First, why do you want to create a personal number?
Whether it's the operating community, the official WeChat account, or the small program mall, our purpose is to revitalize the private domain traffic pool and drive sales growth. The advantage of the small program mall is that it has a large number of traffic portals, which can be used at any time, but in terms of customer retention, it also needs the help of the community to precipitate. Community can help us to drain offline traffic to online in a short time, and smaller program malls can reach users deeply and manage them in a unified way. However, because our communication with customers in the community is one-to-many, lacking authenticity and pertinence, we actually know very little about customers. When running a community, we will also find that some people don't like to talk in the community. If this group is of no value to him, he will quit after a long time. It can be seen that the community actually has a certain life cycle. If the life cycle of the community is not effectively maintained, even high-quality groups will soon die out. Although we will also use various ways to enhance community activity when operating the community, it is not enough. At this time, if it can be operated in combination with the personal number, it can complement each other in the small program mall, community and WeChat official account, reach users more deeply, form the interconnection of private domain traffic, and further increase income.
Second, how to create a personal number
The advantage of personal number is that you can communicate with customers one-on-one and get in touch with customers in depth. If we can establish a personal number with image and temperature and naturally integrate into the circle of friends of customers, we can effectively complete customer transformation and increase sales while serving customers better.
Therefore, the operation process of personal number is: let customers know about you-let customers trust you-let customers place orders.
(A) How to let customers know about you
? 1. Personal number positioning
Before letting customers know you, the first thing to do is to establish and package your personal number. To build a personal number, the most important thing is to have a clear positioning of your personal number, and positioning is inseparable from your brand and your product. For example, if your products are mainly weight-loss and fitness products, then you can analyze the customer groups to see which groups your consumers are and what characteristics they have, so as to set your personal image and personal actions.
It should be noted that when locating the personal number, don't forget that your ultimate goal is to contact customers and build trust and even feelings with them. Customers like to deal with people, not companies or machines, so the positioning of personal number should be a service provider, not an advertising sales.
2. Personal number creation (personal packaging)
After locating personal numbers, you can create specific personal numbers, including nicknames, avatars, personalized signatures and album covers. The essence of these settings is personal packaging. What kind of personnel do you want to set up? Is it a professional fitness instructor or a postpartum mother who loses weight together? Is it a warm and caring friend or an enthusiastic consultant? Your personal data will also affect the way you communicate with customers. But the most important thing is that your personal design should conform to your store image and product characteristics.
The avatar can be a selfie, a store Logo, etc. Try to fit the personal image and conform to the product characteristics. Personalized signatures should be content that conforms to the brand image, and photo albums can show some photos about the store image, team and products.
Looking for users
After the personal number is created, you need to find the user, that is, add friends. Personal number needs to add friends constantly, and the circle of friends needs to increase constantly. At this time, you need to pay attention to two questions, one is where your customers are, and the other is how you add them or let them take the initiative to add you.
If you have customers in a wired store, you can add customers as friends through the guidance and preferential activities of the clerk. But we must find ways to continue to expand our circle of friends in the future. Adding friends can be divided into active adding and passive adding. You take the initiative to add customers is active, customers add you is passive.
Take the initiative to add words, don't let customers conflict. Passive addition can take the form of continuous welfare to let customers actively add you as friends.
(2) Let customers trust you.
After adding a good customer, the most important thing is to let the customer trust you, not to let him directly block you or delete you, so it is meaningless to add another person.
How to make customers trust you? First of all, look at your understanding of customers, enhance your friendship with customers through the operation of friends, and establish a real and solid trust relationship through the release and interaction of real friends.
We need to change our customers from strangers with only contact information into friends in a circle of friends through our own interaction and operation. Shallow friendship is the favorable comments of friends circle, middle friendship is the simple exchange of words and group chat, deep friendship is the interaction of voice, video and friends circle, and deep friendship is the transaction and high repurchase. At this time, the customer has completely trusted you and he is willing to buy goods and services from you.
The promotion of friendship is based on our friendship operation. You need to know your customers and interact with them and serve them properly.
We can make friends' notes according to customers' consumption frequency and level, and classify the labels of key customers, potential customers and development customers according to their purchase records. In addition, recording customers' birthdays and hobbies will help us to get closer when interacting with customers, increase our trust and help us to provide targeted services and marketing.
Finally, it is also a good way to interact with customers by using the circle of friends.
(3) Let customers place orders
The ultimate goal of personal number is to increase income on the basis of small program mall and community, and let customers place orders is the ultimate goal. After establishing a good sense of trust, you can guide customers to place orders and buy back in a way that customers do not contradict.
There are four ways to promote customer conversion:
For unfamiliar people, interaction and praise in the circle of friends is the best way to break the barrier and increase mutual understanding and interaction, so you can usually "befriend" customers in the circle of friends, grasp their personal preferences and consumption levels through the circle of friends, and use the circle of friends to find topics and similarities with customers. In this way, on the basis of understanding and communicating with customers, we can recommend products to each other with temperature, truth and intention, give customers the impression that we are giving him what he needs, and it is easier to promote customer conversion. In addition, setting up new course benefits and price reduction benefits is also a good way to urge customers to place orders. You can also use the "bitter plan" plus private red envelopes to guide customers to place orders.
It should be noted that no matter what method is adopted, it should be moderate, and customers should not contradict it, otherwise customers will easily delete you, and then the personal number will be meaningless.
To promote customer conversion and repurchase, we can also adopt the following methods:
Make use of the advantage of personal number to pay a return visit after sale, ask about customer satisfaction and guide customers to use products. For example, when buying clothes, we can provide customers with matching suggestions, washing and drying methods of clothes and so on. If it is a household product, it can provide customers with some matters that should be paid attention to at ordinary times, how to maintain it and so on. During the return visit, you can also recommend related products. When there is a discount on the product, you can also inform the customer in time that there is a product with higher cost performance. If the customer doesn't need it, you can ask if anyone needs it. In addition, holidays, store activity days and customers' birthdays can all be reasons to attract customers to buy again. You can tell the customer that a product he bought before is engaged in activities this day, and then the price will increase to attract customers to place orders again.
To sum up, the personal number can help us reach users deeply and sell to customers in a targeted way, which will undoubtedly greatly increase the customer purchase rate. Accurately locating personal number and maintaining personal files are the premise of personal number operation. The next step is to become a good friend of customers and take the opportunity to promote and transform customers. In the process of communicating with customers, you can also take the opportunity to guide customers to the community and small program malls, so that they have the habit of visiting the mall regularly, further increasing customer stickiness.
This is the operational precautions in this issue. If you are not sure, you can still go to official website (/) or Wei Meng University, the official account of WeChat, to watch the video directly. Continue to share my study notes next time. See you next time.