Electric Shang Marketing: Four "fish" to get users stories

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

The electric dealer is the typical marketing heavy dependence person. A period of time before the media disclosed that the composition of the customer orders can be glimpsed: customer price of 108 yuan, but the marketing cost of 26 yuan, accounting for the proportion of close to 25%. For most industries, this ratio is more than 8% to 15%. It can be seen that the electric business of the marketing of bloodthirsty dependence.

Weibo for electric business enterprises, is a low-cost marketing channels, a bit of strength, basically will set up a special person to operate micro-bo, from one or two to five or six people have, some of the micro-blogging staff in the operating department, some of the full-time staff in the Public relations department, some focus on brand communication, some focus on sales reach ...

To sum up, there are several routes from the Micro-blog order:

First, fish breeding-to build fans surrounded by the official micro, layout long-term user value

What is the official micro? It can release the enterprise's propaganda information and therefore is the propaganda platform; it can solve the pre-sales after-sale problem is the service platform; it can realize sales so it is a sales channel; it can publish promotional information so it is a promotional tool; it can investigate user needs and therefore is a market research tool; it can deal with the crisis and therefore is the crisis PR tool ...

This all-inclusive is believed to have been heard many times, but it is clearly not satisfactory to us. Any good product or good strategy must be a sentence can be described clearly, what is something often means nothing!

In fact, the official microblogging is "fish pond", the operation of the official micro-blog is the "feed"!

Operating the official microblog, compared to traditional network marketing, the biggest difference is the "captive". For example, you put an ad on the portal, the message in front of the user to create an exposure or a click, and then go away. However, through the official microblog, you can leave your users in the fish pond.

In your own fish pond, you can give the fish a radio broadcast from time to time, publicize and publicize the current trends of the enterprise; You can organize activities and strengthen the relationship between the fish at any time; you can always collect the opinions of the fish to improve your products and services; When you have a new product, you can also introduce it immediately. When someone outside your feed contains melamine, you can immediately clarify in front of the fish ...

Of course, as the electric business enterprise, will certainly ask, such fish pond Son can bring how big sales in a year? Take us as a partner for example (a well-known in South China), fans are not big, no promotional costs, the official micro-fans achieve monthly sales 100,000 very easy. Take the previous service in another well-known domestic men to do the comparison (Beijing a well-known customer), about 200,000 of the website members, monthly mailing list promotions, 300,000 or so sales.

Some friends may say that this amount is not particularly large. But be aware that this is done without any promotional costs. And this amount will increase with the time of the official micro-operation, which is only the beginning.

Advantages and disadvantages of fish culture:

Advantages: Maximize the long-term value of users.

Disadvantage: Long cycle, need patience.

Second, fishing-conducive to micro-broad resources, rapid promotion of promotional

Comparatively speaking, it is extremely necessary to operate fishpond and fish farming. For some large consumers, the initial flow of the official micro-and orders and their overall sales are not at all a scale. At this time, there are some electric dealers use "fishing" way, buy a lot of microblogging forwarding resources, promote promotional activities, fast to achieve sales.

First, we need to sort out a core difference: the essence of the operation Officer Micro Fish is taking advantage of Weibo's "social attributes", continuous and user "relationship" and achieve follow-up orders and other values; Buy Weibo resource forwarding promotional activities are in the use of microblogging "media attributes", and the launch of the portal vertical video ads No essential difference, is only in the grassroots micro-broad category of the carrier on the launch.

The fishing operation can quickly drive sales, and ultimately the size of the output depends on the size of the advertising and ROI efficiency control.

Fishing Advantages and Disadvantages:

Advantages: Can quickly effect sales scale

Disadvantage: Lack of long-term user value

Third, occasion Net--based on the hot content marketing, realize the brand spread

Based on the hot content marketing, the realization of brand communication.

Not all products are able to obtain large-scale order output on Weibo, and for some companies, the value of Weibo's brand communication is higher than the value of its order output.

There are many ways to realize brand communication on Weibo, such as through event hype, activity organization, micro-video operation and so on. Event hype, activities organized more from the early community based on Word-of-mouth marketing a continuation of the micro-video is relatively more representative of the future based on micro-blog to do a new trend of brand communication.

Among them, based on the hot current affairs capture "content marketing" is the brand operation Master's idiomatic method.

During the two sessions, some representatives use the information of E to appear on the network, at this time to follow up, the information should be properly organized after the dissemination of the final brand to achieve the value of dissemination is obvious.

On Weibo, the distribution of the eyeball is grossly uneven and the eyeball is heavily concentrated on a few popular events. For example, when we all train, Fanghan in wartime. In content marketing, emphasis on "fast, quasi, ruthless" three words tactic. Quick, the first time to make a response, many hot spots are very short shelf life, quasi, reasonable implantation desire to spread the information, ruthless, content to hit people's "pain point", either ice or water, tepid will die.

Occasion NET advantages and disadvantages:

Advantages: Brand communication value.

Disadvantage: A long period of time can not see the direct order that output.

Four, electric burning fish-violence sales, a stroke to run

At home, someone used a charging device in the river "burning Fish", two electrodes in the water, walking around, the fish will be corona out of the water. This kind of fishing way is very destructive, big fish small fish Yiguoduan, the smaller the fish cub is easier to recruit.

Similarly, there are similar groups in Weibo marketing. This is a very special group, the strict sense they are not the electrical quotient. Often these people will have some very lucrative products, such as cottage machines, weight loss drugs, sex drugs, brand imitation goods and so on.

This model often start-up cost is not large, first Taobao shop brush thousands of sales, and then organized very "rough" micro-blog case, and then buy thousands of Weibo account resources to start pushing. For example, some of the contacts from the Fujian Putian's long-term imitation of small team, through micro-bo one day can be out of 200 single shoes, each copy of the profit of imitation goods in about 100. It's not a long sale, but it's enough to run for a buck.

Advantages and disadvantages of electric burning fish:

Advantages: Easy to start low cost.

Disadvantage: Not a long business.

In the information age, there is a famous saying, information portal, is a place of business change. Microblogging this information source, how to maximize the transformation into value, we are groping, Facebook, 8 million of businesses, can bring the conversion rate is not optimistic, not to mention our microblog. However, as long as there is a micro-bo this lake, still afraid of no fish to eat?