WeChat is a very revolutionary thing and has become the first ticket to the mobile Internet. Now that we are on the big ship of the mobile Internet, we must find the focus of the big ship and at least don't die when we grow up.
As far as marketing is concerned, WeChat has many places where it can exert its power because the number of users is really too large. In this situation, marketers usually rack their brains to promote and disseminate. On the other hand, the authorities try hard to prohibit the proliferation of advertisements. Just like Baidu's attitude towards search engine marketers back then, it was so ambiguous that if there were too many ads, users would be annoyed and if there were too few ads, they would lose their own money. This requires finding a golden balance point.
The most typical place where marketers can flex their muscles on WeChat is the WeChat public account. Many people of insight have already made their first pot of gold on WeChat. Cheng Linfeng, Luo Zhenyu, etc. are the best in self-media. Of course, more individuals and companies that we have never heard of are also making money quietly because there are so many opportunities here. many.
There are already many large WeChat public accounts. The reason why they can successfully accumulate fans certainly has their own successful operation method. Of course there will be more unsuccessful public accounts. Although I only operate a general public account, from the several public accounts I follow and personal experience, it is easy to find the characteristics of some unsuccessful accounts. Why do I know they were unsuccessful? Because they stopped sending me push messages at some point. This can be regarded as a silent announcement of death.
The lessons from these operational failures are as follows
Use WeChat official accounts as Weibo
WeChat defeated Weibo, so WeChat replaced Weibo. This is simply wrong. No matter how domineering WeChat is, WeChat is always WeChat and Weibo is always Weibo. The problem is that no one can replace the other. Weibo has just settled down, not that no one uses it anymore. Compared with Weibo, WeChat has at least the following two important differences
. WeChat pushes messages rather than displays information. WeChat is for distributing leaflets and Weibo is for big TV. One is a communication tool and the other is a media tool.
.WeChat fans are closed to each other and have almost no interaction with each other. Weibo fans are open to each other, at least they can watch and comment on each other. WeChat is a private chat and Weibo is a broadcast. Weibo can use groups to build momentum, but WeChat cannot.
The difference between these two points is very critical, which determines that WeChat is a communication + interactive tool, and Weibo is a communication + public relations tool. Of course, the functions of the two overlap, but many people just ignore the interactive function of WeChat.
This is a very big waste because many users actually look at WeChat official accounts like a customer service person who asks you something and you have to answer it, otherwise they will slowly stay away from you, especially when pushing functional information. User responses for non-ordinary information usually require you to make statistics. Interaction on WeChat is actually online communication. These chat records cannot be shown to outsiders. Just like private messages on Weibo, the problem is that WeChat only allows you to send private messages and no other permissions.
、Irregular push time
Those who do it also know that a website that can be updated regularly and continuously will win the favor of search engines. WeChat push directly faces people who need more rules to follow, especially for loyal fans. There is such a requirement. The main reasons for irregular message push are as follows
There is no fixed time every day. The WeChat push time should be relatively fixed to leave a little memory in the minds of fans, especially those loyal fans who have even formed the habit of reading your information at a certain time. On the other hand, the push time changes day by day, making it difficult to win over loyal fans.
.Push does not continue. One thing every day is not a troublesome thing, but it is not easy to do it continuously every day. For accounts with a small fan base that cannot insist on pushing for three days, fishing and two days of posting online, the fan base will slowly disintegrate. The formation of every brand impression should have a melatonin-style bombardment process.
, Lack of necessary reminders
WeChat will crack down on marketing tactics such as prompt forwarding, but as long as the content is well done, a little reminder is not a big problem. Tips are very necessary from the perspective of fan-increasing marketing. The circulation of good content in WeChat is also a way to increase the activity and stickiness of WeChat.
However, some public accounts are a bit like some government agencies that have neither clear written instructions nor reminders from relevant personnel, giving people a cold, arrogant and arrogant feeling. How much human touch is there? Without human touch, there is no sense of humanity. It goes against the characteristics of WeChat.
There are three necessary reminders on WeChat. First, attention reminders, which are the most basic. Second, forwarding reminders, such as telling people how to forward and why they should forward, etc. This is the need to expand tension. Third, reply related reminders, such as what to reply to and view. Which column of content can be replied to, what benefits can be obtained, etc. This is the need to improve the internal cohesion.
, graphic information is too barbaric
The mobile Internet era has come too fast. Many people have hurriedly jumped into the mobile trend before they had time to react. This is reflected on the public platform by brutally copying content from the client and forcing it onto the mobile phone, causing mobile users to suffer from indigestion and a tragic situation of vomiting and diarrhea. Regarding the graphic information requirements on WeChat, let’s not talk about what they are but first look at some practical problems on the mobile phone
. The main tool on the mobile phone is the mobile phone. The mobile phone is much smaller than the computer screen. The focus point of the eyeball is smaller, so it is more expensive. Eyes It can be painful for users to stare at their phones for long periods of time.
.Users spend very little time sitting quietly and looking at their phones. They usually spend fragmented time walking, riding in cars, eating, class reunions, going to the toilet, etc. During these times, they use shallow attention when looking at their phones.
Therefore, in order to respect these two realities and to keep your public account alive, you must at least avoid the following points
. Large paragraphs of text. I get a headache when I read the words and feel like vomiting after scrolling endlessly. This is a saying on the lips of many users. As soon as I wrote more words, I felt sleepy. If I continued reading, my phone fell to the ground. Therefore, there must not be too many words. If there are too many words, they must be cut into small sections. Remember that users look at their mobile phones just like looking at roadside billboards in a car.
.No sense of hierarchy. Big title, middle title, small title, image, and text. This is the hierarchical order used by ordinary people to scan a web page. If the content is a lump of content and is not organized from large to small, users will be in trouble when viewing it.
.No pictures. A picture is a story worth a thousand words. This is a truth on the mobile terminal, and the hunger for it is even stronger on the mobile terminal. No pictures are like eating without dishes and leaving in disgust.
In addition, WeChat graphic content is not necessarily graphic, text, voice, video and other rich media, which may be even more irresistible. For details, please refer to Luo Zhenyu’s WeChat Luo Ji thinking.
I believe that there are many opportunities for WeChat, and people with insight can start exploring their own opportunities immediately. The above suggestions are for reference only. Welcome to bid.
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