The latest detailed explanation of WeChat official account operation and promotion in 2019!

On the first day of work in 2019, I think it is necessary to share more about WeChat official accounts. After all, when the new version of WeChat is updated, the "Like" has been changed to a star-shaped "good-looking". The following is a sharing of the basic and essential methods and experiences for operating a public account. Welcome to read.

First, the naming method

There are several ways to name a public account:

1. Calling by name

For a company’s official public account, image public account, brand public account, etc., you can directly use the name of the company or brand as the public account name. For example, the official public account of the Tui1ba website is called "Tui1ba".

2. Image metaphor

The core of the metaphor method is to use metaphors to visualize the official account into something in reality. For example, a music-related public account can be called Music Factory, and a football-related public account can be called Football Park, etc.

3. Rhetorical questioning to emphasize

By asking questions, users’ interest can be aroused and the positioning of the account can be strengthened. For example, what to watch tonight, what to eat today, how to make more money, etc.

4. Functional action method

The core of this method is to directly use the function of the account or the service it provides as the name. For example, hotel assistant, flight assistant, etc.

5. Feature positioning method

Directly use the core positioning or features of the account as the name of the official account. For example, gossip, a selection of jokes, jokes in local dialects, etc.

6. Industry and Regional Law

Use industry or region as the account name. For example, Hangzhou real estate, health encyclopedia, etc.

2. Taboos about naming

There are too many ways to choose a name. The methods listed above are just intended to serve as a starting point. When choosing a name, don’t stick to one method. The more creative the better. However, when you are being creative, keep the following points in mind.

1. Conform to user search habits

The name of the public account should be as consistent as possible with the user's search habits, so as to increase the probability of users actively searching and following it.

2. Intuitively reflect account positioning

The name of the account should preferably directly reflect the content positioning and characteristics of the account. In simple terms, it should allow users to understand at a glance what you do and what you can bring to users.

3. Don’t use uncommon words

Uncommon words and phrases are not conducive to user understanding. Users may not pay attention if they cannot understand them for the time being, and it is also not conducive to dissemination. For example, how many people know the rare characters such as 义, 勰, 表? And how many people know their meanings?

4. Don’t be too fanciful

You should be creative when naming, but don’t be too fanciful. No matter how creative it is, it must be feasible and connected to the positioning of the account. For example, if a company is named "Zhizigu", who can understand what it does? Unless it is already a well-known brand, it is really not a good name from a marketing perspective.

5. Don’t make the name too general

A name that is too broad will appear too common and featureless, and will have little appeal to users. For example, directly using "food" as the account name is not as targeted or distinctive as words like "Beijing cuisine" or "Tujia private tea".

3. Setting tips and points

In fact, setting up a WeChat account is not difficult, as long as you grasp two points: first, the shorter the WeChat account, the better, and the shorter the better for spreading; second, the WeChat account should be easy to remember, such as directly using the pinyin of the account, or common pinyin and numbers.

Key points for setting up the official account introduction:

1. Don’t be too advertising or lack nutrition

The introduction of some corporate public accounts is simply an introduction to the company’s business or business scope.

It is best to highlight the official account’s positioning, features, and what problems it can help customers solve. From the perspective of human nature, people are selfish. Users will only be willing to follow an account if they believe it can bring them help or benefits.

2. The more personal the text, the better

The more personal the text is, the easier it is to attract attention. Humorous and sharp texts are easy to attract attention. For example, a public account named "Gossip" has a very interesting summary: "Only gossip can save China's Internet, and only gossip can save Chinese entrepreneurs. Oh, of course this is a joke. Here I share with you some of my thoughts and opinions on the Internet, which may not be available elsewhere."

Keyword automatic reply

Keyword automatic reply means that when a user enters a specific keyword, the specified content will be pushed to the user. This function has the widest application and can achieve the most effects, as follows.

1. Intelligent answering machine

If your official account is mainly for providing services or answering questions for users, you can set some common questions as automatic replies with keywords, so that you can achieve the effect of automatic response between users just like an intelligent robot.

2. Replace the navigation bar

For non-certified public accounts, the navigation bar function cannot be used. At this time, the column can be presented to the user in the form of automatic keyword replies, such as "Reply 1 to view about us, reply 2 to view the product catalog, reply 3 to view the product introduction", etc.

3. Supplementary menu bar

Even if it is a certified account, you can use the column navigation function of the official account, but the navigation of the WeChat official account only has 3 first-level columns, and each first-level column has only 5 second-level columns. If keyword automatic reply is used in conjunction with column navigation, unlimited grading can be achieved.

4. Historical Index Library

After a public account has been operating for a long time, a lot of historical content will be accumulated. Under normal circumstances, if users want to view historical content, they can only do so by clicking “View Historical Messages” on the official account. But it is not convenient when there is a lot of content.

We can automatically return to the content through keywords, sort out and classify the historical content, make a keyword index, and compile it into graphic messages to facilitate users to find and read these historical contents.

4. 6 secrets to creating good content for public accounts

Let’s first talk about how to generate the content of a public account.

Purely original:

Original content is definitely more competitive and has more advantages, but when it comes to originality, many people get a headache because most people lack the ability to express themselves in writing. In fact, it is not that difficult to create original public content, and it does not necessarily have to be long and elaborate. Here are 6 ways to create original content for public accounts.

1. Text

Text is the most basic form of content. Compared with traditional media content, the content requirements of public accounts are much simpler, which is mainly reflected in two core aspects: first, the number of words should not be too long, because the mobile phone screen area is limited, and the number of words should be controlled within 1,000 words; second, the content should not be too profound, because it is not easy to explain complex issues clearly when the content is controlled within 1,000 words.

Moreover, when users read content on their mobile phones, they basically use fragmented time, so the content should not be too demanding for the users.

2. Interview

If 1,000 words is difficult for you, you can use a tricky method, which is to do an interview. Based on the positioning of the official account and the areas it covers, you can interview relevant experts and celebrities, relevant business leaders and executives, industry practitioners, users, etc.

The interview mentioned here is also very simple in form and can be done entirely through the Internet: first find the interviewee, and then contact him/her through QQ or WeChat; if the other party accepts the interview, prepare at least 10 questions based on the situation and characteristics of the interviewee; send the interview questions to the other party, modify them if there are any problems, and ask them to write down their opinions or ideas around these questions if there are no problems.

3. Pictures

In addition to text, we can also create picture content. For example, you can create some interesting pictures to spread, such as humorous and funny pictures. These pictures can be static or dynamic. Now there are many apps for making dynamic graphics on mobile phones, which are very simple and convenient.

4. Comics

If we upgrade the pictures, we can also include our lives, companies, and some people and things around us. This method is very effective in spreading corporate culture and brand concepts by making quick noodles. Some people may think that comics need to be drawn by professionals when they hear the word "comic strips". In fact, it is not the case. The famous "rampant" paintings on the Internet are very simple and rough from a professional painting perspective.

5. Video

The next level of comics is video. With the development of technology, it is becoming easier and easier to make videos. For example, there are many apps for making videos on mobile phones, and the results are very beautiful.

6. Voice

WeChat public accounts can send voice messages directly, so we can also directly produce voice content. For example, the famous self-media public account "Luoji Siwei" focuses on voice content. In addition, we can also combine online radio with official accounts, which also has good results.

5. Promotion of Official Accounts

How to add fans is a headache for everyone. Next, let’s talk about the issue that bothers and concerns everyone the most.

1. Import existing resources

In fact, every company has a lot of ready-made resources. If these resources are used effectively, they can bring a lot of fans to the official account. For example, business cards of company employees, various promotional materials of the company, billboards that pay for advertising, official websites, email addresses of company employees, product packaging bags, packaging boxes, product manuals, store resources, etc.

Of course, many companies have used these resources to promote their official accounts, but the results have not been good. Here, the author would like to remind everyone that promoting a public account does not mean that people will pay attention to it just by printing the public account’s QR code or corporate WeChat account on these resources and materials.

The reason why many companies have promoted but have no effect lies here. They simply promote the QR code.

It is not difficult to print a QR code on promotional materials, but it is difficult if you want users to pay attention to it. If you want users to follow you, the key is to explain clearly to them the benefits of following you. As mentioned in the previous chapter, the characteristic of human nature is to benefit oneself first and then others. Users will only care about things that are good for themselves.

2. Content promotion and ranking optimization

For public accounts, the best way to promote them is through spreading the content itself. If the content is good, it will be reposted, and other people may pay attention to it after reading the content.

Of course, users may not necessarily pay attention to good content, so they need to be properly guided, such as prompting users to follow the account at the top and bottom of each article, and introducing the positioning and features of the official account at the end of the article.

Some users will use the WeChat search function to actively search for public accounts of interest and follow them. When users search for relevant keywords, our official account will be ranked at the front of the results page, and the number of fans will automatically increase every day. If you want to achieve this effect, you need to do the following things.

1) The name of the public account should contain words that users frequently search for.

2) The official account must be authenticated, because authenticated official accounts will be ranked ahead of unauthenticated official accounts.

3) Accumulate fans quickly, because the ranking of public accounts is mainly based on the number of fans.

3. Personal account assistance

Due to the differences between personal accounts and public accounts, there are also significant differences in the promotion methods of personal accounts and public accounts. In terms of the number of methods, personal accounts have more and more flexible promotion methods. Therefore, we can also use personal accounts in conjunction with public accounts, first attracting fans through personal accounts, and then guiding these fans to follow the public accounts.

4. Event promotion

If the budget allows, promotion through events is a very simple, quick and effective way. If the budget is sufficient, you can give some physical gifts, such as bread from a bakery, drinks from a beverage factory, or you can purchase some small gifts, or even directly give away mobile phone bills; if conditions do not permit, you can give some virtual items, such as points, e-books, tutorials, etc.

5. Public accounts promote each other

Mutual promotion is also a relatively effective way. We can get to know more peers or other public account operators and promote each other's accounts by joining peer exchange groups, peer exchanges or lottery activities. However, be careful not to go too far when promoting, because WeChat officials do not encourage such behavior. If the promotion is too strong, there is a risk of being blocked.

6. Public account navigation

There are many public account navigation websites on the Internet, and their positioning and format are the same as URL navigation sites such as ha0123. We can submit our official account to these navigation sites. For the specific navigation site addresses, you can search on Baidu, there are many. ,

7. Promotion rebate

The last way is to guide users to help us promote and attract fans. This method has some barriers to entry and requires technical support and the development of a related mobile rebate system. Although the threshold is a bit high, the effect is very good, especially when combined with WeChat stores or WeChat malls, the effect is even better.

However, when developing programs and setting rules, you should be careful not to exaggerate your promotions. Currently, WeChat officials are cracking down on businesses that go too far.

Source: Jianshu