1, content positioning-content is king

The positioning of content should be combined with the characteristics of the enterprise, and at the same time, it should be considered from the perspective of users, rather than just pushing the enterprise's own content. Remember that WeChat is not for enterprises, but for users. Only when you get what users want from your WeChat, will they be more loyal to you and become friends with you, and the following sales will be taken for granted.

Remember, users come for your content and recommend it because they think it is valuable, so content is king.

For the content of WeChat, we have a pattern of "1+X". "1" is the content that best reflects the core value of the account, and "X" represents the diversity of the content, catering to and meeting the needs of users and enhancing the attractiveness of the content.

For example, we operate the official account of Yongzhong Office WeChat, which is a WeChat WeChat official account with the theme of office products. The core content is the use skills of office. Although this part of the content is practical, it is boring, and users are not easy to be interested, so we will add some content that office workers are more interested in, such as small communication in the workplace and small inspiration in life.

2, content push-refuse harassment

At present, most WeChat WeChat official account have the function of sending messages 1 time every day. Many people think it is too little, but I think it is too much. Now every user will subscribe to several accounts, and the information pushed is too much to see.

Regarding content push, I mainly talk about two aspects.

① Push frequency: Do not exceed three times a week, too much will disturb users, and the worst consequence may be that users will cancel their attention to you; Of course, too few users will complain that your WeChat is just a decoration and will not get anything from you at all. So this degree must be grasped.

(2) Push form: It means that the content is not necessarily illustrated and thematic, but also some short texts, and the number of words in the text is generally about one or two hundred words. The key is that the content can arouse readers' thinking, generate ideological sparks and form a good interactive effect. For example, in the WeChat of "Xinqiao Public Relations", we will conduct some small surveys regularly and ask readers for suggestions on content and push time in the form of short articles. This effect is very good. In a small survey, we usually receive hundreds of replies from users, which can not only realize interaction, but also better understand users, and users can also see what they want. It should be said that it is a win-win result.

3, artificial interaction-communication is the soul.

The essence of WeChat is a communication platform, and communication needs to come and go, so manual interaction is essential.

Personally, I am opposed to setting up "message automatic reply", just like chatting automatic reply in qq, which is annoying and insincere. Enterprise WeChat WeChat official account should be able to realize timely human interaction. If they can't do this, it will be difficult to play WeChat well.

I am more concerned about the manual interaction of WeChat. I often deliberately take the initiative to find the number I care about to interact. If I don't get any reply several times, I will soon cancel my attention.

4. Keyword reply system-rich and easy to search

Wechat has been operating for a long time and has accumulated a lot of materials. Unfortunately, these contents are heavy. It is very necessary to establish a rich and easy-to-find keyword reply system.

This is the first function of the keyword reply system, and the second function is to facilitate users to find what they need and increase interactivity.

At present, each rule of WeChat presupposes 10 keywords and is equipped with 5 push contents (random push), but only 60 rules can be set, which means that at most 600 keywords and 300 contents can be set. Although this is far from meeting the personalized needs of a large number of users, it can also produce very good results if used well.

5, from online to offline-it is better to miss each other.

Nowadays, few people mention the offline interaction of WeChat, but in terms of the effect of communication, meeting is obviously the best way, and it is easier to bring feelings closer.

The significance of the combination of online and offline activities is that face-to-face communication is easier to cultivate loyal fans and produce more vivid and grounded content, so that the official WeChat account will be more authentic and friendly.

In addition, the natural growth of WeChat users will be limited, and offline activities are also an important means to increase WeChat users.

6, the stone of other mountains-the opponent is the best teacher

To do WeChat, you must have an open mind. Remember: competitors are the best teachers! Take the initiative to pay attention to competitors' WeChat. If you follow 100 competitors' WeChat, there will be 100 accounts to teach you how to do WeChat marketing well.

In addition, don't sit at home alone and study WeChat marketing. You can also often go to some QQ groups and forums of WeChat marketing to see what everyone is saying. You can learn a lot in the classroom.