How to effectively promote WeChat Moments?

In an era when mobile social applications are all the rage around the world, what marketing opportunities can we see from the recently popular WeChat?

Judging from the characteristics of WeChat, it redefines the way brands and users communicate. If Weibo is regarded as a brand’s radio station, WeChat provides brands with a “telephone-style” service.

WeChat Moments is an indispensable part of WeChat promotion . How to do a good job in WeChat Moments? First of all, you need to clearly define your position:

1. Do a good job of accurate positioning

What WeChat Moments is used for must be made clear first.

Whether you want to build a personal brand, sell products through your social network, or market services, it is crucial to know what you want to do.

Now that we have decided what to do, let’s take the first step: designing a unique name.

At the very beginning, you need to determine your WeChat name.

Real names are the best, as they can help people quickly build a sense of trust. If it is not a real name, it is best to use one that reflects your personality, or an online name that you have used for a long time. Once you have decided on something, don't change it casually. This is part of your personal brand, making people feel that you are trustworthy and not fickle. Only people like this are worth making friends with.

If you often change your name, today you are Ouyang Feng and tomorrow you are called the Seven Freaks of Jiangnan, then who are you? Just like you change your phone number frequently, do you think you can be trusted?

In addition, when you sometimes see a WeChat name like this: xx purchasing agent, xx bag, would you add him as a friend?

Maybe you found her profile picture tempting, so you added her. You are being seduced, but their purpose is to sell products to you. Everyone has different purposes. Do you think such a name is useful?

Think about it from another perspective. If it were you, would you add such a WeChat friend? Unless you have a special need for the product.

Regarding the name positioning, we positioned it according to the idea of ​​building our own personal brand from the very beginning.

Step 2: Choose an attractive profile picture for yourself

Which group is the best at WeChat marketing?

You may not think that the person who is best at WeChat marketing is a lady.

This has something to do with WeChat’s initial promotion and positioning, as a tool for hooking up. Shake it and search for people nearby, and then marketing masters will start to fool you, using seductive avatars to attract a large number of men to add you as friends. Then after a certain period of time, change the name and avatar and do other marketing.

However, regarding the positioning of the avatar, I have been positioning it according to the idea of ​​building my own personal brand from the very beginning. The road of seduction will not last long after all. It’s like when you do something shady, or one day you become famous and someone digs up this history, how will the public view you?

Step 3: Set up the WeChat Moments background wall

There is another small detail you should pay attention to in WeChat Moments, which is the background wall.

There are still marketing gurus who teach this: design your WeChat background wall and make it into a billboard...

My idea is: no sales transaction. Today, even if my background wall is just a landscape painting, as long as you find me trustworthy and you need something from me, you will definitely find me.

But if I don’t trust you today, I might even think that you are intentionally marketing me. No matter how many contact information and advertisements you have on your background wall, I will not call you.

Turning the background wall into a billboard is indeed effective and increases the opportunity for brand exposure.

But my point is: try to downplay the advertising and instead show a living, flesh-and-blood person. When he follows you, he is not looking at your background wall, but how credible the person behind this WeChat account is.

Step 4: Do a good job of content positioning

After designing the name, avatar and background wall, the next step is to publish the content. There are a few things to note about the content: don't post anything negative, religious or political, or vulgar, or anything that crosses the red line. Also not to be posted: complaints, inspirational posts, or success stories.

We judge the person behind this account based on the content shared by this WeChat account. Is he positive or does he complain all the time? Is it full of positive energy or negative and vulgar? I don’t post success stories or inspirational quotes because you only need to absorb these things on your own. Just because you think they’re good doesn’t necessarily mean others need them. Everyone wants to see a living, flesh-and-blood, believable person.

After positioning these contents and packaging yourself, let’s go back to the starting point: what do you need to do through this account?

Is it to build a personal brand or to sell products?

When building a personal brand, how do you position yourself? Are you an industry expert or a star in a niche field?

Who do you want to see the personal brand you have established? What do you see?

We want to use this account to tell others who you are, what you do, and what your unique skills are, and all of them can be displayed through this account. People who have this need will be able to find you quickly.

After finding you, he will look at the content you posted before to judge what kind of person you are.

What if you are selling products?

Let me first talk about a few that cannot be sold. High imitations, fakes, banned products, etc. Everything can be sold except dark things.

This is what I think: the core essence of WeChat marketing is still marketing. As long as it is marketing, any product can be done, it’s just a matter of changing the platform.

Regarding product positioning, we first need to think about what resources we have, what we can sell, and to whom we will sell the products.

If you sell facial masks, your target customers are women. If we further subdivide them into maintenance or functional categories, what are the habits of these customers when using WeChat? What kind of content do they like to see?

Only when the product is positioned well, the rest is just a process of writing copy, finding customers, and serving customers.

WeChat simply provides us with a space to get in close contact with customers, making it faster and more convenient for us to make friends with customers.

I like and comment on the WeChat Moments posts by my clients every day. Will he follow me one day?

He feels that this person still cares about him. Do you think a deal can be made?

Therefore, if you use WeChat to make true friends with your customers, then when your brand successfully gains attention, you can have conversations with an almost 100% reach rate, and its ability to maintain relationships far exceeds that of Weibo. In addition, through a series of multimedia functions such as LBS, voice functions, real-time conversations, etc., brands can provide users with richer services and formulate clearer marketing strategies. Based on this function, WeChat has far surpassed its originally designed voice communication attributes, and its platform-based commercial value is obviously more worth looking forward to.