"Micro marketing" of three disciplines eight attention to find the right tools and ways

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The recent "micro-marketing" is undoubtedly the focus of marketing, many traditional enterprises from the "micro-marketing" found a new blue sea, have opened their own micro-blog, micro-letter official account, or do their own app, hoping to use this new way to open up their own business new future. We provide the "micro-marketing" products and services for nearly 500 enterprises, and also settle down some of the experience, is to share with you.

Discipline one: no superstitious tools

Two years ago, we did a pull-wind network, pull wind network can quickly help enterprises generate app, at that time, a net of Tudou asked: "The original WAP is very popular, now low tide; app is very popular now, but there will be a ebb day, what do you do at that time?" My answer was very clear: "WAP or app, is not what the enterprise really needs, the enterprise needs is how to achieve his business goals, rather than these tools, there will always be eliminated and iterative, our goal is to use the latest tools to help enterprises achieve goals.

So when you decide to use Weibo, Twitter, and apps, don't think of them as your goal, they're just a tool. There are nearly 2000 apps on our web, but 80% are now zombie apps, and companies that see apps and want to have an app to app for apps are definitely not going to work.

We can understand this: your goal is from Zhongguancun to Tiananmen Square, you can walk, or take the bus, now, someone told you, out of a car, you can make you faster and more comfortable to reach Tiananmen Square. So you went to buy a car, however, when you buy it back, you will find that the car is not enough, you need a driver to help you drive, or you will hit the tree, you need a guide to help you lead the way, or you would drive to Beijing West station. Micro bo, micro-letter, app is that car, you are not simply bought back, but to learn to use, through the correct use, to achieve their own goals.

Another way of understanding, your goal is to eat your belly full, before, you are using chopsticks, and, in the market for many years to fight, acquired a stunt, can use chopsticks clip tofu. This time, someone told you, the industry upgraded, before everyone with chopsticks, now switch to knives and forks, with knives and forks not only can quickly and fiercely eat full belly, but also can bubble to the girl. So you give up your skills in the traditional industry, switch to knife and fork. At this time, you will face two huge costs, one is the opportunity cost, you have to give up chopsticks, and to use knives and forks; the second is the cost of learning, the original chopsticks you are very good at, now to learn a new knife and fork. In fact, you should combine their ability to make judgments, whether it is with chopsticks, or with knives and forks, or on the basis of good chopsticks, how to use a good knife and fork. You need to be very clear about what your purpose is, and then decide what tools to use and how to use them.

Discipline II: Don't be superstitious

"A dream of Red mansions" there is such a joke: Lin Daiyu taught Incense Ling poetry, Lu you to show her poetry, fragrant Ling looked after, greatly praised: literary talent is how to fly, vocabulary is how gorgeous, the mood is how far-reaching! Dai-Yu listened, hurriedly patted the fragrant ling: "Don't fall into his pattern, once you are trapped, You'll never learn. "

Now on the internet are praised which company's micro-blog, micro-letter, app do well, Durex Stan Buck has become a classic. In fact, these companies do well, and you do not have a problem, you can not learn. They are LU you, do not do incense ling, do not enter into their pattern, you really do not learn. Different industries, different users, different consumer psychology, you have to make your own pattern.

Discipline Three: no superstitious experts

Recently encountered a number of so-called "micro-marketing experts" to contact micro-letter Weibo one months, their own just will play, lectures around, spread "micro-marketing", really is very funny. In fact, micro-marketing, is composed of two levels, one is marketing, the second is technology, marketing for the soul, technology for the body. Some "experts" teaching, is to tell you how in the micro-letter official backstage to do an automatic reply, how to greet strangers, and then packaging out a "micro-marketing 18 palm" concept, not negotiable.

"Micro-marketing" is just out of the concept, the concept of new to you with Sogou input method has no thesaurus, the so-called experts, the most is that he walked half a step ahead of you. The experts you can trust must have three elements, one is the marketing background, has done many years of marketing work, the essence of micro-marketing, or marketing, rather than other; the second is to understand mobile interconnection, not only to understand the micro-letter microblogging app such products, but also to understand the entire industry's history, development and trends; The third is to understand your industry's history, development and trends. In order to give you real help.

Attention One: attentively

Anything, especially marketing, must be the intention to make, rather than simply relying on a few tools, can be completed. We have a customer in a café, not just micro-blogging app, and even the MO, meet such products are all used, in the MO inside meticulous operation, each picture is carefully prepared, designed the café environment, service photos, but also specifically lost a very Meng British short hair cat photos up, Sure enough to attract a lot of Meimei's attention, and then through the MO Guide to Micro Bo, and then through the micro-blog to guide the physical store. In the micro-letter, not open the official account, but opened a few micro-letter group, so that members of the group to organize their own activities, their exchanges, the final landing, or into the physical store to activities. This kind of thing, also is not which company or marketing company can do, must be the result of their own intentions.

Notice two: The drop produces concern

Mobile interconnection is always considered a high-tech, so millet mobile phone opened micro-BO micro-letter is not strange, and must be opened, but, if the stall vendors and sell breakfast stall open a micro-marketing, there is a gap, this gap, often will produce a huge spread of power, thus transforming into attention, and attention, and directly led to consumption. Last year, Wuhan, a fruit selling the opening of the Micro-blog @ Wuhan C good fruit Shop-wei, a hot, rapid spread, a variety of media follow-up reports, business has been a huge development, a few months opened three stores. This year, continue to sell on Weibo, fried prawns, another fire. In fact, the boss is very accurate, micro-BO micro-letter is a tool, what makes money, what to sell!

The big successes on Weibo are the pancakes, we can not imagine a sale of pancakes how to play Micro Bo, the drop is concerned about selling fruit pancakes @ Huang Taigi Traditional food to do, not only the perennial line, and even become the same kind of competition between enterprises, will go to who purchased the Emperor auspicious home of the number of fruit pancakes more. Of course, if the Emperor auspicious is Gaofu, that @ Hua Conan three egg-filling cake is a short and poor play, Uncle Cake is a good faith plus a little humor, because the sale of biscuits to do micro-bo marketing and popular, in the university students to talk about the back, more become they queued to buy goods.

Note Three: Speak English, grounding gas

Micro-Bo Micro-letter, if the crown "official", is a typical self-centered consciousness, oneself think oneself official, but an official, away from the customer.

From the content, not only need not bureaucratic, do not say weather forecast and so on, more timely reply, even if necessary, but also to say some emotional words, let the audience think he faced, is a feeling of flesh and blood of the object, so that better communication, from business, to be friends. @ Men's socks are losing their "integrity", and customers to make friends, and constantly expand the size of business.

Of course, some people will say, we are the official microblogging, can not say some random words, how to do? We are also faced with such problems when we are doing the official microblog of Project hope in a province. Leaders do not let this microblog too casual, so, we are virtual out of an account, with this account with the official account flirt, the official is very serious, but occasionally forwarding the virtual account of the flirting, also appear quite interesting, get a lot of forwarding and comments, good attracted fans and expanded the publicity.

Note Four: Use the excitation point to guide the function

In the design of new microblogging and app, we can easily express the function, such as the restaurant, can order food is the basic function, if you have a little comment on the interaction, OK. However, this is far from enough, the user is not a function, but a point of excitement.

We go to travel, a beautiful hotel clean, this is a scenic spot essential function, but really can attract us to come over, must be his excitement point. Most of the country's scenic spots, are not to regret, went to regret, because the function is similar. However, if we talk about Lijiang, we will be bright eyes, because he not only has the basic function of tourism, more importantly, he has the excitement: "Sexual encounters."

When we do the app for a cake shop, we grab a little bit of excitement. Cake Shop is actually a very homogeneous competition industry, cakes in taste, price, and even shop decoration, are very homogeneous. So consumers in the choice of time, is often the principle of convenience: which cake shop near, or by the way, to buy a home. The basic function of the cake is the taste is good, can eat full, but, he has an exciting point, is "party". Buy cake, must be for a party, no one bought cake back, will all the people away, their own a person silently eat cake (that much lonely life ah), and must be with their friends, family or classmates to eat together. We've designed a marketing campaign, all use mobile phone to order, reach more than 200 yuan, we arrange a little sister in bikini, will send cake to the designated bar or KTV, (of course, for the request to the home or hotel such customers, obviously can not do it). As a result, it is conceivable that the first thing customers receive the cake, is to take out their mobile phone photos, and then posted to their micro-blog micro-letter, to help the cake shop for free publicity.

Note Five: First do the content, then do the spread

Some of our customers, heard that micro-Bo micro-letter app useful, blood boiling, immediately founded, and then do an activity, seek large v forwarding, or to find their friends forward. In fact, this approach is very unsuccessful, forwarding the harvest can not be any valuable meaningful return. So in doing "micro marketing", we must pay attention to first, do the content, and then do the dissemination.

Here, there are two aspects of the meaning, one is the entire micro-BO or micro-letter historical content. Users are directed to your microblog by Big V or friends, and if you find that your microblog is advertised, and no nutrition, he will scold a sound, quickly put you off, so you have to pay more attention to the construction of their own micro-blogging content, to have planning, there are steps, we in the design of micro-blog for customers, we must be analysis of his customers, What his clients want to see, we create this atmosphere in advance, enrich the content, and then do the promotion, so as to achieve the desired effect.

The second meaning is the originality of the copy. We have a client who sells Lee jeans on Taobao. March 20, want to do a promotional activity, so, wrote a paragraph of copy: "Lee Brand Jeans limited time promotion, counter price 799, current 299, only three days, advance please clap ..." and then leave an Taobao address. Our analysis of this copy, there is not much transformation of the guidance, purely by price induction, very no design. So, on this basis, we did a new copy design: "There are 10 days, is Leslie Cheung 10 anniversary of the death, his brother was not only fenghuajuedai, and taste extraordinary, his favorite jeans, is Lee, and the favorite style, is this paragraph ..." or that Taobao link, but, Through backstage monitoring, we found that into the store conversion rate as high as 80%, purchase conversion rate as high as 40%, the same activities, different copy, the same promotion, will achieve different results.

Note Six: Do "micro marketing" whole case or case

Some people will obsess over whether to use microblogs, micro-letters, apps, or just one. We think that depends on the industry you belong to and customer procurement habits to decide. We have a luxury customers, at first only with Micro Bo, merchandise to Weibo on one, and then customer service waiting to do a consultation response, and then guide to Taobao shop to buy. But soon, the competitor also found his microblog and letters with the commentator: "The LV bag he sold you is expensive, and I can sell it to you at 80 percent on his price." "To rob the client, not to say, but also make a bad reputation." At first annoyed, simply turned off the comment and forwarding function, all letters. Later, opened the micro-letter, will be consulted from micro-blog on the introduction of micro-letter, business continues to hot up, now one months of sales, has reached millions.

We have customers, only micro-mail, because he has a strong offline ability, can directly import customers. Some customers, micro-blog Micro-letter app have, with microblogging to do marketing, micro-mail to do services, app do exciting points. Therefore, the answer is different, you should be based on their own characteristics to make a choice.

Note Seven: do micro-marketing themselves, or to the professional firms to do

First of all, we think that users do it by themselves, is the best choice. Since micro-blogging app is just a tool, mastering the tool, it is best to operate on its own. Like driving, you know where you want to go, so the steering wheel is best in your own hands.

But, in this, the key is to master tools, how to use good tools, how to play the role of the tool more, or need professional support of the team. Therefore, we also suggest that in their own energy is not enough, or the understanding of the tool is not enough, the form of small companies outside the package, large companies outside the form of consultants, and professional micro-marketing companies to work together to do a good job of micro-marketing enterprises, to achieve the incremental development of enterprises.

Note Eight: What I said earlier is wrong

(First, please forgive me to copy Zhangxiaolong, this sentence is he first said) enterprises to do their own micro-marketing, it must be to find their own appropriate tools and methods, there is no best products, only appropriate their own. So, please forget everything I said above. The Zen has a cloud: the month forgets to point. I pointed fingers: "You see, the Moon Is there!" You see the moon on the line, do not care, I use the index finger or the middle finger to refer to. (Author: Dr. Yu Dan Wireless CEO)