I have to say, the first step is positioning.
What is your service number positioning, and what kind of industry or customer do you serve? Accurate positioning is the beginning of success! Only with a clear positioning can we find the right direction and have a good start!
Planning-the good face of the service number
Whether writing an article or drawing, the initial typesetting and composition are the most important. The operation service number is no exception. Generally, five columns with multiple graphs are the best, 1 Huang Jinzhu, and four small columns. Columns should be unified, and users will feel neat when they receive messages. Many times, columns with different shapes make me feel very tired. I pay too much attention to the official account of WeChat, and it is hard for people to find bright spots in irregular columns.
In the golden column, the most important content is mainly put, and it is also the most clicked and shared by people. The planning of the following four small columns needs to be targeted, and the specific columns are explained in detail.
Title-How many highlights are not exaggerated?
The average user will click to read the article, and the first feeling is directed at the title. The title is very important, but you are not recommended to be a title party. To sum up: 1, with strong leading words before the title, such as "onlookers"; 2. Numbers are brought into the topic, such as "5 tips" and "7 tips"; 3. Using rhetorical tone, the title is logical, inflammatory and instructive.
Content-Exquisite creativity is valuable.
The service number of the enterprise is basically once a week. If it is content, every article needs to be edited, not copied and pasted. Be creative and express rigid things in a more positive and interesting way. Should conform to the user's reading habits and tastes. Here, it is suggested to put exquisite and valuable content in the first place, which can not only ensure a high opening rate and dissemination rate, but also make fans feel that this is a textured and valuable account.
Making some tricks different from other conventional service numbers in the external aspects of the content will form a unique highlight of the enterprise service number. On the one hand, beautifully designed small pictures at the beginning and end of the article guide readers to pay attention to the official WeChat account with guiding arrows and "warm tips" similar to copywriting. On the other hand, in content typesetting, in addition to pure text, we should also be good at using the combination of graphics and text and the form of full pictures, and a picture is concise enough. In addition, you should learn to use certain colors to package the content, such as Daimonji, dividing color lines between paragraphs and so on. Make the content look colorful, but remember not to be too flashy.
Interaction-managing customers and understanding communication.
Fans in the service number are fans with different subscription numbers. In general, the accuracy of fans in the service number is very high. Managing customers means classifying users with high accuracy among customers. When sending pictures and texts in groups, it can be aimed at gender, region and customer groups. If your customers have membership grades, you can group them by grades, because not all customers have the same taste. For example, customers who pay attention to Mercedes-Benz may like different content from Audi customers.
Although the number of service numbers is not many, after each group sending, there are certainly many messages received. In addition to the original users, many new users will also ask you for advice after reading your mass content. At this time, enterprises must communicate with users at any time in order to truly serve users.
Data-analyze the situation and adjust the time
Be good at using the data statistics in the service number, and many operational problems can be understood through data analysis. Do customers like the published content? Through statistics, you can clearly understand the number of fans, new followers and powder drops every day; See the gender and province of the subscriber through "user attributes"; Through "graphic analysis", we can know the information push situation every time, such as the number of people who put in, the number of people who read the graphic page, the number of people who read the original page, and the number of people who share and forward.
Although the number of service numbers per month is limited, if you hit a bad time like the subscription number, it will bring users a sense of disgust and cancel their attention. So the sending time is very important. You can analyze the data sent several times and adjust the best sending time through the above "graphic analysis". Generally, it is better at noon and before and after work every day, and the reading volume is also the highest.
Promotion-good access and high experience.
The new function of WeChat is online, and hyperlinks can be added (currently only for the service number paid by WeChat). This is a good way to promote, you can hyperlink the articles you want users to read, or add hyperlinks to new accounts for users to directly view or pay attention to. Of course, we can use "read the original" in the lower left corner, but we need to have the necessary reminders to let users know. Another small detail is to pay attention to the fact that the check of "cover picture is displayed in text" should also be arranged reasonably according to the typesetting of graphic content. If you don't need to display it, you can check Don't display it, which indirectly improves the readability of users.
To sum up, whether it is the operation service number or the subscription number, whether it is imitation or innovation, it is necessary to form its own style. With their own unique style, users will keep pace and keep reading.