Due to the rapid development of mobile Internet, a new era of communication has arrived. WeChat marketing, a marketing model that targets niche and refined markets, is the pioneer and representative of this new era of marketing. We have summarized some explorations and practices, as well as the main methods of current corporate and media marketing, and summarized 10 ways of thinking about WeChat marketing for media people for everyone to share.
1. Help thinking: viral communication, everyone is happy
Assist marketing is a type of viral communication. It achieves rapid spread and support through continuous forwarding and support among friends. National attention. The usual way of thinking about support is that technology companies add a support column when making event micropages. When users participate in an event, they enter their name, mobile phone number and other information on the event page and click to sign up to participate, which will lead to the specific event page. If users want to win prizes, they must forward it to their circle of friends and invite friends to help. The more friends who help, the greater the chance of winning. In order to maximize the enthusiasm of the supporters, you can also let the friends who participate in the support draw a lottery. In this way, because of the attraction of the grand prize, you can achieve the purpose of widespread dissemination through the attention and forwarding of the applicants and their many friends.
Using WeChat to help thinking, not only can the basic data and information of the applicant be clearly grasped in the background, such as name, gender and mobile phone number, etc., but also the resources of his circle of friends can be explored to the greatest extent. Let more people pay attention to or even participate in this activity. This economic multiplier effect allows event news to spread exponentially and corporate brands to spread rapidly.
2. The idea of ??grabbing red envelopes: mass communication, quick results
The idea of ??grabbing red envelopes, as the name suggests, is to provide users with some red envelopes of practical value and attract active participation from society through grabbing them. , attract strong attention, find potential customers, and implement targeted marketing. The idea of ??grabbing red envelopes is more suitable for e-commerce companies. After receiving the red envelopes, customers can spend money in online stores. In this way, it not only plays a role in brand promotion, but also boosts mall sales. Red envelope-grabbing thinking marketing generally requires the merchant to provide an overall amount, thereby scattering N red envelopes of different amounts. Users who want to participate must first pay attention and fill in the registration information, become a member of a certain merchant, and then go to the event page to receive red envelopes and deduct consumption within the specified time.
Today, many businesses are accustomed to launching red envelope grabbing games during store celebrations or festivals, allowing everyone to grab them. In fact, it seems that the merchants are giving away red envelopes and giving away profits, but in fact they have gained their own target consumers and effectively promoted product sales. Therefore, the idea of ??grabbing red envelopes is a very effective marketing tool for e-commerce companies, which not only achieves good economic benefits in a short period of time, but also achieves good social benefits.
3. Traffic thinking: pain point marketing, rapid dissemination
In the Internet era, traffic is king. If a website has no traffic, it is simply "water without a source and a tree without roots." ". For those who surf the Internet on mobile phones, traffic is like "people are to water, cars are to oil." Therefore, grasping the pain points of consumers also grasps the foundation of marketing. The basic idea of ??traffic thinking is to forward traffic. Users can get a certain amount of traffic as long as they forward the micro-webpage of a certain company or product.
Using traffic to win customers is a common method used by operators. For example, Guangdong Mobile, from August 4th, as long as you follow the "Guangdong Mobile 10086" WeChat official account, you can participate in the WeChat traffic red envelope lottery. In the event, you can draw traffic for free, and the traffic drawn can be redeemed to any Mobile phone users of Guangdong Mobile. Of course, in order to achieve wider dissemination, after drawing the prize, you need to "send it to your friends" or "share it in your circle of friends" to complete the draw. In this way, it will trigger a large-scale viral spread in just a few days. .
4. Game thinking: excitement marketing, butterfly effect
The concept of game thinking is very simple, which is to get to know a certain brand through the reposting of games. In WeChat’s strategic development direction, games and social networking are its focus, which shows the status of games on the mobile Internet. WeChat mini-games are generally characterized by novel and cute designs, simple but not monotonous rules, and can attract a large number of users in just a few minutes.
“I used X steps to surround the Nervous Cat, defeated X% of people, and won the title Classic, this WeChat mini-game was developed in just one and a half days. Because it is simple, fun, and involves a competition of intelligence, it captured the excitement of users. As soon as it appeared, everyone was attracted by this cheap white game. The cat is attracted, keeps swiping the screen, and keeps forwarding. In just a few days, the number of users climbed to hundreds of millions. After careful analysis, the game "Nervous Cat" uses comparative language to incite the comparison psychology deep in the user's heart. It also captures people's nature and excitement about playing games, thus achieving a huge butterfly effect.
5. Holiday thinking: conveying the atmosphere and spreading the brand
It is a good tradition of the Chinese people to exchange greetings during the holidays. After experiencing letters, phone calls and text messages to congratulate the New Year, starting this year, WeChat blessings have become increasingly popular. A voice message, a few words, and a video are simple but warm.
Holiday thinking is to take advantage of the opportunity when people send blessings to each other during holidays, embed brand images in WeChat text or videos, and carry out communication and promotion appropriately.
Companies that want to promote during "Valentine's Day", "Chinese Valentine's Day", Spring Festival and other festivals can also make a short blessing video in advance and send holiday greetings to everyone in WeChat circle in advance; if they want to attract users Attractions and hotels traveling during the long holiday can use their blessings for WeChat marketing before the May Day and National Day holidays. A simple blessing conveys care and spreads the corporate brand.
6. Prize thinking: high reposting rate, wide participation
“Under heavy rewards, there must be brave men.” Since ancient times, rewards and rewards have been a temptation that many people find difficult to refuse. To borrow a term from the Internet, setting up prize promotions scratches the itch of users. In the current WeChat marketing, giving prizes or even grand prizes is the most common tactic used by media and companies. Those with strong strength use a house or car as the grand prize; those with less strength often use iPhones and iPads that are loved by young people. Communication tools, or tickets, movie tickets, travel vouchers, etc. as prizes, and the results are good.
It can be said that the big prize thinking is aimed at the itch of consumers. As long as there is a prize, some people will participate and forward it; as long as the big prize is given, many people will participate and forward it. Enterprise and event brands have been effectively disseminated and promoted with the extensive participation of users. Of course, for WeChat activities such as real estate, since the prize is a voucher for purchasing a house, the target customer group can be found through forwarding in the WeChat circle, and targeted marketing can be carried out through background data.
7. Crowdfunding thinking: Gathering sand into a tower, gathering armies into a furrow
Crowdfunding refers to the mode of raising project funds from users in the form of group purchases or pre-orders. Compared with traditional financing methods, crowdfunding is more open and flexible. The precise grasp of the circle is the core competitiveness of WeChat for crowdfunding.
Raising funds to open a store is just one of the simple cases. WeChat crowdfunding thinking is more used for selling products. Examples such as “Get Authentic Hairy Crabs at Low Prices” all use crowdfunding thinking. Whether considered from the perspective of the initiator or the investor, crowdfunding is a highly efficient method of venture capital investment. For initiators, the method of raising funds is more flexible, while for users who invest, they can obtain better returns in the shortest time. Therefore, WeChat crowdfunding thinking is also a better WeChat marketing method. It spreads quickly, spreads widely, and generates great benefits.
8. Life thinking: naturally, moisturizing things silently
Life thinking is to publish the daily life knowledge that people care about on the WeChat platform, and through the forwarding of this information, people can achieve good dissemination effect. Nowadays, people have higher and higher requirements for the quality of life, and the demand for life knowledge is also increasing. The forwarding rate of life-related knowledge on the Internet is quite high, such as winter diseases and summer treatment, holiday travel, and top ten delicacies. Where to go, the most beautiful B&Bs, etc., any information related to life, tourism, food, education, etc. will attract people's attention. Not only is this information suitable for forwarding, but many people will also collect it. In this way, the information is disseminated twice. Therefore, it is a good way of thinking to embed product pictures, text or links into these lifestyle information for dissemination.
Pharmaceutical WeChat, such as Fang Huichun Tang, Tong Ren Tang, etc., can often publish some life information on health and medicine, and spread themselves through the forwarding of this information. Some tourism-related WeChat accounts can publish information about attractions, food, and accommodation, and promote themselves or related hotels and attractions through the high forwarding rate of this information. With life thinking, the information disseminated must be of high public concern and practical. Promoting event information or corporate branding in such high-level and powerful information can achieve a subtle and silent effect.
9. News thinking: let the brand fly with the news
News thinking is to spread the news with the help of breaking news or high-profile news with pictures. In the era of mobile Internet, the speed of news transmission is already measured in seconds. Major news happening anywhere on the earth can be delivered to every corner of the earth in an instant. And its reading volume in the WeChat circle is often hundreds of thousands or even millions. Therefore, if advertisements are embedded in news with such a high forwarding rate, its communication influence will be immeasurable.
Among the media in Zhejiang, Zhejiang was the first to open a breaking news section on the WeChat platform to restore and report news events immediately and publish them on the Internet, allowing the audience to learn more detailed information more quickly. content. After several months of trial operation, it has received good social response. In the future, we will try to embed brand advertising and let the advertising fly with the news.
10. Testing thinking: Because it is popular, it is widely used
Testing thinking is to spread some brands through some small tests, such as IQ tests, emotional intelligence tests, psychological tests, etc. . In today's WeChat circle, various tests are very popular. These questions that test emotional intelligence and IQ are eye-catching and easy for people to click on to take the test.
At the end of these tests, the message "Share to Moments, and the test answers will pop up automatically after sharing" is often displayed. In this way, there is undoubtedly a secondary dissemination, and the websites or consulting agencies hidden at the beginning or end of these questions are also Promoted myself through re-distribution