Learn these 5 operational thinking from Zhang Xiaolong’s public speeches

The kind of thinking used to guide the daily operations of the official account platform determines the future development path and direction of the platform. Many companies and self-media people hope to achieve rapid growth in the number of fans in the early stages of platform operation, so they do not hesitate to use paid tools to increase fans.

However, this method often overlooks the most important point, that is, the relevance between the official account and its fans. Although the number of fans of the official account has increased in the short term, how great is the user stickiness obtained in this way? How many users can realize monetization? Therefore, we believe that operational thinking should be user thinking. Starting from the user's perspective and establishing close ties with users is the driving force for the long-term survival and development of the platform.

➤What operational ideas did Zhang Xiaolong’s public speeches teach us?

Qinggua Media has summarized 5 small points in total to share with you.

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As the use of WeChat public accounts becomes more and more popular, the energy users devote to each public account is very limited. It is not difficult to understand why the number of readers is declining now, and the reading rate of many accounts is less than 5%. So in what ways can we improve user experience and retain more users?

First, highlight the key content to ensure that each pushed article can directly reach the user's pain points and solve the problems that the user is concerned about;

Secondly, simplify the operation steps . When obtaining content, do not set too many obstacles for users, such as sharing, collecting likes, sending links, etc. Too many cumbersome steps will discourage users;

Finally, the typesetting style is concise , which can not only ensure the consistency of the overall style, simplicity and elegance, but also enable users to quickly find the information they need. Regarding how to typeset, you can follow the official account : iTypesetting (iPaiban) to view the corresponding articles.

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For operators of WeChat public accounts, formulating corresponding rules and strictly abiding by them is also a way to protect the rights and interests of target users, thereby better serving users, such as rejecting rigid advertising promotions. At the same time, the establishment of rules is also a guarantee for healthy interaction between users, such as resisting violent language.

Some rules may harm some people's use, but the general direction is still for the user experience. Just imagine what your circle of friends would be like if the policy of collecting likes was not banned; if rumors were not banned, your parents would be deceived, causing financial loss or even life-threatening consequences; if induced forwarding was not prohibited, articles would be filled with a large number of explicit hints or even coercion, and the articles would lose their meaning.

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I believe that no matter whether it is the operation of a company's public account or the operation of a self-media person's public account, everyone will become obsessed with KPI. It is not difficult to achieve short-term growth of KPI, but how to maintain stable growth is what every operator should be more concerned about. Exchanging reputation for KPI is tantamount to drinking poison to quench thirst, and content value is the primary productive force.

When it comes to the issue of fan growth, we need to adjust our mindset, strive for victory while maintaining stability, and exchange high-quality content and services for word-of-mouth and user growth. For example, promoting a WeChat public account by sending gifts by scanning a QR code on the street or in the subway. Although the number of fans increases in a short period of time, once the incentive of benefits is gone, or users have received the benefits, they will quickly unfollow the account.

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Agility is not only reflected in product development, our daily operations can also be agile operations, and marketing can also be agile marketing. By accumulating user preferences and data through daily interactive activities, topics, and community activities, and trying different marketing activities almost every day every week, we will gradually understand users better and know how to market to achieve better results. Cultivating agility can not only enable one to quickly capture current hot events and formulate marketing plans, but also promote the rapid execution of plans, test the feasibility of plans, and accumulate rich experience for similar promotional activities in the future.

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Most of the friends who are engaged in WeChat operations are generalists. The public accounts that are doing well and big are often supported by a professional team. This team also covers various functions, including copywriting , customer service, design, technology, etc. Internship rotation in this small team can also help operators break through themselves, enrich their skills, avoid the stagnation of ability caused by repetitive work, and help build a team with more comprehensive capabilities, which will be beneficial to their long-term development.

➤To sum up, Zhang Xiaolong has five ideas in these two public speeches that are worth learning for operators:

1. Reduce user costs

2. Use rules to protect rights and interests

3. Create value with content

4. Build trust with agility

5. Be an all-round operator

Have you learned all these ideas?

Mobile application product promotion service: APP promotion service Qinggua Media information flow

The author of this article @二师兄 is compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting!