Making Money With Your Phone: The Mobile Internet Marketing Revolution

Chapter 20 WeChat Marketing: The Key Position of Mobile Marketing (2)
7.3.2 Choose Service Account or Subscription Account
Of course, the choice of service account and subscription account should also be determined by the enterprise according to its own characteristics. If you do not have more services to provide through the WeChat service account, it is best not to give up the opportunity of the subscription account to push news once a day.After all, for a fickle mobile Internet user, if the service you provide is not what he urgently needs, it is conceivable that he will easily forget you who can only send him a message once a month.Moreover, the custom menu of the service account is linked to the corresponding functions, which not only requires the enterprise to devote energy to technical development, but also requires systematic planning of its supporting service functions. Then move.

Take WeChat's own official account as an example. This account is a service account, but its custom menu only provides explanatory content such as basic introduction, frequently asked questions, and contacting customer service. It does not have valuable service content. If you change it to subscribe account, you can push more valuable content such as classic cases and usage tips every day.Moreover, after entering 2014, WeChat has opened the custom menu function of the subscription account.Therefore, for many companies, subscription numbers are more maneuverable in terms of marketing.

Generally speaking, companies whose main purpose is to provide high-quality information content, share industry information, and introduce the latest products should choose a subscription account.In addition, if you want to use the WeChat public account as a publicity bridgehead to shape your brand image, then the subscription account is also the first choice.Because public accounts can often push news around brand values ​​and advocating brand concepts.However, well-known brands that generally do not need to attract attention through fresh information and other content, such as China Merchants Bank or China Southern Airlines, should be more inclined to use service accounts to relieve the pressure of manual customer service.We recommend that companies start with subscription accounts first. After all, the original intention of setting up WeChat public accounts is to deliver and share high-quality content. Therefore, first use high-quality content to guide consumers and form a good communication atmosphere and brand influence. Based on long-term accumulated customer data and communication issues, decide whether to upgrade the subscription account to a service account.

7.3.3 Try Double Number Operation and Matrix Mode

After the release of WeChat 5.0, many enterprises decided to test the dual-account operation when faced with the dilemma of service account and subscription account.Of course, since customers usually do not pay attention to two different public accounts of a brand at the same time, it is very important to differentiate their dual accounts.Otherwise, the company is likely to fall into the dilemma of "more accounts but fewer fans".

When enterprises use double accounts to operate, they generally use subscription accounts to attract new users, and use service accounts to maintain old users.Usually, users will conduct long-term screening and screening before deciding to purchase products. At this time, it is very important to use subscription numbers to draw closer relationships and cultivate trust. Make timely adjustments.As a service account to solve after-sales problems, it can use high-quality and professional services to maintain old customers who have already purchased the company's products, and push them timely information on company activities, and gradually develop them into fan-type users.

For some enterprises, only double-number operation cannot meet their needs. For example, the outdoor sports brand Camel has opened multiple WeChat public accounts, including official website, men's shoes, women's shoes, clothing, etc. This subdivided matrix layout It is determined by the marketing needs of the brand itself.

ZAKER, the most popular interactive sharing and personalized reading software in China, already has 2500 million users and a good reputation. It is the first to deploy self-media on the WeChat public platform, and cooperates with more than 120 high-quality WeChat public accounts to fully cover technology. , entertainment, gourmet food, finance, humanities and other fields, the page views (PV) of accounts such as "I live on this joke today", "Beautiful Women Gang" and "Stupid Bird Digest" have repeatedly hit new highs, and more and more users choose Read the content of the official account on ZAKER.

7.3.4 Tips for Naming Official Accounts

For a public account, in addition to major links such as marketing direction and team building, it is also very particular about details such as name, introduction, and automatic reply settings.

There are two ways to search for public accounts on WeChat, one is to search precisely through the WeChat ID, and the other is to search through the account name, which is keywords.Since the former is composed of English characters and numbers, the memory is extremely low, so the latter, that is, the Chinese name of the account, becomes the key to searching.

The naming techniques of public accounts mainly include the following points:

1. It is advisable to adopt the method of "directly calling their names" when naming relatively well-known brands, such as Tmall, Dianping.com, NBA, etc., so as not to be mistaken by users when searching.

2. Highlight the function, that is, add the content of the main service in the name, such as Autumn Leaf PPT, My Evernote, and so on.

3. Set up suspense, name it in a questioning style, and use personal questions to resonate with users, such as what can make money, what to watch tonight, and so on.

4. Unconventional, use fresh and interesting vocabulary to name, such as the past in the slot, LOHAS shop, and so on.

It should be noted that the name of the public account should not be too long or too short, or refer to too broad, so that users cannot grasp the service content in the first place.

7.4 Find new fans and retain old customers

7.4.1 How to find new fans

In the WeChat era, how to tap potential users and try to improve the loyalty of old customers is the top priority of every enterprise's WeChat marketing strategy.In the field of traditional marketing, companies generally dig out new fans by distributing leaflets, giving gifts, market research, advertising, celebrity endorsements, etc. For mobile Internet marketing, this is also worthy of reference, but companies should use it more New marketing thinking, using the characteristics of the mobile Internet to carry out related development work.

[-]. Take advantage of the huge user base of QQ

We know that a QQ user often adds multiple QQ groups, including many hobbies, such as food, cars, photography, and so on.Before the emergence of WeChat, many companies had already pinpointed their potential target customers by searching the names of QQ groups.Since WeChat can import users in batches from QQ, it has become an important means for many companies to find new fans on WeChat to attract potential customers to WeChat to follow their corporate public accounts through specific QQ groups.The specific operation steps are as follows:
1. Find the target QQ group.Don’t add random groups, search for keywords in QQ groups according to your own business characteristics, and don’t just add creative groups for sports shoes, even if the creative groups are mostly young people, there are many potential buyers.Because the QQ users in the creative group don’t like a sneaker advertisement popping up suddenly when talking about creativity—even if he has this purchase demand.Moreover, many QQ groups have group rules that prohibit random posting of advertisements that have nothing to do with the group theme.

2. Join the QQ group.When applying to join the target QQ group, you generally need to fill in the reason for joining the group. Many groups don’t like people who join the group casually. Therefore, you should read the group introduction first and think of a reason that matches it.

3. Manage QQ groups. QQ groups generally prohibit obvious advertisements, but our purpose is not to let target users buy our products directly through QQ groups, but to import them into WeChat and become our new fans.Therefore, we can publish some exquisite pictures, interesting messages, etc. related to the theme of the QQ group, and embed the QR code of the enterprise WeChat account in it.

4. Mass QQ mail. When QQ receives group emails, there will be a reminder in WeChat.Therefore, by sending mass QQ emails, users who are using WeChat can directly click on your email from the WeChat terminal. If the information in this email is useful to him, and you add the WeChat follow method at the end of the email at the right time, it will be very convenient. It is easy to develop it into your new WeChat fans.

In addition to the above points, enterprises can also make a fuss about QQ group chat, group space, group activities, etc.In short, the QQ group is not only the key focus of corporate online marketing, but also an important source of corporate WeChat fans.

[-]. Use WeChat Membership Card
I believe that everyone has at least a few membership cards in their wallets, but no one wants to see the dilemma of having all kinds of cards in their wallets, so the emergence of electronic membership cards is almost inevitable.In the mobile Internet era, one of WeChat's ambitions is to act as a bridge between merchants and customers, replacing physical membership cards with WeChat membership cards.The WeChat life membership card is a marketing measure for shopping malls. Users can obtain this card by scanning the QR code of the shopping mall and enjoy discounts from the corresponding merchants.Of course, merchants will also push some preferential information and promotional plans.

Shenzhen Coastal City launched a WeChat membership card. Users only need to scan the QR code of the mall merchants with their mobile phones, and they can immediately get an electronic membership card and enjoy corresponding discounts when purchasing.The cost of this marketing method is not high, but it is very targeted.In a short period of time, it attracted a large number of new fans.The membership card has been launched for half a year, and the reuse rate of its membership card is as high as 90%.

The WeChat membership card optimizes the customer's consumption experience with the merchant, and also shortens the interactive relationship between each other, which increases the user's consumption stickiness.Therefore, enterprises that hope to find new customers through WeChat, especially those in catering, shopping malls, supermarkets, clothing, leisure clubs and other industries, should take the promotion of corporate WeChat membership cards as an important strategic deployment.

[-]. Using forums and other means
In addition to QQ groups, Weibo groups, industry forums, and post bars with a large number of active users are also the focus of WeChat user introduction. They are all gathered together based on the same hobbies, and the marketing is more targeted.They may not be many in number, but as long as they are converted into your users, they are likely to become loyal users.

In addition to online, offline can also become your WeChat fan portal. Posters, leaflets, business cards, etc. can be attached with your WeChat public account QR code, especially for merchants with offline physical stores, must keep up with the mobile Internet According to the trend of the times, let users who have purchased your products become your WeChat fans-this can be achieved through promotions, discounts, etc.Then, through the information feedback and special offer notifications on the public account, let them recall why they bought your product, and prompt them to consider whether to buy it again.

7.4.2 How to trap old customers

It is very important to develop new customers, but retaining old customers cannot be ignored, and relatively speaking, the "cost performance" of retaining old customers is higher.According to a rough calculation, the marketing cost invested in acquiring a new customer is about 3 to 5 times the marketing cost required to retain an old customer.And providing high-quality customer service is the way to effectively maintain old customers.Loyal customers—those who won't be lost to poor service—will bring in a lot of business over the course of their lives.

Peters, author of "The Pursuit of Excellence," estimates that a regular customer in a retail store in the United States will buy $10 in merchandise over a 5-year period.Loyal customers provide 3 times return to the company, and they will take the initiative to buy again, so that the marketing cost invested by the company on them is much lower than the cost spent on attracting new customers; time-consuming; at the same time, loyal customers buy more than other customers.

With the development of society, the living standard is continuously improved.The purpose of people's shopping is not only to obtain the use value of the goods, but the requirements of customers are more diversified and higher, especially the requirements for services are becoming more and more stringent.In the case of fierce market competition and homogeneous products, service differences often determine the fate of an enterprise.If an enterprise wants to be successful, it must work hard on services to promote itself by providing customers with faster and high-quality services, so as to distinguish itself from other enterprises. Only in this way can users become loyal customers of the enterprise.

On the basis of establishing customer files according to the new customer information, the enterprise should provide the whole process of considerate service to new customers.Full service refers to a series of services from customer inquiries about product information, to decision to purchase, to product delivery, to instructions for use, to after-sales service, to new product introduction.In particular, it is necessary to make detailed records of user feedback.Although the full service requires a certain amount of energy and labor costs, due to the characteristics of the WeChat public account, as long as the design of the relevant links is done well, it is actually much less time-consuming and labor-saving than traditional offline services.

Of course, enterprises must not only provide high-quality services, but also give users a reason to actively promote the company's high-quality services.We know that the essence of WeChat customer management is to establish a rapid word-of-mouth effect, and word-of-mouth effects generally require two conditions: one is high-quality services, and the other is cases with communication characteristics.

We all know that Haidilao’s service is good. One of the most important points is that there are a large number of cases of “abnormal service” in Haidilao that have been circulated on the Internet: playing games on behalf of others, ordering takeaway from other stores, and so on.In order to catch up with the trend, there are many customers who come here to catch up with the trend. Even if they only experience the normal service, they will "show off" on social platforms such as Weibo and Moments after they come back.

(End of this chapter)