Surprise always comes so suddenly: you can “advertise” in the circle of friends for free!
Editor’s note: This article comes from the WeChat public account “Xiao program observation” (ID: yinghoo-tech) , author HENG, reproduced with permission.
Since the outbreak of the epidemic, the company ’s WeChat has been constantly moving. Last Saturday, it released a blockbuster message: During the epidemic, everyone can use WeChat regardless of the size of the enterprise. Interoperable “customer contact”, “customer group”, “customer circle of friends” three major capabilities.
You know, two months ago, companies had a lot of restrictions on using these capabilities. In particular, in the “customer circle of friends”, in addition to the completion of corporate certification, the number of employees who use the company’s WeChat every day is more than 50, which can only be “out of reach” for SMEs.
The absence of this threshold now means that even personal entrepreneurs can use the “customer circle of friends.” However, it should be noted that at present, the “customer circle” ability cannot be used for tobacco, alcohol, finance, medicine, and government affairs.
Of course, for a company, what kind of practical results can the “customer circle of friends” bring? This is what they are concerned about.
Advertisement for “plus V”
In fact, the function of “customer circle of friends” is not complicated, that is, corporate WeChat and WeChat circle of friends have realized intercommunication. Enterprises can publish marketing information such as event information and product dynamics to “customer circle of friends”, and customers can See this in your WeChat circle of friends.
Without the “threshold” restriction, the “customer circle” function can be used on corporate WeChat “Workbench “.
You can see that the “Customer Circle of Friends” is composed of “My Post” and “Configuration Center”, which includes the employee publishing entrance, enterprise publishing entrance, friend circle publishing records, and employees setting publishing permissions. In addition, the enterprise administrator can view the situation of each friend’s posted friend circle, and all the information is clear at a glance in the Configuration Center.
Enterprises can publish customer circle of friends in two ways:
1. Employee publishing, enterprise employees can only publish content to their customers, and each customer can only see 1 piece of content per day. This method is mainly suitable for corporate employees to push marketing content to their own customer groups; for example, only answer to some users, or push exclusive promotional information to certain types of customers, etc.;
The process of posting a circle of friends is similar to WeChat. At present, text, pictures (up to 9), short videos (up to 15 seconds), web pages or graphic links can be posted, but pictures (or videos) and Web pages need to be visible when publishingclient.
2. Enterprise-side publishing, can publish content to all employees, each customer can only see 4 pieces of content per month. In this way, enterprises can publish unified content and push the content to all customers; since each customer has only four enterprise-published content displayed in a month, large store events, or new products to the store and other marketing content Can be published through the enterprise side;
The corporate release is slightly different from the employee release. After editing the content and selecting the visible customers, you need to notify the corresponding employee of the selected customer. After the employee clicks the consent, you can publish and release in the name of these enterprise employees. .
After the company successfully releases, WeChat users can see the content in their circle of friends, and can like and comment.
As can be seen from the figure above, the employees of the enterprise WeChat will display the “company name” in the WeChat end circle of friends. In this way, all the actions of the enterprise WeChat employees will become the “corporate official” actions. Compared with corporate employees who use personal WeChat to directly send a circle of friends, the “customer circle of friends” has a stronger sense of authentication and formality, and it is easier to build customer trust.
Secondly, since the WeChat friends in the enterprise WeChat are all potential customers or users who have completed the purchase, the group accuracy is extremely high. From this point of view, when a company employee sends a circle of friends, it is equivalent to sending a circle of friends with the “plus V” certification “advertising” among the precise crowd. The “customer circle of friends” is more like a customized “Friends Circle Advertising “ability.
Actually, this is one of the reasons why companies are looking forward to it.
Similar to the real friends circle ads, WeChat customers can also click “I’m not interested” on this “Ad”. After testing, we found that after clicking “Not Interested”, customers could no longer see this circle of friends posted by the company’s employees for one week.
Actually, no matter it ’s the “post quantity” limitation or “I ’m not interested,” it ’s not difficult to understand the reasons for this move. WeChat will still take WeChat user experience as the first criterion to prevent excessive marketing content. Disturbing users.
In “micro-enterprise customers and friends circle letter rules Not playing too much? It ’s enough to read this article ”, we mentioned that in this regard, what enterprises need to do is to refine their operations, understand your customers, achieve precise pushes, reduce costs, and increase repurchase.
Precise planting and precise sales
At the beginning of the article, it was mentioned that the company ’s WeChat opened the “customer circle” capability. Its main purpose is to help enterprises reach customers on WeChat during the epidemic, and quickly set up online business.
But what effect can the “customer circle of friends” play? Let’s look at two examples first.
1. Galia: “Customer Contact-Customer Circle of Friends-Mini Program Mall” Online Sales Closed Loop
After the epidemic, many of Galia’s offline stores were closed, and passenger flow decreased significantly. In response, Goliath quickly shifted its business focus to online and started online business, and Golia ’s key “catch” to reach customers was corporate WeChat. Through corporate Wechat “Customer Contact” — “Customer Circle” — Program mallCreate a closed loop for online sales.
Specifically, shopping guides will use WeChat as a friend with customers WeChat, put the original offline customers online to establish a connection, and then post product information in the “customer circle” to guide customers to the small program Order in the mall.
In this closed loop, the “customer circle of friends” mainly plays the role of “planting grass”, and those who are interested will communicate with the shopping guide for the next step to generate transactions.
2. Watsons: Product information released by customer circle, lightning fast delivery within 1 hour
Watsons also took the same approach with Watsons. The company ’s WeChat QR code for shopping guides left by offline stores will open online operations through WeChat. Shopping guides use a variety of methods, such as “customer circle of friends” and group live broadcast, to release product information. After users place an order in the Mini Program Store, the store can deliver lightning as fast as 1 hour.
Either Goliath or Watsons, through the connection of the company’s WeChat and CRM system, the company will analyze and classify the customer’s data, and then send the user portrait to the shopping guide to achieve accurate marketing content promotion, such as product activities, coupons and many more.
The above two cases can be seen. The role of the “customer circle of friends” is to help companies quickly reach customers and stimulate users to place orders. Connecting with the CRM system can also help companies achieve more accurate marketing.
Nevertheless, several company executives told yinghoo-tech that “despite the obvious advantages of the” customer circle “, each user can only see one push from a company employee per day. The number of content and pushes is still not enough, which is its biggest shortcoming at present. “
Although corporate WeChat opened a green channel for the epidemic this time, lowering the threshold for the use of “customer circle of friends”, some small businesses and even individual businesses can also use “customer circle of friends”. However, from the perspective of effect, it is still more suitable for larger enterprises. “With a large customer base, the advantages of precision marketing are reflected,” said a senior WeChat user.
In fact, the essence of the “customer circle” is still to help companies better manage their customers. For enterprises, they still need to choose from their own business and operating strategies. For example, combining personal WeChat with corporate WeChat is also a good way.
At the beginning of the article, it was mentioned that the company ’s WeChat opened the “customer circle” capability. Its main purpose is to help enterprises reach customers on WeChat during the epidemic, and quickly set up online business.
But what effect can the “customer circle of friends” play? Let’s look at two examples first.
1. Galia: “Customer Contact-Customer Circle of Friends-Mini Program Mall” Online Sales Closed Loop
After the epidemic, many of Galia’s offline stores were closed, and passenger flow decreased significantly. In response, Goliath quickly shifted its business focus to online and started online business, and Golia ’s key “catch” to reach customers was corporate WeChat. Through corporate Wechat “Customer Contact” — “Customer Circle” — Program mallCreate a closed loop for online sales.
Specifically, shopping guides will use WeChat as a friend with customers WeChat, put the original offline customers online to establish a connection, and then post product information in the “customer circle” to guide customers to the small program Order in the mall.
In this closed loop, the “customer circle of friends” mainly plays the role of “planting grass”, and those who are interested will communicate with the shopping guide for the next step to generate transactions.
2. Watsons: Product information released by customer circle, lightning fast delivery within 1 hour
Watsons also took the same approach with Watsons. The company ’s WeChat QR code for shopping guides left by offline stores will open online operations through WeChat. Shopping guides use a variety of methods, such as “customer circle of friends” and group live broadcast, to release product information. After users place an order in the Mini Program Store, the store can deliver lightning as fast as 1 hour.
Either Goliath or Watsons, through the connection of the company’s WeChat and CRM system, the company will analyze and classify the customer’s data, and then send the user portrait to the shopping guide to achieve accurate marketing content promotion, such as product activities, coupons and many more.
The above two cases can be seen. The role of the “customer circle of friends” is to help companies quickly reach customers and stimulate users to place orders. Connecting with the CRM system can also help companies achieve more accurate marketing.
Nevertheless, several company executives told yinghoo-tech that “despite the obvious advantages of the” customer circle “, each user can only see one push from a company employee per day. The number of content and pushes is still not enough, which is its biggest shortcoming at present. “
Although corporate WeChat opened a green channel for the epidemic this time, lowering the threshold for the use of “customer circle of friends”, some small businesses and even individual businesses can also use “customer circle of friends”. However, from the perspective of effect, it is still more suitable for larger enterprises. “With a large customer base, the advantages of precision marketing are reflected,” said a senior WeChat user.
In fact, the essence of the “customer circle” is still to help companies better manage their customers. For enterprises, they still need to choose from their own business and operating strategies. For example, combining personal WeChat with corporate WeChat is also a good way.