Reflections on 4 Common problems in micro-credit marketing

Author: @ Yan Tao San Shou

"Write in front" this thinking is a fan friend consulted me a few questions sorted out, mainly about micro marketing so hot case of enterprise individual how to avoid the following, how rational thinking. Talk about how to use micro-letters and how to take part in marketing training courses. Perhaps there are problems you are grappling with, may wish to see.

1, micro-marketing is very hot, corporate individuals follow suit, how to let the enterprise personal rational to use it?

First nagging a few digression, have to admit that there are some people (enterprises) based on commercial interests have been excessive hype of micro-Bo marketing, and now someone has also succeeded in the set of experience in micro-credit marketing, they exaggerate, deified cases even deliberately misleading some enterprises, Such unscrupulous people take advantage of traditional SMEs ' lack of awareness of new marketing to gain their short-term benefits.

Again, companies and individuals who are involved in micro marketing for two reasons, want to try this new way of marketing for business/personal benefit, and second, keep up with the trend. This means that everyone is willing to accept new things to learn, this is a good thing. However, we will find that very few foreign brands, internet companies/or electric commodity licensing companies to follow suit, most of the followers of the traditional enterprises, why? Because of the Internet or new marketing familiar enterprises already have objective cognition, they are rational calm, and the traditional enterprise of new media marketing awareness, lack of objective judgment, coupled with the external environment of the speculation, so anxious. There is "once missed Weibo, can not miss the micro-letter" this said. Their network marketing, new media marketing, social marketing, such as lack of in-depth understanding, and the enterprise also do not know the Internet marketing people, so the boss or the traditional marketing people head a hot to open dry.

It doesn't matter if you want to do it, but you have to have a strategy. Analysis of the status quo, appropriate to do, there is no one to do, how to do, to achieve what effect, these questions to think well? 2011, there are millions of enterprises in the micro-blog, the last basically no effect, at that time, micro-bo operating that person's monthly salary too million. This is also true of the companies I have trained. A wise follower may succeed, but a blind follower will only waste money.

Then the enterprise or the individual before doing, need to ask oneself a few questions, for reference. Are your target users in micro-blogging? (Where are the users) what are your business goals for micro-blogging? (What do you want to do, for what purpose) are you going to let who do it? (Marketing department?) Relations？ New Media Marketing department? Is there anyone in your company who can do it? (Where are the people who can do it?) Micro-BO Micro-credit Marketing how to do? (with professional operational skills/skills?) ）

Suggestion: In the face of new things to follow up, but not blindly follow up, have to figure out its value. If the enterprises themselves do not understand clearly, you can ask people to training and learning (to find a reliable and knowledgeable). Marketing is not about fashion, it's about finding the right one. Sometimes it's fast, it's not the wrong way. Micro-blogging is a tool for corporate marketing, and there are always people who don't fit in.

2. How to locate micro-letter?

How micro-letters are positioned, except for different business objectives. Tencent itself has said that micro-letters should be a service tool, not a marketing channel. Here we disassemble the Micro-trust public platform and see what's in it? In fact, there are only 2 functions in my eyes. 1 The mass of information, that is, to all the attention of the mass information, while collecting user data, the essence is a database marketing platform (and has SMS marketing SMS like), of course, it forms a variety of content, there are voice, graphics and text. 2 developer mode function extension, such as micro-letter navigation (Essence is a lightweight official website), micro-mall (essentially a mobile shop), increase user interaction mechanism (prize forwarding, turntable, scraping award).

It's personal. Some of the more distinctive features such as shaking, viewing the vicinity of people, sweeping, micro-pay, friends circle. But the circle of friends now experience more and more bad, and become a kind of micro-bo Brush screen appearance, information flooding. Facing the 5.0 version is coming out, the public account is said to limit the monthly mass one, and is divided into subscription number and media number, so as to reduce the information exposure rate. But I think it is similar to the art Dragon Travel, China Merchants Bank, Southern Airlines and other service industry enterprises can get better value, they put the micro-letter as a service user's tool, user initiative experience service, convenient and quick, such as the bank check balance, South Airlines value machine procedures. Instead those who rely on the mass of information to actively marketing the way not popular also not long. From the Customer Service tool, in fact, the use of micro-trust public platform to know, it is not convenient to serve the tool, not only the information can only save 5 days, and only in the Web version. So here, looking back on the micro-letter public platform value positioning or service-oriented, communication, interaction, micro-official website and maintenance of old customers. It spreads the value is weaker than the micro-blog, at the same time also can not like micro-blog to precipitate user Word-of-mouth, search for new users, crisis PR and so on. The personal version of micro-credit marketing is not discussed here.

Of course, it is not only through the function of the tool itself that we really understand the marketing value of micro-blogging. It also requires a differentiated understanding of the nature of social networking, which is a one-way, weakly social relationship, focusing more on the attributes of the media; the micro-letter is a two-way-focused relationship that requires mutual recognition, emphasis on communication, and strong communication and conversation properties. But in terms of marketing, both need to spread to attract new users (micro-blog), but also need dialogue and interaction to precipitate old users to increase the purchase rate two times.

3. How to combine micro-application with marketing better service enterprise? Do you still not know how to do after listening to a few marketing lessons?

All applications cannot be combined with business and fail in terms of business. But a better service for a customer needs to know what the enterprise will face when it comes to using micro-blogging, and your application solves their operational difficulties and they are willing to pay. Take Weibo, many companies want to give their fans mass letters, and I a friend just did such a mass letters software, each can give their own fans hair, but also to the designated account fan hair, then this small application of micro-blogging operation is very helpful, this also with the marketing combination, many enterprises use this tool. In addition to the micro-letter, we know that micro-trust public platform messages can only be saved for 5 days, and there are enterprises hope that through the developer model has more advanced features, then my other friend to develop a micro-trust management tools, many enterprises to grab to use. Why? Because they do micro-credit marketing in addition to mass information also need to build micro-mall, micro-website, but also to do a prize-forwarding activities, and these micro-trust public platform itself is not provided. They just catch up on the difficulties in business marketing to do business.

When it comes to micro marketing training, I've talked about it a while ago. Although I also trained hundreds of companies, there are feel good also have not like. But I would like to say that a marketing trainer in the training should have a sense of responsibility, ability, regardless of the level, at least should be objective facts to tell students what it is like, and should not be too exaggerated the myth of the misleading nature. Of course, such courses are taught, preached, and suitable for different levels of people. But I advocate that learners try to choose a course that can both speak and preach. It's hard to really remember the logic behind the operation. For example, I tell you, if you have a stone, don't mix tofu with spinach and drink less milk. Perhaps a lot of people will remember not to eat spinach and tofu, as for why not eat, do not know, a period of time after the vast majority of people as usual mixed eat, do not remember? But if I tell you, tofu and spinach can not be mixed to eat, because spinach contains a lot of oxalic acid, and tofu in the combination of calcium into insoluble precipitation-calcium oxalate, easy to form stones. I believe more people will remember this explanation and not forget it easily.

4, micro-BO micro-letter is two choose one or two do, how to use?

This is a frequently asked question, theoretically I expect companies to try to use, because marketing based on social network is the trend, and micro-Bo is the current representative of the social network, familiar with these two platforms for enterprises to do a good job of social marketing is undoubtedly beneficial. But the enterprise needs to combine its own strength and present situation to look. Ask yourself, is enterprise more suitable for microblogging marketing or micro-credit marketing? Is there a need for microblogs or micro-letters at this stage? How do you focus if you have enough resources and how to match them? The above three questions need to be answered with the enterprise itself. As to how to use, before the question has the answer.

Today happened to borrow a fan's advice, answered the above questions. For everyone's reference, micro-BO micro-letter is not a mysterious thing, but to do a good job is not a thing, the need for reasonable planning operations. But if your business wants to do this, you first need to find someone who knows how to run a micro-blogging operation, and he just needs to know how to plan, not to write, and then to help companies recruit (with a strong will). If your business does not have such leader, the team is weaker, suggest to study outside or ask a consultant (coaching team to grow quickly, I think it is effective and necessary).

———————————-

Author: @ Yan Tao, social marketing believer, digital marketing research and practitioner, marketing trainer, consultant, multiple Marketing magazine, website columnist.

Question Picture: Flickr