The positioning of content should be combined with the characteristics of the enterprise, and at the same time, it should be considered from the perspective of users, rather than just pushing the enterprise's own content. Remember that WeChat is not for enterprises, but for users. Only when you get what users want from your WeChat, will they be more loyal to you and become friends with you, and the following sales will be taken for granted.
Remember, users come for your content and recommend it because they think it is valuable, so content is king.
For the content of WeChat, we have a pattern of "1+X". "1" is the content that best reflects the core value of the account, and "X" represents the diversity of the content, catering to and meeting the needs of users and enhancing the attractiveness of the content.
For example, we operate the official account of Yongzhong Office WeChat, which is a WeChat WeChat official account with the theme of office products. The core content is the use skills of office. Although this part of the content is practical, it is boring, and users are not easy to be interested, so we will add some content that office workers are more interested in, such as small communication in the workplace and small inspiration in life.
2, content push-refuse harassment
At present, most WeChat WeChat official account have the function of sending messages 1 time every day. Many people think it is too little, but I think it is too much. Now every user will subscribe to several accounts, and the information pushed is too much to see.
Regarding content push, I mainly talk about two aspects.
① Push frequency: Do not exceed three times a week, too much will disturb users, and the worst consequence may be that users will cancel their attention to you; Of course, too few users will complain that your WeChat is just a decoration and will not get anything from you at all. So this degree must be grasped.
(2) Push form: It means that the content is not necessarily illustrated and thematic, but also some short texts, and the number of words in the text is generally about one or two hundred words. The key is that the content can arouse readers' thinking, generate ideological sparks and form a good interactive effect. For example, in the WeChat of "Xinqiao Public Relations", we will conduct some small surveys regularly and ask readers for suggestions on content and push time in the form of short articles. This effect is very good. In a small survey, we usually receive hundreds of replies from users, which can not only realize interaction, but also better understand users, and users can also see what they want. It should be said that it is a win-win result.
3, artificial interaction-communication is the soul.
The essence of WeChat is a communication platform, and communication needs to come and go, so manual interaction is essential.
Personally, I am opposed to setting up "message automatic reply", just like chatting automatic reply in qq, which is annoying and insincere. Enterprise WeChat WeChat official account should be able to realize timely human interaction. If they can't do this, it will be difficult to play WeChat well.
I am more concerned about the manual interaction of WeChat. I often deliberately take the initiative to find the number I care about to interact. If I don't get any reply several times, I will soon cancel my attention.
4. Keyword reply system-rich and easy to search
Wechat has been operating for a long time and has accumulated a lot of materials. Unfortunately, these contents are heavy. It is very necessary to establish a rich and easy-to-find keyword reply system.
This is the first function of the keyword reply system, and the second function is to facilitate users to find what they need and increase interactivity.
At present, each rule of WeChat presupposes 10 keywords and is equipped with 5 push contents (random push), but only 60 rules can be set, which means that at most 600 keywords and 300 contents can be set. Although this is far from meeting the personalized needs of a large number of users, it can also produce very good results if used well.
5, from online to offline-it is better to miss each other.
Nowadays, few people mention the offline interaction of WeChat, but in terms of the effect of communication, meeting is obviously the best way, and it is easier to bring feelings closer.
The significance of the combination of online and offline activities is that face-to-face communication is easier to cultivate loyal fans and produce more vivid and grounded content, so that the official WeChat account will be more authentic and friendly.
In addition, the natural growth of WeChat users will be limited, and offline activities are also an important means to increase WeChat users.
6, the stone of other mountains-the opponent is the best teacher
To do WeChat, you must have an open mind. Remember: competitors are the best teachers! Take the initiative to pay attention to competitors' WeChat. If you follow 100 competitors' WeChat, there will be 100 accounts to teach you how to do WeChat marketing well.
In addition, don't sit at home alone and study WeChat marketing. You can also often go to some QQ groups and forums of WeChat marketing to see what everyone is saying. You can learn a lot in the classroom.
7, secondary development-don't be persistent.
The credit card of China Merchants Bank recommended by the homepage of WeChat public platform and the WeChat application cases of China Southern Airlines have undergone a lot of secondary development. The WeChat public platform is connected with the database of enterprises to realize powerful customer service functions, which is also the most imaginative place of WeChat public platform.
The idea of planning, that is, the theme, should meet the tastes of subscribers.
This sentence is not nonsense, because the author's WeChat official account content positioning is in marketing, only biased towards WeChat. So from the beginning, I made a fuss about the function of WeChat and sold a voice that everyone usually looks normal. Secondly, in the product description, a layer of yarn is covered to package a sound into a big secret commodity. Besides, you can add something to the theme. It doesn't matter whether the idea smells good or not. What matters is that you can sell old bottles with new wine and sell special features.
Preparation before planning: 1. Materials; Second, reply; Third, links; Fourth, the interface.
1, the material includes text, graphics, and voice. Video is not recommended for the time being. The author sells phonetics, but the description is a bit excessive. After compression and shearing, the sound is a little noisy or very small, and the length can't reach the maximum limit of 60 seconds. If you need to use voice material in the activity, you must record, draft and use computer recording software in a quiet environment. It is not recommended to record directly with WeChat. After the voice file is compressed by WeChat, the effect is worse than that of mobile QQ. The content clearly describes the time and place related to the activity and the way to receive the prize. The author did a streaking test without preparation, which exposed many problems. Similarly, the size of the picture and the reading experience on screens of different sizes also need to be tested in advance. Make sure there are no problems before pushing it out.
2. Reply includes keyword automatic reply, which is used to guide the subscriber to the next link. Previously, a word game was popular on WeChat, and you can kill monsters, clear customs and upgrade by replying to keywords. Automatic reply is also a kind of content material, so it is recommended to write it in word document in advance.
3. Don't set the next link too much and too deep, lest the subscriber can't play because of lack of patience. The setting of links must also be interesting, so that users can't wait to know what the next answer is.
4. In terms of interface, the author uses digital lottery this time, and the popular big turntable interface works well. You can refer to the lottery function of this platform:
The time to push the active content must be selected in the user's leisure time.
For example, earlier, every time you push content to subscribers, which time period received the largest amount of messages, then choose this time period to ensure that the activity can get more exposure.
When a piece of content is pushed out at the beginning of the activity, the real-time message must be opened.
It is convenient to reply to the information fed back by subscribers at any time, especially those who have questions about the activity. Copy the questions and put them into the word document, and then copy the answers after answering them to make a temporary customer service manual, which is convenient for answering similar or related questions. If the e-commerce seller is doing WeChat activities, the introduction text of related products should be streamlined and cannot be copied into the customer service manual in large sections. In addition, after the product pictures need to be compressed, they should be prepared in the customer service manual in advance, or taken out from the previously prepared graphic materials.
If you need to use the payment interface in the activity, it is recommended not to call the Alipay collection homepage directly like the author.
Instead, you can put your products in Taobao stores and put your own baby links in. At present, WeChat's support for Taobao is still a bit uncomfortable, especially login. However, after accessing the mobile version of Taobao page, the experience is relatively better. I still suggest that I build a mobile phone website to access. Forget the old wap website. Now is the era of html5, and template adaptation is king. When there are many pictures on Taobao Baby's page, the loading speed and traffic consumption will become problems.
There is a prize in the activity.
Don't give anything bad in Weibo, such as ipad Mini and a three-day and two-night trip to Sanya. Stuffy things, new things, or your own products will do. For example, WeChat marketing training can send some WeChat-related materials and so on. Pay attention to this platform and get a gift package. The problem is that we generally don't do activities to sell through WeChat, and the query volume of subscribers is not good, so don't send it yet. There is something wrong with the product, so don't even do the activity. All you have to do is find the reason.
The author suggests that we can cooperate with other WeChat official account, exchange their products at equal value, or pack complementary products to do activities together, and push the WeChat official account of both sides together, provided that cooperation has little influence on each other, and homogenized products may also try to cooperate. The number of subscribers should be at the same level and the target customer groups should overlap or be the same. So many conditions are actually the so-called industrial clusters. A street selling grain and oil, a street selling flowers, everyone had a good time in cooperation.
Activity effect statistics, visit the mobile phone webpage, and you can add a third-party statistical code on the page, such as GA or CNZZ.
If there is no access, use the international public platform to view the data for reference. At present, the number of times shared in the circle of friends cannot be counted, and the maximum limit is 100 links. But you can push hard on micro-groups, and the limit depends on how many micro-groups you have. When an activity uses a personal number to push a circle of friends, the selection period can be midnight, and the next day is usually at the front. Finally, there is a popular promotion software for exchanging old bottles for new ones recently. In fact, it is the function of QQ to find people nearby. If you accidentally encounter a card outside, you must be rational in your promotion.
The above seven points for attention are temporarily summarized and will be updated later. In addition, there are many products developed through third-party interfaces, so you can pay attention to them. If applicable, it is useless. For example, a product I saw the other day is very good. We can build a mobile website through WeChat (the interface is not much different from PC website), and we can also see the data in the background (using a customer management system) to realize the secondary development of customers.