Two days ago, we received an official email "To Fun Baichuan to get off the shelf from salesforce app store"——
Since the United States issued an administrative order on August 6, 2020, prohibiting "any WeChat related transactions", it will take effect 45 days after the issuance of the administrative order (i.e. September 20). The "one-stop marketing cloud" provided by Zhiqu Baichuan includes the function of integration with WeChat. Unless it is no longer integrated with WeChat or any of its related products or services, users can continue to purchase Zhiqu Baichuan products through SFDC applications. Otherwise, the application will be terminated on October 31, 2020.
In recent years, internationally renowned manufacturers such as Oracle, IBM and Adobe have launched their "marketing cloud" products in China. However, due to the particularity of the Chinese market, the mail marketing commonly used abroad is not suitable in China. Therefore, WeChat is an indispensable channel for foreign marketing cloud manufacturers to enter the Chinese market. Once the US government's WeChat ban is officially implemented, the business of foreign cloud manufacturers in China will be difficult to sustain.
At present, although the WeChat ban in the United States has been urgently suspended by the court, and Salesforce has also suspended the implementation of the notice of off shelf to Qubaichuan APP, the one-stop marketing cloud in China has become the general trend, and the opportunities of foreign manufacturers are very limited.
The one-stop marketing cloud platform needs to integrate enterprise resources through big data to achieve an integrated model of internal, external and full marketing, provide enterprises with highly relevant and personalized marketing trips, and transcend the limitations of the platform and equipment, so that enterprises can deliver the right information to consumers at the right time. However, in the environment of the Chinese market, it needs to be established in a system based on WeChat ecology.
Forrester's 2016 Q2 Enterprise Marketing Report mentioned that the enterprise marketing cloud should include 10 functions: content and asset management, customer data management, user analysis, activity and interaction management, online advertising, marketing resource management, user experience capability, measurement and optimization, user experience, and integration.
Taking "Content and Asset Management" as an example, foreign CMS (Content Management System) such as WordPress, Joomla, Sqaure Space, etc. have developed for nearly 20 years.
An excellent content management system can provide rich presentation effects, including collecting potential customers, creating contact forms, creating subscriptions, storing content, etc.
However, there is also a transmission environment factor that cannot be ignored. The most mainstream social channels abroad are Facebook, Instagram, YouTube and other platforms. In China, the first front of content dissemination is WeChat, which has more than 1.2 billion monthly active users and 400 million daily active users, which also means the weight of WeChat ecological marketing services in the domestic market.
So even if the content management system, a function of the marketing cloud, wants to spread in the Chinese market, it also needs to be able to link with mainstream applications in China, such as WeChat, to provide users in the Chinese market with a more personalized content experience.
Based on the special market environment in China, Zhiqu Baichuan has elaborately created the series of "Easy to Start" Marketing Automation, which is divided into 10 articles, to help enterprises quickly start based on multiple scenes commonly used in the Chinese market and develop marketing strategies in line with the Chinese market.
This issue is the first in the series - content management, which enables marketers to efficiently complete the creation, dissemination and delivery of content without IT and design assistance. Get rid of the special CMS established for a single channel or site in the past, and realize the connection of official website, WeChat, EDM and other omni channels, so as to complete the management from production to statistics with one click.
01 Operational "shortcut" for content production
B2B content marketing strategy, first of all, lies in the diversification of form and theme. At present, the most common content type is text, but this is far from enough.
Although graphics and text can really bring good results, if you really want to use content marketing to achieve higher ROI, you need to make content types not limited to graphics and text.
This means that all forms of information transmission can be counted as content, including but not limited to H5, videos, webinars, live broadcasts, white papers, e-books, etc.
1. One click generation of high-quality content aggregation pages without understanding design and code
In the traditional HTML format, if you want to add products, services or other content on the page, you need to spend time to find a website designer or IT. But it usually takes a long time to schedule, and the cost is high.
The content management system allows market people to edit, add and manage their own content without understanding design and code, and generate beautiful content aggregation pages. The content center can be classified and displayed according to the enterprise's own needs.
On the top of the home page of the content center, you can set up the banner's carousel map, where recent high-quality content can be centrally displayed to improve the click through rate and download rate. Users can click the image to jump to the download interface.
The name of "content center" here can be modified according to the characteristics of the industry or the needs of the company. For example, it may be more suitable to be called "product center" for the industrial products industry, and "academic data center" for the pharmaceutical industry.
2. Personalized menu with thousands of people and faces, accurate content presentation
It is particularly important to achieve personalized display of content after carefully sorting and front-end design of content.
People don't like to be classified into a unified category. Everyone wants to feel "special" in any possible way. The more relevant and targeted the content to users, the easier it will be for users to accept the content.
The content management system can provide a personalized menu of "thousands of people, thousands of faces" for different user groups (employees, fans, regular customers, etc.), and display the content/information that users pay most attention to.
Generally, we can retain 80% of the content, which is related to all groups, while the remaining 20% of the content is personalized, thus saving time and creating personalized content for multiple segments to improve the overall conversion rate.
3. Exclusive for lazy people: one backstage construction and multiple copies to reduce trivial work
For most enterprises, most of the settings and wording in the published content have fixed styles and standards. If you have to manually copy some previous settings and content every time, it will increase a lot of unnecessary time costs.
Therefore, one click [Copy] has become the gospel of the content team. Just like packaging the whole family bucket, clicking Copy will copy all the initially completed settings, including the content body, custom channels, design labels, etc., and will no longer be the much ridiculed "CV engineer".
02 Multi channel content dissemination, amplifying content effect
Doug Kessler joked in "The Content Pimp Diary" that "quality, relevance and timeliness only affect 42% to 67% of the content's success. The other factor is to make the audience notice..."
There is also a saying in the content marketing circle: If you publish content in a forest that is rarely visited, from the perspective of content impact, there is no need to waste time producing these content.
Therefore, after the content is produced, it is necessary to try to enlarge the effect of the content.
1. One click login, multi-channel information synchronization
In addition to the frequently used WeChat channels, the most commonly used B2B channels include official websites and e-mail EDM. Therefore, if you want to maximize the effect of the same content, you need to distribute it in multiple channels to improve the reuse rate of content.
The link of the content center can be embedded in the customized menu or official website, and each updated information can be automatically synchronized to the official website and WeChat, so as to realize multiple reuse of content. When downloading data on the official website, members can directly scan the WeChat code to log in, and the mobile phone will automatically prompt that the scanning code login is successful.
The [Content Center] module embedded in the official website can also play a certain role in promoting the registration of the official website.
2. Automatic summary of multi-channel statistics, no longer an "Excel Table Operator"
Many people think that the channel publishing after content production is very simple, and only needs to publish the content to different platforms.
However, the most troublesome part is the effect and data statistics of different channels. At this time, the market people become "Excel table operators" and need to collect data and effect statistics from various platforms.
On the basis of having the function of image and text editor, the content management system adds the function of user-defined channel. For the same content, set up multiple channels. Each channel will have its own link and QR code. Put it on different platforms to count the content effects of different channels.
Different channel effects (such as PV/UV/click rate) will automatically generate an Excel table, which can be downloaded to analyze the data. Just click "Download Statistical Data" in the upper right corner of the system, and a statistical table with clear fields and comprehensive data will be ready within a time period. The content download and view data from different channels can be uniformly summarized to the SCRM background to achieve the effect of unified management of content channels.
Marketers can combine different channel effects (such as PV/UV/click through rate) to continuously optimize the appropriate delivery channels for all kinds of content to achieve better marketing effects.
03 Let the content generate sales opportunities, customer acquisition and transformation go hand in hand
Compared with B2C, B2B has higher customer price and longer decision-making chain. Therefore, if the content still stays at the level of thinking creatively and making exposure, even if it costs a lot to produce the content, the traffic will still stay at the top of the transformation funnel, unable to enter the middle and lower parts of the funnel, and the enterprise will eventually be dragged down by the inefficient way of getting customers.
1. CTA converts fans into registered members: if you want information, please keep it first
The biggest difference between content marketing and ordinary content is that it needs to be linked to the overall performance KPI of the enterprise. Therefore, content marketing needs to bring new clues (potential customers), which requires that in addition to expressing information, content also needs to give users a clear guide to tell them what they should do at the moment. This guide is CTA (Call To Action).
View object permissions can be set in basic content settings, which are generally divided into two types - members and employees.
If the viewing object is a member, users who have not followed need to follow first. After following, if they have not registered, they will jump to the registration form to keep data before downloading data. You can also set different member levels with different viewing permissions to form an incentive member system.
If the viewing object is an employee, only users registered as employees can view it, which is suitable for sharing company internal data. You can set employees in specific departments to see this content, so as to reduce the information interference to unrelated departments.
For those users who have not registered through this data, they can first import the traffic pool and continue to incubate with content. Until a certain information can impress the other party to be willing to register.
2. Personalized push of tags, enabling members to convert into MQL and SQL
Translate members into MQL (a clue recognized by the Marketing Department) and SQL (a clue recognized by the Sales Department) deep into the funnel. The prerequisite is to clearly understand the user's profile, including what behaviors the user has had before, what things they are interested in, and then use personalized push to make users more aware of and interested in the product through continuous content education.
Each user's interaction behavior (click, register, watch, share and fill in the questionnaire, etc.) and different BU products are customized to set labels, so as to judge the user's product orientation, and trace the channel's communication effect by setting different channel labels.
Through the comprehensive integration of the content management system with enterprise WeChat, WeChat service number, WeChat applet, the information covers position, department, industry, age, gender, geographical location, etc. Each user has a unique ID, and all previous behavior tracks, personal information, tags, etc. will be recorded to form a complete user profile.
Then, for each segment, use template messages to personalize the content they are interested in.
Only when we provide different modules for different target user groups and make personalized settings, can we send the correct content to the correct potential customer groups.
04 Content marketing effect can be measured: source attribution, continuous optimization
For people who do content, how to quantify the effect of content has always been a problem. The customer's order cycle is half a year or more. If it is not traced through technical means, content marketing will never be able to prove its value.
The numbers themselves don't make much sense. Even if the goal is set, it is of little practical significance. It is impossible to see how much business impact the content has generated from the figures.
For example, if the content has more than 50000 views and is mentioned by the news, it will bring free media coverage to the company. If the number of people who saw the content is less than 100, but one of them is the CEO of the target customer company that we have targeted for six months, this clue is particularly important for the sales team. You can directly follow up and connect with the target company, which is also an impact. Therefore, blindly focusing on content views is not helpful to understand the business impact.
Different dimensions of content marketing metrics can be set according to the current personnel allocation and overall performance goals of the enterprise. Generally, we divide the evaluation indicators of content marketing into five categories: consumption indicators, retention indicators, participation indicators, clue indicators, and sales indicators.
1. Define the source of clue, which is unique and unchangeable, so that the value of content marketing can be proved
There is a [Define Source] in the content settings, which can record all users registered for downloading or viewing this content. These users are called Raw Leads, and the number of Raw Leads is also a common dimension used by most B2B companies to judge the marketing effect and value of content.
By defining the source, it is clear where the first contact of each clue comes from, which leads in the clue pool can be attributed to the content, thus proving the business value that content marketing can bring.
For those clues judged as MQL, SQL or even order, if their first contact is content, the corresponding performance will also be attributed to content marketing.
be careful! Source and channel are different. Common sources include content, official website, activities, live broadcast, etc. The source is the only one that can be determined. When the user completes the registration for the first time, the corresponding source will be marked and cannot be changed. Even if he had other behaviors later, the source he carried was marked when he registered for the first time.
2. Visualize the whole process data and optimize the strategy according to the effect
Multi channel data is gathered into Zhiqu marketing automated clue pool, and the whole process data is visible, and user tags are clear. The registered potential customer data brought by content sharing and dissemination in various channels will be clearly presented and exported in the background of SCRM marketing automation. For example, the number of visitors and downloads is clear.
In the background, you can batch download statistics of all content, including visits, views, downloads, etc., and compare the effects of different content vertically.
At the same time, for a single piece of content, you can export all the user information that has accessed, downloaded, and viewed the content in the statistics, including open ID, mobile phone number, name, e-mail, etc. Facilitate subsequent screening and follow-up.
With the online user behavior, the content management system can make the marketing path traceable. The effect of different channels and strategies is obvious. The customer history interaction records can be checked in real time. The immature leads continue to operate and activate. The source and number of leads transferred to the sales team are clearly visible.
Using the content management system, we can find the key link to improve the effect of content marketing, so that content is no longer a simple word game, but an important part of enterprise performance.
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Author: @ Joey @ Ada @ VeraHuang
Photo production: @ Lucio
Cooperation/reprint, contact editor in chief WeChat: VeraHuang mkt
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Follow the WeChat official account: Zhiqu Technology (ID: BesChannels), make an appointment for the limited edition of the "Easy to Start" Marketing Automation series manuals~
- About making fun of all rivers -
Zhiqu Baichuan is a Martech (marketing technology) company, focusing on SCRM and marketing automation software products in B2B and B2C high passenger price industries, aiming to help enterprises build marketing technology infrastructure in the process of digital transformation, so as to better help enterprises achieve customer acquisition, transformation and growth.
Since its establishment in October 2016, it has served more than 200 well-known customers including Microsoft, Tencent, Kingdee, Inspur, Lenovo, Schneider, Bayer, Pfizer, Medtronic, etc.
