WeChat marketing plan

Part 1: WeChat marketing plan

Many industries have already had successful WeChat marketing cases, so how should the medical industry's WeChat marketing proceed? Let's share the following experience together.
First, establish the official public account of the WeChat platform
The WeChat platform has a very low public account limit. Even small individuals can successfully create their own accounts on the WeChat platform. This is also a convenient condition for Tencent to provide marketing for various companies, and also shows WeChat marketing. Great direction.
After establishing the public account of WeChat platform, we need to subtly improve the information of the enterprise, push my own advantages, push our own products and services, and use a small tool to push the publicity information to the user. It is easy to establish a pro with the user. Things.
Second, marketing activities on the WeChat platform
The WeChat marketing public platform has rich functions and convenient operation. The content that the enterprise wants to operate needs to meet the requirements of the certification platform, which is conducive to the medical consulting business. Many of the information involves personal privacy, which requires one-on-one reply. You can reply in conjunction with Weibo private message.
It is also important that the WeChat platform needs to have dedicated customer service management and a certain amount of professional medical knowledge.
Third, the use of WeChat's own characteristics for marketing, WeChat positioning function, can be a good show to you near the crowd information, after the positioning to greet the user, will also play a certain advertising role
Fourth, choose high-quality push content, let users build word of mouth for you, and share medical knowledge from time to time. These useful information will attract users to share, which has formed a publicity for the enterprise. After the event, the response to the shared content was analyzed and analyzed, continuously improved, and continuously innovated.
Fifth, establish WeChat customer files, want users to push blessing information on special holidays, establish a good communication relationship, so that your company's reputation in the user's reputation is constantly improving.
The above operations do not have much difficulty. The key to success is the prior planning and implementation of the activities. If you do it with your heart, it will definitely give the merchant an unexpected effect.

Chapter 2: WeChat Marketing Plan

Since 2019, WeChat has been online, and now, for more than a year and a half, the number of WeChat users has reached 200 million. WeChat marketing has also formed a wave of fashion, and many businesses are aiming at this fast-growing new application. What are the patterns of the overwhelming WeChat marketing?
1. Grassroots advertising style - View nearby people's product description: WeChat's LBS-based function plug-in "View nearby people" can make more strangers see this mandatory advertisement.
Function mode: After clicking “View nearby people”, users can find the surrounding WeChat users according to their geographic location. In these nearby WeChat users, in addition to displaying basic information such as the user's name, the contents of the user's signature file are also displayed. So users can use this free ad slot to advertise their products.
Marketing method: Marketing personnel run WeChat 24 hours in the background of the most popular places. If there are enough users to "view nearby people", this advertisement will be good. As the number of WeChat users increases, it may be that this simple signature bar may become a mobile "golden ad slot."
2, brand activity - drift bottle product description: After transplanting to WeChat, the function of the drift bottle basically retains the original simple and easy to use style.
Function mode: The drift bottle has two simple functions: 1. “Throw one”, the user can choose to release the voice or text and then put it into the sea. If other users “fish”, they can start the dialogue; 2. “捡一”, “Fishing” the drifting bottles that many users put in the sea can also talk to each other after “fishing”, but each user has only 20 chances per day.
Marketing method: WeChat official can change the parameters of the drift bottle, so that the number of “drift bottles” thrown by the cooperative merchants during a certain period of time will increase greatly, and the frequency of “fishing” by ordinary users will also increase. Plus the "drift bottle" mode itself can transmit different text content or even voice games, etc., if properly marketed, it can also produce good marketing results. And this mode of voice also makes the user feel more real. But if it is just a pure slogan, it will cause users to resent it.
3, O2O discount type - sweep the product description: QR code has been developed more and more commercial use so far, so WeChat will follow the trend and combine O2O to carry out commercial activities.
Function mode: Put the QR code pattern in the frame, WeChat will help you find the QR code of your friend's company, and then you will get member discounts, merchant offers or some news.
Marketing method: Adding QR code scanning to mobile applications, and then providing users with discounts and offers for businesses, this O2O method has long been popularized. And similar APPs in the supermarkets are also so many that you don't know how to choose, sitting on hundreds of millions of users to cut the activity is high enough WeChat, the value is self-evident.
4, interactive marketing - WeChat public platform product description: For popular media, stars and enterprises, if the social open function of the new open platform + friends circle, has made WeChat a non-negligible marketing on the mobile Internet. Channels, then the launch of the WeChat public platform, makes this marketing channel more detailed and direct.

Chapter 3: WeChat Marketing Plan

1. Mission Introduction
1.1 WeChat marketing purposes:
Establish a one-to-many interactive marketing platform, relying on WeChat and infiltrating the personal reality social circle to create a marketing channel: disseminate information on brands, products, projects, companies, etc., attract more consumer users and franchisee users, etc., become the enterprise mobile Internet An important part of the road marketing path.
1.2 Enterprise gains value:
Through the implementation of this program, the layout of the mobile Internet marketing channel will be gradually completed, and the current revenue and strategic layout will be made for the company to realize networked operation.
1.3 through the 3-layer filtering mechanism, layering and filtering the broad crowd into our customers.
The first layer of filtering: attract people to pay attention to establish relationships through WeChat public account
The second layer of filtering: through the professional information training guided by WeChat, the potential customers are filtered to the trading platform.
The third layer of filtering: the company's professional investment website or physical store.
2 program implementation measures
2.1 Team building
2.1.1 Team personnel requirements:
1. Business negotiation ability; 2. Grasping key ability; 3. Positive thinking ability; 4. Continuous learning ability;
5. Efficient communication skills; 6. Establish relationship skills; 7. Crisis public relations processing ability; 8. Understand customer interest;
9, organizational coordination capabilities; 10, brand building capabilities.
2.1.2 Team members Each WeChat public account is responsible for part-time work by 1-2 employees of the company. Set up 2 responsible persons for emergency management. There are also 1-2 experienced Internet marketing staff responsible for project operations.
2.2 Team Resources
2.2.1 The online promotion budget team shall formulate the promotion plan and the required capital budget, and make good communication and approval work to ensure that the funds are in place in time.
2.2.1 The offline promotion budget team will formulate resource budget plans for materials, transportation, and site rents required for offline sales activities.
2. Program implementation
2.1 Opening a public platform account
2.2 Produce two-dimensional code, micro-signal publicity pictures, company official website, Weibo, blog, forum, etc. Place two-dimensional code, design two-dimensional code leaflets, posters, business cards, employee T-shirts, outdoor advertising light boxes, etc.
2.3 Online promotion methods forum, IM tools, EDM, official website, online store, blog, Weibo, social networking sites, mutual promotion, paid advertising, public account navigation.
2.4 Offline promotion methods Business cards, flyers, T-shirts/advertising shirts, menus, brochures, product packaging, in-store posters, outdoor advertising, attention to strangers, events, traditional media.
3. Management work

Chapter 4: WeChat Marketing Plan

1.1 WeChat Marketing Positioning
As a pure natural agricultural product brand, XXXXX adheres to the concept of bringing more original ecological products into the metropolis and contributing to the city of quality. WeChat is undoubtedly the best bridge for the metropolis consumers. Shan Niu's WeChat Marketing Public is positioned as a natural fruit and vegetable expert, providing large-scale consumers with fruit and vegetable encyclopedia knowledge services and a healthy life consultant for pure natural fruit and vegetable products.
Among the 300 million users of WeChat, white-collar workers and business people accounted for nearly half of the total. Therefore, the target group of the public number is targeted at white-collar workers and high-end income business people who pursue high-quality life, mainly women. By pushing the knowledge of fruit and vegetable health encyclopedia, introduction of healthy farmer's dishes, and knowledge of fruit and vegetable beauty, we will continue to attract winter powder. At the same time, according to the product content link added in the pushed content for sale, for example, in the article introducing the fruit cucumber, add the sales link of the Taobao shop, and guide the winter powder to enter the Taobao shop to place an order to purchase the product.
The public number uses an operating model that combines media and e-commerce. At the same time of spreading the brand, the consumer circle will be established to enhance the consumer's recognition of the mountain organic fruits and vegetables, and the new channel of WeChat e-commerce will be promoted by word of mouth. In order to achieve the effect of selling the product and the customer relationship is relatively stable.
1.2 WeChat Marketing Benefits By establishing a one-to-many public account, XXXXX is equivalent to having a media platform that can directly disseminate information to consumers without being disturbed by outsiders and at a lower cost. The communication between XXXXX and consumers will be more convenient, there is no obstacle, and the role of customer relationship maintenance and timely feedback of customer feedback is self-evident. Today's marketing products are selling services. WeChat can establish a trust foundation between XXXXX and consumers, and promote repetitive consumption and high loyalty to the brand. WeChat will build a potential e-commerce sales channel for XXXXX in the mobile Internet era.
1.3 WeChat marketing budget
XXXXX's WeChat marketing budget is divided into two parts. The first part is the daily maintenance of the WeChat public platform, including the release of content, the processing and management of customer information. The second part is the promotion of WeChat public account. The first part is the fixed budget, which is mainly the labor cost paid for the daily operation of the public account, calculated in monthly RMB. The second part of the budget is the promotion cost, which is calculated according to the number of input cycles and the length of time. In general, the time is calculated on a monthly basis, such as the five-cycle budget of the following table.
1.4 WeChat Marketing Content Planning According to the product category of XXXXX, the information that is pushed to consumers every day is divided into three parts: fruit and vegetable beauty, healthy farmer's food, and fruit and vegetable body. Each graphic content includes a cover image, a custom title, an article illustration, and a purchase link. The purchase link can be set as Taobao shop, Tencent pat shop, XXXXX official independent store.
The single graphic information consists of three parts: product introduction, nutrition function and cooking tips. The product is inserted into the product physical map, cooking effect map, production base introduction map and so on. Each week, you can choose to insert a piece of information about the culture of the place of origin, and push the information of the XXXXX 100-soy mushroom sauce and health gift box products.
1.5 WeChat marketing implementation method
1.5.1 Open the WeChat public account and rush to the "XXXXX" exclusive WeChat account in advance, set the account information and logo avatar. The settings are added with automatic reply, automatic message reply, automatic keyword reply, and optional public mobile assistant if necessary. Apply winter after the winter powder reaches 500 to improve credibility.
1.5.2 Add customer groupings, for example, new customers, old customers, star groups, ungrouped, and later add customer groupings according to requirements.
1.5.3 Material management, planning and editing a single graphic and multiple graphic information as the material of the group, the material is from the official website of XXXXX or compiled by other means.
1.5.4 Sending messages in groups, sending out three pieces of graphic information every day, and pushing one according to the three categories of fruit and vegetable beauty, healthy farmer's food, and fruit and vegetable body, each product is attached with a product sales link. Optional customer grouping for push, such as new product special offers for new customers and gratitude feedback for old customers, and then choose to push different content. In addition, the push appeal points that can be used are special pushes and interactive pushes.
1.5.5 Real-time message, reply to the questions and feedback information of winter powder every day.
1.5.6 XXXXX online promotion method: design and manufacture two-dimensional code pictures, WeChat public number publicity pictures, placed on the company's official website for visitors to scan attention. At the same time, the target winter powder is introduced through multi-channel advertising. For example, Weibo forwarding promotion, Kaixin network promotion, white-collar community forum promotion, etc., integration of the entire network resources is the basic idea of ​​online promotion, the QR code and the public number are released in the network platform that can reach the target winter powder group.
XXXXX Weibo promotion content example: Are there any pesticide residues in fruits and vegetables that you eat every day, you know? Pure natural organic fruits and vegetables can be beautiful and beautiful, do you know? You don't have to go over the mountains to the countryside, fresh organic farm vegetables are delivered to your home, do you know? Want to know more about fruit and vegetable beauty, fruit and vegetable health, healthy farmer's knowledge, please scan the following QR code to pay attention to the mountain girl!
1.5.7 XXXXX offline promotion method: XXXXX QR code can be printed on business cards, flyers, T-shirts/advertising shirts, product packaging and outdoor advertising. The partners under the XXXXX line are super-posted with posters printed with QR codes, and the activities of scanning and paying attention to discounts attract WeChat users to actively participate and pay attention to the XXXXX public number.

Chapter 5: WeChat Marketing Plan

1. "Opinion Leadership" Marketing Strategy Entrepreneurs and senior executives of enterprises are mostly opinion leaders. Their views have strong radiation and penetration, which have a significant impact on popular rhetoric and subtly change people's consumption. Ideas affect people's consumption behavior. WeChat marketing can effectively use the influence of opinion leaders and the strong influence of WeChat to stimulate demand and stimulate purchase desire. For example, Xiaomi’s founder, Lei Jun, is the best “opinion leader” marketing strategy. For example, Lei Jun used his own Weibo's powerful winter powder to simply post some information about Xiaomi's mobile phone on Sina. He got the broadcast and comments of many Xiaomi mobile phone followers, and he can know in the comments how consumers think. , the consumer's inner needs.
2. "Viral" marketing strategy WeChat's immediacy and interactivity, visibility, influence and borderless communication are particularly suitable for viral marketing strategies. The group sending function of the WeChat platform can effectively send the videos taken by the company, the pictures produced, or the publicized text groups to WeChat friends. Enterprises can also facilitate the transmission of preferential information in the form of two-dimensional code, which is an economical and affordable, more effective promotion model. More initiative to promote the company, stimulate the beer effect, spread product and service information to the Internet and every corner of life.
3. "Video, picture" marketing strategy using "video, picture" marketing strategy to carry out WeChat marketing, first of all in the interaction and dialogue with the micro-friends to find the use of the market, found to benefit the market. It provides personalized and differentiated services for potential customers in a specific market, and secondly, it is good at assisting various technologies, transmitting information of enterprise products and services to the brains of potential customers, winning competitive advantages for enterprises and creating high-quality brands. service. Let our WeChat marketing more "delicious, cola, soft", more to attract the attention of consumers.