With the increasing popularity of WeChat, the audience is getting wider and wider, and the market share of WeChat is getting higher and higher, gradually forming its own ecological circle. A wide range of WeChat users have become potential customers of banks, and WeChat has also become an important tool for banks to acquire customers.

First, the advantages of WeChat marketing

(1) Accurate customer orientation

Because the bank's target customers and WeChat users overlap in many aspects, such as age, occupation, etc., this determines that WeChat marketing can lock customers faster than traditional media, which plays an important role in digging deep into customers and promoting real estate.

(2) Diversification of marketing methods

Wechat marketing has a diversified trend, because it can support both text and voice, and can also edit mixed text. For the official account of bank WeChat WeChat, the authenticated official account of WeChat WeChat has higher authority, and can push pictures and texts, as well as audio and video, which is more diversified, thus shortening the distance with customers, making bank marketing more interesting and vivid, greatly reducing customers' rejection psychology and facilitating marketing activities.

(3) low cost

Wechat software itself is free, so it doesn't cost anything to use various functions of WeChat, and it doesn't cost anything to communicate with customers through voice and text on WeChat phone. Therefore, the marketing cost of WeChat is low.

(4) It is conducive to the establishment of social networks.

Use WeChat group and circle of friends to establish social networks with customers, so that customers can see your published product information and share financial knowledge in real time. You can also interact with customers through WeChat, conduct one-to-one marketing, establish social networks with customers, enhance customer stickiness, and make products better marketed.

Second, how to use WeChat marketing

(1) self-image positioning

Although WeChat is a virtual world, people will associate it, so marketers must have a good first impression when contacting customers. This first impression refers to the external image and internal image of marketers. For the external image, it can be packaged and shaped by including WeChat name, region, avatar, signature and other elements, because this is the leading factor for marketers to contact customers first and the beginning of initial impressions. For the internal image, marketers must quickly establish a professional image in the hearts of customers in the process of communicating with customers, make overall plans, and operate with heart, so that customers can trust your professional ability first, and then trust the products you market.

(2) Make good use of WeChat community to locate accurately.

For bank customers, they need the latest product consultation and market information of the bank, especially the targeted personality analysis, which objectively meets the conditions for building a group. Therefore, banks can find the right positioning, make use of customers' needs, and put customers with similar situations in a group. Retail managers can directly establish their own customer groups, expand their own communities and expand the crowd base by using branch employees and WeChat official accounts. To run a community, you must make customers feel that what you share is valuable, that is, you must share happiness and benefits, that is, you must have emotionally dependent product marketing, that is, you must constantly expand the number of community members, keep active, and use red envelopes to arouse customers' interest. You should not only grasp the customer's sexual needs, but also see the customer's personalized needs, guide the customer's needs from the group chat, and then adjust the marketing direction in time according to the needs, and change from one-to-many group marketing to one-time chat marketing in time.

(3) circle of friends management

The simplest and most effective way to strengthen customer relationship is to make customers feel your presence at all times. Friends circle is the best way to brush the sense of existence in front of customers, so marketers should often publish marketing products in friends circle in a planned way, or share professional emotional knowledge articles. The circle of friends of marketing products must be consciously staggered or effectively integrated with the circle of friends shared by professional emotions. Otherwise, if you only publish the circle of friends of marketing products or publish them too frequently, customers will regard your circle of friends as an advertising WeChat business, and even block you. You should let customers see the value of your circle of friends, make them feel useful, let customers learn something from it or make a buzz from your sharing, so that customers will be willing to read your circle of friends. If there is a customer message at the bottom, you should also interact with them in time.

(4) Emotional connection

All banking institutions pay more attention to the emotional connection with customers, and through long-term emotional marketing with temperature, they can narrow the distance with customers and enhance their sense of identity. Therefore, in the marketing process, they should be from the inside out. Even if you face a large customer base, there will inevitably be some marketing routines. However, in any case, marketing should be from the heart, don't be insincere, don't confuse customers' names when communicating with customers, and try to remember the characteristics of each customer. Or you can give them a note. On the one hand, we can have better follow-up communication with them. On the other hand, you can occasionally talk to customers about things unrelated to marketing to enhance their trust and goodwill. If customers have difficulties, you should also help them solve what they can in time, so that customers can rely on you more.

(5) Service promotes marketing.

This is a service-oriented era. In the increasingly serious market situation of product homogeneity, service is the best weapon to catch customers. Just as every bank can provide customers with similar products, what really captures customers is your perfect service. Therefore, banks must pay attention to service, pay attention to the differentiation and personalization of services, provide targeted services for different customers, meet customers' after-sales needs, and capture customers' "hearts".