1. How to name service accounts and subscription accounts

The difference between service accounts and subscription accounts. Official accounts are divided into service accounts and subscription accounts, service accounts and enterprise accounts. Here we only talk about our commonly used service accounts and subscription accounts. So as an enterprise, should we open a service account or a subscription account? We must first analyze the main differences between service accounts and subscription accounts. The messages pushed by the service account are not folded, but the messages pushed by the subscription account are folded. The service is good. You can push more than 4 pictures and texts in a month, and the subscription account can push 1 picture and text message every day. Both individuals and enterprises can apply for a subscription account. Only companies can apply for a service account. When applying, you must have a business license, organization code certificate, and official seal. Currently, a subscription account can only be registered twice with the same ID card. The standard configuration for many small and medium-sized enterprises is: 1 service account and 1 subscription account.

WeChat public account naming rules:

1. Personal subscription account: A personal account can actively change its name twice within a calendar year. Subscription accounts cannot be renamed;

2. Service account: modified through certification, a one-time certification fee of 300 yuan. Must contain company name, or trademark name.

How to name your subscription account:

Title keyword principle

There is a search function in WeChat that allows potential customers to find what they are interested in through keywords WeChat public account. Therefore, if a company wants its public account to be found by customers among the vast number of WeChat public accounts, it must bring the target keywords of its products when choosing the WeChat public account name.

Brand words: Industry category words. For example, if you make maternal and infant toys, you can choose keywords such as early education machine, story machine, maternal and infant, etc. If you are making cocktails, you can call them "XXX" cocktails, XO soda wine, or XO pre-mixed drinks. A category product may have several different names. If you make solid wood furniture, you can name it: A solid wood furniture, B European-style solid wood furniture, C solid wood home furnishing hall; for example, if you make nut snacks: brand nuts, fall in love with delicious snacks, brand snacks, snacks on the tip of the tongue, classic snacks for foodies; You are engaged in health care: health care, health care methods, learn health care in one minute, health care China, including the keywords of the industry of health care; you are engaged in education and training: regional extracurricular tutoring and training in brand primary and secondary school training centers.

Ranking rules when searching: 1. Whether it is certified or not, the weight of the certification number will be higher than that without certification, and it will be displayed to search users first.

1. Keyword matching degree. Public accounts with high keyword matching degree will be displayed first, and those without search keywords will not be displayed. 3. Relevance of content and user activity. Daily pushed content contains keywords of the public account name, indicating that the positioning of your public account is consistent with the content. Another very important point is the user activity of your account. It can be reflected by several indicators of the articles you push. 1 is the number of clicks to read, 2 is the number of likes, and 3 is the number of comments and forwarding. These three indicator systems will record statistics. The higher your interaction rate, the higher the quality of your content and the more popular it is with users, and it will naturally rank higher. 4. The update frequency of articles. A subscription account will post 2 articles a month, and others will post 1 article a day. If other conditions are equal, those with higher update push frequency will be displayed first. Through the above four points, optimizing keyword searches for public account users can bring us a group of new interested user groups.

WeChat search

Direct naming method

If a brand is somewhat well-known in the industry, name it directly. For example, Durex, Tmall, Xinnongge, Bestore, Entrepreneur, Logical Thinking, Dayue.com, Alipay, I am Jiang Xiaobai, Mi Zhe, etc.

How to name the service account

The authenticated account is unique and cannot have duplicate names. The naming of the service account cannot infringe, and cannot be named after someone else's company name or trademark name. There are three main directions. The first one is the company name, and you can add industry words: real kung fu, beauty theory, Xianjin beverage. For example, the second one is the registered trademark name or trademark industry word, Afu essential oil, Bama tea, Power Train, Handu Clothing House Wireless, Uniqlo, Baicaowei, Spicy Prince Gluten, etc.

The third is the name of the program or website store name, such as Three Squirrels Flagship Store, Chuangye Bang Magazine, Meili Shuo, Guoke.com, Dayue.com, No. 1 Store, Zhubajie.com, etc. Of course, there are many company names and trademark names that are consistent. Naturally, the first and second types will overlap and can be classified as one naming method.

There are three basic principles in naming this way. First, the naming is unique and self-protective. If you name it with your own company name or R trademark name, there is no risk of infringement. Second, adding industry words makes it simple and easy to remember. A brand can add industry words to indicate specialization in a certain field and become more professional. Third, use the company name, trademark name, website store name, choose the most famous one, the credibility will be better and it will be easier to promote.

2. How to position the WeChat official account?

First of all, let’s understand what positioning is? Positioning, the so-called positioning, is to allow the brand to occupy the most favorable position in the customer’s mental ladder, so that A brand becomes the representative brand of a certain category or characteristic.

The first step is to analyze the entire external environment and determine "who are our competitors and what is the value of our competitors."

The second step is to avoid the customers' minds of competitors.

The third step is to find a reliable proof for this positioning - a certificate of trust. p>

The fourth step is to integrate this positioning into all aspects of the company's internal operations, especially to have enough resources in communication to embed this positioning in the minds of customers.

Mainly. It talks about the positioning of corporate brands and products, and how to seize the minds of consumers externally, including the position in the minds of customers. Internally, all the resources of the enterprise are operated around this point, and one of them is maximized.

How to position a public account? Before you set up a public account, the company was already working on a certain brand, product, or service. Didn’t the company already have a positioning? You would think that it is just to combine the existing products and services. Wouldn’t it be nice to just move it up?

It’s okay for a company to make a certain product in a certain industry, but the official account is not Taobao, nor is it the company’s official website, but a self-media platform for the company, not to sell products. It's OK to show the brand. You need to give me a reason! Why should I follow you?

Otherwise, after adding the following through prize gifts, I will still cancel my attention to you. Follow. The reason for continuing to follow you requires positioning.

Positioning of public accounts: It is necessary to combine the attributes (relevance) of the product and the industry, the preferences of the target consumer groups, and the existing industry competitive environment need to be considered. and pattern, give users a reason to follow you. This reason is not the brand or the product. How many people have a reason to read your company’s internal information and advertising content every day? If it is a product, they can buy it through your online and offline stores. Why should you pay attention to your public account? Giving users a reason can definitely be achieved through professional services, through activities, through interaction, through high-quality content, through interest circles, and through communities.

For example

Durex: There are many well-known brands for condoms, such as James Bond, Sixth Sense, North, Gobon, Double Disk, etc., but the public account is as filthy as Durex. There is no second place for those who are good at it! People will find it very interesting to follow this account, and they will also be willing to leave messages and reply to interact. If she just leaves a message, hundreds of people will like it. If she just promotes products every day, how many loyal fans will she have?

Entrepreneur: Provides guidance for entrepreneurs, shares their true entrepreneurial experiences, and provides high-quality original content, successfully attracting a large number of young people who have entrepreneurial ideas or are starting their own businesses.

Guoke.com: an open and multi-disciplinary community of science and technology interests. If you follow me, I will send you information related to new technologies in the long term.

Uncle: Using witty and humorous words and pictures, it focuses on complaining about the different shortcomings of the twelve zodiac signs in love, attracting the attention of a large number of "zodiac signs" netizens, and fans call it "hit the nail on the head".

Tongdao Culture has cashed out 178 million and has become a well-known IP on the Internet.

The Almighty Big Bear: Well-known self-media, community expert, founder of the Big Bear Club, the first micro-marketing community, and public relations and brand marketing expert. Social marketing and community marketing training instructor. Let me give you a reason to learn micro marketing.

Gui Jiaoqi: The former person in charge of Taobao’s search product, from sharing on Taobao e-commerce to now thinking about life, piety to Buddhism, and sharing spiritual enlightenment. An original article every day by a thoughtful self-media expert.

3. How to edit and create high-quality content

After having the positioning, it is time to create high-quality content. First, the content should be original, so that you can apply for the original tag. The content above 80 should be based on your positioning. It is best not to exceed 10 for product and brand information. Some of them can be cleverly embedded with brand information. Excellent hard advertising and direct promotion will hurt your users once. If it hurts too much, it will become sad. After being sad for a long time, users will leave. Second, there is long-term and stable content output. A dedicated person is responsible for conception, topic selection, planning, production, and writing. Interesting videos, audio, graphics and text are all available. Combine the positioning of the public account with the company's resources and what the team is best at to produce output content. Maybe you are worried that you are not good at writing articles, but firmly believe that if you write more, you will naturally write fluently.

After having good copywriting, you also need beautiful layout. This requires the use of a professional editor for typesetting. I recommend to everyone the 135 editor and i editor, which are relatively easy to use. They have many layout functions and can make beautiful layouts. Next time, I can give you a special ② explanation on how to use the editor to edit beautiful layout.

4. How to operate and promote public accounts

In addition to attracting users through normal high-quality content. We also need to use other methods to promote our official account. Operational purpose: Accumulate a large number of accurate and high-quality users. There are not many users, but it must be accurate, so that every user has value and the public account will be more active.

Users attracted only through discounts, promotions, free prizes, and red envelopes are not very loyal. He was attracted by profit-driven rather than interest-driven and content-driven. Such users are easy to drop, and they can easily become dead fans who are not interested in your products or your content.

Only by attracting precise users through activities and content can it be valuable.

Promotion methods:

Online activities: planning activities that users are interested in, or that can attract users' attention, arouse users' *cries, and make users find it fun or interesting , very meaningful, willing to actively participate and share and disseminate. Combine holidays and hot events to create hot topics.

Offline activities: event promotion, using existing resources to promote locally or place advertisements in places where target consumer groups appear. Interactive game, send gifts and add friends.

Mutual promotion: personal accounts promote each other, public accounts promote each other.

Purpose: to increase the number of accurate users’ attention, increase the number of active personal WeChat friends, and maintain good communication and interaction with them.

6. How to interact with users

Interaction form: brand activities, backstage message reply, message comment, like and share, personal WeChat.

The activity of a public account is reflected in three aspects: first, the number of comments left by users, second, the number of likes on user articles, and third, the number of shares and forwards. The higher the activity of an account, the more accurate its positioning, and the more users like the content it pushes and the activities it holds. Therefore, when planning activities and producing content, you need to be good at creating and raising topics, so that users can leave comments under the article to discuss, argue, quarrel, or start a war. What we have to do is to inspire others. Often users are more willing to read the messages and comments below, which are sometimes more interesting than the article itself. Users must reply immediately when leaving messages in the background, and users must also respond promptly to comments under articles. Combined with personal WeChat sharing in Moments, posting pictures and texts in Moments, and personal WeChat one-on-one communication to enhance user interaction.

7. How to expand the functions of the public account

This is achieved through custom menus.

Micro mall, product purchase and after-sales service, member center, micro magazine, micro official website, interest tribe, interest circle, activity interaction, etc., can all be realized through customized menus. Dear, remember to focus on service, how to improve user experience, rather than pure brand display and product sales. ③The next Bajie theme will explain how companies build their own micro-malls and distribution systems.

How to place ads on WeChat

After the official account is certified, you can apply to become an advertiser and place ads. WeChat advertising is divided into two types: WeChat official account and Moments advertising. Advertising in WeChat Moments starts from 50,000 yuan, which is suitable for brands with certain strength. WeChat official account advertising has no starting point limit and is divided into two delivery forms, one is user promotion and the other is brand communication. Brand communication advertising must have a landing page. It can be a separate H5 page or an event page in a micro mall. Or baby details page.

8. How to plan events

Planning events requires creativity and continuous innovation. Don’t do regular discounts, promotions, coupons, buy one get one free, holiday promotions, year-end promotions, or boss’s crazy prices. They are too boring and unattractive. If you want to do something different, do something with obvious results, and stick to these thinking principles.

First, reverse thinking. Be user-centered, not self-centered, start from the perspective of the user's thinking, and combine the attributes of the industry, the correlation between activities and brand products, and reason step by step in reverse, rather than suddenly thinking of an idea and thinking it is feasible. . You need to update yourself all the time, study your users' psychology, thinking, and behavioral trajectories, analyze their preferences, and create an activity method they like.

Second, fission thinking shares its thinking with users. Think about whether the planned events, activities, and topics have any points of dissemination. Will users take the initiative to spread it? What is the motivation for active dissemination? Is it possible to form a fission reaction, one spread to ten, ten to hundreds, hundreds to thousands, and finally split Become a popular event or hot topic. We need to think, at least there must be such a point behind the activity.

Third, divergent thinking. Don’t be limited to a certain field of an industry, a certain tool, or a certain form of activity. Open your mind and think across boundaries. Any form can be used to plan an event. Use divergent thinking first. Think of a creative idea. For example: the herb-flavored hugging fruit, ordinary red dates and walnuts, turned into cute and healing hugging fruit, which instantly captured the hearts of a large number of literary and artistic young people. Red Bull combines with Mahjong competition, a competitive activity with Red Bull and good luck. The beverage is combined with the brand communication of LOL, an e-sports that young people like, and Alipay collects five blessings and divides the cash prize of 100 million yuan equally. The Power Train Soda Wine Bar staged Tang Bohu’s tasting of autumn fragrance and traveled through time and space in an instant. "Product - Constellation - Red Envelope - Plants vs. Zombies - Pan Jinlian - Zhu Bajie - Crab - Chen He - Mini Program" Any irrelevant things can be designed to be relevant through three-layer relationships and can be used as points for new ideas.

Fourth, innovative thinking. For example: Jiang Xiaobai, _Silk type, artistic heart, a youthful drinker who pursues a simple life, good at being cute and self-deprecating, but has a literary heart. "I am Jiang Xiaobai, life is very simple" successfully counterattacked among the 8090 generation through personalized quotations. C plays it every day, and the packaged sentence-spelling game is also very innovative, and users will actively spread it through social platforms.

Event planning is the most challenging, the simplest and most difficult part, and the most important step in communication. Micro marketing is not a tool, but a different way of thinking. This can be reflected more intuitively here.

9. How to transform users and sales

Any relationship that is not for the purpose of marriage is a hooligan, and marketing and brand communication that is not for the purpose of closing a deal is also a hooligan. The ultimate purpose of brand communication is also to promote sales and achieve sales. It is not just for fun.

1. The brand is exposed through advertising and article push, and users have an impression of the brand. The company only enhances the brand's popularity.

2. Have interactive communication with users. Your micro-users will like you, and users will like you and leave comments for you, which enhances the reputation of the corporate brand.

3. Provide one-on-one service and one-on-one communication with users, chat and talk with each other as friends, gain the trust of users, and the corporate brand will have brand loyalty. A one-time purchase is not called loyalty. She/he is still willing to cheat. Repeat purchases are called loyal customers. We used to call it chatting, but now we call it teasing. Once the teasing with users is in place, sales will naturally come naturally. Fall in love with your users and flirt them up!