微信公眾號行銷
楊惟雯
一、微信公眾平臺的商業價值
當你決定做微信行銷時，必須先想清楚自己想通過微信實現什麼?
因為很多企業想通過微信實現什麼功能，自己都沒弄清楚！
所以，當企業想利用微信訂閱號，更快捷找到客戶，並和客戶建立深度聯繫，首先，必須要搞清楚微信公眾平臺到底有什麼價值。
以下，歸納微信公眾平臺的5大商業價值，說明如下：
1、作為移動官方網站
微信上可承載移動官網，提供資訊查詢，成為一個很重要的資訊入口。且使用者不需要通過百度搜索或輸入網址來訪問，只需記住企業暱稱即可搜索微信公眾號，就可以獲得企業介紹、產品服務、聯繫方式…等資訊。例如，關注了環眾微信帳號，即可用微信查詢近期活動狀態，而不需要登錄網站查詢，節省了用戶時間，提升了用戶體驗。
2、作為移動行銷平臺
1)可以實現銷售引流，及時快捷的把產品或服務資訊送達粉絲;
2)可以通過微信粉絲傳播品牌資訊，還可方便微信粉絲參與品牌互動活動，從而深化品牌忠誠度;
3)可以將企業促銷活動快速、大量曝光，及時告知給粉絲用戶，降低企業行銷成本;
4)透過微信，可以結合線上與線下行銷的互通，實現O2O行銷的閉環通道。
3、作為消費者調研的平臺
1)通過微信直接觸達粉絲用戶，企業不僅可以直接做產品調研，更可省去大筆調研經費。
2)移動互聯網帶來了體驗經濟時代的來臨，用戶體驗包括了產品體驗丶服務體驗丶品牌體驗丶物流體驗…等各個環節，而這些環節都可以通過微信粉絲即時的回饋，有利於企業做好運營調整。
4、實現客戶CRM管理
1)其實CRM的核心是通過自動化分析來實現市場行銷管理和客戶服務，從而降低行銷成本、縮短行銷週期和提高用戶滿意度。
2) 通過微信，企業可即時、免費直接觸達粉絲用戶，可降低企業輿用戶的溝通成本和極大化互動體驗，自然能縮短行銷週期並降低行銷成本。尤其是將微信與企業原有的CRM系統結合，可提高客戶服務的滿意度。
5、作為移動電商管道
1)未來的零售一定是全管道，企業需要盡可能讓消費者隨時隨地的方便購買到產品。
2)未來，用戶在玩微信時突然想買一件衣服，可以不用跳出微信而直接在企業的微信上實現下單購買，更不需要下載他們的App或跳轉到天貓…等管道購買，這就是用戶體驗。
3)由此，微信公眾平臺可以成為企業移動電商的管道之一，實現選擇下單和支付交易，甚至連結物流查詢、客戶服務，那就更完美體驗了。
二、創建微信公共平臺的方法
創建微信公共平臺的方法，說明如下：
1、需要額外註冊一個QQ號碼（或使用QQ郵箱也可以），用這個QQ的帳號和密碼來登錄微信公眾帳號。
地址在：http://mp.weixin.qq.com
2、登錄後，確認好帳號資訊，注意公眾帳號的名稱一經註冊是不能更改的，事先想好名字。
3、注意需要自己的身份證件和自己頭像的照片，提前準備好。
4、然後進入設置選項，設置好自己的頭像，個人說明和要發佈的二維碼，綁定自己私人的微信帳號後，就可以使用了。
三、行銷目標分解為指標化
當你深刻理解微信公眾平臺的商業價值，再結合消費者的需求，即可通過微信公眾平臺提供用戶極致的體驗。
當然，如果你想把微信公眾平臺作為行銷平臺，那要如何實現這個銷售目標呢?
通常，你必須將自己的目標分解為指標（銷售額、訂單數、來客人數…），如此，才能讓微信行銷的商業目標量化、才能責任到人，所以商業目標必須要進行指標分解。
如果商業目標是增加產品的銷量，那麼考核的關鍵指標可以是流量、到店人數、諮詢量、客單價、轉化率…等;
如果商業目標是提高品牌曝光量，那麼考核的關鍵指標可以是粉絲數、轉發數、閱讀率…等。
以此類推將商業目標進行指標分解，這樣才能最後真正落地執行。
四、利用微信訂閱號的5大行銷策略
1、對競爭對手做分析
微信公眾號競爭對手研究往往是大家最容易忽略的重要一步，微信運營人員需要從下面幾個方面瞭解競爭對手情況。
首先，可以查看你的目標關鍵字以及對手品牌名稱，如本文《物流公司》作為關鍵字，在“添加朋友”點擊“查找公眾號”，輸入“物流公司”關鍵字，看排名前十名微信號它們是怎麼運營微信的，瞭解行業整體情況非常有價值。
透過微信公眾帳號中基本情況，可以從中找出競爭對手運營缺點優點在哪、查看它自動回復是否人性化、並可研究他們用了哪些管道推廣微信（一般是看他們在網站上怎麼引導用戶關注微信二維碼，還有微博等是不是也在同步宣傳微信…）。
2、對微信訂閱號做市場定位
微信可以理解為，又多了一個管道可以和用戶互動。
A、註冊微信訂閱號細節
微信名稱含關鍵字或品牌名稱，最理想命名是(品牌名稱+關鍵字)，例如企業可在“微信功能介紹”中描述公司優勢，並包含諮詢電話，例如10年來為世界500強企業和全球10000家企業，提供多少項目的服務，24小時服務熱線：***********;微信頭像一般用企業LOGO。
B、內容定位
微信內容將會佔據越來越重要的地位。一篇好的文案，可能就讓你從此不缺客戶了。
常見關注客戶群體主要有同行、潛在客戶、老客戶、員工、求職者…等，哪我們發什麼內容，才有可能引起使用者的轉載呢?
請大家帶著這個問題去不斷測試內容風格。提高微信粉絲關注度和活躍度，需要你的微信有足夠讓粉絲回頭的內容，且內容應該每月更新主題。
C、微信圖文資訊更新頻率
建議每天早上早一點把微信圖文微信發送出去，內容可在前一天準備好素材。每次可發送三條圖文以內，但每天保持更新。
3、訂定微信推廣策略
每個公司每天都會接觸一些潛在客戶，同時在他們客戶CRM資料庫中記錄客戶聯繫方式，但企業想利用微信訂閱號，更快捷找到客戶，第一步是要想辦法讓客戶關注企業的微信，例如可以通過微信查詢報價、查詢產品有哪些功能，來吸引客戶。
4、做好微信維護工作
A、上班時要第一時間登錄微信後臺，處理使用者回復的資訊，利用資料統計功能分析使用者、圖文、消息等相關資料，找出運營中存在的問題;要注意48小時內沒有回復客戶資訊，我們是沒有辦法發消息給他的。
B、將用戶按行業分類，同時建立大客戶組，重點維護好這一類客戶。
5、建立手機網站
微信號認證以後就會有自訂功能表功能，有了這個功能，可以更好跟手機網站融合在一起，相當一個輕量級APP一樣，如果你微信粉絲足夠多，每天給網站帶來的流量，也是非常驚人。
附錄：
附錄1：當:有了公共號之後，如何發資訊？
1、先在“素材管理”中，將自己的素材整理好；
2、點擊“群發消息”，選擇物件、地區，以及“圖文消息”
3、選擇圖文消息中已有的素材，打鉤即可！
附錄2：如何更好的管理公共號？用公共號助手
1、群發助手，人性化的功能設置
由於公共帳號不能在手持設備上登錄，因此，個人公眾號可以綁定一個私人微信帳號，並可以在私人帳號上通過公眾號助手(微信號 mphelper，你需要添加 mphelper為好友)向所有公眾號的粉絲群發消息。每次發送消息的時候都會被詢問“是否確認發送”，消息提交過程比一般微信號的發送過程稍慢。
2、輔助經營的平臺工具，皮皮微信。http://wx.pp.cc/wb_u/login借助它可以編輯更豐富的圖文資訊，並幫你統計好你建立圖文資訊的訪問量，以及未來可能產生的廣告收入等。
附錄3：註冊參考http://jingyan.baidu.com/album/6079ad0e6da1ce28ff86db34.html?picindex=1
http://www.pc841.com/shoujijiqiao/16481.html
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