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
微信 
留言列表（902条）
Thanks for the a new challenge you have uncovered in your text. One thing I would like to discuss is that FSBO connections are built after a while. By launching yourself to the owners the first saturday their FSBO is announced, prior to the masses start out calling on Thursday, you make a good relationship. By mailing them equipment, educational resources, free records, and forms, you become a great ally. By using a personal affinity for them along with their problem, you generate a solid connection that, many times, pays off when the owners decide to go with a broker they know as well as trust – preferably you.
Almanya’nın En iyi medyum olarak bir danışman için medyum haluk hocayı seçin en iyi medyum hocalardan bir tanesidir.
Greetings from California! I’m bored to tears at work so I decided to check out your website on my iphone during lunch break. I enjoy the information you present here and can’t wait to take a look when I get home. I’m shocked at how quick your blog loaded on my phone .. I’m not even using WIFI, just 3G .. Anyways, fantastic site!
This really answered my problem, thank you!
I just couldn’t depart your website prior to suggesting that I extremely enjoyed the standard info a person provide for your visitors? Is gonna be back often to check up on new posts
Your style is so unique compared to other people I have read stuff from. Thank you for posting when you’ve got the opportunity, Guess I will just book mark this blog.
Pretty! This was a really wonderful post. Thanks for supplying these details.
My brother suggested I may like this blog. He was totally right. This post truly made my day. You can not imagine just how so much time I had spent for this information! Thanks!
Next time I read a blog, Hopefully it does not fail me as much as this particular one. After all, Yes, it was my choice to read through, nonetheless I truly thought you would have something interesting to talk about. All I hear is a bunch of moaning about something you could possibly fix if you weren’t too busy looking for attention.
I can’t believe how amazing this article is! The author has done a phenomenal job of delivering the information in an captivating and informative manner. I can’t thank him enough for offering such priceless insights that have certainly enriched my understanding in this subject area. Kudos to her for producing such a work of art!
Thanks for making me to gain new thoughts about personal computers. I also have the belief that one of the best ways to help keep your laptop in leading condition is a hard plastic case, or perhaps shell, which fits over the top of one’s computer. These types of protective gear will be model specific since they are manufactured to fit perfectly across the natural housing. You can buy these directly from the owner, or through third party places if they are readily available for your laptop, however its not all laptop may have a spend on the market. Just as before, thanks for your points.
Hi! I just wanted to ask if you ever have any problems with hackers? My last blog (wordpress) was hacked and I ended up losing several weeks of hard work due to no back up. Do you have any solutions to protect against hackers?
Wonderful post! We are linking to this particularly great post on our site. Keep up the great writing.
This is the right webpage for anybody who really wants to understand this topic. You realize a whole lot its almost hard to argue with you (not that I really would want to…HaHa). You certainly put a fresh spin on a topic that’s been discussed for decades. Great stuff, just great.
I am curious to find out what blog platform you’re working with? I’m having some minor security problems with my latest blog and I would like to find something more safe. Do you have any solutions?
Wow, amazing blog layout! How long have you been blogging for? you made blogging look easy. The overall look of your website is fantastic, let alone the content!
Aw, this was an exceptionally good post. Finding the time and actual effort to generate a great article… but what can I say… I procrastinate a lot and don’t manage to get nearly anything done.
I absolutely love your blog.. Great colors & theme. Did you build this amazing site yourself? Please reply back as I’m planning to create my own personal blog and want to know where you got this from or just what the theme is named. Thank you!
It’s hard to find experienced people about this topic, however, you sound like you know what you’re talking about! Thanks
It’s hard to find educated people for this subject, but you seem like you know what you’re talking about! Thanks
My spouse and I stumbled over here from a different web page and thought I might as well check things out. I like what I see so i am just following you. Look forward to looking at your web page yet again.
What?s Going down i’m new to this, I stumbled upon this I have discovered It positively useful and it has aided me out loads. I am hoping to give a contribution & assist other users like its helped me. Good job.
This was such a helpful read. I’ll definitely be referring back to it in the future
I’m amazed, I have to admit. Seldom do I come across a blog that’s equally educative and amusing, and let me tell you, you’ve hit the nail on the head. The issue is something too few men and women are speaking intelligently about. I am very happy that I found this during my search for something regarding this.
I never thought about [topic] in that way before. Thanks for sharing your perspective
Someone essentially lend a hand to make critically posts I might state. This is the very first time I frequented your web page and up to now? I surprised with the analysis you made to make this actual post extraordinary. Wonderful task!
You need to be a part of a contest for one of the greatest blogs on the internet. I most certainly will recommend this website!
Great article! We are linking to this particularly great content on our site. Keep up the good writing.
I like the helpful info you provide in your articles. I will bookmark your blog and check again here frequently. I’m quite sure I?ll learn many new stuff right here! Best of luck for the next!
Aw, this was an exceptionally nice post. Finding the time and actual effort to produce a top notch article… but what can I say… I hesitate a lot and don’t seem to get anything done.
Greetings! Quick question that’s completely off topic. Do you know how to make your site mobile friendly? My web site looks weird when viewing from my iphone 4. I’m trying to find a theme or plugin that might be able to fix this problem. If you have any recommendations, please share. Thanks!
Your style is so unique in comparison to other people I’ve read stuff from. Thank you for posting when you’ve got the opportunity, Guess I will just book mark this web site.
Nice post. I learn something totally new and challenging on sites I stumbleupon on a daily basis. It will always be useful to read content from other writers and practice something from other web sites.
This is a topic that is close to my heart… Many thanks! Where can I find the contact details for questions?
Your style is very unique in comparison to other folks I have read stuff from. Thank you for posting when you have the opportunity, Guess I’ll just bookmark this blog.
Great web site you’ve got here.. It’s difficult to find high-quality writing like yours these days. I truly appreciate people like you! Take care!!
Its like you read my mind! You seem to know a lot about this, like you wrote the book in it or something. I think that you could do with some pics to drive the message home a bit, but instead of that, this is wonderful blog. A great read. I’ll certainly be back.
F*ckin? awesome things here. I?m very glad to see your article. Thanks a lot and i’m looking forward to contact you. Will you kindly drop me a mail?
bookmarked!!, I love your site!
Spot on with this write-up, I honestly think this web site needs far more attention. I’ll probably be back again to read through more, thanks for the information!
This is the right website for anybody who really wants to find out about this topic. You know so much its almost hard to argue with you (not that I actually will need to…HaHa). You certainly put a new spin on a subject that has been written about for decades. Excellent stuff, just great.
very good submit, i definitely love this website, carry on it
En iyi medyum olarak bir danışman için medyum haluk hocayı seçin en iyi medyum hocalardan bir tanesidir.
Spot on with this write-up, I honestly think this amazing site needs much more attention. I’ll probably be back again to see more, thanks for the info!
Way cool! Some very valid points! I appreciate you penning this article plus the rest of the website is also very good.
Excellent blog you have here.. It’s difficult to find high-quality writing like yours these days. I really appreciate people like you! Take care!!
Nice i really enjoyed reading your blogs. Keep on posting. Thanks
Excellent site. Plenty of useful info here. I am sending it to some friends ans also sharing in delicious. And certainly, thanks for your effort!
I have observed that in cameras, special devices help to {focus|concentrate|maintain focus|target|a**** automatically. The sensors with some surveillance cameras change in in the area of contrast, while others use a beam associated with infra-red (IR) light, specially in low light. Higher specs cameras from time to time use a blend of both methods and might have Face Priority AF where the photographic camera can ‘See’ the face while keeping focused only upon that. Thank you for sharing your thinking on this website.
One thing I’d really like to say is that often before purchasing more laptop or computer memory, take a look at the machine within which it could well be installed. In case the machine is running Windows XP, for instance, a memory limit is 3.25GB. Applying in excess of this would merely constitute just a waste. Make sure one’s mother board can handle your upgrade volume, as well. Good blog post.