Under the background of information society, people's communication methods are also changing gradually. Wechat has gradually become a universal communication medium for adults. At the same time, for bankers, it is also a way of online publicity and communication. He broke through the traditional way of physical communication, broke the geographical restrictions of communication, updated the channels of obtaining customers, and made the positioning of customer groups more accurate. The continuous improvement of WeChat function has also promoted the increase of market share, and the number of WeChat users has gradually increased. First, is WeChat marketing useful? I think many bank marketers will have such a confusion in their hearts, that is, is WeChat marketing really useful? Actually, this kind of thing really varies from person to person. Consciousness determines existence, and existence reacts on consciousness. We should give full play to our subjective initiative in doing anything. It's definitely better to look for marketing strategy actively than to wait passively. If you want to do things well, you must sharpen your tools first, but only those who are good at using this weapon can give full play to its role. Wechat marketing is a new marketing method different from the traditional marketing model. 3. How to conduct WeChat marketing 1. Grouping As an account manager, your customer base is not single, so you should group your customers. Different customer groups have different groups, such as your circle of friends, where there are many elderly customer groups. You can separate the elderly customer groups and make them into a group. Of course, you can also divide customers according to their risk tolerance, such as low risk tolerance group, medium risk tolerance group or high risk tolerance group. This is a bit like Taobao's big data push, which is to accurately divide your spending power according to your usual buying habits. In other words, you can let your customers see what you want them to see to the maximum extent, which can reduce the difficulty of customers' choice and avoid letting customers with low risk tolerance see high-risk products. The more accurate the push, the more obvious the effect. Try to sell the right products to the right people, and don't forget to balance the workload and the number of customers. Second, manage a circle of friends What is learning to manage a circle of friends? First of all, as you know, the pressure of modern life is so great that time is very tight. It's rare for people to open their mobile phones to browse their circle of friends in order to relax, and it's definitely not for your advertisement. Therefore, your circle of friends should be as small as possible, but everyone is willing to see or see something that will not cause disgust. Compared with simply selling products, you can properly combine products with current hot spots, closely follow hot spots, bring more illustrated dry goods, and the text is easy to understand, preferably with a little temperature, which can make people produce * * *, and at the same time convey more positive things instead of negative emotions, not to mention the WeChat business. Forward some positive things in the official WeChat account, plus some positive and professional comments, to create a positive and professional image for customers. Of course, since it is a "business", we need to constantly upgrade our circle of friends. Compared with the same marketing rhetoric, you must make your circle of friends look more different, in other words, more textured. In addition to simple product marketing, you also need knowledge marketing and professional marketing, which is not easy. Because this requires you to learn more new financial knowledge to enhance your knowledge reserve, at the same time, you should strengthen the study and research on your own products and services, try to start from your own situation, face customers in a popular science way, be close to social reality, understand what customers are most concerned about and what their most essential needs are, and then carry out popular science for customers in the circle of friends. Remember, it's popular science, not forced indoctrination. What's more, it's not about imposing your opinions on customers. Your argument must be objective. For some current hot events, don't show your attitude too early, and don't jump to conclusions easily, because while your views cater to some customers, they will inevitably be resented by other customers, which is not conducive to your overall customer maintenance. In terms of interaction, bankers should always brush their circle of friends, pay attention to the dynamics of other people's circle of friends, especially customers', comment and praise under the circle of customers' friends, and interact with customers more, so that they can not only brush their presence in front of customers, but also establish friendship with customers. Third, quantity is king. What is king is to expand the fan base of your circle of friends. Letting one hundred people see your circle of friends is absolutely different from letting one thousand people see it, just like advertising in newspapers or on TV is also different. If you meet many people and have a wide audience, it can really be regarded as "marketing". Otherwise, no matter how well you edit and how creative you are, it will be in vain. A clever woman can't cook without rice, there is still enough. Fourth, pay attention to details. You need to maintain a huge number of customers, especially if you continue to expand your fan base in the later period, and the number of friends will increase. It's hard for you to remember them all. In order to prevent you from calling Mr. Zhang Miss Wang when you communicate with them next time, the best way is to set comments for them in the form of name+work unit+phone number, so that you don't have to worry about making mistakes when you communicate with them next time. Of course, we must try our best to form a certain impression on them through their circle of friends or offline communication, especially for high-value customers, we must mark and classify them, remember their characteristics and preferences, or analyze their work nature and recent trips through WeChat steps, and get to know customers from details or small aspects. Third, the focus of WeChat marketing 1, to prevent information overload WeChat marketing is of course a good way to influence marketing, but you put yourself in the shoes. As an ordinary customer, every day when you open your circle of friends, you will no longer see friends, relatives or even people you care about. On the contrary, their dynamics are submerged in wave after wave of product marketing advertisements sent by various account managers and wealth management managers. If you are a customer at this time, do you feel a little troubled? Yes, overwhelming eagerness to instill in customers can easily lead to resentment. Information overload will only weaken the real value of WeChat marketing, so account managers must exercise restraint in publicity. The era of bombing marketing is over. You have to understand that customers seeing you among many product friends and seeing you are two different things. The former may be a glimpse of "flowers in flowers, leaves not touching the body", while the latter is a glimpse of "taking only one scoop of water in three thousand years". If you want to be thorough, quality first and quantity later, and quality is more important than quantity. 2. WeChat marketing is not omnipotent. WeChat marketing certainly provides a better marketing channel, but you must be clear that WeChat marketing is not omnipotent. You can't expect WeChat marketing to improve your work qualitatively. This is unrealistic. In most cases, WeChat marketing is just a mapping of the offline maintenance level of account managers, because most of your customers are added offline, and they often meet offline. Therefore, it is offline or offline that determines the customer's impression of you. Only a small number of customers are completely online. For those customer groups, your WeChat signature, avatar, friends circle and professional image in friends circle can all play a role for them, but after WeChat marketing, the role of telemarketing has disappeared. Wechat marketing lets customers see your products from the circle of friends and simply ask you a few words. You can promote your products in one direction to a certain extent. However, it is impossible to say that customers really want to buy your products in a few words on WeChat, and sometimes your time is very tight. Just talking to me through WeChat, coupled with the lag of replying to messages, will often delay a lot of time. So, at this time, you can talk to the customer about the general situation.