In fact, the best way for our small and medium -sized enterprises is to compete with themselves. Through in-depth research on consumers, we can find consumers' potential demand for products, and then through humanized design, we can resonate with consumers and gain their popularity.
Word-of- mouth marketing is a cyclical process from speaking - dissemination - receive. How a business conducts word-of-mouth marketing can operate according to this process. The goal of word-of-mouth marketing is for searchers to receive corporate information and gain their recognition. Therefore, the operations of word-of-mouth marketing can be divided into: choosing the identity of the voice - determining the form and content - selecting the communication channel - maintenance after the customer receives the information.
1. Select a voice identity
A large number of survey reports show that when people want to know information about a certain product or service, they are more inclined to consult friends, experts, or go to the Internet to find relevant information. view. To carry out a word-of-mouth marketing is to meet this Latest Mailing Database word-of-mouth search appeal of consumer groups. So being a voice on the Internet is very important. Different third-party voice identities will bring different feelings to customers and have different effects in various scenarios. What are the specific types of vocal identities, and what are the effects of each?
When users search for information about a product on the Internet, they attach great importance to the evaluations of other potential users who have used or are considering whether to use it.
Because they are in the same consumer position as themselves, analyzing and evaluating a product from the perspective of consumers, it is easier to cut into the pain points of searchers and make consumers more trustworthy and acceptable. For example, if a searcher searches for " Which is the best quality insect protein " , the relevant users answer "The Kang Furui brand is good. After my mother took it 5 years ago , she has recovered and can dance square dance . " Or " My mother-in-law also has chronic senile disease. , and also consider going to the XX pharmacy . " Answering with a similar identity is more credible.
Experts in the industry speak out on the evaluation of a company or service , which represents authoritative recognition. Taking the rehabilitation of the elderly as an example, if you speak from the perspective of a leader of an authoritative official organization , it represents the industry's recognition of a certain enterprise , and it is easier for customers to develop a sense of security and trust in it.
Media coverage is also a point that consumers attach great importance to. The coverage of a certain brand by relevant media or large media platforms reflects the brand's popularity and enables consumers to judge its strength. Speaking from the perspective of the media can highlight the strength and popularity of small and medium- sized enterprises .
Others / netizens
The voices of unrelated people such as netizens seem to have little to do with the product. But it is precisely out of this correlation that the evaluation of netizens will bring a sense of fairness to searchers. It is also a reflection of the pros and cons of a brand’s overall reputation. For example , " Tongrentang " is a well-known and old brand, even customers who don't use it will hear about it, and the answers and opinions of such irrelevant users can be more trusted by consumers.
2. Determine the content
There are many forms and contents of word-of-mouth marketing, and different forms will have different effects on customers. Specifically, there are two typical operable forms.
( 1 ) Questions and Answers : In the form of questions and answers, through question and answer platforms ( 360 Questions and Answers, Baidu Know, Zhihu, etc.), forums, and post bars, voice as a third party. A complete Q&A, with questions and answers, as well as interactive discussions between enterprise officials, related users, and peers. In the equal communication and interaction, the product and brand information are output invisibly, making it easier for customers to trust.
( 2 ) Comments : Make a comment on a brand or product in the form of a short comment or an article by speaking as a third party in the form of comments on Baidu Koubei, Dianping, forums, Tieba, and self-media. Disseminate business or product information by consumers reading reviews.
For marketing promotion , a company has various advantages and characteristics. In the eyes of consumers of different identities, the proportions are different. For example, for mobile phones, older people value price, students value appearance, and young people value quality. Therefore, different groups of people are advertised with different emphasis on content.
Before conducting word-of-mouth marketing, after determining the form, it is necessary to select the content angle and conduct word-of-mouth publicity. Different content focuses on different groups of people to obtain better publicity and marketing effects.
3. Choose a communication channel
As mentioned above, the same product has different groups of people, and these different groups of people also have different active platforms. Therefore, different content needs to choose different publishing platforms in order to obtain better marketing effects.
Professional comments are posted on professional industry forums, question-and-answer content can be posted on Baidu Know, Zhihu, etc., discussions on a product can be posted on forums, etc ...
Choose different publishing platforms according to the target audience and content form to obtain better marketing effects.
4. Maintenance after the customer receives the information
There are two specific forms of word-of-mouth marketing: question and answer and comments, which are easy to cause interaction among relevant users. Enterprise marketers need to spread and improve hospital products or information output in the interaction, to capture potential customers while maintaining the popularity of the content , and improve the effect of this word-of-mouth marketing.
A company or brand that constantly innovates and seizes the pulse of market consumption will gain the trust of consumers and establish a leadership position. In the initial stage of a company 's listing, it should be recommended by the general public to persuade opinion leaders to buy the product, and at the same time, try to let as many people know about the product as possible. Take the time to use word-of-mouth marketing strategies to motivate early adopters to recommend products to others and persuade others to buy a product or service . Finally, with the increase of satisfied customers, there will be more "information seeders" and "opinion leaders", and the company will gain a good reputation and long-term interests will be guaranteed.
Finally, with the increase of satisfied customers, there will be more "information seeders" and "opinion leaders", and the company will gain a good reputation and long-term interests will be guaranteed.
With the development of the economy and the improvement of living standards , people's sensitivity to price gradually decreases , while the psychological benefits brought by products or services play an increasingly important role in the decision-making process of consumers. Spiritual demand gradually surpasses material demand and becomes the dominant demand of consumers and becomes the development trend of the market economy. Experience marketing aimed at meeting people's experience needs will play a greater role in the fiercely competitive market. The basic principles of SME operation have changed:
1. The focus of business is shifting from " things " to " people " ,
2. The driving force of business is changing from " flow " to " relationship " ,
3. The measure of business is changing from " value " to " value " .
It is not difficult to see that, driven by the consumption upgrade at the current stage, the long-established consumption pattern will be corrected, and a good consumption experience will become the core element of business model construction. In China's future channel model, channel-centric marketing will gradually emerge. With the transformation to marketing centered on users' emotional resonance and product brand experience, the trend of consumption customization is becoming more and more obvious .