Understand the official account attributes of WeChat.
Before making an official WeChat account, first understand the product attributes of the official WeChat account and determine the point, line and surface where the official WeChat account is located.
Nowadays, the official WeChat account is increasingly becoming the external window for enterprises to replace official website. Some companies even have official WeChat accounts but don't have official website, or official website is just a simple decoration, especially some Internet companies, who don't even do official website.
Now when users hear about a company, they will habitually look at it through their official WeChat account, instead of directly looking at it through their official website.
This has increasingly proved the importance of official WeChat account for an enterprise, which represents the gateway of official website and enterprises.
The attributes of WeChat official account are: product window (shopping), customer service window (pre-sales and after-sales) and content window (information). It can be said that the official WeChat account is a low-cost ecological closed loop, so it is very necessary for a startup company to manage the official WeChat account well.
For the official account operator of WeChat, your positioning is: content window, your task is how to operate your content and build your content tree from scratch.
WeChat official account positioning
First of all, the positioning of WeChat official account is an older and unchanging primary issue. No matter what you do, as long as it is new, you should think about its positioning, just like the positioning of people. What do you do?
Reflections on the positioning of WeChat official account: WeChat official account is a point, product business is a line, and enterprise is a surface.
A good corporate brand and good product features will empower the official WeChat account. Therefore, don't think that whether the official account of WeChat is done well is a business of a department, but it is actually a business of the whole enterprise.
Taking the enterprise as the face, the official WeChat account is just one of the points. What is the main business of the enterprise, what is the role of your official WeChat account in the product business, and what is the significance to the enterprise?
Most companies will use the official WeChat account as a window to push corporate information. In fact, it is no problem for large companies to do so, because paying attention to the enterprise dynamics of large companies is the user demand of a certain group. For example, Huawei, Xiaomi, Apple ... Their official WeChat accounts are things that send companies every day. When you want to locate your official corporate WeChat account in this way, you should ask yourself: Is there any group that pays attention to your business dynamics? Is this group enough to support your operating traffic? Do you only serve this group enough?
If your answer is yes, then there is no problem. Enterprise information is sent at will. The problem is that the popularity of most enterprises is not enough to support a market. Explore the purpose of your content operation and think about what your target users need. Focus on what? What can you offer?
Taking a start-up home e-commerce brand as an example, the product features: many types, high quality and low price; Target users: 25-35 years old, first-and second-tier female, with certain economic ability and quality requirements for life.
In the attention circle of target users, what can your product combine? List as many things as possible, choose one or two of them as content, and focus on a certain field. We are a household industry here, so we take life as the starting point.
Competitive product analysis
After determining the industry positioning, we began to do competitive product analysis.
What people fear most is to build a car behind closed doors. So before you do something, you must see how others do it. Even if you have a clear idea about yourself, look at what your main rival is doing.
The most direct way is to look at the official WeChat account that is most similar to your business model in the industry and do well, and analyze the content of this number from the first article to the last article. Focus of analysis: column type, typesetting style, sending frequency, time, etc.
How to upgrade the content depends on the specific target users. For example, at home, you can no longer simply collect dry goods as content push.
But you can add other elements to the theme of dry goods, such as adding multiple protagonists to the content, telling a story about a person's life changes before and after storage, and finally introducing the storage cabinet and the introduction of the storage cabinet.
Satisfaction of certainty
In the course, the teacher mentioned a concept of certainty: it is the key to continuously provide certainty that users can rely on. In order to ensure the stable supply of certainty, what links should you need for system capability?