In 2021, WeChat public accounts are still the best carrier (unique) for brand private domain traffic.

Therefore, if you want to build your own brand and accumulate your own private domain users, WeChat official account is still the best choice.

It is very easy to register a public account, but how to promote it after registration baffles most people.

Today, the author will share with you some ideas, experiences, and best practices that our team has used to promote our own and thousands of customers’ public accounts in recent years.

First of all, you must understand that the promotion ideas of different public accounts may be completely different.

Don’t be superstitious about certain promotion methods you see online and think that copying them will be effective.

If public account promotion was so simple, there wouldn’t be so many people worried.

For example, if you have a public account that operates a physical store, promoting the public account through local referrals is a good method.

As for the public account of Chicken Soup for the Soul literature, the best way may be to publish your own original and high-quality articles on all platforms to attract traffic.

Therefore, the first step in promoting public accounts is to recognize your own users.

Different official accounts have different audience groups, and different audience groups have different behaviors (consumption behavior, reading behavior, and online behavior).

Therefore, only by recognizing your own user group can you formulate a promotion plan that targets specific user behaviors. In this way, public account promotion will get twice the result with half the effort!

Part 1: Common promotion methods 1. Online article publishing platform, recommendation index: ★★★★★ For example: Zhihu, Jianshu, Baijia account, Toutiao account, Penguin account, Sohu account, NetEase account, etc.

Every article is directed to its own public account. After the article is created, it must be published on these free large platforms. Although this copy-paste process is more painful, but just think of pasting it once may add hundreds or even thousands.

Even tens of thousands of readers are worth it, right?

In addition, you must stick to this "stupid method" for six months to a year (one article per week). This promotion method is the most effective of all promotion methods.

If you stick to it for 2 years, you can cover almost 80% of your user base and be applicable to most industries.

Although many people have tried this method, what I want to say is that people who just "try" this method will not succeed. Only those who really persist in doing it for a year or two will feel the power of this method.

The author’s team really experienced this in the early years!

When our team first started operating, we also wrote articles to promote it, but because it was not sustained, the effect was greatly reduced.

Therefore, the key to achieving results with this method is to persist and persist!

2. Short videos, recommendation index ★★★★☆ After the development of short videos in the past two or three years, it is now the era of short videos for all.

According to a survey by an authoritative data agency, the number of short video users in my country has reached more than 800 million as of June 2020, and people spend an average of 110 minutes watching short videos every day.

If the target users of your public account are those born in the 80s, 90s, and 00s, then this data will be even more impressive.

Therefore, short videos are a battlefield that must be occupied when promoting public accounts.

Now, short video algorithms are getting smarter and smarter.

For example, the platform will push highly relevant content to users based on their interests and hobbies.

At this time, if the content you produce happens to match the interest characteristics of a certain user group, then the content you produce will have a high probability of being recommended to your target users.

In addition, the platform algorithm will also recommend nearby content to users based on the user's geographical location. Therefore, if your official account is operating a physical store, then the short videos you publish will most likely be intelligently and automatically recommended to nearby users by the platform.

.

3. Local recommendation, recommendation index ★★★☆☆ Local recommendation is very suitable for the public account promotion of physical stores.

Because the target customers of physical stores are usually concentrated in a certain geographical area, for example, they are usually concentrated in areas near the store.

At this time, local push can reach your target user group very accurately.

Perhaps the biggest difficulty in local promotion is that the people who recruit flyers may be careless and even throw away the flyers and make fake ones.

Here the author wants to share with you a brand new assessment method, which is not afraid of fraud by those who hand out flyers.

For details, see the next section of this article: Promotion Effect Tracking.

4. Community promotion, ★★☆☆☆You can form or join QQ groups and WeChat groups where the target user groups are located, and share your own articles, short videos and other content from time to time.

The key to community promotion is that you must not share content that is too heavily advertising, otherwise it will easily cause discomfort and lead to the loss of community resources.

5. Paid advertising, recommendation index ★☆☆☆☆ There are many paid advertising platforms, such as Baidu, WeChat Moments, WeChat Articles, Toutiao, Douyin, Kuaishou, Weibo, etc.

For friends with sufficient budget, you can try the paid advertising promotion method. The advantages are obvious, that is, saving time, effort, and brain. The disadvantages are also obvious: it costs money.

Part 2 Promotion Effect Tracking All promotion behaviors should be aimed at pursuing promotion effects, and public account promotion should not be an exception.

All promotions that don’t talk about effectiveness are just hooligans!

Then promotion effect evaluation becomes very important!

Only with the promotion effect evaluation can we know whether this promotion method is good or not?

Is the input-output ratio cost-effective?

Should investment be reduced or increased?

All these questions require promotion results to answer.

If there is no promotion effect evaluation, it may have been a good promotion method, but it was terminated because it thought it had no effect. Wouldn't it be a pity.

Fortunately, the effectiveness of public account promotion is very easy to evaluate compared to other industries.