CRM Afternoon Tea (12)-The role of customer community in market promotion

The role of customer community in market promotion

Today in E-commerce entrepreneurship QQ Group and Q friends chat, ask online business, the biggest problem is what?

The public answer Yue: Promote, let others know you. Because now the site is too much, famous on those few, and above the merchant more, how can stand out, is a difficult problem.

How to promote it well? What are the online promotion methods now?

The most common online promotions are: Web portal advertising (text, video flash, pictures), Industry/professional website ads, website content Geige related ads, Web site/investment station/directory station/Classifieds station ADS, search engine keyword ads, promotional alliance ads, database SMS/Email ads, forums/blogs/ Question and Answer website Post ads, QQ group/qq/msn ads, Friendship Link exchange, encyclopedia knowledge, client software Plug-ins/ie plug-in ads. Of course, do not buy search engine keyword ads, but also need to optimize themselves and often update their own site, easy to search engine short period of crawling data. So, now SEO business is also relatively hot.

Now, however, it is becoming increasingly difficult to do market advertising. It seems that market advertising practitioners are not attracting customers, but driving away customers.

Everyone look, now the browser with shielding window function, why, the answer is the user needs. Now why denounce Rogue Plug-ins, the answer is still user needs. Now why in the Forum/blog post and advertising posts are directly sealed ID, the answer is user needs. Now why QQ mass advertising, MSN ads are kicked out, the answer is still user needs. Now why everyone is afraid to keep their mobile phone number and mailbox number, the answer is to sell too many customer data, and a lot of not only advertising, and fraud cheats, accidentally fooled into losing money. In this way, the future of the advertising model is more and more restrictive, more and more difficult to find a wide spread of the gap, which brought a considerable challenge to the market advertising industry, and this problem will be more obvious in the future. How should marketing go on?

We are rethinking, in the end what we advertise for?

In addition to brand and image advertising, we advertise the purpose of course is to let more potential customers know us, and also inspire him to tap into the desire to understand us.

What are our potential customers? Of course, the user who browses to the portal's channel is the user who is searching for a specific keyword, and the user browsing the industry/professional site is the Forum/blog/QQ Group that discusses the content.

How to motivate him to more in-depth click of enthusiasm, this needs to rely on market planning, copywriting, art to work together. What kind of manifestation can make people attention without interfering with the user, what kind of advertising language let the user echocardiography? This requires the product positioning, customer positioning, customer demand positioning for accurate thinking and analysis of the discussion.

What content? What kind of launch? Where to put it? What time? How long does it put in? The increase of airflow in future generations? After the launch of the increase in passenger volume? Potential customer growth after launch? Customer volume increase after the launch? What is the rising time curve? What is the time curve of descent? Which media to put the worst effect, which media to put the best effect? Why? There is an input-output ratio of the analysis report, the cost of the application, the release of the media, the reasons for the practical can be assessed.

Traditional way of doing it, do we have any other new ways?

There is one, but just like traditional Chinese medicine, the need to continue to do, the effect will not be very quickly, such as advertising after the consultation phone calls. This approach is the customer community. To encourage the old customers, so that old customers affect the old customers, so that old customers affect unfamiliar new customers, so that old customers affect the loss of customers, so that old customers affect potential customers.

For unfamiliar customers, such customers do not understand the enterprise, but he did not dare to believe that the company's website said a variety of glorious experience, then look at the old customers how to say, is a kind of word-of-mouth information.

For potential customers, he has known the company in the first round, but still do not know whether to really buy a single purchase, see the N a variety of brands of products, have advantages and disadvantages do not understand how to choose is good, very want to listen to the old customers are how to think, now feel how.

For customers who postpone or cancel the purchase plan for the potential period, it may be that his doubts have not been dispelled or that the two sides have not agreed on the same understanding of demand. After the old customers, finally more comprehensive understanding, rekindled the confidence to buy. Once burned two times, the speed of purchase decision will be greatly accelerated, and the possibility of purchasing the enterprise's products is greatly enhanced.

For potential buyers of other brands, it may be that he has no balance between the decisions and negotiations. After his current use of feelings, after he saw the use of other customers in this community feel, he is more objective and comprehensive view of the enterprise, in his around the Word-of-mouth transmission has a better positive message. This is also a very important responsibility of the marketing department.