To operate a WeChat mini program better, you also need an operation and promotion plan prepared in advance, so as to maximise the mini program’s service functions.
1. Set operation goals
Before development, clarify the mini program’s operation goals. Simply put: first, strengthen users’ brand experience and raise the company’s influence; second, use marketing campaigns to create an online-plus-offline linkage effect with personalised services; third, dig deep into WeChat’s traffic dividend to attract new users for the brand; fourth, combine mini program with official account to activate followers and drive their conversion.
2. Refine operation strategies
Based on the operation goals, set corresponding strategies to achieve monetisation. In the early stage, clarify the mini program’s positioning, plan the balance between functional and service content, arrange the main visual, fix the overall page style, and complete the brand introduction and corresponding functions. At launch, decide the number of products to go live, display requirements and time points, and run the mini program through marketing campaigns, official account linkage and plugin traffic to activate followers’ vitality. In the final stage, do the online promotion work: through mutual promotion between stores, community and personal account interaction, offline ground promotion and more, promote comprehensively and expand brand exposure.
3. Get promotion right
Promotion is the key to mastering mini programs. Building a brand’s mini program well takes not just development and operation but making more people see it and use it; only then does it deliver maximum value.
First, social promotion. Based on usage scenarios, make full use of the linkage between official accounts and mini programs, and widen the mini program’s reach through community sharing. Optimising search keywords also increases exposure on WeChat, so users find it when searching nearby mini programs.
Second, plugin marketing. This mainly means spreading through WeChat itself, with fission sharing between friends raising conversion. Main forms include group buying, bargaining, distribution fission and referral or share rewards. The Pinduoduo mini program often seen in Moments is promoted largely this way.
Third, third-party promotion channels. The WeChat platform has many advertising spots usable as marketing scenes, such as the bottom of article pages, Moments ad placements and agreements with big official accounts. Offline QR code promotion can also achieve the goal.
WeChat mini programs can be promoted in many ways; brands can integrate online and offline channels and draw up an operation and promotion plan according to their own needs and operation goals.
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