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当前位置： 首页 > 售后 > 艺源智库
刚做小程序 应该如何去运营？
时间：2018-12-29 10:08:52
文章发布：李阳
原创作者：未知
来源：互联网

小程序火了，如同十年前的淘宝店、三年前的微商城，如果企业没有去做，就很难获得这波新技术红利。但与前两者不同，如果淘宝店和微商城还能依靠大平台付费引流，小程序这种“互联网去中心化”的典型产品形态，对运营者的运营水平提出了一定要求。更何况，选择小程序的大多数资金实力有限的中小店铺，也难以承受高额的营销费用。


所以，如果你是一个初创品牌或者只是专注线下的实体店，没流量、没用户，自己的小程序又该如何运营起来呢？


对于小程序，实际上我们可以参考已经非常成熟的移动电商运营方法，那就是把小程序运营分为：获取用户、提高活跃度、提高留存率、销售转化和裂变式传播五个阶段，而这5个阶段同样对应着用户全生命周期。


刚做小程序 应该如何去运营？-艺源科技


获取用户

用户是小程序的“启动资本”，没有用户的商家需要去找新用户，有老用户的实体店则需要从线下导入线上（小程序、公众号）。问题是：用户从哪里来？


首先，微信向小程序开放了多种入口：微信线下二维码扫一扫、微信搜索页面搜索、公众号关联相关小程序、公众号自定义菜单跳转小程序、好友对话栏以及微信群分享、微信发现页面“小程序”栏目、“微信钱包”第三方服务、长按二维码可进入小程序、附近的小程序等等，都可以将用户导入到小程序。


除此之外，企维度科技小程序提供了快速获取新用户的方法，那就是基于公众号的微粉丝活动，通过关注公众号、分享活动海报拉好友等形式，获取积分，从而兑换礼品，可以快速汇聚第一批用户。


纯线上商家可以从身边员工、好友开始启动，线下商家则可以充分利用进店客流，扩大活动效果。


提高活跃度

当吸引到第一批用户，小程序商家需要做的就是通过各种策划活动，迅速提高用户活跃度，提升客户信任感。


用户的生命周期大致分为三个节点：潜在用户器、活跃用户期、沉默用户期，不同的用户期节点所使用的手段应该有所不同，潜在期要注意促进活跃度、活跃期要注重活动设计、沉默期加大力度关怀。


在这一阶段，商家一方面可以将第一批用户拉群，通过社群提升潜客的活跃度；另一方面可以通过微时获客宝小程序解决方案中的微商城系统，开始设计限时特卖活动，为向销售转化打基础。


提高留存率

在前期运营中，新商家必须面对一个现实，那就是无论在时间上还是用户生命周期转化中，都会有用户流失。但这同样是一个筛选过程，目标用户留下来，非目标用户走开。而商家每一个活动的目的就是提升目标用户的活跃度，并为通过TA找到新用户打基础。


线上促销有一个规律，用户参与环节每多一层，流失率就提高30%。所以，商家促销活动要简单、直接，以用户轻度参与为主。在本阶段运营中，小程序活动比APP和H5具有天然优势。


销售转化

对于小程序目前的收入，并不是直接的收入，更多的是体现在流量的转化以及商家利用小程序轻便化所实现的商品买卖。当用户通过不同的渠道第一次进入到小程序页面的时候，流量的苗头就被点燃，小程序扮演的角色更多是商家与商品交易的工具载体。


裂变式传播

从获取用户到销售转化，传统的运营已经结束，裂变式传播是社交网络兴起后延伸的运营动作，裂变式传播造就新一轮螺旋式上升的用户获取途径。对小程序运营而言，一方面要通过各种鼓励分享方式，实现用户的“以老带新”；另一方面，小程序用户可以向企维度分销商城导入，以获得更多社交营销功能、更优秀的购物体验。


企维度分销商城使用户快速裂变、活动快速传播，通过时尚、好玩的营销功能和活动，引爆线上传播


企维度科技小程序始终强调一个理念，小程序不是独立的工具和产品，它是微信社交、公众号内容、搜一搜、商城、卡包、微信支付等整个微信生态的连接器。而正是基于此理念，企维度小程序实际提供了微信营销、微分销商城以及小程序分销商城的企业全渠道营销规划。


对企业运营者而言，小程序的价值体现在它的连接入口丰富程度上，而这正是号称要“连接一切”的微信所致力于的事情。因此，小程序的浪潮已汹涌而至，我们还要在岸上观望吗？


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