How to make consumers feel like a friend?
Article Source： Shenzhen City Waller Sporting Goods Co., Ltd Popularity：312issuing time：2017-04-25 17:14:54【smallinBig】
rise of social media, changing people's way of life, but also to the
enterprise marketing has brought new channels and new opportunities. Social
media has brought disruptive changes to our lives, to meet this trend,
those who have the effort of the marketers who stopped the innovative
practice, and constantly try and explore the consumer easy to buy the
marketing method. Here are some of the successful experiences of social media marketing for sports brands and sporting goods retailers.
we all know, social media marketing cost is low, can be targeted to
target customers, information to communicate more timely, close contact
with users, advertising more intuitive, more extensive spread and higher
return on investment. Christian
Folk, a marketing manager who specializes in outdoor research, has ten
years of experience in social media marketing, and he believes that
social media has grown dramatically in the role of social media in
the past, social media was used as a communication tool for story
marketing to improve the effectiveness of content marketing; now, social
media has become a huge advertising platform, according to a 26
countries in the world about 50,000 people involved in the survey,
social The media has gone beyond television and has become the main source of news for young people. Christian Folk says advertisers have found new value in social media
advertising, while traditional digital media ads have been declining
like paper media ads six or seven years ago.
Roering, director of marketing at CorePower Yoga, explains the great
impact of social media with the success of Kayla Itsines. Kayla Itsines is a 24-year-old Australian girl, fitness enthusiasts, 2.3 million fans in Instagram. However,
and some other rely on self-tapping to win the eye of the fitness
bloggers, she mainly with fans to share fitness methods, recipes, sports
tips, but also send some inspiring words, through the online release of
some practical health guidance. She founded the company The Bikini Body Training Company, leading a healthy lifestyle, the establishment of a social kingdom.
So, through the above case, how should we do: business and brand social media marketing strategy to keep pace with the times?
First, understand your audience and platform. This helps you to modify the content of the article and determine the timing of the article. The
United States well-known fitness club Equinox is very good at
discovering and moving target consumers, Equinox's position is high-end,
where the monthly fee of up to 300 dollars, Equinox customers are
mostly career, age 35 years old group. Equinox
social media marketing is the main goal of 25-34 year-old female
white-collar workers, the theme is a healthy body can bring
self-confidence, its emphasis on customer experience is the basis for
the development of the brand, must become the first choice for
consumers. Equinox members have an efficient way of life, and attach great
importance to health, compared with competitors, Equinox and members of
the relationship more closely.
Second, hold the game. You must have heard of the power of the game and the gift. The
cleverness of these strategies is that it enhances the engagement of
social media platforms because people often like to receive rewards for
example, you can invite followers to fill out the application form,
give your page a word or share their favorite story about your brand, in
order to gain the opportunity to win the brand to provide free products
or services. Convince & convert company's Jay Bell has listed 13 elements of perfect social media competition. Among them, the gift is a key factor. In addition to games and gifts, you can also use the game to make your audience more active. In fact, you can even use some classic and easy to play games, such as crossword, guess word or scrabble game.
Third, the timely response to consumer social media comments. Encourage
consumers to publish social media reviews, respond to a variety of
questions in a timely manner, so that consumers are convinced that you
must do it. Brand
ambassadors, loyal consumers and endorsements of the athletes are
helping to increase the social media exposure, it is possible that an
athlete's words and deeds will suddenly brand image to a new height. For the favorite brand, consumers are happy to share, and the timely response of the brand will improve consumer loyalty.
Fourth, to improve the participation of consumers. In 2016, consumer and brand interaction marketing more and more cases. In 2017, the brand will adopt the views of consumers when designing new products. Using social media platforms, consumers have the right to vote in product design. More and more sports and leisure brands will use this way of social
cooperation research and development of new products, the introduction
of limited edition products.
Fifth, the first to try new products. New models, color matching and listing date will attract attention,
the brand using social media makes loyal consumers have the opportunity
to buy new products, which is the return of loyal consumers.
Sixth, "positioning sinking". Brand
needs to dig deep into the social media marketing evaluation
indicators, "positioning sink" means that a brand with 2,000 loyal fans
than a brand with a total of 10,000 fans of the market influence more,
so in the social media "positioning sink "Is a very good way of marketing. Brand subscription customer mail list can not be very large, but must track the mail read rate and unsubscribe reasons. At the same time, in the store, the brand to statistics how many
customers because the social media before entering the store shopping.
Seventh, let the consumer feel like a friend. In the past, we added friends and people on social media; now, people are increasingly adding brands and retailers. The purpose of the brand is to let consumers think that the brand is their friend.