The most effective way of enterprise brand communication is the user’s reputation, the development of the Internet into a driving force for enterprise brand communication construction, more and more companies spend a lot of resources on internet word-of-mouth and maintenance.How the company do network WOM marketing?
Internet word of mouth can intuitively reflect the reputation and reputation of a company’s brand or product on the Internet, which can directly affect the degree of recognition and purchase intention of consumers, and the importance of Internet word of mouth is very obvious.
First, how to the word of mouth processed
1, the extreme service or product can only produce word of mouth after a product reaches its ultimate goal, far beyond user expectations of products or services, so that it can detonate the user’s dissemination. For example, the red rice note phone has the same size as Samsung note, the price is only 799RMB, which is far beyond the user’s expectations. It easily leads to the spread of users.
2, the unexpected link, the product itself has no significant characteristics, then we need to surprise customers. We must be different from others’ thinking. Huang Taiji pancakes, originally a very low-end products, but can be high end, when eat pancakes, drink tofu curd and thinking associated with life, this is the experience of the special effects.
Two. How to spread the word of mouth
1, establish a platform that can interact with fans, set up their fans, websites and forum platforms, facilitate consumers to convey business ideas and appeals, and provide consumers with a voice to solve their needs. The two points are interacted with each other so that businesses and consumers interact effectively.
2, pay attention to the voice of the consumer consumer demand is difficult to obtain, when they encounter problems of bad treatment or use, the most likely way of venting is sharing negative information to a friend, when the transmission of information to the merchant, has spread to get out of hand it, so need to pay attention to the voices of consumers to encourage them speak your mind.
3, the content of high quality brand content is the fulcrum of marketing. When the content is not able to attract people’s attention, it will cost more effort to support the word of mouth. The good content is to understand the needs of the consumer, and to shape the value of the product, and to meet the needs of the consumer. The information that consumers care and need to know can be displayed to consumers through websites, blogs, videos, product information and so on, so that content can be associated with consumers, so that they can attract their attention and emotional propaganda, which can move users’ hearts.
4, share a brand story to let consumers love the product, you need to have a story to convey the spirit of the brand, can be displayed behind the brand with the intention of paying to consumers, so that consumers can see our products, we can also understand the idea and spirit.
5, take the initiative to understand your customers take the initiative to thoroughly understand the needs of customers, not yet in their consumption preferences and interests, kindly ask each fan, treat fans as their friends, understand their needs and preferences, respect their preferences, proper adjustment of product or service. When they feel that their needs are satisfied and their preferences are respected, they will stand up to you.
6, the active sharing of fans
The feelings of consumers is the most intuitive, it is also the most convincing, we need to always pay attention to them, encourage them to actively share their own opinions, as long as he is for our brand is in the affirmative, we must praise him. At the same time, we should encourage them to express their opinions about products and services. Only when these bad opinions are put out, can we make improvements to make bad ones better and better ones better.
Three, how to maintain the reputation as the saying goes, Good news goes on crutches, when there is the negative information of enterprise in the network, we need to determine the origin of cut off from the source. However, some negative news is of no importance, only need to work to cover up, there are several main methods:
1, if negative news appears on super large websites or portals, ready to appeal materials, submit application for deletion, and request platform to be deleted, usually false reports will be processed in time.
2, if it is a few small websites, it can communicate with the stationmaster through the contact way on the website, and issue relevant proof material, and request it to delete.
3, for some of the negative news hit edge ball, released on the website did not agree to delete, then you need to cover the news, through the release of positive news related, then these negative information to the search engine cover five pages, so as to reduce the negative influence of news can even be an occasion for news marketing hype, positive news.
4, if these news are released by customers, they need to be solved according to the situation. Under normal circumstances, we must first identify the source of information, communicate with customers, resolve conflicts, and let users delete negative information. If it is deleted, the user only needs to find a way to publish, and it will bring a lot of trouble. Only a thorough solution to the entanglement between the users and the method of supporting information concealment can solve the problem effectively.
To do business in the network marketing process, is facing the complicated network environment, both to promote our product reputation, also need to prevent all kinds of negative information, sometimes what didn’t do was lie gun, so enterprises in word of mouth marketing, must do reputation protection plan. High quality products or services are the foundation of word of mouth marketing. Everything is based on users’ needs, good quality and good word of mouth protection, so that we can better develop the word of mouth.
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