Wechat Marketing Strategy

When conversing with a new client in order to gage and understanding of their requirements, they all very early on, insist on having a Wechat account created for them. When further asked why it is they require this, the response is generally along the lines of “I don’t know, but the Chinese use Wechat so my company must do the same’’.

Presently, it is becoming increasingly important to choose the right WeChat promotion strategies for your company in order to succeed in business in China. To determine which strategy or strategies to use, you need to find a creative and professional Chinese digital marketing agency.

Enterprise accounts are used for internal management of companies, so I won’t talk much more about them here. I will focus on the Subscription and Service accounts, which are the ones used for WeChat marketing.

As a rule of thumb, you should write when competition is the lowest. Luckily, there is data available about when other accounts post the most. Unsurprisingly, people write mostly from Monday to Friday (when they are paid to work) and just before leaving office

That said, WeChat has been making a push for international expansion, especially in Africa. It’s Africa’s fastest growing social communication platform and is estimated to have about 5 million users in South Africa alone (compare that to the 13 million South Africans using Facebook). So you shouldn’t overlook the WeChat marketing potential in the rest of the world, even if the numbers are not as tantalizing as that huge Chinese figure.

Watsons, the largest personal care store in China opened an official WeChat channel. Chinese customers can purchase their products through the WeChat store. In China, the followers also have exclusive access to their services and receive discounts at the nearest Watson’s store by sending their location to the account.
In designing your Chinese-language website it’s also important to consider the role of space. In most Chinese websites, the font size is large as there is no space between Chinese characters. If you browse through some Chinese websites you’ll also notice that the homepage is full of text links which is a design pattern that became commonplace in the dial-up days. The internet speed has increased a lot since then, but the users are used to this. However, the trend is gradually shifting towards a more spacious looking website.

WeChat, China’s most popular app, has infiltrated the daily lives of its nearly one billion monthly active users. The popularity and penetration of the app in the country make it an attractive platform for global travel brands looking to unlock the China market. Without a thoughtful WeChat strategy, however, this is easier said than done.

By driving sales through WeChat-exclusive benefits, you can launch different promotions. For instance, cross-promotions with local communities is a cost-effective way. For example, if a brand targets travelers, it could partner with a local travel community or hiking club.

This is the latest in a series of monthly reports, data sheets, and analyst calls aimed at analyzing the fault lines of disruption in travel. These reports are intended for the busy travel industry decision-maker. Tap into the opinions and insights of our seasoned network of staffers and contributors. Over 200 hours of desk research, data collection, and/or analysis goes into each report.

WeChat’s importance to travel is growing alongside FIT As Chinese tourists start to travel more independently overseas (a recent report by Chinese travel website Mafengwo put FITs at 53%), WeChat is filling in for travel agents and guides in a number of ways. Travelers use WeChat to discover, plan, book and guide themselves through all aspects of a trip. WeChat mini-programs, especially when combined with QR codes, can function as an in-destination digital guide. “These people don’t usually have a guide to help them, so to overcome the language barrier and make it easier for them to learn about our attractions and plan their visit, we launched this mini-program,” says Lukas Prochazka, Business Development Manager – Asia, for Banff & Lake Louise Tourism. The Skift report also mentions several instances where WeChat has been used by travel destinations to provide important safety information.

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Last but not least, WeChat is corporate with Ali-pay, which enable customers to pay through WeChat. Hotels encourage customers to use mobile bookings on its own mobile app or WeChat app page. Booking through their own channel can save the cost against the online travel agencies. It also a great tool to collect customer online behaviors.

Whether you want to use WeChat to enhance brand recognition, generate sales leads or improve customer service, all the marketing channels should be integrated. Depending on the nature of your business, WeChat should serve as a cohesive platform and all marketing efforts should supplement one another.

WeChat Mini Programs are low-memory mobile app implanted in WeChat that users can open without downloading and installing them separately. They enable to provide endless ways to user engagement such as e-commerce, membership programs, coupons or rewards, content mini-programs etc. Mini Programs can help you enhance the standard features of Official Account in order to boost your business.

WeChat Engagement Strategy Now that we have established content resourcing and overall strategy, it is important to focus on getting your customers to follow your account and engage with your content — much like you would with any other social media platform. Some common engagement strategies include offline promotion, Key Opinion Leader engagement, email, contests, and more.

WeChat is getting more popular by the day. Meaning that more clients are using WeChat, China and they will see your advertisement more easily. And if your advertisement is getting shared, it is spreading all over this social media platform.

WeChat is increasingly difficult as a broadcast channel, and it will only get noisier: in 2017 50% of accounts were stagnating at best or losing followers. It is not enough simply to have an Official Account that churns out general articles. As Joseph Leveque notes, WeChat is increasingly difficult as a broadcast channel and it will only get noisier as more and more companies enter the WeChat ecosystem.
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