In pursuit of WeChat marketing, many enterprises have been imitating but never surpassing their competitor, because they often seize the tools but ignore the people at two ends of the tool: the enterprise itself and the users.
I often tell managers, when you decide to do WeChat marketing,please ask yourself a few questions.
What does the enterprise want to achieve through WeChat or what business goals do you want to achieve? Many enterprises are not clear about it. Some companies often ask me, can you tell me what the value of WeChat has? Or what can our business do on WeChat? Maybe someone answer that we want to sell something through WeChat, interaction with the fans, engage in customer relationship management.
If selling is a business goal, how do you think about the goal? At this time, the enterprise will say, it is the sales, the number of orders, the number of stores? It’s so simple that why there are still many enterprises confused? Now we have to answer 2 questions when we answer “what do you want to do”. First, we need to figure out the value and user needs of WeChat, and then decompose the identified goals into indicators, so that we can make WeChat’s business goals matched.
1, seize the market first
With the growing popularity of smart phones, WeChat has slowly moved from high – income groups to the mass market. There is no doubt that the WeChat market has unlimited business opportunities. So now, whether big companies, organizations or individuals are scrambling to register their own WeChat official account, so that they can get a place in the WeChat market.
A catchy name WeChat official account, often make people easy to remember, to get the opportunity, WeChat in the market to seize the market; and a consistent name and company image, can help your company in the rapid development of the market in an invincible position where WeChat enables you to win more business opportunities.
2,As a mobile marketing platform
(1), sales guidance can be achieved, timely and fast delivery of product or service information to the fans to facilitate the transaction, in fact, shorten the marketing cycle.
(2), brand communication can be achieved. WeChat fans can not only accept brand information, but also facilitate participation in brand interaction activities, increase interaction and deepen brand communication.
(3), it can achieve the biggest exposure of promotional activities, timely and effectively inform the latest sales promotion activities to fans, and reduce the marketing cost of enterprises.
(4), the closed loop of O2O marketing can be realized. The inter-working between online and offline marketing is an inevitable trend, and WeChat provides a more convenient channel for the combination of the two.
3,enhance the image of the enterprise
The WeChat business account is also part of the company’s intangible assets. Maybe not one or two years ago, your customer will ask you about your WeChat official account. At that time, the registration of WeChat official account was a bit of a trendy trend, especially in clothing, beauty, handicrafts, communications, multimedia, tourism, social networking, business and other industries.
4,Become a living pool of accumulating enterprise users
If there is no self terminal and membership system, users from the traditional enterprise just water; through the establishment of self terminal and membership system, the enterprise seems to be the users into the reservoir, but due to the fact that both sides have much contact breakpoints, pool activity is not strong, and WeChat, just to make up for the lack of.
5,A platform for consumer research
(1) product research is each enterprise business strategy, it is very important.Large companies even have special R & D department which is responsible for the past, through the third party company questionnaire or telephone survey.They are not only facing the high cost but also the data is not accurate, WeChat marketing through direct contact of the users, enterprises can not only independently contact is saved a lot of money.
(2) Research of user experience. Mobile Internet has brought the experience economy era, the user experience will become the core competitiveness of enterprises, it includes product experience, service experience, brand experience, logistics experience and other aspects, and these links are available through WeChat fans real-time feedback, it will be very beneficial to enterprises’ good operational adjustment.
6,customer CRM management value
A lot of people do not understand what is CRM on WeChat as a CRM platform. The core of CRM is to achieve marketing, sales management and customer service through automated analysis, so as to reduce marketing costs, shorten marketing cycle and improve user satisfaction. In this way, WeChat’s real time free touch users will shorten the marketing cycle and reduce the marketing costs, not only faster but also more money than mail and SMS.
WeChat, as a natural communication tool for users, greatly facilitates user experience and cost of communication with enterprises, especially combining WeChat with the original CRM system of enterprises to achieve multiple user access and improve customer service satisfaction.
7,Become a mobile official website
PC era enterprises need the official network to provide information inquiry, the mobile Internet era enterprises still need such an official website. Moreover, users do not need to visit Baidu search or enter the web address. Just remember that the search of WeChat public number by corporate nicknames can get information about enterprise introduction, product service, contact information and so on.
If you pay attention to the official WeChat official account of a courier company, WeChat can query the express state, and do not need to log in to search the website. It saves users’ handover time between mobile phones and PC terminals, and improves user experience. Marketing on WeChat will be an important gateway to information.
8,Become the export of brand culture and enterprise information
The vigorous development of WeChat group and the number of public business has accelerated the disinter mediation trend, but also the traditional enterprise self diffusion center transfer from the official website,Weibo marketing, magazine, mobile phone to the mobile terminal WeChat.
The audience is their own, the content is their own, the channel is own, the cost is low, the reading rate is visible
9,Become the service interface of product marketing and CRM
Not necessarily all traditional businesses are suitable for developing e-commerce, but business electronization is the general trend. If we can promote sales and CRM from offline to WeChat, we will greatly reduce the cost of human property, and monitor and evaluate the effectiveness.
10,Become a flow entrance
The Internet economy is the traffic economy. Without traffic, it will not become an electricity supplier. The WeChat official account as the user’s living pool just provides a traffic guarantee for the traditional enterprises self operated electricity supplier.
Accumulation of users, through marketing activities, and so on, to strengthen the viscosity of users, and further realize the transformation of sales.
11,mobile e-commerce channels
The future retail must be the full channel, and the enterprise needs to make the consumer buy the product at any time and anywhere possible as much as possible. If he suddenly want to buy a dress with a WeChat, can not jump out of WeChat and Metersbonwe, JACK&JONES and WeChat directly in the implementation of the purchase order, but do not need to download their App or jump to Tmall and other channels to buy, this is the user experience. As a result, WeChat public platform can become one of the channels of enterprise’s mobile electricity supplier, and it is a perfect experience to choose the order and payment transaction, even logistics query and customer service.
When the enterprise deeply understands every value behind WeChat official account platform, then it determines what services we hope to provide through WeChat, combined with the needs of consumers, and this is what businesses need to do on WeChat to solve the pain of users.
So what WeChat does must not take the head decision, it must study the value of the tool and the needs of the user, and then evaluate its own ability to determine. Try to ask yourself, do our business really think about it like this?
12, the WeChat official account has changed the mode of communication
WeChat official account is a better platform to communicate with customers. Through one to one push, enterprises or brands can carry out personalized interaction activities with “fans”, providing more direct interaction experience. What users need or want to ask can directly communicate with each other directly on WeChat public account. Users can also express their opinions, or they can purchase products or services directly on WeChat public account.
The value of the Wechat promotion is like the WeChat slogan, and WeChat is a way of life! It can create a new mode of communication between enterprises and consumers, no longer only discounts and promotions. It can bring a change in communication to both sides! In the past, consumers and businesses were connected by advertising and stores. And the emergence of the WeChat public account, allowing users to find businesses independently and generate emotions from intimate interaction to drive consumption. So: the largest value of the corporate WeChat public account has changed communication.
To put it simply, the biggest feature of WeChat is to enable the customers to interact and participate in a real time. Participation is not only through the communication between WeChat and customers, but also the WeChat’s sense of participation for customers.
Doing business in china is not easy but everything is possible if you know how to do digital marketing in china.The value of WeChat official account for the enterprise is great, of course, want to let WeChat official account value maximization, it needs more efforts,including the WeChat official account later updates,promotion, Wechat marketing strategy,maintenance and other aspects, hope that enterprises can insist to do, to get high rewarded.