How to operate a WeChat official account for a tool-type product?

As we all know, various Internet products are now competing for users' time, and the concept of fragmented time is constantly being divided. "WeChat occupies everyone's working time, Moments occupies everyone's break time, and Douyin occupies everyone's lunch break and sleep time." Coupled with other entertainment software, learning software, etc., everyone's online time has become scattered.

In such a situation, the answer is "just take a look", and people basically don't need to think deeply about it, which means that retention and activity will be "extremely difficult". Therefore, in this case, it is far from enough to rely solely on "content" to capture the user's mind.

So what can we use to retain users? What means and methods are particularly important to make users dependent? This article analyzes the top public accounts in the Internet finance industry. Please mark them first and read them later. They are for reference only.

Competitor WeChat Official Account Analysis

Next, we will analyze each public account individually, and strive to find high-quality functions and operational Aha nodes for research and discussion on operational directions.

1. 360 IOU

Menu bar function settings:

【I want】: borrow money, increase credit limit, interest-free, check credit limit, repay;

[Earn benefits]: Receive cash bonuses, interest-free first installment for new customers

【Customer Service】: FAQ, contact customer service, account binding, understand IOU, download APP

Article Content:

Activity notification, credit increase notification, UGC release, policy notification

Reference articles:

Articles with clickbait titles that mention discounts, money, interest-free, etc. have high click-through rates

《Limited time claim: 30 days interest-free for 3, 6, 12 installments》

"Collect IOU Dragon Balls to enjoy up to 888 yuan interest-free"

《Up to 77 yuan interest and fee deduction for the special you》

"Summer Cool Festival, 30-day interest-free credit limit increase SkR~SkR"

"@You have a red envelope to receive"

2. Paipaidai

Menu bar function settings:

【Loan now】Guide users to register and download

【User Center】Recharge, repay, teach you how to borrow money, my customer service, loan APP

【Sign in to get a reward】Sign in to get a reward, invite friends, interest-free loan of 50,000, check blacklist, installment benefits

Article Content:

Event notifications, news highlights, hot events, policy notifications

Reference articles:

The articles are storytelling and highly readable, similar to "Story Club", emotional marketing, generating value resonance, and attracting traffic to the APP

"You can't afford to marry the girl who doesn't want a house or a car"

"Small town youth Liu Qiangdong: The two sides of life starting with 76 eggs and 500 yuan"

《Your credit is up to 50,000 yuan, apply in 30 seconds and the money will be credited to your account in 2 hours! 》

"35 houses, 6 cars and 40 million in assets, but hid for a 400,000 car loan for ten years! This couple is "on fire"

"It's admirable that Jack Ma is retiring!" But the amazing thing is: the 50,000 yuan credit limit can be credited to your account in as fast as 1 hour 》

3. JD Baitiao

Menu bar function settings:

[My Bill]: A micro-bill for checking the amount owed, payment date, bill details, etc.

【Welfare Club】：1 yuan instant kill 10 yuan coupon package - September newbie gift, preferential interest-free - guide interest-free mall, mall tasks, open Baitiao flash payment preferential activities

[Interest-free Goods]: Guide Shiguang Grocery Store to enter the interest-free mall (all products in the store are interest-free for 12 installments)

Article Content:

Promotional offers, product recommendations, H5 brands

Reference articles:

The articles are storytelling and highly readable, similar to "Story Club", emotional marketing, generating value resonance, and attracting traffic to the APP

《Get a 100 yuan JD E-card!》 》

"I don't want to buy" "No, you do"

《Free Huawei mobile phone, free macarons, free Bluetooth headphones!》 》

《Only 70 people are sent! Come quickly! 》

《I am giving away a mobile phone now! 》

Overall rating:

The main content of the headlines is preferential information, but the content is readable and thoughtful. It may be operated by the Huanshi brand and has strong public relations attributes.

The content recommends different products from multiple angles, like self-media soft-text advertisements, which are highly acceptable to users;

4. Weilidai

Menu bar function settings:

[Enter Weilidai]: Weilidai’s mini app can be used to make payments and repayments;

【Invite with gifts】WeChat Loan’s old customers bring in new customers activity;

[More] Safety tips - Newbie Zone & Anti-fraud articles; Service Hall - User Customer Service Center, Customer Service - Digital Question Menu Reply;

Article Content:

Brand, notification, FAQ, promotion

Reference articles:

Frequently asked questions about opening WeBank

"Rumor debunked | Can WeBank's Weili Loan be activated and its credit limit increased by spending money? You have been cheated! 》

"【iPhone 7 available today】Direct discount of 500 yuan! Matte black 32G version! Exclusive for Wechat Loan borrowers! 》

"Beware of Internet Fraud! Protect personal funds! 》

Every wish you’ve worked hard for is worth sharing. Do you have one?

Overall analysis:

Based on the WeChat portal, the content maintenance is not carefully managed at present. In 2015-2016, it was basically updated weekly, in 2017, one article was updated, and in 2018, it was updated monthly or quarterly;

The overall process of the mini program is convenient for the repayment and borrowing experience, and each problem in the customer service link is clearly listed;

5. CMB Financial

Menu bar function settings:

【Service】: Apply for credit limit, first-time shopping benefits, credit limit inquiry, repayment, order (installment mall)

【Latest】: Membership Day on Wednesday (one-yuan purchase, newbie gift, interest-reduction coupons, member-only area); Apple new product pre-sale (installment pre-sale + installment mall); receive up to 80 yuan in cash (old customers bring new customers); Welfare Club (first-time shopping gift + installment mall); click me to increase credit limit (sign up for credit limit increase guidance and follow the official account to wait for the result notification)

[Personal Center] Discount coupons (internal and external coupons + cash red envelopes); My payment code (needs verification to use, scan the code for installment payment); Personal settings (change password + bank card management + contract agreement); Download APP

Article Content:

Event notifications, promotions, hot topics

Reference articles:

Monthly payment for iPhoneXs is as low as 427, and you will be compensated 1,000 yuan for slow delivery!

Come quickly! iPhone 2018 new products are now in hot pre-order

Increase the credit limit! Sign up and you will have a chance to share a special quota of 30 million!

[Start buying at 10 o'clock today!] 】Loan discounts as low as 98%!

[Super Benefit] Loan 50,000 yuan with no interest! ! !

Overall analysis:

The APP function is built into the official account, which is convenient for borrowing and repayment and has notifications. You can get points rewards by following the official account and receive real-time notifications;

The operation is mainly based on the installment mall for marketing and conversion. The credit limit increase function is functional. At the same time, the results need to pay attention to the official account and other notifications (to attract traffic to the official account)

Mini Programs: [Zhaolian Finance] Loans (many preferential links require downloading the APP) (including installment mall, contract phones, renovation loans, education installments, and medical beauty installments) & [Loan Calculator] (you can calculate the bills, repayment methods, and repayment amounts of loan products based on the loan amount)

6. Xinwang Bank

Menu bar function settings:

【Haorendai】Log in to check the credit limit & borrow and repay;

【Microservice】Summon customer service: intelligent customer service, manual customer service, telephone customer service;

[My] Cards and coupons display coupons; My queue number (offline appointment), personal center (display account opening status, cards and coupons, bank card management, password settings and other information)

Article Content:

Notices, policy interpretations, loan strategies

Reference articles:

The main concept of the communication is that you can borrow money with WeChat.

Good news! You can borrow money with WeChat, click to receive!

Can’t get the quota? ! The reason is...

Give money again? Everyone has it! The funds will be in your account within 3 minutes! ! !

The money is coming! Up to 500,000, you can get money as long as you apply! Credit limit increase carnival! The National Day credit limit increase gift package has been distributed!

7. Baidu Youqianhua

Menu bar function settings:

【I want to borrow money】Connect to the mini program to quickly borrow and repay

【Million-dollar welfare】Invite friends + UGC story content

【More Services】FAQ + Official Introduction + Historical Articles + Online Customer Service + APP Traffic Download

Article Content:

UGC content + policy notification + event discounts + dream feelings

Reference articles:

【Knowledge】How do banks make money through credit cards?

Go for it! Increase credit limit for 20,000+ users!

@Amphibious Youth, you have a 100,000 interest-free fund waiting to be collected.

[Shocked] A Beijing migrant’s autobiography: The 5-hour battle to rent (or grab) a house that I personally experienced!

【Story Benefit】The seventh issue of the prize collection|If you need money, look for Youqianhua~

In addition to optimizing the functional layout, the content also integrates video + activities and other forms

Advocate brand public relations, understand the pain points of different professions for products, and guide installment or loan consumption

Update columns with real user-generated content to maintain stickiness with users and spread brand warmth

Contextual communication: close to the user's real usage scenario, making communication more efficient

Leverage marketing: Leverage on topics such as popularity of people, events, or variety shows

Summary: Strategic Recommendations - "Five in One"

1. Product capability deployment: Mini Program/H5 capabilities

Case Analysis Deployment Capabilities: WeChat Completes Loan and Repayment Operations

As a super APP, WeChat has an advantage in traffic. It is simple and convenient to complete the loan and repayment operations on the APP. After the completion, a separate points system can be built on WeChat for real-time binding notifications, which has high user stickiness and good user experience.

2. User scenarios: user insights

Understand users, conduct user insights, and find communication points at user pain points, such as the hot topic "What gifts do straight men give" and then combine it with loan installments. Create hot topics where there are no hot topics, and analyze user pain points more;

3. Marketing scenario: high frequency customer acquisition – low frequency value-added

Case analysis of high and low frequency: loan to installment mall

Loans are low-frequency activities. During the customer acquisition process, you can use the installment mall or online installment interest-free shopping. You can enjoy installment interest-free treatment by opening installments or certification.

4. UGC focus: close to users

Loan products tell user stories and input user UGC, which can make users feel the warmth of the product, make the entire product full of vitality, and also add a wide range of materials for the entire brand communication;

5. IP Personalization

Determine the basic tone of the official account, content frequency, content output type, and personalize the editor to bring users closer. At the same time, use the IP within the Xiaomi ecosystem to conduct in-depth brand interaction and credit diversion;