How do bankers learn WeChat marketing quickly from 0 to 1!

According to the channel, WeChat financial management has gradually become the mainstream, which is both the general trend and a passive choice. 1 Everyone's dependence on WeChat is getting deeper and deeper, and traditional communication methods are being changed more and more. In the past two years, the number of customers in bank outlets has been greatly reduced. Is it related to the epidemic? Of course there is, but it is not the main reason. Even if there is no epidemic, customers will still reduce the number of visits to outlets because it is unnecessary. Most products can be purchased through mobile banking, especially young and middle-aged customers do not need regular financial advice from banks. They have their own plans and believe in their choices. Sometimes they even think that if banks want to provide "advice", they have to sell products, which brings difficulties to banks: customers don't come to see them, but they still have to maintain them. In the past, calling was the mainstream, but now, on the one hand, harassing the phone makes the barrier for customers to answer the phone stronger, and it becomes more difficult for an unhappy person to make a mark, such as "insurance financing". On the other hand, it is difficult to form a continuous telephone call, not to mention that it is not convenient to call today and tomorrow. Even if you call this week, can you really find a reason to call again next week? It's hard. But wechat is different. Wechat can transmit a lot of information and use many functions, such as text, pictures, short videos and so on. As long as you can keep exporting, customers can become your fans. Please pay attention to these two words: fans. Nowadays, network celebrities are working so hard, and the core KPI they pay attention to is the word fans. The fan story will make you bring your own aura. Fans will love what you say, and fans will buy what you bring. When you call, fans will respond. If you don't have a clear concept, think about the UP owners you pay attention to on Tik Tok or other platforms. When you pay attention to them, or watch their video works if you have nothing to do, what kind of mentality they are. Think again, when you occasionally enter their live broadcast room and see this person rewarding and that person giving gifts, what is their mentality? Fan marketing is a popular choice at present, but it is not easy. It takes hard work to make customers become your fans. Efforts must first have a direction, and efforts without plans are worthless. If you want customers to become your fans and make it easier for you to bring goods, you must first have the thinking and action of UP. I hope you can think about it before answering these questions. These questions are not only related to whether customers can become your fans, but also test your current customer management ability: question list 1. What are you best at in the financial field? Investment? Insurance? Asset allocation? Marketing? 2. How do you usually show your professional knowledge to customers? Meet? Wechat? Telephone? Text messages? Tik Tok？ 3. How often do you show it? Every month? Weekly? Irregular? 4. How many WeChat friends do you have? How many of these WeChat friends are your customers? You posted knowledge posts in your circle of friends. How many customers responded, liked and commented? 5. Have you ever run a customer WeChat group? If so, how many customers does the group have? 6. How do you show your expertise in the customer base? Do you take your professional field as your label? Make you the first choice for customers? 7. When you express your opinion, does the customer's reaction accept or refute it? How many customers will listen to you? 8. When customers chat with you, are they condescending and equal, or are they smiling and happy to see you? 9. Do you have any works that you can share with your customers and continue to share with them? The first question is the core and key of our efforts. Almost all online celebrities have their own core competitiveness: some people do live games, some dance well, some rely on the five senses, some are excellent vocalists, some are funny, some play, some are knowledgeable, and some can catch the curiosity of others. There is no distinction between good and bad. As long as they do well, there will be fans and traffic, so what is your core? If not, cultivate one, study, research and practice, form your brand and label in the shortest time, and give others your reasons. For example, in a lecture, a student told me that he has several investment groups, and customers follow him to make investments in the groups, because he has research in this field and makes customers make money. Although everyone knows that investment is risky, there is a greater chance of having meat with him. When he wants to sell other products, these fans will naturally become the main force. Someone also told me that she often sends some funny videos of herself in the group. Customers smile when they look at it and like it very much. So why not let them buy whatever they want? Having core competitiveness or brand label is the first step, and then the display. What platform to use, how to be more professional, how to combine marketing with knowledge sharing, how to interact with fan customers and so on. , are all questions we should consider, especially how to make customers form the habit of paying attention to you on the premise of liking it. There are many methods here, but the core is actually two: interesting and useful. 3 How to write a WeChat copy that everyone likes to read? The retail department of a bank asked the wealth management manager to forward the product poster uniformly at 9 pm; Require retail personnel to uniformly forward the QR code collection preferential policy at 9: 00 pm; The credit department requires personal loan officers to forward the relevant policies of our bank's loan interest rate LPR at 9: 00 pm, and the corporate business department requires ... there are three financial managers, two tellers and one personal loan manager in the bank's WeChat circle of friends. It's hard to imagine what it would be like for Uncle Zhang to see the WeChat circle of friends being screened by the same advertisement at 9: 00 pm. Blunt product information, monotonous policy propaganda, and overbearing mandatory brushing, all kinds of behaviors will make customers have the impulse to block! Especially during the epidemic, bank marketers were unable to meet customers, so they moved their work to the Internet one after another, and the WeChat circle of friends bombed in turn to observe the bankers' WeChat circle of friends. If we compare the circle of WeChat friends to a stage, the banker's WeChat dynamics are "entries" and every customer is a "judge", then how can the monotonous "works" impress the tricky "judges"? Similarly, bankers have become "hard-wide bombers" in the circle of friends. The bank's work can never be separated from the word "rigorous", and the banker's WeChat circle of friends seems to be bound. Originally, the circle of friends should be a place to release individuality, but most bank marketers only mechanically transmit the information of internal products, lacking the consciousness of independent thinking and innovation, which leads to the sameness of marketing copy and nothing new. There must be many bank marketers in the circle of customers' friends, and sometimes they can't even tell which bank's products they are seeing. Case 1: Selling wealth management is not the first common copy in the picture of selling cabbage. "So-and-so products, how much interest, welcome to buy", the typical marketing style of banker's WeChat circle of friends, is like shouting in the vegetable market: "Fresh Chinese cabbage, one from 5 yuan, come and buy". It is not advisable to shout marketing copy. Banks sell not a few dollars of cabbage, but millions of wealth management. Therefore, the copy should be carefully edited, and it is not allowed to follow the crowd and send it at will. The most important thing is to consider whether customers can easily understand and accept your words. The common copy in the picture on the left simply lists the product functions, and the focus of structured deposits is to guarantee the principal. However, this copy does not give priority to this selling point, but this advantage is drowned in the second half of the copy. The focus of promoting products should be clear, otherwise customers will have comparisons and concerns. The picture design should highlight the product characteristics, and if the interest rate has an advantage, the font should be adjusted to a conspicuous position. Case 2: selling products should stimulate the first part of the customer's pain point map, and put the basic gold price and the gold price of the bank zodiac gold bar in the circle of friends. Customers who don't understand will think that the price of bank gold bars is still high, but it gives people the impression that the price of bank gold bars is not suitable. Therefore, bankers who sell precious metals can't guide customers to the price, but aim at the pain points of customers. For example, the lucky money given by elders every year may make children too "mercenary", and gold foil coins are not only beautiful in design, but also have important commemorative significance, which perfectly solves the problems that customers are worried about. Therefore, when promoting physical products, we should pay attention to: if it is not clear that the product can solve a customer's problem, don't mention the price. If a product is given a special meaning through the connection between things, then we will not sell a simple precious metal product. Case 3: Not only asking for trouble, but seeing the circle of friends on the left of multiple services, customers will have some boredom, which will not only disturb customers, but also make unknown links not necessarily safe. Therefore, friends should try to avoid sending canvassing links. In addition, as a bank marketer, if you want to establish the consciousness of serving customers, you can finally establish a good relationship with customers only by putting service before promoting orders. For example, a special service that needs to be solved, a free COVID-19 insurance, even if customers don't need this service, they will feel that this is a bank with temperature. Once customers have financial needs in the future, they will first think of this bank. 4 How to send a circle of friends to attract customers? The typesetting and content of WeChat friends circle are very important, and the text arrangement is loose, which can enhance the recognition. In the era of information explosion, before browsing your circle of friends, customers' brains should have stored a lot of network information, and their sensitivity to words has dropped to a relatively low level. Therefore, if this circle of friends cannot be understood or interested by customers within 3-5 seconds, then this circle of friends will be ignored. Therefore, it is necessary to use simple and easy-to-understand words to arouse customers' curiosity and attention in the shortest time. For example: "How to choose the interest rate model when banks introduce LPR?" And "if a bank introduces LPR, then choosing the interest rate model can save more than 65,438+10,000!" We can compare these two expressions, which one is more attractive? Obviously, it is the latter, because compared with how to choose the interest rate model, which interest rate model can save more than 654.38+10,000 yuan, which can arouse customers' curiosity. We show the final result of saving money, so that we can catch the customer's eye immediately. Next, I will share with you several common types of copywriting: interactive marketing copywriting. Usually, the marketing WeChat circle of friends is a one-way information transmission, which is passed from the dynamic person to the person who looks at the circle of friends. General customers will not take the initiative to respond, and account managers need to design some small games or red envelopes to interact with customers, which is an effective means to "live customers". The advantage is that customers who can participate are usually customers who are interested in products. For example, friends who occasionally add the 20th, 50th and 70th praises at the end of the circle of friends give small gifts, or the top three who answer a question correctly get red envelopes. Story-telling copywriting In interpersonal communication, if you simply throw out an idea, the listener may not recognize it immediately. By telling stories and immersing the audience in them, people can quickly feel a sense of substitution. In addition, the story should take the first person "I" as the perspective, so that customers will naturally bring themselves in when reading the story. The plot of the story should introduce a short dialogue, lead to the propaganda direction of the copy, and finally throw out the products, services or ideas that need to be marketed. With the above foreshadowing, customers will accept what they throw more easily. Hot copy hot events often have great influence and are affected by many. For example, when the Federal Reserve announces a rate cut, when will central banks around the world take action? Did the horse keep up with her? Because of the COVID-19 epidemic, the global economic growth slowed down, the A-share market fluctuated greatly, and the US stock market also showed a downward trend. The "leek" in the United States is also complaining bitterly, and Luckin Coffee, which is familiar to Chinese people, has been repeatedly shorted by muddy water. In view of the above phenomenon, we can design a copy: "The world economic growth slows down, the downward pressure on interest increases, and the three-year large deposit certificate of XX Bank effectively locks in the income in advance, and XX Bank escorts your wallet." The problem of questioning copywriting is not limited to the financial needs of customers. The financial needs of customers are only a part of life needs. When life needs are met, customers will naturally think of your bank. The so-called problem is to meet the needs of customers. For example, during the epidemic, parents should use various skills to copy exercises for their children, feeling more tired than going to work. Bank marketers can use this as a starting point to issue a copy: "During the epidemic, the printing shop is closed. Do you have any difficulty copying exercises for your children until late at night?" XX bank will help you print your homework for free, contact XXXX. "Editing WeChat friends circle should be familiar with skills, because WeChat encourages original text, so the copied and pasted text will be folded, and it will be fully folded if it exceeds seven lines. Customers need to click "Full Text" to see all the contents of the circle of friends. If the information presented is incomplete, most customers will not click on it to see your dynamics. Before it is officially published, you must try to send it to see if the text design and picture collocation are appropriate. The circle of friends is the epitome of work and life. Only work and life are impossible. In addition, it is necessary to publish different dynamic and work-related articles or product marketing copies at appropriate times, and try to publish them from 7: 00-10 from Monday to Friday. You can send some life-related news on Saturday and Sunday, and it will be better to send inspirational words and pictures in the morning. Everyone needs a shot of chicken blood in a lazy morning. Emotional marketing is very important in bank marketing. Besides attractive products, people should also be attractive. Between marketers and customers, in the final analysis, it is interpersonal communication, and people are emotional animals. If customers emotionally approve of bank marketers, then the next marketing work will naturally be easier to carry out. Besides product drainage, emotional drainage is equally important. Starting from the daily contact between marketers and customers, adding warm personal feelings, a small detail can also cause extensive * * *. On special festivals, such as the Spring Festival, for some relatively important customers, greetings are always sent separately. At this time, you can use a personal tailor version of "A Letter to a Customer" to write some small things that happened with customers and your feelings. In this form, customers will feel the warmth of marketers more. What happens in daily contact with customers is the moment that best reflects our warmth as bankers. If you are not good at recording trivial things at ordinary times, you can also create warm moments by making up a touching story or plot. Example: I still remember the customer who discussed insurance with me until I lost track of time; I still remember the customer who handed me paper towels on rainy days and cold drinks on hot days; I still remember those customers who introduced me enthusiastically; I still remember those customers who sent me messages of blessing on my birthday. Thank you, because your warmth makes me more motivated to move forward; My work is more valuable because of your approval. Emotional marketing: establishing real emotional connection with temperature. Now banks and other financial institutions pay more attention to establishing emotional ties with customers. Through long-term friendly emotional marketing, establish real and warm contact with customers, so as to improve customer recognition and strengthen customer stickiness, rather than cold product marketing. But as far as front-line sales are concerned, there are many operational difficulties in the development of emotional marketing. These difficulties are mainly reflected in: many work indicators, heavy tasks, many customers to maintain and complicated situations. On the one hand, these difficulties make it difficult for them to have enough time and energy to seriously consider "how to combine customer characteristics for emotional marketing"; On the other hand, it also makes it difficult for marketers to carry out this work in a long-term and planned way. Reflected in real work, it will present a state of "fishing for three days and drying the net for two days". If it doesn't happen once, it will either catch up with hot spots or let customers sleep for a long time. This state is not only far from strengthening customer relations, but sometimes it will lead to customers' disgust or even loss, which is obviously not the emotional marketing we want. So how to carry out emotional marketing? In fact, if you want to do emotional marketing in a relatively simple, convenient and fast way, you can try the following three principles: principle 1: from outside to inside, image comes first. If you want to establish a positive, positive and benign relationship with customers, you should pay attention to your first impression on customers. Since many normal marketing behaviors are conducted through WeChat, you should pay attention to whether your WeChat avatar, name, signature file and circle of friends conform to the positioning of your own works. Principle 2: from the inside out, from the heart, like internal work, the key is to choose people. Since it is emotional marketing, it is necessary to talk about true feelings. Of course, there can be routines or tricks. After all, we have to maintain hundreds of customers, but in any case, we must come from the heart. If you feel bored and don't want to do it at all, then you don't have to do it at all. Don't be insincere. Otherwise, when sending a message to a customer, it will be a very embarrassing thing to call it wrong and confuse the content. Principle 3: Plan things step by step, determine "at which nodes and on what topics to interact with customers" in advance, and prepare the corresponding content in advance, so that the emotional marketing work can be carried out in an orderly manner and will not be full. How to plan ahead? Here I share a concept of "crisscross": vertical refers to determining the time to do emotional marketing according to the time axis. Horizontal refers to finding the subject line in order to combine different types of customers. For example, there are many marketable nodes every month. Take September as an example, there are traditional festivals (Mid-Autumn Festival), solar terms (such as the Millennium and the autumnal equinox) and modern holidays (such as 9. 10 Teacher's Day, 9.27 world tourism day, etc.). ), fun days (such as 9. 14 music and photography valentine's day) and large-scale activity days. The horizontal "theme line" can combine some of your hobbies. Take movies for example. In recent years, watching movies has gradually become people's primary entertainment choice, which can be used as a very good way of "hot event marketing". In addition, different types of movies will have different audiences, some are popular with the public and some are suitable for minority groups, which is very adjustable. Marketers can effectively combine their own customer groups, implement targeted film discussions, and integrate emotions into the discussions. This kind of emotional interaction will be very strong. (Tip: On the movie APP, the schedule calendar of new movies and the introduction of all aspects of the movies will be released in advance, which is very convenient. ) Clever use of WeChat copywriting to edit four tools of advertising creativity: 4A Advertising Proposal Network, Digital English Network and Simplified Chinese Network. Real-time news category: Wall Street news, today's headlines and other news categories app copywriting Lenovo category: copywriting dog. Picture editing category: Maker Sticker, Picture Monster, Canava, etc. For bankers, a good copy does not need too much "show", but more "intention" and "creativity". Easy-to-understand simple words are the foundation, concrete figures and cases can increase credibility, surprising and interesting expressions can attract customers' attention, and life-oriented stories can gain customers' emotional recognition. A WeChat circle of friends that everyone likes to watch is like building a nest to attract a phoenix. When the "nest" is built, the story of you and your customers begins. 6 How to quickly expand the base of WeChat friends As the saying goes, it is difficult for a clever woman to cook without rice. If WeChat marketing wants to achieve good results, there is a key premise: there are enough customers to become our WeChat friends. Without this premise, even if the WeChat business is done well, if the number of customers reached is small, the effect will be greatly reduced. During the training, the author once conducted a survey on the operation of WeChat among the marketing staff of different banks, and there were two shocking data: employees with friends ≥ 1000 and customers ≥500 in the WeChat address book accounted for less than10% of the trainees; For bank staff with the manager's name and customers with assets of more than 654.38+00,000, the average proportion of people who add WeChat to the total number of customers is 52%, the peak value is also lower than 75%, and the valley value is only 27%. If the scope is extended to customers above the VIP standard of banks (ranging from 200,000 to 500,000), the proportion of WeChat addition will drop below 15%. These two data mean that many bankers' WeChat marketing is still in the stage of "self-satisfaction", and the audience is mostly familiar customers, bank employees and relatives and friends. It's like spending the same energy and money on advertising. The media you choose is village broadcasting, while others choose CCTV and today's headlines. Even if the content is the same, the input-output ratio will be very different. Therefore, in order to do a good job in WeChat marketing, we must first rapidly expand the WeChat friend base. Scene 1: Telephone scene of remote communication Bank employees have to communicate with customers by telephone several times a day. However, as long as the customer does not add WeChat, it is necessary to add WeChat as a "closed-loop action" at the end of the call. Some customers will be reluctant to add WeChat for fear of being disturbed or for privacy reasons. Therefore, when adding WeChat, we must first clearly inform our customers of their interests; The second is to use reasonable words in the application process, grasp the initiative, and reduce the probability of customer rejection. Example of speech at the end of the call: