A small account with thousands of followers or a big V with millions? The key lies in these three moves!
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From attracting new users to promoting activation, from content to monetization, and finally becoming a big account that dominates the market, I believe this is the lofty ideal of many local account operators . However, the reality is far from being as perfect as the ideal. The homogeneity caused by the surge in numbers, the loss of users due to improper operations, etc., have all become stumbling blocks for operators on their road to pursuing their dreams. So today, from an operational perspective, we have compiled some practical content from local accounts for you, hoping to provide some ideas for those of you who are thinking hard at your desk. The one who is close to the water gets the moon first, and use offline resources to accumulate As a local self-media , the advantage of being close to the water is self-evident. Users and fans are right next to you, so appropriate offline activities are definitely a powerful tool for local accounts to attract new users and promote activation. 1Industry location number As a local account in a vertical industry, offline activities within the industry are essential. On the one hand, it is possible to find accurate users in the region, and people in the same industry in each region must have their own circles, so it is easier to form diffusion and dissemination within the region; on the other hand, using geographical advantages to collect users is conducive to establishing interactive communities in the later stage, and using this to conduct various offline and online interactions. The official account "Wuxi Baicaoyuan Bookstore" holds at least one offline book sharing session every week. The scale of the sharing session can be as small as 20 to 30 people or as large as 50 to 100 people. The first batch of loyal seed users of the official account came from here. Relying on high-quality offline activities and the seed users accumulated in the early stage, the official account gained more than 330,000 followers in one year without any promotion. Baicaoyuan offline book sharing session 2 Comprehensive local number Comprehensive local accounts need a lot of exposure in the early stages of operation. Therefore, the local market with a large audience and easy communication is the target of offline activities of comprehensive local accounts. For example, real estate, home decoration, catering, consumer entertainment and other industries. By taking advantage of the characteristics of these industries, such as their large audience and strong regional presence, and combining them with online content planning series of activities, it is easy to attract attention in the region and even create a sensation. By cooperating with multiple industries, the official account can gain greater exposure and deepen its brand influence. Of course, you can also choose to cooperate with local offline media and use some event marketing to increase the popularity of the official account itself. For example, the self-media Nanning Circle once used traditional paper media to carry out offline marketing , and its influence even exceeded the target area and covered the entire country. However, this method is not recommended for local accounts that are just starting out, as the cost involved is relatively high. Nanning Circle and Print Media Event Marketing Due to the proliferation and homogeneity of online marketing activities, coupled with the unique attributes of local accounts, the effects of many online marketing activities are indeed not as direct as offline activities. Moreover, compared with 2014 and 2015, the effectiveness and influence of online activities are much lower than before. Therefore, for local accounts, simple, direct and high-coverage offline activities may become another door to breaking through operational bottlenecks. Rely on content to bring exposure in the region As the influence of marketing content gradually decreases, more and more users and operators are beginning to pay attention to content cultivation. For local accounts, whether it is high-quality original content or tracking of local current affairs, it is likely to cause a small-scale explosion in the region. 1. Local numbers also need to follow hot spots Tracking news and hot topics in the region can allow the public account content to generate large amounts of dissemination in a short period of time. However, this places high demands on the operator's news sensitivity and rapid creation capabilities, because the number of public accounts of the same type in the same area is relatively saturated, and following news is also the most common content type of local accounts, so if this type of content cannot be exclusive and the fastest, it will become a bit useless. 2Dialect content explodes in WeChat Moments Dialect content, whether it is video comics or graphic links, will give locals a very strong sense of involvement, which is also an important condition for achieving rapid dissemination. The public account "Touching Chongqing" is a local account with more than 2.7 million fans. In the early stage of their operation, they kept updating and pushing dialect videos. Such content also brought them an increase of more than 70,000 fans a day. This column has been updated 100 times so far, but users' praise remains and the popularity remains unabated. Touch Chongqing dialect video Dialect content will not only give users a good sense of immersion, but also bring users a new visual and auditory experience. Adding some original content and jokes will make it easier to spread and explode in the same language area. 3. Video is the killer weapon For local accounts, try not to use text if there are pictures, and try not to use pictures if there are videos. It is not difficult to see that the dissemination index of pure text content is much lower than that of video and picture content. Among video and picture content, video is the most popular. Perhaps this also has a lot to do with the user's reading habits. Compared with active reading of text and pictures, users prefer passive reading of videos. Red indicates a higher spread index Provide adequate interaction and create a sense of companionship For local accounts, regular interactions can more easily bring them closer to users, and long-term, fixed interactions can also bring users a sense of companionship that other types of public accounts cannot provide, which is very important for improving user stickiness and loyalty. 1. Regularly hold offline events It is precisely because of the advantage of local accounts that operators can make more attempts in the user interaction process. The interactions of many public accounts are limited to online activities and community interactions, but local accounts can make full use of their geographical advantages and activate users through various regular offline activities. As mentioned earlier, although the official account of Wuxi Baicaoyuan Bookstore already has over a million fans online, they still insist on holding offline book sharing sessions once a week. The content of the sessions is diverse, the format is flexible, and there is no limit on the number of people. The key is to provide a space for communication for those who are interested. It is precisely because of their long-term commitment to such offline activities that they have cultivated many loyal readers and good user habits. 2. Interact with users through content The public account "Touch Chongqing" has set up a column specifically for users, called "Let You Go on the Wall", which allows users to set topics and discuss in the message area. This approach not only allows users to feel involved, but also provides them with an outlet to express their opinions. Through long-term communication, the practice of official accounts has also received praise and recognition from many users. Touch Chongqing's "Send You to the Wall" column The official account "Wuxi Baicaoyuan Bookstore" will directly communicate with old users on the direction of content and the effects of new columns through WeChat private messages and phone calls, allowing users to participate in the production of content. This can ensure the accuracy of the content on the one hand, and also enable in-depth communication and interaction on the other. This creates a long-term and stable sense of companionship. 3. Anthropomorphic Interaction The personification of the official account has greatly stimulated users' enthusiasm for interaction. "Touch Chongqing" usually calls itself "Touch Brother" or "Touch Girl", and in the four tweets a day, in addition to discussing the content of the tweets, users are almost always teasing "Touch Brother/Sister". "Touch Girl" The personalization of the official account has brought unprecedented activity among users and made the message area no longer blank. The brand image has also been popularized and spread through such personification, laying a solid foundation for the branding of the official account. For local accounts, reputation and brand are very important. From offline to content, from brand to interaction, the operation methods of local accounts are certainly far more than these. However, whether it is content cultivation or marketing methods, the key is execution and persistence. There is no overnight success, nor will there be failure at the last minute. Grasp the details and know how to persist. I hope today's sharing can provide some ideas for your operations. Mobile application product promotion service: APP promotion service Qinggua Media advertising The author of this article @西瓜君 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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