In the current fierce market environment, there are endless exchanges and discussions on various marketing and sales models: Amazon is getting more and more difficult; Google placement is getting more and more expensive; social media marketing is getting worse and worse;
Facebook, TikTok, WhatsApp traffic is getting less and less...
As we can see, no matter what marketing customer acquisition method is, it is becoming more and more difficult: because when traffic reaches the bottleneck period, consumption degrades, and customer demand decreases, there will be fewer and fewer incremental customers. So there will be voices like this: Stop doing XXX platform, stop doing XXX marketing...
No matter what channel or marketing form, negative voices always exist. Experienced marketers all know that corporate marketing never relies on a single platform or form. Only by attacking from multiple sides with combination punches can we achieve more ideal results.
Based on serving the marketing + sales departments of many global expansion companies, we have also come to the following truths. If you are a marketer, salesperson, or manager of a global expansion company, you may wish to take a look at these experiences.
01 Global expansion marketing is a combination of punches
Not completely relying on a certain channel or form is an essential quality for every enterprise's marketing.
At present, customer needs and information are relatively scattered, which is related to the open communication environment online and offline. Therefore, corporate marketing also needs to be carried out from all angles, including online digital marketing (delivery), content marketing (official website, self-media, social media, etc.), event marketing (live broadcast, offline events and exhibitions), ecological channel marketing, etc., all need to be carried out.
A multi-faceted marketing layout can achieve this: When demanders come from all directions, the company can be exposed, respond, and establish connections in a timely manner.
This is also the reason why some people say bad things about different types of channel methods, while others say they win. Because under multi-party layout management, the marketing effect is affected by many factors such as brand, personnel, time, location, undertaking form, materials, etc., and the effect will also vary from person to person. Enterprises need to find the priority within the combination marketing and decide the human investment and budget based on the effect.
In any case, the marketing effect of an enterprise is comprehensively influenced and determined by multiple aspects, and different channels complement each other, so combined marketing is an essential quality for every enterprise.
02 Wherever the customers are, the battlefield is
Corporate marketing must have a focus, and the current focus must be on customers.
Everyone has one characteristic: online socialization and digitalization, that is, everyone is concentrated on social media platforms. Domestic users almost all use WeChat, Douyin, and Xiaohongshu; while overseas users almost all use social media platforms such as WhatsApp, Facebook, and TikTok, so there is a new saying that social media platforms are a battleground for marketing.
Social media social platforms are basically determined by content. Different companies have different marketing investments and materials, and the results they achieve will be different. As a huge traffic depression, social media is worthy of serious investment by every enterprise.
03 All customers must do retention management
Many traffic diversion forms are just a transition. They can gather customer traffic, but they cannot carry customers' follow-up communication and management. This is why all channels must carry out customer retention management.
When customers are unified into one place for management and follow-up, multiple values can be created:
1. Conducive to the statistics of overall customer data and conversion effects;
2. It facilitates unified management, and the connection from market to sales to after-sales will be smoother;
3. It is convenient to respond to customer needs as soon as possible without the need to contact customers through multiple channels;
3. It is also convenient for customers to communicate their needs in a timely manner, and the customer experience is better.
In fact, many companies have implemented centralized management and operation of customer resources, such as domestic WeChat customer marketing, WeComSCRM customer management, etc. The value of these retention methods is not only the above four points, but also the ability to respond to customer needs in seconds through social tools, allowing customers to communicate with the company through the most common daily communication methods.
04 The combination of Social + CRM for customer management is more effective
The domestic and foreign marketing environments are similar, and domestic customer retention and management based on WeChat/WeCom are also worthy of reference for global expansion companies. In fact, many global expansion and overseas local companies have begun to communicate and manage customers based on social platforms such as WhatsApp/Messenger/Line.
Retention based on social tools has the following characteristics:
Online: customers are online, customer service and sales are online, and business services can also be promoted online in a timely manner;
Timely follow-up: Because it is based on online social tools, everyone's interactive communication is carried out in a timely manner without delaying the time of both parties.
This gave rise to Social CRM, which is a customer management system based on social media social platforms. It combines customer online social communication with traditional CRM functions to meet the needs of both social communication and customer management.
05 The value of WhatsApp customer management
As the social marketing platform with the largest number of overseas users, WhatsApp has naturally become a customer retention and management platform for many global expansion marketers. Based on WhatsApp, SocialEpoch independently developed the WhatsApp SCRMSalesEpoch product, plus registration + account + group marketing services, forming a value-for-money WA customer management service system.
Customer communication is timely, efficient and smooth: For customers, whether it is pre-sales consultation, product communication or after-sales service, they can be carried out in a timely manner within WhatsApp, giving them an unprecedented smooth experience. This is unmatched by any form in the past and is also the service value of the enterprise.
For enterprises, the value of a customer management system based on WA SCRM will be more specific:
Customer reach angle:
- Marketing automation: that is, content marketing for thousands of people, sending different messages to different customers in batches, and carrying out refined communication to the end.
- Quick reply phrase library: Design a common question and reply phrase library based on customer needs to facilitate quick response to customer needs.
- Automatic reply: Design keyword automatic replies based on frequently asked questions. Automatically reply to customer data after the keywords are triggered by customer questions, resulting in a better customer experience.
- Translation function: The system comes with a translation function to automatically translate customer data and reply content to facilitate efficient communication between the two parties.
- Intelligent group chat: Pre-design materials and words, and automatically push content and marketing within the group at appropriate opportunities to create an active atmosphere for group marketing and promote active conversion of customers.
- One-click bulk messaging: Combine customer tag information or batch import to perform one-click bulk messaging to efficiently reach customers in batches.
- Divide live codes: Customers add friends and join groups to distribute live codes to avoid account suspension and group closure losses, and reduce reception pressure.
- Group building marketing: Provides batch group building services and automatic group building system, which can efficiently create thousands of groups.
Customer management perspective:
- Customer classification management: All customers can be marked with sources, tags, notes, follow-up records, etc. to create rich portraits to facilitate targeted marketing or batch marketing.
- Group classification management: Groups can also be managed by classification and labeling, which facilitates batch management and marketing groups.
- Automatic group management: Automated and intelligent group management, risk control keywords can be pre-set, automatic deletion, automatic warning, automatic removal of illegal members and other operations after the group information triggers the keyword, and one-click Aite@ to remind everyone, etc., to improve the efficiency of group operation and management.
- Batch import: You can import work orders in batches and connect multiple customers with one click.
- Sensitive word risk control monitoring: Set up sensitive word monitoring to help sales management and understand customer needs.
Sales empowerment perspective:
- Account multi-account access: One system can log in to multiple WhatsApp accounts to avoid consuming heavy and high-cost hardware equipment, and an account risk reduction anti-correlation design has been carried out.
- Chat backup and information query: Automatically retain chat information and background information query to help each salesperson retain valuable customer data and communication information when encountering account suspension situations.
- Customer data desensitization: During the daily sales communication process, front-end customer data can be desensitized to help each business staff keep precious customer data.
- ChatGPT copywriting production: Use AI to efficiently produce content and words to enrich copywriting materials.
- Account suspension data retrieval: Customer data of suspended accounts can be retrieved to avoid the loss of sales customer data.
- Group data management: conduct data management and customer retention for groups to improve group marketing effects.
- Work data analysis report: Generate work data reports based on sales follow-up to improve conversion skills.
Business management perspective:
- Account management: Realize data management, customer inheritance, statistics, etc. for each WhatsApp account.
- Resignation inheritance and transfer: When a person resigns and is transferred to another position, he can perform resignation inheritance or customer transfer, and inherit the customer to a new account or employee name.
- Organizational structure management: Allocate management functions and permissions based on organizational structure design.
- Enterprise data retention: retain customers and key data for enterprise systems and preserve valuable digital assets.
- Customer data records: customer data records and statistics from various sources;
- Register account warming: Provide registration account warming and account services to help companies solve the most fundamental account problems.
