Do you know that WeChat is also for B2B marketing? In Western countries, B2B industry gives less attention to social media for brand awareness and lead generation. However, visibility on social media in China is critical for B2B companies. WeChat is worth for marketing campaign for B2B businesses. But how to succeed with WeChat B2B marketing?
Why is WeChat important for B2B marketing?
Any business in China has its own WeChat official account. It has become a powerful marketing channel to reach a targeted audience.
WeChat is a great tool for businesses to leverage your products to Chinese clients.
WeChat monthly active users have reached more than 1.1 billion! It is really the smart app that Chinese people are using 24 hours a day in their life and at work.
WeChat has also a quick search engine then many people are using it for quick search.
If you do not have a WeChat official account, you are not visible from your customers, suppliers, leads, then you do not really exist.
It is better to have a WeChat official account rather than a Website in China.
What are the main features of your WeChat account?
Of course WeChat allows users to send documents such as powerpoint, pdf, excel files which is quite convenient. It is the commun way to exchange documents in China.
WeChat is also a messaging app for business use, it replaces the email.
It is the message that a customer first follow your account, will receive. This welcome message introduces the account, promote the recent campaigns. It is important message as it is the first impression given to new customers.
WeChat offers an in-app translation tool which is quite convenient to use in business communication between western countries and China.
It really helps the communication with the audience.
It is possible to send group messages to your target audience, according to location, gender. It is helpful for targetted marketing.
WeChat gives you the possibility to add up to 3 menu categories, and under eacg category, you can have up to 5 sub-menus.
The menu can lead to a message, an app page, a website.
Some best practices for B2B WeChat marketing
Content is king
Social media is about content. The right content will bring you the right followers.
Getting followers on WeChat is the main challenge. It is therefore important to identify what type of content your audience is looking for. You can check what your competitors are posting in China.
Your content need to be appealing, interactive, original.
Also your content must be shareable. Marketing on WeChat purpose is to encourage sharing .
WeChat encourages one to one sharing and group sharing. Encouraging sharing is not limited to your audience. It is good to encourage your employees to share the content to their own contacts, as employee advocacy is quite effective.
Join WeChat groups
WeChat groups are where users with the same interests exchange ideas, share some informations or knowledges. It can be up to 500 people per group. Find and join WeChat groups related to your industry or market. If your content is value to them, you will get new followers and get some interesting comments.
Set up customer support
People like to contact a brand directly in WeChat after they become your followers. It is then important to make easy for them to contact you through mail or phone. You can set up also some auto-replies.
Be active on WeChat
Users will unsuscribed your account if it is not frequently updated. You need to make sure have your account consistenly updated.
Do you need support to succeed with B2B WeChat marketing ?
WeChat marketing is a great tool for businesses to leverage your products and services to the Chinese customers. But it is also a must have to be visible in China.
Through WeChat, you can also educate your market, engage your audience, and so much more!
If you need some help on WeChat marketing, do not hesitate to contact us.
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