How to design online marketing activities for bank WeChat to acquire customers

In the wave of digital transformation, how can banking institutions conduct online marketing activities through WeChat for Business (WeChat for Enterprise) to attract and expand online customer groups? This article will analyze how to set business goals, accurately locate target customers, design attractive event benefits, optimize event processes, and how to allocate online customers to enhance event value and achieve business growth.

In the past two years, many people should have encountered that all walks of life have begun to add corporate WeChat to attract traffic in some life scenarios, such as Starbucks coupons, WeChat check-ins in restaurants, micro discounts in offline supermarkets, etc. These scenarios guide everyone to do the same thing, that is, they need to add the official corporate WeChat before they can receive relevant rights and interests.

In the banking sector, especially in the past two years, banks have also begun to gradually carry out online customer inventory operations, which is what we call private domain operations.

In order to attract more customers and expand their online customer base, many banks usually organize some activities, such as issuing some benefits as mentioned at the beginning, but the banking field is special. After all, one of its obvious characteristics is that it is related to money. Therefore, in guiding the addition of corporate micro-benefits, it is basically issuing money, but this money is not sent directly through red envelopes, but through another form proprietary to the bank, which we usually call "instant discount".

In fact, this actually improves a business indicator of the bank, because one of the thresholds for using instant discounts is that you need to use a bank card to pay for the deduction. Therefore, in the dynamic account business, while acquiring customers through the enterprise micro-channel, if you can design a good link for attracting new customers, you can simultaneously drive the growth of its business or other businesses and enhance the value of event marketing.

This time, we will look at what banking institutions need to do well when designing WeChat customer acquisition activities, and how to enhance the value of individual activities so that WeChat customer acquisition is not limited to simple customer acquisition and addition.

1. Business objectives

First of all, in terms of goals, when most organizations are doing such activities, the first focus is still on adding customers; but when it comes to designing the source of the marketing expenses for the activities, many banks do not have much budget in the early stages of the micro-enterprise project, so they can combine it with other businesses within the bank for marketing. After all, the micro-enterprise project is just a channel, and the purpose of building this channel is to drive other business indicators.

Generally speaking, some businesses that are suitable for promotion may include increasing followers of official accounts, third-party card binding, mobile banking-related businesses, and opening accounts for targeted products, such as opening wallet accounts, increasing monthly active users, etc.

Of course, we do not strongly advocate that you bundle too many business directions when designing an activity. Otherwise, adding operational paths to the activity will make the customer experience worse and the effect will be greatly reduced.

Based on past experience, this can be suitable for coordinating a direct promotion business indicator, while others can be set as invisible improvements, such as strongly promoting the recommendation of increasing fans of the official WeChat account. However, the ultimate scenario for receiving the benefits of corporate WeChat activities is through mobile banking, which drives the improvement of registration and active indicators.

2. Target Customers

Generally speaking, this type of activity is aimed at new customers, but new customers are also divided into several dimensions, such as whether they have never been added or they are added for the first time during the activity period. In terms of the value of the activity, we default to opening it only to customers who are added for the first time.

However, this requires the cooperation of some system construction to achieve it. After all, Enterprise Micro Native does not support judging whether the customer is added for the first time, because it will eventually feel the input-output ratio of marketing rights.

If it is a regional bank, then one more dimension needs to be added to the target customers, that is, only the customers within the province or city. This can basically be achieved by obtaining the customer's mobile phone number and the place of origin.

In addition to meeting these conditions, it is necessary to determine whether the customer is an internal customer of the bank. This can avoid adding some invalid customers and prevent bank employees from adding their relatives and friends in the promotion to complete the indicators.

Of course, in terms of target customer selection, in past projects, we have also encountered promotion and addition through whitelist users, that is, only customers in the event whitelist can be promoted, so that the scope of customer addition is relatively accurate.

3. Activity Rights

For banking institutions, there are actually not many options in terms of benefits. Especially for online customer acquisition activities, we usually do it directly in the form of issuing instant discounts, but some necessary packaging can be done for the number and size of the benefits.

In terms of the cost of acquiring users, we can roughly define it as an average of 3-5 yuan per full customer acquisition cost. If we directly send this fixed number, it is actually not very attractive.

Therefore, some marketing designs can be made here, and the distribution of rights can be made into a lottery, which can give greater play to the amount of the lottery.

For example, the maximum amount is set at 88 or even 188, but the probability of winning can be set to 1-3, with the lowest being around 1.88. Of course, there is a maximum and a minimum. The maximum amount we actually distribute in the event is still an average, such as around 3.88. This amount can be adjusted according to the budget of the event.

When promoting to the outside, of course the main focus should be on promoting the maximum amount of prizes that can be drawn. This will increase the attractiveness of the event to a certain extent.

4. Activity Process

For activities configured through the marketing system, it is necessary to consider a process step of the overall activity, especially the process of embedding other business indicators, to reduce the user's operation time as much as possible, so as to increase the participation rate.

Generally speaking, the standard marketing process for such activities is to add the company's WeChat account - click on the link - participate in the activity - enter relevant information (combined with the business) - draw benefits.

The process we can operate in this process is mainly the user input stage. If you want to improve the card binding, you can let the customer enter the card number. If you want to obtain customer information, you can prompt to enter fields such as mobile phone number.

In addition, when you need to increase the number of followers of the official WeChat account simultaneously, you can push the official WeChat account’s follow code or event poster after pushing the event link.

Of course, the simplest process is to bring in customers through activities on the front end, and then directly send a lucky draw link after adding them. The customer clicks on the lucky draw to determine whether the customer meets the activity requirements. If they do, they can directly receive the prize. 5 Online customer allocation

In fact, when banking institutions launch such activities, if they need to promote them through online channels, especially in mobile banking and official WeChat push, they need to consider the issue of customer distribution, and it is a bank-wide model.

After all, for banks, account managers are distributed in various branches and regions, and the corresponding customers can basically only be operated and maintained by the branches in the same area. Otherwise, this part of the operation will not have much marketing value.

However, when promoting through online channels, there is only one entrance to the activity, and here we need to consider how to display the corporate WeChat account of the account manager actually added by the customers who come in through the activity.

If the system supports it, you can directly assign a corresponding account manager to add the customer based on the customer's in-bank care affiliation, so that you can add customers accurately.

However, most of the current in-house systems have not yet reached the stage of data interconnection. If you want to achieve this, based on past cases, you can try to collect the WeChat QR codes of all account managers in advance, classify them according to outlets, obtain the customer's mobile phone number during the event, and then match the system to which outlet the mobile phone number belongs to, and finally display the designated WeChat QR code for the customer to scan and add.

The premise is that the activity needs to upload the target whitelist customers in advance, and the second is to collect the QR codes of all account managers in the bank.

Of course, this is just one way we can achieve the ultimate customer diversion and maintenance. There may be other paths, and this is only for your reference.

Basically, the above points are the aspects that banking institutions need to consider when designing micro-marketing customer acquisition activities, which can be used as a reference for everyone when designing activities.

In short, while improving the customer acquisition of WeChat Enterprise, maintaining existing customers can bring about improvements in other business indicators, which is the added value brought by the activity. Doing a good job in the appropriate activity links can enhance the overall value of the activity. This is also one of the core purposes of promoting WeChat Enterprise.