by Cheng Chao
Without a feasible and actionable WeChat Marketing Strategy, we often heard this:
A German beer seller started their WeChat marketing from last summer.
They hired a Chinese agency to take care of their WeChat marketing, paying around 7000USD every month. “But nobody is reading our articles!” complained by Gary, one of their senior managers.
Gary met up with me looking for some advice yesterday and we had an afternoon tea together.
He showed me their WeChat public account and told me the agent only wrote 3-4 articles and it seems they did not do anything else and none of their articles got over 100 views.
I gave him some basic ideas on WeChat marketing and he was very excited.
“Why don’t you write a guide on this? There are very few practical online courses and tips on wechat marketing like this.”
I think it is a good idea too and I promised him to write this guide.
This is my ugly first draft.
Please let me know what you want to know further and I will update this guide.
WeChat is a social networking messaging app which supports image and video sharing, games, stickers, and the ability to share and connect with friends through WeChat Moments.
WeChat is also a social commerce platform, incorporating WeChat Stores for online shopping and WeChat Pay and WeChat Wallet for payments to both online and brick and mortar vendors.
There are also many professional functions like flight and taxi bookings.
Many companies invested quite a lot of money in WeChat marketing but resulted with a low number of views and a slow increase of followers.
They failed from the very beginning with a poor WeChat marketing strategy or even worse, without a strategy at all.
When I help my clients creating their WeChat marketing solution, I started with a discovery contract to understand the situation of the customers.
Here are some typical questions in my WeChat marketing service request form.
You can choose either subscription accounts or service accounts as your official WeChat accounts, or both.
WeChat Official Accounts are available to celebrities, media, government organizations, and businesses.
There are three types of WeChat official accounts: subscription accounts, service accounts, and enterprise accounts, the last are not designed for marketers.
You need to have a business presence registered in Mainland China in order to market to Mainland Chinese WeChat users, otherwise you can only find alternative ways to open new account under a Chinese individual and a China local company.
Make Your QR code special and creative.
Customized menus offer the followers a way to click and view the most important messages/articles.
However, Many marketers still do not make full use of this.
WeChat allows you to convert followers into members.
We can help you customize necessary functions to get most benefits from it.
Everybody knows this rule, but not everyone knows how to write great content.
Always Write for your Chinese Customers, Not Yourself.
People will only love and share when your content is original, unique, different and interesting. And this is the essence of marketing.
Always write on something people want to read, hot topics are the best opportunities to get eyeballs.
You can write articles about Rio 2016 during the Rio Olympic Games.
You can write comments and influences of Trump’s success to be elected as the US President.
It is quite challenging for you to be ready all the time to create quality content, choose suitable hot news or topics, and make it relevant to your business.
Don’t push your audience to read your ads, since most people don’t like them.
But It is always a good idea to write on content that your audience needs,
Here are some proven content types: Useful Tips, Listicles, Guides, Interesting stories.
A good headline is half of the success.
Make sure it appear in every possible places:
One client told me that they had regular offline events but never put the banners with their QR code there.
What a pity that they lose so many good chances to get new followers.
Ask your readers, visitors to scan and add your WeChat public account.
Think what your audience need and let them know you have what they want. (Make sure it is real.)
Find where your audience are, it could be online communities, industrial forums, blogs, or knowledge sharing site like zhihu.
Write quality articles to attract new followers.
Seek for KOLs to provide positive reviews and recommend your account if possible.
Keep listening to the social media and manage your Online Reputation, you will find best people to do the job.
When you have sufficient followers and quality content, messages from your followers will increase.
If you had never gotten any message, just ignore this part.
Read every message from your followers.
They send messages to you because they care about you.
Reply to everyone in a polite way and do not make them wait for too long.
You can set automatic reply to explain some basic communication rules in your “territory”.
WeChat is the best place that you can speak to your customers like friends.
This is how you can create special customer experience and be different from your competitors.
Be creative and take more care of your sincere customers.
Provide some good surprises for your followers.
You can run some contests or launch some lucky draws.
I personally had held many interesting games like drawing / writing / phtographing contests, riddle guessing etc, and sending away bookmarks, stickers to the winners.
Such events effectively strengthen the relationship with the followers.
Your customers will be impressed and excited when you can always do something exceeding their expectations.
It is very challenging to run a successful WeChat public account.
You need hard efforts to pick the topic, find the picture, write the draft, modify and edit it to be better all the time.
A good article can get way more traffic than average ones can do.
Read the reports and find out the reason behind the data.
Good results always come from repeated tests.
You will find ways how to choose better topic, headlines and retain the users.
Let's Start from a Discovery Contract, What is it?