Wechat is a bonus for ordinary people. Many people, until now, just use WeChat as a chat tool and play games, which is actually a waste of resources. Wechat can be used not only to communicate with friends and play games, but also to work, build trust and market. So, today I will share with you how to use WeChat for marketing, which will analyze in detail the five taboos and 10 tips of using WeChat for marketing.
I. 5 taboos
1.？ Complain.
We often see such people complaining in the WeChat circle of friends: it's annoying to go to work, lucky to make money, stupid students, tired with children and so on. Anyway, we just regard WeChat's circle of friends as a trash can and complain endlessly. Then all his friends couldn't bear it, and finally they could only block it.
No one likes negative energy. Even if you really encounter something bad, laugh at yourself and say it happily. Remember: always making people feel rich is one of the ways for you to move from strong to strong.
2. mass advertising.
This is the most impolite and insincere behavior in the WeChat world, and the probability of success is extremely low. Because no one wants their lives to be disturbed, they still use such a tough way! Therefore, you can usually check the address book after sending advertisements in groups, because many people have blacked you out.
3. The circle of friends is hard and wide.
This kind of behavior is also very disgusting. Many people send 10 products one after another, occupying your whole circle of friends. This will only lead to others blocking your circle of friends. If you want to advertise, I hope you can pay more attention to writing something that is easy to accept and can touch people's hearts, and don't use violence to brush the screen. It is difficult to sell products in this way.
4. Forward some mindless articles in the circle of friends.
Things like "If you are from China, turn around", "This child is too poor, help him", "Don't turn the whole family to death" and "Ten XX's that China people must know" will make people feel that you are a person who has no independent thinking ability, and you will feel very humble. When others see it, they don't want to have any intersection with you at all. How to build trust with WeChat in the future?
5. Don't do to others what you don't want them to do to you.
There is an old saying in China: Don't do to others what you don't want them to do to you. In fact, none of this sentence is true, that is, don't do to others what you don't want them to do to you. What we like, others may not like, because it has nothing to do with others. For example, we often see in the circle of friends: some people send out some Korean ouba, beautiful women and various combinations all day, and then have an spoony meal; Some people like to send their own pets, cats and dogs, and then take all kinds of photos; Some people like to bask in the baby and open a circle of friends. 10 has 9 photos of your children.
Here, I must make it clear that if you are not a businessman, you don't need to use WeChat to manage your image. Your wechat is purely a personal item, so you can send anything; But if you want to use WeChat for marketing, you should try to avoid this situation. Just post something you like occasionally. Don't use these things to screen all day, because others will be disgusted and will do whatever they want. Don't do this to others.
Two. 10 prompt
1.？ Focus on promoting your personal number.
Many people ask me, Mr. Blue Ocean, do you want to use WeChat as an official account or personal number for marketing now? Tell you: Last time I went to Changsha for a meeting, the editor-in-chief of Tencent said that China had 80 million official WeChat accounts, which means that unless you are particularly talented, it is particularly difficult for you to make an official WeChat account. At present, the official WeChat account is not only flooded, but also the opening rate is extremely low, so now, making a personal number is your best choice.
Personal number is more valuable than WeChat official account, because it has personalized endorsement and can interact at any time. Not only individuals can use it, but also enterprises can use it. If you feel that you have more fans and are afraid that the number of personal numbers is limited, you can open more numbers and copy your avatar and circle of friends. You can synchronize multiple numbers every time you send a circle of friends.
2.？ Accept you first, then accept your product.
Many people think that marketing with WeChat means selling products. Send product pictures on the screen every day, and find fewer and fewer people in the address book. Imagine what you would do if you saw someone else swiping the screen. First dislike, then block, and finally blacken, right? If you don't like to compare other people's hearts with your own, of course others will hate it.
The correct way is: let people accept you first, and then accept your products. Wechat is different from Weibo. Weibo is a weak connection, and WeChat is a strong connection. Since others make friends with you, whether you know you in real life or online, it is because people who recognize you want to be friends with you. So you should share your personal experience and life sentiment in the circle of friends. These things should be interesting, inspiring, useful and touching. You should build your personal brand and charm through your circle of friends. The more attractive you are, the easier it is to cultivate others' goodwill towards you and the easier it is to do marketing.
3.？ Pay attention to your WeChat avatar.
I see many people like to use cartoon characters, landscapes or their pets as their avatars. To tell the truth, this is ineffective from the marketing point of view. For example, I have a friend named Benny, who uses his poodle as a WeChat avatar. As a result, every time I see a poodle in the street, I want to call it "Benny"!
The best WeChat avatar is actually your real photo. Using your real photos will give people a sense of reality and facilitate others to associate your avatar with reality. You can choose handsome and beautiful photos, literary and artistic photos, and travel photos. Anyway, you should be taller. Remember not to be sloppy.
Let's be clear: WeChat avatar is your first impression and the first carrier of your marketing. It represents your taste, your value and even your position. If used well, it can effectively reduce your social cost. Therefore, everyone must pay attention to the choice of WeChat avatar.
4.？ Position yourself.
After setting the avatar, next, you need to position yourself. In short, who are you? What are you doing? What is your product? What's your key word? You list them all, this is your positioning, and then you constantly use the content in your circle of friends to strengthen this positioning.
Some people may ask, Mr. Blue Ocean, how do you know if something should be sent to a circle of friends? The answer is: think about it, after you sent this story, did you strengthen others' positioning for you? If you can strengthen the positioning of others, you can send it to a circle of friends; On the contrary, if it disturbs or weakens this positioning, it is best not to send it.
For example, I see some people's circle of friends, just like a hodgepodge. In the morning, I complained that the bus was crowded; At noon, I complained about the poor food in the company; At night, I said there was a traffic jam after work; Send some photos of going out to play with friends on holidays; On weekdays, I forwarded the gossip and health articles in the official WeChat account. In short, it's a mess. People don't know what you did when they read it! I still know very little about the products you sell, and I still have no trust in you, which completely disrupts the positioning of others for you and the products you sell. Everyone must pay attention to this.
5.？ Establish your own expert image.
If you are not a star, or Bai, and you want others to pay attention to you, what should you do? The answer is: make yourself an expert in a certain field. Because people generally believe the opinions of experts, no matter what products you sell, you should try your best to establish your own image as an expert. What field are you selling? You should study hard and then try to become an expert in this field.
For example, if you sell cosmetics, you should strive to become a skin care expert, and you can quickly and accurately analyze various skin problems when facing new customers. When you sell wealth management products, you should make yourself an expert in wealth management and have an understanding of the macro-economy and micro-economy of the country. When you sell health products, you should make yourself a health expert, be very familiar with all kinds of sub-health problems of modern people, and know the lifestyle of modern white-collar workers like the back of your hand.
Once consumers position you as an expert in a certain field, you are talking about industry standards. You are not selling products, but publishing authoritative opinions, and consumers will be more willing to accept your products.
6.？ Don't be hard, be soft.
Many people try their best to advertise in the circle of friends by adding other people's WeChat, forcing others to see your products. When consumers see it, their first reaction is disgust, and their second reaction is to delete you. Advertising is not to say that you can't send it at all, but to send it skillfully.
For example, you can post some personal experience after using the product. What product did I use, what was the effect of this product, what was the effect, what problems were solved, etc. This is the product experience. Some people will leave contact information and buy websites directly on the copy, which will actually give people the feeling of advertising. The solution is: after writing the product experience, write down the purchase method in the form of comments. For example, someone asks where this product was bought, and the website is.
I once saw a soft article sent by an English trainer in a circle of friends. He said: Our children used to recite English words, but they couldn't recite 10 words a day. This time they took part in an English training class. 10 days passed, and now they can recite more than 100 words a day. In fact, nothing in life is impossible, as long as you have confidence in yourself and find a good way.
Then many people commented on the post and asked for the contact information of this training class. At this time, he naturally told everyone the telephone number of the English teacher in the form of the following comments.
7.？ Learn to tell stories.
Psychologists have long proved that the human brain is a story receiver. The story is legendary, dramatic and spreading. If you learn to tell a good story, you will leave a deep impression on him and cause him to sing. In particular, some stories of diaosi counterattack are the most touching.
For example, there is a single mother in England whose marriage failed. At first, she lived with her three-month-old daughter. At that time, she couldn't find a job and lived on meager unemployment benefits. She can't even pay the heating bill in winter, so she can only write in a cafe. Although writing is hard, she didn't give up because she was unwilling. She believed in her ability, and even after such hardships, she vowed to eat with her own hands.
Later, she wrote a novel. She sent it to several publishing houses, and none of them was willing to publish it. Later, a small publishing house on the verge of bankruptcy ventured to publish the novel. No one expected that in a short time, her novels occupied the first place in the world. The name of this single mother is J.K. Rowling, and her novel is Harry Potter.
Every time a reporter comes to interview her, she will tell her story and then say, "In the process of growing up, it is inevitable to encounter all kinds of pains. This is a process to go through. They are all basic elements of growth. Growth is the greatest reward in life and it is worth a try. " Then everyone remembered the story.
This tells us that promoting by telling stories can firmly grasp the hearts of consumers and is one of the most effective marketing methods. So, you must learn to tell a story that belongs to you. It is best to be legendary, inspirational and positive. The better your story is told, the easier it will be accepted by consumers.
8.？ The content is highly repetitive and the form is innovative.
Everyone must have heard the advertisements of the following brands: no gifts for the New Year this year, only melatonin; Hengyuanxiang, sheep; Afraid of getting angry, drinking Wang Laoji, etc. These brands have left a deep impression on consumers through their repetition in traditional media. But in the era of mobile Internet, consumers have the initiative. If they are not satisfied with you, they can pull you down at any time. Therefore, it needs clever repetition, that is, continuous innovation in form.
9.？ Fans should be precise
Many people know that WeChat marketing needs fans, and then many people send red envelopes for others to add themselves. As everyone knows, all the fans you add are invalid fans, and even you don't know what these fans are for. This way of adding powder, which only asks for quantity but not quality, is actually half the effort and even futile. Wechat marketing really needs a large number of fans as the foundation, but more importantly, it is accurate. You need to make a portrait of the consumer according to the category of the consumer, and know what kind of fans you want.
For example, if you are a skin care product, your target users should be women. Then, you should add some mothers from all over the country, beauty and fitness groups, weight loss groups and so on. In short, wherever your consumers are, you will go.
I know a strong woman in Shenzhen. She made 30 million sales with WeChat for half a year, but there are only 500 people in her WeChat address book. She is an Australian investment and immigration agent. She will take tens of thousands of dollars to participate in offline training courses, and then add all the bosses to her WeChat during class. She usually sends friends to shoot villas, sunshine and scenery in Australia, and often leaves messages and interacts with those bosses on WeChat when she is free. After getting familiar with it, she thinks it is possible to make a deal, and she will invite them to visit Australia. In this way, she closed the deal in less than half a year. So fans are expensive, not expensive, that's the truth.
10. Perseverance can lead to success
Some people compare the marketing on Taobao Tmall to fishing. Whenever you go, you can always catch some. Then using WeChat for marketing is more like raising fish. You can't see the effect in a short time. You must be patient. Some people are motivated at first after joining others, but after a week or a month, they feel depressed and want to give up. Everyone should understand that building trust requires a process and cannot be too eager for quick success. It takes time and bit by bit to build trust, and short-sighted people can't achieve great things at any historical stage. Any quantitative change to qualitative change requires a process.
When we use WeChat for marketing, we must persevere. Be sure to send a few high-quality friends circle every day. We may not see the effect in a short time, but as long as you keep doing it, you will gradually accumulate, thus building others' trust in you. In fact, success is very simple, that is, the smartest person will do the stupidest thing, and over time, he will naturally gain something.
Let's talk so much first. If you think it is good, you can like it. If you like 100, I will update it. You can also click on my avatar to follow me. I am Mr. Lan Hai, a columnist of Sales and Marketing magazine. I hope my answer will be helpful to you.