视频号+AI,B2B内容营销的2大创新机会和10条业务计划
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这是一篇不太“讨喜”的<span style="color: black;">文案</span>,关注内容营销计划的人,大部分是B2B的市场从业者,但这篇<span style="color: black;">文案</span>讲的,是站在<span style="color: black;">营销</span>的立场,该<span style="color: black;">怎样</span>做内容营销,<span style="color: black;">亦</span><span style="color: black;">便是</span>做能辅助转化的B2B营销内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">无</span>太多的形式创新,<span style="color: black;">更加多</span>要做好的是“营销基本功”,存量竞争时代,<span style="color: black;">大众</span>都是从别人的碗里抢肉吃,谁的基本功过硬,谁就能保持领先。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以下为正文,全文11000字,10条内容营销计划在后面。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q5.itc.cn/q_70/images03/20240704/6dc674e3ce7742c097000d2315adf665.png" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">所有的营销内容,都是围绕“信任线”、“<span style="color: black;">需要</span>线”、“营销线”这3条线而展开,to B业务的营销<span style="color: black;">亦</span>不例外。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">所有的营销效果,都是以客户付费及<span style="color: black;">连续</span>付费为衡量标准,这一点,to B业务当然<span style="color: black;">亦</span>不会例外。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">只<span style="color: black;">不外</span>,有些营销动作,离钱近,有些营销动作,离钱远。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在to B企业的市场营销动作中,<strong style="color: blue;">挖掘新增<span style="color: black;">途径</span><span style="color: black;">得到</span><span style="color: black;">更加多</span>线索,被认为是离钱<span style="color: black;">近期</span>的事儿。</strong>于是<span style="color: black;">非常多</span>to B市场部从品牌营销职能转变为线索获取职能,但团队内部不可调和的矛盾是线索数量/线索质量和线索转化率/<span style="color: black;">营销</span>跟进效率之间的矛盾。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">线索量和转化率之间的矛盾依然存在,2024年B2B市场部们,又遇到了新的矛盾。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">新矛盾有3个:</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">第1</span>,线索指标的增长和营销预算缩减;</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第二,验证有效<span style="color: black;">途径</span>的获客成本上涨但用户质量下降;</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第三,新获客<span style="color: black;">途径</span>越来越零散,受制于资源<span style="color: black;">不可</span><span style="color: black;">连续</span>投入验证。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2024年的to B行业似乎除了AI、新能源等新技术带来的市场<span style="color: black;">专题</span>外,<span style="color: black;">无</span>其他故事<span style="color: black;">能够</span>讲了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这篇<span style="color: black;">文案</span>想讲的故事是,<strong style="color: blue;">B2B的内容营销要回归到<span style="color: black;">制品</span><span style="color: black;">营销</span>本身,在存量市场中,<span style="color: black;">经过</span>内容<span style="color: black;">加强</span><span style="color: black;">营销</span>转化效率和单个客户产值。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在团队中,<span style="color: black;">倘若</span>有<span style="color: black;">要求</span>设置“<span style="color: black;">营销</span>赋能”这个岗位,<span style="color: black;">能够</span>由<span style="color: black;">营销</span>赋能的<span style="color: black;">朋友</span>来做,<span style="color: black;">倘若</span><span style="color: black;">无</span>,就要由市场部做内容的<span style="color: black;">朋友</span>来做。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">咱们</span>先来聊聊<span style="color: black;">此刻</span>的内容营销,<span style="color: black;">为何</span>效果并不<span style="color: black;">明显</span>。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">1、</span>很难被清晰定义的“内容营销效果指标” </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“你以什么指标衡量内容营销带来的价值?”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我问过<span style="color: black;">最少</span>50位to B市场负责人<span style="color: black;">或</span>CMO这个问题,得到了4类答案:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;"><span style="color: black;">第1</span>类:<span style="color: black;">无</span>指标,<span style="color: black;">然则</span>需要写出我认可的内容。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这类回答<span style="color: black;">一般</span>是<span style="color: black;">处在</span>业务初期的团队,<span style="color: black;">无</span>制定<span style="color: black;">详细</span>的指标,需要什么内容就写什么内容,<span style="color: black;">然则</span>这个内容得由“我”审核认可,我觉得行你再发。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">第二类:内容数量指标,<span style="color: black;">根据</span>业务<span style="color: black;">需要</span>完成工作量。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">公众号需要日更,<span style="color: black;">或</span>周更要更新4条,那每周就需要写4-5篇公众号<span style="color: black;">文案</span>;知乎需要日更,那就<span style="color: black;">每日</span>回答3-5个知乎问题;<span style="color: black;">咱们</span>要做视频号、做小红书了,就每周产出5-10篇视频号脚本/小红书笔记;老板有个采访<span style="color: black;">或</span>要去行业大会演讲,有个客户需要<span style="color: black;">处理</span><span style="color: black;">方法</span>包装,做内容的人又得给老板、<span style="color: black;">营销</span>做PPT。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我是<span style="color: black;">一起</span>砖,哪里需要哪里搬。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">第三类:考核线索数量,其他内容<span style="color: black;">亦</span>要做。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">内容营销放到市场部,大<span style="color: black;">分部</span>考核线索量,内容营销岗自然<span style="color: black;">亦</span>要考核线索量。官方公众号/视频号、抖音官方认证号、知乎<span style="color: black;">公司</span>号、小红书<span style="color: black;">公司</span>号等等这些官方自<span style="color: black;">媒介</span>通路都给到做内容的人,<span style="color: black;">经过</span>这些通路获客。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新<span style="color: black;">媒介</span>通路的获客公式大<span style="color: black;">都数</span>会被拆解成:线索量=<span style="color: black;">揭发</span>量*留资转化率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">基于这个公式做内容的<span style="color: black;">朋友</span>提出来,介绍<span style="color: black;">制品</span>的内容没人爱看,<span style="color: black;">咱们</span>要追热点,要写干货,<span style="color: black;">才可</span>有高<span style="color: black;">揭发</span>,<span style="color: black;">才可</span>有转发传播,<span style="color: black;">才可</span><span style="color: black;">增多</span>关注;要<span style="color: black;">增多</span>留资的勾子,<span style="color: black;">例如</span>领资料,<span style="color: black;">才可</span><span style="color: black;">提高</span>留资转化率。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">于是,<span style="color: black;">海量</span>的<span style="color: black;">所说</span>“**行业<span style="color: black;">科研</span>院”的品牌就出来了,<span style="color: black;">海量</span>的<span style="color: black;">所说</span>行业<span style="color: black;">办法</span>论、干货、白皮书、行业报告就出来了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你以转化结果为指标,做内容营销线索的质量分析,你会<span style="color: black;">发掘</span>这么一个现象:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">公众号菜单栏线索转化率>公众号<span style="color: black;">制品</span>介绍/客户案例线索转化率>企业<span style="color: black;">资讯</span>的线索转化率>资料领取线索转化率</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">那样</span><span style="color: black;">倘若</span>以留资数量为指标,做获客效果的分析呢,这个公式就正好完全相反。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>,<strong style="color: blue;"><span style="color: black;">营销</span>不是需要线索来打<span style="color: black;">tel</span>耗时间,而是需要线索来完成业绩。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">第四类:内容营销+<span style="color: black;">营销</span><span style="color: black;">绑缚</span>考核业绩结果。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">能给我这个答案的,有小团队主管营销的合伙人,<span style="color: black;">亦</span>有大团队的CMO。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">以<span style="color: black;">营销</span>成交为中心,由“<span style="color: black;">途径</span>运营+<span style="color: black;">营销</span>+售前”构建最小化的<span style="color: black;">营销</span>业务单元,其中<span style="color: black;">途径</span>运营就<span style="color: black;">包括</span>了SEM、SEO、新<span style="color: black;">媒介</span>、合作<span style="color: black;">途径</span>等等,<span style="color: black;">根据</span><span style="color: black;">途径</span>线索供给量匹配<span style="color: black;">营销</span>人员数量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新<span style="color: black;">媒介</span><span style="color: black;">途径</span>的<span style="color: black;">途径</span>运营,<span style="color: black;">通常</span>都是内容营销的角色,屁股决定脑袋,这种<span style="color: black;">营销</span>小组模式的内容营销,不会过分<span style="color: black;">思虑</span>线索数量,反而更关心起线索质量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一个以新<span style="color: black;">媒介</span>获客为<span style="color: black;">重点</span>模式的<span style="color: black;">营销</span>小组,内容营销的<span style="color: black;">朋友</span>负责运营5个短视频账号,<span style="color: black;">每一个</span>账号<span style="color: black;">每日</span>发1条视频,靠自然流,<span style="color: black;">每日</span>能产出10条<span style="color: black;">上下</span>的线索,匹配1个<span style="color: black;">营销</span>,成交转化率在20%,2个人<span style="color: black;">每一个</span>月<span style="color: black;">能够</span>做80万业绩。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个模式能放大吗?能,加投放模型就<span style="color: black;">能够</span>,更多线索量需要匹配<span style="color: black;">更加多</span><span style="color: black;">营销</span>,日均成交2单<span style="color: black;">已然</span>到了<span style="color: black;">营销</span>的极限;</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个模式能复制吗?能,复制<span style="color: black;">更加多</span>的短视频运营+<span style="color: black;">营销</span>就<span style="color: black;">能够</span>,<span style="color: black;">乃至</span><span style="color: black;">能够</span>让<span style="color: black;">营销</span>自己运营短视频账号,有人给剪辑视频就<span style="color: black;">能够</span>,但<span style="color: black;">必定</span>是账号和<span style="color: black;">营销</span>绑定的模式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">2、</span><span style="color: black;">持续</span>创新的形式VS因循<span style="color: black;">保守</span>的内容 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从图文到短视频再到直播,线上内容营销的形式在<span style="color: black;">持续</span>创新,但还在用线下面销的<span style="color: black;">规律</span>做内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">能够</span>做一个自检:你家<span style="color: black;">营销</span>发给客户的<span style="color: black;">制品</span>介绍文档,客户要花多<span style="color: black;">长期</span>看完?看到第几页客户能<span style="color: black;">知道</span>的<span style="color: black;">晓得</span>这个<span style="color: black;">制品</span>能<span style="color: black;">处理</span>什么问题?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当下的B2B营销内容,是继承了面销时代的营销内容,有这么几种典型的现象:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. 线下讲的<span style="color: black;">制品</span>介绍文档在线上发 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一份二三十页的<span style="color: black;">制品</span>介绍文档,是面销场景下,<span style="color: black;">营销</span>或售前跟客户坐在一间会议室里,讲上20分钟的内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">客户只是听过这家企业的名字,但对其的业务背景、业务实力、合作过的客户案例、<span style="color: black;">制品</span><span style="color: black;">处理</span><span style="color: black;">方法</span>一无所知,这20分钟的讲演是让客户方所有的参会人,拉齐对<span style="color: black;">制品</span>、企业实力的认知,方便客户内部决策。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>在和客户见面前,把需要讲20分钟的内容发给客户,客户有耐心看完吗?客户有能力抓到重点吗?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营销</span>破冰环节,客户关心的是<span style="color: black;">制品</span>能<span style="color: black;">不可</span><span style="color: black;">处理</span>我的问题,几张<span style="color: black;">制品</span>功能截图,一条1分钟的功能演示视频,就<span style="color: black;">能够</span>解答客户的这个问题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">线下面销场景是把客户成交旅程中的多个关注点集中<span style="color: black;">处理</span>,而线上营销场景是把客户关注点流程化,<span style="color: black;">经过</span>内容素材短平快的让客户找到答案。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">触客形式在变,但营销内容没变。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. 用线下培训的<span style="color: black;">规律</span>在做短视频/直播的内容</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我调研了几十家B2B企业的视频号,<span style="color: black;">发掘</span>大<span style="color: black;">都数</span>短视频或直播的内容,仍然是<span style="color: black;">特别有</span>体系、<span style="color: black;">规律</span>、干货的培训/分享内容,这类内容当然很好,但更适合在线下场景,把客户圈到一个屋子里,慢慢听你讲。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我不确定有<span style="color: black;">无</span>大会演讲是观众能全程抬头认真听的,但大<span style="color: black;">都数</span>大会演讲,观众的<span style="color: black;">重视</span>力在前5分钟,后面<span style="color: black;">起始</span>走神,当演讲PPT上<span style="color: black;">显现</span><span style="color: black;">繁杂</span>的流程图、架构图的时候,回过神来听一听,再拍拍照。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而线上短视频或直播场景,<span style="color: black;">无</span>线下聚客的<span style="color: black;">要求</span>,你的客户可能是在等电梯、吃饭、上厕所的时间在刷视频,可能是在开车、睡前、做饭的时候听直播。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户<span style="color: black;">重视</span>力的焦点时间在缩短,而<span style="color: black;">咱们</span>还在用需要<span style="color: black;">繁杂</span><span style="color: black;">规律</span><span style="color: black;">才可</span>讲明白的干货做内容,这本身是矛盾的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">短视频是B2B市场部<span style="color: black;">必定</span>要做的,有精力<span style="color: black;">能够</span>做多个平台,没精力<span style="color: black;">亦</span><span style="color: black;">必定</span>要做视频号,但内容,<span style="color: black;">必定</span>要符合短视频时代用户的内容消费习惯。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. 我是顾问专家,我<span style="color: black;">必定</span>在专业上领先于你 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从今天往前倒推20<span style="color: black;">数年</span>,企业管理信息化的那个时代,<span style="color: black;">海量</span>的外国专家、外资品牌带着信息化系统进入到国内,传统制造型企业<span style="color: black;">起始</span>了信息化变革。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那时候,<span style="color: black;">咱们</span>对信息化是一无所知,从软件<span style="color: black;">制品</span><span style="color: black;">研发</span>到实施<span style="color: black;">安排</span>再到业务流程/工作方式变革,都依赖“咨询顾问”的<span style="color: black;">指点</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这一现象<span style="color: black;">始终</span>延续到<span style="color: black;">此刻</span>,做软件、做咨询的B2B业务赚的是生产制造企业的钱,做的是改革传统管理模式的事儿,仍然以顾问专家的高位视角来做服务。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">但事实上,客户的认知<span style="color: black;">已然</span>变了,对信息化管理从过去的一无所知,到<span style="color: black;">此刻</span>能够清楚的<span style="color: black;">晓得</span>自己需要<span style="color: black;">处理</span>什么问题,有能力在市场上找到同类型的<span style="color: black;">制品</span>,<span style="color: black;">乃至</span>在各类线上内容的教育下,能够<span style="color: black;">晓得</span>自己想要的<span style="color: black;">详细</span>是什么功能,跟软件厂商聊的更<span style="color: black;">大都是</span><span style="color: black;">处理</span>问题的细节、<span style="color: black;">详细</span>操作方式、<span style="color: black;">制品</span>的稳定性、服务的<span style="color: black;">靠谱</span>性,而不是看到一个<span style="color: black;">繁杂</span>的软件架构图就直呼牛逼的时候了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">因此</span>,<span style="color: black;">倘若</span>你<span style="color: black;">仅有</span><span style="color: black;">处理</span><span style="color: black;">方法</span>,<span style="color: black;">不可</span>准确的总结出客户面临的<span style="color: black;">详细</span>问题,并<span style="color: black;">供给</span>让客户看得懂的<span style="color: black;">制品</span><span style="color: black;">处理</span><span style="color: black;">方法</span>,客户<span style="color: black;">亦</span><span style="color: black;">再也不</span>认为你专业。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">即便再<span style="color: black;">繁杂</span>的<span style="color: black;">处理</span><span style="color: black;">方法</span>,<span style="color: black;">亦</span>要封装出客户能看懂、能拿到<span style="color: black;">详细</span>结果的业务<span style="color: black;">制品</span>。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">举个例子:一位阿里系做<span style="color: black;">营销</span>管理咨询服务的专家,<span style="color: black;">始终</span>在讲阿里三板斧的管理模式,内训业务做的很好,但咨询业务却很少有人买单,直到封装出一个<span style="color: black;">详细</span>的业务<span style="color: black;">制品</span>,是帮客户组织一次业绩冲刺活动,并且对赌业绩冲刺<span style="color: black;">目的</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">客户并不会<span style="color: black;">由于</span>你讲的好而买单,客户只会为<span style="color: black;">认识</span>决<span style="color: black;">自己</span>问题,实现业务结果而买单。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">客户<span style="color: black;">已然</span>有了自主<span style="color: black;">发掘</span>问题的<span style="color: black;">认识</span>和能力,在内容营销中,<span style="color: black;">再也不</span>需要<span style="color: black;">太多</span>的教育市场,而是围绕客户购买决策旅程中的关注点,充分展示自己的<span style="color: black;">制品</span>/服务<span style="color: black;">优良</span>,给到客户足够的购买理由。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">随着线上媒介的成熟应用,B2B内容营销的形式从DM单变<span style="color: black;">成为了</span>线上海报,从人工外呼变<span style="color: black;">成为了</span>AI外呼,从EDM营销变<span style="color: black;">成为了</span>公众号订阅,从线下会销变<span style="color: black;">成为了</span>线上直播,从客户拜访变<span style="color: black;">成为了</span>在线会议,从路牌<span style="color: black;">宣传</span>变<span style="color: black;">成为了</span><span style="color: black;">伴侣</span>圈<span style="color: black;">宣传</span>,从电视<span style="color: black;">宣传</span>变<span style="color: black;">成为了</span>短视频自<span style="color: black;">媒介</span>……</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">新<span style="color: black;">途径</span>会带来新形式,<span style="color: black;">每一个</span>营销<span style="color: black;">途径</span><span style="color: black;">亦</span>都会告诉你该<span style="color: black;">怎样</span>跟老板讲故事要预算,但形式在<span style="color: black;">持续</span>创新,内容还在陈规<span style="color: black;">保守</span>,不是to C的内容更有普适性,而是to B的内容从营销<span style="color: black;">规律</span>上<span style="color: black;">无</span>跟上形式的变化。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">3、</span>被忽略的用户购买决策旅程 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">再来做个自检:你<span style="color: black;">是不是</span>能列出留资的客户,在留资后所关注的问题<span style="color: black;">名单</span>?</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span>要关注这个<span style="color: black;">名单</span>?留资是线上用户购买决策旅程的其中一个环节,<span style="color: black;">表率</span>着用户产生了咨询意愿,从留资之后,就进入了<span style="color: black;">营销</span>跟进过程。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">在《硅谷蓝图》这本书中,总结了B2B客户的购买决策旅程,在留资之后,就进入了决策支持<span style="color: black;">周期</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">传统线下模式的<span style="color: black;">营销</span>跟进,会在一次客户拜访过程中,完成<span style="color: black;">机构</span>介绍、<span style="color: black;">制品</span>介绍、<span style="color: black;">方法</span>演示、<span style="color: black;">需要</span>整理等<span style="color: black;">过程</span>,中小型<span style="color: black;">制品</span>还会给出初步报价,之后就进入到客户的内部决策。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>触客的媒介形式从线下场景变<span style="color: black;">成为了</span>线上+线下,<span style="color: black;">乃至</span>是纯线上场景,客户获取信息的模式<span style="color: black;">亦</span>从面对面一次性获取信息变<span style="color: black;">成为了</span>碎片化不间断的获取信息。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这其实给了<span style="color: black;">咱们</span><span style="color: black;">干涉</span>客户决策的机会,但<span style="color: black;">非常多</span>企业并<span style="color: black;">无</span>布局这类的内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">围绕客户购买决策旅程的营销内容该怎么做?</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这类内容不是以<span style="color: black;">制品</span><span style="color: black;">处理</span><span style="color: black;">方法</span>和用户<span style="color: black;">运用</span><span style="color: black;">需要</span>场景为中心,而是以客户购买<span style="color: black;">制品</span>的<span style="color: black;">选取</span>、决策<span style="color: black;">需要</span>为中心。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">回到最<span style="color: black;">起始</span>的那个问题,客户在留资后,在关注<span style="color: black;">那些</span>问题?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">市场人的思维惯性让<span style="color: black;">咱们</span>认为,客户在关注的是与<span style="color: black;">自己</span><span style="color: black;">需要</span>所匹配的<span style="color: black;">制品</span>功能,但<span style="color: black;">实质</span>上,客户在关注的是:</p>他家的<span style="color: black;">制品</span>适不适合我用?能<span style="color: black;">不可</span><span style="color: black;">处理</span>我的问题?
他家的<span style="color: black;">制品</span>贵不贵?有<span style="color: black;">无</span>超出我的预算?
他家的<span style="color: black;">制品</span>复不<span style="color: black;">繁杂</span>,我能<span style="color: black;">不可</span>用起来?
他家的<span style="color: black;">制品</span>有<span style="color: black;">无</span>效果?会不会有二次消费的坑?<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">好似</span>这个关注点跟买一个to C的<span style="color: black;">制品</span>没什么区别,事实上<span style="color: black;">亦</span>没什么区别,to B和to C的差异在于个体决策还是群体决策,差异在于理解<span style="color: black;">制品</span>价值的难易程度,但<span style="color: black;">大众</span>买东西的关注点是相通的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">这儿</span>我想讲一个HOOK模型,<span style="color: black;">亦</span><span style="color: black;">便是</span>增长黑客理论中常用的“上瘾模型”。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q8.itc.cn/q_70/images03/20240704/8d95362cb45341a7815085ec1857af58.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">HOOK模型告诉<span style="color: black;">咱们</span>在设计用户<span style="color: black;">行径</span>路径时,需要完成多个<span style="color: black;">行径</span>奖励闭环,<span style="color: black;">亦</span><span style="color: black;">便是</span>用户因<span style="color: black;">需要</span>触发产生了<span style="color: black;">行径</span>,每次行动后需要<span style="color: black;">得到</span>想要的结果,<span style="color: black;">才可</span>进一步投入,如此循环刺激用户<span style="color: black;">持续</span>行动。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">而在B2B客户咨询流程中,客户因想要<span style="color: black;">认识</span><span style="color: black;">制品</span>而产生了咨询<span style="color: black;">行径</span>,但咨询后<span style="color: black;">无</span><span style="color: black;">得到</span>想要的结果,而是进行了新的投入,<span style="color: black;">亦</span><span style="color: black;">便是</span>让<span style="color: black;">营销</span><span style="color: black;">认识</span>自己的<span style="color: black;">需要</span>,<span style="color: black;">而后</span>等<span style="color: black;">营销</span>给自己讲<span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>大部分<span style="color: black;">营销</span>会告诉客户:我帮您约一个售前老师,您什么时候方便?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">或</span>告诉客户:您的<span style="color: black;">需要</span><span style="color: black;">咱们</span>有专门的<span style="color: black;">处理</span><span style="color: black;">方法</span>,您预计什么时候采购?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://q8.itc.cn/q_70/images03/20240704/7857531235884dd2ae9cd56709563b3a.jpeg" style="width: 50%; margin-bottom: 20px;"></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这就形<span style="color: black;">成为了</span>一个用户旅程的断点,客户在购买初期,付出<span style="color: black;">行径</span>太多,但<span style="color: black;">始终</span><span style="color: black;">无</span>得到想要的<span style="color: black;">报答</span>,<span style="color: black;">或</span><span style="color: black;">营销</span>说了<span style="color: black;">咱们</span>的<span style="color: black;">制品</span>能满足你的<span style="color: black;">需要</span>,<span style="color: black;">咱们</span>有<span style="color: black;">非常多</span>同类的<span style="color: black;">处理</span><span style="color: black;">方法</span>,空口无凭,客户不<span style="color: black;">晓得</span>该<span style="color: black;">怎样</span>做判断。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">围绕客户购买决策旅程中,各个关键节点下的关注点<span style="color: black;">名单</span>,产出一套营销内容,在线上营销场景辅助<span style="color: black;">营销</span>打消客户顾虑,达到<span style="color: black;">创立</span>信任的目的。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">4、</span>B2B内容营销<span style="color: black;">状况</span>问题总结 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我用了4000字的篇幅讲<span style="color: black;">为何</span>大<span style="color: black;">都数</span>企业的B2B内容营销做的很尴尬,总结起来其实<span style="color: black;">便是</span>3句话:</p>有<span style="color: black;">揭发</span>的内容和能获客的内容是2回事,考核指标和组织模式决定了内容营销<span style="color: black;">是不是</span>能带来业绩收入,新<span style="color: black;">媒介</span>短视频通路<span style="color: black;">已然</span>有案例验证,内容营销+<span style="color: black;">营销</span>的小组模式,能够带来直接业绩产出;
<span style="color: black;">公众</span>接受信息的形式变了,B2B营销的内容形式<span style="color: black;">亦</span>随着<span style="color: black;">途径</span>在变化,但内容的营销<span style="color: black;">规律</span>本身<span style="color: black;">无</span>变,原有线下场景的营销<span style="color: black;">规律</span>搬到线上,不符合<span style="color: black;">公众</span>对线上内容的消费<span style="color: black;">规律</span>,自然就难有产出;
市场在<span style="color: black;">持续</span>的追求<span style="color: black;">揭发</span>和获客,但<span style="color: black;">忽略</span>了客户转化过程中所需要的营销内容,<span style="color: black;">营销</span>还在靠嘴跟客户讲,<span style="color: black;">微X</span>只是被当成发<span style="color: black;">信息</span>不要钱的短信。
<span style="color: black;">5、</span>2024年B2B内容营销的创新机会<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">市场人最<span style="color: black;">爱好</span>讲的故事是新<span style="color: black;">途径</span>或新触客<span style="color: black;">规律</span>所带来的新的新的营销机会,坦白说,今年在内容营销上,并<span style="color: black;">无</span>什么新<span style="color: black;">途径</span>,<span style="color: black;">倘若</span>你<span style="color: black;">始终</span>在保持创新,<span style="color: black;">那样</span>像公众号、视频号、知乎、小红书、抖音等等这些平台,在过去两年应该<span style="color: black;">已然</span>做过了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你还<span style="color: black;">无</span>布局这些内容营销通路,别急着动手做,先搞清<span style="color: black;">区别</span>通路的内容营销<span style="color: black;">规律</span>,用传统内容营销的思维做新<span style="color: black;">媒介</span>,能产生效果的机会不大。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你<span style="color: black;">已然</span>做过了,<span style="color: black;">咱们</span>来聊3个新的故事。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">创新机会一:AI智能体所带来的获客抓手创新 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">去年<span style="color: black;">非常多</span>人<span style="color: black;">起始</span>关注对话生成式AI的应用,但99%的人在关注了一两周之后,<span style="color: black;">发掘</span><span style="color: black;">无</span><span style="color: black;">那样</span>好用,就走掉了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">今年,AI智能体<span style="color: black;">显现</span>了,<span style="color: black;">倘若</span>你觉得AI对话<span style="color: black;">设备</span>人<span style="color: black;">欠好</span>用,大概率是<span style="color: black;">由于</span>你不会写提示词,AI智能体<span style="color: black;">便是</span>有人帮你写好了在某个场景下应用的提示词,你<span style="color: black;">根据</span>智能体的<span style="color: black;">运用</span>说明来输入你的<span style="color: black;">需要</span>,就<span style="color: black;">能够</span>生成对应的内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>我就做了一个B2B客户案例写作的智能体,<span style="color: black;">根据</span>引导填写客户案例的关键信息,<span style="color: black;">能够</span>生成多篇<span style="color: black;">区别</span>篇幅、<span style="color: black;">区别</span>内容呈现<span style="color: black;">规律</span>的客户案例<span style="color: black;">文案</span><span style="color: black;">或</span>短视频脚本。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">怎么样?你想不想体验一下,<span style="color: black;">倘若</span>我在<span style="color: black;">这儿</span>放一个二维码,你是不是就<span style="color: black;">能够</span>扫码进来了?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这就是AI智能体所带来的获客抓手上的创新,给你的<span style="color: black;">目的</span>客户人群(<span style="color: black;">运用</span>者)调教一个智能工作助理,帮客户处理<span style="color: black;">有些</span>繁琐、重复<span style="color: black;">或</span>他不<span style="color: black;">善于</span>的事。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>你面向的是软件<span style="color: black;">研发</span>者,你<span style="color: black;">能够</span>做一个软件工程师工作总结写作助手,专门<span style="color: black;">处理</span>写工作总结的问题。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你<span style="color: black;">能够</span>将智能体放在公众号的菜单栏,<span style="color: black;">或</span><span style="color: black;">移植</span>到一个小程序,<span style="color: black;">或</span><span style="color: black;">移植</span>到一个<span style="color: black;">微X</span>号上,用户需要关注公众号、小程序<span style="color: black;">或</span>添加<span style="color: black;">微X</span>号,才<span style="color: black;">能够</span><span style="color: black;">运用</span>这个智能体。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">相比于资料获客,智能体的噱头更足,但务必<span style="color: black;">重视</span>的是,智能体获客产生的线索与客户的购买<span style="color: black;">需要</span>无关,<span style="color: black;">通常</span>需要配套社群,<span style="color: black;">或</span><span style="color: black;">经过</span><span style="color: black;">营销</span><span style="color: black;">伴侣</span>圈来养用户,养用户又是一套单独的内容营销<span style="color: black;">规律</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">创新机会二:<span style="color: black;">必定</span>要去做视频号 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span><span style="color: black;">咱们</span>要先说明一点,视频号不是用来宣传企业品牌的,<span style="color: black;">亦</span>不是用来讲课的,而是用来分享<span style="color: black;">平常</span>,打造人设的。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span><span style="color: black;">必定</span>要做视频号?做抖音不行吗?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">不行。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">首要</span>,无论是抖音还是视频号还是快手小红书,从平台偷流量的做法正在被各家平台封杀,只能老老实实的交<span style="color: black;">守护</span>费,<span style="color: black;">经过</span>官方途径引导留资。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其次,视频号<span style="color: black;">能够</span><span style="color: black;">相关</span>公众号,<span style="color: black;">倘若</span>注册的比较早,还<span style="color: black;">能够</span>绑定企微号,仍然有免费获客的机会。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第三,视频号不仅<span style="color: black;">能够</span>用来获取流量,更重要的是在私域内打造人设,<span style="color: black;">尤其</span>是<span style="color: black;">经过</span>视频号打造<span style="color: black;">营销</span>的IP名片,让客户<span style="color: black;">经过</span>短视频加深信任,自主<span style="color: black;">认识</span><span style="color: black;">制品</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">第四,视频号直播+私域社群<span style="color: black;">能够</span>做线上小型打单会,小微<span style="color: black;">制品</span>直接做成交,中大型<span style="color: black;">制品</span>将客户闭门会搬到线上,<span style="color: black;">加强</span>活动频次。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">创新机会三:顾问式IP矩阵 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2023年是个体创业的元年,2024年是个体创业的暴雷年。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">从去年<span style="color: black;">起始</span>,数字游民、个体创业、自由职业这股风<span style="color: black;">起始</span>兴起,<span style="color: black;">海量</span>的知识IP<span style="color: black;">经过</span>内容在各平台收割变现,但<span style="color: black;">因为</span>缺乏强有力的<span style="color: black;">制品</span>支撑和服务支撑,2024年<span style="color: black;">亦</span>有<span style="color: black;">非常多</span>知名IP暴雷,销声匿迹。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这是个体创业的IP玩法,其实<span style="color: black;">同样</span><span style="color: black;">能够</span>借鉴到B2B的内容营销中。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">有团队<span style="color: black;">已然</span>验证,1名运营+1名<span style="color: black;">营销</span>的营销小组模式,<span style="color: black;">经过</span>内容矩阵获客,打造小IP,不追求线索数量,<span style="color: black;">能够</span>做到更高的线索转化率和业绩产出。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当然,顾问式IP的营销内容设计要符合<span style="color: black;">区别</span>平台的内容<span style="color: black;">规律</span>,传统B2B营销的内容<span style="color: black;">必定</span><span style="color: black;">不可</span>在公域平台<span style="color: black;">得到</span>多少流量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">写好新<span style="color: black;">媒介</span>获客内容的技巧<span style="color: black;">非常多</span>,<span style="color: black;">这儿</span>我抛一个大的原则:只讲故事不讲理,围绕用户购买决策讲痛点。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">6、</span>2024下半年必做的10条内容营销计划 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">内容营销除了讲创新,<span style="color: black;">更加多</span>的是要回归到企业业务<span style="color: black;">实质</span>,实事求是的练好内容营销基本功,围绕客户成交旅程做内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">1. 获客<span style="color: black;">关联</span> </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我<span style="color: black;">晓得</span>,看这篇<span style="color: black;">文案</span>的大<span style="color: black;">都数</span>人都是市场从业者,可能你<span style="color: black;">亦</span>认同需要为<span style="color: black;">营销</span>转化环节<span style="color: black;">供给</span>内容素材,但<span style="color: black;">机构</span>对你的考核是线索量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">关于内容营销获客这件事,形式上并<span style="color: black;">无</span>太多创新,<span style="color: black;">然则</span>需要改造你的内容,我会在后面几条计划中讲到,<span style="color: black;">这儿</span>先<span style="color: black;">来讲</span>说在获客上<span style="color: black;">能够</span>做<span style="color: black;">那些</span>动作。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">计划一:高势能人设IP打造</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">适合对象:大型<span style="color: black;">繁杂</span>高客单<span style="color: black;">制品</span>的售前/中小<span style="color: black;">制品</span>的创始人IP。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">什么是高势能人设?<span style="color: black;">经过</span>分享IP人设的<span style="color: black;">平常</span>,<span style="color: black;">经过</span>见什么人、说什么话、出席什么场合、<span style="color: black;">得到</span>什么荣誉等<span style="color: black;">平常</span>工作和生活场景,为自己的人设<span style="color: black;">创立</span>信任背书。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">举个例子:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我说:前几天我跟一个客户做咨询。你对我的认知是我是一个咨询师,但能力好坏不<span style="color: black;">晓得</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我说:前几天我跟一个专门为年营收过亿企业<span style="color: black;">供给</span>人力资源服务的创业者做咨询。相比上条,你是不是觉得我更厉害了一点?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">我说:前几天我给一个创业者做咨询,这个客户很厉害,3年时间从0做到年营收过亿,<span style="color: black;">已然</span>在准备上市了。相比上条,你是不是觉得我更厉害了?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这<span style="color: black;">便是</span>打造高势能人设的技巧,<span style="color: black;">经过</span>我给什么人做咨询,你对我的专业度有了<span style="color: black;">评定</span>和判断。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">一<span style="color: black;">说到</span>打造专业人设,<span style="color: black;">咱们</span>就想到深度的内容输出、课程培训等等形式,但<span style="color: black;">实质</span>上,深度内容输出要有,但占比<span style="color: black;">不消</span>太高,巧妙的借势,用背书来<span style="color: black;">表现</span>自己的专业,<span style="color: black;">做为</span><span style="color: black;">平常</span>的分享内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">高势能人设IP在公域做<span style="color: black;">揭发</span>拉流量,在私域立人设做转化。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">计划二:围绕客户工作场景的AI智能体</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">咱们</span>在前面<span style="color: black;">已然</span>讲过AI智能体的获客玩法了,在<span style="color: black;">这儿</span><span style="color: black;">再也不</span>赘述,要说明的一个关键点是,围绕客户工作场景做AI智能体,而不是<span style="color: black;">制品</span><span style="color: black;">运用</span>场景。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">计划三:新<span style="color: black;">媒介</span><span style="color: black;">途径</span>SEO</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">非常多</span>B2B企业在做新<span style="color: black;">媒介</span>时,还在想先做粉丝量,养账号权重,<span style="color: black;">加强</span><span style="color: black;">揭发</span>量,<span style="color: black;">而后</span>再引导留资<span style="color: black;">或</span>做直播留资。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个方式,并不适合B2B企业。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">你只看到了高粉丝量的大号,<span style="color: black;">然则</span>忽略了没人点赞<span style="color: black;">仅有</span>几百播放的小号,这些小号并不是完全<span style="color: black;">无</span>用,可能<span style="color: black;">她们</span>在走<span style="color: black;">另一</span>一个新<span style="color: black;">媒介</span>获客<span style="color: black;">规律</span>:SEO<span style="color: black;">规律</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">知乎、小红书、抖音、公众号等平台的搜索流量占比越来越高,<span style="color: black;">经过</span>关键词布局,批量制作并上传内容,<span style="color: black;">协同</span>适当的投放,在客户搜索场景中<span style="color: black;">增多</span><span style="color: black;">揭发</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这类内容不需要讲干货,不需要讲任何<span style="color: black;">高挑</span>上的内容,围绕客户购买转化旅程的各个环节做布局内容,<span style="color: black;">例如</span><span style="color: black;">这般</span>的一条脚本:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新<span style="color: black;">媒介</span><span style="color: black;">途径</span>SEO的落地难点是内容生产效率,过去靠人来做,投入产出比不高,<span style="color: black;">然则</span><span style="color: black;">此刻</span><span style="color: black;">经过</span>AI来做,<span style="color: black;">能够</span>做到批量生成内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">计划四:上下游<span style="color: black;">处理</span><span style="color: black;">方法</span>联盟</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个计划不适合做整体<span style="color: black;">处理</span><span style="color: black;">方法</span>的大品牌做,<span style="color: black;">亦</span>不适合任何知名品牌做。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">更适合的是<span style="color: black;">无</span>多少市场预算,垂直型<span style="color: black;">制品</span>的中小<span style="color: black;">机构</span>来做,围绕同一类客户人群,在<span style="color: black;">制品</span>互相<span style="color: black;">无</span>竞争的前提下,组建成<span style="color: black;">处理</span><span style="color: black;">方法</span>联盟。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">例如</span>做人力资源的+做财务的+做进销存的+做线上商城的+做私域SCRM的<span style="color: black;">构成</span>一个联盟。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">联盟怎么玩?<span style="color: black;">例如</span>今天A团队出了一份行业<span style="color: black;">处理</span><span style="color: black;">方法</span>白皮书,<span style="color: black;">那样</span>联盟企业的公众号转载A团队的公众号<span style="color: black;">文案</span>,加到A团队的私域中领取,联盟企业都以联合发布的身份参与这份白皮书;B团队再出一份白皮书,复制<span style="color: black;">一样</span>的<span style="color: black;">办法</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">还<span style="color: black;">能够</span>怎么玩?围绕<span style="color: black;">目的</span>客户<span style="color: black;">一块</span>造节,联盟企业之间互相连麦。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">其实就相当于几家企业联合起来在线下开一个小型展会,共享自己的流量。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">2. 转化<span style="color: black;">关联</span> </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">计划五:社群+直播的线上小型打单会</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">线下小型打单会在B2B营销中很<span style="color: black;">平常</span>,<span style="color: black;">经过</span>社群+直播,<span style="color: black;">能够</span>将这一形式搬到线上。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">怎么做?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">邀请什么样的客户来参加,决定了打单会上讲什么内容。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">线下小型打单会<span style="color: black;">通常</span>是讲<span style="color: black;">目的</span>岗位人群的干货知识,<span style="color: black;">尤其</span>是政策<span style="color: black;">诠释</span>类的内容很受欢迎,<span style="color: black;">经过</span>老客户转介绍带人参会的方式<span style="color: black;">亦</span>能<span style="color: black;">得到</span>新增线索。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">那线上的小型打单会该怎么做?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你是面向决策者做邀约,用腾讯会议的形式做线上闭门交流会,围绕<span style="color: black;">机构</span>经营管理、人才管理、财务管理这3个方面展开<span style="color: black;">专题</span>。闭门交流会由一个主持人+一个主嘉宾+一个外邀嘉宾<span style="color: black;">形成</span>,主持人引导外邀嘉宾讲干货,引导自己的主嘉宾讲案例故事。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你是面向正在犹豫<span style="color: black;">思虑</span>的意向客户做邀约,用直播的形式做线上团购会,直播间不要讲流量,围绕客户购买决策旅程讲痛点、卡点、难点,<span style="color: black;">经过</span>价格政策做转化,<span style="color: black;">经过</span>群内晒单营造群体氛围。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你是面向不太清准的泛流量<span style="color: black;">或</span>初步咨询就失联的沉睡客户做邀约,讲职场人的<span style="color: black;">存活</span>之道,讲岗位的业务创新方式,围绕客户职场讲痛点、卡点、难点,回归<span style="color: black;">制品</span>讲创新、讲助力。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">计划六:内容运营+<span style="color: black;">营销</span>绑定的1V1<span style="color: black;">营销</span>创新小组</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">每家企业都<span style="color: black;">能够</span>尝试<span style="color: black;">经过</span>短视频内容获客,由<span style="color: black;">营销</span>直接跟进转化的创新小组。关于这个创新小组,我以几个<span style="color: black;">平常</span>问题的方式来做说明:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">为何</span>新<span style="color: black;">媒介</span>线索<span style="color: black;">必定</span>要跟<span style="color: black;">营销</span>1V1绑定?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新<span style="color: black;">媒介</span>,<span style="color: black;">尤其</span>是短视频<span style="color: black;">途径</span>对线索回访时效的<span style="color: black;">需求</span>高,快速回访<span style="color: black;">才可</span><span style="color: black;">保准</span>有效接通率;<span style="color: black;">同期</span>用户<span style="color: black;">经过</span>短视频留资,是带着对短视频选题内容的兴趣,<span style="color: black;">例如</span>某行业的客户案例<span style="color: black;">得到</span>的线索,大概率是同行业的客户,<span style="color: black;">营销</span>需要<span style="color: black;">晓得</span>前端发了什么内容,发过什么内容,<span style="color: black;">才可</span>有效承接。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">短视频的线索<span style="color: black;">不足</span><span style="color: black;">营销</span>吃怎么办?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">前期短视频线索<span style="color: black;">必定</span>满足不了<span style="color: black;">营销</span>的业绩<span style="color: black;">需要</span>,将短视频<span style="color: black;">做为</span><span style="color: black;">营销</span>线索<span style="color: black;">源自</span>的增项,而不是截断原有的线索供给方式。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营销</span>不愿意<span style="color: black;">协同</span>怎么办?做内容的<span style="color: black;">朋友</span>不愿意做怎么办?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">找愿意的人来做,内部招募而不是强硬摊派,<span style="color: black;">倘若</span>找不到人,你又真的想尝试,<span style="color: black;">能够</span>找有短视频运营经验的实习生来做,核心是做内容的选题方向和内容<span style="color: black;">规律</span>要站在用户购买决策的视角,而不是<span style="color: black;">制品</span>宣传推广的视角,从<span style="color: black;">营销</span><span style="color: black;">平常</span>的客户跟进中找选题、找痛点、找内容素材。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">计划七:围绕客户购买决策旅程的短视频营销素材</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">B2B营销的大<span style="color: black;">都数</span>内容,都是<span style="color: black;">高挑</span>上的选题和立意,讲行业趋势,讲时代变革,讲企业转型的巨大成果,但<span style="color: black;">便是</span>没人告诉客户,你<span style="color: black;">为何</span>选我。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">所说</span>围绕用户购买决策旅程的短视频营销素材,是告诉客户该<span style="color: black;">怎样</span><span style="color: black;">选取</span><span style="color: black;">制品</span>/服务,<span style="color: black;">怎样</span>看<span style="color: black;">处理</span><span style="color: black;">方法</span>/<span style="color: black;">制品</span>功能的细节,<span style="color: black;">怎样</span>看报价单中<span style="color: black;">隐匿</span>的陷阱。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">可能你<span style="color: black;">发掘</span>了,这不正是<span style="color: black;">营销</span>在跟进客户过程中讲的吗?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">可能你没<span style="color: black;">发掘</span>的是,<span style="color: black;">倘若</span>你让抖音<span style="color: black;">晓得</span>了你对某款<span style="color: black;">制品</span>感兴趣,那超<span style="color: black;">不外</span>3天,你就能刷到你在购买<span style="color: black;">制品</span>这个过程中,所有要关注的细节和规避的陷阱。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这类内容当然不适合在官方品牌账号上发布,但<span style="color: black;">能够</span><span style="color: black;">做为</span><span style="color: black;">营销</span>跟进客户的营销素材或<span style="color: black;">伴侣</span>圈营销素材。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">计划八:<span style="color: black;">经过</span>视频号制作<span style="color: black;">营销</span>专属IP名片</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">什么是视频号<span style="color: black;">营销</span>专属IP名片:<span style="color: black;">经过</span>视频号打造<span style="color: black;">营销</span>IP人设,用短视频发布工作<span style="color: black;">平常</span>、业务思考、购买决策<span style="color: black;">关联</span>内容,<span style="color: black;">就可</span><span style="color: black;">经过</span>平台流量获客,更重要的是在私域内<span style="color: black;">创立</span>用户信任。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">计划二中<span style="color: black;">说到</span>的内容,是<span style="color: black;">营销</span>视频号IP名片中的一部分内容,除了影响客户购买决策的内容,还需要有客户的个人介绍、业务介绍,<span style="color: black;">平常</span>更新服务客户的经验总结,<span style="color: black;">或</span>提醒客户要规避的坑。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">营销</span>的<span style="color: black;">微X</span>是被<span style="color: black;">非常多</span>企业忽略的一个线上营销触点,<span style="color: black;">非常多</span><span style="color: black;">营销</span>都把<span style="color: black;">微X</span>当成不花钱的短信用:</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“哥,在吗?<span style="color: black;">思虑</span>的怎么样了?”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“哥,有时间吗?给您介绍下<span style="color: black;">制品</span>?”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“哥,你看我还有机会吗?”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“哥,月底有活动,您看您<span style="color: black;">思虑</span>吗?”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">“哥,咱们领导<span style="color: black;">思虑</span>的怎么样了?我约售前老师再给您讲一次<span style="color: black;">方法</span>?”</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">然则</span>忽略了<span style="color: black;">微X</span>是一个<span style="color: black;">移植</span>到客户家里的24小时<span style="color: black;">宣传</span>牌。<span style="color: black;">微X</span>本身是人与人的社交关系<span style="color: black;">制品</span>,所有的设计都在向你的好友呈现你是一个什么人,但<span style="color: black;">倘若</span>你<span style="color: black;">不消</span>,就只能是一个发<span style="color: black;">信息</span>的工具。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>视频号制作<span style="color: black;">营销</span>专属IP名片,<span style="color: black;">帮忙</span><span style="color: black;">营销</span>打造个人IP,<span style="color: black;">经过</span>内容搭建人设线、信任线、<span style="color: black;">制品</span>线这3条俗语营销主线。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">3. <span style="color: black;">基本</span>建设<span style="color: black;">关联</span> </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">计划九:更适合线上浏览的<span style="color: black;">基本</span>营销素材升级</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">基本</span>营销素材<span style="color: black;">包含</span><span style="color: black;">制品</span>介绍手册、<span style="color: black;">制品</span>功能说明、<span style="color: black;">制品</span><span style="color: black;">处理</span><span style="color: black;">方法</span>、客户案例,<span style="color: black;">倘若</span>这些素材你都有了,请按在这个内容结构进行重新整理。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">线上营销内容结构公式:痛点+场景+价值呈现+客户案例。</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这个内容公式的典型<span style="color: black;">表率</span>,是做<span style="color: black;">宣传</span>咨询的小马宋老师,在<span style="color: black;">各样</span>公开演讲分享中的内容结构,<span style="color: black;">倘若</span>有兴趣的<span style="color: black;">朋友</span><span style="color: black;">能够</span>搜一下小马宋的播客,去感受下营销专家的带货<span style="color: black;">规律</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">倘若</span>你<span style="color: black;">已然</span>在<span style="color: black;">根据</span>这个公式做内容了,<span style="color: black;">然则</span>没什么效果,请从这4个方面自检:</p>痛点场景<span style="color: black;">是不是</span>真实存在?问<span style="color: black;">营销</span><span style="color: black;">是不是</span>是用户购买理由。
痛点场景<span style="color: black;">是不是</span><span style="color: black;">广泛</span>存在?看播放量<span style="color: black;">是不是</span>比其他内容高。
内容<span style="color: black;">规律</span><span style="color: black;">是不是</span><span style="color: black;">恰当</span>顺畅,看完播率<span style="color: black;">是不是</span>超过60%。
内容容量(不超3点)<span style="color: black;">是不是</span>过大。<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户获取信息的方式在变,用户对内容<span style="color: black;">重视</span>力的焦点时间<span style="color: black;">亦</span>在变,过去线下场景的售前讲演<span style="color: black;">能够</span>用20分钟介绍自己的<span style="color: black;">机构</span>和<span style="color: black;">制品</span>,但<span style="color: black;">此刻</span><span style="color: black;">倘若</span>10秒<span style="color: black;">无</span>抓到用户的兴趣,用户就离开了。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">用户不关注你是谁,你能做什么,用户更关注我有什么问题,<span style="color: black;">处理</span>这个问题能带来什么好处。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><strong style="color: blue;">计划十:做<span style="color: black;">营销</span>经验萃取,沉淀痛点场景案例库</strong></p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">这件事短期来看跟营销获客和<span style="color: black;">营销</span>转化都没什么关系,但<span style="color: black;">长时间</span>来看,是自动化内容生产,批量复制销冠的核心资源。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">什么是痛点场景案例库?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">指<span style="color: black;">经过</span>萃取成交客户的<span style="color: black;">营销</span>经验,总结客户在什么场景下,遇到什么问题的痛点场景,以及<span style="color: black;">营销</span>围绕这个痛点场景,成功转化客户的<span style="color: black;">营销</span>话术和<span style="color: black;">营销</span>素材,与客户所在行业、沟通对象做<span style="color: black;">相关</span>匹配。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">创立</span>完善的痛点场景案例库,能够降低对团队人员的专业性<span style="color: black;">需求</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">应用场景一:自动化内容生产。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>对话生成式AI调教出自动生产内容的智能体,你需要告诉AI客户痛点、场景、<span style="color: black;">制品</span><span style="color: black;">处理</span><span style="color: black;">方法</span>、痛点改善效果这4个关键信息,AI能够帮你生成多篇原创的客户成功案例、行业<span style="color: black;">处理</span><span style="color: black;">方法</span>等<span style="color: black;">文案</span>,以及短视频脚本。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">运用</span>AI的前提,是你能够快速投喂给AI<span style="color: black;">关联</span>的关键信息,<span style="color: black;">倘若</span>你还需要自己提炼客户痛点、场景、<span style="color: black;">处理</span><span style="color: black;">方法</span>、改善效果,那其实提炼的过程,就相当于写了一篇<span style="color: black;">文案</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">应用场景二:<span style="color: black;">营销</span>训练导师。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">新<span style="color: black;">营销</span><span style="color: black;">怎样</span>快速<span style="color: black;">认识</span><span style="color: black;">制品</span>、<span style="color: black;">认识</span><span style="color: black;">区别</span>客户的痛点?</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">经过</span>生成式AI训练<span style="color: black;">营销</span>导师智能体,新手<span style="color: black;">营销</span>模拟客户的角色,针对自己的问题向AI提问,AI能够<span style="color: black;">按照</span>痛点场景案例库中的内容,自动生成回复话术,<span style="color: black;">不消</span>再浪费<span style="color: black;">营销</span>线索去培养<span style="color: black;">营销</span>,而是在拟真环境中让<span style="color: black;">营销</span><span style="color: black;">把握</span>营销话术。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">7、</span>总结:存量时代不是线索数量的竞争,而是<span style="color: black;">营销</span>效率的竞争 </p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">去年年末某B2B上市<span style="color: black;">机构</span>发布了半年度财报,半年度新增客户总量400家,但这家上市<span style="color: black;">机构</span>的<span style="color: black;">营销</span>就有600人,算上有老客户终止续约流失,核算下来可能<span style="color: black;">每一个</span><span style="color: black;">营销</span>半年只开1单,而平均客单价还<span style="color: black;">不足</span>支付<span style="color: black;">营销</span>的人力成本。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">B2B市场部与<span style="color: black;">营销</span>部之间,<span style="color: black;">始终</span>存在线索数量和线索转化率之间的矛盾,<span style="color: black;">由于</span>更高的转化率和客单价,就<span style="color: black;">能够</span>有更高的单个获客成本,在投放<span style="color: black;">规律</span>中,<span style="color: black;">倘若</span>我在单个获客成本上能够比竞争对手多10块钱,在线索数量上<span style="color: black;">便是</span>大幅度的领先。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">当市场<span style="color: black;">无</span>太多增量的时候,<span style="color: black;">更加多</span>比拼的<span style="color: black;">便是</span>营销的基本功,而<span style="color: black;">倘若</span>市场部<span style="color: black;">得到</span>的线索<span style="color: black;">不可</span>满足<span style="color: black;">营销</span>的业绩<span style="color: black;">需要</span>,参考一下抗战时期“化整为零、自给自足”的战略方针,<span style="color: black;">亦</span>不是不可行。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">专栏作家</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">敏捷增长<span style="color: black;">科研</span>室,人人都是<span style="color: black;">制品</span>经理专栏作家。聊热点写故事,用人话讲干货,偏爱热点营销类<span style="color: black;">专题</span>。</p>
<p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">本文原创发布于人人都是<span style="color: black;">制品</span>经理,未经许可,禁止转载。</p>
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