What is the essence of WeChat marketing?WeChat Moments are also the essence of WeChat marketing

Wechat marketingThe essence of this is the process of using the "WeChat" mobile social tool to help others and connect with your audience.

This in turn will affect his impression and understanding of you, and gradually become interested in your products.

What is the essence of WeChat marketing?

The essence of WeChat marketing is still to focus on making friends.

WeChat without friends is meaningless, let alone WeChat marketing.

We often remind ourselves of "Don't forget your original intention, you will always have to stay true".

Therefore, we can interpret it like this:

WeChat marketing can be subdivided into WeChat and marketing.

WeChat is a tool and social media in the mobile internet environment.

Marketing is a method, and the starting point of marketing is to help others.

The essence of WeChat Moments Marketing

The foundation of WeChat marketing is the circle of friends, and friends are very important.

The method of WeChat marketing is not important.

What matters is whether we can understand the essence of WeChat marketing and strive to do it well.

Make friends with others so people can get to know you and your products.

Recently, friends in many industries are talking about "WeChat marketing". WeChat, an excellent SNS communication tool, can indeed play a great role in customer relationship management (CRM marketing).

But many potentials of using WeChat marketingSmall trade,E-commercePractitioners have a lot of confusion about how to do WeChat marketing. Their outstanding performance is that they do not know how toInternet marketingThis start, but the essence is a lack of understanding of the nature and principles of WeChat marketing.

Principle inquiry

In traditional customer sales, customer leads are obtained through exhibitions, user registration, purchase of customer information, etc., and then customer orders are promoted by telephone, email, and door-to-door visits.The traditional marketing is to maintain and care for these customers who have already consumed, and promote their "secondary consumption".

In the traditional customer sales method, there will be a situation of "word-of-mouth communication".

For example, a customer feels good and recommends another customer to buy and place an order.

However, the transaction rate brought about by word-of-mouth communication is completely different in different cases.

For example, the early Haidilao hotpot was a huge order of magnitude, while the group buying website’s “refer a friend, give 10 yuan rebate” attracted few new members.

The new generation of SNS mobile APP represented by WeChat has the natural advantage of "word-of-mouth communication".

Discover a good product on WeChat (ornew mediaA good article by the author), WeChat users will forward it to friends in need.

The nature of such a spread will also be a "viral effect", such as nuclear fission, which will bring customers to the merchants.And this is the breakthrough change of WeChat as a customer marketing method compared with the traditional customer sales method.

Therefore, fast word-of-mouth communication is the most essential principle of the superiority of WeChat marketing.

Based on such essential characteristics, it is necessary to change the customer database on the backend of the merchant. The most basic distinction is which customers are "secondary consumption", which customers are new customers, and which customers are among the new customers. recommended.

Such analysis will be able to formulate different customer maintenance and rebate strategies.And different distinctions can be reflected in marketing activities such as marketing, and then start a virtuous cycle until the end of the product (or service) life cycle.

Integration of WeChat Marketing Tools

Traditional customer marketing, through SMS, EDM, direct investment and other methods.Business systems for information integration and technical interfaces for these delivery methods are required, and it costs a certain amount of time.Web PromotionCosts, such as SMS fees, email push server maintenance fees, etc.

The essence of WeChat marketing: fast word-of-mouth communication

WeChat has the advantage of integrating push tools, and product information can be quickly pushed to the customer's WeChat client. The biggest feature of this information push is convenience and low cost, which makes other push methods dwarfed.

At present, there are many categories of brand online stores that can get an amazing conversion rate of more than 10% of orders only by pushing product pictures and texts through WeChat.

There are already many merchants' own operation management systems connected to the WeChat open interface to achieve seamless push.For example, China Southern Airlines has moved its passenger check-in service to WeChat.The improvement of such convenient service means can also well promote the improvement of customer satisfaction.These are all successful applications of WeChat marketing.

Prerequisites

Since in essence, WeChat has many advantages.How to promote the landing of WeChat methods in marketing?In my opinion, the following conditions are necessary prerequisites.

First, the awareness of self-service.

For companies with low operational maturity and immature revenue models, it is best not to engage in heavy customer relationship management.
It is the right way to have enough awareness of your own business, to be able to clearly know what to offer customers, and then to obtain a better source of customers through WeChat marketing.WeChat marketing is just an innovative method, and professionalism is more important than relationships.

Second, make better use of data.

If the product (or service) is good, WeChat marketing can bring in a large number of customers.But how to use this customer data will be a much bigger issue.In addition to the aforementioned, the "secondary consumption" of old customers is different from the rebate strategy of new customers from different sources.According to the characteristics of its own products (or services), the marketing strategies imposed on different customers also have completely different analysis methods from traditional marketing.WeChat marketing should delve deeper into customer data than traditional marketing.

Third, keep up with the service.

Anything new is a double-edged sword.The so-called word-of-mouth communication will also cause the spread of "notoriety".There may even be something likeTaobaoDisgusting things like "bad reviewers" appear.But only by being upright and not afraid of slanted shadows and keeping up with service and customer care can the advantages of WeChat marketing be fully utilized.

In fact, it is difficult for many customer-oriented Internet marketing companies to do traditional marketing well.From the current point of view, the implementation of the essence of WeChat marketing still requires a lot of efforts and attempts.