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When WeChat is a little more complicated, it is also touched on WeChat, some through the public number, some through small programs, some through corporate WeChat, more through the personal number, personal number and friends circle, group Chatting and private chat, the above Python course is a typical public number. In fact, the frequency and timing of this touch is already in place, and it is fully automated. If the personal number does not rely on automated tools to do SOP, it is difficult to do it. This touch effect.

A part of the mainstream reach is summarized as follows:

• SMS

• Electronics

• WeChat ·Public Number

• WeChat · Applet

• WeChat · Enterprise WeChat

• WeChat ·Personal Number

• WeChat · Personal Number · Private Chat

• WeChat · Personal Number · Community

• WeChat · Personal Number · Friends Circle

……

But no matter which type of touch, you will find that touch the Sequence (you can understand it as SOP), you can’t be excited to send a wave and you’re done. You can’t stop. This is the same as the email sequence of the year. After the audience registered, they sent a letter (so-called CEO), the product information was sent the next day, the customer case was sent on the third day, and the product update was issued in the second week. Continue to send customer stories…

So how is this sequence coming out? There are basically two types, one based on the behavioral stage (such as just registered, or not logged in within 7 days), and the second is based on the customer’s cognitive journey.

If you are a cognitive journey, you can’t be sleepy.

03.
 

The three core points of the customer’s cognitive journey: the change is not the same as it is

We know that our customers’ cognitive journeys are casual and gradual, at Previous article, there is a picture describing it in place:

But someone told me that The change in customer perception during the actual follow-up process is very complicated, and your picture is still idealized.

I don’t deny it.

But no matter how complicated the change, the customer’s cognitive journey is always separated from the following three core points:

• Problem Aware: painful cognition, the customer’s pain points are obvious, but I don’t know if there is a solution

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• Solution Aware: Solution awareness, customers know that there are such solutions on the market, but I don’t know if your products can be arranged

• Product Aware: Product awareness, customers know that you have such a product, but don’t know if your product is in place < /p>

Almost all customers, whether they are going to your official website, or adding your WeChat, or dialing your phone, are in one of the above three cognitive states. All of your content marketing SOPs must match the customer’s cognitive status.

What happens if you don’t match? Obviously, there will be an Awareness Gap that will bring friction.

You will tell your product directly to an audience who has not realized that you have a problem. The other party will feel uninterested and avoid it. And you give a customer who has done a lot of research and entered the solution selection stage to continue to talk about pain points, and the other party will certainly not be jealous of you.

So we need to realize that for customers with a specific cognitive journey, the use of content must be cautious and precise.

04.
 

B2B enterprise content input and preparation: “bait” for incubation and conversion
 

Almost all 2b companies know what types and uses to produce, but there are very few real-world outputs that are in place.
 

Awareness Gap is a common occurrence. This is necessary for the incubation of clues.

So how do you fill these gaps? As we said above, B2B customers are much better at grasping information than 2C audiences. They especially like to think about themselves, but they are not willing to listen to sales. Even if they come to find sales, 80% of them are asking for information.
  There is a set of data showing that 57% of 2B customers have already pondered sixty or seventy percent before they found the sale, so your content matrix preparation is especially hard-working, just a few words of gold is a trick. Not the other side.
 
 

What are the smart domestic manufacturers doing?
  Some of the customer cases are out, some are out of the industry white paper, public relations draft, official website, product information is no longer interested.
  , Why?
  Because these things are too well packed.
  Customer case andThe two things in the white paper are difficult to fool people, one is because of the high information density, the second is the strong nature of the scene, and the third is the high professional requirements. Today’s customers like to watch this type of content. So your content allocation should probably be like this:

You need to spend 100% of your energy on the official website, make product information and spread PR, but you need to spend 300% of your energy on customer stories and white papers
  The former is a scene, the latter is the real carry. I once talked about our products with a well-known corporate procurement leader at a large-scale customer customer forum. I haven’t had time to talk about the scenes and functions. The first sentence of the other party is: “Which customers have you served?” /p>

Imagine if you don’t have a convincing customer case, this conversation is almost impossible.

To do this, we must prepare the content “bait” that the customer wants.

05.
 

Content SOP Determination and Criteria Assessment criteria

The content is ready. The next step is to really fight.

We must be clear about the purpose of the clue incubation. Therefore, there must be clear criteria for conducting assessments.

Some companies may be to increase the number of demos, some are the number of phones, some are MQL or SQL, some are product trials…

This standard is still determined by the product form. If you are a product-guided customer acquisition process, and you are confident in the value of the product and the ability to restore the scene, then you should guide the customer to try as much as possible. The more trials you have, the more you will convert into a single order;

If you are a sales-oriented business and are confident enough about the sales organization’s ability to expand and transform, then you should guide product demonstrations or visits as much as possible. At this time, the more visits, calls, or demos, the more you become. many.

When we actually implement the content SOP, we need to invest these actions in a timely manner to guide the client to achieve the corresponding purpose, whether it is to make a reservation demo, invite a trial or other actions. In the middle or at the end of any conversation or material (white paper, PR draft, customer case), you must leave a call to action.

But which one to leave?

To this end, I reflected on our content marketing SOP from the customer’s point of view, and found that it is not the case. If you say that you are a customer now, belowWhich action option do you think is more acceptable to you?

• Provide you with a free trial qualification

• Let you talk to the sales for 15 minutes

• Take a product demonstration for half an hour

Obviously, if I am a customer (first contact), I tend to choose the first one, because the latter two I have to passively follow the rhythm of sales. This doesn’t feel good. Only when I tried to find out that there was a problem, I wanted to talk to the sales, because at this time I had a preliminary understanding of the product, I can ask questions.

So if you are evaluating the final demo, it is very likely that you will be invited to the demo directly. In the cognitive process of the above customer perspective, there are three factors that can be used to assess whether an offer is thrown in place.

• Friction Friction Strength

• Proximity to value Value Strength

• Awareness gap Cognitive divide

Specifically, we take a demonstration of one of the above three offers. For example: spend half an hour to give you a product demo, the friction analysis of this offer is as follows:

• Proposal offer: Product demonstration for customers

• Friction intensity: high friction, customers have to vacate for a period of time, have to prepare QQ remote or Zoom software, have to find a quiet place where no one has a stable wireless network connection….. .

• Value Strength: Medium value, although the product demo can listen to sales and talk about products, but after all, you can’t operate it

Obviously, if a customer is not interested in your product, or has no idea what to expect, it is difficult to get to the demo. We have tried it ourselves. There are 8 out of ten, and we are not able to make a demo.

So customers at this stage need to incubate, can’t be too hasty, we need to use the bait to “educate” the customer and then invite the other party to demo.

At this point we return to the SOP of the Python course, we can find that at this stage, we need to provide valuable reference information to the customer, whether it is a customer case or a trial account, because the other party is obviously not ready to work with you. Direct communication, the friction analysis of this offer is as follows:

• Proposal offer: Give customers a customer case

• Friction strength: low friction, customers only need to download and read easily

• Value Strength: Generally higher, depending on how you package and write this customer case

The other party downloads a customer case to read, or logs into our backstage and sees that the products are all actions with a small coefficient of friction, and are closer to the value of our products. Customers should be motivated to participate.

This is what we have to achieve in the first few steps of the content SOP incubation cues: to determine the cognitive stage of the other party, and then to match a valid content offer “bait.”

06.
 

Reference Case: Incubation Content SOP for Whale SCRM

Next, we will sort out the SOPs of clue incubation through our WACKER SCRM’s own business practices. This case can at least bring reference to B2B or SaaS companies, but in fact all the long-term business is suitable for this. Ideas.

• Product Form: WeChat CRM, including automation module, CRM customer layering module and SOP module

• People-oriented: All follow-up customers, management communities, WeChat automation requirements, customer CRM needs and sales monitoring needs in WeChat

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• Bee combination: articles including this article, industry white papers, industry customer stories, and product trials

• Core offer: Product trials, the value of product trials is obvious to customers, the more trials, the more conversions

• Evaluation criteria: The number of products used, the more the better

• Customer Cognitive Starting Point: painful cognition, knowing your own problems, but don’t know if our products can solve them, norKnow how our products can be solved

• Strong frictiondegree: Very high, trial requires customers to purchase our mobile phone

• Value Strength: Very high, trial means that you can feel the value of our products very intuitively

• Cognitive Divide: Very high, so that means we need to provide as much information as possible to our customers in the first few SOPs, including white papers, customer stories, articles, Official website and introduction materials, etc.

For the above customer analysis, our SOP design is as follows:

Of course, this is a rough version of the SOP, but the idea of ​​“six times touched” is very clear and clear, that is, in any case, the customer’s touch must be at least 6 times or more. Otherwise, incubation and conversion cannot be discussed. We also found that customers who touched more than 6 times were relatively smooth.

In all SOP sessions, this table clearly reveals what content resources we need to support. Sometimes, customers may not necessarily respond to our SOP sequence. At this time, we may need to stay at a specific link and continue to reach and nurture through different forms of content bait until the other party’s cognition follows us. The SOP is moving in the forward direction.

In the process of incubating our customer leads, we also accidentally discovered that some customers did not return to WeChat, but they were happy to participate in our offline sharing activities. Therefore, the content form of offline sharing activities needs to be added to the SOP when necessary.

The SOP of any clue incubation needs to be adjusted while performing.

As we said at the beginning, clue incubation is an interactive game with no “end” option. Customer cognition follow-up is sometimes more interesting than pure signing.

We have reason to believe that the future 2B or SaaS business must be oriented to product value and customer perception. Pure flickering or skill-based sales cannot establish the core competitiveness of the company itself.

Go prepare your white paper.

(About the main teacher Chunyang: long-term output to b and SaaS fieldOne hand knows that half depends on observation and half on practice. We have WeChat crm products to do, personal WeChat jamesbiubiubiu welcome cooperation and discussion)