Investment or speculation, how to implement the promotion strategy of WeChat public account

As an operator who has experienced the growth of WeChat public accounts from 0 to 1 and then to N, although there are certain gaps in experience when doing the WeChat public account launch work, there are also some advantages given the current status of WeChat public accounts, including account screening, content planning, user traffic matrix layout, etc., which can reduce the risk of launch.

I have used WeChat public accounts for two projects to conduct direct sales and event-based conversions . This will require relatively higher levels of marketing conversion and user accuracy. In this sharing, I will focus on the pitfalls encountered in this process, as well as the summary of the results, and systematic sharing - how to use operational ideas to plan the WeChat public account delivery strategy.

Many people are familiar with the need to launch some large IP public accounts to promote brands or more marketing plans. Although this situation is common, it is not universal because of the cost of the campaign and the possible conversion risks (requirements for conversion content).

Most companies may start with marketing accounts that have lower advertising costs and lower requirements for content and branding. This is the situation we are going to discuss and share today.

Background:

1. Through the public account, guide people to follow the public account or personal WeChat account, and directly call the event consultation phone number.
2. Combine activities to carry out targeted conversion of fans;
3. Mainly targeting female users in second- and third-tier cities.

The summary of the entire experience covers the test investment layout to the later large-scale investment, which I will share with you slowly in the future. Before sharing, there are some unnecessary traps in some WeChat public accounts, and it is recommended that you avoid them.

Screenshot from: Zhihu

When placing orders on WeChat public accounts, especially some marketing accounts, if the price is direct and first-hand, it is often the case that the order is directly made to the person in charge of the account. However, it often happens that orders are not fulfilled, release times are not matched, release requirements are not met, etc. This is the most important thing to pay attention to before launching. Generally, WeChat public accounts require payment before publishing. These situations actually exist frequently. Therefore, you should try to avoid it as much as possible. You can choose some platforms to try to place ads first, and some platforms will be relatively intuitive in tracking accounts.

Screenshot from: Weiboyi

From testing to formal launch, and with more bold attempts in the later stages, I deeply feel that what is needed for the launch of public accounts is a rigorous strategic thinking. If you hold a speculative mentality, the final effect may be very bad.

Testing and investment is very important, and the strategy of testing and investment affects the results of testing and investment

Test delivery is to ensure the effectiveness of large-scale delivery, which requires finding content suitable for different types of accounts and the scale conversion effect produced by combinations of different types of accounts. This means that even if a single content performs well in a certain account, it does not mean that it is a universal material.

1. Test multiple materials with the same account

This is to test the conversion rate of the material. The method here includes multiple tests of the same material on the same official account. Generally, it takes 2 to 3 times to activate users' attention and conversion to a certain material. In addition, the same material needs to be tested on different accounts to find the material that better matches the account.

2. Test multiple accounts and multiple materials

This is mainly to test the effect of matrix delivery. This type of delivery test requires a stronger strategy. It is necessary to combine the activities/products that need to be passed, screen potential related accounts, and customize different materials for testing. This process also requires repeating the first method of testing.

Of course, once this testing method finds the effect of stable conversion, a sustained and healthy delivery environment will gradually form, rather than pouring more conversions into a single account or material. Because generally speaking, if an account runs the same type of material 2 to 3 times, the continuous conversion cost will continue to increase.

The investment in testing is generally not too large. Once the account types and materials with high conversion effects are determined, you can look for accounts with higher fan levels and more similar accounts to expand the campaign. However, when rolling out the campaign, you also need to consider the correlation effects brought about by the campaign. After all, many marketing accounts support each other, and there will be a certain degree of overlap in fans. In addition, based on the account matrix laid out by users, user overlap is inevitable.

Many people fail to take the testing step before submitting their manuscripts, and always submit the same manuscript to multiple publications, or have too strong a speculative mentality. Ultimately, the imagined effect cannot be achieved, and it is also easy to cause the user's accuracy to be low.

According to the operation strategy principle of the official account, make a matrix layout

When operating a public account, a matrix layout is a common method. Similarly, the delivery also requires a matrix layout. This is based on the user's habits of following, reading and converting public accounts. On the one hand, matrix delivery can maximize the user's reading time and cost investment, especially when the opening rate of a single public account is not high. On the other hand, it is to continuously cultivate and convert users from different angles.

For example, skin care users have to accept and pay for a new skin care option. High-frequency and multi-angle exposure of the product represents a sense of endorsement of the product in the minds of users and indicates that the product is a popular product. Nowadays, many movies released also adopt a similar approach to layout the public account matrix for promotion, and sometimes even use both positive and negative publicity to promote the movies.

1. Content matrix of a single account

The time, sequence, and content of the headlines and second stories of a single account must complement each other and also need to be planned. For example, for new products, we first present the product’s value content, then begin to guide sales conversion, and then create a buying spree atmosphere in the later stage to activate continuous conversion.

The timing should be appropriate and it should not be too long. The content should be repeated moderately to deepen the impression. The characteristics of the account (content, title , etc.) should be utilized to maximize the conversion of the account's fans.

2. Content matrix of multiple accounts

The combination of multiple accounts is mainly the combination of accounts within the crowd tag attributes. The content carried by different accounts and the content that users can accept will be different. Using the operational ideas of the WeChat matrix, we can find the associated accounts under the user's trajectory and dig deep into the various possible ways in which users exist in each account (groups, friend circles , etc.). Laying out the account's delivery matrix in this way will be more effective than simply rolling it out, and can optimize a lot of unnecessary cost investment to a certain extent.

When we first launched the campaign, we found many different types of accounts to deliver similar content. Of course, this method of spending money can achieve certain effects, but later on, we customized related content according to different accounts, and the cost of acquiring users was relatively much lower.

Design conversion tracks based on user behavior in the official account

The design of the conversion track is very important. Even if it is as simple as where a QR code/contact number appears in a piece of content, it will affect the final conversion effect. On the one hand, what is being discussed here is the user attention trajectory of a single piece of content, from accepting the title, to recognizing the product, to becoming interested in the product, and the conversion method that runs through the article (users may not have that much patience to read the entire article). For example, some of the content may be placed in an attractive picture with a guide to conversion, or in bold, enlarged, red and flashing fonts to attract user attention and conversion.

On the other hand, it also includes the in-depth conversion path, which may be entering the event page, following the official account, or directly identifying the QR code to place an order. WeChat users receive relatively more information, and their ability to filter and identify information is constantly being cultivated, so it is very important to stimulate conversion at the right time.

When guiding users to convert, special attention should also be paid to some operating rules of WeChat. In addition to making more high-quality accounts willing to cooperate, it is also a process of accurately screening users.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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