First of all, we have to distinguish the difference between the plan and the program, the plan can be said to be a framework, and the program is the specific content inside this framework, to WeChat marketing methods, operations, activities, work arrangements and many details and so on should be written clearly.

One, the preparation of the preliminary work

1, to understand the purpose of the enterprise to do WeChat marketing

This is very important, if you do WeChat marketing for the purpose of the enterprise are not clear, you may do out of the program are the opposite. Some enterprises are in order to make their services more convenient, such as China Southern Airlines, China Merchants Bank; some enterprises are in order to better publicize their own products so as to obtain higher sales, such as Starbucks, Durex. When you understand the needs of the enterprise, you can clearly choose to use the service number or subscription number, before I have some customers is to register the subscription number, but found that they actually need the service number, because the newly registered subscription number can not be upgraded to the service number, so you can only re-register, in case of the previous number of the use of the official name of the family, that the new registration number in the naming of the number will be very troublesome. Of course you can also open both numbers, but you need to consider the division of labor between the two accounts, otherwise it will be self-defeating.

2, analyze peers or related accounts

I found that many WeChat public account operators rarely pay attention to peer accounts, are concerned about the self-media or some of the account of WeChat marketing is mainly, as if they are afraid of peers to increase a fan of their own loss. Usually peers is your best teacher, there are a lot of things do not need to re-figure out, and even their successful operation, or content layout directly copy back on it. I give customers to do program will add a large number of their industry-related WeChat account, look at them with the service number and subscription number of the situation, to understand them with that type of account more, those accounts of the marketing to do more mature, every day to pay attention to their dynamics and operation of the way, the activities of the arrangement and copy, after all, the line is like a mountain, to do an industry-specific program is required to spend quite a lot of time on the competitors, if you that industry-specific program, it's a very good idea to do it. Competitors, if you that industry in WeChat has no decent competitors, you can pay attention to your industry's relevant number.

3, familiar with the skills of WeChat operation

Program is not like a plan, the plan is a lot of times rely on the prediction, the program is to be implemented to the specific details of the content of each, including the account of the operation of the working arrangements, division of labor, daily tasks, activities, and so on a whole lot of content, to do such a detailed program is to need some time to do information collection, and operation of WeChat account is the best way to collect information. information collection.

Since the operation of each marketing channel is different, so you can't do WeChat marketing exactly the way you did marketing before, it's best to operate the company's public account for 1-2 months, and you can roughly figure out how to play the marketing game in WeChat and how to get around it so that your program is roughly shaped. If you have no concept of WeChat marketing, you can directly copy the content of your peers to do the best WeChat marketing account, their own operation for a period of time to try, and then appropriate fine-tuning. Before our customers have a clothing store, their boss's wife is completely no concept of WeChat, and then directly modeled on some of the clothing industry account to do, and now their account operation is very good, and drive the business of their store.

During this period of time, it is best to apply to the company for some resources to do some activities, such as forwarding to the circle of friends, bring friends to the store to consume incentives, stores to do promotions, discounts, etc., as long as you can be used to WeChat to do the activities of the way to support you can try.

There is also interaction with customers, many users think that customers ask questions and then we answer the question, so even interactive, in fact, this is called Q&A is not interactive. Interaction is the need for your official account to take the initiative to drive the user to communicate with the real interaction, so that interested friends with me to communicate with the purpose of doing so is to stimulate some of the *** with the idea of the crowd to enhance the interaction, in short, with the customer to enhance the feelings of la.

You can try to complement your industry accounts with your articles built-in recommendations, that is, at the bottom of each other's articles recommend your account, the bottom of your articles recommend their accounts. For example, I am doing medical, you can find medical equipment business cooperation, milk powder business can be with the baby stroller business cooperation, everyone's customer base is roughly the same, but the product is not competitive, so you can quickly expand the number of fans of your account.

4, analyze the data and customers

After 1-2 months, we can summarize the operation based on this period of time, including the analysis of the article's readership and forwarding, that type of article is more appealing to the target group, the feedback of customers, customer interaction, and the degree of participation in the activities and the analysis of the effect of how much this period of time on the company's business to help the assessment and so on. The evaluation of the company's business during this period and so on. These related data to do a report, and then write a few lines of summary for each group of data, such as articles, WeChat operation skills type of article readership and forwarding degree is extremely high, you can properly consider more in this regard content release and so on.

Reminding you to remember, to learn to avoid and powerful competitors in the same field to do the same thing, to create a different, asymmetric advantage.

5, the allocation of personnel tasks

Based on the previous operation of the situation, you will have a general understanding of what personnel are required to be responsible for what content, work and how the task is arranged, as well as how the performance appraisal assessment, for example, we will be in accordance with the amount of articles read and forwarded, the number of user content information query, the effect of interaction, the effect of the activity to assess performance, of course, it is best not to be so quick to put the sales Of course, it is best not to join the sales so quickly to the performance appraisal, so that employees are under too much pressure, it will affect the operation of the effect, and some accounts are only one person to do.

6, began to write the program

Preliminary materials collected and organized, you can start writing the program. Many users and friends have asked me, exactly how to do the program format content?

Two, micro letter operation program format structure and internal arrangement

1, competitor analysis

Many programs will write a preface in the beginning of the program or something, to say that the number of users of micro letter, micro letter, how bullish, and some will pat on the back to thank the leadership guidance and so on, in fact, these opening words are worthless for the program, and very often the leadership will be directly skipped do not look at! The To write the valuable information to write out, and is able to immediately attract the boss eyeballs of the information, so the opening we will write an analysis of competitors, how they use WeChat account to provide services or to promote their products, so that your program will let your leadership or the boss to bring up the God to seriously read.

2, WeChat to the value of the enterprise

The second part will begin to write WeChat can bring your business what value, remember to write your business name in the middle of the business name, the name of their own business so that the people who read the program feel that the program has a tailor-made feeling. Here we have to analyze the business or products that can be placed on WeChat to provide services or marketing promotions, compared to competitors' WeChat account suggests that the company use the service number or subscription number, if here to join the pre-operation of the data analysis will be better, and finally write on WeChat marketing for the company to bring what benefits, such as the use of the business is more convenient, better maintenance of customers, to improve the performance of the company, and so on.

3, the activities of the operation of the specific program

Here can be done before the WeChat activities effect, the number of enrollment, customer conversion and so on listed, and then analyze where to do well, where to improve, the company can be how to combine the WeChat in the future to do which aspects of the activities and so on. Note that the content here is the focus, especially large enterprises, we must try to write more detailed, easy to do WeChat activities in the future can apply for more company resources.

4, the customer is most concerned about what

By communicating with customers, you can summarize some of the topics of concern to customers, such as customer expectations of the product features, service links where not perfect, the most complaints, what can be improved, and so on are listed. These are all issues of great concern to the leadership, which is another value that WeChat brings to the enterprise.

5, WeChat account operation plan

Here to WeChat account of the internal column design, operation, marketing methods are written out, such as what content articles sent every day, customized menu what columns, corresponding to the columns of what is the content, what is the role of the WeChat account how to promote, how to do activities, and so on. It is best to write here will do in the near future a few activities plan, by the way, you can apply for activity support, whether you need to buy WeChat third-party system, etc., here you can do a list of costs, so that your leadership know the general need for the cost of the cost of the thing to let him have a number of heart, it is best to indicate that those are important, and those are non-important costs, so that you really want to apply for the cost of the future will go smoothly! Some. In addition, to remind you of the best in the inside should also be written on the need for those departments to cooperate, so that your leadership or boss to help you communicate well in advance, or in the meeting can be the first to let them know.

6, micro-letter maintenance work allocation

If you are a team, you must list the work of each person responsible for the work of the daily work of what, and performance appraisal and so on. If your company's WeChat account is only you a person management also need to write, why? You have to know that many bosses do not know what you do every day work, if you do not say clearly, the boss will feel that you are very idle, and constantly put more additional irrelevant work to you, so that you can not concentrate on WeChat marketing, so you have to update, customer service, promotion of the work to say clearly. Of course you can not use this to hide from the boss, write out a whole lot of work but not a few will be implemented that is not good, you know the boss are shrewd, otherwise he would not be your boss.

7, WeChat account development plan

Here is a prediction of the future of this WeChat account fan growth, the company's business and product help how much to do a prediction, generally a table, every three months the account will be developed to what extent to illustrate it. In fact, the information here is nonsense, we are not God, that will know the future of WeChat account will develop into what it is, but the boss like to see this no way! Do program can be specific reference to the following aspects of planning

1. Content planning (brand display or product display, etc.)

2. Activity planning (which type of activities, online or online, the theme of the event, budget, effect, etc.)

3. User operations (user attributes, users and our viscosity, etc.)

4. WeChat promotion (activities, resource exchange, big number boosting, etc.)

5. Plan development as well as implementation

6. Test and analysis of the effect

7. Milestones

8. Stage summary