How to do the e-commerce WeChat marketing plan and how to solve it?

First of all, you should clearly distinguish between plans and schemes. Plan can be said to be a framework, and plan is the specific content in this framework. It is necessary to write clearly the marketing methods, operations, activities, work arrangements and many details of WeChat.

Otherwise, it is unrealistic to make a marketing plan immediately without any foundation. Of course, it doesn't matter if the boss forces you to make a plan. At the end of the article, I will teach you how to make a WeChat marketing plan quickly, but at the beginning, I still want to talk about the detailed steps of making a WeChat marketing plan.

Work that must be paid attention to in the early stage

1, understand the purpose of enterprises to do WeChat marketing.

This is very important. If you don't know the purpose of doing corporate WeChat marketing, you may have made different plans. Some enterprises try to make their services more convenient, such as China Southern Airlines and China Merchants Bank, while others try to better promote their products and get higher sales, such as Starbucks and Durex. When you understand the needs of the enterprise, you can clearly choose whether to use the service number or the subscription number. Before, some of my customers chose the subscription number when registering, but found that what they really needed was the service number. Because the newly registered subscription number cannot be upgraded to the service number, they have to re-register. In case the previous number used its official name, it would be very troublesome to name the newly registered number. Of course, you can also open both accounts, but you need to consider the division of labor between the two accounts, otherwise it will be chaotic.

2. Analyze peers or related accounts.

I found that many operators of WeChat WeChat official account pay little attention to their peers' accounts, and all focus on self-media or some accounts that talk about WeChat marketing, as if they were afraid that their peers would lose if they had one more fan. Usually, your peers are your best teachers. There are many things that don't need to be explored again, and even their successful operation methods or content layout can be directly copied. Before I make solutions for customers, I always add a large number of WeChat accounts related to their industries to see how they use service numbers and subscription numbers and know what types of accounts they use more. The marketing of those accounts is relatively mature, and I pay attention to their dynamics and operation methods, the arrangement of activities and the copy every day. After all, it takes a lot of time to make an industry-specific solution on competitors. If your industry has no decent competitors on WeChat, you can pay attention to you.

3. Operate WeChat account 1-2 months.

This plan is not like a plan. Plans often depend on estimates. Planning is to implement every detail, including work arrangement, division of labor, daily tasks and account operation activities. It takes some time to collect information to make such a detailed plan, and operating WeChat account is the best way to collect information.

Because each marketing channel operates in a different way, you can't do WeChat marketing as before. It's best to run the company WeChat official account 1-2 months first, and have a general understanding of the marketing games and routines in WeChat, so that your plan will basically take shape. If you have no idea about WeChat marketing, you can directly copy the account content that you think is most suitable for your peers to do WeChat marketing, try it yourself for a while, and then fine-tune. In the past, one of our customers had a clothing store called Yushang. Their boss-in-law has no idea about WeChat, and then directly imitates some accounts in the clothing industry. Now, their accounts are working well, which has promoted the business of their store.

During this time, it is best to apply for some resources from the company to do some activities, such as forwarding friends, bringing friends to the store to spend rewards, in-store promotions, discounts and so on. As long as it can be used to support WeChat activities, you can try it.

There is also interaction with customers. Many netizens think that customers ask questions and then we answer, which is interactive. Actually, it's called question and answer, not interaction. Interaction requires your official account to actively drive users to communicate, such as an article I wrote before, "What did God take from you? There is our interactive content in it, and interested friends can communicate with me. The purpose of this is to inspire some like-minded people to enhance interaction. Simply put, it is to enhance feelings with customers.

You can try to recommend articles with complementary industry accounts, that is, recommend your account at the bottom of the other article and their account at the bottom of your article. For example, I sell wall paint and can cooperate with companies that sell floors. Milk powder companies can cooperate with BB car companies. Everyone's customer base is roughly the same, but the products are not competitive, which can quickly expand the number of fans in your account.

4. Analyze data and customers.

1-2 months later, we can make a summary according to the operation during this period, including the analysis of the reading volume and forwarding volume of articles, which types of articles are more attractive to the target population, customer feedback, customer interaction, participation and effect analysis of activities, and the evaluation of the degree of help to the company's business during this period. Make a report on these related data, and then write a few lines of summary for each group of data, such as articles. The reading volume and forwarding degree of a certain type of articles are relatively high, so you can consider increasing the publication of this content appropriately.

5. Assign personnel tasks

According to the previous operation, you will get a general idea of who is responsible for what content, how to arrange work tasks, and how to evaluate performance appraisal. For example, we will evaluate the performance according to the number of articles read and forwarded, the number of users' content information queries, the interaction effect and the activity effect. Of course, it is best not to add the sales performance to the performance appraisal so soon, so that the pressure on employees will be too great, which will affect the operation effect, and some accounts will be done by only one person.

6. Start writing a plan.

After collecting and sorting out the previous information, you can start writing the plan. Many netizens and friends asked me how to make the format and content of the plan. Haha, everyone is blessed. This is the first time that Ivanx Liu has exclusively disclosed the format structure and internal arrangement of the internal WeChat marketing scheme of "WeChat POP".

Content Format of WeChat Marketing Scheme

1, competitor analysis

Many schemes will write a preface at the beginning, telling us about the number of WeChat users, how awesome WeChat is, and some will kiss up, thanks to the guidance of the leaders. In fact, these opening remarks are worthless to the plan, and many times they will be directly skipped by the leaders. If you want to write, you must write valuable information and get the boss's attention immediately. So at the beginning, we will write the analysis of competitors, how they use WeChat accounts to provide services or promote products, so that your plan will make your leaders or bosses pay attention to it and read it carefully.

2. What value does WeChat bring to (abbreviation of enterprise name)?

In the second part, we began to write about what value WeChat can bring to your enterprise. Remember to write your own business name in the middle, and your own business name will appear, so that people who read the plan will feel that the plan is tailor-made. Here we need to analyze which businesses or products can be put on WeChat to provide services or marketing promotion. After comparing the competitor's WeChat account, it is suggested that the company use the service number or subscription number. It would be better if the data analysis of the previous operation were added here. Finally, write down what benefits WeChat marketing can bring to the company, such as more convenient business use, better customer maintenance and improved performance.

3. XXX activity (XXX is the name of the activity)

Here, we can list the effects of previous activities on WeChat, the number of applicants, customer conversion and so on. Then analyze where we are doing well, where we need to improve, and how the company will combine WeChat to do what activities in the future. Note that the content here is the key point, especially for large enterprises, so that you can apply for more company resources to do WeChat activities in the future.

4. What do customers care about most?

Through the communication with customers, we can sum up some topics that customers care about, such as the product functions that customers expect, where the service links are imperfect, the problems with the most complaints, and what can be improved. These are issues that leaders are very concerned about, which is another value that WeChat brings to enterprises.

5. WeChat account operation plan

Here, the internal column design, operation mode and marketing mode of WeChat account are written, such as what articles are posted every day, what columns are in the custom menu, what contents and functions are in the corresponding columns, how to promote WeChat account, how to do activities and so on. It's best to write down a few plans for activities to be done in the near future. By the way, you can apply for activity support, and whether you need to buy a third-party WeChat system. Here, you can make a list of expenses, let your leader know the approximate expenses and expenses, and it is best to indicate which ones are important and which ones are not, so that when you really want to apply for expenses in the future, it will be smoother. Also, write down which departments need to cooperate, so that your leader or boss can help you communicate well in advance, or let them know first when you have a meeting.

6. Work assignment

If you are a team, be sure to list the work that everyone is responsible for, what is the daily work content, performance appraisal and so on. If your company's WeChat account is only managed by you, you need to write it. Why? You know, many bosses don't know what you are doing every day. If you don't make it clear, the boss will think that you are very idle and keep giving you more extra irrelevant work, so that you can't concentrate on WeChat marketing, so update, customer service and promotion should be made clear. Of course, you can't use this to deceive the boss and write a lot of works, but it is rarely implemented. That won't do. You should know that the boss is smart, otherwise he won't be your boss.

7. WeChat account development plan

The following is an estimate of the future growth of this WeChat account fan, and how helpful it will be to the company's business and products. Generally, a table is made every three months to explain how far the account will develop. In fact, the information here is nonsense, and we are not psychics. Then we will know what the future WeChat account will look like, but the boss likes to watch this.