Probing into the marketing model of micro-letter

In the current era of the Internet, today's popular internet marketing model is the impact of micro-letter. See the micro-broad has built a nest micro-letter began to promote the micro-letter public number, most enterprises also began to restrain the marketing of a momentum, trying to lose the loss of micro-bo in the bitterness of a cup of credit.

Of course, the micro-letter is different from the micro-blogging model, its marketing model is similar to the mail subscription type of licensed marketing, the audience more active choice and leave the right, your marketing content slightly careless, may accumulate thousands of people a night before the suspicious away from you. Therefore, micro-credit marketing is the accumulation of thin hair, to build two degrees of Word-of-mouth transmission, but for the different nature of the micro-letter public number, its positioning also affects the quality and quantity of its fans. From the beginning there are micro-credit public number, we tried to do a batch of micro-credit marketing, at the same time, the test micro-signal for enterprise products micro-signal (FMCG), quotations, micro-signal, personal marketing training, micro-signal, after three days of testing the highest for enterprise products micro-signal listening million, the minimum for personal marketing training micro-signal more than 200. Three days without any maintenance, Enterprise No. 48 powder, Personal marketing training micro-signal out of powder no more than 5.

For three days in combat listening to all million, share about how micro-letter marketing quickly increase Real fans:

Micro-letter Brush fans are basically equivalent to a trap, because it is different from Weibo can be done to outsiders to see. For now, outsiders are temporarily unable to understand your micro-credibility. Timely is the mutual powder, for your future micro-credit marketing are meaningless, if the purpose of the mutual powder is only to get the second ladder (that is, more than 1000 certification), you can try mutual powder.

Micro-faith in the future of marketing is a delivery, different from the broad distribution of micro-blog, so micro-letter more need real fans, generate real feedback. So after registering three micro-letter public number, we carried out the initial positioning of the micro-signal audience, and then targeted the positioning of the crowd to spread two-dimensional code, and then did the following four steps, the highest results three days over million listening.

1. With micro-band letter

The use of the original product official microblogging base, update micro-blog head to increase the number of two-dimensional code to promote, and issued a new micro-credit for the promotion of the new jokes, through micro-broad-drive, for micro-signal brought the first wave of audience.

Of course, the premise is the product of the official website of the new revision, to two-dimensional code micro-letter as the mainstream visual orientation, while opening a short-term interactive activities, the use of gift products to attract the attention of the audience and participate in the scanning volume.

2. Men Shake

Micro-letters to achieve the majority of otaku dream, and therefore the birth of a shake this kind of fun to make friends mode. In order to successfully use this part of the people's curiosity and the desire to make friends, we plan the theme of beauty communication program. By shaking a wave of our curiosity to pass out, three days a total of 12,000 shakes shake friends, conversion rate at the highest time over 60%. A curiosity was directed to the micro-credit public number, and the public number, in order to retain this part of the people, launched a topic of interaction and promotional activities.

3. Women Drift

A FMCG audience is not entirely male audience, if all male audience, so the second wave of Word-of-mouth will automatically weaken, in order to make up for this missing. We plan the romantic drifting bottle activities, must be used to pass the bottle mode, such a large influence, the spread of the crowd line will be broader, but the only disadvantage is the drift bottle conversion cycle and conversion rate does not want to micro-letter shake so optimistic. Within three days, we released nearly 20,000 rafting bottles, and we noticed that our micro-signal audience increased by more than 2000 by drifting bottles.

4, no activity not marketing

If just simple hair hard wide, my micro-signal is: Yingxiaopeixun, pay attention to me! This conversion rate is basically zero. But simply with some new activities, it's not just an ad, it's more like a romantic dating event. In order to let the whole event to the story of the transmission, we will drift bottle to create a true Word Mobile station, let the audience's story to pass influence, at the same time we will give small gifts randomly. This model we are equipped with beautifully designed cards, the next nearly 10,000 bottles we ushered in nearly 5000 audience.

Three days of actual combat testing, we found that micro-credit promotion is not as difficult as the imagination, but to find the right force point. For example, we shake hands with men, through the stimulation of female romantic factors, with the drift bottle to kidnap their true words story. You stand in the audience and think about what they are playing with the micro-map, and give them something. And one of our other positioning very accurate marketing new public service training micro-signal is not optimistic, because whether it's shaking or drifting bottles, we look like a needle in a haystack looking for someone who might like marketing, and the final transformation is not even as large as our official websites and blogs.

This shows that the micro-credit positioning is critical, the propaganda channel is more critical. Your micro-letter is not his dish, directly affect whether he was originally because of your two-dimensional code to raise the phone.