Article introduction WeChat marketing first needs to acquire users, secondly needs to achieve user stickiness and finally achieve business goals. I won’t go into details about the first two points when acquiring users, and the result will be a natural process. Let’s focus on stickiness. When fans reach a certain level, the most important thing is stickiness (you can also understand it as the depth of relationship with fans).
The peak number of fans increased in a single day, the peak number of interactions in a single day, and the number of fans reached in one month on the official WeChat of Guosetianxiang Paradise is considered a pretty good report card in the southwest circle. Behind the huge amount of data is that we have not completely thought through all the problems, but are constantly struggling to find the way forward around clear business purposes. The summary of sharing some thoughts and experiences in the process may not necessarily be correct for everyone's reference.
1. What is your business purpose?
We want to do WeChat!
Why do we want to do it?
Nowadays, everyone stops playing Weibo and goes to WeChat!< br/> What does your company need most?
Well, word of mouth and reputation.
Oh, WeChat is too private and lacks the ability to spread. If it can’t gain word-of-mouth, you’d better go to Weibo.
I usually encounter too many customers who are interested in WeChat and want to go in and mess around immediately. But the main premise is that the company must think clearly about its business purpose and what exactly it wants to solve. If your business purpose is simply something that WeChat can’t solve, no matter how hard it is. In our opinion, using WeChat for customer service and secondary sales is the most suitable direction.
2. The current stage of WeChat marketing is to circle users
Do you know how to do WeChat marketing? I believe .% of the answers are negative. Sometimes we are not entirely sure what approach is the most effective, but there is no doubt that no matter how we do it, without users, everything is empty talk. A few fans also specialize in operations and technology development. I believe not many companies are willing to do it.
At the same time, WeChat will definitely become more difficult to become a user like Weibo in the later stages. After all, there is an upper limit on the number of users who can follow corporate Weibo/WeChat. According to Sina's data, on average, a user will follow a company's Weibo and WeChat. This number is definitely lower and much lower. It will definitely become more and more difficult to attract users in the future. Business owners who can capture users at this stage are already winners.
3. Two ways to attract users: own users and Weibo users
The starting point of WeChat is much higher than that of Weibo. One of its manifestations is that it is more difficult to acquire users than Weibo. It is much more difficult for many small businesses to solve user problems. There are currently two mainstream ways to acquire users
and converting own users
Some companies with their own brand influence and customer base have natural advantages. As long as they use their stores, orders and other resources reasonably, they can It can convert existing users to WeChat. For example, Liaoji Bangbang Chicken takes advantage of its nearby stores to initiate a WeChat promotion to convert users.
Converting users from Weibo
The overlap rate between Weibo users and WeChat users is very high. At the same time, the media characteristics of Weibo give it a strong information diffusion ability, which is conducive to the rapid and explosive accumulation of users. For example, Guosetianxiang Paradise mainly uses Weibo to attract users. There are actually two types of users through Weibo: own users (fans on your own official Weibo) and stranger users (ordinary Weibo netizens). Most companies are concerned about how high the cost is to acquire unfamiliar users. According to our current experience, the minimum cost is RMB/person, but not too high. This is only possible if companies with brand awareness are extremely good in planning/execution. reached and will definitely get higher and higher in the future. It wouldn’t be surprising if any company told me that it costs dozens of dollars to acquire unknown users.
4. Three Trilogy of WeChat Operations: Users, Stickiness, and Results
WeChat marketing first needs to acquire users, then achieve user stickiness and finally achieve business goals. I won’t go into details about the first two points when acquiring users, and the result will be a natural process. Let’s focus on stickiness. When fans reach a certain level, the most important thing is stickiness (you can also understand it as the depth of relationship with fans). WeChat, like Weibo, is a social platform. Only when a good relationship is established between the official WeChat and users and a strong stickiness is formed, commercial purposes can be achieved to a greater extent. Making friends and doing business at the same time is the essence of social platforms that differentiates them from traditional media or platforms.
What is the core of WeChat’s stickiness? Content and customer service.
, content
The basic principle of content is as valuable as Weibo + brand relevance. If the content you push cannot create some kind of value (or entertainment/or benefit/or information) to users, just wait for the number of followers to drop soaring every day. If the content you push has nothing to do with the brand for a long time, not only will I wonder if you are wasting your time, but fans will also wonder if they added the wrong WeChat account.
, Customer Service
In the process of cooperating with customers, we repeatedly emphasize the importance of customer service. Seemingly simple tasks play a very important role in user stickiness but will directly affect the success or failure of WeChat. This point will be elaborated separately below.
5. Difficulties in Operation
Why is customer service so important?
Please note that I use the term customer service here instead of the term interaction. Although the essential work is the same, the term customer service is sheds more light on its importance. To understand its importance, we must first understand an important difference between WeChat and Weibo. Weibo is a media and WeChat is a communication tool.
Weibo is a media with a one-to-many model, so after you post a message, the user may just make a casual comment and participate below, even if the official Weibo does not respond to him, he will not think there is any problem. WeChat is a communication tool in a one-to-one mode. When he sends you a message, it must have a question or a willingness to communicate. He will expect your reply if you ignore it.
He is bound to arouse the dissatisfaction of the other party (a message on WeChat is equivalent to a private message on Weibo). In other words, there are differences between comments and private message functions in Weibo. You don’t have to reply to comments, but you have to reply to private messages. WeChat only has a private message function, so you have to reply to them all. Once you don't respond to the other party in time, it may cause a crisis in the relationship between you.
, Why is it difficult
The main reason is that the difference in the mechanism between WeChat and Weibo in terms of information volume causes WeChat's customer service volume to be naturally larger than Weibo's, not a little bit larger but an order of magnitude larger. A typical phenomenon is that if you organize a Weibo event and some users don’t understand it, they will go back and check the comments under the event Weibo to find answers, and even users will consult each other. But if you organize a WeChat event and users don’t understand it, I can only ask you for advice.
Especially when doing activities, the amount of information will make the customer service staff completely unable to handle it. For example, the amount of interactive information in Guosetianxiang Paradise exceeds 10,000 per month and day. The massive data in the background is completely explosive, and some users’ inquiries are basically submerged in the information torrent and cannot be processed. There was a little hiccup that day due to some technical problems. Within minutes, a fan received an incorrect system reply. In a hurry, six or seven people were arranged to respond urgently, and then two dedicated people worked together to send a message to this person (the WeChat system can accommodate up to 10,000 people. The total amount of information on that day is about 10,000. If it is processed too late, this person’s information will not be found) and the consultation information from other users can only be ignored.
, How to solve it
Specialized manpower and process mechanisms are indispensable, and combined with technology development is also necessary.
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