How do fans in Weibo become customers? Network marketing problem

Generally speaking, businesses that start marketing in Weibo, the first task is to increase the number of fans, followed by staring at their own number of Weibo reposts and comments. But what I want to tell Taobao operators here is that these two indicators are not important at all.

Stop begging for powder

After merchants opened Weibo, there has always been a puzzle: I have few fans, how to do Weibo marketing? Actually, the number of fans in Weibo doesn't matter at all. Even if you only have dozens of fans, you can still do marketing in Weibo.

As a Taobao seller, first ask a question: Is the credit rating of the store important? At first, the seller will say "important" because you have a few small red hearts there and there is no way to win the trust of the buyer. However, with a little maturity, these credit ratings will be of little use. As we all know, the transaction volume of many crown stores is not as good as that of diamond stores, and the sales of many golden crown stores are not as good as that of crown stores. In fact, the reputation level only shows our growth in the past period of time, and it can't determine the current number of people entering the store, let alone the conversion rate of our store.

In so many successful Taobao shops, I didn't find a few that were made by brushing credibility. It also applies to Weibo marketing. The number of fans is only a growth record of our marketing in Weibo, and it cannot determine the success or failure of our marketing activities in Weibo. The first step in pursuing the effect of Weibo marketing is to give up the infatuation with the number of fans in Weibo.

Stop forwarding lottery tickets.

How to increase the forwarding volume? Copy some jokes, quotations, novel anecdotes, etc. After all this, we found that the forwarding volume did go up and the fans did go up, but the number of people entering the store did not increase. Then the merchants began to think about whether the forwarding volume was not enough, so they continued to look for more classic jokes and more funny jokes ... but, please, you forgot what you do. You are a seller, not a joke master, not a reporter. People only tell you jokes. Do you want to switch to selling jokes?

Others said that I didn't send jokes. I only sent promotional advertisements for products in my store, but no one paid attention to them and no one forwarded them. In order to let more people know, I will definitely send some big accounts to help me forward them. Or engage in prize forwarding activities and provide iPhone and iPad for lucky draw. Well, yes, you will soon find that the forwarding volume of a Weibo with big accounts may be 1000, but after your advertisement is released, the forwarding volume may be dozens. I believe you know the reason. Their fans are only interested in jokes, not advertisements. As for iPhone, iPad and prize forwarding, you will naturally find that except for a batch of lottery control, it has nothing to do with your goods, either no one enters the store or there is no conversion rate.

Stimulate the purchase of doors

After getting out of the misunderstanding, re-sort out what marketing is. There are only three steps in marketing:

1. Let consumers know what value I can bring to him and let more people know.

Let consumers believe what I said.

3. Stimulate him to buy immediately.

Different from the marketing theory that everyone usually knows? However, if all marketing theories are broken, that's all. In the marketing era of traditional media, letting consumers know depends on advertisements, while consumers' trust depends on repeated advertisements. However, the marketing era in Weibo is different. The core of Weibo's marketing era is that knowledge and trust are synchronized, because every message in Weibo is delivered through friends.

So the first thing to do is to accumulate others' trust in you, let the people who trust you help you pass the message to them, and then split it layer by layer, and finally form a large number of people who know that you trust you, and eventually these people will become your customers. Ten thousand forwarding without trust is not worth 10 with trust, remember.

Step 1: Draw a circle.

Weibo is the first application in the history of Internet application, which is closely related to the interpersonal relationship in the real society. Weibo has hundreds of millions of users. Everyone has his own social circle, just like in the real world. They are connected with each other through social circles of various attributes. Because everyone has multiple attributes, everyone is the link point between this circle and another circle. Finally, through these links, Weibo has formed a huge social network.

Every sentence we publish in Weibo is the same as every sentence we say in the real world. If you talk to yourself, nobody cares about you. If you want to get a response from others, you must first think about who this sentence is addressed to. Therefore, the first step of Weibo marketing is to divide many social circles through different attributes, and the people in these social circles are highly coincident with your target consumers. The people in these highly overlapping social circles are the target consumers you want to attract.

Some sellers will say that everyone needs my products. However, please, even if your product is needed by everyone, every time you speak, you must aim at a specific circle, so that someone will respond to you and bring your information to a larger group through those who respond to you.

Some merchants will say that you only have a turnover of nearly 10 million a year, and you can spread it through several fan circles. However, I want to achieve tens of millions and hundreds of millions a year. What should I do? It doesn't matter. You should first divide the circle you want to communicate with, then set up different Weibo accounts to form a micro-blog matrix, and then go deep into different circles.

Step 2: user precipitation

Some businesses will take it for granted that users already know about me and my shops and products. As long as I see my Weibo, I will definitely buy it. But in fact, from knowing to placing an order, it is still a few feet away.

Weibo is a social network. In the real society, how people interact depends on how they interact in Weibo. If you are pursuing a girl, you will say: You know my height, weight, education and property, why don't you marry me? This is not reliable. When a girl knows this, you should also know what she likes, cares about and likes, and please her constantly. So is marketing in Weibo. When others know you, it just means that they may be interested in you, but if you want to turn him into a customer, you need to know him and please him constantly. The process of pleasing him is user accumulation.

Some Weibo only advertise their products, send jokes, quotations and jokes, and rarely interact with fans. Even if some Weibo is a topic that fans care about, they just stay there, instead of calming down and communicating with fans. Therefore, you are just a businessman, not a part of them. As sellers, it is unrealistic for us to take the noble route of Leng Yan. Only by calming down, communicating well with users, making more people like you rather than worship you, and treating you as a friend rather than a businessman, can we finally win people's hearts and win loyal online shopping customers.

In the era of Weibo, "attention is power, and onlookers change life". I hope everyone can find a correct position on the Weibo platform, fully realize the value of Weibo, and the transaction volume keeps rising. Next class, we will discuss the personalized classification of babies.