Many people say: The mobile Internet era is an era of counterattack by diaosi. Before the emergence of the mobile Internet, it was the world of traditional media such as newspapers and magazines. At that time, an ordinary person wanted to stand out and had the opportunity to It's very small. However, the emergence of the mobile Internet has changed all this. With the emergence of new media such as WeChat and live broadcast, it is definitely not a fantasy for an ordinary person to get ahead as long as he is smart enough to learn, hardworking enough, and finds the right method.

WeChat is a bonus for ordinary people. Many people still use WeChat purely as a chat tool and a gaming tool. This is actually a waste of resources. WeChat can not only be used to communicate with friends and play games, it can also be used to work, build trust, and do marketing. So, today, I will share with you how to use WeChat for marketing. I will analyze in detail the 5 taboos and 10 tips for using WeChat for marketing.

1. 5 taboos

1. Complain.

We often see this kind of people complaining about various things in WeChat’s circle of friends: going to work is boring, making money is so hard, classmates are doing stupid things, raising children is tiring, etc. Wait, anyway, I just treat the WeChat Moments as a trash can and complain endlessly. Then all his friends couldn't bear it anymore and finally had no choice but to block him.

No one likes things with negative energy. Even if you really encounter bad things, you should laugh at yourself and say it happily. Remember: always make people feel prosperous, because you are strong. , one of the steps towards a more powerful approach.

2. Mass advertising.

This is the most impolite and insincere behavior in the WeChat world, and the probability of success is extremely low. Because no one wants their lives to be disturbed, so they still use such a tough method! Therefore, generally after you send out advertisements in groups, you can check your address book, because many people have blocked you.

3. Post hard ads in Moments

This behavior is also very disgusting. Many people will post 10 or more product advertisements in a row, occupying your For the entire circle of friends, this approach will only cause others to block your circle of friends. If you want to post an advertisement, I hope you can put more thought into it and write soft advertisements that are easy for people to accept and can touch people's hearts. Don't violently swipe the screen and send hard advertisements. Using this method to promote products will be difficult for people to accept.

4. Repost some mindless articles in Moments

Like "Repost if you are Chinese", "This child is so pitiful, save him", "No "Reincarnate the whole family", "Top 10 XX that Chinese people must know", if you forward these, people will think that you are a person who has no ability to think independently, and will think that you are LOW. After others see it, they will not want to be with you at all. If there is any intersection, how can you use WeChat to build trust in the future?

5. Do not do to others what you want to do to yourself

There is an old Chinese saying: Do not do to others what you do not do to others. Don't do to others what you want, in fact, this sentence is true with one less word, that is: don't do to others what you want to do to yourself. What we like may not be liked by others, because it has nothing to do with others. For example, we often see in the circle of friends: some people post various combinations of Korean oppas and beauties all day long, and then have a crazy meal; some people like to post their own pet cats and dogs, and then take various photos; some people I like to show off my children. When I open my circle of friends, 9 out of 10 pictures are of my own children.

Here, I must explain: If you are not a businessman and do not need to use WeChat to manage your own image, your WeChat is purely a personal life item, then you can post anything; but , if you want to use WeChat for marketing, you should try to avoid this situation. Just post the things you like occasionally. Don’t use these things to swipe the screen all day long. Others will be disgusted by doing so, and you will be embarrassed. If you want, don't do it to others.

2. 10 tips

1. Focus on promoting your personal account.

Many people ask me, Mr. Lan Hai, if we are now using WeChat for marketing, should we use a public account or a personal account? Let me tell you: last time I went to Changsha for a meeting, the editor-in-chief of Tencent said that there are now 80 million public accounts in the country. In other words, unless you are particularly talented to stand out, you want to make a public account now. It is particularly difficult to get started. Nowadays, WeChat public accounts are not only overflowing, but also have a very low open rate. Therefore, now, making a personal account is your best choice.

Personal accounts are much more valuable than public accounts because they have personalized endorsements, can interact at any time, and have rich gameplay. They can be used not only by individuals, but also by companies. If you feel that your If you have a large number of fans and are afraid that there is a limit to the number of people in your personal account, you can open a few more accounts and just copy your avatar and content in your circle of friends. Every time you post to Moments, multiple accounts can be synchronized together.

2.? Accept you first, then accept your product.

Many people think that using WeChat for marketing is to sell products.

I post product pictures every day while scrolling there, only to find that there are fewer and fewer people in my address book. Just imagine, what would you do if you saw someone else scrolling? First disgust, then blocking, and finally blocking, right? If you don't like comparing people's hearts to your own, others will definitely hate it too.

The correct approach is: let people accept you first, and then accept your product. WeChat is different from Weibo. Weibo has a weak connection, while WeChat has a strong connection. When someone adds you as a friend, whether they are acquaintances in real life or online, it is because they recognize you and want to be friends with you. , so you share your personal experiences and life insights in your circle of friends. These things should be interesting, inspirational, useful or touching. You should shape your personal brand and build your personal charm through your circle of friends. The more personal charm you have, the easier it is to cultivate others' good impressions of you, and the easier your marketing will be.

3. Pay attention to your WeChat avatar.

I have seen that many people like to use anime characters, scenery or their own pets as avatars. To be honest, doing so is an invalid avatar from a marketing perspective. For example: I have a friend named Benny, and he uses his poodle as a WeChat avatar. As a result, every time I see a poodle on the street, I want to go up and call it "benny"!

< p>The best WeChat avatar is actually a photo of your real person. Using your real photo will give people a sense of reality and make it easier for others to connect your avatar with reality. You can choose a more handsome and beautiful photo, or a more artistic or travel photo. In short, it should be taller and more elegant. Remember not to be sloppy or slovenly.

Everyone needs to be clear: your WeChat avatar is the first impression you give people and the first carrier for your marketing. It represents your taste, your value, and even your status. , used properly, it can effectively reduce your social costs. Therefore, everyone must pay attention to the choice of WeChat avatar.

4.? Position yourself.

After setting your avatar, you need to position yourself. Simply put: who are you? What are you doing What is your product? What are your keywords? You list them all, this is your positioning, and then constantly use the content in your circle of friends to strengthen this positioning.

Some people may ask, Teacher Lan Hai, how do you know whether something should be posted to Moments? The answer is: Think about it, after you posted this, did it strengthen others' positioning of you? If it can strengthen others' positioning of you, you can post it to Moments; on the contrary, if it disrupts or weakens this positioning, it is best not to post it.

For example: I saw that some people’s Moments were like a hodgepodge. In the morning, I complain that the bus is crowded, at noon I complain that the company’s food is unpalatable, in the evening I complain about the traffic jam after get off work, I post some photos of hanging out with friends during holidays, and on weekdays I repost gossip from various public accounts and articles about health and wellness. In one word: it’s a mess. People will not know what you do after seeing it! We still know very little about the products you sell, and we still have no trust in you. This completely disrupts others’ positioning of you and the products you sell. Everyone must pay attention to this.

5.? Establish yourself as an expert.

What should you do if you are neither a star, rich, handsome, or beautiful, but still want others to pay attention to you? The answer is: make yourself an expert in a certain field. Because people generally trust the opinions of experts, no matter what product you sell, you must try your best to establish yourself as an expert. Whatever you are selling, you should study the field carefully, and then work hard to become an expert in this field. experts.

For example: if you sell cosmetics, you should strive to become an expert in skin care and be able to quickly and accurately analyze various skin problems when facing new customers; if you sell financial products, You should make yourself an expert in financial management, and you should have an understanding of the country's macroeconomics and microeconomics; if you sell health care products, you should make yourself an expert in health care, and understand the various sub-health conditions of modern people. They must be very familiar with the issues and have a thorough understanding of the lifestyle of modern white-collar workers.

Once consumers position you as an expert in a certain field, then what you say will become the industry standard. You are not selling products, but issuing authoritative opinions, and consumers will be more willing to accept your products. .

6. Don’t post hard messages, but soft posts.

As soon as many people add others to WeChat, they will try their best to post advertisements in their circle of friends and force others to see your products. When consumers see it, their first reaction is disgust, and their second reaction is to If you block and delete ads, that doesn’t mean you can’t post them at all, but you must post them skillfully.

For example: You can post some of your experience after using the product. What product did I use, how did it work, how effective it was, what problems it solved, etc. This is the experience of using the product. Some people will leave contact information and purchase URL directly on the copy. This approach actually feels like advertising. The solution is: after writing the product experience, write the purchase method below in the form of a comment, such as: Someone asked where to buy this product, the website is:….

I once saw a soft article in a circle of friends from someone who did English training. He said: Our children used to memorize English words and could not memorize 10 words in a day. This time they will participate. I took an English training class, 10 days later, and now I can memorize more than 100 words every day. In fact, there is nothing you can't do in life, as long as you have confidence in yourself and find a good way.

Afterwards, many people commented on the post, asking for the contact information of this training class. At this time, it seemed more natural for him to tell everyone the phone number of the English teacher in the form of a comment below.

7.? Learn to tell stories

Psychologists have long proven that the human brain is a story receiver. Stories are legendary, dramatic and communicable. If you learn to tell a good story, he will be deeply impressed by you and trigger his screams. In particular, the stories of diaosi's counterattacks are the most touching.

For example: There is a single mother in the UK whose marriage failed. At first she was living a difficult life alone with her 3-month-old daughter. At that time, she could not find a job and relied on meager unemployment benefits. In winter, I can’t even pay the heating bill, so I can only write in a cafe. Although writing was very hard, she did not give up because she was unwilling to give up. She believed in her own abilities. Even after experiencing such hardships, she vowed to rely on her own hands to eat.

Later, she wrote a novel. She sent the novel to several publishers, but no publisher was willing to publish it. Later, a small publishing house on the verge of bankruptcy took the risk to publish the novel. , no one expected that in a short period of time, her novel would occupy the top of the world's best-seller list. This single mother is called J.K. Rowling, and the novel she wrote is: "Harry Potter".

Every time a reporter came to interview her, she would tell her story and then say: "In the process of growing up, it is inevitable that you will encounter all kinds of pain. They are all necessary elements for growth. Growth is the greatest reward in life and is worth trying." Then, everyone remembered this story.

This tells us: using storytelling to promote can firmly grasp the hearts of consumers, and it is one of the most effective marketing methods. Therefore, you must learn to tell a story that belongs to you. It should be legendary, inspirational, and positive. The better your story is told, the easier it will be for you to be accepted by consumers.

8.? Highly repetitive in content and constantly innovative in form.

You must have heard the advertisements of the following brands: No gifts will be accepted during the Chinese New Year this year, only melatonin will be accepted; Hengyuanxiang, Sheep, Sheep, Sheep; Afraid of getting angry, drink Wanglaoji, etc. These brands have been It relies on constant repetition in traditional media to leave a deep impression on consumers' minds. But in the era of mobile Internet, consumers have the initiative and can block you at any time if they are unhappy with you. Therefore, this requires us to repeat it skillfully, that is, to continuously innovate in form.

9.? Fans must be accurate

Many people know that WeChat marketing requires fans, and then they go to many groups to send red envelopes and ask others to add them. However, they don’t know that you will add them. Fans are all invalid fans, and you don’t even know what these fans are for. This method of adding followers that only seeks quantity but not quality is actually half the effort, or even futile. WeChat marketing does require a large number of fans as the foundation, but it also requires accurate fans. You must create a portrait of consumers based on the category you operate, and know what kind of fans you want.

For example: If you make skin care products, your target users should be women. Then, you need to add some mom groups, beauty and fitness groups, weight loss groups, etc. from all over the country. In short, you should go wherever your consumers are.

I know a strong woman in Shenzhen. She made 30 million yuan in sales using WeChat in half a year, but she only has 500 people in her WeChat address book. She is an Australian investment immigration agency. She will specially attend offline training courses that cost tens of thousands of dollars. Then she will add her boss to her WeChat account during the course, and she usually posts photos of Australian villas on WeChat Moments. , sunshine, scenery photos, she would often leave messages and interact with the bosses on WeChat when she had nothing to do. After getting familiar with her, she felt that there was a possibility of closing a deal. She would also invite them to travel to Australia for sightseeing. In this way, the deal was completed in less than half a year. More than 10 people. Therefore, fans are more valuable than fans. This is the reason.

10. Persistence will lead to success

Some people compare marketing on Taobao and Tmall to fishing. No matter when you go, you can always catch something. Then use WeChat for marketing. It's more like fish farming. You won't see the effect in a short time, so you must be patient. After some people add people, they are very motivated at first, but after a week or a month, they feel that there is no effect, so they become discouraged and want to give up. Everyone needs to understand: building trust requires a process, don’t be too If you are eager for quick success and instant benefit, it takes time to build trust and accumulation bit by bit. Don't be too eager for quick success and instant benefit. People with short-sightedness will not achieve great things at any historical stage. Any quantitative change to qualitative change requires a process.

When we use WeChat for marketing, we must persevere and post a few high-quality moments every day. You may not see the effect in a short period of time, but as long as you continue to do it, you will slowly Slowly gain a kind of accumulation, thereby building up others' trust in you. Success is actually very simple. It means that the smartest people do the stupidest things. Over time, they will naturally gain something.

Let’s just say this much first. If you think it’s good, you can give it a like. I’ll update it after 100 likes. You can also directly click on my avatar to follow me. I am Teacher Lan Hai, a columnist in Sales and Marketing magazine. I hope my answers can be helpful to you.