Before considering how to do micro-credit marketing, you have to think about the following questions

Before considering how to do micro-credit marketing, you have to think about the following questions.

Why do you want to do micro-credit marketing?

Is it because everyone is doing micro-credit marketing? It's not always right to know that everyone is doing the same thing, like standing on the side of a boat.

Is it because you feel that you are not doing marketing on the micro-letter will be in the passive position? If you don't understand the question of why you're doing micro-credit marketing, you'll be in a passive position even if you do micro-credit marketing.

Is it because you think that the unique product model of micro-trust is more suitable for marketing? So what is the uniqueness of micro-letters compared to other products or marketing tools?

Second, micro-credit marketing tools

Let's take a look at the current micro-letter to provide us with what marketing tools, these marketing tools have their own strengths and weaknesses, and now what cases for our reference.

1. Drifting bottle

Way: Put the information into the bottle, the user actively fished up to get information and spread out.

Essence: Push messages in random ways.

Advantages: Simple, easy to use.

Insufficient: Pertinence is not strong, and because users use the purpose of drifting bottles is to divert boredom, so here do marketing words if the way is not correct, it is very easy to produce counterproductive, so that users of the brand or products to create disgust. In addition, each user only 20 times a day to pick up the bottle, the chance to pick up the bottle is relatively small.

Applicable products: Already have a larger well-known products or brands (not necessarily accurate, we can discuss the discussion in the knowledge), do drift bottle promotion to expand the influence of the brand.

Case: China Merchants Bank's "Love Drifting Bottle" user interactive activities case.

Case study: Micro-letter official on the parameters of the drift bottle to change, so that cooperative business promotion activities in a certain period of time thrown out of the "drifting bottle" a large number of ordinary users "fishing" to the frequency will increase. However, if the use of this approach, it should be noted that information must be flexible, not to publish some kind of words, cliches. Try to improve the user's effective recovery rate.

2. Location signature

Way: Advertise or promote the message on the signature file, the user looks for the nearby person or shakes the time to see.

Substance: A highway-like Billboard AD, forced to watch.

Advantages: Very effective in wooing nearby users, the appropriate conversion rate is high.

Inadequate: The coverage may not be large enough.

Applicable products: Similar to KFC's location to determine the business of the shop.

Case: Hungry God, K5 convenience store micro-letter signature file marketing.

Case study: Many shops with poor location can actually use the "nearby people" function, hooking up nearby users into their own shops for consumption.

3, two-dimensional code

Way: The user scans the two-dimensional code, adds the friend, and carries on the interaction.

Essence: Surface is the user to add, the essence is to get loyal users.

Advantages: Users are active scanning, at least to prove that users of your products at least still interested, so can be targeted to induce users to produce consumer behavior.

Insufficient: The user must actively scan.

Applicable products: more closely related to the user products (not necessarily accurate, welcome to know friends in the discussion).

Case: Three people row bone King Hotpot

Case study: "Scan two-dimensional code" This function is originally "reference" Another foreign social tool "line", used to scan identify another user's two-dimensional code identity to add friends. However, the development of two-dimensional code has become more and more commercial use, so micro-letter also adapt to the trend of the combination of O2O to start business activities. This kind of promotion way can attract some greedy and cheap user to come in to consume.

4. Open Platform

Way: Share the content of the website to micro-letter, or to share the content of the micro-letter to the website.

Essence: Similar to all kinds of sharing.

Advantages: Because the micro-trust users have a more intimate relationship with each other, so when the product is a user to share the goods to other friends, equivalent to complete an effective arrival of Word-of-mouth marketing.

Shortage: Product diffusion is more difficult.

Applicable products: Suitable for word-of-mouth marketing products.

Case: Beautiful said landing micro-letter open platform.

Case study: Users are willing to share with their friends the valuable things they see, so when the product is valuable, users are willing to share.

5. Circle of Friends

Way: Can be mobile applications, PC clients, the wonderful content of the website to share quickly to the circle of Friends, support Web links open.

Essence: Imitate foreign product Path, belong to private social intercourse.

Advantages: Communication is more closed, Word-of-mouth Marketing will be more effective.

Insufficient: It is more difficult to carry out marketing activities.

Applicable products: Word-of-mouth products, or privacy of small products.

Case: Reading ebook platform

Case study: The user can read the book for free and share it with the friends Circle and support the writing function.

6. Public platform

Mode: Micro-credit authentication account, Brand homepage,

Essence: The exclusive push information channel.

Advantages: Push the object is to focus on your users, so the relationship is more intimate; the arrival rate is 100%.

Insufficient: If the user is concerned about 20 brands, each brand pushes 3 messages to you every day, then this information appears to be disturbing.

Applicable products: Star?

Case: "Psychology and Life" this public account

Case study: I have been concerned about the "Leehom Wang" micro-letter public account, I told him a word, he soon came back to a long speech, and then again, it will not speak to me. The "Psychology and Life" account is the same.

The Operation Law of micro-letter public account

Next, talk about the basic principles and rules of micro-credit public account operation. Combined with practical experience, we have summed up 8 articles.

1, content positioning-content for the King

Content positioning should be combined with the characteristics of the enterprise, but also from the user's point of view, instead of simply pushing the enterprise's own content, remember that micro-letter is not for the enterprise service, but for the user Service, only from your micro-letter to get the user want things, they will add more loyalty to you, and you become friends, The next sale is taken for granted.

To remember, the user is directed at your content to come, the recommendation is also because of the value of the content, so the content for the king.

For the content of the micro-letter, we have a "1+x" model, "1" is the most embodiment of the core value of the content, "X" represents the diversity of content, catering to and meet the needs of users, enhance the content of the attraction.

For example, read the micro-letter public number, this is an ebook products as the theme of the micro-letter, the core content is e-books, targeted at the user for a specific group, accurate positioning, push the content is also targeted, while the music read micro-letter platform opened a new write-write function, The original unilateral to the user to be pushed to the user and the micro-trust platform to interact with other people to increase the diversity of content.

2. Content push-refuse to harass

In the past, most of the micro-credit public accounts have 1 times a day mass message function, many people are too few, some people feel too much. Now each user will subscribe to a few accounts, push the information more than can not see.

About the content push, mainly speaks two aspects.

① Push frequency: not more than three times a week, too much will disturb the user, the worst result may be the user to cancel your attention; Of course, too few users will complain, feel your micro-letter is just a device, will not get anything from you. So this degree must be grasped well.

② Push form: Refers to the content is not necessarily graphic theme-style, but also can be some short text, text words in general about one hundred or two hundred words, the key lies in the content can trigger the reader to think, produce ideas sparks, forming a good interactive effect. For example, in the "Xinqiao public relations" in the micro-letter, regular will carry out a small survey, in the form of short text, ask the reader for content and push time suggestions. This effect is very good, a small survey, usually receives hundreds of user replies, so that we both achieve interaction, and more understanding of users, and users can see what they want, should be said to win the results.

3, artificial interaction-communication is the soul

The essence of micro-letter is communication platform, communication needs two-way, so human interaction is essential.

Again personal comparison against setting "message automatic reply" like QQ chat automatic reply, very annoying, not sincerity, Enterprise Micro-trust public account, to be able to do timely artificial interaction, can not do this, it is difficult to play good micro-letter.

Many people are more concerned about the artificial interaction of micro-letters, often deliberately to actively find my attention to the number of interaction, if a few times down without any response, users will soon be canceled attention.

4, keyword reply system-rich easy to check

Micro-letter operation for a long time, accumulated a lot of material, these content sank very unfortunately, the establishment of a rich and easy to check the key word reply system is very necessary.

This is the first function of the keyword response system, and the second function is to make it easy for users to find what he needs and to increase interaction.

The current micro-letter for each rule preset 10 keywords, equipped with 5 push content (random push), and the rule can only set 60, that is, the keyword can be set up to 600, content of 300, although this is far from satisfying the personalized needs of a large number of users, but if the use of good, can also produce very good results.

5, from line to line-miss better meet

Now very few people mention micro-letter of offline interaction, but from the effect of communication, meet the obvious effect of the best way, it is easier to narrow the feelings.

The significance of the integration of activities under the line is that face-to-face communication is easier to train loyal fans, produce more vivid, more grounded content, such a micro-letter public number will appear more authentic, more affinity.

In addition, the micro-letter on the natural growth of users will be very limited, offline activity is also an important means to increase micro-trust users.

6, the stone of his mountain-rival is the best teacher

Do micro-letter must have an open mind, remember: Competitors are the best teachers! To actively focus on your competitor's micro-letters, if you focus on 100 of your competitors ' micro-letters, there will be 100 accounts that teach you how to do micro-credit marketing.

In addition, do not be a person sitting at home to learn micro-credit marketing, you can often go to some micro-credit marketing QQ Group, forum, etc., to see what everyone is talking about, in which you can learn a lot of things.

7, two development-don't be obsessed with

Micro-credit public platform home recommended by China Merchants Bank credit card, Southern Airlines and other large enterprises in the micro-letter application cases have been a large number of two development, the micro-trust public platform and Enterprise database docking, to achieve a strong customer service function, which is the most imaginative public platform where the imagination.

There are also a number of micro-credit development platforms that provide a wide range of applications for Third-party development.

However, back to the essence of micro-communication, the value of technology is to better achieve communication, in order to develop and development is very undesirable. Moreover, the micro-credit public platform currently provides the function can basically meet these needs, and then develop easy to draw snake Tim.

So don't be obsessed with technology and two development, do a good job content and interaction, and so have enough user base, and then consider the overall customization of the two times development.

8, expensive in operation-a long day to see people

It's important to stick to it. You write an article, the reader does not necessarily recognize you, but when you write 50 to 100, the reader will certainly recognize you, so adhere to the most important. Micro-credit marketing can not rely on a recruit fresh, fight is the input and execution, long-term adherence to the practice of accumulating experience, cultivate and the feelings of users, your goal will be possible to achieve.

This is no longer the point.

The micro-credit public platform is still constantly improving and changing, the 5.0 version has significantly reduced the number of enterprise version of the push frequency, which will bring new challenges to micro-credit marketing. But ça, the essence of micro-letter is a communication platform, communication can not be separated from the content, we believe that micro-credit marketing, content for the king, Communication is the soul. It is not possible to deviate from these two themes at any time in micro-credit marketing.