Three steps to create a valuable corporate WeChat public account
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When mini programs are very popular, talking about the operation of corporate public accounts seems a bit outdated. Everyone seems to think that the era of public accounts has passed, and paid subscriptions , live broadcasts , and multi-platform development are the future. So, do companies still need to create a public account? The answer is of course yes. For enterprises, official accounts still have unique value. In terms of carriers, WeChat has nearly 700 million daily active users, and the pool is large enough; WeChat’s content ecology is much healthier than Weibo, and its public accounts have strong commercial value. In terms of environment, the dividends of mobile Internet have disappeared, and the cost of traffic has risen sharply, but public accounts are still a cost-effective channel for acquiring users. In terms of functions, official accounts have many unique roles in brand building, attention channels, secondary education, and CRM, which are completely different from mini-programs that are used and discarded. On the other hand, we see that although many companies and apps recognize the role of official accounts and have put a lot of effort into them, their operations often face difficulties. Many companies are experiencing this dilemma: Few readers → judge that the number of fans is too low → pay for marketing activities to increase fans → increase the number of fans → the number of readers increases briefly, and then recovers → fans are lost at an accelerated rate → the number of readers and fans gradually return to their original state. How to get rid of this dilemma and create a truly valuable public account? You need to go through three steps: 1. Upgrade your thinking: Let go of your obsession and adopt a user-oriented mindset The so-called channel thinking is to circle a group of users as much as possible, repeatedly wash them in the official account, and slowly convert them . The so-called user thinking means standing in the user's perspective, providing them with valuable content, and attracting users who match them. Corporate public accounts often adopt a channel mindset and focus only on fans. The more fans you have, the better. More fans means more traffic and more value can be extracted. It should be noted that the premise for the effectiveness of channel thinking is market closure. Occlusion reduces user mobility. As long as they are included in the circle, they are mine! Naturally, there is an opportunity to slowly clean up the users. Baidu Search dares to add a large number of advertisements on the PC side because users have no other search engines to choose from (excluding those that use a VPN ). But this premise no longer holds true. As information becomes more abundant and it becomes easier to leave, it becomes difficult to confine users to one pool. If I don’t like you, I can just unfollow you. The correct approach is to adopt a user-centric mindset and put users at the core. At this time, the value of the official account is determined by the number of core users, user quality and influence on users. Number of fans? It doesn't matter. The core of user thinking is to create valuable products that match user usage scenarios. For example, the public account 42 Chapters is positioned as a thinking and analysis tool for the venture capital circle. It has only 50,000 fans, but the quality of fans is extremely high (venture capital circle or startup companies), and it has a great influence in the industry. The 42nd Chapter Sutra has basically never placed any advertisements, and has attracted fans only by relying on high-quality content. Similarly, public accounts built based on user thinking will push content closely around a core function. We won’t push stories today, give tutorials tomorrow, and provide news the day after tomorrow. We all have expectations in our minds that Late Night Faxiu will not write chicken soup articles and Li Jiaoshou will not talk about operations. He Caitou often emphasizes his own positioning: Don’t expect to learn any useful knowledge from me, I am only responsible for giving you other possibilities in your life and bringing you to experience some beauty that you have never experienced before. Tips To create a valuable public account, you need to: Abandon channel thinking and adopt user thinking; give up the obsession with the number of fans and pursue the quality of content; give up control over fans and adopt gentle guidance. 2. Upgrading values: Don’t look at the number, look at the core fans Many corporate public accounts, including so-called " marketing experts", like to emphasize the number of fans. In fact, what is important is not the number of fans, but the number of effective fans, or core fans. Lengtu and Luoji Siwei are both public accounts with millions of followers, but their commercial value is incomparable. Lengtu can only occasionally accept H5 advertisements, but Luoji Siwei can cooperate deeply with various brands, have a strong impact on user consumption, and even build its own knowledge business empire. There are many small companies that do public account marketing. They use various means to attract fans to the public accounts, maintain activity by pushing marginal or funny videos, and make money by sharing the clicks on advertisements at the bottom of the article page. No matter how many fans such an account accumulates, how much value can it have? If fans are equated with users, Baidu Knows has no fewer UVs than Zhihu, but Zhihu is currently valued at 1 billion. The number of fans has never been a measure of the value of a public account. The value of a public account = number of core fans * quality of fans * influence. For example, you have a public account for buying a house and investing with only 10,000 fans, and 100 core fans all want to buy a house and invest, and they are just waiting for your word! Assuming that each user invests 1 million yuan on average, the turnover you can drive is 100 million yuan. Even if you only charge 2% of the turnover from the developer, you will still make a profit of 2 million yuan. Enough to support a small company or team. Tips To create a valuable public account, you need to: Stop being superstitious about the number of fans and focus on core fans to provide users with truly valuable content 3. Upgrade methodology: precise positioning, quality rather than quantity Clarify product functions and maintain clear positioning Many official public accounts look like the official websites of state-owned enterprises or governments when opened, filled with the company’s awards and visions. These contents may be valuable for cooperation between enterprises, but what value do they have to users? There are also some public accounts that promote a money-saving guide today, an article of inspiration tomorrow, and an analysis of economic trends the day after tomorrow. They have no clear positioning at all, and the users themselves are also confused. In fact, when a user follows a public account, he or she has expectations for its functions. If the subsequent push notifications do not meet expectations, loss is a matter of time. Since clear positioning is so important, how do we position the official account? (1) Product positioning should take into account both user value and channel value The official account is a fusion of user value and company value. When designing a public account, the scenario construction and content layout should be centered around the company's main business to ensure that the content produced has a positive impact on the company's main business. (2) The content or function of the product must have corresponding usage scenarios For example, when working or studying, there are many opportunities every day to take a few minutes off. When taking a break, we often want to find something relaxing to read. On the surface, Weibo can meet this need, but the information flow on Weibo is too complicated, with jokes, news, gossip... At this time, if there is a public account that can collect funny jokes on Weibo and push them to me every day, I will be happy to subscribe to it. It would be even better if it had some style. For example, the Japanese jokes that have been very popular in recent years. It is based on the insight of this demand that Lengtu emerged. It is just a cluster of Weibo jokes, but it has gathered millions of fans, and each piece has more than 100,000 views. Although Lengtu started early and caught the WeChat bonus period, insight into usage scenarios is also an important factor in its success. Reduce push frequency and ensure content quality Imagine that a product sends you push notifications every day, and nine out of ten times you are not interested in it. Do you want to uninstall it? Many public accounts think that the more content the better, and some even want to publish five or six posts a day. Little do people know that a large number of push notifications will cause serious information disturbance and reading pressure, which will simply force users to unfollow. Operational manpower is limited, and the more content pushed, the more likely it is that it will be shoddy and mismatched with user interests. On the contrary, by reducing the number of tweets per day and investing limited energy into improving content quality, users will become sticky because of the reasonable frequency and high quality of content. Li Jiaoshou, who is famous for his marketing, only publishes one article a week, and he makes a poster to warm up the article the day before. This is the reason. If resources allow, be original. Content is the only barrier. The starting point of all operational methods and product planning is content. Fans gather based on content, and users build trust based on content. At the same time, Tencent’s protection of original content is more thorough: plagiarized articles will be severely punished, and forwarded articles will automatically carry the source’s public account. Information may be missing or explode, but what explodes is junk information, and valuable content will always be scarce. Creating value and building a brand through original content is the greatest pursuit of every public account. Tips To create a valuable public account, you need to: Take into account both the company's and users' values, integrate user value and commercial value to ensure content quality, reduce user interruptions and provide original content as much as possible IV. Conclusion Design the official account as a product, clearly position it, match the scenario, and provide users with truly valuable content. As long as you do these, increasing your followers will be a natural thing. Treat users well and return to value. All your investment will be rewarded accordingly. Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by @孙金龙(Qinggua Media). 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