How to quickly promote WeChat official account?

First of all, personally, unless you have a fairly strong ability to create high-quality content (such as the second-rate son of Stone), or you have already occupied the first-Mover advantage in a certain field (such as the selection of cold jokes). Otherwise, it has passed the stage of absorbing powder by content. Before, I heard a small partner say an assertion at a sharing meeting: "After more than 5,000 fans, if you want to keep growing, it is better to do activities than content." Although there is no strict basis, I personally think it is reasonable. Not to mention that you don't need to do content, content can retain fans and turn them into profits, but it is already difficult to rely on content to absorb powder.

Judging from the operation of my official WeChat account, I started by distributing content, and became thousands of users in two or three months, which took a lot of effort. Later, I did a punching activity, which attracted 40,000 to 50,000 users in three months, and the effect was not bad. Later, I made a free Mid-Autumn Festival tour, with a net increase of 60,000 users in 6 days.

No picture, no truth, see the screenshot below. This is a new user. Of course, there are powder drops. After deducting more than 10 thousand, there is still about 60 thousand, which only takes 6 days.

Let me talk about the experience of punching in separately. Let's talk about the experience of this free Mid-Autumn Festival trip.

First of all, let's make a general introduction. This activity is jointly organized by our team (day and night calendar) and Beijing University Student Tourism Alliance. Activities are mainly free travel in Mid-Autumn Festival classes. We offer three free group trips. College students take part in the competition in class, and the top three who get support can travel for free. To put it bluntly, it is actually a variant of voting activities, but the effect is really good. In the end, within six days, more than 1000 classes in Beijing participated in the competition, with nearly 80,000 voters and a net increase of about 60,000 users. The following is my summary.

First, the school season, two festivals, group travel: do the right thing at the right time.

The highlight of this activity is an outing in free group, which starts on the evening of September 19 and ends on the evening of 25th. The theme and timing are timely. Because most colleges and universities have just started school at this time, most students don't go home during the Mid-Autumn National Day, and there is a general demand for group travel. Especially for freshmen, it is very necessary to form class cohesion through group activities. Facts have also proved that freshmen of grade 20 15 played a major role in this activity. In addition, the event was held one week before the festival, which avoided the peak of various marketing activities during the two festivals and ensured that the event could attract enough attention from the target population.

Second, novelty, intuition and simplicity: a good form of communication is very important.

The rules of this activity are simple. Each class can initiate a travel plan, then invite friends to support it, and finally rank it according to the number of supporters. How to spread it effectively is a key issue. The usual practice is to generate a voting page for users, and users share links to invite friends to vote. However, users often can't vote directly. They need to pay attention to the official WeChat account first, and then enter the activity page to find the voting object through the code before they can vote ... The whole process is very complicated. In this activity, we skillfully use the authentication service number to generate a QR code with parameters, and spread and vote in the form of invitation cards. The general process is as follows: After creating an activity, users will get a card with a unique QR code. This QR code is both a focus entrance and a voting entrance. After scanning the code, the user will immediately receive a link to the voting page and enter to complete the voting. This form has the following advantages:

1, the form is novel and easy to attract attention. Today, everyone has been immune to various marketing links in WeChat group and friends circle. Many people reject links and don't bother to look at a link that is obviously a marketing activity. But many users are still willing to click on a picture with a good sense of design.

2. Cards can present more contents. Another disadvantage of links is that short titles cannot convey much information. The card is not only an activity entrance, but also an activity introduction and visual temptation. The probability of users choosing to enter the next step after seeing the card will be greatly improved.

3. Optimize the user operation process. Scan the code, pay attention, and vote. The whole process is simple and clear. Much better than similar activities in the past.

4. Avoid blocking or blocking links. Due to the official control of WeChat, links under the same domain name spread too fast in the circle of friends in a short time and will be blocked. In other words, friends can't see it after users share it in a circle of friends! But using a card perfectly avoids this problem.

Although we also provide traditional communication and voting in the form of sharing links, after data analysis, the way of sharing cards has an absolute advantage, which is also the key factor for the success of this event.

Third, get the squad leader: focus on publicity

This activity is aimed at all college students, but in all kinds of online and offline publicity, we deliberately emphasized the special role of the monitor. For example, our slogan is "Monitor takes me out hi", and the title of the online article is "Happy Valley, Villa Tour, Live CS…… Free for the whole class! Wake up, monitor, get up and grab benefits! " In addition to regular publicity, we have also focused on promoting the monitor groups of some colleges and universities through various channels. As a result of this strategy, many ordinary students' first reaction after seeing our propaganda is to transfer it to the monitor or send it to WeChat group @ Monitor. After seeing the propaganda, the monitor will actively or passively organize activities beneficial to students out of a sense of responsibility and the requirements of students. This way ensures the conversion rate of publicity.

Fourth, push and distribute leaflets: let the pushers become agents.

In this activity, we always put more than 30,000 leaflets in more than 30 universities in Beijing. How to ensure the promotion effect? This is a headache for many event organizers. We have mainly done some work in this push.

1. All the promoters are selected from our students. Many of them are student cadres or leaders of mass organizations, ensuring that the promoters are familiar with the environment and have a high sense of responsibility.

2. Fully train ground pushers. For every promoter, we will introduce in detail the highlights, rules, operational procedures and detailed requirements of distributing leaflets. And encourage them to promote it through their own WeChat circle of friends and campus bbs.

3. Implement the performance reward mechanism. This may be the most crucial point. In addition to paying the promotion staff, we also defined the reward mechanism according to the participation in school activities (determined by the participating classes, the number of participants and other factors). In fact, this point has developed the ground pushing staff into our agents in various schools, greatly improving their enthusiasm, thus ensuring the effect of ground pushing.

Verb (abbreviation for verb) Complementarity, mutual benefit and trust: find a good partner.

This activity is jointly organized by us and the Beijing University Student Tourism Alliance. Tourism alliance provides all prizes for activities, and has a relatively complete campus agency network in many universities. These are all things we really need. The technical support and online operation ability of day and night calendars are also lacking in tourism alliances. Through this activity, the Tourism Alliance has well publicized its brand among college students in Beijing, and the tourism business during the two festivals has also received obvious results. The two sides have complementary advantages and mutual benefit, and both have achieved their respective expected goals, which is also the key factor for the success of the event.

To sum up, this is an activity aimed at special areas and specific people, which is not particularly wide for people, but the effect is good because the details such as timing, communication mode, publicity strategy and specific implementation are in place. I hope to give some reference value to the small partners who operate the official WeChat account.