Give users a strong reason for concern.
Giving users a reason to pay attention is a problem that all enterprises must think about when thinking about increasing fans. I often tell companies that users pay attention to you and must have their rigid needs. Besides, you have some other values that he can't hate, so he will continue to pay attention, or the opening rate will be higher. However, many enterprises do not distinguish between rigid demand and weak demand, and often think that fans will need it, adding a lot of value points, thinking that the more the better, resulting in fans not seeing the core rigid value, or just attracting some marginal fans.
Therefore, I often suggest that when enterprises start to promote WeChat, they only need to list the three needs that most users are most concerned about, and then design different attention scenarios, and finally present them in different promotion channels. For example, everyone pays attention to the credit card of China Merchants Bank, and perhaps the core driving force is consumption reminder, balance inquiry and repayment; Pay attention to Eastern Airlines to check flight status and check-in on WeChat; Paying attention to Haidilao means making an appointment, booking, queuing and reminding others. If Haidilao recommends recipes and takes food health as a rigid appeal of WeChat to attract fans' attention, problems will arise, because this is a weak demand.
Second, give users a suitable attention environment.
Maybe your WeChat is very valuable to users, but sometimes they don't notice or resent it because you didn't tell them in the right way at the right time. At this time, you need to capture the scene where the user sees the information and design it.
If the user eats in a restaurant and you tell him that he can get a 20% discount on WeChat when he starts ordering, then the attention rate will definitely be high; But if he is just waiting outside the door, ask him to come in for dinner and pay attention to WeChat for a 20% discount. There is no doubt that the attention rate will be much lower. Therefore, enterprises need to learn to grasp the most effective scenarios and design. For example, when the community owner takes the package from the doorman, you can remind him that you can pay attention to WeChat to check whether there is a package or even make an appointment for delivery. If the owner's water pipe is broken and needs maintenance, they can be reminded to pay attention to WeChat at the first time, and they can submit maintenance applications directly on WeChat. These are all scene designs suitable for users.
And many times, enterprises can easily fall into the misunderstanding of their own logical thinking. Taobao sellers often put QR codes in packages to attract users' attention, but from our practice, it is not the best way. The enterprise thought that the package was sent out (promotion channel), and the user saw it (exposure went up), but it was not. Let's ask ourselves, you buy a pair of shoes, clothes and cosmetics. After receiving the goods, your process is to unpack the goods at the first time, and you rarely notice the cards printed with QR codes.
The most interesting thing is that when several packages arrive at the same time, most people will ignore the cards inside when they look at unpacking. So on the whole, this way is not the best. We later found that when the user placed an order for payment, there was a short message reminding him that the payment was successful and the logistics information. Finally, remind him that if you pay attention to WeChat, you can check the status, consultation or after-sales at any time. At this time, the attention rate is very high, and some can reach more than 80%. At this time, the user's memory of you is still fresh, right?
So looking back, there are problems in the promotion of many enterprises. The first is the question of thinking. Unable to grasp the light and heavy links, they often only pay attention to channels and ignore user demand mining and content design. These two are exactly what I think are the future marketing trends, that is, focusing on operations and ignoring skills.