After WeChat became popular, many Tmall and Taobao sellers opened their own public accounts and started WeChat marketing. Some of these sellers are new to the WeChat public platform and some have been using WeChat for a long time. Since the situation of each seller is different, let’s briefly introduce WeChat marketing. Generally speaking, Taobao sellers who use the WeChat platform for WeChat marketing first need a public account. The characteristics of a public account are very similar to Weibo accounts, that is, they can be followed. The followed seller can push information to his fans. The information content can be text, video, picture, etc. The seller's fans can reply, and the seller can also set automatic replies according to the situation. This is the main function of the current public account.
Many small and medium-sized sellers are asking how to do WeChat marketing. According to the current situation, the author's opinion is that for small and medium-sized Taobao sellers to use WeChat, it is better to upgrade Taobao to a higher level and spread their energy to WeChat. In fact, it is neither necessary nor worth the loss. This is the same for Tmall sellers.
WeChat Marketing
There are shortcomings in QR code products
After WeChat became popular, many merchants followed suit and started WeChat marketing. The most common form of marketing is to put a QR code on the door to scan and follow the merchant account and even get prizes. But what is the actual effect of QR codes? Some Taobao store owners said that on the one hand, small QR codes are easily overlooked in the process of WeChat promotion. On the other hand, customers need several steps from seeing the QR code to scanning the QR code. Most modern people who pursue convenience have not yet scanned it. I chose to give up. For users, if they feel that too many push messages are harassing them, they will immediately unfollow them. In addition, many users will choose to scan QR codes to obtain discounts and then unfollow merchants.
The QR code marketing model shows that the vast majority of WeChat marketing at present is that customers of traditional merchants' physical businesses bring fans of public accounts rather than WeChat public accounts bringing customers. There is no clear statistics on how much growth the WeChat official account’s fan base can bring to actual customer traffic and business scale.
It is difficult to maintain WeChat fans
Judging from the current content presentation of WeChat, if you follow an account on a public platform, you will have to go through at least one click every day to browse the information. But in reality, most users' attention to public accounts will be extremely limited because users cannot handle that much content. Imagine that a user has followed several merchants on the WeChat public platform and is reminded of unread messages every day on WeChat. It is very likely that the user will choose a once-and-for-all solution and simply unfollow.
Long Wei, co-founder of Dianping.com, said that for example, if I put a WeChat QR code in Starbucks, when I use the QR code scanning function, it will automatically add my WeChat as a fan of Starbucks WeChat. Starbucks will continue to push some advertisements and discount information through its WeChat account. But would it be annoying if users received these messages every day? The communication mechanism of WeChat determines that users will not follow many public accounts like Weibo. How businesses can strike a balance between making the audience remember and making the audience not feel disgusted also makes fans on WeChat more difficult to please than fans on Weibo. Much more.
It is difficult for the number of fans to grow explosively
Generally speaking, the number of fans on WeChat is just a translation of actual users. However, in terms of current product functions, it is much more difficult for strangers to follow strangers on WeChat than on Weibo. Before people follow a Weibo account, they will read through two pages of its previous content to see if it suits their taste. If it appeals to their taste, they will follow it, otherwise they will ignore it (./). However, as soon as WeChat is followed, it is a simple greeting. The previous content cannot be queried, that is, it is difficult to know whether WeChat's taste is consistent. Furthermore, WeChat is a social platform for acquaintances. When selecting public accounts, familiar accounts are also selected. Assuming you have never heard of Starbucks, no matter how hard you try to induce your attention, it will be useless unless you use some small gifts to attract some people, but such fans are of average value.
Customer service on WeChat is easier said than done
What about the operation of the customer service platform? Some sellers believe that they can transfer their customers from Taobao to WeChat public accounts for customer maintenance. It sounds good and there is a way out. Many merchants believe that the cost of doing WeChat marketing is very low. In fact, most small and medium-sized sellers should understand that it is very difficult to provide good customer service beyond pre-sales consultation and after-sales service. To ensure WeChat customer service is in place, it may require more manpower and financial investment than customer service calls. Merchants who want to do customer service work on WeChat to reply to users will inevitably have to reply to every message. If they delay and ignore the reply because there is no time to process it, it will inevitably cause great dissatisfaction among customers.
Of course, you can try to use the automatic reply function of the WeChat public platform. However, the current custom replies that come with WeChat have an upper limit. Most of the automatic replies are irrelevant to the question and cannot replace manual replies at all. When fans need to complain or give feedback, most WeChat public accounts cannot play the role of customer service platforms like Aliwangwang or Weibo private messages. Considering the input-output ratio, WeChat is not much better than the customer service phone number, Weibo, and Aliwangwang.
In summary, opening a WeChat public account for small and medium-sized Taobao sellers is equivalent to opening more Taobao stores. If you don’t have the energy to do so many, it is better not to open one. If Taobao small and medium-sized sellers want to get high-income returns based on the illusion of low-cost investment, according to the author's experience, such merchants are more likely to lie down than fly.
WhatsApp
