Customer Communication 3 major marketing strategies in the 0 cost era

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Some time ago, to a company to do network marketing training, I mentioned a point of view: In the Internet age and customer communication costs can be unlimited close to 0, the key is whether you understand the cost of 0 times the three major marketing strategy. These three strategies are to establish a customer resource pool, build a best-selling structure, based on customer relations to carry out marketing.

First, let's talk about why the cost of communicating with customers in an interconnected age can be infinitely close to zero. The author through two examples can be explained.

First, you have to send the marketing information directly to 1 million people, what do you do? The most convenient means is that you directly to 1 million people to send mail, design good content, with the mouse click to send. For you, you don't have to advertise, you don't have to call or tell. Your communication costs are not nearly as close to zero. Of course, this has to be a prerequisite, you have to first have 1 million people contact. Like a store, there are 10 million members, all registered members of the mailbox they have, you can send promotional information directly to members, a letter out, if attracted 1 million members to patronize the site, eventually by 100,000 members to buy products, a single marketing direct response rate is 10%, the purchase reaction rate is 1%. All it takes is the cost of an email content edit.

Second, if you use a website or blog, you can upload content to the website or blog, as long as there is access, it can help you to marketing, whether you are sleeping or eating, it is not to eat and drink for your marketing, access to the people can automatically receive your information.

Two examples show that communication has ended in the era of cost of quantity. Communication in the era of interconnection, can be low-cost, as the author of a title before the same, can be "spend money to run a big city."

How can you spend a penny to run a big "city"?

This requires three gold strategies.

Establish a pool of customer resources

To communicate the cost is low enough, the most effective way is to have a customer resource information, and then a pair of constant duplex marketing, such as when you have a customer mailbox, send the message directly. This requires you to create a pool of client resources.

How to build a pool of customer resources. Two methods, one that you continuously provide value, the customer finds you, is willing to leave personal information to you, or to create a transaction with you. For example, such as Jingdong, a shop, Taobao and other websites, customers want to go up to buy things, they have to register a mailbox, and then they can directly through the mail to send promotional information to you.

Alternatively, you can work with other companies that have customer resources. Both sides share customer resources and realize the multiplication of customer resource pool. Absorb the new customer resources, and then naturally into their own marketing system, can carry out one-on-one direct marketing.

Ii. Building a best-selling structure

With customer resources, you need to build a best-selling structure.

The best-selling structure is not an internet marketing concept, in fact, many well-known enterprises have similar structure. Like McDonald's. To McDonald's, almost every clerk will say these words, "Would you like to have a French fries" "To add a drink" "plus ternary, can be a package" ... Why do they bother to repeat these words in a very standardized way, for the simple reason that they can increase sales.

McDonald's had a clear request in the Clerk's Handbook, so they standardized, programmed and structured these languages into daily routines.

In this routine, McDonald's employees use three strategies every day, although these employees do not know these three strategies, they are only according to the requirements of the manual to regulate action and behavior.

These three strategies are: cross-selling, sales promotion and repeat sales.

1 cross-selling is the act of selling other goods to a customer for a major purchase, such as McDonald's, "Would you like some more fries?"

2 promotion of sales is to induce customers to buy more than the usual purchase of goods higher prices. Like "The new Big Mac burger."

3 Repeat sales refers to the behavior of prompting customers to come back to the store next time. For example, "give you a free drink coupon for your next visit," and a coupon will hook you up again.

Ask, McDonald's sales master, there is gold sales? No, each of their ordinary staff are practicing the contents of the manual, the guarantee of sales promotion, this is a best-selling structure.

Structure is not very strict to people, but it has great power.

So, do internet marketing also have priority to establish a best-selling structure. For example, recently I have been observing some of the electrical website. Some of them are trying to build this best-selling structure. When you go to the website, you will be told what you have seen and what you have bought. The aim is to Cross-sell, to inform you of a product that you have ever purchased, the latest promotion of a higher-quality product, or how much to send you a coupon in order to promote sales; send you a coupon for the next time, to get you back. This is the most basic prototype of a best-selling structure.

Third, based on customer relations to carry out marketing

With the members of the file, the key is to carry out marketing based on customer relationship, value the life of customers. This is especially true in the age of social media. To carry out marketing by grasping the changes in the life of customers. In Japan, for example, a company selling infant milk powder icreo, through the release of mother-oriented electronic magazines, from the expectant mother 5 months pregnant, to the birth of babies, and even children grow, will automatically send the corresponding content of the magazine, but also encourage mothers to interact. They gain word-of-mouth by helping expectant mothers learn valuable information at different stages, and win a group of hardcore fans.

Enterprises to understand from the customer's lifetime value management to capture marketing opportunities, timely implementation of targeted marketing.

For example, there's a retail business in America, through data mining, the conclusion was that customers were 3 times times more likely to buy on their birthdays than usual, when they had 500,000 members, so they developed a promotional strategy to send all their member customers an email telling them that they could enjoy a 80 percent discount on their shopping for a week before and after their birthdays. This promotion created a member of their own holiday, not only stimulated the birthday of the members of the purchase amount, but also prompted them to become an obligation propagandist, call friends, enthusiastically join the membership system. This is actually based on the full use of existing customer resources, from the customer relationship to form the expected sales opportunities, improve sales.

In short, the use of Internet tools to carry out network marketing can minimize the cost of communication, but the basic premise is that you have to understand the establishment of customer resource pool, to form a best-selling structure, and based on customer relationship management to carry out marketing. These three strategies are essential prerequisites for helping you 0 cost marketing.