Enterprise public number operation is difficult, how to break through?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

Today, enterprises in the endless marketing model, continue to seek innovative exploration, following the previous micro-Bo marketing after the road, micro-trust public platform and jumped to many enterprises, whether it is a large enterprise with millions customers, or small and medium-sized enterprises of dozens of people, all hope that through a large number of human and financial input, Reap the fruits of satisfaction. Data show that so far, the number of micro-credit public accounts has exceeded 2 million, which is a large part of the corporate public account. For enterprises, a point of hard work is hoping to have a harvest, in the micro-letter repeatedly stressed is not a marketing platform, always put the user experience in the first place, how to adhere to the micro-letter high service, high experience principle, but also through the operation of public accounts to quickly export business value, it has become the direction of many enterprises thinking.

Perhaps, we can look to Tencent's another enterprise-class products-marketing QQ enhanced version, it is the marketing QQ team to the identity of ordinary third-party developers, based on the micro-letter open platform to provide a unified API interface to the professional development of the strength to achieve the QQ platform and micro-letter platform to get through. With the help of marketing QQ enhanced version, enterprises can through independent clients, at the same time docking QQ and micro-letter message channel, combined with the marketing of QQ itself with a number of people management, a window for many people chat, conversation seamless transfer, micro-letter language recognition and other functions, to achieve rapid transformation of customer service and To help enterprises through a client to achieve multi-channel integration management, improve the operation and management efficiency of enterprises. So in the resolution of the enterprise public number operational problems, to help the enterprise public number of rapid export business value, marketing QQ enhanced version can give the Enterprise what enlightenment?

Revelation One: Q Micro "combination boxing" to ease the "weak marketing, strong service" problem

Micro-letter, based on the characteristics of its strong relationship chain, the information export more for friends Circle and friends, the form of transmission is relatively closed and single, mobile end is its main use of the scene, fast, convenient and direct relationship chain is a lot of users to select the main reason for the micro-trust platform. As the micro-credit authorities gradually tighten their control over marketing, pay more attention to the nature of its service platform, so that the enterprise micro-credit marketing can not really promote the market, because of the closed micro-letter, marketing results are difficult to achieve in the short term, and this, for the hope that the platform to obtain more value from the small and medium-sized enterprises has undoubtedly poured cold water How to grasp the scale of marketing and services, how to improve the quality of vermicelli, how to obtain more business value, the enterprise unavoidably have all sorts of puzzles.

This point, in the QQ side presents another kind of situation, QQ User's communication scope is more extensive, the viscosity of the relationship chain is not as strong as the micro-letter, through the accumulation of years, QQ platform and integration of multiple terminals and multiple services, the use of the scene is also more diverse, at home, on the road, office scenes can be equally used. QQ users can communicate through a variety of ways, enterprises can also be in the QQ platform through more services to achieve marketing, diversification and wide range is the comparative advantage of QQ, in the process of communication will be the marketing information to the user, on this basis, enterprise implant marketing may be more acceptable to users.

There are obvious differences in positioning based on micro-letter and QQ, the former heavy service, the latter strong marketing, marketing QQ enhanced version of the appearance, based on the enterprise position, to the differentiated product thinking, give full play to the advantages of the two platforms: in the QQ end, the main marketing, through the unified display of corporate image to obtain user trust, through the grouping, Message record save to achieve efficient user management, through the same number of collaboration to achieve convenient online communication, through mass and marketing activities to promote online promotion and one-stop marketing; while in the micro-letter, marketing QQ is the main service, micro-website to enhance the fans of the Enterprise information acquisition experience, Online customer service function to enhance the efficient communication experience of fans, track analysis and message permanent preservation to enhance the accuracy of fans experience, in addition to micro-electricity, micro-payments and other functions to help fans get better purchase services, Q Micro-combination of powerful alliances to help enterprises better realize marketing closed loop.

Revelation Two: Active excavation of high-value fans, operation effect no longer like fireworks

Presumably a lot of enterprises, the micro-credit operation of the public number has little or no effect headaches. Micro-letter to the user experience as the starting point, the enterprise public number has made a lot of restrictions, and strict management of the enterprise to view the user information, which let the micro-Bo era information flooded enterprises have discomfort. If the fans do not initiate the chat, or the fan's questions can not be immediately answered, the enterprise can not actively engage in dialogue with fans. These restrictions, of course, from the user's point of view, to protect them from interference, to better experience the fun of service platform, but relative to the enterprise, to some extent, to enhance the difficulty of understanding the fans, can only passively wait for fans to actively communicate, in order to further obtain the relevant information enterprises want.

For this point, engaged in marketing for many years IM marketing QQ, has a profound understanding. For companies, the effect of operations is to find and retain high-value users, mining the potential needs of high-value users, this is the key to enterprise marketing. So how do you find these high-value users? Marketing QQ Enhanced version of this demand for enterprises, providing a fan trajectory analysis, permanent message preservation, advanced search and other functions, from the fans concerned about the micro-letter public number, enterprises can quickly understand the use of micro-credit public service, the content of preferences, Determine the user's interest in the product and the type of preference. Combined with advanced search function, label classification function, group management function, according to the business value and personality characteristics of the fans for different labeling and grouping, can be customized content push and fan service, then, the problem of discovering value users has been effectively resolved. In the follow-up customer service and fans of the process of communication, the individual needs of the fans to be released, customer service can quickly develop targeted communication programs to achieve precision marketing, enhance the transformation effect of the fans, and ultimately achieve the marketing goals of the enterprise.

The enterprise marketing is a long process, the strategy, the way, the effect, the goal also will change along with the big environment change, the platform is not blocks the enterprise marketing the mountain, the thought is. Today's marketing QQ to differentiate the thinking of effective integration of QQ, micro-letter dual platform, is not deliberately to pursue the use of micro-letter marketing, and from the enterprise point of view in the micro-trust public platform for the objective needs of the marketing thinking to implement the product details, to help enterprises find a better solution, so that enterprise marketing more effective.

(See from Conment)