HOW TO DO MARKETING STRATEGICALLY WITH WECHAT - EAST MEDIA
For a marketing strategy on the Chinese market, WeChat is definitely a key point.
Major companies operating in China use WeChat to increase both the reach and the impact they can have on their consumers more effectively than other methods.
WeChat, owned by the Asian web giant Tencent , is today a social network that has over 800 million Chinese users, part chat, part social network, part e-commerce, part PayPal, part Tinder… Wechat is an app that contains many functions that Chinese people use every day.
For example, the use of WeChat Wallet is impressive, as it allows users to pay for products and services without leaving the WeChat app. Today, it is used to buy products, pay bills, ride a taxi, and share money with friends at a restaurant.
In short, WeChat is a complex and highly structured tool that has no real parallel in the Western world and must represent the starting point for any Italian company to connect with our Chinese friends, partners, and customers.
How to do marketing with WeChat in a strategic and profitable way?
Let's see some key points to take full advantage of the 800 million users of wechat for a strategic and functional marketing to our business goal.
1. If you don't have a verified official account you are not credible
Brembo's official verified account
Hierarchy is fundamental in China, and the phenomenon of fake accounts on the Chinese web is widespread but still poorly controlled. This leads to a distinction between standard and verified accounts on the market.
We often find ourselves working with Italian companies that, after years, discover that they have several accounts opened in China by "third parties" who, in the absence of a verified official account, communicate and conduct business under their own name...
Having an official and verified account means you are truly who you say you are, so it's the first step for anyone wanting to do serious business in China.
Opening an official, Tencent-verified channel takes time (an average of 2 to 3 months, as of July 2017) and requires significant investment. The company must submit a series of documents that Tencent verifies and certifies. Only after approval from China can the company open a verified official account, which can then be used to configure the account in advanced ways, including running ad campaigns on WeChat Moments.
2. Invest in quality content (that all users like, not just Chinese ones)
Companies create their own official accounts so they can be followed by anyone who decides to join their network. With an official account, a company can attract an audience by sharing high-quality content through audio, video, photo, and text messages addressed to its followers. For example, Treelabs, a Bluetooth speaker brand, offers a daily playlist of songs from around the world. This allows its community to listen to a diverse range of international music.
Content varies depending on the target audience, but a key point is to offer valuable content to your followers.
WeChat messages can be thought of as newsletters, received as messages from an app that was originally created as a messaging app. It's therefore particularly important not to send messages that aren't useful or interesting, as this could easily result in users becoming bored and unsubscribing. Content is truly king.
3. Develop customer loyalty programs and strategies
A company can develop its marketing strategy based on loyalty programs, using geolocation services that identify potential customers and offer them promotions available nearby.
There are three ways to approach consumers on WeChat:
- Offer a VIP card through the app
- Send promotions
- Give away e-coupons that can be spent in points of sale
For example, Watsons, the personal care giant in China, obviously has an official and verified channel on WeChat.
In addition to standard communication, Chinese customers can purchase its products through a WeChat store. Followers also have exclusive access to its services and receive special discounts at the nearest Watson's store by submitting their location to this account. Create a loyalty program based on your target audience and use WeChat as a tool.
4. Be innovative and creative
WeChat offers countless opportunities, and Tencent has always stood out for its innovation.
Official accounts offer many possibilities for customization to suit a company's needs. It's not uncommon for companies to develop WeChat-based apps, such as Smarthotel, an example of WeChat for hospitality operators.
WeChat allows brands to create small websites to enhance their followers' experience. Interactive menus for marketing purposes significantly improve interaction with fans, the ability to share information and services, and increase loyalty.
You can then develop internal apps, gaming, couponing, external links... the tools are there. They're numerous and effective. Use them.
5. Encourage the subscriptions of followers thanks to QR Codes
Businesses looking to increase their WeChat following add a QR code to their accounts in as many places as possible, both online and offline. As soon as someone scans the QR code, they become a member of the community and receive all the shared content.
Brands include QR codes on their physical products and encourage consumers to scan them through promotions, discounts, prize draws, souvenirs, or WiFi passes. Others also display QR codes with some tricks, as the two platforms are not "friendly."
On the other hand, growing followers on WeChat is particularly difficult because Chinese users are very selective about which accounts to follow.
5. “Pamper” your followers
With WeChat, you can communicate and advertise your products directly through smartphone apps. Companies attract consumers with special rewards, promotions, or images.
Identifying specific communities is a mandatory strategy in a huge market like China: it is important to share with your new followers a gift that specifically meets their tastes and desires, which is why targeting specific categories of users can prove to be a winning move.
6. Use Key Opinion Leaders
Influencers influence. They know your target community better than you do. Research and engage those who speak every day with your target and agree on a message and an appropriate call to action.
In a country like China, Key Opinion Leaders are even more important than in our country and are often real media that need to be evaluated and managed.
7. Always stay informed about updates
WeChat is constantly and rapidly evolving, in line with the fast-paced Chinese market. It's therefore essential to monitor and stay updated to utilize and capitalize on the new opportunities Tencent's platform offers.
