Does WeChat operation have no effect? There may be a problem with positioning. As the saying goes, if the direction is wrong, the efforts will be in vain!
The positioning here refers to the functional positioning of WeChat, that is, what role WeChat plays in business logic.
Many companies simply and rudely regard WeChat as a new sales channel. They don't know that sales on WeChat are based on industries and products. Take the training industry where the author works as an example: the learning time is long, the user decision-making cycle is slow, and there are three schools. It takes multiple phone calls or even face-to-face communication before deciding whether to register. With this kind of business logic, positioning WeChat as an admissions tool will definitely not be effective.
In fact, in addition to sales, there are also the following common WeChat function positioning:
① Demand research: user preference analysis, opinion collection
② Marketing promotion: public account information push + personal account dissemination
③ Customer management: Member management, differentiated marketing
④ Customer service: customer service system
③ Sales payment: Information push +H5 webpage + Weixin Pay
④ Maintenance of old customers: welfare distribution, exclusive membership, daily interaction
④ New customer mining: word-of-mouth marketing
So, how to position WeChat functions for enterprises?
The author summarizes the two-step approach to WeChat positioning:
1. Sort out the business logic and find links/business points that match the advantages of WeChat
If you are new to a company, don't rush to make WeChat positioning. Your primary task is to clarify the business logic of the company and find links that match the advantages of WeChat. Which services can be put on WeChat to improve operational efficiency? Which businesses can be grafted to WeChat to reduce costs? Is it suitable to sell directly on WeChat?
2. Research on user needs and align business links with user needs
WeChat supports free group messaging. So, what content do users like most in group messaging? Is it promotional information or information? Is it an activity category or an investigation category? Can doing this create a better user experience? Are these needs real?
Only under the premise of correctly positioning WeChat functions can the next content group-sending strategy, customized menu architecture, daily interactions, micro-website layout, and post-event planning be targeted.