How should merchants market and promote their brands on the WeChat public platform?

1. Replace group buying with profit-sharing marketing

There are very few successful promotion cases of public accounts so far. Durex, which is completely popular on Weibo, has invested a lot of energy in WeChat. , but again with little gain. Not long ago, Beijing Suning launched a scratch-off lottery event on WeChat that was eye-catching. The touch-screen phone provided an excellent scratch-off experience on the phone - fans can experience the real scratch-off experience by swiping the screen with their phone. , fans who won the big prize were delighted, and those who didn’t won the prize were also happy. This entertaining WeChat marketing and promotion method cleverly combines the platform advantages and functional advantages of WeChat, allowing fans to conduct product research while having fun. Marketing, and it is said that the website called "WeChat Plus" that provides Suning's WeChat lottery function has more than a dozen service modules for merchant marketing, including large carousel lottery, distribution of discounts, WeChat questionnaires, golden eggs, etc., business The development is in full swing.

Looking at it from this perspective, it not only gives rise to endless associations. First of all, we need to think about the purpose of fans following the public account. For merchants, do they want to see your brand introduction? Do you want to receive your news? Or is it like some idiot merchants who check the weather? Do you think a normal person would go to a pizza seller and ask him what the weather is like today? In fact, the motivation of fans is very simple, that is - discounts. Follow your official account and let me know if you have any offers or discounts. Based on this, can we make an assumption that if I want to go to a movie in the future, I can directly find the public account of this theater, follow it, grab a discount_or draw a lottery, get the discount, and go directly to the store to spend money? This whole action is very natural and simple, and the function can already be realized. If this is the case, then why should I buy in a group?

Therefore, the future promotion direction of WeChat is likely to be through merchants distributing discounts and membership cards, or playing games such as scratch cards to give profits to fans and attract fans to the store for consumption. of. And if such a day comes, I have to say that the end of group buying has come.

2. The concept of micro-official website

The so-called micro-official website means that the public account becomes a micro-official website. But the form of display is much richer than now. At present, the common practice for public accounts is nothing more than reply 1, company profile. Reply 2, product information. Reply 3... The form is relatively simple, and the sense of participation is not good. The micro-official website is also a product launched by some third-party development platforms. The author believes that it has great prospects. It is linked to the WeChat account through HTML5 technical means, and fans trigger After adding relevant keywords, a very beautiful page will be displayed, which integrates company profile, product information, price, store address and other information. It is easy to operate and has a dazzling and cool interface. Fans will find it pleasing to the eye and it can be regarded as a leisure activity. method, so that it has value for merchants.

3. Intelligent customer service

After all, WeChat is a communication tool. The convenience of voice chat makes consumers more willing to consult merchants through WeChat. Therefore, WeChat’s customer service work also It will be a point for merchants to use WeChat promotion, but it is unrealistic for each merchant to arrange a full-time customer service to respond to questions raised by WeChat. Therefore, the customer service system based on artificial intelligence will have huge market space. For example, the intelligent customer service of the InterContinental Hotel in Overseas Chinese Town, which I have seen recently, can realize intelligent and anthropomorphic responses by sorting out the IA database, such as whether there is a safe in the room and what time the morning call can be made. This will undoubtedly attract the attention of fans and merchants. Has huge appeal. ?

The above promotion methods are some of the better cases that the author has found in daily use of WeChat, and they can indeed bring convenience to merchants and fans. When a model has both sides When I got it, I think this is a reliable model. Based on this, the author believes that the above directions will become the key development directions of WeChat promotion in the future.

Not knowing where to go doesn’t mean there is no way to go. I believe that everyone’s expectations for WeChat are definitely not a mirage. So at this time, what we are fighting for is our sense of smell and our vision. Whoever can grasp it first The machine is undoubtedly the first to dig the gold mine, and whether it is a merchant public account or a grassroots public account, demand is the market. As long as you grasp the demand, making money is a matter of course. Finally, I also wish that all friends who follow WeChat and hope to make a difference on the WeChat platform will have their dreams come true.