Wechat Marketing Is Becoming More And More Clever By Marketing Tools To Magnify Value.

< p > before considering how to do WeChat marketing, you must consider the following questions.

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< p > strong > 1, why do you want to do WeChat marketing? < /strong > /p >

< p > is it because everyone is doing WeChat marketing? To know that everyone is doing the same thing sometimes is not necessarily correct, such as standing on the side of the boat.

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< p > is it because you feel that you are not in a passive position if you don't do marketing on WeChat? 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.

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< p > 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? < /p >

< p > strong > two, is your brand or product suitable for marketing on WeChat? < /strong > /p >

< p > first, we must make it clear that not all products or brands are suitable for marketing on WeChat.

Second, not all products or brands are suitable for all WeChat marketing tools.

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< p > before you do WeChat marketing, you must think about your brand or what are the characteristics of the product, and whether you can make good use of WeChat to enlarge your brand or product characteristics.

If your product or brand can use WeChat's marketing tools to enlarge its value, then it may indicate that your brand or product is suitable for WeChat marketing.

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< p > personal feel that there are two kinds of brands suitable for marketing on WeChat, one is popular brand, the other is niche brand of niche market, and there are two extremes.

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< p > strong > three, what are the characteristics of WeChat? What is the difference between the product and other products or < a href= "http://www.91se91.com/news/index_c.asp" > marketing tool < /a > < /strong > /p >

< p > understand the characteristics of WeChat's product so as to adjust the purpose and mode of marketing according to the unique characteristics of WeChat.

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Most people who used WeChat used to know that WeChat and micro-blog are different from the Tencent QQ products. The purpose of users to use WeChat is also different from the purpose of using micro-blog or Tencent QQ. P

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< p > compared with micro-blog, customer service on WeChat will be more humanized and diversified. Compared with micro-blog, WeChat fans are more precise. Compared with micro-blog, WeChat is more suitable for strengthening strong ties, and then converting these target strong relationships into traffic and order numbers.

But micro-blog's weak relationship platform is more suitable for promotion, marketing, and more suitable for the development of new users and customers. Enterprises can take advantage of micro-blog WeChat, make micro-blog brand promotion and develop new customers, and turn the weak relationship into strong relationship, and use WeChat to better maintain these strong ties, and pform these strong relationship users into orders.

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< p > < strong > four, what kind of scenario is the user using WeChat? What is the purpose of user login to WeChat? < /strong > < /p >

< p > it is very important for users to make use of WeChat based on what kind of scenario it is, because you can make use of the purpose of WeChat to do marketing.

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< p > some users use WeChat because they can send and receive QQ mail conveniently; some users use WeChat to receive QQ messages; some users use WeChat because they are lonely, so they want to put their sister on WeChat, so they will use shake, drifting bottle, nearby people and so on; some users use WeChat because they provide voice message function; some users use it only because everyone is using it.

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< p >, therefore, different marketing strategies should be adopted when dealing with different users, so that all users can not be regarded as single users.

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After considering the above four questions, let's take a look at what marketing tools WeChat offers us now, and what advantages and disadvantages of these marketing tools. What are the current cases for us to refer to? P

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< p > < strong > 1, drift bottle < /strong > /p >

< p > way: put the information in the bottle, the user will get information and spread it out.

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< p > substance: push messages in a random way.

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P > advantages: simple and easy to use.

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< p > insufficient: the pertinence is not strong, and because the purpose of users to use drifting bottles is to divert boredom, so marketing here is very easy to react if the way is not right, so that users can feel disgusted with brands or products.

In addition, each user has only 20 times a day to pick up floating bottles, and the chances of picking up bottles are relatively small.

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< p > applicable products: products or brands that are already well known (not necessarily accurate, we can discuss and discuss them on the basis of knowledge), and promote the brand influence through drifting bottle promotion.

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< p > Case: China Merchants Bank's "love drifting bottle" user interaction case.

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< p > case analysis: WeChat official changes the parameters of the drifting bottle, so that the number of "drifting bottles" thrown out by cooperative business activities in a certain period of time will increase significantly, and the frequency of "ordinary users" will also increase.

However, if we adopt this method, we should pay attention to the fact that the presentation of information must be flexible.

We should try to improve the effective response rate of users.

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< p > < strong > 2, position signature < /strong > < /p >.

< p > way: putting ads or promotional messages on signature files, users will find them when they are looking for them or shake them.

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< p > essence: a road sign advertisement similar to a highway.

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< p > advantages: it is very effective to draw close users, and the conversion rate is relatively high in proper ways.

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< p > insufficient: covering the crowd may not be big enough.

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< p > applicable products: similar to KFC, a location determining business.

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< p > Case: hungry God, K5 convenience store WeChat signature marketing.

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< p > case analysis: many poor locations can actually use the function of "nearby people" to hook up nearby users to enter their own stores for consumption.

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< p > strong > 3, < a href= "http://www.91se91.com/news/index_c.asp" > two-dimensional code < /a > < /strong > /p >

< p > mode: users scan two-dimensional code, add friends and interact.

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< p > substance: the user is added to the surface, in essence, it is a loyal user.

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< p > advantages: users actively scan, at least prove that users are at least interested in your products, so you can induce users to generate consumer behavior accordingly.

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< p > deficiency: users must actively scan.

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< p >! --EndFragment-- > applicable products: products that are closely related to users (not necessarily accurate).

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< p > Case: three people go to bone king hotpot < /p >.

< p > case analysis: the function of scanning the two-dimensional code is originally "reference" another foreign social tool "LINE", which is used to scan and identify another user's two-dimensional code identity and add friends.

However, since the development of two-dimensional code has more and more business applications, WeChat is also following the trend and combining O2O to launch business activities.

This way of promotion can attract some users who are greedy and cheap to come in and consume.

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< p > < strong > 4, open platform < /strong > /p >

< p > way: share the content of the website with WeChat, or share WeChat content to the website.

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< p > substance: similar to all kinds of sharing.

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< p > advantages: because WeChat users have a more intimate relationship with each other, when products are shared by one user to other friends, it is equivalent to completing an effective word of mouth marketing.

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< p > insufficient: product diffusion is more difficult.

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< p > applicable products: products suitable for word-of-mouth marketing.

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< p > Case: beautiful landing on WeChat open platform.

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< p > case analysis: users are willing to share what they see with their friends, so when the product is valuable, users will be willing to share it.

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< p > < strong > 5, friends circle < /strong > /p >

< p > way: we can quickly share the wonderful content of mobile application, PC client and website in the circle of friends, and support the way of linking web pages.

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< p > substance: imitation of foreign products Path belongs to private social networking.

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< p > advantages: communication is more closed, word of mouth marketing will be more effective.

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< p > insufficient: developing marketing activities is more difficult.

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< p > applicable products: word-of-mouth products, or private small products.

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< p > Case: no longer < /p >.

< p > case analysis: no more than /p >

< p > < strong > 6, public platform < /strong > /p >

< p > mode: WeChat certified account, brand home page, < /p >.

< p > substance: exclusive push channel.

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< p > advantages: the object of the push is to pay attention to your users, so the relationship is relatively close; the arrival rate is 100%.

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< p > deficiency: if users focus on 20 brands, each brand pushes 3 messages to you every day, then this information is somewhat disturbing.

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< p > applicable products: stars? < /p >

< p > Case: "psychology and life" public account < /p >.

< p > case analysis: I once paid attention to the WeChat public account of Lee Hom. I said to him that he would come back to a long voice soon, and then he would ignore me.

The same is true for the psychology and life account.

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After taking account of the marketing tools provided by WeChat, we will consider the marketing method that has already landed on WeChat for marketing. Is the product brand marketing right? < /p > p

< p > we all know that the same group of people came to different products (tools) on a lot of different, the same content sent to micro-blog and WeChat get the feedback is very different.

WeChat users want more to get interaction and get attention. They actually have an inward conflict with the push of marketing information.

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< p > for example, if I pay attention to the public WeChat account of KFC, if the goods push me to KFC's promotional information and new product notice every day, I will not hesitate to delete the goods.

After all, who wants to see a lot of advertisements on the line every day? < /p >

< p > there is a problem at present. Many brands do WeChat marketing. They think WeChat is pushing information. There is no difference between micro-blog and the like.

However, when users are concerned about brand micro signals, it is easy to be harassed.

And, many times, the WeChat content of WeChat brand account is a worthless marketing advertising message. When users are tired of such information, users may no longer click on WeChat related links.

Serious, and even delete the brand WeChat account, damage the brand image.

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Besides P, brand owners feel that WeChat can achieve the goal of "precision marketing" and "complete interaction".

However, brand operators' understanding of "precision" and "interaction" has deviate from the understanding of consumers.

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< p > the brand name "precision" refers to the fact that the pushing object has a clear list, which can be selectively pushed; "interaction" means "can communicate" and is one-way.

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< p > users (consumers) think that "precision" is that when I generate this demand, you give it to me instead of what I have ever liked; "interaction" means that when I have such a demand, you give me feedback instead of running around to chat up with me.

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< p > for example, when we receive various kinds of leaflets in the street, most of us throw them away without looking at them.

When we received all kinds of marketing information on WeChat, our first response was to delete the marketing WeChat account.

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< p > > a href= "http://www.91se91.com/news/index_c.asp" > WeChat marketing < /a > what should it be? What effect should it achieve? < /p >

< p > or take KFC for example, if I pay attention to WeChat of KFC.

I said to him, I want to eat hamburgers.

He would tell me where I recently offered KFC, and then give me a discount coupon or a reservation phone, or something like that, or I will tell him, "who is the cashier who is on duty at 1 p.m. at 2 o'clock in a certain KFC store?" he replied to my WeChat account.

I think this is pretty good, after all, supporting WeChat's account is a good account.

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< p > in addition, it is important to note that no one wants a cold machine account on the opposite side of WeChat. Who would like to communicate with the robot? Therefore, when doing WeChat marketing, you must have a human touch, so that users can rely on and feel for your brand or product.

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