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Ceramic Industry WeChat Marketing Methodology

Current Position: Ceramic Industry WeChat Marketing Methodology HOME  ꄲ  Ceramic Industry WeChat Marketing Methodology First, what is the dilemma? Some ceramic companies have spent a lot of energy on operating the WeChat platform, but found that it is difficult to attract fans, push message hit rate and forwarding rate is low, and fans' unsubscribe situations sometimes occur. Some online WeChat online activities are very lively, but the chances of converting into offline transactions are very low, and there is no corresponding performance appraisal. As a result, many companies have fallen into the confusion of microblogging marketing on WeChat operations. Second, what is the cause of the dilemma? 1. The particularity of the porcelain industry. The ceramic industry is a low-profile industry, and ordinary consumers are less interested in the WeChat public accounts of ceramic companies. Ceramic tiles and toilets are often purchased at one time, and the repeat purchase rate is extremely low. Even if the consumer pays attention to the QR code, after the home decoration is completed, it is generally not purchased twice. 2, the content is not very attractive to consumers. Many ceramic companies' WeChat platform is not pushing naked and hard, it is company introduction, corporate awards, corporate visits, company training, and content is worthless to consumers. [Case Analysis 2] For example, [×××Ceramics], after the addition, it will automatically reply “Hello, thank you for paying attention to ×××ceramics! To understand the specific information of ××× ceramics, please reply to the code:×”. After replying ×, I received the message "Hello, here is the official WeChat of XX Ceramic Network, reply to the digital code: 1 - company profile; 2 - brand concept; 3 - corporate culture; 4 - contact." 3. Interactive design and customer experience are not good. Many ceramics companies have set up a programming model on WeChat platform, adding various functions such as product display, investment promotion, company introduction, decoration case, event introduction, customer service, etc., but the interaction design and customer experience are not very good. For example, there are too many pictures in many options. In the case of no Wi-Fi, the content is difficult to display after a long time refresh, and it is easy to unsubscribe. 4. The management model is not very reasonable. For example, many companies' WeChat platforms are managed by people in the planning and marketing departments. The resources allocated are very limited. There is no relevant training, no performance appraisal, and employees are not motivated. Therefore, it is simple and rude to push hard and wide, and the effect is of course not good. 5. Interactivity needs to be improved. Many companies have a comment bar below the WeChat interface, and most of them show "no comments yet." The prizes set during the event are unattractive and have low credibility. [Case Analysis 3] Some ceramic enterprises WeChat platform added the reply as "Response × × ×, have the opportunity to become a lucky fan, a small gift waiting for you to take." One did not explain what the small gift was, and the second never announced the list of small gifts. For example, some ceramic enterprises carry out “the prize-winning activities, the first one to send ipad mini”. The winners are not announced after three months after the deadline, and there is no follow-up description of any activities. 6. The marketing design of the letter itself is not perfect. Although WeChat 5.0 introduced WeChat payment, the purchase mode of ceramic tile, a durable consumer product, is very complicated, and the experience of browsing the exhibition hall is very poor, and it is very difficult to reach a transaction. Assume that the transaction is concluded, WeChat does not have the mechanism of Alipay refund, payment The path is blocked by Alipay, and the risk of the customer WeChat paying 10,000 yuan is greater. Third, think about the operation of WeChat 1. Customer interaction In the public WeChat, you can set up a column of "Home Decoration Assistant". Any input of relevant words will have pre-set content and recommended push in the background. If the customer enters the keywords such as purchase and price, the background will brake into the manual customer service and conduct the shopping guide. 2. Viral marketing through valuable information The existing modes of communication of the corporate public number mainly include drifting bottles, shaking, location signature, two-dimensional code, open platform, public platform, voice information, graphic information, etc. These methods all have one thing in common, that is Especially suitable for "push information". [Case Study 6] Some companies systematically push some valuable information such as daily cleaning of small tiles and ceramic tile paving through WeChat platform, and then send them to friends to share and form a communication