Key points of WeChat marketing:

1. Content positioning - content is king

The positioning of content should be combined with the characteristics of the enterprise and at the same time from the user's perspective. Instead of blindly pushing the company’s own content, remember that WeChat does not serve companies, but serves users. Only by getting what users want from your WeChat will they become more loyal to you. , become friends with you, and the next sales will be a matter of course.

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

For WeChat content, we have a "1 needs and enhance the attractiveness of the content.

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

2. Content push - refuse harassment

Nowadays, most WeChat public accounts have the function of sending group messages once a day. Many people think it is too little, and I think it is too much. Nowadays, each user subscribes to several accounts, and it is impossible to read the pushed information.

Regarding content push, I mainly talk about two aspects.

① Push frequency: no more than three times a week. Too many will disturb users, and the worst consequence may be that users cancel their attention to you; of course, if too few, users will also complain and make you feel uncomfortable. WeChat is just a decoration and will not get anything from you at all. So this degree must be grasped well.

②Push form: It means that the content is not necessarily thematic with pictures and texts, it can also be some short texts. The number of words in the text is generally about one or two hundred words. The key is that the content can trigger readers to think and generate The spark of ideas creates a good interactive effect. For example, in the WeChat account of "Xinqiao Public Relations", we regularly conduct some small surveys in the form of short texts to ask readers for their suggestions on content and push time. This effect is very good. For a small survey, we usually receive hundreds of user responses. In this way, we not only achieve interaction, but also understand the users better, and the users can also see the content they want. It should be said that there are many Winning result.

3. Artificial interaction - communication is the soul

The essence of WeChat is a communication platform. Communication requires back and forth, so artificial interaction is essential.

I am personally opposed to setting up "message auto-reply", just like the chat auto-reply in QQ, which is annoying and insincere. Enterprise WeChat public accounts must be able to achieve timely manual interaction. Failure to do so will make it difficult to use WeChat well.

I care more about the manual interaction on WeChat. I often intentionally interact with the accounts I follow. If there is no reply after a few times, I will quickly unfollow them.

4. Keyword reply system - rich and easy to check

WeChat has been operating for a long time and has accumulated a lot of materials. It is a pity that these contents have been buried. It is very important to establish a rich and easy-to-check keyword reply system. necessary.

This is the first function of the keyword reply system. The second function is to allow users to easily find the content they need and at the same time increase interaction.

Currently, each rule of WeChat is preset with 10 keywords and 5 pieces of push content (random push), but only 60 rules can be set, which means that the maximum number of keywords that can be set is 600. , with 300 pieces of content. Although this is far from meeting the personalized needs of a large number of users, if used properly, it can produce very good results.

5. From online to offline - meeting each other is worse than missing each other

Nowadays, few people mention the offline interaction of WeChat, but in terms of communication effect, meeting is obviously the most effective. A good method makes it easier to get closer to each other.

The significance of combining online and offline activities is that face-to-face communication makes it easier to train loyal fans and produce more lively and down-to-earth content. Only in this way will the WeChat official account appear more real and more engaging. Affinity.

In addition, WeChat’s user growth alone will be very limited, and offline activities are also an important means to increase WeChat users.

6. A stone from another mountain—competitors are the best teachers

When doing WeChat, you must have an open mind. Remember: competitors are the best teachers! You should actively follow your competitors' WeChat accounts. If you follow 100 competitors' WeChat accounts, there will be 100 accounts teaching you how to do WeChat marketing.

In addition, never sit at home alone to learn WeChat marketing. You can also often go to some WeChat marketing QQ groups, forums, etc. to see what everyone is talking about. You can learn there Lots of stuff.