Why should we have precise marketing in WeChat?

Because the users in the WeChat official account of every enterprise are complex.

They have different gender, age, educational background and educational level, and their understanding of product information, concerns are also different.

Trying to send all the information of the company to all users by the “one-size-fits-all” way will not only bring a very bad user experience, but also can not achieve the purpose of marketing in the value transfer, resulting in loss of users. Worst of all, more and more users will do not follow the WeChat official account any more.  

 A man complained to me about his experience.

 One day, he inexplicably received a research report from a famous women’s brand, invited to comment on the women’s print. The man was very dissatisfied with it. First, he didn’t know why he was involved in the women’s wear research. Second, he didn’t know the so-called printing. The third key point is that he has never purchased the brand before.

He followed the account just considering the possibility of buying clothes for his children in the future, in order to facilitate the understanding of the brand activity information. Perhaps this survey is for male users, but can it be more precise? Will these key messages that lead to product improvements be sent only to customers who have purchased? Such examples, too numerous to mention, deserve to be highly valued by enterprises.

It is not complicated to do precision marketing on the WeChat official account. We only use the three types of precision push methods commonly used by Parllay customers for reference.

Dividing users groups by population and geographical attribute.

1. According to gender:

 In the above case, we can conduct separate research on male users and female users.

2. According to location:

A real estate enterprise can push the purchase and rental information of the region to the city’s users.

According to Behavior Interest

1. Users participating in an event: A tire brand pushes information for users participating in offline activities, and encourages them to activate members.

2. Users visiting WeChat website: A multinational consumer electronics customer push promotional information for such products to those users who visit different product sites.

3. Users replying keyword: An internet finance customer push the product improvement experience plan to people who reply keyword.

According to the life cycle

1. Users in Specific product line: A high-end wine is invited to participate in offline activities to promote the conversion into a continuous purchaser.

2. Users participating in online activities: A car brand aimed at users leaving mobile phone numbers on H5 website.

3. Users already paid: The women’s brand we talked about, more effective for members-initiated activities than to easily trigger dissatisfaction.

 The WeChat official account serves as a key platform for brand and consumer communication and completion of business transactions, Marketers think carefully about what they say when they send information. But what we want to say is that before we sculpt the text, we should think more about whom the information should be given to , and whether it can achieve the final result of our post. In order to better carry out accurate marketing, Parllay  (Wechat CRM) suggests that marketers consider scenario content marketing strategies.