the company, such as making business more convenient, better maintaining customers, improving performance, etc.
3. XXX activity status (XXX is the name of the activity)
Here you can list the effects of previous activities on WeChat, the number of applicants, customer conversions, etc., and then analyze them. Well done, what needs to be improved, how the company can combine WeChat to do what kind of activities in the future, etc. Note that the content here is the key point. Especially for large companies, you must try to write it in more detail so that you can apply for more company resources for future WeChat activities.
4. What do customers care about most?
By communicating with customers, you can summarize some topics that customers care about, such as the product functions that customers expect, where the service links are imperfect, and where the most complaints are. Problems, areas that can be improved, etc. are listed. These are issues that leaders are very concerned about, and this is another value that WeChat brings to enterprises.
5. WeChat account operation plan
Here, the internal column design, operation methods, and marketing methods of the WeChat account are written out, such as what content articles are posted every day, and what are the custom menus? Column, what is the content of the corresponding column, what is its function, how to promote the WeChat account, how to conduct activities, etc. It is best to write down several activity plans that you will do in the near future here. By the way, you can apply for activity support, whether you need to purchase a WeChat third-party system, etc. You can make a cost list here to let your leader know the approximate cost. Let him know the expenses in mind. It is best to indicate which expenses are important and which are not important. This will make it smoother when you really want to apply for expenses in the future. Also, it should be written in it which departments need to cooperate, so that your leader or boss can help you communicate in advance, or you can let them know in advance during the meeting.
6. Work allocation
If you are a team, you must list the work that each person is responsible for, what is the content of daily work, and performance appraisals, etc. If your company’s WeChat account is only managed by you, you still need to write it. Why? You have to know that many bosses don’t know what you are doing every day. If you don’t explain clearly, the boss will think you are idle and keep adding more and more extra information. Irrelevant work is given to you so that you can't concentrate on WeChat marketing, so you have to make clear the work of updates, customer service, and promotion. Of course, you can't use this to deceive your boss. It won't work if you write out a lot of work but few of them can be implemented. You must know that bosses are smart, otherwise they will not become your boss.
7. WeChat account development plan
This is an estimate of the future growth of fans of this WeChat account, how much it will help the company's business and products, etc. It is generally listed A table can be used to describe how far the account will develop every three months. In fact, the information here is all nonsense, and we are not calculators. We will know how the WeChat account will develop in the future, but the boss likes to see this and there is nothing we can do about it.
1. Determine the goal first. WeChat marketing and micro-e-commerce can be combined with each other and promote each other.
2. WeChat marketing is a marketing model for enterprises or individuals in the Internet economy era. It is an online marketing method that emerged with the popularity of WeChat. There is no distance limit on WeChat. After users register on WeChat, they can form a connection with "friends" who are also registered around them and subscribe to the information they need. Merchants can promote their products by providing the information users need, thereby achieving Peer-to-peer marketing.
3. The existing micro-business models on the market are generally divided into two categories. One is the traditional C2C model, that is, merchants - general agents - first-level agents - second-level agents - - A structure of three-level agents, which can develop unlimited levels of agents layer by layer to form a sales vertical. How to do a good job in WeChat marketing and micro-commerce Guijiaoqi Course
If we talk about micro-commerce, Shenzhen Huixing Internet should be good. Generally, WeChat third-party companies mainly sell software. Shenzhen Huixing not only sells software, but does not provide operation planning services. It puts serving customers as its top priority because many traditional companies do not know WeChat marketing. WeChat marketing: How to do WeChat marketing well
The specific methods for doing WeChat marketing well are as follows:
1. Confirm whether your brand is suitable for WeChat marketing. For enterprises, whether it can promote users to purchase and achieve sales; whether users are satisfied with your WeChat push content and accept your products or services; whether it can improve the company's operational efficiency and improve services; whether it can be marketed through WeChat , adding new users and expanding influence are all things that need to be considered before doing WeChat marketing.
2. Choose the correct WeChat marketing method. There are actually many ways to do WeChat marketing, such as WeChat Moments, WeChat official accounts, WeChat mini programs, WeChat groups, etc. Only by clarifying your positioning and analyzing your users can you know which WeChat marketing method you should choose.
3. Produce content that meets user needs. Follow the principles, analyze the user purchase path, then develop content strategies based on the user purchase path, and master certain writing skills. How to do WeChat marketing
Before considering how to do WeChat marketing, you must think about the following questions.
1. Why do you want to do WeChat marketing?
Is it because everyone is doing WeChat marketing? You should know that sometimes everyone doing the same thing may not necessarily be correct, such as standing on one side of the boat.
Is it because you feel that if you don’t do marketing on WeChat, you will be in a passive position? If you don’t understand why you want to do WeChat marketing, then even if you do WeChat marketing, you will be in a passive position.
Is it because you think WeChat’s unique product model is more suitable for marketing? So what is the uniqueness of WeChat compared with other products or marketing tools?
2. Is your brand or product suitable for marketing on WeChat?
First of all, we must be clear that not all products or brands are suitable for marketing on WeChat.
Secondly, not all products or brands are suitable for all WeChat marketing tools.
Before doing WeChat marketing, you must think about the characteristics of your brand or product, and whether you can use WeChat to amplify the characteristics of your brand or product. If your product or brand can use WeChat's various marketing tools to amplify its value, then it may mean that your brand or product is suitable for WeChat marketing.
Personally, I think there are two types of brands suitable for marketing on WeChat. One is a popular brand, and the other is a niche brand with a very niche market. There are two extremes here.
3. What are the characteristics of the WeChat product? How does it compare to other products or marketing tools?
Only by understanding the characteristics of the WeChat product can we adjust the purpose and method of marketing based on the unique characteristics of WeChat.
Most people who have used WeChat can understand to some extent that the product usage environments of WeChat, Weibo, and Tencent QQ are different. The purpose of users using WeChat is also the same as the purpose of using Weibo or Tencent QQ. Different.
Compared with Weibo, customer service on WeChat will be more humane and diversified. Compared with Weibo, WeChat fans are more accurate. Compared with Weibo, WeChat is more suitable for strengthening Strong relationships then convert these target strong relationships into traffic and order numbers. However, weak relationship platforms like Weibo are more suitable for promotion and marketing, and for developing new users and customers. Enterprises can use both Weibo and WeChat to promote their brands and develop new customers, and take advantage of the trend to transform weak relationships into Strong relationships, use WeChat to better maintain these strong relationships, and convert users of these strong relationships into orders, etc.
4. Under what circumstances do users use WeChat? What is the purpose of users logging into WeChat?
It is very important to clarify the context under which users use WeChat, because you can use the purpose of users to use WeChat for marketing.
Some users use WeChat because they can easily send and receive QQ emails; some users use WeChat to receive QQ messages; some users use WeChat because they are lonely and want to pick up girls on WeChat. Therefore, functions such as shake, drift bottle, and nearby people are used; some users use WeChat because WeChat provides the voice messaging function; and some users use WeChat just because everyone is using WeChat.
Therefore, when treating different users, adopt different marketing strategies, and you cannot treat all users as a single user.
After considering the above four questions, let’s take a look at what marketing tools WeChat currently provides us, what are the advantages and disadvantages of each of these marketing tools, and what current cases are available for our reference.
1. Drift bottle
Method: Put the information into the bottle, and the user will take the initiative to pick it up to obtain the information and spread it.
Essence: Use a random method to push messages.
Advantages: Simple and easy to use.
Disadvantages: Not very targeted, and because the purpose of users using drift bottles is to relieve boredom, if the marketing here is done incorrectly, it is very easy to have counterproductive effects, making users dissatisfied. A brand or product creates a feeling of disgust. In addition, each user only has 20 opportunities to pick up drift bottles per day, and the chance of picking up a bottle is relatively small.
Applicable products: Products or brands that already have a relatively high reputation (not necessarily accurate, you can discuss it on Zhihu), use drift bottle promotion to expand the influence of the brand.
Case: China Merchants Bank’s “Love Bottle” user interactive activity case.
Case analysis: WeChat officially changed the quotes of drift bottles, which greatly increased the number of "drift bottles" thrown in a certain period of time in activities promoted by cooperative merchants, and ordinary users "caught" them The frequency will also increase. However, if you use this method, it should be noted that the presentation of information must be flexible and you cannot publish some stereotypes or clichés. Find ways to improve the effective response rate of users.
2. Location signature
Method: Place advertisements or promotional messages on the signature file. Users will see it when they search for nearby people or when they shake.
Essence: Similar to a highway sign advertisement, mandatory viewing.
Advantages: Very effective in attracting nearby users. If the method is used properly, the conversion rate is relatively high.
Disadvantages: The coverage may not be large enough.
Applicable products: Stores like KFC where location determines business.
Case: Hungry God, K5 convenience store WeChat signature file marketing.
Case analysis: Many stores in poor locations can actually use the "nearby people" function to hook nearby users into their own stores for consumption.
3. QR code
Method: Users scan the QR code to add friends and interact.
Essence: On the surface, it means adding new users, but in essence, it means gaining loyal users.
Advantages: It is scanned by the user actively, which at least proves that the user is at least interested in your product. Therefore, it can induce the user to produce consumption behavior in a targeted manner.
Disadvantages: The user must actively scan.
Applicable products: products that are closely related to users (not necessarily accurate, friends are welcome to discuss on Zhihu).
Case: Threesome’s Bone King Hotpot
Case analysis: The “Scan QR code” function was originally a “reference” to another foreign social tool “LINE” for scanning Recognize another user's QR code identity to add friends. However, with the development of QR codes, there are more and more commercial uses, so WeChat has followed the trend and combined with O2O to carry out commercial activities. This kind of promotion method can attract some users who are greedy for petty gains to come in and consume.
4. Open platform
Method: Share website content to WeChat, or share WeChat content to the website.
Essence: Similar to all kinds of sharing.
Advantages: Since WeChat users have a closer relationship with each other, when the products in the product are shared by a user to other friends, it is equivalent to completing an effective word-of-mouth marketing. .
Disadvantages: Product diffusion is difficult.
Applicable products: Products suitable for word-of-mouth marketing.
Case: Meilishuo landed on the WeChat open platform.
Case analysis: Users are willing to share the valuable things they see with their friends. Therefore, when the product is valuable, users are willing to share it.
5. Moments
Method: You can quickly share exciting content from mobile applications, PC clients, and websites to Moments, and support web link opening.
Essence: Imitate foreign product Path, which is a private social network.
Advantages: Communication is relatively closed, and word-of-mouth marketing will be more effective.
Disadvantages: It is difficult to launch marketing campaigns.
Applicable products: word-of-mouth products, or small private products.
Case: None
Case analysis: None
6. Public platform
Method: WeChat certified account, brand homepage,
Essence: Exclusive push information channel.
Advantages: The pushed objects are users who follow you, so the relationship is relatively close; the arrival rate is 100%.
Disadvantages: If a user follows 20 brands and each brand pushes 3 messages to you every day, then these messages will seem a bit intrusive.
Applicable products: Celebrities?
Case: The public account "Psychology and Life"
Case analysis: I once followed the WeChat public account of "Wang Li Juji", and I said a word to him, He quickly replied with a long voice, and then stopped talking to me. The same goes for this "Psychology and Life" account.
After considering the marketing tools provided by WeChat, let’s think about it. Are the marketing methods adopted by the merchants, products, and brands currently logged in to WeChat for marketing correct?
We all know that the same group of people perform very differently on different products (tools), and the feedback received by posting the same content on Weibo and WeChat is very different. WeChat users hope more to be interacted with and valued. They actually have a heartfelt objection to the push of marketing information.
For example, if I follow the public WeChat account "KFC", and if this person pushes me promotional information and new product previews of KFC every day, I will delete this person without hesitation. Lose. After all, who wants to see a large number of various advertisements every day when they go online?
One of the current problems is that many brands do WeChat marketing. They think that WeChat is just for pushing information, and it is no different from marketing methods such as Weibo. However, when users follow a brand’s WeChat ID, they can easily be harassed. Moreover, many times the WeChat content posted by brand WeChat accounts is worthless marketing advertising information. When users become tired of this type of information, users are likely to stop clicking on relevant WeChat links. In serious cases, the brand's WeChat account may even be deleted, damaging the brand image.
In addition, brand owners believe that WeChat can achieve the purpose of "precision marketing" and "interaction". However, brands’ understanding of “accuracy” and “interaction” deviates from the understanding of users (consumers).
What brands mean by "accuracy" is that there is a clear list of pushed objects, and they can push them selectively; "interaction" means that "communication is possible", which is one-way of.
What users (consumers) think of as "accuracy" is that when I have this need, you give it to me, rather than just giving it to me that I have liked; "interaction" refers to The best thing is that when I have this need, you give me feedback instead of you running over to chat with me.
Users and brands understand accuracy and interaction from their own perspectives, so deviations are inevitable. When WeChat was created, it was a multimedia platform for communication and interaction. It had strong social attributes and users were eager to communicate on an equal footing. Therefore, when brands output information in one direction, they will inevitably be boycotted by users.
For example, when we receive various flyers on the street, most of us throw them away without looking at them. When we receive various marketing information on WeChat, our first reaction is to delete the marketing WeChat account.
So what should WeChat marketing look like? What effect should be achieved?
Let’s take KFC as an example. Suppose I follow KFC’s WeChat. I told him I wanted to eat a burger. He told me where KFC is available at the nearest location, and then gave me a discount coupon, or a phone number for ordering food, etc., that would be great; or, I told him, the one at such and such KFC store is at 2 o'clock in the afternoon. Who is the cashier girl on duty at window 1? He replied to me with the WeChat account of the cashier girl. I think this is pretty good. After all, a WeChat account that supports picking up girls is a good account.
In addition, it should be noted that no one wants to be opposite a cold machine account on WeChat. Who wants to communicate with a robot? Therefore, when doing WeChat marketing, you must have a human touch to make users dependent and emotional on your brand or product.
The above is my opinion on marketing on WeChat. I hope everyone can discuss it.
Regarding the thinking questions I raised in the article, I also mentioned them on Zhihu. If you are interested, you can come and discuss them.
Question link:
1: Which type of products are suitable for marketing on WeChat? Why?
2: What should WeChat marketing look like? What effect should be achieved?
3: Compared with other products or marketing tools, what is the unique effectiveness of WeChat?
4: What are the pros and cons of WeChat marketing?
5: Under what circumstances do users use WeChat? What is the purpose of users logging into WeChat?