How to operate WeChat public platform?

Some people missed the opportunity to open Taobao in the New Year and missed Weibo marketing. When WeChat public accounts became popular in the New Year, everyone seemed to have not missed it and jumped into the wave of WeChat marketing. The data released by Tencent is that there are now tens of thousands of public accounts and the number is increasing at a rate of 10,000 per day. It is a prosperous picture. Today, I will briefly analyze how to operate a WeChat public account from the perspective of a private butler’s WeChat public account and share with you some tips and thoughts on daily operations. How to operate WeChat public platform
First of all, I would like to say that operating WeChat public account is an art and requires you to operate it carefully. This is the editor-in-chief role that combines editing articles, graphics, text, modifying, adding footnotes, video and audio.
How to operate the WeChat public platform
The operator of each WeChat public account is a product manager. We read the statistics of the backend every day, the number of new people added daily, the number of readers of articles, the number of forwards, etc. In the absence of a clear profit model, these data will determine the success of your operations and serve as the vane of your operations through continuous data improvement, correction and exploration of content that fits your WeChat positioning.
My WeChat official account, Private Butler, sent out its first message in the month of March. In the early days, it was very difficult to get attention on WeChat. Basically, I relied on stalking my friends on WeChat to add them, and then posted them on my personal Weibo. Do some promotion until the number of monthly followers has just reached the certified number of fans. At the end of the month, I made up my mind to seriously operate this WeChat public account to publish graphic and text messages every day. After persisting for about two weeks, I discovered that one person’s power is limited. At the beginning of October, I gathered some friends in the hotel industry and asked them to participate in the private butler WeChat.
How to operate WeChat public platform
The establishment of the team has put WeChat on the right track and made our positioning more and more clear. The foundation is that private butlers are based on the hotel industry and radiate the tourism industry. The vast majority of our fans are hoteliers, travel enthusiasts and white-collar workers who pursue exquisite life. After three months of hard work, we have reached the number of fans today. Without any paid promotion or website support, as a grassroots account that purely shares hotel knowledge and top life information, we are very satisfied with this result. We firmly believe in the principle of fan quality over quantity. The number of fans surpasses some hotel industry portals and hotel industry magazines. .
Now enter the text to create a WeChat public account. First of all, you must consider your positioning and make early planning. It is very important to determine the WeChat theme and choose a name that fits your positioning. The principle is that it is easy to remember, matches the positioning, and is easy for people to search. For example, you can find and follow us by searching for Private Butler on your personal WeChat account or WeChat official account.
About WeChat certification, but for the time being, it only supports non-enterprise subscription accounts such as governments, traditional media, celebrities, etc. to apply for the new WeChat certification. Now you can still apply for Tencent Weibo certification. Certification will give people a sense of security and will also help you in WeChat. For search rankings, it is recommended to authenticate your Weibo and then associate it with your WeChat.
About editing details When editing pictures and texts, in addition to paying attention to the content, segmentation, punctuation, and typos outside the picture, you need to go through it many times. Everyone has sharp eyes. Sometimes fans will point out a wrong word. If you make too many mistakes, your fans will discount your sincerity. When choosing pictures, try to choose pictures that are suitable for viewing on mobile phones and are clear and professional. Note that for typesetting, it is recommended to preview, modify and then preview on your mobile phone until your graphics and text appear perfectly. Bold fonts and different colors should be used to highlight key points and form your own unique style. In addition, the title is very important. The title will affect the opening rate of the article.
About menus and autoresponders. This is how I set up the automatic reply when adding a follower to the personal butler. You have good eyesight. Following the personal butler = choosing the top life! Thank you for your attention. The personal butler publishes hotel knowledge, wine and tea, dressing guides, travel strategies, and high-end information. Reply View main menu. You are welcome to interact with the butler and eliminate zero replies. It is our goal to be the best personal butler in China.
Here I first encourage the followers to have good eyesight, thank you for your attention, and emphasize that the topic is simple and clear, too complicated to reply and enter the menu. The menu is very important. Nowadays, the Internet is becoming more and more convenient, but we are less and less willing to explore because knowledge comes too easily. Therefore, it is better to set up a menu for new followers to learn about your WeChat messages so that everyone can browse your historical messages. It is very touching and satisfying to see followers replying with keywords in the early morning to get the news they are interested in. Finally, when it comes to interaction, I said before that WeChat will replace a lot of people. Some people asked what is the difference between it and WeChat official account? You only need to reply: Have you seen the person who chatted with you? The biggest function of WeChat is communication, so WeChat without interaction is a stagnant pool over time. Fans will also leave you.
I don’t recommend using auto-reply for messages. Just like when you are chatting with friends, if your friends set auto-reply, you will have the urge to smash your phone. Unless you are at an event, you add a message to automatically reply telling how to participate in the event to increase the event participation rate. When holding an event, it is recommended to modify and add automatic replies to tell fans how to participate to attract new fans to participate in the event.
You must make good use of keyword replies. This is equivalent to hiring a robot to push messages for you every hour. Many people set reply numbers to get related pictures and texts. In fact, I suggest using keywords. Look at the picture below. Each person can learn about the articles he is interested in by using different keywords. In addition to going through the menu, I also added a personal butler section at the end of the WeChat graphic and article introduction. Adding keywords and related articles can also attract people who have not followed you. People will pay attention to you. There are pages of messages on this day. There are messages on each page. There are a total of messages on this day. The number of messages per day reaches messages.
How to operate the WeChat public platform
Here is an example of setting keywords at the end of the article. Private butler part of the article introduction
Reply to the club to view the secrets of China's top clubs
Reply to the complete packing guide for packing large trolley cases
Reply to the list of famous wine glass brands
Reply to cases to view classic hotel service cases
Reply to the latest and best service hotel rankings
About how to promote WeChat public accounts
WeChat Blog is very important. In the early days, I held an activity on Weibo where I forwarded Weibo and sent hotel information, which attracted the attention of dozens of friends every time. There are many WeChat navigation websites now. In fact, I have joined a few of them. The effect is not very satisfactory, but one advantage is that if someone is in Baidu, your WeChat related fields or keywords, these navigation websites will rank higher and it is easier to attract a small number of fans. For example, Searching for Private Butler WeChat on Baidu will show the web page where our WeChat is included in the navigation website.
Cooperation is more important than hard work. Now countries and countries can cooperate. What qualifications and reasons do you have to put on airs and cannot cooperate with others? You see, the big players on WeChat are organizing alliances to promote each other. If you don’t have many WeChat fans, then you should start from a young age. Take it one step at a time.
Recommending each other with friends without the help of a big account, you still focus on the content. Once you have a certain number of followers, you can search for WeChat mutual promotion in the group, join some quality groups, and find a group that is similar to your WeChat positioning. Pay attention to the mutual promotion of WeChat accounts, which can increase dozens to hundreds of fans at a time. The mutual promotion must be sincere and honest. I won’t talk too much about the group forum Douban. In short, wherever there are followers you have targeted on WeChat, you have to go find them.
About WeChat Preview
When you are going to release a major graphic news or event, you might as well pre-heat it on WeChat and Weibo a day or a few days in advance to whet your appetite if anyone is interested. The rate will also be higher.
About sending time
The sending time of each WeChat account is different. The benevolent person has different opinions. My WeChat publishing time is around 11 o'clock in the morning every day. It is sent at the same time, not too early or too late, which is conducive to cultivating followers. When you get used to reading, you can read pictures and texts. One thing needs to be mentioned. Some people think that there is no need to post important content on weekends. When everyone thinks this way, you need to stick to your style and quality. When people don’t pay attention to weekends, your content will be valued by followers. Sometimes We have more new followers on the weekend than usual, but we still recommend posting an entertaining article on the weekend.
How to operate the WeChat public platform
About content is king
Everyone knows this truth. The content of pictures and texts does not need to be complete. Maybe if you are more niche and unique, you will be more likely to survive. You WeChat If you are good at telling jokes, one day someone with chicken soup for the soul will come along and replace you. By the way, if you don’t post too much chicken soup, you won’t be able to attract the fans you are targeting. If you are not your target fans, they will eventually leave you. Nowadays, the content of WeChat public accounts is very homogeneous. Today you find that some of the content they posted just changed the title and then repackaged it.
About reprinting
Some self-media on WeChat are created by ourselves, but after a period of creation, we find that there is nothing to write about, so we cannot avoid reposting some articles that are similar to our own WeChat positioning. Is it necessary to indicate the source? I think it is necessary. The first is to respect the original author and the second is to make fans feel that you can trust you and are not plagiarizing others. Our personal butler will retain the source and author when reprinting.
About the collection of materials
You can solicit contributions from followers or contact some experts in the industry to obtain authorization. More importantly, when checking information, pay more attention to retaining materials and news that match your WeChat theme. In terms of manuscripts for our personal butler, first of all, I contacted @花公 Lost the Golden Cudgel and obtained his consent. We published his "Guide to Pretending" series. Later, I obtained the authorization from @李尊@张小卞ubiquitous to publish their information. Articles on visas and travel tips. @星素袁学雅@赵浩浩@子伟kitchen@hotelverydao@huzhjian and other hotel seniors have authorized us to publish their articles on hotel management.
Regarding the number and frequency of images and texts
My suggestion is to send them every day. This may not necessarily survive as the competition among official accounts intensifies, or only a small number of them will survive. There are already many WeChat official accounts that have not been updated for a long time. I think the WeChat account that can survive is a public account that allows followers to feel that you can provide useful information or services. If your products or services are very good, they will still follow you without posting every day. How many articles should I send specifically? I suggest that three are the best. We might as well look at this issue from the perspective of a follower. One article is a minute and three articles are a minute. If he follows a public account, it will take hours to read it, which will cause everyone to open it. The rates are low and I think the quality far outweighs the quantity.
About Profit
Many people are asking how WeChat public accounts can make money because without profit, it is difficult to survive for a long time. Because the main purpose of the WeChat official account is to provide service marketing, and secondly, if you have followers, you will not be afraid of having no profit model. As a self-media WeChat official account, there may be a way to make money. Luo Jisiwei has tens of thousands of fans on WeChat, gathering die-hard fans to charge millions of membership fees in one day. And Gui Jiao Qi has tens of thousands of fans, and his advertising in one day also set a record of 10,000. Of course, most of us don't have that kind of influence. Our personal butlers may later turn to housekeepers for headhunting, hotel training, etc. to make profits. But this is all a story later. Our task is still to focus on optimizing and deepening the content.
What we are talking about here is the editing mode. If you want to know about the development mode, you can search the WeChat tutorial of Qinglong Old Thief online. I’ve talked so much nonsense today, and it’s not necessarily true. It’s just some of my thoughts and experiences in running a personal butler WeChat. Thank you for reading this. You are also welcome to follow our WeChat to communicate with me about WeChat operations and mutual promotion to see how we operate in practice. Follow your personal butler and enjoy the top life!