In the process of mobile e-commerce training and communication with bosses in various industries, the author often hears friends who have many confusions about online marketing and raises the following series of questions, such as
How can I promote it to increase more sales? fan? How to improve micro-marketing conversion rate?
Other people’s official Weibo is so prosperous, why is ours so depressed and deserted?
There are so many successful cases of WeChat marketing, why can’t I promote it on WeChat without any effect?
There are many fans and participating activities, but there are so few users. Why can’t you see the marketing effect?
After so many doubts, many people may come to some simple conclusions
We don’t want to spend time promoting on Weibo or WeChat and give up if it has no effect
We don’t have professional people to do it Even hiring a so-called professional team can be a mess
It is undeniable that under different types of platform functions and ecological environments, Weibo, WeChat, Yixin, etc. have gathered a large number of users, and many cases have been born and derived. Many promotion laws, fan acquisition methods and marketing strategies. In the author's opinion, if you just follow the techniques published in training or on the Internet, you will not be able to grasp the core and essence, and you will not be able to draw inferences from one example or even draw conclusions based on the experience of the industry in which the company is located. It is not easy to achieve results.
Whether online or offline, positioning target customers, establishing contact points, and building channels are just the basic work of customer marketing. In reality, many companies regard it as everything and take it for granted that as long as they release some information, it will definitely be effective. Otherwise, not worth it. In fact, this is not the case. It’s just that everyone thinks too simply. There is no tried and tested marketing that requires us to constantly revise, optimize and improve in actual combat.
Content marketing is an art of speaking. If a company only knows how to talk and justify itself in the promotion process, and does not care about the user's feelings, it will be like a talking mute. On social platforms or online platforms, users have become accustomed to blocking hard advertisements, and soft articles with a strong commercial flavor are also becoming more and more easily recognized by everyone. Promotion that goes its own way can only make a statement at best. If a company simply pursues exposure, people, money, There will definitely be a huge waste of resources such as materials and team morale. If the user cannot understand your original intention and can truly experience your emotional voice and scene rendering, it will be extremely difficult to continue to activate the heartstrings of the user's identification.
I don’t know whether it is due to being influenced by traditional marketing for too long or being too poisoned by some micro-marketing training. Many businesses know where to promote but often ignore the refinement of promotion content. Take WeChat Moments as an example. The social space that was originally used for sharing life, interests, experiences and free communication among friends has now become a garbage dump flooded with advertisements. All kinds of naked product information and price reduction promotions are blatantly poured into friends' mobile phones. No one on the Internet wants to be harassed by hard ads every day. It’s really annoying. Just turn off the permissions and don’t want to see your information in the circle of friends anymore. It’s really sad. Don’t do to others what you don’t want others to do to you. I would like to advise some friends not to lose valuable opportunities to communicate with users in the future because of temporary rudeness, otherwise it will really be worth the loss.
From the perspective of "Customer Energetics", WeChat, Weibo, Yixin, Momo, etc. are only carriers and channels for communication between enterprises and users. Platforms cannot automatically help enterprises solve their own marketing problems. So don't be superstitious or obsessed with wishful thinking. Regardless of whether it is a physical business, traditional e-commerce or mobile e-commerce, the final key is how the company expresses it to your customers. What specifically did you say? Whether your product or service can truly impress people's hearts and whether it can support your promise and successfully win everyone's trust.
Under the external pressure of complex noise interference and information overload, new and unique titles, pictures and texts that please users, and various events will win the attention of some users and the motivation to read in depth. They can pay attention to and better understand The app is very helpful, but it doesn’t mean that everyone will agree with you and take action to buy it.
So how can you win your real users?
1. Be sure to focus on the tone of the user
"Customer Energetics" believes that any person, object, or thing in the world has a certain amount of energy. If the things we come into contact with can make us happy, it shows the frequency of the two. Consistent and different frequencies. The fact that people divide themselves into groups reflects the power of the same frequency. It is also true that people tend to like and make choices about people or things that are on the same frequency as themselves. If a company writes soft articles, shoots videos, publishes advertisements and other marketing activities from its own perspective, it will invisibly put users on the opposite side. It is relatively difficult to arouse the positive thoughts of users, especially in the decentralized mobile Internet. It is even more difficult under the general trend of globalization.
2. Speak related to users
In fact, enterprises are restricted by limited resources. Marketing should be carried out from the inside out, from the core to the periphery, and cannot be hammered here and there. Three days of fishing and two days of drying nets. Therefore, let’s put aside the topic of users passing boring time. In a sense, everyone only pays attention to information related to themselves, is deeply involved in it, and may make relevant reactions. No one wants to waste too much time on irrelevant information. on matters.
First solve the problems directly related to users, and then use some tips to adjust the various feelings of users during their contact with us to revitalize the customer-merchant relationship.
3. Do things that are beneficial to users
Content marketing is not just about what we say but also about what we do that is beneficial to users. This is the basic element of corporate marketing. Therefore, activities such as fan interaction, membership activities, new product promotions, and various experiences should allow users to participate and truly feel the benefits of paying for you.
After experiencing the failure of past marketing activities, some friends have rejected the inherent attributes of some marketing strategies, methods, methods and means. In fact, any of the above itself is not right or wrong, good or bad. The key lies in the application of the trader. Whether factors such as content, implementation, and attractiveness can be well matched. As long as what the company does is really beneficial to users, then I firmly believe that you can win a group of customers of your own.
4. Pay attention to the real interaction of users
Each user is an energy body, which is not only reflected in consumption power but also in terms of word-of-mouth communication and community influence. Because of this, companies should cherish every user. After purchasing our products or services, the role of customers is no longer just our customers, but our friends. They should treat family members with sincerity and sincere treatment. As long as you persist, everyone will definitely receive you. No matter how stupid you are, one day you will understand your good intentions and avoid cheating or cheating because no one is a fool.
The interaction emphasized by the author is not a simple two-way or multi-party communication, but focuses on listening to the user's voice, grasping the needs and satisfying the needs. Only by truly understanding the user's preferences can it be conducive to good communication with the user in a targeted manner. Provide products or services.
Content is by no means an elective course for enterprises but a compulsory course. Marketing is the way out for enterprises. In the online world, if users don’t understand and ignore you, it will be difficult for you to be popular and it will be even harder for users to pay for it. Remember that enterprises should not be dumb people who can talk. We need to be enlightened, smart, ingenious, wonderful, true, and alive. Only by unleashing the energy we have saved can we build more loyal user groups, and the life of the enterprise will be more nourishing. .
WhatsApp
