Different from other WeChat official account positioning, the legal WeChat official account is not a marketing number. Is the service number (for the online legal service website, it can also be the customer service number), which undertakes the dialogue (or interaction) function between the subscriber and the legal service provider; Behind it is service. When it needs you, you are there to answer questions or provide valuable information; When you are not needed, you live in seclusion behind the scenes as if you were a virgin. This may be the main reason why your subscribers pay attention to and keep your legal official WeChat account, and it is also the key to the success or failure of legal WeChat operation in the official WeChat account. Then, how does the official account of WeChat in the legal service industry operate?
First, the positioning of legal WeChat official account
When legal service providers realize the value of WeChat and prepare to open an official WeChat account, they must first grasp the positioning of the official WeChat account.
Second, the refinement of the operational objectives of the legal WeChat official account
If you plan to use the official WeChat account as a service, and make clear your demands and set clear goals, then you should set short-,medium-and long-term goals, and organize and mobilize human and material resources according to different stages. When you have 65,438+0,000 subscribers, you can handle it alone. When you have 3000 or more subscribers, you may not be able to balance your time and energy, so you need teamwork and start to pay attention to the organization of human resources.
When you are not satisfied with the number of existing subscribers, but expect more subscribers, maybe you need to call more material resources to realize your demands. When you operate WeChat official account as a project, perhaps you should set phased evaluation criteria according to different operation stages, and constantly study whether the progress and direction of achieving short-term goals meet your demands for long-term goals. When you don't satisfy the single function provided by the editing mode provided by WeChat public platform, but need to use richer interactive functions of the development mode, perhaps you should consider investing more material resources in outsourcing development.
Third, the image of the official account of legal WeChat WeChat
The image positioning of WeChat official account, a legal WeChat, is not only reflected in the incisive introduction of WeChat official account, but also reflected in the service itself, which is the best word of mouth and business card. This requires the service to be rational, objective, professional, efficient, timely and humanized. Simply put, it is to help your subscribers solve problems or meet their needs. There is an essential difference between the official account of WeChat and the intelligent and humanized legal service provider.
In principle, professionalism and seriousness are one of the conditions that the legal service industry needs to maintain. The operation of legal WeChat official account should try to avoid entertainment, serious behavior and unprofessionalism.
On WeChat, few subscribers have the patience to wait for hours or even days before receiving legal advice. Because once the demand for legal services is triggered, for the user, perhaps, that is the problem that he urgently needs to solve. Therefore, it is very important to give timely information feedback to consultants and output legal opinions in time.
Fourth, legal micro-signal operation taboo
(1), harassing users: users who subscribe to WeChat official accounts usually have no leisure or enough patience to read the legal information you push, and frequent push of service marketing information will only make subscribers disgusted.
(2) The user is there, but you are not: If the consultant who triggered the demand asks questions, but the service provider is not there, the consultant will change from a subscriber of your official WeChat account to another subscriber of the official WeChat account after being rejected and indifferent. Unless you give up the operation, I suggest you at least take the time to be kind to your loyal subscribers on WeChat.
Verb (abbreviation of verb) legal WeChat official account marketing
Wechat has diversified marketing methods. What is important is according to the demands of WeChat official account, the rules of our operation and what kind of marketing effect we want, which will guide the marketing methods and channels. For example, if your legal micro-signal positioning is a local legal consulting service, then the general online marketing effect will deviate from your expectations; For another example, if you position the legal micro-signal as marriage legal affairs, you should make overall planning from the moment you register the official account of WeChat. Another example is that your legal WeChat official account is located in real estate legal affairs, so targeted marketing promotion and cooperation for some real estate information websites and real estate agents, including the name keyword setting of WeChat official account, may be more effective than the general WeChat official account promotion, and so on.