In every aspect of the WeChat ecosystem, we should pay attention to user experience, and achieve effective user drainage, community operation and value precipitation. So, how to build a reasonable WeChat private domain closed-loop operation strategy based on the understanding of the WeChat ecosystem?
Many enterprises, brands, and self-media use the WeChat ecosystem as their own private domain operation position. Through years of cases and practical experience, in the WeChat ecosystem, channel value, traffic characteristics, and user behavior patterns are crucial for content creators and marketers. Only by understanding these characteristics can we more effectively carry out user drainage, community operation and value precipitation.
Let's take a look at these examples:
- On February 1, 2020, ANTA launched full-staff retail, and all employees sold goods on WeChat Moments, and the e-commerce sales in the month met expectations or even exceeded the quota.
- Suning, Rainbow and other major retail, department stores "cabinet sisters" poured into the live broadcast room, began to systematically operate private domain traffic, and enterprises of all walks of life have entered the track of private domain traffic.
- Teacher Akiba "only attracted thousands of new fans to the official account through a video on the video account, and in addition to earning tens of thousands of yuan in rewards, dozens of people signed up." The various training camps done by Mr. Akiba directly earned nearly 100,000 yuan.
Through these cases, after merchants or self-media acquire customers through video accounts, they are converted to official accounts, WeChat groups, Moments, etc., so as to bring revenue and user growth, all of which are based on the combination of WeChat ecology.
Of course, we are on the Internet, and we often see many so-called experts and well-known bloggers sharing strategies and tips about private domain traffic and video account operations. However, some of them tend to start by emphasizing mimicking other people's patterns of success, telling you that you can succeed by following in the footsteps of others. This view can be misleading, as success often can't be simply copied and pasted.
In fact, the operation of private domain traffic is a complex task involving many factors. It requires us to have a deep understanding of our business characteristics, target user groups, and market environment, so that we can develop a strategy that truly works for us. Rather than blindly following the trend and copying the practices of others, it is often difficult to bring substantive results.
You should be cautious about these so-called "successful experiences", and explore your own operational path through practical practice and in-depth thinking. To avoid becoming a victim of the phenomenon of "cutting leeks", practice and summarize your own private domain traffic operation methods.
1. Understanding the essence of the WeChat ecosystem
The essence of WeChat ecosystem is a social network community that connects users, and it builds a multi-dimensional tag system for each user by analyzing users' social interactions, consumption habits, hobbies and other behaviors, including behavior tags, interest tags and habit tags. These tags help WeChat to accurately segment and stratify users, so as to achieve more personalized and accurate information push.
The information flow of the WeChat ecosystem is based on a circle algorithm, that is, through the algorithm, users are gathered around topics of common interest to promote the exchange and sharing of information. This algorithm principle embodies the social phenomenon of "like gathers and people are grouped", and it encourages content creators to produce high-quality content and actively participate in topic discussions, so as to improve the activity of various sub-platforms in the WeChat ecosystem.
In order to achieve good operational results in the WeChat ecosystem, we need to deeply understand the characteristics of each channel and design an operation strategy to match it. In this way, each channel can be used to its maximum effectiveness. At the same time, through observation and analysis, we can find that those users who are highly active tend to become active promoters of our account. In this process, we need to keep in mind the concept of ecological sharing emphasized by the WeChat platform, fully integrate into the ecological environment of WeChat, and grow together with users to achieve a win-win situation.
Second, let's explore the unique attributes of each content carrier in the WeChat ecosystem
After years of practical experience in online education exploration and Internet operation, I am deeply aware that there are significant differences in users' patience with different content. To put it simply, the form and characteristics of content are crucial to attract and maintain the attention of users, and different carrier channels should be operated in different ways.
Video account: Short videos quickly attracted the attention of users with their fast-paced and strong visual impact. This fragmented form of content is suitable for the rapid transfer of information and concepts, but it is not suitable for in-depth explanation of complex or specialized knowledge.
WeChat group chat: As a highly interactive platform, it provides convenience for communication and discussion between users. Here, users can ask questions, share experiences, and participate in discussions in real time, so as to deepen their understanding and memory of the content.
Official account: Articles are known for their systematization and depth, and are suitable for publishing in-depth analysis, opinions and knowledge sharing. Here, users can pause and read more detailed content, thus gaining more comprehensive information and knowledge.
Private domain friends: For example, WeCom and personal WeChat friends are connections based on a deep trust relationship, and should avoid over-marketing, but instead provide truly valuable information and services to maintain and deepen this trust relationship.
Circle of friends: As a display window for personal image and life, it is an important place to shape personal brand and personality, therefore, the content of the circle of friends should pay attention to authenticity, avoid excessive commercialization, and do not use it as a bulletin board.
In short, the WeChat ecosystem provides us with a diversified and personalized operating space. Through accurate user analysis, efficient content production and innovative operation strategies, we can maximize brand value and deepen user relationships on this platform.
3. Create a closed-loop operation strategy for WeChat's private domain
The closed-loop operation strategy of WeChat private domain is a kind of operation system that comprehensively covers user touchpoints in the WeChat ecosystem through the comprehensive use of functions such as official accounts, video accounts, communities, moments of friends, and personal friends.
After an in-depth understanding of the characteristics of each platform of WeChat, we can design different user operation strategies and ideas for different functions, so as to achieve effective user guidance, efficient community management and continuous value precipitation. Such a strategy will help you harness the power of the WeChat ecosystem to optimize your marketing campaigns and user relationship management.
Here are a few key steps to build a closed-loop operation strategy for WeChat's private domain:
1. Use the circle algorithm to make accurate recommendations
WeChat's circle algorithm provides a natural soil for private domain construction, users will actively interact when they find that the content they are interested in resonates, and they are also willing to join relevant communities to communicate and interact with like-minded people, this kind of content interaction based on common interests not only helps to attract new users, but also effectively promotes the loyalty and activity of old users.
WeChat's circle algorithm enables content creators to more accurately identify and target audiences, and deliver customized content to interested users through an intelligent recommendation mechanism. In order to maximize this advantage, content creators need to dig deeper into the characteristics and needs of their target users, and create engaging content that meets both the user's interests and needs, so as to improve the appeal and dissemination of content.
2. How to use WeChat's circle algorithm to get traffic?
Clarify goals and positioning: First of all, you need to clarify what the goals of private domain traffic operation are, such as improving user stickiness, increasing repurchase rate, and enhancing brand awareness. At the same time, it is necessary to position the operation direction of private domain traffic according to its own business characteristics and advantages, such as focusing on providing professional knowledge, sharing industry trends, and establishing user communities.
Understand user needs: In-depth understanding of the needs and interests of target users is the basis of private domain traffic operation. User information can be collected through user research, data analysis, etc., so as to formulate content strategies and engagement plans more accurately.
By implementing these strategies, we can make more efficient use of WeChat's circle algorithm to achieve accurate content recommendation and refined user operation.
3. Design different operation strategies for different WeChat content carriers
3.1. The video number is used as the drainage entrance
Channels is an emerging platform in the WeChat ecosystem, attracting a large number of users with its rich content forms and high interactivity. By posting interesting and valuable short videos, you can attract users' attention and lead them to deeper interactions, such as joining a community or following an official account.
3.1.1 Precise content positioning
Deeply analyze the interests and needs of your target audience and curate relevant video content to ensure it is relevant and relevant to your audience.
3.1.2 Ongoing Content Updates
Create and follow a content release schedule to launch new videos regularly while staying engaged with your audience.
3.1.3 Interaction and community building
Regularly check the comment section and actively respond to user feedback to enhance user engagement.
Embed a community QR code or official account link in your video to motivate users to engage deeply.
3.1.4 Participation in official events
Strategy: Keep up with WeChat's official activities and use the traffic advantages provided by the official to increase content exposure.
Action: Optimize your video's title, tags, and descriptions to ensure that your content meets official recommendation criteria and increase your chances of being recommended.
3.1.5 Data monitoring and content optimization
Action: Leverage WeChat analytics tools to monitor key metrics such as views, likes, and shares.
Action: Analyze and optimize underperforming videos to apply successes to other content.
3.2. Official account: the core of the knowledge system
The official account is the main position of brand communication. Here, we can classify and organize complex knowledge points to form an easy-to-understand knowledge tree structure. This not only helps users quickly find the content they are interested in, but also enhances the professionalism and authority of the official account through a coherent content system. For example, if our official account focuses on the financial field, we can create a knowledge system that covers investment strategies, market analysis, economic trends, and other levels, so that users can find comprehensive and in-depth information here.
- Clarify the positioning of the official account: determine the content direction based on brand characteristics, professional knowledge or personal expertise.
- Design the content framework: Plan the content classification and hierarchy to ensure that it is clear and structured.
- Create high-quality original content: Write and publish in-depth articles on a regular basis to ensure the depth and breadth of content.
- Integrate high-quality external resources: screen and integrate excellent content in the industry, indicate the source and obtain authorization.
- Content tagging: Set tags to make it easier for users to find information through keyword search or catalog browsing.
- Promote user interaction: Encourage comments and discussions, and regularly hold interactive activities such as Q&A and voting.
- Collect user feedback: Collect feedback through questionnaires, interviews, etc., and adjust content strategies.
- Content promotion and cooperation: Promote content through channels such as WeChat Moments, WeChat groups, and cooperative official accounts.
Although the official account can provide rich content, it has limited interactivity. The establishment of a community makes up for this shortcoming. By guiding users to join the community, we can not only provide users with a space for communication and discussion, but also enhance the stickiness and activity of users through the active atmosphere of the community. Communities can be WeChat groups, QQ groups, or discussion groups on other social platforms, and the key is to provide an environment where users feel engaged and valued.
- Set community goals and rules: Clarify community goals, such as knowledge sharing, industry exchanges, and establish rules.
- Community promotion and attraction: Introduce the value of the community in the official account articles and provide ways to join.
- Publish content regularly: Develop a content release plan, share industry trends, practical skills, etc.
- Encourage members to interact: Encourage members to ask questions, share experiences, and host interactive activities.
- Maintain community order: Deal with violations in a timely manner and maintain a good community atmosphere.
- Establish a Q&A mechanism: Set up a Q&A area to answer users' questions on a regular basis.
- Organize online activities: Hold regular online lectures, workshops, etc., and invite experts to share their experiences.
- Collect community feedback: Collect feedback through surveys and other means to understand the needs of members.
Fourth, build a clear conversion link
In the WeChat ecosystem, it's important to ensure that the conversion link from the Official Account to the community to the individual WeChat friends is clear and unambiguous. Each step requires a targeted strategy and clear goals.
1. Conversion of Official Accounts to Communities
Strategy: Introduce topics through official account articles, provide preliminary information and guidance, and attach community QR codes to articles to guide users to join the community for more in-depth communication and learning.
Action: Use other channels such as Channels to promote the content of the Official Account to expand its influence, and at the same time guide users to read the Official Account articles and join the community in the video.
2. Activity and maintenance within the community
Strategy: Regularly hold Q&A, discussions, sharing sessions and other activities in the community to promote communication and mutual assistance among community members, provide practical guidance, and answer questions encountered by users in practice.
Action: Recognize and reward members who share content, such as points, coupons, expert consultation opportunities, etc., to incentivize content sharing and enhance community activity.
3. Conversion from community to personal WeChat friends
Strategy: Share personal insights, experiences and stories in the community, build a professional and reliable personal image, guide users to add personal WeChat, and deepen one-to-one connection.
Action: Share your WeChat QR code with your community at the right time, and provide instructions and incentives for adding friends, such as providing additional professional guidance or customized content.
Through these strategies and actions, it can effectively promote the conversion of users in the WeChat ecosystem, and enhance user stickiness and brand loyalty. At the same time, positive feedback and user suggestions in the community can also be used as an important reference for content creation and optimization, helping Official Accounts and Channels to better meet user needs and improve content quality
5. Provide practical guidance
An important reason for users to join the community is to get hands-on guidance and help solving problems. Therefore, community operators should provide practical how-to guides to answer users' questions and help them turn knowledge into action. This not only increases user satisfaction, but also strengthens community cohesion.
6. Optimize user experience
Every aspect of the WeChat ecosystem, including Official Accounts, Channels, and communities, should focus on user experience. Respond to user feedback in a timely manner, solve their problems, and provide valuable content and services, so as to establish a good user relationship and promote long-term user retention and word-of-mouth communication.
In the end, it is shallow on paper, and the most important thing is practice. Through these strategies, you can more effectively leverage the WeChat ecosystem for user attraction, community management, and value accumulation, so as to achieve the sustainable growth of your brand or KOL private domain. The core lies in creating valuable content and excellent user experience in order to better develop and obtain greater value in the WeChat ecosystem.
This article was originally published by @闯爷 on Everyone is a Product Manager. Reproduction without permission is prohibited
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