Chen Rongbin: Forum marketing must know the customer five big purchase decision

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A well-known foreign marketing agency research found that customers in the choice of brands, products or services will make a series of decisions, almost every transaction will have these decisions.

The first step is to make decisions about salespeople. The customer will judge certain characteristics of the salesperson, such as whether the salesperson has a good judgement ability. Is he trustworthy? Is he honest, reliable, knowledgeable? Do I like this guy? These judgments are directed at the salespeople themselves, which is why salespeople sell themselves successfully before they sell their products.

The second step is about business. Is your company outstanding in meeting our expectations? Is your company's business policy acceptable to us? Does your company have a good match with us? When customers consider whether to associate with you, such problems often arise in their minds.

The third decision is related to the product. The customer will think: Does it meet my needs? What can it do for me? What kind of opportunities does it give me? How is the quality compared with the competitive product?

The fourth decision is about price. The customer will wonder: Is it worth it? How much is it? How much input is needed: money, time, training, energy? Is it worth the effort?

The fifth decision is related to the time of purchase. The customer would think: How long do I have to make a decision? When will I be able to benefit most from it? Do I need to postpone my purchase?

According to the customer's five major purchase decisions, we can easily influence the customer's purchase decision by:

The first step: establish the image of authority and opinion leader

At the beginning of the reform and opening-up, the successful people in business were basically backed by the good credit in the original position and the relationship of the very good person. So as a network of networks, irrigation chat marketers, of course, should have the ability and resources. When you work on a forum or several forums to publish influential posts, and occupy a considerable percentage of exposure, you can form a circle to form a "opinion leader" in your circle, at this time, your role is extraordinary, you have a significant effect. As long as you publish your products or services in the forum, everyone will swarmed. Of course, if your product or service is right for these people. In a more focused forum for target consumers, we need to do the following:

1, the release of high-quality original articles.

In the forum must have high-quality articles, in order to obtain the support of the vast numbers of netizens. The article can be a unique view of things, but also can be their own professional knowledge of the expression, and even people are concerned about the grapevine. For example, in the Tianya forum, you write about how the Diaoyu islands are separated and so on, of course, you need to write to make people feel new, if you can write a fascinating and more likely to produce results.

2, often publish posts.

As long as the frequent posting, the Forum on the display of more opportunities, it is easier to make more friends of the altar to your impression (awareness promotion). In the forum, no one will have an impression of unknown ID. Only those who try to sell themselves can become familiar people.

3. Show personality charm.

Your post shows your style, the more attractive the author's personality, the more it attracts the visiting netizens. These charms may include: insight, achievement, income, age, etc. There are a number of people who are most likely to be opinion leaders: celebrities and celebrities, pundits in the profession, educators and the press, and lone exceptions.

4, actively participate in forum activities, to help the altar friends.

This not only allows you to have a higher exposure rate, but also allows you to build a positive interaction with the altar friends, creating a new sense of cut. Can quickly let your popularity rise, attract everyone to your attention.

The second step: Make full use of forum resources and user resources to create opportunities for enterprise promotion

From the customer's five major purchase decisions in the second step, we can see that customers are more concerned about the company and brand, such as the company's reputation, whether the company has good strength and so on. This is an important part of whether customers decide to buy, so we must make full use of various means and resources to create more opportunities for corporate advocacy.

We refer to the resources within the Forum are all available resources, not only through their own efforts to create and through the altar of mutual assistance, altar friends and other transactions realized.

1, consider whether you can cooperate with the Forum, in the Forum banner put your ads.

The forum model is relatively fixed, so the forum ad Bit Limited, and because most of the BBS users are more loyal to the forum, the basic daily activities in the Forum, so easy to produce visual fatigue, the average click rate is not high, as a major part of brand promotion, banner clicks although not high, But the brand effect is still relatively effective.

However, because of the high level of user loyalty characteristics, the forum each new ad clicks are amazing. Therefore, in this case, we should often change advertising and advertising content.

Forum founders generally do not use the forum for advertising revenue generation, because they clearly know that the users of the forum is not the most conducive to their advertising clicks, but the value-added of members. So, if you are already an old member of the Forum, and you may already be a moderator, then you can make some appropriate requests to the Forum administrator, such as put a small section of my company's banner and so on to further cooperation, I believe the administrator will be gracious to promise.

2, to rob the "sofa", forum signature, Avatar and other publicity

A careful understanding of the Forum's friends will find that all posts will appear on the left side of the user's head, and in the post will also appear in the user's signature, as well as in the first paste under the theme of the reply, these are the places that can get a lot of attention. The core nature of the Forum interactive communication, so that most of the altar friends in reading posts habitually look at the avatar, signature and reply, so these two positions is also considered a gold advertising position.

A: Grab the couch.

The "couch" (witty words) refers to the first reply.

When the opinion leader releases a topic, or a certain altar friends release a topic that you are quite concerned about, this theme will inevitably attract a large number of altar friends to come in pursuit of, reply, so, rob "sofa" to promote enterprises is very valuable. Because of the specific structure of the forum, "sofa" in a prominent position (from the theme of the first paste), very easy to let netizens see, so its value is obvious and appropriate to see. Many forum marketers have begun to use simple words to preempt the "sofa", and then modify their own specific advertising language, promotional pictures. (Note: Based on the function settings of the forum administrator)

B: Forum Signature

Forum signature refers to a function of the forum, users can customize text, pictures, links and other ways to express, display their needs to express content. Forum signature as a special function of the Forum, with the increase in the number of posts, the amount of reply, the display of the forum signature has gradually increased, so the forum signature as a new way of publicity has been more and more attention by the Forum marketing staff.

Marketers can add their own promotional content to their own IDs, as your number of posts, the number of responses to increase, the display will continue to increase; Marketers can even acquire a number of posts, often in the forum to fill in the ID signature file, through these often published ID to get more display opportunities.

C: Forum Avatar

Forum Avatar refers to the forum users can customize the upload, choose a different picture to show their differences.

In this era of serious lack of gold advertising, forum Avatar has also become a forum marketing staff promotion opportunities, through its own ID upload avatar to get the opportunity to display, not many forum marketing staff also through the purchase, agent and other forms of the Forum, often posting ID cooperation, as a new way of publicity for the enterprise.

3, carry out your product or service discussion can effectively improve your product or service reputation.

In the Forum, open and open about your products, services to explore some times can get unexpected results. Publish your product, service direction, your new product release, your price change, your technical parameter in the forum, most people will be interested in your information and release the view, you can form a very useful word of mouth as long as a little guidance.

Author Blog: http://www.chenblog.com/marketing/bbs-marketing.html

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