About WeChat marketing lifeblood of the problem

In the pursuit of WeChat marketing on the road, most companies have been imitating but never exceeded, because they just seized the tools, but did not attach importance to the tools at both ends of the enterprise themselves and the user. I often tell business managers that when you decide to do WeChat marketing, please ask yourself six questions, if you want to know, no matter how you are in fact you are half in the future, or maybe you do not even die in the end Know how to die. So let's talk about the six big questions about the lifeblood of WeChat marketing.

Torture: what do you want to do, you know yourself?

What do companies want to achieve through the WeChat function, or to achieve what business goals? This seems a nonsense problem, but many companies is not clear. Often companies ask me, can you tell me what value is WeChat? Or what can we do on WeChat? Someone may reply that we would like to sell things through WeChat, interact with fans, engage in customer relationship management. If the sales as a business goal, then how to consider the goal to achieve it? At this time the company will say, not sales, orders, number of stores it? Really so simple why so many businesses at a loss? Now We have to answer "Do you want to do what" must solve two problems, the first to figure out the value of its own WeChat and user needs, and then determine the target is decomposed into indicators, so as to make the business goal of WeChat marketing reliable.

Workers want to do their best, we must first sharpen their tools, so companies need to study the WeChat public platform in the end what is the value. Here is a summary of its five major commercial value, basically covering all the needs of enterprises.

First, as a mobile marketing platform

1) can achieve sales guidance, timely and efficient delivery of products or services to fans to facilitate transactions, in fact, shorten the marketing cycle; 2) can achieve brand communication, through WeChat fans can not only accept brand information but also more easily participate in brand interaction Activities, to increase interaction to deepen the brand communication; 3) to achieve the maximum exposure of event promotions, timely and effective to inform the latest business promotions to users, reduce marketing costs; 4) O2O marketing can achieve closed-loop, online Interoperability with offline marketing is an inevitable trend, and WeChat provides a more convenient channel for the combination of the two.

Second, the platform for consumer research

1) Product research is a very important part of every business strategy. Large companies even have specialized product research and development departments. In the past, questionnaires or telephone surveys were conducted by third-party companies, which not only faced the problems of high cost and inaccurate data, And through direct contact with WeChat fan users, companies can not only access autonomy is to save a lot of money.

2) Research on user experience, the advent of the mobile Internet has brought the era of experience economy, the user experience will become the core competitiveness of enterprises, which includes the product experience, service experience, brand experience, logistics experience and other links, and these links Wechat fans can be real-time feedback, which will be very conducive to business operations to adjust.

Third, customer CRM management value

Many people simply do not understand what is CRM on the WeChat CRM platform as a matter of fact, is far from done. The heart of CRM is marketing, sales management, and customer service through automated analytics, reducing marketing costs, shortening marketing cycles, and increasing customer satisfaction. In this way, WeChat real-time free-to-contact users shorten the marketing cycle and reduce the marketing cost, not only faster and more economical than emails and short messages. WeChat, as a natural communication tool for users, greatly facilitates the experience and cost of communication between users and enterprises. In particular, it integrates WeChat with the original CRM system of the enterprise to achieve multi-person manual access and improve customer service satisfaction.

Fourth, mobile official website

PC era enterprises need official website to provide information search, mobile Internet era enterprises still need such an official website. And users do not need to search through Baidu or enter the URL to visit, just remember the corporate nickname search WeChat public number can get the company introduction, product services, contact information and other information. As concerned about the SF WeChat account to WeChat query courier status, without the need to log in to the website, saving users in the mobile phone and PC-side switching time, enhance the user experience. WeChat mobile host official website will become a very important information entrance.

Five Dian Dian channels

The future of retail must be all-encompassing, businesses need to be as easy as possible for consumers to buy products whenever and wherever possible. If he suddenly wanted to buy a dress while playing WeChat, he could place an order directly on Metersbonwe, Jack Jones' WeChat without popping out of WeChat, even without downloading their App or jumping to Lynx Other channels to buy, this is the user experience. As a result, the WeChat public platform can become one of the channels for the enterprise mobile e-commerce, and the choice of placing orders and payment transactions, even the logistics inquiry and customer service, are even more perfect experiences.

When enterprises deeply understand each value behind the WeChat public platform, and then combine the needs of consumers to determine what kind of service they hope to provide through WeChat, and this is what enterprises should do in WeChat to solve user's pain points. So what to do on WeChat must not be determined by the brains, must be the value of the tools and user needs, and then assess their own ability to determine. Ask yourself, our business really think so to do?

▍ indicators of the most important: the digital decomposition of marketing goals

In addition to thinking clearly what to do? More to consider how to assess the achievement of business goals, after all, marketing is the need for return on the ROI. If it is used as a marketing platform to achieve sales and sellers, then how to measure and measure this goal step by step? Who should be responsible for this goal, how to divide the team members?

In my opinion, all the goals that can not be decomposed into indicators fail. Any indicators that can not be quantified are ineffective, and finally can not be assigned to others. Therefore, it is necessary to set targets for business decomposition but also set targets. If the goal is to increase product sales, then the key indicators of the assessment can be traffic, number of stores, consulting volume, customer price, conversion rate, etc .; if the goal is to improve the brand exposure, then the assessment of the key indicators can be fans, forwarding Number, reading rate and so on. And so on the commercial target decomposition, so as to finally come to the implementation of real. And indicators will be divided into key indicators and second-most important indicators, such as the relative increase in sales of this business goal, traffic is the key indicator, while the number of fans is the second major indicator, the second major indicator does not directly reflect the target results, but will affect the target results, Need to be included in the assessment.

Write here, you will find the company decided to carry out WeChat marketing face a second self-torture: what do you want to do? It will be very important, ignored it extremely vulnerable to failure.