It seems out of date to talk about the operation of the Wechat official account as Wechat is very popular. People seem to feel that the age of the public is over, paying subscriptions, live broadcast, and multi platform force are the future.
So, do enterprises still have to be a wechat business account ? The answer is, of course. For enterprises, the Wechat official account still has a unique value.
WeChat daily activities is nearly 700 million, the pool is big enough; the WeChat audiences is a little higher than the Weibo marketing, and marketing on wechat has a strong commercial value.
On the other hand, we see that although many enterprises and App have recognized the role of the Wechat official account, they have done a lot of work on it, but the operation is often facing difficulties. Many enterprises are experiencing this dilemma.
How to get rid of this dilemma and create a truly valuable Wechat official account for Wechat promotion? You need to go through three steps:
1, upgrade thinking: put down the normal idea, take the user’s thinking
The so-called channel thinking is to delineate a number of users as far as possible, repeatedly washing in the officila account, and slowly transforming.
The so-called “user thinking” means to stand in the angle of the user, to provide valuable content, and to attract and match the user.
It is necessary to know that the effective premise of channel thinking is the market block. Baidu search to add a lot of Baidu paid search on the PC side, is because the user does not have other search engines.
But this premise is not set up, the information is more abundant, it is easier to leave, and it is hard to circle the user in a pool. I don’t like you, I can take it directly.
The right way is to take the user’s thinking and take the user as the core. At this time, the value of the offical account determined by the number of core users, the quality of the user, and the influence of the user.How about the number of fans? It’s not important.
In the same way, the Wechat official account based on the user’s thinking will push the content around a core function closely.
So, to build a valuable Wechat official account, you need to:
Give up the channel thinking by the user thinking, .
Give up on the number of fans of the persistent pursuit of quality content.
Give up control of the fans, the gentle guide.
2, upgrade values: look at the core fans without looking at the number
Many corporate Wechat official account, including the so-called “marketing experts”, like to emphasize the number of fans.
In fact, what is important is not the number of fans, but the number of effective fans, or the core fans.
There are many small companies to do public marketing, fans will be drained to the Wechat official account, through various means, by pushing the edge or funny video remain active, rely on the bottom of the page click into advertising to make money, this account accumulated more fans, how much value?
The number of fans is never a measure of the value of the Wechat official account.
Public value = number of core fans * vermicelli quality * influence
So, to build a valuable Wechat official account, you need to:
You no longer superstitious fans.
Focus on the core of fans.
Can provide real value information for users.
3, upgrading methodology: precision positioning, quality assurance, not quantity preserving
Clear product function, keep clear positioning!
Many Wechat official accounts, like a central enterprise or the government’s official website, are full of awards and vision of the enterprise. The content may be valuable for inter enterprise cooperation, and what is the value to the users?
In fact, when a user pays attention to the Wechat official account, his function is expected. If the subsequent post does not meet expectations, the loss is sooner or later.
Since clear positioning is so important, how do you make a position on the Wechat official account?
(1) the product orientation should take account of the value of the user and the value of the channel
Wechat official account is the integration of the value of the user and the value of the company.
When designing the Wechat official account, we should build the scene and the content layout around the main business of the company, so as to ensure the positive effect of the content on the main business of the company.
(2) the content or function of the product must have a corresponding use scene.
For example, in work and study, there are many chances to take a few minutes of rest every day. When you have a rest, you often want to find some easy content to look at. On the surface, Weibo can meet this demand, but the micro-blog information flows through the complex, the passages, the news, the gossip… At this time, if there is a Wechat official account, you can gather the funny passages on micro-blog and post it to me every day, and I’ll be happy to subscribe to it. If you can have a little style, it’s better. Such as the hot Japanese cold jokes in recent years.
(3) to reduce the frequency of post and guarantee the quality of content
Think about it, a official account sends you post every day, and more than ten of them are not interested. Do you want to uninstall it? A lot of Wechat official accounts feel that the more the content is, the better it is, and even five or six for every day. As you know, a lot of post will cause serious information interruption and reading pressure, it is simply forcing users to take off.
(4) if possible, The post must be original
The content is the only barrier. All the operating methods and the starting point of the product planning are all content. Fans are based on content aggregation, and users generate trust based on content. At the same time, the Tencent’s protection of original content is more thoughtful: plagiarism will be severely punished.
The lack of information will explode, but the explosion is junk information, and the valuable content is always scarce. It is the biggest pursuit of every wechat official account to create value and build brand through original content.
So, to build a valuable Wechat official account, you need to:
Both company and customer value, customer value and business value fusion.
Guarantee the quality of the content, and reduce user disturb.
As far as possible to provide original content.
So, the value of Wechat official account for the enterprise is great.Of course, want to let Wechat official account value maximization, it needs more efforts, including the Wechat marketing strategy,Wechat official account later updates, promotion, maintenance and other aspects, I hope you can insist to do, to pay the total return.
