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见实科技:私域加粉手册2021

营销老司机 | 25年营销者分享营销的点点滴滴 2021/11/29 18:32

在导流私域的过程中,与用户“破冰”非常重要。私域的本质还是服务。有温度的欢迎语,能够让客户极大提升对品牌、对员工的好感度,在未来更加愿意消费、复购。

关于欢迎语的设置小裂变提出了两大原则,即:

第一,传达清楚企业微信号的定位与价值。让客户/消费者知道,商家企业微信号是做什么的,有什么价值,传递清楚价值可以降低好友删除率。

第二,和客户破冰,产生互动。在初次见面时与你产生互动,通过趣味互动增强印象、好感,后续再做营销动作,客户不会过于抵触,转化率会更高。

此外,用友建议不以虚假、夸张的方式进行引流,这种方式即便初期效果很好,最终沉淀和转化效果也不会高,且可能很大程度上降低用户信任感。尤其后续运营和承接也需要跟上,不然引流来的都是沉默用户。

根据加粉话术的核心部分和对应产品及客户需求,可以分别从利益、兴趣、服务、服务+利益、互动几种方式来优化加粉话术。下面以用友服务客户中的话术作为参考:

1)利益型:对于引流加粉过程中,突出利益点和价值点是最简单、最直接有效的方法,比如:护肤品行业或珠宝行业比较适合。

例句:你好呀,小可爱,我是你的护肤官小雨。现在扫码入会,原价259的爆品限时免费领取,仅限前500哦。

2)兴趣型:很多企业在做引流时往往会忽略这一点,其实兴趣不仅可以做引流,还可以进行用户沉淀,如运动健身或DIY产品可以通过增加兴趣点方式进行引流拉新。

例句:嗨,小姐姐,关注你好久了,我们现在招募穿搭体验官,如果你也感兴趣,添加我即可报名,还有专业摄影师为你拍照定妆哦~

3)服务型:体现高净值服务,和其他企业形成对比,通过服务引流到线下或者影响用户的沉淀和长期复购。服务具有高粘性,特别是专业服务。

例子:亲爱的,我是您的护肤顾问XX,我来为您提供专属的一对一服务啦,产品使用肤质问题都可以咨询我哦~

4)利益+服务型:利益和服务双重诱导一般使人无法躲避,这种比较适合美容或者低频高客单价行业。

例子:哈喽,我新建了一个会员群,以后的优惠活动、直播特价、护肤技巧都会第一时间在群里发,宝宝感兴趣可以进群看看哦~此福利仅限群内用户专享~

5)互动型:互动的方式更能拉近用户距离,给人熟悉感觉,使人产生信任。

In the process of diversion of private domains, it is very important to "break the ice" with users. The essence of the private domain is still service. A warm welcome message can greatly enhance customers' favorability towards the brand and employees, and will be more willing to consume and repurchase in the future.

Regarding the setting of welcome speech, two major principles have been proposed, namely:

First, communicate clearly the positioning and value of the company's WeChat account. Let customers/consumers know what the merchant’s WeChat account does and what value it has. Delivering clear value can reduce the rate of friend deletion.

Second, break the ice and interact with customers. Interact with you when you meet for the first time, enhance your impression and goodwill through fun interactions, and do subsequent marketing actions. Customers will not be too resistant and the conversion rate will be higher.

In addition, UFIDA recommends not to drain traffic in a false or exaggerated way. Even if the initial effect is good, this method will not have a high final precipitation and conversion effect, and it may greatly reduce user trust. In particular, follow-up operations and undertakings also need to keep up, otherwise silent users will be attracted.

According to the core part of adding fan art and corresponding products and customer needs, adding fan art can be optimized in several ways: benefit, interest, service, service + benefit, and interaction. The following is a reference to the words of UFIDA serving customers:

1) Benefit type: In the process of draining and adding powder, highlighting the benefits and value points is the simplest, most direct and effective method. For example, the skin care industry or the jewelry industry is more suitable.

Example: Hello, cute, I am your skin care officer, Xiao Yu. Now scan the QR code to join the club, and you will receive the original price of 259 for free for a limited time, only for the first 500.

2) Interest-based: Many companies tend to ignore this when doing drainage. In fact, interest can not only be used for drainage, but also for user precipitation. For example, sports and fitness products or DIY products can be used to attract new channels by adding points of interest.

Example: Hi, Miss Sister, I have been following you for a long time. We are now recruiting a dressing experience officer. If you are also interested, just add me to sign up, and a professional photographer will take pictures and set makeup for you~

3) Service-oriented: Reflecting high-net-worth services, in contrast to other companies, channeling offline through services or affecting users' precipitation and long-term repurchase. Services are highly sticky, especially professional services.

Example: Dear, I am your skin care consultant XX, I will provide you with an exclusive one-on-one service, you can consult me if you have any questions about the skin quality of the product.

4) Benefit + service type: The dual inducement of benefit and service generally makes people unavoidable, which is more suitable for beauty or low-frequency and high-customer unit price industries.

Example: Hello, I have created a new membership group, and future promotions, live broadcast specials, and skin care tips will be posted in the group as soon as possible. If you are interested, you can join the group to check it out. This benefit is only for users in the group. ~

5) Interactive: The interactive way can bring users closer, give people a familiar feeling, and make people trust.


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