Almost all social media operation strategies can be considered remarketing strategies. The order is roughly as follows.
(1) Release company or product updates at a reasonable pace under the official account or in the community. This stage distributes regular marketing materials, or knowledge, experience and news related to the community theme. The key is to master the rhythm so that fans feel just right, not too much or too little, not too fast or too slow. The goal is to fully recognize the brand and solve the trust problem. The best effect is for fans to develop a reading habit and actively participate in the interaction.
(2) Actively interact with fans on a daily basis. Plan a method for daily interaction, such as sending daily morning greetings in the community of instant messaging tools. Focus on the timely interaction rate, such as timely reply to fans’ questions and timely likes of fans’ posts. The goal of this stage is to activate the community.
(3) Seize the marketing opportunity and use in-site letters, chat windows or subscriptions to distribute DM ads. Festivals such as store celebrations and Black Friday are very good marketing opportunities. At these important times, merchants generally customize DM ads and distribute them in a timely manner. This link already has relatively clear marketing goals. Attention should be paid to collecting and analyzing data and striving to achieve marketing goals.
(4) Organize fan activities. Use event marketing strategies, plan activities in advance, and formulate event plans. Focus on activities that are not heavily marketing-oriented and truly create value for fans. This is the process of converting customers into loyal customers (or friends).
(5) Further segment users, form member communities, and implement differentiated member operation strategies. The remarketing process is the process of continuously segmenting users. The specific methods of user segmentation will be mentioned in the next section. The goal of this link is to launch a pre-planned membership system in order to implement a more accurate membership operation strategy. Pay special attention to top customers.
(6) Use appropriate social media tools. The above links do not necessarily need to be completed on the same social media platform, which involves the selection of social media platforms and the transfer and integration of traffic. If necessary, some auxiliary tools should also be considered. Once again, for large customers who have placed orders, social media should be used to provide high-quality follow-up and after-sales services.
Social media operation strategies are very rich, and they serve the key points of marketing planning:
(1) Social media operation strategies remain unchanged, and marketers should still return to the basic paradigm of social media marketing: audience X content X channel. What needs to be added is “timing”. Social media interactions are frequent, and communication efficiency is required to be high. Regardless of whether it is an instant messaging tool, attention should be paid to timing and time.
(2) All operation strategies are to build, expand and activate private traffic pools, and continuously improve the value of private traffic pools. Traffic pool thinking is highly recommended. It is not a Western “method” to solve specific problems, but a systematic thinking mode (or concept) with oriental beauty. It has reference value in broader fields such as human resource management and project management.
(3) Social media operation is the key to reducing comprehensive marketing costs. The quality of free social media operation determines whether a company can achieve the optimal marketing budget.