How to carry out marketing after fans come to WeChat? WeChat fans monthly increase of 6 digits revealed

Chen WeiliangBlog's editor was surprised to see a message:

"The peak value of increasing fans in a single day is 57805, and the peak value of interaction in a single day is 173734.TaobaoThe store uses WeChat to reach 6 figures in a month"

This isInternet marketingThe circle is a good transcript.

Behind the massive amounts of data, it is too late to fully consider everything, just to find a way forward in a sustainable business around clear business goals.

Here is our summary README, summarizing some thoughts andWeb PromotionExperience, not necessarily all right, is for reference only.

XNUMX. What is the business purpose of Taobao stores?

"We want to doWechat marketing! "

"Why do you want to do it?"

"Now everyone stops playing Weibo and goes to WeChat!"

"What does your business need most?"

"Well, word of mouth and reputation."

"Oh, WeChat is too private and lacks dissemination. You can't do word-of-mouth. You should go to Weibo."

I usually encounter too many customers who are interested in WeChat, so I can't wait to go in and make a fuss.But the main premise is that companies have to figure out what their business goals are. What are you trying to solve?

If your business purpose is fundamental, it is something that WeChat marketing cannot solve, no matter how hard you try.

In our opinion, using WeChat for customer service and secondary sales is the most suitable direction.

Second, the current stage of WeChat marketing

Circle users, do you know how to do WeChat marketing?

I believe 99.99% of the answers are no.Sometimes we're not entirely sure what's going to work best, but one thing's for sure: No matter what you do, it's just empty talk without users.

A few scattered fans, but also specialize in doing itE-commerceIt is believed that not many companies are willing to do things in operations and technology development.

At the same time, WeChat will definitely be like Weibo. The more difficult it is to become a user in the later stage, after all, there is a limit to the number of users who follow the company's Weibo/WeChat.

According to Sina's data, an average user will follow 8 corporate microblogs, and WeChat's number is definitely lower, and much lower.

laterSmall tradeIt is definitely more and more difficult to circle users, and business owners who can circle users at the current stage are already winners.

Three, two ways to circle users

For its own users and Weibo users, the starting point of WeChat is much higher than that of Weibo. One of its manifestations is that the difficulty of acquiring users is significantly more difficult than that of Weibo. Many small enterprises are difficult to solve the problems of users. .Currently, there are two main ways to acquire users:

1. Convert their own users: Some companies with brand influence and customer base have natural advantages. For them, as long as they use their stores, POP, DM orders and other resources reasonably, they can convert existing users to WeChat.For example, Liaoji Bangbangji took advantage of its nearly 200 stores, and the store launched the method of "adding WeChat and sending 3 yuan" to convert users.

2. Converting users from Weibo: The coincidence rate of Weibo users and WeChat users is very high, and the media characteristics of Weibo have created a strong information diffusion ability, which is conducive to the rapid and explosive accumulation of users.For example, Guose Tianxiang Paradise is mainly used as a user through Weibo.There are actually two types of users through Weibo: self-owned users (fans on their official Weibo); unfamiliar users (ordinary Weibo netizens).

Most companies will be concerned, how high is the cost of acquiring unfamiliar users?

According to our current experience, the minimum cost is 10 yuan/piece, which is not too high. This is only possible if companies with brand awareness are extremely good in planning/execution, and it will become more and more in the future. high.It wouldn't be surprising if a company told me they cost dozens of dollars to acquire unfamiliar users.

XNUMX. WeChat operation trilogy

Users, stickiness, results.Wechat operation, the first need to acquire users, secondly need to achieve user stickiness, and finally achieve business purposes.I won’t go into details on acquiring users. After the first two points are done, the result is a natural process, mainly talking about “stickiness”.When fans reach a certain level, the most important thing is stickiness (you can also understand the depth of relationship with fans).WeChat and Weibo are both social platforms. Only when the official WeChat and users have established a good relationship and formed a strong stickiness, can the commercial purpose be achieved to a greater extent.Doing business while making friends is what distinguishes social platforms from traditional media or platforms.

Five, WeChat achieves the core of stickiness

1. Content: The basic principle of content is the same as Weibo: valuable + brand relevance.If the content you push does not create some value (or entertainment/or benefit/or information) for users, wait for the daily drop of followers to skyrocket.If the content you push has nothing to do with the brand for a long time, not only will I doubt whether you are wasting your time, your fans will also wonder if you have added the wrong WeChat account.

2. Customer service: In the process of cooperating with customers, we repeatedly emphasize the importance of customer service.Seemingly simple work plays a very important role in user stickiness, but it will directly affect the success or failure of WeChat.This point will be elaborated separately below.

XNUMX. Operational Difficulties: Customer Service

1. Why is customer service so important?

Note that I'm using the term "customer service" here, not "interaction", although the essential work is the same, but the term "customer service" sheds more light on its importance.

To understand its importance, we must first understand an important difference between WeChat and Weibo: Weibo is a medium, and WeChat is a communication tool.Weibo is a media, and it is a "one-to-many" model, so after you post a message, the user may just make a random comment below to participate, even if the official Weibo ignores him, he will not think there is any problem.

WeChat is a communication tool and a "one-to-one" mode. When he sends you a message, it must be with a question or a willingness to communicate, and he will expect your reply. If you ignore him, he will inevitably cause problems. Dissatisfaction of the other party (a WeChat message is equivalent to a private message in Weibo).

In other words, there is a difference between the functions of comments and private messages in Weibo, you can not reply to comments but you can reply to private messages; while WeChat only has the function of private messages, you must reply all.

If you don't respond to the other person in a timely manner, it may cause a crisis in your relationship.

2. Why is it difficult?

The main reason is in the amount of information. The difference in the mechanism between WeChat and Weibo results in that the customer service volume of WeChat is naturally larger than that of Weibo, not a little larger but an order of magnitude larger.

A typical phenomenon is that if you organize a Weibo event, some users who do not understand will go back and look up the comments under the event Weibo to seek answers and even consult each other among users; but if you organize a WeChat event, when users When I don't understand, I will only ask you for advice.

Especially when doing activities, the magnitude of the information will make the customer service staff completely unable to process.For example, on May 5, the amount of interactive information in Guose Tianxiang Paradise exceeded 7, and the massive data in the background was completely explosive. Some users' inquiries were basically submerged in the flood of information and could not be processed.

Due to some technical problems that day, there was a small episode. In 20 minutes, 500 fans received the wrong system reply. In the rush, six or seven people were arranged to respond urgently, and then two people worked together to send messages to these 500 people (WeChat). The system can accommodate about 4 pieces of information at most, and the total amount of information on the day is 17. If the processing is late, the information of these 500 people will not be found), and the consultation information of his users can only be ignored.

3. How to solve it?

Dedicated manpower and process mechanisms are essential, as well as combined technology development.