微信营销运营实战笔记

微信营销运营实战笔记 微信营销运营实战笔记 一、正确认知微信营销 1、微信是什么, 微信是一种沟通工具。他是基于手机通讯录和QQ好友的强关系的链接。沟通工具有很多,比如手机、QQ等,为什么微信有这么强的用户基础呢, 沟通有两种需求,一是刚性需求,无论是工作,生活,都需要去和人沟通,这也是微信和其他沟通工具一样的地方。二是价值需求,微信能够创造隐形沟通。比如,你有很多朋友,这些朋友都需要保持联系,但是你不可能每月都会给他们打个电话。 因为打电话,是即时的,有话题性质的,还要考虑接电话的方便性等因素。微信有朋友圈功能,在里面可以实时关注朋友的举动,比如看见朋友去哪里吃饭了,就发个赞和一个简单的评论,这个沟通就完成了。这个沟通的话题发起人不是你,而是你的朋友,你的朋友收到你的赞或者评论,就知道你关注他了,就产生沟通了。也许过了很长时间,和这个朋友见面了,你们也不会感觉疏远,因为你们经常在朋友圈里沟通。这种沟通是有价值的,是其他沟通工具替代不了的。所以说,用微信,你不会丢朋友， 2、微信营销是什么, 微信营销是企业用微信和用户建立连接,通过不断的信息互动和服务来获得are formulated, detailed provisions to engineering protection of finished and semi-finished products. Finished and semi-finished products to be stopped for damage and education and, if necessary, site leader holds parties and party's construction team leader and technicians responsible, fined and posted by educating employees. 2, scientific and reasonable arrangements should be strictly in accordance with operating procedures lines hoisting construction hoisting sequence to prevent falls from a height. Tree planting tree supports the note immediately after work, fixed plant, prevent them from being blown over. Cross should be avoided in the construction job lead to product damage. Not fire working in the cable area, electricity, fire near welding operations shall be protected and smash-proof measures. 3, well before the construction drawing design and construction technology to give the low-down and construction design drawing environment well before construction work and work construction technology to give the low-down, prevents rework due to work fine or damage to finished product. Should investigate before construction embedded facilities and the surrounding environment and, if necessary, adopt effective measures of protection, isolation. 4, attention schedule cross in favour of finished and semi-finished products to protect jobs. 5, protection and isolation measures taken during the construction process. Construction site 品牌影响力和提升业绩的营销行为。传统的营销都是建立在不同的平台对客户进行营销,成本很好,并且还需要不断的重复才有效果。而微信营销,是基于微信公众号系统,不仅是CRM系统,更是一个移动服务平台。所以说,企业用了微信营销,就不会丢客户， 二、微信公众号运营的几个关键层面 1、微信公众平台的定位 很多人都认为微信公众号就是用了发图文信息的,不存在什么定位,这点是错误的。 首先要我们要考虑这个公众号为哪些人来提供服务,你可以建一个为加盟商服务的公众号,可以建一个为用户服务的公众号,因为服务的人群不同,所以对这个公众号的运营的要求、功能都不一样。 其次,关于微信公众号的类型,有服务号和订阅号。我们就需要根据服务的人群及产品的特性来决定使用什么类型的公众号。比如是代理商的公众号,那可以使用服务号,让他们可以自助的通过菜单来了解需要的内容。普通用户,可以使用订阅号来保持沟通和引导,请记住,是沟通和引导,不是天天发广告，这样,用户会被你吓跑的。 2、微信运营的关键点 微信营销也是个新生事物,很多公司想去做,却不知道怎么做,我觉得做到以下4点,微信营销至少成功了一半。 are formulated, detailed provisions to engineering protection of finished and semi-finished products. Finished and semi-finished products to be stopped for damage and education and, if necessary, site leader holds parties and party's construction team leader and technicians responsible, fined and posted by educating employees. 2, scientific and reasonable arrangements should be strictly in accordance with operating procedures lines hoisting construction hoisting sequence to prevent falls from a height. Tree planting tree supports the note immediately after work, fixed plant, prevent them from being blown over. Cross should be avoided in the construction job lead to product damage. Not fire working in the cable area, electricity, fire near welding operations shall be protected and smash-proof measures. 3, well before the construction drawing design and construction technology to give the low-down and construction design drawing environment well before construction work and work construction technology to give the low-down, prevents rework due to work fine or damage to finished product. Should investigate before construction embedded facilities and the surrounding environment and, if necessary, adopt effective measures of protection, isolation. 4, attention schedule cross in favour of finished and semi-finished products to protect jobs. 5, protection and isolation measures taken during the construction process. Construction site A 有意识有策略,我们知道要去做微信营销,那我们就要想法为什么做,通过微信公众号我们能够为用户提供哪些内容和服务。千万不要天天发广告， B 有推送有服务,微信公众号都是通过图文信息的推送,让用户知晓信息及引导用户下一步的行为的。所以要让这些推送,成为我们服务用户的一次次连接,这样对用户才有价值。 C 有帐号有特色,普通的公众帐号是没有更多的功能的,建议使用微信的第三方工具来武装工作帐号,比如搭建一个有特色的微网站,让用户能够从微信里了解你,认识你。只有用户充分了解你后,他才会成为忠实的用户。互联网思维,你越公开,越容易被用户知晓和认可。你越保守自闭,那么你就被淘汰了。 D 有内容有互动,微信公众号是一个服务的平台,如何让用户互动呢,例如新产品的推出,可以让用户在微信里回复并表达他的意见。用户参与的越多,并不是说明你的产品不好,而是说明他们更喜欢有自己元素的产品。互联网思维,用户的参与决定你的产品力,小米的手机不是最好的,不是最大牌的,却是用户参与最多的,所以小米成功了。 3、微信运营四字真经, 勤,要做到勤发现、勤回复、勤自检。勤发现需要时刻关注用户的动态,把喜欢的内容和服务推送给他们;勤回复需要我们坚持留意用户的回复和非标准回复。非标准回复是系统解决不了的,就需要我们即时去跟进并给与解答;标准回复都是系统自动回答的,我建议在一些标准回答之后,也人为的主动和用户沟通,这样用户的体验会更好。勤自检需要我们经常查看后台的用户数据,图文are formulated, detailed provisions to engineering protection of finished and semi-finished products. Finished and semi-finished products to be stopped for damage and education and, if necessary, site leader holds parties and party's construction team leader and technicians responsible, fined and posted by educating employees. 2, scientific and reasonable arrangements should be strictly in accordance with operating procedures lines hoisting construction hoisting sequence to prevent falls from a height. Tree planting tree supports the note immediately after work, fixed plant, prevent them from being blown over. Cross should be avoided in the construction job lead to product damage. Not fire working in the cable area, electricity, fire near welding operations shall be protected and smash-proof measures. 3, well before the construction drawing design and construction technology to give the low-down and construction design drawing environment well before construction work and work construction technology to give the low-down, prevents rework due to work fine or damage to finished product. Should investigate before construction embedded facilities and the surrounding environment and, if necessary, adopt effective measures of protection, isolation. 4, attention schedule cross in favour of finished and semi-finished products to protect jobs. 5, protection and isolation measures taken during the construction process. Construction site 数据,通过数据检查我们的问题并优化。 贴,前面我已经说到,你的公众号为特定的人群服务的,所以你要做到贴心分享,贴近所需,更要贴合社会。 懂,我们要懂得用户的需求,理解他们在接受信息和享受服务后的情感,更需要懂得如何一次次创造机会,深入的服务用户。 专,我们是行业的专家,能够为用户提供有价值的内容和针对性的解决,产品只是我们连接服务用户的载体。 4、微信内容七原则 有趣——创造一些喜闻乐见有创意的内容 有用——俗称"干货“,为用户提供实用价值的内容 有关——与用户相关,与企业目标相关 有序——利用主题让零碎内容变有序,利用小结专题让内容变有序 有热点——最新新闻事件及社会热点事件的追踪 有参与——正面积极的内容或活动,让用户主动参与,形成互动 有共鸣——情感色彩比较浓的内容,激发用户心理的共鸣 微信推送的内容还需要保持多元化和多样性。话题内容的多元化包括情感are formulated, detailed provisions to engineering protection of finished and semi-finished products. Finished and semi-finished products to be stopped for damage and education and, if necessary, site leader holds parties and party's construction team leader and technicians responsible, fined and posted by educating employees. 2, scientific and reasonable arrangements should be strictly in accordance with operating procedures lines hoisting construction hoisting sequence to prevent falls from a height. Tree planting tree supports the note immediately after work, fixed plant, prevent them from being blown over. Cross should be avoided in the construction job lead to product damage. Not fire working in the cable area, electricity, fire near welding operations shall be protected and smash-proof measures. 3, well before the construction drawing design and construction technology to give the low-down and construction design drawing environment well before construction work and work construction technology to give the low-down, prevents rework due to work fine or damage to finished product. Should investigate before construction embedded facilities and the surrounding environment and, if necessary, adopt effective measures of protection, isolation. 4, attention schedule cross in favour of finished and semi-finished products to protect jobs. 5, protection and isolation measures taken during the construction process. Construction site 类、新鲜类、实用类、消遣类、娱乐类及通用话题。内容形式的多样性包括文本、单图文、多图文、语音及视频,没必要都采用多图文的形式。比如重点活动的时候,使用单图文,可以让用户聚焦;日常的节日问候,可以采用文本或语音;娱乐类的话题,可以使用视频,一定要把视频压缩为手机的视频格式。 5、互动活动的七大法则 免费——关注即有机会赢取iphone6， 简单——扫一扫,即可领取礼品一份， 公开——通过微信预定即可享受88折， 有意思——有奖猜谜活动开始啦， 可累积——亲爱的会员,您的积分可以兑换礼品啦， 易兑现——凭微信会员卡即可领取， 促转发——分享到朋友圈即可领取礼品一份， 活动一定要有一种超级诱惑的感觉,这样才会有更多的用户参与。 6、善于用户分类 用户分类有利于我们更精准的推送和服务用户。如何分,怎么分,这个企业根据自身的情况和特点自行解决。对于我们知道的客户,比如我们的代理商或者are formulated, detailed provisions to engineering protection of finished and semi-finished products. Finished and semi-finished products to be stopped for damage and education and, if necessary, site leader holds parties and party's construction team leader and technicians responsible, fined and posted by educating employees. 2, scientific and reasonable arrangements should be strictly in accordance with operating procedures lines hoisting construction hoisting sequence to prevent falls from a height. Tree planting tree supports the note immediately after work, fixed plant, prevent them from being blown over. Cross should be avoided in the construction job lead to product damage. Not fire working in the cable area, electricity, fire near welding operations shall be protected and smash-proof measures. 3, well before the construction drawing design and construction technology to give the low-down and construction design drawing environment well before construction work and work construction technology to give the low-down, prevents rework due to work fine or damage to finished product. Should investigate before construction embedded facilities and the surrounding environment and, if necessary, adopt effective measures of protection, isolation. 4, attention schedule cross in favour of finished and semi-finished products to protect jobs. 5, protection and isolation measures taken during the construction process. Construction site 很熟悉的老用户,就可以直接进行归类。对于我们不熟悉的客户,怎么办呢,那就需要我们创造一次沟通互动的机会。比如你发一条提供优惠券的图文,而这个图文不只直接送给用户的,需要用户回答2-3个问题。这个问题和回复,需要你在后台设置好关键词应答。 比如,你是云商道的用户吗,A是B不是。用户回答A或者B这就可以判断用户属性了,就根据回复的关键字母,接受到第二个问题。你喜欢电商还是O2O,A电商B是O2O。根据这个回答,我们又一次的能判断用户的属性了。 我们巧妙的设置互动的问题,根据用户的回答来完成对用户的归类及分组——这点非常重要， 三、 微信营销是立足于用户的,是依靠老用户的口碑来增加用户的,他本身不能创造用户。所以在我们做好微信运营的同时,做好微信二维码的推广工作。此外,微信营销的价值不在于你的微信粉丝有多少,而在于用户和你互动的次数及提供服务的价值。微信的粉丝数量只是微信运营的一个参考数字,不是微信运营成功的标志。 are formulated, detailed provisions to engineering protection of finished and semi-finished products. Finished and semi-finished products to be stopped for damage and education and, if necessary, site leader holds parties and party's construction team leader and technicians responsible, fined and posted by educating employees. 2, scientific and reasonable arrangements should be strictly in accordance with operating procedures lines hoisting construction hoisting sequence to prevent falls from a height. Tree planting tree supports the note immediately after work, fixed plant, prevent them from being blown over. Cross should be avoided in the construction job lead to product damage. Not fire working in the cable area, electricity, fire near welding operations shall be protected and smash-proof measures. 3, well before the construction drawing design and construction technology to give the low-down and construction design drawing environment well before construction work and work construction technology to give the low-down, prevents rework due to work fine or damage to finished product. Should investigate before construction embedded facilities and the surrounding environment and, if necessary, adopt effective measures of protection, isolation. 4, attention schedule cross in favour of finished and semi-finished products to protect jobs. 5, protection and isolation measures taken during the construction process. Construction site