场景案例2 销售线索培育

企业开展微信营销的根本动机是推动商业的增长,增加粉丝只是达成最终目标的第一步。在大量营销预算被投入微信推广后,营销人员往往发现实际投入产出比较搜索引擎或者其他更直接的获客渠道有很大差距,对粉丝的质量和数量产生了极大怀疑。造成这个问题的根源恰好是营销策略设计的缺陷导致:忽略了销售线索培育。

客户生命周期漏斗-销售线索培育

销售线索如我们上一篇博客所讲,是推动粉丝转化为最终购买客户的关键。那么如何培养不同阶段的销售线索,从而达到推动营销/销售回报率的目标,可以从以下几个方面来思考:

  1. 放弃线性思维的认为粉丝关注后就应该产生购买:不同场景下关注的粉丝动机是不一样的,有些因为好友推荐,有些恰好好奇。粗暴的将好奇的粉丝推向产品推荐,往往会适得其反。
  2. 从关注热点内容,转化为关注场景内容:传统营销策略往往按日和推送次数来计算,或者根据节假日设计活动,这样的设计往往会导致忽略营销的不同场景,而一部分非常关键的场景有几乎很难被发现的。比如每周一推送的图文,周二关注的新粉丝就错过了了解品牌的机会,而在恰好在他最刚兴趣的阶段,企业放任不管。
  3. 需要合理的利用数据分析来制定营销策略,粉丝增减已经不是我们的最终目标,而页面H5是否被访问也只是一个过程,营销人员应该将关注点从趋势转变为具体的个体行为。比如,今天访问产品页面但没有购买的客户是谁,他们是否了解了我们的促销政策。

当企业在微信公众号内了解到粉丝对于产品的兴趣和品牌的关注后,才可以逐步培养微信公众号内的销售线索,将他们的购买兴趣和注意力转化为购买决策,而这就是烽火台提出的微信内销售线索培育。

销售线索管理-销售线索培育当烽火台系统(微信CRM)在微信公众号后台发现了这些销售线索后,根据企业对于目标客户的需求,自动为客户推送与企业产品相关的信息。例如:当一个粉丝点击了企业商城后,根据企业的需求,烽火台系统会24小时内为粉丝推送相关配套产品的信息,48小时内再次为粉丝推送一些折扣和优惠。更加深入激发粉丝的购买兴趣,引起他对产品的关注,促进她形成最终的购买决策。

销售线索培育的好处体现在
(1)帮助已经对产品产生兴趣的粉丝进一步了解企业的品牌和产品,促进购买决策的形成
(2)推动企业和消费者的持续沟通,增强企业产品在消费者面前的曝光
(3)制定数据驱动的营销决策,把重心从粉丝转移至投资回报

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Some things you think will be simple actually end up getting really complex. Google knows this all to well, which is why it recently rolled out a brand new Google Calendar — and plenty of nifty features to go with it.

While a few features in the latest Google Calendar aren’t new, they have changed somewhat. Still other features you might not know exist at all. Let’s go over all of them to make your life a little easier.

Your Google Calendar comes with your personal Gmail address, and you won’t believe how simple it is to use and set up. But if you work at a company that uses its own Google Calendar, you suddenly have to find out how best to integrate your personal calendar with your weekly meeting schedule.

Learn how to run effective marketing campaigns using Google.

Google Calendar can start to feel a lot less simple the more events you have on your agenda. Luckily, there are some cool hacks and under-the-radar features you can use to make your life in Google Calendar much easier to organize.

Below are 18 of our favorite tips, tricks, and features available in Google Calendar.

18 Google Calendar Features That’ll Make You More Productive

1. Create new calendars for different parts of your life.

When you first start out on Google Calendar, you’re given one calendar to start with — it’s the one with your name under “My calendars,” as shown in the screenshot below.

So, if you want to use your calendar for multiple purposes — like managing your actual schedule, planning periods of focused work time, and scheduling repeating reminders — you only have one place to do it. But when you’re only working with one calendar, all of those things get treated equally — meaning you can’t quickly and easily pull up the non-repetitive, important tasks you have for the day.

To combat this, just create a new calendar for each part of your life you’d like to keep track of on your Google Calendar.

How to Use This Feature

To create a new calendar, click the little plus sign (+) next to “My calendars,” and you’ll see the option, “New calendar.” Select this option, name your new calendar, give it a description and time zone, and voilà — you’ve got yourself another calendar.

Dropdown menu to create a new calendar in Google Calendar

Pro Tip: You can even color-code each calendar to make it easy for you to pick out what you’ve got to do each day.

2. Schedule meetings with groups using “Find a time” or “Suggested times.”

Do you ever need to arrange a meeting with several people who have busy schedules? It can be really annoying to try to figure out when you’re all free. Thankfully, Google Calendar actually has two features that can do the heavy lifting for you: “Suggested times” or “Find a time.”

How to Use This Feature

To use either of these two options, first make sure you’ve added everyone to the event who needs to attend. Then, if you’d like Google to suggest a time for you to meet, simply select the “Suggested times” link below your guests’ names. A dropdown window will appear with a list of times when every meeting guest, including you, is available with no conflicts.

List of suggested times for an event in Google Calendar

“Find a time” is the other way to quickly find a time that works for every guest included on the meeting invitation. To use this feature, choose the tab next to “Event details” called “Find a time,” and you’ll see everyone’s schedules side-by-side for the day of your intended meeting. When you see a time when none of your guests have conflicts, click this line of the calendar to highlight the time and press “Save” at the top of your Calendar.

Find a time feature in Google Calendar, with event schedules for three event guests side by side

Pro tip: you can also use a free product like HubSpot Meetings to easily schedule meetings without back-and-forth emails.

3. Hide your event details.

Sometimes, the meetings you host or attend are sensitive in nature. Keep in mind, however, that a closed door isn’t the only way for others to know what’s going on inside. The event’s details in Google Calendar can also reveal more to the rest of the office than you’d like.

To ensure you have as much privacy as you need during more sensitive meetings, set your event to “Private.” This makes it so nobody viewing your weekly schedule sees the details of the event — meeting name, attendees, attachments, and so forth. By default, the public label on the event block will simply be, “Busy.”

How to Use This Feature

To privatize the details of certain events on your calendar, click the event from your calendar view and select the pencil icon to edit the event’s details. In the window that appears, find the briefcase icon just above the event description field.

With the first field set to “Busy,” click into the second field and select “Private” from the dropdown, as shown below. Hit the blue “Save” button at the top of your screen and you’ll be all set.

Dropdown menu for making an event private in Google Calendar

4. Add a Google Hangout to your event.

Need to easily set up a face-to-face remote meeting? Just click the link to “Add video call,” and Google will set up hangout for y

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