Trilogy of how e-commerce sellers do well in membership service and marketing

2. Who do you really rely on to build brands and stores? What everyone in the electric business community wants most is traffic, and the most important thing after the recent traffic is marketing. How to use the popularity brought by traffic to retain our members and let our members have a steady stream of buying behavior? This is the affiliate marketing that we have discussed a lot. With the emphasis on old members this year, many sellers pay more and more attention to member marketing. Here I will tell you about the membership marketing concept I have practiced, and I can tell you responsibly that many big sellers do this, and the theory is also summarized from their practice. We say that the ultimate goal of membership marketing is actually two: the first is to let members directly buy, that is, to see the final ROI; the second is to hope to have an intangible impact on customers, that is, advertising effect. Knowing this goal, we divide membership service marketing into three parts along this line of thought, which is called membership marketing trilogy for the time being! Step 1: What is conventional service marketing? Simple understanding of formal marketing refers to the marketing method that stores should operate in a formal way. For example, the delivery reminder made by many of our sellers is what we call regular service. In addition, our regular marketing and services also include: order reminder, delivery reminder, honeymoon marketing, dormant lost member reminder, member level reminder, holiday care, birthday service marketing. These are all routine jobs that our stores should do, which means that we don't need to consider whether to do these jobs, but how to do them well. There should be ways to make these jobs form a routine operation mode. Step 2: Store Activity Service Marketing As a seller, you should understand that some large sellers already have a certain membership base. At this time, any behavior and activities of you will have old members who are suitable for your activities. Therefore, store activity marketing means that when we have activities, we can find out the customers who are suitable for our activities in our membership pool for marketing. This includes: various advertisements on Taobao (such as first focus, large-scale activities such as gathering cost-effectiveness), store celebrations, and so on. When marketing activities, we should consider how to define our target marketing customers for different activities, especially to find our target customers from our existing membership pool. This is very important. This is the so-called precision marketing, we can't continue our previous rough marketing, spray out all members, send a text message or email, and finally we don't know how effective it is! Give a very simple example: for example, if you have an activity with 80% postage, then you have to think about whether to find out these users whose previous customer unit price was around 80. If the unit price of your regular marketing customer in your store is 30%, how interested will he be in your 80% postage? Therefore, when you are doing activities, you should accurately find out the target users who are suitable for your activities for marketing, rather than this widely advertised marketing. Not only is the marketing cost low, but the final ROI will not be high. This is what we have to do at the second level. The third step: reverse thinking and active service marketing. First of all, explain why it is called reverse thinking. To put it simply, when we used to do marketing, we often had such activities, and then I went to my target members to do marketing, such as store celebrations, and then I thought of sending text messages in groups. The way of reverse thinking is that I now know that there are such a group of users in my membership pool, and then I set up a marketing campaign that meets these users. For example, if I screen out a group of users and know that they are students, then I will set up an activity specifically for this group. This is reverse thinking. The second explanation is why it is called initiative, because when we used to do activities, it was actually more of a passive marketing, that is, I did marketing because of such activities. Now I will take the initiative to go out and know that the user has such behavior, and I will take the initiative to give him such a marketing scene suitable for him. We know that every store will have a group of low-quality difficult users, high-quality customers, dormant customers and customers with unpaid orders. We should take the initiative to attack these users and do some marketing activities suitable for them according to their behavior. The biggest advantage of the third level for us is that even if Taobao doesn't give you any resources and traffic, if you have/kloc-0.0 million old members, you can completely protect this/kloc-0.0 million members. If their repurchase rate exceeds 30% or 50%, at least I'm not afraid of the company starving to death, right? So this is what we have to do at the third level. I don't know if you think it's too theoretical, but I think everyone should understand the truth before doing anything, and then the next step is to turn theory into practice and into practical action.