Value information in marketing-care or harassment?

Intermediary transaction SEO diagnosis Taobao guest Cloud host technology Hall

This is an era of information explosion, and the visual inspection may continue to explode. In the past, we wait for the waiting for a meal, such as the scattered time to turn over the book, read one or two newspapers, and friends to exchange views after meeting. Now we have all kinds of debris time in the brush and the circle of friends, all kinds of share of ideas are instantly realized in the network.

There is a large amount of information lined up to want to squeeze our various time, so divided into each content of the time more and less, from the original word without leakage of serious reading, to casually sweep a random point of praise, after the real remember, there are few.

Walk on the road, all kinds of billboards and leaflets have a two-dimensional code waiting for you to sweep, micro-Bo and micro-letter attention more and more, every day to open micro-letter, hurriedly point open enterprise attentively pushed over the information, just to let the hint bubble disappear ...

This way, enterprises to convey information, only to stay in the stage of delivery, when the user in the unread information on the immediate point of deletion, even the reception is over. Read a sentence before: "Enterprise and society is the relationship between value sharing, and community, society and consumer groups to share the higher the value of the enterprise by the degree of consumer recognition is high." "Now why don't you read--because they don't have value."

What is valuable information?

Corporate promotions? A huge brand logo? Good night and endless chicken soup? no! These content so-called value, can only be called the value of the enterprise, and for the vast majority of netizens, they eat a popsicle watching mobile phone, Really don't care who played 80 percent and another cold greeting today.

Since the placement of the carrot and stick ads can not create the goodwill of everyone, so now there is a new word-brand care. Advertising can focus on the brand to build up visibility, but the goodwill and trust of netizens, is a slow operation process. The need for regular PR events to attract attention, but also to the day-to-day content of the "feelings" to maintain.

The value that the netizen needs, probably can divide into two kinds: 1. To solve the current demand, 2. Improve the quality of life.

Dealing with the problem of "addressing current needs" to take the first to "is a good way, at present many enterprises in micro-blog, began to actively carry out keyword search and target audience interaction, for example, you send micro-bo spit throat sore, immediately have the throat products come out and say" Hey, brother, try me how. "

On the surface, this is a kind of enterprise humanization performance, try to communicate with the more accurate crowd, compared to the previous self talk has been a good improvement. However, if the behavior is excessive, may also occur similar to learn Lei Feng Day take turns to visit the lonely grandmother of things. Care is not a show, consumers are not stupid, rather than say not to do, often really give fans a little "sweetness" to taste.

For the 2nd, improve the quality of life. Chicken Soup in the soul may be a less-than-correct form of expression, because it is too broad and not easy to achieve. It is best to provide a convenient immediate delivery of the promotion proposal, minutes can carry out the practice, everyone's enthusiasm for sharing the moment was mobilized. But similar to life tips such as topic content, a number of micro-Bo have probably racked their brains to modify countless times, immediately on the verge of poor words.

A marketing Master said good, no market research marketing is worthless. When it comes to social media operations, it is time to focus on the "social" as a foothold, focusing on the real needs of the target population, and the "value" message often begins to appear.

How does valuable information last?

The continuous push of value information, this is a business owner and micro-blog operators, and even enterprises and operators need to work together between the process. Most bosses are eager to see the effect: micro-blogging has been in operation for so long, why is it so slow to convert orders? Why don't fans contact us to get the purchase? Wait a minute, a little inattentive, it is easy to return to the wide net-type advertising distribution line.

This will result in one of the worst results is that no one is looking at the information and sending more! Using advertising to do social media is not going to work, and running micro-blogging in a way that does not work is of course not workable.

Micro-Bo platform of its own topic is very strong, enterprises in the initiative to contribute value information at the same time, can invite fans to join together to share value of the army, not only to make fans feel their own importance, but also to meet more friends, why not?

By contrast, the persistence of the value information is more difficult than the closed micro-credit public platform. These two problems are commonly encountered in our operations today:

1. Low level of interaction perception. Micro-letter fan activity is significantly lower than Weibo, mainly because the micro-letter communication line of the single decision, the fan response only the enterprise account can see, not with more netizens and their friends to share ideas, and most of the company's account return is slow and blunt.

2. Push information open rate is low. A large number of micro-letter public platforms continue to "tireless" push a variety of graphic information to the user's mobile phone, just like open e-mail, instant by all types of advertising spam stuffed, nature is not busy reading carefully.

Micro-Letter Customized keyword reply and open backend interface, you can more flexible to allow users to take the initiative to obtain all kinds of information, not passively accepted. Imagine, let a netizen in need you think of you, and do not want to see you hard to play, which feel better?

The ideal state of CRM is not skyrocketing

As soon as possible to shorten the target crowd and brand "ambiguous" time, the rapid establishment of "passionate relationship", it must be the ideal state of enterprise CRM.

Under the impetus of this kind of purpose, many netizens will certainly have this kind of encounter: once concerned about an enterprise micro-letter or micro-blog, immediately be active accosted; pay attention to work, age, Constellation blood type and even marital status; Small series request qq/mobile phone number, instantly joined to XX Exchange Group, From time to time, the group throws a gossip that fits the public's taste and then a group of people start a baffling discussion.

Does it feel like it's not in the street you just pick up the flyers and then get pulled into a strange party scene?

Focusing on you doesn't mean "crush" you. The whole process of making friends with consumers is because social media has become simpler and harder. You can easily attract TA's eyes, TA will be more easily ignore you, you can easily find him, competitors will. Let the Netizen make the final choice, the grading threshold also is with the social media marketing development to become taller and higher.

Sincere care is better than false harassment. In the micro-blogging activity drops, the Kol influence reduces, the micro-letter reading rate is low the present, the enterprise needs to choose the suitable own characteristic social media strategy, the real and the fan becomes "the good friend".