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微信小程序要想玩的好,根据这五点进行规划!

来源:www.lushangyun.cn 时间:2019/04/22

其实对于小程序的定义很多人认为它是一个自带流量自带吸金属性的应用,对于微信来说,它是一个平台也是一个生态,整个互联网营销也会因为小程序的到来而不同,微信小程序是互联网以来更便捷的营销工具。

In fact, for the definition of widget, many people think that it is an application with its own flow and metal absorption. For Wechat, it is a platform and an ecosystem. The whole Internet marketing will be different because of the arrival of widget. Wechat widget is the most convenient marketing tool since the Internet.

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如果你是一个初创品牌或者是一个关注线下实体店没流量没用户,那么就更应该了解小程序如何营销,对于小程序运营我们可以把它分为五个阶段分别是如何获取用户、提高活跃度、提高留存率、销售转化以及裂变式传播,下面为大家详细讲解:
If you are a start-up brand or a concern about offline stores with no traffic and no users, then you should know more about how small programs are marketed. For small programs, we can divide them into five stages: how to get users, how to improve activity, how to improve retention rate, how to transform sales and how to spread fission.
一、如何获取用户
I. How to Get Users
用户是小程序的启动资本,没有用户的商家需要去找新的用户,有老客户的实体店则需要将用户从线下导入线上小程序或者公众号,问题是用户从哪里来?首先微信向小程序开放了多种入口,微信线下二维码扫一扫,微信搜索页的搜索、公众号关联小程序、公众号自定义菜单跳转小程序、好友对话栏、微信群分享、附近小程序等60多个入口都可以将用户导入到小程序。
Users are the startup capital of small programs. Businessmen without users need to find new users. Entity stores with old customers need to import users from offline to online small programs or public numbers. The question is where users come from. Firstly, Wechat has opened a variety of entries to the widget. The two-dimensional code scanning under the widget line, the search of the search page, the public number related widget, the custom menu jumping widget, the friend dialog bar, the group sharing of Wechat, the nearby widget and other 60 entries can import users into the widget.
二、提高活跃度
II. Enhancing Activity
当吸引了一批用户,小程序商家需要做的就是通过各种策划活动迅速提高用户活跃度提升客户信任感。用户的生命周期大致分为三个节点,潜在用户期、活跃用户期、沉默用户期,不同的用户期节点所使用的手段有所不同,潜在用户期要注意促进活跃度,活跃期要注重活动设计,沉默用户期要加大力度关怀。
When it attracts the first batch of users, what small program businesses need to do is to quickly increase user activity and enhance customer trust through various planning activities. The life cycle of users can be roughly divided into three nodes: potential user period, active user period and silent user period. Different user period nodes use different means. Potential user period should pay attention to promoting activity, active period should pay attention to activity design, silent user period should pay more attention.
在这一阶段,商家一方面可以将一批用户拉群,通过社群提升潜在用户的活跃度,另一方面可以通过设计限时特卖、限时打折、领指定派发优惠券、秒杀或者拼团等功能为销售转化打下基础,另外还可以用会员卡功能,会员卡来吸引新客户留住老客户增加客户忠诚度作用,还能实现打折积分客户管理功能。

At this stage, on the one hand, the merchants can pull the first batch of users together and enhance the activity of potential users through the community. On the other hand, they can lay the foundation for sales transformation by designing time-limited sales, time-limited discounts, receiving designated coupons, second killing or group-building functions. On the other hand, they can also use membership card functions to attract new customers to retain old customers and increase customer loyalty. Honesty function, but also to achieve discount points customer management function.

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三、提高留存率
III. Increasing the retention rate
在前期运营中新商家必须面对一个现实,那就是无论在时间上还是用户周期转化中都会有用户流失,但这同样也是一个筛选过程,目标用户留下,非目标用户离开,而商家的每一个活动目的都是为了提升目标客户活跃度。比如说给已经进入小程序页面的用户领取几天有效的优惠券,可以通过活动开扩新用户。
In the early stage of operation, new businesses must face the reality that there will be user loss in both time and user cycle transformation, but it is also a screening process. Target users stay, non-target users leave, and every activity of the business is to enhance the activity of target customers. For example, a few days'valid coupon can be given to users who have entered the applet page, and new users can be expanded through activities.
四、销售转化
IV. Sales Conversion
对于小程序的收入,目前有些小程序并不是直接的收入,更多的是体现在流量的转化以及商家利用小程序轻便化所实现的商品买卖,当用户通过不同渠道一次进入小程序页面的时候流量的苗头就已经被点燃,小程序扮演的角色更多是商家与商品交易的工具载体。
For the income of small programs, some small programs are not direct income at present. They are more reflected in the transformation of traffic and the merchant's merchandise trading realized by using small programs. When users enter the page of small programs for the first time through different channels, the seedlings of traffic have been ignited. Small programs play a more important role in the tool carrier of merchants and merchandise trading.
五、裂变式传播
Fission propagation
从获取客户到销售转化传统运营已经结束,裂变式传播是社交网络兴起后延伸的营销动作,裂变式传播造就新一轮螺旋式上升的用户获取途径,对小程序运营而言一方面要通过各种鼓励分享方式实现用户“以老带新”,如“社交立减金”“拼团“送礼”等功能使用户快速裂变,活动快速传播,通过时尚好玩的营销功能和活动引爆线上传播。
The transformation from customer acquisition to sales has come to an end. Fission communication is an extension of the marketing action after the rise of social networks. Fission communication creates a new spiral of user acquisition channels. For the operation of small programs, on the one hand, users should "bring new with old" through various ways of encouraging sharing, such as "social reduction" and "group gifts" and other functions. Household rapid fission, rapid spread of activities, through fashionable and fun marketing functions and activities on the detonation line.
这里强调一个观念,小程序不是独立的工具和产品,它是微信社交,公众号内容,搜一搜,商城卡包,微信支付等整个微信生态的连接器。对企业运营者而言小程序的价值体现在它的连接入口丰富程度上,而这正式号称“连接一切”的微信所致力的事情,因此,小程序的浪潮已汹涌而至,难道还要在岸上观望吗?
Here we emphasize the idea that small programs are not independent tools and products. They are the links of Wechat's whole ecosystem, such as social networking, public number content, search, mall card packages, Wechat payment, etc. For business operators, the value of small programs is reflected in the richness of their connection ports, which is what Weixin, formally known as "Connecting Everything", is dedicated to. Therefore, the tide of small programs has surged. Should we wait and see on shore?

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