The difference between service number and subscription number. The official account of WeChat is divided into service number and subscription number, service number and enterprise number. Only the service number and subscription number we commonly use are mentioned here. So as an enterprise, should we open a service number or a subscription number? We must first analyze the main differences between service number and subscription number. The message pushed by the service number is not folded, but the message pushed by the subscription number is folded. The service is good. 1 month can push 4 multi-graphic messages, and the subscription number can push 1 graphic messages every day. Individuals and enterprises can apply for subscription numbers, and only companies can apply for service numbers. When applying, they must have a business license+organization code certificate+official seal. At present, the subscription number can only be registered twice with the same ID card. The standard of many SMEs is: 1 service number+1 subscription number.

Wechat official account naming rules:

1. Personal subscription number: A human account can be renamed twice in a natural year. Subscription number cannot be named repeatedly;

2. Service number: one-time certification fee for 300 yuan after certification modification. Must contain enterprise name or trademark name.

How to name the subscription number:

Title keyword principle

There is a search function in WeChat, which allows potential customers to find their interested WeChat WeChat official account through keywords. Therefore, if enterprises want their WeChat official account to be found by customers in numerous WeChat WeChat official account, they must bring the target keywords of their products when taking the name of WeChat WeChat official account.

Brand words+industry category words. For example, if you are a maternal and child toy, you can choose keywords such as early education machine, story machine, maternal and child. You are a cocktail maker. You can call it "XXX" cocktail, XO soda, XO premixed wine. A product has several different names. You are solid wood furniture. You can name it: a solid wood furniture b European solid wood furniture c solid wood home hall; For example, you make nut snacks: brand+nuts, fall in love with delicious snacks, brand+snacks, snacks on the tip of your tongue, classic snacks; You are doing health care: health care, health preservation, one-minute health care, health care China, including health care industry keywords; Education and training: brand+primary and secondary school training center area+extracurricular tutoring training.

Ranking rules when searching: Whether 1 is authenticated or not, the weight of the authentication number will be higher than that of the non-authentication number, and the search user will be given priority.

1, keyword matching degree, public accounts with high keyword matching degree will be displayed first, and those without search keywords will not be displayed. 3. Relevance between content and user activities. The content pushed every day includes the keywords of the official account name of WeChat, indicating that the positioning of your public account is consistent with the content. Another important point is the user activity of your account. It is reflected by several indicators of your tweet. 1 is the number of clicks, 2 is like, and 3 is message forwarding. These three indicator systems will record statistical data. The higher your interaction rate, the higher the quality of your content, the more popular it is with users, and the ranking will naturally be high. 4. Article update frequency: subscription number 1, 2 articles are sent every month, and others are sent every day 1. Other things being equal, those with high update and push frequency will be displayed first. Through the above four points, optimizing the keyword search of public account users can bring us a group of new interested users.

Wechat search

Direct nomenclature

A brand is well-known in the industry, so just give it a name. For example, Durex, Tmall, New Farmer Brother, Good Shop, Entrepreneur, Logical Thinking, Alipay, I am Jiang, Mi Zhe and so on.

How to name a service number

The verified account is unique, and duplicate names are not allowed. The naming of the service number cannot be infringed, and it cannot be named after someone else's company name or trademark name. There are three main directions. The first one is the name of the company, and industry terms can be added: Kungfu, Beauty Theory and Jin Xian Beverage. For example, the second is the registered name of the trademark or the words trademark+industry, Afu essential oil, Bama tea industry, power train, Handu Yishe wireless, Uniqlo, herbal essence, spicy prince gluten and so on. Third, the program name or website store name, such as Three Squirrels Flagship Store, Entrepreneurship Magazine, American Talk, Shell Network, Da Yue Network, Store 1, Pig Bajie Network, etc. Of course, there are also many company names consistent with brand names. Naturally, the first and the second will overlap and can be summed up as a naming method.

This naming has three basic principles. First, naming is unique and self-protective. It is named after its own company name or R trademark name, and there is no infringement risk. Second, add industry vocabulary, which is simple and easy to remember. A brand can add industry words to express a certain professional field and be more professional. Third, using company name, trademark name and website store name, taking the most famous one, will have better credibility and better promotion.

2. How to locate the official WeChat account?

Find out what positioning is first. Positioning, the so-called positioning, is to make the brand occupy the most favorable position in the customer's mental ladder and make the brand become the representative brand of a certain category or a certain feature.

The first step is to analyze the whole external environment and determine who our competitors are and what their value is.

The second step is to avoid the spiritual strength of competitors' customers, or use the weaknesses contained in their strength to establish the dominant position of brand positioning.

The third step is to find a reliable proof for this positioning-trust certificate.

The fourth step is to integrate this positioning into all aspects of the internal operation of the enterprise, especially in terms of communication, there are enough resources to implant this positioning into the minds of customers.

This paper mainly focuses on the positioning of corporate brands and products, and how to grasp the minds of consumers, including their position in the minds of customers. Internally, all the resources of the enterprise operate around this point to maximize a point.

How to locate the official account of WeChat? Before you make an official WeChat account, the company is already making a brand, product or service. Isn't the company already positioned? You may think it would be good to upgrade existing products and services.

It is true that a company makes a certain product in a certain industry, but the official account of WeChat is not Taobao or official website, but a platform for the company from the media, not selling products and displaying brands. You have to give me a reason! Why should I care about you?

What should I pay attention to about you? Otherwise, after paying attention to you through prizes, you will still be fired. Continue to pay attention to your reasons and need to be positioned.

Positioning of official WeChat account: We need to combine the attributes (relevance) of products and industries, consider the preferences of target consumer groups, consider the competitive environment and pattern of existing industries, and give users a reason to pay attention to you. This reason is not a brand or a product. How many people read your internal information and advertising content every day? If it is a product, you can buy it through your online and offline stores. Why pay attention to your WeChat official account? Giving users a reason is definitely achieved through professional services, activities, interactions, high-quality content, interest circles and communities.

explain

Durex: Condom manufacturer. There are also many well-known brands, such as Jasper, Sixth Sense, Nordic, Gao Bang and Double Disc. But WeChat official account can be as literate and level as Durex, and there is no second place! Everyone will find it particularly interesting to pay attention to this number, and they are willing to leave a message to reply to the interaction. The message was only liked by hundreds of people. How many loyal fans will she have if she just pushes products every day?

Entrepreneurs: guide the direction for entrepreneurs. Entrepreneurs' real entrepreneurial experience, valuable experience sharing and high-quality original content have successfully attracted a large number of young people who have entrepreneurial ideas or are starting businesses.

Shell network: an open and far-reaching pan-science and technology interest community. You pay attention to me, and I will push you new technologies and new technology-related information for a long time.

Fellow uncle: With humorous words and pictures, taking the different shortcomings of 12 constellation in love as the main points, it attracted the attention of a large number of "constellation control" netizens, and fans called it "hitting the nail on the head". Tongdao culture cashed in 65.438+0.78 billion yuan and became a well-known IP on the Internet.

Almighty bear: well-known self-media, community expert, founder of the first community of micro-marketing, public relations brand marketing expert. Social marketing, community marketing training lecturer. One of your reasons is to study micro-marketing.

Ghost Feet 7: I used to be the person in charge of Taobao search products, from the initial Taobao e-commerce sharing to the present thinking about life, devotion to Buddhism and sharing of spiritual feelings. An original and thoughtful self-media talent every day.

3. How to edit and create high-quality content

After positioning, it is the creation of high-quality content. First, the content should be original, so as to apply for original labels. More than 80% of the content should focus on your positioning, product and brand information should not exceed 10%, and some can be cleverly embedded with brand information. Excellent hard push is a kind of harm to your users. If you are hurt more, you will become sad. After being sad for a long time, the user left. Second, there is a long-term and stable content output. The person in charge, conception, topic selection, planning, production and writing all need someone to be responsible. Interesting video, voice, graphics and text can be used in various forms. Combine the positioning of WeChat official account with the resources owned by the company and what the team is best at to produce output content. Perhaps, you will worry that you are not good at writing articles, and firmly believe that if you write too much, you will be fluent.

After you have a good copy, you need beautiful typesetting. This requires the use of professional editors for typesetting. I recommend to you the more useful 135 editor and I editor, which have more functional typesetting and can make beautiful typesetting. Next time I can give you a topic on how to edit beautiful typesetting with an editor.

4. How to operate and promote the official WeChat account?

In addition to attracting users through normal quality content. We need to promote our official WeChat account in other ways. Operational purpose: to accumulate a large number of accurate and high-quality users. There are not many users, but it must be accurate, so that every user has value, and the official WeChat account will be more active.

Users who are only attracted by discounts, promotions, free prizes and red envelopes are disloyal. He is attracted by profit-driven, not profit-driven and content-driven. This kind of user is easy to drop the line and become a dead powder. They are not interested in your product or content.

Only by attracting accurate users through activities and content can it be valuable.

Promotion method:

Online activities: plan activities that users are interested in, or attract users' attention and buzz, so that users feel funny, interesting and meaningful, and are willing to actively participate in and share exchanges. Combine holidays and hot events to create hot topics.

Offline activities: promotion of activities, using existing resources, pushing in places where target consumer groups appear, or advertising. Games interactive gifts and friends.

Push each other: Personal numbers push each other and WeChat official account push each other.

Objective: To increase the attention of accurate users, increase the number of active friends of personal WeChat, and maintain good communication and interaction with them.

6. How to interact with users

Interactive form: brand activity+background message reply+message comment+like sharing+personal WeChat.

The activity of a WeChat official account is reflected in three aspects: first, users leave comments; second, users like articles; and third, users share forwarding times. The higher the activity of an account, the more accurate its positioning, and the more content users like to push and the more activities they hold. Therefore, when planning activities and making content, you need to be good at making and throwing topics, so that users can leave messages to discuss, argue, tear and provoke wars under the article. What we need to do is to attract more attention. Usually, users prefer to read the following messages and comments, sometimes more interesting than the article itself. Users should reply to messages in the background as soon as possible, and users should reply to comments at the bottom of the article in time. Share the circle of friends with personal WeChat, send pictures and texts in the circle of friends, and communicate with personal WeChat one-on-one to enhance user interaction.

7. How to expand the function of official WeChat account?

By customizing menus. Micro Mall, product purchase and after-sales service, member center, micro magazine, micro official website, interest tribe, interest circle, activity interaction, etc. Can be achieved through customized menus. Dear, remember that it is service-oriented, how to improve the user experience, not just brand display and product sales. ③ Next time, the theme of Bajie will explain how enterprises set up their own micro-malls and distribution systems.

How to advertise on WeChat?

The official account of WeChat, after authentication, can apply to open advertisers for advertising. Wechat advertisements are divided into two types: WeChat official account and friends circle advertisement. Wechat friends circle advertising starts from 50,000 yuan, which is suitable for brands with certain strength. There is no limit to the starting point of WeChat official account advertisement, which can be put in two forms, one is user promotion, and the other is brand communication. Brand communication advertising should have a landing page, which can be a separate H5 page, an activity page of the micro mall or a baby details page.

8. How to plan activities?

Planning activities requires creativity and constant innovation. Don't make regular discounts, promotions, coupons, buy one get one free, holiday promotions, year-end promotions, and boss price increases. These are too spiritless and unattractive. If you want to do it, do it in different ways, and if it has obvious effects, stick to these thinking principles.

First, reverse thinking. User-centered, not self-centered, from the perspective of users' thinking, combined with the attributes of the industry, the correlation between activities and brand products, backward and step-by-step reasoning, rather than suddenly thinking of an idea. You need to update yourself at all times, study the psychology, thinking and behavior of your users, analyze their preferences and create an activity they like.

Second, fission thinking shares thinking with users. Think about whether the planned events, activities and topics are spread, whether users will actively spread them, and what is the motivation for actively spreading them? Is it possible to form a fission reaction, from one to ten, from ten to hundreds, from one to ten thousand, and finally split into a hot event or topic? We need to think, at least there is such a point behind the activity.

Third, divergent thinking. Don't be limited to a certain field of an industry, a certain tool, a certain activity form, starry sky, open mind and cross-border thinking. Any form can be used to plan an activity. First, come up with an idea with divergent thinking. For example, a herbaceous hug fruit, ordinary red dates with walnuts, turned into a lovely healing hug fruit, which instantly captured the hearts of a large number of young artists. Red Bull combined with mahjong competition, there are red bulls, good luck and competitive activities. Beverages are combined with the brand communication made by LOL, the e-sports that young people like, and Alipay sets the Five Blessingg equal share 1 100 million cash prize. The train soda bar staged the autumn fragrance of Tang Bohu and traveled through time and space in an instant. "Product-Constellation-Red Packet-Plants vs Zombies-Pan Jinlian-Pig Bajie-Crab-Michael Chen-Applet" can be designed to be related, and it can be used as the point of new creativity through three layers of relationships.

Fourth, innovative thinking. For example: Jiang, _ diaosi, literary heart, youthful wine that pursues a simple life, good at selling cute and self-deprecating, but has a literary heart. "I am Jiang, my life is very simple" successfully counterattacked after 8090 through personalized quotations. The packaging spelling game that C plays every day is also very innovative, and users will actively spread it through social platforms.

Activity planning is the most testing, the simplest and most difficult part, and the most important step in communication. Micro-marketing is not a tool, but a different way of thinking, which can be reflected more intuitively from here.

9. How to transform users and sales?

Any love that is not for the purpose of marriage is a rogue behavior, and marketing brand communication is also a rogue behavior if it is not for closing a deal. The ultimate goal of brand communication is to promote sales and realize sales, not to play around.

1, advertisements and articles push the brand exposure, users have an impression on the brand, and enterprises only enhance the brand awareness.

2. Interact with users, your micro users like it, users like it for you, leave comments for you, and enhance the reputation of corporate brands.

3, one-on-one service with users, one-on-one communication, chatting with each other like friends, gaining the trust of users, corporate brands have brand loyalty. One purchase is not loyalty, she/he is willing to cheat, and repeated purchases are loyal customers. We used to call it chat, but now we call it chat. When we are in place with users, sales will naturally come. Fall in love with your users and have fun!