found that there is no article on the Internet that can systematically explain how to make a WeChat marketing plan, so this time I will share how to make a WeChat marketing plan. First of all, you must clearly distinguish the difference between a plan and a plan. A plan can be said to be a framework, and the plan is the specific content within this framework. WeChat marketing methods, operations, activities, work arrangements, and many details must be written clearly.
If a client or boss asks you to make a plan, unless you are familiar with the industry or have relevant marketing experience before, it is unrealistic to make a marketing plan immediately without any foundation. Of course, it doesn’t matter if your boss insists on forcing you to make a plan. At the end of the article, I will teach you how to quickly make a WeChat marketing plan, but at the beginning I still want to talk about the detailed steps of making a WeChat marketing plan.
Things that must be paid attention to in the early stage
Understand the purpose of the company's WeChat marketing
This is very important. If you are not clear about the purpose of the company's WeChat marketing, the plans you make may be completely opposite. . Some companies do it to make their services more convenient, such as China Southern Airlines and China Merchants Bank. Some companies do it to better promote their products and obtain higher sales, such as Starbucks and Durex. Only after you understand the needs of the company can you clearly choose to use a service account or a subscription account. Previously, I had some customers who chose a subscription account when registering, but found that they actually needed a service account because the newly registered subscription account cannot be used. If you upgrade to a service account, you can only re-register. If the previous account uses your own official name, it will be very troublesome to name the newly registered account. Of course, you can also open both accounts, but you need to consider the division of labor between the two accounts, otherwise you will get confused.
, analyze peers or related accounts
I found that many WeChat public account operators rarely pay attention to peer accounts, but focus on self-media or some accounts that talk about WeChat marketing, as if they are afraid of adding a fan to their peers. It’s like I’m at a loss. Usually your peers are your best teachers. You don’t need to re-explore many things, or even just copy their successful operating methods or content layout. Before I make a plan for a client, I will add a large number of WeChat accounts related to their industry to see how they use service accounts and subscription accounts to understand which types of accounts they use more often. The marketing of those accounts is more mature and I pay attention to their updates every day. After all, the way of operation, the arrangement of activities and copywriting are as different as each other. To make an industry-specific plan, you need to spend a lot of time on competitors. If your industry does not have decent competitors on WeChat, you can follow you. Relevant numbers in the industry.
, Months of operating a WeChat account
Plans are not like plans. Plans are often based on estimates. The plan must be implemented in every detail, including the work arrangement, division of labor, and daily operation of the account. To create such a detailed plan for a lot of tasks, activities, etc., it takes some time to collect information, and operating a WeChat account is the best way to collect information.
Since the operation methods of each marketing channel are different, we cannot do WeChat marketing according to the previous marketing methods. It is best to first operate the company’s public account for a few months to roughly understand the marketing methods and routines in WeChat. Once you have a thorough understanding, your plan will be roughly formed. If you have no idea about WeChat marketing at all, just copy the account content that you think is the best for WeChat marketing among your peers, try it out for a while, and then fine-tune it appropriately. Previously, one of our clients had a clothing store called Yushang. Their proprietress had no idea about WeChat and directly imitated some accounts in the clothing industry. Now their account is operating very well and driving their store's business.
During this period, it is best to apply for some resources from the company to do some activities, such as forwarding to the circle of friends, taking friends to the store for consumption rewards, store promotions, discounts, etc. As long as they can be used to support WeChat activities You can try any method.
There is also the interaction with customers. Many netizens think that customers ask questions and we answer them, which counts as interaction. In fact, it is called Q&A and is not interaction. Interaction requires your official account to actively drive user communication to be considered real interaction. For example, an article I wrote before, "What on earth did God take away from you?" contains our interactive content for interested friends to communicate with me. The purpose of this is to stimulate some people with common ideas to enhance interaction. Simply put, it means to enhance feelings with customers.
You can try to use industry accounts that are complementary to yours to make in-article recommendations, which means recommending your account at the bottom of the other party’s article and recommending their account at the bottom of the article. For example, if I sell wall paint, I can cooperate with a flooring company. I can cooperate with a milk powder company. I can cooperate with a car company. Our customer base is roughly the same, but the products are not competitive. This can quickly expand the number of fans on your account.
, analyze data and customers
After a month, we can summarize based on the operation during this period, including analyzing the reading volume and forwarding of the article, which type of article is more attractive to the target group of customers. The situation of customer interaction, the participation level and effectiveness of the activities, the evaluation of how helpful it is to the company's business during this period, etc. Make a report of these related data and write a few lines of summary for each set of data. For example, if a certain type of article has a very high reading volume and forwarding rate, you can consider increasing the publication of more content in this area, etc.
, Assign personnel tasks
Based on the previous operations, you will have a rough understanding of what personnel are needed to be responsible for what content and work, how to arrange tasks, and how to evaluate performance appraisals. For example, we will base on the number of article reads and reposts. Quantity of user content information queries
Interaction effects, activity effects, etc. are used to evaluate performance. Of course, it is best not to add sales performance to performance appraisal so quickly. Excessive employee pressure will affect operational effects. Moreover, some accounts are only managed by one person.
. Start writing the plan
After collecting and sorting out the preliminary materials, you can start writing the plan. Many netizens and friends have asked me how to format the content of the plan? Haha, everyone is lucky. This is the first time Liu Zijun has exclusively disclosed the format structure and internal arrangement of WeChat’s internal WeChat marketing plan.
WeChat marketing plan content format
Competitor analysis
Many plans will write a preface at the beginning to talk about the number of WeChat users, how awesome WeChat is, and some will even flatter and thank the leaders for their guidance. In fact, these opening words are of no value to the plan and will often be skipped by leaders without reading them. To write, you need to write out valuable information and it is information that can immediately attract the boss’s attention. So at the beginning, we will write about the analysis of competitors and how they use WeChat accounts to provide services or promote their products. This will make your plan more effective. Ask your leader or boss to read it carefully.
, What value does WeChat bring to (abbreviation of company name)
In the second part, start writing what value WeChat can bring to your company. Remember to write your company name in the middle. Your company name appears like this People who see the plan feel that the plan feels tailor-made. Here we need to analyze the current business or products of the company that can be put on WeChat to provide services or marketing promotions. After comparing the WeChat accounts of competitors, it is recommended that the company use a service account or subscription account. It would be better if data analysis of early operations is added here. Finally, write WeChat. What benefits can marketing bring to the company, such as making it easier to use the business, better maintaining customers, improving performance, etc.
, **** activity status (**** is the name of the activity)
Here you can list the results of previous activities done on WeChat, the number of registrations, customer conversions, etc., and then analyze what is done well. It is necessary to improve how the company can combine WeChat to carry out activities in the future, etc. Note that the content here is the key point. Especially large companies must try to write it in more detail so that they can apply for more company resources when doing WeChat activities in the future.
, What are customers most concerned about
By communicating with customers, you can summarize some topics that customers care about, such as the product functions that customers expect, where the service links are imperfect, the issues with the most complaints, what areas can be improved, etc. List them all. These are issues that leaders are very concerned about, which is another value that WeChat brings to enterprises.
, WeChat account operation plan
Here, the internal column design, operation method, and marketing method of the WeChat account are written out. For example, what content is posted every day, what columns are in the custom menu of articles, what are the contents of the corresponding columns, and what are their functions. How to promote WeChat accounts, how to do activities, etc. It is best to write down several activity plans that you will do in the near future here. By the way, you can apply for activity support, whether you need to purchase a WeChat third-party system, etc. Here you can make a list of expenses to let your leaders know the approximate expenses. He knows well that it is best to indicate which expenses are important and which are not important. This will make it smoother when you really want to apply for expenses in the future. Also, it should be written in it which departments need to cooperate so that your leader or boss can help you communicate in advance or let them know first during the meeting.
, work allocation
If you are a team, you must list the work that each person is responsible for, the content of daily work, performance appraisal, etc. If your company's WeChat account is only managed by you, why do you need to write it? You have to know that many bosses don't know what work you do every day. If you don't explain clearly, the boss will think that you are too idle and keep doing more extra irrelevant work. This prevents you from concentrating on WeChat marketing, so you need to make clear the work of updates, customer service, and promotion. Of course, you can't use this to deceive your boss into writing out a lot of work but few of them will be implemented. That won't work. You must know that bosses are smart, otherwise they won't become your boss.
, WeChat account development plan
This is an estimate of how much the growth of fans of this WeChat account will help the company's business and products in the future, etc. To make an estimate, generally make a list of how the account will develop every month. Just explain it to what extent. In fact, the information here is all nonsense. We are not calculators, so we will know how the WeChat account will develop in the future. But the boss likes to see this and there is nothing we can do about it!
How to quickly create a WeChat marketing plan
Finally, share " How to quickly create a WeChat marketing plan" If your boss doesn't give you a trial operation time and requires you to come up with a plan immediately, you can use this method. It is very simple to just take a few well-established WeChat accounts from peers, combine some columns or sections that are useful to your company, and change their activity information into your own activity plan. Then organize the above contents to quickly create a WeChat marketing plan.
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