WeChat CRM - People-oriented marketing concept
- iclick
- 2022-12-28
The core of marketing is that companies gain insight into consumer needs and create consumer value. The central point of marketing is the consumer, the starting point is the consumer’s demand, and the purpose of marketing is to create consumer value. Everything in marketing is inseparable from consumers, which is in line with the people-oriented philosophy. Only people-oriented, consumer-centric marketing activities will gain long-term value.
WeChat marketing is an online marketing method that has emerged along with the popularity of WeChat. WeChat marketing is divided into community marketing and WeChat official accounts marketing. Community marketing is suitable for companies that need to manage their customers in groups, not universal marketing. WeChat official accounts marketing has become a WeChat marketing method suitable for most companies due to its content communication and customer management.
People-oriented is the user-centric in the official account. In a big way, users involve new users and old users. Differentiating new users and old users is the first step in people-oriented.
For new users, what we have to do is to attract and prevent leaving. If the user receives the same welcome message and content after following the WeChat official account, such an account will not be impressed. However, if the user receives a customized content that is highly relevant to his/her information after ollowing the WeChat official account, such an account has created an unforgettable first impression. If the account later sends high-quality content that can be of interest to the user, most of the users will not leave. How to create an unforgettable first impression? Through WeChat CRM software, according to the interest of users or customers, tags, interaction, gender, location, life cycle, transaction data, etc., realize personalized interaction in different marketing activities, and create a unique 1:1 communication experience.
For the old user, what we have to do is maintaining, and also prevent leaving. The maintenance of old users is definitely not a regular push article, with interactive maintenance can greatly improve the user’s stickiness and loyalty. Interaction involves personal communication. In other words, we send content or activities to old users that are consistent with her/his needs. Such content will not be offensive and will not be harassed. Of course, personalized custom content also does not allow the user to have the illusion of being snooped, which requires timely delivery of the correct content at the right time. With WeChat CRM software, companies can create appropriate personalized content for users based on user tags, lifecycles, behavioral trajectories, etc., and strengthen relationship maintenance.
The people-oriented marketing concept requires us to have a deep and clear understanding of the official account users, which requires the use of professional and powerful software tools to create customer profile and effectively manage customers. Regularly pushing content without targeting is only a huge waste of time and resources.
Three things you must know about WeChat CRM system
- iclick
- 2022-12-28
As the “biggest CRM portal on the mobile Internet”, WeChat can not only help enterprises and consumers communicate, but also coordinate within the enterprise. This is due to the WeChat social features and the media attributes and customer management capabilities of the WeChat official account.
1. Definition
WeChat CRM system refers to: WeChat customer relationship management system
WeChat Customer Relationship Management System (CRM) is based on the management of WeChat customer data, using IT science and technology to automate and intelligentize marketing, sales, service and other activities, and to establish, analyze, calculate and use customer data. The system helps companies better implement WeChat customer-centric management. Therefore, WeChat customer relationship management is not only a software technology, but also a management concept, which can well cater to the current people-oriented needs.
2. Technical principle
WeChat CRM must first be clearly stated from the business structure. The essence of WeChat CRM is the CRM system that is extended in the WeChat ecosystem by utilizing the characteristics and interfaces of WeChat. The CRM system can be roughly divided into five modules: customer, sales, marketing, service and membership, as well as some subsidiary modules: products, knowledge bases, activities, transactions, statistical reports, and so on. After determining the business structure of WeChat CRM, we can further design specific data models, functional modules and interface docking. To put it simply, the logic structure of WeChat crm is understood, and the open interface of WeChat official accounts platform can be used to design customer management, sales management, marketing management, service management and membership management system.
3. Value
It is not difficult to see from the definition and technical principle that the most important value of WeChat CRM is the customer management and sales management of enterprise. The basis of customer management is the collection and analysis of data, which can be effectively managed based on the basic information obtained and the behavior information tracking. The core of sales management is to improve efficiency and increase conversion rate. Improving efficiency requires the implementation of marketing automation. At present, workflow is the most commonly used tool for marketing automation. It also benefits from effective management of customers and promotion of order and repurchase.
Therefore, WeChat CRM that meets the needs of enterprises must have two core capabilities, one is the ability to collect and analyze customer data, and then the marketing automation capability.
WeChat CRM can improve your business in 4 ways
- iclick
- 2022-12-28
According to statistics released by Tencent in 2019, as of the end of last year, the number of active users of WeChat has exceeded 1 billion. The user-friendliness and numerous features of the app make it a favorite of consumers for business and personal use. In fact, after WeChat significantly upgraded its membership card capabilities, more and more brands are integrating WeChat data with their CRM systems. However, this integration is not without challenges.
WeChat CRM Solution.
1. Enhance the analysis of followers and understand your audience
Gain insight into follower behavior and use smart tags to categorize users based on user behavior and optimize interaction with users. Get rid of the “one message fits everyone” mentality and use tags to send customized content to a specific group of followers.
2. Improve user management and increase user loyalty
With WeChat’s enhanced membership card feature, you can create a points system that rewards users when they interact with your brand. More importantly, by using a tag management system, you can increase the accuracy of your marketing campaigns. Improved coupon matching information makes it easier to manage your membership.
3. Seamless integration with traditional CRM and e-commerce platforms to gain insight into consumer behavior
Combining WeChat, traditional CRM and e-commerce website data opens up a whole new world of possibilities. Not only can you track the online behavior of your followers, but you can also use social media data to learn more about them.
4, multi-account management, manage all your accounts in the same place
Brands with multiple official accounts can manage them in one place on WeChat CRM – saving time and increasing efficiency.
In the future, WeChat’s Open ID and its user behavior data will create a new consumer insight source for the brand’s CRM database, helping brands and consumers to create more meaningful touch points. In the era of big data, in order for brands to take advantage of opportunities and increase business value, it is necessary to implement effective solutions for managing and utilizing data.
WeChat CRM Customer Nurturing Guide
- iclick
- 2022-12-28
There are three objectives for customer nurturing. One is to nurture potential customers into factual customers, the second is to nurture small customers into large customers, and the third is to nurture customers into long-term loyal customers.
Targeted content for customers at different stages, sales conversion rate and repurchase rate can be increased by more than 30%.
nurture customers mainly through content development.
Content nurturing potential customers, to provide appropriate content at the right time for different user types, to pull potential customers into the purchase journey, and ultimately to purchase. On the one hand, attracting potential customers through attractive content. On the other hand, through the content, the submarine is introduced into the next stage of the sales funnel, and sales are accelerated and finally purchased.
Providing the right content is based on insight and understanding of the potential. The more you know about your customers, the more content you provide will be in line with their needs, and the easier it will be to achieve the goal of content marketing. For customers in WeChat official account, we understand a lot of ways, basic information to understand gender, city and other basic information; behavior track to understand the activities of WeChat, determine hobbies; tags and interactive tracks to understand customer behavior and sales stage.
By nurturing small customers into large customers through content, we need to continuously input product benefits to our customers, so that they will always keep their enthusiasm and expectation for the products. The prerequisite for nurturing is to identify small customers from the user community. The methods of identification include methods such as source identification, purchase behavior tracking, and lifecycle management.
Nurturing a customer into a long-term loyal customer requires us to produce high quality content on a regular basis. The scope of the content should include product feature updates, industry trend insights, customer growth cases, and more.
We want to ensure that our old customers have sufficient reliance and confidence in the long-term use of the products after receiving our content, satisfying the added value brought by the products and emulating other successful customers.
Nurturing customers is to identify customers at different stages of sales, and to provide appropriate content for each type of users in a targeted manner. Such content marketing is effective.
WeChat Official Account Migration
- iclick
- 2022-12-28
We will face different problems when operate a WeChat Official Account, such as how to transform a Subscription Account to a Service Account, how to combine several Accounts into one Account or how to change the entity. Such problems can not be solved through one direct function in WeChat Official Account Platform.
However, we can use the function of account migration to solve such problems. Account migration refers to the migration of an account’s followers, violation records, articles and creative library (optional) to a new account.
Through Account Migration, we can change the type, the entity of the WeChat OA. Or we can migrate several accounts to another account. We will benefit a lot from the function.
How to use Account Migration?
Log in WeChat OA Platform->Settings->Account Info->Entity Info->Details Account migration
Details:
1、Agree to the agreement;
2. Fill in the account and confirm the content of the migration;
3、Fill in the application information；
4、Confirm the name;5、Fill in the invoice;
6、Pay the fee;
So, through Account Migration, we can change the Subscription Account A into Service Account B or migrate Account A, B and C to Account D.
iParllay new features | play around with Workflow
- iclick
- 2022-12-28
Parllay workflow is based on the whole or part automation of WeChat Official Account management process, allowing enterprises to perform multiple operations in a specific time, matching specific actions according to the follower’s interaction location, interaction type, interaction characteristics, etc., such as pushing messages, tagging, scoring, etc.c
Personalized and automated marketing is the marketing idea that enterprises have always adhered to. Workflow is an important technical guarantee for efficient marketing campaigns. Parllay workflow has been deeply used by many customers because of its comprehensive and convenient use. They unanimously reflect that Parllay workflow is very helpful to the development of its automation business on WeChat, which can significantly improve the marketing efficiency and the conversion rate from followers to customers.
Parllay has upgraded three important features of workflow recently——
1. Lead Scoring| Automatically manage follower scoring
When more and more people are marketing, their main goal is to get enough leads through various channels. Once you have a large number of sales leads, you may need to find out who is really interested in your product among them and who is just for looking around casually. This requires the introduction of a Lead Scoring mechanism, that is, scoring leads. This helps the sales and marketing team prioritize leads, follow them up appropriately and improve the speed at which these leads can be converted into customers.
There are two main aspects of Lead Scoring in Parllay workflow.
First is to score followers according to their properties and actions, including plus or minus scores. For example, the scores of followers can be automatically added when their phone, email and other contact information left in the Official Account background, jump from the menu to automatically add scores for it, and so on.
Second, personalized marketing is carried out according to the followers with different scores, such as pushing different contents, adjusting different life cycle stages, etc. For example, set the life cycle of followers whose score are between 0-10 to Followers, send message A to them; set the life cycle of followers whose score are between 11-20 to MQL(marketing qualified leads), send message B to them.
2. Short Link| automatically track and follow up followers who have interacted with short links
Leverage Parllay workflow, we can automatically follow up the action of followers’ click / link to short links, automatically sending messages, scoring, tagging or adjusting their life cycle stage, so as to realize the tagging, segmentation, target management and precise nurturing of followers.
What kind of Short Link scenes can be triggered by Parllay workflow in WeChat official account? The answer is all, as long as the official account followers click / link to the set short links.
The short link can be the CTA which guides the followers to click in the articles, the link domain inserted in the text message/menu bar, the domain be inserted in the platform QR code, or the domain be inserted in the personalized articles that be pushed.
Leverage Parllay workflow, we can send articles, text message, picture message, personalized message and template message to the followers who click the short links, add or remove platform tag and wechat tag for them, adjust their scoring (including plus and minus), modify their life cycle (Followers, Sales leads, High-quality leads, Marketing-qualified leads, Prospects, Opportunities, paid customers, loyal customers, others).
3. Workflow Reports|measure the effect of the marketing automation
Marketing data analysis can help marketers to make scientific judgments and decisions, and data analysis on the effect of workflow is particularly important in decision-making, implementation and summary. Based on this, the operation data of Parllay workflow is presented clearly in report form. Marketers can clearly measure and understand the conversion effect of Parllay workflow, followers retention rate, and can obtain interactive follower information in each branch process of workflow.
The workflow reports of Parllay shows the number of start nodes, the number of triggers of each node and the proportion of triggers number. Marketers can clearly understand the participation and conversion rate of followers in each workflow branch.
In addition, Parllay workflow clearly shows the list of interactive followers of each node, clicking the followers’ avatar in the list can directly link to the follower profile page of each follower.
Workflow technology can support enterprises to realize process control and decision support for business management and production organization. It can meet the requirements of modern enterprises that “transfer the right information to the right person at the right time”, and it can also be integrated into decision support system to provide accurate information for users and help users make decisions. The application of workflow technology in Wechat ecosystem can greatly eliminate the marketing blind spots faced by enterprises, improve marketing conversion, and realize business growth naturally.
How to use HubSpot to manage Sales leads on Wechat
- iclick
- 2022-12-28
HubSpot has different ways through which you can acquire new leads via your website: form submissions, live chat or conversational bots. Until now acquiring leads from WeChat was not possible, but you can do so now thanks to HubSpot WeChat Solution launched by Parllay.
The minute you authorize Parllay account in HubSpot settings, new leads generated from your WeChat Official Account which according to the scenes set by you will be synced to HubSpot. Change the default properties set to “view all properties” to show the contact’s WeChat properties inside HubSpot so that all behavioral trace data for contacts that you created on WeChat end (Official Account-Mini Program-H5 page) will be automatically added to the contacts timeline event. This allows you to create lists and segments of leads based on your WeChat personalized campaigns or Ads campaigns. You’ll be able to get this functionality only from the official HubSpot integration as third party integration can’t do it.
If you’re using Parllay to manage WeChat users – it’s important to take advantage of this integration as it will allow you to start nurturing the leads you have generated right away. Data shows that the faster you start nurturing your leads, higher is the chance that you will close it.
More than just lead WeChat users – Expand HubSpot’s more automation capabilities.
All the WeChat properties of sales lead contacts can be used to trigger actions in workflows, which is HubSpot automation tool. I.e: the HubSpot property lifecycle stage can be combined with the WeChat tags, gender, location, WeChat language, or the HubSpot property deal amount can be combined with the type of Official Account (WeChat Subscription or Service Account), number of WeChat Official Account; or you could automatically follow up the specific WeChat users or contacts from WeChat on a regular basis according to their openID.
Remarketing – For customers who have closed the deals and were from the WeChat, they can be segmented on HubSpot according to their WeChat properties. A series of interesting and targeting campaigns or the similar products which they had purchased are planning for this part of users on the WeChat Official Account. Convert your customers into ambassadors.
Topics: HubSpot, HubSpot CRM, WeChat Official Account, HubSpot connect WeChat, WeChat Automation, leads from WeChat, WeChat CRM, HWS, Parllay, Remarketing, HubSpot Integration with WeChat
How to focus on User Retention when using SCRM
- iclick
- 2022-12-28
I believe companies and brands both have to face the user retention.
For WeChat Official Account, as long as without unsubscribing that is equal to users be reserved.
But many marketers will say that there are many inactive followers in the official account, though they are not unsubscribe, but they are not interactive. Therefore, in the actual level, the meaning of retention is different for each companies, for example:
- For B2B, user retention means followers visited the website and downloaded the white paper(or form submission) within 2 weeks;
- For B2C, if the followers link to Mini Program several times in a month, registered as a member or ordered;
The awful retention rate reflects in the extreme performance of WeChat Official Account, which is the follower to unsubscribe immediately after they just followed your account.
Another kind of invisible bad retention rate is that no matter what you do, your followers don’t respond.
SCRM can help you segment audiences who have engagement.
What marketers need to know is that – when you face the issue of User Retention, you’d better have a useful tool in hand or a technical team could support you.
The retention of new followers shown in the above figure is not a good performance. Most new followers do not take any action the next day after their first-time follow.
If you haven’t got suitable tools for retention analysis or get technical support, I’d suggest that you can change to focus on the analysis of conversion, because the active audience can be easily defined and captured in SCRM.
By designing your conversion funnel, you can see the loss ratio of each step. Although you can’t know who they are, you can improve your marketing journey based on conversion rate, such as reducing one click or replacing text messages with pictures to increase the conversion of followers.