Starting from 14, there is a very popular concept called new media, and many enterprises are doing new media on WeChat.

Enterprises publish content and information in the operation of WeChat to cooperate with the lucky draw. This has indeed accumulated a certain number of fans. However, the company gradually discovered that these fans did not buy goods.

This phenomenon is quite common. The official WeChat accounts that used to have food, digital products, Wan Wen and other commodities all encountered such difficulties.

Reference suggestion:

First, clarify the conceptual differences among creative communication, brand communication and product promotion. To put it simply, I appreciate your content. Whether you buy it or not is two different things.

Refer to the distracting advertising copy, and guide the content dissemination to the deep purchase desire of consumers. Otherwise, it's really just enterprise services doing content services. You can also consider starting with data analysis and demand mining. The WeChat platform of Gongzhongbao has an analysis report of objective user interaction data, and the subjective needs should be put in the shoes and constantly try.

Problem 2: Poor awareness of business-related content services.

The popularity of WeChat makes many accounts eager for success, busy pushing content, and not paying enough attention to the guidance and service of fans. Let's not talk about personalized service or the deepening of service now, because many accounts have no service at all.

Similarly, there are many e-commerce service providers such as Taobao. After the tangible push and preferential information went out, there was no follow-up with interested people. Did not maximize the value of the account. Apply it to the operation of Taobao C store and make a judgment.

Reference suggestion:

It is not expensive to set requirements and assessment mechanisms for operators and provide online services. The focus is on traditional enterprises. When operating the Internet, even if the strategy and tactics are well laid out, the ideas and methods of directly executing the crowd need to be strengthened.

Question 3: The trouble of operating multiple accounts.

The multi-account system is indeed effective from the perspective of micro-blog matrix, and the matrix of shell network is a representative. But I don't know when the concept of WeChat account matrix was put forward. Even though there are many different brands and product lines using different accounts, the account opening effect and input-output of each category are not good.

Reference suggestion:

Think clearly about the focus of the channel and focus on operating a number. After all, I am willing to communicate with the official WeChat account, relying on content rather than simple multiport. Make a decision early, but you can get out of the predicament. Do not regret the accumulation of hundreds of thousands of fans.

Question 4: Drainage dilemma

The ultimate goal of many operations of WeChat official accounts is sales-oriented. If the drainage of sales channels is single and multi-directional, it will be very difficult.

When a maternal and child enterprise is doing promotional activities, it also tells fans to order through the hotline, buy in a physical store, buy in an online official mall, and finally guides fans to leave messages on the official WeChat account.

The confusion of content guidance essentially has three problems:

(1) The writing ability is weak, and it is impossible to get every word into the heart.

② I didn't actively plan the combination of WeChat and sales business, and didn't think about the whole process.

(3) The game of interests among various departments within the enterprise makes the WeChat operators very embarrassed, resulting in a large and flat area with no focus.

Reference suggestion:

You can test it many times, track the data, find out the best drainage effect, and then continue to optimize. If the actual effect is achieved, the company will attach importance to it and move towards a virtuous circle.

Question 5: Pay more attention to marketing than operation.

Wechat marketing was one of the hottest topics in the WeChat ecosystem last year. Millions of official WeChat accounts, mushrooming third-party service providers and ubiquitous circle of friends can be seen everywhere, mainly focusing on WeChat marketing and activities.

On the stage of Ma Benteng fan circle, there is no doubt about the number and influence of fans. No matter how good the content is, no matter how powerful the function is, people without a certain foundation are all floating clouds.

However, it is gradually found that the opening rate of many official WeChat accounts is as low as 1%, and the net increase of fans on the day of service number promotion is negative. Users are tired of "playing", and malicious "paying attention to sending charging bags" begins to appear powerless.

Reference suggestion:

Since the second half of last year, as well as the well-known imitation and homogenization in the industry, with the continuous strengthening of WeChat's crackdown on marketing and gray areas, the whole market has begun to calm down, and the mentality of operators and WeChat third-party service providers has also begun to combine their own advantages to deepen the vertical field. Operators should have a sense of smell and foresight.

Question 6: The overall user experience is poor.

User experience is a big topic, but it's still a small topic.

First, the basic typesetting of graphics, texts, pages and sharing pages.

Second, the design of account interaction function. Menu, form, question and answer, sharing interaction.

Third, the role of the reply guide.

Wechat operation needs the basic qualities of editors, product managers, graphic and interaction designers. This is only the most basic. Behind many superficial phenomena, the company simply didn't think about how to calculate its own accounts.

Reference suggestion:

There are many typesetting tools, including Xiu Mi and Xiudou. There are questionnaires and interactive columns in form tool. Content tools include portals and cool. com。 Interactive data and intelligent reply tools include questionnaire network and the aforementioned public treasure. The basis of user experience is the serious and responsible implementation of the operator.

Question 7: User communication ability

WeChat official account is a channel to connect enterprises and customers, and the channel is used for communication. But many accounts don't communicate at all.

The essential problem is that enterprises lack the ability to communicate directly with consumers. There was no communication channel before, and communication with consumers was handed over to advertising companies, or they simply spent money on Taobao to buy traffic.

Now I have the communication channel of WeChat, but I don't know how to communicate. This ability can not be mastered by learning methods, but needs to be tried, but a dialogue mechanism. Understand this, and then interact in the official WeChat account, and you will be able to do it with ease.

Reference suggestion:

You can collect common questions from fans and gather core user groups or groups. Push reply, voting, data analysis, user questionnaire survey, etc. are often optional.