Link:/question/26840830/answer/94278310
Source: Zhihu.
The copyright belongs to the author. Please contact the author for authorization for commercial reprinting, and please indicate the source for non-commercial reprinting.
At this stage, strange visits are out of date and people are tired of insurance salesmen. With the rise of Internet and the development of celebrity economy, more and more people are engaged in online marketing. However, although online marketing is very popular, it is very rare to do it well. If you must, you'd better do community marketing.
Five steps of community marketing!
1. Add powder to build a fish pond 2. Seize the potential 3. Interactive sharing 4. Deal five. change
The first one: add powder!
There are three principles: first, channels, second, rules and third, methods.
Normally, the core of adding powder is actually promotion, and promotion should be considered from the situation of the whole network.
So what are the channels that are easy to promote auto insurance?
1.PC 2。 Mobile phone 3 Offline 4. Micro-community
Pc-side core channel
Forum, Post Bar, Weibo, QQ, QQ Group.
Wandering channel
WeChat, WeChat group, Momo, Weibo, QQ space.
Channel at the lower end of the line
Mobile phone number, store, cross-industry resources, community, outdoor advertising
Micro community
At present, some local micro-community platforms that are doing very well in China are open.
How to add powder to each channel!
First, you can use the mobile phone number to add powder.
For example, first buy a batch of mobile phone numbers from the communication company, and then:
1, mobile phone downloads QQ synchronization assistant.
2. Make the mobile phone numbers of old customers into EXCEL tables.
3. Import the mobile phone number
4, WeChat synchronization address book
5. Edit a paragraph that leads to "accepting to add friends"
Another example is:
1. Find the WeChat group (in Douban, Post Bar, Baidu Pictures and other channels-find mutual fans, marketing groups, end customers, job seekers, friends, etc. )
2. Exchange WeChat groups, pull groups with each other, establish WeChat groups, and enter WeChat group PC websites and WeChat powder PC websites.
3. Enter the WeChat group, click on the top right corner and click on your friend's avatar.
Edit an attractive essay and verify that your friend passed.
Another example is:
1. Find your own accurate customer base and join the group.
2. Send your own WeChat QR code to scan for friends in the group.
3. Add friends to the group as QQ friends.
4. Synchronize QQ friends on WeChat
5. Edit a paragraph for group friends and add it as a WeChat friend.
Another example is:
1, set up a personal Sina Weibo.
2. At the beginning of opening, we used Sina Weibo's powder mixing tool to mix powder for 100-300 people every day.
3. Publish the latest and hottest topics every day to attract people's attention and forward them.
4. Publish your own micro signal and give others a reason or benefit.
Another example is:
1. Post it on Baidu, search for WeChat, mutual fans, mutual praise, enterprises, communities, schools and so on.
2. Publish your own WeChat QR code and add others as friends.
3. Exchange WeChat groups with others and add friends to each other.
Ask QQ space friends to praise, @ remind friends to advertise activities, up to @30 friends.
Add "keyword layout: #+text color change", "active picture or QR code", "active page link address" and "insert video" to the advertisement content, and finally synchronize "QQ signature" and "Tencent Weibo".
Creative sweeping powder
Plan eye-catching creative characters and interactive games.
Use costumes, props and other tools to make the whole activity full of fun.
The content of the QR code screen jump should be linked with the activity advertisement or offer.
To set up polite forwarding of fans, do a good job of guiding forwarding.
The most direct visual impact
The least words convey the most important information:
With the help of topics and hotspots
To form information that can be spread.
Accurate layout of QR code+attractive reasons for scanning code
Number two: catch the dive!
The core of grasping the situation is to learn to actively pay attention to the dynamics of your fans.
As long as you look carefully, you will find the potential needs of users and look at the circle of friends. Find someone who needs auto insurance or online marketing, is willing to start a business and has the possibility of becoming an auto insurance agent, pay attention to and contact him, and develop him into an agent.
What our team needs to do is:
The first is to put a label on it and show us in the group that we are the platform for new auto insurance agents on the Internet, what we can offer them and what help we can give them.
Second, instead of recommending our platform, we recommend relevant auto insurance knowledge and online marketing methods. Learn to make fans like you and make her thank you!
Simply put, it is to establish a professional image in their minds. At this time, your fans will take the initiative to ask you what products you have and how to make them. You can take the initiative to promote and become passive marketing.
The third one: share!
The core of sharing is to serve first, then become girlfriends, and then turn initiative into passivity.
To put it simply, the group owner shares first, drives the members in the group to share, so that the members in the group have a sense of existence, and sets up an incentive mechanism to encourage sharing, sets up grades (sharing more, good grades are high), and selects high-quality and refined members to become managers.
Fourth: Deal.
The key here is that the highest level of trading is to learn to let customers take advantage of small things.
When someone asks you about the benefits of being an auto insurance agent on your platform, apart from convenience and commission, we'd better register to send cash points, phone bills and other preferential things, which can be obtained as easy as blowing off dust.
Trading mode
The first is to send money directly to make him fall in love with you, and then let him introduce you to more car owners and buy insurance for your car.
Second: Tell her that we have an activity now to become an auto insurance agent and complete a single delivery of this product (it can also be a tasting, a trip or other). But this product is also what she needs. So that others can get involved.
Cultivate loyal fans (or agents) with money
You have to understand that it is easy to add a fan, but it takes investment to cultivate a fan who actively helps you sell, and what we want is to cultivate at least 100 fans who help us sell.
Fifth: transformation!
The so-called transformation is: the promotion of community word-of-mouth media
The last step is to learn to let our auto insurance agents give us a favorable product user experience. In Taobao, the buyer show, we will give you a case:
Customer sharing interaction process
target customer
Auto insurance agent, the agent gives an evaluation after experiencing the product.
Appraisal object
Customer service+website process+service
Share statement
Based on the training of the platform and the efficiency of marketing knowledge, and guided by the service satisfaction of customer service, it is emphasized that the easy car insurance sharing platform is a professional platform for cultivating car insurance agents with good service and good effect.
Sharing mode
Based on the user's circle of friends, supplemented by micro-community comments, the evaluation needs to be accompanied by four pictures and words.
Feedback mode
Users will share screenshots of the product experience of the circle of friends and send them to the official public platform of the enterprise.