Five model templates of WeChat promotion scheme

The most common way to promote resource cooperation is the website link strategy, which uses the website traffic between partners to promote each other. The following is the network promotion work plan I brought to you. Welcome to read the reference. Let's have a look!

Wechat Promotion Scheme Model Template (1)

Opposite Chang 'an Hospital, Jianxin East Road, Jiangbei District, there is a row of food stalls across the street. Among all the shops, there is a restaurant called "fishing for dragons and stingless crucian carp", which is easily overlooked. This shop is strange. The rooftop is on the second floor and the backstreet is on the next floor, so there are 25 tables. Although the facade is small, the business in summer is enviable.

When the pavilion was first opened, Chen Xingyu also took the traditional route. After handing out leaflets to advertise cars and turning them over three or five times, the retirement fee of 65,438+10,000 yuan will bottom out. 20 12, Chen Xingyu guards this tepid little facade. "Our store is small and crowded in a bunch of food stalls, which rarely attracts attention." Chen Xingyu said that it was not until the beginning of 20 13 that he started doing business with WeChat under the guidance of his friends.

At the beginning, dozens of friends were able to make a "wonderful" dish for three months. "In April last year, an old customer suddenly wanted to eat tomato-flavored fried loofah. I just let the chef make it. The customer is very satisfied. I'll pass wechat right away. As soon as the friend forwarded it, someone called the roll the next day. Fried towel gourd with tomato. " Chen Xingyu said that this black dish was popular in restaurants for three months, which also showed Chen Xingyu the power of WeChat. "I am not afraid of small shops, I am afraid that there will be fewer explosions." Later, Chen Xingyu let customers scan the code through discounts, pay attention to it when entering the store, and think hard about how to play with customers every day.

"There are many dietary choices that can bring happiness to diners and will become the first choice." Chen Xingyu said that it depends on highly interactive games. Through playing, in just one year, his WeChat friends increased from the initial thirty or forty to thousands; The turnover ranges from three or four hundred yuan a day to more than one hundred and fifty thousand yuan in January during the peak season?

Wechat Promotion Scheme Model Template (2)

Guo, director of Guangzhou Shishang Guowei Group Information Center, is a case under this industry trend. The group is a large catering group, with 43 stores and nearly 6,000 employees in China.

Recently, Guo shared his transformation experience with the media at the launch conference of the new version of Tengxun e-commerce micro-life membership card.

In Guo's view, on the road of O2O transformation, if we can make good use of mobile tools, whether it is to achieve more accurate marketing, to improve the return rate of consumption, or to provide customers with direct customer service, these can be solved.

According to Guo, the company currently owns 10. 50,000 micro-life membership card customers, including 3. Twenty thousand became a stored value member. Operating on this platform, its off-season turnover is higher than that of the Spring Festival peak season.

When marketing members by product background, nearly 60 cases were sold for a liquor supplier in three months, while the traditional sales method could only sell about 16 cases in half a year.

Wechat Promotion Scheme Model Template (3)

First, the purpose and significance of WeChat marketing

At present, the number of users of WeChat has exceeded 400 million, and enterprises in various industries have carried out WeChat marketing, and the hotel industry is no exception. In the hotel industry, Pudding Hotel and Zhu Hua Hotel have done the best WeChat marketing and achieved good economic benefits. The benefits of developing WeChat marketing are as follows:

(1) Open up new channels for market promotion and shape corporate brand image;

(2) Strengthen the interaction with customer groups and further develop potential customers;

(3) Push all kinds of promotional and preferential information of the hotel in time to attract customers to book.

Therefore, it is recommended to open WeChat of lifestyle hotel.

Second, the implementation method of opening WeChat WeChat official account

Survey: Zhu Hua Hotel is the registered account of each branch, and sends electronic coupons to fans who care about the hotel. As of June 30th, 20xx, Zhu Hua has 12 16 hotels with a total of 132557 rooms, with an occupancy rate of 9 1.3% and over110,000 members. As of February 15, 20xx, Zhu Hua WeChat has 520,000 fans and more than 200,000 active members, booking an average of 638 rooms per night. 67% of the members came from the "people nearby" function, and only 16.7% was scanned by the store. Wechat members account for 4.7% of the total members, and WeChat bookings account for 5.3% of the total bookings. .

Pudding Hotel is embedded in the hotel HTML5 page and connected to the WeChat system in the background of Pudding Hotel, so guests can book directly. Wechat online booking function needs some investment and secondary development. At present, Pudding Hotel has more than 230 stores and more than 6 million members in more than 30 cities across the country. As of May 10 of 20xx, the number of WeChat fans has reached 540,000, with 6 1% new users and 264 daily orders. In addition, it is worth mentioning that 26% of the new members have used WeChat to make reservations for more than two times, and the peak time period of WeChat users' reservations is 14:00- 16:00. Thousands of members inquire every day. Pudding only pushes 1 messages on Wednesdays and Fridays, mainly in activities and games.

So in the first stage, we will study China hotels, and each hotel will open a WeChat WeChat official account. Make full use of WeChat shake, nearby people, drifting bottles, adding friends and other functions to develop members. When fans pay attention to the hotel WeChat, the WeChat operator should introduce the hotel's preferential promotion activities to new fans through one-to-one push, and make a more direct interactive experience to fans through the group sending function from time to time. When each branch has more than 500 fans, you can apply for certification to improve your credibility.

In the second stage, when the lifestyle hotel reaches a certain scale and radiates across the country, you can learn from Pudding Hotel, open the group WeChat WeChat official account and apply for official certification. On the basis of the existing functions of WeChat, we can further develop group WeChat official account, and open online booking, WeChat payment and other functions.

Third, content planning.

1. Daily information push

Wechat content is mainly based on company dynamics, promotional information and interactive activities.

2. Long-term promotion activities

Wechat Promotion Scheme Model Template (4)

At present, WeChat is the hottest part in the field of mobile marketing. Many hospitals know to use WeChat marketing, some say hello, some send messages, so how do hospital-type institutions do WeChat marketing? Below, the author will plan the hospital's WeChat marketing plan in detail for everyone!

Use various incentives, gifts, activities, cooperation and other measures to attract smartphone users to join the WeChat platform of XX Hospital. After entering the platform, give preferential points of "full reduction" and come to the hospital for medical treatment. As long as you hold a smart phone for authentication, you can enjoy the preferential measures of full reduction. Customer segmentation of database, regular customer maintenance and promotion of related medical products.

I. Project background:

The birth of WeChat gave XX a development opportunity-WeChat marketing. First of all, WeChat marketing is suitable for the spread of popular brands, and our hospital can just create products and customize products for everyone, every family and every unit, because health problems are an unavoidable problem for everyone. Secondly, WeChat can be accurately promoted, effectively and quickly classify information, that is, accurately locate customers. Wechat WeChat official account can achieve accurate message push through user grouping and geographical control in the background, thus achieving effective and accurate communication. So as to effectively solve the disadvantages of many departments, many medical products, diverse marketing needs, single promotion channel, high cost and long marketing cycle in our hospital.

Second, the hospital hospital WeChat marketing purposes:

1. Establish the WeChat platform of XX Hospital, realize a one-to-many interactive marketing platform, infiltrate every XX person's mobile phone by micro-explosion, make the mobile phone become our outreach expert, sales expert and customer service expert, build a healthy social circle around the public platform of the hospital, and create our own marketing channels: spread hospital brands, medical products, high-tech medical projects, latest medical information and holiday preferential consultation. Attracting more customers (patients), users and major corporate customers has become the most important part of corporate mobile Internet marketing channels and hospital marketing.

2. Through the implementation of this scheme, the layout of mobile Internet marketing channels will be completed in a short time, and the current income and strategic layout will be made for the hospital to realize the network operation of new media. It means that the hospital has built a cheap peer-to-peer marketing network, which saves intermediate links and a lot of outreach and public relations funds.

3. Through the 3-4 layer filtering mechanism, a wide range of people are filtered to our customers layer by layer.

Three. Measures to implement the plan

1. Use various incentives, gifts, activities, cooperation and other measures to attract smartphone users to join the WeChat platform of XX Hospital.

2. After entering the platform, give preferential points of "full reduction" and come to the hospital for medical treatment. As long as you hold a smart phone for authentication, you can enjoy the preferential measures of full reduction.

3. Divide database customers, regularly maintain customers and promote related medical products.

Four. Program implementation

1 Open a public platform account, register the official WeChat, and develop it into a public account.

2. Make QR codes and micro-signals for publicity: put QR codes in pictures, companies, official website, Weibo, blogs and forums, and design leaflets, posters, business cards, T-shirts and outdoor advertisements.

3 Online promotion methods: forums, IM tools, shake, people around, official website, blogs, Weibo, social networking sites, mutual promotion, paid advertisements, and public account navigation.

4 offline promotion methods: gifts, business cards, leaflets, T-shirts/advertising shirts, outdoor advertisements, brochures, code scanning discounts at toll stations, free registration of code scanning, attention to strangers, activities and traditional media.

Wechat Promotion Scheme Model (5)

1, understand the purpose of the hospital to do WeChat marketing.

This is very important. If you don't know the purpose of doing WeChat marketing in the hospital, you may have made different plans. The goal of some hospitals is to make their services more convenient, and the goal of some hospitals is to better publicize their service products and get higher sales. When you know the needs of the hospital, you can clearly choose whether to use the service number or the subscription number. Before, some of my customers chose the subscription number when registering, but found that what they really needed was the service number. Because the newly registered subscription number cannot be upgraded to the service number, they have to re-register. In case the previous number used its official name, it would be very troublesome to name the newly registered number. Of course, you can also open both accounts, but you need to consider the division of labor between the two accounts, otherwise it will be chaotic.

2. Analyze peers or related accounts.

I found that many operators of WeChat WeChat official account pay little attention to their peers' accounts, and all focus on self-media or some accounts that talk about WeChat marketing, as if they were afraid that their peers would lose if they had one more fan. Usually, your peers are your best teachers. There are many things that don't need to be explored again, and even their successful operation methods or content layout can be directly copied. Before making solutions for customers, I will add a large number of WeChat accounts related to their industries, see how they use their service numbers and subscription numbers, and understand what types of accounts they use more. The marketing of those accounts is relatively mature. I pay attention to their dynamics and operation methods, the arrangement of activities and the copy every day. After all, it takes a lot of time to make an industry-specific plan for competitors. If your industry has no decent competitors on WeChat, you can pay attention to this.

3. Operate WeChat account 1-2 months.

This plan is not like a plan. Plans often depend on estimates. Planning is to implement every detail, including work arrangement, division of labor, daily tasks and account operation activities. It takes some time to collect information to make such a detailed plan, and operating WeChat account is the best way to collect information.

Because each marketing channel operates in a different way, you can't do WeChat marketing as before. It's best to run WeChat official account Hospital for 1-2 months first, and get a general understanding of the marketing games and routines in WeChat, so that your plan will take shape. If you have no idea about WeChat marketing, you can directly copy the account content that you think is most suitable for your peers to do WeChat marketing, try it yourself for a while, and then fine-tune. In the past, one of our customers had a clothing store called Yushang. Their boss-in-law has no idea about WeChat, and then directly imitates some accounts in the clothing industry. Now, their accounts are working well, which has promoted the business of their store.

During this period, it is best to apply to the hospital for some resources to do some activities, such as forwarding friends, bringing friends to the hospital to spend rewards, making promotions, discounts and so on. As long as it can be used to support WeChat activities, you can try it.

There is also interaction with customers. Many netizens think that customers ask questions and then we answer, which is interactive. Actually, it's called question and answer, not interaction. Interaction requires your official account to actively drive users to communicate, such as an article I wrote before, "What did God take from you? There is our interactive content in it, and interested friends can communicate with me. The purpose of this is to inspire some like-minded people to enhance interaction. Simply put, it is to enhance feelings with customers.

You can try to recommend your complementary industry account in the article, that is, recommend your account at the bottom of the other party's article and their account at the bottom of your article. Everyone's customer base is roughly the same, but the products are not competitive, which can quickly expand the number of fans in your account.

4. Analyze data and customers.

1-2 months later, we can make a summary according to the operation during this period, including the analysis of the reading volume and forwarding volume of articles, which types of articles are more attractive to the target population, customer feedback, customer interaction, participation and effect analysis of activities, and the evaluation of how helpful it is to the hospital business during this period. Make a report on these related data, and then write a few lines of summary for each group of data, such as articles. The reading volume and forwarding degree of a certain type of articles are relatively high, so you can consider increasing the publication of this content appropriately.

5. Assign personnel tasks

According to the previous operation, you will get a general idea of who is responsible for what content, how to arrange work tasks, and how to evaluate performance appraisal. For example, we will evaluate the performance according to the number of articles read and forwarded, the number of users' content information queries, the interaction effect and the activity effect. Of course, it is best not to add the sales performance to the performance appraisal so soon, so that the pressure on employees will be too great, which will affect the operation effect, and some accounts will be done by only one person.

6. Start writing a plan.

After collecting and sorting out the previous information, you can start writing the plan. Many netizens and friends asked me how to make the format and content of the plan. Haha, everyone is blessed. This is the first time that the author has exclusively disclosed the format structure and internal arrangement of the internal WeChat marketing scheme of "WeChat POP".

Content Format of WeChat Marketing Scheme

1, competitor analysis

Many schemes will write a preface at the beginning, telling us about the number of WeChat users, how awesome WeChat is, and some will kiss up, thanks to the guidance of the leaders. In fact, these opening remarks are worthless to the plan, and many times they will be directly skipped by the leaders. If you want to write, you must write valuable information and get the boss's attention immediately. So at the beginning, we will write the analysis of competitors, how they use WeChat accounts to provide services or promote products, so that your plan will make your leaders or bosses pay attention to it and read it carefully.

2. What value does WeChat bring to (abbreviation of hospital name)?

In the second part, we began to write what value WeChat can bring to your hospital. Remember to write your hospital name in the middle, and the name of your hospital will appear, so that people who see the plan will feel that the plan is tailor-made. Here, we need to analyze the services or products that hospitals can provide services or marketing on WeChat. After comparing competitors' WeChat accounts, it is suggested that hospitals use service numbers or subscription numbers. It would be better if the data analysis of the previous operation were added here. Finally, write down what benefits WeChat marketing can bring to hospitals, such as more convenient service use, better customer maintenance and improved performance.

3.* * * Activity (* * is the name of the activity)

Here, we can list the effects of previous activities on WeChat, the number of applicants, customer conversion and so on. Then analyze where it is done well, where it needs improvement, and how the hospital will combine WeChat to do what kind of activities in the future. Pay attention to the content here, especially in big hospitals. Please write in detail as much as possible, so that you can apply for more hospital resources for WeChat activities in the future.

4. What do customers care about most?

Through the communication with customers, we can sum up some topics that customers care about, such as the product functions that customers expect, where the service links are imperfect, the problems with the most complaints, and what can be improved. These are issues that leaders are very concerned about, which is another value that WeChat brings to hospitals.

5. WeChat account operation plan

The internal column design, operation mode and marketing mode of WeChat account are written here, such as what articles are posted every day, what columns are in the custom menu, what contents and functions are in the corresponding columns, how to promote WeChat account, how to do activities and so on. It's best to write down a few plans for activities to be done in the near future. By the way, you can apply for activity support, and whether you need to buy a third-party WeChat system. Here, you can make a list of expenses, let your leader know the approximate expenses and expenses, and it is best to indicate which ones are important and which ones are not, so that when you really want to apply for expenses in the future, it will be smoother. Also, write down which departments need to cooperate, so that your leader or boss can help you communicate well in advance, or let them know first when you have a meeting.

6. Work assignment

If you are a team, be sure to list the work that everyone is responsible for, what is the daily work content, performance appraisal and so on. If you are the only one who manages the WeChat account in your hospital, you need to write it. Why? You know, many bosses don't know what you are doing every day. If you don't make it clear, the boss will think that you are very idle and keep giving you more extra irrelevant work, so that you can't concentrate on WeChat marketing, so update, customer service and promotion should be made clear. Of course, you can't use this to deceive the boss and write a lot of works, but it is rarely implemented. That won't do. You should know that the boss is smart, otherwise he won't be your boss.

7. WeChat account development plan

Here, let's estimate the future growth of this WeChat account fan, and how helpful it will be to hospital business and products. Generally, a table is made every three months to explain how far the account will develop. In fact, the information here is nonsense, and we are not psychics. Then we will know what the future WeChat account will look like, but the boss likes to watch this!

Quickly make a WeChat marketing plan