With the development of WEB2.0 and the application of social networks, the concept of online community has gradually become popular. The biggest change brought by the rapid development of the mobile Internet is that the boundaries of information are becoming more and more blurred, and people are gradually developing from independent consumers to groups with unified behaviors and full of vitality. The traditional way of influencing consumers and casting brand image is one-way communication between merchants and buyers, but in the era of mobile community, it is manifested as two-way interaction between merchants and buyers, with community awareness. In this environment, social behavior is nothing more than consumers' support and abandonment of brands.
The human brain always tends to replace reason with emotion. In the golden age of the Internet, emotional factors dominate consumers' buying behavior. The community formed on the basis of social network relations has become the ultimate weapon for people. Only by establishing a strong emotional connection with users can we achieve long-term development in the transformation of the Internet era. [1] Therefore, the marketing model based on WeChat social platform has become the main way for enterprises to carry out online marketing.
Wechat community marketing model
Wechat has three characteristics: high penetration rate: 65.438+0 billion users; Low cost: low advertising cost; High retention rate: high viscosity often occurs; Make it a natural carrier of community marketing, and personal number, WeChat group and WeChat official account can all become ways for enterprises to carry out WeChat community marketing.
What we need to be clear is that the future is an era of managing user assets and paying more attention to products. So what we want is to accumulate members through the WeChat social platform, so as to better manage and reach them.
Turn the resource advantages of offline physical stores into online business advantages;
1. Offline diversion: put up posters in the store, print QR codes to join the group, and conduct clerk training, but all customers who arrive at the store will divert the store's micro-signal or WeChat welfare group to the maximum extent.
2. Online guide into the group: design the content of friends circle, let friends and relatives forward the circle of friends, invite friends to join the group, and introduce friends.
In the initial stage of community marketing, we must rely on the explosion of single products to build consumers' understanding and attraction of WeChat group. Then, the selection of a single product can refer to the following criteria:
1. The selected products must be high-frequency explosions, not low-frequency narrow audiences, otherwise the hit rate is too low to focus on explosions;
2. The concessions are strong, easy to understand and weak. Based on the consumer psychology formula of "product value+preferential value+user use cost", when the use cost is too high, I will consider that the preferential price for this point is not worth paying, so why should I join this group?
Create hunger marketing and target consumers in advance;
1. price determination: effectively let customers recognize the selling price and maximize the benefits;
2. Advertising strategy: coupons can achieve certain advertising benefits, such as promoting the use of a pig's trotters;
3. Psychological motivation: If you have a coupon, you are more willing to use it. If you don't use it, it will be wasted.