From 2011 to now, WeChat, which has gone through 9 years, has been "struggling" on the road of ecosystem construction. Take the official version updates of WeChat in the past three months:
Today's WeChat is no longer a simple chat tool, but involves multiple contacts such as personal WeChat, WeChat group, circle of friends, public account, applet, and video account, and wants to become the "base" supporting digital upgrading in all walks of life.
Remember that Zhang Xiaolong, CEO of Chalk Net, spent 10 million yuan on advertising to participate in a popular search for a brand promotion feature that only appeared for 10 seconds? For small and medium-sized enterprises, it is difficult to spend 1 million yuan on product promotion, not to mention 10 million yuan on advertising. Compared with the increasingly expensive public domain traffic, WeChat, the public account, which can be registered for free, is a super traffic pool covering 1.2 billion users. These unique advantages indeed make WeChat the choice for enterprises to build their own private domain traffic.
Public account
Unlike the traffic that enterprises can't take away from public platforms such as Taobao and Baidu, WeChat official account not only provides enterprises with a platform for marketing and promoting themselves to users, but also enables enterprises to deposit users into their own hands through a series of operations.
In addition to event operation, WeChat official account supports self linking to third parties such as enterprise official website, applet, mall, etc. to provide users with valuable services, so as to enrich user experience and enhance the stickiness between users and enterprises.
Applet
In the era of mobile Internet before the birth of applets, APP was a powerful assistant for enterprises to gather traffic and connect users. However, due to the high cost of developing and operating APP, small and medium-sized enterprises with limited funds can only look at "APP" and sigh, and they have more than enough power.
Until the emergence of small programs, it rekindled the new hope of small and medium-sized enterprises to expand traffic, because they are too convenient, do not need long development cycles and high costs, save expenses for enterprises, and do not have tedious download and installation steps, greatly improving the user retention rate. It also supports one click sharing to WeChat groups, access to the largest open flow pool of WeChat, and connect the entire WeChat flow ecology through WeChat drainage.
During the epidemic, WeChat applet also showed good results: supermarket applet increased by 115% year on year, fresh fruit and vegetable applet increased by 168% year on year, community shopping applet increased by 83%, logistics applet increased by 68%, government affair applet increased by nearly 60% month on month, and medical applet increased by 347% month on month (data source: Aladdin).
It can be said that WeChat applet increases the possibility of small and medium-sized enterprises in the mobile Internet market.
Circle of friends
The operation of the circle of friends is one of the marketing methods commonly used by many enterprises. The perfect diary based on private domain traffic attaches great importance to the creation of the circle of friends.
First of all, Perfect Diary has created a personal setting for WeChat - "Xiaowanzi". Her circle of friends is not all about product advertising, but they often take selfies, send cards to online stores, and send food photos, which are full of "humanity" and flavor of life. When introducing products, they will use professional evaluation and real person trial pictures to highlight their professionalism.
To sum up, the content ratio of "Xiaowanzi" circle of friends is about daily: professional: sales=3:2:1. When building their own circle of friends, enterprises can also send more daily content to show that they are not a "sentimental selling robot", so as to narrow the distance with customers.
When small and medium-sized enterprises use WeChat tools to layout their online marketing channels, they can freely combine public accounts, applets, WeChat groups, and circles of friends according to their own business development. Through a series of operational fission methods, they can transform and precipitate users and create their own flow pools.
