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E销宝:全网营销推广中如何做口碑营销推广?

2022/07/20 来源:http://www.jnexb.com
口碑营销是企业对自己的产品或服务进行某种口碑设计,使得消费者在消费或接触这些产品时所获得的实际利益超过他们的预期,通过他们向别人介绍这些产品而促进产品销量增加的一种营销活动。在口碑营销里,一个客户将自己的体验告诉两位朋友,这两位朋友再分别告诉他们的两位朋友,朋友再告诉他们的朋友,如此循环。
Word of mouth marketing is a kind of marketing activity that enterprises design their own products or services to make the actual benefits of consumers when consuming or contacting these products exceed their expectations, and promote the increase of product sales by introducing these products to others. In word-of-mouth marketing, a customer tells his experience to two friends, and the two friends tell their two friends respectively, and the friends tell their friends again. This cycle.
全网口碑营销是把口碑营销的这种方法和网络结合起来,实现更快速的网络口碑传播。小马识途营销机构认为传统的口碑营销只能熟人之间口口传播,而网络上陌生人之间也可以传播,传播的速度会无限放大,而且网络上的信息会沉淀在互联网上,长期产生口碑传播的作用。
The whole network word-of-mouth marketing combines this method of word-of-mouth marketing with the network to achieve faster online word-of-mouth communication. Xiaoma Zhitu marketing organization believes that traditional word-of-mouth marketing can only be spread between acquaintances, but also between strangers on the network. The speed of transmission will be infinitely amplified, and the information on the network will precipitate on the Internet, which will have the effect of word-of-mouth communication for a long time.
全网口碑营销的魅力就在于企业不在做推广的时候,知名度和访问量还在上升,能在一定程度上摆脱企业对广告引流的依赖。全网口碑营销的本质就是要吸引消费者和媒体的强烈注意,强烈到主动分享企业的品牌或产品,已经把这种讨论分享变成有趣、引人入胜、有媒体报道价值的信息。
The charm of whole network word-of-mouth marketing lies in that when enterprises are not promoting, popularity and visits are still rising, which can get rid of the dependence of enterprises on advertising drainage to a certain extent. The essence of the whole network word-of-mouth marketing is to attract the strong attention of consumers and the media, and to actively share the brand or product of the enterprise, which has turned this discussion and sharing into interesting, fascinating and valuable information with media coverage.
在全网口碑营销的推广实践之中,网络口碑传播也是一把双刃剑,利用的不好也会给企业带来致命的伤害,在这里小马识途建议企业一定要注意以下几方面的问题。
In the promotion practice of the whole network word-of-mouth marketing, online word-of-mouth communication is also a double-edged sword, and poor use will also bring fatal harm to enterprises. Here, Xiaoma Zhitu suggests that enterprises must pay attention to the following aspects.
一、企业自身原因引发负面口碑
1、 Negative public praise caused by the enterprise itself
一次不好的客户体验会造成客户不满,任何人都不会替平庸的产品做好的宣传,而很有可能散播产品的负面评价,如果不不好正面的口碑宣传防护,负面口碑很可能会毁掉你的品牌。已经有研究表明,平均每个满意的客户,会把他的满意情况告诉12个人,而一个不满意的客户,会把他的不满意告诉20个人以上。从另一个角度来看,如果能妥善处理好客户的投诉,不但不会对自身造成不良营销,反而有利于增加客户对商家的信任感和忠诚度。
A bad customer experience will cause customer dissatisfaction, and no one will do a good job of publicity for mediocre products, but is likely to spread negative reviews of products. If you don't do a good job of positive word-of-mouth publicity and protection, negative word-of-mouth is likely to destroy your brand. Research has shown that on average, every satisfied customer will tell 12 people about his satisfaction, while an dissatisfied customer will tell more than 20 people about his dissatisfaction. From another point of view, if we can properly handle customer complaints, it will not cause bad marketing to ourselves, but will help increase customers' trust and loyalty to businesses.
因此,为了有效实施口碑管理,小马识途建议企业鼓励消费者的投诉,建立消费者投诉的方便网络,并有效处理消费者的投诉,通过消费者的投诉发现并修正产品或服务的失误,给用户创造新的价值。
Therefore, in order to effectively implement word-of-mouth management, Xiaoma Zhitu suggests that enterprises encourage consumers' complaints, establish a convenient network for consumers' complaints, and effectively deal with consumers' complaints. Through consumers' complaints, they can find and correct mistakes in products or services, and create new value for users.
二、网络口碑的引导
2、 Guidance of online word of mouth
通常企业的销售常规是:做广告、谈客户、电话营销,从广告起步带来的客户群称为一营销渠道。口碑营销的意义在于,由客户间互相传递而产生的客户群,是二营销渠道。非广告引发的客户,虽然效应不够直接,但却非常深入,由于客户推荐而产生的新用户,付费率高,利于良好品牌口碑的形成。因此,企业针对性地做老客户工作,充分利用客户口碑这一强有力的武器,形成二营销渠道,是企业进行口碑营销的一个较为有效的策略。
Usually, the sales routine of an enterprise is: advertising, talking about customers, and telemarketing. The customer group brought by advertising is called a marketing channel. The significance of word-of-mouth marketing is that the customer group generated by mutual transmission between customers is the second marketing channel. Although the effect of non advertising customers is not direct enough, it is very deep. New users generated by customer recommendation have a high payment rate, which is conducive to the formation of good brand reputation. Therefore, a more effective strategy for enterprises to carry out word-of-mouth marketing is to make full use of the powerful weapon of customer word-of-mouth and form a secondary marketing channel.
1、制定有效的返利机制,刺激老客户的积极性
1. Formulate an effective rebate mechanism to stimulate the enthusiasm of regular customers
实行有力度的奖励,通过有力度的奖励,老用户能够介绍、推荐朋友来注册用户,成功注册即可得到奖励,如果成为付费用户,推荐者还可以获得额外奖励。
Implement strong incentives. Through strong incentives, old users can introduce and recommend friends to register users. Successful registration can be rewarded. If they become paying users, recommenders can also get additional rewards.
由老客户带来的新客户应该享有优惠,通常客户的购买行为都是较为谨慎的,老客户介绍朋友来购买也是出于对企业和产品的认同,同时也担心介绍自己的朋友亲属来购买会被误认为是为了自己得好处的嫌疑。因此对于老客户介绍的新客户,同样也会得到额外优惠,这便给了邀请朋友注册的一个重要原因,激励老客户和新客户双方的积极性。
New customers brought by old customers should enjoy preferential treatment. Usually, customers' purchasing behavior is more cautious. Old customers introduce friends to buy out of their recognition of the enterprise and products. At the same time, they are also worried that introducing their friends and relatives to buy will be mistaken for their own benefits. Therefore, new customers introduced by old customers will also get extra discounts, which gives an important reason to invite friends to register and encourages the enthusiasm of both old and new customers.
2、提供有效的邀请工具
2. Provide effective invitation tools
给老客户提供简单易用的邀请工具,只需要简单操作,即可通过多种渠道(QQ、邮件、社交网络等)邀请他人。老客户可以随时查询自己的邀请状态,可以选择再次邀请。
Provide simple and easy-to-use invitation tools for regular customers. With simple operation, you can invite others through various channels (QQ, email, social networking, etc.). Regular customers can check their invitation status at any time and choose to invite again.
3、加大宣传力度,引起关注
3. Strengthen publicity and attract attention
口碑营销活动启动后,应该加大宣传力度,专项推广“邀请注册活动”。对于老用户登录的主要界面,均可放置口碑营销活动的链接,引起老用户的注意。还可通过邮件、短信、电话等方式提醒未登录的老用户关注。告知“优惠政策明细”以及介绍“回馈奖励”的情况。如有必要,可以让企业销售人员人工跟进老客户的推荐邀请活动。
After the launch of word-of-mouth marketing activities, we should strengthen publicity and promote the "invitation to register activities" specifically. For the main login interface of regular users, links to word-of-mouth marketing activities can be placed to attract the attention of regular users. You can also remind old users who have not logged in to pay attention by email, SMS, phone, etc. Inform the "details of preferential policies" and introduce the "reward" situation. If necessary, the enterprise salesperson can manually follow up the recommendation and invitation activities of regular customers.
互联网口碑是客户*交的催化剂,在信息加速传播的互联网时代,靠强制宣讲灌输的品牌推广已变得难度越来越大且成本更高,性价比远远不如定向推广和口碑传播高。小马识途建议品牌营销经理人,在大量投入线下活动和网络广告的同时,切不能忽视了网络口碑营销。
Internet word-of-mouth is the catalyst for customers to communicate. In the Internet era of accelerating the dissemination of information, brand promotion by compulsory propaganda and indoctrination has become more and more difficult and cost-effective, and its cost performance is far lower than directional promotion and word-of-mouth communication. Xiaoma Zhitu suggested that brand marketing managers should not ignore online word-of-mouth marketing while investing heavily in offline activities and online advertising.

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