The silent impact of TOB customers' private domain operations - WeChat Moments operations

When doing private domain operations for ToB customers, how should you operate your circle of friends?

Abandon confused thinking and produce orderly content.

In the previous article about SOP, we mentioned that we should be careful about the time of group messaging and not harass customers. If one-to-one private messaging takes up customers’ private time, and the timing is an important consideration, then the operation of WeChat Moments can be embedded in customers’ social time without being noticed.

Many people are in the habit of checking their phones and their Moments. These daily routines allow people to easily know what's going on with the people around them. If a person frequently posts travel photos and shows off beautiful scenery and delicious food from various places, then he or she in everyone's mind will be labeled/described invisibly; "Wow, he's out playing again!" "He's been to many places and played everywhere" or "I also hope to see a lot like him" or "Her life is so free, she must be very rich!" and so on. These voices hidden behind the Moments invisibly affect people's judgment of things and people.

The same is true for tob's circle of friends operation, which silently influences KP cognition. In a small sense, it lets key people know the company's dynamics, signing news or activities, etc. In a big sense, it lets key people know about the company and the brand, which is brand influence.

Some people may think that it is impossible to talk about brand influence when operating in such a small circle of friends. This view is narrow. Brands can be very big. Large-scale brand activities, big names’ endorsements, and overwhelming publicity materials are indeed common brand public relations methods. However, if your company is not well-known by word of mouth, it is still a self-entertainment in a local area. It is usually difficult for tob companies to achieve the "entry" of some toc companies into thousands of households. Therefore, tob companies have to do "big things" and "small things" for their brands.

The brand’s “big things” should be shown to the industry inside and outside, and the brand’s “small things” should be told to the industry’s KPs.

After talking so much about brands, let’s get back to the point. How do we operate in circle of friends specifically?

This time we will mainly talk about two basics, content and time, plus an advanced way of playing, one-on-one in the circle of friends.

1. Content of Moments Operation

Let's talk about the operational content first. It's simple. In the previous article about SOP, we talked about content. The same is true for Moments. Most of the content sent to groups is converted into Moments content. Some of it may need some adjustments in content format and tone. In addition, in the previous article, there is an article specifically about content types and content reuse. You can check it out.

Let me first mention two points of attention here!

1. Are some contents exclusive to the community? No, if the community posts, it can also be posted to Moments.

Especially some in-depth articles and activities, because the community is only for a small number of people. If the private domain of a tob enterprise is really established, many people actually have not entered the community, so it is necessary to post it. (The content of TOB community operation will be written later, and a small flag will be set) And some people will block group messages, especially WeChat now has a folded group message. As an aside, TOB community operation is also an interesting point. The community operation taught on the market now is the TOC method, which is not recommended. Of course, it is definitely not suitable for the current environment.

2. Regarding the issue of personality in the circle of friends on the Internet, what you need to think about is one thing, that is, the premise of personality is first of all a "person", but you also have to pay attention to the degree.

Many online tutorials say that you must not post pure advertising, but should have a sense of life and post things about life. Please, as a corporate WeChat account, you must first post work-related content, especially for tob companies. Customers add you not to see your family life, but to need your help, want to understand you, and understand the industry.

So don’t blindly follow the trend, remember! Is that all you can do except posting serious work? Of course not, “people” have their own ideas. For example, when you post official articles such as signing news or press conferences, in addition to forwarding articles, your Moments copy can have a “human” touch, such as adding emoticons, symbols, etc., to celebrate those things and express your happiness as a “human”. Serious language and happy expressions are not contradictory.

For example, you can post the latest industry trends and policy news in your Moments. This can be text + pictures or pure text. When customers see you in their Moments, they will get some information, which is also good content. Of course, be careful not to make the text in your Moments too long. Long paragraphs of explanation can be written into short articles, short articles or made into posters~

2. Moments operation time

The operation time of Moments does not need to be too fixed, it can be all day long, after all, people actually use their phones sporadically. Of course, if you want to be more rigorous, you can think about the time when customers usually have time to browse Moments, such as commuting in the morning, eating breakfast; lunch break at noon; before and after get off work, etc., when you may see more people.

3. One-to-one circle of friends

One-to-one is a very sophisticated operation. One-to-one in the circle of friends does not mean a true one-to-one service that is only visible to him, but it means that certain content is for a group of people of the same type in some aspects.

For example, I hope to promote the useful information I sent a year ago to the customers who have come in the past six months (the good useful information of tob companies can be reused repeatedly). In addition to mass posting, I can also use WeChat Moments to make it visible to customers in the past six months. As for customers from six months ago, many people may have already obtained this information. It is useless to send it more often. Instead, it will make people feel that this company is crazy about rehashing old things and does not have much content. Do you understand what I mean? It means that you can classify these customers in different dimensions, and then only they can see it. Of course, this also has requirements for content, and we will have a chance to communicate in detail~

That’s all for this time. There are many details in operating the circle of friends. For example, when you are writing copy, how to guide customers to actively find you and communicate with you. It’s impossible to finish talking about it in one article. Let’s talk about it again when we have the chance!

Public account: cici notes