5 techniques for attracting traffic from new media public accounts!

Nowadays, many people are saying that "the benefits of official accounts are fading." However, according to the "QuestMobile China Mobile Internet 2019 Half-Year Report," WeChat has more than 930 million monthly active users, more than 20 million WeChat official accounts, more than 3.5 million monthly active accounts, and more than 800 million monthly active fans.

Indeed, the noisy era of 10W+ has passed, but WeChat public accounts still occupy a huge traffic market and are an important platform that every self-media person must operate. There are many advanced players around me who have grown from novices to big players. In this game, whoever masters the skills of traffic diversion can control this huge traffic market.

To put it simply, the so-called traffic diversion means directing users from other channels or platforms to the platform you want. Its purpose is to guide potential users to purchase or experience your products, projects, and services.

When I first started my own media, no one told me how to "attract traffic", and I didn't have this awareness. I just kept writing articles, but my KPI was never met. Now I wonder how many people stop here because they don’t know how to make conversions, how to convert and direct traffic, and gradually lose confidence and give up the path of self-media.

Fortunately, I am the type of person who won’t turn back even if I hit a wall. Through constant comparison and learning, I thought about how those big accounts with 10w+ achieved conversion and traffic, compared them one by one, and found the problems in myself. Finally, I improved my conversion rate step by step. I still have the notes I made at that time:

Notes on the tip of the iceberg

The method commonly used in drainage is the drainage speech skills. There are two types of this skill, one is hard drainage and the other is soft drainage.

Today, I will take the WeChat official account platform as an example, directly bring out my own years of experience, analyze the various techniques in these two categories of skills, and summarize five skills for attracting traffic through the official account channel. They are simple and clear, without any nonsense:

1. Direct Method
2. Welfare Law
3. Commentary
4. Incidental method
5. Soft Law

Confused, right? Next, I will disassemble these five methods one by one and analyze their specific application techniques.

1. Direct method: Without further ado, just put out the advertisement

This direct advertising method is the most direct way to attract traffic. Direct advertising, as the name suggests, is to directly put out advertisements, just like standing on an advertising space on the street.

For example, a tutorial article lists an app, followed by a link, and clicks on the link for detailed introduction. This method does not have any packaging, it just points out the idea directly. It is more suitable for accounts that are product or marketing-related, such as NetEase Yanxuan, Pinduoduo, or cooperative promotion with KOI.

However, you still need to think carefully before investing in this direct advertising method. After all, this direct method may not be suitable for your account, and if used improperly, it may cause you to lose followers. So is there a "one-size-fits-all" approach?

At this time, we must mention the following welfare method, which directly utilizes user psychology and grasps user needs.

2. Welfare method: Create welfare resources for the target users of the article and guide users to receive them

The welfare method is to distribute benefits accurately according to the needs of target users and bring them tangible benefits. The most common way is to obtain benefits, resources, etc. by forwarding, leaving messages, etc., thereby attracting user groups.

Taking the traffic generation of WeChat public accounts as an example, generally a benefit that stimulates users is used to guide users to pay attention.

For example, this method of guiding users to sign up for learning directly hits the inner needs of users in the form of pain points and benefits:

This behavior is direct yet subtle, capturing the target users' pain points, pointing out their inner needs, and thus guiding them. After learning this hard-core traffic-generating technique, you will feel more confident when writing articles and no longer be afraid of not being able to attract traffic.

However, if you don’t want your fans to unfollow you after receiving the benefits, you need to learn some softer drainage techniques.

3. Comment method: Use trumpets to set the pace in the comment area

What does this mean?

That is, don't point it out clearly in the article yourself, but find someone to ask about "benefits" or "products" in the comment section, so that others can also understand that there are such benefits in this article and that these benefits are credible. In this way, a certain sense of trust is created, and you will have a steady stream of users commenting below your post asking for a certain benefit.

For example, if you are teaching new media operations courses, you can find a small account to ask in the comment section: "What course are you taking?" At this time, you can answer the name of the course you want to promote:

This kind of self-directed and self-acted comments will attract a lot of users to a certain extent, and can also bring more accurate traffic to itself.

However, there is an even more radical way, that is, you are already attracted by it without even feeling any trace of "promotion". This method is the "incidental method" below.

4. Incidental method: I also do this

The essence of the incidental method lies in "incidentally".

You just need to treat yourself as a user, talk about your own personal experience, and use your own experience to tell users how beneficial this is, so that users will be convinced of it.

The simplest example is that when a girl is watching a variety show, she finds that there is a pile of facial masks of a certain brand in the star’s refrigerator. She doesn’t mention too much about how good the mask is, but just lets you know that she has been using it. Then I believe many people will believe that this mask is really good.

Similarly, when you want to promote a course, you can mention "I once took xx course at xx, the teachers are very responsible, everyone can pay more attention to this kind of learning course" when introducing your own learning experience.

For example, here is this passage:

This method is neither obvious nor realistic, and gives users a good feeling.

There is actually an upgraded version of this method, which is the soft method below. Since I often receive related questions, today I will talk to you about this skill as well.

5. Soft Method: Subtly Place Advertisements in Soft Articles

Because most people are still worried about losing fans by directly inserting advertisements, so you must acquire this skill.

The so-called soft method is simply to hide the product in a "soft article". Because the article in the front is attractive to readers, fans will not be willing to unfollow even if product information is inserted in the back.

So how do you do soft promotion well? Here I summarize three tips

1. Use successful cases to attract readers to read on

Start by telling a story to keep readers interested in reading.

For example, this WeChat article promotes lipstick, so it creates a story centered on the image of a working woman:

For example, if you want to guide users to sign up for an online course, you can tell the students’ stories at the beginning, or tell your own story from the students’ perspective.

2. Closely follow product features and focus on product characteristics

The features of the products promoted in soft articles must be described clearly. It is best to avoid talking nonsense, and every sentence should implicitly contain promotion for the product.

For example, the New Year products promoted by Sanlian this time are all about the Chinese New Year atmosphere, customs, humanistic feelings, etc., without any nonsense:

3. Use various forms to let readers see your intentions

For example, HTML5, videos, comics, pictures, etc.

For example, a few days ago, I saw an excellent soft article on "Jiang Cha Cha" titled "Some people look serious on the surface, but they are actually very happy behind the scenes." It used a combination of comics and tests to advertise a water filter kettle:

Because H5, videos, comics, pictures and other forms are enough to reflect your sincerity and are interesting enough. Even if it turns out to be an advertisement, it will not cause disgust among fans. Instead, it may achieve twice the result with half the effort.

In today's world of refined development, there are so many ways to attract traffic, and attracting traffic is never achieved overnight. After you learn these traffic-generating techniques, you must put them into practice so that you can understand their use and find the traffic-generating techniques that belong to you. Only if you use the right method and execute it, will the traffic appear continuously.

Author: Banpie Private School

Public account: Banpie Private School