Strategy 1: Use the Wechat system as a platform to provide membership benefits

The reason why customers don’t follow is simply that they feel troubled and useless. For example, after changing tires in 4S shop or making a 400-phone appointment to install water purifier at home, why must we subscribe to the corporate official account? But if users can benefit from the WeChat official account after following, the results will be different. Don’t underestimate this simple change. One of the world’s top tire brands puts member benefits in the official account. Nearly 50% of the hundreds of thousands of customers who buy tires in a quarter convert into members. The enterprise has not only increased the number of users, but also acquired new customers.

Strategy 2: Upgrade WeChat CRM to identify members in the users

It’s often mentioned that I have hundreds of thousands of users, but I don’t know the members. First, it’s impossible to know, so there’s no need to be nervous. Second, after upgrading the WeChat CRM, we use technology to identify customers among users, but the time and cost are not low, so we need to be prepared in advance. If you are afraid of trouble, you can use Parllay (WeChat CRM), which is ready to use without maintenance.

People often say that users are customers who buy our products, but why did they unfollow? So if we want to solve the membership problem, we still need to think further.

Strategy 3: Start with marketing scenarios to promote users binding as members

Example 1: Offline customers have purchased products but have not completed member activation: For users who do not fill in key information such as mobile phones in time.It is better for enterprises to follow up automatically with in the next 48 hours. Send 1-3 members’welfare information to encourage them to complete online activation.

Example 2: Users who participated in online H5 membership activities but did not complete membership activation: Find users who visit H5 pages but don’t leave mobile phone information. Follow up in time that day and tell them that many users like them are bound to become members. Continue to follow up on the next day, and again push member benefits to these users in order to promote the activation of members.

Strategy 4: From paying attention to paid customer data to potential customer data

Enterprises with such problems usually have powerful CRM and data processing capabilities. Data from CRM (age, gender, home address, mobile phone, consuming power, purchasing products, everything), and even user behavior acquired from cross-media cooperation, can produce accurate customer profile. But in this scenario, the challenge facing marketers is not to push customers to buy, but to push users to bind to become members. For example, in Strategy 3, what users do in the WeChat official account, and what content prompts them to leave their phone numbers. At the same time, we also need to know what the users who purchased my product but unfollowed did and why they left. Once we have a clear understanding of the various behaviors of potential members, we have the ability to promote their binding to membership through personalized communication. But the core issue is that we need to understand what stage of the customer life cycle big data solves.