Digging channels for accurate users

Abstract: A dancing snake made up of a lot of blessing words, widely disseminated through micro-letters during the Spring Festival. Micro-letter to become after the SMS, the new year after the call People Spring Festival. The number of micro-credit households has broken through 400 million during the Spring Festival. From the January 2011 micro-Letter First

A dance of "snakes", made up of a lot of blessing words, was widely disseminated through micro-letters during the Spring Festival. Micro-letter to become after the SMS, the new year after the call People Spring Festival. The number of micro-credit households has broken through 400 million during the Spring Festival. It took only 2 years to launch the first version of the January 2011 micro-letter. If also described as "micro-force boundless", can not say exaggerated. A large amount of users in the eyes of businessmen is a huge market, especially in the current micro-trust platform, will not make businesses have a lot of costs.

Enterprises with micro-letter to achieve customer care, marketing, brand communication, and so on, most of the use of "public account" to achieve, its similar to the official account form, but also a large number of businessmen's favor.

The premise of using public accounts for marketing is to gain more attention from users. This brings a "prerequisite" marketing project, that is, public account promotion. A large number of enterprises in the face of massive users will become unusually excited, and even lose their sense and direction, inevitably appear "eyebrows" situation. Sometimes "Han Xin soldiers, the more the better" for enterprises, is a "pain and happy" thing. Generalized user's increase, the enterprise often needs to pay more energy and the cost carries on the customer analysis, the maintenance, the carding even eliminates.

Personally, through vertical, subdivision of the means of accurate user mining, for most small and medium-sized enterprises, especially the industry, more practical significance.

Accurate user's excavation channel, individual consideration has the following several aspects, only for everybody discussion and the attempt:

1, QQ Group user mining: By combining the Enterprise's own industry attributes, in the QQ group keyword search, can better find the precise attributes of the potential user group. At the same time QQ account and micro-letter to get through, greatly increased user conversion convenience. Through QQ Mail, friend invitation, etc., can achieve the bulk of QQ user import. Through small-scale experiments, it is proved that it has certain feasibility and rate of return.

2, micro-blog group, industry sites and forum users to import: These platforms are clustered on the same attributes of the user groups, they mostly have the same hobby, for the industry products and services have the same relatively strong interest and demand. Through the promotion of the corresponding enterprise public account, can obtain a certain proportion of effective user transformation. May be limited in number, but user loyalty tends to be higher.

3, the combination of traditional media and carrier of the promotion of publicity: through leaflets, posters, product packaging, business cards and other forms, the public account of the two-dimensional code can be a good display and dissemination. Especially for the enterprises and businesses with offline stores, can better attract users to achieve repeat purchase. Through the public account of customer care and services, special promotion, such as the form of users into loyal users.

The promotion of public accounts, the core or rely on the support of content operations. To obtain the user's active attention, we need to pay special attention to the following points:

1, the content of the release to have a certain strategy: usually around 8 o'clock, noon 12 o'clock, late 6-8, these several points on the content of the push, more likely to cause users to read effectively. Published 1 times a day appropriate, too frequent push, may cause the user's disgust and cancellation of concern.

2, the content must be intensive cultivation: the content of no value, pure advertising push, often caused the user's general antipathy. The formation of content, based on meeting the needs of users, including leisure and entertainment needs, the application of life services, the need to solve user problems and other practical needs. The information the enterprise wants to push and the information the user wants should be highly respectful of the latter's will. In addition, through the micro-letter open platform, can also achieve two development of application access, in the public account to achieve more interactive functions. At present, there are a number of more successful corporate public accounts through such a form to obtain a better reputation of the user spread. Content itself can not rigidly adhere to the traditional graphics and text combination, but also the use of voice, video form, so that users have a greater interest and freshness.

3, strengthen the interaction with the user: through the function of automatic reply and so on, to realize the self-service interaction between user and account. Through easy, interesting content, you can let users "play the game." In addition, can also use the artificial participation way, and the user carries on the real-time interaction, answers the user each kind of personalization question. Of course, considering the human cost and other issues, enterprises should be considered in combination with the actual situation.

Accurate user's gradual aggregation, needs a reasonable process, the enterprise must treat rationally. Although the micro-letter may be a marketing tool, but not blind as an "artifact." The current strategy of the micro-trust team does not care about the number of users, but the quality of the user. The benign content operation, the reasonable promotion channel, needs the unceasing exploration and the discussion.