The best way is to become friends with customers through WeChat, and then regularly push the information of the restaurant through the circle of friends. In the later stage, customers can be drawn into groups and promoted and promoted within the group. This method is simpler and more efficient than the operation of self-media accounts. .
Physical businesses have local attributes, so Douyin and Xiaohongshu are very suitable (with local positioning function). Douyin can send videos of some dishes, videos of scenes, etc. As for Xiaohongshu, it mainly depends on whether the restaurant has passed the test in terms of appearance. It is still very easy for the business to record a small video and take pictures.
If you are just a small store, and the above operations still meet the needs, if you want to take the route of attracting investment and joining, expand the scale and brand influence, then you must change the operation strategy of the media. Your self-media should serve both the franchisees and the fans (the fans will increase with the expansion country email list of the franchise model, and the quantity will change to the quality). At this time, the official account will be meaningful.
As far as a single brand is concerned, it is impossible to have so much information to send every day, and consumers will not increase their stickiness to a single brand, so the official account recommends a service account instead of a subscription account.
The operation of the official account is divided into two parts: basic functions of the menu bar + weekly graphic and text updates. The menu bar can add fixed modules such as recruitment information, joining information, and membership services. Tweets must be aimed at consumers, such as promotions, New product launches, lucky draw benefits, brand stories, etc.
The content should be as short, concise, interesting, informative and fun as possible. Only send one tweet at a time, and don’t make it into a long press release, because consumers are impatient, and at the same time, they should also create their own style in the content based on their own brand attributes. You can refer to well-known brands such as Durex, Juewei Duck Neck, and Three Squirrels.
Take Juewei Duck Neck as an example. It belongs to the leisure food category. The brand keywords are: relaxation, dinner, supper, snacks. The fans are mainly young people, and the content is mostly relaxed and active. The biggest feature of the official account is the editor's Leave a message to reply, and play the "skin" to the extreme, which is very popular among young people.
If your fans are a group of middle-aged uncles, then "skin" seems out of place. In conclusion, it is what to say to someone.
Should companies be self-media?
What about other channels?
If your physical industry is not spread all over the country like Haidilao, you can still cultivate according to the above local channels. If your business has covered the whole country and your brand has broken through geographical restrictions, other media accounts can also be considered.
03
If you are a platform-based enterprise (shopping mall), fans are people who go to the mall to consume, not merchants. What consumers want to see is whether there are fun activities in the mall, discounted products, which stars are here, and which new ones are there. project and other information.
Shopping malls can meet the diversified needs of consumers, so consumers are much more sticky and concerned about shopping malls than a single brand. At the same time, many consumers travel by plan (only when there is an event), at this time, enterprises should put shopping malls Information is pushed to fans (consumers) in a timely and high-frequency manner.
Should companies be self-media?
For the above requirements, the official account should choose a subscription number and daily update, the number of articles is 6-8 per day, and each article has only one topic. In terms of other media channel selection, the strategy is roughly the same as that of brick-and-mortar merchants, so I won’t go into details here.
04
If you are a Party B company (brand marketing company), the initial development is mainly to expand new business and contact new customers, then Party A is our fans. What they want to see is: what company we are, our previous cases, Our true strength, and which clients we've all served, etc.
Party B mainly focuses on fixed services. We media should highlight professional abilities, and the content will not be particularly frequent, so it is the most appropriate to choose a service account.
The functions of the official account include two aspects: the official website of the enterprise + regular content output. The official website of the enterprise is to add information such as enterprise profile, service modules, customer cases, recruitment and other information to the menu bar of the official account, so that customers can understand the enterprise while paying attention to the official account. The general situation, this is particularly important for the initial stage of the enterprise, and can directly replace the PC-side official website.
the embodiment of professional ability, or the event that highlights the strength of the company, etc.
Should companies be self-media?
Party B's official account does not necessarily require many fans. Maybe 100 fans are equivalent to 100 customers. This is already a very remarkable thing for a Party B company.