Three tricks for WeChat operations: how to acquire accurate users most effectively?

Recently, many people have begun to speak ill of WeChat official accounts . Judging from the opening rate of WeChat articles, WeChat official accounts are indeed becoming more and more difficult to operate . However, every startup company has begun to increase its investment in WeChat operations . WeChat operators are struggling with indicators such as reading volume, number of fans, and conversions every day. Today, based on my own experience, I would like to present to you the three-stage rocket for efficient user acquisition through WeChat operations. It contains both theoretical and practical information , and I hope it will be helpful to my friends in WeChat operations.

1. Basic construction of the official account

Friends who operate WeChat, if you are in charge of a new public account or want to create your own public account, please do not rush to register a public account, rush to post articles, and rush to promote it . If you plan ahead, you will succeed; if you don't, you will fail. The same is true for operating a WeChat official account. You need to think clearly about the positioning of your official account in advance and what needs of users you are solving? What value should be continuously provided to users? Remember, the point here is to provide value “continuously”.

So, what points should we pay attention to when building the basics of a public account?

1. Choose a WeChat public account name worth millions

If you have a good name, you will start making money early. This is not a joke, but a true reflection of a good name!

When it comes to good public account names, what is the first public account name that comes to your mind? Why do you think of him/her first? What made you remember him? Why is it him and not someone else?

Friends who are engaged in brand marketing know very well that a good name is a very important part of brand assets. A good name is precisely the first step for a brand to leave a deep impression on people during the discovery stage. Therefore, it is very important to name your public account well. Don’t just pick a name based on your own ideas. When you are about to type the name of the public account that you will use to spread user value every day in the background of WeChat public account, please think about the following:

• Can this name reduce the user's cognitive cost and not require the user to repeatedly think about what it means?
• Is it possible to improve communication efficiency and possess natural communication properties?
• Can you make users like your name and discover the value of your official account when they first come into contact with your name?

2. Introduction of functions that cannot be ignored

Function introduction, as the name suggests, is to write a paragraph to let users immediately know who you are, what you do, and what value and services you can provide?

Don’t underestimate the function introduction of a public account. First of all, when searching for keywords on WeChat, the text of the function introduction has a large weight in the logic rules of the search algorithm. Reflecting the valuable services that you most want to convey to users in the function introduction will greatly improve your public account’s search ranking.

So how do you write a good introduction to the functions of a public account? There need to be two basic points: helping users choose and being simple and direct.

Based on these two basic points, different function introductions are written at different stages of the development of the official account, which can convey the official account's positioning, its unique personality, emphasize the value of content, and highlight its authority and influence.

For example: Reading at Ten O'clock : Read with you at ten o'clock in the evening; Top Copywriting : Share the world's top creative copywriting to inspire your inspiration and creativity.

3. Set a memorable visual style and layout

The current number of public accounts exceeds 22 million, and the attention and time of WeChat users are limited. How can you make users notice you, remember you, and think of you often in a short period of time? This requires us to use a series of operational methods and think about creating our own account style from the first day of WeChat operation.

First of all, we need to clarify the style of the cover image. The two parts of the public account content that have the highest degree of connection with users are the title and the cover image. The visual style of the cover image will greatly affect whether users will be fond of your content and whether they will click on your content without hesitation because of your cover image.

Secondly, the content layout, including the style of the beginning and end of the article, the font size of the article's active title, font color, illustration style, subheading layout, image annotations, special citation format, etc., requires operators to repeatedly design, preview, and modify them to ensure their own content visual style.

Many operations editors do not care about the layout of the content of the official account. They always think that they can just write some articles and post them, and then push them to users with casual pictures. This is a very unqualified operation work attitude. Imagine that you are walking on the street, who would not take a few more glances at the beautiful woman walking by?

4. Menu bar settings

I personally follow a certain number of public accounts. Every time I follow a new account, I will look at the menu bar settings of this public account. From the settings of the menu bar, I can basically judge the ideas and level of the operator of this account. When you are about to set up a menu bar for your official account, ask yourself first: Why do you want to set up a menu bar?

In fact, the menu bar is an efficient entrance for official accounts to provide services and create user value. During the operation process, continuously enrich your own menu bar and set up your own menu bar according to the content, activities, services, etc. that are promoted in each stage.

A suggestion. When a user follows a new WeChat official account, in addition to learning about the official account through the avatar, name, and function introduction, the operator can also set up "About Us" in the menu bar to let users know: Who is the author team behind the official account? What are the philosophy, values ​​and mission of this account? How long has it been established, what achievements have you made, what honors have you received, etc.? This will make the official account more three-dimensional and personalized, just like friends discussing their ideals and ambitions face to face.

Thinking: The above four points are the core of the basic construction of the official account. Before you want to roll up your sleeves and do a big job, check whether your official account has a scientific and reasonable complete infrastructure. Without these points, it will be difficult to acquire accurate, high-quality target users , and subsequent activities, content, and marketing will not be smooth, let alone building your own brand.

2. Public account content planning

Good products can penetrate everything. I have always believed that "operation itself" is also a product, especially the official account itself should be planned and operated as a product, with official account functions designed and official account content planned. The most direct criterion for users to evaluate whether the "product" of the official account you operate is good or not is whether the content is valuable? Does it solve user problems? In the just-announced innovation and entrepreneurship trends for the next five years, Penguin Think Tank focused on media and content entrepreneurship , emphasizing that the rise of smart distribution and content payment and future high-quality creators are the key to success. Therefore, content is king is by no means an empty talk, and it will become more and more important.

So how do public accounts plan their content?

1. Positioning

What is your user base like? What value and services do you want to provide to users? Think about these two questions over and over again. Only by thinking through these issues clearly can you determine which content can be created and which cannot be touched when creating content in the later stage; which hot spots can be exploited and which hot spots cannot be exploited at all.

2. Personalized content

Traditional paper media is dry and stiff, but in the new media era, especially when WeChat public accounts disseminate content, there are too many possibilities for interaction with users. Once interaction occurs, emotions will be triggered, and the personalization of public account content will instantly sublimate the relationship between users and the public account when interacting with users, creating a steady stream of loyal fans. Friendly reminder: it is best not to change the operator of a public account frequently. Do you think users are interacting with the WeChat public account? In fact, it is with the operators behind the scenes. Therefore, try to standardize this personality, including language characteristics, content style, value orientation, personality and emotions, etc.

3. Content Library

Never ponder what you are going to write in front of the official account's operating background. This directly shows that you have not established an operational content library. The current content sources mainly include original creation, interviews, integration, commissioned articles, user UGC , re-posting of historical articles, and reprinting. For users, there is no distinction between good and bad content, as long as it can guarantee user value. However, operators need to collect and build their own content library from the perspective of the industry. This can be by learning from competitors' content, or by asking your users to participate in co-building content. Another very important point is to collaborate on content and produce content for each other.

4. Content format

Reasonably decide on the content format to be adopted based on the team's status, operational capabilities, and existing resources. The prerequisite is to combine it with the positioning of your official account, for example, " one ", one original short video every day, telling a touching story every day. The video production team behind this is not something that an ordinary small operation team can hold. Another example is "Night Listening", which has a well-produced audio and a beautiful sentence every day, a unique content format and beautiful content, and has gained tens of millions of fans in half a year. (I kneel down here and deeply admire the Yeting team)

Text has a low production cost and is currently the most mainstream form of content, but don’t limit yourself. If resources permit, you can try upgrading the content format, such as creating comics, audio, and video inserts, and use the differentiation of similar content to establish a sense of uniqueness and enhance competitiveness.

Think about it: What is the long-term plan for the content of the official account? What is the short-term plan? Don’t just create content blindly. Look up and think, and continuously provide users with valuable content and services.

3. Public account fission activities

There is high energy ahead, please read carefully and think about it.

WeChat operations are inseparable from WeChat activities. I believe everyone is familiar with activities such as sending benefits, lucky draws, voting, bargaining, etc. Here, the focus of WeChat activities is to introduce fission activities and the power of fission . Many big accounts have accumulated hundreds of thousands or even millions of users quickly by frantically and in various ways carrying out fission-style activities in a short period of time. For example: there are books , light classes, etc.

1. Task fission based on keyword replies

Applicable public accounts: subscription accounts & service accounts

User path process: The official account sets keywords. After the user enters the keywords, the official account automatically replies with guidance copy and activity posters, inviting users to share the posters to their Moments / WeChat groups . After sending the sharing results to the WeChat official account, the user can receive the task reward.

This type of activity has the lowest cost and can be completed by one person. From organizing resources, setting keywords, making activity posters, to sending tweets, the entire process can be completed within one day, which will make it easier and more convenient to carry out similar activities in the future. Of course, the most critical point is that the operations partner must be able to accurately grasp user needs.

2. Relay fission based on official accounts

Applicable public account: Service account

User path: The fission poster (activity mother code) is pushed to the user. When the user scans the code to participate, he will receive the official account message rules & activity poster image, and invite his friends to scan the code to relay. After completing the activity tasks, the user will receive the relay reward, and the activity will repeat in a cycle.

This kind of activity cannot be done by one person. There are corresponding tools on the market, but they are not particularly easy to use and have many limitations. First, you need to plan the event, arrange the division of labor, and prepare the script document. It is recommended that a high-quality relay fission event be planned and executed in about 2-3 days. The key to the success of such activities lies in the cooperation of people. When using tools, you must not do it alone, because the huge amount of data brought by the activity will flood your background messages. At the same time, the occurrence of unexpected situations requires timely adjustment of activity rules and operational scripts.

3. Group-based fission

Applicable public accounts: subscription accounts & service accounts

User path: The fission poster (activity mother code) is pushed to the user. After scanning the code, the user will follow the official account and receive group entry guidance & group QR code. The user will be randomly matched to the activity group when scanning the code. After entering the group, the robot in the group @ the user and guide the user to share the activity poster. After sharing, the user can receive the corresponding reward. At the same time, the activity quickly fissions among friends.

I personally believe that this type of activity is the safest and most efficient way to acquire accurate users. The only flaw is that WeChat group users are too difficult to manage, and WeChat officials will automatically limit robot functions. Group fission activities also require teamwork, with at least three people: one person responsible for planning the overall activity, one person responsible for maintaining and guiding the atmosphere within the group, and one person responsible for backend management. During the activity, it is inevitable that competitors and spam users will enter the group. The activity group must be monitored at all times, and the requirements for operators to be online in real time will be very high.

The above is the fission idea of ​​WeChat activities. Some of them touch upon the official WeChat operating code of conduct, but as long as you don’t overdo it during the operation of the activity and the activity rules are appropriately friendly and not too many, there will basically be no problem with the activity. The most important thing is that the official accounts of Tencent’s own businesses also adopt the fission idea to conduct activities.

It is recommended that you can combine positive themes such as the 21-day reading plan and the 100-day fitness plan to carry out fission-type activities. It is best not to carry out fission-type activities too utilitarian. Fission activity is a kind of active thinking. Don’t treat it as a tool, because tools will become obsolete, but thinking will never be. I wanted to share this with you guys as early as last year, but I couldn’t quite figure out WeChat’s official attitude towards fission-style activities. At present, there seems to be no big problem. While some interface permissions of WeChat official accounts are still open to developers, operators can try the above fission thinking activities.

Thinking: What is the key point of fission activity operation ? Why can some people do very well while others cannot? I have emphasized that fission activities are a kind of thinking. Don’t make it a tool. The core is always your event planning . Does it solve user problems? Does it provide value to users?

Summarize

The three-stage rocket strategy is essentially about having different operational focuses at different stages of the WeChat official account: first, content operation , then user operation , and then event operation. These are combined to connect your WeChat official account, WeChat community , and WeChat customer service.

The above is the three-stage rocket strategy of WeChat operation. The last stage may be the fastest and most exciting one to increase fans, but the first two stages are boosters and internal combustion force, and are the foundation for continuously providing user value and services . The third stage only accelerates the value transfer.