The intra-city intermediary services I am talking about here refer to the general term for various information intermediary services or agency intermediary services based on localization. Specifically, information service intermediaries can include talent or labor intermediaries, house leasing intermediaries, housekeeping service intermediaries, Marriage agencies, study abroad agencies, used car trading agencies, etc. Agency service agencies can include legal consulting, accounting firms, tax agencies, property rights transaction services, financial insurance and securities agencies, intellectual property consulting and agency, etc.
Some factors that make intra-city intermediary services suitable for Weibo marketing
Like the mass catering industry, intermediary services are suitable for Weibo marketing in terms of localization, real-timeness, and interactivity. In addition, intermediary services have the following key factors that are suitable for Weibo marketing.
The intermediary itself is the information node.
We know that the value of intermediary services is mainly reflected in its ability to grasp information on both supply and demand and make up for the information asymmetry between the two parties. It is an information node. This is consistent with the information media attributes of Weibo. We know that Weibo is a larger information distribution center. When more and more people search for information through Weibo, intermediaries can undoubtedly take advantage of their information to publish information on Weibo, or directly communicate with customers through Weibo. Communicate, attract customers, and answer customer-related questions.
The intermediary itself is also a relationship link.
The intermediary is between the supply and demand sides and is a bridge between the two parties to communicate and reach an agreement. We can regard this connection as a relationship bond. Weibo is a community and a place where people maintain or build various relationships. From this point of view, intermediary services are also consistent with the community attributes of Weibo. On Weibo, it is entirely possible for an intermediary to become a key figure in the community because of its certain information advantage, and become an important ID (central node) that people are willing to get to know. Some people may worry that if intermediaries do business through Weibo, it will make both supply and demand transparent, and they will be kicked out. In fact, they will not. First, intermediaries also have the role of guaranteeing transactions for both parties; second, Weibo is more The biggest role is to attract customers by communicating with customers conveniently and directly and answering customer inquiries. Most transactions are still conducted offline and will not be conducted directly on Weibo. Intermediaries can obviously play a better role as a link on Weibo and maintain long-term contact with customers anytime and anywhere.
The current bad reputation of intermediaries may be an opportunity.
To be honest, the domestic intermediary service industry does not have a very good reputation. But from another perspective, this situation may also be an opportunity. For those intermediary companies that want to truly provide high-quality services, it may be easier to move their business to Weibo and directly display customer comments through Weibo, and it may be easier to form a good reputation, establish their own social service brand, and use this to promote themselves Differentiate yourself from those black intermediaries and form your own core competitiveness. Because having the courage to put oneself on Weibo shows that the intermediary has strength and confidence, which can gain the trust of customers.
What intermediary service companies can do on Weibo
1. Publish information on both supply and demand sides.
The content of published information is basically the same as offline publishing.
2. Weibo Intermediary Alliance.
For reasons such as resource sharing and customer sharing, offline intermediaries often form intermediary alliances. On Weibo, intermediaries can still form intermediary alliances, taking advantage of Weibo's real-time, fast, and interactive characteristics to make alliance sharing more efficient. Be efficient.
3. Consultation and Q&A.
Answer customer questions and find business opportunities through Weibo. This can be done through private messages, through the establishment of micro groups, or through Weibo announcements, prompting customers to ask questions via @himself for real-time answers.
4. Publish informative content appropriately.
Before looking for an intermediary, many customers lack the necessary operating common sense for the relevant business they want to carry out. The intermediary can appropriately publish this common sense through Weibo, such as what are the service standards for housekeeping services, precautions for second-hand car transactions, etc. How to identify some study abroad frauds, some important clauses in the rental agreement, etc.
5. Carry out corporate publicity.
Through Weibo, you can appropriately publish some information such as corporate introduction, business introduction, corporate public welfare activities, etc., to promote the corporate image and promote the service brand.
6. Interaction and activities.
Intermediary companies can carry out various community interactions or activities through Weibo, such as developing part-time information workers, motivating user recommendations, encouraging self-service information release (guaranteed by intermediaries), and organizing Weibo fairs at fixed time periods (suitable for recruitment, housekeeping, etc.) , second-hand cars and other information intermediary categories), organizing interactions or activities such as on-site Q&A on Weibo with experts (agency intermediary category).
7. Information push.
Develop member IDs and regularly push some information that members need (similar to EDM). You can also provide customer care through Weibo.
Develop fans
To develop fans, you can focus on the following methods:
1. Develop fans directly offline and promote the company's Weibo to existing customers.
2. On Weibo, look for the city ID or city microgroup. Communicate, find new needs, new customers, and create mutual fans.
3. On Weibo, search for keywords related to the intermediary business, look for relevant needs posted by individuals, and proactively contact them to win fans.
4. Through some activities, encourage fans who have completed intermediary services to spread word of mouth, and provide appropriate material or spiritual incentives to fans who bring new users.
Things to note
When intermediaries enter Weibo for marketing, they should pay attention to the following issues:
1. Don’t bombard people with information as soon as you come up. This will offend people. Gradually increase the amount of information released based on the number of fans. The total amount of information released daily must be dynamically controlled. It is necessary to observe more city IDs and query keywords, and communicate appropriately through private messages to make the communication targeted without causing screen spam.
2. You must understand that Weibo marketing is a slow process, and you cannot rush for quick success. You can first treat Weibo as a publishing window, a place where you can actively explore new customers. Communication should be the main thing in the early stage, and business is supplemented. Don’t rush to talk to everyone. Talk about business as soon as you come up. As long as you are from the same city, just get to know each other first and leave an impression on the other party. When there is a need, the customer will take the initiative to come to your door.
3. Avoid posting random advertisements. The core of Weibo marketing is to make friends first, then develop business, and finally gain real recognition from customers through word of mouth. A large number of advertisements will inevitably arouse the disgust of most people, and the gain outweighs the loss.