[{"data":1,"prerenderedAt":598},["ShallowReactive",2],{"wiki-playbook\u002Facquisition":3},{"id":4,"title":5,"body":6,"description":590,"extension":591,"meta":592,"navigation":593,"path":594,"seo":595,"stem":596,"__hash__":597},"wiki\u002Fwiki\u002Fplaybook\u002Facquisition.md","第一章 · 获客引流（拉新入池）",{"type":7,"value":8,"toc":569},"minimark",[9,21,24,29,142,147,150,161,173,199,203,301,305,308,314,324,328,338,341,374,378,384,406,410,424,427,448,452,458,479,483,512,515,541,555,557],[10,11,12],"blockquote",{},[13,14,15,16],"p",{},"目标：用最低摩擦、最高转化，把公域\u002F线下流量变成企业微信客户。\n对应增长模型：",[17,18,20],"a",{"href":19},"\u002Fwiki\u002Fmethodology\u002Fgrowth-hacking#%E7%AC%AC%E4%B8%80%E7%8E%AF-acquisition-%E6%8B%89%E6%96%B0","AARRR · Acquisition 拉新",[22,23],"hr",{},[25,26,28],"h2",{"id":27},"_11-线下门店引流","1.1 线下门店引流",[30,31,32,51],"table",{},[33,34,35],"thead",{},[36,37,38,42,45,48],"tr",{},[39,40,41],"th",{},"能力",[39,43,44],{},"企微支撑",[39,46,47],{},"创新玩法",[39,49,50],{},"适用",[52,53,54,75,91,110,126],"tbody",{},[36,55,56,63,66,72],{},[57,58,59],"td",{},[60,61,62],"strong",{},"桌台码 \u002F 收银码扫码加企微",[57,64,65],{},"联系我活码（单人\u002F多人）+ 欢迎语",[57,67,68,69],{},"扫码点餐顺带加企微，加完自动发点餐链接\u002F优惠券，",[60,70,71],{},"零额外动作",[57,73,74],{},"餐饮",[36,76,77,82,85,88],{},[57,78,79],{},[60,80,81],{},"附近门店一键入群",[57,83,84],{},"加入群聊群活码 + LBS 定位",[57,86,87],{},"对标麦当劳\u002F肯德基，按地理位置推荐最近门店群，一键入群",[57,89,90],{},"餐饮\u002F连锁零售",[36,92,93,98,101,107],{},[57,94,95],{},[60,96,97],{},"门店「群活码」海报",[57,99,100],{},"群活码（一个码进多群，满员自动建新群）",[57,102,103,104],{},"收银台\u002F海报贴群活码，扫码自动入群，",[60,105,106],{},"永不失效、永不满员",[57,108,109],{},"全行业",[36,111,112,117,120,123],{},[57,113,114],{},[60,115,116],{},"导购 1v1 加好友",[57,118,119],{},"联系我活码（员工专属二维码）",[57,121,122],{},"导购随身码，顾客结账时引导加好友领小礼品\u002F会员",[57,124,125],{},"零售\u002F美业",[36,127,128,133,136,139],{},[57,129,130],{},[60,131,132],{},"样品\u002F试用装领取",[57,134,135],{},"欢迎语自动下发兑换券",[57,137,138],{},"加企微即送试用装，到店核销，把线上流量导回线下",[57,140,141],{},"零售",[143,144,146],"h3",{"id":145},"落地实操指南扫码点餐即获客","落地实操指南：扫码点餐即获客",[13,148,149],{},"这是飞鱼的杀手锏，也是转化率最高的获客方式。完整落地步骤：",[151,152,157],"pre",{"className":153,"code":155,"language":156},[154],"language-text","第1步  配置「联系我」活码 → 绑定多人轮询或单人\n第2步  将活码嵌入桌台码\u002F收银码的扫码流程\n第3步  配置欢迎语：加好友后自动发点餐链接 + 新人优惠券\n第4步  开启 external_userid 识别：已加好友的直接进点餐，未加的引导加\n第5步  订单完成后自动打标（渠道来源、首单时间、消费品类）\n","text",[158,159,155],"code",{"__ignoreMap":160},"",[162,163,166],"callout",{"title":164,"type":165},"为什么扫码点餐的获客转化率最高？","tip",[13,167,168,169,172],{},"因为它是",[60,170,171],{},"刚需动作","——顾客为了点餐必须扫码，而加企微只是流程中的顺带一步，几乎零额外操作。\n相比之下，「主动引导加好友」需要顾客额外付出动作，转化率大打折扣。",[162,174,177],{"title":175,"type":176},"避坑清单","warning",[178,179,180,187,193],"ul",{},[181,182,183,186],"li",{},[60,184,185],{},"欢迎语别太长","：新客加好友第一眼看到的消息，控制在 3 行内，先给利益（券），再给操作（点餐链接）",[181,188,189,192],{},[60,190,191],{},"活码绑定多人","：单员工活码在高峰期响应不过来，绑定多人轮询 + 自动欢迎语兜底",[181,194,195,198],{},[60,196,197],{},"已加好友的客户别重复推","：用 external_userid 判断，已加的直接服务，避免骚扰",[25,200,202],{"id":201},"_12-线上公域引流","1.2 线上公域引流",[30,204,205,217],{},[33,206,207],{},[36,208,209,211,213,215],{},[39,210,41],{},[39,212,44],{},[39,214,47],{},[39,216,50],{},[52,218,219,237,252,270,285],{},[36,220,221,226,229,235],{},[57,222,223],{},[60,224,225],{},"视频号直播间加企微",[57,227,228],{},"视频号 × 企微打通",[57,230,231,232],{},"直播间挂「添加企业微信」组件，看播即沉淀，",[60,233,234],{},"边看边加",[57,236,109],{},[36,238,239,244,247,250],{},[57,240,241],{},[60,242,243],{},"公众号关注自动回复",[57,245,246],{},"公众号 → 企微活码跳转",[57,248,249],{},"关注后自动回复活码，引导进企微领福利",[57,251,109],{},[36,253,254,259,262,268],{},[57,255,256],{},[60,257,258],{},"小程序商城引流",[57,260,261],{},"小程序内嵌企微客服\u002F活码",[57,263,264,265],{},"下单后引导加企微享受售后\u002F会员权益，",[60,266,267],{},"交易即沉淀",[57,269,141],{},[36,271,272,277,280,283],{},[57,273,274],{},[60,275,276],{},"朋友圈广告落地",[57,278,279],{},"广告落地页 → 企微活码",[57,281,282],{},"朋友圈广告点击直接跳企微加好友，缩短转化路径",[57,284,109],{},[36,286,287,292,295,298],{},[57,288,289],{},[60,290,291],{},"包裹卡\u002F小票引流",[57,293,294],{},"一物一码活码",[57,296,297],{},"快递包裹放带参活码，扫码加企微领返现\u002F好评红包",[57,299,300],{},"电商零售",[143,302,304],{"id":303},"落地实操指南包裹卡获客","落地实操指南：包裹卡获客",[13,306,307],{},"电商零售的高性价比获客方式，每个快递包裹都是一次获客机会：",[151,309,312],{"className":310,"code":311,"language":156},[154],"第1步  生成「一物一码」带参活码（每个包裹独立码，便于归因）\n第2步  设计包裹卡：扫码加企微 → 领返现\u002F好评红包\n第3步  欢迎语自动发红包 + 引导填写好评截图\n第4步  打标：渠道=包裹卡，用于后续归因分析\n第5步  7天后 SOP 推送关联商品复购券\n",[158,313,311],{"__ignoreMap":160},[162,315,317],{"title":316,"type":165},"包裹卡 ROI 测算",[13,318,319,320,323],{},"假设包裹卡印刷成本 0.1 元\u002F张，扫码加好友率 15%，红包成本 2 元\u002F人：\n单个获客成本 = (0.1 + 2 × 15%) \u002F 15% ≈ ",[60,321,322],{},"2.7 元\u002F人","\n远低于公域投流的 10-50 元\u002F人获客成本。",[25,325,327],{"id":326},"_13-获客助手官方精准获客","1.3 获客助手（官方精准获客）",[162,329,331],{"title":330,"type":165},"什么是获客助手",[13,332,333,334,337],{},"企微「获客助手」是官方提供的合规获客入口，",[60,335,336],{},"可通过 API 生成专属获客链接","，跨场景投放。\n最大优势：每个链接可独立追踪归因，精确知道哪个渠道\u002F达人带来了多少客户和成交。",[143,339,340],{"id":340},"四大获客场景",[178,342,343,353,359,365],{},[181,344,345,348,349,352],{},[60,346,347],{},"广告投放获客","：获客链接接入信息流广告，用户点击直接拉起企微加好友，",[60,350,351],{},"不用跳转、不丢线索","。",[181,354,355,358],{},[60,356,357],{},"KOL\u002F达人分销获客","：给每个达人分配独立获客链接，精准统计每个达人带来多少客户、多少成交。",[181,360,361,364],{},[60,362,363],{},"异业合作获客","：与其他品牌互换获客链接，交叉引流（如餐饮 × 电影院）。",[181,366,367,370,371,352],{},[60,368,369],{},"私域裂变获客","：老客户分享获客链接，新客户加好友双方得奖，",[60,372,373],{},"全程合规、可追踪归因",[143,375,377],{"id":376},"落地实操指南达人分销归因","落地实操指南：达人分销归因",[151,379,382],{"className":380,"code":381,"language":156},[154],"第1步  给每个达人\u002F渠道生成独立获客链接（API 创建）\n第2步  达人分享链接到自己的粉丝群\u002F朋友圈\n第3步  粉丝点击链接 → 拉起企微加好友 → 自动打标（来源=达人A）\n第4步  达人 A 带来的客户后续消费，系统自动归因到达人 A\n第5步  按归因数据结算达人佣金\u002F分成\n",[158,383,381],{"__ignoreMap":160},[162,385,386],{"title":175,"type":176},[178,387,388,394,400],{},[181,389,390,393],{},[60,391,392],{},"每个渠道一个链接","：别所有渠道共用一个活码，否则无法归因分析",[181,395,396,399],{},[60,397,398],{},"达人合作先小批量测试","：先给 3-5 个达人测试，筛选 ROI 高的加大合作",[181,401,402,405],{},[60,403,404],{},"合规提醒","：获客助手是官方合规入口，但分享话术仍需遵守平台规则",[25,407,409],{"id":408},"_14-微信客服全场景服务入口","1.4 微信客服（全场景服务入口）",[162,411,413],{"title":412,"type":165},"什么是微信客服",[13,414,415,416,419,420,423],{},"企微「微信客服」可在微信内外任意场景接入，",[60,417,418],{},"用户无需加好友即可咨询，咨询后引导沉淀","。\n核心价值：",[60,421,422],{},"先服务、后沉淀","——用户有咨询需求时自然接入，转化更自然。",[143,425,426],{"id":426},"接入场景",[178,428,429,435,441],{},[181,430,431,434],{},[60,432,433],{},"视频号\u002F公众号\u002F小程序\u002F搜索","全场景挂客服入口，统一承接咨询。",[181,436,437,438,440],{},"咨询后智能引导加企微好友或入群，",[60,439,422],{},"，转化更自然。",[181,442,443,444,447],{},"客服消息支持文本\u002F图片\u002F图文\u002F小程序卡片\u002F菜单，",[60,445,446],{},"可主动发消息跟进","（有次数限制）。",[143,449,451],{"id":450},"落地实操指南客服转企微标准流程","落地实操指南：客服转企微标准流程",[151,453,456],{"className":454,"code":455,"language":156},[154],"用户咨询（视频号\u002F小程序\u002F搜索）\n   ↓\n智能客服自动应答（快捷回复解决 80% 常见问题）\n   ↓\n复杂问题转人工 → 人工解答\n   ↓\n咨询结束时引导：「加我企微，后续有问题随时找我」+ 利益钩子\n   ↓\n用户加企微 → 自动欢迎语 → 打标（来源=客服咨询）\n",[158,457,455],{"__ignoreMap":160},[162,459,461,468],{"title":460,"type":176},"客服转企微的关键",[13,462,463,464,467],{},"不要生硬地说「请加我的企业微信」。要",[60,465,466],{},"给一个加好友的理由","：",[178,469,470,473,476],{},[181,471,472],{},"「加我企微，我把刚才说的操作步骤发你」（实用价值）",[181,474,475],{},"「加我企微，送你一张 XX 元优惠券」（利益价值）",[181,477,478],{},"「加我企微，有售后问题优先处理」（服务价值）",[25,480,482],{"id":481},"_15-创新脑洞场景化获客","1.5 创新脑洞：场景化获客",[178,484,485,491,497,503],{},[181,486,487,490],{},[60,488,489],{},"「扫码点餐 = 加会员」","：把会员注册动作藏在点餐流程里，用户无感完成入会。",[181,492,493,496],{},[60,494,495],{},"「雨天营销」","：下雨天门店冷清，店员在企微群发「雨天专属外卖券」，激活沉睡客户。",[181,498,499,502],{},[60,500,501],{},"「排队等位引流」","：等位时扫桌台码加企微，即送小吃\u002F优先排队，把等待变获客。",[181,504,505,508,509,352],{},[60,506,507],{},"「生日觉醒」","：客户生日当月自动触达专属福利，",[60,510,511],{},"唤醒一年只消费一次的客户",[143,513,514],{"id":514},"更多获客脑洞",[178,516,517,523,529,535],{},[181,518,519,522],{},[60,520,521],{},"「到店 Wi-Fi 加好友」","：连接门店 Wi-Fi 前引导加企微，把免费网络变获客入口。",[181,524,525,528],{},[60,526,527],{},"「桌游\u002F玩具扫码」","：餐厅桌面放互动小游戏\u002F玩具，扫码加企微后解锁。",[181,530,531,534],{},[60,532,533],{},"「排队叫号 = 入群」","：排队取号改为扫码入群取号，等位变入群，还可在群内通知叫号。",[181,536,537,540],{},[60,538,539],{},"「异业互推」","：与周边非竞争商家（如餐厅旁边的电影院）互放活码，交叉引流。",[162,542,545],{"title":543,"type":544},"获客的底层原则","important",[13,546,547,548,551,552],{},"所有获客动作都围绕一个核心：",[60,549,550],{},"降低用户加企微的摩擦","。\n摩擦越低，转化率越高。扫码点餐之所以高效，就是因为它是零摩擦的。\n在设计任何获客入口时，先问自己：",[60,553,554],{},"用户加好友需要几步？能不能再少一步？",[22,556],{},[162,558,561],{"title":559,"type":560},"下一站","info",[13,562,563,564,568],{},"客户加上了企微好友，接下来要做的是 ",[17,565,567],{"href":566},"\u002Fwiki\u002Fplaybook\u002Fsediment","第二章 · 客户沉淀","——把一次性流量变成带画像的可运营资产。",{"title":160,"searchDepth":570,"depth":570,"links":571},2,[572,576,579,583,587],{"id":27,"depth":570,"text":28,"children":573},[574],{"id":145,"depth":575,"text":146},3,{"id":201,"depth":570,"text":202,"children":577},[578],{"id":303,"depth":575,"text":304},{"id":326,"depth":570,"text":327,"children":580},[581,582],{"id":340,"depth":575,"text":340},{"id":376,"depth":575,"text":377},{"id":408,"depth":570,"text":409,"children":584},[585,586],{"id":426,"depth":575,"text":426},{"id":450,"depth":575,"text":451},{"id":481,"depth":570,"text":482,"children":588},[589],{"id":514,"depth":575,"text":514},"企微私域获客引流实战：桌台码、联系我活码、渠道码等线上线下拉新方法，用最低摩擦把公域流量沉淀为企业微信客户。","md",{},true,"\u002Fwiki\u002Fplaybook\u002Facquisition",{"title":5,"description":590},"wiki\u002Fplaybook\u002Facquisition","-Jo8Udh3JjvWGObwB9SzLVvuXnqJ0fXcmopwyjlnl8k",1790372913636]