How could you miss the opportunity that the micro-electricity trader neglected

Introduction: In Micro-bo, micro-letter platform appeared, micro-electric quotient formed a new form, users pay more attention to Word-of-mouth, younger, tasteful, interested in new things, like and pay attention to social hotspots ... Double is coming, are you ready for the micro-electric dealer?

This internet story, on and off, chattering, today you block me, tomorrow I buy him, in short, there is no story is not. Taobao shielding micro-letter such a big event son constantly to the popular list, apply a saying: Two horse dispute, will have a hurt!

This time, who hurt? From Taobao, it is bound to lose a diversion of the entrance, however, it is reasonable now, and Sina Weibo honeymoon period, the introduction of Taobao Weibo version, Taobao sellers in the micro-Bo promotional products to achieve diversion, all this proves that Taobao is very important to the social electricity business, but the face of micro-letter, we know more profoundly, Taobao more importantly, in addition to competitors there is the socialization of traffic, Sina Weibo has become an important exploration of Taobao.

But shielding the micro-letter of this "feat" how to see people feel: micro-letter has no feeling, others do not care! Why？ When we found that Weibo was growing up, a lot of large, marketing companies, and electric dealers who operated through microblogs ... While making money, Sina Weibo, the platform side, did not seize the opportunity to micro-letter is very smart to give up the demand for marketing, after 5.0 social performance from the "hit the plane" began to soar, micro-letter has a game, have paid, have their own electric dealers and O2O closed loop, now Taobao shielding just, then Tencent may be stealing music Who knows?

Taobao launched from the early years began, social marketing to the electricity quotient of the promotion by the big guys are favored, micro-bo, micro-letter platform after the emergence of micro-electric quotient formed a new form, where users pay more attention to Word-of-mouth, younger, tasteful, interested in new things, like and pay attention to social hotspots ...

We like to analyze the characteristics of these users when they appear, no matter where your platform is built, in the days of the cat [micro-bo], or independent mall, or in micro-bo, micro-letter platform, in short, the spread of the main body on the social media, the dissemination of more labeled, can be categorized grouped, easier to pinpoint target users. Here with a case to show the electrical business in social media exploration, Ling Fox Technology Services Seagate, they are doing storage to do the hard disk business, very well-known. At the beginning of the day in the cat's flagship store to do promotional activities, through the micro-broad data Services, find the relevant target audience, through the official micro-blog to interact, and the flagship store for successful drainage, excavation of the last one months in the 8,000 of the data, analysis of 1200 of these high interest potential customers, to the high interest in the promotion of the cat flagship store, The formation of 103 orders, a single rate of 8.5%, this marketing is to start with the interest and high value of long-term interaction, it can also promote the user's two communication, to achieve positive word-of-mouth fission growth effect.

From a variety of cases, in the Micro-blog marketing interest as the starting point is very important, with the power of large data can play a micro-marketing effect. In addition to the use of micro-bo to promote the electrical business enterprises, as well as the micro-blog, micro-letter as the main source of flow of electricity, like fast schoolbag, in Sina Weibo hot, fast schoolbag also rapid growth, letters orders, a single sun, all around the characteristics of micro-Bo and create, this is the characteristics of micro-electric business. At present, micro-letter has a micro-shopping, like a mobile phone on the app mall, it can be realized directly under the purchase, there are some enterprises have stationed, this is based on the public account of an "old customer electric business platform", why say so? Generally we are through other channels, such as micro-blog, offline two-dimensional code recommended to guide the attention of the micro-signal, attention can experience shopping, this part of the people like the old customers, the brand interested or loyal fans. They have viscous, purchasing power will be stronger, this is the development of micro-electric business needs to think of an important "force", control and attract them, your electric business platform is more dynamic!

After talking about cases and viewpoints, I have some thoughts on the marketing of micro-electric business:

First, the choice of suitable platform: some products suitable for micro-BO platform recommended, some products suitable for micro-letter, each platform needs a unique preferential scheme, such a special sense of the platform is strong, the user sentiment is deep, there will be no drop of powder, flee the phenomenon.

Second, honesty is gold: the development of micro-electric business is in the social media, any user has a media attribute, good Word-of-mouth Perhaps he is not so easy to remember, but bad feelings soon triggered strong relations with the spread of danger, this is the breach of faith, the "victims" of "righteousness" support.

Third, the use of appropriate tools: Taobao has many tools for sellers to use, there are promotional, data analysis, customer service function ... In the rise of the micro-electric business also need some tools to help push, as mentioned in the case of large data mining, if only by artificial search, want to form scale or distance, so the right tool is very important, at present in micro-BO, micro-letters have a lot of tools to learn from, this is not much to repeat.

Four, need attentively: any electric dealers need attentively service only then may leave the user, the implementation of micro-electric business, the intention is also the key, such as a marketing campaign, if the marketing and marketing, the conversion rate must be not high, the poster design, promotion of copy of the scrutiny, the Diversion landing page optimization, customer service words of preparation ... This series is reflected in the details, this is the intention.

Five, gather the crowd, look for the exciting point: in the micro-electric business marketing to learn to occasion, learn to find excitement, price-sensitive, product innovation Mania Type ... Gather the target crowd, tap their excitement, and look for vertical-type Kol to boost sales.

We have been exploring the next development of the electricity quotient, although the qualitative is not a marketing tool, but strong relationship of social ability will become an important micro-electric business platform, micro-electric business road seems to be a long way to repair, in the way of searching, we can prepare first.

Author/Wei Jiadong (Afocus Fox Science and Technology Digital marketing Division deputy general manager)