As everyone may be aware, WeChat is an effective tool for marketing to consumers, as
companies can improve brand awareness through WeChat advertising. How about the
effect of B2B marketing on WeChat?
Most China-based workers no longer bring business cards to meetings or social
activities but instead, they scan WeChat QR codes. It can be seen that B2B
communication on WeChat is just as important as B2C.
WeChat is a convenient and effective business communication tool. On WeChat,
enterprises can communicate with customers one-to-one, or carry out one-to-many
message transmissions, multimedia communications and data sharing. As a super app,
WeChat has a large number of built-in functions, such as online payment, stock
trading, short surveys and tutorials. With these WeChat applications, even
work-related content becomes interesting. Therefore, every enterprise can use WeChat
for B2B marketing.
WHICH WECHAT ACCOUNT IS RIGHT FOR B2B MARKETERS?
To conduct B2B marketing on WeChat, first, you need a WeChat official account, which
would be your official company account. The official account is the primary channel
for merchants to interact with customers and enhance brand awareness. There are
three types of official accounts: subscription account, service account and
Among the three types of official accounts, subscription accounts and service
accounts are the most suitable for B2B marketing. Service accounts have exclusive
functions, such as CRM, customised menus, payment integration, mini-sites, etc.
Enterprises can directly keep in touch with customers through service accounts. As
service accounts are more suitable for service-oriented enterprises and
SEVEN FEATURES OF YOUR WECHAT B2B MARKETING
WeChat allows users to send documents, address books, excel sheets, videos,
and images to each other. In the process of B2B marketing, companies can
quickly contact each other.
The interaction of users on your official account is clearly visible in WeChat
network analysis. WeChat network analysis can also
collect feedback from usersto help companies improve their
products or services.
Your official account can send important
to users through template messages, for example, a notification that a purchase
is completed, or member points updated
Your official account can group messages
according to gender and region
. This function can help you send messages to the correct target
customers and avoid disturbing other customers who may not be interested in it.
When a user follows your official account for the first time, sends messages or
keywords, your account can be set to automatically reply. The welcome message
when a general official account is added is to introduce the official account,
display keywords or promote recent activities. This is the customer's
first impression of the company, which is especially important.
Trackable QR code and tagging
With WeChat API, we can generate a trackable QR code for different
scenarios, for example, we can generate a QR code for "offline
event", when a user scans the QR code to follow your official account, and the
user profile will be added "offline event" tag.
An official account can add up to three menu categories in the menu
bar, and up to 5 sub-menus under each category. Each menu can link to a message, a
website or an application. Content-based official accounts usually have at least one
menu link history message.
CHALLENGES OF B2B WECHAT MARKETING
Although there are many business opportunities in WeChat
marketing, companies also face many challenges
Large number of competitors
According to Chinachannel's survey, WeChat has 10 million official accounts.
Imagine a whopping 10 million official accounts running different WeChat marketing
activities, the competition this generates can be outrageous.
Lack of user attention
Users often ignore the content pushed because they are not interested in the content
or the quality of the push is poor. Another reason may be that there are already a
large number of similar posts on WeChat. If the content of the official account is
not eye-catching, users will not spend energy to read.
A GUIDE TO WECHAT B2B MARKETING
Official account name
The name of the official account represents the enterprise, so be extra
cautious when choosing the name of the official account. Users will search for
keywords. In order to be searchable by users, the name of the official account
should not be too specific or broad. When naming the official
account, keep in mind the importance of "Search Engine Optimisation" (SEO)
In addition, the official profile also represents the enterprise. The profile should
be professional and up-to-date. It is as important as the name of
the official account.
The QR code is indispensable in China. The QR code should appear on every
asset related to the company, especially on the product catalog, website,
business card and other promotional materials, so that you can have more
touch points with China-based customers.
Content marketing is very important for social media marketing. Therefore,
before the official account is released, companies should first
understand the target users. The content should be what the
target user likes. Only attractive, entertaining and
interactive content can attract users' attention, gain more exposure and
fans, and no user is willing to spend time on boring content.
WeChat Mini Site
Through the WeChat mini-site, you can interact with customers
and let them participate in activities, and you can also hold promotional
activities or display product vouchers on the mini-site. For a better customer
experience, companies can chat with customers in real-time on the WeChat
Official account activeness
If the official account is not updated frequently, the user will cancel the
subscription. Therefore, the official account must be pushed
frequently. The timing of the push is also very important. The peak
reading on WeChat is from 7am to 9am in the morning and from 8pm to 10pm in the
evening. Companies can try to push in various time periods and
observe which time period the push is more in line with the company's
marketing strategy. If you want to avoid the highly competitive time period, you
can post it from 2pm to 5pm.
Companies should invest more time and energy in WeChat B2B
marketing. Only by pushing high-quality content can they stand
out. Market research can help companies understand the audience and find
potential customers. In fact, it takes a lot of time, energy and good
content marketing to find and cultivate the right customers.
All in all, WeChat B2B marketing is a highly effective and purposeful channel for
companies to promote products and services to Chinese customers. Make full
use of the various functions on WeChat and understand the
business opportunities and challenges on the WeChat platform to
create the best marketing strategy.